Wuliang Advertiser

When Wu Liang visited Yang Yang Yang Clothing last time, he passed by Mingguang Dairy, and wanted to go in for a walk around and get it back from the other party’s advertising business. This is also a major advertising company in China Television-similar to FMCG, advertising is a must .

However, the difference between Mingguang and the other two is that the business strategy is different. It is usually the same. One bottle is for one bottle and half of the bottle is for advertising costs. The remaining 14 is for packaging costs. In contrast, Mingguang is here. A lot of kindness.

When Su Man introduced Wang Jiafen, the applause was very enthusiastic. It can be seen that she has some strength in the business world of the magic city.

Wang Jiafen even raised his wine glass, with an elegant posture, apparently also in a high position for a long time, with a self-contained temperament.

There were a lot of guests, and Wu Liang remembered them one by one. After all the guests were introduced by Su Mang, the party officially began. That sister, Han Hong, sang her own new songs separately, and then entered the auction session. This is the highlight of the charity party.

All the lots are basically some of the celebrity's own jewelry, signature collection CDs, etc. Among them are a few of Ai Jing's own records, which were sold by Wu Liang for 20,000 yuan.

In addition, there is a jade jewelry, which was photographed by Wu Liang and given to Chu Ziman.

When Wu Liang's lot appeared on the market, the scene caused a sensation. Without him, Wu Liang sent a song, "Silent", with a starting price of 100,000.

Chu Ziman knew that Wu Liang's songs were good, and this one must not be too bad. She hesitated and asked again and again, "Will it be too cheap?"

Wu Liang thought for a while and quietly explained to Chu Ziman, "I really don't understand the market, but I know that this is a good song that can be eaten for a lifetime!"

There are many singers like Tianchao. What Wu Liang doesn't understand is that there are so many good songs, why can't he sing more?

Is it because of strength?

Chu Ziman laughed and teased him, "You are quite confident!"

Wu Liang shrugged and looked at a bunch of people increasing the price. When the price was increased to 300,000, it was a little bit stuck, and the sister triumphantly prepared to take the spoils.

Suddenly, a voice came out in the back rows. It was not loud, but it was enough to penetrate everyone's eardrums, "One million."

Following the voice, a young woman gestured to the crowd with a smile, "Bei, I believe Mr. Wu will not let me down."

Wu Liang held the wine glass in his hand and raised it to express his gratitude!

The auctioneer was a little stunned by this sudden sound, but his good professionalism made him instantly activated, his voice was raised by an octave, and the introduction was extremely fast, "Everyone knows that although Mr. Wu has not released an album, all All the songs of "Mo" are circulated on the Internet, from the very first "Colorful Days" to "Cool", "Camel in the Desert" and so on. Each capital can be called a classic. This song "Silent" is taken from He Yisheng Xiao Mo's silent, the lyrics are extremely beautiful, after asking Mr. Wu's consent, I am allowed to recite a lyrics."

The auctioneer deliberately closed it, paused briefly, and after attracting everyone’s attention, did he look for a sentence suitable for dictation in the lyrics, "Uh, I was sentenced to lifelong loneliness, not fighting back, not letting go, and drawing endless circles. , The fate of dissatisfaction in the heart is you!"

After reading it, the auctioneer was still thinking about it, but the words were poor, and couldn't think of how to express it. He used the phrase "Wow" and continued to host, "Such a moving and beautiful phrase, with this sentence, one million is also worth it. Are there any increase in price? Are there any increase in price?

One million for the first time!

One millionth...That sister, one hundred and one hundred thousand."

That sister is obviously very entangled. Whether the song is good or not, the words are very important. She can hear that such words and sentences are not easy to sing. However, it is precisely because they are not easy to sing that the value of the song is proved. Up to now, no album has been released for six consecutive years, and the few singles have received mediocre response. This song has to be decided.

The sister was waiting for the other party to increase the price. To her surprise, the other party was obviously wealthy, so she opened her mouth and added 400,000 yuan, "1.5 million!"

