originally. I want to talk to Wang Jianzhou, the chairman of China Mobile. Then I thought. He is the big boss. Too busy. I'm afraid this appointment will come in 29. Let's write an article and put it in Idea Daily, which is also a letter to Mr. Wang. Try our fate. Fate can always meet. When fate comes, we should all be modest. The prominent representative of advertising everywhere, China's, should be regarded as China mobile. Large and small media, online and offline, urban and rural areas, at home and outside the home, on the ground and underground, vast mountains and vast seas, high-tech and low-tech, where there are communication signals, there are advertisements of China Mobile. This statement is very modest. Actually, it's more exaggerated. Now let's talk about the first question. Don't be afraid. It's a small exhibition. I'm afraid of the big show, too There are too few materials to be exhibited. I asked the media director of an advertising company that is participating in China Mobile's advertising: Is the advertising of China Mobile almost one billion RMB a year? He said that large and small, the whole country together, should exceed one billion. I asked, do you have to spend this billion advertising fees? He said yes. There is a proportion of advertising spending in the headquarters, which is increasing every year. This money is public relations advertising expenses, which must be spent. The biggest headache is that we media companies always try our best to spend this money with advertising creative companies, and it is not easy to spend it skillfully and creatively. I asked how much of the billion advertising fees were wasted. He smiled and said there was no waste. I said that all people are wise men. To tell the truth, he said with a smile that there are many media and many pages in a lot of time. In fact, it is really unnecessary to put them in. But then again, everyone believes that advertisements are not absolutely made for nothing, even if only one person sees them, it is also an achievement. I said that for China Mobile, which is ubiquitous and rotates in the hands of hundreds of millions of people every day, turning on the phone is a well-known brand of mobile advertising in China. The first question is actually a good one. I wonder if you can take some time out of your busy schedule to think about it: Is the advertising volume of China Mobile too large in recent years? How many advertisements are really unnecessary? How much advertising money did Shui Piao get? You are a man of great wisdom. Some things will never be solved unless you ask them yourself. You know better than me. As I said above, it is assumed that this billion advertising fees should be spent and must be spent. Then, the idea came. China Mobile's current advertising creativity level is characterized by three words: rough and hard. It seems that all the famous stars have been spokesmen of China Mobile, and the themes and styles of activities are endless. However, I want to ask you the simplest question: Do you know what the advertising language of China Mobile is? What is its brand spirit and brand value? Don't know, do you? This is the problem. What do you do in your advertisement every day? Can you spend one-third of the huge advertising expenses to make some "public service advertisements"? I know that you don't like to hear the mention of public service advertisements. If you feel that public service advertisements are made for others and are of little use to yourself, let's not say that your views are actually wrong. Well, let's create a new advertising form: * * * Winning advertisements. It is through the process of conveying some ideas and knowledge that benefit the country and the people that the advertising information of your brand is also expressed. Do you think this should be reliable? You win, consumers win, the country wins, and the world wins. This is * * * win. * * * Winning advertisements can actually be implemented through China Mobile's own powerful network information promotion platform. Can you send some "classic quotations, master wisdom, inspirational quotes, recruitment information, food skills express, gentleman class, entrepreneurial ideas, classical poems, novel serials, famous opinions, star notes, etiquette faxes, childlike stories, practical knowledge of life, psychological quizzes and health jokes" to mobile phone users through SMS and MMS? Mr. Wang, when will the hundreds of millions of advertising fees wasted by China Mobile be saved? (Xu Dawei)