Volume 3: Taking Roots 2016 Chapter 541 Advertising Bidding Begins
At the same time, the bidding for Papi Jiang's first advertisement is also in full swing.
Although this practice of publicly auctioning off the product placements of internet celebrities is a bold attempt that has set a precedent in the entire industry.
These days, there have been many controversies along with the popularity of [Papi Jiang], especially the gimmick of being called "the first shoot in the history of internet celebrities", which has brought a lot of doubts to [Papi Jiang].
A mere advertisement of an internet celebrity can be auctioned? You [Papi Jiang] are worthy of it, even more famous than a celebrity? There are countless comments like this.
But with the preparations over the past few days, Xu Ruoan's confidence has grown day by day, because there are already more than a hundred brands signing up for this bidding!
The public's doubts are understandable. After all, they are already at the center of the storm and enjoying the benefits brought by the traffic. Shouldn't people be able to say a few words?
The brand's interest is undoubtedly a recognition of Papi Jiang's commercial value, and it also means that the advertising bidding model has a basis for operation.
After all, if no one pays for it, then this grand gimmick will naturally be a complete farce, but as long as someone pays for it, it will be a successful commercial marketing.
And doesn’t the word “advertisement” mean “to make it known to the public,” right?
The overwhelming doubts and massive attention to Papi Jiang are undoubtedly a reflection of her phenomenal popularity. In other words, this is where the value of the advertisement lies.
The reason why brands invite celebrities to endorse their products is that they value the support and exposure that their own traffic can bring to the brand.
For some brands that are eager to enter the market and enter the public eye, inviting celebrities to endorse their products is the most effective means. Its essence is to exchange money for traffic.
From this point of view, the advertising value of internet celebrities and stars is exactly the same, both of them exchange traffic for money.
The current phenomenal popularity of Papi Jiang is, to some extent, not inferior to the endorsements of ordinary celebrities, and may even surpass them.
After all, the impact brought by new things may be more likely to leave a deep impression on consumers than the traditional old things.
Some old and entrenched brands may look down upon this unconventional approach. Rather than taking the risks of trying something new, they prefer the conservative approach of celebrity endorsements, which is at least relatively stable and you get what you pay for.
However, for some brands that are eager to make their own brands famous, especially some brands that have risen in recent years relying on the rapid development of the e-commerce industry, they are undoubtedly the first group of people to taste the sweetness of Internet traffic.
Compared with traditional brands that mainly operate offline, they are emerging brands that have taken a different approach and relied on e-commerce channels to open up sales, and are inherently more receptive to new things.
Therefore, for Papi Jiang, the current annual internet celebrity who is very popular among young people, emerging brands that understand the tastes of young people better will undoubtedly be more willing to pay for this first advertisement.
Among the hundreds of brands that have registered for the advertising bidding, most are newcomers that have emerged in the e-commerce arena in recent years.
Among them, there are even some outstanding ones who have emerged from the micro-business, some brands that you may have never heard of, but this does not prevent them from making a lot of money.
Perhaps it's because the money comes too quickly, so people are not at all vague about spending it. According to incomplete statistics, the number of luxury cars bought in full by Wechat businessmen even exceeded the annual production of their brands at one point, which is truly terrifying.
Such an advertising bidding event that sets a precedent in the industry naturally has to find a venue that matches its significance.
Zhou Dongsheng suddenly had an idea and decided to hold the wedding at the Shanghai Exhibition Center, the same exhibition center where Huang Xiaoming's wedding was held.
Zhou Dongsheng, who attended the wedding of the century, is still wondering when he will be able to use such a high-end venue.
Unexpectedly, with the passage of time, I now have the confidence to do so. A mere few hundred thousand yuan in rent a day is a drop in the bucket for Zhou Dongsheng now.
After all, Zhou Dongsheng did make a lot of money in the past year. Even after deducting investments and expenses, Zhou Dongsheng now has several small goals in savings, and his cash flow can be said to be very abundant.
What's more, there is a promising cash cow "PlayerUnknown's Battlegrounds" in the future, so Zhou Dongsheng is now full of confidence.
Moreover, looking to the future, the internet celebrity economy is still a vast blue ocean, and perhaps Zhou Dongsheng is not outstanding in terms of professional ability.
But he can definitely be regarded as one of the first people to enter the market to grab land. Before others entered the market, he had already had a piece of the industry pie.
So, isn't it reasonable to increase investment and strive to be the one who gets the biggest piece of the pie?
At this point in time, there is no more suitable candidate than Papi Jiang.
In comparison, even the current [Mu Ziqi] is far behind.
The grand move of setting the venue at the Shanghai Exhibition Center undoubtedly added some value to this advertising bidding event.
After the location was confirmed, specially customized invitations were distributed like snowflakes from the sky, inviting the registered brands and guests to attend.
Zhou Dongsheng also made some efforts in his personal connections and invited many talented people.
In this small piece of land in the Magic City, in addition to Principal Wang, Yang Luyu and others were naturally called upon. Of course, big shots like Ding Sanshi were obviously out of the question.
After all, Ding Sanshi is not someone Zhou Dongsheng can summon and dismiss at will.
At the same time, Jiang Yilei also flew from Beijing to Shanghai to participate in the bidding as the protagonist, and also brought his old friend Yang Ming.
In addition to adding icing on the cake for his old friend Jiang Yilei, Yang Ming also brought several brands to participate in this bidding as bidders.
After all, Yang Ming himself was very optimistic about the commercial value of the IP [Papi Jiang], but unfortunately he missed the best opportunity to sign this uncut gem.
It can only be made up by the commercial value of the first advertisement.
In Yang Ming's opinion, the phenomenally popular Papi Jiang is likely to become the first representative internet celebrity to take the plunge.
Therefore, in addition to winning phenomenal exposure, winning this advertisement will also make Papi Jiang, the first person to try something new, remembered by the public!
Yang Ming felt that this was the greatest value of this advertisement, and therefore he tried his best to persuade several brands with whom he had close personal relations to participate.
The media naturally cannot be absent from such a traffic feast. Outside the Shanghai Exhibition Center, many cameras are ready, eagerly waiting to faithfully record everything with their cameras.
With all parties gathering, this advertising bidding event, which has attracted the attention of thousands of people both online and offline , officially kicked off.
In an exhibition hall inside the Shanghai Exhibition Center, Zhou Dongsheng, wearing a handsome suit, was chatting and laughing with Principal Wang.
