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

Chapter 375 What is he good for?

Sometimes, opponents are better aware of their strengths.

Jin Hong Group may have already thoroughly investigated UNV and concluded that the toothpaste posed a significant threat.

The fact that they were willing to pay such a high premium to poach talent from the Emperor Group is enough to demonstrate UNV's competitiveness in the market.

The issue of staff reductions can be addressed later; what they need to do now is to implement the previous plans.

The first issue is the use of multiple accounts.

Su Cheng thought that since UNV was going to use a different name, why not register the new brand somewhere else?

The first thing that came to his mind was Australia.

Many tourists visiting Hong Kong like to buy daily necessities that are unavailable or particularly expensive on the mainland from department stores.

For example, liniment or white flower oil.

Su Cheng's idea was to register UNV's new name on the Australian island, so that they could leverage the brand effect of the Australian island.

However, Su Cheng will not specifically indicate that this is an Australian brand, since it would be a scam. She only needs to put the registration location in Australia, and some consumers will make the connection themselves.

If it's just his imagination, then Su Cheng can't control it.

Whether you call it self-deception or burying your head in the sand, Su Cheng didn't do it subjectively, and he wouldn't specifically mention that he was an Australian brand in his future advertising campaigns.

Secondly, there's the issue of naming, which is a rather sophisticated and technical task.

A good name is the first step to success.

It must be clear, memorable, and able to communicate precisely with the target consumers.

Take toothpaste as an example; there are usually a few fixed patterns when naming it.

Naming a product based on its efficacy is the most common and mainstream approach.

By directly telling you "what benefits you will get after using me" through the product's name, the consumer's choice cost is reduced.

Whitening products should emphasize the whiteness and shine of teeth.

Colgate's "Light-Reflecting White" and "Special White Tube".

Crest's "Heat-Induced Whitening".

The "pure and bright" of China.

The core logic is verb/adjective + problem solved/effect achieved.

White, clean, bright, dazzling, diamond-like, pure, and radiant are the key words.

If the toothpaste targets tooth sensitivity and gum problems, emphasizing repair and protection, then the keywords would be: soothing, protecting, repairing, strengthening, sensitive, professional, healthy, etc.

Toothpaste that emphasizes a refreshing, clean mouth and a specific type of breath, with keywords such as: refreshing, clean, new, icy, cool, and extreme.

All-in-one or multi-functional products can solve a variety of oral problems and provide comprehensive protection, while those that are multi-functional, multi-functional, multi-functional, protective, and superior are more effective.

Besides efficacy, ingredient naming can also be used, which is also very common in the market.

When a product contains unique ingredients, using them as the core of the name can quickly establish differentiation.

The core logic is: core ingredients + efficacy/category.

The domestic market is quite unique because of the existence of "Traditional Chinese Medicine," so many people take advantage of the power of traditional Chinese medicine culture.

The keywords are naturally traditional Chinese medicine, herbs, and the like.

The most successful example is Yunnan Baiyao, a brand that comes with its own advantages, directly transforming a national-level medicinal IP into a toothpaste brand.

This whole thing was actually brought over from overseas. Overseas, they use terms like salt, charcoal, probiotics, enzymes, and volcanoes.

It's just that the most successful ones in China are those containing the words "Chinese medicine".

Another type is named directly after the target audience.

Clearly state who the product is designed for.

The core logic is: target audience + product category/name
Keywords are usually: children, babies, husbands, beautiful women, etc.

For children, names tend to be more lively, such as "Baby Rabbit" or "Frog Prince".

Thinking of this, Su Cheng recalled the scene when he was a child, secretly watching TV at Zheng Jiawei's house with a small stool, without his father's knowledge.

When she was a child, Su Cheng often saw advertisements for a toothpaste brand on TV. She still clearly remembers that brand called "Yaya Le Children's Nutritional Toothpaste" and can even imitate the voice actor's tone.

Su Cheng kept pestering the old man for this toothpaste, but he just wouldn't buy it for her.

If you had bought this toothpaste for your little father back then, wouldn't he have developed a good habit of brushing his teeth from a very young age?
Think about it.

Su Cheng ultimately decided to use a naming method that combines ingredients and effects.

"Safflower clears heat."

How about this name?

Xing Yuyuan, Qin Fen, and Liu Jiajia, who were in the meeting with Su Cheng, felt that the name was quite good.

