Chapter 272 Mr. Xu’s opinion
Tuesday, evening.
The moment Xu Chen walked out of Yangcheng Tianhe Airport, he felt a rush of heat.
It is already autumn, and the temperature in Yangcheng is more than a little warmer than that in Shanghai, and there is a sticky and greasy feeling in the air.
I have to admit that, at least in terms of climate, Shanghai is more pleasant than Yangcheng.
……
This trip to Yangcheng is to finalize the Jiaduobao "high-end mineral water" project proposal.
The budget of this project is 1.5 million, which is quite a lot.
Xu Chen is not short of money in life, but he still needs some funds to start playing "Burning Ice Sports".
Now his father's Chenfeng Technology is also in its infancy stage with debt, and Xu Chen doesn't want to put too much financial pressure on his father because of "Burning Ice Sports".
Moreover, this project is related to an endorsement contract of Xie Bingran, which is still very important.
In addition, the trip to Yangcheng also hopes to solve the problem of "poaching" Sun Amy, so it can be regarded as a heavy task.
"Where are you, pretty boy?" The driver asked politely as he queued up to get into the taxi.
Xu Chen: "Sports Center, Tianhe Tower."
The hotel we booked was still the Tianhe Hotel where we stayed before.
It just so happens that Jiaduobao's office in Yangcheng is in the CITIC Building not far from here.
Even yesterday, Xu Chen made a special call to the hotel front desk and reserved the same room he stayed in last time.
Just because of that room, Xu Chen and Xie Bingran slept together.
During those two days, Sister Fang Jun was drunk and unconscious. Xie Bingran knocked on Xu Chen's door in the middle of the night and got in like a thief but openly.
Just because Xie Bingran, who was about to leave at that time, still wanted to stay with Xu Chen for a while...
……
An hour and a half later, Xu Chen appeared in the room in Tianhe Building.
Guests came and went from the hotel room, and after more than a month, there was no trace of Xu Chen and Xie Bingran's stay in the room.
Fortunately, there are still new scenes in my mind.
On the first night, Xie Bingran slept on the bed inside because Xu Chen had slept in this bed the night before.
On the second night, Xie Bingran asked to change the bed and go outside again, just because Xu Chen slept here the first night.
All right.
Brother Bing seems to be a careful and particular person in these matters.
Xu Chen leaned on the bed and let out a long sigh.
I really want to hug her, squeeze her hand and so on.
Just can't touch it.
Boring...
……
Early the next morning, while Xu Chen was still having breakfast in the restaurant, he received a text message from Sun Amy.
[Teacher Xu Chen, I’m on the first floor of the hotel! 】
[Wait a moment, I will come out after I have eaten. 】
When I saw Amy Sun, this little girl with some baby fat still wore her round glasses and had a sweet smile on her face.
Xu Chen remembered that when he met Sun Amy in his previous life, she had already reached the supervisor level in Heijue Marketing, and her aura was still much stronger than it is now.
Xu Chen was a newcomer to the workplace at that time, so he had to be polite when he saw her, calling her "Sister Amy" and "Mr. Amy" one after another.
At that time, Xu Chen would never have thought that Amy Sun would politely call him "Teacher Xu Chen" at this moment.
And "Teacher Xu Chen" is also planning to recruit "Sister Amy" as his subordinate and employee.
……
Amy Sun wore a slightly formal suit, and the loose T-shirt still had some design elements.
Obviously, some preparations have been made for coming to see customers.
Xu Chen had to admit that Teacher Amy also had a very impressive figure...
She held two cups of coffee in her hand and reached out to hand Xu Chen one cup:
"Teacher Xu Chen doesn't seem to drink coffee. I ordered black tea."
Xu Chen was stunned. He didn't expect that Amy Sun, who was so attentive, would actually know and remember this matter.
His evaluation of her instantly improved.
Xu Chen took the cup of black tea with a smile and said, "Let's go!"
……
Ten minutes later, the two arrived at the downstairs of CITIC Building.
This building located on the central axis of Yangcheng is 391 meters high. It was once the tallest building in Yangcheng and is naturally a landmark building.
Xu Chen contacted Chen Xinyi from Jiaduobao Marketing Department and took the elevator directly to the 27th floor.
As soon as he got out of the elevator hall, he saw Chen Xinyi already waiting there.
This little girl from Guangdong Province warmly welcomed "Teacher Xu Chen" in Mandarin with a heavy accent.
