Chapter 381: Morning Classes and Hidden Ambitions

Tuesday morning.

The ‘Advertising Probability’ class felt a bit dull, taught by none other than their homeroom teacher, Shi Dinghai.

Xu Chen sat in the back row and let out a big yawn.

He’d rushed to catch flights and trains, plus dealt with jet lag, so he hadn’t arrived at the dormitory until after 3 a.m. yesterday.

He’d managed some sleep in business class on the plane, so he was well-rested, but his body clock was still off.

Beside him, Huang Hao was barely staying awake, while Qian Xin had already buried his head in his textbook and dozed off.

They’d endured eight hours in economy class, leaving them completely drained.

…

During the break, the classroom buzzed with energy.

A group of girls crowded around Chen Qiong and He Sisi, who shared stories from their time in Doha.

Especially their firsthand view of the finals, which drew waves of envy.

“Besides Bai Miao, did you see Xie Bingran?”

“Yeah, she’s so cool!”

“How can someone be that stunning and talented?”

…

Chen Qiong: “Of course we saw her! We even got a group photo!”

She pulled out her phone and showed off the picture with Xie Bingran, sparking more envious chatter.

Qian Xin, back from the restroom and dubbed the ‘Jiangsu-Zhejiang Little Prince,’ overheard the girls’ talk and jumped right in with a smug grin.

He even whipped out Xie Bingran’s autograph, setting off another round of excited whispers.

Su Rong sat quietly in the middle row but suddenly turned to glance at Xu Chen, flashing a sweet smile.

Her proud little expression seemed to say: I got to eat out, go sailing, and shop with Bing Ge…

…

Over the past couple of days, news of Xie Bingran’s Asian Games victory had dominated headlines everywhere.

Official reports played up the groundbreaking historical significance of her record-breaking gold medal.

“State Athletics Team’s Xie Bingran claims Asian Games gold and shatters the 11-year-old women’s 100-meter hurdles record…”

“This marks the best result ever for a Chinese athlete in this event.”

“It’s also the top achievement by any East Asian in women’s 100-meter hurdles to date!”

“An East Asian record!”

“The birth of the ‘Asian Female Sprinter’! China’s 18-year-old prodigy!”

“Securing a spot for the 2008 Beijing Olympics early, can Xie Bingran work miracles on home soil?”

“With the World Championships and Olympics approaching, will East Asians break through in women’s hurdles for a medal?”

…

Xu Chen remembered his last meeting with Director Li Yue, where he mentioned the Sports Administration would arrange a wave of media PR in advance.

He’d specifically highlighted that it included official state media.

Clearly, this media push carried official backing from the Sports Administration and the national team.

They were riding the Asian Games hype to boost Xie Bingran’s fame, aiming for future commercial gains.

Those official congratulatory messages and meetings were already getting heavy promotion.

In Xu Chen’s view, this news held deep meaning for Xie Bingran.

With official endorsement, her image came across as even more positive and professional.

That strengthened brand trust for ‘Ran Bing Sports’ significantly.

“The King of Qatar and his family personally congratulate Chinese athlete Xie Bingran on her Asian Games win…”

“The Chinese Embassy in Qatar extends congratulations to the State Athletics Team…”

“Sports Administration Director: This is a crucial gold medal for China’s sports industry…”

…

Beyond the Asian Games win, stories from the earlier Osaka showdown were resurfacing.

These discussions mostly popped up on internet portals and forums.

More and more people were getting to know and like this 18-year-old ‘Asian Female Sprinter.’

“The Xie Bingran you didn’t know: The September 18th Anti-Japanese War…”

“Turns out Xie Bingran is the ‘National Hero’ who broke through Japanese blockades on September 18th!”

“After the Osaka Anti-Japanese War, Xie Bingran reaches the Asian peak in Doha!”…

Xie Bingran returned home after the Asian Games closing ceremony, traveling back with the Chinese delegation.

On various forums and communities, fans of Bing Ge were already planning to meet her at the Beijing airport on the 16th…

The excitement far exceeded Xu Chen’s expectations.

The little rich girl had really hit the big time…

As these stories and discussions spread, videos and photos of Xie Bingran’s Asian Games triumph kept captivating audiences.

Xu Chen was thrilled for Bing Ge but also a bit worried.

It looked like he’d need to make her wear a hat and mask whenever they went out from now on.

…

…

Xu Chen’s phone buzzed; it was a message from Zhou Kai.

Zhou Kai was the personal secretary to Wang Shi, founder of Vanke.

