Although Li Yuhan believes in the effect of the company's products, she still feels unsure if she asks her to spend more than 30 million to advertise. There is nothing else. In the past, she has never had such a big money, and her heart is hurt.

Jiang Feng smiled and said, "Sister Yuhan, I know, you are worried that the company will lose money on this product, but, Sister Yuhan, I tell you, you are completely unnecessary. You have to believe in the advertising effect of CCTV's prime time. In the past few years, none of the companies that won the CCTV advertising bids lost money on this advertisement, right? Which one did not make a fortune in the end? Although the first investment was large, the final return was even greater."

On November 2, 1994, in the first CCTV advertising bid, the rising star Kongfu Banquet defeated his brother Kongfu Family Wine in one fell swoop, winning the title of "Biography" in 1995 with 30.79 million yuan. The CCTV advertising, which almost overnight "drinks of Kongfu Banquet and do articles in the world", made this unknown entrepreneur a household name. In the year of winning the bid, the "Kongfu Banquet" achieved sales revenue of 918 million yuan and profits and taxes of 380 million yuan. The main economic indicators entered the top three of the national liquor industry and became a well-known domestic brand.

On November 8, 1995, the dispute between the "Kongfu Banquet" and the "Kongfu Family" reached the top at the second bidding meeting. At that time, both bids exceeded 60 million yuan, but unexpectedly, the dark horse emerged. Qin Chi won the "Crown" for 66.66 million yuan. After Qin Chi, who was originally a small state-owned enterprise in Linqu County, Shandong Province, became the "king", his income reached more than 900 million yuan in 1996.

In August 1997, at the 4th CCTV bidding conference, the then VCD leader Aiduo won the title of "Bike" for 210 million yuan. In the end, Aiduo VCD, which started with 800,000 yuan, had sales of more than one billion yuan in the year of winning the bid, and quickly became the largest enterprise in the production of VCD.

...

In history, every company that won the CCTV bidding king undoubtedly achieved success in the next year. This shows how CCTV's advertising effect is.

"But, Xiaofeng, those kings, were basically defeated in the end," said Li Yuhan.

Jiang Feng said: "Sister Yuhan, although most of the bidding kings in the end were defeated. However, their defeat comes from their own reasons, not from CCTV advertising."

Li Yuhan is right. CCTV's bidding kings, those extremely high-profile companies, have all fallen without exception, but they are all because of their own business strategies.

"Kongfu Banquet" did not do its own work well. The decision-making mistakes, poor structural adjustments and blind expansion quickly made the company fall into trouble. In addition, since the state's control over the liquor industry in 1996, the "Kongfu Banquet" brand was finally transferred to Shandong United Group at zero price in June 2002.

On November 8, 1996, Qin Chi successfully defended the title of "Big King" with a sky-high price of 321,211.8 million yuan. However, the dream of Qin Chi's boss "drives into CCTV a Santana every day and drives a luxury Audi" did not become a reality. Because he did not convert economic benefits into development momentum in time. After the "coitalization incident" was exposed by the media in early 1997, the weak research on the crisis caused Qin Chi's sales to plummet.

28-year-old Hu Zhibiao was proud at the time: "210 million, too cheap!" But this boss Aido, who spoke wildly, would not have thought that he would become the most miserable one among the "Biao Kings". The glory of Aido appeared. With the shrinking of the VCD market, Hu Zhibiao, the head of the sect, blindly implemented a diversification strategy. He took risks and began to commit fraud. In December 2000, Nan'an, Shantou, obtained the Chinese and English trademark of "Aido" from the court for 30 million yuan. Hu Zhibiao himself is now in a lawsuit and is likely to face a prison.

Jiang Feng still remembers that it was only two months ago that the Panda mobile phone, the CCTV king's flagship, was auctioned this year, but it did not end well in the end. Although Panda mobile phones became famous in this way and led to an increase in sales, they failed to win in the fiercely competitive mobile phone market.

Due to the lack of core technology, Panda Mobile fell into the bottomless pit of debt in the contradiction between huge advertising and small profit sales.

On March 14, 2005, Panda Mobile's controlling stake in Nanjing Panda announced that it had cut off its relationship. On July 28, Ma Zhiping, the former head of Panda Mobile, was arrested on suspicion of "false reporting of registered capital."

The fundamental reason why these companies eventually failed is that they did not see the positioning of their company clearly and developed blindly, which eventually led to the rapid decline of the company, making them a fleeting meteor that flashed from the sky.

However, BBK and Wahaha Company, which have clearly positioned themselves, have always stood in the business world in China.

