關於 advertising case study ，我們在網路上蒐集到這些相關的討論、資訊與評價

【芸能事務所の生き残り方】

本題に入る前に近況報告からさせてください。

昨日もお話しさせていただいたのですが、３日前に募集を開始した「西野亮廣オンライン講演会　〜マーケティング講座【上級編】〜」に期待が集まっているみたいで、昨日の段階では受講生が８５０人だったのですが、今朝見たところ、１７００名を超えていました。本当にありがとうございます。

(こちら↓)
https://silkhat.yoshimoto.co.jp/projects/2158

こちらの講演会は受講料が５３００円となっておりますが、映画『えんとつ町のプペル』のオンラインムビチケ（前売り券）が「３枚」ついてくるので、受講料は実質ほぼ無料です。クラファンの手数料ぐらい。

当然、この講演会をやっても僕には利益なんてないのですが、僕からすると、そんなものよりも、皆で作った映画が一人でも多くの方に観てもらえる方が何千倍も何万倍も嬉しいので、まったく構いません。

モノを届ける為には、何が必要なのか？
人を集める為には、何をしなければならないのか？

今回の講演会では、エンターテイメントに限らず、全てのサービスに関わってくる問題と、その解き方について、かなり踏み込んだ話をしたいと思います。「上級編」とありますが、難しい言葉や、無駄な横文字は使わないので、ご安心ください。


https://silkhat.yoshimoto.co.jp/projects/2158





というわけで、今日の本題です。



今日は「キンコン西野が芸能事務所を作るなら…」というテーマでお話しさせていただきます。



僕は表向きは吉本興業のタレントなのですが、それって表舞台に出る時で、僕の実際の仕事は９割ぐらいが株式会社NISHINOの仕事なんですね。

ただ、吉本興業とバチっているってことはなくて、吉本興業と一緒にした方がいい仕事は一緒にしますし、「ここは組まない方がいいよね」という仕事は組まずに、株式会社NISHINOでやらせてもらっています。そのへんは臨機応変に。

吉本芸人の中では珍しい「吉本愛」がある男です。

やっぱり、なんだかんだ言っても自分を育ててくれた会社なので、その恩は何倍かにして返さないと気持ちが悪い。
だからこそ、ダメな時はかなり強めに「ダメだ」と言います。
かなり強めに(笑)


吉本興業に限らず、あらゆる芸能事務所がおかれている今の状況を、めちゃくちゃフラットな立場から切り取ると……やっぱり、最大の権威であった「テレビ」を観る人が減ってきて、それぞれがYouTubeチャンネルを持ってしまって、「テレビに出たい」というタレントや、「レギュラー番組が欲しい」というタレントが減ってきた。
くわえて吉本興業の場合だと、コロナで劇場もやられてしまって……それによって「いや、劇場でネタをおろすより、ジャルジャルみたいにYouTubeでネタをおろした方が多くの人に見られるし、実入りもいいんじゃね？」というのがバレてしまって……今、全員の頭の中にある疑問は「芸能事務所って本当に必要なの？」だと思います。



インターネットの本質は「直接購入」なので、どうしても「中抜き」の立場は弱くなってしまう。

そんな中、今、各芸能事務所が生き残りをかけて、あれやこれやと手を打っているわけですが、たとえば、こと吉本興業に関していうと、やっぱりこれまで「大仏商売」だったんですよね。

明石家さんまサンがいて、ダウンタウンさんがいて、ナインティナインさんがいて…という。もちろん、その才能を生んだのは吉本興業であることは間違いないのですが、「生んだ才能に乗っかり続けた」というのも、また事実。

それでも、ネットインフラが整うまでは、それでいけたんですよね。
タレントのスケジュールを切って、ギャラ交渉をして、時々、バーターで新人を挟んで…というビジネスモデルを長らくアップデートする必要がなかった。
それはそれで本当に凄いことなんだけども。


だけど今は、ネットインフラ、もっと言うと、動画インフラやダイレクト課金インフラが整ってしまったので、もう「事務所に所属していないと世に出れない」みたいな時代じゃなくなった。

で、「これはヤバイ！」となって、今、慌てて、各芸能事務所デジタル化らしきものを進めているのですが、肌感でいうと７〜８年ぐらい遅い。
「UI、UX、何やそれ？」「オンラインサロンって、儲かりまんの？」という世界です。

