Can not doing what one wants be called rebirth?

Chapter 422. Distinguish between the primary and secondary

The promotion of Dianjin Coffee is more like a dimensionality reduction attack for other companies of this era.

On the surface, it is not like traditional advertising where people just take advantage of each other and pay money to get the job done.

Instead, make friends with the star and his fans in a sincere and equal manner.

This sense of equal rights and boundaries that permeates the interactions with users, consumers, passers-by, celebrities, and fans is easily overlooked and difficult to imitate by many clients who are accustomed to "making demands in a one-way manner and seeking returns in a straight line."

Sometimes, the style of a business is close to that of its boss.

Just like Mr. Lu, when making friends, the purpose is to make everyone happy.

Everyone is happy, but what about the brand itself?

Consumers being happy and brands making money are, in most cases, a contradiction.

This is also why a lot of marketing eventually turns into a "conspiracy" that is wrapped in goodwill but full of calculations, lacking sincerity and being twisted.

But this contradiction is not irreconcilable.

Dianjin Coffee’s “non-top-tier strategy” can be said to be an “open conspiracy” to achieve a delicate balance.

The premise for this "open conspiracy" to be established is very simple.

Maintaining the expansion strategy will allow Dianjin Coffee, which is growing in size, to have more bargaining power when dealing with most of its partners.

This is also in line with rational business analysis.

Because another logic is that compared to the short-term popularity and sales brought by the high investment of top-tier brands, Dianjin Coffee needs a healthy cash flow that can be firmly held in its hands, and the public's accumulated trust in the coffee brand.

The former has high stakes and the exposure is basically one-time, but it carries higher risks.

If a top-tier brand fails, it can easily backfire on the brand.

The latter has small stakes, high odds, and can make its presence felt more often, so the risk is low.

Besides, Miao Keyan is one of our own, so it’s obvious who to choose.

"Hubby, you still have good taste."

The warm sun cast a hazy glow around Zhou Si Ning. Through her crossed legs on the boss chair, her curvy body lines could be vaguely seen.

She took a sip of her tea, leaned over, crossed her arms, and wrapped them around the man's neck.

Once in a private space, the little princess showed her clingy side.

"Before, I thought you were biased by choosing her as your spokesperson."

“Now it seems that the effect is simply too good!”

"Who would have thought she would be able to transform so quickly? Now we are growing up with her."

As the champion contestant who debuted in a popular variety show, Miao Keyan, the spokesperson, has the potential for growth as vast as the ocean.

Even Zhou Sining, a layman, could see this clearly.

When she learned that Miao Keyan had assembled a team in a short period of time and won the role of the female lead in the movie "Han Shan Xing", she no longer had any doubts about Lu Jincheng's decision.

"Yes."

Lu Jincheng smiled and ruffled his lover's brown hair.

"In addition to traffic, you also need good products to stand out."

Dianjin Coffee, which focuses on low prices, has always been targeting the national market.

The business model of scale + low price can only ensure that it not only takes over the small-bourgeois market, but also has a smooth path in the vast third-, fourth- and fifth-tier cities by creating the image of a people-friendly brand.

So what kind of brand can become a people-friendly or even a national brand?

If we go back 20 years, the winner of the bid would definitely be CCTV.

But the era of "creating gods" has long passed.

Consumers who are currently living in the Internet wave will no longer pay for "nationally famous trademarks."

But the impression of history will not be easily erased.

In addition to inviting celebrities to endorse products, popular products seem to be another solution.

Many entrepreneurs believe that a hit product is a metaphysical low-probability event.

But for those who are reborn, there is no such thing as a small probability.

He can infinitely magnify the denominator.

Many brands may only have one hit product in their entire life.

But Dianjin Coffee seems to have turned this into a loop of assembly line production.

——Since the probability is very low, just enlarge the denominator, take small steps, and launch new products quickly.

Since 2015, Dianjin Coffee has launched 14, 21 and 25 new freshly brewed drinks every month.

On average, a new product is launched every 3 days or so.

Such a high frequency of new product releases guarantees the probability of the emergence of explosive products to a certain extent.

At the same time, it also accumulates a lot of user feedback data to serve subsequent product selection decisions.

Although it is easy to make more mistakes when doing more, the emergence of a hit product is enough to cover up other failures, big or small.

After all, consumers will not remember the failure of a brand’s marketing campaign or product.

Moreover, for consumer goods, especially the fast-moving consumer goods industry, products are the medium and new products are dissemination.

This is also why many fast-moving consumer goods giants have long pursued an internal horse racing mechanism for their products.

——The method doesn’t have to be new, as long as it is effective.

But launching new products never means breaking everything and creating a new product from scratch.

Take for example the Raw Coconut Latte, which has long been the best-selling product of Dian Jin Coffee.

