Rebirth: My dad is too obedient

Chapter 398 Sincerity is the eternal killer move
Friday morning.

During class, Xu Chen sat in the back row of the class, quietly browsing the news on his phone.

The news that Xie Bingran and Bai Miao landed at Pudong Airport early this morning has been reported by major local media in Shanghai.

Naturally, there are lively photos of the scene in the news.

A large number of media and fans held flowers and various banners at the exit.

Just at the airport exit, the Shanghai Sports Bureau and the Shanghai Track and Field Sports Center held a small media communication meeting.

Flowers, applause, spotlights...

Xu Chen saw Xie Bingran in the news photo. She was still as cool and pretty as ever.

Even in the corner or background of the camera, it is always the most eye-catching one.

Senior Bai Miao is still as cute and tender as ever. Standing next to "Brother Bing", she looks like a little bird...

Currently, among the first-line hurdlers of the national track and field team, Xie Bingran and Bai Miao are stationed in Shanghai, and they usually train with head coach Sun Mouping.

Dong Jiajia, who is known as the "Twin Stars of Shanghai" together with Bai Miao, is also from Shanghai, but is not among the "first-tier" at present due to her mediocre performance in the track.

At the same time, he was not a disciple of Sun Mouping, but followed another coach.

This is how competitive sports are, track performance determines everything...

Older players like Chen Lan are based in the Beijing national team, learning from another famous hurdles coach...

According to what Coach Cheng Hong said privately to Xu Chen, the current configuration of coaches, assistant coaches, and team doctors in Shanghai is centered on serving Brother Bing.

Especially after Xie Bingran broke the record in the Asian Games, this configuration with Xie Bingran as the core will become more prominent.

Of course, we won’t say this openly, but we still have to take care of the psychology of other team members and young players.

If other young players want to compete for resources, they can only pull Brother Bing off the track.

Before the Asian Games, some young players may have some "unrealistic" but "eager to try" ideas.

But ever since Xie Bingran ran the "best result in the history of the yellow race" in Doha, no one dared to have such wishful thinking anymore.

In the face of absolute talent, any effort is meaningless.

On this track.

Bing is the only T0.

……

……

Brother Bing has several events to attend today and tomorrow.

Many "important people" in Shanghai are still waiting to meet Brother Bing.

Tomorrow evening, Xie Bingran will finish a series of trips and finally have a short vacation...

Xu Chen has already confirmed with Coach Cheng Hong that he will drive to the Xinzhuang base to pick up Xie Bingran tomorrow.

Coach Cheng was still cautious and emphasized again how "precious" Brother Bing was now, and even seemed to want Xu Chen to sign a letter of guarantee.

……

I will pick up Xie Bingran on Saturday, and Lao Xu and Teacher Fang Jun on Sunday, so we can be reunited for three or four days.

Next Wednesday night, Xu Chen will need to fly from Shanghai to Shenzhen and have a meeting with the two bosses of Vanke early Thursday morning.

Of course, I have to bring the "little rich woman" with me...

Boss Wang Shi’s secretary has confirmed the trip with Xu Chen and booked the air tickets and hotel.

Of course, Xie Bingran’s air ticket and subsequent arrangements in Kuncheng had nothing to do with Vanke’s project, so Xu Chen asked Gu Xinxin to help book it.

Xu Chen is still very much looking forward to the arrangements for the next few days, which will last until the New Year's Day holiday.

……

……

At noon, Xu Chen and a few roommates had a quick bite to eat in the school cafeteria.

As expected, Qian Xin mentioned that Xie Bingran arrived in Shanghai in the morning, and he seemed to be still a little upset about not being able to pick him up at the airport.

But then he thought about how he had grabbed the "Ranbing 001" co-branded with Xie Bingran, and started to show off again.

Huang Hao asked, "When will the shoes arrive?"

Qian Xin: "It can only be shipped on New Year's Day, and I received it after New Year's Day."

Pei Qian drank a can of Sprite:
"In the past two days, some people have started selling shoes at high prices on several shoe speculation BBSs."

Huang Hao: “Is anyone buying it?”

Pei Qian: "Of course...

The original price was 288, and it has doubled to five or six hundred.

It seems that Xie Bingran still has a lot of fans."

Qian Xin smiled and said:
“I’ve studied that pair of shoes, too, they’re really great shoes!

Nike and Adidas products of the same quality are priced around 700 to 800 yuan.

The ones with the same price as 'Burning Ice 001' are directly crushed..."

Huang Hao: "Is it so exaggerated?"

Qian Xin: “When I get the shoes, you can compare them and you will know.

