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This is indeed a thing worth talking about for many laymen, but it is not a good thing for Luckco.

Globally, Lacco has slightly higher sales. However, in the carbonated beverage market in China, Bihai has the advantage in sales.

I don't know when this situation was formed, in fact, at the beginning, Le Ke was squeezed by the blue sea to have no market, because Le Ke was the first to enter the Chinese market, and quickly occupied a dominant position, and the blue sea was once difficult to gain a foothold, but in just a few decades, everything has changed, Le Ke from the absolute dominance, to the follower of the market, occupying the upper hand.

This is something that makes Le Ke company always haunted and difficult to let go, and the same is true for Fang Kai, although Le Ke has a relative advantage in the world, but it is the world, what does it matter to him, he only knows that in the China region he is responsible for, the blue sea has been pressing them.

Throughout the history of the rapid growth and development of Bihai in the fierce market competition from small to large, from weak to strong, and catching up, people are impressed by Bihai's increasingly vigorous viability and competitiveness at the same time, they have to fall into deep thinking: how can Bihai have unique, stronger and lasting advantages and capabilities than competitors in those key links and moments related to their own survival and development?

Historical experience shows. A market economy is an economy based on the rule of law. It is a competitive economy. Competition is the driving force behind the development of enterprises, and only in the competitive environment of the market economy can enterprises develop. In a certain sense, competition is a competition of brands, a competition of ideas, and a competition of cultural heritage.

The simple point is publicity, whoever can sell his cultural consumption concept to more people's hearts will win, so it can be said. Their lack of effectiveness in advertising has created the current situation.

Maybe there was a problem with the strategy of Joy from the beginning, but in fact, it can't be said that there is a problem. The positioning of the company is to enjoy the family and share, and the blue sea is the personality, self, and cool me, and the company quickly gained a firm foothold in China by virtue of this positioning at the beginning, because the most important thing for Chinese people is the family, and the economy was not very developed at that time, and drinking Luck was not something that could be bought in the supermarket anytime and anywhere. And during festivals, in the case of family carnivals, it is easier to be accepted.

This is also the reason why Bihai is not the opponent of Leke for a long time, but with the advancement of time, the economy of China continues to develop, people have money, carbonated drinks are no longer a little expensive drinks, but began to be popular and popular, and the more flamboyant and self-contained post-80s generation has gradually grown up. This was overturned by Bihai in the end.

In recent years, Joy has also begun to pay attention to the adjustment of publicity strategies in this regard, but it is still too late, after all, the image of Bihai's personality and self can be said to be deeply rooted in the hearts of the people, and they can't catch up at all!

As a creative director. Fang Kai was under a lot of pressure, a lot. Very big!

Lecoco is not a small company, it is unacceptable for them to sit on the side, especially in the case of global dominance, the Chinese region is at a disadvantage, it is particularly conspicuous, not to mention the head office, even the senior management of the Chinese region, have frequently issued instructions to change all this.

Especially now that the time is about to enter the summer vacation, and it is another season of carnival for beverage manufacturers, of course, it is necessary to quickly change all this.

Therefore, Le Ke decided to look for a more popular artist as an agent, so he found a recently popular actress Ye Rong. Ye Rong won the title of the best newcomer with "The Best Family", and her beautiful and classical appearance made her gain great popularity, and then she took over epic blockbusters such as "Zhu Xian", and her popularity soared rapidly. …,

Fang Kai went to the company early in the morning, took a little rest, called the assistant, and asked, "Have you replied to the invitations sent to those directors?" At the same time, we sent out invitations to 8 advertising directors to formulate advertising strategies, and then decide who to invite to shoot the advertisements according to their advertising strategies. Advertising is nothing more than three parts, creativity, spokesperson, director, and now that the spokesperson has been determined, there is still the creative and the director. In the end, Fang Kai made up his mind to put creativity and director directly together, and he would be the director of this advertisement if the director's creativity was good.

"Back to the director, almost, we have received replies from 7 directors, and their creative advertisements have also been delivered, and we are sorting them out!" The assistant replied.

"Do you have any good creative ideas?" Fang Kai asked, they carried out such an action with great fanfare, of course, it would not be casually forgotten, naturally they hoped to collect good ideas.

As the saying goes, one person's wisdom is short, and two people's wisdom is long, and the wisdom of the masses is infinite!

