Chapter 384: Arrogant at the front and respectful at the back
Friday morning.
"Consumer Psychology" class.
The person who was teaching was a young lecturer from the advertising department named Tang Shuo.
What we are talking about now is the consumption decision of so-called "conspicuous goods", which naturally includes cars.
"Selling a sense of superiority is one of the basic cores of this type of advertising and marketing..."
Regarding the views expressed by Teacher Tang Shuo, "Teacher Xu Chen" nodded in agreement.
In fact, "not all Jeeps are called Jeeps", and what they are selling is a sense of superiority.
Real estate advertisements that “have no certain height and are not suitable for being so low-key” naturally have the same underlying logic.
In the more than ten years since 2000, the national economy has developed rapidly, and with the baptism of overseas brands and consumption concepts, the so-called "consumption upgrade" has been in full swing.
This kind of advertising and marketing routine of "selling a sense of superiority" can also be said to have been tried and tested time and time again.
But when the economy declines in a dozen or two decades and consumption pursues pragmatism, many citizens will no longer buy it.
Xu Chen couldn't help but sigh when he thought of the consumer market in a "consumption downgrade" environment in his previous life.
At that time, Vanke was also on the verge of bankruptcy, and a certain joint venture line of Jeep in China simply exited...
……
While Xu Chen was recalling what he had seen in his past life, he happened to receive a message from Yan Chuan, Jeep brand manager.
[Hello, Mr. Xu!
Our commercial was officially released today.
It will also be broadcast on CCTV 1 during prime time tonight.
There are also corresponding advertisements during the live broadcast of the Asian Games Closing Ceremony...】
Xu Chen: [Congratulations! I'll keep an eye on it tonight!
I also wish that Daqie and Wrangler will hit new highs in domestic sales! 】
Xu Chen knew that Jeep’s advertising campaign would be huge, but he didn’t expect that it would be put directly into CCTV’s prime time slot.
There are even advertisements during the closing ceremony of the Asian Games...
This also shows that the Jeep brand attaches great importance to this brand promotion.
The launch of the closing ceremony of the Asian Games must be related to the spokesperson Xie Bingran.
But I don’t know if it was because Xie Bingran won the championship and the additional investment budget was later added.
Xu Chen suddenly felt a sense of surprise and emotion.
Unexpectedly, the advertisement for my once pitiful deskmate would be on the prime time slot of CCTV.
Thinking about it now, my former classmates in junior high school and high school will definitely feel sad.
Brother Bing was originally a "popular figure" on campus back then, and almost everyone didn't know him.
But no one would have thought in advance that one day they would see her on CCTV...
What is even more contrasting is that "Brother Bing" back then was regarded as a negative example by many teachers.
It's not that Xu Chen looks down on anyone, but Huang Aiying, the head teacher who once regarded Xie Bingran as the "black sheep", may never have the opportunity to go to Osaka, Doha, or anywhere in the world in the future.
As for the competition bonus that Xie Bingran received, some teachers and classmates who once looked down upon her may never have the chance to earn it in their lifetime.
Not to mention the commercial endorsements it has received and will receive.
……
Yan Chuan: [It just so happens that our Daqie and Wrangler have annual release events.
Mr. Leo and Mr. Andy organized a ‘thank you dinner’ tomorrow night, and also invited Mr. Xu and the Dongchen advertising team to come over...】
Xu Chen thought for a while and then readily agreed.
Jeep Pang Ming and He Dachang still need to maintain their personal connections.
In addition, there may be other connections to make acquaintance with at a thank you dinner organized by such a big brand.
Xu Chen thought for a while and signed up for three dinner lists.
Amy Sun has been following up on the Jeep project, so of course she has to take her with her.
In addition, Xu Chen is also planning to take Nie Fei with him.
In this kind of business-oriented situation, having "Sister Fei" around can calm down the situation more.
……
……
At noon, Xu Chen ate something casually in the cafeteria, then wandered to the company.
Chen Youjian’s studio in Hong Kong Island, I’m going to visit you at noon.
Originally the other party wanted to make an appointment in the morning, but to accommodate Mr. Xu's time, they moved it to noon.
This somewhat arrogant design company took the initiative to post it after Xie Bingran won the championship and the materials for "Burning Ice 001" were released, which was a bit funny.
Many businessmen and institutions on Hong Kong Island were influenced by Europe and the United States earlier, and they don't have much "face". Everything is driven by interests and reality.
But sometimes when doing business, you have to dare to "look down".
……
As soon as Xu Chen entered the office, Sun Amy and Gu Xinxin stood up and called "Boss".
Gu Xinxin pointed to the conference room and whispered:
"People are already here, in the conference room!"
