Chapter 356 The boss’s tactics
Vanke Shanghai Headquarters, conference room on the 16th floor.
While we were still waiting for the leader to come over, the situation in the conference room was a bit awkward.
Xu Chen didn't take it seriously, took two bottles of water from the table, and handed them to Wu Feifei and Sun Amy beside him.
The bottled water in my hand is of the "Yibao" brand.
This is considered the earliest bottled drinking water brand in China, earlier than Wahaha and Nongfu Spring.
Xu Chen also knew the reason for appearing in Vanke's office.
In fact, Yibao can be regarded as one of the industries invested by Wang Shi.
However, Vanke later focused on real estate and successively sold off unrelated businesses, including C'estbon, which was sold to China Resources.
However, Yibao's subsequent failure to increase its market share nationwide was inseparable from the fact that it changed owners several times.
China Resources has a big business, but after taking over C’estbon, it did not regard the bottled water business as particularly strategically important...
Later, C’estbon “focused on the Guangdong market” and stopped actively participating in the competition of leading brands.
……
……
After waiting for a while, secretary Zhou Kai came in again.
He glanced for a moment, smiled and said:
"The leaders will be here soon. We need to clear up the front row."
Everyone in the venue stood up and gave up the seats at the front.
Zhou Kai: "That's it."
Sun Man said: "Which leaders are holding this meeting?"
The tone is also very direct.
Zhou Kai: "Mainly Mr. Yu, Mr. Chen and Mr. Wang."
Sun Man nodded: "You just need to call Mr. Chen, otherwise there will be no decision on this matter."
Mr. Chen is Chen Qidong, director of Vanke, and the big boss behind Sun Man.
Mr. Yu is the current general manager of Vanke, Yu Liang. He is a direct descendant of Wang Shi, and he is also the person Wang Shi helped to rise to power.
Mr. Wang, I’m talking about Wang Chi.
Xu Chen was already well aware of the current situation.
The "Rancho Santa Fe" project is currently controlled by Chen Qidong and Sun Man.
The faction of director Chen Qidong can be seen as an obstacle to general manager Yu Liang in the company, forming a constraint on both sides.
It was Wang Shi who helped Yu Liang, whom he trusted the most, to rise to the top. He definitely needed to help him clear or transform some of the obstacles that hindered him.
Boss Wang's plan is to deliberately "beat" Chen Qidong and Chen Man through the "Rancho Santa Fe" project.
And this is probably just the beginning, and there should be other means in the future.
……
……
After waiting for a while, the door of the conference room was pushed open, and five or six people walked in.
Sun Man, Wu Xiaoding, and Cao Qiyuan, who were sitting opposite, quickly stood up, with respectful expressions on their faces and slightly bowed waists.
And spoke softly:
"Mr. Chen!"
"Mr. Yu!"
Knowing that the boss was coming, Heihe Advertising and Xu Chen naturally stood up as well.
"Sit, sit, sit! Sit down!"
The man who spoke was full of youth, but also a little fat.
Zhou Kai followed behind and introduced:
"This is the company director, Mr. Chen."
Naturally, I was introduced to the Heihe team and Dongchen Advertising.
Chen Qidong smiled loudly and sat down in the front row.
At least he seems to have a very bold personality.
He was followed by three or four secretarial assistants, all sitting next to him behind him.
It has to be said that these big bosses of real estate companies have very big "fights" on the surface.
In contrast, Jeep's leadership is obviously much more relaxed and casual.
In fact, Pang Ming of Jeep already has a very high position, but he is still relaxed and casual. At least he does not go out with just a few secretaries and assistants...
On the other side, Zhou Kai introduced:
"This is the general manager of Vanke Group, Mr. Yu."
Yu Liang's figure has become much slimmer, with a short, sleek crew cut, and a pair of eyes that look huge and lively.
He has a tall and straight figure, and it seems that he has been exercising and exercising all year round.
In this regard, he is similar to Wang Shi.
Xu Chen remembered the news he had read in his previous life, and remembered that Mr. Yu seemed to be a marathon enthusiast in private...
Yu Liang smiled at everyone, didn't say much, and sat across from Chen Qidong.
But it happened to be in the row where Dongchen's advertisement was located.
Zhou Kai:
"Mr. Wang is still chatting with some friends. He should be here soon."
