Indulge in Life in America

"It is normal. Since ancient times, it has not been easy to expand the territory. There will be difficulties. However, Warwick is united to overcome all obstacles. During this period, the help of friends is naturally indispensable. This time I brought the team to the United States. With the mentality of making friends, we have friendly and in-depth conversations with all walks of life in the American society to show Warwick’s truest side."

Chen Ruifang seemed very excited, like a very charming speaker, using his own words to arouse the emotions of the audience.

It's just that Yang Cheng raised his eyebrows, and the more the other party concealed it, the more arduous it was.

He raised his hand and said, "Ms. Chen, you don't need to be circumspect. Everyone's time is precious. Why not be straightforward?"

A trace of embarrassment flashed across Chen Ruifang’s face, but he quickly concealed the past, re-emerged with a graceful smile, and implicitly said, “In fact, Huawei is a global company, based on the global market, so it promotes it in key markets. Propaganda is normal, on the one hand to cultivate the market, on the other hand to enhance its brand value and attention in the country."

Yang Cheng probably understands Warwick’s strategic thinking, first in Europe, then in the country, first in the West, and then in the East, gaining exposure in Europe, forming public opinion and word-of-mouth, and then feeding back to the country. This reflects the tall image of Warwick’s mobile phones and caters to some domestic The user's psychology thinks that the foreign moon is rounder than the domestic one.

In order to allow foreigners to accept this Chinese brand, Warwick has been taking the high-end route abroad.

In addition to focusing on quality and technology, Warwick has also made great efforts in marketing and advertising. The most representative of which is the overseas launch of Warwick mobile phones and overseas advertising since last year.

Warwick’s large-scale advertisements can be seen everywhere in major overseas airports, and even language competition with Samsung in order to win billboards; it has also spent huge amounts of money to sponsor many European teams, such as Atletico Madrid, AC Milan, Paris Saint-Germain, Arsenal Wait for famous teams.

It can be seen that in addition to technology, Huawei also attaches great importance to the long-term marketing strategy of the brand.

Warwick, which is not only a high-quality domestic product but also a high-end route abroad, can be said to have got rid of the inherent image of "Made in Country Z" in terms of brand image, holding high the bright red banner of "Created in Country Z".

In terms of promotion and publicity, Warwick has spared no effort.

Chen Ruifang continued in a passionate tone, "This strategy has been well implemented in Europe, but it has struggled in the United States. There are many reasons. I think you know Jason, but those are the prejudices of the US ZF against us. We are unable to change these unilateral exclusion and suppression, so we changed our thinking and no longer rushed to achieve success. We will not be restricted by simply advertising and promoting our brand, right?"

Yang Cheng answered, "Then you should go to an advertising company like Omnicom. They are more experienced than us, have wider channels, and have more confidence in facing ZF."

"No, what we value is the freshness and traffic of the Toutiao app. It is easy to create ads, but the platform is like the Pacific between the United States and the United States. Inaccurate choices will cause our previous efforts to be in vain. "Chen Ruifang explained in a heavy tone.

"After all that, I already understand the dilemma that Warwick is facing. Then what kind of cooperation do you want to cooperate with New Times Media?" Yang Cheng doesn't care about Warwick's situation. He only cares about it. What benefits he brings, and these benefits are not worth the risk of offending the old American ZF.

"US$100 million to package all-platform advertising under New Times Media."

This tm is the point. The previous ones are all nonsense, but the figure of 100 million US dollars is still very tempting. Obviously, it has been carefully calculated, and it has well dang Yang Cheng's appetite.

However, he still has to figure out which part of the whole platform in Chen Ruifang's mouth specifically refers to, "Can you be more specific?"

"We conducted a survey before coming here. The most influential one of New Times Media’s is naturally the Toutiao app. I also learned about the advertising method from your company’s business department yesterday. The current precision positioning advertising adopts a bidding model. Is it feasible for money to buy the right to place this advertising space in the next six months?

There is no need to say more about the paper advertisements in the newspapers of the forum company, and everything is according to your standards;

For modern films under Lionsgate, all lenses that require mobile phones use the Warwick mobile phone series. If the effect is good, this sponsorship fee can also be increased. "

Chen Ruifang put forward the cooperation plan concisely and clearly. Yang Cheng glanced at Eddie, who was slightly excited, and shook his head. To be honest, if the users of Toutiao app stabilize at the current number, the $100 million fee is indeed expensive, all of a sudden. Toutiao’s revenue is raised to a level, but the users of Toutiao are increasing every day. Can the advertising cost for 20 million users be the same as the cost for 50 million users?

Moreover, Toutiao’s advertising charging model is not a traditional targeted recommendation, but a per-click, pay-per-use fee. Because Toutiao’s product advertisements are mostly embedded in news, if you want to advertise in Toutiao, you need to open an account in Toutiao first. Then charge based on cost per thousand impressions or cost per click.

