I was forced to start the second round because I was raised in poverty

Chapter 365 Authority

Chapter 365 Authority
The conference room was packed with thirty-four people, all of whom were touted as the elite of the Emperor Group.

We can't expect everyone to be clueless about what to do.

Even the chief person in charge, Su Sheng, attended this seminar today.

However, Su Sheng was only an observer in this case and was not specifically in charge. Su Sheng's role was probably that of a supervisor or producer.

The case is still under the supervision of Su Cheng.

He could have easily suppressed all opinions, blinded by self-interest.

It's a bit of a hassle, but it's not a big problem.

But Su Cheng isn't falling for Daenerys Targaryen's tricks.

of course.

It's also possible that Su Cheng is overthinking things.

After the incident in Australia, Su Cheng had to be cautious!

If it wasn't a trap, then it's fine; we can just assume Su Cheng was being overly suspicious.

If it's a trap, then his fate could be very, very terrible.

The funds siphoned off from Australia have been secretly processed and laundered, and have already traveled around the world several times, making them extremely clean.

Su Cheng acknowledged that UNV possesses very good investment potential.

But he doesn't need to expose his Ponzi scheme for such a small benefit.

Even if it wasn't a trap, Su Cheng didn't intend to take action.

The risk is too great.

This is beyond what Su Cheng can handle.

If it succeeds, we'll earn several hundred million more each year.

But if he gets infected, he will die without a burial place.

period.

Su Sheng had been silently observing Su Cheng's expression.

He suddenly called out to Su Cheng: "Manager Su, do you have any good ideas?"

Su Cheng finally snapped out of her thoughts.

"Hmm... Mr. Sheng, we may need to conduct more in-depth research on the UNV case."

"can."

Su Sheng is willing to give Su Cheng more time.

This file was actually found by Long Ruoli, who had already shown it to Su Sheng beforehand.

Su Sheng approved of the UNV case, feeling that the difficulty was moderate and it wouldn't be a problem for Su Cheng.

With careful study, a perfect solution can be found.

After the meeting.

Su Cheng took the initiative to introduce Qin Fen to Su Sheng.

"President Sheng, this is the colleague I mentioned to you, Qin Fen."

Qin Fen hunched over slightly.

Last night, Su Cheng told him that it was Yh's boss who agreed to transfer him over.

Therefore, Qin Fen was particularly polite to Su Sheng.

"Mr. Sheng, hello, I am Qin Fen."

"I will work hard in Yh from now on!"

Su Sheng didn't give much of a reaction; his attitude could even be described as somewhat indifferent.

After being scolded by his father yesterday for transferring Qin Fen, Su Sheng really couldn't muster any interest in Qin Fen.

He even worried that this transfer order might distract Xiaocheng.

If the two of them really whisper, make small movements, or pass notes like deskmates, then the math problems the teacher is explaining on stage will basically be ignored.

Su Sheng's reply was mostly polite, like a newly appointed homeroom teacher instructing a student: "Well, do a good job. Don't be too excited about being transferred to Shanghai. Put away your playful side and get into work mode as soon as possible."

"Okay, Mr. Sheng, okay."

That afternoon.

Su Cheng, Qin Fen, Xing Yuyuan, and Liu Jiajia gathered in a small conference room to continue their meeting.

This time there were only the four of them.

Su Cheng is the person in charge of the case.

Xing Yuyuan was assigned to Group 1 of Yh International Consulting Department and Group 5 of Liu Jiajia's Group. As the deputy director of the consulting department, she served as the leader of the joint group.

The leader of Group 5 is Liu Jiajia, who also served as the deputy leader of the joint team in this case.

The situation was similar to the case that was temporarily resolved jointly by Groups 7 and 2 at Shengyue last time.

Su Cheng did not assign Qin Fen a formal position, so he temporarily appointed Qin Fen as the deputy leader of the joint task force.

Yes, that's right.

Qin Fen's rank remained unchanged at K6, but he was temporarily given a very high position in this case.

"Manager Su, these are the opinions and ideas from my colleagues that I have compiled."

This was also the purpose of the small meeting this afternoon: the four leaders discussed the feasibility of the current ideas.

After a simple combing.

Su Cheng discovered that Yh and his group were hardly focusing their ideas on marketing; instead, they were more concerned with improving operations, product lines, developing new toothpaste, and even talking about price wars.

