I want to be on the Spring Festival Gala

After the wedding, Wang Li followed Shen Roujiao back to the courtyard. She finally got to eat the delicious skewers she had been craving for. The two of them chatted happily: "The Shepherd" was successfully completed and is currently in the editing stage and will be released in the second half of the year; Zhang Qingjie and Xie Yunli are still in Shaanxi, participating in the filming of the movie "Yellow Earth"...

When talking about the Chinese New Year, Wang Li's eyes suddenly lit up and she smiled and revealed, "We can't go back to Yunnan for the Chinese New Year this year. Our crew was invited to participate in the evening party."

"What party?"

It was just a casual question, but it turned out to be a milestone for Sanhua Pharmaceutical.

“CCTV’s Spring Festival Gala.”

!

Oh my god!

The Spring Festival Gala is the most watched and most watched program in China, and it is the most popular program that every household must watch and talk about.

It has a huge audience base that covers almost all age groups and social classes, and can provide businesses with unique promotional opportunities. It is a giant in the viewing time period from 8 pm to New Year's Eve, and it will also become the most expensive advertisement in the future.

Ten years later, at CCTV's Media Center, a strong woman named Tan turned Spring Festival Gala advertising into a war without smoke, a virtual yet glittering battle for the crown: the bid winner.

The CCTV bidding conference is known as the most important hero conference in China's business community.

Many entrepreneurs have won bids with astronomical sums and became famous overnight. The advertising effect was so great that it was beyond everyone's expectations.

The Spring Festival Gala seems to be a magic wand that can turn stones into gold and create miracles. Behind the rational and indifferent numbers, strength and ambition can transform into a hot and crazy yeast. Even the famous and world-famous gangsters are not immune and are driven crazy again and again.

Sensing a business opportunity, Shen Roujiao asked the second key question, "Why did you invite our crew?"

"The director of the Spring Festival Gala is a friend of Director Xie. They discussed together how to organize the first Spring Festival Gala. Almost everyone in the cultural and artistic circles participated." Wang Li picked up a string of bait dipped in chili oil and ate it with great satisfaction.

! !

After searching for something everywhere, you finally get it without any effort.

A thought quickly popped up in my mind: Sanhua was going to be on the Spring Festival Gala.

Shen Roujiao slapped her thigh with a "pa" sound, which frightened Wang Li. "What's wrong?"

"I want to be on the Spring Festival Gala, too." An excited heart, trembling hands, this opportunity will never come back if missed.

"ah?"

Not only Wang Li was puzzled, but also Zhou Huaiyue and Qin Zilin.

"Sanhua is going to be on the Spring Festival Gala."

In the office, Shen Roujiao was extremely excited and boldly told the two confused people about her plan.

"What is the Spring Festival Gala?" Qin Zilin asked, tilting his head.

In the days when televisions were not yet popular, people in remote areas didn’t even know what television was, let alone television programs.

Those who can afford a TV must have good living conditions.

Not to mention those far away, not many employees of Sanhua Medicine Factory could afford to buy black and white TV sets. At that time, a 14-inch color TV set cost 700 yuan, and a 21-inch one cost as much as 2,000 yuan. It was a luxury among luxury goods. If anyone had a large color TV, they would smell good when they went out.

It has to be said that when my second brother Shen Tiancheng got married, Shen Roujiao gave him a large color TV as a gift. Everyone is so envious that they are tired of talking about it.

"It's the Spring Festival New Year's Eve Gala hosted by CCTV." The exclusive news I got from Wang Li was absolutely shocking.

"You want to run an advertisement?" Although Qin Zilin had no idea about the Spring Festival Gala, as a marketer with strong execution capabilities, he quickly grasped the core issue.

"Yes! Try every possible means." Qin Zilin felt it for the first time that he might not understand, but he would definitely be inspired by her enthusiasm.

After seven or eight fierce brainstorms, Sanhua Pharmaceutical came up with a general plan for conquering the Chinese market: use advertising to drive sales, whoever controls the three northern regions will become a prince, and whoever controls Beijing and Shanghai will control the world.

The Three Norths, namely Northeast China, North China, and Northwest China, have vast territories and large populations. The people there are honest in nature, have an immature consumption mentality, and are more easily influenced by marketing. The success of Shenwan proves this point.

More importantly, Sanhua Weitai, which is in its infancy, will not encounter resistance from other brands in these areas and can easily carve out a niche with its strong efficacy.

Their first target is the Northeast, where the weather is cold, people like to drink a little, and the incidence of stomach problems is high.

Qin Zilin was responsible for the development of the Northeast market, while Shen Roujiao and Zhou Huaiyue were responsible for the marketing in the Beijing and Shanghai markets.

In early November, Qin Zilin, carrying a huge sum of 100,000 yuan, embarked on a journey of expanding territory; Shen Roujiao and Zhou Huaiyue rushed to the capital, making a full effort to sprint for the Spring Festival Gala advertising, striving to make the first shot in the marketing of Sanhua Pharmaceutical.

......

When it comes to selling medicine, the Zhou family's connections can help, but when it comes to advertising, Chen Zhenhua can't help.

