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

Chapter 366 The Long Family of Shanghai
"Five Peking University dental PhDs jointly recommended it, so have you bought it?"

Su Cheng's question was deafening.

The three people gave the same answer: they didn't buy it.

"So why not buy it?"

Qin Fen carefully recalled how he looked when he saw that advertisement and what he was thinking at the time.

"I just felt... I didn't have a strong desire to buy it, but I did take a few glances at the product details."

"So you're not buying because those five aren't authoritative enough? Or is there some other reason?"

"Uh... I think that's the idea."

At the time, he thought it was most likely an advertisement, because how could five people recommend it?

He had heard Su Cheng say that the dormitory group of six people could be divided into several smaller groups.

Even between the closest people, it's impossible to share songs, movies, or other works; the other person would most likely not accept it.

Just like him, Su Cheng, and Ye Li, the three of them have a good enough relationship, but their tastes are still different.

Ye Li likes Parisian sweets, but he and Su Cheng don't really like them.

If five people are recommending this toothpaste, it's very likely an advertisement!

Moreover, according to what Su Cheng said before, it's another matter whether the five of them are actually Peking University's dental doctors; they might just be wearing white coats.

"It's highly likely they are indeed from Peking University's School of Stomatology, but they should be students, probably from the same dormitory," Su Cheng speculated. "It would be too easy to give these students some money and have them shoot an advertisement like this."

Besides.

Su Cheng also saw advertising images used by merchants on e-commerce platforms.

They would add a very eye-catching font to the product images: "[A little pricey, but great]"

Using this as a slogan is pure idiocy.

Anyone with a modicum of sense would be thinking something like this: "Oh, you say it's good, so it's good? You just want me to accept your above-average price. Is it worth it? What makes it worth it? Why do you say it's worth it and good?"

These businesses don't understand human nature; they can make money by targeting a lower-tier market.

Too many fools believe this.

It can only fool brainless idiots.

But what if a doctor in a white coat told a client that this product might be a little pricey, but it's very effective?

The combination of the doctor's authority and the price's authority will surely lead some people to place orders without thinking.

If the quality of toothpaste is truly excellent, the brand will gradually gain recognition, and customers will spread the word.

This is like a patient getting a heart stent and being asked whether to use a regular one or a better one. The patient asks the doctor what the difference is, and the doctor replies that the regular one is cheaper, while the better one is slightly more expensive.

The effect is the same.

Very few people would say, "Doctor, just put a regular one in my heart, I'm just a person who makes do anyway."

Ultimately, it comes down to the influence of three authorities: the doctor's authority, the price's authority, and the sales volume's authority.

After a period of time, their brand was established, and consumers would think they could just choose their toothpaste without thinking.

Therefore, we also need to add the element of brand authority.

At this point, as long as this toothpaste brand doesn't cause any trouble, it's basically considered a success.

Su Cheng developed a more detailed marketing plan for this case.

Forget about toothbrushes, dental floss, and mouthwash for now; let's focus on toothpaste first.

Once the toothpaste business takes off, it will naturally boost sales of other oral care products.

Therefore, toothpaste is of utmost importance.

Su Cheng divides marketing into two models: offline and online.

Offline promotions were conducted in hospitals, dental clinics, and other places, encouraging doctors to promote the toothpaste while treating patients.

This plan is not difficult to implement because many people's oral problems are caused by not brushing their teeth carefully. All that is needed is to mention their toothpaste after the consultation and treatment.

However, this only covers people who already have dental problems.

Regardless of whether it's domestic or international, most people won't see a doctor until their teeth are severely decayed, so online promotion should also be carried out simultaneously.

It is very difficult for toothpaste companies to conduct online promotion on their existing foundation, mainly because their previous positioning was very vague, confusing and complicated.

Stereotypes are very difficult to change.

Reshaping a brand image requires a great deal of effort, and success is not guaranteed.

Su Cheng's decision was to abandon the original brand directly.

We started from scratch and promoted this toothpaste as a new product.

The outer packaging can be changed, but the contents do not need to be changed.

