Chapter 351: Advertising Ambitions

Noon at East Morning Star Advertising.

They had just wrapped up the Kunlunshan Mineral Water conference call when Sun Aimi spoke up:

“Boss, I’ve put together a few proposal drafts for Vanke. Take a look and pick one!”

Xu Chen: “Sure!”

At her workstation, Sun Aimi opened several documents on the computer.

“I’ve created five visual styles. They’re pretty different from each other.

Boss, check them out…”

Xu Chen took the mouse and scrolled through them carefully:

“Aimi, why did you make so many?

We’re just doing the initial pitch with Wang Shi. We’ll only dive into the real creative stage after that…”

Sun Aimi adjusted her round glasses and said seriously:

“It’s mainly because of your creative copy, Boss…

I love it so much that I feel like I have to do it justice. Otherwise, I’d be letting these words down.”

Vanke’s ‘Rancho Santa Fe’ campaign was already a big hit in Xu Chen’s past life in the advertising world.

It shaped the direction of domestic real estate ads and became one of the classic examples.

Now, Xu Chen was pulling this out early, essentially shaking up the real estate ad scene ahead of time.

As a creative professional, it’s no surprise Sun Aimi was moved by it.

Though targeted at top-tier wealthy clients, the ideas resonate universally—anyone can relate.

This was a set of seven flat layouts, centered on thematic copy.

The most famous part was these seven headlines:

[Without a certain height, it’s not worth being this low-key.]

[Once you’re used to red carpets, you dream of cobblestone paths.]

[Leading trends all life, it’s rare to just go with the flow.]

[Can’t see the flash? That’s exactly where the value lies.]

[No CEOs here, just neighbors.]

[It’s the imperfections that make it perfect.]

[That rugged charm is worth savoring.]

…

Especially the first few lines—they deeply capture and describe the mindset of elite tycoons.

They naturally and stylishly express that sense of superiority.

In 2006, this creative approach was groundbreaking in China’s real estate ad scene.

No wonder it became a hot topic once launched.

For years afterward, imitators popped up everywhere, making ‘heartfelt’ copy a key benchmark for clients.

…

After reviewing Sun Aimi’s creative directions, Xu Chen settled on a ‘minimalist and upscale’ one.

“This is the one!

Don’t go overboard with flair. The wealthy chase style above all.

The classiest luxury hides in simple designs.”

Sun Aimi nodded:

“I like this direction too.

I’ll tweak it tonight and send it over tomorrow, Boss.”

Xu Chen thought for a moment: “Once it’s done, print it out at the copy shop downstairs.

We’re pitching to Wang Shi during the shoot break, so having hard copies will be easier.”

Sun Aimi: “Got it, Boss. No problem!”

Xu Chen: “We’ll reach Sichuan West tomorrow night and hit the highlands the day after.

Do you have the gear like assault jackets and down coats?”

Sun Aimi: “All sorted.

Feifei and I picked them up the night before last.”

Xu Chen smiled: “Great!”

Truth be told, Xu Chen wasn’t thrilled about shooting in the snowy region.

It was just too grueling.

Work trips aren’t like vacations—you’re dealing with travel hassles and altitude sickness on top of everything.

But after pocketing nearly 2.5 million in project fees from Jeep, he had to step up.

…

As Xu Chen was about to leave, Gu Xinxi came over to update him.

“The Yichun project is all set with Director Lou Ting and Teacher Fang Jun.

We’ll push through the service contract this week. Fang Jun’s side is handling the legal stuff, and it’ll go to Lou for review today.”

Xu Chen pondered and added:

“Make sure to loop in Jiao Tianbo on this project, especially for communications—he can help out.

But for the actual outputs, like event plans or press strategies, you handle that yourself.

Let him contribute, but double-check everything he provides.”

Xu Chen still had doubts about ‘the scholar guy’s’ skills.

He was just a first-year student with no real-world experience yet.