Sister, after thinking about it, she raised her hand again, added 500,000, and opened her mouth and said, "It's only two million. Give it to me. If there are new people who are willing to join the circle, I am willing to bring one!"

The opponent obviously didn't expect that sister would say that. He was hesitant for a while. The lyrics were already known to everyone. If the newcomer of his company really entered the circle, it would be equivalent to offending the sister, and the gain was not worth the loss.

The young woman bit her lip and finally made up her mind, "Okay! Let you do it!"

The sister squeezed a fist with one hand and made a victory gesture, stepped up to the stage and shook hands with Wu Liang, took the music score from the auctioneer, took a photo with Wu Liang, and leaned in Wu Liang's ear to say thank you softly.

Wu Liang did not step down, and as the lights dimmed, in the host's introduction, "Wu Liang and Ai Jing gave a song "Cool and Cool" to everyone."

It’s actually a bit difficult for a male voice to sing a cool solo. The female voice is too high-pitched for Wu Liang to control. This is different from the songs of the Xin Orchestra.

Right now, for this first collaboration, Wu Liang also sings the male voice part according to memory. What fits in is that Ai Jing is worthy of being a talented man, and she has quite her own talent in arranging. With similar points, coupled with her unique and clean voice, this song surpasses the version Wu Liang has ever heard, and is more pleasant than his male version.

This is also normal, the coolness lies in the beauty of the female voice, Ai Jing did it.

On the stage, especially when the live sound effects are not the top level, a good voice is very important. Compared with Ai Jing’s clean voice, Wu Liang’s broken gong voice is not particularly brilliant. However, it is Because of his low-key, it reflects Ai Jing's singing skills.

At the end of the singing, Ai Jing had tears in her eyes, and she didn't know whether she was moved by the song or was excited because she was able to return to the stage.

As the last note fell, there was a warm applause.

Many people think that it was deliberately arranged by the conference affairs team, but the sister who was one of the parties had a strong objection. "Wu Liang talked with Ai Jing for three to five minutes, and it was the first time to sing. It was beyond my expectation."

In fact, what he didn't know was that Wu Liang didn't care much, "Isn't it just a karaoke song, what a big deal."

With the live listening version, that sister once again raised her awareness of Wu Liang, took out the song sheet in her hand and looked carefully, and quickly hummed it...

When Wu Liang took the stage, he became the focus of everyone's eyes. Wang Jiafen of Mingguang Dairy Industry went straight forward and discussed with Wu Liang, "Mr. Wu, hello, get acquainted."

Wu Liang didn't expect that singing a song would have this benefit, so he hurriedly said, "Wang, the well-known chairman and general manager of Mingguang, is fortunate to meet."

A big customer came to the door, Wu Liang instantly changed his role to Party B. A very gentleman asked Wang Jiafen to come to the back of the banquet hall and found a table to sit down at random. Before leaving, he did not forget to ask Chu Ziman for a hypothesis. Business first.

Wang Jiafen controls a company with billions of sales, and her character is destined to be a strong woman. She invited straightforwardly, "I wonder if Dong Wu is willing to speak for Guangming?"

Wu Liang was a little surprised, and asked a little curiously, "Should I endorse?"

Wang Jiafen replied in the affirmative, "Mingguang Dairy needs a young and sunny talented singer to give the company a different temperament."

Wu Liang was a little moved. This is considered to be going for gold. He really hadn't had such an experience. It was just that he denied the idea as soon as he appeared.

Become a public figure, and the details of life are seen with a magnifying glass?I shudder when I think about it.

Wu Liang was a little discouraged. In business talks, he tactfully rejected her kindness and said that he really wanted to be the spokesperson, that would cheat you.

Wang Jiafen also regretted it a bit. It is definitely not a trivial matter to ask a celebrity to speak today. She was also a little sloppy. She was relieved to see Wu Liang refused, "What a pity!"

Wu Liang continued to talk about the topic of advertisements as she said, "Why does Mingguang Dairy's advertisements have been following the people-friendly route, so why rely on celebrities to drive sales?"

