Investment Life

For a new thing, publicity is the most important thing. When the VCD was born in the previous life, in order to open up the market, Meng Lisheng and others spent a full 2 million yuan to make the VCD player familiar to the world.However, they planted trees at home while others took advantage of the shade, and the products that were promoted were copied and sold by other VCD manufacturers in a blink of an eye.

This extremely tragic business failure case is not only due to the backwardness of the concept of patent rights, but also a disastrous failure in marketing. It spent 2 million yuan to produce an impressive advertisement, and did not cultivate even a group of loyal users. There is no way to sell tens of thousands of finished products, and they are all backlogged in the warehouse. Even the rise of the real VCD craze failed to drive Feiyan's sales. What kind of concept is this?

The smell of wine is also afraid of deep alleys.In today's commercial society, the importance of publicity sometimes even surpasses product quality and all the efforts of operators. An excellent advertisement can be far more powerful than a production line.How to fight this skirmish well is the key that Feiyan is facing now.In the previous life, there were too many excellent advertisements, from conception to creativity, from concept to sincerity, covering the general public sitting in front of the TV in every way, but these were not worth mentioning before the miraculous case in the history of Chinese marketing.

To bring a collapsed company back to life, from arrears of 50 to a profit of 3 billion in 10 years, the advertisement of that health care product is almost well known to everyone, and everyone understands that its product efficacy may not be worth mentioning. But the enthusiasm for buying has never faded. "Use 100 million yuan to achieve 1 billion yuan in advertising effects, and 1000 million yuan to achieve 10 billion yuan in advertising effects."Such rhetoric, indeed only he can do what he said.

Pushing open the door of the Grand Cherokee, Chen Yuanming stepped out of the car. In front of him was a group of low-rise office buildings. Nowadays, Zhongguancun is still a real "electronics street". Except for the relatively prosperous electronic market near the four seas, the surrounding area is a piece of rough land. The West District of Zhongguancun has just been allocated, and it is not yet a construction boom. It is almost a different world from the bustling scene of high-rise buildings in the previous life.

But now Chen Yuanming is not here to reminisce about the past. He already contacted someone by phone yesterday, but the low building in front of him is really hard to recognize. the piece of...

"Boss, over there." Naturally, the special forces were better than eyesight. Zhang Gang just pointed at it, and a small billboard came into view.

Beijing Xuewen Creative Company.

The font is not thick, but it is very pleasing to the eye, making it unforgettable.Chen Yuanming smiled, that's it.

According to the notice on the billboard, the two climbed up the narrow stairs to the third floor, only to see that among a row of door panels that were almost peeling off, only one was clean and shiny with new paint.The edge-wrapped wooden door is not closed, and through the crack of the door, the desk covered by green plants can be vaguely seen.Without any hesitation, Zhang Gang took a step forward and knocked on the door.

The actions inside reacted quickly, and with the sound of hurried footsteps, the door was pulled open, and a young man with glasses appeared in front of the two of them.The man was slightly taken aback when he saw Zhang Gang, who was a tall man with a professional military face, and immediately looked away, focusing on Chen Yuanming.Seemingly unaffected by the boy's age, he smiled slightly and stretched out his right hand.

"Mr. Chen Yuanming? I am Lin Xuewen."

Chen Yuanming smiled. It is not enough to be confused by his age when we first met. Now, if this is considered a pass, this person has already passed it unscathed.

After a few pleasantries, the two were ushered into the room.This office is not very big, but it has a kind of elegance that is close to the high-end office buildings of later generations. Just sitting in it can make people forget the noisy computer market outside. It seems that this is a mature business district, not a place full of wholesalers. flea market.Two cups of steaming hot tea are placed in front of you, which complements the perfectly shaped coffee table. The furniture and sofa are all designed in a set, with excellent taste. Only a TV is placed abruptly on the cabinet in the corner. Kind of ruins the layout.

Details determine success or failure. If I really don't know anything about him, should I have some confidence now?Chen Yuanming withdrew his gaze from looking around, and looked at the young man sitting in front of him.This man was only about 25 years old, with a very fair face. Although he was wearing a neat suit, he still looked like a college student who had just walked out of school, exuding a strong bookish atmosphere all over his body.But he couldn't find any cowardice or nervousness in him. What was more striking than that bookish look was the confidence that shone in his eyes. It seemed that as long as he walked into this office, he would become something within his reach.

"I didn't expect Mr. Chen to be so young." Facing Chen Yuanming's probing gaze, Lin Xuewen didn't dodge the slightest bit, and said straightforwardly, "To be honest, this is the first order I received after advertising. I have the courage to try the clear code. With the planned price of one million yuan, I think you have full confidence in that product called VCD player."

Chen Yuanming laughed, "The VCD player is an epoch-making new product, Mr. Lin, your million-dollar gimmick is the real courage."

That's right, although the reputation of this person in the industry is very high in later generations, he is still a little-known little man. He was found so quickly because of an advertisement in the newspaper, "Study literature sells ideas, the base price is 100 million", which is enough to cause a sensation The price tag of pride in the whole country is that individuals have to have several questions.But this person dared to ask for it in a fair and honest way, and he wanted to show his style and level.

As the godfather of marketing for later generations, Lin Xuewen has made indelible contributions to China's marketing and planning industry. The planning of the world's famous wedding culture city, the comeback of the Giant Group, and the financing case of the Olympic Dream Park as high as 2800 billion, one business miracle after another is like With the clay in his palm, he can create masterpieces that shock the world at will.Hidden under his scholarly appearance is a big heart and great courage that the world can't fathom. If you really want to choose an opportunity to start from scratch, this person is indeed the best candidate Chen Yuanming can find so far.

