Rebirth: My dad is too obedient

Chapter 272 Mr. Xu’s Opinion

Tuesday, evening.

The moment Xu Chen walked out of Yangcheng Tianhe Airport, he instantly felt a surge of heat.

It is autumn now, and the temperature in Guangzhou feels a little hotter than in Shanghai, and the air is filled with a sticky feeling.

I have to admit that, at least in terms of climate, Shanghai is more pleasant than Guangzhou.

……

The purpose of this trip to Guangzhou is to finalize the project proposal for Jiaduobao's "high-end mineral water".

The budget for this project is 1.5 million, which is a considerable amount.

Xu Chen is not short of money in life, but if he wants to start "Ranbing Sports" next, he still needs some funds.

Currently, his father’s Morningwind Technology is also in the debt-ridden start-up stage, and Xu Chen does not want to put too much additional financial pressure on his father because of “Ranbing Sports”.

Moreover, this project is related to an endorsement contract of Xie Bingran, which is very important.

In addition, the trip to Guangzhou also hopes to solve the problem of "poaching" Sun Amy, so the itinerary can be said to be heavy.

"Where are you going, handsome guy?" After queuing up and getting into a taxi, the driver asked politely.

Xu Chen: "Sports Center, Tianhe Building."

The hotel I booked was still the Tianhe Hotel where I stayed before.

Coincidentally, Jiaduobao’s office in Yangcheng is located in the CITIC Building not far from here.

Even yesterday, Xu Chen called the hotel front desk and reserved the same room he stayed in last time.

Just because Xu Chen and Xie Bingran slept together in that room.

During those two days, Fang Jun's sister was drunk, so Xie Bingran knocked on Xu Chen's door in the middle of the night and sneaked in like a thief.

It was because Xie Bingran, who was about to leave, wanted to stay with Xu Chen for a while longer...

……

An hour and a half later, Xu Chen appeared in the room in Tianhe Building.

Guests came and went in the hotel room, but after more than a month, there was no trace left of Xu Chen and Xie Bingran's stay in the room.

Fortunately, there are still some fresh scenes in my mind.

On the first night, Xie Bingran slept in the inner bed because Xu Chen had slept in this bed the night before.

On the second night, Xie Bingran asked to change beds and sleep outside because Xu Chen slept on this side the night before.

Ok.

Brother Bing seems to be a careful and particular person when it comes to these matters.

Xu Chen leaned on the bed and let out a long sigh.

I really want to hug her, squeeze her hand, etc.

But I can't touch it.

Boredom...

……

The next morning, Xu Chen was still having breakfast in the restaurant when he received a text message from Sun Amy.

[Teacher Xu Chen, I'm on the first floor of the hotel! ]

[Wait a moment, I'll come out after I eat. ]

When I met Sun Amy, this little girl with a little baby fat was still wearing the pair of round glasses and had a sweet smile on her face.

Xu Chen recalled that when he met Sun Amy in his previous life, she had already reached the manager level in Black Duke Marketing, and her aura was much stronger than it is now.

At that time, Xu Chen was a newbie in the workplace, so he had to be polite when he saw her, calling her "Sister Amy" or "Boss Amy" all the time.

At that time, Xu Chen would never have thought that Sun Amy would politely call him "Teacher Xu Chen" at this moment.

And "Teacher Xu Chen" is also planning to recruit "Sister Amy" as his subordinate and employee.

……

Sun Amy wore a slightly formal suit, and the loose T-shirt was still embellished with some design elements.

Obviously, I have made some preparations for meeting the clients.

Xu Chen had to admit that Teacher Amy also had a very amazing figure...

She held two cups of coffee in her hands and handed one to Xu Chen:
"Teacher Xu Chen doesn't seem to drink coffee. I ordered black tea."

Xu Chen was stunned. He didn't expect Sun Amy to be so attentive and actually knew and remembered this matter.

My evaluation of her instantly improved.

Xu Chen took the cup of black tea with a smile and said, "Let's go!"

……

Ten minutes later, the two arrived downstairs of CITIC Tower.

This building located on the central axis of Guangzhou is 391 meters high. It was once the tallest building in Guangzhou and is naturally a landmark building.

Xu Chen contacted Chen Xinyi from the marketing department of Jiaduobao and took the elevator directly to the 27th floor.

As soon as I came out of the elevator hall, I saw Chen Xinyi already waiting there.

This local girl from Guangdong Province warmly welcomed "Teacher Xu Chen" in Mandarin with a heavy accent.