New packaging for the same product, new flavors from the same series, new ingredients for the same flavor, new materials for the same joint brand
Rather than saying that Dianjin Coffee is good at creating something new, it is better to say that it is better at finding new ideas within limited resources. It creates a "new product" through new packaging + old best sellers/new products.

Then through this "new product" x store, rapid dissemination can be achieved.

After achieving the multiplication effect, we leverage the traffic leverage of our own media company and use advertising and marketing methods to create more extensive and rapid online "secondary creation" hot topics for new products.

Add an N-th power secondary propagation effect.

This is Mr. Lu’s ultimate weapon.

After superimposing such a set of addition, multiplication and exponential BUFFs, the life cycle of a product, whether it is a new product or a refurbished hot-selling product, can theoretically be maximized.

Until the next hit product comes out.

Compared with his other companies, Mr. Lu has poured completely different feelings into Dianjin Coffee, which has been invested by many people.

He did not rely on the foresight of the cheating device to violently steer the Golden Coffee and then develop in the absolutely correct path.

That would be too boring for Zhou Sining, who started from scratch with him.

Mr. Lu simply used his business experience from his previous life to guide and inspire Zhou Sining to expand the scale little by little and get on the right track.

At the same time, he would patiently explain to the other party the underlying logic behind each of his actions.

For example, in marketing, products and content should be strongly bound together, rather than the traditional sense of products belonging to products and content belonging to content.

The latter often ends up with voice and sales showing two divergent development trends during the communication and marketing stage.

Therefore, when he and Zhou Si Ning were together, the topics they could talk about were often far more than those with other female confidantes.

Especially after the business is booming, from the management level where one move affects the whole body, from product research and development, to supply chain construction, to marketing promotion, the scale is becoming increasingly large, but there are only two people behind the scenes to make decisions and execute them together.

From building scale first, to inviting endorsements, and then to polishing popular products, Dianjin Coffee is essentially about channels and products.

But from the effect point of view, the expansion of scale brings the right to choose marketing cooperation and the bargaining power.

Popular products are responsible for taking over the traffic sales conversion brought by marketing.

When we really come to the main stage of marketing, whether it is to show presence on all social media, make friends with young people, or grab coupons with netizens.
This series of actions allows Dianjin Coffee to get close to traffic but not harvest it. It is a sincerity and a scheming, and it is also an unspoken understanding with the fan group.

After all, the price of 9.9 yuan per cup is still there, and the ability to create a new product every three days is still there. There is always a coupon that will hit you, and there is always a single product that will make you addicted.

"Hey, I'm quite curious."

After talking about work for a while, Zhou Si Ning turned her head, leaned on the man's shoulder and whispered.

"Ok?"

"I heard that making a movie is extremely expensive. How much money did you spend on investing in this movie?"

"'Han Shan Xing' is a low-budget production, about 60 million."

Lu Jincheng embraced his lover who came close to him, spread his five fingers, and gently combed her long hair.

"Sixty million?!"

Even though the little princess lived a pampered life, she was still shocked by this number.

"She has never acted before, and you invested 60 million in her?"

Zhou Si Ning straightened up, and there was a hint of subtle emotion in her soft tone.

Sixty million is not a lot, but it is not a little either for a movie.

But she majored in finance after all, and has been very sensitive to accounting and numbers since she was a child.

Subconsciously, two other strings of numbers emerged in my mind.

The villa that Lu Jincheng bought her cost six million.

She acted like a spoiled child and begged Zhou Yuan for the new investment of 10 million yuan.

"No. Have you done a risk assessment? This is an area you have no knowledge of. Aren't you afraid of losing all your money?"

Zhou Si Ning widened her eyes and felt her mouth go dry.

Invest 60 million to help its artists make a movie, just invest as soon as they say so.

Does Lu Jincheng have so much money?
She couldn't even imagine where the cash flow of 60 million would come from.

Should I take out another loan, or withdraw from the balance in the Dianjin Coffee account?

But the company is still expanding and the capital chain is broken again. What should we do?
Has he ever thought about it?

Is this a gamble or courage?
still is
Preference for Miao Keyan?

Although Zhou Si Ning didn't want to admit it, she was unwilling to use this word.

But the word "preference" pops up involuntarily in my mind, and I always feel that the other Chinese characters are lacking something.

inaccurate words.

"Jealous?"

The man smiled and hugged Zhou Si Ning into his arms, burying his chin in her waterfall-like brown hair, his nostrils filled with the unique scent of the little princess.

"Okay, baby, you only see the gossip, you don't know the details."

“Let me tell you, although ‘Han Shan Xing’ is a movie invested by Dianjin Media, it cannot be said that the reason for this movie is just because of Miao Keyan.”

Lu Jincheng paused and looked into the girl's bright peach blossom eyes.

“Because I wrote the movie script.”

"This is the movie I wanted to make in the first place. Miaomiao is just a cameo as the female lead."

“I’m investing in myself, that’s okay, right?”

"You have to distinguish between the primary and the secondary."

(End of this chapter)