Duan Yongping, chairman of BBK, also has a "famous quote": the amount of advertisements placed on CCTV bidding segments depends on the reasonable evaluation of the company itself, rather than whether it becomes the "big king". Compared with the bold words of the previous "big kings", Duan Yongping's words may mean the end of the "blind era" of bidding. The subsequent development of BBK also confirmed this stability: in 2000, the BBK brand was recognized as a "famous trademark" by the Administration for Industry and Commerce of the province. In February 2002, the title of "famous trademark" approved by the State Administration for Industry and Commerce. Since last year, as the profit margin of the VCD market has been continuously compressed, BBK's advertising strategy has changed to "try not to invest as much as possible". In CCTV bidding two months ago, its bid amount did not enter the top ten.

In 1987, Zong Qinghou borrowed 140,000 yuan and founded Wahaha Nutrition Food Factory with two retired teachers. By 2000, Wahaha's total beverage production had reached 2.24 million tons, the sum of the top ten beverage companies in China's top ten beverage industry behind it. In 2001 and 2002, Wahaha won the "Big King" for 22.11 million yuan and 20.15 million yuan respectively. From "Drinking Wahaha, eating is fragrant" to "Paradise Water, Longjing Tea" Wahaha has become one of the most valuable brands in China. In the next one or two years, Wahaha's sales revenue exceeded 10 billion yuan mark. Moreover, its corporate industrial chain is getting longer and longer, and the Wahaha brand covers almost all extensions from children to adult products. In this way, the risks such as "brand value is diluted" and "brand association is blurred", which also makes Wahaha's expansion path not easy.

After a pause, Jiang Feng looked at Li Yuhan again and said, "Sister Yuhan, as long as the leadership of our company has always kept a clear mind, don't be confused by temporary achievements, and do a good job in the company's internal development, then we are not worried that the company will follow the mistakes of our predecessors. Whether you or President Irina, they are very rational people, and there should be no arrogance of those high-profile kings, right?"

Li Yuhan's pretty face blushed and said, "Xiaofeng, what you said makes sense, but Hua is about 40 million, and I really have no idea about doing such an advertisement."

As Jiang Feng and the others talked, the auction price soared again, reaching a high of 39 million. The companies that first participated in the competition have retreated one after another. Those powerful companies always take action at the last moment.

Jiang Feng smiled and said, "Sister Yuhan, your concept needs to be changed. This money must not only be able to make money, but also be able to become a wealthy slave. History has proved that every wealthy slave has limited achievements. CCTV's advertisements are indeed money, but it produces greater effects. I can say with certainty that no matter how much we invest, the final reward will be ten times or even more."

"How is this possible? Our company's production capacity is limited. If we invest 40 to 50 million to advertise, we will have to make 40 to 50 million yuan?" Li Yuhan's eyes widened.

Jiang Feng smiled and said, "Sister Yuhan, don't say that you have made a total profit of 400 million yuan. I can guarantee that in 2003, the evergreen cosmetics from our company could bring 400 million yuan to the company. Do you believe it?"

Li Yuhan shook his head. The company's Wannianqing series of cosmetics has extremely limited production capacity, and the extraction of its raw materials is very difficult. The possibility of increasing production capacity in the short term is slim. Li Yuhan still believes that it can make a profit of tens of millions a year, but Jiang Feng said that it can make a profit of 400 million or 500 million in a year, but he didn't believe that Li Yuhan would kill him.

"Or why, Sister Yuhan, how about we bet?" Jiang Feng looked at Li Yuhan with a smile and said.

"Betting? If you don't fight, I won't bet with you." As soon as he heard Jiang Feng betting, Li Yuhan immediately shook her beautiful little head like a rattle. She had bets with Jiang Feng several times, and without exception, all of them lost miserably. She had already made a decision and would never bet with Jiang Feng again in the future.

"Sister Yuhan believes me?" Jiang Feng looked at Li Yuhan and smiled.

Li Yuhan gave Jiang Feng a blank look and said angrily: "I didn't say that."

Zong Luoyao and Zhou Yijun next to them laughed, and Jiang Feng laughed too.

"Why are you laughing at?" Li Yuhan saw that everyone laughed at her and said angrily, "If you want to get the advertisement, then start quickly, otherwise you will have been taken down by someone else."

It turned out that the competition in the field had been decided between Jiang Feng and Li Yuhan's conversation. Now there are only two companies left to compete. One of them bids for 45 million yuan, and the other is hesitating whether to continue bidding. The auctioneer on the stage was screaming at the top of his lungs: "This friend from Mingzhu Pharmaceutical has bid 45 million yuan! Are there any friends who bid higher? The first time 45 million yuan..."

Jiang Feng shook his head and raised the sign in his hand.

The auctioneer who was about to say "45 million third time" immediately lit up his eyes. He liked this kind of bayonet-focused hand-to-hand combat the most! The higher the bidder's bid, the more successful he was. He immediately changed the word he was about to be sent with "Ah, friend No. 38 who has never bid, bid. Do you think, how much will friend No. 38 pay?"

As the auctioneer said, everyone turned their attention to Jiang Feng and the others...!~!
Chapter completed!