Chapter 427: Masayoshi Son’s Life Mentor Asks for Help

“McDonald’s entered Japan a year later than KFC.

But KFC achieved great success in its first year in Japan..."

Tokyo, in the reception room of Dadi Advertising.

The host and guest sat at separate tables.

At this moment, the Japanese McDonald’s executives were describing their intentions:

"Although McDonald's performance is not bad in Japan, in comparison, the locals are more friendly to KFC..."

"There is a very special habit in Japan,"

At this time, Yu Sigui looked at the two domestic guests and spoke in Chinese:

“Every year when Christmas comes, there will be a long queue at the door of KFC in Japan.

The locals eat KFC on Christmas Day, just like we eat moon cakes on the Mid-Autumn Festival and rice dumplings on the Dragon Boat Festival. "

"I've noticed this before,"

In the 1970s, Pujiang Advertising Company's main business was overseas.

Therefore, Huang Hua came to Japan a lot of times:

"But I still can't figure out why they do this. Other countries don't celebrate Christmas like this."

"That's it," Yu Sigui smiled and shrugged: "I don't know the specific situation."

In 1970, Mitsubishi Corporation, one of the "Royal Three" of the Mitsubishi Group, established Japan's KFC with its parent KFC in a 50-50 share ratio.

In the first six months since its opening, locals were not very convinced.

Until a KFC store manager was invited by a nearby church school.

On Christmas Eve, when I dressed up as Santa Claus and delivered fried chicken instead of turkey to the students, I was awakened by the scene of enthusiastic cheers in front of me.

The next day, the talented store manager put a Santa Claus cape on the KFC colonel in the store.

And in time, a slogan was hung: Eat KFC on Christmas.

After one operation, the sales volume on that day was several times higher than usual.

Since then, the promotional slogan "Eat KFC for Christmas" has been rang out.

Every year since then, KFC will launch corresponding Christmas dinner buckets for the whole family and various small gifts every year.

Anyone who doesn’t make an appointment in advance will have to go to the store and queue up on the day.

After doing this for many years, I really think that this is how Christmas is done abroad.

Therefore, this time of year is the most embarrassing time for McDonald's.

The crowd would rather line up next door than come here. I really can't see the scene.

…

At this moment, the three people looked at the two McDonald's supervisors with smiles on their faces again.

"Look at it this way, every Christmas season,"

Jiang Shan looked at the other party and said, "Your company can only watch KFC count money?"

Jiangshan's question is very straightforward and directly related to economic interests.

Seeing this, the two people from McDonald's looked at each other curiously: "Excuse me, are you..."

"Sorry, I forgot to introduce,"

Jiang Shan handed over a double-sided business card in Chinese and English: "Chief planner of Chunfengdu Advertising, Jiang Shan."

"Oh, so you are Chunfengdu's advertising planner..." The other party took the business card and looked at it carefully.

At this moment, Yu Sigui bit her lip to hold back laughter: Anyway, you are the only one in this company, you can call it whatever you want.

Huang Hua still had a semi-permanent smile on his face: Xiao Jiang is still young. If it were me... I would directly become the chairman.

The two of them laughed lightly.

The two people at McDonald's over there quickly exchanged glances: Sure enough, the relationship between Dadi advertising and Chunfengdu is unusual.

"In fact, we at McDonald's spend quite a lot of money on publicity every year,"

One of the executives introduced: "You know, our chairman is a person who is very good at business..."

"Well, I know that," Yu Sigui nodded heavily:

"Their chairman published a book called "I Am the Best Money Maker" a few years ago. I even bought a copy at that time."

Like KFC, McDonald's is also a restaurant group that adopts a "franchise chain operation" mechanism.

But it is different from KFC's "Mitsubishi Corporation".

When Fujita, the Japanese head of McDonald's, first prepared to join McDonald's, his entire net worth was only $50,000.

But Fujitada, who firmly believed in his vision, bit the bullet and walked into the local Sumitomo Bank to apply for a loan.

At first, the manager of the Sumitomo branch had no intention of talking to him.

It wasn't until Fujita left and returned that he said: "Sir, do you know how I got my $50,000 deposit?"

Looking at what he asked, he really asked about the other person's heart.

The manager of the Sumitomo branch has long been curious about how the young man in front of him got this huge sum of money:

"I am indeed very interested in your deposit."

"This is the savings I saved over 6 years. During these 6 years, I kept saving 1/3 of my salary every month.

I am unshakable, no matter how difficult the days are, I grit my teeth and persevere.

In fact, when I graduated from college, I made a plan to save $100,000 in 10 years.

