Chapter 351 Challenges of midsole materials
At noon, Eastern Morning Advertising.
Just after finishing the conference call on "Kunlun Mountain Mineral Water", Amy Sun said:
"Boss, I have made several plans for Vanke's proposal. You can choose one first!"
Xu Chen: "Okay!"
Coming to the workstation computer, Amy Sun opened several documents.
"I made five visual styles, and the differences are quite big.
Boss, take a look..."
Xu Chen took the mouse and turned it over carefully:
"Amy, why do you do so much?
We are just communicating about the proposal for the first time. After the initial communication with Wang Shi is completed, we will enter the real creative draft phase..."
Amy Sun adjusted her round glasses and said seriously:
"Mainly because of your creative copywriting, boss...
I really like it so much, I feel that if I don’t do it better, I would be sorry for these words. ”
Vanke's "Rancho Santa Fe" copywriting was also widely circulated in the advertising circle in Xu Chen's previous life.
It has profoundly influenced the creative direction of domestic real estate advertising and has become one of the most classic real estate advertising cases.
At this moment, Xu Chen took out this set of manuscripts in advance, which is equivalent to letting this set of creative ideas "shock" the real estate advertising circle in advance.
As a creative person, it is no surprise that Amy Sun was moved by such a manuscript.
Although the target users of this set of manuscripts are the top rich, the ideas are all similar, and even ordinary people can probably sympathize with them.
This is a set of seven graphic drafts, with tonal copywriting as the core.
The most widely circulated ones are these seven titles:
[There is no certain height, so it is not suitable for such a low profile. 】
[If you are used to walking on red carpets, you will dream of stone pavements. 】
[Leading the trend in life, rarely following the trend. 】
[Invisible glitz is where the value lies. 】
[There is no CEO, just neighbors. 】
【Only when there are traces can it be perfect. 】
[The rough temperament is worth pondering carefully. 】
……
Especially the first few sentences deeply empathize and describe the psychology of the top rich.
The "sense of superiority" is accurately described in a natural and stylish vocabulary.
This kind of creative and copywriting ideas was a unique creative path in the domestic real estate advertising circle in 2006.
No wonder it has been talked about in the industry since it went online.
In the following years and even more than ten years, a large number of imitated real estate advertisements appeared, so that whether the advertising copy was "careful" has become an important criterion for Party A to judge the plan.
……
Xu Chen carefully looked at several of Sun Amy's creative directions, and finally chose a set of "simple and advanced" manuscripts.
“That’s it!
No need to be too flashy, those rich people pursue style.
The most advanced and high-profile are all simple visual styles. ”
Amy Sun nodded:
"Actually, I also like this direction.
Then I will finish the modification tonight and send it to the boss tomorrow. ”
Xu Chen thought for a while: "It's done, let's go to the printing shop downstairs to print it out.
We made the proposal to Wang Shi during the break between shooting, and it was more convenient to hold the printout directly. ”
Amy Sun: “Okay boss, no problem!”
Xu Chen: "We will arrive in western Sichuan tomorrow night, and we will go to the plateau the day after tomorrow.
Do you have a jacket, down jacket or the like? ”
Amy Sun: “I’ve already bought it.
The night before yesterday, Feifei and I went shopping together. ”
Xu Chen smiled: "That's good!"
Xu Chen actually didn’t want to go to the snow area to film movies.
Mainly because it's too hard.
Working is still a completely different mood than sightseeing, not to mention traveling and altitude sickness.
But after all, after receiving nearly 2.5 million in project service fees from Jeep, I still have to do my duty.
……
When Xu Chen was about to leave, Gu Xinxin came over to synchronize the situation.
“We have already communicated with Director Lou Ting and Teacher Fang Jun about Yichun’s project.
A service contract will be signed within this week. Teacher Fang Jun has arranged for legal affairs to be handled, and it will be sent to Director Lou for review today. ”
Xu Chen thought for a moment and then said:
"I still need to take Jiao Tianbo with me on this project, especially with some communication matters. He can help.
But when it comes to some business outputs, such as specific event planning, news planning, etc., you still need to do it yourself.
Jiao Tianbo can be involved, but what he gives must be checked. ”
Naturally, Xu Chen was still worried about the professional ability of "Brother Xueba".
After all, I am still a freshman and have not experienced actual work experience.
This project is also a commercial cooperation with a formal contract signed, so we still need to pay attention to Dongchen Advertising’s reputation in the industry.
Gu Xinxin understood it and said with a smile:
"Don't worry, boss, I understand!"
……
……
During the afternoon break, I just received a call from Director Feng Siriang.