One of the most important modes of the People-Friendly Route is to play the card of family affection. The most successful one in the previous life was Tianchao’s own Coca-Cola brand, which is very Coke. In the brand image, the colors of the New Year’s painting red are used as the theme style. , And then tell the story overwhelmingly, and successfully settled in the thousands of households in the countryside. After successfully acquiring the rural cola market, they will adopt the strategy of encircling the city from the countryside to launch an offensive against large, medium and small cities to get a share of the pie .

Wu Liang has researched Mingguang Dairy's advertisements, such as the previous free order, "Fresh every day, delivered to your home", which fits the reality very well. Another example is the current advertisement in Zhongshi, "A good cow is 100%". Human heart.

Wang Jiafen could hear that Wu Liang seemed to have a good understanding of advertising, and subconsciously asked, "Mr. Wu seems to be no stranger to the advertising industry?"

Wu Liang said sorry, and took out a business card and handed it over to introduce himself, "I also have an advertising agency. We are very familiar with Guo Lijuan from Moguang."

"A good cow is 100%" is Mo Guang's masterpiece, and they should know each other.

When it comes to business, it's all the same routine, saying that he knows who he knows, and he uses the fame of others to draw the relationship between the two people. Wu Liang is very slippery.

Sure enough, Guo Lijuan's name is still very useful, and Wang Jiafen is even more curious and wants to know more, "Can you tell me?"

Wow, Wu Liang said all the advertisements he made for himself. Wang Jiafen was surprised and asked straightforwardly, "I didn’t expect to find the treasure today. I have such a problem now. Mr. Wu, oh, Wu Dong can help. Do you analyze it?"

"President Wang, please tell me." Wu Liang smiled, the best for customers if they have demand, otherwise how to sell?

The dilemma Wang Jiafen faces seems to be a common problem faced by many heads of state-owned enterprises, even if she can make Mingguang the number one in the country by herself.

But there is no escape that she is only the chairman and general manager, and the two major shareholders behind Mingguang are the real controllers.

However, she was surpassed by Lao Niu He Yili in 2004. The position of the leader is not guaranteed. Mingguang is a listed company. If there is no suitable reason to explain to the shareholders, whether she can continue to stay in Mingguang is two different things. Anyway, she It doesn't count if I say it myself.

In terms of business operations, the difficulty she faces is the embarrassment of the high-end Xianna business.

It is pasteurization. There are two technical routes, one is low temperature and long time pasteurization, and the other is high temperature and short time. The biggest difference between the two is that the so-called low temperature is also at 60 degrees and kept for half an hour. The nutrient loss of Nai is very serious, and the high temperature is about 80 degrees, maintaining for 15-20 seconds, and then cooling, the loss of nutrient value is not serious, and the original flavor of fresh milk can be maintained.

Wang Jiafen, who knows the pros and cons of the two sterilization methods, insists on the path of high temperature and short-time pasteurization. However, the reality is really skinny and sales are bleak. After such a large investment, Wang Jiafen has been frequently heard from within the company. Rumors about the end of get out of class.

The traditional channels seem to make users not buy it. The original 2 yuan of fresh milk, why should I spend 4 yuan, the increase of 2 yuan seems not much, but this thing is drunk every day, more than a month At 60 yuan, many citizens think, what is the difference between this paste and ordinary?

As Wang Jiafen, she once again put her ideas on the commercial, but was rejected by the group. It is obviously not the most suitable way to rely on the tens of thousands of sending teams to pass on word of mouth. In desperation, she heard that there is a charity At the party, she came to try her luck and find a suitable spokesperson, which can be regarded as laying a foundation for future cooperation, but she did not expect to meet Wu Liang.

Wu Liang is not unfamiliar with this hot paste. In the community where he once lived, there was such a Xiannai family. The business is very good. He also learned about Xiannai's mode of operation from the side. He thought it might be A good solution to Wang Jiafen's current predicament.

After Wang Jiafen finished speaking, he looked at Wu Liang eagerly.

Wu Liang began to introduce and told her about the Xiannai model. "Take a store as an example. The Xiannai, which is opened in the community, costs 3-6 yuan. After high temperature pasteurization, the price is 6- 12 yuan per kilogram."

