Although Li Yuhan believes in the effect of the company's products, she still has no bottom in her heart when she spends more than 30 million yuan to advertise. Without him, she had never spent such a large amount of money before, and her heart ached.

Jiang Feng smiled and said, "Sister Yuhan, I know that you are worried that the company will lose money on this product, but, Sister Yuhan, let me tell you, you are completely unnecessary." You have to believe in the advertising effect of CCTV prime time. In the past few years, none of the companies that won the CCTV advertising bid lost money in this advertisement, right? Which one didn't end up making a lot of money? Although the initial investment is large, the final return is even greater. ”

On November 2, 1994, in the first CCTV advertising bidding, the rising star Confucius Banquet Liquor defeated his brother Confucius Banquet Wine in one fell swoop and won the 1995 "Standard King" crown with 30.79 million yuan. Almost overnight, the CCTV advertisement of "drinking Confucius banquet wine and making articles in the world" made this little-known entrepreneur a household name. In the year of winning the bid, "Confucius Banquet" achieved sales revenue of 918 million yuan, profits and taxes of 380 million yuan, and the main economic indicators entered the top three in the national liquor industry and became a well-known brand in China.

On November 8, 1995, the dispute between "Confucius Banquet" and "Confucian Family" reached at the second bidding meeting, when the bids of both exceeded 60 million yuan, but unexpectedly, the dark horse came out, and Qinchi Liquor grabbed the "crown" with 66.66 million yuan. Qin Chi, which was originally a small state-owned enterprise in Linqu County, Shandong Province, "became king", and its income in 1996 was as high as 900 million yuan.

In August 1997, CCTV won the 4th Bidding Meeting. At that time, the VCD alliance leader Aiduo wore the "standard king" crown with 210 million yuan. In the end, Aiduo VCD, which started with 800,000 yuan, had sales of more than one billion yuan in the year of winning the bid, and quickly became the largest enterprise in the production of VCD.

……

Historically, every company that has won the CCTV standard has undoubtedly achieved success in the next year. The advertising effect of CCTV. This is evident from this.

"But, Xiaofeng, those standard kings. In the end, they were basically defeated. Li Yuhan said.

Jiang Feng said: "Sister Yuhan, although most of those standard kings were defeated in the end. But their defeat is due to their own reasons, not the reason of CCTV advertising. ”

Li Yuhan is right, CCTV's standard king, those extremely high-profile companies, without exception, have all failed, but they are all because of problems with their own business strategies.

"Confucius Banquet" did not do a good job of its own article. Poor decision-making, poor structural adjustment and blind expansion quickly put the company in trouble, and since 1996, the state control of the liquor industry has finally transferred the "Confucius Banquet" brand to Shandong Lianda Group at a zero price in June 2002.

On November 8, 1996, Qin Chi successfully defended the "standard king" at a sky-high price of 321.2118 million yuan. But Qin Chi's dream of "driving into CCTV every day and driving a luxury Audi" did not become a reality. Due to the failure to translate economic benefits into development stamina in a timely manner. After the "collusion incident" was exposed by the media in early 1997, the lack of strength to tackle the crisis caused Qinchi's sales to plummet.

28-year-old Hu Zhibiao got carried away at the time: "210 million, too cheap!" But this outspoken Aiduo boss would never have imagined that he would become the one with the most tragic ending in the "Standard King". The scenery of Aiduo is short-lived. With the shrinking of the VCD market, the head of Hu Zhibiao blindly implemented a diversification strategy. Desperately, he began to counterfeit and defraud. In December 2000, Shantou Nan'an acquired the Chinese and English trademark "Aiduo" from the court for 30 million yuan. And Hu Zhibiao himself is now entangled in lawsuits and is likely to face prison.

Jiang Feng still remembers that it was only two months ago that he auctioned off this year's CCTV bid king's panda mobile phone. In the end, he didn't get a good death. Although Panda made a name for itself and boosted sales, it failed to win in the highly competitive mobile phone market. …,

Due to the lack of core technology, Panda mobile phone fell into the bottomless pit of debt in the contradiction between huge advertising and small profit sales.

On March 14, 2005, Nanjing Panda, the controlling shareholder of Panda Mobile, announced that it had severed its relationship with it. On July 28, Ma Zhiping, the former head of Panda Mobile, was arrested on suspicion of "falsely reporting registered capital".

The fundamental reason why these companies eventually failed was that they did not see their company's positioning clearly and developed blindly, which eventually led to the rapid decline of the company, making it a flash in the pan and a meteor that flashed from the sky.

However, BBK and Wahaha, which position themselves very clearly, have always stood tall in China's business world.

