Wuliang Advertiser

The speaker had no intention, but the listener had the heart. In the huge conference room, there were not only state-owned enterprises such as Pengcheng Newspaper Group and Shengguang, but also companies such as Gaolu Degao Group and Magic Yaswei.

JCDecaux Group is a professional outdoor advertising company. Its most common practice is to set up joint ventures with subway companies across the country, and then act as an agent for subway media resources. In the magic capital Shentong JCDecaux, the capital is Beijing Metro Tongcheng. In Magic City, JCDecaux accounts for almost 95% of subway resources.

It is a well-deserved giant in the field of subway advertising, which is subdivided by the industry. Its ability to enter Pengcheng subway advertising this time can be regarded as the biggest challenge to the newspaper group and the province.

Wu Liang looked around and glanced around, Liu Yuyan softly introduced the situation of several other advertising companies in his ear. Wu Liang once again sighed, "Mr Ding, this foreign company has reached the door? How can this be tolerated? ?"

Ding Bangqing smiled bitterly, "Compared with them, they are more experienced."

Wu Liang continued to poke his heart, "The national annual subway advertising revenue is less than 1.5 billion yuan. How can the annual revenue of the provincial government exceed this number?"

This is the truth. In 2004, the Tianchao Subway, based on the data of four first-tier cities, runs on Beijing 1, 2, 13, and Batong lines, Modu 1, 2, 3, and 5, Yangcheng 1, 2, and the rest is Jinwan. The city's Line 1 is in operation, and the total mileage is not as long as that of the magic city before Wu Liang was struck by lightning. It can be said that the total advertising revenue is less than 1.5 billion.

Even if JCDecaux wins the 8 lines of the capital and the magic capital, the advertising revenue can be roughly estimated in one year. In terms of volume, it is definitely not comparable to a behemoth like Guangdong.

Being robbed of resources by foreign monks at their doorstep is really a slap in the face for Guangdong, which is No. 1 in Guangdong Province. Especially, JCDecaux bids in the name of the magic capital of JCDecaux. Obviously, they did not compete with Pengcheng. The subway reached a cooperation intention, and Pengcheng welcomes powerful companies to enter in an open manner. This is fair to all advertising companies participating in the bidding.

Ding Bangqing is also very clear about the internal information of these industries. However, the bidding is not an auction. The actual quotation is written in the bidding document. Whether the bidding can be successful or not can be seen until the moment the bid is opened. He smiled bitterly. He said, "I have done everything that needs to be done, and I can only wait for the bid opening. Wu Dong, you are a training employee. For us, a company that is new to subway advertising, is it a kind of experience?

Wu Liang nodded, Zheng Guqian encouraged a few more words, and a hearty voice came from outside the meeting room, "Be quiet, everyone, I am Cheng Yuming, the chairman of the subway company, thank you for your support of the Pengcheng subway advertising, today The general manager Zhang Xiaoli will be responsible for the bidding of the company. Welcome everyone!"

Mr. Zhang first bowed to everyone, then introduced the members of the bid evaluation committee behind him, and then said aloud, “According to the process, the order of bid opening is determined by drawing lots. Would you like Chairman Cheng Yuming?”

Cheng Yuming was accompanied by a staff member, carrying a red cardboard box in his hand, and shook it pretentiously, and there was a ping-pong-pong sound inside.

Wu Liang winked at Liu Yuyan, and Liu Yuyan chuckled, "Dong Cheng, the probability is the same. Whoever comes first and whoever comes after is not the same. I will draw a lot on behalf of our Houlang advertising company."

Cheng Yuming made a request, and Liu Yuyan was not welcome. She stepped forward and stirred in the box twice. Then she took out a white ping pong ball and waved it at Wu Liang with a " number 3.

The staff quickly took notes with a pen.

With Liu Yuyan's beginning, each of them quickly got their own order. A total of seven bidders were bidding: Magic Capital Shentong Degao, Pengcheng Newspaper Group, Houlang Advertising, Magic Capital Yaswei, Guangdong Province, and Jingcheng The subway is completed. These are the six companies that have passed the preliminary screening and meet the requirements of the Pengcheng Metro Company.

Seeing this list, Wu Liangzhi wanted to scold Nvliang. Mordu Yashiwei is a private enterprise. It was suppressed by JCDecaux in Mordu. Basically, he didn’t allocate much resources in subway advertising. It is estimated that he wanted to come to Pengcheng Big luck.

The magic capital Shentong JCDecaux and Beijing Metro Tongcheng, although their names are different, are joint ventures of JCDecaux.

Obviously, the bidding strategy should also make a fuss on the second and third points to find out the differences. This part is also the place with the most variables.

Especially in the second part, the operation part of subway advertising, JCDecaux has a great advantage. This is its traditional advantage area. It has rich experience and mature cases. It is easy to get the approval of the expert jury. To get a high score.

Wu Liang recalled several possible combinations of bidding strategies in his mind, and he whispered the old fox secretly, but he had no choice but to sit in the conference room thinking wildly.

Especially the people from Magic Capital Degao and Pengcheng Newspaper Group were slightly excited after they came out, which made Wu Liang feel a little bad.

In fact, this was also the most tormented part of the bidding process. Before the results were announced, everything was in vain. Even Wu Liang had taken advantage of the “loopholes” in the bidding party’s bid evaluation method and adopted the psychology of unfair competition methods. However, this If the loopholes are set artificially and Wu Liang uses them, how can others not use them?

Taking the provision of not less than 5% for public service advertisements, Wu Liang gave 10%. In other words, the 25 points in the third largest item in the bid evaluation method are almost guaranteed.

If there are other companies who also give 10%, so they are all on the same starting line, the final winner is the 60 points of the quotation and the second part of the project management proposal.

JCDecaux is one of the best. It almost monopolizes the operation of the 8 subway line advertisements in Beijing and Magic City. It is experienced and experienced. Compared with it, Houlang Advertising Company is much immature, and it was put forward under Wu Liang’s suggestion There are so many incredible solutions, which are both advantages and disadvantages. In the face of the buns, whether such a radical approach can impress the tenderer and give a high score, Wu Liang is not fully sure.

The time passed by Wu Liang's random thoughts, and an hour later, the staff of the subway company came over and asked Houlang Advertising Company to conduct the tender presentation.

Wu Liang stood up and tidyed up his shirt and tie. The appearance part is also a bonus item. He dressed neatly and behaved neatly. Thanks to Wu Liang's consistent advanced dressing taste, the thin small suits made their team look fashionable. Feel stronger.

The blessing of brand-name suits also shows a strong aura.

Following the staff, Wu Liang and the four came to the bidding site.

This is another conference room. There is a long conference table in the middle. At the end of the conference table is a projection. This is the place for the presenter.

Wu Liang patted Wang Weiwei on the shoulder and gave a confident and encouraging smile, then sat directly opposite Cheng Yuming, the chairman of the subway company, and greeted with a smile, "Hello Cheng!"

Cheng Yuming arranged straightforwardly, "Please sit down and start!"