本当に、何年も前に止まってしまった時計の針を今、慌てて動かしているから、ガタガタギシギシ鳴っているのが現状です。

頑張っているのは分かるのですが、そこに対する知識が圧倒的に不足しているから、流行っているものを見よう見まねで始めては見るものの、全然イケてないサービスを量産してしまう。
「そういうことじゃねえんだよ」の連続です。


一つ、吉本興業のクラウドファンディング「SILKHAT」に関しては、立ち上げから携わらせてもらった手前、今でも逐一「ここは違う、ここはこうだ」と口を挟ませてもらっているのですが、それ以外の吉本が仕掛けているサービスなんかは、ちょっとよく分からない。

救いは社外取締役で来てくださったビリギャルの坪田さんで、さすが坪田さん案件はイケてるなぁと思うのですが、ただ、坪田さんの身体は一つしかないので、さすがに吉本興業の全てのサービスをカバーすることは難しい。
吉本って、本当に大きな会社なんです。

ネットは特に適者生存の世界で、これまでリアル社会でどれだけ幅をきかせていようが、時代に合っていなかったら、１秒で駆逐されてしまうんです。

時計の針を長年止めていた人が見よう真似で参戦して生き残れる世界じゃないんですね。

今、コロナで食い扶持が減った各芸能事務所が、「新しい収入源を作れ〜」と躍起になっていると思います。

このへんの展開は手に取るように分かるのですが、まぁ、いろんな事務所さんが「オンラインサロン」を始めると思います。

始める理由は「オンラインサロンは、どうやら儲かるらしいから」です。
そして僕の見立てだと、ほぼ１００%失敗します。

「なぜ、ダイレクト課金が成立しているか？」を構造で理解していないからです。
「認知」と「人気」の違いを本質的な部分で理解できていない。

今田さんや東野さん、この前だと華大さんとか千鳥さんとかが「そういうのは、知識の無い社員が旗を振らずに、西野に頼んでやってもらったらいいんだよ」と言っていたんですが、僕本人が言うのもアレですが、本当にそうだと思うんですね。
でも、社員は絶対に聞いてこない。

僕は日本の名だたる企業さんから社員向けの講演会のオファーを受けるのですが、吉本興業から頼まれたことは一回もありません。

自分で言うとカドが立つので嫌なのですが、でも実際問題、クラウドファンディングで日本で一番支援を集めていて、オンラインサロンで日本で一番会員を集めていて、なんか国内最大の広告賞を取っている。
…そんな奴が、自分とこの会社にいて、カジュアルにアドバイスを求められる距離にいるんだったら、アドバイスを求めた方がよくないですか？

渡辺直美ちゃんにインスタの運営方法を聞いた方がよくないですか？
カジサックやオリラジの中田君にYouTubeの勉強会を開いてもらった方がよくないですか？


でも、それをしないんです。なぜか？
「プライド」です。

芸能事務所とテレビというタッグはこれまで本当に強くて、タレントはあくまで「使う存在」だったので、「教えてくださ〜い」とは言えない。

現役のバリバリ第一線でやっている人が、隣にいるんです。これ、勿体無いでしょ。

僕が吉本興業の社長なら、西野にギャラ１００万円渡して、なんばグランド花月に吉本の全社員を入れて、西野のマーケティング講座をやります。もしくは西野の書籍「革命のファンファーレ」あたりを全社員に配ります。
#どうせ西野は100万円を全額寄付します

これビッグマウスでも天狗でも何でもなくて、普通のビジネスマインドを持った人からすると、かなりフラットな意見だと思います。


で、今日の本題である「キンコン西野が芸能事務所を作るなら…」というところなのですが、やっぱり、今、一番時代を切り取れているのは、「結果を残しているプレイヤー」であることは間違いないんです。