Xu Chen glanced at the message and couldn’t help but smile.

Zhou Kai was asking for Xie Bingran’s autograph.

Apparently, Wang Shi had followed Xie Bingran’s Asian Games competition.

And now he wanted a signed poster of her.

Zhou Kai had checked with Liu Wenqin at BBDO.

Liu Wenqin said, “You’ll need to talk to Teacher Xu Chen about that.”

So Zhou Kai reached out to Xu Chen.

Xu Chen replied:

[No problem, I’ll handle it!]

Zhou Kai: [Thanks so much, Little President Xu!

Our Mr. Wang usually doesn’t care about celebrities at all…

But after watching Xie Bingran’s Asian Games race, he’s full of respect.

You probably know Mr. Wang is an amateur runner himself…]

…

…

As noon approached and class was wrapping up, Xu Chen got a message from the college’s Academic Department head, a senior from the advertising major.

They were heading to Kun City for the ‘China Advertising Festival’ at month’s end, and this third-year senior was leading the group.

His name was Zhao Siting, and he’d been coordinating the trip with Xu Chen earlier.

The college students would travel by train and stay in budget hotels, but ‘Little President Xu’ decided to cover his own expenses for something nicer.

Plus, Xu Chen might sneak Xie Bingran along, so he wanted a more comfortable setup…

[Hello Xu Chen, the schedule for the 28th and 29th is set. I’m sending it your way…

Since you’re arranging your own travel, I need to confirm if you’ll join the two-day events.

As a two-time ‘National First Prize’ winner, you’ll need to go on stage for the awards on the 28th…]

[Hey senior, I’m in for both days!]

…

Xu Chen opened the document Zhao Siting sent and skimmed it quickly.

Dean Lin Ruyang was leading the trip.

It included students who won awards in the ‘University Advertising Competition.’

On the 28th, they’d view ad exhibitions and join inter-school exchanges in the morning.

In the afternoon, the ‘China Advertising Festival’ had official forums and lectures with industry experts.

Starting at 4 p.m., it was the official awards ceremony for the ‘University Advertising Competition.’

As a double ‘National First Prize’ winner, Xu Chen would have to accept his awards on stage…

The 29th focused on the ‘Great Wall Advertising Award.’

Dean Lin Ruyang was an honorary judge for it.

He was bringing students to observe and learn from top industry cases.

It was a chance to connect with real-world advertising pros.

What the dean and college didn’t know was that Xu Chen had his own invitation to the ‘Great Wall Advertising Award.’

The ‘Fear of Overheating’ ad case by Wang Laoshun had made it to the final judging.

The awards would be announced and presented on the 29th.

“The Great Wall Award” is the largest official advertising prize in China.

Winning it would boost East Morning Star Advertising’s reputation and attract more clients.

Xu Chen was keeping a close eye on the results.

This trip would let him pick up both the ‘University Competition’ and ‘Great Wall’ awards efficiently.

…

After the 29th came the weekend, followed by the New Year’s holiday.

If he could bring Xie Bingran, they could really enjoy themselves.

It would be their rare ‘couple’s getaway,’ and just thinking about it made him smile.

…

…

Noon at the Tonghai Creative Design Building.

Xu Chen headed to the 6th floor to check out the newly leased 300-square-meter office.

The sound of hammering echoed as workers busily renovated.

Fei Jie had rented three rooms and combined them.

An old wall had been knocked down to open it up.

Teacher Fang Jun had given some guiding input on the design, and he’d gone back and forth with Nie Fei on it.

Xu Chen decided to leave it all to Fang Jun and Nie Fei.

The office was one big connected space but with separate front desks for ‘East Morning Star Advertising’ and ‘Ran Bing Sports.’

It made sense since both companies might have visitors or clients.

‘Little President Xu’ strolled around with his hands behind his back before heading upstairs.

…

As soon as he walked in, Sun Aimi and Gu Xinxi greeted him with smiles, calling out ‘Boss.’

Xu Chen pulled a pack of dates from Doha out of his bag and handed it to them:

“Fei Jie bought some other souvenirs, but they’re probably still in transit.

This one’s something I grabbed on the way!”

“Thanks, Boss!”

…

In the meeting room.

Nie Fei, Jiang Yuze, and Sun Lingfeng were deep in discussion.

Xu Chen didn’t interrupt and went straight to the general manager’s office.

He’d barely sat down when Sun Lingfeng knocked:

“Little President Xu, we’re talking about ‘Ran Bing 001’s promotion and launch prep.