Even if it weren't for Xie Bingran, this pair of shoes would still be worth buying.

Really great shoes! ”

Huang Hao: "Wow...Boss Qian speaks so highly of you?"

Qian Xin looked confident:
“You’ll know when you see the shoes!”

Pei Qian smiled and said, "But you haven't got the shoes yet, how can you be so sure?"

Qian Xin: “I have studied the product parameters and materials, and they are clearly stated on the product page.

This is actually not easy to fake, not to mention that some material indicators and so on have national grading standards..."

……

Xu Chen remained silent and thought about the pair of "Burning Ice 001" in his hand.

Compared with Nike and Adidas that cost seven or eight hundred yuan, it is indeed not inferior in texture and quality!

It seems that after the first wave of users receive the shoes, there will inevitably be a wave of public opinion and reputation.

"Ranbing 001" can naturally be priced higher.

But as for the pricing strategy, Xu Chen and Nie Fei had several rounds of discussions and finally decided on the current price.

The "high premium" of those overseas big brands has already aroused the disgust of a large number of consumers.

The brand that Xu Chen created for Xie Bingran doesn't want to be associated with things like "IQ tax".

Even if he earns a little less, it will still help Xie Bingran's long-term personal image.

A sports star who charges "IQ tax" to users and fans will definitely not last long, and will eventually "collapse".

Being "sincerity" to users is the eternal killer skill.

……

……

After lunch, Xu Chen did not return to the dormitory, but wandered to the company.

As soon as he saw Xu Chen coming in, Gu Xinxin quickly stood up:

"Boss, Head & Shoulders has already communicated their specific needs to me."

Xu Chen smiled and said, "Call Teacher Amy and Tang Xiaowei, let's talk in the conference room."

Gu Xinxin: "Okay."

……

In the conference room.

Gu Xinxin also shared the current demand situation for Head & Shoulders.

Just as Xu Chen expected, the core was a creative plan for an advertising film.

A matching graphic design plan is also included.

The commercial is based on the selling point of Head & Shoulders' "anti-dandruff" and its spokesperson Xie Bingran.

After Gu Xinxin finished the synchronization, he looked at Xu Chen again, waiting for the "boss" to make follow-up arrangements.

Xu Chen pondered for a moment and said:
"I'll discuss the time and quotation with Xinxin later."

He looked at Sun Amy and Tang Xiaowei again:
"Teacher Amy and Xiaowei should work on the creative idea for this commercial first. This project has to be done eventually."

Amy Sun: "No problem, I just happened to have some free time these two days, so I can get involved in this project."

Xu Chen nodded:

“Foreign fast-moving consumer goods brands have fixed advertising routines, especially Procter & Gamble and Unilever.

You should do some desk research first to understand the common creative routines...

Our creativity also needs to be created within the framework of the ‘routine’. That is to say, ‘dancing with shackles’…”

Sun Amy and Tang Xiaowei nodded at the same time.

Xu Chen continued:
“Because of the involvement of spokesperson Xie Bingran, in addition to the ‘routine’, we also need to combine it with the spokesperson.

The most important thing is to find a suitable combination point and use creativity to combine the product benefits of Bingge and Head & Shoulders."

He paused and added:
"You guys can use your specific creative ideas first, but here we need to pay special attention to one thing...

We cannot let dandruff affect Xie Bingran’s personal image.”

Amy Sun nodded: “I understand, boss!

We want some other expressions and interpretations...

While clearly conveying the anti-dandruff selling point, it also avoids making a direct psychological connection between dandruff and Bingge. "

Xu Chen smiled and said, "That's what I mean!"

Teacher Amy is very smart and understands things quickly.

Xu Chen looked at the calendar again and continued:

“I have to go on a business trip next Wednesday night, and then I won’t be back until the New Year’s Day holiday is over.

Amy and Xiaowei, please come up with a creative concept and a rough script plan first...

We need to have a small meeting next Wednesday before I leave on a business trip.

The specific time is up to you. When you are done, just come to me anytime!"

Sun Amy and Tang Xiaowei nodded at the same time.

"Good boss!"

In fact, Xu Chen already had some rough ideas in his mind.

But let Sun Amy and Tang Xiaowei try it out.

On the one hand, we should improve their planning and creative abilities. After all, when some projects come in in the future, we can't rely entirely on Xu Chen.

On the other hand, the plan in Xu Chen’s mind is just a framework concept after all, and some details of the plan still need to be improved by Teacher Amy and Tang Xiaowei.

……

Sun Amy and Tang Xiaowei left the meeting room, leaving only Xu Chen and Gu Xinxin.

