As the CEO of BMW China, Han Jun naturally knows that Xuri Technology is actually a company owned by his boss at home.
It stands to reason that with the current rapid development of technology, there is already a trend of starting a business empire. There is no problem for BMW China to be a sponsor of certain activities for the anniversary of Xuri Technology Company.
But being a sponsor of a sailing platform always feels a bit inferior.
It’s true that this game is very popular, but from the perspective of the domestic ecosystem, the game is still an industry that makes money, but is criticized for not being very popular.
Therefore, let China BMW, a high-end and high-end car brand, sponsor the other party. There is always a feeling of being put down by the other party.
Especially China's BMW and extremely top sports car brands such as Maserati and Ferrari.
Using a luxury brand as a sponsor for a game is like using a bear's paw to make meat buns. This feels very lousy and lowers the image of your own brand.
But this is the company of his own big boss, so Han Jun was a little embarrassed when he had a meeting with several senior executives.
"Tell me what you think, or what other people think of this advertising invitation during your meeting?" Yang Dongxu asked calmly.
"This..." Han Jun hesitated, and then said truthfully, "I feel that if we cooperate with Rising Sun Technology Company, it will be no problem. A leading technology company and a powerful automobile brand, the two complement each other.
But it’s just a game sponsored by Rising Sun Technology. I feel that the game is not worthy of our car brand. Even being a sponsor for YY feels like it lowers the quality of our car brand.
Domestic consumers have different needs and views on brand advertising than foreign consumers. Chinese people's requirement for a brand is that the car drives in a stylish way and has face, among which face is very important.
As for foreign brand advertising, the more important thing is visibility, letting the public know about the famous brand, and then using sports stars and Hollywood superstars to attract consumer spending.
For BMW China to sponsor the game, many parents in China are very controversial about the existence of the game. Therefore, this sponsorship is not a win-win situation, but it feels like using the Chinese BMW brand to increase the value and class of the other party. "
"Since you know clearly, then refuse. You don't need to ask me about such things in the future." Yang Dongxu said.
"this......"
"Okay, let's get ready for the meeting. If we encounter something like this in the future, whether it's Rising Sun Technology or Hurricane Construction.
In short, you are the boss of BMW China, so you only need to think about issues from the standpoint of BMW China.
If you support BMW China, I will definitely support it too. If you reject anything that is harmful to BMW China, even if it is a hurricane building, I will reject it. Do you understand? "
"I understand." Han Jun nodded immediately.
"Okay, let's get ready for the meeting." Yang Dongxu also stood up, and the two of them walked to the conference room together.
There is cooperation between the companies under him, and he personally agrees with this. After all, why waste resources when they can be optimized?
However, he is firmly opposed to the practice of using one company's losses to make up for the losses of another company, and it is impossible to approve of this.
For example, using the China BMW brand to enhance the game's appeal would seriously affect the image of the China BMW brand. How could he agree?
I just don’t know who from Xuri Technology proposed this advertising invitation.
Han Jun, who was walking out, seemed to see the doubts in his big boss's heart.
So he said, "The call from Sun Yang said that if China BMW is willing to agree, they can advertise China BMW for free, or they can pay money."
Not only does it not charge money for advertising bidding, but it also gives money to sponsors, which is strange enough.
But note that if Sun Yang came up with and endorsed games, there would be nothing surprising about this. Because anyone who is not blind knows whether BMW China will lose or make money by sponsoring the game. It would be strange for BMW China to agree if they don’t give money.
Seeing that his big boss didn't speak, Han Jun continued, "The only reason why this plan became an issue is that Sun Yang spent money to hire BMW China as a sponsor.
There is also the reason why BMW China has solidified its brand impression on the younger generation in advance. It is true that many young people cannot afford a Chinese BMW now, but they will be rich in the future.
With this advance brand effect, when they choose a car, they will definitely choose China BMW. "
"You are all right in your considerations." Yang Dongxu nodded.
This is true, including Sun Yang's desire to pay China BMW to improve its own game. Both parties did nothing wrong from their own perspectives.
"However, while you are preparing to plant seeds in the hearts of consumers in advance, you must also consider the current popularity and brand value of the Chinese brand. Is it worth the popularity of young people who pay attention to the game in exchange for lowering your status to endorse the game? worth?"
Han Jun was stunned for a moment, frowning and thinking for a moment, "It doesn't seem worth it. Sun Yang personally called to talk about this matter, otherwise we wouldn't even consider other people."
Yes, if Sun Yang hadn't called, Han Jun wouldn't have even considered this matter, and wouldn't have convened a meeting of several senior executives to turn it into an issue to ask his big boss for instructions.
Because it is Sun Yang, and Xuri Technology belongs to its own big boss. So Han Jun's first reaction was that this matter should be done, and then he would consider the pros and cons based on what should be done. In fact, Sun Yang should have just called and refused directly.
BMW China is now the No. 1 domestically produced automobile. It has even established its own reputation in the world. Maserati and Ferrari sports cars are luxury cars that many foreigners dream of.
Therefore, if Xuri Technology has a game abroad that has such appeal in China, then this advertising cooperation will be a win-win situation.
But this game is in China, and domestic consumers’ perception of the brand is first of all about quality and face. It’s not like foreigners do. The sponsor of this game I like to play is actually Ferrari. It’s so cool. I want to buy a Ferrari too.
The first reaction of domestic consumers when they see China BMW’s endorsement game is, are luxury cars starting to cost money?
In my heart, because of the high-end style accumulated by luxury brands, I instantly felt that I was being pushed down a notch.
"The attitude towards e-sports is still unclear. Although Internet laws are gradually improving, there is no clear statement on electronic games only after consultations and consultations. Sun Yang probably wants to build up the momentum of BMW China. .”
Yang Dongxu thought about it and basically figured out why Sun Yang made such a call to Han Jun.
Nowadays, when it comes to game endorsements, no matter how much money you offer, celebrities won’t accept them. This shows everyone’s attitude towards games.
So once BMW China takes over the job as a sponsor, Sun Yang can say to the outside world that even luxury car brands are optimistic about the gaming market and will become sponsors in the future. The gaming industry is really not a stinky piece of shit that can only make money and get a bad reputation.
Then...there is naturally room for other operations.
