On Saturday, in the conference room of Zhiwei Company, Kim Yunhao, Jia Ni, and Park Yi-day were having a meeting.

"Boss, can this really work?"

Pu Yitian fiddled with the newly developed WeChat software and asked the same question again.

He really thinks this software is enough.

Kim Yoon-ho ended his conversation with Jani, turned his head and said, "Tell me your opinion." ”

Park took out two mobile phones in one day, called up the two software WeChat and NateOn, and compared: "The functions of these two software are basically similar, and it can even be said that there is almost no essential difference."

The only difference is that we have added a lot of emojis to WeChat, but I don't think it's possible to shake NateOn's king status with this bit of differentiation.

NateOn beats MSN thanks to its simple operation and user-friendly design.

However, WeChat has no advantage in this regard.

Users have a very high degree of adhesion to electronic products, and they will abandon NateOn in favor of WeChat for the sake of emoji differences? ”

Park did his homework during this time, and the analysis and summary were in place.

After Park Yitian finished speaking, Jani also nodded in agreement.

Kim Yoon-ho knew that the voice of doubt had always existed, and now he suddenly found that it had reached the point where it had to be resolved, and even the two important assistants, Park Yi-il and Jani, were so suspicious, not to mention the others.

If this situation persists, it will be very detrimental to the future development of work.

Kim Yun-ho thought for a moment and said, "Call Lee Jian Hyuk and the others to a meeting, and discuss financial issues by the way." ”

Park Yitian nodded, thinking that this was the best. Let's discuss something.

――

An hour later. Lee Jian Hyuk, Choi Shinmin, Kim Jun Ha and others arrived one after another.

Most of these boys are sleepy-eyed. It seems that I just woke up, and I must have played late last night.

Jin Yunhao didn't care about other people's affairs, he said hello, and after seeing all the people, he said: "I am looking for you to solve two problems today." First of all, solve the problem of everyone's lack of confidence in WeChat. ”

Kim Yoon-ho glanced around, then continued, "The basic functions of WeChat are completely similar to those of NateOn, except that a large number of emojis have been added.

Maybe you don't like this kind of differentiated competitiveness, but I have full confidence in it.

WeChat's market targeting is aimed at young users between the ages of 18 and 25. This type of person is fashionable and individual, and most importantly, they are at an age of restlessness, and they are more aggressive in their pursuit of the opposite sex.

And precisely, WeChat's massive emojis can meet the love needs of their age.

When a boy shows love to a girl, he can express his feelings with cute emojis.

When a girl responds to a boy's show of love and is ashamed to say it, she can also use a cute emoji instead.

It can be said that the unique design of emoji is specially designed for young people to communicate their feelings.

This is the differentiation of WeChat, and it is also the competitiveness of WeChat. ”

Kim Yoon-ho is not a business genius. It doesn't have too much business vision.

But he has the advantage of having memories of his previous life and can imitate the successful ways of others.

Last life. LINE was able to beat NateOn because of the differentiating competitiveness of emojis. Since LINE can do it, of course WeChat can do it.

This is Kim Yoon-ho's confidence.

………

After listening to Kim Yun-ho's explanation, everyone's eyes lit up.

The son-in-law here may not have much management experience, but he still has vision.

If Kim Yun-ho's positioning is accurate, WeChat will indeed be very competitive.

But there are other problems here.

Jin Junhe, the third largest shareholder of the company, raised his hand and asked: "After listening to your explanation, boss, I personally agree with the differentiated competitiveness of WeChat, but there is no threshold for this differentiation, and it is easy to be imitated."

Maybe at first it will feel eye-catching and quickly attract a group of users. But competitors reacted and developed similar emojis in a short period of time, at which point WeChat would lose its competitiveness.

Without competitiveness, how can WeChat survive?

Maybe it will retain some users, but it's not enough to shake NateOn's kingship. ”

The others all looked at Kim Yoon-ho, waiting for a new answer.

Their mentality has gone from being completely skeptical at the beginning to being skeptical at the moment.

Whether it can be transformed into trust in the end depends on how Kim Yun-ho answers this question.

A smile appeared on Kim Yunhao's lips, and he said calmly: "I have already considered similar issues.

Different from traditional products, WeChat is a new electronic product, which is updated quickly.

Often, an electronic product has to go through many version upgrades from its advent to maturity.

The competitiveness of the first version of WeChat is the differentiation of emojis.

As soon as it opens the market and quickly attracts the first users, we will launch a second version immediately.

The competitiveness of the second version of WeChat is 'search and positioning of nearby people', which is a very strong competitiveness.

I've already told the development department about this, and they're already working on the next version. ”

If a company has a good idea and design, it will often be split and rolled out one after another, constantly giving users a sense of innovation, and finally achieving the goal of retaining a large number of users, rather than launching all the features at once.

This truth is simple and easy to understand, and Kim Yunhao and all the sons and brothers here understand it.

