Rebirth: My dad is too obedient

Chapter 140 About Long-term Cooperation

Nie Fei took a sip from the small teacup, glanced at Xu Chen, and said:

“To be honest, we didn’t think highly of the slogan ‘Afraid of getting angry’ at first.

Now that the survey data has come out, it is actually somewhat unexpected.”

Xu Chen still didn't respond. He drank his tea while waiting for the other party to continue.

Nie Fei: "Although the survey results are like this, we still need to convince many internal leaders if we really want to use this slogan in promotion."

Xu Chen smiled in his heart. The other party's implication was that although the research results were completely in favor of the slogan submitted by Xu Chen, the one million bonus might not be his.

Nie Fei continued:
“So on our way back, we came to visit him and wanted to hear Mr. Xu Chen’s creative ideas.

These ideas can also help us persuade people within the company.”

As soon as he finished speaking, several subordinates beside Nie Fei turned to look at Xu Chen.

In fact, ever since they came in and saw Xu Chen's "high school student" appearance, they felt a little disdainful, and even a little inexplicably "angry".

Wang Laoshun's slogan had been created and discussed within the Jiaduobao Company for a long time.

Everyone here has thought of at least twenty slogans, and without exception all of them have been rejected.

And now, a slogan written by a senior high school student actually got the highest score in the survey?

And if this slogan is really to be confirmed, a reward of one million will have to be paid.

That's one million...

These middle and lower-level office workers may not be able to save a million even in ten years.

Maybe in their eyes, the senior high school student in front of them just got lucky and wrote the slogan "afraid of getting angry", but he may not be aware of the details behind it.

They all had a faint expectation, looking forward to seeing this high school student unable to answer, and showing nervousness and embarrassment...

Xu Chen was not embarrassed, nor was he nervous at all.

He put down the teacup in his hand and even crossed his legs.

But he didn't try too hard, and got to the point, trying to be brief:

"Your company's solicitation requirements clearly state that you hope to promote Wang Laoshun herbal tea to the national market, and even to a market scale comparable to that of Coca-Cola.

This is a huge ambition, but it faces two huge and very insurmountable problems..."

"First, the category of herbal tea is only known to users in Guangdong Province and its surrounding areas in southern China. People in other places have never heard of herbal tea..."

"Secondly, the effect of herbal tea in the minds of people in South China is to 'remove dampness', but the concept of 'removing dampness' also has great regional limitations.

Only the south is 'humid'. In places like North China and Northwest China, there is no such thing as 'humidity' now..."

“But the taste of herbal tea is not good, and no one will buy herbal tea just because it tastes good.

So if Wang Laoshun wants to promote it, he can’t do without the functional selling point…”

"The above is the core starting point of advertising slogan creation, or advertising strategy..."

"Then, we need to find a problem that people all over the country are aware of and often encounter, and that herbal tea can solve..."

“Getting angry…

Chinese people understand what it means to get angry, and even all problems can be explained by "getting angry".

From North China to South China, from East China to Central China...people from all over the country are getting angry!
Although, no one can explain clearly what getting angry is..."

"For this kind of widespread and universally recognized need, the pen 'removing dampness' is ten thousand times better...

I also studied the efficacy and user perception of Guangdong herbal tea. In addition to removing dampness, it also has the effect of removing heat. "

"If you have a sore throat, drink a can of Wang Laoshun to relieve it. Isn't this a strong motivation to buy?"

……

Xu Chen had almost finished speaking, and seeing that no one was reacting, he picked up the teacup on the table, blew on it and started drinking.

However, Nie Fei and others on the opposite side looked serious.

Especially the few employees who were waiting to see Xu Chen's "embarrassment and nervousness" looked at each other with strange expressions.

Just because what Xu Chen said... makes a lot of sense.

This time, the team went on a nationwide survey. After a round of research, they found that "fear of getting angry" was the most popular answer...

We also learned from the user focus group that the "cleverness" of this slogan lies.

The survey results were almost identical to what Xu Chen had said.

This means that the high school student in front of him was definitely not guessing.

Just as he said just now, this slogan was created based on strategic thinking.

But this is really too weird. After all, the other party looks so young...

What's more, he is in Tiancheng, a county town in the north. He may have never been out of the province. How can he understand the user needs of people across the country?
……

The vice president, "Sister Fei," thought for a while, nodded slightly, and then smiled and said:

"Listening to Teacher Xu Chen's words really opened my eyes!"

Xu Chen looked normal, but he was laughing in his heart. Fortunately, he had prepared a speech in advance last night.

After all, when I submitted the article, I didn’t specifically list out detailed strategies, insights, etc.

Today's performance was the result of reverse engineering that I spent more than ten minutes last night.

