Rebirth: My dad is too obedient

Chapter 490 Replace Jay with Bing
After finishing the call with Director Li Yue, Xu Chen walked out of the teaching building and went straight to the company.

Several new colleagues joined the company today, and in the evening Nie Fei organized a dinner to welcome the new students.

In addition, Xu Chen needs to find a quiet place to think about what he just talked about with Director Li Yue...

"Mr. Xu" didn't really want to go to the dinner party, but he still wanted to go say hello to his new colleagues and get to know them formally.

As soon as I entered the office, I saw a group of people gathered together chatting and laughing.

It's almost time to get off work, so I'm getting ready to go out for dinner.

When they saw Xu Chen coming in, they all politely called him "Boss" and "Mr. Xu".

I had interviewed my new colleague Xu Chen before, so I naturally remembered his name, so I went over to say hello with a smile.

A petite girl was standing with Gu Xinxin. She was also Gu Xinxin's subordinate, a new employee in the client department of "Dongchen Advertising", named Pan Mengting.

Pan Mengting looks petite and quiet, but she actually has a high emotional intelligence, clear logic and good communication skills.

This type of person is actually more suitable for client work than those who are aggressive and smooth-talking. They have a kind of friendliness that makes people feel unguarded, and are better at building trust with others.

There are also two new male colleagues, both of whom are from "Ranbing Sports".

One is Jiang Yuze’s subordinate, a new classmate in the “Marketing Department” named Liu Wei.

The other is Sun Lingfeng’s subordinate, a newcomer in the “Operation Department” named Luo Hui.

Both of them were sturdy boys over 1.80 meters tall, and they looked like a pair of brothers. They came over and greeted "Mr. Xu" together.

Nie Fei said jokingly:

"From now on, someone will do the dirty work in the company. I originally wanted to hire a man for the administrative department, but with these two, I think we can save the trouble."

Liu Wei quickly stood up and said in a muffled voice:
"We have something to worry about!"

Xu Chen couldn't help but think that the tone of this person's speech was somewhat similar to Fang Tao's.

With the three new employees who arrived today, plus Tang Mo and Ruan Zihao who joined earlier, there are now five additional full-time employees, and the size of the team has grown visibly.

There is still pressure to recruit people in the future, and the most anxious one is actually the "Operation Department" under Sun Lingfeng.

The workload of operating the online store of "Ranbing Sports" is huge. Although there are external service providers to help, internal manpower is still needed to keep a close eye on it.

Sun Lingfeng is currently working with two interns and is very busy every day. Jiang Yuze will come to help when he is not working overtime.

Now that HR Director Tang Mo has come in, subsequent recruitment work should be even faster.

In addition, Tang Mo also produced an implementation plan for team management and cultural construction, which has been reported to Xu Chen and Nie Fei.

As expected of an HR from a foreign company, he works in a very systematic and professional manner.

"Mr. Xu" also received a task from Tang Mo, which was to sort out the company's "vision, mission, and values."

This may seem trivial, but it is actually very important.

When the team has more members, "vision, mission and values" will determine the company's development and will also be the core driving force of team cohesion.

Xu Chen still treated it as a serious internal project. He took some time to think about it, and then brought the core team together to discuss it.

……

night.

Xu Chen stayed alone in his "personal studio" on the 8th floor.

I poured a glass of red wine and added some nuts, which was very comfortable.

He opened his mailbox and flipped through a document that Gu Xinxin had sent him a few days ago. It was during this period after the New Year that he contacted "Dongchen Advertising" to seek companies and projects for cooperation.

Xu Chen first glanced at the list. There were not many projects. After all, Gu Xinxin and Sun Amy had already screened them.

After flipping through it carefully, I saw the brand and project I was looking for.

[“Xizhilang” instant drink new product, advertising needs for launch promotion…]

Xu Chen has been thinking about this project for some time, and it is naturally prepared for Xie Bingran.

It started after we won the "Great Wall Award" at the end of last year, and customers of "Xizhilang" began to contact us.

But at that time it was just a preliminary contact and there was no specific project demand.

But as a person who was reborn, Xu Chen was able to guess from some words in the communication document sent by the other party that the "new product" the other party wanted to cooperate on was the "Ulemei" milk tea to be launched this year.

For this project, Xu Chen naturally knew the "standard answer".

In the second half of 06, "Xiangpiaopiao" entered the market from scratch and spent more than 0 million on advertising on Xiangnan Satellite TV, which was a big gamble for a startup.

