Volume 135 [Biao Wang]

The name Xifeng is very vulgar. When the canning factory was founded, it happened to be a bumper harvest in Rongping City, so it represents the meaning of "happy harvest".

Jiafeng is not too far away, anyway, that's what it means.

Now that the two enterprises are in the hands of the Song family, it seems that they are in trouble with "Feng". It really makes people feel incompetent in naming them.

But if the vulgar returns to the vulgar, the sales will open up, and the influence will naturally become good.

Is Wahaha vulgar?

Is Master Kong vulgar?

It's even more vulgar than Xifeng, but he's awesome, and no one will pick a nitpick about his name.

But "Jiafeng" had to be changed. Because of the "Focus Interview", the brand stinks, and it is easy for consumers to resist.

Song Qizhi hired an advertising planning company, and after half a month of tossing around, he finally came up with a satisfying name—Xianjiu!

After the restructuring of Jiafeng Liquor Industry, it also became "Xianjiu Liquor Industry Co., Ltd." "Jiafeng Liquor" is still on sale, and it belongs to a brand under Xianjiu Liquor Industry. The "Xianjiu" series needs to be promoted slowly.

Liquor advertisements in our country are really powerful, each advertisement is better than the other, and it appeals to both refined and popular tastes. For example, "Drink the banquet wine of the Confucian Mansion and write articles in the world", "A song of phoenix seeking phoenix, a thousand years of Wenjun wine", "Tang court wine, the prosperous sword Nanchun", "Three thousand years in the world, five grains into jade liquid"...then Momentum, domineering!

The advertising company that Song Qizhi found also came up with two advertising slogans: Immortal Jiuniang is full of love, and the world is happy to meet.

So-so, passable.

...

Song Weiyang and Song Qizhi walked side by side, with a few attendants behind them. After getting off the car, they went straight to the CCTV building.

Song Weiyang said: "In the future, Xianjiu will focus on high-end and mid-end brands, and the packaging must be high-end. The wine bottle can imitate the style of the five kilns of Song porcelain, and it can also be decorated with cloisonne, blue and white porcelain, etc., so that people can feel it at first glance. High-end atmosphere. Jiafeng Liquor focuses on the mid-end and low-end markets, and wins with benefits, but the packaging also needs to be thoughtful. The positioning of the product must be clearly distinguished, and it is no longer divided by the first song or the special song. Most consumers are Regardless of those, they only want to be easy to remember, nice to hear, and have face.”

"You have more ideas than our father." Song Qizhi laughed.

"My dad is very good at managing the company, but to be honest, my marketing thinking is not good. I haven't launched a representative product for more than ten years in the baijiu business," Song Weiyang said. It is simple, fresh, elegant and solemn, so it is named 'Blue and White Fairy'. When this series is launched on the market, will consumers remember the name as soon as they hear it, and will they remember it as soon as they see the bottle? The blue and white porcelain fairy wine sells well Alright, let’s make a sister series again, using red porcelain vases to make ‘Red Flower Fairy’, will it make customers feel fresh again?”

Song Qizhi nodded and said, "This is a good idea."

Song Weiyang said: "The capacity of the bottle can also be changed. We specialize in the production of a product with only 2 taels of wine. The bottle mouth is tilted to one side, which is a bit like a traditional iron jug. It is named 'Waizuixian'. Can it be used again? People remember? This small bottle of 'Crooked Mouth Fairy' must be selling well, maybe it's selling better than other products."

"Why?" Song Qizhi asked.

"When a person goes out to drink, he can't finish a catty. Or if a group of people go out to eat, only one or two of them drink, can't they drink a large bottle? At this time, small bottles come in handy. And the mood If you are not happy, buy a small bottle, take off the cap and blow on the bottle, so that people will not be suspected of being drunk when they see it," Song Weiyang explained, "It's not just as simple as changing the capacity, but a completely blank bottle. market!"

Song Qizhi still had some understanding, and asked, "What you just said, shouldn't they be released one by one, just like the three Xifeng cans you made?"

