Rebirth: My dad is too obedient

Chapter 483 Find Me a Cigarette

Lao Xu said that he just wanted to "eat casually", but he still ordered a large table full of delicious dishes.

Sun Amy and Gu Xinxin were still a little reserved in front of "Mr. Xu", but Mr. Xu was still very friendly. Moreover, it was a dining occasion like this, so he made the atmosphere relaxed with just a few words.

Xu Chen and the other two were exhausted from the long journey and were indeed hungry. Old Xu had ordered some hearty dishes and Xu Chen ate them with relish.

Xu Zhiquan still opened a bottle of wine, and Guo Liang and he toasted each other while drinking.

Xu Chen looked at Guo Liang and said:

"Didn't Mr. Guo bring two colleagues with him?"

Guo Liang: "They went back to rest first. They were arranged to go to the market tomorrow morning." ...

Xu Zhiquan held up his wine glass and toasted to Xu Chen, Sun Amy, and Gu Xinxin:
"Thank you for coming all the way here to help me with this."

Sun Amy and Gu Xinxin quickly picked up their teacups and clinked their cups with Mr. Xu.

Xu Chen also held the cup: "It's an honor to serve Mr. Xu!"

During the whole meal, Xu Zhiquan did not ask about the plan to be submitted tomorrow.

Including whether you have confidence and how you are prepared.

Xu Chen actually knew in his heart that this matter was of vital importance to "Morning Wind Technology", otherwise Old Xu would not have come all the way to Beijing in person.

Xu Zhiquan looked calm and didn't ask much questions. Naturally, he didn't want to put any pressure on his son and two little girls.

Of course, on the other hand, it is also absolute trust and confidence in my son.

The meal didn’t take too long and it was already late at night. I had to get up early the next day.

Guo Liang called a designated driver to take them all back to the hotel.

……

After checking in, Xu Chen returned to his room to rest, then went out to his father Xu Zhiquan's room.

As soon as I entered the room, there was smoke everywhere. As expected, Lao Xu and Guo Liang were still sitting there discussing something.

Seeing Xu Chen coming in, Guo Liang quickly stood up and helped pull a chair.

Xu Zhiquan exhaled white smoke:

"We came just in time. We also asked about the situation at Red Star, and we want to tell you as well."

Xu Chen had already sat down on the chair and picked up a bottle of mineral water from the table and started drinking it.

Xu Zhiquan took another puff of his cigarette and continued:
"Tomorrow I will go to Hongxing to have a meeting with Meng Huiyang. He is the person that Mr. Jiang from Datuo Motors is looking for.

In addition to the fact that Meng Huiyang's father-in-law is a leader of the Beijing State-owned Assets Supervision and Administration Commission, his own family also has some background, otherwise he would not have married into a leader's family.

Meng Huiyang is the director of Red Star and will definitely be promoted to 'deputy general manager' in the future. His future is still bright.

So if Dongchen Advertising can get this project, it may be a long-term business in the future.”

Xu Chen: "Okay, Dongchen Advertising doesn't have any liquor clients yet, so this is like opening up a new business line."

Xu Zhiquan: "I don't understand anything about the advertisement, but Guo Liang still helped me find out about the bidding for this project."

As he said this, he glanced at Guo Liang.

Guo Liang nodded and said:

"Meng Huiyang has just taken over the product marketing of Red Star Erguotou and wants to make something out of it.

What we are mainly promoting now is the 'younger' product brand.

In addition to some sales initiatives, there is also advertising and promotion, which is the current project.

They have already contacted several domestic companies and teams engaged in liquor marketing, including Guangdong Advertising, Ye’s Marketing, Sichuan Strategy, and also the foreign-funded Ogilvy Beijing.

Meng Huiyang was still not satisfied with any of the plans he came up with.

They were willing to contact Dongchen Advertising mainly because they were attracted by the product experience of Jiaduobao and Kunlunshan. In addition, Meng Huiyang saw the Jeep and Vanke advertisements made by Mr. Xu, and he liked them very much. "

Xu Chen thought about it, especially the advertising companies involved in the project, and he had a rough judgment in his mind.

First of all, it is difficult for a foreign-funded 4A brand like Beijing Ogilvy to deal with liquor customers like Red Star Erguotou.

The creative logic of foreign advertising companies is difficult to match with that of domestic liquor customers.