This was a formal commercial deal, so East Morning Star Advertising’s reputation mattered.

Gu Xinxi got the hint and smiled:

“Don’t worry, Boss. I understand!”

…

…

In the afternoon break, Xu Chen got a call from Director Feng Siliang.

Feng was as warm as ever, checking in on Xu Chen’s work and life.

He also asked about Xie Bingran.

On top of that, Feng mentioned something Wu Feifei had brought up before:

“The city plans to set up a special scholarship in Xie Bingran’s name.

It’s for outstanding sports students in Tiancheng…

The Education Bureau and Sports Bureau are leading it, and our Publicity Department will help out.

Xie Bingran probably doesn’t know yet. I figure they’ll go through the Sports Bureau to discuss it with her.

Likely after the Asian Games…

She’ll need to come back to the province for events then.

The city leaders want to announce the ‘Xie Bingran Scholarship’ and have her join some activities and promotions in Tiancheng…

I might need your help with that, Xu Chen.”

Xu Chen: “No problem, Director Feng!

I’ll do whatever I can to support…

But for Xie Bingran’s public schedule, we should go through the National Team officially.

I’m close to her, but all her appearances are managed by the team and the General Bureau.”

Feng Siliang: “Understood! I’ll coordinate with the Sports Bureau…”

The city was clearly looking to ride Xie Bingran’s wave of popularity to boost Tiancheng.

It was the same vibe as Yichun’s goals.

With Xie Bingran from Tiancheng, they had every reason to promote it.

Xu Chen and Feng Siliang chatted a bit more before getting to the main point.

It was about launching ‘Chenfeng Ice Power’ and leveraging Feng for local media exposure.

“Leave it to me, Young President Xu!

We’re short a feature plan in our department this quarter.

We’ll tie it to the launch of Tiancheng’s star tech firm, Chenfeng Technology…

I can connect you with city TV and newspapers!”

Xu Chen: “That’s fantastic—thanks so much, Director Feng!”

Feng Siliang: “Don’t mention it; it’s my job.

We’ve been focusing on economic promotion in meetings lately.

‘Chenfeng Ice Power’s launch is a key milestone…”

Feng Siliang knew how to talk the talk in official circles, laying it on thick before asking:

“You’re still in Shanghai, right? Give me a contact at Chenfeng Technology…

I’ll reach out first and see about scheduling some media visits to your site!”

Xu Chen: “Appreciate it, Director Feng. I’ll have our market channels director, Guo Liang, touch base with you this afternoon!”

Feng Siliang: “Perfect, I’m free all afternoon!”

…

After hanging up, Xu Chen messaged Guo Liang to sync him on the details.

He quickly got a reply from Guo Liang:

[On it, Young President Xu! I’ll contact Director Feng right away.]

…

…

…

That evening after class, Xu Chen finally connected with Nie Fei on the phone.

Fei Jie was on a business trip, visiting suppliers all day, and only now had a moment.

Xu Chen got straight to the point, updating her on yesterday’s interviews with Jiang Yuze and Sun Lingfeng.

“Fei Jie, you’ve already vetted them, and they’re both solid…”

“They each have their strengths. Jiang Yuze is more well-rounded but might not know Taobao resources as well.

Sun Lingfeng comes from Taobao, so his connections are strong, though his overall skills are a bit lacking…”

“If we’re just focusing on getting ‘Ran Bing Sports’ online sales off the ground, either could handle it…”

Nie Fei laughed: “So, who’s your pick?”

Xu Chen hesitated: “Tough choice…

That’s why you passed the buck to me, right?”

Nie Fei: “I’m torn too.”

Xu Chen: “Can we bring both on board without blowing the HR budget?

And would they get along?

We only need one lead right now.”

The implication was one would be the boss and the other the subordinate.

That could stir up resentment for the one taking the lower role…

Nie Fei paused before saying:

“I’m thinking the same.

