Chapter 483: The Big Pitch

Old Xu said it was just a casual bite, but he still ordered a massive table full of delicious dishes.

Sun Aimi and Gu Xinxi felt a bit reserved around President Xu, but Old Xu had a warm way about him, and in this dining setting, his easy chat quickly lightened the mood.

Xu Chen and his two companions were worn out from the long journey and starving, so with Old Xu’s hearty choices on the table, Xu Chen dug in with gusto.

Xu Zhiquan opened a bottle of wine and shared toasts with Guo Liang as they drank.

Xu Chen glanced at Guo Liang and asked:

“General Manager Guo, didn’t you bring two colleagues?”

Guo Liang replied, “They went back to rest; we’ve got them running market visits tomorrow morning.”

Xu Zhiquan raised his glass in a toast to Xu Chen, Sun Aimi, and Gu Xinxi:

“Thanks for coming all this way to help with this matter.”

Sun Aimi and Gu Xinxi quickly lifted their teacups, holding them low as they clinked with President Xu.

Xu Chen also raised his glass: “It’s an honor to serve you, President Xu!”

Throughout the meal, Xu Zhiquan didn’t ask a thing about the proposal they were presenting tomorrow.

Not even about their confidence or how preparations were going.

Xu Chen knew deep down that this deal was crucial for Chenfeng Technology, or else Old Xu wouldn’t have come to Beijing himself.

Xu Zhiquan acted casual and didn’t probe, clearly not wanting to pile pressure on his son and the two young women.

Of course, it also showed his complete trust and faith in his son.

The meal didn’t drag on; it was late, and they had an early start tomorrow.

Guo Liang called a driver to take them all back to the hotel.

After checking in, Xu Chen freshened up in his room, then headed to his father Xu Zhiquan’s room.

Stepping inside, smoke filled the air—sure enough, Old Xu and Guo Liang were still discussing business.

Seeing Xu Chen enter, Guo Liang stood up and pulled out a chair for him.

Xu Zhiquan exhaled a puff of smoke:

“Perfect timing. We’ve asked about the Red Star situation and wanted to fill you in.”

Xu Chen sat in the chair and grabbed a bottle of mineral water from the table to drink.

Xu Zhiquan took another drag and continued:

“Tomorrow at Red Star, we’re meeting Meng Huiyang. He’s the one Jiang Huaqin from Datuo Car Dealership wants to connect with.”

Meng Huiyang’s father-in-law is a leader at the State-owned Assets Commission, and his own family has connections, which is why he married into that circle.”

As Meng Huiyang serves as director at Red Star, he’s on track for a vice president role, with a bright future ahead.”

“If East Morning Star Advertising lands this project, it could turn into a long-term gig.”

Xu Chen replied, “Sounds great. East Morning Star Advertising doesn’t have any liquor clients yet, so this would open a new business line.”

Xu Zhiquan said, “I don’t know much about advertising, but Guo Liang checked into the bidding details.”

He glanced at Guo Liang.

Guo Liang nodded and spoke:

“Meng Huiyang just took over the product marketing for Red Star Erguotou and wants to make an impact.”

“His main push is making the brand more youthful.”

“Besides sales moves, that’s where advertising comes in—this project.”

“They’ve consulted several domestic firms and teams, like Guangdong Advertising, Ye’s Advertising, Sichuan-Shu Strategy Experts, and even the foreign Ogilvy in Beijing.”

“None of their proposals satisfied Meng Huiyang.”

“They’re interested in East Morning Star Advertising mainly because of our experience with Jiaduobao and Kunlun Mountain categories, and Meng Huiyang really liked the Jeep and Vanke ads that you did, Young Xu Chen.”

Xu Chen thought it over, especially about those other agencies involved, and formed a rough idea.

“First off, for a client like Red Star Erguotou, foreign firms like Ogilvy are tough to work with.”

“Their creative logic just doesn’t mesh with domestic liquor clients.”

“As for Guangdong Advertising, Ye’s Advertising, and Strategy Experts, even without seeing their plans, I can guess their styles.”

Xu Chen was very confident in their “One Word Can’t Express It” proposal.

“With years of industry experience from my past life, it’s not just rational judgment—there’s some intuition too.”

Xu Chen paused, then added:

“Will Jiang Huaqin from Datuo Car Dealership be there tomorrow?”

Xu Zhiquan nodded as he smoked:

“East Morning Star Advertising is basically Jiang Huaqin’s recommendation to Meng Huiyang.”

“He’s using this to get closer to Meng Huiyang.”

He smiled and went on, “So even if we don’t win the project, Jiang Huaqin will owe us a favor.”

This was his way of easing pressure on his son.

Xu Chen asked, “Anything I should watch for when dealing with Jiang Huaqin tomorrow?”

Xu Zhiquan replied, “Nothing special; I’ll handle that side.”

“You just focus on nailing the project presentation.”

Xu Chen nodded.

Guo Liang added, “Jiang Huaqin is staying at this hotel too. We’ll introduce you over breakfast tomorrow morning.”

