Rebirth: My dad is too obedient

Chapter 381 Hidden Backhand

Tuesday morning.

The somewhat boring "Advertising Probability" class was taught by the class teacher Shi Dinghai.

Xu Chen, sitting in the back row, yawned loudly.

Because of the flight and bus rush and the time difference, it was already past three in the morning when I arrived at the dormitory yesterday.

I slept in business class on the plane, so I got enough sleep, but my biological clock was still a little disrupted.

Huang Hao beside him was still struggling to hold on, but Qian Xin had already buried his head in the textbook and fell asleep on his stomach.

They had been struggling in economy class for eight hours and were obviously exhausted both physically and mentally.

……

During the break, the class was still bustling.

A group of girls surrounded Chen Qiong and He Sisi, and they were sharing their experiences in Doha.

Especially witnessing the scene of the finals, it naturally attracted a wave of envy.

"Besides Senior Bai Miao, have you seen Xie Bingran?"

"Yeah, she's so cool!"

"How can someone be so beautiful and powerful at the same time?"

……

Chen Qiong: "Of course I saw him! We even took a photo together!"

As she spoke, she took out her cell phone and showed everyone the photo of herself and Xie Bingran, which naturally caused a wave of envious discussion.

Qian Xin, the "Little Prince of Jiangsu and Zhejiang", who had just returned from the bathroom, also heard the girls' discussion.

He joined in with a smug look on his face, and even took out Xie Bingran's autograph, which caused another round of chatter.

Su Rong sat quietly in the middle row, but suddenly turned her head to look at Xu Chen, then smiled sweetly.

Looking at that proud look, it probably means: I went out to eat, go out to sea and go shopping with Brother Bing...

……

In the past two days, the news of Xie Bingran winning the Asian Games has dominated various front-page headlines.

The angle that the official news hyped up was, of course, the record-breaking gold medal won by Xie Bingran, which was of "groundbreaking" historical significance.

"Xie Bingran from the national track and field team won the gold medal at the Asian Games and broke the women's 100-meter hurdles record that had been dormant for years..."

“This is the best result ever achieved by our athletes in this event.

This is also the best result achieved by the yellow race in the Women’s 100-meter Hurdles so far! "

"Yellow race record!

The 'Asian Flying Girl' is born! The 18-year-old Chinese prodigy! "

"Having secured the qualification for the 2008 Beijing Olympics in advance, can Xie Bingran create a miracle at home?"

"With the World Championships and the Olympics approaching, can the yellow race achieve a medal breakthrough in the field of 'women's hurdles'?"

……

Xu Chen also remembered that the last time he met with Director Li Yue, he had specifically mentioned that the General Administration would arrange a number of media public relations publicity in advance.

He also deliberately emphasized that it included official "central media."

It seems that this wave of media offensive also includes official hype from the General Administration of Sports and the national team.

It is necessary to take advantage of the popularity of the Asian Games to boost Xie Bingran's fame, and naturally it is also for the sake of future commercial value returns.

Those congratulatory messages and meetings with official attributes have also been hyped and publicized.

In Xu Chen's opinion, these news have even more profound significance for Xie Bingran.

With official endorsement, Xie Bingran's image naturally becomes more positive and formal.

This is a strong brand trust bonus for "Ranbing Sports".

"The King of Qatar and his family personally congratulated Chinese athlete Xie Bingran on winning the Asian Games championship..."

"The Chinese Embassy in Qatar would like to express congratulations to the national track and field team..."

"Director of the State Sports General Administration: This is a crucial gold medal for China's sports career..."

……

In addition to winning the Asian Games, news about the previous Osaka battle was also brought up for discussion again.

Of course, these discussions are more common on Internet portals and communities.

As a result, more and more people came to know and like this 18-year-old "Asian female flying star".

"What you don't know about Xie Bingran: The September 18th Anti-Japanese War..."