そこに、あらゆる情報が集中しているので。やっぱり、その人が一番、知識がある。

　
その上で、僕が芸能事務所を作るのなら…………トッププレイヤーに株を持たせます。
むしろ、事務所の方から頼みこんで、事務所の株を持ってもらう。

　
株を持ってもらうのが難しいというのであれば、顧問料として業務ごとに契約して、事務所の売り上げのパーセンテージ渡します。

吉本興業でやるYouTubeならば、顧問料として、カジサックやオリラジ中田君に僅かでもパーセンテージを渡します。

そうすると、カジサックやオリラジ中田君は、吉本興業のYouTubeを盛り上げようとして、他の吉本芸人のYouTubeチャンネルの宣伝を自発的に行ってくれるので。


これから「タレントに株を渡せる事務所」と「タレントに株を渡せない事務所」の明暗は大きく分かれてくると思います。

今日のオンラインサロンの記事は、ここから、さらに踏み込んだ話をしたいと思います。

よろ！

　
▼西野亮廣の最新のエンタメビジネスに関する記事(1記事=2000~3000文字)が毎朝読めるのはオンラインサロン(ほぼメルマガ)はコチラ↓
https://salon.jp/nishino

▼Instagram版はコチラ↓
https://nishino73.thebase.in/items/25497065

━━━
２０２０年１２月２５日公開！
映画『えんとつ町のプペル』

▼オンラインムビチケ（特典付き）の購入はこちら↓
https://mvtk.jp/Film/070395

▼上映館はこちら
https://theater.toho.co.jp/toho_theaterlist/poupelle.html…
[how to survive the entertainment office]

Let me make a status report before entering the chase.

I was able to talk to you yesterday, but I started recruiting 3 days ago, ′′ Ryo Nishino Online Lecture ~ Marketing course [Advanced Edition]~" it seems that there is a lot of expectations for yesterday's stage, and I'm going to have a good time with the students There were 850 people, but I just saw it in the morning, and it was over 1700 people. Thank you so much.

(here ↓)
https://silkhat.yoshimoto.co.jp/projects/2158

This lecture is 5300 yen for the enrollment fee, but the online bangabandhu (advance tickets) of the movie ′′ a town ′′ is coming with ′′ 3 pieces ′′ so I'm going to enroll The fee is virtually almost free. About the fees of a fan.

Of course, I don't have any profit to do this lecture, but from me, it's a thousand times more than that, it's a lot of people who have been able to watch a lot of movies that we all made. I'm so happy that I'm so happy that I'm so happy that I'm

What do you need to deliver things?
What do you have to do to collect people?

In this lecture, I would like to talk about the problem that is involved in all services, and the problem that is involved in all services, and the solving of it." it is an advanced version." but it is difficult words and useless. I don't use the side letters, so please rest assured.


https://silkhat.yoshimoto.co.jp/projects/2158





So today's chase.



Today we will talk about the theme of ′′ if xin nishino is going to make an entertainment office..."



I'm officially a talent for yoshimoto kogyo, but it's time to go on the stage, and my actual work is about 9 % of Nishino Co Ltd.

It's just that I'm not drumstick with yoshimoto kogyo, but I'm going to have a good time with yoshimoto kogyo, and I'm going to have a good time with the work that I don't have to set up here, but I'm going to do it I'm giving it to you. I'm flexing it.

This is a man who has a rare ′′ Yoshimoto Love ′′ among yoshimoto comedians.

As expected, it's a company that raised me even if I said it, so i feel bad if I don't return it to a few times.
That's why when you can't do it, it's pretty strong to say ′′ no
Pretty strong lol


It's not limited to yoshimoto kogyo, but when you cut the current situation that every entertainment office is in a flat position...... as expected, there are many people who watch ′′ TV ′′ that was the biggest authority, and each one is youtube I have a channel, and I have lost the talent of ′′ I want to be on TV ′′ and ′′ I want a regular program,"
In the case of yoshimoto kogyo in the mouth, the theater was also hit in corona...... by that, ′′ No, it's a lot of people who put down the story on Youtube like jal rather than lowering the story in the theater. I found out that it's good to have a good time?" now I think that the question in everyone's head is ′′ I really need an entertainment office?"



The essence of the internet is ′′ direct purchase so the position of ′′ inside ′′ is going to be weak.

In such a way, each entertainment office has survived, and it is hitting their hands with this, but for example, about yoshimoto kogyo, it was a ′′ Daibutsu business ′′ so far.

There is a akashiya san, and there is downtown, and there is a nine nine nine... Of course, there is no doubt that it is yoshimoto kogyo who gave birth to the talent, but it is also a fact that ′′ I have continued to be born with the talent that I have been born,"

Still, until the net infrastructure is done, it's done.
I didn't have to update my business model for a long time, when I cut my talent schedule, negotiate galaga, and sometimes, in remembrance of the newcomer...
That's really amazing though.


