Chapter 341: Strategies at Vanke Center

Vanke Center, the coffee shop on the first floor of the park.

A gentle woman in her thirties walked in, and Liu Wenqin hurried to greet her.

After exchanging greetings, he brought her over to introduce to everyone:

“This is Mr. Wang’s secretary, Sister Cindy.”

“Hello everyone, I’m Chen Xin.”

Chen Xin wore a dark professional suit and frameless glasses, looking approachable and easygoing.

Vanke’s founder Wang Shi had several secretaries, and this Cindy Chen Xin mainly handled administrative coordination.

Tasks like arranging today’s meeting fell to her.

Liu Wenqin clearly knew Chen Xin well and helped introduce her to the others.

The most important ones were Xu Chen from East Morning Star Advertising and director Bao Jun Sen.

They exchanged business cards, and Chen Xin studied Xu Chen for a moment before smiling and saying:

“Our boss is waiting to meet President Xu…”

“But I didn’t expect President Xu to be so young and accomplished.”

Liu Wenqin: “Sister Cindy, I told you before, Teacher Xu Chen is very young.”

Chen Xin smiled warmly: “But not this young.”

…

Chen Xin led the group into the Vanke Center building.

The soaring elevator lobby looked impressively grand.

Chen Xin swiped her card to open the security door, and the group followed into the elevator hall.

Wu Feifei looked sweet and stayed close behind Xu Chen.

Chen Xin: “The boss is still in a meeting, so I’ll take you to the conference room first. You might have to wait a bit.”

Liu Wenqin: “That’s fine, we’ll wait.”

…

The elevator went straight to the 36th floor.

The entire floor was filled with large and small conference rooms.

Employees in meetings inside mostly wore shirts and suits.

In industries like finance and real estate, they tend to be formal; bigger companies usually require business attire or uniform suits.

In a way, real estate companies are a lot like financial firms.

After all, in the past decade of skyrocketing housing prices in China, the financial aspect of homes far outweighed their residential value.

Main conference room.

Pushing the door open, they faced wide floor-to-ceiling glass overlooking the sea of Dapeng Bay.

Faintly, they could see sailboats gliding slowly on the water.

The group couldn’t help but admire:

“This view is amazing!”

“Working here must be incredible!”

Xu Chen stayed quiet, thinking it wasn’t that impressive.

Great views get old eventually.

Even in a company with such scenery, facing disliked work and colleagues every day still makes you want to escape.

Creating a ‘high-end’ office environment is just a common corporate tactic.

But it doesn’t hide the office politics, stress, and exploitation underneath.

Many employees at flashy big companies live unhappy lives, constantly worn down.

…

…

Chen Xin had an administrative colleague bring some drinking water, then she stepped out.

The director’s team sat at the conference table, setting up computers and rehearsing the proposal content.

Xu Chen and Liu Wenqin chatted casually.

This Vincent from Taiwan had the refined politeness typical of Taiwanese men and was quite chatty.

On the Jeep project, Liu Wenqin and Xu Chen were solid partners, so they spoke openly without reservations.

Xu Chen looked young, but his expertise in ad creativity had already impressed Liu Wenqin.

After the Northwest trip and recent interactions, Liu Wenqin found this seemingly young mainland creative professional incredibly mature and adept in experience and dealings.

He was baffled on one hand but held even greater respect for ‘Young President Xu’ on the other.

…

Ten minutes later, someone knocked on the conference room door.

The door opened, and secretary Chen Xin entered first:

“Mr. Wang is here.”

Then, five or six people walked in, making quite a scene.

At the front was Vanke’s founder Wang Shi.

He wore a slightly bold smile, with a lean build that wasn’t particularly tall.

Unlike the others in formal wear, Mr. Wang sported a jacket and jeans, looking casual.

“Sorry to keep you waiting; I’m ten minutes late.”

Wang Shi said with a smile.

Liu Wenqin stepped forward and shook hands with Wang Shi.

Clearly, they knew each other well.

People from BBDO Tianlian, the director’s team, and East Morning Star Advertising in the room all stood up.

Many young folks were seeing a ‘business tycoon’ for the first time and felt a bit nervous.

Wu Feifei, who hadn’t entered the workforce yet, was no exception.

Xu Chen found it amusing.

In terms of overall influence, Wu Feifei’s father Wu Yongming was no less than any business tycoon.

In China’s environment, a mayor’s power far exceeds most people’s imagination.

Even some on the Forbes list might have to bow before a mayor.

