061 Not the Past(1)

In a business plan, the most attractive thing is the selling point and the profit point. The selling point is the attractive place, for the advertising industry, trying to find the selling point in a plan is tantamount to looking for a needle in a haystack, and the profit point, as the name suggests, is the place to make money.

Huang Rencheng listened to Lin Weiran's introduction very carefully, he had to correct his attitude, and put the displeasure caused by Lin Weiran's break-into his office just now. What this plan shows is not Lin Weiran's innovation, but a strategic vision similar to resource integration. Of course, Lin Weiran, who was talking like a river at this time, didn't notice it.

"Mineral water, snacks, bicycles, cars, even fruits, department stores, everything will be real-name in our game, it is not just an ACG fantasy game, it will develop into a large online community in the future. TVXQ has 800,000 followers, and if we build this game and implant TVXQ into it, as long as half of the fans register and one-fifth of the fans come to play, it will be an extremely considerable resource. ”

"I know it."

Huang Rencheng waved his hand, temporarily interrupting Lin Weiran, he already understood what this young man meant. But this plan is not just an advertising plan, it is more similar to building a new kind of advertising inventory. To be honest, this is not what Huang Rencheng is good at, so he doesn't know how to evaluate Lu Dao.

But he also can't deny that the plan sounds interesting, and it's not just fun, once its profit model is successfully launched, the day when Shinhan Advertising will become the leader of the Korean advertising industry is just around the corner, and even the 4A company rating will be a breeze.

Still, he had some questions.

"Have you noticed that everything about your project is based on the unstable individual of the star? Let's not talk about who we choose, even if we choose the number one beauty in South Korea like Kim Tae-hee, I don't deny that there will be people who want to date her, but how much will such a person be? ”

Lin Weiran said directly: "Conservatively speaking, no." ”

"How?" Huang Rencheng straightened up and asked.

"The actors were not a good fit for the project, I needed a stronger image, and it had to be a positive image for all ages. The men's idol market may not be suitable either, because South Korea is a more traditional country, and once this model of game is launched, it will definitely be criticized, and it is very fragile during this period, and it cannot be labeled in any negative way. ”

Lin Weiran put down the report in his hand and said his inference.

Huang Rencheng said slowly: "Indeed, South Korea is still a standard patriarchal country, and housewives do not work well at home, so they play the cartoon game of the men's group on the computer and fantasize about love, and it is difficult to guarantee that there will be no negative problems." ”

"So we have to grasp the main contradiction and start with the man."

Lin Weiran said this seriously, but he said hehe and straight music to the two Koreans in the room. After the laughter, Huang Rencheng was silent, one of his index fingers tapped slowly on the table, and he couldn't read anything just by looking at his expression.

After a while, he asked again: "Why do you want an investment of two billion?" There are no celebrities in South Korea who are bidding for two billion on the copyright of this kind of game, even one fifth is impossible. ”

Lin Weiran paused and threw out a sentence that confused both Hwang In-sung and Park Jung-chang.

"We need to advertise."

"What?" The two spoke in unison.

"We need to advertise to our customers, and I mean all customers." Lin Weiran opened the document and pointed out one of the words: "It turns out that I also think that we are facing the fan group, providing merchants with a platform for latent product placement, and then we earn the usage fees they give." For example, the mineral water in the game is 2% mineral water, and almost all girls will buy it when they go on a date, so we will provide this brand to them to promote their subconscious consumption in reality. ”…,

"But we have an important question that cannot be ignored, and that is, how to evaluate the effectiveness of this propaganda in reality? Advertising on the game, how to show that the seller's real-life sales have increased? Of course, this part is a follow-up question. And the number one question now is how do we get all advertisers to know that we have this platform and whether it's going to work. ”

Lin Weiran stood up and said flatly: "The audience of our game is fans, but the audience we are targeting is advertisers throughout Seoul. Before you start running, at least let some of them know about the existence of this game! ”

Huang Rencheng raised his eyes, looked at the young man in front of him who didn't know whether he was a fantasist or a genius, and asked without hiding his surprise: "You mean, we are going to provide more than a billion advertising costs for this platform?" ”

Lin Weiran nodded and said, "Maybe more, because I need a lot of well-known brands to appear in this game." This involves a lot of key issues, such as copyright, naming rights, etc., and the cost will be very high. But I can guarantee that if this plan achieves its intended purpose, the Internet era in the Korean advertising industry will come a year or more earlier, and there will be many similar effects, and I will not be able to complete all the predictions alone. ”

Huang Rencheng leaned back in his chair, his mind was already a little confused by Lin Weiran's crazy thoughts, whether this unprecedented initiative could succeed is still unknown, it was like a math problem in front of him that would not be solved no matter what, there were too few constants, too many variables, and no formula could be applied. But innovation is like that, just like you can't understand Apple in the way and philosophy of Nokia, and you can't understand the stock market in terms of pure market concepts. Risk and benefit go hand in hand, this is the truth of investment.

