this man is not calm

Chapter 172
Television advertising is the largest expenditure in the publicity budget, but its customer appeal may not be that obvious.

The current TV viewers are mainly housewives, retired old men and old ladies, and elementary and middle school students who are staying at home during summer vacation.

It's not that Jin Shang doesn't like those children's pocket money, but that the timing is wrong now.

Now in [-], computers are expensive, almost the most valuable big item except for cars. It is not something that elementary and middle school students can get started at will.

The current customer base is mainly concentrated in white-collar elites, fashionable young people from better families, and college students who have access to the Internet.

It wasn't until this moment that Jin Shang really felt the shackles of the scarcity of users, and he couldn't help but worry about why the super chain Internet cafes under Jingcheng Technology were not open yet.

There are very few scenes where you can access the Internet.

Even so, Jin Shang still decided to spend money on advertising to do this kind of business with obviously disproportionate input and output.

In the final analysis, it was Jin Shang who realized that the tactic of "slowly entering the village, not shooting at all" could not go on.

The scale of Jinxi Culture is already very large, and it can even take control of a listed company. Even if it is just a "shell" resource with little substantive content, it is very impressive.

The birth of Wenhua Online, a comprehensive website imitating Northern United Online, proves that there is a large wave of Internet start-up companies that are planning to cross the river by touching the "Jinxi Culture" openly or secretly.

All colleagues are welcome to come here to develop, but we must strike hard at any competitor who may threaten our position, and we must not give the opportunity to share the market.

Especially in the field of instant messaging, it must be done.

Even if it is burning money, it is necessary to temporarily nip a group of potential spoilers in the bud.

If you really have a lot of money and burn panic, you don't care about the investment of tens of millions or hundreds of millions, but you want to follow, then let's have a life-and-death fight.

The first mover's advantage lies here. Legal weapons are not only used for defense, but also hurt when used to chop others.

After talking with Qi Zhaoyun about the construction of the patent moat and how to defend against colleagues who may suddenly come out, Jin Shang is very concerned about this professional who has also entered the room by mistake, was imprisoned accidentally, and has a chance to make a comeback , I am somewhat admirable.

At least in terms of business ability, this person played a considerable role.

Next, Jin Shang talked with Zhao Rongzhen and Wang Yan about the publicity plan they had been preparing for a long time.

Since the development of instant messaging software has been on track, the company has launched an essay solicitation activity released to the whole society, and has been publicized in "Western Beijing Metropolis Daily" and "Zhiyin Zatan" for nearly two months.

The theme of the essay call is "Internet Life", which requires using Internet-related topics as a carrier to create medium-length novels focusing on online dating, campus life, youth daily life, and work and workplace content.

The bonus amount is extremely high. On the premise of retaining the share of film adaptation, the first prize is 15 yuan, the second prize is [-] yuan, and the third prize is [-] yuan.

The bonus expenditure alone exceeded 60 yuan, which was considered a rare big deal.

Among more than 300 submissions, 31 winning works were selected.

A total of more than 60 novels were bought out, and more than [-] works were eligible to be published on the Jinxi Bunko website.

Nearly [-] works were returned. The editors politely informed them that they regretted not being selected, and wished them the best for their continued efforts. They welcome next submissions and publish them on the company website.

To spend so much money, so much manpower and material resources, of course not just to enrich the library of the novel website, but to promote Jinxi.

In the past life, instant messaging did not become popular all of a sudden, but it was driven by a series of events that quickly became a trend.

Online games are the majority of early young netizens' understanding of computers and the Internet. In addition, there is another aspect that cannot be ignored, which is online chat and social games.

Later, the young new era netizens had no idea how influential the "First Intimate Contact" that was circulated almost hand-to-hand was. On the Internet, "Qing Wu Fei Yang" was everywhere, and everyone would play "Ruffian Cai". It seems that if you don’t know, you just can’t keep up with the trend.

It is precisely because of this novel that many boys and girls know another way of socializing besides "pen pals". It turns out that online chatting can also lead to falling in love.

In this world, in this era, primary and middle school students may not be able to find a convenient and fast way to surf the Internet like Internet cafes for a while, but it does not prevent them from knowing in advance that there is such a new and fashionable thing waiting to be discovered and tried by themselves.

Soliciting essays is a matter in the field of fiction, and it is also one of the most important components of the publicity plan.

