Rebirth 2010: I taught Mr. Lei how to make a mobile phone

Chapter 626: We are all sponsors, but I am the only one who is different?
The quiet live broadcast room, which originally had only a few dozen people online, became like a popular tourist attraction, with people pouring in like crazy.

Soon the number of people online exceeded ten thousand, gifts were given out like they were free, and the number of fans also skyrocketed, reaching hundreds of thousands in just a few minutes.

The little girl stopped playing the guitar and stopped singing. She just stood there in a daze, watching what was happening. She seemed to have made some mistake and was at a loss as to what to do.

When the older sister on the other side saw this scene, she was so scared that she pissed her pants. She said with a wry smile, "Sister, you're awesome!" and quickly logged off and ran away.

Chen Mo seemed to have fulfilled a wish. He did not follow the video or leave a message. As the girl said "thank you, boss", he waved his sleeves and left the live broadcast room.

After this episode, he laughed at himself and said that he was indeed very boring.

Half an hour later, he received a call from Zhang Yiming. After hearing what he said, Chen Mo couldn't help but curse, "Damn, this is too tricky."

It turns out that this little girl and the big sister from Northeast China belonged to the same media organization. They played a trick of returning the landlord's money in full and splitting the money of the Douyin users 50-50.

When Chen Mo heard the name of this organization and its boss, his mouth opened wide.
This reminded him of the rich second-generation with greasy hair and powdered face who spent 1 million yuan to buy his own group buying website a few years ago.

This Wu You has some stuff, he’s good!
I didn't expect that a boomerang many years ago would hit me in the back of the head.
Then a WeChat message came. After reading it, Chen Mo curled his lips and replied with a number.

In a luxurious office somewhere in Shanxi, Wu You stared at the screen of his mobile phone and smiled from ear to ear.

In just three minutes of PK battle, the company account earned hundreds of thousands of dollars - the most important thing is that this money came out of Chen Mo's pocket.

At this moment, he felt a great sense of accomplishment.

Looking at the ever-increasing profit data in the background, he plans to double the bonus for these two anchors this month!
Wu You suddenly had an idea.

He took out his cell phone, and after careful consideration, he sent a WeChat message to Chen Mo: "Thank you, Brother Mo, for the big New Year red envelope! I feel unworthy of it and would be disrespectful to refuse it~ I wish you great wealth in the New Year and a life as long as the evergreen pine trees in the southern mountains!" He also added a bootlicker-like emoticon after sending the message.

Three minutes later, the phone vibrated.

The other party replied with one word: "6"

Wu You fell on the leather sofa with his phone in his hands and laughed. He could feel the closeness and helplessness contained in the number "6", and he could savor it for a whole year.

At the same time, Chen Mo's live broadcast room was still very lively.

While eating New Year's Eve dinner with Wu Ma, he joked with millions of netizens:

"Pay attention, there will be an advertisement for our Subversive Team at 8 o'clock sharp, everyone please pay attention to it!"

"Speaking of the Spring Festival Gala, how much money did you get for the WeChat Five Fortunes? I only got 6.8 yuan!" He clicked on the page and shook his phone in front of the camera to prove that what he said was true, "Isn't that too disrespectful to the boss?"

The comments in the live broadcast room were filled with the amount of money each person received.

When the camera on the TV screen suddenly cut to someone, Chen Mo angled towards the camera and asked:

"Come on, come on, judge for yourself. Between me and him, who is the most handsome on the Internet?"

Although there was no party together on New Year's Eve, it was quite fun for him to celebrate the New Year with millions of netizens.

Although the ratings of the Spring Festival Gala continue to decline year by year, the regional differences are still as distinct as the temperature zones on the map of China.

The three northeastern brothers of Heilongjiang, Jilin and Liaoning are firmly at the top of the list with over 85% viewership, while South China F3 (Guangdong, Guangxi and Hainan) is hovering at the bottom with 3%. The gap is even greater than the temperature difference between the north and the south.

Interestingly, there is a subtle change in the way modern people watch the Spring Festival Gala.

