Rebirth: My dad is too obedient

Chapter 273 Her Original Name Was Bing
After the product name and slogan were reported, the proposal was actually approved.

Nie Fei had said before when he put forward the demand that the core this time was still the product name and slogan. As for whether to hire a spokesperson, it was still under consideration.

The overall project promotion budget is limited, and spending a lot of money to hire a spokesperson means squeezing out other market budgets.

The reason why we asked the advertising company to nominate spokespersons is that this is a brand-new brand and using celebrity endorsements to promote it can quickly increase its popularity.

……

But for Xu Chen, "spokesperson" is the most important content in this report.

After all, when he had been guiding and hinting at Nie Fei to promote the "Kunlun Mountain" project internally from the very beginning, he had been considering getting an endorsement advertisement for Xie Bingran.

At that time, Xie Bingran's financial situation was not good, and she had not yet received the nearly 300,000 yuan prize money. Xu Chen wanted to help her make some money quickly, so he found a way to promote this project.

……

Xu Chen did not rush to start reporting, but asked first:
"I would like to ask, do you have a spokesperson that you prefer now, or have other advertising companies proposed any spokespersons that they think are suitable?"

Nie Fei did not answer directly, but turned to look at Chen Jinru first.

Chen Jinru nodded at her, meaning "you can say that."

Nie Fei then spoke:

“We don’t have any particular preference for a spokesperson at the moment.

Among the proposals currently submitted by advertising companies, the more suitable ones are male celebrities with relatively "high-end" associations.

Including actor Chen Daoming, entrepreneur Wang Shi, director Zhang Yimou..."

Xu Chen thought about it and nodded slightly.

Chen Jinru said:

"These candidates can still bring out the 'high-end' and 'high-quality' associations..."

He looked at Xu Chen: "What do you think, Mr. Xu?"

Xu Chen did not answer directly, but said:

"Currently, domestic high-end water and imported water brands, such as Evian and Perrier...

Although the prices are very high, the real consumers are not entrepreneurs and high-net-worth individuals, but rather young people and the middle class.”

Chen Jinru thought for a moment and asked, "What does Mr. Xu mean?"

Xu Chen: "Our product positioning is 'high-end mineral water', but in fact our target consumers are still mass consumers.

They are middle-class consumers who pursue a higher quality of life...

Rather than some truly high net worth individuals, or ‘rich people.’ Of course they are important, but selling only to them will make the market for Kunlun Mountain very small.”

He paused, then continued:
“Choosing spokespersons like Chen Daoming, Wang Shi and Zhang Yimou can enhance the brand’s high-end image, but they cannot attract the core target consumers.

That is, the audience with middle-income who pursue a relatively high quality of life..."

He thought for a moment and then explained:
“Let me explain it this way:
Chen Daoming, Wang Shi, and Zhang Yimou are all very suitable for advertising endorsements for automobiles, such as medium to large SUVs or mid-size sedans.

But how many cars are sold in a year? How many target consumers are there?
But if we also sell our mineral water to this group of people, can Kunlun’s annual sales reach 10 million?
There is a more important question.

Many young middle-class people and white-collar workers, especially girls, may have had the opportunity to become the consumer group of "Kunlun Mountain", but after seeing Chen Daoming and Wang Shi's endorsements, they may not be interested at all..."

Chen Jinru was smoking a cigarette and nodded seriously.

Obviously he had listened.

Xu Chen continued:
“It is indeed difficult to choose a spokesperson for Kunlun Snow Mountain Mineral Water.

It needs to have high-end associations and brand tone, and it is best if it can be related to aquatic products.

It can radiate to the widest possible group of people, especially the core target consumers.

It would be best if it could reflect that Kunlun Mountain is a ‘new’ brand of Lenovo…”

Xu Chen paused and flipped through the PPT.

A promotional video started playing directly on the projection screen.

And this promotional video is naturally Xie Bingran's.

……

The latest National Games champion, the latest national record breaker, breaking a record that had been untouched for thirteen years.

The peak strength of Asian women's 100m hurdles has reached the Asian Games medal level.

At the age of seventeen, he easily crossed the Olympic qualifying line...

The strongest force in domestic women's short track.

He is also the short track athlete who has the best chance of breaking the Asian Games record and entering the Olympic finals in the past fifteen years.

……

This promotional video was produced under the supervision of Xu Chen when Tiancheng held a celebration banquet.

Specially edited footage from CCTV’s broadcast, comments from the national track and field team’s head coach, and more.

In the promotional video, the shots of Xie Bingran were naturally carefully selected to ensure that her image that appeals to both men and women is perfectly presented.

……

……

The trailer is not long, less than five minutes in total.

At the bottom, there is a line of text:
[The top force in domestic short track competition, a dark horse in the future international arena]

Below, there are several keywords listed:
"Peak, potential, health, appearance, fans, topics, Olympics..."

Of course, the most important thing are the three words "Xie Bingran".

……

Sun Amy was sitting next to Xu Chen. She looked up and watched the promotional video, stunned.

She is not a person who pays attention to or likes sports, but after seeing Brother Bing in the video, she was obviously shocked.

