Chapter 388: Three major brands exert force together, Jin Li welcomes

The next week seems to be Jin Li's "Koi Week."

With the heat brought by "Assassination" and Fang Fei magazine, Rumengling took the lead in launching the promotion of autumn and winter new products.

No advertisements were placed, but all major stores changed to hard photos of Jin Li carrying new bags.

Once the retro cylindrical bag appeared, it was loved by many white-collar elites.

Especially Rumengling also specifically purchased the copyright of Jin Li's office photos in front of the coffee shop, not only used in offline stores and online stores, but also specifically invested in Little Red Book and WeChat Moments.

Many people posted the Moments they brushed on WeChat, feeling very surprised.

【Almost thought I added Jin Li as a friend, Rumengling you know how to play, but when I opened it, I found it was an advertisement _(: 3"∠)_】

【Hahaha, I was also deceived!】

【There are many internet celebrities on Little Red Book pushing this bag, but Jin Li's photo still has the most feeling!】

【Rumengling really doesn't consider specifically filming a promotional short film?】

Through the promotion of the online all-media matrix, the classic retro cylindrical bag soon sold tens of thousands of pieces, and the official flagship store shows out of stock, so you have to wait for a while to transfer goods.

And another velvet small box bag in the starry sky series, online sales are average, and no other online investment was made, but the sales performance in offline stores is very excellent.

Now it is October.

From December to January next year, it is the busiest time for many companies, conducting various year-end reviews, booking year-end banquets, holding year-end banquets... conducting lucky draws and other activities to thank employees.

Launching the velvet small box bag at this time, the unit price is not expensive, not exceeding 1,000, and it has become the love of many white-collar workers.

It just so happens that you can buy a bag that can attend a banquet and wear your favorite evening dress.

Evening dresses can also be rented, but bags can't be rented, right?

According to Rumengling's survey intention results, 70% of people are willing to spend money to buy products that are only used once or twice a year. Even if they cannot be used frequently, they are willing to buy them and put them away.

This velvet small box bag in the starry sky series is a product specifically launched by Rumengling based on big data consumption intentions.

The best-selling Rumengling bag started a good start.

Immediately after two days, Tiangong Jewelry also changed promotional hard photos in major brand stores.

The photos of Jin Li wearing gold pearl necklaces, Kashmir cornflower blue sapphire rings, and mutton fat jade appeared not only in Tiangong Jewelry stores, but also on the promotional large screens of major shopping malls!

Tiangong specifically launched a "Shoot the Large Screen and Win a Grand Prize" activity on Little Red Book, encouraging netizens to shoot Tiangong Jewelry's large screen, then express their thoughts, and participate in the lucky draw activity.

In addition, Tiangong also took three items worn by Jin Li and put three of each into the prize pool.

At the same time, there are 100 8.8-yuan prizes, 50 9.5-percent-off store general coupons, and 5,000 0.5-yuan consolation prizes!

Netizens brushed the bags endorsed by Jin Li on one side, and brushed the jewelry endorsed by Jin Li on the other, sighing that their own Pear Treasure is really promising.

【She hasn't moved in endorsements for a long time, it turns out she was managing the endorsed brands. To be honest, I want to buy all the products she endorses ah ah ah!】

【Large screen photo. jpg! Everyone come and see the prosperous beauty!!】

【The large shopping mall near my house also changed to Tiangong Jewelry's photos, it's really beautiful, I like the ring and mutton fat jade she wears the most! The ring makes Jin Li look so beautiful, and the mutton fat jade makes her look so temperamental.】

Duomi's promotion plan was not done yet, and they were thinking of releasing it next week.

But seeing that Rumengling and Tiangong have already launched products photographed by Jin Li, although Duomi doesn't understand why they are all launching together in this time period, what they are best at is following suit.

So three days after Tiangong Jewelry launched the photos, Duomi also quickly put on the autumn and winter lip mud endorsed by Jin Li!

Duomi mainly promotes two popular color numbers, namely the gentle and temperamental milk tea color, and the maple leaf red with the aura of a big heroine.

At the same time, the promotional short film specifically filmed by Jin Li for them also went online quickly, placed in the video recommendation of the product introduction of the online store.

Duomi's online marketing promotion planning department only has a few people, and it is because the product sales online have been better than offline in recent years, so the company specifically increased some manpower.

These people are only concurrently holding this position and are not fully responsible.

After the product went online, they didn't know how to carry out online sales planning.

Employees sought instructions from leaders, and leaders were a bit at a loss when they heard it, asking back: "How did we do it before, just do it this year!"