Rename the product, redesign the packaging, and customize the advertising plan.

This is the optimal solution to this case.

This approach is commonly used in daily necessities, and in recent years many emerging car manufacturers have also adopted it, changing their names to promote another product line and building a brand from scratch.

In terms of price alone.

It's impossible for Geely to sell for 25; they'd have to start a new brand called Lynk & Co. to have any chance.

It's unlikely that Toyota's commercial vehicles will sell for 40 yuan; they should probably give them a new name like Lexus.

Brand tone and market positioning are all based on this.

You can be a transparent parent company, but the brand itself needs to be clearly recognizable.

Su Cheng's plan prompted Xing Yuyuan and Liu Jiajia to enter a state of deep thinking.

Su Cheng's thinking was very clear, and the purpose of the plan was also very clear. She accurately and ruthlessly grasped the pain points and tailored a marketing plan specifically for toothpaste companies.

Furthermore, Su Cheng was able to explain what he wanted to say clearly and simply, which shows that he had mastered this skill very well.

Otherwise, it would be impossible to do this.

The marketing direction was set, but Xing Yuyuan and Liu Jiajia initially thought it would take at least a week to make this product.

A week is the fastest possible time, because promotion and marketing costs are a huge expense in any industry.

Only a well-designed plan can be effective.

If it's not done well, a huge amount of money might be poured in but not even make a ripple, or it might even have a negative effect.

This was like an Olympic math problem that left the two of them completely stumped.

The two felt as if they were pondering how to solve a problem, but then someone handed them a standard answer. After reading the answer, they suddenly felt a sense of relief and enlightenment.

Ah!
So that's how it's solved!
Yes, yes, that's how it should be solved!
Xing Yuyuan and Liu Jiajia looked at Su Cheng with a newfound respect.

Su Cheng is indeed quite capable.

No wonder headquarters was able to transfer him from Australia, thousands of miles away, to serve as the head of Yh International Consulting Department!
Su Cheng's plan is not just empty talk; it is something that can actually be implemented.

If it's confirmed, we can actually start moving forward tonight.

Qin Fen's reaction was not as surprised as Xing Yuyuan's and Liu Jiajia's.

He knew that no problem could leave Su Cheng scratching her head in frustration.

In Qin Fen's eyes, Su Cheng's most striking quality was her composure in easily overcoming various difficult and complicated illnesses.

……

Go to Shanghai.

The courtyard of a super villa. This courtyard is less a "courtyard" and more a miniature private landscape kingdom enclosed by high walls. Located in the heart of Shanghai, where land is incredibly valuable, it is a paradox in itself.

From the outside, it is hidden behind a row of sycamore trees, with only a heavy, unmarked ebony gate and two five-meter-high gray-tiled white walls extending out on both sides.

The walls were covered with dense ivy, like a green waterfall, completely isolating the noise and prying eyes from inside.

There's no extravagant entrance typical of luxury homes here; instead, there's an almost ascetic understated elegance.

The heavy gate slid open silently, revealing not the entire courtyard, but a huge white marble screen wall.

There are no carvings on the screen wall; instead, the natural texture of the jade itself is used to present the imagery of an ink wash landscape.

This screen wall embodies Eastern subtlety; it blocks direct prying and sets a "hidden" tone for the entire space.

The true essence begins with a corridor extending from the side wing of the main building.

This corridor is not a traditional wooden structure, but rather has a titanium alloy frame and a glass roof, which ensures both natural light and a modern feel.

It meanders and follows the classical principle of "a winding path leads to a secluded place".

The walls of the corridor have been replaced by a series of latticed windows of various shapes—begonia-shaped, fan-shaped, hexagonal… Each latticed window is a meticulously designed picture frame.

The residence does not stand in the courtyard, but coexists with it, as if it were a living architectural entity that grew naturally from this landscape.

The sharp lines of modern architecture are softened here by a meticulously crafted Jiangnan-style garden.

The ground was no longer a flat lawn, but a winding path paved with pebbles of varying shades, next to which was a dense grove of purple bamboo swaying in the wind, making a soft "rustling" sound.