"Yes, yes, there is!" The assistant replied, "There is indeed a very good one, everyone says it is good, and it is quite in line with the focus of our Leke's publicity, but there is one problem, it is too long!" ”

"It's too long!" Fang Kai frowned, his creative department can be said to be full of talents, all kinds of talents, everyone has their own ideas, so every time he needs to scoop ideas, the authority of his leadership is more often reflected in this aspect, but there is rarely a consensus.

It's too long, Fang Kai frowned, this is indeed very fatal for an advertisement, you know, advertisements are ultimately put on TV stations, and TV station advertisements are used to collect money in seconds, which can really be said to be hundreds of thousands of dollars a second, so the essence of advertising is short, but the publicity is in place.

If it can't be short, no matter how good the advertisement is, if the ad is more than a minute, the money it will pay will definitely make a big business want to vomit blood!

What's more, it's still evaluated as too long! How long is that, exactly!

"And this person is not one of those advertising directors we invited." The assistant continued.

"Not the one we invited? Who's that? Fang Kai frowned and asked suspiciously.

"I don't know, he only left a phone number."

"Scoop that ad and show it to me!" Fang Kai was a little interested.

"Yes!" Fang Kai's assistant went out to his desk as he spoke, scooped up a manuscript and handed it to Fang Kai.

Fang Kai looked at it, laughed out loud after a while, and said: "This story is quite interesting, but as you said, it is indeed a little longer, by the way, the original author of this manuscript has not been contacted, we can discuss it, can it be shorter!" Fang Kai doesn't think that the author of this advertisement is an advertising director, otherwise how could he not even know that the advertisement can't be too long, in his heart, the author of this advertisement is probably not a person engaged in the advertising planning industry. Not to mention, Fang Kai is indeed right, this author is indeed not a person engaged in the advertising planning industry.

"Yes, Director Fang, I will contact the author of this manuscript immediately, and I will arrange for him to come to the company for an interview as soon as possible!" The assistant said.

"Well, okay, you have to cheer up your spirit in this matter, and I will be responsible for it myself!" Fang Kai said, "The success or failure of this advertisement is directly related to our company's sales of Leke in the next quarter!" ”

Everyone knows that the next summer vacation is coming, and summer is a feast for beverage manufacturers, especially when it overlaps with the summer vacation of students, it is the carnival season of sales, and the sales performance in this season has greatly affected the sales performance of the whole year. …,

That's why Fang Kai attaches so much importance to it, and the performance is also very related to the bonus they can scoop up in the end.

"Your Director Fang wants to see me? Okay, I'll be right here! Chen Feng soon received a call from the Leke company.

Immediately relieved, this was originally more in line with Bihai's creativity, originally Chen Feng was afraid that he would not adapt to the water and soil, so in order to avoid trouble, he just left a phone call, if not, he could also consider other creative advertisements. But now it doesn't seem to be happening, and sure enough, a good idea will shine anywhere.

Time into the middle of June, the weather began to get hotter, but for students, as long as they can have a holiday, this bit of heat, but there is nothing, Chen Feng submitted a week later, finally got a response from the people of the company, of course, if Chen Feng directly reported his name, then he would definitely receive an invitation from the senior management of the company, but it was for Chen Feng's name, not the advertising strategy provided by Chen Feng, which was not in line with Chen Feng's original intention.

Chen Feng made a little preparation, and immediately flew to Shenhai and arrived at Leke's headquarters.

Early the next morning, Leke met Leke's creative director Fang Kai, Chen Feng's first feeling was that he was young, although foreign-funded enterprises are not the same as state-owned enterprises with decay and old, and seniority are different, and he values personal ability more, but he became the creative director of Leke at such a young age, which shows that he is indeed quite capable.

Fang Kai was quite surprised when he saw Chen Feng, he didn't expect that the author of Snow White's creative advertisement turned out to be Chen Feng. Oh my God, if he had known that it was Chen Feng, then he would not have sent invitations to other directors, who else is more famous than Chen Feng now.

"Hehe, Director Chen, you hurt me, if I knew it was you, I wouldn't have to hand out invitations to other directors, just add to the joke." Fang Kai stepped forward and complained.

"Hehe, I just want my strategy to be more in line with your Leke's requirements." Chen Feng said with a smile. (To be continued.) If you like this work, you are welcome to (.) to vote for recommendation, monthly pass, your support is my biggest motivation. )