Xu Chen naturally also gave a brief introduction to Sun Amy, but only said that she was a member of the project team and her English name was Amy.
The three of them exchanged brief greetings and then walked towards the office.
The large red door is decorated with piles of "Wanglaoshun" herbal tea placed at the door.
Chen Xinyi explained: "The sales are doing activities these days, and the materials have been brought to the company first."
The office area is neat and orderly, but it doesn't look very large.
Chen Xinyi gave a brief introduction and knew that this was just an office location of Jiaduobao in Yangcheng.
The current headquarters is still in Wanshi.
……
Chen Xinyi led the two of them to a large conference room.
"Teachers, wait a moment. I'll call Sister Fei and Mr. Chen. They can start directly when they arrive."
Xu Chen nodded, then I will prepare the files and projection first.
……
A few minutes later, the sound of high heels could be heard outside the conference room.
Then I met the capable and powerful "Sister Fei" and the managing director Chen Jinru again.
Nie Fei was warm and polite, greeted Xu Chen, and introduced Chen Jinru.
Xu Chen took out his business card and handed it over with both hands.
Chen Jinru looks a bit older, at least in his fifties, with short gray hair and gold-rimmed glasses.
With a springy smile on his face, he shook hands with Xu Chen.
"Welcome, Mr. Xu, although Nie Fei told me in advance that you are so young, I am still surprised to see you!"
Xu Chen: "Hello, Mr. Chen."
Chen Jinru: "Your 'fear of getting angry' directly pushed our Wang Laoshun up.
I am meeting you specifically this time. In addition to observing this high-end mineral water project, I also want to express my gratitude to you in person for the Wang Laoshun project! ”
Xu Chen: "Mr. Chen is too polite. I believe our high-end mineral water can also create the next sales miracle."
Chen Jinru laughed a few times, and it was obviously very useful:
“With Mr. Xu’s auspicious words, this makes me more confident!”
……
After exchanging pleasantries and sitting down, we got to the point.
Nie Fei briefly introduced the general situation of "high-end mineral water".
The last time we met in Shanghai, I had already had some chats with Xu Chen.
This time the main thing is to synchronize some of the current rhythm and content of the market plan.
In addition, Nie Fei also specifically mentioned the progress of the current "promotion plan".
"We have also found several advertising and marketing companies and have proposed several plans to us, but so far we are still not satisfied.
Including product names and slogans, I haven’t felt that they are suitable at first glance...
Based on our cooperation on the Wanglaoshun project, Mr. Chen also told us to wait for Dongchen Advertising’s plan. ”
Chen Jinru nodded:
“The market solution for this project is still very challenging.
The most important thing is that we are promoting this brand from scratch. The decision-making and selection of product names, advertising slogans, and spokespersons will be quite entangled..."
……
Xu Chen nodded and stood up. He connected the projector and opened the report file.
The first page of the PPT is two lines of text:
[New brand debut: Who am I? Where am I from? 】
[A good name can save one billion in advertising fees]
Chen Jinru looked at the two words on the projection and his eyes lit up.
Especially the last sentence, it obviously touched his heart...
Taking the lead has always been an important "tactic" for reporting proposals.
Nie Fei looked at these two lines and couldn't help but smile.
From the very beginning of the plan, the most important thing was struck. This is something I haven’t heard of before when I listened to reports on other plans...
Xu Chen was neither in a hurry nor in a hurry, and said calmly:
Check out the 16-9 book bar and see the correct version!
"The current water market, Wahaha, Nongfu, C'estbon, Binglu...all the mid- to low-end are covered.
The so-called few high-end water brands such as Evian and Perrier are too expensive and are destined to fail to make a big market.
This is our market opportunity..."
“As Mr. Chen just said, our biggest challenge is to enter the hearts of consumers from scratch.
The first wave of marketing is to ‘introduce yourself’ to consumers.
Tell consumers who I am, where I come from, what I have to offer..."
“The most important and core issue is the product name.
A good name may not even require a slogan. A good name can save a lot of advertising costs..."
Xu Chen paused and flipped through the PPT.
On the projection screen, a line of text was enlarged:
[I am..., I come from Kunlun Mountain. 】
Xu Chen continued:
"This is a simple self-introduction. The ellipsis in the middle is the name of our product."
"Normally, we would have started spreading names.
For example, it is called xx ice spring, xx holy water, or even Jiaduobao high-end mineral water..."
"But there is another way of thinking, we can directly combine these two sentences into one sentence.
