Chapter 437

What's the concept of 350 million? Just five seconds after the news broadcast, you have to pay so much money a year?

The brilliant achievements of Aida electronics in the past year have proved the value of almost a short five seconds in enterprise brand expansion. Xie Jiannan also believes that the value of Biao Wang is not only the five second advertising period after CCTV news broadcast, but also means that it has the voice of the whole industry in the next year, It not only restricts three enterprises in the same industry from entering the Golden advertising period at the same time. The most important point is that CCTV will invest huge media resources to hype the concept of "Biao Wang" for its own interests. Xie Jiannan heard from Liu Minghui that the hype of Biao Wang concept is a necessary means for the market-oriented operation of CCTV's advertising resources, It is a gorgeous super large-scale publicity given by CCTV to their advertising resources, and the public information resources owned by CCTV are unimaginable by other local media.

Liu Minghui heard these words from Zhang Ke. Of course, in order to improve himself in front of his new owner, he naturally regarded these understandings as his own understanding, which is human and understandable.

Xie Jiannan also has to admit that although Liu Minghui lacks tolerance, he has more profound views on market operation than him. Chen Jing came into contact with Liu Minghui after flying back to the mainland from Hong Kong on November 5. She returned from Bocconi college in Milan, the most famous business school in Europe last year. She has very rich theoretical knowledge, but the real domestic market makes her confused. The advanced theoretical knowledge she has learned can not effectively guide her practical work, Let her have no place to use. After several exchanges with Liu Minghui, some problems suddenly became clear and benefited a lot. Liu Minghui, an elite talent who graduated from a second-rate University in China but grew up in the actual battle of domestic marketing, is naturally highly respected. He also recognizes his position as director of Kewang marketing department, which will naturally be influenced by Liu Minghui.

No matter what the needs, Liu Minghui will not raise Zhang Ke's image. He attributes more of ADA's current glory to Zhang Ke's lucky network of elites in the industry. Ding Huai is responsible for R & D, Lu Qingsheng is responsible for production, Jiang Wei is responsible for finance, Zhou you, Yang Yun - including him, Liu Minghui - is responsible for the market, and Su Jindong is in charge of the overall situation, This kind of human force has contributed to the brilliance of Aida electronics today.

Xie Jiannan, Chen Jing, Xie Zhan, Zhao Jinrong, Zhao Siming and others were all amazed at the success of Jinhu. They could investigate all kinds of information about Jinhu through various channels. This investigation was hazy for them to know Zhang Ke.

Zhang Ke's words and deeds are too confusing. As a dandy, he is still quite high-profile. Bodyguards, sports cars and personal assistants work among all kinds of beauties; As a young man who holds such great wealth behind the scenes, it is too quiet.

Modern society is a deified and open society. A reasonable person can't worship his peers without limit, but they have to find a reasonable explanation for the great success of Jinhu. This has always puzzled them. Liu Minghui's remarks fit the answer they most need: Zhang Ke is young, mature and talented, but his greatest success is that he is lucky to recruit a number of people who are worthy of the elite in the industry.

Liu Minghui deserves to be the founder of Aida electronics. Zhang Ke can't deny this. Ding Huai and Su Jindong were invited to Haizhou from Anhui Wanyan group.

Su Jindong and Ding Huai successively served as the presidents of the two companies, and both held shares in relevant enterprises. They became multimillionaires in less than two years in Haizhou; Zhou you is the president of Xinguang paper. Although his annual salary is only 300000, he has his own shares in Xinguang paper, IDA electronics and other related enterprises; It doesn't matter. The treatment of Jiang Wei, Yang Yun and Zhou Yiping in Aida electronics caused the biggest imbalance in Liu Minghui's heart. Jiang Wei is the vice president in charge of Finance and has received an equity incentive. Only from the history of Aida electronics, Yang Yun and Zhou Yiping came to Aida electronics later than him. At this time, they are all responsible for a first-class department alone, Getting equity incentive is also a matter of time. With the current profitability of Aida electronics, even a small part of equity incentive means millions of wealth.

At this time, Zhang Ke asked Liu Minghui to take charge of a secondary department.

Liu Minghui who complains like this is really easy to arouse sympathy from others. Chen Jing also believes that it is too talented to ask Liu Minghui to be only responsible for a secondary department, not to mention that Liu Minghui has made great contributions to today's brilliance of Aida electronics.

