The richest man starts with a blind box

Chapter 783 Different Brand Routines

Michael Jackson's life can be described as ups and downs. Before the 21st century, his childhood life was unfortunate, but after he stepped into his youth and showed his musical talent, he went on a rampage and reached his peak in the 90s, becoming the most famous singer in the world , there is no such thing as one of them.

But his life fell to the bottom at the beginning of the 21st century. Several children who were invited by him to visit Neverland Ranch accused him of child molestation, so various agencies began to investigate him, and his reputation fell directly to the bottom.

Dozens of brands that signed contracts with him as endorsements have withdrawn their funds one after another, not to mention asking him to pay huge compensation.Because according to the endorsement contract, if the artist's own problems cause damage to the merchant's reputation, he needs to pay a huge amount of compensation to compensate the merchant for the loss of reputation.

To make matters worse, the entire music industry has banned him. The so-called wall is broken and everyone is pushing, and everyone is hammering when the drum is broken. After seeing Michael Jackson in distress, the music industry, both senior and junior, tried to kill him Kill all.

After all, the seniors don't like a junior riding on their heads, and the juniors don't want a great god to press on their heads, so all this happened so appropriately, Michael Jackson almost lost everything in the past two years.

What's more terrible is that these situations have caused serious financial problems for him. Although Michael Jackson has earned a lot of money, he is also a guy who spends money lavishly. He couldn't come up with a penny, and ended up having to auction off his Neverland to pay off his debts.

So at this time when the whole meter is banned and many companies are avoiding Michael Jackson, there is actually a company willing to invite Michael Jackson as its global spokesperson. big headlines.

It’s just that this time the endorsement is almost mixed. Many people who firmly believe that Michael Jackson is a child molester directly denounced VIVO mobile phones as an unscrupulous company on the Internet and in the media. At the same time, many celebrities also condemned this, and even Some irrelevant companies plan to impose sanctions on VIVO or something.

Some Americans even went to the White House website to hold a petition, saying that the petition required ZF to come forward to teach this company that supported pedophilia a lesson. For a while, VIVO was full of criticism.

Of course, Michael Jackson supporters are also holding high the banner, wanting to protect the new endorsement business that their idol has finally obtained, so there are all kinds of scolding on the Internet.

Under normal circumstances, a company would never do such a thing of inviting Michael Jackson to be the spokesperson of the platform.After all, any brand is seeking to win the largest market, and will not try to offend the majority.

As long as a star has a scandal, no matter whether the scandal is true or not, it will definitely cause dissatisfaction among some potential users, and such behavior is equivalent to losing these dissatisfied users.

So there will still be support from some fans, but fans of any star are rare compared to the general public. Even for a top idol like Michael Jackson, the number of fans in the United States is only about 3%, 97 % of people are passers-by.

These people may not hate Michael Jackson, but if they know such a scandal, they will instinctively choose to avoid it.

Therefore, any normal company will not find a scandalous star to endorse, because it means that it will lose 97% of its popularity.This is true even if the star is a world superstar!
After all, there is no shortage of world-class stars in this world. As long as you have money, wouldn't it be nice for me to invite another world-class star who has no scandals?Can't the same effect be achieved?
But this time, VIVO did the opposite, which really puzzled many people. In fact, even Chen Yongming himself was a little reluctant. If it wasn’t for Boss Huang’s insistence, he wanted VIVO to let Michael Jackson be his partner. Spokesperson's words!
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"As long as 2000 million U.S. dollars, you can make Michael Jackson the spokesperson of your brand for five full years. If you put it in two years ago, even if you paid [-] million U.S. dollars, it would not be enough!" During a phone conversation, Boss Huang said carelessly Said.

"But our brand's reputation will be rotten!" Chen Yongming said helplessly.

"No way, who told you to take a completely different route from Zhong Mi?" Boss Huang said lightly, "Since you don't want to take the road of winning by price and want to gain market by differentiated competition, you must Take a gamble!"

From the pricing of VIVO mobile phones and the pricing of Zhong Mi, it can be seen that Chen Yongming is ambitious. He wants to be a brand that is not so low-end, and wants to take a brand route that is completely different from Lei Jun.

The branding route Lei Jun and Zhong Mi are taking is very simple, and it can be understood at a glance. It is a price war, pulling the product to an unbelievably low price, creating an unenjoyable price/performance ratio, and finally capturing the entire market.