A five- or six-year-old child tugged at Long Ruoli's skirt: "Auntie, Auntie, did you bring me any toys?!"

"I brought it. I'll have my uncle give it to you later."

"Thank you, aunt!"

"OK!"

Long Ruoli looked at her little niece with great affection.

A man who looked to be about thirty years old greeted Long Ruoli, saying, "Sister, you're back."

He is the father of that little girl, and also Long Ruoli's younger brother.

Long Ruoli simply hummed in response, which was enough to acknowledge her younger brother.

She then asked, "Where are Mom and Dad?"

"Still upstairs."

"Go and call them down."

"Ah."

Today, the Long family courtyard is no longer as quiet and deserted as it used to be.

The dozen or so members of the Long family gathered at the dining table, forcing small talk to avoid awkward silences.

Even so, the atmosphere at the table remained cold, and there was an indescribable feeling about it.

Dragon's father sat at the head of the table, his back ramrod straight, like a silent stone statue.

His eyebrows were furrowed, forming deep lines between them, his lips were pressed into a straight line, and his jaw was clenched.

His gaze was heavy and sharp; he looked away from everyone else, staring intently at the pristine white porcelain bowl in front of him.

Father Long raised his eyelids, his gaze sweeping coldly across Long Ruoli's face. His eyes held no warmth, only scrutiny and undisguised disappointment.

"What are you doing back?"

The father's words slammed heavily onto the dining table, instantly creating a silent ripple.

The air in the entire space seemed to freeze because of those few words.

The other people at the table shrank back like startled rabbits, burying their heads deep in their mouths, staring at their rice bowls, not daring to utter a sound.

Long Ruoli, who was in a good mood, gradually darkened her face because of her father's words.

Long Ruoli retorted without showing any mercy to her father:
"What are you doing?"

"They put pressure on me as soon as I got back."

"I can't even shut your mouth when I eat."

Her voice wasn't loud, but every word was like a steel needle chilled to ice, piercing her father's ears with precision.

The color drained from Long's father's face in an instant, leaving his dark, stern-faced features a frighteningly pale white.

The other people at the table seemed to have been frozen in place.

Long Ruoli's relationship with her father is not good; in fact, it can be said to be very tense.

The Dragon Mother secretly kicked Long Ruoli under the table and frantically winked at her, signaling her to say less.

Long Ruoli, however, didn't care at all. She continued, "If it weren't for me, this family would have collapsed long ago."

The father slammed his chopsticks down: "Even without you, the family won't collapse!"

"I spent so much effort educating you, and you ended up dating an old man more than ten years older than you. Do you think you're proud of that?"

"I don't know what right you have to come back."

“I already told you back then, if you go with that man, you can forget about me being your father!”

Long Ruoli's relationship with her father has been deteriorating for the past ten years, especially after he learned that Long Ruoli had gone with Su Tianyan.

Long's father regarded Long Ruoli's behavior as a disgrace.

The dragon's father couldn't understand it at all.

How could a highly educated woman who studied abroad do such a thing?

He put so much effort into educating his eldest daughter, giving her the best of everything.

As a result, she became another man's mistress?

What a disgrace to our family!

Long Ruoli has completely disgraced the Long family.

The Long family was once a powerful and influential family in Shanghai.

Although it cannot compare to the current Emperor Group, its status is no less than that of the Ma family in Australia.

Long Ruoli was originally the eldest daughter of the Long family, and her father had put a lot of effort into her.

That's why he was so angry.

Not to mention that Long Ruoli still doesn't have a formal title.

Even if it's a formal title, it's still a very shameful thing.

This wasn't just something that Dragon's father felt ashamed of.

Ask anyone else, who doesn't think she's a disgrace?

Long Ruoli's temper flared up immediately.

"is it?"

"So what do you think the Long family is living off now? Your old savings?"

"We've already lost everything, okay?"

"Without me in the house, can you still live here now?"

"The whole family will move out tomorrow."

"Go ahead and move, move wherever you want, but don't worry about who I live with. Who I live with is my own business and has nothing to do with you."

(End of this chapter)