Xu Chen naturally also gave a brief introduction to Sun Amy, but only said that she was a member of the project team and her English name was Amy.

The three of them exchanged brief greetings and then walked towards the office.

The store is decorated with a large red facade, and there are piles of "Wang Laoshun" herbal tea at the door.

Chen Xinyi explained: "The sales staff is doing an event these days, so the materials were brought to the company first."

The office area is neat and tidy, but it doesn't look very large.

After Chen Xinyi gave a brief introduction, we knew that this was just an office location of Jiaduobao in Yangcheng.

The current headquarters is still in Dongguan City.

……

Chen Xinyi brought the two of them to a large conference room.

"Teachers, please wait a moment. I will go call Sister Fei and Mr. Chen. We can start right away when they arrive."

Xu Chen nodded and said, "Then I will prepare the documents and projection first."

……

A few minutes later, the sound of high heels was heard outside the meeting room.

Then I met the capable and powerful "Sister Fei" and the managing director Chen Jinru again.

Nie Fei was warm and polite. He greeted Xu Chen and introduced Chen Jinru to him.

Xu Chen took out his business card and handed it over with both hands.

Chen Jinru looked quite old, at least in his fifties, with short graying hair and gold-rimmed glasses.

He smiled brightly and shook hands with Xu Chen.

"Welcome, Mr. Xu. Although Nie Fei told me in advance that you are very young, I am still very surprised to see you in person!"

Xu Chen: "Hello, Mr. Chen."

Chen Jinru: "Your 'fear of getting angry' directly pushes our Wang Laoshun up.

I came to meet you this time, not only to listen to this high-end mineral water project, but also to thank you in person for Wang Laoshun's project!"

Xu Chen: "Mr. Chen is too polite. I believe that our high-end mineral water can also create the next sales miracle."

Chen Jinru laughed a few times, obviously enjoying it very much:
"Thanks to Mr. Xu's words, I have more confidence!"

……

After the greetings, we sat down and got down to business.

Nie Fei briefly introduced the general situation of "high-end mineral water".

I had already talked a little bit about this with Xu Chen the last time we met in Shanghai.

This time we mainly synchronized some of the current rhythms and contents of the marketing plan.

In addition, Nie Fei also specifically mentioned the progress of the current "promotion plan".

“We have also contacted several advertising and marketing companies, and they have proposed several plans to us, but we are still not satisfied with any of them.

Neither the product name nor the slogan seem to be suitable at first glance...

Based on our cooperation in the Wang Laoshun project, Mr. Chen also instructed us to wait for Dongchen Advertising's proposal."

Chen Jinru nodded:
“The market plan for this project is still facing huge challenges.

The most important thing is that we are promoting this brand from scratch, and we are quite entangled in the decision-making and selection of product names, slogans, and spokespersons..."

……

Xu Chen nodded and stood up. He connected the projector and opened the report file.

The first page of the PPT contains two lines of text:

【New brand unveiled: Who am I? Where do I come from? 】

[A good name saves billions in advertising costs]

Chen Jinru's eyes lit up when he looked at the two words on the projection.

Especially the last sentence, it obviously touched his heart...

Getting the first impression has always been an important "trick" in reporting proposals.

Nie Fei looked at these two lines of words and couldn't help but smile.

At the very beginning of the plan, the most crucial thing was hit. This was something I had not seen when I had listened to other plan reports before...

Xu Chen spoke calmly and unhurriedly:

"In the current water market, Wahaha, Nongfu, Yibibao, Binglu... have already covered all the mid- and low-end markets.

The so-called Evian, Perrier and other few high-end water brands are too expensive and are destined to have a small market share.

This is our market opportunity..."

“As Mr. Chen just said, our biggest challenge is to enter the hearts of consumers from scratch.

The first wave of marketing promotion is to "introduce yourself" to consumers.

Tell consumers who I am, where I come from, and what’s good about me…”

“The most important and core issue is the product name.

A good name may not even require a slogan. A good name can save a lot of advertising costs..."

Xu Chen paused and flipped through the PPT.

On the projection screen, a line of text was magnified:
[I am..., I come from Kunlun Mountain. ]

Xu Chen continued:
"This is a simple self-introduction. The ellipsis in the middle is the name of our product."

“Normally, we’d already started to circulate names.

For example, it can be called xx ice spring, xx holy water, or even directly Jiaduobao high-end mineral water..."

"But another idea is to combine these two sentences into one.

