Rebirth 2010: I taught Mr. Lei how to make a mobile phone

Chapter 407: Battle for Advertising Space

Chen Tong originally thought that the boss would take advantage of the situation, after all, the situation just now was within the plan.

But seeing that the boss was magnanimous and didn't care, he ignored the other party's provocation and said with a smile, "The rules are just that, and there must be a reason why they are set like this.

I know some people are anxious, and I understand that. But then why is WeChat worth so much money? Why is it worth so much money?
Next, Zhang Xiaolong, Vice President of Bi'an Group and head of WeChat business, can answer your questions. "

Chen Tong took his seat and Zhang Xiaolong took over. He didn't care about the mess happening in the audience and focused on delivering his part.

“How much is the commercial value of WeChat? This is unknown.

However, the following data may give you some clues.

According to the third-party professional data statistics agency, iResearch's "2012-2013 China Mobile Internet Industry Annual Research Report" shows that in 2012, the total number of Internet users in China reached 6.2 million, of which 4.8 million were mobile Internet users, with a mobile Internet user penetration rate of 77.4%, and the growth rate of mobile Internet users was much higher than that of PC Internet users.

Against the backdrop of this macro data, let’s take a look at some of WeChat’s current data to verify this.”

Zhang Xiaolong pressed the remote control, and the large screen behind him displayed the current data statistics of some dimensions of WeChat.

“Data is as of December 2012, 12.

【Large user base】WeChat China has 4.2 million registered users, 3.7 million monthly active users, and an activity rate of 88%. It covers more than 30 countries and over 20 languages ​​overseas, with over million users.

In addition, the total number of WeChat public accounts has exceeded 800 million, and the number of WeChat payment users has reached about 2.6 million.

[Analysis of WeChat user population] The male to female ratio of WeChat users is 1.8:1, with male users accounting for approximately 64.3% and female users accounting for only 35.7%. Overall, the user base is predominantly male.

年龄方面，微信用户平均年龄只有26岁，97.7%的用户在50岁以下，86.2%的用户在18-36岁之间。

[Analysis of user habits and behaviors] 25% of WeChat users open WeChat more than 30 times a day, and 55.2% of WeChat users open WeChat more than 10 times a day.

[Percentage of preferred APPs] Through a random survey of 1 people, the results show that 46.3% of the respondents prefer WeChat when using APP.

'

Then, several data trend charts that looked like rockets were displayed, all of which demonstrated the powerful potential of WeChat and its current trend of dominating mobile social networking.

Seeing that everyone in the audience had a more intuitive understanding of the development of WeChat, Zhang Xiaolong finally took out the most powerful widget that their department had been polishing for a long time for this event.
"In the past, everyone placed advertisements in channels such as bus stops at transportation hubs, TV stations, newspapers, and magazines, but most of them were black box models. They could only get coarse-grained indicators such as reach and ratings, but the specific effects were unclear. People may not know whether the advertising money is worth spending and how much it is worth."

Zhang Xiaolong's words resonated with some people in the audience, who nodded frequently.
“In order to solve this pain point, we want everyone to feel that they are getting good value for money, or even more than good value for money.

Next, I would like to introduce two systems specially built by WeChat for everyone: WeChat advertising analysis system and intelligent matching push system. "

Let everyone know what kind of effect the advertisements placed on WeChat have achieved, how many people have seen it, who has seen it, how old people have seen it, and even when they have seen it, etc.

All users who watch advertisements will become data and be presented intuitively to you, allowing companies to gain awareness and no longer be blind.

Next, this system will realize such a function. Seeing is believing. Next, I will demonstrate the specific effect to you."

Zhang Xiaolong sat down, opened his laptop, projected the screen, and demonstrated the actual machine in front of the company representatives below the stage.
“First of all, all merchants who cooperate with WeChat will be assigned an account and can log in to the system to view data on various dimensions of advertising.

Time dimension, you can search by year, month, day, and hour granularity.
User dimensions, gender ratio, and age distribution.
Number of clicks, average dwell time, and visual heat distribution map.”