Although Jin Shang is still a young man, he really doesn't have time to think about the gossips that boys and girls like to love.

I can't write, but I can throw money!

With such a good platform, it would be great to send out a call for essays, pay some money, and let others write it.

Hence, the scene of today's discussion came about.

"Discuss with these writers that the chat and social software inside should be changed to our company's products. Even if you don't want to place advertisements in this way, you can also hint it to remind readers of Jinxi..."

"I'll contact you!"

Zhao Rongzhen looked at the few books that Jin Shang picked out, and they were all excellent works that she thought might become popular after discussing with Wang Yan.

Not to mention the artistic value, it is suitable for elementary and middle school students who do not have much literary accomplishment, and it is easy to resonate.

The writing style is a little younger, but it's not a big problem, and I don't expect to win any literary awards anyway.

The main purpose of the essay is to lead the trend and promote the company's products.

As far as this ultimate goal is concerned, these novels are very suitable.

"The sample agreement should be explained clearly. Many people will be involved in the future, and it will be very troublesome to cause disputes."

Jin Shang reminded seriously.

Jin Shang took the time to read two or three of these headline works selected by the essay call, flipped through them hastily, and didn't read them carefully. Generally speaking, they are still satisfactory.

Whether there are any hot works like "First Intimate Contact" that lead a wave of enthusiasm, it is not clear yet, judging from the feedback of "Gold Finger", the result is positive.

"Mr. Jin, has our recent advertising investment been overflowing? Many of the people covered are not the expected Internet users, and the possibility of becoming users of the company's products in a short period of time is not high."

Wang Yan asked with a little worry,

"Advertisement on the TV station can be regarded as a show of strength. If you don't get it, you can't do it. Others, shouldn't you be more conservative?"

"is it a lot?"

Jin Shang smiled and shook his head:
"If you don't do this, how do you take the first step to attract users? Or, send an account to everyone in the company, pretending to be young girls online, and attracting people who are not strong in social skills Cowards who chatter online come to chat?"

Or, can you also open a chat room to talk about some restricted topics?

Playing side-by-side, the start-up period of Internet companies is almost inevitable, but the nature of companies and employees is different when they end up in person.

If users violate laws and regulations, the company will at best bear the responsibility for lax supervision. If it is really a corporate behavior, the Internet community can also be regarded as a public place. Should we look through the laws and regulations to see which one is right?
"At all costs, in the shortest possible time, at the user level, establish a basic social relationship chain. Money is not money, we will talk about it later..."

In the competition among chat software, a single thought can mean the difference between life and death.

In one month, we must ensure that there is no interference from competitors and intensively launch various activities to keep users for a long time; in the second month, whether it is wielding a patent stick, using legal weapons, or even public opinion offensives, we must ensure that there are no followers. law to compete for the market.

Doing this step will basically determine the outcome.

The third month is the time for the final confirmation and declaration of hegemony, and the time to take stock of gains and losses.

"Then...the "Jiuding War" comics and animations written by Mr. Jin should also be properly embedded?"

"Oh, do you have a conclusion? There was supposed to be a meeting last week to discuss it, but in the end, I wasn't here..."

"We have had two rounds of discussions in private, and a draft will be produced the day after tomorrow at the latest for Mr. Jin to review."

"very good!"

Now, Jin Shang has also discovered that it is quite troublesome to reproduce many of the ideas in his mind in detail. It is better to provide an idea and leave it to professional screenwriters, cartoonists and animation supervisors to ponder.

In this way, not only can you be freed from the heavy chores, but you can also set aside time to do more important things.

After discussing with Qi Zhaoyun, Wang Yan, and Zhao Rongzhen for a long time, the details of some publicity plans were finalized before the negotiation ended.

"Everything that needs to be done has been done! Whether it can be done or not depends on these few days."

It is said that we will see the outcome in three months, but in fact, we can basically see the outcome of the market in the past few days.

The national idol Dai Yiqin spoke for her, TV stations also advertised, and newspapers and magazines bought a lot of pages across the country.

Subway, bus and building advertising are all involved.

There are basically traditional publicity channels. Although there is no saturated launch, it really costs a lot of money.

In addition to traditional channels, including essay advertising, game promotion and interaction, discount coupon issuance, registration to get movie tickets, game tickets, movie patch advertising, etc., as long as they can be used, they are basically ignored.