Xu Chen flipped through the calendar and said:
“Please put aside the feedback from Head & Shoulders for now.

We don’t need to be too proactive, we just need to leave the other party alone and make them anxious.”

Gu Xinxin smiled and said:
"Understood boss!

During the past two days of communication, Jiang Peng was obviously very anxious and nervous...

They were really worried that we wouldn’t accept Head & Shoulders’ orders.”

Xu Chen smiled and nodded, then continued:
“The first communication on the plan can be arranged after New Year’s Day.

I will discuss the idea with Amy early next week, and we will be able to finalize it before the New Year holiday."

Gu Xinxin responded and said:

"Boss...what's the offer?"

Xu Chen pondered for a moment:

“Three million, no bargaining.

This is the price quote from Dongchen Advertising for a purely creative solution, and does not involve the cost of the advertising shoot and execution.”

Gu Xinxin smiled and said, "I understand!"

The offer of three million was the number Xu Chen came up with after weighing the pros and cons.

According to current market conditions, the price of this type of advertising film creative involving celebrity spokespersons ranges from hundreds of thousands to two million.

The price given for the previous Jeep commercial was two million, which can be regarded as the "upper limit".

After all, considering the relationship between Xu Chen and the General Administration as well as Xie Bingran, Pang Ming and He Dachang of Jeep still gave a very generous quotation range.

Based on the two million, Xu Chen increased the offer by another 50%.

This can be considered a "small punishment" for P&G.

Xu Chen also weighed the pros and cons in his mind. A 50% price increase to three million is roughly something P&G can afford.

I guess Sun Ya Shi can find a way to move around or squeeze in, so there will be no need to apply for additional budget.

But if the amount reported exceeds three million, it may exceed the upper limit of Sun Ya Shi's authority.

If Sun Ya Shi needs to apply for additional budget, the project may not be able to move forward.

So all in all, three million is the upper limit of a suitable offer.

"Dongchen Advertising" can have a prosperous new year with this order...

……

……

After coming out of the meeting room, Xu Chen was called over by Sun Amy again.

"Boss, regarding Vanke's brand advertising, Tang Xiaowei and I have come up with a few ideas...

Which one do you think is more suitable?"

This is still a serious project, after all, it has a budget of two million!

Xu Chen pulled over a chair and sat down in front of Sun Amy's computer.

He picked up the mouse and looked at several plans carefully.

In the end, we settled on a relatively "simple and low-key" design idea.

"That's it!" Xu Chen said with a smile.

Sun Amy adjusted her round-frame glasses and showed a hint of happiness.

It was because the set Xu Chen chose was made by her and it was also her favorite.

It seems that my boss and I have similar aesthetic tastes.

Tang Xiaowei scratched his head, seeming a little discouraged.

He also made two plans, but they were obviously rejected by Xu Chen.

Xu Chen looked back at the two of them and explained:

“Brand image advertising still needs to have style.

The purpose is to create "yearning" and "imagination" in people, so it can't be too down-to-earth...

At the same time, among the major developers in China, Vanke's real estate projects are relatively mid-to-high-end.

Group brand advertising should focus on higher-level user groups, such as high-net-worth individuals.

What they like are relatively stylish, simple and tasteful styles. "

“For example, this manuscript…

The copy is 'The warmest light must be on your way home'.

The main theme is to highlight the concept of "home"...

However, we expect the target group to imagine "home" as returning to their villa or high-end community.

Amy’s design direction is relatively simple and advanced, which can set off this atmosphere very well…”

Xu Chen gave a brief explanation, and Sun Amy and Tang Xiaowei nodded.

Tang Xiaowei paused and couldn't help but say:

"Boss, your copywriting is really well written!"

Of course, he was not deliberately pursuing it, it came from his true inner feelings.

Tang Xiaowei also worked in an advertising company before, and it was Publicis Advertising, an international 4A company, and he met many outstanding advertising people and creative people...

But Mr. Xiao Xu's manuscript is very competitive no matter compared with any advertiser from any background.

Tang Xiaowei looked at this creative idea and really liked it more and more.

He couldn't help but be surprised and confused. How could "Mr. Xu" write such copy at such a young age?
[The warmest light must be on your way home...]

[No matter how precious a tree is, it is not as good as the one in your memory...]

[Keeping a distance from the worldly extravagance, the simple and unpretentious natural interest shows no sign of depreciation...]

【Take down the walls in your heart and discover the original flavor of life...】

[The hustle and bustle of the world is not as good as the ordinary peace at home...]

[The tide comes and goes, but the essence of life is eternal...]

……

……

(End of this chapter)