Reborn in the 70s / Reborn in 1978

A group of people are chic every day, Zhang Xingming is forced to stay in the office to direct every day, a complete grass-roots team, it is really chaotic before things are done, the formation of each team is not smooth, girls want to be in the clothing team, there is no one for makeup, because The concept of makeup in China in this era is really equivalent to nothing, no one understands it.

Fortunately, there are three or two small fishes for lighting and sound. Although they are not very professional, it can be seen that they really like it. Zhang Xingming thinks that as long as you are interested, you can learn slowly. Anyway, this time it must be the Hong Kong team. host.

The next day, the Hong Kong team arrived in the capital, and without a break, they rushed directly to the site of the Workers’ Stadium and began to investigate the situation on site.

The signing of the contract for the Gymnasium is no longer a sponsorship model. Zhang Xingming rented it for a month at a price of [-] yuan a day. This price is slightly higher than the market price, but in this era, if someone rents it to you, it is already giving CCTV face , The employees in the gymnasium still want to go home for the New Year holiday, and there are a few days as a bonus for renting for a month, that is to say, from now until the first day of the new year, the gymnasium will be used by CCTV.

Holding a large-scale variety show in a gymnasium is different from that in a stadium. The venue space is relatively small, the stage is relatively more difficult to build, and the number of audiences to be accommodated is also smaller. More than half of the seats are blocked by the stage.

The lighting is not easy to install. The lighting of the gymnasium takes into account the line of sight of the entire auditorium, that is to say, it is arranged from the center of the venue to the surroundings. However, the scene of the party needs to be bright and changeable in the middle, and the actual auditorium has weak light. , the back of the stage cannot be illuminated.

In the original history, the lighting of the 86 Spring Festival Gala was messed up. The audience seats were weak and the stage could not be lit up. In addition to the eng used by the machine, the recording effect was poor, like a documentary. The camera kept shaking, and it took a long time to wait for the lighting to change. It will be changed back. It takes half a day for one program to start and another program to start. As a result, the originally scheduled four and a half hour program has been tossed for more than six hours.

Zhang Xingming and the Hong Kong team discussed it on the spot. According to the general layout, they gave a plan in the general direction, put forward some requirements for the stage, sound, lighting, overall layout, and camera positions, and then let it go. The details were designed by the Hong Kong team, and the comrades in the advertising department were reduced to running errands and doing odd jobs on the spot. However, following the arrangement of such a large venue, everyone was very excited.

Since the official start of work here, Zhang Xingming doesn't have to worry about this area. In this era, Hong Kong is more professional in this area than the mainland.

He called Chief Ma into his office.

"Mr. Zhang, do you have any arrangements?"

"It's moving over there, so you don't have to worry about it. I have something to do here. If you do it well, you will be responsible for it in the future. After all, you have done advertising-related work for so many years. I believe you will definitely It's no problem."

Zhang Xingming took out a document and handed it to Section Chief Ma, Ma Qiang, and said: "This is a plan for the Spring Festival Gala advertisement, you can take a look at it, then find clients across the country, and make a list for me according to your needs. "

Ma Qiang took the document and looked it over, then raised his head and asked: "Mr. Zhang, will it be against the rules to find someone to advertise in this way? And will the advertising department allow it at the Spring Festival Gala? People will come during the Chinese New Year ?"

Zhang Xingming said: "Our commercial advertisement license has been approved. As a national TV commercial advertisement pilot unit, we do not violate the regulations when operating advertisements. Moreover, the market's demand for advertisements is far greater than the current advertisement release policy. In this regard You can rest assured that you have done the previous things well, and I will tell you how to do it later."

Ma Qiang nodded, took the documents and went out.

In 85, the domestic advertising industry was completely blank, although from 79, Shanghai TV Station and Guangzhou TV Station took the lead in initiating commercial advertisement implementation measures, People’s Daily also published advertisements, and the country’s first "Commercial Advertisement Publishing The Management Regulations have also been implemented, and the National Advertising Industry Association has also been established, but in fact, whether it is a newspaper or a TV station, the advertisements are basically based on foreign companies, and the advertisements for Japanese products are the most.

Because the country was still in the era of planned economy at that time, the production and circulation of all commodities depended on the state's planning and regulation, and there was no such thing as commercial advertisement at all.

Although the private economy started in the 80s and had a preliminary development in 83 and 85, there were still many policy restrictions. Due to the regional nature, it does not yet have the ability and demand for commercial advertising.

Or to put it directly, the enterprises and operators of that era, relying on the old word-of-mouth sales and lacking awareness of advertising, loved the impact of production capacity and freight.

Even for companies like Yanwu and Shashi Daily Chemical that have been advertised on CCTV, their starting point is not for marketing, but more for an honor and a political achievement.

That's right, people at that time regarded advertising on TV and newspapers as a kind of honor. It was because you saw how awesome our factory was, and they were all on TV. The content of the advertisement was basically to promote the company rather than the product.

People at that time had a degree of loyalty and trust in TV that modern people could never imagine. No matter what the product was on TV, the people would think that it must be good. ah?

For example, Little Japan’s He Dazhuang, Casio and other brands, combined with the cartoons of Forest King and Astro Boy, can be said to be popular all over the country. In a short time, they became synonymous with high-end products and occupied the absolute market at that time. Most of the market share made Little Japan smile.

Later, Thailand’s Chia Tai Group also entered China through advertising, and immediately became the market leader. The Chia Tai Variety Show on CCTV is completely the market master key of Chia Tai Group.

