Starting with vegetable greenhouses in 1988

Chapter 316 Mutual Benefit
As noon approached, the flow of people and bicycles on Jinguang Road in Langfang City gradually increased, making the Langfang Hotel, located in the middle of the road, even more conspicuous.

The exterior of this three-story red brick building is painted beige, and the four large red characters "Langfang Hotel" on the door are particularly eye-catching. Old-fashioned neon lights are also installed on both sides of the sign.

The hotel is located in the early commercial district of Langfang City. It is surrounded by convenient places such as Langfang Department Store and hardware stores, and is only about 1.5 kilometers away from Langfang Railway Station. It is very convenient for locals to hold wedding banquets, company dinners, or for tourists to stay overnight.

Qian Duoduo stood at the restaurant entrance, a cigarette dangling from his mouth. He would occasionally glance at his watch, his gaze sweeping over the bicycles and pedestrians passing by on the roadside.

Suddenly, a white Volga sedan came into view, and he immediately recognized it as Li Zhe's car.

Sure enough, the car slowly stopped in front of the restaurant, and Li Zhe got out of the driver's seat.

Qian Duoduo quickly stubbed out her cigarette and stepped forward enthusiastically, "President Li, we've been waiting for you! Did you have a safe journey from Beijing?"

"Smoothly." Li Zhe replied with a smile, and then closed the car door. "Mr. Qian, I'm sorry to have kept you waiting."

"I just arrived not long ago." Qian Duoduo gestured for us to come in. "Come on in, it's still quite chilly outside."

Li Zhe looked up and glanced at the Langfang Hotel, his gaze moving from the red signboard to the beige exterior wall. He nodded and said, "This hotel looks pretty good. It must be one of the top places in Langfang, right?"

“Of course, this is the first choice for us Langfang people when we need to do important things. You can’t even book a private room without connections.” Qian Duoduo said with a hint of pride.

Li Zhe suddenly remembered the important matter and asked, "Mr. Qian, has your friend who works at the radio station arrived yet?"

Qian Duoduo glanced at her watch again. "They just got off work at this time, and they're probably on their way here. They'll be here soon, let's go in and wait."

Li Zhe responded, turned around and walked to the trunk of the car, opened it and took out two exquisite bags.

One bag contained several cans of yellow peaches printed with the words "Good Taste," the cans were pale yellow and printed with plump yellow peach patterns; the other bag contained two bottles of Moutai liquor, the exquisite packaging boxes particularly eye-catching in the sunlight.

Qian Duoduo's eyes lit up when he saw the Moutai liquor, and he said with a smile, "President Li is so generous. Following you, I can get another free drink."

"Mr. Qian, you're joking. How could you possibly be short of wine?" Li Zhe said with a smile, carrying two bags as he followed Qian Duoduo into the restaurant.

Upon entering the hotel lobby, the two were immediately enveloped in warmth. The lobby was spacious and bright, with more than twenty round tables in the center, all with clean tablecloths, without a single stain.

Several tables were already occupied by guests, some talking in hushed tones, others flipping through menus, the air filled with the aroma of food and the faint scent of tea.

The walls are off-white, and several paintings of local scenery of Langfang are hung on them, including a distant view of the First City Under Heaven and the scenery of the Chaobai River. The wooden frames are simple yet stylish.

The waiters, dressed in blue uniforms, moved briskly between the tables and chairs carrying trays.

Qian Duoduo led Li Zhe up the stairs to the second floor. On both sides of the corridor on the second floor were private rooms, each with a wooden nameplate hanging at the door.

Qian Duoduo pushed open the door to the private room marked "Golden Light Hall". The space inside was not small, with a round table that could seat eight people. In the middle of the table was a white porcelain plate with a few plastic flowers on it.

A waiter quickly followed, carrying a red-covered menu, which he respectfully handed to Qian Duoduo. "Mr. Qian, would you like Longjing tea or flower tea today?"

"Longjing." Qian Duoduo took the menu and handed it to Li Zhe. "Mr. Li, I've already ordered a few of the restaurant's signature dishes. See if there's anything else you'd like to try. You always treat me when I visit Wan'an Town, so please don't be shy this time."

Li Zhe took the menu, flipped it open, and saw a wide variety of dishes.

His gaze swept across the menu, finally settling on "Xianghe Meat Pie," and he looked up at Qian Duoduo and said, "Let's add a Xianghe Meat Pie to the menu."

Qian Duoduo frowned and said, "Mr. Li, are you trying to save me money? There are still quite a few main dishes on the menu. Would you like to add something else?"

