Generation Z Artists

Chapter 337 Reversing the Heavenly Gang, Mutual Stirring
To be honest, the title sponsorship rights for "The Return of the Condor Heroes" broadcast in Japan were not worth $2000 million in the minds of most Japanese company representatives.

This is not to look down on Fang Xinghe, but rather a clear form of risk management.

Using two super advertising projects as a comparison—

This year, the highest bid for CCTV's Spring Festival Gala in China was 3.1 million RMB, which is more than 4000 million USD.

This year, the total advertising revenue for Japan's Kohaku Uta Gassen (Red and White Song Battle) was only 20 billion yen, which is approximately 1920 million US dollars.

What does it mean?
In Japan, the efficiency of television advertising projects is quite limited. Businesses are unwilling and unable to invest too much in a single advertising project, and usually carry out multi-faceted and comprehensive marketing.

As the world's second-largest economy, Japan has a huge television drama market, but the corresponding advertising investment is not commensurate.

The reasons are complicated and I won't explain them, but in any case, this is an advertising model that has been proven by the market to be inefficient.

But this time, Japanese companies were forced into a corner by troublemakers.

It's one thing for Intel to get the naming rights, at least they're American, but what's the point of letting a South Korean company take them?

This is intolerable! Absolutely intolerable!
However, Shiseido's statement did not intimidate South Korean companies.

Sulwhasoo followed suit, holding up a sign that read: "GEO contact lenses, $2500 million!"

It's just one word, but it's not satisfying to do it even once.

A muffled chorus of curses erupted in the meeting room: "Baka!"

These Japanese companies are really infuriated.

The Suzuki family representative, relying on his high status, immediately retorted: "You bunch of bastards, don't maliciously disrupt the bidding process!"

The representative of Sulwhasoo Korea rolled her eyes and said, "I have money, it's none of your business."

Without hesitation, the president of Casio immediately raised the price: "$2501 million! Let's see how much money you have!"

"$2700 million!"

After the LG representative from South Korea announced his bid, he said with a forced smile, "You Japanese companies aren't so poor that you can't afford such a small amount of advertising, are you? How can fair bidding be considered sabotage?"

Ahhhhh!
I can't take it anymore, I'm so angry!
The scene descended into chaos, with the Japanese companies in disarray. Many were sweating profusely and turning to look at the representatives of the major corporations.

It's pointless to look, and the company is also a nuisance.

In fact, Japanese companies were at a significant disadvantage in this bidding process.

Those who don't understand might think that Japanese companies are larger and more profitable. Suzuki, Yamaha, Shiseido, Casio, and Toshiba are all super big brands with huge marketing expenses every year, so why are they afraid of spending money?
But the problem is this: this version of "The Return of the Condor Heroes" was only broadcast in Japan.

For Japanese companies, advertising on "The Return of the Condor Heroes" is aimed at the domestic market. However, the domestic market has already been fully occupied by their own products, and the role of advertising is merely to maintain brand power.

However, for foreign companies, this is a pioneering move.

Whether it's Nongshim Ramen or Sulwhasoo, they can use this opportunity to erode the Japanese market, which is why they are willing to pay a premium.

As the attacking party, it's reasonable to offer a high price, and there's a profit to be made.

For the defender, paying a high price is like throwing money down the drain; it's simply a matter of gritting their teeth and defending.

According to the judgment of this group of Japanese companies, 1000 million is a must-win, 1500 million is worth a gamble, and once it reaches 2000 million, it's all risk and there's no benefit to be seen.

Similarly, if "The Return of the Condor Heroes" were to hold an endorsement bidding process in South Korea, South Korean companies would not be motivated to bid high prices, while Japanese companies would likely be more likely to pay a large sum to secure the endorsement.

Representatives from Shiseido, Yamaha, Suzuki, and other companies huddled together, whispering and having a heated discussion.

"Should we still argue?"

"Are you kidding me! They could raise the price to 3000 million at any time, how can we compete?"

"Nonsense! Who's qualified to offer 3000 million?"