…

Liu Wenqin introduced Xu Chen from East Morning Star Advertising and director Bao Jun Sen to Wang Shi.

When Xu Chen handed over his business card with both hands, Wang Shi looked surprised, then smiled and said:

“You’re indeed very young.”

Xu Chen just smiled politely and didn’t say more.

Once seated, another male secretary behind Wang Shi reminded:

“Everyone, please keep an eye on the time; Mr. Wang has several meetings this afternoon.”

With that, they got straight to today’s meeting.

Mainly, director Bao Jun Sen reported, still in his not-so-fluent Hong Kong accent.

The report covered the Jeep brand video, focusing on Wang Shi’s part as spokesperson, similar to Xie Bingran’s framework.

The first part was shooting still ads in the studio.

Xie Bingran mainly shot the Jeep Wrangler, while Wang Shi focused on the black Grand Cherokee for the ‘mature man’ vibe.

To accommodate the spokesperson, they’d set up a studio in Pengcheng, with local Jeep dealers providing the vehicles.

The second part was the video shoot from Western Sichuan to the Snow District.

Bao Jun Sen reported according to the script structure and outlined the full day’s shooting schedule.

The locations involving Wang Shi were mainly two: Shangri-La in Western Sichuan and Meili Snow Mountain, plus Mila Pass around LS in the Snow District.

Some extra adventure scenes would be handled by stunt performers, so Wang Shi wouldn’t need to participate.

The report went smoothly overall; Wang Shi raised a few questions about the itinerary but didn’t object much.

Director Bao Jun Sen wrapped up the full script and shooting plan in about half an hour.

The last PPT slide showed the overall shooting plan table.

The rightmost column was the ad copy for this promo.

Wang Shi tapped his fingers on the table, seeming to think, then asked:

“Is this ad copy really written by President Xu Chen?”

Before Xu Chen could speak, Liu Wenqin smiled and said:

“It’s definitely from Teacher Xu Chen’s hand; that’s for sure.”

Wang Shi looked at Xu Chen:

“Sorry, I just find it hard to believe.”

“This copy has deep insights and really captures the inner feelings of someone like me, a so-called mature man…”

“I take the Jeep ad collaboration seriously. I showed this copy to a few friends, and they all found it moving.”

“I can’t understand how someone as young as Teacher Xu Chen could write something so impactful.”

Most people in the room, including the BBDO and director teams, had seen Xu Chen’s proposal and knew it was his work.

Wu Feifei was seeing this scheme for the first time and learning it was Xu Chen’s creation; it blew her mind again.

She didn’t understand ad creativity much, but from the director’s report, she thought this promo was cool, professional, and had a big-movie feel.

“I can’t believe Xu Chen created it?”

“What else is he hiding?”

…

For Wang Shi’s question, Xu Chen needed to give a straightforward answer:

“This scheme is indeed from me…”

“For ad creators, empathy and insight are core skills.”

“In a way, creators are like actors, needing to step into different roles.”

“Facing various customer groups, products, and brands, we must insight into the feelings of users from different backgrounds and mindsets.”

“Only then can we make ads for different product categories…”

Xu Chen kept it brief without elaborating too much.

Wang Shi got the point, smiled, and nodded slightly:

“Looks like advertising is tough; it really takes talent.”

“By the way, Vanke has a promo project; I’d like President Xu to help with some ideas later.”

Xu Chen: “Mr. Wang, you’re too kind. I’m honored to assist.”

Sure enough, Vanke had a project waiting for Xu Chen.

It was worth the early flight over.

…

The shooting scheme report ended smoothly overall.

One of Wang Shi’s secretaries stayed to confirm shooting details with the director’s team.

They also needed to finalize Wang Shi’s shooting schedule.

Wang Shi invited ‘Young President Xu’ to his office for a detailed talk.

East Morning Star Advertising’s Wu Feifei naturally came along.

…

38th floor.

Wang Shi’s office wasn’t as vast or luxurious as expected.

But the sea view outside the floor-to-ceiling glass was refreshing.

Xu Chen and Wu Feifei sat on the sofa as the secretary brewed tea.

Wang Shi sat down with his cup, smiling:

“Let’s get to the point.”

He waved back, and a male secretary brought over a notebook.

“This is Zhou Kai; he’ll handle the project details.”

Zhou Kai looked refined and politely greeted Xu Chen.

Wang Shi continued:

“I don’t get involved in specific projects much, but this one for Vanke is crucial.”