As for Guangdong Advertising, Ye’s Advertising, and Molue Zongheng, even if Xu Chen had not seen their proposals, he could roughly guess what their tone and style would be.

Xu Chen is still very confident about the "It's hard to describe" plan.

After all, he has accumulated many years of industry experience in his previous life. In addition to professional rational judgment, there are also some intuitive factors.

Xu Chen thought for a moment and then spoke again:

"Mr. Jiang from Datuo Motors will also be here tomorrow, right?"

Xu Zhiquan nodded while smoking:
"'Dongchen Advertising' was recommended to Meng Huiyang by Boss Jiang.

Boss Jiang also took this opportunity to get closer to Meng Huiyang."

He smiled and continued, "So even if we don't get the project tomorrow, Boss Jiang still owes us a favor."

Of course, I didn't want to put too much pressure on my son when I said this.

Xu Chen: "I will be meeting with Boss Jiang tomorrow. Is there anything I should be aware of?"

Xu Zhiquan: "Nothing to worry about, I will take care of him.

You just need to submit the project well. "

Xu Chen nodded.

Guo Liang added, "Boss Jiang is also staying in this hotel. I need to introduce you to each other at breakfast tomorrow morning."

Xu Chen: "Okay, no problem."

……

The next morning, Xu Chen, Sun Amy and Gu Xinxin went to the buffet restaurant to wait and found a long table by the window.

A hearty laugh was heard, and it was Xu Zhiquan who walked in.

There were four people in the group, except Xu Zhiquan and Guo Liang, there was a middle-aged man and a young woman behind them.

There is no need to guess that the middle-aged man is Jiang Huaqin, the behind-the-scenes boss of "Datuo Car Dealership".

Xu Chen and the other two had already stood up. Xu Zhiquan smiled brightly and led them over to introduce them.

"This is my son Xu Chen.

Xu Chen, this is President Jiang. "

Xu Chen greeted him very politely, bowed slightly, and stretched out his hands to shake hands.

Jiang Huaqin is not tall and has a gentle face, but he also has a majestic aura without being angry.

While shaking hands with Xu Chen, he looked at him carefully, then turned to Xu Zhiquan and said:
"What a young and promising man with a handsome appearance!

I really envy Mr. Xu. My unpromising son can't compare with you, Mr. Xu."

Xu Zhiquan quickly became modest:
“Mr. Jiang is really exaggerating.

My father and I are both destined to work hard. Xu Chen has to start his career at a young age because he has no choice..."

The two sides exchanged greetings and sat down, and introduced the remaining people.

Xu Chen introduced Sun Amy and Gu Xinxin from Dongchen Advertising.

On Jiang Huaqin's side was his assistant Wei Xinyao, who looked intelligent and capable.

It is actually quite tempting to see a middle-aged boss bringing out a young and beautiful female secretary.

For example, Wang Shi of Vanke was very concerned about this. He always took Zhou Kai with him when he went out, and the assistants and secretaries who followed him closely were also men.

But looking at Jiang Huaqin's state, he seems to be very open and doesn't mind...

The breakfast was nothing fancy.

On Boss Jiang's side, it was mainly Xu Zhiquan who was chatting and taking care of things.

Guo Liang on Xu Zhiquan's side and Wei Xinyao on Jiang Huaqin's side joined in the laughter.

Xu Chen just listened quietly at the side, and only said a word or two when the topic turned to himself.

The whole process was mostly just casual chatting, not involving much work-related content, including the electric car business or the upcoming Red Star project meeting.

However, Xu Chen still heard some relevant information from the conversation.

Previously, Xu Zhiquan only recommended "Dongchen Advertising" to Jiang Huaqin, and after Jiang Huaqin read the information, he pushed it to Meng Huiyang.

Jiang Huaqin didn't have much hope at first, but after reading the information about "Dongchen Advertising", Meng Huiyang was very interested, which surprised Jiang Huaqin.

Jiang Huaqin only learned in the past two days that the boss of "Dongchen Advertising" is Xu Zhiquan's son, a very, very young "child".

Xu Chen could naturally guess this, and this still made Jiang Huaqin vaguely worried.

How can such a young man handle a project that several large advertising companies can't handle? !

But after all, Meng Huiyang had already contacted "Dongchen Advertising" and held a project telephone conference, so Jiang Huaqin could no longer stop him...

When he was about to leave after breakfast, Jiang Huaqin shook hands with Xu Chen again and said with a smile:

"Thank you for your hard work, Mr. Xu!"

