This star’s style is wrong

After the Lantern Festival, "My Neighbor Totoro" won the box office championship for two consecutive weeks, with a total box office of 3.1 billion.

Later, new movies were released, and "My Neighbor Totoro" fell from its position as the single-day box office champion.

Just from the box office, Ark Culture can get a share of 1 billion from "My Neighbor Totoro".

However, the box office is not the most profitable part of "My Neighbor Totoro". The peripheral toys of "My Neighbor Totoro" have been sold out.

…

After finally returning to his hometown, Fang Xing stayed at home, sleeping until he woke up naturally every day, and his life was quite comfortable.

Even after the Lantern Festival, I had no intention of returning to the company.

"If I don't go back, I won't be able to register in time for the start of school!" Lu Xiang'er fumed angrily.

She is still in graduate school and will report back to school after the New Year.

"There are still a few days, why worry." Fang Xing was very satisfied with the days when he had enough to eat and sleep and eat after sleeping.

The key point is that Fang's mother is still trying different ways to make delicious food every day, and Fang Xing has regained all the weight he lost while playing "Nirvana in Fire".

At this moment.

Fang's mother was downstairs, shouting at the top of her lungs: "Fang Xing, someone is looking for you, come down quickly."

"Who is it? It's already the New Year, why are there still people paying New Year greetings?" Fang Xing felt a little strange, so he put on his coat and went downstairs.

When I arrived at the living room on the first floor, I saw a middle-aged man in a suit and shiny leather shoes.

The key is not knowing people.

Fang Xing asked in confusion: "Hello, we probably don't know each other..."

The middle-aged man in a suit and tie hurriedly stepped forward to shake hands: "Hello, Mr. Fang, my name is He Yuliang, this is the first time we meet."

"Hello, please sit down." Fang Xing shook his hand and asked him to sit down.

Fang Ma has already poured the tea and placed it on the coffee table.

Although I don’t know him, he came to visit me just after the New Year and brought large and small boxes of gifts. Even if I don’t know him, he should be politely received.

"Mr. He came to visit, what's the matter?" Fang Xing asked proactively.

He Yuliang took out a business card and handed it to Fang Xing, and introduced: "I am the CBO of Datang Motors. I am taking the liberty of visiting today. Sorry to bother you."

Fang Xing glanced at the business card and was a little surprised.

Unexpectedly, just after the Lantern Festival, a CBO from a car company would come to my door.

CBO is the chief brand officer of the company.

From a position perspective, the CBO is equivalent to the vice president of the company and is mainly responsible for corporate culture construction, brand strategy formulation, brand management and operations.

"Then Mr. He came to visit, is he representing your company, or..." Fang Xing was not sure of the purpose of the other party's visit.

He Yuliang waved his hand and replied: "I am not representing the company. I am here to visit Mr. Fang today. I want to get to know Mr. Fang. Please forgive me for my presumption."

Fang Xing responded with a smile: "That's right. It's nice to meet Mr. He. Why don't you stay for dinner today?"

He Yuliang waved his hand quickly: "No trouble, I have a meeting to rush back to in the afternoon. I came to visit today. I am very happy to meet Mr. Fang. I wonder if it is not convenient for Fang to get Mr. Fang's personal contact information?"

Fang Xing raised his eyebrows and paused for three seconds.

Generally speaking, celebrity artists will prepare two mobile phone numbers and WeChat IDs, one is a work number and the other is a personal number.

The higher the celebrity status, the more this is true.

There is no way. If a popular celebrity does not distinguish between his work account and his personal account, his phone calls and messages will be very busy.

"Can."

Fang Xing didn't hesitate for too long and added his contact information using private WeChat.

"Thank you, Mr. Fang. Let's do this for this year. Thank you very much." After saying this, He Yuliang stood up and left.

When Fang's mother heard that the guests were leaving, she came out of the kitchen and shouted enthusiastically: "Don't you want to leave after eating? There are a lot of dishes at home."

Every year during the Chinese New Year, we cook a lot of chicken, duck, and fish. If we don’t finish it, we put it in the refrigerator to last until next month.

So when Fang Ma said there were plenty of dishes at home, it was true.

After watching the guests leave, Fang's mother turned around and asked casually: "Who is this big boss?"

"The vice president of a car company." Fang Xing replied casually.

"From a car company? Changfeng Motors? How dare they come!" When Fang Ma heard that it was from a car company, she immediately became angry.

"Why are you still angry?" Fang Xing felt a little funny.

"You don't have to tell me, if any of our relatives dares to buy a Changfeng car from now on, we will break off our relationship." Fang's mother looked very determined.

"No, it's just buying a car. It's not that big of a deal."

