Chapter 433

CCTV's advertising investment promotion conference this year is undoubtedly a grand event for DVD player manufacturers. Of the 40 shortlisted manufacturers, there are nine DVD player manufacturers. If CCTV hadn't balanced the distribution of advertising resources among various industries, 12 DVD player manufacturers would have been shortlisted.

There is no regret for the three DVD player manufacturers that have been brushed off. If they have no strength, they have no strength, because the nine shortlisted DVD player manufacturers have to brush six in the end.

In addition to Aida, Xinke is the manufacturer of DVD players. In the past ten months of 1996, Aida accounted for 40% of the market share of brand DVD players, and Xinke accounted for 20%, followed by many brand manufacturers such as Jinzheng, Wanlida, aido and Bubu.

If it were not for Liu Minghui's collective job hopping, which has spread among the industry and the media, Kewang electric would be surprised to appear on the shortlist. It's just some accidents. Before winning the title of CCTV last year, aido had a monthly output of more than 10000 units.

Since the first stage of the dark bidding only identified 40 shortlisted manufacturers and did not publish specific quotations, Tan Xisong, director of CCTV's advertising information department, is a woman wearing fine Phnom Penh glasses and full of intellectual temperament. Her eyes are bright and sharp. Her original intention is to increase the psychological pressure of factory representatives and make them more impulsive in the next stage of open bidding. Her strategy is indeed commendable.

When determining the list of 40 shortlisted manufacturers, Aida electronics ranked first. Everyone thought that Aida electronics gave a sky high price in the dark bidding stage, which may also be the privilege that Aida electronics should enjoy as the last CCTV Standard King enterprise.

A small area under the podium was empty. After the representatives of the shortlisted manufacturers reviewed the confirmation, they all gathered in that area. Xie Jiannan sat down with Liu Minghui and Chen Jing, peering at Su Jindong and Liu Haiyan, manager of Aida electronic brand operation Department, sitting in the front left. Following Su Jindong's eyes, you can see Zhang Ke sitting in the front left of the whole venue with a special guest badge hanging on his chest, Xu Si sat on Zhang Ke's left hand, holding the publicity Manual of the investment promotion conference in his hand. He seemed to have eye contact with Tan Xisong on the podium. Zhang Ke had contact with the top management of CCTV. Xie Wanqing and Ding Huai seemed to be talking about something, but they didn't pay attention to the meeting.

Since at most three companies in each industry can win the 5-second advertising period between news broadcast and weather forecast, not only the first 5-second advertising period will cause fierce competition. The competition for each advertising period will not be easy, especially among the nine DVD player manufacturers.

As the head of CCTV's advertising information department, Tan Xisong personally presided over the bidding in the bidding stage. She helped her fine Phnom Penh glasses, and her eyes with hidden lenses flashed cunning light. The fanaticism of the concept of Biao king is the greatest achievement of her life so far. Now she is going to push this frenzy to the most * *: "... the starting price of Biao Wang advertising starts from the shortlisted base price of 16.68 million, and the price is increased by 100000 yuan once..."

It seems that everyone is aware that Aida electronics is bound to win this time. Ms. Tan Xisong began to publicize the bidding. Everyone subconsciously looked at Su Jindong, the representative of Aida electronics. Su Jindong unexpectedly narrowed his eyes and looked at Tan Xisong who danced with a hammer.

The atmosphere was a little stagnant, but in the twinkling of an eye, everyone wanted to understand that Aida electronics had no patience to add chips with others. It was better to add some pressure to others by playing tricks.

"120 million!" A brief silence, at this time, the silence would make people tremble. A clear quotation made the hearts of the people in the venue tremble. They all looked at the raised horn: No. 67. The middle-aged man holding No. 67 was slightly bald. He suddenly reported the sky high price of 120 million from the base price of 16.68 million, which immediately made the people in the venue breathe a cold breath, except in the front area of the middle The 40 companies were unusually calm. Xie Jiannan turned his mouth and whispered to Chen Jing, "he might as well directly report 200 million. Only this price can frighten others directly." the 40 finalists have fully studied the success model of Aida electronics, and naturally know the price of CCTV.

Zhang Ke is also sitting still and not surprised. This period of history has completely changed. If there is no repeated history to learn from, it does not mean that he will lose his judgment. The sales of Aida electronics in 1996 is indeed expected to reach 4 billion. For an emerging market with a population of 1.2 billion, the value fully explored by the concept of CCTV Standard King in 1996 is definitely much more than that of Aida $80 million invested.