'Who am I and where am I from' self-introduction, two sentences combined into one sentence..."

Xu Chen paused again and flipped through the PPT again...

[I am: Kunlun Mountain Snow Mountain Mineral Water. ]

……

Xu Chen was silent for a moment, waiting for Chen Jinru and Nie Fei's reactions.

Nie Fei thought for a moment and said:

"You mean, just use this as the product name?"

Chen Jinru frowned: "Just use Kunlun Mountain!"

He took a breath and said, "We really haven't thought about it this way. Mainly..."

Xu Chen then said:

“Yes, just use Kunlun Mountain as the product name!

The three words "Kunlun Mountain" are powerful enough in themselves.

High altitude, snow-capped mountains, purity, minerals...

Among all these interest points, no forced or even made-up name can compare to the three words "Kunlun Mountain".

We are the snow mountain mineral water produced from Kunlun Mountain, so we can just call it 'Kunlun Mountain' without any further self-promotion and introduction.

The name itself brings out high altitude, high quality, snow-capped mountains, purity, minerals, high-end, rare...

All the benefits and brand associations we want can be contained in the three words "Kunlun Mountain"! "

……

After Xu Chen finished speaking, Chen Jinru and Nie Fei lowered their heads to think about it, then looked at each other with a smile.

Nie Fei said:

“We really didn’t think of using Kunlun Mountain directly, the main reason being that the name must have been registered.

You need to set aside an additional budget and find the trademark holder to purchase it.

Moreover, the estimated cost will not be low..."

Xu Chen nodded and flipped through the PPT again. The same sentence appeared on the projection screen again:
[A good name saves billions in advertising costs]

Xu Chen didn't say much.

Chen Jinru looked at the big words and laughed a few times, then turned to look at Nie Fei:
"Boss Nie...I seem to have been convinced."

Nie Fei looked at Xu Chen with a smile, his expression somewhat complicated.

Approval, happiness, or perhaps some hidden gratitude...

Chen Jinru patted the table lightly and said:

"Don't wait, ask the legal department to find the trademark owner and start asking for prices right away."

He paused:

“Let’s not reveal that it’s our Jia Duo Bao yet, for fear that they will ask for an exorbitant price.

Inquiring for a quote in the name of a small company..."

Nie Fei smiled and said, "I understand."

……

Chen Jinru then looked up at Xu Chen again:

"Mr. Xu, it seems our wait is worth it.

We have looked at dozens of names for this product...

Indeed, none of them are as powerful as just using the three words "Kunlun Mountain"! "

Xu Chen nodded:

"Then the next step is the slogan."

He didn't stop and flipped through the PPT again.

The same line of text appeared on the projection screen again:
[Kunlun Mountain, Snow Mountain Mineral Water]

Chen Jinru looked up, revealing a hint of doubt.

Nie Fei understood and said:

"Teacher Xu Chen means that the product name is 'Kunlun Mountain', and the advertising slogan is 'Snow Mountain Mineral Water'..."

Xu Chen nodded and said:

“Our first wave of listing promotion was to introduce ourselves.

It must be brief and powerful, hit the mark and go straight to the minds of consumers.

Just like “If you are afraid of getting angry, drink Wang Laoshun”, the shorter the advertising language, the better…”

“The words ‘Kunlun Snow Mountain Mineral Water’ are enough to fully convey the product’s benefits and high-end image, without any other words.

Mineral water from Kunlun Snow Mountain...

This is high-end enough and creates rich associations, so there is no need for other so-called "advertising slogans."

Chen Jinru didn't say anything, but looked at Nie Fei with a smile:
"Boss Nie, I seem to be convinced again."

Nie Fei nodded: "It is indeed better than the previous dozen slogans. It can solve the problem and is strongly related to Kunlun Mountain's product name."

Chen Jinru turned to look at Xu Chen:
"Mr. Xu is a man of few words. In less than ten minutes, he solved the promotion problem that we had been struggling with for two or three months!"

Sun Amy sat quietly aside, and there seemed to be some little stars shining behind her round-frame glasses.

It turns out that there is a way to propose this...

It turns out that a plan PPT can only have two or three sentences and three or four pages of content...

It turns out that a report doesn’t need to be long and detailed, it can be done in less than ten minutes…

It turns out that advertising can be done this way!

……

Chen Jinru lit a cigarette and said with a smile:

"Where's the spokesperson? What do you think, Mr. Xu?"

(End of this chapter)