Li Zhe waved his hand and said with a smile, "Mr. Qian, money can't buy what I love. The hot, freshly made Xianghe meat pie has a crispy crust and juicy meat filling. It's so fragrant, it's more to my liking than any fancy dish."

“You’re right, this Xianghe meat pie is really delicious, I love it too.” Qian Duoduo replied with a smile, then turned to the waiter next to her and said, “Bring these dishes first, and we’ll add some other dishes when my other friend arrives.”

"Okay, please wait a moment." The waiter responded, picked up the teapot and poured tea for the two of them, then gently closed the door of the private room and left.

Li Zhe picked up his teacup, took a sip of the warm tea, and asked, "Mr. Qian, what's your friend who works at the radio station called?"

"His name is Shao Jianbo, and he's the head of the advertising department at Langfang City Radio Station." Qian Duoduo put down her teacup and said confidently, "If you want to use the radio station for advertising, entrust it to him; you can't go wrong."

Li Zhe nodded and asked, "I'd like to find a good prime time slot for advertising. Can Section Chief Shao help me think of a way?"

"Mr. Li, you have a good eye." Qian Duoduo smiled, took a sip of tea, and continued, "Prime time slots have a lot of listeners and are more effective for advertising. But these prime time slots are also in high demand; many state-owned enterprises have already booked them, so it's really not easy for ordinary people to get them."

"But don't worry, Shao Jianbo's uncle is the deputy director of the Langfang City Radio and Television Bureau. He has influence within the station; we can ask him to help you find a solution."

Hearing this, Li Zhe felt much more at ease, but he quickly thought of another problem: "President Qian, I can't let Section Chief Shao do this favor for nothing. What do you think is the best way for me to express my gratitude?"

Qian Duoduo put down her teacup, thought for a moment, and said, "Old Shao is almost twenty-eight. He had a girlfriend before, but it didn't work out. He started dating someone else last year, and they're planning to get married this year. His girlfriend only has one condition: all the major home appliances for the wedding must be imported. He's been worrying about this lately."

Don't you have international business? Could you help him exchange some foreign exchange certificates?

"How much does Section Chief Shao need?" Li Zhe asked.

“He has already bought some imported home appliances through family connections, and he still needs about two thousand more,” Qian Duoduo replied.

Li Zhe replied without hesitation, "No problem."

Li Zhe's vegetable shop in the Diplomatic Residence in Beijing has been accepting foreign exchange certificates, and he earns money every month. These foreign exchange certificates are nothing to him.

Qian Duoduo quickly asked, "Mr. Li, how is the exchange rate calculated?"

Li Zhe tentatively said, "We're all friends, so there's no need for exchange. Section Chief Shao can just take it and use it."

Qian Duoduo waved his hand and said seriously, "President Li, Section Chief Shao is my friend, and you are my friend too. I can't let him suffer a loss, nor can I let you suffer a loss. We will have to do business together often in the future. You have already been very kind to give him the money. We can't let him take it for free."

Li Zhe smiled and said, "Since he's Mr. Qian's friend, he's also my friend. Let's do it on a one-to-one basis."

Qian Duoduo immediately gave a thumbs up and praised, "Mr. Li, you're so generous! You're a true friend!"

"If I were to profit from my friend's price difference, how could I possibly face you, Mr. Qian, again?" Li Zhe said with a smile.

Of course, with a one-to-one exchange, Li Zhe would definitely lose money, and the difference would have to be covered by the Good Taste Company, not by Li Zhe personally.

Just then, a knock sounded on the door, and the waiter pushed the door open and came in, carrying a tray. He introduced the dishes as he served them.

The first dish served was Guwa Yiguoxian (a type of stew), a dark iron pot with small crucian carp neatly arranged at the bottom, their bodies coated in rich broth. Golden cornbread cakes were placed on the side of the pot, their edges soaked in the broth, emitting a fragrant aroma.

Next up is Sanhe smoked chicken. The whole chicken is golden and reddish in color, with a shiny skin that makes it very appetizing.

Then, Sanhe tofu strips and Shengfang preserved eggs were served. The tofu strips were white and translucent, mixed with bright green cucumber strips, and looked refreshing and delicious. The preserved eggs were cut into wedges and sprinkled with a little minced ginger and vinegar.

Neither Li Zhe nor Qian Duoduo touched their chopsticks; they simply looked at the dishes on the table, waiting for Shao Jianbo to arrive.