……
While waiting, Sun Man leaned next to Chen Qidong and reported something in a low voice.
Yu Liang said nothing, looking at a document handed over by the assistant.
Xu Chen still has a "watching a show" mentality.
It seems that general manager Yu Liang does have some "discord" with director Chen Qidong.
We were in the same conference room, but everyone was busy with their own affairs, and there was not much exchange of pleasantries.
……
After waiting for a while, Boss Wang finally arrived.
Wang Shi didn't bring many secretaries and assistants with him, only Zhou Kai was behind him.
He wore casual sportswear, which was in sharp contrast to other leaders in suits and ties.
"Sorry for the long wait. I was just entertaining some friends..."
He was already sitting in the middle seat and said with a smile:
“These friends of mine also have the intention to purchase Rancho Santa Fe.”
He looked at Yu Liang and Chen Qidong:
"I'm helping you get business!"
Yu Liang just smiled and did not take the initiative to answer.
Chen Qidong laughed heartily twice:
"It's our Mr. Wang who is always thinking about our family's business."
……
Wang Shi cleared his throat, straightened his face, and said:
"It just so happened that the quarterly meeting was held today, and several leaders were present, so I asked Zhou Kai to lead the meeting.
You all know what we need to discuss, mainly the promotion plan of the 'Rancho Santa Fe' project..."
Zhou Kai sat aside and showed the current promotion plan on the projection screen behind him.
They are two sets of manuscripts for Heihe Advertising and Dongchen Advertising.
Wang Shi paused and then said:
"I happened to meet Mr. Xu from Dongchen Advertising during another project.
Although Mr. Xu is young, his professional ability impressed me deeply...
So I talked to him about the Rancho Santa Fe project, and Mr. Xu lived up to his expectations and immediately came up with a plan.
After I saw it, I liked it very much and recognized it very much, so I asked him to talk to the project team. ”
He glanced at Chen Qidong and Sun Man:
"I heard from Zhou Kai that the meeting yesterday was not very pleasant, was it?"
Chen Qidong frowned, pretending to be a little annoyed, and turned to Sun Man:
"Mr. Sun, is this happening?"
Sun Man's expression remained unchanged and he said with a smile:
"Maybe there is a misunderstanding? It's not to the level of 'unpleasant'.
However, for the 'Rancho Santa Fe' project, we have already decided on a cooperative advertising company.
Black Crane Advertising has also begun to get involved in project execution.
Now that we have temporarily introduced another advertising company, the process is indeed more difficult to handle. ”
Chen Qidong looked at Wang Shi and said with a smile:
"My Mr. Wang! As the founder, you don't need to get involved in specific projects, right?
Even if we let the people below do the work, we have to delegate our power appropriately! ”
Wang Shi paused and said with a gentle expression:
“Of course I have to delegate power appropriately, otherwise I won’t step down.
But what I'm worried about is that the current general manager, Mr. Yu, can't command some old people in the management. ”
As he said that, he turned his head and glanced at Yu Liang.
Yu Liang looked sternly and took over the conversation, but did not dwell on the current sensitive topic, but directly discussed the project:
“I have seen the plans of both Black Crane Advertising and Dongchen Advertising.
I personally have the same opinion as Mr. Wang. Dongchen Advertising’s plan is obviously much better.
From a purely project promotion perspective, Dongchen Advertising’s solution should be used.
The ‘Rancho Santa Fe’ project is too important to Vanke, and the promotion plan still needs to be carefully considered. ”
Chen Qidong glanced at the projection screen and said directly:
“My personal opinion is also very clear. Black Crane Advertising’s plan is very suitable, so just use Black Crane’s plan.
As for Dong’s plan, there is no need..."
He leaned back in the chair and stroked his stomach:
"The 'Rancho Santa Fe' project belongs to me, Chen Qidong, and I still have the final say."
"..."
As soon as the words fell, the scene became a little cold.
Tit for tat, not giving in an inch.
Yu Liang kept silent.
Although he holds the rank of general manager, he is still half a point lower than a company director who has the right to speak.
Xu Chen sat quietly, just watching a good show.
Wu Feifei and Sun Amy looked at each other, feeling a little "eye-opening".
It turns out that this kind of high-end boss tearing up is not particularly "high-end".
In the end, it came down to tit-for-tat exchanges of words...