But now I have encountered the best opportunity, so this plan has to change! "

After Fujitata left the bank, the branch manager immediately called the bank where Fujitada deposited money.

When he learned that the other party was indeed a monthly deposit, the manager began to formally consider Fujitada's loan application.

Because, although his manager, who is nearly 60 years old, earns many times more than the other party, he still has not saved as much as this young man.

"Work hard, young man, I guarantee that you will be very promising."

In this way, Fujita finally got the start-up capital to join McDonald's.

It must be said that he is very lucky.

If he had changed a manager, there would have been nothing to do later.

However, Fujita is indeed very business-minded.

Not only did he introduce McDonald's, but he also joined several popular products in succession.

When he published the book "I am the best money-maker", a large group of young Japanese people were excited and eager to make a move.

After seeing this book, Masayoshi Son, who was in a period of confusion, called Fujita's company hundreds of times in a row.

After that, he simply bought a ticket to meet offline.

[Don’t look at the past industry, pay attention to the future industry. Computers should be the industry you want to enter. If I were you…]

Fujita’s words directly illuminated Masayoshi Son’s financial path.

The boy turned around and went back to school to sell video games.

…

“This year marks the 25th anniversary of the establishment of McDonald’s restaurants. In order to make McDonald’s achieve greater success, McDonald’s restaurants around the world are stepping up their publicity.

Not long ago, in your Hong Kong, the 1,000th McDonald’s restaurant in the world officially opened…”

“No wonder McDonald’s in Hong Kong is holding a full-line advertising bidding,”

Yu Sigui looked at Jiang Shan: “It turns out that it is the 25th anniversary.”

Jiang Shan nodded: “This is a good thing!”

After learning about Jiang Shan’s true identity, the two executives only had Jiang Shan in their eyes: “What did you say?”

“I said,” Jiang Shan: “This is a good opportunity.”

“Yes,” one of the executives said: “At present, our company has two promotion plans.

First, we must take this opportunity to continue to expand the publicity of several ‘drive-thru’ restaurants in Tokyo and Osaka.

Second… May I ask if you have seen an advertisement launched by McDonald’s a few months ago?”

Looking at the other party’s inquiring eyes, Jiang Shan and Huang Hua looked at Yu Sigui together.

Jiang Shan: "Have you seen him?"

"What do you mean by that?" Yu Sigui: "I've been with you for the past few months!"

Hearing this, the three of them had to look back at each other: "No."

Suddenly, the two McDonald's executives began to doubt the ability of the advertising man in the room.

After all, the man in front of them is also a citizen of a third world country.

Can he really help his company?

But on second thought.

There are so many wonderful cases posted on the wall at the door, and it seems that they can't doubt it.

"Sorry, both of you," Yu Sigui looked at the other party apologetically: "Our team was following up on another advertising project a while ago..."

"When you came here, did you see the mineral water advertisement outside the building?" Jiang Shan pointed out the window: "It's the project we are currently working on."

"Oh,"

The two opposite remembered: "It's normal that you haven't seen that advertisement. It just so happens that we brought the advertisement today."

A few minutes later, the video recorder in the living room started to work.

When the TV screen lit up, a McDonald's executive also introduced it:

"The theme of our promotion this year is to create a fairy-tale fantasy theme.

So, the advertising company planned an advertisement according to this theme, and we thought it was okay.

But after it was broadcast, there was no effect, and it even received a lot of criticism."

Jiang Shan stared at the TV: "Why?"

"It is said that not only is there no cuteness... but it also scared some children."

At this moment, Jiang Shan, who had been staring at the screen, also saw it.

There is no way, let alone the McDonald's uncle of this period.

Even if it is moved back, there are still many people who cannot accept it.

After all, this thing is sometimes disgusting for adults to watch, let alone children.

On TV, on a river with dense jungles on both sides.

Uncle Madonna, leading a few children sitting in a small boat.

They looked down at the map for a while, looked up at the telescope for a while...talking about McDonald's.

Suddenly, the uncle's red lips opened and smashed a huge rock in the middle of the river.

Then there was another scream, and the children on the boat screamed and fell into a waterfall.

At this time, a string of music sounded, and the group of children who fell into the waterfall were happily sitting in the McDonald's restaurant again in a blink of an eye...

"How is it,"

After the advertisement ended, a McDonald's executive said: "If you were asked to comment, how do you feel about this advertisement?"

Huang Hua looked at Jiang Shan with a smile on his face, and then continued to smile without saying anything.

Yu Sigui shook his head gently: "I don't think it's very good?"

Let alone Jiang Shan, even if she was asked to do it, it would definitely be better than the design above.