But now, net infrastructure, more to say, video infrastructure and direct charge infrastructure have been set up, so it's no longer an era like ′′ if you don't belong to the office, you can't get out of the world

So," this is crazy!" and now I'm in a hurry, and I'm going to have a good time with each entertainment office digital, but it's about 7 TO 8 years late with the skin feeling.
′′ UI, UX, what is that?"" the online salon is profitable?"

Really, I'm in a hurry to move the needle on the clock that has stopped years ago, so it's the current situation that I'm going to have a good time with the tagaytay snipe.

I know you're working hard, but the knowledge of there is overwhelming, so I'm going to see what's trending, and I'm going to have a good time with a lot of people who are in the middle of the day, and I'm going to have a mass production of
It's a row of ′′ it's not that kind of thing


One, as for yoshimoto kogyo's crowdfunding ′′ Silkhat ′′ in front of the launching, I still have a mouth-to-mouth ′′ it's different here, it's like this other than that I don't really understand the service that yoshimoto is planting.

Salvation is the outside director of the biryani, and I think that the case is cool, but it's just that there's only one body of Mr. Bamboo, so I'm going to go to the middle of the day, and I'm going to have a good time with yoshimoto kogyo Covering the services of the.
Yoshimoto is a really big company.

The net is especially the world of the fittest survival, and how wide it is in real society so far, but if it is not right in the era, it will be destroyer in 1 seconds.

It's not a world where people who have been stopping the needle in the clock for many years can survive and survive.

Now, I think that each entertainment office, which has lost the the in corona, is scrambling to make a new source of income ~"

I know I'm going to get this strange expansion, but I think all kinds of offices will start the ′′ Online Salon ′′

The reason to start is ′′ the online salon seems to be profitable
And when it's my likened, almost 100 % fail.

Because I don't understand the structure of ′′ why the direct charge is completed?"
I don't understand the difference between ′′ cognitive ′′ and ′′ popularity ′′ in an intrinsic part.

Imada-San and higashino-San, last time, Mr. Hua-San and chidori-San said, ′′ that's what I wish I could ask nishino to do without knowledge without throwing the flag But that's what I'm saying, but I really think it is.
But employees never listen.

I'm getting an offer for a lecture for employees from a Japanese famous company, but I've never been asked by yoshimoto kogyo.

I don't like it because I'm going to say it myself, but it's actually a problem, crowdfunding is collecting the most support in Japan, and I'm collecting the most members in Japan at the online salon, and I'm going to have the biggest advertising I'm taking it.
... isn't it better to ask for advice if that kind of guy is in this company and in the distance where he can ask for advice casual?

Isn't it better to ask Naomi Watanabe how to operate her instagram?
Isn't it better to have a youtube study session for kazi and olli nakata?


But I don't do that. Why?
It's ′′ pride

The tag called entertainment office and tv is really strong so far, and the talent was only ′′ the existence of use," so I can't say ′′ let me know,"

There are people who are doing it on the front line of the active crunching. This is not spoiled, is it?

If I am the president of yoshimoto kogyo, I will give you 100 yen to nishino, and I will put all employees of yoshimoto in nanbagurando huā yuè, and I will do a marketing course in nishino. Or handing out nishino's book ′′ Fanfare of the revolution ′′ to all employees.
#どうせ西野は100万円を全額寄付します

I think it's a pretty flat opinion from a person with a normal business mind, not a big mouse or tengu.


So, today's chase, ′′ if xin nishino is going to make a entertainment office..." but now, the most era is," the player who leaves the result ′′ Things are not wrong.

There, because all the information is focused. As expected, the person is the most knowledgeable.

　
On Top of that, if I'm going to make an entertainment office............ I'll bring stocks to the top player.
Rather, I'm going to ask you from the office, and I'm going to have a office stock.

　
If it is difficult to get stocks, sign up for each business as an adviser fee and pass the percentage of the sales of the office.

If you're on Youtube at yoshimoto kogyo, you'll give a little percentage to kazi and olli nakata as an adviser.

So, kazi and olli nakata are going to elevate yoshimoto kogyo's Youtube, and they are voluntarily going to promote the youtube channel of other yoshimoto comedians.