Self-introduction of ‘who am I and where am I from’, two sentences combined into one sentence..."
Xu Chen paused again and flipped through the PPT again...
[I am: Kunlun Mountain Snow Mountain Mineral Water. 】
……
Xu Chen was silent for a moment, waiting for Chen Jinru and Nie Fei's reaction.
Nie Fei thought for a while and said:
"You mean, use this directly as the product name?"
Chen Jinru frowned: "Just use Kunlun Mountain!"
He took a breath: "We really didn't think about it that way, mainly because..."
Xu Chen then spoke:
"Yes, just use Kunlun Mountain as the product name!
The three words "Kunlun Mountain" are powerful enough in themselves.
High altitude, snow-capped mountains, purity, minerals...
All these interests, no mechanical or even fabricated names, can compare to the three words "Kunlun Mountain".
We are snow mountain mineral water produced in Kunlun Mountain, so just call it ‘Kunlun Mountain’, and there is no need to do any more self-promotion and introduction.
The name itself brings out high altitude, high quality, snow-capped mountains, purity, minerals, high-end, rarity...
All the benefits and brand associations we want can be contained in these three words "Kunlun Mountain"! ”
……
After Xu Chen finished speaking, Chen Jinru and Nie Fei lowered their heads and thought about it, then looked at each other with a smile.
Nie Fei said:
"We really didn't think of using Kunlun Mountain directly. The most important thing is that the name must have been registered.
You need to spend extra budget to find the trademark holder to purchase it.
Moreover, it is estimated that the cost will not be low..."
Xu Chen nodded and flipped through the PPT again. On the projection screen, the sentence just now appeared again:
[A good name can save one billion in advertising fees]
Xu Chen didn't say much.
Chen Jinru looked at this line of characters, laughed a few times, and then turned to look at Nie Fei:
"Mr. Nie... I seem to have been convinced."
Nie Fei looked at Xu Chen with a smile, her expression a little complicated.
Approval, happiness, or some hidden gratitude...
Chen Jinru patted the table gently and said:
"Don't wait any longer. Let the legal department find the owner of this trademark and start inquiry immediately."
He paused:
“Don’t reveal that it’s our Jiaduobao for now, lest they raise prices all over the place.
Use the name of a small company to inquire..."
Nie Fei smiled: "I understand."
……
Chen Jinru then raised his head and looked at Xu Chen:
"Mr. Xu, it seems our wait is worth it.
We have seen dozens of names for this product...
Indeed, none of them have the power to directly use the words "Kunlun Mountain"! ”
Xu Chen nodded:
"Then the next step is the slogan."
He didn't stop and flipped through the PPT again.
On the projection screen, the line of text just appeared again:
【Kunlun Mountain, Snow Mountain Mineral Water】
Chen Jinru looked up, showing a little doubt.
Nie Fei understood and said:
“Teacher Xu Chen means that the product name is ‘Kunlun Mountain’ and the advertising slogan should be ‘Snow Mountain Mineral Water’...”
Xu Chen nodded and said:
"Our first wave of marketing is to introduce ourselves.
It must be short and powerful, to the point, and directly pointed to the minds of consumers.
Just like "Drink Wang Laoshun if you are afraid of getting angry", the shorter the communication vocabulary in advertising, the better..."
"The words 'Kunlun Mountain Snow Mountain Mineral Water' can fully convey the product benefits and high-end image without any other words.
Mineral water from Kunlun Snow Mountain...
This in itself is high-end enough and creates rich associations, so there is no need for other so-called ‘advertising slogans’. ”
Chen Jinru said nothing, but looked at Nie Fei with a smile:
"Mr. Nie, I seem to have been convinced again."
Nie Fei nodded: "It does solve the problem better than the dozen or so slogans before, and it is closely related to the product name of Kunlun Mountain."
Chen Jinru turned to look at Xu Chen:
"Mr. Xu doesn't talk much. In less than ten minutes, we have solved the promotion problem that we have been struggling with for two or three months!"
Amy Sun sat quietly aside, and behind her round glasses, some little stars seemed to be shining.
It turns out that this proposal can still be made...
It turns out that the plan PPT can only have two or three sentences and three or four pages of content...
It turns out that the report does not need to be a long one, it can be done in less than ten minutes...
It turns out that advertising can still do this!
……
Chen Jinru lit a cigarette and said with a smile:
"Where's the spokesperson? What's Mr. Xu's advice?"
(End of chapter)