Duan Yongping, chairman of BBK, also has a "famous saying": the amount of CCTV bidding advertisements depends on the company's own reasonable assessment, rather than whether it becomes the "bid king". Compared with the rhetoric of the previous "standard kings", Duan Yongping's words may mean the end of the "blind era" of the standard king. The later development of BBK also confirms this stability: in 2000, the BBK brand was recognized as a "famous trademark" by the provincial Administration for Industry and Commerce. In February 2002, it was awarded the title of "Well-known Trademark" by the State Administration for Industry and Commerce. Since last year, due to the continuous compression of profit margins in the VCD market, BBK's advertising strategy has been changed to "can not invest as much as possible", and in the CCTV bidding two months ago, its bid amount did not enter the top ten.

In 1987, Zong Qinghou borrowed 140,000 yuan and took two retired teachers to establish Wahaha Nutrition Food Factory. By 2000, Wahaha's total beverage output had reached 2.24 million tons, which is the second to fifth largest enterprises in China's beverage industry after it. In 2001 and 2002, Wahaha won the "Bid King" with 22.11 million yuan and 20.15 million yuan respectively. From "Drinking Wahaha, Eating is Fragrant" to "Heavenly Water, Longjing Tea", Wahaha has become one of the most valuable brands in China. In the next year or two, Wahaha's sales revenue exceeded 10 billion yuan. Moreover, its enterprise industrial chain is getting longer and longer, and the Wahaha brand covers almost all extensions from children's to adult products, and correspondingly, risks such as "dilution of brand value" and "blurred brand association" also make Wahaha's expansion road not easy.

After a pause, Jiang Feng looked at Li Yuhan again and said: "Sister Yuhan, as long as the leadership of our company keeps a clear head, does not get dizzy because of temporary achievements, and does a good job in the internal development of the company, then we are not worried that the company will follow the mistakes of its predecessors." And whether it's you or President Irina, you're a very sensible person, so there shouldn't be the arrogance of those high-profile kings, right? ”

Li Yuhan's pretty face blushed and said: "Xiaofeng, what you said makes sense, but Hua is almost 40 million, and I really don't have a bottom in my heart to do such an advertisement." ”

While Jiang Feng was talking, the auction price soared all the way to a high of 39 million. The first few companies to compete have already retreated. Those companies that have strength always make a move at the last minute.

Jiang Feng smiled and said: "Sister Yuhan, your concept has to change, this money must not only be earned, but also spent, otherwise you will become a miser." And history proves that every miser has limited achievements. CCTV's advertising does cost money, but it has a greater effect. I can say with certainty that no matter how much we invest, the final return will be ten times or more. ”

"How is this possible? Our company's production capacity is limited, if we invest forty or fifty million in advertising, wouldn't it be necessary to earn four or five hundred million? Li Yuhan's eyes widened.

Jiang Feng said with a smile: "Sister Yuhan, don't say that you will get a total of four or five billion profits, I can guarantee that in 2003, our company's evergreen cosmetics can bring four or five billion profits to the company, do you believe it?" ”…,

Li Yuhan shook his head, the company's production capacity of the evergreen series of cosmetics is extremely limited, and the extraction of its raw materials is very difficult, and the possibility of increasing production capacity in the short term is very small. Li Yuhan still believes that he can have a profit of tens of millions of yuan a year, but Jiang Feng said that he can make a profit of four or five billion yuan within a year, and he didn't believe it if he killed Li Yuhan.

"Otherwise, Sister Yuhan, how about we make a bet?" Jiang Feng looked at Li Yuhan with a smile and said.

"Bet? If you don't, I won't bet with you. As soon as he heard Jiang Feng's bet, Li Yuhan immediately shook his beautiful little head like a rattle. She had made several bets with Jiang Feng, and all of them lost miserably. She had already made a decision that she would never bet with Jiang Feng again in the future.

"Then Sister Yuhan believes me?" Jiang Feng looked at Li Yuhan and smiled.

Li Yuhan glanced at Jiang Feng and said angrily: "I didn't say that. ”

Zong Luoyao and Zhou Yiyun next to him laughed, and Jiang Feng also smiled.

"What a laugh!" Li Yuhan saw that everyone was laughing at her, and said angrily, "If you want to win the advertisement, then hurry up, otherwise someone else will take it down." ”

It turned out that between Jiang Feng and Li Yuhan talking, the competition in the field had already been cleared, and now there were only two companies left to compete, one of them was bidding 45 million, and the other was hesitating to continue bidding. And the auctioneer on the stage was shouting hoarsely: "This friend from Pearl Pharmaceutical has already bid 45 million!" Do you have friends who bid higher? 45 million first-time ......"

Jiang Feng shook his head and raised the sign in his hand.

The auctioneer, who was about to say "forty-five million for the third time", immediately lit up his eyes, he liked this kind of hand-to-hand combat with bayonets the most! The higher the bidder's bid, the more successful he will be. He immediately replaced the word that was about to be exported with "Ah, friend No. 38, who has not made a bid, has made a bid, how much do you think friend No. 38 will offer?" ”

With the auctioneer's words, everyone turned their attention to Jiang Feng and their side. (Your support on this site is my biggest motivation.) )