As Zhang Xiaolong explained in a simple and easy-to-understand way, the convenient operation of just clicking on whatever you want to see was like a Rubik's Cube. The myriad changes in various statistical data displayed on the screen opened everyone's eyes and amazed them, and then their hearts beat fast.

Just like a person comes to the shooting range, takes out a Gatling gun and fires thousands of rounds. In a few minutes, the shooting range will show you where each of your bullets landed. Even if you miss the target, the range can tell you through the trajectory whether it was a straight line or a human figure, and even report how deep the bullet was in the soil.
The shock this system brought to them was so outrageous.

That’s not all. As a core member of the Other Side, how could Zhang Xiaolong not know the other side’s unique skills?

Then a comparison chart of exposure data was released.

Anyone with a discerning eye can see on the left the data of last year’s Spring Festival Gala including ratings, number of users, etc.

On the right is the data that pops up for comparison.

For example, the Spring Festival Gala is only 4 hours long, while WeChat is 7 days long;
On average, the advertising investment for the Spring Festival Gala is more than 200 million per second, while that for WeChat is 20 per hour.

Comparing one by one, the one on the right side wins completely. Through Chen's comparison method, everyone present was left with the impression that although WeChat is slightly inferior in the overall user group, the cost-effectiveness of advertising on WeChat in other aspects is simply outrageous.

Even the corporate representatives who raised questions just now couldn't help but open their mouths wide. This is not a question of whether it is CCTV or not, this is an all-round crushing.

After the demonstration, Zhang Xiaolong stood up again, holding the microphone in his right hand, with his left hand in his pocket, and said calmly,

“Let me tell you that WeChat has a huge amount of user portrait data. The advertisements involved in this investment promotion will be intelligently matched to users of their respective main consumer groups. In other words, if the advertisement is for a men’s clothing brand, it will definitely not appear in front of female users.

On the contrary, if it is a cosmetics brand, it will be pushed to users between the ages of 18 and 40, regardless of gender.
This end-to-end, point-to-point reach will maximize the effectiveness of advertising.

Next is the Q&A time. If you have any questions, you can ask them now! "

Zhang Xiaolong looked at the crowd of people raising their hands and randomly picked one. "Midea CEO Liu, please go ahead~"

"Well, the Internet advertising model of Bi'an is indeed unique. I just have one question, what exactly is the WeChat Spring Festival event? Is it the same national red envelope as last year?"

Zhang Xiaolong thought for a moment and said, "Please forgive us for keeping it confidential for now. The specific event information will be announced 10 days before the Spring Festival. Thank you. Next question."

"If we can't see any activities, how can we dare to invest money? After all, 3000 million is not a small amount." As soon as these words were spoken, many people echoed them.

Apparently, Zhang Xiaolong had anticipated this question and answered it methodically:

"After rigorous data analysis, Bi'an concluded that all the successful advertisers in this event had a cumulative exposure of no less than 7 million times on WeChat in the past seven days. If we do not remove duplicates based on users, the total exposure based on user views alone is at least 1 million times."

As soon as these words came out, the audience buzzed.

From a corner slightly behind, a harsh voice came again, "How do we ensure the fairness of the data? After all, Bi'an is both a player and a referee. Who would know if you changed the data?"

"That's right~" "Yes!"
“We have also considered this, so during the event, we will invite third-party professionals from iResearch and the notary office to join the Bi’an Group, and the department responsible for this WeChat event will follow up and supervise the entire process.”

"If this effect is not achieved, will it be considered a breach of contract by the other side? Will there be compensation for breach of contract?"

"This..." Zhang Xiaolong hesitated, because this question was beyond the syllabus.

Chen Mo noticed that the voice came from that direction again. His eyes were cold, but with a smile on his face, he picked up the microphone in front of him and said, "It counts, why not? There will definitely be compensation!"

"How do we compensate? How much? Do we calculate it based on the data? Do we compensate half or..."

“Full refund!”

As soon as these four words came out, the whole audience fell silent.

When Zhang Xiaolong saw his boss stand up and come out, he sat back in his seat.