Of course, Chen Jing's contact with Liu Minghui is just a matter of these days, but these days' contact has complicated her understanding of Zhang Ke: a young man with amazing business talent, with Mingjun's charming face, can almost be called perfect, if his capacity is not so narrow. Zhang Ke's performance today let her down even more.

"What did Zhang Ke say in your office when he came back from Hong Kong that day?" at the appointed time with Tan Xisong, Xie Jiannan stood up from the foreign gray sofa in the VIP room of CCTV media center building and asked Liu Minghui intentionally or unintentionally, but he didn't stop. He handed the collected information to Chen Jing and asked her to take it for herself.

Liu Minghui was shocked. He thought of Zhang Ke's words after he closed the office door that day: "if I don't come back from Hong Kong, how can Kewang know the importance of you to Aida? You have made such a great contribution to Aida, and I want to give you this gift..." after that, it was just gossip for more than half an hour, Naturally, such a truth cannot be opened to tell Xie Jiannan the truth, and others will not believe it. Liu Minghui reluctantly said with a smile: "it's nothing more than some words to stay. In the end, there are some tears in his face. You must have seen Zhang Ke's actions today..."

"Oh?" Xie Jiannan smiled. Zhang Ke's performance today seems to show that Liu Minghui's departure has hit ADA's pain.

"Will CCTV make a concession?" Chen Jing didn't know what to bargain with CCTV. She and Liu Minghui accompanied Xie Jiannan to really sign a cooperation agreement with the advertising information department of CCTV.

"That's certain," Xie Jiannan said confidently. He agreed with Liu Minghui's words: in a sense, CCTV hopes that the enterprises that win the standard King can achieve miraculous market performance and let all enterprises across the country see the magic of CCTV advertising. He turned and pinched Chen Jing's tender cheek. "CCTV will never smash its signboard. This is the bottom line of CCTV. As long as you know the bottom line of CCTV, cooperating with CCTV is like fish in water."

Unfortunately, Xie Jiannan did not know that his opponent this time was not tan Xisong, director of CCTV's advertising information department, but Zhang Ke.

CCTV has long intended to compensate the 13 manufacturers who won the bid in the morning, but the advertising resources ready to take out compensation are also limited and need to be distributed among the 13 manufacturers.

If the other 12 manufacturers don't know the truth that they can bargain in CCTV, CCTV will give Biao Wang the most resources as much as possible, and even Xie Jiannan doesn't need to work hard.

Now, who among the 13 manufacturers doesn't want to get more advertising resources?

Crying children have milk to eat. Everyone has come to CCTV to grab the king's advertisement. How can they ignore this simple truth.

Tan Xisong also planned to take a look at the scene after handling the affairs here, and the closing speech was also ready. However, she couldn't help but be crazy about the situation she saw. Each of the 13 manufacturers seemed to seize the weakness of CCTV and refused to give in easily. Tan Xisong had to instruct the press conference scheduled for dusk to be postponed, but negotiated with the 13 manufacturers one by one, Even if there is a month, it may not be clear. Finally, the director made the decision in person and urgently removed some of the secondary prime advertising periods originally scheduled for bidding in the afternoon to increase the compensation for these manufacturers. However, the specific compensation scheme must be decided by the advertising information department of CCTV. If the manufacturers do not compromise, the platform would rather scrap the bid.

Of course, CCTV has such great confidence, which also comes from that when Tan Xisong had lunch with Xie Wanqing at noon, Xie Wanqing expressed doubts about the financial strength of Kewang's winning the bid, suggesting that once Kewang Electric is unable to undertake the cooperation with CCTV, Aida electronics is willing to take over and cooperate with CCTV. According to last year's cooperation plan, Aida electronics can bid more than 200 million.

Well, in the current situation, Tan Xisong will not have no doubt about Aida electronics, but it is also a fact that the senior manager of Aida Electronics Marketing Department pulled people to Kewang appliance, which does not mean that other manufacturers have no smart people.

Tan Xisong can only strongly ask Kewang to accept the cooperation scheme between CCTV and Aida electronics last year, otherwise she has no ability to appease today's situation.