After the waiter finished introducing the dishes and was about to leave, the door to the private room was pushed open again, and a man of medium build walked in.

He had dark skin, wore a dark blue Zhongshan suit with the collar neatly buttoned, his hair was combed meticulously, and he carried a black briefcase. He looked very energetic.

"Sorry I'm late, something came up at work and I was delayed," the man said with a smile.

Qian Duoduo and Li Zhe immediately stood up.

Qian Duoduo stepped forward, patted the man on the shoulder, and said with a smile, "Old Shao, you've finally arrived. We've been waiting for you for ages."

Let me introduce you. This is Mr. Li Zhe, the owner of Sijiqing Company and the founder of "Haoziwei" canned goods.

Then, he turned to Li Zhe and introduced him: "Mr. Li, this is Shao Jianbo, whom I told you about. He is the head of the advertising department of Langfang City Radio Station."

Li Zhe extended his hand and said with a smile, "Section Chief Shao, I've long admired your name. It's a pleasure to meet you."

Shao Jianbo quickly extended his hand and shook hands with Li Zhe, his grip firm: "Mr. Li, you're too kind. I've heard Qian Duoduo mention you before, saying you're young and promising. Meeting you today, I can confirm that your reputation is well-deserved."

After shaking hands, the two sat down together at the dining table.

Qian Duoduo picked up the Moutai liquor on the table, opened the bottle cap, and a rich aroma of liquor immediately filled the air.

He poured Shao Jianbo a glass and said with a smile, "Old Shao, you're late, you have to drink a glass as punishment."

Shao Jianbo glanced at the Moutai in his glass and laughed, "No problem. Such good wine, I'd gladly accept three cups as punishment, let alone one." With that, he picked up his glass, tilted his head back, and downed it in one gulp. Qian Duoduo poured Shao Jianbo another glass and said, "I was just talking about you with President Li."

Shao Jianbo asked curiously, "Oh? What did you say about me?"

"I was saying you're getting married soon and you're worried about exchanging foreign exchange certificates to buy wedding appliances," Qian Duoduo said with a smile. "President Li has foreign business in Beijing, and he said he'll take care of it for you."

Upon hearing this, Shao Jianbo's face immediately lit up with joy. He raised his glass and looked at Li Zhe: "President Li, thank you so much! You've really helped me a lot! I've been looking for foreign exchange certificates for days but haven't been able to raise enough. Your help has solved my urgent problem."

"Section Chief Shao, you're a friend of General Manager Qian, which makes you a friend of mine too. Don't be so polite." Li Zhe also raised his glass, clinked it against Shao Jianbo's, and drank with him.
"Mr. Qian said you need two thousand foreign exchange certificates, I'll send them to you in a couple of days. If it's not enough, just let me know."

“That’s enough, that’s enough. Two thousand foreign exchange certificates is already quite a lot.” Shao Jianbo quickly said, “Mr. Li, I know that the exchange rate for foreign exchange certificates on the black market is 1:1.3. How about this? I’ll give you two thousand six hundred yuan. I can’t let you suffer a loss.”

Li Zhe waved his hand and said seriously, "Section Chief Shao, we're all friends. Let's not follow the black market rules, let's exchange it one to one as stipulated by the state."

Shao Jianbo hesitated for a moment: "Is...is this appropriate?"

Qian Duoduo chimed in, "Old Shao, don't be so polite with President Li. He runs a big business in Beijing; he's not short of money. Just arrange a good broadcast slot for him, and you'll have everything you need."

"Hey, no problem! Leave it to me!" Shao Jianbo immediately patted his chest and assured him, all hesitation vanishing from his face.

Six hundred yuan is nothing to Li Zhe, but it's enough to cover more than half a year's salary for him.

Shao Jianbo raised his glass again and said, "Mr. Li, I'd like to offer you another toast. If you have any needs regarding radio advertising in the future, please feel free to contact me."

Li Zhe raised his glass and said with a smile, "Section Chief Shao, General Manager Qian, let's have a drink together to celebrate our meeting today."

"Cheers!" the three said in unison, and then drank the wine in their glasses in one gulp.

Qian Duoduo put down his wine glass, picked up his chopsticks, and called out, "Everyone, don't just focus on drinking, start eating! These are all signature dishes of Langfang Restaurant, try them and see how they taste."

Li Zhe and Shao Jianbo also picked up their chopsticks and began to taste the dishes on the table.

Qian Duoduo looked at Li Zhe and asked, "Mr. Li, do you like the dishes? This is my first time at Langfang Restaurant. If you don't like them, please ask the waiter to add a few more dishes."