Budget-wise, it’s doable—Sun Lingfeng’s base salary isn’t high.

The issue is putting him under Jiang Yuze; he might push back.

It’s not what we discussed initially.”

Xu Chen: “Sun Lingfeng knows Taobao inside out and gets things done, but his growth potential is limited…

As ‘Ran Bing Sports’ expands, he might not cut it as a lead.”

From yesterday’s interviews, even with just half an hour each, Xu Chen had a clear read.

You can spot someone’s abilities and potential pretty quickly.

In his past life, Xu Chen managed teams of over twenty in big internet firms, so he knew how to judge people.

Jiang Yuze was straightforward, even a bit blunt—edged toward offending Xu Chen yesterday—but his skills were solid.

As a boss, Xu Chen focused on value and growth.

From that angle, Jiang Yuze was a gem for ‘Ran Bing Sports’ with real potential to lead.

Sun Lingfeng had the resources but was more of an executor; stepping up would take a lot out of him.

Xu Chen had already sized up Sun Aimi and Gu Xinxi too.

Those two had great potential and could soon run things on their own.

His plan was to get the business solid with them, then build teams under them.

That way, he could step back and enjoy a lighter boss life.

…

Nie Fei thought it over and said:

“We’re on the same page.

If we have to pick one, Jiang Yuze fits better.

We’re a small operation, so we need top talent with room to grow…

I’ll handle talking to Sun Lingfeng.

If we can hire both, it’ll ease up the Taobao channel management at least.”

Xu Chen: “Sounds good—thanks for the extra work, Fei Jie!”

Nie Fei: “It’s all part of the job; no need to be formal.”

Xu Chen smiled: “How’s the trip going?”

Nie Fei: “I’m in Jiangsu Province now…

This TPU foam cotton is a new tech from Harbin Institute of Technology’s materials science.

It’s exclusive right now and hasn’t been used in any mass-produced shoes.

It’s the best option among the suppliers I’ve checked.

Incorporating it into ‘Ran Bing 001’s midsole would give us a strong edge.”

Xu Chen: “That sounds promising!”

Nie Fei: “But there’s a catch…

Nike and Li Ning are talking to them too.

I have a meeting with their boss tomorrow.

Our leverage is limited…

Even with a good offer, they’ll weigh our order volume.

‘Ran Bing Sports’ can’t commit much there.

Nike and Li Ning have the sales projections to negotiate harder.”

Xu Chen: “If it’s a game-changer, we need to find a way. Any chance to seal the deal?”

Nie Fei: “Exactly.

Exclusive rights are probably off the table.

I hope Nike or Li Ning don’t lock it down. That way, we might snag some orders…

I’ll discuss it tomorrow and update you if there’s progress.

No need to stress— we’ve got two other suppliers as backups. Their materials aren’t as competitive, but they’re solid.”

Xu Chen: “Alright!”

He thought for a second and asked:

“Is that ‘Deputy Zhou Junjun’ with you?”

Zhou Junjun was the deputy from Fujian Province’s Lifeng Footwear factory, where Xu Zhiquan had invested.

Nie Fei brought him on for product development and production at ‘Ran Bing Sports’.

Nie Fei: “Yeah, he’s here.

But he’s in the factory lab right now, checking out material demos.

We’ll head to Shanghai next week, and I’ll introduce him to you then.”

Xu Chen: “Looking forward to it!”

Nie Fei remembered something else:

“Oh, and big news—the British design firm, Pearl Cat, is on board tentatively.

I scheduled a call for next Wednesday to align on needs.

It’s in the evening because of the time difference.”

Xu Chen: “No issue. Just tell Gu Xinxi, and she’ll set it up.

I’ll think through the design requirements in the next couple of days.”

Nie Fei: “Good…

Zhou Junjun and I have been discussing it too.

Once I’m back from this trip, we’ll have an internal meeting first.”

“Perfect.”