Hollywood Lover

   Maybe not everyone thinks so, but it's a good idea worth trying! Zhang Dongcheng is really impatient now, and really wants to fly back to the United States, to train Patricia, Anne, Rachel, and the others well, so that they, like Victoria, can recognize the reality, It’s good to realize the day that makes me feel impulsive just thinking about it!

   But just before Zhang Dongcheng was very excited, Adaman ran over with a bearded guy who looked like a rich man in his clothes and leather shoes, looking for more fun for his trip to England.

"Smith, this is Mr. Mark Parker, the CEO of Nike. I thought it would be good if we met in the United States, but Mr. Mark still flew to the UK to find you impatiently. Oh, I don't think he cares." Those air ticket money." Adaman shrugged and introduced Mr. Mark in a very funny tone.

  Nike? The world's number one sporting goods manufacturer? Looking for me, do you want me to appear in commercials? Zhang Dongcheng immediately thought of this.

  Nike was officially named in 1978. It has surpassed the leading brands Adidas, Puma, and Reebok, and is known as "the most successful consumer goods company newly created in the world in the past 20 years." Nike's profits rose from $13 million in 1985 to about $400 million in 1994. In 1985, Nike's global profit was $13 million. In 1994, the company's global turnover reached as much as $4.8 billion. In the United States, the dream of up to 70% of teenagers is to have a pair of Nike shoes.

  “Nike” brand has many marketing inspirations worth digging. One of the outstanding aspects of "Nike" marketing mystery is its marketing communication (Nike's Marketing Communication). In 1994, the advertising cost of "Nike" was 280 million US dollars, which was about 1/9 of Procter & Gamble's advertising cost. However, the creative and attractive Nike marketing communication won consumers for "Nike" and made "Nike" more famous. Nike" has become the goddess of victory in the market (Nike's original meaning is "the goddess of victory in ancient Greece").

How to expand the mass market of ordinary consumers from the athlete's special shoes market; how to use "deviant" advertisements to strengthen communication; how to use idol worship to build brand loyalty; how to use animation and computer games to get close to young and children consumers; how to deepen self-psychological awareness and value to win the female consumer group. These completely different analyzes from competitors play a decisive role in Nike's marketing plan.

  Nike's "growth myth": In the 1960s, when the company was founded, it was very small and might go bankrupt at any time. The two founders of the company, Bowerman and Knight, have to wear several hats, and the company does not have its own office building and complete business organization.

   But in the 1990s, its market share came out on top, more than twice that of third-ranked Adidas at 24%. Nike's growth isn't slowing down. Compared with 1994, global sales increased by 38% in 1995 and profit before tax increased by 55%. Nike's stock price rose rapidly, from $43 per share two years ago to $103 per share in 1995. Many Wall Street investors and analysts were not optimistic about Nike before the 1980s: "Nike does not have much foundation and prospects for development." Now they mock: "God likes to create myths, so he chose Nike that we did not expect. "

   And is this really a myth? One sentence can wipe out the hard work of others, and sighing to myself is not because our army is incompetent, but because the enemy army is too cunning?

  Hehe, myths and miracles are reserved for those who are prepared, just like Zhang Dongcheng’s.

"Mr. Smith, hello, nice to meet you!" Mr. Mark stretched out his hand familiarly, shook hands with Zhang Dongcheng, and joked in a friendly way: "I am a fan of your movies, and I have been paying attention since The Mummy You, The Matrix made me fall in love with you completely, but after watching Broken Arm Mountain, I think I should keep a certain distance from you."

   Zhang Dongcheng also laughed, American humor is so straightforward, living in the United States for so many years, Zhang Dongcheng understands it very well.

   "Hehe, I hope my next movie will make you fall in love with me again!" Zhang Dongcheng shrugged, as if it was Mark's loss not to fall in love with him.

   "Haha, is Mr. Smith going to start filming another movie so soon?" Mark asked curiously, but looking at his face, it didn't look like ordinary movie fans want to understand the psychology of gossip, but it seemed to be a little worried.

  What is he worried about? Zhang Dongcheng was also surprised, and replied casually: "Oh, I don't have any plans yet, but I think it will be soon, you know I'm a restless person."

   "Hehe, yes, four works in three years is indeed high-yielding, and each of them is an extremely classic work, which is especially rare." Mark complimented with a smile on his face, as if he was relieved.

"Uh, Mr. Mark, you have won the prize. I don't know why you are so anxious to come across the ocean to find me this time. You can call me first, but let the secretary contact me. You don't need to come to me in person. Me?" Zhang Dongcheng didn't bother to turn the corner and asked the question directly.

