2007 is a very critical year for Nanshan Group.
Whether it is Nanshan equipment, Nanshan auto parts, or various other industries, they all have no small tasks.
For Xingchen Motors, increasing the sales of various models is naturally the most important task.
In order to achieve this goal, Zeng Tingting and the others also tried their best.
So far, everything has gone relatively smoothly.
Ziweixing's sales have been relatively stable.
After the high-performance version of the W12 engine was launched, sales increased by more than 20% compared with the same period last year.
The Starry Sky Sports Car itself is not a mass-market model. Now it is selling dozens or even hundreds of units every month, which is definitely beyond expectations.
As for looking up, it goes without saying.
Driven by Ford Motor Company, looking up is completely popular in the United States.
After sales exceeded 3,000 vehicles in April, they continued to exceed 4,000 vehicles in May.
In the past June, it contributed more than 5,000 sales to Xingchen Motors.
This number of units sold has exceeded the total number of units sold in other regions.
After all, even in China, the Zangwang, which sells for 1.4999 million yuan, only sells more than 3,000 vehicles a month.
For Zeng Tingting, how to further improve Zangwang's sales in China is her obsession.
"Mr. Cao, Minister Zeng, our "Snail House" has been approved and will be officially broadcast on Shanghai TV starting next week."
Zhang Songwen knows very well that in the drama "Snail House", Cao Yang and Zeng Tingting are most concerned about ad placement.
Different from the original "Snail House" in history, this drama invested by Nanshan Film and Television has many more implanted scenes.
Of course, due to increased investment, the shooting quality of some lenses has also improved a lot.
After watching the complete edited film, Zhang Songwen is still very confident in it.
In this case, it was natural to come over and give a proper report.
"Mr. Zeng, have you seen the advertising placement inside?"
Naturally, Cao Yang himself didn't have that much time to watch dozens of episodes of the TV series from beginning to end.
So this task was naturally handed over to Zeng Tingting.
He also knew that during the filming of "Snail House", the sales department arranged for personnel to communicate with the crew.
"I have watched all the first few episodes of this drama, and the advertising placement of "Looking Up" is relatively natural."
"It doesn't make people feel that the implant is very rigid."
"As one of the protagonists, Song Siming's car, the appearance rate of looking up is very high."
"For other occasions in the play, as long as they are suitable for looking up at the stars or Ziweixing, the crew has made appropriate arrangements. Mr. Zhang obviously put a lot of thought into it."
In this situation, Zeng Tingting would definitely not make trouble.
Besides, the sales department has arranged for people to personally follow up on the matter of advertising placement.
If the advertisement placement was not done well, it can also be said that Zeng Tingting did not do her job well.
"This time, various actors on the crew also put forward a lot of opinions on the advertising placement of Looking Up, which is why we have the final effect now."
"Many stars in the film and television industry now know what Nanshan Film and Television cares about most, and many of them have taken the initiative to help promote Xingchen Automobile's products."
"There are even some celebrities who have directly purchased Ziweixing or looked up to it."
Zhang Songwen felt relieved after hearing Zeng Tingting's words.
If the sales department recognizes the work of Nanshan Film and Television, then Cao Yang will definitely not say anything unpleasant.
In the past two years, he has changed his role from a teacher to the general manager of a film and television company. He can even play guest roles in some production crews. His life is as comfortable as possible.
So he takes this job very seriously.
"China's film and television industry has been relatively short on filming funds in the past few years, but it should improve greatly starting from this year."
"Many coal bosses have also begun to invest in film and television dramas, and actors' salaries have also begun to rise."
"In the future, buying luxury cars will basically become a standard feature for celebrities."
"How to make good use of this group of people is indeed something worth pondering."
"In this regard, Nanshan Film and Television and Weibo can sit down and discuss together to see how to achieve the goal of one plus one being greater than two."
"What stars pursue is nothing more than fame and fortune. Whatever they want, we will attack them from wherever they are."
"Nowadays, Nanshan Film and Television has invested in a lot of films and TV shows. Among them, "Struggle" and "Dwelling" were fully invested by ourselves."
“Propaganda work in this area must also be done well.”
"I think "Snail House" should also have the potential to become a classic like "Struggle"."
Cao Yang knew that the original version of "Wiaoju" became the ratings champion of its time slot on the fourth day of its broadcast with almost no publicity.
Afterwards, it triggered a national discussion.