"That's right, you can't take it out all at once," Song Weiyang said, "First make the blue and white porcelain and crooked mouth series."

While the two were talking, they had already reached the third floor. Get a sign at the entrance of the venue, and you can enter the Media Center, where bidders from dozens of companies have already come.

The bosses get together in twos and threes, handing out business cards to set up friendship, and never miss any opportunity to broaden their network.

As for the CCTV standard king, to be honest, everyone didn't take it very seriously.

It's just a 5-second advertisement. If you want to grab a piece of wool, it's better to buy a few more advertisement spaces in other time periods.

Moreover, foreign companies with deep pockets are not interested in CCTV's bidding. At this time, there is no foreign company's bidding representative in the Media Center.

In the early 1990s, there were various dual-track systems in China. Tuition fees were dual-track systems, and advertising was also dual-track systems. For foreign brands such as Coca-Cola, the cost of advertising on CCTV is 2.5 times that of local companies, and they are also subject to many additional restrictions.

As soon as Song Weiyang and his brother sat down, a business card holder from the next seat approached him: "Which company do you two belong to?"

Song Qizhi smiled and said, "Xianjiu Company."

"Immortal wine? I haven't heard of it." The man lost interest in an instant.

Every night between CCTV's "News Network" and "Weather Forecast", there are a total of 13 five-second advertisements.

The so-called standard king refers to the first five seconds after the end of "News Network". Only these five seconds are worth tens of millions. Even if you don’t get the best bid, you can still compete for the other 12 five-second ads. Anyway, you won’t suffer if you get one.

When the bidding was about to start, a woman in her 40s appeared. Her name is Tan Xisong, the director of CCTV's advertising department, and she planned the auction of CCTV's bid king. Before that, the 13 five-second advertising spots could not be obtained even if they had money, and they had to go through the back door through connections.

Half a year ago, Song Weiyang asked his eldest brother to give various gifts to run relationships. He packed a lot of money, and only got the advertising space after "Weather Forecast". Don't even think about it before "Weather Forecast".

"Friends from the business world, thank you for participating in the CCTV advertising bidding meeting," Tan Xisong said with a smile, "This bidding meeting is a little different. We have a concept of bidding king. The company with the highest bid can get the "News Network" after The first five-second ad for…”

The bidders from dozens of companies came here for this, especially those who didn't care, and today finally had the opportunity to donate money to CCTV.

At the same time period, the advertisements of the same industry are only given to two companies. This means that they don't have to bid the highest price, they just need to compete with their peers. Take the baijiu company as an example, as long as the bid can rank second among baijiu companies, they can secure a 5-second advertising space.

As for the standard king, whoever wants it can take it, it is too expensive.

Tan Xisong originally planned to bid at an auction, but temporarily changed to a hidden bid method, which added a bit of unknown drama to the bidding scene.

People inquired and tested each other. They were afraid that they would not win the bid if they had less money, and they were afraid that it would be too wasteful if they had too much money.

Song Weiyang is bound to win the bid. Even if he can't remember the winning bid price this year, he can just fill in 100 million, and if he is a little bit more nonsense, he can report 1 billion. Anyway, let’s take a photo of Biaowang first, no matter how much the auction price is, I will only give 30 million yuan, you CCTV can figure it out, if you don’t want to smash Biaowang’s brand, just compromise obediently.

Of course, this kind of practice is too offensive, and it is a one-shot deal. Don't even think about advertising on CCTV in the future.

Song Qizhi sat calmly until the end of the time before he put the price that he had negotiated into the bid box.

Tan Xisong personally sang the prices one by one. When she said "Confucian Mansion Banquet Wine 30988898 yuan", many business owners gasped.

"Xikang Xianjiu Liquor Industry Co., Ltd., the bidding price is 33333333 yuan!"

More than 33 million!

People inquired about the origin of the "immortal wine", but the face of the boss of Confucian Banquet Wine changed immediately.