Li Zhe picked up a small piece of smoked chicken, put it in his mouth, and found the chicken tender with a subtle smoky flavor.

He nodded and praised, "This Sanhe smoked chicken tastes really good, more authentic than what I've had elsewhere. And this Guwa hot pot is delicious; the cornbread has absorbed all the flavor of the fish soup, and the small crucian carp is also very flavorful."

Shao Jianbo echoed, "Mr. Li is right. The local dishes at Langfang Restaurant are indeed authentic. Many out-of-town guests come here specifically to try them when they visit Langfang."

The three of them ate and chatted.

Shao Jianbo asked Li Zhe curiously, "Mr. Li, you've been doing business in Beijing. Is Beijing particularly lively right now? I'm planning to take my fiancée to Beijing for a few days in a while. Could you recommend some fun places to visit and good restaurants?"

Li Zhe put down his chopsticks, thought for a moment, and said, "For fun places, we definitely have to visit the Forbidden City and the Summer Palace. They are famous historical sites in our country and have a great sense of history."

If you like lively places, you can visit Wangfujing Street and Xidan. There are many shops and lots of people there, creating a real Beijing atmosphere.

For good restaurants, you should try Quanjude's roast duck and Donglaishun's hot pot; both are time-honored brands in Beijing and have very authentic flavors.

By the way, if you like snacks, the snack street on Qianmen Street is pretty good. You can find all sorts of Beijing specialties like tripe, meat pies with door nails, fried dough rings, and donkey rolls.

Shao Jianbo listened attentively, nodding occasionally, and even took out a pen and paper to write down the places and restaurants recommended by Li Zhe.

After a few rounds of drinks, the atmosphere among the three became more harmonious, and their relationship became much more familiar.

Shao Jianbo put down his wine glass, looked at Li Zhe, and asked, "Mr. Li, I heard you're thinking of advertising 'Good Taste' canned goods on the radio? What are your specific ideas?"

Li Zhe's eyes lit up. He took out two cans of "Good Taste" yellow peach preserves from the bag he brought and handed them to Shao Jianbo and Qian Duoduo, saying, "Section Chief Shao, General Manager Qian, please try these cans first. These are 'Good Taste' yellow peach preserves produced by our factory."

Shao Jianbo and Qian Duoduo took the can of food, opened the lid, and a sweet aroma of yellow peaches immediately wafted out.

The canned peaches were plump and golden in color, soaking in clear syrup. The two of them each picked up a piece of peach and put it in their mouths. The flesh was crisp and tender, and the syrup was refreshingly sweet without being cloying—a very pleasant experience.

"Delicious! This canned yellow peach tastes really good, better than many canned peaches on the market," Shao Jianbo praised.

Li Zhe smiled and said, "My friend and I used to do foreign trade export business. These canned goods were originally intended for export to the Soviet Union, and the quality was of the highest standard."

Later, after producing more, they wanted to expand into the domestic market, so they decided to advertise on radio to increase brand awareness.

Shao Jianbo nodded, pondered for a moment, and said, "President Li, if you want to open up the market through radio, the choice of time slot is very important."

我们电台的核心黄金时段，像早上 7:20-8:30《廊方早班车》之后，中午 11:30-12:30《饮食服务信息》插播时间，还有晚上 17:30-18:30《下班路上》的间隙，这些时间段听众最集中。

However, these prime time slots are indeed in high demand; many state-owned factories have already booked them, so if you want to get on, you'll have to wait in line.

He paused for a moment, then said, "I think we could try a combination of 'secondary prime time slots + fragmented time slots,' such as 9:10 am, 12:40 pm, and 19:00 pm. Although these time slots are not core prime time slots, they still have a considerable audience and can avoid competition."

Additionally, I will try to secure priority slots for your evening peak broadcasts, but this will need to be combined with 1-2 off-peak times, such as 10 AM and 3 PM. This will improve the overall scheduling flexibility and make it easier for us to arrange programs.

After listening, Li Zhe nodded: "Then how is the price of this advertisement calculated?"

Shao Jianbo took out a small notebook, flipped through a few pages, and said, "According to our radio station's current standards, a 30-second ad costs 80-100 yuan per segment during prime time, 50-70 yuan per segment during secondary prime time, and 30-40 yuan per segment during off-peak time. If you want to do it, I'll give you a rate as a friend."

Li Zhe frowned, his tone tinged with helplessness: "Section Chief Shao, to be honest, Good Taste is a startup company with a limited budget. Could you offer a further discount?"

