Reborn Industrial Tycoon

Chapter 352 Well done in advertising (please subscribe)

Sun Xinmin walked around the exhibition and then returned to the temporary office of the exhibition group with an envious look on his face.

"The exhibitions held by foreigners are different from domestic exhibitions. If you look at other people's exhibitions, there are all kinds of activities happening one after another, making it look like a party. If you look at our country's exhibitions, they are just putting things on display.

, and then waiting for people to come and see, it’s not active at all!

Also, when you look at foreign exhibitions, they emphasize participation and experience. When you go to see the exhibits, they not only introduce them verbally, but also let you experience it yourself. Looking at our exhibition again, you can't wait to put the "please do not touch" sign

The sign is placed in the most conspicuous position, for fear that others will touch it and break it and walk away!

I used to think that our Canton Fair was very well-organized and grand, definitely at the advanced level in the world. Now it seems that I really think highly of myself. Compared with the exhibitions held by the Germans,

It’s really far behind! The Germans organized this exhibition, so you can learn a lot from it.”

Sun Xinmin sighed there, and his subordinates nodded in agreement.

What Sun Xinmin said is true. Cologne is originally a city of conventions and exhibitions, and conventions and exhibitions are held regularly. The Cologne Exhibition Company was established earlier than the founding of the People's Republic of China. Of course, it has quite a lot of experience in operating conventions and exhibitions. Here,

In terms of operation, the operation of the Canton Fair is indeed inferior to human skills.

At this moment, someone knocked on the door, and everyone looked and saw that it was Li Weidong who came.

"All the leaders are here!" Li Weidong walked in with a smile, came to Sun Xinmin, and said: "Sun Si, there is something I want to report to you."

Sun Xinmin nodded, pointed to the sofa in the room, and motioned for Li Weidong to sit down.

After taking his seat, Li Weidong said: "Sun Si, I set up a stall in the leisure area to sell orange juice. The orange juice sold quite well. As a result, it attracted the attention of the organizers of the Cologne Home Appliances Show.

The chief operating officer of the organizer is Draxler. He thought the orange juice machine was pretty good and the orange juice was delicious, so he invited me to participate in the Cologne Home Appliances Show and gave me a special one.

Small booth.”

Li Weidong said as he handed an invitation letter to Sun Xinmin.

Sun Xinmin took the invitation letter and found that it was in German. He could not understand it, so he had to hand the invitation letter to the translator. The translator quickly informed Sun Xinmin of the content. This was indeed an invitation letter sent by the organizer, and the final signature was correct.

is Draxler, COO of the show.

Sun Xinmin glared at Li Weidong and thought to himself: "This Li Weidong is really not here to sell orange juice. It only took one day to get the invitation letter from the organizer. I wonder what method he used?"

Sun Xinmin was confused, but he couldn't ask directly. After all, he was a leader, and he had to maintain a dignified temperament at all times. If he was like a curious baby, asking questions, there would be no sign of a leader.

Cai Qianjin, who was next to him, couldn't hold it in any longer. He shouted sharply: "Li Weidong, what conspiracy did you use to get the invitation letter from the organizer?"

"Conspiracy? Haha..." Li Weidong smiled and continued; "Didn't I just say that the orange juice I squeezed is more delicious, and many people came to buy it, so it attracted the attention of the organizer, so they invited me

, participating in the exhibition.”

Cai Qianjin snorted coldly: "Nonsense, you think we are all three-year-old children, and because the orange juice you make tastes delicious, we invite you to participate in the home appliance show. How is this possible!

No matter how greedy the Germans are, they can't be this greedy, right? If it were really that easy, then I would hire a few chefs from China to treat the Germans to a full banquet, and then all the booths here would be mine!"

"Director Wang, Germans may not be used to Chinese food." Li Weidong said with a smile.

"My surname is Cai, and my name is Cai Qianjin!" Cai Qianjin corrected angrily.

"Even if your surname is Cai, Germans are not used to Chinese food." Li Weidong said tit for tat.

"What do you mean, even if my surname is Cai, my surname is Cai!" Cai Jinjin said immediately.

"Stop arguing!" Sun Xinmin coughed dryly, stopped the two from continuing to bicker, and then asked: "Director Li, if you have a way to get the qualification to participate in the exhibition from the Germans, you might as well pass on your experience so that everyone can learn from it.

Wait, if there is a similar exhibition in the future, domestic companies can also strive for more opportunities to participate in the exhibition!"

Sun Xinmin's words were so righteous that Li Weidong couldn't stop talking.