Wang Jiafen corrected him, "The purchase price is 2-3 yuan."

Wu Liang's face blushed, "Well, what is the selling price of your pasteurized fresh?"

"4-6 yuan."

"That is the doubled gross profit. To open such a small store, the main expenses such as sterilization equipment, sour cream machine, ice cream machine, freezer, refrigerator, etc., are about 20,000 yuan, plus the cost of decoration, according to the area , A square is calculated by 2000, 20 square is 40,000, rent, magic capital is relatively more expensive, about 30,000, labor cost, mainly mom-and-pop shops, per capita 3,000, shop cost 70,000, labor 70,000 a year, we Then calculate the gross profit.

A shop has a daily passenger flow of about 50 people, and each person consumes an average of one kilogram, which is 200 yuan, and it costs 6,000 a month. It seems to be losing money, but as I said just now, sour cream, ice cream, and even Bread, etc., these profits are very impressive.

The most important source of profit, the ordering process, in a larger community, how can a family only order 50 kg, 200 kg is the profit balance point, and the excess is pure profit. The specific idea is this idea. You have some people, so huge Given their labor burden, the pressure on the company will be less."

Wang Jiafen knows more about the numbers. What she knows better is the profit of things such as yogurt and ice cream. In 1997, an ice cream company in Wanwan, which originally cooperated with Mingguang, did not manage well. She moved her mind and wanted to buy it. However, The power of the capital behind her did not agree with her request for a return on project capital of 8%, which made her deeply aware of the power of capital, and she also had her famous saying, “The world is really full of money. , Money can only go to the person who can make money the most."

So, how much profit will there be for such an ice cream business directly?

This is even more true for Sannai. Mingguang's two major strategies, Xiannai and Sannai, have more than ten years of cooperation between Mingguang and Danone because of technological constraints.

Of course, she only believed half of what Wu Liang said, and she also had her own doubts, "We can't sell our Bassnets now. How can such a store have a good business?"

Wu Liang introduced with a smile, "In two aspects, first, Xiannai started as a store, Xiannai has become a drink, and it is a good place for people to consume and relax. Now parents, who don’t want their children to eat something healthy? Second, the economy of Magic City is fast-paced. Many customers of Ding Nai wake up early to prepare breakfast for their families. However, how many lazy people want to drink but can't get up? This group of people is the real consumer group."

Wang Jiafen got what he wanted to know, "In other words, are you expressing health in the form of a store so that people can see it at a glance?"

Wu Liang praised, "General Manager Wang summed it up very well. That's what it means. It's always an innovative model, and it won't work. Are your state-owned enterprises accustomed to launching pilot projects!"

Wang Jiafen felt that this trip was worthwhile, and he invited Wu Liang to visit and guide the work of the company. Wu Liang replied with a smile, "I don't dare to be a guide. I will study, but I will go back to Pengcheng in a few days. When will it be convenient for you?"

Wang Jiafen said, "Then tomorrow, I will show you."

Wu Liang smiled and agreed.

If it is said that Wu Liang gave an idea to establish a personal relationship with Wang Jiafen for free, this step is considered to be the right step. However, Wu Liangzhi is not here, he hesitated for a long time, whether he should say or not, his expression is very painful.

Wang Jiafen asked concerned, "Wu Dong, what are you? Are you sick?"

Wu Liang tangled, "I have something I don't know if it should be said or not?"

Wang Jiafen said quickly and complained, "It's about my company's problem, I accept it with a humility, not my problem, I warn myself."

Wu Liang smiled heartily, "Mr. Wang, happy, the three major domestic liquid industries, Lao Niu and Yili, do you want to lay down for them?"

Wu Liang's words are very vulgar, but Wang Jiafen likes this tone, "I want to dream."

Wu Liang smiled and nodded, and asked, "Has Mr. Wang ever heard of tripolytamine?"

Wang Jiafen's complexion changed a few times, and his expression hesitated, "What does Dong Wu mean?"