After hearing Kim Yoon-ho's introduction on the competitiveness of 'nearby search', everyone was excited.

They don't have a deep understanding of the competitiveness of this feature, and some are even skeptical.

But this does not prevent them from trusting Kim Yunhao more and more, and they are more and more confident in WeChat.

Because as long as there are follow-up considerations and plans, WeChat will continue to be competitive, and that's enough.

In the minds of many, these may not be enough to beat NateOn, but there is no problem in surviving in the instant messaging space, at least it will be profitable.

Wait until WeChat has a certain number of users, and then operate. Sell the company. You can earn a lot.

For this means of operation. Everyone is no stranger to it.

As a result, people's confidence in WeChat has begun to become more and more sufficient.

Hearing everyone's discussion and the majority of voices in favor, Kim Yunho asked with a smile, "Do you still have questions about this?" ”

Everyone shook their heads in unison, and their expressions were very relaxed.

Kim Yunho opened the financial statements and said very formally: "Let's solve the second problem." General Manager Park, I would like you to introduce the company's financial and marketing situation. ”

As the general manager of JMicron, Park Yitian is in charge of management, personnel and finance.

Although the company is small. But as the prince of Kumho, Park Yitian did his best.

Because Zhiwei is also his company, and he wants to follow in the footsteps of Kim Yunhao to see if Kim Yunhao's plan can succeed, he is more curious about how far this company can go in the end.

Park Yitian knocked on the table and said, "The company originally had 20 billion won in funds.

A total of $4 billion was spent on renting office space, paying employees' salaries, and maintaining product development, leaving a balance of $16 billion.

However, the amount of funds of 16 billion yuan cannot support the huge marketing work.

First of all, the company selected two upcoming TV series and embedded WeChat ads in them.

The two dramas are MBC's "IRIS" and SBS's "It's a Beautiful Man".

The advertising placement of the two TV series cost a total of 2 billion. ”

Park Yitian feels that the advertising placement of TV dramas is very cost-effective and worthy of large-scale application.

There is a precedent for Kim Yoon-ho to contact "IRIS" for product placement, and Park Yi-day contacted the drama "It Turns Out to Be a Beautiful Man". Because he has a good relationship with SBS's largest shareholder, Tairong Real Estate. It's easy.

But it's a pity that there are only these two TV series that will be broadcast recently. This frustrated Park Yitian's idea of using this product promotion method on a large scale.

Not long ago, Kim Yoon-ho immediately agreed with Park Yi-il's idea after hearing about it.

The cost of TV series product placement is not expensive, it is very cost-effective, and it is worth a try.

The most important thing is that Kim Yun-ho does not want to discourage Park Il-il's positive work attitude.

Just listen to Park Yitian continue to introduce: "WeChat's marketing promotion alone has TV series product placement advertisements are far from enough, so the company plans to produce a 45-second commercial, which is planned to be broadcast in prime time on the three major TV stations.

This advertisement invited three pairs of men and women who are very popular to participate, namely Lee Min Ho and Park Shin Hye; Kim Jong Kook and Yoon Eun Hye; Lee Seung Gi and Han Hyo-joo.

The production cost of the advertisement is 2 billion, and the half-year presentation fee for six artists is 3 billion.

The company plans to broadcast this advertisement three times a day in the prime advertising slots of KBS, MBC and SBS.

According to the price of 2 million ads per second, 45 seconds is 90 million, 810 million when it is broadcast three times a day on three TV stations, and 8.1 billion for 10 days of advertising.

16 billion is only enough to pay for the relevant advertising production costs and 10 days of advertising in the early stage. After that, the company no longer had liquidity.

And this part of the expenditure budget does not include the next month's staff salaries and basic expenses. Not to mention marketing through other channels. ”

Hearing this, everyone gasped.

It's not that I don't know, but I'm shocked.

16 billion won, just enough for a week's advertising.

Kim Yunhao only understood on the spot why marketing is a money-burning move.

If you don't have abundant funds, you can't afford to play such a big scene at all.

In fact, it is also to blame that the marketing plan is too big.

If you promote WeChat slowly and step by step, it will not consume so much money.

However, WeChat's emoji competitiveness is easy to imitate, and if it can't open the market in a short period of time to attract the first batch of users, it is likely to face a failure situation.

The reality forced Kim Yoon-ho to grit his teeth and take the risk of agreeing to such a huge marketing plan.

Of course, if everything can be implemented according to the plan, the effect will be very good.

Lee Min Ho and Park Shin Hye; Kim Jong Kook and Yoon Eun Hye; Lee Seung-gi and Han Hyo-joo, these three pairs are very topical, and each of them is very popular.

If it weren't for Park Yitian's wide connections and Kim Yoon-ho's face, he might not be able to invite these 6 people to co-star in an advertisement.

It is conceivable that after the advertising of WeChat, it will definitely cause a sensation in the society.

The problem now is that the company doesn't have the money to support such a huge rollout plan. (To be continued.) )