The era of breaking waves

Conference room 302 was packed to the brim at the moment. On one side of the conference table were colleagues from the Marketing Department of Yaohua Terminals, and on the other side was the creative team of Guangmei Communication Co., Ltd. In front of the screen, Mu Yan was standing in a light-colored professional suit, with great demeanor. There.

Facing such a pleasing beauty, everyone couldn't help but laugh.As soon as Mu Yan returned from Qinghai, he urgently called the advertising company over for a meeting, and announced the readjustment of the product marketing plan.The product release is approaching, and production of some materials has already started. When they suddenly learned that adjustments were required, everyone couldn't accept it for a while, and the entire conference room was completely silent.

"Mr. Mu, it's a bit rushed to adjust the plan at this time. The original plan was to tell the story of brand creation and Yaohua's senior management's product development and production in the early stage. No one raised any objections to this plan before. Now that it is said to be adjusted, what has changed? Is it? In order to ensure sufficient time for production, I do not suggest a major change in this time." Sun Zhengshu, the creative director of Guangmei Company, was somewhat dissatisfied in his tone.

Party A and Party B are contradictory. Party B is not afraid that Party A has high demands, but is afraid that Party A will change its orders overnight.Changed and changed, there was not enough time, so I had to make a semi-finished product, and the communication feedback was not good. In the end, Party B blamed Party A for the tight schedule, and Party A blamed Party B for poor ability, endlessly.

"Director Sun, don't worry, listen to me first. For a new brand, the brand story must be told, and the content that has been prepared will not be wasted. But it is not the focus, whether to adjust the rhythm or not, please take a look at this Maybe there will be an accurate judgment based on the user images collected during the first test." Mu Yan tapped the projector lightly and said calmly.

When photos of Qinghai female herdsman Zhuomacuo making a phone call appeared on the screen, everyone was attracted by the beauty of the snow-capped mountains and grasslands behind her, her unrefined face, and her artificial smile.

Admittedly, it was not a beautiful face, not even a young face, not at all a qualified advertising model.But such a person, in such an environment, naturally exudes a primitive and harmonious beauty, a kind of joy in the world that is close to life.

"It was a coincidence that we captured images of users using the product during the test. It was real and contagious, which is very close to the core of our product. We strive to be a national brand not to impress ourselves, but to To provide the convenience of life for Chinese consumers. Therefore, our core materials should take consumers as the protagonist and Yaohua’s management as a supporting role. What do you think?” Mu Yan said.

"These images are more humanistic, and they are similar to the Tibet photo series of the painter Chen Danqing. They are very different from the current celebrity endorsement mobile phone advertisements that are flooding the market. They are very recognizable and more stylish. I suggest to follow up. Use scenarios for more types of consumers." Art director Chen Chen said.

"The whole process is designed as an event. A group of consumer experience officers will be recruited offline to join the shooting, and then the top ten will be voted out as product spokespersons. Let consumers themselves participate in brand building, which will be conducive to the dissemination of product content." curated bangs says.

"It's really shocking. I think it's not just that. You can see the red mobile phone used by this Tibetan, which echoes her red face. I think the color of the mobile phone can be named plateau red. The naming of other colors refers to this way, giving different It has the same meaning," Ji Xin said.

"If it is the main KV of this style, the media plan should be adjusted accordingly. I think that the advertisements on bus stops, body advertisements, etc., which are at the same angle as consumers, will be more intimate, and the proportion of this advertising can be increased accordingly. The original The scheduled outdoor can not be cancelled, we can put up posters with pure product image." Said Wu Shanshan, a media buyer.

"This kind of image fits well with the focus of sales, and is close to the lives of our consumers. Is there some difficulty in time?" Sun Zhengshu is not without worries.

"That's why I called everyone over urgently. I know that time is a little tight, but if we don't do it, we may miss a successful marketing case. I can only rely on you guys." Mu Yan frowned slightly Wow, said with a look of embarrassment.

Having been in contact with this marketing director who was born in the media for several months, Sun Zhengshu knew that this is a master who is soft on the outside and strong on the inside.She communicates with others in a soft voice, like a breeze blowing on her face, but she is almost demanding on the details, and she will never give up if she fails to do so.Just like the tone just now seemed to show weakness, but it didn't mean to give in at all.

After a few seconds of silence, Sun Zhengshu sighed, and said, "Party A does whatever they say, and whoever stays up if I don't stay up late."

"It's us together." Mu Yan answered decisively.

"That's right, that's right, let's do it together."

"come on!"

Everyone echoed, cheering up again.

"Let's arrange the communication plan in a row first, then discuss the details of the entire idea, and then each take the task and start the work, which must be completed before the media deadline." Everyone has reached an agreement, and Mu Yan strikes while the iron is hot to arrange the follow-up work.

"it is good!"

……

Beijing, Juxing Building.

Hao Ren and Mu Yan placed the mobile phone and a poster of Zhang Zhu's image in front of Li Dong, chairman of the multi-star.

"Frankly speaking, there is nothing particularly eye-catching, and there is no advantage among foreign brands in first- and second-tier cities. Self-research is not as simple as imagined!" Li Dong flipped his phone and said indifferently.

It's really not easy. Hao Ren's entire company has been exhausted by this mobile phone that has no advantages in the eyes of others. Domestic technology lags behind others not by a few years, but by more than ten years. If you want to catch up in a few months, that's not it. Planning, that's a myth.

Hao Ren nodded with a wry smile. Just as he was about to say something, Li Dong continued.