From now on, I think that the light of ′′ the office that can pass stocks to talent ′′ and ′′ the office that can't give stocks to talent ′′ will be divided greatly.

Today's online salon article, from here, I would like to talk about stepping in further.

Happy birthday!

　
▼ an article about the latest entertainment business of ryo nishino (1 articles = 2000 to 3000 characters) can be read every morning online salon (almost mail magazine) is here ↓
https://salon.jp/nishino

▼ Instagram version is here ↓
https://nishino73.thebase.in/items/25497065

━━━
Released on December 25, 2020!
The movie in a town ′′

▼ Buy Online Bangabandhu (with perks) here ↓
https://mvtk.jp/Film/070395

▼ here is the screening hall
https://theater.toho.co.jp/toho_theaterlist/poupelle.html#region7Translated

หมากฝรั่งคิดคิด หายไปไหน? / โดย ลงทุนแมน
“คิดคิดเพื่อนเคี้ยว ถ้าคิดจะเคี้ยว เคี้ยวคิดคิด”
สโลแกนติดหูของหมากฝรั่งคิดคิด
ที่เชื่อว่าหลายคนน่าจะเคยได้ยินกันมา
...Continue ReadingWhere has the gum to think and think? / by investing manly
′′ Think, think, friend, chew, if you want to chew, chew, think ′′
Catchy slogan of gum thinking thinking
I believe that many people should have heard this.

But today have we ever noticed that gum can think about it. It's gone from the shelf.
Why is it like that
And now what is the gum thinking thinking
Invest man will tell you about it.
╔═══════════╗
Scenario and Economic Update with Blockdit
Podcasts available on the go
Blockdit.com/download
╚═══════════╝
Gum thinking, produced by the limited Meng Seng limited Candy Factory which was founded since 2506 by Mr Chan Taem Kangkha. In the beginning, the Meng Seng Candy Factory manufactured ′′ Gum. Parrot ′′ which was considered a popular gum for kids in the past.

The success of parrot gum
In 2527, the company began to expand machinery to produce another brand of gum called ′′ thinking gum ′′ which appears to be unexpected because of modern packaging. Straight in bright yellow with blue red and green band on the box.

Importantly, the advertising of chewing gum thinking using slogan which makes most people remember easy to catchy is ′′ thinking, thinking, chewing friends, chewing, thinking ′′ makes gum thinking, thinking, thinking, chewing, thinking, chewing, thinking, chewing, thinking, chewing

At present, there will be 2 groups in Thailand.
1. gum with sugar (Sugarised Gum)
2. sugar-free gum (Sugar-Free Gum) but use sweetener instead of sugar.

But did you know that over time, the gum market keeps receding.
Year 2557, the gum market value is around 3,000 million baht.
Year 2561, the gum market value is around 2,000 million baht.

Apart from consumer behaviour that changes, the younger generation chews gum less.
The growth of trends in staying healthy over the years has also affected the gum business.

Gum can contain sugar ingredients or sweeteners instead of sugar. So consumers who care about health avoid.

And gum thinks about the name that people in the past have been familiar with. It's slowly gone away. It's why people say that gum thinks about it. But in fact, the gum is still thinking about it. But there will be some channels for sale.

So what do you think about the results of gum?
Income and profit of the company. limited Candy Factory. Manufacturer of thinking gum and candy.
Year 2562 Income 39 million baht.

However, in addition to the gum and candy manufacturing business, the company has expanded to other related businesses.

Nakhon Liang Glucose limited, a glucose-sized manufacturer which is used as an important ingredient in the food industry.
Year 2562 Income 893 million baht.

The company of M. S. S. Group limited is the organizer of snack and gum products of all affiliates.
Year 2562 Income 189 million baht.

Tai Yok Glucose limited is the leading supplier of Glucose Sizesirappropriate Fruit Savings, Monohydrates, which are the essential ingredients of cooking.
Year 2562 Income 775 million baht.

When all proceeds are gathered, we will see that the whole company has a total income of almost 1,900 million baht. It's considered not too small.

From the past, the income of the gum business is the main business. But today, it's reduced to 2 % of the total income in the company.

When things were like this in 2562, the company began to adjust the strategy to run business into another business with handshake with clothing brands and bags to produce fashionable goods, including entering into the healthy food market to grow the company. Long term.

