Chapter 98: Building a New Brand

They canceled the order. Then we’ll figure out how to build our own brand!

Xu Hongfei turned around slowly.

You have to hand it to the old veteran—even after a crushing defeat, Xu Hongfei’s presence remained undiminished.

“Build our own brand?”

Xu Chen was taken aback.

“Exactly. Since someone is deliberately targeting the Xu Family and we won’t find a new partner anytime soon, why not hire a designer to run our own brand?”

“We’re already well-established in clothing production and other areas.”

Xu Hongfei slowly sank into the sofa.

This contract factory for clothing hadn’t even caught his eye before. It was merely a parting gift—a project promised to local authorities during an inspection trip to New Country. Who would have thought that the Xu Family would be left with only this factory?

“Dad, that might be true, but we have no sales channels! Even if we design attractive clothes, promoting them will be a major issue.

New Country may have a small population, but they value brands! With our current funds, we can’t even afford a second-tier celebrity to endorse us. Building the brand will be extremely challenging.”

Xu Chen hesitated.

“So, do we have any other options?”

Xu Hongfei glanced at Xu Chen. “Well…”

Xu Chen fell silent.

“No channels? Then we must expand our reach. How about tapping into the Long Kingdom market? With over two billion people, there’s bound to be opportunities!”

Xu Hongfei fixed his stare on Xu Chen.

Although Xu Chen had managed the business for years, he had never truly experienced the hardships of entrepreneurship—he lacked the grit and determination.

“Then let’s start with New Country. If that doesn’t work, I’ll head to Long Kingdom to develop the market. We’ll eventually have to go back there anyway! And if we can’t secure a top-tier celebrity, we’ll settle for a seventh or eighth-tier one.”

After a long silence, Xu Chen finally spoke.

Reluctantly, he accepted his father’s decision; perhaps this was the only feasible route for the Xu Family right now.

“By the way, how’s Old Six doing in Long Kingdom?”

The room fell silent again. After a while, Xu Hongfei replied,

“Old Six teamed up with a tourism company over in the desert and has been working on several ancient architecture projects, which have been drawing some attention.”

At the mention of Old Six, Xu Chen quickly interjected.

Despite their abrupt departure last time, as family, he couldn’t completely lose track of Xu Hao. Even after settling in New Country, Xu Chen still watched Xu Hao’s live streams on short-video platforms.

“Ancient architecture? He’s into that?”

Xu Hongfei was taken aback.

“Probably just tinkering around like he used to. But now it seems he’s made a mark in that field. The tourism company provided the funds and materials, and Old Six handled the construction.

Judging by the scale of the project, the company has already invested heavily in the desert. They do have some clout. However, it remains unclear whether he’s their contracted host or if he receives a fixed fee.

In any case,

with the bonus he earned from his desert challenge, his life is probably much better than before!

Xu Chen remarked.

“Not bad at all!”

Xu Hongfei nodded, his expression noticeably more relaxed than moments before.

“But just a couple of days ago, the company you bought that desert property for Old Six was deregistered. It’s very likely that Old Six transferred the desert plot to that tourism company. Who knows how much he made from it?”

After a pause, Xu Chen added.

“The day before yesterday, I got curious and looked up some information online, only to find that the company had been deregistered.”

While others might not grasp his father’s careful intentions, he understood them perfectly.

“At the time, Dad sensed something was off with the overseas situation and seized the opportunity to buy a desert plot for Xu Hao—because no one pays attention to the desert. If he had bought another asset, Xu Hao probably couldn’t have controlled the finances.”

“But who would have thought? That desert plot ended up being resold.”

“So now, don’t we have money in hand? And yet, he still sold the desert?”

Xu Hongfei frowned.

“Probably got carried away with dreams of making his own martial arts film. He joined that wilderness survival challenge just to raise funds for it. I guess this time, he’ll have to throw all his cash into it!”

Xu Chen managed a wry smile.

He knew all too well his little brother’s stubborn determination—a relentless drive that few could match.

“Fine, let him sell it. Money is secondary as long as he’s happy. When you go back to Long Kingdom to develop the market, be sure to check on him.”

After a long while, Xu Hongfei spoke again.

“Absolutely. So, should I go find a designer tomorrow?”

Xu Chen nodded.

“No need for Dad to remind him. Once we’re in Long Kingdom, he’ll definitely meet Xu Hao. And if Xu Hao really burns through all his cash, at least he can still receive some support for living expenses!”

“Alright, then—let’s get moving!”

Moonset, sunrise.

A new day dawned in the Tengli Desert. In front of the guesthouse at Oasis 1, Li Jue, Liu Shan, and about forty others with their luggage headed toward the wooden boardwalk. Xu Hao was among them.

“Dean, aren’t you staying a few more days?”

As they walked, Xu Hao remarked.

“Heh, I’d love to stay, but all of our core staff at the Ancient Architecture Institute are here. What about those in Yan City?”

Li Jue chuckled.

After a brief pause, Li Jue continued,

“By the way, Xiao Xu, do you have any other ancient architecture projects on your side? If you’re short on manpower, I can send two of our key people over. That way, I can lend a hand and maybe learn a thing or two from our top researcher!”

“At the moment, none! But if you ever need extra help, I’ll be sure to call you!”

Xu Hao shook his head slightly.

“Hmm? Xiao Xu, is Mingsha Tourism not building guesthouses and unique ancient projects anymore? The trending news may’ve been off, but it brought a lot of buzz here. You should ride that wave while it lasts.”

Nearby, Liu Shan couldn’t help but feel curious as he listened.

“They’re about to shoot a TV series. Once that wraps up, they’ll probably kick off a new project.”

Xu Hao smiled.

“A TV series? At Tengwang Pavilion?”

Everyone was momentarily stunned—especially Li Jue, who suddenly remembered that Xu Hao was also a director.

“No, Tengwang Pavilion is in Qixia Town.”

Xu Hao pointed in the opposite direction.

The atmosphere at the Ancient Architecture Institute was excellent. Besides, there was an agreement: whether it was his investment or another role, as long as it didn’t interfere with the Institute’s work, there was no need to hide anything.

“That’s promising. When the series is finished, you must check out Xiao Xu’s big production! It’s hard to believe our top researcher at the Institute could direct a TV series!”

“It’s a pity we have to go back. Otherwise, I’d love to have a role in your film—I’ve never experienced acting before.”

Li Jue laughed.

“Actually, it’s no grand production at all—just a commercial for Qixia Town. And if you really want to act, I’ll save you the leading man’s role!”

Xu Hao joined in with a light-hearted joke.