Rebirth begins with e-commerce

In recent years, almost all the biggest sponsors of the Spring Festival Gala have been secured by Midea.

Although Internet companies have more money and higher advertising budgets, people in this industry don't think much of the Spring Festival Gala.

I think the Spring Festival Gala represents an old-fashioned, old-fashioned, singing and traditional program.

The Internet represents a trendy, young, critical, and new era spirit.

Especially in 12 to 15 years, many young people think this is a program for the elderly.

In the eyes of young people, the only fun of the Spring Festival Gala is complaining on Weibo about how many popular words of the year were used in the Spring Festival Gala skits.

They have turned into prophets, predicting which popular words will be forcibly integrated into those boring sketches.

Just like many people watch Apple's press conference, not to understand the new technologies they use, but to find the flaws.

It was not until 2015 that the WeChat Spring Festival Gala's "Shake the Red Envelope" showed amazing results. In the following years, the largest sponsors of the Spring Festival Gala were won by Internet companies.

Sponsorship fees for the Spring Festival Gala skyrocketed to astronomical figures from that year on.

…

Now, Luo Xiu and his sisters came to the CCTV building to win the title sponsorship of the 2014 Spring Festival Gala.

The biggest rival is Midea, the sponsor in its original history.

Luo Xiu looked at the shrewd-looking man in front of him, smiled and shook hands with him.

"Mr. Lin, your Midea has won the Spring Festival Gala zero o'clock countdown advertisement for many years in a row. Everyone who watches the Spring Festival Gala knows you Midea. It doesn't really mean much to continue sponsoring it. Why don't you give us this opportunity?"

"Mr. Luo, what you said is wrong. Our Midea sponsorship of the Spring Festival Gala is not for utilitarian purposes, but a sentiment. We just hope that the Spring Festival Gala will have enough funds to continue to bring high-quality programs to the audience."

This little mouth is really good at talking.

For the sake of sentiment, you spend so much money on sponsorship every year?

They also made it sound as if the Spring Festival Gala would have had its program budget cut without their sponsorship.

"Mr. Lin is absolutely right. We are here this time just to do our part."

The two briefly chatted for a few words, then sat down without smiling.

In fact, Midea came here with the confidence to win.

They have also won the best advertising space for several years in a row.

But this year is different. Now there are several representatives from Internet companies.

After all, they are engaged in industry, their profits are not as high as those of Internet companies, and they are not as willing to spend money as Internet companies.

Among them, Xiaomi and JD.com are also very large, but they are not very worried.

The representatives of these companies may just come to take a look, and they don't really want to compete with him for this advertisement.

What worried them the most was the boss of Pinru Group. After all, the boss came in person, and he must be doing something.

He was afraid that the young man in front of him would directly pay a sky-high price, which would make it difficult for him to explain when he returned.

…

Bidding begins.

There are many advertisements for the Spring Festival Gala, with a total of 15 advertising spots.

Except for the top three, the rest will be tendered through secret bidding.

Compared with explicit bids, the advantage of hidden bids is that they can avoid collusion between sponsors and lowering prices to the greatest extent.

The disadvantage is that sponsors have too little preparation time and may not be able to offer higher prices.

Of course, this kind of disadvantage does not exist for the Spring Festival Gala.

Everyone knows that there is such a show every year, and they must prepare their own quotations in advance.

Among them, the most worthy one is the "Spring Festival Set Countdown", which is the legendary zero o'clock countdown advertisement.

It has been won by Midea in the past few years, but this year they were a little uneasy when they saw the boss of Pinru Group present in person.

The huge investment hall was like a large auction, filled with business representatives.

The front row seats are reserved for those big customers.

This means that those who can be arranged to sit in the front row must be the protagonists of this bidding conference.

Now sitting in front are the representative teams of Midea, JD.com, Xiaomi, etc., as well as Luo Xiu and the two sisters.

Especially the trio of Luo Xiu made other representatives envious.

Why are we all waiting in fear for the results and enduring all kinds of suffering, while you brought two beauties with you as if you were just here for fun?

…

At this time, the host walked onto the stage and said in very standard Mandarin:

"Thank you all business friends for coming to participate in the 2014 Spring Festival Gala Advertising Bidding Conference. I believe that everyone is already aware of the bidding rules. I will not waste your precious time, let us get started directly!"

There was a round of warm applause in the venue, and Luo Xiu had to raise his hands to clap twice symbolically.

Sure enough, it's not a good thing to sit in the front row. Every move is watched, and there are so many cameras on the phenomenon.

It doesn't matter if you want to get distracted and run away from work.

Luo Xiu thought depressingly, if he had known earlier he would not have participated in person.

"The winning bidder for the 2014 Spring Festival set is..."

After the host had enough suspense, he spoke again: "Red Bull, the winning bid is 51 million. Congratulations to Red Bull for becoming the sponsor of the Spring Festival Gala."

Since the top three positions do not participate in bidding and adopt on-site bidding, the fourth position is the best advertising position after the top three.

The Red Bull representative also stood up immediately and accepted everyone's applause and jealousy.

After they determined their position, they were also worried that the bid for the fifth position was too low, making their price look too stupid.

In addition to applauding, others also secretly compared the gap between their own bid and 51 million to estimate whether they still had a chance to win the bid.

"The winning bidder for the 2014 Spring Festival set is...Ramsam Electrical Appliances, with a winning bid of 47 million. Congratulations to Robams Electrical Appliances for becoming the sponsor of the Spring Festival Gala."

…

"The winning bidder for the 2014 Spring Festival set is... Feihe, with a winning bid of 18 million. Congratulations to Feihe for becoming the sponsor of the Spring Festival Gala."

So far, all advertising positions from 4 to 15 have been announced.

As expected, neither Midea nor Luo Xiu's brands won the bid.

It is obvious that these two companies are competing for the top three positions.

At the same time, in order to increase advertising revenue, CCTV increased the price of the first three positions on the basis of the fourth position and conducted on-site bidding.

It means that a big war is inevitable.

The company representatives who had originally planned to participate in the top three bids could not help but sit upright at this time, quickly calculating bidding strategies in their minds.

Thinking about whether to gradually raise the price or directly offer a high price to make the opponent give up?

Everyone is a little undecided.

After all, this involves bidding for hundreds of millions of dollars, which is no child's play.

Other companies that have given up bidding are also excited at this time, waiting for the good show that is about to be staged.

Only Luo Xiu didn't seem to take this seriously and turned around to make the two beauties happy.

From his seat, pleasant laughter could be heard from time to time.