Chapter 209 Holding up a Sign The Olympics used to be a loss-making business, not like it is now when it is a hot commodity that everyone competes 1984, only Los Angeles was willing to host the Olympics. Without sponsorship as a form of fundraising, the history of the Olympics might be more tragic. However, the beneficiaries of sponsorship are not only the Olympics, but also the generous sponsors. At the 1996 Atlanta Olympics, official sponsor Coca-Cola saw its profits increase by 21% in the third quarter of that year, while its old rival Pepsi's profits fell by 77%. To some extent, the Olympics provides opportunities for sponsors and challenges for competitors. Therefore, in order for Hexi Dairy to obtain the qualification of a sponsor, in addition to early planning, high-intensity capital investment is also indispensable. Hexi Dairy’s Olympic marketing borrowed a lot from Coca-Cola. Based on the practice of Yli in later generations, Guo Yang proposed to monopolize Olympic marketing resources. Sign sports stars and compete for advertising resources. Fu Qiuyan et al. further refined the idea.
I will sign a contract with the Olympic Committee tomorrow, and in two days I will participate in the 06 China Television Prime Resource Advertising Tendering Conference and compete with hundreds of companies in the bidding. Then in December, he signed an endorsement contract with the championship favorite team and launched new products... Generally speaking, it can be divided into three stages: occupying resources; deepening and refining; and the 100-day sprint. Slogans, products, advertisements, and craftsmanship are three-dimensional and multi-layered. The details of the later stage still need to be improved, but the preliminary work has been almost prepared. Guo Yang also copied some classic cases from his previous life. For example, the slogans launched by Y-Lei in 07 such as "With me, China is strong" and "Creating possibilities for dreams". After looking at it for a while, he called Fu Qiuyan and asked her to point out some points that needed attention. This day is about to pass by again. Guo Yang suddenly remembered the dairy industry bigwig Wang Dingmian and immediately called Qu Yang. "where is it?" "Henan Province, just finished a meeting with dealers, and is preparing to give Zhengdan 958 a stab next year." Hearing Qu Yang's hearty laughter, Guo Yang also started laughing. "I need to finish it as soon as possible. I also need to do the year-end summary and planning for next year." "Row." "Wang Dingmian wanted to try the fresh milk from Qilian Mountain. Has he been here?" "Yes, Wang Dapao gave very good feedback. He was said to be amazed. Now the market situation in the southeast coastal area should be opened up." After a pause, Qu Yang said, "There was another person who came with him, Jiang Weisuo, who was known as the first person to fight against counterfeiting in the dairy industry. He used to be the owner of a dairy station." "Their opinion is: The sooner the industry's cancer is removed, the better."
Guo Yang also understood that the price of collecting milk is getting lower and lower now, 70 or 80 cents per pound, the same as grain and cheaper than water. One can imagine what the grassroots dairy farmers and milk stations will think. After a moment's silence, Guo Yang decided to wait for the situation to develop. “We can share some of our resources and information with them. What other support do they need?” "Jiang Weisuo lost millions of dollars fighting against counterfeiting." “Golden Harvest provides financial support.” Hexi Dairy does not collect milk from outside, and its milk source is its advantage, so it will naturally take the opportunity to cause more trouble for other companies. The competition between the top two players in the dairy industry is becoming increasingly fierce, with one messy account after another, not to mention Hexi's secret move. At the beginning of the year, the boss and the second in command of the dairy industry had a good agreement. "We can't engage in a price war anymore. If we continue like this, the industry will be destroyed sooner or later. It's better for us to raise prices together." The date for price increase was set, but on that day, neither the eldest nor the second eldest brother raised the price. "He is afraid that I will not keep my promise, and I am also afraid that he will not keep his promise." This is what the chairman of the boss said. The two families are following too closely. Sales have exceeded 10 billion one after another, and they all want to compete for the position of the crown of the dairy industry. Advertising wars, price wars, verbal wars, and land grabbing wars are emerging one after another. Poaching and anti-poaching, infringement and anti-infringement, mergers and acquisitions and anti-mergers, laying channels and blocking the way, it is very complicated. In Meng Province, behind the placement of every balloon and every slogan you see is a story of struggle between these two families. I won’t mention other means. Even the competition for Olympic sponsorship, although it has always been conducted in secret, is certainly not something that the Bulls want to see succeed. In contrast, Hexi Dairy is more like a reckless man. In today's fiercely competitive world, it still invests heavily in the dairy industry. The price of milk is still extremely high. Although the quality is good, the public is very sensitive to the price of consumer goods. With annual revenue of only 200 to 300 million, it hardly poses a threat in the eyes of the two giants. They would rather see Jiahe Group suffer losses in its dairy investment and then take advantage of the situation to rob it. Aren't you clamoring to feed dairy cows with high-quality alfalfa? Then just plant the grass with peace of mind! After finishing the call with Qu Yang, Guo Yang changed his clothes and took his team to the banquet. ... That night, Guo Yang and the city leaders received relevant personnel from the Olympic Organizing Committee.