Because of Xie Yunli's relationship, Shen Roujiaosi was not panicked at all. She first asked Wang Li about Director Xie's hobbies, and then got a copy of "Water Margin" published by Rong Yu Tang, which was extremely difficult to buy at that time.

She then contacted Xie Yunli who was far away in northern Shaanxi. With his help, Shen Roujiao was able to meet Director Miao of the Spring Festival Gala through Director Xie.

In the evening when the capital city welcomed the first wave of cold air, Zhou Huaiyue carried two bottles of Maotai in one hand, with two packs of Zhonghua cigarettes stuffed in his bag; with the other hand, he held Shen Roujiao's hand, and the two of them went to Director Xie's house to eat hot pot.

When I walked in, I saw a middle-aged man with small eyes and speaking slowly sitting on the sofa. This man was Director Miao.

They arrived just in time, the copper hot pot had just been served on the table. Director Xie did not introduce them in detail, but simply said that they were Yunli's friends.

It is easiest to have an open conversation at the dinner table at home. After two slices of mutton and a glass of wine, I learned from Director Miao that the planning of CCTV's 1983 Spring Festival Gala actually began in 1981.

After a decade of catastrophe, the economy has just started to pick up, and people have not been very happy. Everyone needs a happy spirit, so the 83rd Spring Festival Gala aims to create an entertaining evening party centered around the word "fun" to benefit all Chinese people.

It can be seen that Director Miao is very ambitious and is determined to put on the best Spring Festival Gala. He proposed to hold the show for five hours on New Year's Eve, interspersed with New Year's bells and adding direct phone calls to the scene. In order to highlight the sense of participation of TV audiences across the country, he also set up a guessing session for the audience, with prizes and rewards, etc. This is the longest New Year program ever.

Shen Roujiao listened patiently, becoming more and more excited the more she listened, until Director Xie asked if the funding was sufficient. Director Miao shook his head in frustration, "Nervous, very nervous. After all, it's the first time, and no one knows how it will turn out."

The funding for the Spring Festival Gala mainly relies on the TV station's own financial support and a small amount of government subsidies. The budget is limited and is only enough to cover scene layout, actor remuneration, program props, etc.

"Director Miao, we can provide free financial sponsorship." Shen Roujiao seized the opportunity to express her request.

"You guys?" Director Miao put down his chopsticks and asked in surprise.

"Yes, your Spring Festival Gala idea is great. As a member of the national television audience, I support it with both hands. Our pharmaceutical company is willing to fully support you and the Spring Festival Gala team behind you."

Everyone present here does not know at this moment what kind of miracles the Spring Festival Gala can create, nor what it means to the Chinese people, but Shen Roujiao knows it very well, and her excitement has infected Director Miao.

"How much is okay?" he asked carefully.

"All right!" Shen Roujiao immediately found a pen and paper, wrote down her Beijing home phone number, and respectfully handed it to Director Miao, "Call me if you need anything."

For more than half a month, Shen Roujiao stayed by the phone every day, waiting for Director Miao to call.

It was already December, and there were only two months left until the Spring Festival of 1984, but there was still no news. She was so anxious that she couldn't eat or sleep well.

That day, Shen Roujiao received a call from Xie Yunli, saying that they had just returned to Beijing after finishing filming the movie, and wanted to treat her and Huaiyue to roast duck.

Zhang Qingjie, who had promised to apologize to Zhou Huaiyue, performed extremely well, saying one sweet word after another and drinking one glass of wine after another, almost making Master Zhou drunk on the spot.

I don’t know what method Xie Yunli used, but a few days later in the morning, Shen Roujiao finally received the call she had been dreaming of.

The Spring Festival Gala cost 10,000 yuan, including the temporary addition of several sets of lights in the studio, the installation costs of on-site telephone answering, and the cost of performers' costumes. After approval by Taiwan leaders, Sanhua Pharmaceutical became the title sponsor of the first Spring Festival Gala's midnight time announcement in return.

That is, when the clock strikes midnight on New Year's Day, the slogan "Sanhua Pharmaceutical tells the time for you" will be broadcast across the country through television and remembered by hundreds of millions of viewers.

Without a minute's delay, Shen Roujiao rushed to CCTV and gave the money immediately, and kept asking, "Is it enough?", "Do you need more?", "Ten thousand more is fine, our pharmaceutical factory can also sponsor the audience prizes"......

Director Miao and CCTV leaders were so moved that they kept thanking her, "If the Spring Festival Gala is a success, and your pharmaceutical company has contributed to it, we will give you a big banner in return."

When she walked out of the radio compound and saw Xie Yunli, Shen Roujiao's little hands were still shaking.

"Thank you, Brother Yunli!"

"What are you thanking me for? We are all family."

I learned from him that the Spring Festival Gala had not initially chosen Sanhua as its sponsor. Since it was the first show and had no influence and no commercial value, it was not easy to find a sponsor.

Other sponsors were not as enthusiastic as Shen Roujiao. After being rejected several times, Director Miao finally thought of Sanhua and even called Director Xie specifically for this purpose, mainly because he was afraid of betraying Xie Yunli's friends.