For the amount of advertisements currently required by Warwick, it is most advantageous to adopt the ordinary bidding mode. This conventional click bidding method can be simply understood as the higher the bid, the higher the position of the advertisement, the more high-quality advertising resources are obtained, and Warwick is willing to download The big money for promotion is enough to support Warwick's series of mobile ads to maintain a prominent position in the headline app for a long time. Of course, this also requires high ad placement and data optimization skills and experience.

But if you promote a mobile phone that is about to go on the market separately, it is more suitable to use target conversion cost bidding. The purpose is to obtain a large amount of conversion effect data, and the headline will give real-time feedback. Users who meet the characteristics of the advertisement are more likely to convert into Consult, leave a message, download, etc., and then advertise to more users who meet this characteristic, and get more conversions at lower prices.

For these two models, in terms of actual costs, the US$100 million is not enough to support it for too long, but once it falls into the contract, Warwick will naturally not add additional funds after the funds are exhausted, and Toutiao can only bear the cost of launching;

On the other hand, it is not a small temptation for Yang Cheng and Toutiao to return so much cash at once, and it is really a dilemma.

Moreover, the cost of ZZ that Yang Cheng is most worried about, Toutiao and his personal need have not been included in it.

"Ms. Chen, I think you know better than I the reason why Warwick is struggling in the US market. I can really make money by advertising for you, but because of my Chinese identity, it is easy to be attacked by ulterior motives. I earn money from your Warwick. It seems that money is not enough to withstand these attacks." Yang Cheng expressed his views euphemistically, which made Chen Ruifang and others, who had been frustrated before, looked sad.

But at any rate, it’s the person who sits in the senior vice president of Warwick. The psychological quality is not comparable to that of ordinary people. He quickly sorted out his emotions and said, "Jason, I think you have misunderstood. I have repeatedly emphasized that Warwick came to the United States to make friends. Friends, how can we let friends suffer for us?

I understand your concern very well. In fact, I did not play word games. This cooperation is only limited to brand promotion and there is no product marketing. At present, most of Warwick's overseas development energy is in Europe, and it has not yet fully entered into it. In the United States. "

After a pause, we continued to throw out the olive branch. "Before we arrived in New York, we were already negotiating with an advertising company in Hollywood to undertake all of Warwick’s overseas advertising production. The negotiation process went smoothly. However, from my personal wishes, the advertising It is better to give it to Lionsgate or Focus Pictures. After all, they belong to the same group and it is easier to communicate with each other."

Yang Cheng nodded and expressed his understanding, "If it is true that New Times Media is willing to accept this cooperation as Ms. Chen said, but the company is not my own, please wait a few days in New York for Ms. Chen to allow me to discuss with the directors. , Make a decision."

"Of course, this is not a trivial matter. We will stay in New York for a week. Jason, you have enough time to think about it. I hope you won't let me wait in vain in the end." Ms. Chen understood Yang Cheng's intention of seeing off the guests and she didn't get up procrastinated. Stretched out his hand to Yang Cheng and smiled.

Yang Cheng got up and shook hands, sighed lightly, "I hope."

. . .

After sending away Warwick and his party, Eddie stayed, with a tangled expression, as if hesitating how to persuade Yang Cheng to accept this business.

Yang Cheng looked at Eddie’s expression and joked ~www.wuxiaspot.com~ What? Can't get out of the money? "

"Hehe, that's not the case. It's just that Ms. Chen said everything to this point. We seem to have no reason to refuse, right?" Eddie finally couldn't hold back, scratching the few hairs left on his head.

"You, don't usually focus on work, but also pay attention to current affairs news. There are so many cocktail parties, dances, and banquets in Manhattan every night. Choose a few important occasions to bring your wife to attend. While promoting the company, It can also expand your social circle and hear some unknown news, which is very helpful for you to control a large media group." Yang Cheng said that he hates iron and steel, but a person less than 30 years old The young man taught a scene of an old man in his 50s how to look funny.

"Um~ I will pay attention to it in the future, but boss, does Warwick really have a problem?" Eddie replied carelessly, then poked his head and asked softly.

Yang Orange rolled her eyes silently, "Then don't ask me, I don't know if there is any problem, but the White House said they have problems, why do you dare to confront the White House? Waiting for you to bring New Times Media to Comcast or Viacom’s height is qualified to ignore White House orders."

"Ahem~ There will be a boss for this day, so do I need to decline Warwick's cooperation?" Eddie was choked by Yang Cheng and coughed embarrassingly.

Yang Orange shook his head and said inexplicably, "I have to consider everything urgently. It takes time to consider."

Eddie was confused by Yang Cheng's mysterious attitude. He shook his head and didn't bother to spend any more brain cells. Anyway, Yang Cheng would have to tell him what to do.

The two talked about work for a while, Eddie left the office, and Yang Cheng dialed Georgina's phone. . .