Adaptation of gum thinking is an interesting case study.
Imagine if we went back time 30 years ago and someone told us that one day, gum thinking about doing business, clothes or food, health, we might think it's strange.

But today, consumer behaviors have changed to different from the past. Some products from one day were popular. One day, popularity changed.

Therefore, adaptation is essential in making our business survive.

If I read this here
We don't think that gum can't think. It's as bad as we think.
And expanding the business to do something else that we didn't expect..
╔═══════════╗
Scenario and Economic Update with Blockdit
Podcasts available on the go
Blockdit.com/download
╚═══════════╝
Follow to invest manly at
Website - longtunman.com
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References
-http://www.mengsengsweets.com/about/
-http://fic.nfi.or.th/MarketOverviewDomesticDetail.php?id=95
-https://www.bangkokbiznews.com/news/detail/835100
-https://smartsme.co.th/content/220637Translated

กรณีศึกษา TikTok ใหญ่กว่า ปตท. 4 เท่า /โดย ลงทุนแมน
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Continue ReadingTikTok case study is bigger than PTT 4 times / by Investing Man
If it comes to online apps that many people use daily.
Probably Facebook, Instagram, Twitter, YouTube

Apart from the application that comes.
Another hot platform that makes many people can't put their phones down.
I may not be able to escape ′′ TikTok ′′

The popular trend of this short video of platform.
Making TikTok's mother company called ByteDance
There is higher value than PTT. The largest company in Thailand has reached 4 times.

How did this happen
Investing man will tell you about it.
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′′ ByteDance ′′ is a Chinese nationality startup company founded in 2012
Who owns multiple social media platforms

For example.
Toutiao, news reading application and contention in China.
Helo, popular social media apps in India
And the most widely known popular app right now is TikTok

So what is TikTok?

TikTok is a platform for users to watch and publish mobile videos.
Creative short video from anyone and anywhere in the world
And there are exotic features to create works such as music, lip sync, filter, effects.

The beginning of TikTok must go back to 2016
ByteDance has launched an application for publishing a short video on mobile phone in China named Douyin.

Douyin got a great response in China
Within a few months, the application download has risen more than 100 million times.
And more than 1,000 million video views per day

When things are like this, Zhang Yiming, founder ByteDance, thought to make this application known and world famous.

So it's the same application as Douyin that opens outsiders China to use.
This application is called ′′ TikTok ′′

After only two years of debut
In 2018, TikTok reached 800 million applications downloads.

With fun features for many short video creations.
Make not only the average person get in.

TikTok is also widely popular in celebrities and famous people.
Both abroad and celebrities in Thailand
This phenomenon is magnetic. It attracts more people to use TikTok.

Moreover, COVID-19 outbreak from early 2020
It's a factor that gives more TikTok usage.

Just the first quarter of 2020 quarter.
TikTok has reached 315 million downloads
Until now, TikTok has more than 2,000 million downloads.

Another important interesting thing is
TikTok focuses on developing AI system.
In selecting the contents to match the user's preference.
To attract users as long as possible

Until now, TikTok has 800 million users per month.
And there is an average application time of up to 52 minutes per person per day.

Compared to other social media apps
I have to say TikTok is stepping up to challenge other platforms fiercely.

Facebook has around 2,500 million users per month.
YouTube has about 2,000 million users per month.
Instagram has around 1,000 million users per month.
TikTok has around 800 million users per month.

TikTok's popularity and rapid user base
Make Advertising and Selling Products within the application.
Like a coin or gift increases dramatically.

Revenue of company ByteDance, owner of TikTok.

Year 2018 ByteDance earn 229,000 million baht.
Year 2019 ByteDance earn 527,000 million baht.

ByteDance revenue grows to 130 % in one year.

In the first three months of 2020
ByteDance has made an income of around 173,600 million baht.

If it goes to target
ByteDance will earn in 2020 total 874,000 million baht.

When things are like this, it makes ByteDance the mother's company of TikTok.
Estimated value to around 4.6 trillion baht.

How much is this worth?
Let's compare to PTT. The largest company in the Stock Exchange of Thailand

Market value of PTT company. Public Company Limited is equal to 1.1 trillion Baht.
ByteDance estimates equivalent to 4.6 trillion baht.

I will see that investors value ByteDance higher than PTT. Up to 4 times

What is this story telling?

This story shows us how to create value for a company or what it does.
It doesn't have to live with lots of resources or take long.

