In marketing, there is an inherent term called 'impulse purchase', which refers to the purchase behavior of customers under the impetus of external factors. The lack of prior planning and the lack of a specific sense of consumption are the biggest characteristics of this behavior.

The so-called impulse consumption is generally not divided into three types.

The first is pure impulsiveness. The customer has no desire to buy in advance, and does not go through the normal consumption decision-making process, and decides to buy on an ad hoc basis. When purchasing, it is a kind of sudden behavior, which is a "whim" or "whim" out of psychological reaction or emotional impulse, or "novelty" or "difference". In short, this type of impulse consumption is completely unfounded.

The second type is the stimulant-impulsive type. Either on TV or at the scene of shopping, because the content in the advertisement is too attractive, it is prompted or stimulated to consumer demand, and then some items that are not in the plan are purchased, which is the stimulating impulse.

The third, and most reluctant, is called the impulsive type. The biggest difference from the first two is that there is an existing 'consumption plan' in the premise of this impulsive consumption, but the time and place of consumption are not determined. To take the simplest example, for example, a person has already had an idea to buy a TV, and then, after seeing a price reduction promotion launched by a certain shopping mall, he changes his original plan and buys the TV in advance. In this case, 'buying a TV' is a good plan, while 'when to buy it' is an impulse.

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I really don't want to be separated from Jessica. But she had to let her go, after all, as a member of Girls' Generation, she must not be absent from the 'S.m Family Concert in the United States' held by S.m Company in New York. In desperation. Li Jingyuan could only sigh while sending Jessica back to the other girls of Girls' Generation, and watched her board the flight to the United States with everyone.

Sitting in a rented Lamborghini, while driving back to the hotel, I remembered what I had said before. When he arrived at the door of the hotel, Li Jingyuan finally made a decision - to buy a plane.

Well, although it has not really started to contact aircraft manufacturing companies yet. However, Li Jingyuan's decision is obviously not going to be changed, that is to say, it is only a matter of time before he spends money. So it seems. It is not unreasonable to say that Li Jingyuan is 'impulsive consumption' this time.

Fortunately, it is not a pure impulse, strictly speaking, Li Jingyuan's purchase of a plane can only be regarded as a 'planning impulse' at best.

Speaking of which. The idea of 'buying a plane' has actually appeared in Li Jingyuan's mind many times. And the earliest one. It can even be traced back to when Lee Kyung-won first joined S.m.

There should be quite a few people who still remember it. At that time, after buying a majority stake in S.m and entering the management of S.m as the first shareholder, Li Jingyuan made many internal adjustments to S.m, including not only the adjustment of the rules such as revising the artist contract, but also investing a lot of money to supplement and upgrade the company's hardware facilities.

Among the plans to supplement and improve the hardware facilities, there are several big plans. Adding new equipment, buying a plot of land in other districts to build a new office building, preparing more and better practice rooms and dormitories for the company's artists and trainees, etc., among these projects. One of them is 'buy a small or medium-sized private jet for the exclusive use of the company'.

Among these big deals, some projects are quite reasonable. But some projects are not so easy to agree with. For example, the article 'buying an airplane' is. At that time, after Li Jingyuan said this, Li Xiuman and several other senior managers of the company immediately raised strong objections, and even Li Xiuman himself once said that Li Jingyuan 'money burns his brain'.

Judging from the situation at the time, there was indeed nothing wrong with Li Xiuman's comment.

Before Lee Kyung-won joined, S.m's position in the Korean entertainment industry was indeed very good, and after successively launching combinations such as HOT, SES, and Shinhwa, it had stood at the same height as DSP, and it can be said that it was the two major brokerage giants in the Korean entertainment industry.

However, when Li Jingyuan joined the company, the situation was slightly different. HOT and SES have disbanded, and Myth has just jumped ship away. Although there is still TVXQ, but at that time, TVXQ was only just debuting, and it was not a good status at all, and in the entire company, the only artist who could come up with it to support the scene was Boa.

Under this premise, what can you do with the purchased airplane? Is it for Boa alone? Or do you want the management of the company to talk about business?

Li Jingyuan came up with a proposal to 'buy an airplane' because he thought that he was about to join the company and was about to get in close contact with future idols. To put it bluntly, he was just trying to save face.

