my return 2002

Chapter 250
Modu Pechoin Daily Chemical Co., Ltd.

In the conference room, the atmosphere was extremely depressing.

As the oldest domestic skin care product, Pechoin was founded in 1931, but with the impact of the market economy, this company went bankrupt due to poor management, and was quickly forgotten and eliminated by the market.

It was not until 2000 that Pechoin completed its private restructuring and became a private enterprise.

Huang Mengyan took over Pechoin at this time. However, the market environment she faced was that domestic skin care products had long been occupied by foreign brands, and there was almost no room for domestic brands to survive.

However, Huang Mengyan did not give up. While she was working on the transformation of the factory's product line, she sent people across the country to do market research.

However, the factory's product line transformation is easy to do, as long as it costs money, the results of market research are not optimistic. Although Pechoin still has an impression in the minds of the older generation, young people have hardly heard of this brand. At present, the cosmetics market is gradually showing a younger trend. If Pechoin wants to turn around, it must seize the group market of young people.

"Everyone has seen the situation, so let's talk about what you think." Huang Mengyan said in a deep voice.

Executives, look at me, I look at you, no one says a word, most people have no expectations for the future of the company, and they don't believe that a product that has disappeared for so long can beat international brands such as L'Oreal and Estee Lauder. giant.

A hint of disappointment flashed in Huang Mengyan's eyes, she gritted her teeth and called out: "Director Liu, you are the director of the marketing department, what do you think?"

Director Liu stood up reluctantly: "Mr. Huang, I think that Pechoin's brand has not been sold out now. My opinion is to directly win the advertising space of CCTV's prime time. As long as the brand effect is established, there will be no worries about the products not being sold. .”

"Well, Lao Liu's method is good, simple and effective."

"Old Liu deserves to be doing marketing, he hit the nail on the head."

Executives chimed in.

Huang Mengyan suppressed her anger and gritted her teeth: "The company doesn't have so much money in its account to spend on advertising, and it spends all the money on publicity. What can we use to open up offline channels?"

"This..." Director Liu sat down. Anyway, he had already raised his opinion, and he had nothing to do if the company had no money.

Huang Mengyan looked away in disappointment, scanned around, and finally landed on a young girl at the back.

"Xiao Qin, tell me what you think."

The girls who were named didn't have stage fright either.

"Mr. Huang, I think the cost of investing in TV advertising is high, but the benefits are not necessarily good. How many young people still have the habit of watching TV? Why don't you consider online advertising?"

Upon hearing this, Director Liu retorted: "Haven't we been doing online advertising? The effect is not good, and online publicity is also difficult to build a brand image. It is completely useless."

Xiao Qin directly confronted the hard steel: "The reason why the previous promotion was not effective is because the funds are too small, and the second is because we have no experience and don't know how to do online promotion. The current online promotion is different from TV promotion, isn't it? Shooting a billboard and broadcasting it can be beneficial, and you must know how to write copywriting to interact with users.”

"Hmph, so you already know how to do it? Then why don't you come up with the plan? It's just talking but not practicing." Director Liu snorted disdainfully.

Xiao Qin was momentarily at a loss for words.

Huang Mengyan gave her an encouraging look: "Ahem, Xiao Qin, if you have any ideas, you can speak up boldly. Don't be afraid. It's good to help everyone open their minds."

Hearing this, Xiao Qin straightened his back.

"Although I don't know much about how to do Internet promotion, let's just find out what we know? Recently, Zhulang Technology has set up an advertising alliance, and we can cooperate with them to promote."

"Oh? Tell me about the specifics of this advertising alliance?" Huang Mengyan became interested.

Xiao Qin pursed his lips: "YY has a product called YY Log. I believe everyone should know that YY has more than [-] million users and has a huge traffic. YY Log also has a lot of active users. In YY Log Some well-known bloggers have tens or millions of followers, and these bloggers have a very close relationship with their fans."

"The advertising alliance is to build the relationship between our brand and bloggers. These bloggers will provide promotional plans, or write soft articles, or recommend them in person to promote our products, thereby promoting our sales."

As soon as the words fell, Director Liu sneered.

