December 1, 2005, Thursday, the first day of the eleventh lunar month.
Yadi officially announced S.H.E as its brand ambassador, without disclosing the specific endorsement fee, but industry estimates put it at 2 million to 3 million per year.
This was the second electric vehicle company this year to announce celebrity endorsements. At this time, Yadi was not yet very powerful, with a reputation similar to Shanchi.
However, in terms of strength, it was considerably stronger than Shanchi.
Coincidentally, its founder was also from Anhui Province.
Within a year, two electric vehicle companies announced celebrity endorsements, and both founders were from Anhui Province, inevitably leading to comparisons.
The 15-year age difference between the two was also a topic of media discussion.
"Technological fashion power, free ZG people."
"Starry universe shines, spring wind gallops; Shanchi electric vehicles!"
"Light and flexible, making travel more convenient, Fengchi electric vehicles!"
The two companies' three advertising slogans also sparked a certain degree of heated discussion on the internet.
In those days, internet resources were scarce, and even a single advertisement would be discussed and ridiculed by netizens for a long time.
"What does Yadi's slogan mean? What kind of technological power can an electric scooter have? And are their promotional posters made with PPT?"
"Haha, indeed, the quality of their advertisements can't compare to Chun Ge's, even though Shanchi's slogan is also quite childish."
"If you're talking about beautiful advertisements, it has to be Ling'er, and the slogan is also simple and easy to understand."
"They also spent a lot of money. I heard the boss is only 20 years old, could he be Ling'er's fan? Damn, he really is willing to spend, how many vehicles do they have to sell to break even?"
"They spent a lot because they signed a long-term contract, and there's definitely some exaggeration in the publicity. Maybe it's not even more expensive than S.H.E, after all, there are three of them."
"That's true, I'm looking forward to Fengchi's commercials coming out. This company's commercials are very well made, with a cutting-edge feel. Even though Chun Ge is unconventional, it's not at all apparent in the commercials."
While the internet was abuzz, Fengchi's commercials were also being filmed urgently.
Competitors had already started making moves.
It was rumored that Xinri's endorsement deal with Da Ge Cheng was also close to being finalized.
With government support, Tan Jincheng's information channels were much more sensitive than before.
Finding celebrity endorsers was not just standard for the electric vehicle industry; it was true for the industry as a whole.
It seemed that without an endorser, one wasn't considered a legitimate manufacturer.
Stronger companies would invite big-name stars, while small factories and even OEM factories would invite minor celebrities.
Many companies wouldn't even consider whether the celebrity matched the brand image or its appeal, as long as the endorser's price was right and they had some fame.
Tan Jincheng, who had hired endorsers twice, had heard the most exaggerated example: the agent directly provided celebrity photos, without the need for additional shooting.
If they could manage a signing ceremony where the boss shook hands with the celebrity and took a photo, that would be the best.
It must be said, this money was really easy to earn.
For someone like Tan Jincheng, who grandly sought out advertising agencies, developed advertising plans, and diligently filmed commercials, some celebrities weren't even willing to take the job unless they were paid enough.
"Manager Tan, your requirements are really strict. I feel like our Yifei is at a disadvantage."
Liu Xiaoli said thoughtfully, looking at Tan Jincheng who was giving directions nearby.
This time, this guy didn't bring his girlfriend, but he brought a child, and the child's father also came along – truly a strange combination.
Recently, Yadi's advertisements featuring S.H.E had appeared in major cities, and many other electric vehicle companies were also searching for endorsers.
Liu Xiaoli felt that the 27 million for 10 years price was a bit of a loss; if they had waited another month or two, they might have gotten a higher price.
"Don't think that way, Ms. Liu. Can the first company and the second company be the same? Besides, we signed for 10 years, which is a big risk. Not many companies would have such courage. If my girlfriend and I weren't fans of your daughter, I wouldn't do this."
Tan Jincheng replied with a smile.
"Oh come on, you said you were her fan last time when you signed Chun Ge. I've already asked around."
Liu Xiaoli pouted.
She only dared to complain a little.
She didn't dare to make any unnecessary moves, even with capital support.
Her daughter had only been famous for two years, and she wasn't bold enough to make demands in front of the client.
Furthermore, the penalty for breach of contract was three times the amount.
Although she had been famous for two years now, she hadn't actually earned much money.
She didn't have the courage or the financial capability to pay such a large penalty.
"No one said I can only like one celebrity, I like listening to Chun Ge sing, and I like watching your daughter act."
Standing nearby, Zhang Mingcan watched Tan Jincheng's nonsense and couldn't help but twitch his mouth.
He had previously said that he wasn't interested in following celebrities and had even advised his daughter to do less of it, saying there were no benefits.
Now he couldn't tell which of Tan Jincheng's statements was true and which was false.
"Alright, you're the boss, whatever you say goes. By the way, where will these commercials be broadcast?"
Liu Xiaoli reluctantly changed the subject.
"Don't worry, this time we will broadcast on CCTV and national satellite TV channels, guaranteed to greatly boost your daughter's popularity. But these details cannot be disclosed to the public, you understand."
