Chapter 1186 Li Mu's Game Rules

It was the first time that Lin Qingya heard about such an advertising model, and she was stunned for a long time before she recovered.

Li Mu said this kind of routine has almost made major companies play bad in the past life. I don't know how many have cooperated with QQ, but until now, no one has played this model.

If you want to use virtual currency as an attraction to physical consumers, you must first allow physical consumers to have enough recognition of virtual currency. This is particularly demanding for online companies that provide virtual currency. Otherwise, if users do not recognize this kind of virtual currency. Promotions are not effective.

In the last life, even QQ did not really popularize QQ coins in early 2003, but now YY coins have been popular around the world for half a year, whether it is YY's various paid value-added membership services, YY cartoon shows, YY games As well as YY pets, all need to use YY coins, and the audience of these paid services is very large, so users are particularly recognized by YY coins, which satisfies the basis for using YY coins to promote physical products.

Lin Qingya calculated an account by herself and said, "Mr. Li, if you ask Coca-Cola to pay us $100 million, we will give them $200 million worth of virtual currency, and also open a secondary page for them, and It's still a good deal for Coca-Cola to advertise this partnership."

Li Mu nodded and said, "Of course it's worth it, in addition to the direct value of our advertisement, the virtual currency of 200 million US dollars will play a huge role for them, if it is calculated that each exchange code can be exchanged for 20 cents of virtual currency on average. , 200 million US dollars of virtual currency is enough for them to produce one billion bottles of cola cola, with YY's influence, these billion bottles will probably be sold out in a short time."

Lin Qingya said: "But the promotion cost of 100 million US dollars is too scary. I guess if we go to a zero, Coca-Cola should be very interested."

Li Mu waved his hand: "Go to what zero, our first cooperative advertisement must have enough force, this is related to our corporate positioning and tonality, we must put on a high-level attitude at the beginning, we must Setting a high enough threshold for cooperation, and never lowering the threshold requirements for any company, is the only way to ensure our characteristics."

After speaking, Li Mu said again: "You can directly make the plan I just said into a project plan and give it to Coca-Cola. If Coca-Cola refuses or wants to bargain, it doesn't matter, don't pay attention to them, turn your head and say nothing of the cooperation plan. Change it to Pepsi, tell Pepsi, as long as he nods, all the elements about Coca-Cola in it will be replaced by apprentices, and then you will see how the two of them will fight."

Lin Qingya immediately nodded understandingly: "I understand, today I will plan the project and send it to the interface person at Coca-Cola."

Li Mu smiled slightly, and said with certainty: "With a budget of 100 million US dollars, to do a global promotion,

This transaction is too valuable for any of them. If they have normal thinking and logic, they will definitely not refuse this kind of cooperation. "

After that, Li Mu said to Li Qingya again: "Muye Technology can start external advertising cooperation in the next step, but there are a few principles that must be followed."

"First, we only cooperate with companies with sufficient strength. Globally, we only cooperate with the world's top 500. Within each country, we only cooperate with the world's top 500 or the country's top 100 companies. If it is Small and medium-sized countries, then we only cooperate with the top 50, 30 or even top 10 companies in that country;"

"Second, we do not accept any hard advertising or soft advertising, only cooperative advertising, and the cooperation plan must be decided by us;"

"Third, in the cooperation plan, we must have special discounts and care for our users. Even if we cooperate with car companies, the manufacturer must at least promise to give YY users certain discounts or special customized gifts, otherwise we will Absolutely no cooperation."

Li Mu is very clear that as more and more advertisements are seen in life, the resistance of ordinary users to advertisements is getting higher and higher, and the conversion rate of advertisements is getting lower and lower. Such a big environment will promote the advertising industry in the future. In the past ten years, it has developed rapidly and continuously innovated, starting from simple offline and traditional media hard advertising, and gradually developed soft advertising, Internet advertising, cooperative advertising and so on.

In Li Mu's view, in the future advertising industry, hard advertising will gradually decline and become tasteless. With high prices and inefficient conversion rates, such advertising forms will eventually become lower and lower due to lower and lower cost performance. Big companies have no choice but to maintain their exposure.

Let’s take Coca-Cola as an example. Even if one day TV commercials are of little significance, they will still spend a lot of money on major TV media. These placements are not for high users and sales conversions. But in order to maintain the exposure of the brand in front of the public, when Coca-Cola starts to stop advertising, it must mean that there is a major problem or change in Coca-Cola.

Although high-end users have a very large demand for hard advertising, in Li Mu's positioning, YY will continue to eliminate hard advertising as it does now, and will not do this kind of advertising that directly makes users disgusted.

