Chapter 398 Sincerity is the eternal nirvana
Friday morning.
During class, Xu Chen sat in the back row of the class, quietly scrolling through the news on his phone.
The news that Xie Bingran and Bai Miao landed at Pudong Airport early this morning has already appeared in major local media in Shanghai.
Of course, there are lively photos of the scene in the news.
A large number of media and fans held flowers and various banners at the exit.
Just at the exit of the airport, the Shanghai Sports Bureau and the Shanghai Track and Field Sports Center also specially held a small media communication meeting.
Flowers, applause, spotlight...
Xu Chen saw Xie Bingran in the news photos. She still looked cool and good-looking.
Even in the corner of the shot or in the background, it’s the one that attracts the most attention.
Senior Bai Miao still looks cute, pink and tender. Standing next to "Brother Bing", she also feels like a "little bird clinging to someone"...
Currently, among the first-line hurdlers of the national track and field team, Xie Bingran and Bai Miao are stationed in Shanghai and usually train with head coach Sun Mouping.
Dong Jiajia, who is also known as the "Shanghai Twin Stars" together with Bai Miao, is also in Shanghai, but due to tepid track results, he is currently not among the "first-line".
At the same time, he was not under Sun Mouping, but under another coach.
This is the case in competitive sports, track performance determines everything...
Old team members such as Senior Sister Chen Lan are based in the national team in Beijing and study under another famous hurdler coach...
According to what coach Cheng Hong told Xu Chen privately, the core of the current configuration of coaches, assistant coaches, and team doctors in Shanghai is to serve Brother Bing.
Especially after Xie Bingran broke the record in the Asian Games, this configuration with Xie Bingran as the core will become more prominent.
Of course, we won’t say this openly, and we still have to take care of the psychology of other team members and young players.
If there are other young players who want to compete for resources, they can only pull Bingge down on the track.
Before the Asian Games, there may still be some young players with some "unrealistic" and "eager to try" ideas.
But since Xie Bingran ran "the best result in the history of a yellow race" in Doha, no one dared to dream about it anymore.
Before absolute talent, any effort is meaningless.
on this track.
Ice is the only T0.
……
……
Today and tomorrow, Brother Bing has several events to attend.
Many "important figures" in Shanghai are still waiting to see Brother Bing.
Tomorrow evening, Xie Bingran will finally have a short vacation after a series of itineraries...
Xu Chen has already confirmed with coach Cheng Hong and will drive to Xinzhuang Base to pick up Xie Bingran tomorrow.
Director Cheng was still cautious, once again emphasizing the "preciousness" of Brother Bing, and even made a move to ask Xu Chen to sign a guarantee letter.
……
I will receive Xie Bingran on Saturday, and Lao Xu and Teacher Fang Jun on Sunday, and we will be reunited for three or four days.
Next Wednesday night, Xu Chen needs to fly from Shanghai to Pengcheng and have a meeting with Vanke's two bosses early Thursday morning.
Naturally, I have to take the "little rich woman" with me...
Boss Wang Shi's secretary has already confirmed the business trip with Xu Chen and booked air tickets and hotels.
Of course, Xie Bingran's flight tickets and subsequent arrangements in Kuncheng had nothing to do with Vanke's project, so Xu Chen asked Gu Xinxin to help book them.
Xu Chen is still looking forward to the arrangements for the next few days, which will last until the New Year's Day holiday.
……
……
At noon, Xu Chen and a few roommates ate something casually in the school cafeteria.
As expected, Qian Xin mentioned that Xie Bingran had arrived in Shanghai in the morning, and seemed to be a little bit upset about not being able to pick him up at the airport.
But then I thought about grabbing the "Burning Ice 001" co-signed by Xie Bingran, so I showed off again.
Huang Hao asked: "When will the shoes arrive?"
Qian Xin: "It can only be shipped on New Year's Day. I received it after New Year's Day."
Pei Qian drank a can of Sprite:
“In the past two days, in several BBSs that speculate on shoes, people have started to resell them at high prices.”
Huang Hao: "Does anyone buy it?"
Pei Qian: "Of course there is...
The original price was 288, but it has already increased to 500 or 600.
It seems that Xie Bingran still has many fans. ”
Qian Xin smiled and said:
"I have also studied that pair of shoes, they are really good shoes!
Nike and Adidas products of the same quality are priced at 700 to 800 yuan.
The one with the same price as ‘Burning Ice 001’ can be directly crushed...”
Huang Hao: "Is it so exaggerated?"
Qian Xin: "When I get the shoes, you will know by comparing them.
Even if it weren't for Xie Bingran, this pair of shoes would still be worth buying.