It's just for the sake of face, but he didn't think carefully about whether the company really needs a special plane, and it is not surprising that this kind of blind proposal was said by Li Xiuman to be 'money burns his brain'.

Then again, since the matter of 'buying a plane' has been dissuaded by Li Xiuman, why would Li Jingyuan think about it again now, and make diametrically opposite decisions so quickly?

This time and that time.

The company is in a very different position now than it was a few years ago.

Boa is still the same, and TVXQ has also made a great scene. And behind them are SJ, Girls' Generation, Shinee, FX, IU and other groups and solo artists. Let's take a look at the status and fame of these groups and artists. SJ's fame is on par with TVXQ, even if it is a little different, it is very limited; Girls' Generation, after WonderGirls left South Korea, quickly seized the position, and now it is the No. 1 girl group in South Korea; Shinee and FX debuted a little shorter. But it has also achieved very good results, although it is not as good as the predecessors of the same company, but it can be seen from the perspective of popularity and strength. They are not inferior to 2PM, 2AM, AfterSchool, BEG, 4minute and other groups, and they are also first-line idol groups, and they are only one line away from the highest top; There is also IU, this girl is now the NO.1 among the new generation of solo female singers, in the entire Korean entertainment industry, she can achieve such results with the strength of one person under the impact of idol groups, and she is just the only one.

If only there were one or two groups of people. Buying an airplane may indeed be an exaggeration. However, if you look at the current situation, there are so many people. With so many trips on everyone's part, it doesn't seem too much to equip such a large group with an airplane.

After FX and IU debuted, Girls' Generation began to enter Japan. At that time. Li Jingyuan's mind once again had the idea of buying an airplane. Later, the reason why he didn't formally raise it to the company was not because he was worried that Li Xiuman and others would raise objections again, but because Li Jingyuan took over a lot of things at once and was so busy that he forgot about it.

In fact, just as Li Jingyuan expected, when he told Li Xiuman about 'buying a plane' this time, he immediately got a very positive answer.

More thoughtful than Li Jingyuan's thoughts, Li Xiuman not only agrees with the reasons he proposed. There are even new reasons for this.

It's not just because the artists under the company are popular enough to be qualified to equip a plane, in Li Xiuman's opinion. Buying an aircraft for the exclusive use of the company is also a means of external publicity.

In the first few years of the new century, S.m. and DSP were known as the two giants. Today, more than ten years later, DSP's status has gradually declined a lot due to various decision-making mistakes, and it can no longer be ranked with S.m. However, the absence of a DSP does not mean that S.m. is a company.

Now, JYP and YG have caught up from behind, taking over the position of DSP, and forming a three-legged situation with S.m.

Behind JYP and YG, there are companies such as Cube, Loen, Woolim, CCM, etc.

Just like in the Three Kingdoms period, the three major companies can be compared to the three 'Wei, Shu and Wu', while the other companies can be compared to those slightly smaller princes.

If you are not careful, you may be surpassed by other companies.

So, how to maintain its position in such a fierce competition? First, we must have sufficient strength, and second, we must have extensive publicity.

It has many popular idol groups, which is the strength of S.m. Compared with other brokerage companies, S.m company still has a lot of advantages in this aspect, so there is no need to worry about this aspect for the time being.

The 'short board' theory is well known to everyone, if the propaganda does not keep up, it is equivalent to making a short board, in this case, even if the strength is strong, it can maintain the first position, it will still make people a little worried. Therefore, in order to avoid unexpected situations, S.m. will definitely attach great importance to publicity.

This is not the first time that the family concert has been held, so why is this year different from the past, not only in Korea, but also in Tokyo, Paris and New York? Is it just because foreigners have more money and earn more easily?

Apparently not. What does the amount of income depend on when you hold a concert? It's nothing more than the ticket price and the size of the venue. The higher the ticket price, the more seats in the venue, and the more revenue a concert will make.

How much can a ticket sell for in South Korea? When you go abroad, can you make the price of this ticket ten or twenty times more expensive? Obviously impossible. Also, even if the ticket price is higher abroad, don't forget that renting a venue in a place with a high ticket price will definitely cost you more rent than in Korea. After this plus and minus, there is not much difference in the return rate.

Looking at the number of seats, if you can arrange tens of thousands of seats for a concert abroad, isn't it possible in South Korea? If you think about it, South Korea also has large venues, and there is no difference at all.