Xu Chen quickly said politely:

"It is an honor for our team to be able to contribute to President Jiang, and we will definitely give it our all!"

Jiang Huaqin smiled kindly and said nothing more.

As they went downstairs together, Guo Liang said:

"I wonder if there will be a chance to invite Mr. Meng Huiyang to have dinner together today."

Jiang Huaqin waved his hand and said:
“I want to treat him to a meal, too!
But Mr. Meng is really too busy, and I can’t usually make an appointment with him.”

……

The "Red Star Building" is not too big, it is a square box building with about ten floors.

The appearance is simple and low-key, which is in line with the tone of a state-owned winery.

Wei Xinyao made a phone call and then went upstairs with a group of people.

The person who came out to greet us from Red Star Winery was a female colleague in her thirties. She introduced herself with a smile:
"Hello, leaders. I am Mr. Meng's subordinate, Xia Mengxiang from the Marketing Department."

Without rushing to introduce the group to each other, Xia Mengxiang led them in:

"Let's go to the conference room first. Our President Meng will be here soon."

Jiang Huaqin smiled and nodded, but when he heard the words "Mr. Meng", a hint of eagerness and deliberateness flashed across his face. This once again proved that he really had something to ask of this "Mr. Meng", which was why he was so eager and even nervous.

But he was a big boss after all, and in an instant he returned to his calm and kind smile.

The court was no longer Xu Zhiquan's "home court", so Old Xu naturally knew his limits and followed behind quietly with Guo Liang.

……

Large conference room.

After they sat down and waited for a while, Jiang Huaqin sat in the front seat and asked Xu Chen to sit next to him.

Such an arrangement naturally has its subtle considerations.

After just two or three minutes, Xia Mengxiang pushed open the door of the conference room again, and a group of five or six people walked in. Jiang Huaqin quickly stood up with a smile on his face.

"Boss Meng, how are you?"

His face was full of enthusiasm and he had already shaken hands with that "Mr. Meng".

Meng Huiyang looks to be less than 40 years old, in the prime of life, with a strong facial features, and he never smiles.

But in the face of Jiang Huaqin's enthusiasm, he still showed the necessary politeness and consideration, chatting and laughing and greeting him.

After the two exchanged a few pleasantries, Jiang Huaqin took the initiative to help introduce them.

The first and most important person to be introduced today is naturally "Mr. Xiao Xu" from "Dongchen Advertising".

Xu Chen took a step forward, bowed slightly and shook hands with Meng Huiyang:

"Hello, Mr. Meng. Just call me Xu Chen."

Meng Huiyang raised his eyebrows and asked a question that Xu Chen had heard countless times:

"Mr. Xu... so young?"

Xu Chen was not surprised and just smiled politely.

Jiang Huaqin showed a hint of embarrassment and worry, but he tried to make amends:
"Young people have great potential! Besides, those of us who are engaged in creativity and advertising have more active minds!"

Meng Huiyang smiled and nodded:

"I have seen Dongchen Advertising's advertising works, Jeep and Vanke's ads, all of which are very impressive..."

He hadn't finished speaking, and his words were full of tentativeness and inquiry.

Xu Chen understood what he meant and immediately replied:
"Thank you Mr. Meng for your recognition. Both of these works are my own."

This is called active “claim”.

This situation is not suitable for any modesty or low-keyness.

Meng Huiyang paused, a trace of surprise flashed across his face, followed by a hint of approval:
"Then I am even more looking forward to Mr. Xu's plan today."

Meng Huiyang sat down opposite everyone else. After that, the two sides exchanged brief greetings and, without further introducing the team, quickly got to the point.

Sun Amy is operating the computer and has connected it to the screen projection.

During the one or two minutes of preparation, Jiang Huaqin maintained a polite smile, but when he turned his head to look at Xu Chen, he couldn't help feeling a little nervous.

In fact, he was more afraid than Xu Zhiquan and Xu Chen that today's report would not go smoothly.

After all, he was the one who recommended "Dongchen Advertising" to Meng Huiyang, and he was hoping to build a relationship with Meng Huiyang through this project...

Xu Chen looked normal, and began to propose:

“Honestly speaking, this project of Red Star is extremely challenging.

The rejuvenation of the Red Star Erguotou brand is an attempt to attract young users, but it contains a huge trap that is difficult to avoid.