The point is, we need to find the hidden value in the simple things of everyone's daily life.
As TikTok knows, people like to watch short videos and want space to publish their own containers.

I can't believe this simple idea.
Going back to meet the needs of people around the world and it's worth a lot.
So much so that we didn't think that apps like this would be worth losing to big companies in other industries..
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References
-https://www.bytedance.com/en/products
-https://www.tiktok.com/about
-https://www.bloomberg.com/news/articles/2020-05-27/bytedance-is-said-to-hit-3-billion-in-profit-as-revenue-doubles?sref=Wmf2L5h5
-https://www.businessinsider.com/tiktok-bytedance-revenue-billions-first-quarter-results-growth-2020-2020-6
-https://wallaroomedia.com/blog/social-media/tiktok-statistics/#:~:text=Monthly%20Active%20Users%20%E2%80%93%20TikTok%20has,of%20now%20(June%202020).
-https://www.forbes.com/sites/mikevorhaus/2020/05/27/bytedance-chinese-digital-giant-and-owner-of-tiktok-reported-to-have-revenues-of-17-billion/#163b02b023de
-https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
-https://www.cnbc.com/2019/09/30/tiktok-owner-bytedances-first-half-revenue-better-than-expected-at-over-7-billion-sources.html
-https://www.set.or.th/set/factsheet.do?language=th&country=TH&symbol=PTTTranslated

Campaign : Blissful Together
Brand : Auntie Anne's Malaysia
Marketer : Dickson Chai
Agency : Nil

PROBLEM
Auntie Anne’s is a well-known International Brand from U.S.A specializing in baked soft pretzels. The first outlet arrived at Malaysian shores 25 years ago and has since experienced continuous growth in both outlets and customer base.

Sales during the Chinese New Year festive period (January to February) are typically non-peak season with lower-than-average volumes.Malaysians from city areas (where the majority of Auntie Anne’s outlets are located) back to their respective hometowns in sub-urban or rural areas to spend time with the family, traditionally the week preceding and during Chinese New Year. This leads to lower footfall at shopping areas and malls during this window, generating lower transactions.

Auntie Anne’s devised a breakthrough strategy to increase brand presence, awareness and drive customers’ visitation to outlets when doing shopping in malls.

SOLUTION
The campaign’s concept – “Blissful Together”, inspired by “福” (Blissful) – a word commonly used during Chinese New Year seasons which means good wishes and also represents the joy and festive mood associated with Chinese New Year. Creatively combined the brand logo with the word “福”, fusing a Western brand with iconic traditional Chinese element, to become the central art of the campaign, making all customers felt like enjoying a piece of Auntie Anne’s means receiving a “Blissful” wishes from the brand during Chinese New Year.

Campaign’s target audience was Malaysians of all races, all ages, including new and repeat customers.

Auntie Anne’s used an integrated approach to maximise reach and engagement of target audience via relevant touch-points.

Packaging: All packaging were changed into a couplet-like design with Auntie Anne’s version of “福” (Blissful) word on it, spreading the “Blissful” experience to every customer who visited Auntie Anne’s throughout the period.

In-store promotional items: Utilized all potential spaces and real estate within each outlet to display campaign-related in-store items. All collaterals strongly presented the Auntie Anne’s version of “福” (Blissful) word and functioned like couplets display at outlets.

Promotion Scheme: 3 promotional sets and used different “Blissful” levels to represent different promotional sets: i. “So Blissful” – RM8.50 (Original Stix + Any Pretzel) , ii. “More Blissful” – RM9.50 (Cinnamon Stix + Any Pretzel) , iii. “Very Blissful” – RM10.50 (Choco Eclairs Stix + Any Pretzel).

Social Media: Consistent postings highlighting the couplet-like design packaging to bring up the festive mode among audience as well as a reminder to loyal fans and potential customers throughout campaign period.

DELIVERY
On ground:
All Auntie Anne’s outlets turn into “Blissful” outlets by displaying all “Blissful Together” theme promotion materials.

All outlet staffs strongly promote “Blissful” promotion set items with use of “Blissful” name for promotion items: “So Blissful”, “More Blissful” and “Very Blissful” instead items’ original names during the campaign.

Only “Blissful” design packaging was used during the period to pack every product sold.