  Mark took out a pipe and lit it unhurriedly. Seeing Zhang Dongcheng now, he also knew that he was fine for the time being, so he felt relieved.

"That's right, Mr. Smith. The reason why Nike can beat Adidas, beat Reebok, beat Puma, and become a myth in everyone's mouth is that we have a magical tool to talk to 'God'—Nike advertising... I can Let me proudly say an example. For example, if you show the advertisements of Nike and Reebok to children aged 14-15, they will definitely say: 'Reebok is playing my idea again. They use sports and health to sell Ads.'; but they talk about Nike ads in a very different way: 'Look, those guys at Nike are squandering their money again! That's a cool ad, I don't understand how they just make our blood boil like that!' Mark spits out A smoke ring, eloquently.

Listening to Mark’s words, Zhang Dongcheng smiled slightly. This is indeed the ultimate magic weapon for Nike’s one-hit success. Nike’s advertisements basically don’t say how good my shoes are, and my sports equipment is multi-professional. It’s always like a movie Generally, people unknowingly accept Nike's point of view, and accept that in this world, only Nike has the best point of view.

"I know what you said. I have also paid attention to the advertising circle. After all, it has a little bit of similarity with my work. I even thought about whether to make an inspirational sports movie. I haven't made one yet. This type." Zhang Dongcheng nodded, took the cigar thrown by Amanda, and lit it.

   "Million Dollar Baby" is a genre close to sports, but Zhang Dongcheng has not dared to touch it.

"In 1999, the turn of the world, the new millennium is about to begin. We, Nike, still have the courage to forge ahead and create myths one after another. Mr. Smith is also a super myth in Hollywood. I think we may cooperate!" Mr. Mark was chattering and smoking his pipe. The American was quite English in that respect.

   "Cooperation? Do you want me to help Nike shoot a commercial?" Zhang Dongcheng smiled. Mark's proposal is obvious. What is worthy of being a Hollywood super director? That's taking charge of the camera!

"Yes, we are going to shoot a commercial that will lead the sales strategy for the whole year of 1999. It will last about five minutes and focus on football. I believe that Mr. Smith, who is going to university in the UK, should be interested in football, right? Hehe, this A commercial doesn’t need much of your time, just two or three days, and we’ll pay five million dollars for Mr. Smith’s casting!” Mark said richly, as if five million dollars wasn’t a big deal at all.

  Damn, this is the end of 1998. Not everyone can turn a blind eye to five million dollars. Although Zhang Dongcheng is also the owner of an upstart, who would think he has too much money?

  Besides, commercials are different from formal movies. The time is very short, and the shooting cycle is only two or three days, because neither the director nor the participating football stars have so much time to shoot, they still have to play games.

  Earning five million U.S. dollars in two or three days, and cooperating with the world's number one Nike, this will not lose the face of the super director Zhang Dongcheng, and the two are even mutually beneficial.

  Besides, Zhang Dongcheng hasn't filmed commercials yet, so he's more interested in things he hasn't filmed.

  Football is the No. 1 sport in Europe and even in the world, but the best players are in Europe. No wonder this Mark chased him to the UK. This thing can’t be filmed in the United States!

   Taking advantage of the few days when I am attending the celebration of my alma mater, I gather all the football stars and shoot a commercial, which saves time and effort!

  Adaman only now understands that he thought that Mark took the money for money, and chased Zhang Dongcheng to the UK by plane. To put it bluntly, he saved money and saved his home..

  Oh, God, no wonder people can get rich, Adaman almost put his hands on his forehead and sighed that he can count thousands of dollars, but he can't be counted as a Yankee capitalist!

"It's interesting, I thought, I'll try it out, what you said reminded me of when I went to Highbury Stadium to watch the game, with people cheering wildly for the team in their hearts and fantasizing about being able to be on the pitch. It must be a good feeling to be a superstar who attracts everyone's attention and is called by everyone!" Zhang Dongcheng thought for a while, and then quickly agreed, at this time he really had the urge to take the camera.

   "So, you agreed?" Mark said excitedly.

   "Why didn't you agree? It won't take much time!" Zhang Dongcheng looked at the date, and there were only about ten days until the school celebration, but it was absolutely possible to shoot a commercial.

"Haha, that's great! We have been sticking to the JUSTDOIT marketing theme since 1988, but next year will be a goal of fame! It is a metaphor that wearing Nike football shoes, you will be the next superstar!" Mark The theme of the commercial will be announced soon.