Yes, it's all the cooperation plan between CCTV and Aida electronics in 1996. However, Aida only paid less than 80 million for this, but Kewang now has to pay 350 million a year later. This is a big gap from the expectations of Xie Jiannan and others. It was delayed until five o'clock in the afternoon that CCTV stepped back on the payment method.

For the cooperation scheme with Aida electronics, the advertising fee is paid month by month, and Kewang pays 80% month by month. The balance will be settled before the next advertising investment promotion conference. This scheme can only slightly alleviate the capital pressure of Kewang in the early stage.

CCTV is not afraid that any enterprise will default. Of course, if this enterprise goes bankrupt, this problem can only be ignored.

Kewang was relieved. The remaining 12 manufacturers had reference standards. CCTV compensated more advertising resources than they thought. They were very happy to sign the final agreement.

Tan Xi breathed a sigh of relief, wiped a sweat, but thought that next year's advertising and investment promotion conference should prevent this situation in advance. She was caught off guard by IDA electronics last year. This year, she broke out together, but she didn't know that this would be one of the excuses for taking her off the throne of director of advertising information department in the future.

Tan Xisong can't rest. The investment promotion conference in the afternoon has come to an end, and she doesn't care at all. A deputy director will go to the town, and she will start arranging the press conference.

Xie Jiannan, Liu Minghui and Chen Jing returned to the VIP room specially prepared for them by CCTV. After a while, Xie Zhan and Yu Pingcai came back from the outside. Xie Zhan scolded and said, "I don't know what they're thinking, the boy whose bird hair hasn't grown up yet..."

"What's the matter? They didn't raise their cards all afternoon?" Xie Jiannan asked in surprise. IDA electronics can't completely give up CCTV's advertising resources.

"They made a move. During the 30 second advertising period of the opening and ending of the eight o'clock TV series, they were the first to raise their cards and directly offered 26 million. It was a fucking evil door. No one raised their cards to compete with them. Next, Xinke electronics raised its cards, directly shouting a half high price, and no one competed with them. Except for the opening and ending of the eight o'clock TV series In addition, Aida electronics also won the sponsor advertisements of several columns of CCTV and the sponsor advertisements of the Spring Festival party. They also took one. However, at the investment promotion meeting in the afternoon, there was no blood in the morning. Aida electronics won these advertising periods, and the total bidding price was only 60 million, less than the money they invested in CCTV last year. " Xie Zhan went to the venue in the afternoon to stare at what happened to Aida electronics. Seeing the watery coolness of the venue in the afternoon, he remembered that in the morning, their Kewang almost rushed out of the siege in the rain of broken corpses and meat, and his excitement after winning the title was immediately washed away. He didn't understand the truth - the most powerful manufacturer was no longer there, The silence of Aida electronics in the morning not only put a lot of psychological pressure on Kewang people, but also on other manufacturers. In addition, the advertising resources for auction in the afternoon are relatively rich. Aida pays a high price and expresses a strong * *. Natural people are not willing to come out to compete with Aida - he doesn't understand these reasons, but he is just unwilling.

Xie Jiannan patted Xie Zhan on the shoulder and said: "Zhang Ke is difficult to deal with. You don't know it the first day. Next, it's time to cheer up. There are too many things to do, and we should prevent Zhang Ke from tripping behind. I don't think everyone will be relaxed in the next period of time. I say this, but also give everyone a preventive shot. Don't blame me for forcing you too tight."

Xie Zhan said: "I got rid of the market. I was responsible for increasing the monthly output to 100000 units a year ago, but I still lack at least 100 million funds. The spare parts manufacturers in Haizhou city all wear a pair of pants with IDA. They can buy things, but they all require advance payment, not to mention suppliers such as Ti, scooter, Sony and Philips, so we can't move in the procurement process When Xie Zhan mentioned this, he became angry. When he used to be a learning machine, which supplier didn't give him money for more than three months? But IDA electronics traded with these suppliers in cash and spot. Can Kewang be stronger than IDA at this time, "If you want to purchase yuan accessories one month in advance, it will take up an extra month of our capital flow, that is to say, this 100 million, you have to prepare for me immediately. In the future, the output will be 200000 units, and the working capital of production alone will be 400 million..."