The result also shocked the industry. "Xiangpiaopiao" single-handedly created a "instant milk tea" category in the industry, and its sales last year exceeded 4 million yuan.

The key is that the profit margin of the "ready-to-brew and drink" milk tea category is very high. As long as there is market share, it is a money-printing machine that makes money without doing anything.

As a giant in the snack food category, "Xizhilang" naturally also set its sights on this piece of cake, and launched "Youlemei" shortly afterwards, also investing huge amounts of money in production and advertising.

Following Xu Chen's path in his previous life, he invited the then "Little King" Jay Chou to be the spokesperson and shot a "Holding in the Palm" commercial with the theme of youth love, which was also bombarded on the Xiangnan Satellite TV, a television media focused on young people.

It also launched a comprehensive market competition with "Xiangpiaopiao" in terms of price, channels and advertising.

The slogan "You are my Yolemei" brainwashed a generation of college students and middle school students as the advertisement was released, and it can be regarded as one of the originators of "earthy love words".

Xu Chen knew the "standard answer", so it was natural for him to win the project.

The only thing is to first look at the company that invited the other party this time, and try to avoid the situation of "duplication of manuscripts".

However, more importantly, Xu Chen was actually considering replacing the spokesperson from Jay Chou to Xie Bingran.

The inspiration for this came when I brought Brother Bing and Su Rong back to Tiancheng.

Xu Chen was also deeply impressed by the sweet and loving appearance of the two people at that time.

It was cold when we were wandering around the town, so we went to buy some hot milk tea together.

The scene of Bing Ge and Su Rong holding a cup of milk tea together still makes Xu Chen feel a little weird...

But it has to be said that it is very suitable for the "earthy love talk" advertising scene of Youlemei.

For Brother Bing, he is indeed popular with both men and women.

However, in terms of specific advertising processing and persuasion logic, the boundaries of "love" still need to be blurred. After all, Bing Ge is still a girl.

Xu Chen was stunned for a moment, but suddenly had another idea.

In fact, it’s okay not to explain too much.

For example, Ye Tong played Xu Xian, and Lin Qingxia played Dongfang Bubai, and no one came out to find too much fault...

There is another consideration for this project, which is naturally Director Li Yue.

If "Morning Wind Technology" wants to take advantage of the 08 Olympic Games, it still needs the help of Director Li Yue.

Giving Xie Bingran a new commercial endorsement is also a great gift to Director Li Yue, helping Li Yue to complete the KPI for the first half of the year.

Therefore, we still have to find a way to win the "Ulemei" project.

Xu Chen had not yet communicated the specific needs with the other party. The preliminary communication document sent by Gu Xinxin did not mention that it was a new milk tea product, and even the three words "Ulemei" did not appear.

But Xu Chen guessed that "Ulemei" might have already decided internally to find Jay Chou to be the spokesperson.

So how to convince the other party to replace Jay Chou with Xie Bingran requires careful design of the persuasion logic.

...Xu Chen thought about it and left a message to Gu Xinxin, asking her to reply to the project requirements of "Xizhilang" first and then communicate the specific requirements when appropriate.

Gu Xinxin should still be at the team dinner, but he quickly sent a reply:

[Okay, boss. I will contact the other party's marketing department tomorrow morning.]

Xu Chen: [In addition, we also need to inquire about some external situations of this project, including other companies participating in the project competition, project decision makers, etc.]

Gu Xinxin: [Boss, I understand. I will sort it out. ]

……

Xu Chen stayed at his small home in Tonghai New Village for both days of the weekend.

On Sunday morning, I received a message from Gu Xinxin:
[The customer of 'Xizhilang' hopes to have a phone chat with us on Monday. ]

Xu Chen was a little surprised. He didn't expect that the other party was still working overtime on weekends?

Or maybe this project is too rushed.

[No problem, you can arrange the meeting, and invite Amy, Tang Xiaowei, Pan Mengting, and the two interns to come along.]

[Okay, boss! ]

……

In the afternoon, Su Rong suddenly contacted Xu Chen and said that she had something to give him, looking mysterious.

Xu Chen was hungry, so he asked Su Rong to have dinner together.

In the tea restaurant on Miyun Road, Su Rong took something out of her bag mysteriously.

When Xu Chen took a look, he found that they were actually several iPhone cases.

Printed on it is a cute cartoon image of Brother Bing, and it is obvious that it was designed and made by Su Rong herself.

