Chapter 1186

When Lin Qingya first heard of such an advertising model, the whole person was stunned for a long time before returning to his mind.

Li Mu said that this kind of routine, in the last life, almost let the major enterprises play bad, just with QQ cooperation, I don't know how many, but up to now, no one really played this mode.

If you want to use virtual currency as an attraction to the real consumers, first of all, you need to let the real consumers have enough recognition of virtual currency, which requires the online enterprises to provide virtual currency to be particularly high. Otherwise, if the users do not recognize the virtual currency, the promotion of virtual currency will not get the actual effect.

In the last life, even QQ didn't really promote QQ in the beginning of 2003, but now YY coin has been popular in the world for a little half a year. No matter various paid value-added membership services of YY, YY cartoon show, YY game and YY pet, all of them need to use YY coin, and the audience of these paid services is very large, so users especially recognize YY coin, which is why It satisfies the basis of using YY currency to promote physical products.

Lin Qingya calculated his own account and said: "President Li, if we pay Coca Cola US $100 million according to what you said, we will give them $200 million worth of virtual currency, and open a secondary page for them, and carry out advertising promotion for this cooperation, it is still very cost-effective for Coca Cola."

Li Mu nodded and said: "of course, in addition to the direct value of our ads, 200 million US dollars of virtual currency will play a huge role for them. If we can exchange 20 cents of virtual currency per exchange code on average, 200 million US dollars of virtual currency is enough for them to produce one billion bottles of cooperative coke, with the influence of YY, this one billion bottles may not be used How soon will it be sold out. "

"But the $100 million promotion fee is really scary, I think if we go to a zero, Coca Cola should be very interested," Lin said

Li Mu waved his hand: "to what zero, our first cooperative advertisement must have enough force, which is related to our enterprise positioning and tonality. At the beginning, we must put the high attitude out, we must set a high enough cooperation threshold, and never lower the threshold requirements to any enterprise. Only in this way can we guarantee our cooperation Characteristics. "

Li Mu said: "you can make a project plan directly and give it to Coca Cola. If Coca Cola refuses or wants to negotiate, it doesn't matter. Don't pay attention to them. Turn around and give the cooperation plan to Pepsi without changing a word. Tell Pepsi that as long as he nods, all the elements about Coca Cola will be replaced by byebye Division, then you can see how their two families will rob each other. "

Lin Qingya immediately nodded knowingly: "I see. Today I will make the project plan and send it to the contact person of Coca Cola."

Li Mu smiled and said firmly: "with a budget of 100 million US dollars, a global promotion is worth too much for any of them. If they have normal thinking logic, they will not refuse this kind of cooperation."

After that, Li Mu said to Li Qingya, "Muye technology can start advertising cooperation with other countries in the next step, but there are several principles that must be abided by."

"First, we only cooperate with enterprises with enough strength. Globally, we only cooperate with the top 500 enterprises in the world. In countries, we only cooperate with the top 500 enterprises in the world, or the top 100 enterprises in the country. If it is a small and medium-sized country, we only cooperate with the top 50, 30 or even 10 enterprises in the country;" br >

"second, we do not accept any Hard advertising and soft advertising only accept cooperative advertising, and the cooperation scheme must be decided by us; "

" third, in the cooperation scheme, we must have special preferences and care for our users. Even if we cooperate with car enterprises, the manufacturers must at least promise to give YY users certain preferences or special customized gifts, otherwise we will never cooperate. "

Li Mu is very clear that as more and more advertisements are seen in life, the resistance of ordinary users to advertisements is higher and higher, and the conversion rate of advertisements is lower and lower. Such a big environment will promote the rapid development and continuous innovation of the advertising industry in the next decade. Starting from the simple offline and traditional media hard advertising, soft advertising and Internet advertising are gradually developed Advertising, cooperative advertising, etc.

In Li Mu's view, in the future advertising industry, hard advertising will gradually decline and become a chicken ribs, with high prices and inefficient conversion rate. Such advertising forms will eventually become the helpless choice for large enterprises to maintain the exposure because of the lower cost performance.

Take Coca Cola for example. Even if one day the TV ads have no great significance, they will still spend a lot of money on the major TV media. These investments are not for how high users and sales conversion, but for maintaining the brand's exposure in front of the public. When does Coca Cola start to stop broadcasting It's released, which must mean that Coca Cola has major problems or changes.

Although the demand of high-end users for hard advertising is very large, in Li Mu's positioning, YY will definitely continue to put an end to hard advertising in the future as it is now, and will not make such a form of advertising that makes users directly disgusted.However, in addition to hard Guang, soft Guang itself is a little out of hand.