Chen Mo slowly walked to the front of the stage and said, "If any company's exposure data does not meet the target just now, Bi'an will refund the full amount, which is equivalent to WeChat promoting the company for free this time."

"Mr. Chen, are you serious?"

"You can sign a bet! In addition, I will add one more thing. The person with the highest bid will automatically get the title of this event."

As soon as these words came out, there was a loud bang, and even the representatives of some leading companies could no longer sit still.

Let’s not talk about the 3000 million threshold fee. The data exposure on WeChat alone is no less than, no! It is even better than the effect of the Spring Festival Gala promotion.

After all, they spend tens of millions or even hundreds of millions on CCTV, just to listen to the sound, or put a logo on the screen, and then a short 15-second advertisement, and then nothing else.

Coupled with the two intelligent recommendation and matching mechanisms and the data statistics background, it is deeply rooted in people's hearts.

And Chen Mo's final bet became the last straw that broke the camel's back.

I want to promote the data to be very popular, but I also want to get it for free if the expected data is not met. My friends, who understands this complex and contradictory emotion?

But no matter what, the promotion budget in their minds is also increasing with the wave after wave of promotion from the other side.

Chen Mo looked at some of the younger representatives in the audience. From their movements and slight expressions, he could tell that some of them were already unable to contain themselves and were eager to make a move.

Some people even took out their cell phones and covered their mouths while making calls.

Seeing the performances of the people in the audience, Chen Mo felt that the purpose of his visit had been achieved.

"Don't worry, this is the end of the morning's presentation and introduction.

A sumptuous lunch and a rest room have been prepared for everyone. You can follow the staff's guidance to have a meal and rest. We will start the formal bidding in the afternoon.

At 2 o'clock in the afternoon, those who appear here are our potential customers from the other side. I can only say sorry to those who didn't come.

I'm going to tell you now, I almost forgot about the Adidas and Nike in the third row from the bottom."

Chen Mo pointed out the names he had just memorized, "You six families, I don't know what your names are, but it doesn't matter, you don't have to come this afternoon!"

The representatives of the companies named seemed to realize why Chen Mo was targeting them. The Nike representative was very angry, "Why?"

"If you really want to find a reason, it's not impossible. For example, you just tried to add fuel to the fire, you were unfriendly to the other side, or I just don't like you. How about you pick a suitable one?" There is also emulsification, Chen Mo added in his mind.

The Nike representative wanted to say something but was stopped by his companions. Then he noticed that several men in black who looked like security guards had appeared around them.

The Evergrande representative who was on the list in front of them looked innocent, "Mr. Chen, I didn't say anything, why am I included?"

"The way you snickered before was annoying."

“Is it wrong to laugh?”

Don't say you laughed, your boss was wrong even if he wore a belt.

Chen Mo ignored the other party and clapped his hands. "This concludes today's morning presentation. There is a bidding document bag on everyone's desk. You can write your prices in it at noon. Finally, thank you all for coming again. See you this afternoon~"

Outside the hall, there were crowds of people, all of them were journalists. At first in the morning, there were only a few well-informed media outlets, but as time went by, the number of journalists outside the door increased like the crowds waiting in line at Disneyland.

At this moment, with a bang, the door to the hall opened.

The reporters who had been waiting on the side hadn't reacted yet, but they reflexively pressed the shutter button and took pictures towards the door, with flash lights lighting up.

The leading corporate representatives had gloomy faces, and the surrounding security personnel separated them from the media and "escorted" the guests to leave smoothly.

Then a large group of people filed out of the hall at the back, and the reporters turned their guns and swarmed over, throwing all kinds of questions at them, trying to find out any clues inside, but all they got was silence or "no comment".

These people gained nothing.

Afterwards, these corporate representatives were guided by the staff of the Other Shore and hotel waiters to the banquet hall next door for their meal.

When Chen Mo took the lead and appeared with Chen Tong, Zhang Xiaolong and other staff from the other side, they were immediately surrounded by the media in three layers inside and outside, so that from Chen Mo's perspective he could see arms holding cameras stretched out from behind.