Nie Fei clenched his hands, but there was a barely perceptible excitement in his eyes.

She was the brand director of Nike Greater China. Although she had been away from the sports brand for some years, she still had some feelings towards sports and racing.

And those emotions seemed to be awakened at this moment... Chen Jinru took a puff of cigarette and whispered:
“Athletes, champions… I really haven’t considered this direction.

I was too busy looking for celebrities before!"

Seeing that the atmosphere was right, Xu Chen did not give "Mr. Chen" time to dwell on negative factors, and took advantage of the situation to speak:

“We are a high-end mineral water brand. The core user benefit behind this is better water that brings a higher quality of life!
Athletes, national champions, Asian champions... this is proof of quality of life and physical fitness.

There is no better endorsement than this one that represents the health and well-being that Kunlun Snow Mountain Mineral Water can bring to consumers!"

“Kunlun Snow Mountain mineral water is sourced from an altitude of 6000 meters, which is synonymous with high-end and pinnacle.

National champion, national record breaker, future Asian Games champion...

Nothing can better demonstrate the peak, height, and high-end than this! "

“Kunlun Mountain is a brand-new brand that was launched in 2006 and is determined to occupy the top spot in the domestic high-end drinking water market.

Xie Bingran reached the peak of her career when she debuted in 2006. At the age of , she broke a national record that had been sealed for years. Her future is limitless!"

"Mineral water from the top of ice and snow, a cold and powerful girl...

And just as it happens, her name is Bing."

……

……

Everything that needs to be conveyed has been conveyed.

Everything that needs to be rendered has been rendered.

Xu Chen said no more and slowly sat back.

Sun Amy, who was standing by, was stunned for a moment, then turned to look at Xu Chen, unable to suppress her admiration.

She has not been in the industry for long, but has participated in many project reports and proposals.

This was the first time she had seen such a "cool" proposal scene...

No wonder Renhe’s project can crush Heiju’s.

No wonder Wang Laoshun’s case came about.

No wonder Jiaduobao would rather wait for another month to listen to his proposal.

……

……

Chen Jinru was silent for a while, then turned to look at Nie Fei:
"Boss Nie, I don't usually pay much attention to sports. Have you heard of Xie Bingran?"

Nie Fei: “I have been away from the sports circle for a while, so I really didn’t pay much attention to it.

However, Xie Bingran has only participated in the National Games so far. Judging from the trajectory of the popularity of sports stars, she has not yet reached the peak of her reputation and fame.

After the Asian Games at the end of the year, if Xie Bingran can win the championship in Asia, he will become a nationally famous sports star.

If she can make it to the Olympics, she will create history for the yellow race..."

She looked up at the name "Xie Bingran" on the projection and said with a smile:

"This little girl has a very good image and temperament. She will become very famous, with many fans, a lot of discussion and attention!"

Chen Jinru put out the cigarette in his hand and suddenly stood up.

He paced back and forth, thinking for a while, and then said to himself in a deep voice:

"Champion, peak... and there's also the word 'ice'!

Athletes, good physical fitness, healthy..."

Chen Jinru looked up at Xu Chen and said with a smile:

"Mr. Xu, great! Really great!"

Nie Fei looked at Xu Chen and said:

"As expected of Teacher Xu Chen, every move he makes is extraordinary!"

Chen Jinru lit up another cigarette:

"Besides, she should be cheaper than Chen Daoming and Zhang Yimou, right?"

Nie Fei: "Not necessarily. The star fees of the national team are close to those of first-tier stars at best."

Xu Chen smiled and said:

"So if you want to sign, you need to hurry up..."

Chen Jinru thought about it again:
"According to what President Nie said just now, there should still be opportunities before the Asian Games at the end of the year.

Then I have another concern..."

Xu Chen didn't say anything, waiting for Chen Jinru to continue.

Chen Jinru: “I am worried that her achievements may be short-lived.
Can we win the Asian Games championship?

If the Asian Games championship and runner-up are almost certain, then we don’t have to hesitate at all and sign the player now.”

Xu Chen smiled. What he was least worried about was Xie Bingran's grades.

"Next week, there will be a match between Xie Bingran and others in Osaka. Mr. Chen and Sister Fei can pay attention to it."

He thought for a while and added:
"In addition, a leader in charge of business ties at the General Administration of Sports will also be in Osaka next week. We can discuss and contact him if necessary."

Chen Jinru blinked his eyes, as if he smelled something else:
"Boss Xu, with Xie Bingran and the leaders of the General Administration of Sports..."

Xu Chen: "I have a very good personal relationship with Xie Bingran, and I also happen to know the leader of the General Administration of Sports who is in charge of athlete business."

Chen Jinru seemed to have suddenly developed some "inexplicable" interest, and whispered:
"In that case, is there an opportunity to discuss cooperation with this leader personally and privately?"

Xu Chen was stunned for a moment, but pretended not to understand:
"I can help introduce ..."

at the same time.

Xu Chen also made a judgment in his mind. It seemed that Chen Jinru was involved in the secret and dishonorable private operation between Jiaduobao and Guangzhou Pharmaceutical.

……

(End of this chapter)