"Hmph, I thought there was some good idea. Just how much influence can those bloggers who post articles on the Internet every day? Just relying on them to mention one sentence in the article can help us sell more products? It's completely nonsense In other words, with this kind of money, it is better to hire a celebrity to endorse, at least the money can be heard.”

Xiao Qin was so angry that his face turned red.

Huang Mengyan frowned, but she suppressed her anger and asked.

"Xiao Qin, how is the promotion fee given by this advertising alliance determined?"

Xiao Qin replied: "It's like this. The advertising network has rated these bloggers according to the number of fans and user activity. The fees for each rating are different. The highest is only 2 to 2000 yuan, the cheapest. [-] yuan."

so cheap?Huang Mengyan's heart was moved. CCTV's advertising costs were tens of millions, and celebrity endorsements cost several million. She couldn't afford it. Ten to twenty thousand was nothing to her.

However, Huang Mengyan still asked: "Then what kind of bloggers are the best for a cosmetics brand like ours to promote?"

"There are bloggers' information in the advertising alliance, we can directly log in to the website to check." Xiao Qin replied.

"Turn on the projector!"

The assistant turned on the projector, and Xiao Qin skillfully logged into the YY log, and then clicked on the background of the advertising network.

"Mr. Huang, look, they have classified all bloggers, such as food bloggers, travel bloggers, and financial bloggers."

Huang Mengyan looked at it very seriously and was also very interested: "Hey, there is a beauty blogger here. Does beauty just teach people how to do makeup?"

Xiao Qin scratched his head: "This category hasn't existed before, it should have just been opened in the last two days."

As she said that, she clicked in, and Huang Mengyan couldn't help being disappointed when she saw it, because several bloggers in the beauty category had only 18 fans, and the highest one was only around [-].

But Huang Mengyan still said to Xiao Qin: "You click on this YY diary called Lisa and I will read the articles she posted."

Seeing that the two of them didn't exist at all, all the executives couldn't help being a little angry, especially Director Liu, who looked at Xiao Qin with knives in his eyes.

Huang Mengyan didn't care about that, she watched with gusto.

She was surprised to find that this blogger named Lisa has a lot of characteristics. The other person doesn’t look very good, not even as good-looking as her (in her opinion), but the photos of her after makeup are very beautiful, as if she has changed personal.

Moreover, this blogger named Lisa also took a detailed video of her makeup process and hung it in the article. Basically, you can do it step by step according to her method, which is very convenient.

Continuing to scroll down, Huang Mengyan was also surprised to find that although Lisa only has 18 fans, there are a lot of replies in the comment area below. Almost every article has thousands of replies. Lisa herself will also post in the comment area Interacting and communicating with these fans, many fans call her sister Lisa.

"Xiao Qin, let's see how much this promotion of Lisa costs?"

After Xiaoqin returned to the advertising network, he chose to click cooperation, and then checked the cooperative blogger.

"Only 3000 yuan? No problem, contact them immediately." Huang Mengyan made a final decision.

Director Liu couldn't help snorting coldly: "What kind of flowers can 3000 yuan promote? It's really playing the piano."

Xiao Qin ignored him and began to contact the staff of the Advertising Alliance, who soon responded.

"Hello, our advertising alliance is only open to merchants with formal qualifications. Please complete the enterprise account verification first."

After uploading a series of photos of the business license, the account was under review.

A day later, the account was approved, and then the staff sent another message.

"Hello, we have already contacted the blogger. The blogger needs you to send product samples to this address. The blogger will decide whether to accept your promotion after using it. Please wait patiently."

Originally, both Huang Mengyan and Xiao Qin thought it was just a rhetoric, but a week later, the other party sent a message saying that Pechoin's products are good and there are no adverse reactions after using them, and they are willing to accept their promotion.

"Hello, the promotion fee is 3000 yuan. Please transfer the money to this corporate account within 24 hours. If the time limit expires, the system will invalidate the order."

Huang Mengyan checked this corporate account, and it was indeed Zhulang Technology's corporate account, so she made the payment.

Not long after, the other staff sent a confirmation message.

"After the order is generated, the blogger will confirm the promotion plan with you within 48 hours. If you are not satisfied with the promotion plan, you can ask the blogger to make it again, or you can apply for a direct refund."