To some extent, the whole machine assembly manufacturers are similar to the concept of "Shanzhai factory" more than ten years later. In fact, there are also so-called "door panel factory" and "Shanzhai factory" at this time It's just not widely known. The whole machine assembly manufacturers' investment in fixed assets is quite limited, but the demand for working capital is relatively large. If Kewang can't occupy the money from the suppliers, the financial pressure will be even greater. Chint and Jincheng jointly set up Kewang to produce DVD players. With Xie Zhan's personal capital and Haitai's investment, the total capital is less than 100 million, Xie Jiannan plans to make a big effort by taking Chen Jiashan's Daya group as a shareholder. Several companies have only injected 200 million yuan (through Chint, Haitai, including Xie Zhan's personal investment) 49% of the shares, 20% of Daya group and about 31% of Jincheng. In addition to the necessary investment in fixed facilities, the main capital and previous profits are invested in channel construction and market publicity. The production working capital required for one and a half months is about 30 million, and there are still 80 million working capital. Xie Jiannan firmly holds it in his own hands.

In order to support the development of electronic industry in Haizhou City, Zhang Ke not only gave technical support, but also prohibited the financial department from defaulting on the payment of goods to suppliers. In addition, when selecting suppliers, he not only inspected the final quality of spare parts, but also participated in the production management of suppliers - suppliers with chaotic management could not guarantee the stable supply of products with reliable quality - prompting supporting manufacturers Upgrade with IDA electronics.

In addition to the two core components of the decoding board and the movement, Haizhou has formed a complete supply of spare parts. If Kewang does not use this supply of spare parts, he will go to Guangdong to find spare parts suppliers. First, the supply cycle will be extended by five to seven days, the transportation and business costs will increase, the quality control of spare parts products will be inconvenient, and additional costs will be added.

With the help of Haizhou spare parts supply, there is no doubt. Xie Jiannan stretched out a finger against his chin and said: "You said that all suppliers wear a pair of trousers with IDA. We should prevent Zhang Ke from tripping us. In the past, the output was small. Fortunately, it will be different in the future. If IDA sweeps goods from these suppliers, even if it only sweeps the most common screws, it will be enough for us to cry for a few days. For spare parts, we can't just rely on the local supply of Haizhou and Zhongshan, Guangdong We should also improve it quickly... "

It has been more than a year since Chen Jing returned from school. She once wanted to work in Haitai. Later, she stayed in Daya to help her father Chen Jiashan participate in the brand operation of Daya group. Daya group has its own set of mature routines in brand operation. Chen Jiashan only asked Chen Jing to practice and did not allow her to make any reform. She believes that her experience is not enough to cope with the complex domestic market It was probably these days that she really appreciated the dangers of the commercial war.

Xie Zhan said: "well, I know it's almost done. I'll go again when I have time. Our weakest place is still on the circuit board. IDA designs and produces the circuit board itself..."

Regardless of the decoding board and movement, circuit design and system control, it can be said that it is the most important technical activity in the DVD player industry. The main quality problems of the DVD player lie in the rationality of circuit design and the stability of the circuit board.

In order to monopolize the production of decoding boards and movement, Ti, scooter and Philips sell not only decoding boards and movement, but also circuit design and system control solutions supporting decoding boards and movement, almost including several mainstream DVD players in the current market. There are also special electronic manufacturers producing circuit boards supporting DVD players. Haizhou also has them. Although IDA electronics does not need them Circuit boards and even redundant circuit boards flow out, but in addition to Aida and Kewang, there are more than a dozen DVD player assembly manufacturers in Haizhou. I believe that after Kewang wins the title of CCTV, there will be more DVD player assembly manufacturers in Haizhou.

The production of DVD players has been simplified to the point where only two or three migrant workers can be employed. Simplification is simplified, but the adverse effect is also obvious: it will suppress the enthusiasm of DVD player assembly manufacturers for technology R & D investment, and also cause the production cost of DVD players to rise.

Taite Optoelectronics Research Institute, a joint venture between IDA and Ti, also makes a profit by selling system control solutions supporting Ti decoding board. Although the profit can not be compared with that of IDA electronics, the mosquito legs are thin and there is some money when they are scraped off.

Xie Jiannan also has to admit that Aida electronics has a strong strength in system control programming and circuit design, and also bears that Aida electronics has a certain cost advantage in this. However, he does not think this is a key factor in the current market competition, but Kewang does need to strengthen some in this regard.

After all, Kewang lags behind Aida for a whole year. It's not enough. Xie Jiannan won't lose confidence because of these.

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