"Nongshim Ramen is definitely not a good fit, but we need to be wary of LG. Recently, their display business has become extremely competitive with Sharp, Toshiba, and Panasonic..."

"LG isn't in a big problem either. Its advertising nature is vastly different from 'The Condor Heroes.' We need to be wary of Sulwhasoo. This year, Korean beauty products have had a particularly fierce impact on the Japanese beauty industry."

Everyone turned to look at the Shiseido representative: "President Fukada, please step up!"

Shiseido is such a pain in the ass, their mouths are crooked and their eyes are crooked.

He quickly retorted, "The most dangerous competitor is definitely GEO! Their colored contact lenses are already selling like hotcakes, monopolizing 84% of the global high-end market and nearly 50% of the mid-range market. They're rich and aggressive, and are preparing to launch a major offensive against our Japanese home market..."

"Sigh... If it's GEO, then we really can't win..."

The club presidents looked at each other, but a sense of relief appeared in their eyes.

It's not that we can't win the competition, but that there's no need to compete.

If Nongshim Ramen were to raise the price to the very end, Shin Ramyun would have to bite the bullet and fight to the bitter end, as it's a life-or-death struggle between competing brands.

If LG were to bid the highest, Toshiba would definitely follow suit, even if it's just to save face, they would still try to crush Toshiba.

But if it's GEO contact lenses... you can take them.

This company currently enjoys a semi-monopoly position, acting arrogantly and domineeringly. There are no large companies in Japan that can compete with it, only a few low- to mid-range competitors.

In other words, regardless of whether GEO can secure the title sponsorship of "The Return of the Condor Heroes," it will not directly compete with existing Japanese industries.

"But we can't let them have it too easy!"

The Canon camera representative had a cold expression, glared fiercely at the group of Korean troublemakers, and then urged the Shiseido representative to continue.

"Fukada-kun, Japanese companies can lose, but they cannot be without resistance. Everything is in your hands now!"

The Shiseido representative looked troubled, but remained calm and clear-headed. He nodded vigorously: "Don't worry, I will make them pay the price!"

Then, the situation changed drastically—it was Shiseido's turn to stir up trouble.

2701… 2751… 2801 million… 2901 million…

This infuriated the South Korean companies that had been leading the price increases.

Well, it really is a bit of a reversal of the Heavenly Stems and Earthly Branches.

In fact, when the price reached 2750 million, only GEO could keep up, while the other Korean companies could only watch helplessly.

It's not that their marketing expenses were insufficient, but rather that the costs far outweighed the benefits.

Only GEO Contact Lens, eager to build its brand and eyeing the huge Japanese contact lens market, with its extremely high gross profit margin, could afford such an irrational price.

Asiana Motors, with its annual marketing budget of over a billion US dollars, wouldn't dare to make such a claim.

As for companies like Cheong Kwan Jang Red Ginseng Concentrate, Hanmi Pharmaceutical's "C1000" Vitamin C Effervescent Tablets, and FACE-LINE Plastic Surgery Clinic, although they are also deep-pocketed and highly profitable businesses, their profit logic is entirely based on the domestic market, so even 1000 million is not enough to keep up.

In the end, only GEO and Shiseido were left performing a duet.

"$3001 million!"

"$3188 million!"

GEO was so angry that he broke down and his voice cracked.

"This is GEO's final offer. If you bid another 1, it's yours!"

President Fukada immediately tucked the number plate into his pocket, waving his hand with a sinister smile—"What are you talking about? That's it, the naming rights are yours!"
GEO, panting heavily, sat down angrily.

It's quite absurd that winning doesn't bring happiness and losing doesn't bring sadness.

But in reality... Japanese companies must feel terrible, and Korean companies are even more upset. Under this model, how can any company be a winner?
It's outrageous that the price has been raised to this extent for just a TV series.

The only winner is Fang Xinghe.

In the lull before the next round of bidding, representatives from all parties began to discuss countermeasures.

"This can't go on..."

The Sulwhasoo representative gave the LG representative a furtive, sidelong glance, while the GEO representative closed his eyes and pretended not to hear, determined not to get involved.

But others who had hope or aspirations spoke up.