Employees were sweating: "Leader, Jin Li endorsed our products before, we just changed the photos and videos, and didn't specifically do extra promotion."

"But after Rumengling and Tiangong launched the products, they did promotion again, so we wanted to ask if we should follow suit?"

Leader asked: "What other planning did Tiangong and Rumengling do?"

Employees said it immediately.

After listening, the leader was speechless.

Cooperation with top internet celebrities on Little Red Book is very expensive. A 15s video quote from a top one is over 300,000.

And Rumengling didn't just find one internet celebrity, Duomi couldn't do it at all.

As for investing in Moments, let alone investing, Duomi doesn't even know how to dock, and it can be predicted that this kind of investment will definitely be very expensive.

Rumengling's way of playing, they can't imitate.

As for Tiangong's way of playing...

Sorry, Duomi is not prepared to invest in large shopping mall large screen advertisements, even if it can be invested, it will not be invested.

Because this kind of investment is generally a recommendation spot reserved for luxury goods, and shopping malls don't accept all large screen advertisements; products that don't meet the tone of large screen investment will not be accepted.

However, the economy has been declining in recent years, and the investment volume of luxury goods has decreased, and many shopping malls have started to accept catering investment promotion.

But the unit price of the lip mud set by Duomi is only twenty or thirty yuan, so there is no need for large screen investment at all.

As for the activity of shooting large screens on Little Red Book, they can follow, for example, expressing thoughts on Little Red Book after using Duomi lip mud to participate in the activity.

However, the problem comes.

Tiangong can take its own expensive jewelry as activity rewards, but what about Duomi?

Do you want to send lip mud?

Thinking from the user's perspective, they have already bought Duomi's products, and lip mud will not be used up quickly, plus lip products have fast-moving consumer attributes, and the color number used for one or two months will soon be tired, not necessarily satisfied with the product gift reward given by Duomi.

But sending money directly, for Duomi, it is really not very suitable.

Duomi has never engaged in such a wealthy style.

The leader thought left and right, and said painfully: "Forget it, don't do activities, invest in the lip mud introduction short film filmed by Jin Li on Taobao!"

The video section of Taobao is largely used to introduce products.

Although the video is not mainly made by Taobao, there are also many users who will watch it, and the unit price of ten thousand investments is not cheap.

The unit price of lip mud is low, and the profit margin is limited.

But seeing Rumengling and Tiangong making a big splash in marketing activities, Duomi also decided to follow suit.

So——

Open WeChat, what you brush is the Moments of Rumengling promoting the bag carried by Jin Li.

Open Little Red Book, it is all Jin Li wearing Tiangong Jewelry dominating the screen.

Open Taobao, it is all small videos introducing lip mud endorsed by Jin Li: silky, smooth, covering lip lines, not card lines.

Netizen: Why does it feel like this week is all advertisements related to Jin Li?

The public account lied to me, didn't it say Jin Li flopped?!!

When the products of the three major brands went online, Jin Li did promotion on the blog.

The exposure of the product's hard photos, together with Jin Li's exposure, also grew by a large margin.

It looks like Fang Fei and Huayun are no longer at odds, and there is no such sword-drawn tension.

But in places netizens can't see, Fang Fei and Huayun are also fighting inextricably, competing for online and offline traffic in various aspects.

Huayun frantically stocked traditional platforms this week, because it specializes in magazines, so its channels are all open channels, not only many but also very dense.

Newsstands, bookstores, second-hand bookstores... Huayun's latest magazine is placed in the most conspicuous place in these shops.

These shops are all run by Huayun's business staff with their legs.

Fang Fei is a luxury brand, far inferior to Huayun on traditional platforms that sell magazines, and will not compete with others on open channels; that is using one's own shortcomings to fight others' strengths.

As a luxury brand, the magazine they run themselves is essentially a brand cultural asset, and they are best at deep binding with high-net-worth customer groups through closed channels.

The core of luxury brands founding magazines lies in consolidating the brand's "religious" status rather than direct profit.

Even if Fang Fei did not set identity in the purchase this time, it still followed the past set in promotion.

Fang Fei laid out this magazine in every offline store, and gave one for free if the single purchase amount reached 10,000 yuan.

Fang Fei's own APP also moved this magazine to the large cover, and sent magazine advertisement SMS to every member who joined the brand on Taobao.

Fang Fei has also been operating online promotion planning over the years, specifically contacting top experts on Little Red Book and Dou Dou video for an unboxing of Fang Fei magazine!

Both major brands are exerting force on the channels they are good at; one is selling hot offline, and the other is selling out online.