Xu Chen said, “No problem.”

Early the next morning, Xu Chen, Sun Aimi, and Gu Xinxi headed to the breakfast buffet and grabbed a table by the window.

A burst of hearty laughter echoed as Xu Zhiquan walked in.

With him came four people: besides Xu Zhiquan and Guo Liang, there was a middle-aged man and a young woman.

No guesswork needed—that middle-aged man was Jiang Huaqin, the boss behind Datuo Car Dealership.

Xu Chen and his team stood up; Xu Zhiquan smiled warmly and introduced everyone as they sat.

“This is my son, Xu Chen.”

“Xu Chen, this is General Manager Jiang.”

Xu Chen greeted him politely, bowing slightly and shaking hands with both.

Jiang Huaqin wasn’t tall, with a gentle face, but he carried an air of quiet authority.

As he shook Xu Chen’s hand, he studied him closely, then turned to Xu Zhiquan:

“What a talented young man! So impressive!”

“I envy you, President Xu—my own son doesn’t measure up to your boy.”

Xu Zhiquan quickly demurred:

“You’re too kind, General Manager Jiang.”

“We’re just hardworking folks; Xu Chen started his career young out of necessity…”

They exchanged pleasantries and sat down, introducing the rest.

Xu Chen introduced Sun Aimi and Gu Xinxi from East Morning Star Advertising.

On Jiang Huaqin’s side was his assistant, Wei Xinyao, who looked sharp and professional.

A middle-aged boss with a young, attractive female secretary often sparks curiosity.

For instance, Wang Shi from Vanke always brought Zhou Kai and kept male assistants close.

But Jiang Huaqin seemed completely at ease with it…

Breakfast was straightforward.

Jiang Huaqin mostly chatted with Xu Zhiquan.

Guo Liang and Wei Xinyao chimed in with light banter.

Xu Chen listened quietly, only joining in when the talk turned his way.

The conversation stayed casual, avoiding work topics like the electric bike business or the upcoming Red Star meeting.

Still, Xu Chen picked up some relevant info.

Earlier, Xu Zhiquan had recommended East Morning Star Advertising to Jiang Huaqin, who passed it to Meng Huiyang after reviewing the materials.

Jiang Huaqin hadn’t expected much, but Meng Huiyang was intrigued, which surprised him.

Only recently did Jiang Huaqin learn that East Morning Star Advertising’s boss was Xu Zhiquan’s very young son.

Xu Chen could tell this made Jiang Huaqin a bit uneasy.

Could such a young person handle a project that stumped bigger agencies?!

But since Meng Huiyang had already engaged with East Morning Star Advertising and held a project call, Jiang Huaqin didn’t interfere…

As they finished breakfast and headed out, Jiang Huaqin shook Xu Chen’s hand again, smiling:

“Thanks for the hard work on this, Young Xu Chen!”

Xu Chen replied politely:

“It’s our team’s honor to help you, General Manager Jiang. We’ll give it everything we’ve got!”

Jiang Huaqin smiled kindly and said no more.

As they went downstairs, Guo Liang mentioned:

“Not sure if we can set up lunch with Meng Huiyang today.”

Jiang Huaqin waved it off:

“I’d love to treat him, but Meng Huiyang is swamped—I can hardly get him to meet.”

“Red Star Tower” was a modest building, about ten stories of simple design, fitting for a state-owned distillery.

Wei Xinyao made a call, and they headed up.

A woman in her thirties from Red Star Spirits greeted them with a professional smile: “Hello, leaders. I’m Meng Huiyang’s subordinate, Xia Mengxiang from the Marketing Department.”

Without further introductions, Xia Mengxiang led them inside: “Let’s go to the meeting room; Meng Huiyang will be right there.”

Jiang Huaqin nodded with a smile, but his eyes flashed with eagerness at the mention of “Meng Huiyang.”

This showed he had real stakes with Meng Huiyang, enough to feel tense.

As a big boss, though, he quickly regained his calm, friendly demeanor.

Now it wasn’t Xu Zhiquan’s show, so he and Guo Liang quietly followed.

In the main conference room.

They sat and waited; Jiang Huaqin took the front seat and had Xu Chen sit next to him—a deliberate choice.

A couple of minutes later, Xia Mengxiang opened the door, and five or six people entered. Jiang Huaqin jumped up with a big smile.

“Meng Huiyang, great to see you!”

He enthusiastically shook hands with Meng Huiyang.

Meng Huiyang looked under forty, full of energy, with a sharp, no-nonsense face.

He returned the greeting politely despite the warmth.

After a quick chat, Jiang Huaqin started introductions, focusing on Young Xu Chen from East Morning Star Advertising.

Xu Chen stepped forward, bowed slightly, and shook Meng Huiyang’s hand: “Hello, Meng Huiyang. Just call me Xu Chen.”

Meng Huiyang raised an eyebrow: “President Xu… you’re so young?”

Xu Chen, used to the question, just smiled politely.

Jiang Huaqin felt a flicker of awkwardness and worry but chimed in: “Youth is an asset! And for creative work like advertising, young minds are sharper!”