"Yes, the price is too high."

"This model is unfair; the profits are all... and the results are unlikely to cover the costs."

"It's more than just unfair! This situation will soon repeat itself in our country, and then it will be Japanese companies taking over our market!" "Could we... um... well... anyway, what do you think?"

"Japanese companies will not cooperate."

"Even if they dare to cooperate, I wouldn't dare accept it. Are you saying you won't cooperate with Fang Xinghe anymore?"

“That won’t do. Our brand power has grown rapidly over the past year or so, all thanks to Fang Xinghe.”

"But he can't necessarily produce a globally hit every year, can he?"

"At least until he fails, I will not waver. What difference does it make where the marketing expenses are spent? If they are spent on Fang Xinghe, at least the board of directors and shareholders can accept it."

"Ugh……"

After muttering to themselves for a while, everyone felt they had no solution.

It hurts, it hurts, but if you don't get hurt or feel pain, then you have to watch your competitors strut around on your head and be arrogant, which is even more painful.

In the end, it was the vice president of Hana Bank who offered a casual reminder, seemingly unconcerned.

"Actually, there's no need for everyone to be too anxious. Only Fang Xinghe is capable of this kind of model. We can afford this special case."

The GEO representative finally opened his eyes and said in a muffled voice, "This model absolutely cannot be implemented. What would that look like? Are we, as large companies, going to end up working for celebrities? But this model is also impossible to implement. There's only one Fang Xinghe, isn't there?"

"Too."

"Makes sense."

Everyone nodded, feeling greatly comforted, and stopped worrying about those trivial matters.

Completely losing their position as the client is something they absolutely cannot tolerate, but if they only tolerate an exception, they can just turn a blind eye and let it pass in a while.

The representative of Nongshim Ramen even wistfully fantasized: "Actually, if we can secure the episode-long advertising slots for $1500 million, a 20% viewership rating for this drama in Japan wouldn't be a huge loss, 25% would basically break even, and if it's over 30%..."

A group of people stared at him, their expressions conveying a sense of superiority, as if they were looking down on someone who was completely stupid.

25%? !
The representative of Hanmi Pharmaceutical scoffed: "The year is almost over, and the highest viewership rating for a Fuji TV Monday night drama is only 21.5%. Only that unreleased drama starring Takuya Kimura has a chance to reach 25%. What's it called again?"

"Engine." The Yakult representative from the front row turned around with a smile. "It's scheduled for Fuji TV's spring 9 PM slot, which will clash head-on with The Legend of Condor Heroes. Shall we bet on which of these two dramas can achieve an average viewership rating of 25% per episode?"

The South Korean company representatives immediately fell silent.

Everyone knows that "The Return of the Condor Heroes" is a great drama, but no one knows for sure how well it will perform in Japan.

Only GEO, who has spent a lot of money, is stubborn and defiant.

This is what he said—

Whether "The Condor Heroes" can achieve a viewership rating of over 25% is not important at all. What is important is that it is Fang Xinghe's first TV series as both director and lead actor, and it is also a large-scale martial arts drama.

that's enough.

"18 weeks, 4 months—regardless of the ratings, I believe it will be the hottest topic among young people. President Honda, what do you think?"

"Ah, hahaha, I think that makes a lot of sense."

The Yakult representative chuckled dryly twice, then turned around, his expression immediately turning cold.

The other Japanese company representatives also looked very serious, exchanging glances with each other, their expressions a mixture of distress and helplessness.

Damn, these Koreans aren't easy to fool...

The logic is simple: are these foreigners who are bidding so aggressively really here for a TV series?
Ultimately, it was all aimed at Fang Xinghe himself.

He has never failed in business, and his name, Ziwei Star, has spread throughout China, Japan, South Korea, Taiwan, Hong Kong, Singapore, and Thailand. His legend is pervasive throughout Asia.

Going along with him on this gamble is not just about viewership ratings, but also about social impact.

There are many possible reasons for low viewership, such as older viewers not liking martial arts or conservatives resisting Chinese culture, all of which could lead to failure.