At the same time, Fang Fei also launched an in-depth interview with Jin Li on Bilibili the day after the three major brands Rumengling, Tiangong, and Duomi launched products and the advertising marketing was hot!

This interview is to deepen the binding between Jin Li and the brand, striving to attract more Jin Li fans to cast their eyes on Fang Fei.

This in-depth interview lasted for an hour. In the video, Jin Li specifically reviewed her seven or eight-year star career and made a summary for herself.

In the interview, she not only broke the news about her life in the Pink Girls, but also broke the news that her health was not good and she had to recuperate, and also broke the news about her mentality and thoughts after returning to red.

There are not many interview videos Jin Li has participated in, and she has never accepted interviews that are too deep into her profession.

But this interview with Fang Fei is her first interview reviewing the past and making a self-summary!

Once the interview came out, the heat about Jin Li on Bilibili was full again, and the video was in the top five of the whole site's playback on the day, and the No. 1 hot search!

Jin Li was also surprised when she knew the interview had come out.

Because this interview was recorded by Fang Fei yesterday, and it was moved to the Internet in just one day, the efficiency is really high.

It can be seen that Huayun's magazine has brought great pressure to Fang Fei, causing Fang Fei's strategy to be faster and faster.

Jin Li is not a person who likes to recall the past.

The owner of this body has passed away because her body was too weak, and she only got the memories of the original owner's past.

So in the past, many interview variety shows wanted to pull her for an in-depth interview, but they were all rejected by her on the grounds of busy work.

But this time it was Dai Xueling who called her personally, inviting her to do an in-depth interview.

Jin Li thought about it, and added that she sought the opinions of other Pink Girls members, and wanted to bring the film "Assassination" in the interview, and finally agreed to do this interview.

The industry has always known that Jin Li's schedule is relatively empty. She not only has to squeeze out time to study, but also because of physical reasons, she cannot arrange announcements too full.

So Dai Xueling invited Jin Li yesterday, arranged the interview yesterday, and then the interview went online today.

Jin Li didn't pay too much attention after knowing it, just went on the blog to post a promotion for Fang Fei, and continued to open the livestream to study.

Sui Lingfang didn't follow yesterday, and was curious about what Jin Li said, so she also opened the interview and watched it.

She is not worried that Fang Fei will edit some bad content.

First of all, before the interview, their team had already sent a pile of questions that could not be asked to Fang Fei. These questions might affect Jin Li's image, so Fang Fei would avoid them.

If Fang Fei didn't avoid them, then Jin Li's team could sue Fang Fei for breach of contract, and the liquidated damages would be at least 20 million.

From the perspective of brokerage value, Chenxi Entertainment is even eager for Fang Fei to breach the contract.

Interview breach of contract is interview breach of contract, and it does not affect Jin Li being Fang Fei's image spokesperson.

In a simple room, Jin Li and the host sat face to face, guided by the host to answer questions.

The host first asked the question that netizens most wanted to know: "Do you hope the Pink Girls group will be resurrected?"

Hearing this question, Jin Li couldn't help but smile.

"I can answer this question on behalf of all Pink Girls members. All of our ideas are consistent, half hope for resurrection, but the other half don't."

The host asked with great interest: "Why do you have half who don't hope? Many people miss the Pink Girls group and hope you will appear on the screen together."

Jin Li: "First of all, the explosion of the Pink Girls group was not because the group's strength was strong at that time, but because it caught the east wind of the era. At that time, no girl group was so popular."

"Although there were many girl groups at that time, they were all torn apart. The industry had no relevant training channels, and the purpose of launching the group was to make a profit and leave."

"Our former company Hao Zhongyi Entertainment also had this idea. Like the first single we launched, the playback volume at that time was also very poor. The company was not reconciled to the money going down the drain, so it still made the second single. I didn't expect the second one to be popular."

"After it became popular, we participated in various promotional announcements. I didn't expect it to become more and more popular. Finally, not only domestic announcements, but also foreign announcements became more and more, and the popularity was gradually opened, and then accidentally became the most popular girl group in Asia."

She paused slightly and thought: "The current Internet is more developed than the past, and there are more channels to contact news. It is already difficult to create gods through single channels."

"I know everyone misses the group, but if it is really resurrected, it is very likely that the group's stage playback volume will not be as good as the current second-tier group. We still have self-knowledge."

"At the same time, there is also a point of regret. Our physical strength can no longer keep up. Being a girl group is too tiring. I guess currently only Tongtong, Qinglian, and Sister Meng Meng can sing and dance, but my physical strength and NANA's can no longer keep up."