Chapter 209: Plaque Raising
The Olympic Games used to be a loss-making business, unlike now where you and I are competing.
Only one city, Los Angeles, was willing to host the 1984 Olympic Games.
Without sponsorship as a form of fundraising, the history of the Olympic Games might have been tragic.
However, the beneficiaries of sponsorship are not only the Olympic Games, but also the generous sponsors.
During the 1996 Atlanta Olympics, the official sponsor Coca-Cola's profits increased by 21% in the third quarter of that year, while the profits of its old rival Pepsi-Cola dropped by 77%.
To some extent, the Olympic Games provide opportunities for sponsors and challenges for his competitors.
Therefore, in order for Hexi Dairy to seize the qualification as a sponsor, in addition to early planning, high-intensity capital investment is also indispensable.
Hexi Dairy’s Olympic marketing draws on a lot of content from Coca-Cola.
Guo Yang proposed to monopolize Olympic marketing resources based on the practices of later generations.
Sign up with sports stars and compete for advertising space resources.
Fu Qiuyan and others refined it.
I will sign a contract with the Olympic Organizing Committee tomorrow, and in two days I will participate in the 2006 China Television Golden Resources Advertising Bidding Conference, bidding with hundreds of companies.
Then in December, they signed an endorsement contract with the favorite team to win the championship and launched new products...
Overall, it is roughly divided into three stages: seizing resources; deep cultivation and refinement; 100 days sprint.
Slogans, products, advertisements, and craftsmanship are all three-dimensional and multi-layered.
The details in the later stage still need to be perfected, but the preliminary work is almost ready.
Some Guo Yang also copied classic cases from previous lives.
For example, the slogans launched by Yili in 2007, such as ‘With me, China is strong’, ‘Creating possibilities for dreams’ and so on.
After watching for a while, he called Fu Qiuyan and pointed out some points that should be paid attention to.
This day is about to go by again.
Guo Yang suddenly remembered Wang Dingmian, the cannon of the dairy industry, and immediately called Qu Yang.
"Where is it?"
"Yun Province, we just finished a meeting with dealers and are planning to stab Zheng Dan 958 in the butt next year."
Listen to Qu Yang Guo Yang also laughed heartily.
"Come back as soon as possible. The year-end summary and next year's plan also need to be done."
"Okay."
"Wang Dingmian wants to try the fresh milk from Qilian Mountain, have you been here?"
"Yes, the feedback given by Wang Dapao was very good. It is said that he was amazed. Now the market situation in the southeastern coastal areas should be considered open."
After a pause, Qu Yang said: "Follow me. He also came with someone, Jiang Weisuo, who is known as the number one person in the fight against counterfeiting in the dairy industry. He was once the owner of a milk station.”
"Their opinion is: It is better to cut off the cancer in the industry as soon as possible."
Guo Yang also understood that the price of milk collection is getting lower and lower nowadays, seven or eight cents per catty, which is the same as food, and more expensive than water. Still cheap.
One can only imagine what the dairy farmers and milk stations at the bottom would think.
After a moment of silence, Guo Yang decided to wait for the situation to ferment.
“We can share some of our resources and information with them, what support do they need?”
"Jiang Weisuo lost millions of dollars during his crackdown on counterfeiting."
"Jiahe provided financial support."
Hexi Dairy does not collect milk from outsiders. The source of milk is its advantage, so naturally it must take the opportunity to provide other enterprises with milk. Add some trouble.
The competition between the boss and the second boss in the dairy industry is becoming fierce. One confusing account after another, and Hexi's secret kick is no exception.
At the beginning of the year, the boss and the second boss of the dairy industry made a good agreement.
"Let's not fight a price war. If this continues, the industry will be destroyed sooner or later. It's better to raise prices together."
The date for the price increase has been set, but on this day, neither the boss nor the second child raised the price.
"He is afraid that I will not keep my word, and I am also afraid that he will not keep his promise." This is what the chairman of the boss said.
