Rebirth 99 to become a car giant

2007 is a very critical year for Nanshan Group.

Whether it is Nanshan equipment, Nanshan auto parts, or various other industries, they all have no small tasks.

For Xingchen Motors, increasing the sales of various models is naturally the most important task.

In order to achieve this goal, Zeng Tingting and the others also tried their best.

So far, everything has gone relatively smoothly.

Ziweixing's sales have been relatively stable.

After the high-performance version of the W12 engine was launched, sales increased by more than 20% compared with the same period last year.

The Starry Sky Sports Car itself is not a mass-market model. Now it is selling dozens or even hundreds of units every month, which is definitely beyond expectations.

As for looking up, it goes without saying.

Driven by Ford Motor Company, looking up is completely popular in the United States.

After sales exceeded 3,000 vehicles in April, they continued to exceed 4,000 vehicles in May.

In the past June, it contributed more than 5,000 sales to Xingchen Motors.

This number of units sold has exceeded the total number of units sold in other regions.

After all, even in China, the Zangwang, which sells for 1.4999 million yuan, only sells more than 3,000 vehicles a month.

For Zeng Tingting, how to further improve Zangwang's sales in China is her obsession.

"Mr. Cao, Minister Zeng, our "Snail House" has been approved and will be officially broadcast on Shanghai TV starting next week."

Zhang Songwen knows very well that in the drama "Snail House", Cao Yang and Zeng Tingting are most concerned about ad placement.

Different from the original "Snail House" in history, this drama invested by Nanshan Film and Television has many more implanted scenes.

Of course, due to increased investment, the shooting quality of some lenses has also improved a lot.

After watching the complete edited film, Zhang Songwen is still very confident in it.

In this case, it was natural to come over and give a proper report.

"Mr. Zeng, have you seen the advertising placement inside?"

Naturally, Cao Yang himself didn't have that much time to watch dozens of episodes of the TV series from beginning to end.

So this task was naturally handed over to Zeng Tingting.

He also knew that during the filming of "Snail House", the sales department arranged for personnel to communicate with the crew.

"I have watched all the first few episodes of this drama, and the advertising placement of "Looking Up" is relatively natural."

"It doesn't make people feel that the implant is very rigid."

"As one of the protagonists, Song Siming's car, the appearance rate of looking up is very high."

"For other occasions in the play, as long as they are suitable for looking up at the stars or Ziweixing, the crew has made appropriate arrangements. Mr. Zhang obviously put a lot of thought into it."

In this situation, Zeng Tingting would definitely not make trouble.

Besides, the sales department has arranged for people to personally follow up on the matter of advertising placement.

If the advertisement placement was not done well, it can also be said that Zeng Tingting did not do her job well.

"This time, various actors on the crew also put forward a lot of opinions on the advertising placement of Looking Up, which is why we have the final effect now."

"Many stars in the film and television industry now know what Nanshan Film and Television cares about most, and many of them have taken the initiative to help promote Xingchen Automobile's products."

"There are even some celebrities who have directly purchased Ziweixing or looked up to it."

Zhang Songwen felt relieved after hearing Zeng Tingting's words.

If the sales department recognizes the work of Nanshan Film and Television, then Cao Yang will definitely not say anything unpleasant.

In the past two years, he has changed his role from a teacher to the general manager of a film and television company. He can even play guest roles in some production crews. His life is as comfortable as possible.

So he takes this job very seriously.

"China's film and television industry has been relatively short on filming funds in the past few years, but it should improve greatly starting from this year."

"Many coal bosses have also begun to invest in film and television dramas, and actors' salaries have also begun to rise."

"In the future, buying luxury cars will basically become a standard feature for celebrities."

"How to make good use of this group of people is indeed something worth pondering."

"In this regard, Nanshan Film and Television and Weibo can sit down and discuss together to see how to achieve the goal of one plus one being greater than two."

"What stars pursue is nothing more than fame and fortune. Whatever they want, we will attack them from wherever they are."

"Nowadays, Nanshan Film and Television has invested in a lot of films and TV shows. Among them, "Struggle" and "Dwelling" were fully invested by ourselves."

“Propaganda work in this area must also be done well.”

"I think "Snail House" should also have the potential to become a classic like "Struggle"."

Cao Yang knew that the original version of "Wiaoju" became the ratings champion of its time slot on the fourth day of its broadcast with almost no publicity.

Afterwards, it triggered a national discussion.