Director Feng was still very enthusiastic on the phone, caring about Xu Chen's work and life.
I also took it along and became concerned about Xie Bingran's situation.
In addition, Feng Siriang also mentioned something that Wu Feifei mentioned before:
"The city is planning to set up a special scholarship in the name of Xie Bingran.
Mainly for outstanding sports students in Tiancheng City...
The Education Bureau and Sports Bureau will take the lead together, and our Propaganda Department will also need to cooperate in doing some work.
Xie Bingran probably doesn't know about this yet. I will probably discuss it with Xie Bingran through the Sports Bureau.
It is also expected to be after the Asian Games...
Xie Bingran will definitely return to the province to participate in activities by then.
The city leaders want to take the opportunity to officially announce the ‘Xie Bingran Scholarship’ and invite Xie Bingran to participate in activities and publicity in Tiancheng...
I guess I will have to trouble Teacher Xu Chen by then. ”
Xu Chen: "No problem, Director Feng!
If I can cooperate and help, I will definitely spare no effort...
However, Xie Bingran still has to communicate formally through the national team.
Although I am very familiar with her, all public schedules are still under the unified control of the national team and the General Administration. ”
Feng Siriang: "I understand! I will contact the Sports Bureau about this..."
In the city, they naturally want to take advantage of Xie Bingran's popularity again and promote Tiancheng.
Behind this, the demands of Yichun City are actually the same.
There is Xie Bingran in Tiancheng, and it is indeed worthy of good promotion.
Xu Chen and Feng Siriang chatted for a while, and then finally brought the topic to business.
Naturally, "Morning Wind Ice Power" is on the market, and I hope to win some publicity resources from local media through Feng Siliang.
"Don't worry, Xiao Xu! Leave this matter to me.
It just so happens that this quarter, our publicity department still lacks a special theme plan.
Just take the launch of the first product of Chenfeng Technology, a star technology company in Tiancheng...
I'll help you with this. The city's TV stations and newspapers can all use it! ”
Xu Chen: "That's great, thank you so much, Director Feng!"
Feng Siriang: "Mr. Xiao Xu is being polite, it's just his duty.
At a recent meeting in the city, it was also said that our publicity department should also make economic construction the focus of our publicity. The launch of ‘Morning Wind Ice Power’ is a very important milestone...”
Feng Siriang is worthy of being a propaganda person within the system. Once he talks about it, he always talks about it one by one.
He elaborated for a long time and then asked:
"Mr. Xu is still in Shanghai, right? Then give me a contact person at Chenfeng Technology...
Let me communicate first to see if I can arrange for a group of media to visit your park in the near future! ”
Xu Chen: "Thank you so much, Director Feng. I asked Guo Liang, the company's marketing channel director, to consult and communicate with you this afternoon!"
Feng Siriang: "Okay, I'm free in the afternoon!"
……
After hanging up the phone, Xu Chen sent a message to Guo Liang and synchronized the situation with him.
I immediately received a reply message from Guo Liang:
[Received from Mr. Xu! I will contact Director Feng immediately. 】
……
Check out the 16-9 book bar and see the correct version!
……
In the evening after class, Xu Chen finally got on the phone with Nie Fei.
Sister Fei was on a business trip and had been visiting material suppliers during the day, and now she had some free time.
Xu Chen got straight to the point and gave Nie Fei feedback on yesterday's interviews with Jiang Yuze and Sun Lingfeng.
"Sister Fei has checked it, and both of them can indeed be used..."
"Each has its own advantages and characteristics. Jiang Yuze is more comprehensive, but may not be familiar with Taobao's resources.
Sun Lingfeng came from Taobao and has strong resources and connections, but his overall quality is a little lacking..."
“Simply speaking, if we want to launch the online distribution of ‘Burning Ice Sports’, these two people are indeed capable of doing the job...”
Nie Fei smiled and said: "What about choosing one of the two?"
Xu Chen still hesitated: "It's really hard to choose...
That's why Sister Fei threw the problem to me, right? ”
Nie Fei: "I'm a little confused too."
Xu Chen: “If two people are recruited at the same time, can the personnel budget cover it?
Also, can these two people communicate?
After all, under the current circumstances, only one main leader is needed. ”
The implication is that one of the two will be the supervisor and the other will be a soldier.
This will naturally cause some resistance to the soldier...
Nie Fei paused and said:
"Actually, I have the same considerations.
The recruitment budget is pretty good, but Sun Lingfeng's basic salary is actually not high.
The main thing is to ask Sun Lingfeng to be Jiang Yuze's subordinate. He may be resistant.