The two families followed too closely.
Sales have exceeded 10 billion, and they all want to compete for the crown position of the dairy industry.
Advertising wars, price wars, wars of words, and land enclosure wars emerge in endlessly.
Poaching and anti-poaching, infringement and anti-infringement, mergers and acquisitions and anti-mergers, laying channels and blocking roads are all complicated.
In Mongolia, the placement of every balloon and every slogan you see has a story behind the struggle between these two families.
I won’t mention other methods.
Even though the competition for Olympic sponsors has always been carried out in secret, a certain person definitely does not want a certain person to succeed.
In contrast,
Hexi Dairy Industry is more like a reckless man. In today's fierce competition, he has invested heavily in the dairy industry.
Milk prices are still extremely high.
Although the quality is good, the public is very sensitive to the price of consumer goods.
The annual revenue is only two to three hundred million. In the eyes of the two giants, it is difficult to pose a threat.
They would rather see Jiahe Group suffer losses in its dairy investment, and then take advantage of the situation.
Aren’t you clamoring to feed cows with high-quality alfalfa?
Then plant grass with peace of mind!
After finishing the call with Qu Yang, Guo Yang changed his outfit before taking his team to the banquet.
…
That night, Guo Yang and city leaders received relevant people from the Olympic Organizing Committee.
Before and after the banquet, the leaders of the municipal party committee pulled Guo Yang many times and praised Jiahe’s achievements.
Guo Yang almost lost himself after bragging.
The Municipal Party Committee stated that it will make every effort to make Jiahe bigger and stronger, and even go to the world to provide good services.
November 16, Jiuquan.
The spotlight was on Hexi Dairy, and Chairman Guo Yang signed a contract with the Beijing Olympic Organizing Committee on behalf of Hexi Dairy.
Hexi Dairy was qualified as a dairy product sponsor for the Beijing Olympics, becoming the first brand in western China to sponsor the Olympics.
The Olympic Organizing Committee also expressed its gratitude to Hexi Dairy Industry for its support to the Olympic Games.
Hexi Dairy held a grand ceremony for this purpose.
The banner of "China Dairy's Highest Honor" was flying on the streets of Jiuquan, and cheers continued at the venue.
"This is the pride of our northwest. We are proud of Hexi. We hope Hexi will seize the opportunity and go global." Media from all walks of life swarmed in and recorded the moment when Hexi shook hands with the Beijing Olympics.
Outside the signing ceremony hall, several Hexi employees talked excitedly. When interviewed by reporters, the employees did not hesitate to praise.
“It is the greatest honor for us Hexi people to be the sponsor of the Beijing Olympic Games. This honor is not only for the people of Hexi, but also for the whole Jiuquan and the whole northwest.”
“ Our employees are more confident and feel greater responsibility.”
"For a brilliant tomorrow, we must work harder to win glory for Hexi, Northwest, and the motherland."
After the signing ceremony was completed, media from all over the province and outside the province competed to report it.
Marketing and publicity also began.
Media people commented: "Hexi is not a blind expansion. It starts from pasture and establishes milk source bases, supporting factories and marketing channels in various places."
"It has controlled the expansion. Rhythm, finding a balance between milk source and market.”
"But Hexi still faces huge financial risks, and now they are putting their chips on the Olympics."
November 17.
When Guo Yang set foot on the capital again, Hexi Dairy could be seen everywhere on the streets.
Billboards with the slogan ‘China Dairy’s Highest Honor’ are dotted across the main streets.
Hexi Dairy Industry began to show its fangs.
The car drove straight to the Beijing Media Center, which is the core enterprise of the China International Television Corporation.
After arriving in Media, Guo Yang first met up with Ji Zhuowen, and then discussed some details with the advertising company.
Have a rest all night.
On November 18, at 6:30 in the morning, the alarm clock on my mobile phone rang. It was still dark in the early winter in Beijing.
After getting up, wash up, change clothes, go downstairs, have breakfast, and then rush to the venue.
