On April 25, at the order of Wang Ye, the mask of "Talk of Flowers" began to be put into production on a large scale. Several factories were launched on the entire line. Workers worked 24 hours a day, and people could rest, but the production line could not stop!

Wang Ye’s order was: “In one week, I will see 30 million finished products! The production efficiency will be improved to 5 million finished products every day!”

Fortunately, there are reserves for the essence and film cloth in the early stage, otherwise it would be almost impossible to produce so many finished mask products in such a short time.

The product is about to be launched, so advertising is essential. Of course, Wang Ye will not make a small fuss.

He has been hesitating these days whether to use the advertising idea.

Because the US stock website is going to do cosmetics e-commerce, Wang Ye will naturally not forget the "I endorse myself" advertisement that made Jumei Youpin rise.

The advertisement is still missing and will not appear until the end of this year. If you use this idea, wouldn’t it kill two birds with one stone, and not only promote your own website, but also attack your competitors.

Wang Ye has no moral integrity obsession. Commercial competition is a life-and-death battle. Since he met himself, let Jumei Youpin die more happily. Anyway, even if he doesn’t have his own competitor, they will sooner or later kill themselves.

For this advertisement, Wang Ye specially invited Ogilvy Creative Director Qiu Yuxin, who is a real expert. In 2010, there was a collective carnival among netizens on the Internet, which was caused by one of his advertisements.

In 2010, there was an e-commerce website that had to be mentioned, which was Vancl, which was famous for selling affordable shirts and canvas shoes.

In this year, Vanke invited Qiu Yuxin and planned an advertisement, which triggered the "Vanke" of the Internet!

At that time, Vancl had two celebrity spokespersons, one was a high school dropout racer and writer Han, and the other was a popular actor Wang Xiaodan. The advertisements filmed were intended to tease mainstream culture and demonstrate the brand's self-direction and personality image.

So there was a slogan from Han:

Love the Internet, love freedom, love to get up late, love to eat at night,

Love racing, and love T-SHIRT for 29 yuan,

I'm not a standard bearer.

Not someone's endorsement, I'm someone,

I only represent myself, I am just like you,

I am Vancl.

...

Wang Xiaodan's advertising slogan is:

I love acting, not acting;

I love struggle and enjoyment;

I love beautiful clothes and even more like discounted labels;

Not Milai, not Qian Xiaoyang,

Not a big star, I am Wang Xiaodan.

I'm nothing special, I'm very special;

I am different from others, I am the same as you,

I am Vancl.

...

After these two advertisements were broadcast, they caused a great sensation. Various jokes appeared frequently on the Internet, and netizens imitated the "Fanke" to create various copywriting.

Celebrities and Internet celebrities have not been able to escape the "claws" of netizens and have been spoofed one by one.

One of the most spoofed stars is Huang Cult. He was the spokesperson for Vancl this year, which he just served as the spokesperson for Vancl in 2011. The advertisements he made continued last year's Vancl.

Seven years old, determined to be a scientist;

When he grew up, he became an actor.

Granted appearance and success,

It is also given ridicule and ridicule, and this is true for life.

You can work hard but you can't refuse.

Where can there be victory?

Hold on, it means everything.

Yes, I'm not an acting guy.

Not  at  all, I am Vancl.

...

This copy, in conjunction with the fighting video of Master Huang, shows the bright side of the star, and also shows his helplessness like ordinary people, instantly hitting the softness in people's hearts. He pulls the star off the "altar" and restores it to ordinary people, so as to impress countless little people with ordinary dreams.

It was originally a good advertising slogan, but it was spoofed by talented netizens. Moreover, because Huang's English pronunciation is not very accurate, a nickname of "too messed up" has been with him for many years later...

For a long time since then, every time whenever Huang Zhengzhu mentioned, everyone's first reaction was to "make too much condom" and "deep V low-cut shirt", and of course, the "5-centimeter-high sweat-blood boots" were indispensable.

It is this online carnival that has brought Internet brand advertising to a climax. Since then, Internet companies have taken a different approach to advertising and pursued uniqueness. This year, "I endorse myself" will cause a new wave of Internet carnival, which is an advertising planning made after being inspired by Fanke.

Now that Wang Ye intends to "intercept the fool", he is not polite and directly invites Qiu Yuxin, creative director of Ogilvy. After communication, Wang Ye proposed the concept of "speaking for himself", and this advertising creativity was highly praised by Qiu Yuxin.

"Mr. Wang, I really didn't expect that you are so proficient in advertising planning! This is such a genius creativity. I believe that once the advertisement is shot, it will definitely detonate the entire Internet again!"

"Haha, I just have this idea. If I really shoot and spread the advertisement, I still cannot do without professionals like Mr. Qiu." Wang Ye said modestly.

Although it is modest, this is the truth. Advertising creativity and the final advertising effect are completely different. If you are a non-professional person, no matter how good the creativity is, the final effect may not be satisfactory. However, a good idea, plus a top professional advertiser, the effect is 11 or more.

This time, there were different opinions on the choice of spokesperson. Wang Ye recommended Xue Yiyi and found another well-known male star. However, Ogilvy creative director Qiu Yuxin tried his best to persuade him that he wanted Wang Ye to star in it.

"Me? I'm not a professional actor or a star. What's the point of asking me to endorse this advertisement?" Wang Ye said in surprise.

"No, why do spokespersons have to use celebrities? What is the purpose of our advertising? Simply put, isn't it just to attract consumers' attention and attract their interest? Besides, the potential users of Meigou.com are all young women. In this regard, I think you, Mr. Wang, have an advantage over ordinary male stars." Qiu Yuxin explained half-jokingly and half-seriously.

He was right. Wang Ye is now very well-known in the minds of young women in China. He is handsome and rich, and is single and popular with girls. This is very normal.