However, in addition to hard wide, soft wide itself is somewhat unmanageable.

Ruanguang itself is actually a kind of inducement or even deception, so this method has always been extremely keen for small and medium-sized enterprises. Style, tonality and catering to their own users will inevitably not be able to help other companies in the future.

Hard advertising didn't want to do it, but soft advertising couldn't, so in Li Mu's eyes, all he could really do was cooperative advertising, and it was a deeply customized cooperative advertising.

In his previous life, Li Mu had seen too many cooperative advertisements. He didn't know how many advertisements he had seen just by scanning codes in exchange for QQ coins. There were even more models where users of a certain platform went to a certain merchant to enjoy exclusive discounts. Countless, just on the platforms such as Dianping, Autohome, and Ctrip, I don’t know how many merchants are using this model for promotion, and the operation mode of those group buying websites is the same.

Such a cooperative advertising model is what Li Mu really wants to see on YY.

As someone else, it may be difficult to understand Li Mu's approach to cooperation, which is close to a clean obsession, but Lin Qingya quickly understood what Li Mu was thinking and what he really wanted.

What Li Mu wants is to earn a huge amount of advertising fees without making users feel any resistance to advertisements, and more importantly, to allow users to get practical benefits from such advertisements, and to improve advertising cooperation. After the entry threshold of 100%, the people who come in must be well-known companies from all walks of life, which will greatly promote the corporate image and brand value of Muye Technology itself.

Li Mu said again at this time, "By the way, Qingya, I'll give you two tasks."

Lin Qingya hurriedly said, "Mr. Li, say it."

Li Mudao: "On the one hand, you have to set up a BD team and an advertising planning team. On the other hand, you have to take the time to sort out the details of our full set of products and see which links are suitable for advertising cooperation and suitable for doing business. What kind of cooperation is sorted out, and then people make a plan to contact the target company."

Speaking, Li Mu gave an example: "Take McDonald's as an example, if McDonald's is willing to launch a brand new YY package for YY users, and give certain discounts and customized gifts on the price of the package, then we will be in YY pets. In the pet props, add this new set of McDonald's, and promote it as a popular prop, and promote the brand and products of McDonald's through implantation."

"In other words, in our YY show, the clothing, accessories, and cars in the background are all available for advertising cooperation. If AF in the United States is interested in cooperating, we can launch a YY show in the United States. Approval of their latest clothing of the season, so that users can use it for free, if domestic companies like Metersbonwe and Baleno are interested in cooperation, we can do the same with them in our domestic YY show.”

"If Ford Motor wants to promote it in the YY Show, we can use their current car models as elements to design a YY Show car prop and provide it to users for free..."

Lin Qingya's eyes lit up and said, "I understand Mr. Li, according to your example, we have a lot of room for manoeuvre, and this kind of cooperation, whether it is for us, for users, or for partners, can achieve the same goal. The best effect! I must carefully look for a suitable fit point in our product ecology, and then go to the target company for in-depth discussions!"

Li Mu nodded approvingly. There is no need to question Lin Qingya's execution. She will definitely be able to thoroughly understand this matter, which will be a huge source of profit for Muye Technology.

In Li Mu's concept, Muye Technology can open up advertising cooperation, but this kind of cooperation must not only be about money, all cooperation must follow its own rules of the game, otherwise no matter who the other party is, no matter what price the other party pays, as long as he does not follow the The rules of the game he made, he would never give him any chance to cooperate.

Li Mu highly respected many of Jobs' operating concepts. After a company grows to a certain scale, it must have its own ecology and open platform, but it must not be completely open. It must have its own closed loop and bottom line. limit.

Just like Apple's APP-Store, APP-Store is an important part of Apple's ecosystem and is also Apple's open platform. In principle, Apple allows all applications that meet the requirements to be sold in its own application store, but these third-party applications Be sure to follow your own rules of the game completely, otherwise you will be shot no matter who you are.

WeChat's official account is also the same operating concept. The official account is an important part of the WeChat ecosystem, and it is also a content open platform for WeChat. Whether it is an individual or an enterprise, you can register a WeChat official account, but it must meet the requirements of WeChat. , otherwise WeChat can block the other party's official account at any time.

Now, Li Mu wants to establish an advertising open platform in YY's ecosystem, and formulate strict access rules for this open platform. As long as it has been verified by several practical operations, this cooperation model will definitely be accepted by the vast majority of potential partners. partner accepted.

Whether the other party is Coca-Cola, McDonald's, Wal-Mart, or Ford Motor, as long as the other party is interested in cooperating with you, they must follow their own rules of the game!