This is naturally a persuasive strategy of "getting the upper hand first".

While stating the purpose clearly, it immediately grabs the client's attention and the importance they attach to this proposal.

Sure enough, when the term "huge trap" was thrown out, Meng Huiyang and his colleagues from the Red Star Marketing Department immediately pricked up their ears, obviously piqued by their curiosity.

Xu Chen continued:
"The core consumers of Red Star Erguotou are still mainly middle-aged and elderly male users.

If we rashly target young users and make advertisements that young people like now, will it cause disgust among existing middle-aged and elderly users?
If we rashly make some very young and energetic advertisements, will they think that this is not the Red Star I like to drink, why are we doing these things for young people..."

The logic that Xu Chen laid out and explained was the core strategy that he had shared with Sun Amy and others when he was in the company before.

This is also the real key to this project and determines the final strategic direction of the solution.

As soon as Xu Chen finished speaking, Jiang Huaqin was stunned, and the worry on his face became more intense.

Jiang Huaqin naturally doesn’t understand advertising and creativity, but at least he analyzed it from the surface. Is Xu Chen challenging the client’s “youth” strategy?

But the "youth" strategy was proposed by Meng Huiyang. Is this a slap in the face of the client?

Jiang Huaqin moved his butt, his face showing obvious anxiety.

I even wanted to interrupt Xu Chen...

Xu Zhiquan always sat in the back row, motionless as a mountain.

He didn't understand advertising and creativity, but seeing his son's momentum in presenting the proposal, he was sure that "this is a sure thing"...

On the other side of the table, Meng Huiyang's expression became serious and he looked very interested.

In fact, Xu Chen pointed out the worry deep in Meng Huiyang's heart with just a few simple words.

At the same time, the young subordinates behind Meng Huiyang couldn't help but whisper to each other:
"This company is quite impressive! It's just as Mr. Meng analyzed before..."

"Yes! This is the core risk that several advertising companies didn't analyze before. They only thought of it after our CEO Meng mentioned it."

"I can't tell, Mr. Xu is so young."

……

In fact, the proposals of several previous advertising companies were not approved, and the core reason was the reason Xu Chen just mentioned.

Beijing Ogilvy, Guangdong Advertising, Strategy...

They have produced very creative and motivating solutions for young people, but the core problem is that these very young and dynamic solutions are likely to cause misunderstanding or even resistance from conservative old users.

Xu Chen observed the reactions of the customers, especially Meng Huiyang, and had a general idea in his mind.

This goes on to say:
“The key to the success of this project is to achieve a balance.

It must not only impress young people, but also resonate with middle-aged and elderly consumers..."

Xu Chen paused deliberately, and the above is the so-called "strategic consensus".

Meng Huiyang finally nodded, but also asked doubtfully:
“But how do you balance this?

We have also discussed this with several other advertising agencies, and it is almost impossible to have both.

If you want to target young users, you have to create content that contains elements of vitality, passion, creativity, and enthusiasm.

But these are naturally contrary to the preferences of middle-aged and elderly men who are calm, moderate and sentimental. "

On the opposite side, Jiang Huaqin was stunned.

Why is this being discussed seriously...

He took a breath.

Although I don't understand the big ideas in those advertisements, I have figured them out.

Mr. Xu's analysis is actually quite "right"? !

It’s a bit interesting...

Xu Chen didn't rush to answer. He flipped through the PPT and found a few key words:

【Retro and nostalgia】【Youthful sentimentality】【Brotherhood】

He then spoke:

“Nostalgia is a fashion, and nostalgia is also a trend.

The trendy things that young people like contain more and more nostalgic elements..."

"Young people are nostalgic, while middle-aged and elderly people are reminiscing about their lost youth. This is the point of consideration and combination."

“A retro nostalgia, a youthful sentimentality, and a brotherhood.

It fits in naturally with the mood of Red Star Erguotou.”

Then, the projection screen showed those extremely vivid pictures:

【Drink all the words that are hard to express】

[Pour the years of burning passion into your throat]

[Use bullets to knock down the enemy, and use Erguotou to knock down the brothers]

[Youth whizzes by, and the throat is cut by alcohol]

[No pain, no pleasure]

……

【——Red Star Erguotou】

……

Xu Zhiquan didn't say a word the whole time, but when he looked up at the words and pictures on the projection screen, he couldn't help but be moved.