Wang Shi's expression did not change, he smiled slightly and said:
"That's good. On projects, there should be arguments and arguments!
The ‘Rancho Santa Fe’ project is too important. It is a benchmark high-end villa project that Vanke will focus on building in the next ten years...
It must be demonstrated and promoted well! ”
He paused, then looked up at the Heihe team and Dongchen team sitting in the back row, and said again:
"As a founder, I am also a big parent.
‘Rancho Santa Fe’ is a ‘child’ that we all value, so naturally we must provide the best, including promotion plans.
Let the main creative team explain the two plans of Heihe and Dongchen to you first! ”
With that said, he stood up, sat next to Yu Liang, and gave up the middle seat.
Fang Yu, the executive creative director of Heihe Advertising, was stunned and turned to look at Sun Man.
Sun Man cleared his throat:
"Mr. Fang, since the plan has been challenged, you should report it again.
Heihe's plan has passed multiple rounds of internal reviews, so it just needs to be presented openly. ”
Fang Yu responded and stood up.
He walked to the front, picked up the mouse, and opened Heihe's set of manuscripts.
"Hidden in the city..."
"Above the big city, hidden merit and fame..."
Fang Yu cleared his throat and began to report on the proposal.
He started with insights from target users and then analyzed the product's competitive advantages.
Then there are the core advertising strategies, creative ideas and so on...
He spoke eloquently and elaborately for nearly half an hour.
Even director Chen Qidong felt a little bored and looked at the Rolex on his wrist from time to time.
Wang Shi and Yu Liang listened very carefully and took notes from time to time.
Xu Chen listened to Fang Yu's "repeating", but he shook his head repeatedly in his heart.
A very ordinary real estate packaging plan, but he talked about it so much in such a serious and detailed manner, which is also admirable.
……
Fang Yu put down the mouse, paused briefly, and looked up at Sun Man.
Sun Man smiled and actually took the lead in applauding.
Chen Qidong clapped his hands a few times, and the secretaries and assistants behind him, as well as the Black Crane advertising team, all clapped as well.
Cao Qiyuan, the project leader on the "Rancho Santa Fe" product side, also applauded.
Fang Yu smiled sheepishly and then stepped off the stage.
Sun Man looked at Xu Chen:
"Thank you for your hard work, Mr. Xu."
Xu Chen stood up and walked to the front without saying anything.
He picked up the mouse and opened the Dongchen Advertising plan:
"Advertising is about communicating with people.
It’s meaningless to talk about too many strategies, logic, and principles, because these consumers and users will never see it.
The most important thing is the advertising manuscript. ”
As he spoke, he flipped through the documents and read the advertising copy in the manuscript:
"There is no certain height, so it is not suitable to be so low-key..."
"If you are used to walking on red carpets, you will dream of cobblestone roads..."
"Leading the trend in life, rarely following the trend..."...
After he finished speaking, he glanced at Wang Shi for a moment. When Wang Shi smiled gently at him, he turned around and left.
Chen Qidong looked speechless, but he just frowned and did not speak.
Sun Man sneered: "Is Mr. Xu surrendering on his own initiative?
Don’t even take proposals seriously? ”
Xu Chen's expression remained unchanged:
"In the face of absolutely good ideas, any strategic packaging and speech sales are meaningless.
Good ideas have their own motivation.
Only plans that are too ordinary need to be packaged in a lot of gorgeous rhetoric and decorated with seemingly perfect logic. ”
"..."
Sun Man looked gloomy and ugly.
Several people at Heihe Advertisement looked a little embarrassed.
Check out the 16-9 book bar and see the correct version!
Xu Chen's words were naturally aimed at Fang Yu's proposal that lasted for half an hour.
……
Wu Feifei and Sun Amy looked at each other and really didn't know how to continue today's meeting.
It feels like this is a point where the two are facing each other, unable to communicate at all, and difficult to move forward.
Xu Chen looked indifferent and sat there calmly, as if the matter had nothing to do with him.
In the front row, Wang Shi and Yu Liang exchanged a few words in a low voice, but they didn't know what they said to each other.
Chen Qidong touched his fat belly and turned to wink at Sun Man.
Sun Man turned his head and looked at Fang Yu from Heihe Advertising. As if he remembered something, he cleared his throat and said:
"The advertisements for 'Rancho Santa Fe' are not for us, but for target consumers and intended customers.