"I see you've also changed to an iPhone. I just happened to design a few phone cases and asked my dad's factory to make them."

Xu Chen: "Then I'll help Brother Bing pick one too."

Su Rong smiled sweetly:
"I made a lot, just pick a few!"

Lovely.

Xu Chen looked at several phone cases carefully and really liked them all:

"If you sell me the copyright, I can also make it into the peripheral products of 'Ranbing Sports'."

Su Rong: "No need to sell them, I'll give them to you for free! Just leave me a pair of new shoes when you get them!"

Xu Chen: "Miss Su is so talented!
The baseball jersey you designed last time is expected to go into production in the second half of the year.

All production resources have been focused on shoes in the past six months, but Zhou Junjun has already been communicating with clothing manufacturers.”

"Okay, okay! Make two for me!"

……

Monday morning.

During class, Xu Chen hid in the back row and secretly browsed his cell phone.

Of course it’s not about having fun, but about research projects.

He took a general look at the current products and advertisements of the "Xizhilang" Group and familiarized himself with the other party's tone.

"Xizhilang" is a brand of Guangdong Province, but its previous advertising and promotion methods are generally those of Taiwan Island food companies, similar to "Want Want", "Master Kong", etc., and they have similarities in creative forms.

Xu Chen speculated that it was also a form of imitation and learning. After all, when "Xizhilang" rose in the 90s, it could just imitate these advertisements of Wandao.

This makes it easier to understand why they chose Jay Chou from Taiwan Island as their spokesperson.

In addition, Xu Chen also studied the promotion of "Xiangpiaopiao", which was indeed achieved through advertising.

At this time, they had not yet launched the "Around the World" ad.

They hired mainland actress Chen Hao as the brand spokesperson and ran advertisements during prime time on Xiangnan TV for more than half a year, which helped to build user awareness.

As for the content of the advertisement, it still has the attributes of a "mainland advertisement", which can be regarded as a simple and direct hawking advertisement...

Gu Xinxin sent a meeting invitation and also sent some of the information he had collected so far to Xu Chen separately.

The current marketing director of "Xizhilang" is Kuang Lili, who is also the person in charge of this project.

Kuang Lili has worked at Xizhilang for many years and is considered one of the founder Li Yongjun's right-hand men.

Kuang Lili has always been responsible for following up on the marketing and promotion of "Xizhilang" jelly products.

It seems that she is the decision maker of this project.

However, many of these private enterprises in the mainland are still run by the boss, and the final decision maker may still be Li Yongjun, the founder of "Xizhilang", who is at the top of the list.

Gu Xinxin also sent some information about Li Yongjun. Xu Chen took a rough look and found that he was indeed a "marketing expert".

It can be said that the success of "Xizhilang" is almost entirely due to its huge "gamble-style" investment in brand marketing.

In the 1990s, almost all of their money was used to invest in CCTV advertisements. This can be said to be a sign of great determination and courage.

As a result, "Xizhilang" occupies more than half of the domestic jelly market share and has become the world's largest jelly manufacturer...

This is also good news for Xu Chen.

The client's boss understands marketing, so Xu Chen will have to spend less time persuading him and get more budget for the project.

In addition, if Xie Bingran’s endorsement can be pushed over, the huge amount of advertising will undoubtedly help increase Bingge’s popularity.

……

……

4:30 pm, in the company's conference room.

As soon as Xu Chen entered, the table was already full of people, so they all stood up quickly to welcome the arrival of "Mr. Xu".

It seems that as the team has grown in size, everyone has become more polite and well-behaved towards him as the "boss".

Before, when it was just Gu Xinxin and Sun Amy, everything was very casual and free.

Xu Chen thought about it and felt that he didn’t like this atmosphere very much. He would have to find a way to change it.

As a creative company, too strong a sense of strictness and rules will restrict innovation.

It would be more appropriate to let everyone be more informal.

……

The conference call was connected on time, and Gu Xinxin, as the contact person for "Dongchen Advertising", presided over the meeting.

Both sides first introduced the colleagues attending the meeting. On the "Dongchen Advertising" side, they mainly introduced the general manager Xu Chen and the creative director Sun Amy.

Across the street is the marketing department of "Xizhilang", and the person in charge of the liaison is the marketing manager Zheng Wan, who, judging from her voice, seems to be a quiet and pretty girl.

Then there is the other party’s marketing director, Kuang Lili.

……

(End of this chapter)