This is still different from the initial position communication. ”
Xu Chen: "Although Sun Lingfeng is very familiar with Taobao's resources and has strong execution ability, the ceiling for overall growth is still there...
In the future, if 'Burning Ice Sports' continues to grow, Sun Lingfeng's basic abilities may not be able to assume the supervisory level. ”
Yesterday's interview, although everyone only had half an hour, Xu Chen still made a clearer judgment.
A person's abilities and potential can generally be seen.
In his previous life, Xu Chen had managed a team of more than 20 people in a large Internet company, and he still had some experience in looking after people.
Although Jiang Yuze's words were sharp and direct, and even slightly offended Xu Chen yesterday, Xu Chen still recognized his comprehensive ability.
As a boss, Xu Chen’s core considerations are employee value and company development.
From these perspectives, Jiang Yuze is indeed a talent for "Burning Ice Sports" and will have the opportunity to grow into a good manager in the future.
Sun Lingfeng has resource advantages, but he is still too focused on execution. If he wants to become a supervisor in the future, he will have to pay a huge price for growth.
In fact, Xu Chen had already made judgments about Sun Amy and Gu Xinxin.
These two little girls have great potential, and it won't take long for them to be independent.
Xu Chen's plan is that after he and the two of them have matured the business, he can consider building an echelon under them.
At that time, "Little Mr. Xu" will be able to step aside and live a more relaxed life as a boss.
……
Nie Fei thought for a while and said:
"Our two considerations are actually the same.
If I had to choose one of the two, Jiang Yuze might be more suitable.
We don’t have many people to begin with, so the people we recruit need to be good enough and have potential...
Sun Lingfeng, let me find a way to communicate.
If they can be recruited at the same time, it will be much easier to operate stores on Taobao channels at least. ”
Xu Chen: "Okay, Sister Fei has to work hard again!"
Nie Fei: "It's our duty, let's not be polite!"
Xu Chen smiled: "How was the business trip?"
Nie Fei: "I arrived in Jiangsu Province today...
This company's TPU foam cotton is a new technology developed in cooperation with Harbin Institute of Technology Materials Science.
It is still 'exclusive' and has not been used in any company's mass-produced shoes.
It is also the best material solution among the several suppliers we have contacted so far.
If it can be used in the midsole of ‘Burning Ice 001’, it will form a very good competitive advantage. ”
Xu Chen: "Sounds very good!"
Nie Fei: "But there is a big problem...
Currently, both Nike and Li Ning are in contact with this company.
I made an appointment with the other party's boss and we will have a formal chat tomorrow.
But at present, we don’t have much room for negotiation...
Even if we can give a good purchase quotation, the other party will still consider the overall purchase volume.
‘Burning Ice Sports’ cannot make any promises in this regard.
But the expected sales volume of Li Ning and Nike are there, and they have a strong negotiating advantage. ”
Xu Chen: "If the material is really competitive and good, we still have to think of a way to see if there is a chance to negotiate."
Nie Fei: "That's what I mean.
At present, there is little chance of us talking about ‘exclusiveness’.
I hope Nike or Li Ning will not negotiate exclusivity with each other, so that we can still have a chance to get a batch of orders...
I will chat with the other party tomorrow. If there is progress, I will synchronize with you.
Don’t worry too much, there are two suppliers available as alternatives.
The material is not as competitive as this one, but it is also one of the better foam materials in the industry. ”
Xu Chen: "Okay!"
He thought for a while and asked again:
"Is that 'little vice president' Zhou Junjun with Sister Fei?"
Zhou Junjun is the "junior vice president" of Lipeng Shoes, a factory in Fujian Province where Xu Zhiquan has a stake.
Nie Feila joined "Burning Ice Sports" and was responsible for product development and production.
Nie Fei: "Yes, together.
But he is currently in the manufacturer's laboratory, looking at their demonstration materials.
We will go to Shanghai together next week, and then I will introduce him to Mr. Xu. ”
Xu Chen: "Okay!"
Nie Fei remembered something again:
"There is another important thing. The British design company Pearl Cat has initially reached a cooperation intention.
I made an appointment for a conference call next Wednesday to discuss our needs.
Because of the time difference, the meeting was scheduled in the evening. ”
Xu Chen: "No problem. Just tell Gu Xinxin, Sister Fei, and she will arrange the meeting.
As for the specific design requirements, I will think about it again in the past two days. ”
Nie Fei: "Yes...
Zhou Junjun and I were also discussing.
I'll be back from a business trip next week, and we'll check it out internally first. ”
(End of chapter)