On line:
The campaign was announced through Facebook and Instagram page by changing the profile photos to display Auntie Anne’s version of “福” (Blissful) word and followed immediately by promotion information post on 1st day of campaign. Facebook and Website landing page cover pictures were changed to “Blissful Together” campaign key visuals to be consistent with the “Blissful” decoration displayed at physical outlets.

1 social media posting was made on Facebook and Instagram platforms on average, every 2.5 days, about “Blissful Together” campaign to maintain the campaign hype and momentum.

PERFORMANCE
Successfully spread “Blissful” wishes to more than 945,000 customers with more than 1,790,000 “Blissful” packaging handed out together with the products sold – exceeding the sales made last year for same period by more than 41,000 units.

A growth in Revenue of 5.6% and growth in number of transactions by 2.7% during the Chinese New Year period compared to last year. Average spending per transaction increased by 2.8% showing the direct impact of the promotional set items sold which encouraged customer’s higher spending or more quantity purchase per transaction.

“Blissful Together” postings gained total of 42,622 reached with in Facebook fan page and 20,438 reached in Instagram during campaign period with ZERO advertising budget. “Blissful Together” first day posting achieved 5% engagement rate which was higher than industry benchmark (3-4%).

Campaign successfully created a new mindset of inclusivity, reminding that festive seasons such as the Chinese New Year can be celebrated by all races through the concept of blending a western international brand with traditional Chinese culture to symbolize joy and fortune during Chinese New Year.

Also on www.facebook.com/edwinnetwork

大家好。中國人好多嘢叻，但其中一樣最叻就是「抄」人！

做人、做企業道理也是一樣。要成功，必須有獨特的競爭優勢。

那你是否很怕比人「抄」呢？

剛上堂做了個Case Study 關於Wal-Mart，相信不用多介紹。簡介如下：
- Wal-Mart 超級市場於1962年成立，現在是全球最大「私營」顧主，全球顧用超過二百五十萬員工。包括公營機構的話，顧用人數只在美國國防部及中國解放軍之後。
- 全球有約一萬間分店。營業額是全球第三大 (After Shell and ExxonMobil)

Wal-Mart成功三大原因：
(1）全公司的「慳儉」文化非常強，所以成本特別低，售價則是同行最平。
(2）公司投資在IT(資訊科技）極大。難以相信，Wal-Mart是全球花錢最多在IT的公司。你每次入Wal-Mart購物，馬上知你想買什麼相關產品及受落什麼推廣。
(3) 最重要的是它的人事管理模式、團隊精神、客戶至上的企業文化。

以下是Wal-Mart 已故創辦人Sam Walton 八十年代和超過十萬名員工的講話內容：

"....Now, I want you to raise your right hand....(and) repeat after me: From this day forward, I solemnly promise and declare that every time a customer comes within ten feet of me, I will smile, look at him in the eye and greet him. So help me Sam." （好像美國總統就職宣誓一樣！）

Sam Walton, to over 100,000 associates, mid 1980s

以上代表了Wal-Mart 的幾十年來的人事企業基本信念。

剛在課堂裏，哈佛Strategy 教授David Yoffie 分享了以下的研究，指出如果競爭對手想「抄」你，以下是模仿你所需要的時間（按難度排次序）

如圖示：
(1) Price Movement 價錢 - 少過60天
(2) Advertising 廣告 - 少過1年
(3) Innovation （R&D) 創新 - 少過2年
(4) Manufacturing 生產 - 少過3年
(5) Distribution 分銷 - 少過4年
(6) Human Resources 人事 - 多過7年！！

無論競爭對手點「抄」，最難「抄」就是「人事管理」的模式。「抄」足7年都「抄」唔晒！

以上對我有很大啟發：

（1）個人方面：學歷、專業資格好易「抄」。但如果我自己保持正面態度、勤奮向上、共享成就，其他人就萛要「抄」，他人始終不是我本人，內裏的本質點「抄」也「抄」唔晒。

（2） 企業方面：價錢、廣告、產品等可能很易「抄」，但是企業文化及人事管理則點「抄」都很難「抄」！所以公司最大資源應投放在人事管理、團隊發展、及企業文化，必定是長遠致勝之道。不怕比人「抄」！

以上分享，對創業的你、打工仔的你或管理層的你有何啟發呢？

你又打算如何防止比人「抄」呢？