Lin Qingya heard about this advertising model for the first time and was stunned for a long time before she came to her senses.

The routine mentioned by Li Mu almost made major companies useless in his previous life. I don’t know how many of them have worked with QQ alone, but until now, no one has ever played this model.

If you want to use virtual currencies as an attraction to physical consumers, you must first make physical currencies have sufficient recognition of virtual currencies, which is particularly demanding on online companies that provide virtual currencies. Otherwise, if users do not recognize them, such virtual currencies will not be effective.

In my previous life, even QQ did not really promote QQ coins in early 2003, but the yy coins have been popular all over the world for half a year. Whether it is yy various paid value-added membership services, yy cartoon shows, yy games and yy pets, they all need to use yy coins. Moreover, these paid services have a lot of audiences, so users are particularly aware of yy coins, which meets the basis for using yy coins to promote physical products.

Lin Qingya did the calculations by herself and said, "Mr. Li, if you ask Coca-Cola to pay us $100 million as you said, we will give them $200 million worth of virtual currency, open a secondary page for them, and promote this kind of cooperation, it is still very cost-effective for Coca-Cola."

Li Mu nodded and said, "Of course it's cost-effective. In addition to the direct value of our advertising, the 200 million US dollars of virtual coins will play a huge role in them. If the average exchange code can be exchanged for 20 cents of virtual coins, the 200 million US dollars of virtual coins are enough for them to produce one billion bottles of cooperative coke. With the influence of yy, these 100 million bottles will probably be sold out soon."

Lin Qingya said: "But the promotion fee of 100 million US dollars is really scary. I guess if we go to a zero, Coca-Cola would be very interested."

Li Mu waved his hand: "What is the zero? Our first cooperative advertisement must have enough style. This is related to our corporate positioning and tone. At the beginning, we must put on a high-level attitude. We must set a high enough cooperation threshold and will never lower the threshold requirements to any company. Only in this way can we ensure our characteristics."

As he said that, Li Mu said again: "You can directly make the plan I mentioned just now into a project planning letter and hand it over to Coca-Cola. If Coca-Cola refuses or wants to bargain, it doesn't matter. Don't pay attention to them. Turn your head and give this cooperation plan to Pepsi without changing it. Tell Pepsi that as long as he nods, all the elements about Coca-Cola will be replaced by apprenticeships. Then you can see how the two of them will grab it."

Lin Qingya immediately nodded with understanding: "I understand. Today I will plan the project and send it to the interface person from Coca-Cola."

Li Mu smiled slightly and said with a confident look on his face: "A budget of 100 million US dollars is a global promotion. This transaction is too worthwhile for any of them. If they have normal thinking logic, they will definitely not refuse such cooperation."

After saying that, Li Mu said to Li Qingya again: "Muye Technology can start external advertising cooperation in the next step, but there are several principles that must be followed."

"First, we only cooperate with enterprises with sufficient strength. Globally, we only cooperate with the Fortune 500 in the world. Within countries, we only cooperate with the Fortune 500 in the world or the Fortune 100 in the country. If it is a small and medium-sized country, then we only cooperate with the Fortune 50, Top 30 or even Top 10 in the country;"

"Secondly, we do not accept any hard and soft advertising, we only accept cooperative advertising, and the cooperation plan must be decided by us;"

"Third, in the cooperation plan, we must have special discounts and care for our users. Even if we cooperate with car companies, the manufacturer must at least promise to give YY users certain discounts or special customized gifts, otherwise we will never cooperate."

Li Mu is very clear that as more and more advertisements are seen in life, ordinary users are increasingly resistant to advertisements, and the conversion rate of advertisements is also getting lower and lower. Such a general environment will prompt the advertising industry to develop rapidly and innovate in the next ten years. Starting from simple offline and hard advertising of traditional media, soft advertising, Internet advertising, cooperative advertising, etc. have gradually developed.

In Li Mu's view, in the future, hard advertising will gradually decline and become useless in the advertising industry. High prices and inefficient conversion rates will eventually become a helpless choice for large companies to maintain their exposure due to their increasingly low cost performance.

Let’s take Coca-Cola as an example. Even if one day TV advertising is no longer of much significance, they will still spend a lot of money to invest in major TV media. These investments are not for how high users and sales conversion, but for maintaining the brand’s exposure to the public. When Coca-Cola begins to stop advertising, it must mean that there are major problems or changes in Coca-Cola.

Although high-end users have a great demand for hard advertising, in Li Mu's positioning, yy will continue to eliminate hard advertising like now in the future and will not do such advertising forms that make users directly disgusted.