Qian Duoduo mediated from the side: "Yes, Lao Shao, President Li is also our friend. Do you think we can come up with a discounted package that would be convenient for everyone?"

Shao Jianbo thought for a moment and said, "How about this, I'll give you a 'weekly package', 3 ads a day, 1 during prime time and 2 during off-peak time, for a total of 600 yuan per week, what do you think?"

Li Zhe did the math and thought the price was acceptable, so he nodded: "Okay, I can accept this price. What about the payment method?"

“Let’s do it the way we do. We’ll pay a 50% deposit first, and then settle the balance within a week after the advertisement airs.”

Shao Jianbo added, "However, there is a 'guarantee by an acquaintance' rule. The content of the advertisement must meet the radio station's review standards and cannot be exaggerated. Otherwise, it will not pass the review, and I will have a hard time handling it."

Li Zhe quickly agreed: "No problem, the advertising content will definitely meet the standards and will not be exaggerated."

Having resolved the issues of time slot and price, Shao Jianbo then proactively helped Li Zhe come up with advertising copy. Looking at the canned yellow peaches on the table, he said, "Besides the broadcast time, the advertising copy is also very important. It needs to be persuasive and also incorporate the characteristics of the canned yellow peaches. Only then will people be willing to buy it."

Li Zhe also agreed: "That's right. I think we should highlight the product's advantages. Our yellow peaches are made from high-quality yellow peaches from Gu'an, which are plump and additive-free. The syrup is sweet but not cloying. They also undergo three quality inspections before leaving the factory, making them suitable for daily family consumption and visiting relatives and friends."

Shao Jianbo nodded: "I think we need to add some practical information, such as 'ready to eat after opening' and 'how long to store at room temperature'. Nowadays, families prefer convenient and long-lasting foods, and this information can attract a lot of people."

In terms of duration, a 30-second ad is most suitable, as it provides complete information and has a moderate cost. Occasionally, a 15-second concise version can be paired with it and played repeatedly during off-peak hours to deepen the audience's impression.

The format uses a combination of narration and sound effects. It begins with the crisp sound of a can being opened to attract attention, then the narration introduces the product, and concludes with information on where to buy and contact information. I also arrange for a professional radio announcer to record the audio, ensuring clear sound quality and a friendly tone.

After discussing it for a while, the two finally settled on three advertising slogans, which they planned to play in rotation:

What's a good gift to give when visiting relatives and friends? Delicious canned yellow peaches are a must! Plump flesh and sweet syrup, a local specialty of Langfang!

Delicious yellow peaches, taste freshness in every bite! Premium peaches from Gu'an, crafted with care to make canned goods, available at department stores!

Homemade deliciousness, sweet and delicious taste! Good peaches make authentic canned goods, delicious taste, Langfang people's own good canned goods!
Looking at the three advertising slogans, Li Zhe smiled and said, "Section Chief Shao, your advertising slogans are so professional! They highlight the product's advantages and are also very relevant to the audience's needs. Thank you so much!"

As he spoke, he raised his glass, "Let me toast you, to thank you for going to so much trouble!"

Shao Jianbo also picked up his glass and clinked it with his: "No need to be so polite, we're all friends, helping each other out is only right!"

After a few drinks, Shao Jianbo became even more enthusiastic and helped Li Zhe analyze the product positioning and key communication points: "We need to identify our core audience. I think we can target three groups: first, housewives aged 25-50, who are responsible for household shopping and are most concerned about taste and cost-effectiveness."
Secondly, in families with children, parents like to use canned yellow peaches to coax their children, and the children also prefer sweet flavors.
Thirdly, residents of rural towns and villages, who face difficulties in transportation, prefer canned goods that can be stored for a longer period and also serve as convenient gifts when visiting relatives and friends.

He took a sip of tea and continued, "In terms of dissemination, I suggest we first concentrate the campaign for two weeks, covering weekday morning, noon and evening peak hours, and observe market feedback, such as the changes in store sales reported by you, and then adjust the schedule based on the feedback."

Additionally, I must remind you that you must coordinate your advertising with offline product placement to ensure that listeners can purchase the product after hearing the ad; otherwise, the advertising will be a waste of time.

Li Zhe listened with great interest, nodding occasionally, showing increasing appreciation for Shao Jianbo's professionalism. The atmosphere in the private room grew increasingly lively; the food on the table had gone cold, but the three men's enthusiasm for conversation remained undiminished...

(End of this chapter)