Fei Jie said if you’re free, join us…”

Xu Chen smiled and got up to follow.

…

…

Jiang Yuze projected a document on the screen, outlining the promotion and traffic strategies for ‘Ran Bing 001.’

Xu Chen sat behind Nie Fei, just listening in.

Nie Fei had already filled Xu Chen in on the main plan, so Jiang Yuze was covering the details.

Banners from the Doha event and Xie Bingran’s photos with foreign fans at the hotel restaurant all featured ‘Ran Bing 001.’

These would serve as hype material for the buildup.

Today, November 11th, with external PR in full swing, the official store page for ‘Ran Bing 001′ went live with a pre-order option.

Sales would kick off on the 20th, giving pre-order users priority.

Shipments would start on New Year’s Day.

…

They were limiting the first run to 1,000 pairs.

Exclusivity was a key selling point.

After wrapping up the promo plan, Jiang Yuze added:

“Once it launches on the 1st, keeping the buzz going will be tough.

We’re not just aiming to sell these 1,000 pairs…”

“Early buyers’ reviews, feedback, and unboxing posts could fuel another wave of promo.”

“But we might need more to keep things spicy…”

Sun Lingfeng adjusted his black-framed glasses and chimed in:

“Resellers might jump in.

People buying ‘Ran Bing 001’ just to flip it for profit—it’s inevitable…”

“We could spin that as promo fodder, like how much it’s reselling for from 288 yuan.”

Nie Fei thought it over:

“That carries risks; mishandle it, and it could tarnish our image.

Reselling is out of our control, but we shouldn’t dive in officially.”

She paused, then continued:

“Our stance should discourage reselling and remind users about future restocks.”

Xu Chen nodded slightly at Nie Fei in agreement.

Jiang Yuze hesitated but spoke up:

“Could Bing Ge record some quick ID videos to promo ‘Ran Bing 001’?

Just simple voice-overs to maintain hype post-launch…”

Nie Fei stayed quiet and looked to Xu Chen.

Anything involving Bing Ge needed his call.

Xu Chen pondered and said:

“Let’s hold off on Bing Ge’s videos for now…”

“Her appearances are premium material; use them sparingly so they don’t lose value.

We’ll save them for full ads and high-end campaigns later, when ‘Ran Bing Sports’ needs a big push.

Right now, production with Vice President Zhou isn’t fully scaled up, so it’s not the best time.”

Jiang Yuze: “Okay, Sun Lingfeng and I will brainstorm other ideas.

Once the Asian Games hype fades and the limited edition buzz dies down…”

“We still need fresh PR hooks to keep ‘Ran Bing 001’ trending.”

“We’ll come up with plans and run them by you two.”

Xu Chen knew Jiang Yuze’s point was critical for ongoing sales.

Without new material from Xie Bingran, fresh ideas were scarce.

Jiang Yuze and Sun Lingfeng exchanged glances, both looking a bit stumped.

…

Then Xu Chen smiled:

“I’ve got a backup plan…”

“But it might take some finessing—not a sure bet.”

Nie Fei, Jiang Yuze, and Sun Lingfeng all perked up with surprise and hope.

Nie Fei grinned:

“Don’t keep us hanging; they’re stressing out over here…”

Jiang Yuze looked a little embarrassed but smiled:

“If you’ve got a hidden ace, that’d be perfect!

We really need a PR win to hold the post-launch momentum.”

Xu Chen thought it through:

“I think we can pull it off.

Just give me some time—should have results before New Year’s.”

Jiang Yuze lit up:

“Before New Year’s would be spot on!”

Xu Chen chuckled:

“Great, reach out to Vice President Zhou for two pairs of shoes then.”

…

Xu Chen’s ‘hidden ace’ was Wang Shi and Yu Liang from Vanke.

If he remembered right, there was a ‘Sanyuan Marathon’ in January.

If Vanke’s President Yu Liang—or even Wang Shi—posed in ‘Ran Bing 001,’ it could keep the conversation going.

Their unboxings would carry serious weight…

Wang Shi brought his own buzz as a ‘net celebrity,’ drawing free media attention.

Vanke had a group ad proposal waiting for Xu Chen, making this a perfect tie-in.

The challenge was convincing Wang Shi and Yu Liang.

He’d need to craft his pitch carefully, without seeming too pushy.

Wang Shi was sharp, so Xu Chen could be straightforward.

And there was a big plus: Wang Shi had already asked for Xie Bingran’s autograph…”