!

Oh my god!

I almost missed the opportunity because my relationship was too good.

Xie Yunli repeatedly stressed that Sanhua Pharmaceutical Factory was very willing and fully supported the event, which ultimately resulted in the company obtaining the naming rights for the midnight broadcast of the Spring Festival Gala.

"Brother Yunli, I would like to invite you to shoot an advertisement for Sanhua Weitai." After completing the first step, the second step will follow immediately.

"What?"

According to the previous advertising strategy, after winning the Spring Festival Gala, Sanhua Weitai will place advertisements during the prime time before the news broadcast from the first to the sixth day of the New Year. The whole country must know what medicine Sanhua Pharmaceutical sells.

Xie Yunli, who is good at making movies, is not so good at shooting commercials.

The next day, he took out the script: a courtyard, a beautiful woman, a cup of Weitai Chong, and an advertising slogan: "If you have stomach acid, stomach pain, or stomach bloating, drink Sanhua Weitai. You will feel better after one drink! Sanhua Pharmaceutical."

It took no effort and basically no money. The courtyard house used was the Zhou family's own yard, the beauty was played by Wang Li, the first sentence of the dubbing was Wang Li's voice, and the second sentence was Zhou Huaiyue's bubbling bass.

On the day of filming the commercial, the alley was full of people watching the excitement. A bamboo table and chairs were placed in the yard, and on the small table was a box of Sanhua Weitai. Xie Yunli found a good angle, Zhang Qingjie and Zhou Huaiyue were in charge of lighting, and Shen Roujiao was in charge of the stage recorder and the clapboard.

The filming lasted from nine in the morning to four or five in the afternoon. Before leaving, Zhou's father, feeling bad, wanted to treat his children to a meal, but the three young people refused but secretly asked for Zhou Chuzhuo's calligraphy.

Finally, one of them took away a calligraphy and painting by Zhou's father and left happily.

On the other hand, Qin Zilin is also very capable.

After arriving in Shenyang, he did not rush to start work, nor did he carry his products around to promote them like other manufacturers. Instead, he found two soldiers who had just retired from the army. They had taken Sanhua Weitai in the army and truly recognized the effectiveness of the stomach medicine.

The three formed a team, wearing uniform and neat military coats, and first established good relationships with the local health bureau and newspapers in the capacity of military drug purchasing dealers. They then publicly advertised in newspapers to recruit patients with stomach diseases and provided them with free treatment.

In two months, they carried out the same activities in five major cities in Northeast China, recruiting patients on the health pages of newspapers, real patients, of course, patients who were suitable for Sanhua Weitai. They were given a half-month supply of the medicine for free, and the treatment effect was based on the formal examination report issued by the hospital. After comparing the before and after, the second round of promotional materials were collected.

While Xie Yunli was busy editing advertisements, Qin Zilin was busy printing flyers.

In the third month, one month before the Spring Festival, college students went home for the holiday. Qin Zilin offered them a high salary of two yuan a day and hired them to wear the brocade of a certain university and stand on the streets and vegetable markets with the largest flow of people to distribute flyers.

At that time, college students were rare, and they had a good image, good temperament and credibility. For college students, they could earn money and gain a reputation for working hard to pay for their studies. Why not do it?

The enthusiasm for work is high and the results are surprisingly good.

After three rounds of marketing, the results began to show, and orders from five provinces in Northeast China arrived at the Yunnan-Dian Pharmaceutical Factory one after another.

During this period, Qin Zilin contacted Shen Roujiao many times by phone. The two discussed the rhythm and key points of marketing and made a bold decision to first stock the products in pharmacies and distributors in the five cities in Northeast China and then settle the bill.

The total stocking volume is twice the order volume, ensuring that the exposure of the Spring Festival Gala and CCTV advertisements will have an impact on sales.

When the host loudly asked the audience in front of the TV: "Are you ready? Let's count down together: ten, nine, eight, seven..."

The words appeared below the clock on the TV screen: Sanhua Pharmaceutical tells the time for you; and I heard: Sanhua Pharmaceutical wishes a happy new year to the audience across the country!

At this moment, the folks of Hedong Village saw and heard it; the employees of the Benyuan County Pharmaceutical Factory and the Medicinal Materials Base saw and heard it; Lu Qinglan and Secretary Wu of Xiaonanchuan City saw and heard it; all the patients who had used the medicine in Yun City, Shanghai, and Beijing saw and heard it; those who received the leaflets in the five cities in Northeast China saw and heard it; the audience across the country saw and heard it...

A few years ago, Shen Roujiao had described the following scenario: building a factory, recruiting workers, creating a brand, and making a national brand like Phoenix bicycles that is well-known to everyone.

Now, all those ideas have come true!

"Shen Roujiao, Happy New Year. Congratulations on making your dreams come true." Zhou Huaiyue held her hand, his eyes filled with her figure.

"Happy New Year, Zhou Huaiyue. I hope your dreams come true." She looked into his eyes, and a feeling surged in her chest.

At this moment, they thank each other.

Every step they took hand in hand and made down-to-earth efforts was rewarding, making their hearts sparkle like fireworks.