After explaining all the affairs clearly, Jin Shang, who had worked hard all day, also felt a little swollen in his head.

After drinking a cup of green tea, massaged his temples, and took off his glasses, Jin Shang leaned on the boss chair and closed his eyes to rest.

I don't know how long it took, but there was a knock on the office door, and then the door was pushed open.

Jin Shang woke up and opened his eyes.

"Hey, what's the matter?"

"It's getting late, do you want to work overtime?"

Li Xuan said very strangely,

"It's the first time I've seen you go to sleep and be lazy."

"It's all over!"

Looking at the alarm clock, it was already past the off-duty time, Jin Shang packed the office, picked up his bag, and was about to leave.

"Forget about working overtime or something. If I stay here, it will only increase the pressure on everyone."

Manpower has been arranged on duty, so Jin Shang, the boss, doesn't have to keep an eye on him all the time.

It may be better to give employees a little freedom to express themselves.

More than an hour later, when they returned home, Jin Shang and Li Xuan had dinner, and each reclined on the sofa, watching TV.

It's been a long time since I've been so leisurely. Watching the evening news at seven o'clock, which was broadcasting important national events, Li Xuan, who was a little bored, muttered:

"You always say that there are big business opportunities here. I have been looking for it for so long, but I haven't found any valuable information."

"Monetary policy has turned and austerity has come to an end."

"Where is it said?"

"Financial conferences, prudently and flexibly meeting reasonable capital needs, supporting financing for new materials, new technologies, and high-tech companies, and reducing operating costs. This is all blowing the wind, and the general strategy of 'tight money' is beginning to relax..."

"Is that so?"

"Also, stamp duty may be lowered. What does it mean to release reasonable demand and increase the activity of the secondary market? The trading volume is empty, the popularity is gone, and if there is no big news, even the wild dogs on the roadside will not bother to talk to it."

"All right!"

"There are other things, so I won't mention them! Most of the news is actually not nutritious, but there are huge business opportunities hidden in just a few words. Ordinary people can't grasp them, they can't hold them firmly, and they can't see them. Big entrepreneurs with some capital will Pay attention. There is so much money that you don’t know where to invest it, and you can’t go wrong if you follow the ‘baton’.”

After talking on and off for a long time, it was the first time Li Xuan knew that there were so many twists and turns after watching the news.

After a long time, Li Xuan, who was lying in a comfortable position, asked lazily:

"You seem very nervous, do you have something on your mind?"

"Hmm! I wasn't in a hurry at first, but now that I've spent so much money, I don't see any effect, so I feel uneasy."

Jin Shang replied calmly,
"I admit that this time I was a little impulsive and anxious. But...the arrow is on the string, so I have to do it."

This time point is indeed a bit early, but in order to prevent the night from having more dreams, Jin Shang also had to play a big game.

Spending two or three years, step by step, will kill all the peers and dominate the instant messaging market, which is a high probability event.

But what if a master who is not short of money comes and competes head-on with Jin Shang?
The technical moat cannot be established, and if the threshold of the social relationship chain is not established in time, Jinxi Culture may be killed by capital from the outside to the inside at any time.

Even some risks other than commercial competition made Jin Shang vigilant.

"Some time ago, I heard a gossip. The first split of basic operators is about to start, from public institutions to state-owned holdings, and to wait for opportunities to raise funds and go public. Because of the change of business entities, they can participate in market competition .”

"Are you worried?"

Li Xuan who heard the words didn't react at first, but this time she went back to the future,

"They... come off in person?"

Jin Shang nodded calmly,

"Hurry up and make yourself invincible. After two or three years, you've been dawdling, letting them see the opportunity and directly 'overtaking on a curve'. What should I do? I can only watch others pick the fruit."

Those who were killed by the early QQ were not only a group of domestic competitors, but also foreign giants like Skype, as well as "regular troops" like Fetion and Feige Chuanshu.

That little penguin at that time had already achieved great success and was invincible in the world, so he was naturally not afraid. Jin Shang at this time did not have the confidence.

"Now I'm a big loser, because the instant messaging market is very small, and there is no prospect at all. After a year or two, the market will become bigger, and Jinxi Culture has not occupied the entire track, so it's no wonder others are jealous .Don’t treat other people as fools. If you don’t understand it now, it doesn’t mean you won’t understand it later.”

(End of this chapter)