You can wear it a thousand times, but you can never wear it to flatter yourself.

Chen Lin talked about Ding Zhizhong's itch. This logo was his proud work. Many managers in the company praised Mr. Ding's clever design, but none of them were as professional as Chen Lin said. He couldn't help but find a confidant in his heart.

feeling.

When Chen Lin saw Ding Zhizhong's unconsciously proud expression, he chuckled to himself. It was a coincidence that in his previous life at the Guangzhou Advertising Company, he had received an advertising order from Anta and knew its logo design concept clearly.

Next, Ding Zhizhong talked about the family life of Da Zeng and Chen Lin. The two talked about design and their respective life experiences. Finally, the topic turned to the sports brand that Anta Company is developing.

"Mr. Chen is not only good at making programs, but also has unique insights into business management. I wonder if he has any insights into the operation of sports brands?" Ding Zhizhong said with a smile.

Chen Lin was not modest and said confidently: "Now I am not afraid of showing my shame in front of Mr. Ding. I have really learned about domestic sports brands and have my own opinions."

"Haha, that's great. I just want to hear what Mr. Chen has to say. I'm all ears!" Ding Zhizhong looked at Chen Lin with interest.

"How to build a sports brand, to put it simply, in addition to improving the internal quality and service, it also requires advertising. Let me share my personal opinions from the aspect of advertising." Chen Lin sorted out his thoughts and continued: "

With all due respect, in my opinion, not many people in China understand how to run a brand or even how to advertise.”

"Oh, what do you say?" Ding Zhizhong raised his eyebrows and said in surprise. If he hadn't just learned from the chat with Chen Lin that Chen Lin was indeed very knowledgeable, he would have made such a ridiculous statement: "No one in the country understands advertising?"

"He will definitely say goodbye.

Chen Lin smiled slightly and said: "Domestic companies have a very superficial understanding of brands and advertising, even Mr. Ding's colleague Lilin Company. Lilin is currently the largest sports brand in the country, even if it has an essential understanding of advertising.

It’s far from enough.”

"The essence of advertising?" Ding Zhizhong's eyes lit up. Is there anything more to say about the essence? Ding Zhizhong became interested and couldn't help but sit up straight and listen carefully to Chen Lin's words.

At this time, Chen Lin asked Mr. Ding to bring a pen and a piece of white paper and put them on the coffee table. Then he drew a triangle with a pyramid structure on the white paper and showed it to Ding Zhizhong. He said, "Mr. Ding, please look at this triangle."

Graphics do a great job of revealing the essence of the ad.”

When Ding Zhizhong saw that Chen Lin had drawn a triangular pyramid-like figure, there were two lines in the middle that divided it into three levels: upper, middle and lower. The top level was the pyramid tip, and the bottom of the tower was the lower level.

Chen Lin then took a pen to add descriptive text to the bottom, middle and top layers of the graphic. He wrote three words: "appearance", "quality" and "thought" respectively.

"The upper, middle and lower layers of this triangle represent respectively the three major components of the brand, namely "appearance", "quality" and "thought". The higher the level, the higher the grade."

"The lowest level of content is "appearance", which is the specific product. It focuses on the product's popularity and product design. To be blunt, 99.9% of our domestic products currently focus on visibility. This type of advertisement is very rare. For example

I often see advertisements like this on TV: 'Provincial Excellent, Ministry Excellent, National Excellent' and then list a lot of certificates. Or find a celebrity holding a product and yelling a few nutritious words at the TV: 'Ah!

It’s so easy to use!’, even the lowest design, many companies make it shoddily, and the appearance of the product is ugly.”

"Haha..." Ding Zhizhong laughed after hearing this. Indeed, many domestic companies advertised in this way. After laughing, he looked forward to looking at Chen Lin.

"The middle layer is the "quality" of the product. For sports shoes, it is its functional design, durability, shock resistance, breathability, etc. 'Quality is the lifeline of the product' and is also the basis of all brands. I believe Mr. Ding understands this

, I won’t say much more.”

"The top of the pyramid, the tip of the pyramid, represents "idea." There is a very classic saying, 'Differences in ideas cause differences in brands.' Looking at the leading foreign brands, without exception, they all have unique ideas for their products.

The essence of advertising is to put a brand of thought on the product. In this regard, which domestic company has ever thought of advertising like this?"

Chen Lin talked eloquently. After talking about the triangle diagram, he drank tea and waited for Ding Zhizhong's thinking.

The words "appearance", "quality" and "idea" repeatedly echoed in Ding Zhizhong's mind. "Differences in ideas lead to differences in brands." "The essence of advertising is to imprint ideas on products." Ding Zhizhong was shocked.

"Brother Chen, listening to you speak is worth ten years of reading. What you said is so classic." Ding Zhizhong was so surprised that he even changed his title. He quickly humbly asked for advice: "Brother, you just said that even Li Lin's advertisements have

Question, can you tell me more specifically?"

Chen Lin smiled slightly, knowing that he had successfully impressed Ding Zhizhong and that this advertising contract was definitely a success.

"Haha, I had already expected that you would be interested in Li Lin. Look, these are the advertising materials I made for Li Lin, Adidas and Nike. Comparing them, you will find the gap between us and foreign giants!" said

Then Chen Lin took out a stack of pictures and materials from his briefcase and spread them out on the glass coffee table and said with a smile.