The 12th China Television Golden Resource Advertising Bidding is about to begin.
Nearly 1,000 people from enterprises and advertising companies across the country participated in this brand feast.
Some people watched the live broadcast at the branch venue.
Guo Yang and Ji Zhuowen entered the crowded auction hall. Here, anyone picked out at random was the CEO of a large company.
On this day every year, everyone who comes here may lose their mind in an instant.
At 8:08, the show begins.
The hosts include Bai Yansong, Dong Qing and other famous celebrities and Hua Dan.
The auctioneer is still the same old face, Yu Jingyu, with short hair, glasses, and somewhat substandard Mandarin.
In the audience, hundreds of entrepreneurs watched and bid attentively.
Guo Yang and Ji Zhuowen were also paying attention, occasionally whispering in a low voice, or looking through the materials in their hands.
There are nearly 400 advertising targets in total.
Hexi Dairy’s goal is to be the first choice for Special Section A throughout next year.
Special segment A is the advertising period after the weather forecast every night and before the focus interview. There are six 15-second time units, and the competition is extremely fierce.
A 15-second ad is considered a long one, and the ratings are high. The ad version can also be made very long.
The company information can be clearly stated, which is most suitable for Hexi Dairy, which is launching new products.
Guo Yang was thinking about who his biggest competitor would be.
Every time the hammer in the auctioneer's hand is about to hit hard, it will make people feel that if you don't raise your hand, the opportunity will quietly slip away from you.
It is the art of auction to make people worry about gain and loss.
"Enterprise No. 170 bids 21.5 million. Is there any higher price?"
"Enterprise No. 156 bids 22 million. Thank you, thank you for your company, so considerate. ”
…
Ji Zhuowen came close to Guo Yang’s ear and said, “Boss, No. 170 is Guangming, and the one on the right hand side of the sign is their boss.”
Hearing this, Guo Yang turned around and craned his neck to look. , a man wearing a gray-white coat and a beard is leaning half sideways, next to him is a man wearing a suit and glasses.
"Is there any more, is there any more?" the auctioneer asked again and again.
The representative of Guangming once again raised the placard without hesitation, and smiled and extended two fingers to the auctioneer with his left hand: increase the price by 2 million yuan.
"Okay, yes, company No. 170 bids 24 million!"
In the end, Guangming, who was confident, took this time unit into his pocket.
But then Guangming attacked one after another and won all the time units of this special section, with a total cost of 225 million yuan.
This is already the highest amount of investment so far!
The whole place was buzzing with people!
At the auction site, in addition to the auctioneer's pretentiousness, Y-vision also used all kinds of tricks. Whenever a sky-high price was announced, there would be a group of applauds in the audience to stir up the atmosphere.
The famous Huadan celebrities also spared no effort to come out together, and the battle was not inferior to that of the Spring Festival Gala.
The whole audience was attracted by the light.
Ji Zhuowen's face was heavy, "Last year, Guangming invested about 100 million in China TV Station, and this year it more than doubled."
Guo Yang said: "The problem is not big, Guangming wants to turn things around. The impact of this year’s ‘return to milk’ incident.”
The atmosphere became lively, with hundreds of people crowded together making the air slightly hot.
Some people kept taking off their coats because of the heat.
Special segment A is often placed at the forefront due to fierce competition.
This time unit will soon arrive.
Guo Yang did not let Ji Zhuowen hold up his placard immediately. Such a popular time period would inevitably involve competition, so he had to observe it first.
At the beginning, most of the qualified companies present steadily increased their prices to 200,000 yuan.
After several rounds of competition, the competition became fierce.
“Enterprise No. 100 bids 26.1 million, is there any increase in price?”
“Is there any increase in price?”
“Okay, enterprise No. 118 bids 27 million. , thank you.”
Guo Yang and Ji Zhuowen looked at each other. Things were interesting. No. 118 was Yili.
Guo Yang said in a deep voice: "Raise your sign."
(End of this chapter)