Chapter 189 Cooperation Across Platforms?

"It's normal. Since ancient times, it has not been an easy task to expand the territory. There will be difficulties, but the whole of Huawei is united to overcome all obstacles. During this period, the help of friends is naturally indispensable. This time I brought the team to the United States. With the mentality of making friends, we have friendly and in-depth conversations with all walks of life in the United States, showing the truest side of Warwick."

Chen Ruifang seemed very excited, like a charismatic orator who used his words to mobilize the emotions of the audience.

It's just that Yang Cheng raised his eyebrows. The more the other party concealed it, the more difficult it was to reveal the difficulty of what he wanted.

He raised his hand, "Ms. Chen, you don't have to beat around the bush, everyone's time is precious, why not get straight to the point?"

A trace of embarrassment flashed across Chen Ruifang's face, but he quickly covered it up, put on a graceful smile again, and said implicitly, "In fact, Huawei is a global company based on the global market, so we promote it in key cultivated markets. Publicity is normal, on the one hand, it is to cultivate the market, and on the other hand, it is to enhance its brand value and attention in China.”

Yang Cheng probably understands Warwick's strategic thinking, first in Europe, then in China, first in the West, then in the East, gain exposure in Europe, form public opinion and word-of-mouth, and then feed back to China. The user's psychology thinks that the moon abroad is rounder than the domestic one.

In order to let foreigners accept this Chinese brand, Huawei has also been taking the high-end route abroad.

In addition to focusing on quality and technology, Huawei has also made great efforts in marketing and advertising, the most representative of which is the overseas press conference and overseas advertising of Huawei mobile phones since last year.

Warwick's large advertisements can be seen everywhere in major overseas airports, and even competed with Samsung in language competitions for billboards; it also spent huge sums of money to sponsor many European teams, such as Atletico Madrid, AC Milan, Paris Saint-Germain, Arsenal And other famous teams.

It can be seen that in addition to technology, Huawei also attaches great importance to the brand's long-term marketing strategy layout.

Huawei, which is not only a domestic product but also takes a high-end route abroad, can be said to have got rid of the inherent image of "made in country Z" in terms of brand image, and holds high the bright red banner of "created in country Z".

In terms of promotion and publicity, Huawei has spared no effort.

Chen Ruifang continued in a passionate tone, "This strategy has been well implemented in Europe, but it is struggling in the United States. There are many reasons, and you must understand Jason, but it is all the prejudice against us by the US government. We are unable to change the unilateral exclusion and suppression, so we changed our thinking, no longer rushing for success, and taking it slowly, simply advertising and promoting our brand will not be restricted, right? "

Yang Cheng answered, "Then you should go to an advertising company like Omnicom. They have more experience than us, wider channels, and more confidence to face ZF."

"No, what we value is the freshness and traffic of the Toutiao app. It is easy to create an advertisement, but the platform for placing it is like the Pacific Ocean between Z and the United States. If the choice is not accurate, our previous efforts will be in vain. "Chen Ruifang explained with emphasis.

"Having said so much, I already understand the difficulties Huawei is facing, so what kind of cooperation do you want to have with New Era Media?" Yang Cheng didn't care about Huawei's situation. He only cared about what Huawei could do if he wanted to cooperate. How much benefit he brings, and whether these benefits are worth the risk of offending the old American ZF.

"US$100 million, packaged with the full-platform advertising of New Era Media."

This tm is the key point, the previous ones are all nonsense, but the figure of 100 million US dollars is still very tempting, obviously it has been carefully calculated, and it has whetted Yang Cheng's appetite.

However, he still needs to figure out which parts of the whole platform Chen Ruifang mentioned, "Can you be more specific?"

"We did a survey before we came here, and the most influential app under New Era Media is of course the Toutiao app.

I also had an understanding with your company’s business department yesterday about the method of advertising. The current precise positioning advertisement adopts the bidding model. Is it feasible for me to buy the right to place this advertising space for the next six months with a sum of money?

There is no need to say much about the paper advertisements of the newspapers under the Tribune Company, everything is done according to your standards;

The modern films under Lionsgate Films all use Warwick mobile phone series for the lenses that need to use mobile phones. If the effect is good, the sponsorship fee can also be increased. "

Chen Ruifang put forward the cooperation plan in a concise and clear manner. Yang Cheng glanced at the slightly excited Eddie and shook his head. To be honest, if the number of users of the Toutiao app stabilizes at the current number, the fee of 100 million US dollars is really generous. Raise Toutiao’s revenue to a higher level, but Toutiao’s users are increasing every day. Can the advertising costs for 20 million users be the same as for 50 million users?

Moreover, Toutiao’s advertising charging model is not the traditional targeted recommendation, but pay-per-click and pay-per-view. Because Toutiao’s product advertisements are mostly embedded in the news, so if you want to advertise on Toutiao, you need to open an account in Toutiao and pre-deposit. Then charge according to cost-per-thousand-impressions or cost-per-click impressions.