While Chen Lin spread out the picture information for Ding Zhizhong to see, he explained: "This is Li Lin's advertising slogan over the years, from the initial "Hope of China's new generation" to "Keep the wonderful things to yourself", "I exercise, I exist"

", "The beauty of sports is shared with the world", "Excellence comes from true nature", etc. Until now, "everything is possible" Li Lin's core values ​​have been changing again and again. Each of his ideas is indeed wonderful, but it has blurred his positioning.

and image.”

"Li Lin's "Everything is possible" seems to be a copycat show. This kind of change is a common problem of our local brands. There is a company in Shanghai that changed 6 brand managers in 8 years, and 6 brand managers dug 6 wells

, but every well is not dug deep.”

"Look again, Nike's sports shoes are actually the same in appearance, function and quality. Nike's shoes are made in Dongguan, Guangdong. They are also made by Chinese people. Why do consumers feel there is such a big difference? That's

Because Nike has always insisted on instilling the "sports spirit" of "justdoit" into its products, the essence of advertising is to instill a certain spirit into its products."

"Looking back again, who are the people Li Lin hires for his advertising spokespersons? They are second-rate stars and national football players. What do you think of when you see the national football players? That's "everything is impossible." Li Lin is still trying to gain popularity.

Lin's brand relies more on Li Lin's personal image as the "Prince of Physical Fuck" to maintain it."

...

Unknowingly, Chen Lin talked for half an hour, and Ding Zhizhong completely turned into a student who was asking for advice humbly. He did not dare to interrupt a word. After Chen Lin finished speaking, he fell into deep thought...

"Shh!" After a long time, Ding Zhizhong exhaled and ended his thinking, "Brother Chen, I have never believed that there are geniuses in this world. In fact, others say that I am a genius, but I know that I just encountered a good opportunity for reform and opening up.

, but today I believe it, not only do I believe it, I am also convinced.”

"Haha, Brother Ding, thank you." Chen Lin smiled, and he also changed his words. This kind of title seemed friendly and he couldn't ask for it.

"Brother, I have an unsolicited request. Can you sell this information to me? I'll pay you 1 million for it..." Ding Zhizhong looked at the picture information on the coffee table and suddenly offered to buy it. Before he could finish his words, he was stopped by Chen Lin.

interrupt.

"Brother Ding, what are you talking about? If you want the information, just take it. How much do you want for just a few pieces of paper?" Chen Lin waved his hand and refused. He put the information away and stuffed it directly into Ding Zhizhong's hand.

Don’t underestimate these 10 pieces of paper. Many bosses in later generations will spend a lot of money to study for various MBAs. The CEO class is just to acquire new knowledge and broaden their horizons. Chen Lin’s information was advanced knowledge even in 2013.

It is a priceless treasure for an entrepreneur.

"This... brother is so generous that I won't accept it pretentiously." Ding Zhizhong said gratefully, then he got up and walked to his desk to lock the information in the drawer.

"Brother Chen, seriously, are you willing to work in my company? The general manager of the marketing department is yours, plus an annual salary of 5 million, no, an annual salary of 10 million." Ding Zhizhong said to Chen Lin seriously after sitting back on the sofa.

, he admires Chen Lin very much and feels that he is a rare talent that Anta urgently needs.

"10 million annual salary?" Chen Lin was stunned for a moment, but soon he smiled and said gratefully: "Brother Ding, thank you for looking up to me. Ten million is indeed tempting. It would be a lie to say that you are not attracted, but compared to

There are more important things in my heart that need to be protected, money. I can’t leave the TV station for the time being. I’m afraid I have to say I’m sorry.”

Yes, 10 million in 1997 was a huge sum of money, enough for Chen Lin to live comfortably for the rest of his life. If it weren't for Yu'er, and if he had just been reborn, he would have definitely agreed right now.

"Okay." Mr. Ding slapped his thigh. Ten million was a staggering number, enough to ensure that a person would have no worries about food and clothing for the rest of his life. Chen Lin was unmoved and admired him, "Brother, you are right. Than

After money, family and love are more important and more worthy of a man's protection. The door of my company will always be open no matter what time in the future."

After finishing speaking, Ding Zhizhong stood up, picked up the phone on the table, and made a call: "Xiao Wang, go to the Jinjiang Hotel immediately to book a luxury box. I will entertain distinguished guests at noon."

After Ding Zhizhong hung up the phone, he saw that it was almost noon and invited Chen Lin to have lunch to discuss the contract while eating. Chen Lin readily agreed.

In the luxury box of Jinjiang Hotel, Ding Zhizhong readily signed a letter of intent for an advertising contract. The contract amount was as high as 50 million. Anta Company spent a huge sum of 50 million to purchase the naming rights of "Happy Camp" for half a year.

That's right, it was half a year. Chen Lin temporarily added a gambling agreement to the contract, and agreed with Ding Zhizhong that in the next half year, that is, in 1998, if the average ratings of "Happy Camp" can exceed 4 points, then the price in the second half of the year will increase by %.

That is 60 million, otherwise we will take the initiative to reduce the price by % and only charge 40 million.

“Brother Chen, it’s a pleasure to work with you!”

“A pleasure to work with!”

"Brother Ding, I'd like to toast you, a rich man, and I'll do it first."

"Okay, brother, I'll do it too."

…

After the contract was signed, both of them were very happy. During this period, Chen Lin suggested holding a grand signing ceremony at the Guangzhou media promotion conference, which was approved by Mr. Ding.

(ps: It took a lot of time to write this chapter. It takes a lot of effort to write something that is too professional. Because I am so sincere, please recommend it and add it to your collection.)
Chapter completed!