Although fewer and fewer people stay in front of the TV all night, "fragmented participation" has become the new normal - topic discussions on social media, highlights on short video platforms, and real-time complaints on WeChat Moments allow the Spring Festival Gala to maintain the enthusiasm of the whole nation in another form.

From rehearsal leaks to program guessing competitions, every link can trigger heated discussions across the entire network. This peculiar phenomenon of "watching and cursing" has become a unique cultural landscape of the Spring Festival in contemporary China.

The public opinion field during this year's Spring Festival was particularly lively, with the "Romance of the Three Kingdoms" being staged on the hot search list: a three-way fight between the "Spring Festival Gala Complaints" comedians, the "Xiaomo Live" spectators, and the "Second Most Handsome Man on the Internet" appearance-conscious crowd.

The last nickname is naturally a nickname given by netizens to Baidu's CEO Robin Li, who is elegant, handsome and fashionable.

After all, in the ranking of "Internet Entrepreneurs' Appearance Ceiling", the first place has already been taken without any suspense.

Li Yanhong's lavish investment of 10 billion yuan to sponsor the Spring Festival Gala is actually the "second marriage" between Baidu and CCTV.

Some veteran netizens still remember the grand occasion of the 2009 Spring Festival Gala: not only was the prime advertising space before the broadcast taken up by Baidu, but even the crosstalk program was cleverly embedded with the classic slogan "Baidu it and you'll know."

It was later revealed that Baidu sponsored the Spring Festival Gala with 4000 million yuan that year.

What is most talked about is that the director gave Li Yanhong 8 close-up shots that night, which even caused netizens to make fun of him.

"500 million for each close-up, it's such a big face."

Later, it was revealed through media reports that such a high "sponsorship fee" was probably related to the incident in the second half of 08 when CCTV exposed that BD bidding ranking contained a large number of false medical advertisements.

As early as November 08, CCTV's "News 11 Minutes" program exposed the shady dealings of BD pharmaceutical bidding rankings for two consecutive days: "As long as you spend a lot of money, those unqualified 'quack doctors' can be ranked at the top of the search results, and many patients are deceived." To this day, despite the brief impact of challengers such as 30, Baidu still firmly occupies the top spot in the search market.

High-end business wars are often fought in the simplest way.

The 2012 Spring Festival Gala became a watershed between title sponsorships of traditional industries and the Internet industry. Bi'an used WeChat to distribute money through red envelopes in a simple and unpretentious way. When people received the red envelopes sponsored by the brand, everyone had a smile on their face, but behind this was a rapid increase in the amount of data.

This marketing revolution made WeChat Pay famous overnight, and also taught a lesson to all Internet competitors, allowing them to see that Internet promotion and marketing can be done in this way?
Subsequently, WeChat and WeChat Pay became a huge hit and became popular all over the country. The former quickly became the leader in mobile social networking, and the latter came from behind and launched the "Five Blessings" service the following year, competing with Alipay on equal terms. Since then, it has never stopped its development.

Although there have been sponsorships from Internet companies in the past, they were only promoted as advertisements, and we never thought that we could interact with the public in this way.

For this reason, 2012 was named by the media as the first year of "Internet companies sponsoring the Spring Festival Gala."

Later, Lao Ma also publicly admitted in a media interview that "the other side's plan to attack Pearl Harbor was indeed very successful, but the Spring Festival will pass, and there are still many days to come. This surprise attack has taught us a profound lesson."

Subsequently, Alibaba began to spend heavily and took on the sponsorship for 2013 and 2014 in a decisive manner. First, it distributed 6 million Taobao red envelopes, and then 10 billion Alipay red envelopes to protect its basic base.

The sponsorship fees for the Spring Festival Gala have also soared year by year, from 1.5 million in the first year of "Bia'an", to 2013 million in 3, and then to 2014 million in 6, making traditional companies sigh that these people working in the Internet are really fucking rich.

This year, Baidu paid a record-breaking 10 billion yuan for the exclusive sponsorship of the Spring Festival Gala, setting a new high in sponsorship fees for new media interactive partners of the Spring Festival Gala.