Such a popular drama, no matter what the final outcome, is worthy of being taken seriously.

The Land Rover Range Rover's advertising placement in "Snail House" was considered by many to be the most successful case of automotive advertising placement among Chinese film and television drama placements.

Now it has been replaced by Nanshan Film and Television Investment, and product placement has been replaced by looking up, but we cannot retreat.

"Don't worry, Mr. Cao, we are already preheating work in this area."

"Starting tonight, there will be some news about "Snail House" on Weibo hot searches."

"We have already prepared some content, so that "Snail House" can become a regular visitor in Weibo's hot news in the next week."

Naturally, Zhang Songwen couldn't have done nothing about Cao Yang's reminder.

Wouldn't it be a pity if a lot of manpower and material resources were spent in the front, but it was not done well when it was time to pick the fruit?

"As long as you are ready!"

"The TV series "Snail House", don't be afraid of criticism, and don't be afraid of intimidation."

"As long as it is hot enough to let Yang Wang out of the circle, our goal will be achieved."

"At present, the sales volume in the United States has surpassed that of Huaxia. Minister Zeng is holding back his breath, and wants to make Huaxia's sales surpass that of the United States."

Cao Yang laughed and teased Zeng Tingting.

But it also made Zhang Songwen feel a little pressure.

He is very clear about the purpose of establishing Nanshan Film and Television and the meaning of existence.

Therefore, all work must be carried out around this center of gravity.

"Whether it can make Yangwang's sales in China surpass that of the United States, I dare not say directly."

"But as long as "Snail House" hits the air, the word-of-mouth and popularity of Yang Wang will definitely rise to a higher level."

Zhang Songwen said cautiously, but also confidently.

Cao Yang wasn't bothered about this either.

Soon, the popularity of "Snail House" on Weibo began to slowly rise.

The crew and main actors will release some news every day.

There were even some gossips about the leading actors, which made "Snail House" a lot more popular.

When "Snail House" was officially broadcast on Shanghai Satellite TV, the popularity was much higher than in the original time and space.

Zhang Yingdong has officially graduated and joined the Star Automobile Research Institute.

As a new employee, the work at the beginning must be relatively easy.

Basically all kinds of training.

Because he wanted to live with his girlfriend Xiao Rong, he didn't live in the company dormitory, but rented a single room near Nanshan Industrial Park by himself.

After dinner in the evening, the two of them turned on the TV, preparing to wait for the broadcast of "Snail House".

As an employee of Xingchen Motors, Zhang Yingdong naturally knew about Yangwang's massive placement of advertisements in "Snail House".

Even in the company's employee exchange area, there are people calling for everyone to watch this drama.

"Other companies are trying to use various advertising promotion methods to promote their new models, but we, Mr. Cao, set up Nanshan Film and Television in an ingenious way, and promote our products through the placement of film and television advertisements."

"Not to mention, this method is quite exciting."

Xiao Rong is now an employee of the Nanshan Group's legal department. The two of them are dual employees of the group, and they are naturally very concerned about the affairs of the Nanshan Group.

"Before "Struggle" was very successful in promoting Ziweixing. I don't know if "Snail House" can successfully promote Yangwang this time."

"The sales volume that I look up to now is very good. If it can reach another level, it will become a model with monthly sales of over 10,000."

"That's really amazing. After all, this is a large SUV with a price of more than one million."

Zhang Yingdong tuned the TV channel to Shanghai Satellite TV with great anticipation.

Soon, with a burst of commercials and the opening song, the first episode of "Snail House" officially began.

In 1998, Guo Haiping and Su Chun, who had just graduated from university, came to their new home with simple luggage.

Their house is just a 10-square-meter attic added to the back of an old-fashioned house. The bathroom and kitchen are shared with neighbors.

Su Chun can't help but imagine owning a house of his own in the small room...

A second-hand house was crowded with people, and Haiping and several couples inspected the house together.

Haiping looked at her growing belly, and she felt that she had to prepare a home for the baby before his arrival.

It was another second-hand house. During the bidding, Haiping and his wife suddenly added 40,000 yuan to the base price, thinking that the house was settled, but Su Chun suddenly received a call from the owner, saying that the house was not for sale and the deposit would be refunded. Give them, unless they add fifty thousand...

It is a very ordinary entry point, but it just hits the weakness of many people.

Over the past few years, house prices have risen rapidly.

Not to mention big cities like Shanghai and Yangcheng.