So Li Weidong said: "Sun Si, it's true that the business of my stall is good, and it's true that the juice I squeeze out is delicious. Because of this, it attracted the organizer. It's also true. As for why the organizer sent me an invitation,

The letter, I think it should be that the product I brought has been approved by Mr. Draxler."

"What product?" Sun Xinmin asked immediately.

"It's not anything new, it's just a juicer for squeezing orange juice."

Li Weidong didn't introduce much. It's better to keep such things secret, so as not to be copied by others, teach the apprentices, and starve the master to death.

So Li Weidong simply changed the subject; "So if I have any experience to impart, there is only one sentence: to make iron, you need to be strong. As long as you have excellent products, you can get a position in this kind of international exhibition."

.”

To make iron, you need to be strong yourself, what a nonsense! This is a truth that everyone knows, and saying it means saying it in vain.

"This Li Weidong!" Sun Xinmin shook his head helplessly. He knew that Li Weidong deliberately did not reveal the details.

Cai Qianjin also wanted to use this to steal his teacher, but Li Weidong said it but didn't, which immediately made Cai Qianjin's anger rise to another level.

Cai Qianjin rolled his eyes and immediately said: "Li Weidong, you have privately contacted foreign organizers without permission from your superior department. You have violated diplomatic disciplines!"

"Director Wang, oh no, Director Cai, you are wrong. I just set up a stall to sell orange juice, and it was Draxler who took the initiative to come to me. When people come to buy orange juice, shouldn't I accept them?

?Which diplomatic discipline says that you can no longer sell orange juice at a stall abroad?"

Li Weidong smiled coldly, turned to look at Sun Xinmin, and asked: "Leader, this time the organizer took the initiative to invite me to participate in the exhibition and gave me a small booth. Do you think I should go or not?"

"

Before Sun Xinmin could answer, Cai Qianjin said first: "Of course you can't go, you are not a member of our exhibition group, and participating in the exhibition has nothing to do with you.

Even if there is a booth, it should be given to people in our exhibition group. It’s okay if the booth is smaller. We also have small household appliances in the exhibition group, such as the Water Lily brand air fryer, which doesn’t take up much space. A small booth is completely enough!”

Cai Jinjin would take away Li Weidong's booth and hand it over to his subordinate Water Lily Brand.

Li Weidong smiled coldly and said: "On this invitation, the person invited is my juicer! You changed it to another exhibit privately, aren't you afraid that the organizer will cause trouble for you?

Germans are notoriously rigid and everything must be done according to the rules. If you don’t abide by their rules, will they turn a blind eye? If this makes the Germans feel that we Chinese don’t abide by the rules, wouldn’t that be detrimental?

National image?

If the German organizers are offended because of this incident, we will not be allowed to participate in next year's Cologne Electrical Appliances Show, or our number of exhibitors will be reduced. Can you, Director Cai, bear this responsibility?"

When it came to taking responsibility, Cai Qianjin was immediately frightened.

There are many factors of luck that allow domestic companies to come to Cologne to participate in the exhibition this time, such as the years of cooperation between Haier and Liebherr, and the Germans' desire to improve their international image, etc.

The international situation is changing all the time. If we can organize a group to participate in the Cologne Electrical Appliances Show this year, it is really uncertain whether we can come next year.

According to Li Weidong, if Cai Qianjin fails to come next year or there are fewer booths, Cai Qianjin will have to bear the responsibility. Then there is a 70 to 80% chance that Cai Qianjin will be blamed.

Cai Qianjin didn't want to become a pot hero, so he snorted coldly and said nothing.

Sun Xinmin said: "Since the organizer has already sent the invitation letter, we can't live up to their good intentions. Director Li, from today on, you will be a member of our Chinese pavilion!"

…

Sun Xinmin emphasized diplomatic discipline again before letting Li Weidong leave.

After leaving Sun Xinmin's temporary office, Li Weidong rubbed his temples helplessly: "It's really troublesome to deal with these people!"

Li Weidong didn't want to talk to Sun Xinmin and others, but it was impossible to ignore them.

Before, I just had a stall selling orange juice, but people came to complain. If I really had my own booth, I would definitely be in bigger trouble.

So Li Weidong still came to Sun Xinmin and made a report. After getting Sun Xinmin's consent, he officially participated in the exhibition.

Given the national conditions, this is something that cannot be helped.

Li Weidong's booth is not big, similar to the stall selling freshly squeezed orange juice in the leisure area.