Unlike the previous case, UNV has more time and resources.

Therefore, while these solutions are indeed useful, they only address the symptoms, not the root cause.

It's not the kind of solution that provides immediate results and addresses both the symptoms and the root cause.

The optimal solution for this case is definitely marketing; there's no doubt about it.

Because the data in the case file and the experimental feedback proved that there was nothing wrong with the product, it was simply not selling well.

The reason might be that previous promotion efforts were insufficient, or that the marketing concepts and plans were misaligned.

Especially for new brands, the golden period for promotion is the time right after they launch. If you miss this golden window, it will be very difficult to promote them later.

Among the ideas Xing Yuyuan collected, some colleagues did indeed suggest focusing solely on marketing without touching the company's business strategies and products.

However, due to time constraints, these colleagues have not yet provided a concrete and feasible plan, only a vague idea of increasing promotion and marketing.

Xing Yuyuan looked at Su Cheng, who was deep in thought and seemed rather handsome, and asked, "How is it?"

Su Cheng glanced at her and asked, "Manager Xing, what do you think?"

Xing Yuyuan glanced at Su Cheng.

Oh?
Is the new manager testing her?

Xing Yuyuan briefly explained her thoughts.

She actually prefers to use marketing to help UNV gain a foothold.

After explaining her thoughts, she observed the changes in Su Cheng's expression.

This expression... suggests that she agrees with her line of thinking?
Is Su Cheng also trying to market herself?
"Uh-huh."

Since he doesn't intend to acquire UNV, he should just focus on doing this job well and stop thinking about all that other nonsense.

Su Cheng set the tone for UNV's case, and the discussion began on the basis of marketing.

All other ideas were rejected.

The tone and direction have been set.

But how to conduct marketing is a difficult problem.

Xing Yuyuan and the others were at a loss, not knowing how to proceed.

Seeing the three of them looking worried, Su Cheng couldn't help but complain, "Seriously, is marketing really that hard?"

In fact, Su Cheng dislikes using marketing tactics the most.

Because marketing, to some extent, deceives consumers, he dislikes deceiving his customers.

C'est La Vie is because a significant number of white-collar workers have that need; only by holding an expensive cup of coffee can they feel that they belong to the city.

The so-called "cup tactic" doesn't only serve to deceive consumers and create a false impression of popularity; it would be better to simply hire people to queue up.

Su Cheng used the cup tactic mainly to let that group of people know that C'est La Vie existed, and they would naturally go and buy it.

There are also lighter manufacturers who hire Bear Grylls to do promotional videos and film extreme sports, because most customers like "performance premiums." I may not go to Antarctica, but your lighter must be able to light up in Antarctica.

Su Cheng simply identified their needs and fulfilled them.

Since he joined Shengyue, he has never used any methods to deceive consumers.

“It’s definitely going to be difficult, Cheng-ge. Look at their marketing plans from before.” Qin Fen handed over the documents.

Su Cheng glanced at it. Hmm...

It really is a headache.

UNV has tried almost every marketing strategy imaginable, but with minimal results; almost all of them have failed.

Moreover, each failure reinforces consumers' negative impression of the brand.

It's like doing a little bit of everything, but not being good at anything, so naturally few consumers choose this kind of mediocre toothpaste.

Because the impressions are mixed, it means that the quality and 'efficacy' may not be good, and it is very likely that it is just average.

It can be said.

UNV failed because of its marketing; they didn't know how to present themselves effectively.

So-called 'packaging' doesn't necessarily have to deceive consumers.

All you need to do is promote your product's positioning and efficacy.

If you're going to say you're high-end, then say so.

If you want to reduce internal heat, just say you want to reduce internal heat.

If you want to whiten your skin, just say you're whitening your skin.

If there are any special ingredients, just list them out. That's it, it's very simple.

Su Cheng decided to start with toothpaste.

Before that, Su Cheng asked them a seemingly unrelated question: "Have you been reading any books lately?"

Qin Fen looked up and thought for a moment: "Hmm, does comic book count? If so, I've been reading them lately..."

Su Cheng immediately interrupted him: "Comics don't count, I'm talking about physical books, any type is fine."

Upon hearing that comic books didn't count, not only Qin Fen but also Liu Jiajia were discouraged, and both of them shook their heads.