Really good shoes! ”
Huang Hao: "Wow... Boss Qian gave such a high evaluation?"
Qian Xin looked confident:
“You’ll know it when you see the shoes!”
Pei Qian smiled and said: "But you haven't gotten the shoes yet, how can you be so sure?"
Qian Xin: "I have studied the product parameters and materials, and they are clearly written on their product pages.
This kind of thing is actually difficult to fake, not to mention some material indicators, etc., all have national grading standards..."
……
Xu Chen was silent and thought about the pair of "Burning Ice 001" in his hand.
Compared with Nike and Adidas, which sell for around 700 to 800 yuan, the texture and quality really do not fall behind!
From this point of view, after the first wave of users receive the shoes, there will inevitably be a wave of public opinion and word-of-mouth.
"Burning Ice 001" can naturally set a higher price.
But regarding the pricing strategy, Xu Chen and Nie Fei discussed it for several rounds and finally decided on the current pricing.
The "high premium" of those overseas big brands has already aroused resentment among a large number of consumers.
The brand Xu Chen created for Xie Bingran didn't want to be linked to something like an "IQ tax."
Even if he makes less money, it will still help Xie Bingran's long-term personal image.
A sports star who charges an "IQ tax" from users and fans will definitely not last long. Sooner or later, his house will collapse.
And "sincerity" to users is the eternal nirvana.
……
……
After lunch, Xu Chen did not go back to the dormitory, but wandered to the company again.
As soon as she saw Xu Chen come in, Gu Xinxin stood up quickly:
"Boss, Head and Shoulders has communicated with me the specific needs."
Xu Chen smiled: "Call Teacher Amy and Tang Xiaowei, let's have a chat in the conference room."
Gu Xinxin: "Okay."
……
In the conference room.
Gu Xinxin synchronized the current demand situation of Head and Shoulders.
Just as Xu Chen expected, the core was a creative plan for a commercial.
Also includes matching graphic design plans.
The commercial is centered around Head & Shoulders' selling point of "anti-dandruff" and its spokesperson Xie Bingran.
After Gu Xinxin finished synchronizing, she looked at Xu Chen again, waiting for the "boss" to make follow-up arrangements.
Xu Chen thought about it for a moment and said:
"I will discuss the time and quotation issues with Xinxin separately later."
He looked at Sun Amy and Tang Xiaowei again:
"Teacher Amy and Xiaowei should start working on the creative idea of this commercial. This project will eventually be completed."
Amy Sun: "No problem, the project has just been freed up in the past two days, so I can intervene in this project."
Xu Chen nodded:
“Foreign-funded FMCG brands have fixed advertising routines, especially P&G and Unilever.
You should do some desk research first to understand the common creative routines...
Our creativity must also be created within the framework of ‘routines’. That is, ‘dancing with shackles’…”
Sun Amy and Tang Xiaowei nodded at the same time.
Xu Chen continued:
“Because of the intervention of spokesperson Xie Bingran, in addition to the ‘routine’, it also needs to be combined with the spokesperson.
The most important thing is to find a suitable combination point and use creativity to combine the product interests of Bingge and Head & Shoulders. ”
He paused and added:
"You should give out specific ideas first. Special attention needs to be paid here...
Don't let 'dandruff' affect Xie Bingran's personal image. ”
Amy Sun nodded: "I understand, boss!
We think of some other forms of expression and interpretation...
While clearly conveying the selling point of anti-dandruff, it also prevents dandruff from having a direct psychological connection with Brother Bing. ”
Xu Chen smiled: "That's what I mean!"
Check out the 16-9 book bar and see the correct version!
Teacher Amy is still smart and can understand everything with just a few clicks.
Xu Chen looked at the calendar again and then said:
"I'm going on a business trip next Wednesday night, and then I won't come back until the New Year's Day holiday is over.
Amy and Xiaowei, please come up with creative concepts and rough script plans first...
Before I go on a business trip next Wednesday, we need to meet internally.
The specific time is up to you, just come to me anytime you’re done! ”
Amy Sun and Tang Xiaowei nodded at the same time.
"Okay boss!"
In fact, Xu Chen already had some rough ideas in his mind.
But let Sun Amy and Tang Xiaowei give it a try.
On the one hand, we need to improve their planning and creative abilities. After all, some projects will come in in the future, and we can’t all point to Xu Chen.
On the other hand, the plan in Xu Chen's mind is just a framework concept after all, and some details of the plan still need to be improved by Teacher Amy and Tang Xiaowei.
……
Amy Sun and Tang Xiaowei left the conference room, leaving only Xu Chen and Gu Xinxin.