Li Weidong placed a TV and a video recorder in the booth and began to play an advertisement for an orange juice machine in a loop.

The advertisement for the orange juice machine was shot by Li Weidong when he was in China.

TV commercials in the early 1990s were very straightforward. Most of the advertisements were based on verbal introductions, supplemented by TV pictures. That is, the narration said a slogan and some pictures of the products. The rhythm was similar to that of today's fertilizer sellers.

TV commercials are almost the same,

A simpler one is to just say an advertising slogan several times in a row. For example, for a woolen brand, it is just one sentence, add a trademark, and say it three times in a row. For those who don’t know, it is because the signal is poor and the TV is stuck.

For example, ads like black sesame paste with a prelude and narration; or ads like Dabao with a little plot, they were already the most well-produced ads in China at that time.

Li Weidong came to participate in the Cologne Home Appliances Show, so naturally he couldn't use this simple and straightforward advertising method. Besides, foreigners can't understand Chinese, so the Chinese narration brand introduction and advertising slogans were completely useless.

Therefore, the advertisement of orange juice machines can only rely on pictures and shoot a story to intuitively show the advantages of orange juice machines to the audience.

This type of advertisement could not be shot in China at that time, and domestic advertisers did not have that kind of creativity.

Li Weidong had no choice but to go into battle in person, introducing each scene one by one. In the end, he spent 100,000 yuan to shoot two commercials that lasted more than one minute.

In 1992, spending 100,000 yuan to shoot an advertisement was definitely a sky-high price. At that time, many second- and third-tier celebrities only paid a few hundred yuan for advertising.

…

The person who cares most about Li Weidong is none other than Cai Qianjin.

With nothing to do, Cai Qianjin came to Li Weidong's booth and quietly observed it.

"There is also a TV set. Is there an advertisement on it? The advertisement has been filmed. This Li Weidong has indeed planned to come to the exhibition!"

Cai Jinjin stared at the advertisement on the TV.

On the TV, a young mother wearing an apron walked to the table carrying a plate of oranges. She picked up a knife and cut the oranges in half.

Next to him, a child watched eagerly as his mother cut the oranges. After her mother finished cutting the oranges, she took out an orange juice machine. She saw her mother pick up the oranges, press them against the bulges in the juicer, and squeeze the juice.

The juicer starts and the orange juice flows into the collection box below.

The mother poured orange juice into the cup and handed it to the child. The child drank it all with a smile on his face.

As soon as the scene turned, my mother finished her housework and sat on the sofa with a tired look on her face.

The child saw that his mother was very tired, so he walked to the orange juice machine, imitated his mother's example, picked up half a cut orange, and started to squeeze the juice.

After a while, the child walked up to his mother with half a glass of orange juice and handed the orange juice to her mother.

This is a very simple and heart-warming advertisement. There is no language in the whole process, only pictures and music.

After reading this advertisement, Cai Qianjin curled his lips and said with disdain: "This is also an advertisement, what kind of crap!"

However, Cai Qianjin did not realize that such a simple advertisement fully demonstrated the advantages of orange juice machines.

It is simple to operate and easy to use. The key is that even children can use it. This alone is far better than the juicers on the market. At least other juicers cannot be operated by a child alone.

At this moment, a voice came from behind Cai Qian: "Old Cai, there is an event on the big stage in front of you, why don't you go and take a look?"

Cai Qianjin looked back and found that the speaker was a colleague in the exhibition group.

"What activities are there?" Cai Qianjin asked.

"I heard it was a competition. I don't know what kind of competition it is specifically," the man said.

"Then let's go and have a look." Cai Qianjin walked with the man to the big stage in front.

When the two arrived, the event on the big stage had already begun. They saw five children holding orange juice, and each had a juicer in front of them.

"What are they doing?" Cai Qianjin asked.

"It seems like there is a competition to see who can squeeze the most juice. The top two can take away the juicer in front of them!"

Cai Jinjin nodded. He took a closer look and found that the juicer placed in front of the children looked familiar.

"Isn't this what the juicer sold by Li Weidong looks like?" Cai Jinjin was shocked. He realized that this was not just an orange juice competition, but also a promotional event.

Cai Qianjin's heart suddenly felt like lemon soaked in vinegar.

"This Li Weidong, his advertising has reached the big stage!"

The second chapter has arrived. Thank you for your subscription. Today is another two chapters and 7,000 words. I will try to update a little more every day. If you have a monthly pass, I hope you will support me. Thank you for passing the test.