In China, it was not until the 90s that due to the gradual formation of a market-oriented economy, the advertising awareness of enterprises began to awaken. In 93, the State Administration for Industry and Commerce issued the "Opinions on Launching Advertising Agency System in Some Cities and Reviewing Pilot Work Before Advertisement Release", It was only after the official start of the domestic advertising industry was announced that in 94, CCTV launched the first advertising bidding in history. The winning bid for the Confucian Mansion Banquet was only 100 million yuan.

Before 90, CCTV’s annual advertising revenue was only tens of millions. In 91, it just exceeded [-] million. The total revenue generated in those years was less than [-] million. It was completely dependent on financial appropriation, which is completely unimaginable today.

This is why Zhang Xingming was able to buy out the agency rights for 5000 million yuan. No one would have thought that ten years later, starting from 95, CCTV's annual revenue from advertising alone would exceed one billion yuan.

Chapter 368 The Health Products of Those Years (3)

After a series of preparatory work, the Gymnasium has changed from its original appearance, and has become cheerful, full of the hot New Year flavor.

Ten camera positions correspond to ten billboards. There is also a space in the upper right corner of the stage background, but the combination of colors and text does not look obtrusive. This is the main advertising space of ten plus one in the audience.

There are still some small pieces in the auditorium, which are integrated into the set, and the other host’s teleprompter backboards, real insertions, and later generations use rotten methods. At this time, they are full of creativity and new ideas, making a group of advertising department Comrades opened their eyes.

"Put a table here. The host can sit here when he is off. Yes, sit here and watch the show." Zhang Xingming pointed to an empty seat on the side of the stage.

Wang Hongwei from the advertising department followed him with a notebook, kept memorizing and marking on a sketch.

"Mr. Zhang, did the host specially prepare seats for you?" asked Wang Hongwei while writing.

Zhang Xingming looked left and right at the venue and said casually, "No, there are drinks or something on the table. It's okay to scan the host's smiling face with the camera."

Wang Hongwei looked down and brushed his notebook for a while, saying: "The price of this advertising space must be at least the same as that of the main billboard."

Zhang Xingming turned his head and glanced at him, and said, "Yes, the effect of this brand is better than that of that brand. It must be strictly screened, and the quality and output must be guaranteed."

Wang Hongwei nodded, marked on the picture and said: "Well, remember, I didn't expect such a random place to be such a good advertising space, Mr. Zhang, you are really amazing."

Zhang Xingming shook his head and said: "You have never been in contact with it, and it will be up to you to come up with ideas in the future. In fact, we only need to let everyone notice something, which is a kind of advertisement. As for the carrier and method, there are no strict rules. The more casual The better the advertising effect, the more deliberate it is, the easier it is to arouse the disgust of the audience, and you will understand later.”

Zhang Xingming thought of advertising methods such as soft advertisements and soft texts. China’s soft text advertisements started in the health care product industry. The sales group became popular.

The first health product in China was the royal jelly from Hangzhou Baoling. In the 80s, it was quite a face-saving thing to carry a box of royal jelly from someone’s house. People who came from that era should have memories. Most of them bought it and never drank it. But I can't bear it.

By 88, there were more than 200 royal jelly manufacturers in China. This has always been the tradition of the Chinese people. If they make money, they will go crazy until everyone loses everything.

Since 89, Sun God, Feiyan Slimming Tea, Sanzhu, Heart K, Gaizhong Calcium, Turtle Essence, various oral liquids, detoxification and anti-alcoholic, all kinds, but there is no practical use. China's health care products industry is completely learned from foreign countries. There is no hair, and it is completely sold by advertising, and some are even sugar water. The huge benefits have driven some people crazy.

Until 95, there were more than 3000 health care product manufacturers in China, with a market of 300 billion yuan, but no one was engaged in product management, only publicity and marketing.The result is false.

Soft advertisements are no longer a new thing, they have been used badly, and more and more anecdotes have emerged in the industry. The country began to rectify and changed health medicines into health food. The industry hit rock bottom, but the market has been opened up and has created a huge audience.

Still in 1997, foreign health care products took advantage of the gap and quickly occupied the domestic market.

In 1998, the domestic health care product gentlemen finally realized the importance of the product itself, and began to work hard on the product. Even so far, the coverage of foreign products has not been interrupted, and I can only drink salty soup next to others.

In fact, many domestic industries have lost the market in this way. As long as they can make money, the products are nothing in the eyes of Chinese people. Isn’t that the cost?

……

"Mr. Zhang, Mr. Zhang?"

Zhang Xingming was gently pushed by Wang Hongwei's arm, woke up from a daze, sighed, and said, "I'm thinking about things and want to forget my mind, what's wrong?"

Wang Hongwei said: "Mr. Zhang, I see that there are so many big lanterns hanging in our place, can you customize some small vertical banners, with words such as a certain company's New Year greetings to the people of the whole country printed on them, hang them under the lanterns, and the camera back and forth What I can always scan is that I am afraid that I won’t be able to sell it for a lot of money.”

Zhang Xingming's eyes lit up, he turned his head to look at Wang Hongwei, and said, "Okay, here's an idea, okay, go get it, and I'll leave the pricing to you, and I'll give you a bonus of [-]% of the income. "

Wang Hongwei blushed and asked, "Really, Mr. Zhang?"

Zhang Xingming shook his head, turned to look at the stage under construction and said, "You will know later, I never talk empty words."

Wang Hongwei scratched his head laughingly, and said, "It's not Mr. Zhang, I didn't mean that, it was just too unexpected."

Zhang Xingming patted him on the shoulder and said, "Do it well, and you will find out in the future that there are no surprises, only surprises."

Wang Hongwei nodded happily. He was really pleasantly surprised. In those days, you couldn't imagine how important bonuses were to people who were earning dead wages.

The two walked around the field, and Zhang Xingming nodded in satisfaction. Basically, all his ideas were realized, and some new things were added, which were more perfect than he thought.