Such a popular drama, no matter what the final outcome, is worthy of being taken seriously.
The Land Rover Range Rover's advertising placement in "Snail House" was considered by many to be the most successful case of automotive advertising placement among Chinese film and television drama placements.
Now it has been replaced by Nanshan Film and Television Investment, and product placement has been replaced by looking up, but we cannot retreat.
"Don't worry, Mr. Cao, we are already preheating work in this area."
"Starting tonight, some news about "Snail House" will also appear on Weibo's hot searches."
"We have prepared some content that will make "Snail House" a frequent visitor on Weibo's hot news in the coming week."
Naturally, Zhang Songwen couldn't have done nothing about what Cao Yang reminded him.
Wouldn't it be a pity if a lot of manpower and material resources were spent up front, but the results were not done well when picking the fruits?
"Just be prepared!"
"In the TV series "Snail House," don't be afraid of criticism or intimidation."
"As long as it's hot enough to get people out of the circle, our goal will be achieved."
"Currently, the sales volume in the United States has surpassed that of China. Minister Zeng is holding back his anger and wants to make China's sales exceed that of the United States."
Cao Yang laughed and teased Zeng Tingting.
But it also made Zhang Songwen feel a little bit of pressure.
He is very clear about the purpose of Nanshan Film and Television's establishment and the meaning of its existence.
Therefore, all work must be carried out around this focus.
"Whether it is possible for the sales volume in China to exceed that in the United States, I dare not say directly."
"But as long as "Snail House" becomes a hit, Wang Wang's reputation and popularity will definitely reach a higher level."
Zhang Songwen said cautiously and somewhat confidently.
Cao Yang didn't hesitate about this.
Soon, "Snail House" began to slowly become popular on Weibo.
The crew and main actors will release some news every day.
There were even scandals about some of the leading actors, which increased the popularity of "Snail House" a lot.
When "Snail House" was officially broadcast on Shanghai TV, the popularity was much higher than before.
Zhang Yingdong has officially graduated and joined Xingchen Automobile Research Institute.
As a new employee, the first period of work is definitely relatively easy.
Basically all kinds of training.
Because he wanted to live with his girlfriend Xiao Rong, he did not live in the company dormitory. Instead, he rented a single room near Nanshan Industrial Park.
After dinner in the evening, the two of them turned on the TV and prepared to wait for "Snail House" to play.
As an employee of Xingchen Motors, Zhang Yingdong naturally knows about the large number of advertisements placed in "Snail House".
There are even people in the company’s employee communication area calling on everyone to watch the show.
"Other companies are thinking of using various advertising promotion methods to promote their new models, but we, Mr. Cao, are innovative and established Nanshan Film and Television to promote our products through film and television advertising placement."
"Not to mention, this method is quite exciting."
Xiao Rong is now an employee of the Nanshan Group's legal department. The two of them are dual-employees in the group, and they are naturally very concerned about the affairs of the Nanshan Group.
"Previously, "Struggle" was very successful in promoting Ziweixing. I don't know if "Snail House" can successfully promote Wangwang this time."
"The current sales volume is very good. If it can reach a higher level, it will become a model with monthly sales of over 10,000."
"That's really amazing. After all, this is a large SUV priced at more than one million yuan."
Zhang Yingdong turned the TV channel to Magic City TV with great anticipation.
Soon, along with a burst of advertisements and the opening song, the first episode of "Snail House" officially began.
In 1998, Guo Haiping and Su Chun, who had just graduated from college, dragged their simple luggage to their new home.
Their house is just an attic of about 10 square meters that was added behind an old-fashioned house. The bathroom and kitchen are shared with their neighbors.
Su Chun couldn't help but start to dream about owning a house of his own in the small room...
A second-hand house was crowded with people. Haiping and several other couples were looking at the house.
Haiping looked at her growing belly, and she felt even more that she needed to prepare a home for her baby before he arrived.
It was another second-hand house. During the bidding, Haiping and his wife suddenly added 40,000 yuan to the reserve price. They thought they had secured the house. Su Chun suddenly received a call from the owner, saying that the house was no longer for sale and the deposit would be refunded. Give it to them, unless they add fifty thousand...
It is a very ordinary entry point, but it hits the weak spot of many people.
In recent years, housing prices in various places have been rising rapidly.
Not to mention big cities like Magic City and Yangcheng.
Although from the perspective of future generations, those who buy a house now are actually winners in life.
But looking at the time point of July 2007, everyone didn't think so.