This policy has been proved to be correct by numerous historical practices. For example, Xiaomi in history, when all smartphones were sold at a high price of more than 4000 yuan, Xiaomi only sold 1999, and it became a hit and became the global mobile phone brand. The third mobile phone manufacturer.

Lei Jun in this world still intends to follow the same path, even crazier.

The price of Zhongmi mobile phone is 240 US dollars. To be honest, it is really not profitable, and even loses a lot. Even with the assistance of the China Electronics Technology Industry Alliance, this price is still not profitable.

Every time a mobile phone is sold, Lei Jun has to lose $54 in costs.

Looking at it this way, everyone may think that Lei Jun is crazy, and this is losing money and making money.

Of course, this is impossible, because there is still a contract.

At present, the way to buy Zhongmi is either a contract, a bare machine, or a subsidy of tens of billions.

Among them, the price of the contract machine is actually US$480, and Lei Jun can still make a gross profit of US$180, which is not a loss.

The same is true for bare metal, after all, they all sell for $480!
As for the $240 subsidy of tens of billions...Of course, Boss Huang did not actually subsidize the price of $240 to Lei Jun, but the two parties have another agreement, that is, all Zhongmi mobile phones sold through the tens of billions of subsidies will be collected in the phone. In the fee, Lei Jun can take 30% of the share until the mobile phone stops being used.

In this era, it is no problem to use a mobile phone for at least two years, so a user only needs to spend about $10 a month, and the share obtained is enough to cover the loss of the mobile phone.

As for the excess, that is the gross profit earned by Lei Jun, so the price is actually not a loss, it just needs time and cost to fill it up, and the capital chain may be tight in a short period of time.

But there is our boss Huang's full support behind this, so it shouldn't be a big problem. Besides, behind the scenes, there is actually another plan in the making.

All in all, Lei Jun is not short of money, and as long as he is not short of money, this routine can continue to play.

But VIVO is taking a completely different path. The bare metal price of VIVO is 600 US dollars. This price is still cheap among high-end flagship models, but it is certainly not so cheap that people ignore the brand value.

So after tens of billions of subsidies, it can be sold at a price of US$300, but since there is a US$240 Zhongmi, why buy a US$300 phone that is inferior to Zhongmi in terms of everything except music?
That's right, in fact, apart from music, other aspects of VIVO mobile phones are not as good as Zhongmi's. For example, the screen is half smaller, the processing chip is also a grade lower, and the pixels of the camera are also lower.

These can actually reduce the cost of VIVO mobile phones to only 180 US dollars, which is about 100 US dollars cheaper than Zhongmi mobile phones, but they have to be sold at a bare metal price of 300 US dollars. Normal people will definitely not do this. Selected.

Then the only way is to create other brand value for VIVO that Zhongmi does not have, so that users can recognize the brand premium of the VIVO brand.

But here comes the problem again. VIVO is a second-tier mobile phone brand in China. It doesn’t make sense that it will become a first-tier brand when it arrives in the United States. They are not Apple. Where Jobs stops, it is the No. [-] brand of Tianzi. value.

VIVO needs something with other value. This thing can be pedigree, but it can be history, or even mythology, but these are not what VIVO can have, so superstars are the best source of brand value.

So Boss Huang directly suggested that VIVO and Michael Jackson be bound together. After all, is there a star bigger than him in this world?
Not to mention getting the endorsement at the price of a cabbage.

"Look, since you got the endorsement of Michael Jackson, haven't you sold 200 million units in half a month?" Boss Huang laughed.

"But I'm afraid all of these people are his fans. When his fans run out of purchases, my mobile phone won't be able to sell. I've invested all my wealth in it!" Chen Yongming said with a face full of pain.

"Your thinking is too pessimistic. You are based on the assumption that Michael Jackson can't get rid of his stigma and will always wear that sinful hat!"

"What if one day he cleared himself of his charges, for example, the court directly acquitted him of all charges, and those children who accused him all voluntarily admitted that they lied for their own interests?" Huang He asked back.

"Is this possible?" Chen Yongming was stunned for a moment.

"Never mind if it's impossible, if all this really happened, then as the only brand standing beside a superstar in times of crisis, after all this is cleaned up, how much you are being scolded now will be in the future. How high is the praise!" Boss Huang said cheerfully.

(End of this chapter)