Huang Mengyan was a little surprised: "This advertising alliance is quite rigorous."

"That is, after all, it is a product of a big factory, so it is still guaranteed." Xiao Qin said happily.

Another day passed, and Lisa's plan was sent to Huang Mengyan, but Huang Mengyan was not satisfied with this plan.

"Can I communicate with Lisa directly?"

"No problem, Lisa's YY account is."

Xiao Qin started to add Lisa's YY account, but Huang Mengyan asked suspiciously: "They just gave us Lisa's account. If we don't place orders through the advertising network in the future, won't they have no money to make?"

Xiao Qin explained: "Originally, YY did not think of making money as an advertising alliance platform. I heard that they pay [-]% to [-]% with bloggers, and bloggers get [-]%. It should be to keep bloggers. "

Huang Mengyan nodded: "The boss of this company has a long-term vision."

Soon, Xiao Qin's friend application was approved, Huang Mengyan said to Xiao Qin.

"Tell her that she doesn't know enough about our products. Pechoin focuses on natural herbal essences. Natural and non-irritating are the core competitiveness of our products."

Soon Lisa wrote back: "Okay, can you give me some information about your company? This will help me understand your company's products better."

Xiao Qin looked at Huang Mengyan.

Huang Mengyan waved her hand: "No problem, send her the information."

Another day later, Lisa sent a new soft article promotion plan. At the beginning of the article, Lisa just hung a long-term use of cosmetics, which is easy to make the skin sensitive. The rest is full of normal makeup tutorials.

Until the end, Lisa added a makeup removal video. After removing makeup, Lisa took the herbal essence of Pechoin and smeared it on the skin, and then began to recommend it to fans.

Huang Mengyan was very satisfied: "Well, this plan is very good."

Lisa also breathed a sigh of relief, and quickly updated the YY log.

After that, Huang Mengyan began to pay close attention to Lisa's YY diary. As before, there were many replies and comments under Lisa's diary.

Some of them made her happy, and some made her depressed.

Some fans said: "Is Lisa accepting an advertisement? I've never heard of this Pechoin before. Could it be a Sanwu product?"

Some fans also said: "Is this Pechoin really so easy to use? Buy it another day and try it."

Another fan said: "I went to the store counter to search around, but I couldn't find where this Pechoin is sold."

This made Huang Mengyan realize that online promotion is a good way, but the offline channel of the product is also very important. Otherwise, users see related promotions online, but they cannot buy related products in offline stores, not only because they have not made money. , It is also easy to give users the impression that this product is not good and there is no place to sell it.

Huang Mengyan said to Xiao Qin: "How about this, you will be responsible for the company's online promotion in the future, and I will allocate additional expenses to you."

"Really? Thank you, Mr. Huang."

Many merchants, like Huang Mengyan of Pechoin, have just established an advertising alliance that did not have an immediate effect on product sales. However, under the promotion of some soft articles, many people usually do not pay much attention and do not have huge funds to invest in TV platforms. The brand has gradually entered the field of vision of netizens.

At the same time, it also allowed many bloggers to earn the first fee since becoming a blogger like Lisa. The money may not be too much, but for these bloggers who usually only generate electricity for love, it is already a surprise, and this Is it just the beginning, maybe there will be more in the future?

Moreover, some bloggers also found that the more fans, the higher the advertising and promotion fee they can get, which also made many bloggers start to concentrate on making content to attract fans' attention.

Of course, there are also some businesses that became popular through the promotion of bloggers. Among them, the best effect is the restaurant. Through the promotion of some travel bloggers, many fans come here admiringly, and the store is crowded. Can't turn over.

Seeing that the effect of these restaurants was so good, they immediately started placing orders again, which also led to travel bloggers becoming the most profitable bloggers besides financial bloggers.

Bloggers communicated with each other. Soon some bloggers of Sina Blog and QQ Diary learned that publishing articles on YY Diary could actually make money, and they began to shift positions one after another.

Sina and Penguin don't care much about the job-hopping of these middle and low-level bloggers. They prefer to dig out YY bloggers who have become famous and have millions of fans.

However, they soon discovered that the asking prices of these bloggers had increased several times compared to before.

(End of this chapter)