Qin Fen was even more surprised; he couldn't help but shrink his head back, which was an extremely certain action.

Safflower is a traditional Chinese medicine.

In traditional Chinese medicine theory, its core function is "to invigorate blood circulation, regulate menstruation, disperse blood stasis, and relieve pain". It is often used to treat dysmenorrhea, traumatic injuries, and other conditions related to blood stasis.

"Clearing heat" is also a core concept in traditional Chinese medicine.

"Internal heat" is a common health problem, and issues such as mouth ulcers, swollen and painful gums, sore throat, and bad breath are all caused by internal heat.

For most consumers, this is an efficacy claim that can be understood immediately without explanation, directly corresponding to the root causes of various oral problems.

However, Liu Jiajia raised a different opinion: "Manager Su, isn't our name a bit ambiguous?"

"Huh? Why do you say that?"

"Because... in many period dramas, the villains, big and small, usually use the medicine 'safflower' to cause the female characters to miscarry, so there is a strong connection between them."

Liu Jiajia's opinion is definitely worth considering.

This is a blind spot in Su Cheng's knowledge.

Not only him, but Qin Fen and Xing Yuyuan were also unaware of this connection.

The three of them don't usually watch period dramas, especially palace dramas.

Su Cheng asked, "Is safflower used as long as the female lead has an abortion?"

"No matter what kind of medicine it is, it will definitely have these two words in it."

"Wait a minute, let me think about it."

Although toothpaste is a topical product, the amount that can be absorbed internally is extremely limited.

Although this is usually related to dosage, if, as Liu Jiajia said, the association between safflower and abortion is deeply ingrained in people's minds, it will indeed deter some potential female consumers.

Su Cheng asked Qin Fen to quickly search online, and the result was that safflower has not been scientifically verified for use in abortion, and its pharmacological effects are closely related to its dosage.

There are currently no clear dosage guidelines for terminating pregnancy.

Qin Fen asserted, "Then it should be usable, since it hasn't been scientifically verified."

In the end, Su Cheng decided to use the name "Honghua Qinghuo".

However, this is not the reason Qin Fen cited as "not scientifically verified".

They all use ingredients in their branding and marketing, so consumers must have some degree of acceptance of the concept of traditional Chinese medicine. This means that even if something is 'not scientifically verified,' some people will still believe it.

But Su Cheng felt that having this kind of connection wasn't a big problem.

On the contrary, it shows that "safflower" is a traditional Chinese medicine.

Consumers don't think that much. Most people just think: since they can make toothpaste from safflower, there must be no problem. The procedures such as approval and market management must be safe and secure.

Su Cheng quite likes this name.

Not only is the communication efficiency maximized, but it also leverages the authority of "Traditional Chinese Medicine" to make people "believe" that it has excellent effects.

Although UNV products are generally quite effective. (The alias is now open.)

The next issue is distribution.

Since they're registered in Australia, they should definitely also stock some products there; otherwise, it would seem too fake.

After the new packaging came off the production line, Su Cheng requested that the first batch of goods be delivered to department stores in Australia first.

Su Cheng will contact them to clear out the most prime shelf space for [Safflower Clears Heat].

Secondly, we'll also set up some shops for Sister Chestnut's company to attract some customers.

Su Cheng delegated all the remaining supermarket shelf space, as well as the packaging and logistics for the online store, to Liu Jiajia and Qin Fen.

Su Cheng used traditional Chinese medicine ingredients in her packaging for marketing purposes.

As for offline, he still wants the "white coat" to endorse him.

However, Su Cheng wouldn't do what he complained about before—getting a few dental doctors to record a video—that would be too ridiculous.

He believes that the most appropriate approach is to visit the dental hospitals in person and discuss the consultations with the doctors, and then pay them a certain amount for advertising.

The main focus is on finding top-tier public hospitals.

Private dental clinics are a different story; their reputation and credibility are extremely low, and they might even negatively impact their new business.

This was a rather important part of the process, and Su Cheng decided to entrust it to Xing Yuyuan.

Besides.

There also needs to be online advertising.

Therefore, it is essential to shoot an advertisement with a clear theme and accurate message.

He personally took charge of the theme design.

After Su Cheng clearly assigned all the tasks, the joint team immediately began to work diligently.

……

Go to Shanghai.

A private garden villa.