What is shocking is that in just four years, the sponsorship fees for the Spring Festival Gala have skyrocketed more than six times.

Bi'an: I am guilty of corrupting the Internet
On New Year's Eve, Baidu gave away 9 million yuan in cash through four rounds of "Baidu Red Packet" activities, breaking the global real-time interaction record with over billion interactions, far exceeding the record set by Alipay last year.

Faced with the pressure of server requests that suddenly increased 50 times, Baidu's technical team was on high alert and ensured the stable operation of the system, which once again proved Baidu's foundation as a large company famous for its technology.

This lavish marketing feast showed amazing results the next day: the number of daily active users of Baidu APP soared to 1.9 million, a single-day increase of 67.3%, and the peak number of users on New Year's Eve increased by 300% compared with usual days.

Driven by the red envelope effect, Baidu products collectively topped the download charts of major app stores, among which Baidu Tieba and Du Xiaoman Finance performed particularly well.

The media reported this marketing feast with amazement:

The most expensive brand show in the history of the Internet

Baidu Spring Festival Gala: Textbook-level traffic operation

"The cost of attracting new customers has dropped to a record low of 3.3 yuan per person. Baidu's marketing miracle of "small wins big""

By the seventh day of the Lunar New Year, public opinion took a sharp turn for the worse.

Netizens began to complain collectively that the red envelope withdrawal rules were too complicated.
"We've spent 9 million, and the withdrawal rules are so complicated. Do you want to get the money back?"

"Why do I have to download, register, and bind Du Xiaoman before I can withdraw money? Can't I just withdraw money through red envelopes like WeChat?"

"Damn, free stuff comes with the most restrictions. @彼岸, you should sponsor the Spring Festival Gala next year."

"Anyway, I downloaded and registered on the same day, and uninstalled it right after I got the money."

"I regret it now. Why did I bother with 2 yuan? It's not even as good as the WeChat Five Fortunes. At least they gave me 15 yuan."

Sina Weibo did not respond, but the topic #BD玩猴# on Bi'an Weibo quickly rose to popularity, with 2.7 million views. Netizens angrily denounced: "Xiaomi is too lazy to play this game, but BD is picking it up again?"

A self-media outlet on Zhihu even published an article titled "Red Envelopes Can't Buy Trust", listing medical advertising cases that have appeared on Baidu in recent years and compiled them into a bound volume.

The last sentence of the article: "Baidu's Spring Festival Gala marketing not only demonstrated its top-level traffic operation capabilities, but also exposed the limitations of pure traffic thinking. Baidu spent 10 billion to buy traffic, but once again proved that the memory of the Internet can never be deleted with money."

Baidu Building, Chairman’s Office.

Li Yanhong stared at the data report in his hand with a gloomy face, without any of the joy of returning to work after the holidays.

This time, Baidu spent a huge amount of money to sponsor the Spring Festival Gala and gave out hundreds of millions of red envelopes. On the surface, it was to attract new users, but in fact, the more important goal was to reshape the corporate image and regain the trust of users who have been lost over the years.

But looking at the data now, the uninstall rate of Baidu's APP within 7 days is as high as 88.7%, and the new user retention rate is even less than 2%. The cost of attracting new users is far higher than the industry average, which is a complete loss-making business!

What’s worse is that the old accounts in the public opinion field have been turned upside down. Although the public relations team has been working everywhere to put out fires and control reviews on OTAs, negative public opinion is still spreading.

Li Yanhong keenly noticed that these negative reports almost all broke out after the seventh day of the Lunar New Year, and the rhythm was so precise that it didn't seem like a coincidence.

"Is there someone behind the scenes fanning the flames?" He frowned, and the first thing that flashed through his mind was the figure of that man.

But didn’t Bi’an start operations after the Lantern Festival? Moreover, the other party had no search business at all, so there was no reason for them to target Baidu?
Unless Li Yanhong thought of a possibility...

"Could it be that old thief Zhou Hongyi?"

(End of this chapter)