"It turns out that Xie Bingran is the 'national hero' who broke through the Japanese encirclement and suppression on September 18th!"

"After the Anti-Japanese War in Osaka, Xie Bingran reached the pinnacle of Asia in Doha!"...

Xie Bingran returned to China after attending the closing ceremony of the Asian Games, joining the Chinese delegation.

In some forums and communities, many of Bingge's fans have agreed to meet at Beijing Airport on the 16th to pick him up...

Such a huge enthusiasm even exceeded Xu Chen's expectations.

Little rich lady, it seems like she is really popular...

Along with these news and public discussions, various images and photos of Xie Bingran winning the Asian Games have also been constantly impacting people's vision and hearing.

While Xu Chen was happy for Brother Bing, he was also a little distressed.

It seems that I will have to wear a hat and a mask when taking the "little rich lady" out in the future.

……

……

Xu Chen's phone vibrated. He took it out and saw that it was a message from Zhou Kai.

Zhou Kai is the "personal secretary" of Vanke founder Wang Shi.

Xu Chen glanced at Zhou Kai's message and couldn't help but smile.

He actually came to ask for Xie Bingran's autograph.

It turned out that Wang Shi also paid attention to Xie Bingran's competition in the Asian Games.

I actually want an autographed poster of Xie Bingran.

Zhou Kai asked Liu Wenqin of BBDO.

Liu Wenqin said, "We need to discuss this matter with Teacher Xu Chen."

So Zhou Kai asked Xu Chen again.

Xu Chen replied:
[No problem, leave this to me! ]

Zhou Kai: [Thank you so much, Mr. Xu!

Our President Wang usually doesn't care about any celebrities...

But after watching Xie Bingran's performance at the Asian Games, I still highly recognize and respect him.

You should also know that our CEO Wang also likes running in his spare time...】

……

……

At noon, when the get out of class was about to end, Xu Chen received a message from the college's "Academic Department Director", a junior in the Advertising Department.

We will go to Kuncheng to participate in the "China Advertising Festival" at the end of the month, and this senior from the Advertising Department will be the "captain" of the team.

His name is Zhao Siting. He had previously confirmed the itinerary with Xu Chen and was the one who coordinated the process.

However, college students travel by train and stay in relatively cheap hotels, so "Mr. Xu" decided to book a better trip at his own expense.

In addition, Xu Chen might want to bring Xie Bingran along secretly, so he would need a more comfortable schedule...

[Hello, Xu Chen. The schedule for the 28th and 29th has been confirmed. I will send it to you...

In addition, since you have booked your own travel, we need to confirm with you again whether you want to participate in the activities on the 28th and 29th.

Because you have two "National First Prize" winners, you need to go on stage to receive the award on the 28th...】

[Hello, seniors, I am sure I will participate in the two-day event! ]

……

Xu Chen opened the itinerary document sent by Zhao Siting and glanced at it roughly.

This time, the trip to Kuncheng was led by Dean Lin Ruyang.

The participating students are all those who have won awards in the “College Student Advertising Competition”.

On the morning of the 28th, we visited an advertising exhibition and participated in some exchange activities between universities.

In the afternoon, I attended a forum lecture officially organized by the "China Advertising Festival", and the invited speakers were all industry experts.

Starting at 4 pm, the official award ceremony of the "College Student Advertising Competition" will begin.

As the winner of two "National First Prizes", Xu Chen naturally had to go on stage to receive the award himself...

The next day, the 29th, was the schedule for the "Great Wall Advertising Awards".

Dean Lin Ruyang is also an honorary judge of the "Great Wall Advertising Award".

This time, I took advantage of the status of a judge and brought my students to observe and learn.

Also take the opportunity to get in touch with the truly top practical advertising cases in the industry.

What Dean Lin and the college didn’t know was that Xu Chen had also received an invitation to the “Great Wall Advertising Award”.