Xu Chen flipped through the calendar and said:
"Please put the feedback from Head and Shoulders aside first.
We don't need to be too proactive, we just need to show off the other side and make them worry. ”
Gu Xinxin smiled and said:
"Understood boss!
During these two days of communication, Jiang Peng was obviously very anxious and nervous...
They were really afraid that we wouldn't take the order from Head and Shoulders. ”
Xu Chen smiled and nodded, then continued:
“The time for the first plan communication should be arranged after New Year’s Day.
Amy and I will discuss the idea early next week and we can refine it before the New Year's holiday. ”
Gu Xinxin responded and said again:
"Boss...where's the quotation?"
Xu Chen thought about it:
"Three million, no negotiation.
This is a quote from Dongchen Advertising for a purely creative plan and does not involve the cost of advertising shooting and execution. ”
Gu Xinxin smiled and said: "Understood!"
The quote of three million was the number Xu Chen gave after weighing it.
According to the current market situation, the quotations for such creative advertising films involving celebrity spokespersons range from hundreds of thousands to two million.
The previous price offered for Jeep commercials was two million, which can be regarded as the "upper limit."
After all, considering Xu Chen's relationship with the General Administration and Xie Bingran, Jeep's Pang Ming and He Dachang still gave a very loose quotation range.
On the basis of two million, Xu Chen increased the quotation by 50%.
This can be regarded as a "little punishment" for P&G.
Xu Chen also weighed it in his mind, increasing the price by 50% to three million, which is still roughly what P&G can afford.
It is estimated that Sun Yashi will find a way to move and squeeze it, so there will be no need to apply for additional budget.
But if the report exceeds three million, it may exceed the upper limit of Sun Yashi's authority.
Once Sun Yashi needs to apply for additional budget, the project may not be able to move forward.
So overall, three million is the upper limit of a suitable quote.
"Dongchen Advertising" can rely on this order for a good year...
……
……
Coming out of the conference room, Xu Chen was called over by Sun Amy again.
"Boss, for Vanke brand advertising, Tang Xiaowei and I have come up with several directions...
Which one do you think is more suitable? ”
This is still a serious project, after all, it has a budget of two million!
Xu Chen pulled up a chair and sat down in front of Sun Amy's computer.
He picked up the mouse and looked at several plans carefully.
In the end, we settled on a relatively “simple and low-key” design idea.
"That's it!" Xu Chen said with a smile.
Amy Sun adjusted her round-rimmed glasses, showing a hint of happiness.
Just because the set Xu Chen picked was made by her, and it was also her favorite set.
It seems that the aesthetics of myself and my boss are quite similar.
Tang Xiaowei scratched his head, seeming a little discouraged.
He also made two plans, but they were obviously rejected by Xu Chen.
Xu Chen looked back at the two of them, and then explained a few words:
“Brand image advertising still needs to be stylish.
The purpose is to create ‘yearning’ and ‘imagination’ in people, so it cannot be too down-to-earth...
At the same time, Vanke's properties are relatively mid- to high-end among the major domestic developers.
Group brand advertising should focus on higher-level user groups, such as high-net-worth individuals.
What they like are relatively stylish, simple and tasteful styles. ”
"For example, this manuscript...
The copywriting is 'The warmest light must be on your way home'.
The main focus is to highlight the concept of ‘home’...
But the "home" we expect the target group to think about must be returning to a villa or a high-end community.
Amy's design direction is relatively simple and high-end, which is very able to set off this atmosphere..."
Xu Chen gave a rough explanation, and Sun Amy and Tang Xiaowei nodded along.
Tang Xiaowei paused and couldn't help but said:
"Boss, your copywriting is so good!"
Of course, he didn't pursue it deliberately, it came from his true inner feelings.
Tang Xiaowei also worked in an advertising company before, including Publicis Advertising, an international 4A company. He also met many outstanding advertisers and creative people...
But the script of "Xiao Zongzong" is very successful no matter what advertising background.
Tang Xiaowei looked at this set of ideas and really liked it more and more.
He couldn't help but be surprised and confused at how "Xiao Mr. Xu" was able to write such copywriting at such a young age:
[The warmest light must be on your way home...]
[No matter how precious a tree is, it is not as good as the one in your memory...]
[Keep a distance from worldly indulgence and indulgence, and the simple and natural taste shows no sign of depreciation...]
[Tear down the walls in your heart and discover the true flavor of life...]
【Allowing the hustle and bustle of the world is not as good as the peace and quiet at home...】
【Tidees come and go, the essence of life is eternal...】
……
……
(End of chapter)