Rebirth in a Perfect Era Chapter 1186: Li Mu’s game rules
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The first time Lin Qingya heard about such an advertising model, the whole person froze for a long time before recovering.
This kind of routine that Li Mu said, almost all the major enterprises in previous life have been ruined. I do n’t know how many people have worked with QQ alone, but until now, no one has really played this model.
If you want to use virtual currency as an attraction to physical consumers, you must first allow physical consumers to have sufficient recognition of virtual currency, which is particularly high for online companies that provide virtual currency, otherwise if users do not recognize this, This kind of virtual currency promotion has no real effect.
previous life did n’t really promote QQ coins even in QQ in early 2003, but the current YY coins have been around the world for fiery/popular for half a year, whether it is YY various paid value-added membership services or YY cartoon show , YY games and YY pets all need to use YY coins, and the audience of these paid services is very large, so users particularly recognize YY coins, which satisfies the basis of using YY coins to promote physical products.
Lin Qingya calculated an account by himself and said, "Chief Li, if you tell Coca-Cola to pay us 100 million USD, we will give them 200 million USD worth of virtual currency, and open a secondary page for them. And it is still very cost-effective for Coca-Cola to promote this cooperation. "
Li Mu nodded and said, "Of course it is cost-effective. In addition to the direct value of our advertisements, 200 million USD of virtual currency will play a huge role for them. If you use the average exchange code, you can exchange 20 cents for virtual In terms of coins, 200 million USD virtual coins are enough for them to produce 1 billion bottles of coke, and with the influence of YY, these 1 billion bottles may be sold out soon. "
Lin Qingya said: "However, the promotion cost of 100 million USD is really scary. I guess if we go to a zero, Coca-Cola should be very interested."
Li Mu waved his hand: "Go to zero, our first cooperation advertisement must have enough compulsion, this is related to the positioning and tone of our enterprise, and we must put out a high-profile gesture at the beginning. We must set a high enough threshold for cooperation, and we will never lower the threshold requirements to any enterprise. Only in this way can we guarantee our characteristics. "
Yeah, Li Mu said again: "You can directly make the project I just mentioned into a project planning book to Coca-Cola. If Coca-Cola refuses or wants to bargain, it does n’t matter. Do n’t take care of them. Wordless to Pepsi, tell Pepsi, as long as he nods, all the elements about Coca-Cola will be replaced by apprenticeship, and then you will see how they both will grab. "
Lin Qingya immediately nodded in comprehension: "I understand, today I will make the project plan and send it to the interface person over Coca-Cola."
Li Mu smiled slightly and said firmly: "One hundred million USD budget, to do a global promotion, this sale is too valuable for any of them, if they have normal thinking logic, they must Will not refuse this cooperation. "
Finally, Li Mu said to Li Qingya again: "Muye Science and Technology can start external advertising cooperation next, but there are a few principles that must be followed."
“First, we only work with companies with sufficient strength. Globally, we only work with the world ’s top 500, and in countries, we only work with the world ’s top 500, or the country ’s top 100 companies. , If it is a small and medium-sized country, then we only cooperate with the country ’s top 50, top 30 or even top ten companies; "
"Second, we do not accept any hard and soft advertising, only cooperative advertising, and the cooperation plan must be decided by us;"
“Third, in the cooperation plan, we must have special discounts and care for our users. Even if we are cooperating with car companies, manufacturers must at least promise certain discounts to YY users, or special customized gifts. , Otherwise we will absolutely not cooperate. "
Li Mu is well aware that as more and more advertisements are seen in life, the resistance of ordinary users to advertisements is getting higher and higher, and the conversion rate of advertisements is getting lower and lower. Such a big environment will promote advertisements. The industry has developed rapidly and continuously innovated in the next ten years. Starting from pure offline and traditional media, it has gradually developed soft advertising, internet advertising, cooperative advertising and so on.
In the opinion of Li Mu, in the future advertising industry, Hard Broadcast will gradually decline and become tasteless, with high prices and inefficient conversion rates. This form of advertising will eventually become more and more cost-effective. Gradually reduced to helpless choice for large companies to maintain exposure.
Taking Coca-Cola as an example, even if one day the TV commercials are not very meaningful anymore, they will still spend a lot of money on the major TV media, which is not intended to obtain high users and sales Amount of conversion, but in order to maintain the exposure of this brand in front of the public, when Coca-Cola began to stop advertising, it must mean that Coca-Cola has a major problem or change.
although high-end users have a great demand for hard radio, but in Li Mu's positioning, YY will continue to eliminate hard radio as it is now, and do not do this form of advertising that directly annoys users.