This is a periodic high point in housing prices.
"The TV series is very good, but there don't seem to be many scenes where you look up at the camera, right?"
Xiao Rong watched two episodes of "Dwelling" with unfinished content and couldn't help but discuss it with Zhang Yingdong.
"Looking at the stills, Song Siming's car is looking up. He hasn't officially appeared on the stage yet, so it's not surprising that there aren't many exposure shots of looking up."
"I guess it will start to increase tomorrow."
Zhang Yingdong also felt the same, but he was very keen to find the reason.
"I think this TV series will be popular."
"Why do you say that?"
"Because it is too realistic. This drama is not an idealization like a youth idol drama, but like a needle, it stings contemporary youth and pierces the reality of contemporary society."
Although she only watched two episodes, Xiao Rong was very touched.
"That's true. The hot topics involved in the play can easily arouse strong resonance among the people and face the current hot social topics."
"It reflects the various twists and turns experienced by ordinary people in urban life against the backdrop of soaring housing prices."
"I'm suddenly looking forward to the plot behind it."
The two of them were discussing there with great interest.
On Weibo, the popularity of "Snail House" is also rising.
In the past, it was able to become the number one in the ratings on the fourth day without much publicity, and it is even less so now.
Two episodes are broadcast every day, and by the next day, the ratings are already the top of the same period.
In the following days, as the popularity grew, "Snail House" immediately became a popular urban drama that everyone was talking about.
"The plain stories and true representation of ordinary people's lives have firmly captured the hearts of the audience. The popularity of "Snail House" is not only due to its chosen subject matter, but more importantly, it truthfully reflects the people in real life. inner state.”
""Snail House" is an emotional TV series about life. It is a microcosm of the history of contemporary college students' struggle to stay in the city. The human values of the young generation, represented by Haiping and Haiwei, have had violent shocks amidst the constraints of material conditions such as houses, and then deduce a story. A vigorous yet plain and real youth dream; "Small House" has many highlights, and its closeness to life is its life value."
"Everyone has different values and looks at problems from different angles, so the performance in the drama once became the focus of social discussion after it was broadcast. How to choose between love and reality? How to choose between family and passion? How to choose between money and morality? How to choose? These questions continue to torture contemporary young people."
"No matter what Haizao chooses, this drama reflects the bloody reality. It affects all the topics that the public is concerned about. Every character portrayed in the TV series has the shadow of the people around him in life. The TV series "Snail House", It’s a microcosm of the reality of contemporary life.”
"Compared to youth idol dramas that feature brainless, silly, rich and handsome people, the audience is definitely more willing to accept TV dramas with real-life themes that are more real and close to life. This drama is both in terms of selection of materials and screenwriting. It has more social value, so it is easier to arouse the emotional resonance of the audience, and fire is a matter of course.”
…
Various comments have kept the popularity of "Snail House" high.
And Xingchen Car also began to look up at the right time for guidance.
As the plot enters the second half, Zhang Wang's exposure in the TV series is getting higher and higher.
This scene finally attracted the attention of many people.
"Mr. Zhu, the popularity of admiration is getting higher and higher during this period. It is said that the customer traffic of their 4S stores has doubled."
"I think the method of advertising in TV dramas can also be considered for Dahongqi."
Tao Wen was also following "Snail House" during this time.
Slowly, she also saw the actions of Xingchen Automobile in this drama.
So I found an opportunity and mentioned this topic to Zhu Zhengfeng.
"Film and television advertising placement is not the first of its kind by Xingchen Motors, but there have not been many successful cases over the years."
"I hope the publicity effect this time is so good. That's because the TV series "Snail House" is very popular."
"Otherwise, it will be like other advertising placements and disappear into the public eye."
Although Zhu Zhengfeng is very eager to see the effect of advertising placement, he is not so enthusiastic that Dahongqi's advertising placement can have the same effect.
TV series like "Dwelling House" that can cause huge discussions as soon as they are aired are only one or two every year.
However, China shoots three-digit TV series every year, and the probability of successful advertising placement is too low.
From this perspective, the investment in advertising placement is obviously not cost-effective.
The most important thing is that as a state-owned enterprise, if you implant a very unpopular TV series, even the TV series will not be released.
It is difficult to clearly explain the related advertising expenses when facing an audit.
This alone can deter Zhu Zhengfeng.
"That's true. Nanshan Group invested in the establishment of Nanshan Film and Television, which is responsible for the investment in film and television dramas."