Before and after the banquet, the city party committee leaders took Guo Yang aside many times to praise Jiahe's achievements. Guo Yang almost lost himself due to all the bragging. The municipal party committee said it would do its utmost to help Jiahe grow bigger and stronger, and even provide services to the world. November 11th, Jiuquan. The spotlight was on Hexi Dairy, and Chairman Guo Yang signed the contract on behalf of Hexi Dairy and the Beijing Olympic Organizing Committee. Hexi Dairy has obtained the qualification of dairy product sponsor for the Beijing Olympic Games, becoming the first brand in western China to sponsor the Olympics. The Olympic Committee also expressed its gratitude to Hexi Dairy for its support for the Olympic Games. Hexi Dairy held a grand ceremony for this purpose. Banners reading "The Highest Honor of China Dairy Industry" were flying on the streets of Jiuquan, and cheers were heard in the venue. "This is the pride of our Northwest. We are proud of Hexi and hope that Hexi will seize the opportunity and go to the world." Various media outlets flocked to the scene and recorded with their cameras the moment when Hexi shook hands with the Beijing Olympic Games. Outside the signing ceremony hall, several Hexi employees were talking excitedly, and when faced with interviews from reporters, they were generous with their praise. "It is the greatest honor for us Hexi people to become a sponsor of the Beijing Olympics. This honor belongs not only to Hexi people, but also to the entire Jiuquan and the entire Northwest." “Our employees have more confidence, but also feel a greater sense of responsibility.” "For a brilliant future, we must work harder and win glory for Hexi, the Northwest, and our motherland." After the signing ceremony, media from all over the province and beyond competed to report on it. Marketing promotion also followed. A media person commented: "Hexi did not expand blindly. It started with forage grass and established milk source bases, supporting factories and marketing channels in various places." "It has controlled the pace of expansion and found a balance between milk sources and the market." “But Hexi still faces huge financial risks, and now they are putting their chips on the Olympics.” 11 month 17 day. When Guo Yang set foot on the land of Beijing again, Hexi Dairy could be seen everywhere on the streets. Billboards reading 'Huaxia Dairy's Highest Honor' dot the main streets. Hexi Dairy has begun to show its fangs. The car drove straight to the Beijing Media Center, which is the core enterprise of the department under China International Television Corporation. After arriving at Media, Guo Yang first met up with Ji Zhuowen, and then discussed some details with the advertising company. Rested for a night. At 11:18 in the morning on November 6, the alarm on my cell phone rang. The sky in Beijing was still dark in early winter. After getting up, I washed, changed clothes, went downstairs, had breakfast, and then hurried to the venue.
The 12th China Television's prime advertising resource bidding is about to begin. Nearly 1000 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, where any one of them was the CEO of a large company. On this day every year, everyone who comes here may lose their mind in an instant. At 8:8, the show begins. The hosts include famous hosts and actresses such as Bai Yansong and Dong Qing. The auctioneer was still the same old Yu Jingyu, with a buzz cut, glasses, and his Mandarin was a little unstandard. Below the stage, hundreds of entrepreneurs watched and bid attentively. Guo Yang and Ji Zhuowen were also paying close attention, occasionally whispering or flipping through the materials in their hands. There are nearly 400 advertising targets in total. Hexi Dairy’s goal is to have the first option in the A special segment throughout next year. The A special segment is the advertising time after the weather forecast and before the focus interview every night. It has 6 15-second time units and the competition is extremely fierce. A 15-second ad is considered quite long, and has high viewership, so ad versions can also be made very long. It can make the company information very clear, which is most suitable for Hexi Dairy which is launching new products. Guo Yang was wondering who his biggest competitor would be. Every time the auctioneer's gavel is about to come down, it makes people feel that if they don't raise their paddles, the opportunity will slip away from them. The art of auction is to make people feel anxious about gains and losses. "Enterprise No. 170 offered 2150 million. Is there any higher offer? Is there any?" "Company No. 156 offered 2200 million. Thank you, thank you for your company. It's so thoughtful." ... Ji Zhuowen leaned close to Guo Yang's ear and said, "Boss, No. 170 is Guangming, and the one on the right of the person holding the sign is their CEO." Hearing this, Guo Yang turned around and stretched his neck to look. He saw a bearded man in a gray-white coat, half-turned sideways, and next to him was a man in a suit and glasses. "Are there any more? Are there any more?" the auctioneer asked again and again. The representative of Guangming raised the placard again without hesitation, and with a smile, he raised two fingers with his left hand to the auctioneer: an increase of 200 million yuan. "Okay, got it. Company No. 170 bids 2400 million!" In the end, Guangming, who was confident in his plan, pocketed this time unit. But then Guangming launched a series of attacks and won all the time units of this special section, with a total cost of million yuan.
This is the highest amount invested so far! The whole place was buzzing with excitement! In addition to the auctioneer's deliberate mystery at the auction, Y-Shi also used all kinds of tricks. Whenever a sky-high price was announced, there would be a group of applauders in the audience to stir up the atmosphere. The leading actresses and famous hosts also spared no effort and the scene was no less spectacular than that of the Spring Festival Gala. The whole audience was attracted by the light. Ji Zhuowen looked serious. "Last year, Guangming spent about 1 million on Huaxia TV. This year, it has more than doubled." Guo Yang said: "It's not a big problem. Guangming wants to reverse the impact of this year's 'weaning' incident." The atmosphere became lively, and hundreds of people crowded together made the air a little hot. People kept taking off their coats because of the heat. The A special section is often placed at the forefront due to fierce competition. Soon it was time for this time unit. Guo Yang did not let Ji Zhuowen raise the sign immediately. There would inevitably be competition during such a popular period, so he decided to observe first. At the beginning, most of the qualified companies present steadily increased their prices from 20. After several rounds of competition, the competition became a little fierce. "Enterprise No. 100 bids 2610 million. Is there anyone who wants to raise the price?" “Anyone else want to raise the price?” "Okay, Company No. 118 offers 2700 million. Thank you." Guo Yang and Ji Zhuowen looked at each other. Things became interesting. No. 118 was Y Li. Guo Yang said in a deep voice: "Raise the sign." (End of this chapter)