Although from the perspective of future generations, those who buy a house now are actually winners in life.

But judging from the time point of July 2007, everyone doesn't think so.

This is a stage high in housing prices.

"The TV drama is very good, but it doesn't seem like there are too many scenes looking up at it?"

After watching the two episodes of "Snail House", Xiao Rong couldn't help discussing it with Zhang Yingdong.

"Looking at the stills, Song Siming's car is Yang Wang, and he hasn't made his official debut yet, so it's not surprising that there are not many exposure shots of Yang Wang."

"I reckon it will start to increase tomorrow."

Zhang Yingdong also felt the same, but he found the reason very keenly.

"I think this TV series will become popular."

"Why do you say that?"

"Because it's too realistic. This drama is not idealized like a youth idol drama, but like a needle, it hurts contemporary youth and pierces the reality of contemporary society."

Although I only watched two episodes, Xiao Rong was very touched.

"That's true. The hot topics involved in the play can easily resonate strongly with the common people, and directly face the current hot topics in society."

"It reflects the twists and turns that ordinary people have experienced in urban life against the background of soaring housing prices."

"I'm suddenly looking forward to the plot behind it."

The two of them were discussing there with great interest.

And on Weibo, the popularity of "Snail House" is also constantly rising.

It didn't have much publicity before, and it was able to become the first in the ratings of the same period on the fourth day, let alone now.

Two episodes are broadcast every day, and on the second day, the ratings are already the champions of the same period.

In the next few days, as the popularity fermented, "Snail House" immediately became a popular urban drama that was discussed by the whole people.

"The plain story and the true reproduction of the lives of ordinary people have firmly grasped the hearts of the audience. The popularity of "Snail House" is not only because of the themes it chooses, but more importantly, it truthfully reflects the real life of people. state of mind."

""Snail House" is a TV drama about life emotions, and it is the epitome of the struggle history of contemporary college students staying in the city. A vigorous but flat and real youth dream; "Snail House" has many highlights, and being close to life is its life value."

"Everyone has different values ​​and sees problems from different angles, so the performance in the play once became the focus of social discussion after it was broadcast. How to choose between love and reality? How to choose between family and passion? Money and morality should be How to choose? These question marks are constantly torturing contemporary youth."

"No matter how the seaweed chooses, this drama reflects the bloody reality. It affects all the topics that the public cares about. Every character portrayed in the TV series has the shadow of the people around them in life. The TV series "Snail House", It is a microcosm of the reality of contemporary life."

"Compared to youth idol dramas that are brainless, sweet, rich and handsome, audiences are definitely more willing to accept TV dramas that are more realistic and closer to real life. This drama is excellent in terms of material selection and screenwriting. It has more social value, so it is easier to arouse the emotional resonance of the audience, and fire is a matter of course."

...

All kinds of comments keep the popularity of "Snail House" high.

And the Xingchen car also began to look up at the right time to guide.

As the plot enters the second half, Yang Wang's exposure rate in TV dramas is getting higher and higher.

This scene finally attracted the attention of many people.

"Mr. Zhu, the popularity of looking up is getting higher and higher these days. It is said that the traffic of their 4S stores has doubled."

"I think the method of placing advertisements in TV dramas can also be considered for Dahongqi."

Tao Wen is also chasing "Snail House" during this time.

Slowly, she also saw the movements of Xingchen Automobile in this drama.

So I found an opportunity and mentioned this topic to Zhu Zhengfeng.

"The placement of film and television advertisements is not the first of Star Motors, but there have not been many successful cases over the years."

"Looking forward to the good publicity effect this time, it's because the TV series "Snail House" is very popular."

"Otherwise, it will be the same as other advertising placements, and it will disappear from everyone."

Although Zhu Zhengfeng was eager to look up to the effect of the advertisement placement, he didn't think that Dahongqi's advertisement placement would have the same effect.

There are only one or two TV dramas like "Snail House" that can arouse huge discussions once it is broadcast.

However, the TV series shot by Huaxia every year are three figures, and the probability of successful placement of advertisements is too low.

From this perspective, the investment in advertising placement is obviously not cost-effective.

The most important thing is that as a state-owned enterprise, if you implant it into a very unpopular TV series, there is no way for the TV series to even be released.

Then it is difficult to clarify the relevant advertising expenses in the face of audit.

This alone can make Zhu Zhengfeng flinch.

