Chapter 197 The Most Successful Title in History

Since [Qiqi Children's Wear] was put up temporarily, in the first few episodes of "Where Are We Going, Dad", all the title trademarks, clothes, and even the title words spoken by the village chief were put up at a later stage. .

But ordinary viewers can't see it.

They only remember it once the show starts.

The village chief Li Dun will say a fixed sentence: "Welcome to watch "Where Are We Going, Dad" broadcast by Qiqi Children's Clothing? I am the village chief Li Dun."

Just such an opening statement, I don’t know how many people were brainwashed by it.

Even every time "Dad" is broadcast, the village chief has not spoken yet, and the TV audience laughs and shouts the village chief's words in advance.

Subtle advertising indoctrination is the scariest thing.

It's like the 999 cold medicine and Xiaoer cold medicine in the previous life.

Before "Where Are We Going, Dad" came out, when ordinary people went to pharmacies to buy cold medicine, they basically bought old brands such as Gankang, Baiyunshan, and Xincontac.

But with the broadcast of "Dad".

Just a month or two later, when everyone went to the drugstore to buy cold medicine, more than half of them said: "Boss, do you have 999?"

No other cold medicine is needed.

Just 999.

Just recognize 999.

Consumers just accept this dead end. Because subconsciously, they are most familiar with this brand, so they naturally have a sense of trust in 999.

It was also this year that 999 almost shut down all other cold medicine brands across the country.

As for how many cold medicines 999 sold in China during the epidemic, it is probably an astronomical figure.

As for now.

999 in this world did not seize the opportunity, but Xu Mengqi's "Qiqi Children's Clothing" won the naming rights.

Magic City.

Because this is the headquarters of "Qiqi Children's Clothing".

So there were 6 direct stores before.

Later, due to Wang Mo's strong request, ten new franchise agent stores were opened in the past half month.

Xiaolian is a salesperson in a directly operated store.

This Qiqi children's clothing directly-operated store is located on the most prosperous Xuhui Road.

From the location of the directly-operated store, we can see how much Xu Mengqi has invested in children's clothing.

Take the store where Xiaolian works as an example. The monthly rent is just over 100,000 yuan.

But in the past year, the store's average monthly turnover was less than 200,000.

Excluding rent and costs, this directly operated store has a net loss of RMB 100,000 per month!

When the new store opened, there were five salespeople and one store manager. But now Xiaolian is the only one left.

If it weren't for this leisurely job, Xiaolian would probably have run away long ago.

After the Spring Festival this year, on her first day at work, Xiaolian was surprised to find that the boss of such a store that was about to close down actually started to stock up on goods, and also removed most of the previous high-end clothes and replaced them with ones priced below 300. Mid- to low-end brands.

Of course, this boss is not Xu Mengqi, but a professional manager hired by Xu Mengqi.

Xiaolian once thought her boss was crazy.

Later, she heard that the boss did this because Qiqi children's clothing was advertised on TV. So the boss pinned his hopes on advertising.

Later, Xiaolian found out that the advertised program was called "Where Are We Going, Dad?"

Qiqi Children's Clothing can advertise because the previous sponsor left and other brands did not like this program, so their brand became the sponsor.

At that moment, Xiaolian was sure that the boss was really crazy.

"Fool!"

"Spend more than 20 million to be the title sponsor of a variety show that no one cares about?"

"There is so much money, it would be nice to share it with us."

Xiaolian and the salespersons from other directly-operated stores make crazy complaints in the private group every day.

But it also made her pay attention to the show "Where Are We Going, Dad" and she took a curious look at it when it premiered on Wednesday.

Then... Xiaolian fell into despair.

Then... when she went to work the next day, she found that the number of people in the store suddenly doubled than usual.

On the third day, the number of people suddenly tripled.

On the fourth day, Xiaolian's "Qiqi Children's Clothing" direct-operated store was already filled with customers.

She has her hands full on her own.

The boss began to recruit people urgently.

A week later, Xiaolian stopped complaining in the group because she no longer had time to complain, not even time to eat.

Two weeks later, when the ratings of "Where Are We Going, Dad" exploded across the Internet, Xiaolian had become a ruthless bill-paying machine in this directly-operated store of "Qiqi Children's Clothing".

She does not need to introduce clothing styles to customers.

She doesn't need to haggle with customers either.

She doesn’t need to tell her clients which clothes will look good on them.

From work to get off work, she only needs to keep taking clothes from customers, then settle the accounts and pay the bills.

Xiaolian was already numb.

She couldn't imagine why these customers were so eager to buy.

Especially children.

When you see their store, you will scream in surprise.

"Ahhh, it's Qiqi's children's clothing from "Where Are We Going, Dad?"

"I want to buy it, I want to buy it."

"Mom, I want Qiqi children's clothing."

"Dad, dad, where are we going? Let's buy children's clothes."

"..."

Almost every child drags their parents in when they see their store, with faces full of surprise.