"However, the phone's call quality and duration are advantages, and the appearance is also very light, with obvious cost-effective advantages."

"What do you mean?" Hao Ren was a little unsure of what Li Dong meant.

"I don't mean that the intention has already been signed." Li Dong said with a smile.

"Boss Li deliberately scared me!" Hao Ren relaxed a little.

"Actually, your product is much better than I imagined. I thought you could only make a barely usable product."

"Are you willing to sell barely usable products?"

"Foreign brands are above the top and their prices are high. They earn a lot of money in first- and second-tier cities, and they have no motivation to cultivate vast third- and fourth-tier and rural areas. If it is not for domestic competitors, they will even refuse to transfer profits to our agents. As an agent, fat fields may not be easy to make money, and thin fields may not be impossible to make money. As long as there is profit, there is no one to pick customers. I just hope that you will grow stronger in the future and don’t bully us old brothers. "

"How can this be?"

"What surprised me is that you have built a complete marketing team in a short period of time. It seems that you are full of confidence in this marketing plan."

"Mr. Li, this time the marketing plan is personally planned by our marketing director, Mu Yan. She has many years of experience in the media. Let her introduce it to you."

At this time, Mu Yan, who had been silent all this time, stood up and briefly introduced what resources would be invested in marketing.An agent sells multiple products at the same time, and these products are competitors to each other. Mu Yan will not mention the marketing plan that is too detailed, but he must clearly explain the investment scale, distribution area, and key media that Li Dong cares about. , so that it is possible to win a better display position.

When Mu Yan mentioned that he would be exposed on CCTV, Li Dong asked in surprise: "You actually bid for the prime position of CCTV, and you want to compete with other brands?"

Mu Yan shook his head, deliberately playing tricks: "Maybe in a better way, you can see the details when the time comes."

Li Dong smiled and didn't ask any further questions, and said: "I have a suggestion. The distribution of goods in areas with strong media influence can be increased. Some coastal cities, although not first- and second-tier, are more open and prefer foreign brands. The degree of distribution will be relatively high, and it is recommended to reduce the amount of distribution, and you can send someone to check with our distribution manager one by one for the specific amount."

"Row."

The three discussed important matters such as business, contracts, and sales plans, and signed a formal contract.The following implementation details such as new product training for sales staff and display plans, etc., will be handled by the corresponding employees instead of doing it by themselves.

After the acquisition of Juxing, Mu Yan flew directly back to Shenzhen to follow up on the implementation of the marketing plan, while Hao Ren was accompanied by Chen Jingnan, became a trapeze artist, and finalized formal contracts with previously interested agents one by one.

During the period, there were two other agents who had already rejected it. When they learned that their counterparts had started to officially represent Yaohua products, they took the initiative to visit Hao Ren to express their cooperation intentions.Hao Ren wasn't arrogant, he generously asked the other party for an extra two weeks of advertising space in his store, signed the contract, and Chen Jingnan applauded secretly when he saw it, thinking that his boss looked like a gentleman, but he was a monkey on the inside. Fine.

Yaohua R&D laboratory.

All the R&D personnel gathered in a circle, staring at a brand new mobile phone on the table—Yaohua T1.

This mobile phone with an internal number of 103071219301 was the first item officially mass-produced after obtaining the sales license. Sui Zuyu and Hao Ren decided to keep this mobile phone as a souvenir after discussing it.

However, the mobile phone has been quietly lying in the box enjoying everyone's eyes for a long time, but no one opened it.

This is not the first time Sui Zuyu has seen a real machine. After receiving the production scheduling notice, he often went to the production line to have a look at it whenever he was free, as anxious as an old father waiting for a newborn to be born outside the delivery room.However, when the child was born suddenly and was carried out by the nurse, Sui Zuyu was a little at a loss again.

Some of the other R&D colleagues have not been to the production line, and have never seen the test prototype, let alone the real machine. Now they are impatiently waiting for Sui Zuyu to open the package so that they can see the real face.

"Well, otherwise, Feihua, you can open the box!" Sui Zuyu took a deep breath and said to Qi Feihua.

"Sui Gong, don't you come by yourself?" Qi Feihua was a little surprised.

"Come on!" Sui Zuyu waved his hand and said.

"Okay, then I'll wash my hands first." Qi Feihua immediately turned and went to the bathroom.

Qi Feihua solemnly arranged his appearance in front of the mirror, rolled up the sleeves of his shirt four times with the same width, and rolled them up to the elbows exactly, then turned on the faucet, and compared the six-step hand washing method pasted on the tiles, palms facing each other , Put your fingers together, rub the foam along the crevices of your fingers, and wash for 5 minutes.

Back in the laboratory, Qi Feihua stood still, reaching out to unpack the package, but Sui Zuyu stopped her and said, "Stand to the east and then unpack."

"East?" Qi Feihua was puzzled: "Is there anything special about it?"

"I checked the almanac, and the east side is auspicious today." Sui Zuyu replied.

"..."

Even though he was speechless, Qi Feihua did as he wanted, hoping for auspiciousness and a big sale, it wasn't a big problem.

Qi Feihua carefully cut the transparent plastic film with a paper cutter, opened the carton, and carefully took out the phone. The red shell is bright and eye-catching, the small flip cover is round and thin, with a little bit of the filter of his biological parents. Everyone loves it everywhere. I think it looks good, and I feel satisfied everywhere.

Finally, everyone couldn't help exclaiming and hugging each other. At this moment, all the anxieties and all-nighters in the past six months were worth it.