Rebirth: My dad is too obedient

Chapter 122 Teacher Xu, please continue...

While the three leaders of Renhe Pharmaceutical were getting acquainted with Xu Chen again, Professor Wang Jian from the university also came over.

But he was not in a hurry to get to know Xu Chen and Fang Jun. Instead, he bent down and introduced himself to Yu Mei in a low voice.

When Yu Mei heard that he was a professor at a certain university, she became serious behind her gentle smile, and they even exchanged mobile phone numbers in private.

……

Marketing Director Zhao Nan saw that the atmosphere was right and said:

"Don't underestimate Teacher Xu because he is young. The new advertisement for Huishuang Shenbao was created by young Teacher Xu!"

Vice President Lu Wenhua: "Oh?! This makes me even more excited about Mr. Xu's proposal!"

Xu Chen smiled and said, "Why don't we get started!"

……

Several judges had already taken their seats. Gu Xinxin came over and quickly helped Xu Chen connect the computer screen projection.

The four words "Dongchen Advertising" appeared on the projection screen, and Xu Chen officially started his first competition proposal after his rebirth.

Lu Wenhua and several other judges looked noticeably more serious than they did at the beginning, unlike their indifference at the beginning.

In addition to Yu Mei's status as a "great expert", there is also the support of Xu Chen, the author of the "Shenbao Advertisement".

Of course, Xu Chen also knew that what he had just done was only to help him build initial trust so that the judges could sit down and listen carefully to his proposal.

But in the end, it all depends on the content of the proposal…

Xu Chen cleared his throat and began to speak calmly:
“I want to ask a question first…

What effect do you want to achieve with this promotion of the Fuyanjie product? What market scale do you want to achieve in the end? "

Xu Chen paused for two or three seconds, smiled and continued:
"In fact, this question does not need to be answered. Your company has called together several top companies in the industry for a competition, including an international 4A company. We can already see your intentions and ambitions..."

“Is there a possibility that after this promotion…

Fuyanjie has not only become the number one female cleanser, but also a synonym for female cleanser. When users think of this category, they only think of Fuyanjie..."

“Is it possible to move from first-tier cities to second-tier cities, then to third-tier and fourth-tier cities, fourth-tier and fifth-tier cities, and finally to towns and villages…

Fuyanjie can be found in every pharmacy, and it has truly entered thousands of households, becoming a daily care product like shower gel and shampoo..."

Xu Chen spoke calmly, describing some visions and imaginations...

However, Lu Wenhua, Zhao Nan, Li Cui and others below became more serious.

In the ten-year market plan within Renhe Pharmaceutical, what Xu Chen said is exactly the market height that the Fuyanjie product ultimately wants to achieve.

Xu Chen chose to approach from the perspective of vision and goals, naturally because he wanted to establish the same "sense of purpose" with customers at the first opportunity.

Let customers know that Dongchen Advertising is really considering the future of the product.

This can also be considered a "pie in the sky" communication method, using future expectations to "brainwash" customers first.

Many pyramid schemes use the same rhetoric and communication logic behind them...

Lu Wenhua looked somewhat emotional, as if Xu Chen had really touched his heart.

In fact, the bigger the leaders and bosses, the more interested they are in the words that describe visions and goals, because they focus more on long-term and even somewhat "empty" goals.

Only small leaders will keep an eye on the specific growth data every month and every quarter.

Xu Chen knew very well that Lu Wenhua was the real decision maker of this competition, and the words of speech were specially adjusted for him.

After describing the vision, Xu Chen changed the subject:
"Faced with such vision and expectations, we are faced with a huge problem..."

“At present, the majority of female users in China have no habit of using feminine washes, and they don’t even know that such products exist.

They have never heard of it or used it.

Even if I introduce it to them, they may not think it is useful, or even unnecessary...

"Isn't it fine to just use shower gel, soap or even water? Why should I spend money to buy your product?"

This is like creating a demand for no reason, and users need to be willing to accept it...

The question is, can we do it?"

Marketing Director Zhao Nan paused and said:
"Teacher Xu is absolutely right. This is exactly the problem that is bothering us. We have tried many promotion methods before, but none of them were effective." Xu Chen nodded.

He did point out the most core issues currently facing brands in just a few sentences.

This surprised the marketing director Zhao Nan as well. Several other bidding companies were not so precise in their strategies.

Xu Chen continued:
“This is the biggest challenge, but also the biggest opportunity!

Precisely because users have never heard of or used the product, we have the opportunity to take the lead in conducting a round of category education.

Equate the category of feminine wash with the product Fuyanjie.

This is a huge opportunity for promotion and listing for us. We need to seize the users’ minds quickly before the market has completed category education!
Brand is category.

When users buy cleansing liquid, they are actually buying Fuyanjie.

There is no second option.”

Vice President Lu Wenhua listened carefully and thought at the same time.

He suddenly reached out and touched the table, but felt nothing.

He searched his body again and finally pulled out a pack of cigarettes from his jacket pocket, took out a cigarette and put it in his mouth.

The secretary behind him suddenly came over and said in a low voice:

"Boss Lu, you said you wanted to quit smoking!"

Lu Wenhua nodded: "Get lost!"

"..."

Lu Wenhua lit a cigarette for himself, took a deep puff, and then raised his hand:

"Teacher Xu, please continue!"

……

Fang Jun sat next to Xu Chen and turned to look at Xu Chen with a complicated expression.

In the past two days, Xu Chen, an 18-year-old senior high school student, has given her too many surprises and shocks.

But after listening to the other party's proposal and speech today, Fang Jun once again felt great surprise and incomprehension.

Where did he get all these abilities?

He is only eighteen years old, a senior high school student.

He probably has no social or professional experience, but how did he acquire such inflammatory speaking skills?

Are there really people in this world who are "born invincible"?

Xu Chen's words are plain and simple, but they are indeed very "inflammatory". Most importantly, they perfectly fit the psychology of clients such as Lu Wenhua and Zhao Nan.

At the same time, his words were meaningful, and his content contained professional advertising communication strategies...

Several judges in the audience, even Teacher Yu Mei, were already attracted.

Gu Xinxin, who introduced Dongchen Advertising to the competition, had joy in his eyes at this moment.

When Gu Xinxin first met Xu Chen, he looked like a teenage student, and she thought to herself, "It's over"...

At this moment, seeing the first part of Xu Chen's proposal has already brought him great shock.

At the same time, her worries had long since disappeared.

……

Marketing Director Zhao Nan said again:

"Teacher Xu's analysis is very accurate and points out the crux of our promotion. So how should we promote it?"

Xu Chen smiled and flipped through two pages of the PPT.

“Based on the vision, difficulties and opportunities mentioned above, Fuyanjie has three major advertising strategies for this promotion:

Category education, brainwashing marketing, saturation bombing. "

(End of this chapter)