Meng Huiyang nodded with a smile: “I’ve seen East Morning Star Advertising’s work—the Jeep and Vanke ads were memorable…”

His words carried a hint of probing.

Xu Chen got the cue and replied: “Thank you for the recognition, Meng Huiyang. Those pieces were all my doing.”

This was him owning it outright.

In this situation, modesty wouldn’t help.

Meng Huiyang paused, a mix of surprise and approval crossing his face:

“Then I’m even more excited for your proposal today.”

Meng Huiyang and his team sat across, and after brief small talk, they dove into the main topic.

Sun Aimi hooked up the computer to the screen.

During the setup, Jiang Huaqin kept a polite smile but glanced at Xu Chen, feeling uneasy inside.

He was more nervous about this pitch than Xu Zhiquan or Xu Chen—after all, he recommended East Morning Star Advertising and hoped to build ties with Meng Huiyang through it…

Xu Chen stayed composed and began: “Honestly, Red Star’s project is a tough one.”

“Making the Red Star Erguotou brand youthful and appealing to younger users hides a massive pitfall that’s hard to avoid.”

This was his strategy to grab attention right away.

It hooked the clients instantly.

Sure enough, mentioning a “massive pitfall” made Meng Huiyang and his Red Star team perk up, curiosity piqued.

Xu Chen went on: “Red Star Erguotou’s core customers are still middle-aged and older men.”

“If we push too hard for younger appeal, will it turn off the loyal older crowd?”

“Jumping into ads that scream youth and energy—will they think, ‘This isn’t the Red Star I know; why all this young stuff?'”

This logic was the heart of the strategy he’d shared with Sun Aimi back at the office.

It was the key that shaped their whole approach.

As Xu Chen finished, Jiang Huaqin looked startled, his worry deepening.

He didn’t get advertising, but it seemed like Xu Chen was challenging Meng Huiyang’s youth strategy—the one Meng pushed.

Was this a direct hit to the client’s ideas?

Jiang Huaqin shifted uncomfortably, tempted to interrupt…

Xu Zhiquan sat in the back, steady as a rock.

He might not understand advertising, but seeing his son’s confident delivery, he knew it was solid…

Across the table, Meng Huiyang’s expression turned serious, fully engaged.

In fact, Xu Chen’s words hit right on Meng Huiyang’s hidden concerns.

Meanwhile, the younger staff behind Meng Huiyang whispered among themselves:

“This agency’s onto something, just like Meng Huiyang analyzed…”

“Yeah, that core risk—the other firms missed it completely until Meng pointed it out.”

“Who knew this Xu Chen was so sharp at such a young age?”

Indeed, the reason previous proposals failed was exactly what Xu Chen highlighted.

Ogilvy, Guangdong Advertising, Strategy Experts…

They came up with creative, youthful ideas, but the problem was they might alienate the conservative older users.

Xu Chen noted the reactions, especially from Meng Huiyang, and felt confident.

He continued: “The key to success is balance.”

“We need to attract young people while still resonating with middle-aged and older consumers…”

Xu Chen paused deliberately—this was building strategic agreement.

Meng Huiyang nodded but asked: “How do we balance that?”

“We’ve discussed this with other agencies; it’s almost impossible.”

“Targeting youth means focusing on energy, passion, creativity, and enthusiasm.”

“But that clashes with what older men prefer—steady, traditional, and sentimental.”

Jiang Huaqin blinked in surprise.

They were really diving in…

He took a breath.

Though he didn’t grasp the advertising depth, he realized Xu Chen’s points were spot-on.

This was getting interesting…

Xu Chen didn’t rush; he flipped through the PPT to key words:

“Retro Nostalgia, Youthful Melancholy, Brotherhood”

He explained: “Nostalgia is the new trend; it’s become a core part of what’s cool for the young.”

“Young people chase nostalgia, while older folks reminisce about their youth—that’s the sweet spot for connection.”

“A retro vibe, a touch of melancholy youth, and bonds of brotherhood—all naturally tie into Red Star Erguotou’s essence.”

Then the screen showed powerful images:

“Drown all unspoken words in one gulp”

“Pour the fiery years down your throat”

“Use bullets to take down enemies, Erguotou to toast brothers”

“Youth races by, leaving your throat raw with alcohol”

“No pain, no real thrill”

“—Red Star Erguotou”

Xu Zhiquan watched the screen in silence, feeling a stir of emotion.

Jiang Huaqin frowned slightly, caught in a wave of memories.

The younger folks in the room seemed touched, their expressions turning thoughtful and intense…

Meng Huiyang froze for a moment.

He’d seen plenty of proposals, but nothing like this.

The pressures and doubts he’d carried for months seemed to melt away.

So this was the answer he’d been seeking…

Meng Huiyang patted his pockets, like he was searching for something.

He turned to his assistant: “Get me a cigarette…”

Then he smiled at Xu Chen: “Sorry, I quit a while ago.”

“But your ad idea? It’s got me craving one…”