Lin Xuewen didn't seem to be hurt by Chen Yuanming's provocative method, he just smiled and leaned on the back of the chair, "It's meaningless to 'compliment' each other like this, isn't it, since Mr. Chen is here, he still wants to believe that I am worth millions If I’m just talking about it, or if I’m really talented, don’t you know it once you try it out? Can you let me have a look at the VCD player that I talked about on the phone yesterday?”

Chen Yuanming has experienced quite a few business negotiations in his past and future generations, but there are not many who can cut into the topic so simply and neatly.Smiling, he greeted Zhang Gang beside him, and plugged the VCD sampler into the Konka TV in the office.

This time Lin Xuewen also stood up, walked to the newly installed VCD player and carefully looked at it, "It looks like a video recorder." He pressed the buttons on it one by one with his fingers, and plugged in the microphone to try it out. Yin, when Zhang Gang took out a VCD, his eyes lit up, "It's the same as a CD? What's the cost?"

"It's much cheaper than video tapes, and we own the patent right of the product." Chen Yuanming replied.

"Yeah." Seemingly satisfied with this straightforward answer, Lin Xuewen groaned and asked Zhang Gang to install the CD.

The first one was still a short video shot by Meng Lisheng himself, but Lin Xuewen didn't say anything, just watched it with his chin resting for a long time, and tried the fast forward, pause, and back buttons on the remote control.The second one was a karaoke disc. This time he picked up the microphone and sang a song with great interest, and also experimented with binaural conversion.After playing back and forth for nearly half an hour, Lin Xuewen finally put the microphone on the table and sat back in front of Chen Yuanming.

"How is it?" Chen Yuanming put down the teacup in his hand, his expression and voice became serious, "The VCD player and disc encoding methods are in our hands, and they are currently the only ones in the world."

"What about patent rights?"

"Entrusted Wilson Sonsini Goodrich & Rosati PC Company of the United States to apply for a patent. At present, the disc compression method has applied for industrial property rights in 20 countries. The VCD machine has just been developed and has entered the application process."

"It's not a small heart." Lin Xuewen laughed, "But I have to ask one thing clearly, what are your thoughts on VCD discs?"

Experts will know if there is one as soon as they make a move. If there is any hurdle that cannot be overcome in the marketing of VCD players, the supply channel of VCD discs is the biggest obstacle.Just like the rise of the VCD player in the previous life originated from the prosperity of the piracy industry, without suitable playback materials, this machine is just a decoration.But now that he has applied for the patent right of VCD discs, Chen Yuanming is not prepared to give up this position. This not only involves the healthy development of the VCD industry, but also the beginning of the revitalization of the entire Chinese copyright market.In the previous life, it was not only a corner of the CD market that was swept away by the raging wave of pirated CDs.

"We don't plan to get involved in the sale of VCD discs, nor do we want to profit from the copyright of VCD discs."

The two sentences are like nails on the board, and they are neatly drawn out.

Lin Xuewen raised his eyebrows, "Don't you think about some shortcuts? If you really choose this way, your VCD player will not be on the market so soon."

"Don't be afraid of slowness, be afraid of instability."

One sentence was tougher than one sentence, and one sentence was more powerful. After looking at Chen Yuanming up and down again, Lin Xuewen smiled, "Want to be a national industry? Ambitious. But now this set is a bit unpopular. If you have a shortcut, don't take it If you want to take a long way, can you be the master of this company?"

"Of course, I have direct veto power in terms of marketing and corporate planning."

Under the signal of Chen Yuanming's eyes, Zhang Gang opened the document bag in his hand, took out a stack of materials, both in Chinese and English, and put them in front of Lin Xuewen by category.

This time Lin Xuewen read more slowly, it took almost an hour to confirm everything, he straightened up and exhaled, he showed a wry smile, "I thought being the No. How dare you spend tens of millions to develop national industries. The waves behind the Yangtze River push the waves ahead..."

Chen Yuanming didn't answer, but just looked back at the other party quietly.In his memory, this person should have been an extremely contradictory existence. On the one hand, he had a magnificent blueprint, and on the other hand, he was a low-end marketing model such as right-brain memory devices and nutritional health products.We must know that the development of this kind of health care product market is not beneficial to China itself, but has caused extremely bad effects from other levels, allowing those three-no products that are no different from fake drugs to run rampant in the market, relying on false advertisements. Black-hearted money.

But now that I have met the real person, many questions lingering in my heart have gradually been answered.Why did he choose the health care industry instead of others at the beginning of his fame?The reason is simple, nothing can show his genius marketing thinking better than the health care products market, and he can make huge profits in a short period of time.

This person has enough talent and arrogance, as well as countless whimsical ideas, to single-handedly plan those cases that seem ridiculous and useless now, not because his goal is on these low-end products, but because these will make him Quickly enter the public eye and become a reliable winner.These low-level marketing strategies are nothing more than a solid foothold for him to move to a higher position, an easy-to-manipulate platform.

Very simple and very realistic answer.However, if it is only for picking up the steps, isn't there a better way?If we put some more beneficial things at his feet and let him walk steadily, will it also bring about some wonderful changes in this country?

The two stared at each other for a few seconds, long enough to make people feel rude, Lin Xuewen smiled.

"Worth a try."