However, in addition to the hard Guang, the soft Guang itself can't handle it.
Softsoft itself is actually a kind of inducement or even deception, so this method has always been an extremely keen for small and medium-sized enterprises, and has the opportunity to play with small and big, four or two pounds. Your own style, tone and catering to your users will inevitably not help other companies in the future.
Han Guang does n’t want to do it, but Soft Guang ca n’t do it, so in Li Mu ’s eyes, the only thing that can be done is cooperative advertising, and it ’s deeply customized cooperative advertising.
previous life and Li Mu have seen too many cooperative advertisements. He just did n’t know how many scan code advertisements in exchange for QQ coins. There are so many. Just on platforms such as Dianping, Auto House, and Ctrip, I do n’t know how many merchants are adopting this model for promotion, and the operation mode of group buying website is the same.
This cooperative advertising model is what Li Mu really wants to see on YY.
For others, it may be difficult to understand Li Mu, which is a kind of cooperation method that is almost clean, but Lin Qingya quickly understood the idea of Li Mu's and knew what he really wanted.
What Li Mu wants is to earn huge advertising fees while not letting the user have any resistance to the advertisement, and more importantly, let the user get tangible benefits from such advertising, and After raising the entry threshold for advertising cooperation, it is bound to be well-known companies from all walks of life, so that Muye Science and Technology's own corporate image and brand value have a very big promotion.
Li Mu said again at this time: "Yes, Qingya, give you two tasks."
Lin Qingya busy said: "Chief Li you say."
Li Mu said: "On the one hand, you have to set up a BD team and an advertising planning team. On the other hand, you have to take the time to sort out our full set of product details and see which links are suitable for advertising cooperation. , Sort out what kind of cooperation is suitable, and then let people make a planning book to contact the target company. "
So, Li Mu gave an example: "Take McDonald's, for example, if McDonald's is willing to launch a new YY package for YY users, and give certain discounts and customized gifts on the pricing of the package, then we are here In the pet item(s) in the YY pet, add this new McDonald's package and promote it as a popular item(s), through the implantation method to promote McDonald's brands and products. "
"Or our YY show, now the clothing, accessories, and cars in the background can be advertised and cooperated. If A & amp; F in the United States is interested in cooperation, we can do it in the United States. YY show launched a batch of their latest clothing for the season, so that users can use it for free. If domestic companies such as Metersbonwe and Baleno are interested in cooperation, we can carry out with them in our domestic YY show The same cooperation. "
"If Ford wants to promote in the YY show, we can use the models they currently promote as elements, design a YY show car item(s), and provide it to users for free ..."
Lin Qingya lighted up and said: "I understand Chief Li. According to your example, we have too much room to operate, and this cooperation can be achieved for us, users, and partners. One of the best results! I must carefully find a suitable fit in our product ecology, and then go into in-depth talk with the target company! "
Li Mu nodded approvingly. The execution of Lin Qingya does not need to be questioned. She will be able to do a thorough analysis of this matter, which will be a huge source of profit for Muye Science and Technology.
In the Li Mu's concept, Muye Science and Technology can open advertising cooperation, but this cooperation must not only look at the money, all cooperation must follow their own game rules, otherwise no matter who the other party is, no matter what the other party ’s price is, as long as he does not Follow the rules of the game you made, and you will never give him any chance to cooperate.
Li Mu highly praises Jobs ’many operating concepts. After an enterprise grows to a certain scale, it must have its own ecology and must have its own open platform, but it must not be completely and completely open. It must have its own Closed loop and bottom limit.
Like Apple ’s APP-Store, APP-Store is an important part of the Apple ecosystem and an open platform for Apple. In principle, Apple allows all applications that meet the requirements to be sold in their own application stores, but these Third-party applications must fully comply with their own game rules, otherwise no matter who is killing.
The public account of WeChat has the same operating concept. The public account is an important part of the WeChat ecology. It is also an open content platform for WeChat. Both individuals and enterprises can register for the WeChat public account. The requirements of WeChat, otherwise WeChat can block the other party ’s public account at any time.
Now, Li Mu wants to establish an open advertising platform within the YY ecosystem, and formulate strict access rules for this open platform. As long as it has been verified by several operations, this cooperation model will definitely be adopted by the vast majority. Accepted by potential partners.
Whether the other party is Coca-Cola, McDonald's, or Wal-Mart, Ford, as long as the other party is interested in working with themselves, they must follow their own game rules!