Nie Fei opened her red lips slightly and spoke again:

"I have another question, why must it be 'fear of getting angry', rather than 'treating getting angry', 'removing fire', 'clearing fire' or something like that?"

Xu Chen: "In fact, Mr. Nie, you should know better than me.

After all, beverages are not medicines, and consumers cannot be promised "medical effects". Moreover, I don't think you would want Wang Laoshun to associate it with medicines, as that might actually lower the sales ceiling...

'Afraid of getting inflamed' points out the problem of getting inflamed, but does not directly mention the efficacy.

It just says that users can have a can when they are worried or afraid of getting a sore throat.

Even those who want to cause trouble cannot find any problem with this description. "

Nie Fei pondered for a while and nodded seriously:

"I didn't expect Mr. Xu Chen to be so thoughtful, even more thoughtful than us brand people."

Several people around him also echoed a few words:
"Yes, Mr. Xu, your analysis just now is exactly the same as the results of our research."

"After visiting the national market, we found that people everywhere can understand the problem of getting angry."

"We have used selling points such as 'removing dampness' and 'conditioning' before, and our competitors have indeed complained about us..."

While several people were discussing, Fang Jun on the side looked at Xu Chen and couldn't help but feel surprised.

She had no idea that in addition to the competition in Shanghai two days ago, Xu Chen also had the Jiaduobao project on hand.

It seems that I have underestimated "Dongchen Advertising" and Xu Chen.

……

Xu Chen smiled and listened silently, feeling a little relieved.

Judging from the reactions of this "Sister Fei" and the people around her, she has basically "got it".

The one million bonus is naturally basically secured, and more importantly, it establishes a professional perception in front of the other party.

But Xu Chen didn't want to stop yet, as there was still an important purpose that had not been achieved in today's communication.

He needs to lay some groundwork in advance for the endorsement of Kunlun Mountain Mineral Water and Xie Bingran.

According to my memories from my previous life, at this time, Jiaduobao Company should not have started to develop high-end mineral water business...

Xu Chen thought for a moment and said:

“When I submitted my article, I still did some research on your company and Wang Laoshun’s product.

The trademark of Wang Laoshun and the "Red Can Herbal Tea" should be in the hands of Guangzhou Pharmaceutical, and your company Jiaduobao should only have the right to use it...

In this case, will there be greater risks if we promote it on a large scale? "

Nie Fei was stunned for a moment, then smiled and said:

"I didn't expect that Teacher Xu even knew this in advance."

She was indeed a little surprised. It seemed that Teacher Xu in front of her had really done serious research.

Xu Chen naturally had not studied it, but in his previous life, the dispute between Guangzhou Pharmaceutical and Jiaduobao over the "Wang Laoshun" trademark was huge news in the industry at that time.

By the way, a leader of Guangzhou Pharmaceutical was sent to jail, and the big boss of Jiaduobao also "ran away"...

Nie Fei continued:
"There is no need to worry about this, as we have extended the authorization of the 'Wang Laoshun' red can herbal tea to 2020.

We can continue to renew the contract in the future, and there is no problem with our current investment..."

Xu Chen frowned, but didn't say anything else.

As a person who has been reborn, Xu Chen is very clear that there are huge hidden dangers in this "authorization".

In fact, Jiaduobao did not obtain this authorization through "legal and compliant" means, which also laid a huge hidden danger for a series of subsequent disputes.

However, Xu Chen was not prepared to "inform in advance" about this.

In fact, he couldn't have told her in advance...

He just wanted to take this opportunity to lay some groundwork for the endorsement of Kunlun Mountain and Xie Bingran...

Xu Chen thought for a moment and said:

“After all, not having the trademark in your hands is a huge hidden danger.”

Nie Fei: “This matter is… quite complicated, and we have actually discussed it internally for a long time.

It also involves some issues related to the company's operations. The current situation is that we only have one profitable flagship product, Wang Laoshun, to promote..."

Xu Chen: "This is the biggest problem."

Nie Fei was stunned for a moment, then sat forward a little:
"Teacher Xu, do you have any ideas or... advice?"

Xu Chen smiled:
“It’s not much of a question of guidance.

I think that since your company only has one product and the trademark is not your own, this is ultimately a huge risk.

To be safer, we need to develop additional product lines and brand lines.

If something goes wrong with Wang Laoshun, your company at least has another product line to protect you."

Nie Fei's expression became serious again and he said:

"Teacher Xu, we made the sudden decision to come visit you today. It was really the right decision...

In fact, we are also discussing other products and brand lines within our company, but we have not yet finalized what we are going to do.

Teacher Xu, do you have any good suggestions? "

Xu Chen frowned, but did not speak in a hurry.

Nie Fei smiled and said:

“It just so happens that we are also looking for a suitable advertising company for our subsequent promotion.

We also want to discuss our long-term cooperation with Dongchen Advertising."

(End of this chapter)