Huang Rencheng thought about it for a long time, but he still couldn't give an answer, but the first thing he wanted to admit was indeed the feasibility of this plan.

"Going ahead and doing market research, I need more data to make a decision. But Lin Weiran, I want to ask you, celebrities are the top priority of your planning. Since the actors are not good, the boy group is not good, so who are you going to choose? ”

"Girl group." Lin Weiran replied.

Huang Rencheng frowned, and asked Park Zhengchang, who was always unable to interject to the side: "Has there been a popular girl group in South Korea in recent years?" ”

Park Zhengchang was stunned, still speechless, just shook his head.

"South Korea has not had a big red girl group in recent years, and this situation has lasted for six years since 01." Lin Weiran gave the answer, to be honest, when he had to face this fact, he was indeed a little disheartened.

"You've just shaken my faith in you." Huang Rencheng was stunned for a moment, and then smiled.

Lin Weiran was a little impulsive, some words at least he shouldn't say now, but he couldn't let Ji Lu be stillborn like this. There may be how many amazing ideas in history have been sentenced to death early because of the wrong time, every creative that successfully creates a large amount of benefits must have the right time, place, and people, although I don't know if Lu Dao Tiangong can be beautiful, but the unique fan model of the Korean entertainment industry provides him with absolute geographical advantages.

He spoke: "If you prosper for a long time, you will decline, in other words, if you prosper for a long time!" ”

"You mean, the girl group will be popular?" Huang Rencheng asked incredulously.

Lin Weiran is just a newcomer who has just entered the advertising industry for a few months, and he may have come up with an eye-catching successful plan, but it does not mean that he will be unpredictable. He shook his head and said, "I'm not sure, but it's the law of the market." And I found that during this time, the major Korean agencies have not given up on the girl group plan, DSP's Kara, JYP's WonderGirls, and S.M's Girls' Generation. Although this sign does not prove that the girl group will return to prosperity, it at least shows that there is still a lot of potential in this market. The men's group market is close to saturation, and the market is a thing that is opened up by some people, and if there are many people who open it up, it will explode like a blowout. ”…,

Shinhan Advertising does not have a business research group, which means that it is very closed to predict the market prospects, and it is not an exaggeration to say that it is working behind closed doors. In this case, Huang Rencheng certainly cannot make judgments.

"I may be a bit bureaucratic when I say this, but you know, when you need to set up a weekly action, bureaucracy is your best helper. I can't agree with this project right now, I need more market research and more details. You can choose as many people in the company as you like, but give me a detailed proposal as soon as possible. ”

Lin Weiran, who has looked serious since entering this office, smiled a little, if the worst result is a categorical rejection, then Huang Rencheng's attitude of acknowledging the feasibility of the plan is the best result.

He smiled: "I know that I will do a good job of market research as soon as possible and complete the plan." ”

"Another thing you need to know is that the company's largest investor is Chaoya Investment, and I need their approval for such a big move." Park Zhengchang was present, and some things were naturally inconvenient to say. Shinhan Advertising is not a profit-oriented company, it only needs to exist, have scale, and can be consumed, and there is no need to do anything big to make a sensation in Korea.

Lin Weiran's expression was solemn, and she just nodded, as if she was confident.

"Let's get out of the city first, and if you want to work, it's best to start now."

"Well, I know what to do."

Hwang In-sung, who sat behind his desk, watched the two go out the door, and the quiet atmosphere regained the idea that could create a new era in his mind. It was difficult for him to calm down, so he got up and walked to the window to look out the bustling scene of downtown Seoul.

If you don't even have the courage to fantasize, try, and time, how can you talk about creating a new era that has never been seen before?

Outside the office, Lin Weiran, who returned to his office area, sat loosely on the chair, he inhaled hard, exhaled deeply, and ripped off his tie, and the tension accumulated in his heart was released at this time.

The project, which might represent some kind of change in the future, was on the desk in front of him, and he stared at the cover of the project for a long time before muttering something in a low voice.

"It's done!"