"That's true. Nanshan Group invested and established Nanshan Film and Television, which is responsible for investment in film and television dramas."

"The car models of Xingchen are not placed in advertisements in all film and television dramas. They should fully consider the analysis and suggestions of Nanshan Film and Television before deciding which drama to place advertisements in."

"This time "Snail House", in addition to looking up, the advertisement placement of BYD's S6 is also relatively successful."

"It's difficult for us to find the target of advertising placement by ourselves, but can we also contact Nanshan Film and Television in the future to see if they have any recommendations."

Tao Wen obviously didn't give up completely.

In her opinion, the popularity of film and television dramas should increase in the next few years.

Correspondingly, the value and influence of car advertising placement should also be possible to further increase.

The key is to see if you can find a suitable implant object.

"If Xingchen Motors has a product for advertising placement, then this kind of drama Dahongqi can consider also advertising, and others should be cautious."

Zhu Zhengfeng thought about it and came up with his own conclusion.

Tao Wen knew that this was basically the best result, so he didn't struggle anymore.

But BYD, which tried its best to implement advertising for the first time, is not like this.

"Mr. Wang, our S6 sales have increased by 20% in the past week. According to feedback from sales staff, many of these customers came to know about the S6 after watching "Dwelling House"."

Wu Huabing has been in a very good mood recently.

The sales of S6 have been relatively stable and have always performed well.

Now there is an increase of 20%, which is definitely an unexpected surprise.

"Can a TV series have such a driving effect?"

"I remember that the main car advertising placement in this drama was Xingchen Automobile's admiration, so wouldn't their increase be even more exaggerated?"

Although Wang Fu has not watched the TV series "Snail House", he has naturally heard about the popular news on Weibo.

Especially during this period, Xingchen Motors also began to take action, promoting some classic scenes from "Dwelling" on the Internet.

Many forums have related topics.

Even at the back of articles that specifically discuss the plot of "Snail House", some photos of Song Siming and Wang Wang will appear.

If someone were to count the car models with the most exposure of car pictures on the Internet during this period, it would definitely be the model that looks up to.

"We don't know the specific situation yet, but yesterday I went to Xingchen Automobile's 4S store and walked around. It was obviously much busier than usual."

“With this time’s advertising placement, I don’t think the growth rate of Zangwang is worse than that of our S6.”

Wu Huabing didn't feel jealous at this time.

Originally, the protagonist of this TV series' advertising placement was "Looking Up". Nanshan Film and Television was willing to take BYD to play with it, but it was for the sake of Nanshan Group's face.

The associated implantation costs are also not very high.

Now it has such good results, Wu Hua Cake is already satisfied.

Even within BYD Auto, this marketing case can be analyzed as a classic case.

"Xingchen Automobile can always give everyone some surprises from different angles every now and then."

"Either it has made a major breakthrough in new technology, or it has some outstanding performance overseas, or there is some innovation in its marketing plan."

"Fortunately, they have been targeting luxury models such as Mercedes-Benz, BMW and Porsche, otherwise we would really not be their rivals."

As soon as Wang Fu said these words, Wu Huabing couldn't help but nod along.

Compared with independent brands such as Great Wall Motors and Chery Automobile, Wuhua Cake is still confident that it will not lose to them in terms of marketing.

But when it comes to Xingchen Automobile, he really has no confidence at all.

"According to the current pace, Xingchen Motors' sales this year are likely to exceed or approach 100,000 vehicles."

"If the price of each car reaches more than one million yuan, Xingchen Motors may become the car company with the highest turnover among domestic car companies this year."

When Wu Huabian said this, Wang Fu was stunned for a moment.

He really hadn't looked at the problem from this perspective before.

With 100,000 cars worth more than one million yuan, the turnover immediately reached more than 100 billion yuan.

This is really a very exaggerated number.

"Without any fanfare, Xingchen Motors may become the largest car company in China in terms of revenue. This is really surprising."

Wang Fu is really watching Xingchen Automobile develop step by step.

Last year, sales were only a few thousand units.

But by this year, it is possible to reach 100,000 vehicles.

Speaking of this quantity span, it is not that no car companies have experienced similar scenarios.

After all, whether it is Didu Hyundai or Yangcheng Toyota, sales reached 100,000 units in the second year of production.

But what kind of car are they selling? What kind of car is Xingchen Automobile selling?

If you are not careful, Xingchen Auto will launch another satellite for the Chinese auto market.