"Mhm, I understand the rules."
Liu Xiaoli nodded.
Fengchi's brand was separate from the company, and with a significant increase in production next year, the advertising efforts would be substantial.
Besides commercials airing on CCTV and major satellite TV channels,
promotions would also appear on bus stops, subway stations, and community elevator advertisements, among others.
This was a nationwide advertising campaign.
Of course, offline promotions, including satellite TV, would have differentiated focuses, with no plans for areas where business had not yet expanded.
In fact, the new factory's production lines were already being assembled, and some trained employees had already started their official work.
The Fengchi Feiyi series would be Shanchi Technology's flagship product next year, accounting for 50% of the production among the three models, with an estimated capacity of 100,000 to 250,000 vehicles, representing a layout for first- and second-tier cities.
In December, both production capacity and labor logistics were insufficient, which is why the new factory primarily produced the Fengchi series, paving the way for the marketing department's promotion.
In the future, the Fengchi series would focus on first-tier, second-tier, and provincial capital cities, while third-tier cities and even county-level towns would mainly feature the Shanchi series, where its cost-effectiveness advantage would be more popular.
Zhang Mingcan watched for a while and felt bored.
His daughter had taken half a day off to come, and now that they had a group photo and an autograph, he was eager to go back, as she had class tomorrow.
"I'm leaving first. I'll treat you to dinner when I get back."
Zhang Mingcan whispered, pulling Tan Jincheng.
This truly was a 'daughter slave'; it was outrageous that he agreed to take time off from regular classes to chase a celebrity.
"Okay, let's have a good talk when we get back."
Tan Jincheng nodded.
Zhang Mingcan glanced at Tan Jincheng and nodded.
The two had a brief discussion on the way there, and Zhang Mingcan was somewhat moved by Tan Jincheng's proposal of a joint venture to establish a new factory.
"Goodbye, Uncle Tan, thank you for bringing me today."
Zhang Mingcan's daughter, the chubby little girl Zhang Huining, said sweetly.
She wasn't so obedient at home, but she was a bit timid on site.
"Don't call me uncle, call me older brother; also, study hard after you go back, you can't do too badly on your final exams."
"No, I won't call you that. You call my dad an older brother, so my dad says I have to call you uncle."
Zhang Huining said with a pout.
"You won't call me that, right? Then when I get back, I'll buy 10 sets of practice exam papers and give them to you as a New Year's gift, and I'll have your mother supervise you until you finish them."
"Ah, Uncle Tan, you're so mean! Dad, let's go!"
Zhang Huining shivered and quickly pulled her dad's hand, running off.
Zhang Mingcan smiled bitterly, helpless.
Tan Jincheng waved his hand, urging him to go back quickly.
The little girl wasn't afraid of her father, but she was very afraid of her mother.
She had taken this leave to come without her mother knowing.
If she returned too late and was discovered, she would inevitably get a scolding.
After Zhang Mingcan left, Tan Jincheng asked the advertising team, was told they didn't need him for now, and then bid farewell to Liu Xiaoli before returning to the hotel, as there were still many things to attend to.
Employee dormitories needed to be purchased, the progress of offline promotions needed to be followed up, and advertising contracts with TV stations also needed to be caught up on.
Learning from the last lesson, Tan Jincheng brought a driver this time, while Zhang Xuhui remained at the company to help him handle some business and coordinate operations.
The first issue to address was employee dormitories.
Tan Jincheng had already decided on a plan for 100 units, and the general areas had been mapped out.
Although these locations seemed relatively remote now, they would become the central areas of Beicang District in the future.
Currently, houses in these areas were still relatively cheap, and not many people were buying them.
With a budget of 300,000 per unit, each house had an area of over 90 square meters.
In fact, what Tan Jincheng most wanted to buy were units under 89 square meters.
Because future home purchase policies would offer tax incentives for individuals buying ordinary residential properties under 90 square meters for the first time, and this policy also applied to second-hand homes, properties under 90 square meters were relatively easier to sell.
The average selling price for residential properties in the areas designated by Tan Jincheng was currently between 3200 and 3500 RMB per square meter.
In the future, all these areas would exceed 25,000 RMB per square meter, indicating a very considerable appreciation potential.
The reason it hadn't been finalized yet was that several real estate companies were interested in cooperating with Tan Jincheng.
He wanted to see which one offered better preferential policies.
A sale of 100 units at once clearly meant there was no need to haggle with ordinary sales staff in a sales center.
He could simply approach the branch company's leadership directly.
After purchasing the homes, furnishing and renting them could be done unit by unit, but basic furniture still needed to be added.
As for the currently recruited employees, they were temporarily housed in the old factory's dormitories.
When he rented before, Tan Jincheng had considered the issue of increasing employee numbers, so he rented additional units.
Also, if there wasn't enough space now, the original four-person rooms could be converted into six-person rooms.
Since they wouldn't be living there for long, employees wouldn't complain much even if they had opinions.
"Good. Later, a portion of these 100 units can be sold at a discount to the company's outstanding employees, as a form of reward."
(End of Chapter)