Su Tianyan, wearing thick glasses, received Bai Zihua, Long Ruoli, and Su Sheng attentively.

This "reception" was different.

The room was filled with cameras that had never been seen before, and there were also collection boxes and playback devices specifically for storing video and audio.

Su Tianyan casually carried a pencil and a small notebook, constantly jotting down the key points they were saying.

The three of them did not show any discomfort at the sudden appearance of the camera, but they did feel a little strange.

Long Ruoli gave a serious report to Su Tianyan.

Jin Hong Group's poaching operation did not have any impact on the joint team or Yh International Department.

"President Su, the system you have built for the group is very solid. Jin Hong Group's little tricks pose no threat to us at all."

Long Ruoli lavishly praised the system that Su Tianyan had established at the Emperor Group.

Judging from Su Tianyan's expression, Long Ruoli had really enjoyed praising him.

Su Sheng also offered his compliments from the side.

Su Tianyan asked Long Ruoli, "How's their advertising going? Have they submitted it to you?"

Long Ruoli has the strongest advertising and promotion resources in the country, and countless businesses and brands that want to promote themselves in the market will inevitably choose her company first.

Liu Jiajia and Qin Fen both chose Long Ruoli's company to handle the advertising and promotion of the new UNV brand.

In fact, the Long family was the only dominant family in Shanghai; there was no other choice.

"Not yet... but Xiao Cheng did send someone over to discuss this business with us, and even showed us some sample videos."

"Once it is officially launched, it should achieve very good results."

Long Ruoli also mentioned a little incident, whether intentionally or unintentionally.

"By the way, Brother Tianyan, Jin Hong Group also contacted me recently. They also want to do brand promotion and hope to put UNV's business after theirs, but I turned them down."

Su Tianyan frowned upon hearing this: "Why did you refuse?"

"Huh? Because Xiaocheng wants to vote?"

Su Tianyan was clearly displeased; his gaze was no longer a calm, deep pool, but had turned into a sharp icicle.

"If he wants to vote, you'll help him?"

"If you didn't know him, would you still think this way? Would you still refuse?"

Long Ruoli pretended to think for a moment: "Hmm...maybe not? But..."

"but what?"

"Xiaolong."

"You need to remain neutral and objective in this matter. You can't help him just because it's that brat doing it; that would mean losing objectivity."

Upon hearing this, Bai Zihua immediately sensed something was wrong.

Su Tianyan pressed on, "What price did Jin Hong offer you to put UNV's ads at the back?"

Long Ruoli answered honestly: "It's a very generous advertising fee, and it's not just about putting me at the back of the list. It's a promise of a generous advertising fee and business contracts for the next few years, implying that I should delay and not invest."

Su Tianyan raised an eyebrow: "Isn't that it?"

Bai Zihua immediately intervened: "But President Su, if you don't let President Long take over the young master's advertising business, the young master might be facing a super company like Jin Hong all by himself, wouldn't that be unfair of us to do so?"

Seeing this, Long Ruoli immediately echoed, expressing the same concern: "Yes, that's what I was thinking too. Xiaocheng might not be able to handle it."

Su Tianyan's face was filled with silent rage, and his voice became hoarse and low, as if squeezed from the depths of his chest: "What bias?"

"I don't understand what you're all saying?"

"Just treat this as if you don't know him. Treat him like you normally would when accepting advertising business. That's the only way to be objective!"

"He still can't handle it... What's he good for? What have I done with him being K11?"

"Let this brat show me some real skills."

Bai Zihua tried to dissuade him, but Su Tianyan immediately raised her hand to stop him.

"Alright, no need to say more, this matter is settled."

outdoor.

Long Ruoli did not leave the garden immediately.

She sensed something was wrong, as if something she didn't know was happening.

However, Long Ruoli did not suspect anything about the cameras; her attention was still on Ma Shuning.

Whether Ma Shuning is pregnant or not is very important to her.

Long Ruoli went around to the pavilion not far away and found Secretary Liu tending to the flowers and plants.

"Little Willow Sister!"

Secretary Liu turned her head and saw Long Ruoli: "Have you met President Su?"

"Okay, let me help you."

"Oh, no need, I can do it."

Through her conversation with Secretary Liu, Long Ruoli learned an important piece of information.

"Actually... I haven't shared a room with CEO Su for several days now~"

(End of this chapter)