For the amount of advertising currently required by Huawei, it is most beneficial to adopt the ordinary bidding model. This conventional click bidding method can be simply understood as the higher the bid, the higher the position of the advertisement, and the more high-quality advertising resources obtained. A large amount of money is spent on promotion, which is enough to support Warwick's series of mobile phone advertisements to maintain a prominent position in the Toutiao app for a long period of time. Of course, this also requires high advertising and data optimization skills and experience.

However, if you want to promote a certain upcoming mobile phone separately, it is more suitable to use target conversion cost bidding. The purpose is to obtain a large amount of conversion effect data, and Toutiao will give real-time feedback. Users who meet the characteristics are more likely to convert after seeing the advertisement. Consultation, message, download, etc., and then advertise to more users who meet this characteristic, so as to obtain conversions with more quantities and lower prices.

For these two models, in terms of actual cost, the 100 million US dollars is not enough to last for a long time, but once it falls on the contract, Warwick will naturally not add more after the funds are exhausted, and Toutiao can only bear the cost of launching;

On the other hand, it is quite a temptation for Yang Cheng and Toutiao to be able to repatriate so much cash at one time, and it is really a dilemma.

Moreover, what Yang Cheng was most worried about, the headlines and the ZZ cost he had to bear personally, hadn't been included in it.

"Ms. Chen, I think you know better than me why Huawei is struggling in the US market. I can indeed make money by advertising for you, but because of my Chinese identity, I am easily attacked with ulterior motives. The money I earned from you, Huawei Money doesn't seem to be enough to withstand these attacks." Yang Cheng expressed his opinion euphemistically, which made Chen Ruifang and others, who had been frustrated successively before, look sad.

But at any rate, he is the senior vice president of Warwick, and his psychological quality is not comparable to that of ordinary people. He quickly calmed down and said, "Jason, I think you misunderstood. I have repeatedly emphasized that Warwick came to the United States to make friends. Since it is Friends, how can we let friends suffer for us?

I understand your concerns very well. In fact, I am not playing with words. This cooperation is only limited to brand promotion, and there is no product marketing. At present, most of Huawei's overseas development efforts are in Europe, and it has not yet fully entered. time in the United States. "

After a pause, he continued to throw out an olive branch, "Before we arrived in New York, we were already negotiating with an advertising company in Hollywood to undertake the production of all of Warwick's overseas advertisements. The negotiation process went smoothly. It would be a better choice to entrust the production to Lionsgate or Focus Pictures, after all, they belong to the same group, and it is more convenient to communicate with each other."

Yang Cheng immediately nodded to express his understanding, "If it is true as Ms. Chen said, New Era Media is willing to accept this cooperation, but the company is not my own. Please wait a few days in New York, Ms. Chen, and let me discuss with the directors. , make a decision."

"Of course, this is not a trivial matter. We will stay in New York for a week. Jason, you have enough time to think about it. I hope you won't let me wait in vain in the end." Ms. Chen understood Yang Cheng's intention of seeing off guests, and got up without procrastination He stretched out his hand to Yang Cheng and smiled.

Yang Cheng stood up, shook hands, and sighed softly, "I hope."

. . .

After seeing off Huawei and his group, Eddie stayed behind with a tangled expression, as if hesitating how to persuade Yang Cheng to accept the business.

Yang Cheng looked at Eddie's expression and said jokingly, "What? You can't get out of money's eyes?"

"Hehe, that's not true. It's just that Ms. Chen said everything for this reason. We don't seem to have a reason to refuse?" Eddie finally couldn't hold back, scratching the few remaining hairs on the top of his head and said.

"You, usually don't focus on work, but also pay attention to current affairs news. There are so many receptions, dances, and banquets in Manhattan every night. Choose a few important occasions and bring your wife to attend. While promoting the company, It can also expand your social circle and hear some unknown news, which will be of great help to you in controlling a large media group." Yang Cheng said rather resentfully, but a less than 30-year-old It's funny how young people teach a 50-year-old man a lesson.

"Um~ I'll pay attention to it in the future, but boss, is there really a problem with Warwick?" Eddie answered without distraction, and then poked his head and asked softly.

Yang Cheng rolled his eyes speechlessly, "Then don't ask me, I don't know if there is a problem, but the White House says they have a problem, why do you dare to confront the White House? Wait until you bring New Era Media to Comcast or At the height of Viacom, he is qualified to ignore the orders of the White House."

"Ahem~ There will be a boss for this day, so do I need to decline Huawei's cooperation?" Eddie was choked by Yang Cheng's words, and coughed awkwardly.

Yang Cheng shook his head, and said inscrutablely, "What's the rush, I've already said that I need to think about it, and it takes time to think about it."

Eddie was confused by Yang Cheng's mysterious attitude, he shook his head and didn't bother to spend any more brain cells, anyway, Yang Cheng could tell him what to do.

Then the two chatted about work for a while, Eddie said goodbye and left the office, while Yang Cheng called Georgina. . .