"The original intention of the designer was to create a story in which children and Uncle McDonald happily explore in the forest and look for McDonald's restaurants." Jiang Shan said slowly.

"Yes," the other party nodded and admitted: "It is indeed this plan."

"Unfortunately," Jiang Shan said bluntly: "In the eyes of the audience, the one sitting in the same boat with the children is the most terrifying."

Jiang Shan kept smiling when he said this.

And the people on the other side who heard this also laughed, as if this was really the case!

"We have now stopped this commercial, so McDonald's is now in urgent need of another commercial."

"If you are interested in Chunfengdu and Dadi Advertising, you are welcome to contribute to our McDonald's!"

After that, an invitation letter for the pitch was placed neatly on the table.

It turns out that "Wonderful Night in the Forbidden City" had not yet been released.

McDonald's promotion department did not put "spring style" into the pitch camp at all.

"Can I ask," Jiang Shan said, "which advertising companies participated in this pitch?"

"Local companies include Dentsu and Hakuhodo,"

The supervisor of McDonald's did not hide it: "Foreign-funded companies include Ogilvy and Leo Burnett."

Hearing this, Yu Sigui and Huang Hua's eyes widened, and Jiang Shan almost whistled.

"Although they are both powerful advertising agencies,"

After seeing the reactions of the three people across from them, the two supervisors decided to go through with the ceremony:

"But in our opinion, you also have your advantages. Otherwise, we would not invite you personally."

…

After sending away the big client, the three people on the sofa in the living room were either crooked or lying... anyway, they were basically just a mess.

"What do you two say?" Huang Hua looked at them and smiled: "Do you still want to do this order?"

"..."

Yu Sigui hugged her legs and rested on the single sofa. She opened her mouth and closed it again. She said with a sad face:

"I really want to do it...but, I'm afraid I won't be able to do it!"

"yes,"

Jiang Shan leaned on the sofa and sighed: "After all, McDonald's is so proud that it can actually bring the four masters together."

"No, it's just us, little one,"

Yu Sigui looked at Jiangshan eagerly: "Jiangshan... please think of a way!"

"Let me take a closer look first," Jiang Shan stood up and turned over the bidding invitation on the table.

"The bidding will be opened on site, transparently and openly," he knocked on the invitation: "This is good."

"It's so exciting, I can't stand it." Yu Sigui was afraid of competing on the same stage and demonstrating live.

This is one of the reasons why advertisers hate “pitches.”

"Look,"

At this moment, Jiang Shan had already analyzed:

"The most written introduction on this invitation is the McDonald's drive-thru restaurant."

"In other words," Yu Sigui said, "the drive-thru is the focus of this advertisement."

Jiang Shan continued: "The two people mentioned before that McDonald's current promotion focus is to create a fairy tale-like dream world."

"It's a pity that the previous advertisement failed,"

Huang Hua also came to Jiang Shan's side and looked at the invitation curiously: "But what exactly is a drive-thru restaurant?"

In 1971, McDonald's opened its first drive-thru restaurant in the United States.

Six years later, Japan also began to appear.

This kind of restaurant is different from ordinary drive-in restaurants in that it is a mobile operation.

To put it simply, it is a McDonald's restaurant surrounded by four sides. It is for dine-in indoors and cars can be used around the outside.

People sitting in the car order food at the first window.

After turning a corner, go to the next window to pick up your meal.

You can buy a delicious McDonald's without even stepping out of the car.

This thing is quite interesting to talk about!

In later generations, driving schools, gas stations, and highway toll stations all opened McDonald's drive-thrus.

During the epidemic, there were even spectacular scenes of long queues of cars.

"Look at this,"

Huang Hua pointed to the invitation and said:

“In fact, as early as the beginning, the suggestion from McDonald’s headquarters was to open a drive-thru restaurant in a traffic thoroughfare in Tokyo.

But Fujita insisted on opening the first McDonald's in Ginza. "

Hearing this, Jiang Shan suddenly became excited: "Should we go to Ginza right away and have a look?"

"Now?" Yu Sigui: "How about we go check out the drive-thru restaurant first."

In Miss Yu's opinion, Jiang Shan must first gain some knowledge before he can make any use of it.

"I can do it," Jiang Shan said nonchalantly, "What about you, Lao Huang?"

"Me too," Huang Hua said with a smile, "You can eat anything."

Yu Sigui: "..."

…

Inside several advertising companies in Tokyo.

Facing a table full of design drawings, the McDonald's docking teams from each company are racking their brains to discuss and study.

In their view, the other three pitch companies cannot be underestimated.

Compared to them, the advertising team that was the last one to receive the invitation was currently staring at the McDonald's menu...