"Mr. Chen, what do you think about this WeChat investment promotion conference?"

"What is this WeChat New Year event? Is it still a national red envelope?"

“How many billions does WeChat plan to distribute this year? 5 million? 10 billion?”

"Why did several companies leave just now? Do they think nothing of WeChat's investment promotion?"

"Mr. Chen, please be so kind as to say a few words."

These questions came at him head on. Chen Mo had a professional smile on his face and raised his hands to signal everyone to stay calm.

Wait until the situation calms down.

“Then let me say a few words. This investment promotion conference is only halfway through, and there is still the second half, which has not yet been concluded. However, judging from the performance in the first half, I am confident that this Bi’an WeChat investment promotion conference will be a united conference and a victorious conference, because several disunited companies have already left.

As for the event and the amount involved, please forgive us for keeping it confidential for now. We will notify everyone in advance. Uh, that’s all for now. "

The reporter who was asked to say a few words wanted to slap himself in the face. He should have said a few words. Who knew that Chen Mo would only say two sentences.

Chen Mo took a look and said, "Well, I thought that there would be friends from the media present today, but I didn't expect everyone to be so enthusiastic. So~"

After saying that, he tilted his head slightly and instructed the staff,

"Please make some arrangements so that everyone won't be hungry in the middle of the day and can have a quick meal together here."

"Okay, boss!"

"Excuse me~" Chen Mo asked the rest of the people from the other side to arrange for these media reporters, and then he led them to the banquet hall next door.

There are dozens of tables inside, each with its own company logo on it. Therefore, there are not many people at each table, usually two or three people, and four people at most.

The table had the standard set of four dishes and one soup, all very tasty and beautiful. Of course, the people present had tasted all kinds of delicacies, and they were not here just to eat.

They ate and talked quietly.

After Chen Mo brought Chen Tong over, he chatted briefly with each table and socialized for a while.

After all, there will be many opportunities to deal with these companies in the future. Take this opportunity to keep a thought in mind, there is still a long way to go.

In less than half an hour, most of them finished their meal and went upstairs, where they were each given a suite.

These arrangements are designed to prevent these people from sharing what they have with each other, so whether they are eating or taking a break, these people are kept separated.

However, the secret bid was just announced this morning, and in just two hours, the probability of such a thing happening is very low.

As for whether several of these companies have reached a consensus through private phone calls, if this really happens, he will be out of control.

Only after everyone had left could Chen Mo and his friends have a simple bite.

Upstairs, in the suite with the Gree logo printed on the door.

The man was on the phone, ".Boss Dong, I want to apply for another advertising budget. Well, it should be very effective, I'm sure! The other side has launched two very powerful systems, specifically
Well, I am sure that this event on the other side will have a strong promotional effect on our Gree brand. Please consider it again."

Hearing the answer on the phone, the man felt helpless, then his eyes turned and he had an idea.

".Xiaomi's smart home business is developing rapidly now. You don't want to be overtaken by a latecomer like Mr. Lei, right?

Okay, no problem, I promise to complete the task!"

"I counted. Apart from the six that left this morning, there are 6 left, 81 of which are large companies. It seems that we can only compete for the remaining seven spots."

"Then we have to change the threshold of the plan we discussed before to 3000 million. Judging from the situation, it is obvious that 3000 million is not enough."

"Our budget limit is 6000 million. If others have the same idea as us, there is a greater chance of a few million more."

"Then add another 600 million to the budget and see if we can take up a spot."

"it is good!"

"Pacific, Ping An, Gree, Wanda, Wuliangye are all well-funded. I estimate that they need at least 1 million to start."

"Boss, how much should we quote?"

"1.1 million!"

"Today is really a good show. There are too many wolves and too little meat, but they are playing secret bidding. Chen Mo from the other side, although he is young, he still has some talent. If it weren't for the other side, this guy would be a natural marketing genius."

The voice coming from the phone was obviously a little impatient, "Hey, don't talk to me about this, just tell me how much money I can invest to win it!"