Our intended customers are very clear, they are ‘high net worth individuals’ in various first-tier cities.
They are generally male, between forty and fifty-five years old.
Most of them are senior executives, directors and founders of medium and large enterprises.
Assets are generally in the hundreds of millions..."
She paused and glanced at Fang Yu beside her:
"Heihe Advertising has done many high-end real estate projects and has cooperated with us, Vanke, many times.
Mr. Fang has an advantage in gaining insight into high-net-worth individuals...
So we trust and choose Heihe’s solution. ”
He glanced at Xu Chen opposite:
"But Mr. Xu looks young, and I have never heard of Dongchen Advertising.
In the real estate circle, how many cases have there been?
I don't think that the plan you created will have any impact on the wealthy group.
At most, it can only fool the poor! ”
As soon as he finished speaking, Chen Qidong on the side laughed out loud.
He laughed twice more and said again:
“I should be considered a ‘high net worth individual’, right?
I can also afford Rancho Santa Fe, and I really like Black Crane’s plan.
'Above the big city, hidden merit and fame...'
very good! I love so much! ”
The situation seemed to be awkward again.
Wu Feifei turned to look at Xu Chen and found that Xu Chen remained silent and had no intention of "defending" her plan.
In fact, Xu Chen knew in his heart that no matter how he "sells the manuscript" today, it would be meaningless.
Might as well save some effort and keep silent.
And he was not worried about today's scene or outcome.
Simply because the person who organized the game was Wang Shi, the founder of Vanke.
A "big boss" in the business world who can sit in this position will naturally not be a reckless person.
Since he had organized today's game, he was naturally prepared.
……
Wang Shi's expression did not change, and he took over Chen Qidong's words:
"Mr. Chen and Mr. Sun said it very well!
The target users, the truly wealthy and high-net-worth people, should be allowed to make the choice. ”
He glanced at his phone and said again:
"It just so happens that I have a few friends here.
As I said just now, they are all interested in houses in Rancho Santa Fe, which happens to be the target customer group.
Why not let them look at the two plans and let them choose one. ”
Chen Qidong frowned, but said:
"Mr. Wang, your friends are definitely on your side!"
Wang Shi smiled calmly:
"It depends on who these friends of mine are...
You'll know it once you've seen it.
I'm afraid no one in this world can arbitrarily influence their opinions, including me..."
With that said, Wang Shi picked up his cell phone and made a call:
"Come here and help us! There is a promotion project for Rancho Santa Fe. You are just thinking about buying a house. Help us with our advice...
OK!
Wait a minute Zhou Kai! ”
Putting down the phone, Wang Shi turned to look at Zhou Kai.
Zhou Kai bowed his head in response, turned around and went out.
……
Just a few minutes later, the door of the conference room was pushed open, and seven or eight people walked in.
After seeing these seven or eight people clearly, everyone in the room stood up, a little stunned.
Just because these people are probably only seen on TV and in the news.
Feng Lun, Pan Shiyi, Wang Zhongjun...
Guo Guangchang, Hangcheng Ma Yun...
All right.
Xu Chen was also a little stunned.
Is this the boss’s “circle of friends”?
Really awesome.
Wang Shi had already stood up and let them in with a smile.
"You happen to be looking at the house in Rancho Santa Fe!
Let’s also take a look at these two advertising plans, which one will interest you more! ”
……
Seeing these big guys coming in, everyone in the conference room, including director Chen Qidong, had already stood up and stood quietly aside.
Only then did everyone understand what Boss Wang just said:
"I'm afraid no one in this world can arbitrarily influence their opinions, including me..."
Yes, you are a business boss for this reason, and you don't want to hide your true opinions for an advertising plan.
What's more, in front of them, Wang Shi can be regarded as "an equal" at best.
Boss Wang greeted them, chatting and laughing with them.
Several young people from Heihe Advertising, including Wu Feifei and Sun Amy, had never seen so many business leaders at one time, and they were speechless for a while.
Wu Feifei blinked and looked up at Xu Chen.
Xu Chen looked calm and just smiled at Wu Feifei.
At the same time, Xu Chen also remembered the black Maybach he saw downstairs.
No wonder the license plate of Zhejiang A looked familiar. It turned out to be that of Hangzhou Ma.
Xu Chen, in his previous life, had worked for Alibaba in Hangzhou for several years, so he had naturally seen the license plate ending in 353 in the Alibaba Park.