Soft wide itself is actually a kind of inducement or even deception. Therefore, this means has always been a method that small and medium-sized enterprises are extremely keen on and have the opportunity to play with small, broad and big, four or two thousand pounds. In order to ensure their own coercion, tonality and cater to their own users, YY, as a world-wide platform, will certainly not be able to help other enterprises in the future.

Hard advertising doesn't want to do it, but soft advertising can't, so in Li Mu's eyes, the only real thing that can be done is cooperative advertising, which is deeply customized.

In his last life, Li Mu has seen too many cooperative advertisements. He doesn't know how many he has seen just by scanning the code to exchange for QQ coins. Users of a certain platform can enjoy exclusive discounts when they go to a certain merchant. On the platform of Volkswagen reviews, car home and Ctrip Travel Alone, he doesn't know how many merchants are adopting such a mode for promotion The same is true for group buying websites.

Such cooperative advertising mode is what Li Mu really wants to see on YY.

In other people's lives, it may be difficult to understand Li Mu's nearly clean and obsessed way of cooperation, but Lin Qingya soon understood Li Mu's idea and what he really wanted.

What Li Mu wants is to earn a huge amount of advertising fees while not making users feel any resistance to the ads. what's more, it's also important to let users get real concessions from this kind of ads. after the entry threshold of advertising cooperation is raised, all the famous enterprises from all walks of life will come in. That's the way to the corporate image of Muye technology itself, and Brand value has a very big promotion.

At this time, Li Mu said, "I'll give you two tasks for Qingya."

Lin Qingya said, "Mr. Li, please tell me."

"On the one hand, you have to start to build a BD team and an advertising planning team. On the other hand, you have to take the time to sort out the details of our whole set of products, see what links are suitable for advertising cooperation and what kind of cooperation are suitable for, sort out them, and then let people make a planning book to contact with the target enterprise."

Li Mu, for example, said: "take McDonald's, if McDonald's is willing to launch a new YY package for YY users, and give certain discounts and customized gifts in the pricing of the package, then we will add the new package of madonlao in the pet props of YY pets, and promote it as a hot item through the way of implantation To promote McDonald's brand and products. "

"Or our YY show, now the clothing, accessories and cars in the background can be advertising cooperation, if the A & P in the United States; If f is interested in cooperation, we can launch a batch of their latest clothing in the current season in the domestic YY show in the United States, so that users can use them for free. If domestic enterprises such as metsborne and bannerou are interested in cooperation, we can carry out the same cooperation with them in our domestic YY show. "

"If Ford wants to promote in the YY show, we can design a YY show car prop with their current car models as elements, and provide it to users for free..."

Lin Qingya said: "I understand president Li, according to your example, we have too much space to operate, and this kind of cooperation can achieve the best effect for us, users and partners! I will carefully look for the right fit point in our product ecology, and then go to the target enterprise for in-depth discussion! "

Li Mu nodded approvingly. There is no doubt about Lin Qingya's executive power. She must be able to do this in depth, which will be a huge profit source for Muye technology.

In Li Mu's idea, Muye technology can open up advertising cooperation, but this cooperation must not only look at money, all cooperation must follow its own rules of the game, otherwise no matter who the other party is, no matter what price the other party offers, as long as he does not follow the rules of the game formulated by himself, he will never give him any opportunities for cooperation.

Li Mu highly praised many of jobs's operation concepts. When an enterprise grows to a certain scale, it must have its own ecology and its own open platform, but it must not be completely open. It must have its own closed-loop and bottom line.

Just like Apple's app store, app store is an important part of Apple's ecology and an open platform for apple. In principle, apple allows all applications that meet the requirements to be sold in its own app store, but these third-party applications must fully follow their own rules of the game, otherwise, whoever they are will be killed. The official account of official account of

WeChat is also the same concept of operation. The official account is an important part of WeChat ecosystem. It is also an open platform for WeChat. Both individuals and enterprises can register WeChat public accounts, but must conform to the requirements of WeChat, otherwise, they can close the public numbers at any time.

Now, Li Mu wants to establish an open advertising platform in YY's ecosystem, and make strict access rules for this open platform. As long as it is verified by several practices, this cooperation mode will be accepted by the vast majority of potential partners.No matter the other party is Coca Cola, McDonald's, Wal mart or Ford, as long as the other party is interested in cooperating with themselves, they must follow their own rules of the game!