But is it appropriate to appear on your own? Wang Ye is a little hesitant.

His concerns are nothing more than whether it will affect his image as an entrepreneur and a top rich man.

But then I think about it, the current consumer group is becoming younger, and they prefer brands and companies with personality. Haven’t they been consciously shaping their personal image? Once the advertisement is broadcast this time, it will be beneficial to themselves and the company.

Then do it yourself, Wang Ye made up his mind!

Time is tight, so I immediately entered the shooting. It is expected that this commercial will take more than ten days to complete, which is the shooting time plus the post-production time.

He has to be busy shooting advertisements, but the company still has many important things to do, especially preparing for the re-launch of Meigou.com, and there is still one big thing to solve.

Of course, Meigou.com will transform into cosmetics e-commerce in the future, but the problem of product line has not been completely solved.

The "Talk of Flowers" mask is a flagship product prepared by Wang Ye. Meigou.com will rely on this weapon to overcome obstacles and quickly expand its market share. However, relying solely on this product is obviously not possible. There are also a variety of product categories for website users to choose.

As a subsidiary of Weiye Jiahua, Modu Jiahua has many brands and rich product categories. Of course, it must be sold online on Meigou.

However, it is not enough! Most of the brands under Modu Home Furnishing are mid- and low-end products, and there is a serious lack of high-end brands. If Meigou.com only sells mid- and low-end cosmetics, then it will be too difficult to increase the product price in the future.

You should know that consumers’ first impression is very important. If the first batch of products launched by your company are high-positioning and high-price, consumers will think that your company is a high-end product in the future.

However, if the first batch of products you launched were at low-end prices and wanted to develop to the high-end future, the difficulty was simply hell! Because in the impression of consumers, you are just a low-end product, why are new products so expensive to sell?

With the re-launch of the US Shopping Network, Wangye must set the tone and have a complete range of low-, medium- and high-end products. It must have both medium- and low-end cosmetics that have increased volume and top brands that attract high-end consumer users.

Moreover, Wang Ye will let Liu An distinguish between these top brands and mid- and low-end brands on the website and set up a separate high-end zone. Brands that can enter this high-end zone for sale must be world-renowned brands!

But now, Magic City Jiahua does not have such a big-name product. If you want to solve this problem, you must purchase it. Of course, it is to purchase products, not companies. With Weiye Jiahua's current strength, it is not enough to acquire those cosmetics giants.

Wang Ye’s plan is to join forces with one or two high-end cosmetics companies to sign an exclusive online sales contract in the mainland. Procter & Gamble and Unilever naturally don’t have to think that their own sales channels are very complete, and it is impossible to sign such an exclusive agreement with Weiye Jiahua.

Then the rest are L'Oreal Group and Estee Lauder Group, both of which have many cosmetic brands under their jurisdiction.

The more famous brands under the Estee Lauder Group include LaMer (Mystery of the Sea), Estee Lauder, Clinique (Clinique), Bobbi  Brown (Barbie Poland), M.A.C (Meike), Origins (Yuemuyuan), Aramis (Ya Men), Lab  Skincare  for  Men, etc.

There are more brands under L’Oreal, how big is more than 50 brands. HR (Herina), e (Lancome), Biothem (Biothem), Kiehl's (Koyan), Yue-sai (Hashi), L’Oreal Paris (L’Oreal Paris), Gamier (Gainier), SL (Saint Laurent), io  Armani (Armani), Shu  Uemura (Hshui Uemura), Maybeline (Mayblin), CCBPARIS (Creative Beauty in Paris), NYX…

If there is any difference between the two companies, it is that Estee Lauder mainly focuses on high-end and ultra-high-end brands. For example, the Estee Lauder brand is high-end, while the Aquarium Mystery belongs to ultra-high-end.

And L'Oreal, it is all high, medium and low-end!

Wang Ye’s plan is to choose several brands for each of the two companies. Mu Shiting obviously understands the cosmetics brand better. The suggestion she gave was to choose the six brands: Helena, Estee Lauder, Clinique, Lancome, and Bilounce.

Each of the two companies has three brands, and they are basically competitive brands. For example, Miracle of the Sea and Helena have similar positions and similar prices.

Estee Lauder and Lancome are even more deadly enemies, fighting in various markets around the world.

One of the benefits of choosing this is that you cannot put all your treasures on a company to prevent being threatened by the other party and make any unreasonable requests.

Wang Ye is now shooting advertisements and can't leave, so he entrusted the negotiations with these two companies to Li Xin.

This is the second task Li Xin has been in the company since he entered the company. The first task he accepted ended in failure. Although there are various external factors that lead to failure, he also feels quite shameless.

Now the second task must be completed successfully no matter what!

To talk about such a large cooperation, we naturally need to contact the Asia-Pacific headquarters of the two companies. Li Xin has a wide range of connections and soon contacted Wen Boyuan, the president of Estee Lauder Asia-Pacific.

Estee Lauder’s Asia-Pacific headquarters is located in Xiangjiang. Li Xin made an appointment to visit Xiangjiang directly.

Wen Boyuan is a Chinese American and is now sent by the company to the Asia-Pacific region to host work. Wen Boyuan sees Estee Lauder's sales in the mainland and is anxious in his heart.

Estee Lauder Company entered the mainland market in 1993. Its first counter was located in Isetan Department Store in Magic City, which is a high-end department store in Japan. In the same year, L'Oreal's high-end brand Lancome officially entered the mainland market.

However, because of its high-end positioning, Estee Lauder misjudged the development of the mainland economy, and its channel expansion was extremely slow. Now it has been 2011, and they have only entered the four first-tier cities in the mainland market. The combined number of more than ten brands has not exceeded 200 counters, and the annual sales are no more than one billion.
To be continued...