Xu Chen, who had only met Ma Yun in person in a staff meeting in his previous life, now saw him in the same conference room, and felt "as if he was in another world".
……
……
Several big guys stared at the plan on the screen and started discussing it without any prompting.
"This is good! Don't make it too obvious!"
"If you are used to walking on red carpets, you will dream of cobblestone roads...
This sentence is so good, I really like it! ”
"This advertisement is great! It has no certain height and is not suitable for being so low-key!
How exquisite! ”
"There is no CEO, only neighbors... With such an advertisement, I bought this house!"
"Mr. Wang, do you still need to pick this?"
"This advertising plan is really good. Which company produced it?"
"Leading the trend in life, rarely following the trend...
It’s really insightful! This is a master! ”
“If I had seen this advertisement earlier, I would have bought Mr. Wang’s house long ago!”
……
As the big bosses discussed, the faces of Chen Qidong and Sun Man became increasingly ugly.
Several people from Heihe Advertising, especially the executive creative director Fang Yu, were obviously embarrassed.
The discussion among several business leaders directly ignored Heihe Advertising’s plan.
It even seems that there is no need to be discussed and mentioned...
Xu Chen shook his head helplessly.
As expected of a business tycoon, he used his "circle of friends" to crush this controversy without a doubt and decisively.
……
Seeing that things have become clear.
Wang Shi cleared his throat:
"Okay, okay! Thank you very much, we won't go home until we get drunk tonight!"
The big guys laughed and joked a few more words before being escorted out by secretary Zhou Kaixian.
……
Silence returned to the conference room, and the scene was even a bit awkward.
Chen Qidong said nothing, stroking his stomach, his expression not very good.
Sun Man glanced at Fang Yu beside him and hesitated to speak.
Wang Shi cleared his throat:
“I still want to thank Mr. Xu from Dongchen Advertising for creating such a good advertising plan for ‘Rancho Santa Fe’.
Our target customer group likes and recognizes it very much, so I don’t think we need to discuss it too much, right? ”
Chen Qidong smiled heartily:
"Since so many big guys agree with Mr. Xu's plan, I have nothing to say."
This is giving up on your own initiative.
Wang Shi frowned slightly, as if he had no intention of ending today's meeting, and looked up at Sun Man again:
"Mr. Sun, is there anything else you want to say?"
Sun Man was startled: "No, Mr. Wang."
Wang Shi: "As the deputy general manager in charge of market brands, you seem to be a little unfocused on the company's key benchmark projects.
The promotion plan approved by you seems to not meet the company's requirements! ”
A trace of panic flashed in Sun Man's eyes, but he turned to look at his boss, Chen Qidong.
Chen Qidong's expression remained unchanged and he said nothing.
Wang Shi: "I'm just curious. How did Heihe Advertising get Vanke projects one after another with such an ordinary plan?"
Sun Man smiled awkwardly:
"Isn't this before... I haven't come into contact with Dongchen Advertising and Mr. Xu!
In the future, we will cooperate more with Dongchen Advertising and seek advice from Mr. Xu. ”
Wang Shi looked gloomy and turned to look at Yu Liang beside him:
"Mr. Yu, as the general manager of the group, you still have to make decisions.
Even when dealing with senior executives in some companies, we still cannot be vague on issues of principle.
The board of directors pushes you out, and you have to assume corresponding responsibilities. ”
The tone sounded like criticism and knocking.
Yu Liang listened quietly, waiting for Wang Shi to finish speaking.
He nodded and waved to the assistant behind him.
The assistant seemed to be on guard, turned around and went out.
Yu Liang opened the document in his hand, looked at it carefully and said:
"The Integrity Department has found out some information, which is related to the Marketing and Branding Department. I think Mr. Sun should know some details..."
Sun Man took a breath, but then looked at Chen Qidong in panic.
At the same time, it was Heihe Advertising Fang Yu who looked panicked next to him.
……
The door of the conference room was pushed open and several people walked in.
Among them were four investigators wearing police uniforms.
The two blocked the door and walked straight in.
Wang Shi suddenly waved his hand, looked at Xu Chen and said:
"Mr. Xu, I'm sorry...
Zhou Kai will take you and the team to have a rest first.
We have some family matters to take care of here. ”
……
……
(End of chapter)