……
Xu Chen knocked on the door of the conference room, then opened the door and entered with a smile.
Apart from Nie Fei, there were two other people, a man and a woman, presumably from "Chen Youjian Studio" who came to visit.
"Let me introduce you. This is our major shareholder of Ranbing Sports, Mr. Xu Chen."
Nie Fei stood up and introduced.
"This is the partner of Chen Youjian Studio, Mr. Qian Mandi Qian..."
This "Qian Mandi" stood up and looked less than forty years old.
The makeup is exquisite and the figure is slender.
When she saw Xu Chen, she was all smiles:
"I have long admired Mr. Xu, just call me Mandy!"
As he spoke, his hands touched a business card.
Behind Qian Mandi was a young male colleague who also said hello and handed over his business card.
His name is Song Hetai, and his English name is Sunny.
Qian Mandi looked at Xu Chen for a moment, with a look of surprise on his face, but said nothing.
Xu Chen could tell at a glance that the other party was surprised at his age. He had long been used to it and was too lazy to explain on this issue...
Qian Mandi looked polite and said:
"I heard that Mr. Xu collaborated with Paul Bao Junsen on a project some time ago?"
Xu Chen was stunned: "Do you know him?"
Qian Mandi smiled:
"To be honest, Mr. Xu, Paul was also in our company a few years ago.
Later, I went out to work as an advertising director, and I was still in Hong Kong Island during those years.
He only started doing things in mainland China in the past two or three years..."
Xu Chen smiled and said nothing.
The intention of the other party is also obvious. Naturally, they use someone they both know to try to shorten the distance of the conversation.
At the same time, by deliberately emphasizing that Bao Junsen had worked in their company before, he was also secretly saying that their company was awesome and professional.
Xu Chen knew it well and said with a smile:
"I'm just here to listen, please continue!
‘Burning Ice Sports’ is mainly managed by Sister Fei.
The decision-making power also lies with Sister Fei. ”
Qian Mandi smiled and nodded immediately:
"I am introducing some basic information about our company to Mr. Nie..."
Naturally, she also had a high emotional intelligence, so she did not continue to pester Xu Chen and turned to communicate with Nie Fei.
I am still introducing some information about "Chen Youjian Studio", including its founding history, classic cases, etc.
Everyone present also knew that the key point was to introduce it to "Mr. Xu".
Qian Mandi highlighted its founder Alan Chan.
He can indeed be regarded as the "godfather of design" in the Chinese circle.
It has produced classic cases in the industry such as Coca-Cola, National Center for the Performing Arts, Lee Kum Kee, China 5000, etc.
Even Vanke's overall brand design was done by him...
The design style of Chen Youjian and his studio is indeed close to the original positioning direction of "Burning Ice 001".
They are all modern interpretations that favor oriental traditional elements.
This is also the reason why Nie Fei recommended their home in the first place. ……
Qian Mandi finished the brief introduction, paused for a moment, and said with a smile:
“We Alan watched Xie Bingran’s game during the Asian Games and admired and respected him very much.
It was during our monthly meeting that he learned that ‘Burning Ice Sports’ had been contacted...
Alan is currently holding an exhibition in New York and cannot come back, otherwise he will definitely have to visit Mr. Xu and Mr. Nie in person! ”
“Alan is very interested in the ‘Burning Ice Sports’ project.
So I entrusted my side to come and have a detailed chat to see if there is any possibility of future cooperation.
Alan’s original words are...
Xie Bingran's image and personality, as well as the positioning and style of Ranbing Sports, are all unique at the moment.
It would be a real pity if we could not participate in this project. ”
Check out the 16-9 book bar and see the correct version!
After saying that, Qian Mandi glanced at Nie Fei, then turned to look at Xu Chen.
Xu Chen didn't speak, acting like "it's none of his business".
Nie Fei smiled and said politely:
"Mandy should also know that we are a start-up company.
The design cost of five million is really unaffordable.
Therefore, we cooperated with the British Pearl Cat based on the quotation given by the other party which was relatively reasonable. ”
Qian Mandi's expression changed, and she was choked and speechless for a moment.
Xu Chen found it funny. When Sister Fei started to criticize others, she always smiled without any ambiguity.
The few words that sounded calm and objective were also obviously sarcastic.
Qian Mandi immediately restored her kind smile:
"There were some gaps in the previous communication, so Alan sent me to communicate.
We are willing to cooperate with ‘Burning Ice Sports’, and there will naturally be a corresponding discount on the design fee...”
She paused:
“We have an exclusive cooperation with ‘Burning Ice’ and the cost is promised not to be higher than PearlCats.”
Nie Fei smiled and said:
“Thank you Alan and your company for your trust and respect.