However, in addition to hard broadcasting, soft broadcasting itself is somewhat ineffective.

Soft and broadcasting itself is actually a kind of induction or even deception, so this method has always been extremely passionate about small and medium-sized enterprises. If you have the opportunity to make a big difference with small profits and make a big difference, a world-class platform such as yy will definitely not help other companies to soft-spread in the future in order to ensure their own style, tone and cater to their own users.

Hard advertising does not want to do it, soft advertising cannot do it, so in Li Mu's eyes, all he can do is cooperative advertising, and it is deeply customized cooperative advertising.

In his previous life, Li Mu had seen too many cooperative advertisements. He didn't know how many advertisements he saw just by scanning the code to exchange for QQ coins. There are countless models for users of a certain platform to enjoy exclusive discounts when spending on certain merchants. Just on platforms like Dianping, Autohome, and Ctrip Travel, I don't know how many merchants are adopting such a model for promotion, and the operation modes of group buying websites are the same.

Such a cooperative advertising model is what Li Mu really wants to see on yy.

If it were someone else, it might be difficult to understand Li Mu's approach to cooperation, which was almost obsessed with cleanliness, but Lin Qingya quickly understood Li Mu's thoughts and knew what he really wanted.

What Li Mu wants is to earn huge advertising fees while not letting users have any resistance to advertising. More importantly, they also need to get real discounts from such advertising. Moreover, after raising the entry threshold for advertising cooperation, those who come in will inevitably be well-known companies from all walks of life, which will greatly promote the corporate image and brand value of Muye Technology itself.

Li Mu said again at this time: "By the way, Qingya, I will give you two tasks."

Lin Qingya hurriedly said, "Mr. Li, you said."

Li Mu said: "On the one hand, you have to start forming a BD team and an advertising planning team. On the other hand, you have to take the time to sort out our full product details clearly, see which links are suitable for advertising cooperation, and what kind of cooperation are suitable for, and then let people make a plan to contact the target company."

As he said, Li Mu gave an example: "Take McDonald's as an example, if McDonald's is willing to launch a brand new yy package for yy users and give certain discounts and customized gifts in the pricing of the package, then we will add McDonald's new package to the pet props in yy pets and promote it as a popular prop, and promote McDonald's brand and products through implantation."

"Or the current clothing, accessories, and cars and other items in the background can be used for advertising cooperation. If the AF in the United States is interested in cooperation, we can launch a batch of their latest seasonal clothing in the United States, so that users can use it for free. If domestic companies like Metersbonway and Benny Road are interested in cooperation, we can cooperate with them in our domestic yy show."

"If Ford Motor wants to promote it on the yy show, we can use the car models they are currently promoting as elements to design a yy show car prop and provide it to users for free..."

Lin Qingya's eyes lit up and said, "I understand Mr. Li. According to your example, we have too much room to operate, and this kind of cooperation can achieve the best effect whether it is for us, users, and partners! I must carefully find the right fit in our product ecosystem, and then go and have a detailed discussion with the target company!"

Li Mu nodded in praise. Lin Qingya's execution ability needs no doubt. She will definitely be able to do this thoroughly. This will be a huge source of profit for Muye Technology.

In Li Mu's philosophy, Muye Technology can open up advertising cooperation, but this kind of cooperation must not only look at money. All cooperation must follow its own rules of the game. Otherwise, no matter who the other party is or what price the other party pays, as long as he does not follow the rules of the game he sets, he will never give him any chance to cooperate.

Li Mu highly praised many of Jobs' operating concepts. After a company grows to a certain scale, it must have its own ecosystem and its own open platform. However, it must not be completely open, but must have its own closed loop and bottom line.

Just like Apple's app-store, app-store is an important part of the Apple ecosystem and an open platform for Apple. In principle, Apple allows all applications that meet the requirements to be put on sale in its own app store, but these third-party applications must fully follow their own game rules, otherwise no matter who they are, they will be killed.

WeChat’s official account has the same operating philosophy. The official account is an important part of the WeChat ecosystem and is also an open content platform for WeChat. Whether individuals or enterprises, they can register for WeChat’s public accounts, but they must meet the requirements of WeChat, otherwise WeChat can ban the other party’s official account at any time.

Now, Li Mu wants to establish an advertising open platform within the yy ecosystem and formulate strict access rules for this open platform. As long as you have several practical verifications, this cooperation model will definitely be accepted by most potential partners.

No matter whether the other party is Coca-Cola, McDonald's, Wal-Mart, or Ford Motor, as long as the other party is interested in cooperating with you, you must follow your own rules of the game!
Chapter completed!