Fang Xing really didn't care at all and asked curiously: "Mom, what's wrong with you at Changfeng Motors? Are you so angry?"

Mother Fang waved her hand and said, "I've read all the news. Is Changfeng Motor playing tricks on us? Instead of asking my son to be the spokesperson, I found someone who wears earrings, is neither male nor female, is ugly, sings, and sounds terrible."

"Son, don't worry. We don't share their knowledge. We won't endorse such a tasteless car."

Fang Xing suddenly felt very funny: "Mom, it's not what the gossip news said. Besides, we haven't signed an endorsement contract. Changfeng Motors can hire whoever it wants. It has nothing to do with us."

"I don't care, you dare to come and give gifts, I'll throw them all out." Fang's mother showed a very temperamental attitude, preparing to move out all the things He Yuliang gave.

"No, Mom, the person who came just now was the vice president of Datang Motors, not Changfeng Motors." Fang Xing hurriedly explained.

"From Datang Automobile?"

Fang's mother finally realized what she was doing, and she slapped her thigh and burst into laughter.

At this moment, Fang's mother reacted again and asked: "You are here just after the Chinese New Year. Does Datang Motors want you to endorse it?"

"That's probably true. We're still talking about the horoscope. If the negotiation fails by then, wouldn't you also hate Datang Automobile?" Fang Xing shook his head, feeling funny.

Fang's mother shook her head and corrected: "I'm not that stingy. You said that if Changfeng Motors looks for Xu Zhiwen or Huang Anhua for endorsement, I won't be angry. These two are on the same level as my son, but please If he is neither a man nor a woman, and his singing is unpleasant, then it will not work. Who will be eliminated?"

"Okay, I understand, the key is not the celebrity you like." Fang Xing became even more speechless.

Mother Fang laughed and said, "Of course my son is the best spokesperson."

"Okay, the Chinese New Year is over. I'm about to go back to work at the company." Fang Xing stretched. He felt lazy after staying with his parents for a long time.

"Going back so soon? Can't you stay a few more days?" Fang's mother suddenly felt a little reluctant.

"Put it down. If you stay here for a few more days, you'll get tired of it." Fang Xing still remembered that this was how he used to go to school.

In the first few days after returning home during the winter and summer vacations, my mother must have been obsessed with eating delicious food every day. After a month, she began to ask when she would go back to school.

Moreover, Lu Xiang'er is indeed going back to school to report.

…

What surprised Fang Xing was that a vice president of a car company came to visit him right after the Lantern Festival.

Originally, Fang Xing thought he would chat about some serious matters, but in the end, they didn't talk about anything serious, just visiting to get acquainted.

This style of doing things makes people very comfortable.

In fact, Fang Xing could probably guess that the vice president of Datang Motors' visit was most likely related to the endorsement matter.

Of course, the endorsement of a car company cannot be decided by just a few words.

The situation of car companies is a little special, and it is different from products such as mobile phones.

A more expensive mobile phone costs only a few thousand yuan.

Although the price is not cheap, it is not too expensive either.

When there are no major problems with product quality, it is easy for consumers to choose a certain mobile phone because of celebrity endorsement.

Cars are different.

A family car can easily cost hundreds of thousands.

At this price, for most families, it is not something that can be bought on a whim.

Therefore, celebrity endorsements will not have that much impact on car sales.

It is also for this reason that many cars do not require endorsements.

Of course, if the marketing strategy is done well, inviting celebrities to endorse may also have an impact on product popularity.

Moreover, celebrity endorsement is also part of corporate culture.

Take Changfeng Motors for example. The last endorsement they hired was L.burst, the winner of the third season of "Super Rapper".

This endorsement is a good reflection of the current corporate status of Changfeng Motors, that is, Dong Sihan, the daughter of Changfeng Motors, has a great say.

Many decisions of Changfeng Motors are made by Dong Sihan.

In this case, Changfeng Motor's marketing plans and corporate actions will also reflect the personality of the chairman's daughter.

Then, Dong Sihan's personal cultural thoughts will be integrated into Changfeng Motor's corporate culture.

Inviting underground rapper L.burst to be the spokesperson is an external manifestation of this ideological culture.

This change in corporate culture is carried out in a subtle way.

If you look closely at Changfeng Motor's new models in the past year, you will also find this feature.

Changfeng Motor’s new models this year are obviously more feminine and will come in some weird colors.

These are the changes Dong Sihan brought to the company after joining the management of Changfeng Motors.

Of course, this change cannot be said to be good, but it is still bad.

If Changfeng Motors can capture the consumer psychology of young women, it may be able to find a new path.

…

As for the visit by He Yuliang, CBO of Datang Motors.

Fang Xing thought it might have something to do with the reporter's interview at the last promotional event years ago.