“It’s the benchmark luxury villa project for the next decade.”

“But I’m not satisfied with the current ad packaging schemes…”

“I really appreciate the ad you did for Jeep, President Xu.”

“The ‘user insight’ you mentioned should align with our villa project’s target users, so I want you to take a look.”

“Of course, if you’re interested, let’s discuss it as a formal business collaboration.”

Xu Chen: “No problem. East Morning Star Advertising would be honored to work with Vanke.”

“Why don’t you show me the project first, and we can figure out how to move forward?”

Wang Shi smiled and waved to Zhou Kai nearby.

Zhou Kai jumped in:

“Let me introduce the project to you, President Xu!”

He opened the document on his computer and briefly explained it to Xu Chen.

When Xu Chen saw the project name on the computer, he smiled inwardly.

“Rancho Santa Fe” is Vanke’s iconic high-end villa project.

In a past life, the “Rancho Santa Fe” ads were classic cases in the industry.

The creator was a famous mainland ad expert known as the ‘Group Leader’.

Lines like ‘Without a certain stature, it’s not fit for such subtlety’ influenced domestic real estate ads deeply.

Later, many luxury estates copied the “Rancho Santa Fe” style…

Seeing it was “Rancho Santa Fe,” Xu Chen felt confident.

Wang Shi said there were no approved schemes yet, so probably the ‘Group Leader’ hadn’t gotten involved, giving Xu Chen a chance to step in.

To be safe, he’d verify later.

Secretary Zhou Kai flipped through the documents, giving Xu Chen a simple overview.

“Rancho Santa Fe” draws from a town in Southern California, USA.

It’s called America’s wealthiest town, home to top tycoons like Bill Gates.

Vanke’s “Rancho Santa Fe” luxury villas blend Southern California’s rich culture and architecture, aiming for a subtle yet luxurious lifestyle…

The first phase is under construction in Shanghai, launching in Pengcheng next year, then rolling out to major cities nationwide.

…

After Zhou Kai’s overview, Wang Shi spoke again:

“I’m unhappy with the project’s marketing team.”

“This project should be Vanke’s flagship, but their promo schemes are so ordinary.”

“Villas are luxury items.”

“They must have style…”

“I tried explaining to the team, but they don’t get what I mean by ‘style,’ and I can’t explain it well.”

“But seeing the scheme you wrote for Jeep, Teacher Xu Chen, I got it instantly.”

“That’s the style I want!”

“A style that resonates emotionally and spiritually with our target users.”

Wang Shi frowned and paced:

“The challenge is, ‘Rancho Santa Fe’ targets true tycoons and successes.”

“Our houses sell for tens of millions; buyers have at least that in assets.”

“It’s hard to insight into such a group.”

“Young ad folks usually can’t grasp their mindset…”

“That’s the biggest issue.”

He looked at Xu Chen:

“We’ve tried several planning firms, and their schemes are terrible.”

“Including Vincent Liu Wenqin’s team…”

“None satisfy me.”

“So, I want to see if you can find a new breakthrough, Teacher Xu Chen.”

Xu Chen didn’t rush to agree but asked:

“Can I see the current ad schemes?”

Zhou Kai glanced at Wang Shi instead of opening the documents right away.

Wang Shi waved:

“Show Teacher Xu Chen; it’s all ordinary, tacky stuff.”

“I didn’t like any of it.”

“I showed friends, and they said the same.”

“Such ads won’t elevate ‘Rancho Santa Fe’s’ image.”

Zhou Kai opened the computer and laid out the proposals from several ad firms in front of Xu Chen.

Xu Chen skimmed through and understood.

Indeed, there was BBDO Tianlian Advertising’s scheme, plus others from big 4A firms like Ogilvy and Shengshi Great Wall.

And none from the ‘Group Leader,’ so Xu Chen relaxed and decided to go for it.

Xu Chen browsed the documents, feeling they were subpar.

Just typical real estate packaging—tacky, as Wang Shi said.

It’s tough for young ad pros earning modest salaries to imagine the world of billionaires; there’s a natural disconnect.

The copy in the schemes felt awkward:

“Hidden in the city…”

“Above the great city, concealing achievements and fame…”

“A lifetime treasure, rarest villa…”

“For the elite few…”

…

After skimming, Xu Chen said:

“East Morning Star Advertising can come up with a concept scheme for the project team to review.”

Wang Shi smiled:

“Don’t show the project team; they’re unreliable!”

“Just show me!”