"Not all models of Xingchen Motors have advertisements embedded in film and television dramas. They should fully base their decisions on which dramas to place ads in based on the analysis and suggestions of Nanshan Film and Television."
"This time in "Snail House", in addition to admiration, BYD's S6 advertising placement is also relatively successful."
"It is difficult for us to find advertising placement targets by ourselves, but in the future we can also contact Nanshan Film and Television to see if they have any recommendations."
Tao Wen obviously didn't give up completely.
In her opinion, the popularity of film and television dramas should become higher and higher in the next few years.
Correspondingly, the value and influence of automotive advertising placement should also be possible to further increase.
The key is to see if you can find a suitable implant candidate.
"If Xingchen Motors has product placement for advertising, then you can consider advertising for dramas like this, but you should be cautious about other things."
Zhu Zhengfeng thought about it and came to his own conclusion.
Tao Wen knew that this was basically the best result, so he didn't dwell on it anymore.
But BYD, which tried its best to implement advertising for the first time, is not like this.
"Mr. Wang, our S6 sales have increased by 20% in the past week. According to feedback from sales staff, many of these customers came to know about the S6 after watching "Dwelling House"."
Wu Hua Cing is in a very good mood recently.
The sales of S6 have been relatively stable and have always performed well.
Now there is an increase of 20%, which is definitely an unexpected surprise.
"Can a TV series have such a driving effect?"
"I remember that the main car advertising placement in this drama was Xingchen Automobile's admiration, so wouldn't their increase be even more exaggerated?"
Although Wang Fu has not watched the TV series "Snail House", he has naturally heard about the popular news on Weibo.
Especially during this period, Xingchen Motors also began to take action, promoting some classic scenes from "Dwelling" on the Internet.
Many forums have related topics.
Even at the back of articles that specifically discuss the plot of "Snail House", some photos of Song Siming and Wang Wang will appear.
If someone were to count the car models with the most exposure of car pictures on the Internet during this period, it would definitely be the model that looks up to.
"We don't know the specific situation yet, but yesterday I went to Xingchen Automobile's 4S store and walked around. It was obviously much busier than usual."
“With this time’s advertising placement, I don’t think the growth rate of Zangwang is worse than that of our S6.”
Wu Huabing didn't feel jealous at this time.
Originally, the protagonist of this TV series' advertising placement was "Looking Up". Nanshan Film and Television was willing to take BYD to play with it, but it was for the sake of Nanshan Group's face.
The associated implantation costs are also not very high.
Now it has such good results, Wu Hua Cake is already satisfied.
Even within BYD Auto, this marketing case can be analyzed as a classic case.
"Xingchen Automobile can always give everyone some surprises from different angles every now and then."
"Either it has made a major breakthrough in new technology, or it has some outstanding performance overseas, or there is some innovation in its marketing plan."
"Fortunately, they have been targeting luxury models such as Mercedes-Benz, BMW and Porsche, otherwise we would really not be their rivals."
As soon as Wang Fu said these words, Wu Huabing couldn't help but nod along.
Compared with independent brands such as Great Wall Motors and Chery Automobile, Wuhua Cake is still confident that it will not lose to them in terms of marketing.
But when it comes to Xingchen Automobile, he really has no confidence at all.
"According to the current pace, Xingchen Motors' sales this year are likely to exceed or approach 100,000 vehicles."
"If the price of each car reaches more than one million yuan, Xingchen Motors may become the car company with the highest turnover among domestic car companies this year."
When Wu Huabian said this, Wang Fu was stunned for a moment.
He really hadn't looked at the problem from this perspective before.
With 100,000 cars worth more than one million yuan, the turnover immediately reached more than 100 billion yuan.
This is really a very exaggerated number.
"Without any fanfare, Xingchen Motors may become the largest car company in China in terms of revenue. This is really surprising."
Wang Fu is really watching Xingchen Automobile develop step by step.
Last year, sales were only a few thousand units.
But by this year, it is possible to reach 100,000 vehicles.
Speaking of this quantity span, it is not that no car companies have experienced similar scenarios.
After all, whether it is Didu Hyundai or Yangcheng Toyota, sales reached 100,000 units in the second year of production.
But what kind of car are they selling? What kind of car is Xingchen Automobile selling?
If you are not careful, Xingchen Auto will launch another satellite for the Chinese auto market.
(End of chapter)