That time, a reporter asked about the endorsement of Changfeng Motors and L.burst.

At that time, the reporter mentioned that L.burst was going to produce a promotional song for Changfeng Motors and asked Fang Xing what he thought.

The reporter also asked if a car company approached Fang Xing for endorsement, would Fang Xing also produce a promotional song for the car company?

Fang Xing's answer at the time was: "It's possible."

At that time, this interview was also on the hot search.

Fang Xing was just joking at the time. Anyway, he was just answering the reporter's interview. He just talked casually and didn't take it seriously.

However, now the vice president of Datang Motors came to visit and seemed to take the matter seriously.

…

After the New Year.

Fang Xing and Lu Xiang'er returned to the East China Sea.

The employees of Ark Culture have already started working and are busy working on "My Neighbor Totoro".

"My Neighbor Totoro" is still in theaters, audience feedback, production and sales of movie peripherals all need to be monitored.

Starting from the sixth day of the Lunar New Year, the company’s employees have been returning to work one after another.

Fang Xing didn't come back until the end of the year.

The first regular work meeting after returning was to summarize the box office data of "My Neighbor Totoro".

After the regular meeting ended, Qiao Yinghong reminded Fang alone: ​​"Boss, there are two vice presidents from two car companies who want to treat you to dinner."

"Why two families?" Fang Xing blinked, not expecting that it would become two families.

"There are two companies, Datang Navigation and Xingtu Motors." Qiao Yinghong replied.

"The vice president of Datang came to my hometown to pay New Year's greetings, so let's go to the appointment with Datang first."

Fang Xing thought that the vice president of Datang Automobile, He Yuliang, had gone to his hometown to visit him, so he would definitely have to eat this meal.

then.

Two days later, I made an appointment at the Cloisonné Hotel to have dinner with the senior executives of Datang Pilot.

When Fang Xing and Qiao Yinghong arrived at the hotel, He Yuliang went out to greet them enthusiastically.

"Welcome. Let me introduce you first. This is Zhou Ningshan, our president of Datang Linghang."

"Hello, Mr. Zhou." Fang Xing reached out and shook hands with him.

"Hello, Mr. Fang, congratulations on the movie's success." Zhou Ningshan started with a compliment.

Being able to say that the movie is a hit shows that he at least understands the Ark culture.

"Where is it?" Fang Xing said slightly politely.

After we were seated, the food and drinks were served.

As usual, Qiao Yinghong raised her glass first and said, "Boss, we have to protect our voices when singing, so we can't drink. Today's wine belongs to me."

"No, no, no, we'll have the wine today, you two can do whatever you want. We don't have a wine table culture, we just want to eat happily and comfortably." Zhou Ningshan was generous and did not persuade anyone to drink.

"You can't do it without drinking at all, but you really can't drink too much, so I just drank this glass." Fang Xing picked up the wine glass and drank.

"Okay! Mr. Fang, you are really impressive." Zhou Ningshan stood up, picked up the juice, and filled Fang Xing's cup.

After three drinks, the chat gradually became lively.

He Yuliang slowly turned to the topic: "Maybe Mr. Fang also guessed it. Mr. Fang, our boss, read Mr. Fang's news and heard that Mr. Fang said that if we cooperate with car companies, we will produce brand promotion songs, so we took the liberty to visit him.

"I don't know, what does Mr. Fang think of our Datang Pilot? Is there any possibility of cooperation?"

This question is very straightforward.

Linghang is a sub-brand of Datang Automobile. Its main model is SUV, focusing on vehicle performance, which is reflected in the word "Linghang".

Unfortunately.

Datang Pilot and Changfeng Zhengtu, these two models happen to be competing models.

Changfeng Zhengtu started earlier, so its market share is higher.

years ago.

There was news that Changfeng Motors might ask Fang Xing to be the spokesperson, but in the end it was an underground rapper.

Because at this time, Changfeng Motors was also on the hot search, causing quite a bit of controversy. Even Changfeng Motors' official Weibo account was scolded by netizens and closed in the comments.

In this matter, strictly speaking, Fang Xing had nothing to do with the Changfeng Motors endorsement incident, but he was still involved.

Datang Linghang was paying attention to this matter, so he approached Fang Xing and wanted to cooperate.

Fang Xing didn't agree immediately, but he didn't refuse either: "But let's give it a try. Your company can come up with a plan first, and if appropriate, we can communicate in depth."

He Yuliang suddenly smiled, took out a document bag from his briefcase, handed it to Fang Xing, and said: "This is the project plan. Mr. Fang will take it back and look at it first. If you are not satisfied with anything, you can inform us to modify it. We will Very sincere cooperation, Mr. Fang can make any requests."