Wang Laoshun’s “Fear of Getting Angry” advertising case has been shortlisted for the final review of the “Great Wall Award”.

The awards were also announced and presented on site on the 29th.

The "Great Wall Award" is the largest official advertising award in China.

Dongchen Advertising's winning of the "Great Wall Award" will naturally have a great impact on its own popularity and influence, and will also help attract other advertisers. Xu Chen still attaches some importance to the announcement of this award.

This time, I was able to receive both the "Grand Advertising Award" and the "Great Wall Award" in one trip, which is efficient and time-saving.

……

After the 29th, there will be a two-day weekend, followed by the New Year's Day holiday.

If I could really bring Xie Bingran over there, I could have some serious fun.

It can be regarded as a rare "little world for two" with Brother Bing, and it makes me very happy just thinking about it.

……

……

Noon, Tonghai Creative Design Building.

Xu Chen first ran to the 6th floor to take a look. It was a 300-square-meter office that had just been rented.

Sure enough, there was a burst of "ding ding bang bang" sounds, and several workers were busy with decoration.

The office that Sister Fei rented was three original offices combined into one.

There was originally a partition wall, but it has now been broken through.

Teacher Fang Jun has some guiding opinions on the decoration and design of the new office, and has discussed it with Nie Fei for many rounds.

Xu Chen stopped interfering and let Fang Jun and Nie Fei deal with it.

The office is a connected unified office space, but there are two front desks on both sides: "Dongchen Advertising" and "Ranbing Sports".

After all, both companies will have some partners or customers coming to them, so it would be more appropriate to make some distinction.

"Mr. Xu" inspected the area with his hands behind his back, then turned and went upstairs.

……

As soon as they walked in, Sun Amy and Gu Xinxin called him "Boss" with a smile.

Xu Chen took out a bag of dates from Doha from his bag and handed them to the two people:
"Sister Fei also bought some souvenirs, but they are probably still on their way back.

I brought this bag with me!"

"thank you boss!"

……

meeting room.

Nie Fei, Jiang Yuze and Sun Lingfeng were in a meeting discussing things.

Xu Chen did not take the initiative to disturb him and went back to the "General Manager's Office" by himself.

Just as I sat down, Sun Lingfeng came over and knocked on the door:
"Mr. Xu, we are discussing the promotion and listing preparation of 'Ranbing 001'.

Sister Fei said, if you have time, come and listen..."

Xu Chen smiled and then stood up.

……

……

Jiang Yuze projected a document on the screen and was synchronizing the publicity and traffic generation work for "Ranbing 001".

Xu Chen sat behind Nie Fei with an appearance of "listening in".

In fact, Nie Fei had already discussed the general promotion ideas with Xu Chen, and Jiang Yuze showed some of the execution details.

The banners when watching the game in Doha and the photos of Xie Bingran with foreign fans in the hotel restaurant both showed the name "Ranbing 001" and the shoe model.

These materials will be used as preheating materials.

Today, the 11th, in conjunction with external PR publicity, the official store page of "Ranbing 001" has launched the "reservation" function.

On the 20th, the store started to rush to buy and sell. Users who make reservations in advance will have priority to buy.

On New Year’s Day, “Ranbing 1” began to be shipped in batches.

……

At present, the arrangement is based on an initial quantity of 1000 pairs.

"Scarcity" is itself a highlight of publicity.

After Jiang Yuze reported the promotion plan, he said:
“After the official release and shipment on the 1st, the sustainability of the popularity is still a problem.

After all, our goal is not to sell only these 1000 pairs...

The comments, feedback and order sharing by the first batch of purchasing users after receiving the shoes can be used as secondary promotional content.

But maybe the topic is still not enough..."

Sun Lingfeng adjusted his black-framed glasses and added:
“There may be people who ‘speculate on shoes’ coming in.

It means buying 'Ranbing 001' and then selling it at a higher price.

This is basically unavoidable...