In history, Confucius, Qinchi, aido and other enterprises rose and fell like meteors when they won the title of CCTV. A very important reason is that other links can not adapt to the instantaneous collapse caused by the rapid expansion of their brand. However, it can not be denied that the concept of CCTV's title has played a great role in the rapid expansion of the brand. The key is that enterprises can adapt to the rapid expansion of the brand Anti destructive force.

For an enterprise with excellent management in production, marketing, logistics, procurement, R & D, finance and other aspects, it needs to be well-known in the domestic market, so it is worth investing in the CCTV Biao Wang concept. For example, P & G entered the domestic market on a large scale. After the Biao Wang concept was no longer fanatical and there was reflection in the domestic consumer market, it spent more than 200 million yuan for three consecutive years It is proved by winning CCTV Biao Wang advertisement and conducting successful marketing operation.

At present, the consumer market is not mature, and consumers are more likely to passively accept advertising information. Under the operation of CCTV advertising information department, the concept of Biao Wang is hot, and the local mainstream media actively cooperate. The value fully excavated by the concept of Biao Wang should be higher. Zhang Ke asked the marketing department to make a budget of 280 million before, which is not a random data without theoretical basis.

"180 million..."

Zhang Ke thinks that the price has soared to 180 million yuan. No one has the patience to raise 100000 yuan or 100000 yuan. These sums are stacked up by 2 million yuan or 2 million yuan. Xinke, aido, bubagao and Wanlida have raised their cards. When Xinke raised its cards to 160 million yuan, it stopped and continued to quote. It may be to give up the offer and think that the standard King is not worth such a price to them; It may also be a temporary stop and continue to kill later.

As an old leading enterprise in the domestic electronics industry, Xinke brand has enjoyed a good reputation all over the country since the early 1990s. They easily won 20% of the market share of brand DVD players in 1996.

Now the main bidder and two manufacturers are looking at the number of plates corresponding to Tanghe wine and Q, Baijiu and health care products, which are also the main battleground of marketing war.

Kewang hasn't raised his card yet. Yu Guang can see that Xie Jiannan has been observing here. The number plate was previously in Liu Minghui's hand, but now it is in his hand. Zhang Ke smiled coldly: there are many manufacturers who want to win the king. Is it useless for you to stare at me?

Liu Minghui's palms are sweaty. Last year, he only traveled around with Zhang Ke to attend the advertising and investment promotion conference. He also played a trick on Zhang Ke. When he went back, he wouldn't tell the truth. He made an understatement, and Liu Minghui took it seriously. When people were not on the scene, they couldn't feel the extremely tense, depressed and stagnant atmosphere. Those who could at least maintain a calm demeanor, It's not easy for people who are still calm and smiling. The number plate comes to Xie Jiannan's hand. Although Liu Minghui is nervous, he can observe the look of others. Su Jindong is talking quietly with Liu Haiyan and Zhao Haizhou. It seems that he is introducing the manufacturers who raise their cards for bidding. The number plate is thrown on the table, and he doesn't seem to get it.

"260 million..." Xie Jiannan couldn't help raising his card. After reporting more than 220 million step by step, he only received the report of 260 million, hoping to beat back other competitors and directly meet the challenge of Aida electronics. After the bid was over 200 million, everyone became cautious, adding one million and one hundred thousand. After more than a dozen rounds of entanglement, they gradually raised the bid of 220.6 million. Kewang didn't raise the card before. The foundation of raising the card of 220.6 million was suddenly increased by nearly 40 million, as if they had hit everyone's heart, Those manufacturers who are actively raising their cards are stunned at the sound. Those who give up raising their cards and have not been shortlisted in the bidding seem to be boiling. Some people can't help but stand up and want to see what the young man holding No. 88 card looks like.

Xie Jiannan only stared at Su Jindong. He saw that Su Jindong took the number plate from the table and looked up at Ms. Tan Xisong, who presided over the competition on the stage. Her gestures and tone should be specially trained.

"260 million... Twice..." Tan Xisong raised her falling hand slowly. When she raised her hand to the highest point and cut it off, she would publicize Kewang's offer as the final offer. Her eyes moved to Su Jindong's face and encouraged him to raise his number plate, "260 million..."

"Add 100000..." it's not su Jindong. The boss of hearts Q, who weighs almost 200 kilograms, raised his number plate, "260.1 million..."

The people's suspended hearts fell back to their original places, waiting for a new round of entanglement.

{thank you for your support. Your support is our greatest motivation}