As for my parents, they were reluctant at first, but when they entered the store and saw the styles and prices of the clothes, they were also surprised.

"Oh, this dress is really nice."

“It’s really nice and the price is affordable.”

“Why haven’t I discovered this children’s clothing brand before?”

"No wonder someone can endorse "Where Are We Going, Dad"? It really has quality assurance."

"purchase!"

Many people buy two or three.

Some people even pick up more than a dozen pieces at a time.

Xiaolian secretly calculated at night that the store's current turnover is equivalent to half a year in one day!

How much bonus and commission will you get? !

Thinking of this, Xiaolian can wake up laughing even in her sleep.

“The boss is wise!”

"The boss is mighty!"

Xiaolian's complaints have long been replaced by serial flattery.

The directly-operated store where she works is just a microcosm of Qiqi children's clothing.

At present, "Qiqi Children's Clothing" has more than 100 directly-operated stores and agency stores across the country, but almost every store is full of customers, and supply exceeds demand.

Fire!

Really popular!

Insiders inquired.

Since the broadcast of "Where Are We Going, Dad", the Baidu index of "Qiqi Children's Wear" has soared from about 10 before to more than one million, an increase of 100,000 times!

The index represents the heat.

Heat represents traffic.

Traffic represents money.

However, more than 100 offline physical stores still cannot reflect the popularity of "Qiqi children's clothing".

The real traffic peak has to be seen online!

Because Xu Mengqi listened to Wang Mo's words, before "Dad" was broadcast, she urgently formed a professional e-commerce team and opened flagship e-commerce platforms for all e-commerce platforms such as Moubao, Moudong, Mouduo, and Mouyin. shop.

On the night "Dad" premiered, a large number of netizens flocked to major flagship stores.

When its broadcast time moved to the prime time, and the ratings soared, it showed a phenomenal variety show.

The number of customers on major e-commerce platforms has finally exploded.

Especially in Douyin’s official flagship store live broadcast room.

Countless netizens poured in.

Because everyone learned a piece of news from the media: because of the title of Qiqi Children's Clothing, "Where Are We Going, Dad" was not withdrawn and had the opportunity to be broadcast.

So for these fans who like "Daddy", Qiqi Children's Clothing has become a hero.

"Thank you Qiqi Children's Wear, because of you, "Dad" is broadcast."

"Thank you for your title, which allowed me to see the excitement of "Dad"."

"If it weren't for Qiqi Children's Wear, I'm afraid this phenomenal variety show would have been stillborn."

“Without further ado, to express my gratitude, I’m placing an order!”

“Although I don’t have children at home, I still like several pieces of children’s clothing and place an order!”

"Place your order, place your order!"

“Must place an order!”

"..."

It was this group of lovely netizens who, on this night when the ratings of "Dad" exploded, the number of people in Qiqi Children's Wear's live broadcast room reached 100,000+.

It was on this night that Qiqi's children's clothing live broadcast room sold 100,000 pieces of goods!

Sales in the tens of millions!

It ranked first in sales of Douyin that day, surpassing the leading anchors with tens of millions or even tens of millions of fans.

The entire network was stunned by this result.

A professional manager said with a complicated expression during an interview: "Obviously, Qiqi children's clothing naming "Where Are We Going, Dad" will become a classic case in the business world. Because of this naming, there is a high probability that it will become the biggest hit in history. Successful naming.

With a price of only 26 million, he became the title sponsor of a variety show.

This variety show became a phenomenon-level variety show after it was broadcast.

It is conservatively estimated that Qiqi Children's Wear has received more than 500 million yuan in publicity and promotion expenses with more than 20 million yuan in naming fees.

What is this concept?

With a publicity fee of 500 million yuan, even a piece of shit can be worth the price of gold.

Therefore, with the popularity of "Where Are We Going, Dad", it is no surprise that Qiqi children's clothing will skyrocket in the fashion festival and become a well-known children's clothing brand in China. No one can stop its rise. "

The words of this professional manager are recognized by many people in business circles.

After all, this can be seen from the current online and offline popularity of Qiqi children's clothing.

Many people’s eyes turned green with envy.

"The title price is only 26 million, can you believe it?"

"It is estimated that the naming fee for the second season of "Dad" will reach more than 300 million."

"Three hundred million is the starting price, 400 million or 500 million are possible."

"That's what vision is!"

"Oh, it's really a matter of vision. Who would have thought that a variety show about a dad raising a baby could become a phenomenon-level variety show?"

"When "Where Are We Going, Dad" was withdrawn from sponsors, the entire Mango TV network called and begged grandpa to sue grandma, but no one paid any attention. Now it seems that it is really ironic."

"Eh... By the way, which sponsor withdrew its funding? What do you think the brand owner is thinking now?"

Everyone is discussing.

Suddenly someone mentioned the previous sponsors who temporarily withdrew their funding due to dissatisfaction with the show.

Presumably, some people from this sponsor are not feeling well right now?