But the problem now is that the cooperation between our ‘Burning Ice 001’ and PearlCats has been signed.
We recently launched our first product, and you should have seen it. ”
Qian Mandi smiled and said again:
"I understand.
If ‘Burning Ice 001’ has confirmed the design company...
I don’t know if there are other product plans for ‘Burning Ice Sports’ in the future?
If so, we are willing to step in and participate in the design.
Moreover, communication is conducted in the form of ‘preview’ in the early stage. If the manuscript is not selected, there is no need to pay the design fee. ”
Nie Fei remained calm and looked up at Xu Chen.
In fact, both of them were speechless.
The arrogant and arrogant "godfather of design" is actually willing to participate in the competition for "Burning Ice Sports".
"Chen Youjian Studio" is also famous for its strength in the industry.
No comparison, no negotiation, no revision...
From this point of view, Alan is really interested in the design of "Burning Ice".
After all, designers are still emotional and have a self-biased "desire for expression" and "desire for creation."
Maybe the theme of "Ice Burning Sports" or the "Ice and Fire Pattern" design given by Pearl Cat gave Alan a different creative imagination.
……
Xu Chen remained silent and smiled at Nie Fei.
Nie Fei also understood what he meant, smiled and said:
“Thank you Mandy and Alan for your trust.
‘Burning Ice Sports’ does have other product line plans in the future...
However, it has not been officially launched yet. If your company is interested in contacting us, we can communicate when the project is launched. ”
Qian Mandi: “That’s great!
Then my trip is not in vain! ”
……
……
After the conversation was roughly over, Qian Mandi took the initiative to leave without staying too long.
Nie Fei sent the two of them out of the elevator hall and returned to the conference room.
She looked at Xu Chen with a smile:
"Just in time, when you come over this afternoon, let's talk about the new product plan of 'Burning Ice'!
Design companies can also use it. ”
Xu Chen: "Is the price of Pearl Cat going to increase?"
Nie Fei: "Yes!
If Chen Youjian is reliable, he can save two to three million! ”
Xu Chen: "I feel wronged by Sister Fei. I think about how to save costs every day.
Don’t be too picky about Sosou, Vanke will have two million coming in soon...
At the beginning of next year, I will find a way to take on two more projects, which can supplement the cash flow of ‘Burning Ice’. ”
Nie Fei smiled:
“You won’t have to work too hard later.
As the production capacity of ‘Burning Ice 001’ increased, revenue began to increase.
We have no hard costs such as offline stores and large-scale media launches, and our cash flow will be very healthy. ”
Xu Chen nodded:
“‘Burning Ice 001’ has just started to be launched, and there are also companies like Aminrui watching...
Let’s keep a low profile and wait for the right time before doing large-scale media placement and PR. ”
Xu Chen thought of something again and said with a smile:
"Tomorrow night, Jeep has arranged a thank you dinner. Sister Fei, please come with me and help support the scene."
Nie Fei: "No problem!"
Xu Chen: "Then tell Amy too."
……
……
In the afternoon, Xu Chen contacted Zhou Kai, Vanke’s secretary.
The two million "group brand" project can be started.
In addition, in addition to CEO Yu Liang, Xu Chen still hopes to bring Wang Shi along with him.
The purpose behind it is naturally to promote "Burning Ice 001", and to make these two entrepreneurial Internet celebrities become "Burning Ice 001" order users.
And Xu Chen also has a ready opportunity to hook up with Wang Shi...
【Hello Zhou Kai:
We are preparing for the Vanke Group brand advertisement. When will it be a good time to make an appointment with Mr. Yu to report?
Also, last time you said you hoped to have a signed poster by Xie Bingran.
I have prepared it here and can show it to Mr. Wang in person! 】
He didn't say it very straightforwardly, but Zhou Kai was also a smart man, so he naturally caught the word "in person".
[Mr. Xu, please wait a moment while I confirm the schedules of Mr. Wang and Mr. Yu! 】
……
A few minutes later, Zhou Kai sent over three time slots, all of which were Wang Shi and Yu Liang's free schedules.
Xu Chen glanced at it and saw December 28th.
He thought for a while, and it seemed that this was the only time that was more suitable.
The 28th is also the time to go to Kuncheng to participate in the "College Student Advertising Festival".
Theoretically speaking, it is enough time to report to Pengcheng Vanke in the morning and then fly to Kuncheng at noon.
According to the schedule previously sent by senior Zhao Siting, the awarding of the "Da Guang Competition" will not start until 4 pm on the 28th, which is definitely in time.
On the morning of the 28th, I just watched some exhibitions of "college students' works", which was really dispensable for Xu Chen.
It's better to go to Vanke first and get the two million project done.
……
……
(End of chapter)