Chapter 15 Scheme

When Xie Xuanye heard Ji Hao's idea, he nodded to him and said, "Ji Hao's proposed to enhance the promotion of existing houses is a good strategy. Near New Year's Day, we can take advantage of the festive atmosphere to make the promotions the hottest."

Li Jialan was silent and looked at it again. The sale of forward housing is an example of a contract. Look carefully at each clause, and then select one clause as the breakthrough point. Then he said slowly, "In the sales of future houses and the sales of existing houses, there is the word 'boutique decoration' in the contract, and this boutique decoration is what we can use. You might as well tell those who check out that the price of the house is different from the house sold in the previous period. Their batch of houses will do luxury A-level decoration, and the current house promotion, because the house price has been reduced to the lowest average price of real estate in the past two years, the decoration level can naturally be slightly reduced. Standard.

The original concept of boutique decoration can be maintained, but it is different from the luxury decoration concept of housing guarantee. The difference in this concept can allocate 100,000 to 200,000 space for the decoration concept. And this concept of space is enough to ease the psychological imbalance of check-outs. In addition to those who want to invest in real estate, other real buyers still have a stable home. This requires Xie to strengthen the concept of warm home, make our community become the home that consumers yearn for, and let living in the construction community of Xie's Group become a trend and yearning. The appreciation of Xie's real estate brand eases the current predicament and paves the way for future sales.

Li Jialan's words were immediately unanimously approved by Xie Xuanye and other participants. Compared with the plan just put forward by Ji Hao, Li Jialan is more humane and perfect.

Xie Xuanye said to Li Jialan with sigh, "It's really a pity that you don't come to my company to help me. If you are willing to succumb, the CEO position of our group is yours."

Ji Hao stared at Xie Xuanye with dissatisfaction, warning not to be insatiable. He could let Li Jialan temporarily come to help him, which was enough to save face. Don't expect anything else.

Xie Xuanye smiled and didn't care about Ji Hao's disgusted eyes. Then he praised Li Jialan's mental strategy. Fanyang City, including the whole country, is in a period of downturn in the real estate industry. However, compared with Xie Shi, the Xilin Group, where Li Jialan originally worked, is firmly in the ranks of the real estate leaders in Fanyang City because of the brand effect that has been established. Although Xilin Group is also invincible with the trend of real estate price reduction, it has also adopted a price reduction. The strategy stimulates the market, but compared with many real estate developers in Fanyang, Xilin Group's price reduction is the smallest.

In those years, Li Jialan invited him to be the brand spokesperson for the international movie queen, which successfully improved the brand effect of Xilin Group. After that, real estate developers followed suit, and then the first-line red stars hired at a high price did not achieve the expected effect. Instead, they had the tendency to lose their wives and soldiers. The selection of good brand spokespersons has become the current marketing fetters and obstacles of Xie's Group.

Xie Xuanye put forward a proposal to find another brand spokesperson. While getting involved in the discussion, he wanted to get good advice from Li Jialan.

The people in the advertising department even proposed to poach the Chinese international film queen who endorsed Xilin Group at a high price and turned them into Xie's endorsement. In front of Li Jialan, he wants to dig the corner of Xilin Group.

Xie Xuanye gave a look to the director of the advertising department, intending to make him pay attention to what he said. He knew Li Jialan's personality and knew that she was the most affectionate. Although she is no longer a shareholder of Xilin Group, this does not mean that she has no feelings for Xilin Group. After all, many of Xilin Group's projects are Li Jialan. Participated in the planning and implemented it. Just like her carefully designed and painted works, there will still be reluctance and love.

Li Jialan put Xie Xuanye's reaction in her eyes, smiled and signaled that she didn't care, and then said, "XXX actress has successfully endorsed Xilin Group. She has linked Xilin Group and her image, and then used her to endorse Xie. In fact, it is harmful and useless. People see her endorse Xie. At that time, the first impression was that the Xilin Group was still thought of, that is to say, Xie Shi helped Xilin Group, which was thankless. Instead, it attracted the disgust of consumers and thought that Xie plagiarized the concept of Xilin Group.

Li Jialan's words fell to the ground. The advertising director just now was convinced, nodded affirmatively to Xie Xuanye, and gave Li Jialan a thumbs-up, meaning that he was really right to ask Li Jialan for help.

Xie Xuanye naturally looked at Li Jialan's ability for a long time. He admired it and smiled faintly on his lips. He asked Li Jialan if he could help Xie refer to which star should be endorsed to effectively improve Xie's brand effect.

"The benchmark positioning of Xie and Xilin Group is different. The main group of Xilin Group is biased towards high-end people and luxury consumers, while Xie's positioning is more popular. The consumer layer is also aimed at the general consumer class. Advertising spokespersons naturally need to get closer to Xie's positioning. The two must complement each other in order to give full play to the advertising effect we want. Li Jialan paused for a moment, then took a sip of tea before asking Xiaowu, another young female staff member in the conference room, "I heard that "XX Those Things" is very good. Have you seen it?"

Xiaowu doesn't know why Li Jialan asked her such chat questions at the meeting. They all secretly talked about these topics in private when they were behind their boss's back. She looked at Li Jialan with slight surprise, and then looked at Xie Xuanye. Seeing Xie Xuanye motioned her to answer Li Jialan's question, she had the confidence and answered Li Jialan, "Yes, many of my friends and I are watching this TV series. I heard that the click rate has soared, and now it ranks first in the ratings of all satellite programs at the same time. A very good TV series.

Li Jialan nodded and seemed to be satisfied with Xiaowu's answer.

And other participants don't know what to do. Look at me, I look at you. I don't understand why they are in the meeting to discuss the problems faced by the company. Why did Li Jialan get involved in the chat?

Only Xie Xuanye looked at Li Jialan thoughtfully, and a bright light suddenly flashed in his mind and almost exclaimed. He understood. Li Jialan means to invite the actors of that TV series to speak in contemporary times. However, he seldom chases TV series, but he doesn't know which heroine or hero is the most ideal spokesperson in Li Jialan's mind. Do you mean that Xie can hire the female or male lead of that TV series, contemporary?

Li Jialan smiled and her eyes were as bright as diamonds. "You can invite the male and female actors to speak contemporaryly together!"

Xie Xuanye immediately met. He had never watched the play. He didn't know how popular the male and female actors in it were. As an exception, he also opened Baidu to check gossip on his notebook during the meeting. Sure enough, he saw that the actors playing the couple were the best couple actors who have been voted for on the Internet.

"I think the male and female leading actors in this play are more suitable for Xie's brand concept. The house is a comfortable place to rest, a harbor. To make buyers deeply feel that their houses are not luxurious enough, they have the most comfortable and happy living concept. The male and female leading actors have just become popular and have risen from second-tier stars to the ranks of first-tier red stars. At this time, their endorsement fee is still extremely low. When the TV series is over, I'm afraid that their value will rise because of the popularity of the TV series, so it is most appropriate and appropriate to throw an olive branch to them now. Compared with other red stars, the combined price of the two of them is probably the price of those first-tier red stars. In this way, Xie saved one side of the capital investment, but he could get the best return. After Li Jialan finished speaking, the people at the meeting talked to each other. Xie Xuanye also directly asked the advertising department what kind of attitude he had towards Li Jialan's suggestion.

After the last consultation, Li Jialan's idea was collectively approved, and the advertising department will contact the actors who play the perfect couple as soon as possible. And let advertising companies plan and prepare for shooting according to their proposals. The benchmark concept and Xie's positioning concept complement each other.