Whether it's in Korea or overseas, it's a concert. There will not be much difference in income after a game. In other words, the most fundamental reason for putting the concert abroad is not for money. Even if there is a reason for this. At most, it's only 12 out of 10.

So, what's the bigger part? Obviously, it's about expanding the company's reach.

As soon as I was able to hold a concert overseas, it was already a good indication of the company's strength. If the company's strength or influence is not enough, it is not easy to hold a concert overseas. From this one thing alone, we can largely see the difference in strength between different companies.

The gap is not straightforwardly expressed in the form of data. But. It is also enough for those children who aspire to become trainees and entertainers to make a judgment, if there is no specific reason, then these children when choosing an agency. Because of this gap, it is very likely that they will choose a 'big' company that has the ability to hold concerts overseas.

Second, the influence of the concert will also be reflected in some overseas affairs. The simplest example is an invitation from overseas.

Before advertisers invite artists to appear in their own commercials, they must first evaluate the influence of the artist. See if they're really that popular. So. How to verify the popularity of an artist? The most straightforward way to do this is to look at the concerts they are giving.

It's only a few hours, but a concert is enough for advertisers to get a lot of information. If an artist from overseas holds a concert on a large scale, has a very high attendance rate, and the audience's on-the-spot and after-the-fact response is very good, then he is definitely worth the money of advertisers. On the contrary, there is no need to consider inviting the artist to be an advertising model.

The costume advertisement shot by Yoo Li and Choi Si Won is a positive example, and there are negative examples. For example, Rain has not appeared in advertisements in European and American countries at all. Perhaps many people should also know about an incident that happened before Lu Dao, Rain once said how much he earned from holding concerts overseas. But later it was found out that his grades were all fake. Come to think of it, from the perspective of foreign advertisers, they are not kept in the dark like fans in Korea, so how can they invite such Rain as an advertising model for their products?

It's a bit of a stretch.

The purpose of holding a concert is to expand the company's influence, that is, as long as it can expand its influence, will the company agree with it? The answer is clearly yes.

Buying an airplane is one of the behaviors that can expand the company's influence, and it is also a very effective means.

Just think about it, you will know that one company has its own special aircraft, and the other does not, just find an ordinary person, ask him which of these two companies is stronger, the answer will be the same nine times out of ten, and it will definitely be said that the company with the aircraft is more powerful.

Being able to buy an airplane means that the economy is very strong. Where does the economic power come from? It's not the artists from the company. So, what do artists do to make so much money? Isn't it because they have been well cultivated by the company and have strong strength and popularity? In this way, it can be proved from the side that the company that can buy the plane must have a very good set of training and promotion of artists.

The reason that it is not bad for money will bring great attraction to artists, and the improvement of training and marketing methods can attract young people who are not yet artists, which is the most basic benefit of influence.

Then, a move like buying an airplane that can expand its influence and declare its strength will naturally not be rejected by the company's top management.

"Jing Yuan, look, the money in the company ......." reached an agreement and decided to buy a plane, but after the worst, Li Xiuman suddenly changed his tone, and pulled a long tone with some flattery.

"......, I know it." Although Li Xiuman didn't finish his words, Li Jingyuan still understood what he meant very clearly, and after thinking about it, he also felt that it was really impossible to make the company pay for it. So, he had to nod, and then continued: "I'll pay for the plane~." ”

"Hehe, that's really ......."

"Wait a minute~!" Although he didn't plan to let the company pay for it, the reasons he thought of before were all related to the company, and when he came back to his senses, Li Jingyuan felt a little panicked. When he heard Li Xiuman's joyful tone, this feeling of regret became even more obvious. couldn't help it, so he interrupted Li Xiuman's words and put forward one of his own conditions: "Uncle Man~!" I'll pay for the plane, but if the company wants to use the plane in the future, you can't let me pay for the maintenance and fuel money, right? ”

Even paid for the plane, is he obviously a big tyrant? However, he has to worry about even a little oil money, which seems to be very petty. Li Jingyuan's two sentences were so awkward that Li Xiuman didn't know how to react after hearing them.

However, Li Xiuman is an old fritter in the end, how could he be choked by Li Jingyuan's words, and the next second, he replied with a sentence that made Li Jingyuan very speechless: "Okay, whoever uses it will pay for the gas at that time." Don't worry, I'll tell them this~. (To be continued......)