"1 million is about right." Even though the other party couldn't see, the man held the phone in both hands and remained humble.
"Then we can invest in a small target and see the effect. If it's good, Wanda will continue to deepen its cooperation with Bi'an!"

"Okay, Chairman!"

2pm, same place.

But now the seats are not full, but there are some empty seats.

Chen Mo roughly counted and found that there were more than 80 companies before, and there are still more than 70 companies now. Except for the 6 companies that were mentioned as missing before, some medium-sized enterprises that felt there was no hope withdrew from the competition.

The bidding officially began. The staff from the other side held a large closed box and walked up to each company representative, who would then drop the sealed bid document bag into the box.

In this way, after more than ten minutes, all the information was collected.

After all, it is not a formal government tender, so this time we keep everything simple. The process is not so standard and there is no qualification review and capital verification. It takes several days in total, and the main goal is to make a quick decision.

Seeing the staff responsible for collecting bids coming back, Chen Mo began to announce the transition. "Thank you for your cooperation. Now we will go to the back with the staff of the Municipal Notary Office to open the bids and will come back to announce the results later.

The screen behind will show other products of Bi'an. You can take a look. If you are interested, you can discuss cooperation with us after the show ends.

Please wait a moment!"

After saying that, Chen Tong stayed on the stage, while Chen Mo, took Bi'an and the notary public away.

Then the lights in the venue dimmed slightly, and a promotional video was playing on the big screen.

The screen begins with the logo of Bi'an that looks like a sailboat, followed by a mark that looks like a shield or a mirror on the sail, and the Bi'an Technology x Kunlun Mirror enterprise-level protection system appears below.

As the scene changes, a magnetic male voice sounds.
“.It will silently guard the enterprise like a city wall, safeguard the daily operation and development of the enterprise, and block all interference from the outside world.

We know that as long as we are in the ever-changing network world, various network security threats will also come along, such as computer viruses, network hijacking, malicious attacks, data loss, privacy leaks, etc., which will add many hidden dangers and risks to the development of our business.

The Kunlun Mirror on the other side allows all risks to surface and be clearly visible, and keeps them out, leaving safety to us and returning development to enterprises
Behind all this are the silent perseverance and efforts of thousands of security team members on the other side."

Some corporate representatives in the audience may have thought that this period would be boring, but they didn’t expect that Bi’an was so considerate to play a short video.

But as they watched, some people became more focused, and some people in the front row even took out their iPhones or Xiaomi phones to start recording.
In addition to the Kunlun Mirror enterprise protection system, there are also investment promotion videos for WeChat public accounts, WeChat applets, Bi'an Cloud Computing, Zhiyan, and games.

WeChat official accounts and mini programs are platforms where companies can engage in business, conduct publicity and provide some interactive functions, just like the company’s official website, another form of official facade.

There is no need to talk about Bi'an Cloud Computing. Its services such as cloud servers, performance bottlenecks, and data storage have already gained a good reputation during the Double Eleven and Double Twelve shopping festivals.

Zhiyan is an introduction to recruitment cooperation. Although the Zhiyan forum circle is still limited to IT-related industries, recruitment is already a cooperation for the entire industry, so the companies present here are all potential customer groups.

As for the other side of the game, it is sharing cases of joint advertising models, such as printing corporate logos on the fuselage of the national fighter, and the company co-branding Warcraft Legend to give players a wave of benefits, etc. These are all ways of playing. Facing tens of millions or even hundreds of millions of players, it is suitable for cooperation with companies such as digital products and car companies.
But here, Bi'an has a principle, that is, it should not cause players to be disgusted. If such a situation is possible, advertisers will bring a lot of benefits to offset the negative emotions.

Just when everyone in the audience was watching the show with great interest and was completely immersed in it.

There were two security guards guarding the backstage door, looking as if no one was allowed in.

There is a small hall inside with the door closed, and the atmosphere in the hall is bustling.

"Holiland, 3100 million~"

"3100 million. Next~"

"Starbucks, 6000 million."

"6000 million. Next~"

"Wanda Group. 1 million!"

"How many?"

(End of this chapter)