Xing Yuyuan said she has recently been reading "Influence".

"Where is your book?"

"Uh, at my workstation?"

"Could you bring it over and take a look?"

"OK?"

Xing Yuyuan returned to her workstation with a puzzled look and picked up the book she had just bought.

To avoid Su Cheng misunderstanding that she had only read a few pages and that she was someone who "reads like a thread," she specifically explained, "I just bought it a couple of days ago and just started reading it."

"Okay, sure."

Su Cheng's attention was completely elsewhere.

He showed the three of them the title page and the back of the cover of the book.

"Did you find anything?"

"what?"

The three of them stared at the area Su Cheng was showing for a long time.

But no problems were found.

Finally, Xing Yuyuan cautiously asked, "Many people recommend it?"

"Yes."

"Look here."

Su Cheng pointed to the title page of the book.

The title page of "Influence" is folded, and when pulled out, it's almost half a meter long.

The label is densely filled with the recommender's identity, profession, and achievements.

They are either Nobel laureates, Wharton School professors, founders of the MIT Behavioral Design Lab, or founders/chairmen/CEOs of internationally renowned companies.

Then below are the recommendations written by these big shots as recommenders.

"After reading all this, don't you think this book is definitely worth reading?"

Qin Fen replied without hesitation: "That's right, so many big names recommend it, so the content must be good."

"Then you've been fooled."

Qin Fen, Xing Yuyuan, and Liu Jiajia all exclaimed in unison, "Huh?"

These people's identities are all genuine.

The achievements are real.

But what is the purpose of marking it here?

There was no other purpose than to enhance the book's "authority" and make it sell better.

Besides.

How do you know if these big shots are really recommending it?

"They may have recommended it before, but do they still recommend it now?"

"Also, are these endorsements really written by them, or were they written by the publisher's editors?"

"These are all problems."

They hadn't thought much of it at first, but Su Cheng's words made them feel a little uneasy.

It seems that's indeed the case.

Having influential figures endorse this work can leverage their influence to amplify its impact, achieving a synergistic effect greater than the sum of its parts.

"Let me tell you, these humanities and social science authors are the most pragmatic. They write recommendations for each other, and even prefaces."

"It's all for better sales and higher copyright fees."

Su Cheng doesn't even want to talk about the many so-called "experts" and "scholars" in China; they are even more shameless than the original authors.

In their eagerness to gain fame and recognition, some mediocre individuals with a little bit of reputation rush to write prefaces for other people's works.

They even brazenly called it a "preface to the recommendation".

That's so shameless.

It is worth mentioning that.

Su Cheng had already read the book "Influence" twice when she was in college.

Chapter 5 specifically discusses the influence of "authority".

Regardless of gender, if someone is handsome or beautiful, people will imagine them to have some wonderful qualities.

Anyone who puts on a white coat gains a lot of credibility.

If someone has a lot of titles, then that person is awesome, and you can believe everything they say.

There is no such thing as a "preface" in the original author's text.

He wrote this in the book himself; he couldn't just write a whole bunch of it and then have readers turn around and criticize him when they get to Chapter 5, saying, "Oh, so you used it too!"

The title page for Su Cheng, as well as the back of the cover, were probably added by the publisher for the original author.

Su Cheng guessed that the original author probably knew about the book's binding style and tacitly accepted it.

Because in the publishing industry, especially among authors in the humanities and social sciences abroad, almost everyone does it this way; if you don't, your books won't sell.

His biggest act of resistance might be to prevent others from writing "forewords" for him, and to not print various recommenders on the front page of the cover, but instead put them on the back?

After listening to Su Cheng's explanation, Xing Yuyuan felt as if she had suddenly entered a state of enlightenment.

This thing has always been there, she just didn't notice it.

"Can I still read this book?"

"Yes, you can read it. This book is quite good."

"you saw it?"

"Yes, I finished reading it in my second year of university."

Xing Yuyuan couldn't help but show a surprised expression.

What was she doing during her sophomore year of college?

It seems like I was still worried about my GPA back then?
Just like now.

"So, should we use 'authority' in our marketing?"

"Yes, for a product like toothpaste, authority is the most appropriate."

Have you ever seen those short videos on Taobao featuring five dental PhDs jointly recommending a certain toothpaste?