However, Fang Xinghe is too eccentric. Low ratings do not necessarily mean losses. Ultimately, it depends on the popularity within the target audience and the enthusiasm of fans.

Therefore, in the ensuing bidding, these foreign companies were both cautious and bold, holding on tenaciously and fighting tooth and nail with the Japanese companies until the very end.

The final result was extremely unexpected and shocking.

There are four 30-second commercials in the middle of the episode.

Sulwhasoo finally secured the first deal, specifically for promoting its high-end Korean herbal essence, with a bid of 1358 million.

Shiseido had no choice but to take the second spot, offering 1398 million.

Look how targeted this is, isn't it?

Shiseido's original intention was to directly compete with Sulwhasoo, but because its endorsement with Fang Ge only involved the Aupres line, which cannot be compared with Korean herbal essences, it will need to sign a personal endorsement contract with Fang Ge later.

The product line that Tangzi brought out is Clé de Peau Beaute, currently the top-tier sub-brand.

Hey, Brother Fang has raked in another unknown endorsement fee...

Nongshim secured its third advertising slot with minimal effort, spending $1320 million on brand promotion across its entire product line.

Nissin wants to follow suit, but they really can't afford it.

Whether it's Nissin Cup Noodles or Nissin Demae Ramen, their domestic sales have already reached saturation. If they want Fang Xinghe to be their spokesperson, they can only expand overseas; they can't possibly spend over $1300 million in their own country.

The fourth 30-second ad slot was acquired by a company that no one expected.

Jeanswest!
This guy quietly crushed everyone else, spending $1400 million, which is equivalent to their entire net profit in the Japanese market in the previous two years.

Actually, their endorsement contract with Fang Xinghe had already expired and hadn't been renewed. I don't know why they suddenly decided to do something big.

But what secrets are there in the business world?
It's easy to find out that the parent company of Jeanswest, Sun Hing Group, has some issues with the Hong Kong Stock Exchange.

It's hard to say exactly what's going on right now, but anyway, Jeanswest is ambitious and wants to rebroadcast Fang Xinghe's city parkour ad in Japan and South Korea.

Thus, the four advertising slots in the cluster were sold for a record-breaking $5500 million.

The two 15-second ads at the end of the episode were much cheaper, one costing 600 million and the other 550 million, which is negligible.

Nestlé Coffee and Tencent QQ secured their spots.

As the Tencent representative beamed and announced the final price of $550 million, the Japanese company representatives were seething with envy.

That's all you're good for. What are you doing, joining in the fun and shouting about 2000 million? You son of a bitch, you beast!
What's even more infuriating is the Intel representative, who only called out the price once throughout the entire process, and spent the rest of the time just watching the show with a smile never leaving his face.

Of course, Intel wasn't the only one watching the spectacle.

Brands like LV and Cartier also sent a large contingent, and then just stood there silently, not saying a word.

Their arrogance as high-end brands prevents them from aggressively advertising in inappropriate channels.

Television commercials are actually quite unsuitable, so even though these two companies are the most willing to spend money, they ended up spending nothing.

Similar companies include BMW and American Express. Their spending level doesn't match the young audience of "The Return of the Condor Heroes," so there's no need for them to force themselves to spend money on it.

Therefore, judging solely from the final result, it actually aligns very well with the public's understanding and expectations of "The Return of the Condor Heroes".

The show targets young viewers, so the advertisements naturally focus on fast-moving consumer goods and cosmetics, without including any electronic products.

From this perspective, "The Return of the Condor Heroes" did not fully unleash Fang Xinghe's commercial potential.

In subsequent media interviews, this question was also asked, and it was very precise and professional.

And this is how Fang Ge answered.

“There will never be a single work that can fully unleash my commercial potential, because there will never be a single work that can fully showcase Fang Xinghe.”

"So, which side of you will 'The Return of the Condor Heroes' show?"

Fang Xinghe waved his hand and laughed it off.

"You have to see for yourselves, but don't fall in love with Yang Guo; that's less than a tenth of me."

That being said, Fang Xinghe's version of Yang Guo was born to be loved, and no woman could escape him...

(End of this chapter)