In fact, it can also be used as a promotional topic.

For example, from 288, how much money was made. "

Nie Fei thought for a moment:
“This still has some risks, and improper operation will damage reputation.

It is inevitable that users will speculate on shoes, but we should not take the initiative to intervene.”

She paused and added:
“The official stance and guidance is still not to encourage shoe speculation.

And proactively inform users that they can wait for subsequent restocking and release.”

Xu Chen looked at Nie Fei and just nodded slightly to show his approval.

Jiang Yuze hesitated, but still said:
“Brother Bing…is it possible for me to help record some material?

Just a spoken ID video will do, promoting 'Ranbing 001'.

This will also help maintain the popularity after the first release..."

Nie Fei didn't respond, but turned to look at Xu Chen.

Matters concerning Brother Bing still need to be decided by "Mr. Xu".

Xu Chen pondered for a moment and said:
"Let's not use Brother Bing's video footage for now...

Brother Bing's "face-show" should still be used as precious material. If it's too much, it won't be rare anymore.

In the future, we will definitely shoot a special commercial for Brother Bing, as well as matching, higher-standard print advertisements.

These are best used at key points, such as when "Ranbing Sports" really needs large-scale promotion.

At present, Vice President Zhou's production capacity has not fully caught up, so it would be a waste to use Brother Bing's materials."

Jiang Yuze: "Then Sun Lingfeng and I will think of some other plans.

After the Asian Games fever has passed and the limited-edition gimmick has worn off...

We still need two highlights of public relations hype to continue and increase the popularity of "Ranbing 001".

Let's think about some plans first, and then communicate with the two leaders."

Xu Chen naturally knew that the issue Jiang Yuze mentioned was also crucial.

The second, third and even long-term sales of "Ranbing 001" after its initial release will still require new topics to support its popularity.

Without allowing Xie Bingran to record new materials, it does seem difficult to come up with new plans.

Jiang Yuze and Sun Lingfeng looked at each other. In fact, both of them were a little distressed.

……

Xu Chen suddenly smiled:

"I actually have a plan here...

But we need to find a way to communicate, it may not be 100% possible.”

As soon as the words were spoken, Nie Fei, Jiang Yuze and Sun Lingfeng all showed surprise and expectation on their faces.

Nie Fei smiled and said:
"Don't keep us in suspense. They are both worried to death..."

Jiang Yuze showed a hint of embarrassment, then smiled and said:
"It would be great if Mr. Xu had some hidden tricks up his sleeve!

After the first release, we really need a PR highlight to keep up the heat after the Asian Games..."

Xu Chen pondered and judged again:
“I should be able to...

But give me some time.

The results should be available before New Year’s Day.”

Jiang Yuze showed surprise:
"Of course there's still time before New Year's Day!"

Xu Chen smiled:
"Then contact the deputy general manager next week and give me two pairs of shoes."

……

Xu Chen’s “hidden backup” is naturally Vanke’s Wang Shi and Yu Liang.

If I remember correctly, there was the "Sanya Marathon" in January.

If Vanke President Yu Liang or even Wang Shi took a photo wearing "Ranbing 001", this wave of topics would be completely picked up.

"Users posting their orders" after the first release...

Wang Shi and Yu Liang came to "show off their shopping carts", so this should be enough, right?
Wang Shi himself is a hot topic and has popularity, and has the attributes of an "Internet celebrity", so he can attract the attention of a group of media and netizens for free.

On the Vanke side, there was an advertising order for a "group brand" waiting for Xu Chen to propose, which served as a good opportunity for this communication.

The question now is whether we can successfully convince Wang Shi and Yu Liang.

You still need to think about your words and not make them appear too deliberate.

But Boss Wang is a smart man and can basically express his needs directly.

In fact, there was a huge benefit in front of Xu Chen, that is, Boss Wang took the initiative to ask for Brother Bing's autograph...

(End of this chapter)