Chapter 384: Strategic Moves in Branding

Friday morning.

“Consumer Psychology” class.

The lecturer was a young teacher from the advertising department named Tang Shuo.

He was discussing the concept of “conspicuous consumption” in buying decisions, which naturally included cars.

“Selling a sense of superiority is one of the core foundations of this type of advertising marketing…”

Xu Chen nodded in agreement with Tang Shuo’s views.

After all, the slogan “Not all Jeeps are called Jeep” sold that very sense of superiority.

Real estate ads like “Without a certain height, it’s not worth being so low-key” followed the same underlying logic.

In the decade or so after entering the 2000s, the national economy boomed with overseas brands and consumption ideas flooding in, making “consumption upgrades” all the rage.

This “selling superiority” marketing tactic proved effective time and again.

But when economic downturn hit a decade or two later and people chased practicality, many grew skeptical.

Xu Chen thought of the consumption downgrade in his past life and couldn’t help but sigh.

Back then, Vanke teetered on the edge of bankruptcy, and Jeep’s joint venture line in China quietly faded away…

…

As Xu Chen recalled memories from his past life, he received a message from Jeep’s brand manager Yan Chuan.

[Hello, President Xu!

Our commercial is officially released today.

It’ll air during prime time on CCTV Channel One tonight.

We’ve also secured spots during the Asian Games closing ceremony broadcast…]

Xu Chen: [Congratulations! I’ll tune in tonight!

Wishing the Grand Cherokee and Wrangler record-breaking sales in China!]

Xu Chen knew Jeep’s ad campaign was big, but he didn’t expect it to hit CCTV Channel One’s prime time.

And even the Asian Games closing ceremony slots…

This showed how much the Jeep brand valued this promotion.

Tying it to the Asian Games closing likely involved their spokesperson Xie Bingran.

He wondered if it was because of Xie Bingran’s win that they added more budget.

Xu Chen felt a surge of surprise and emotion.

Who’d have thought his once struggling deskmate would have ads on CCTV’s prime time?

Now, thinking back, his middle and high school classmates would be amazed too.

“Bing Ge” was already a campus celebrity back then—everyone knew her.

But no one imagined she’d appear on national TV one day…

And what a contrast—back then, “Bing Ge” was seen as a bad example by many teachers.

Xu Chen wasn’t looking down on anyone, but the homeroom teacher Huang Aiying, who once viewed Xie Bingran as a troublemaker, probably never got to places like Osaka or Doha, let alone future global spots.

The prize money Xie Bingran earned—some teachers and classmates who looked down on her likely never made that much in their lives.

Not to mention the commercial endorsements she has and will get.

…

Yan Chuan: [We’re also launching the annual event for the Grand Cherokee and Wrangler.

Leo and Andy are hosting a ‘thank-you banquet’ tomorrow night and invite you and the East Morning Star Advertising team…]

Xu Chen thought about it and agreed right away.

He needed to keep ties with Jeep’s Pang Ming and He Da Chang.

Plus, events like this from big brands might lead to new connections.

Xu Chen listed three names for the banquet.

Sun Aimi had been handling the Jeep project, so she had to come.

He also planned to bring Nie Fei.

In a business setting like this, having “Fei Jie” around would help command the room.

…

…

At noon, Xu Chen grabbed a quick bite in the cafeteria before heading to the company.

The Chen Youjian Studio from Hong Kong was coming for a visit.

They originally wanted to meet in the morning but adjusted to noon to fit Xu Chen’s schedule.

This somewhat arrogant design firm had reached out after Xie Bingran’s win and the release of “Ran Bing 001” materials—it was almost funny.

Many Hong Kong businesspeople and institutions, influenced early by the West, cared little about face; it was all about profit and reality.

Sometimes in business, you just had to swallow your pride.

…

As soon as Xu Chen entered the office, Sun Aimi and Gu Xinxi stood up and called him “boss.”

Gu Xinxi pointed to the meeting room and whispered:

“They’re already here, in the meeting room!”

…

Xu Chen knocked on the meeting room door and smiled as he walked in.

Besides Nie Fei, there was a man and a woman—they must be from Chen Youjian Studio.

“Let me introduce you. This is our major shareholder at Ran Bing Sports, President Xu Chen.”

Nie Fei said as she stood up.

“This is the partner from Chen Youjian Studio, President Qian Mandi…”

Qian Mandi stood up, looking under forty.

She had flawless makeup and a slender figure.

Seeing Xu Chen, she beamed:

“I’ve heard so much about you, President Xu. Just call me Mandy!”

With that, she handed over a business card with both hands.

The young male colleague behind her also greeted and offered his card.

His name was Song He Tai, and he went by Sunny in English.

Qian Mandi glanced at Xu Chen, a hint of surprise on her face, but she said nothing.

Xu Chen knew she was taken aback by his age—he was used to it and didn’t bother explaining.

Qian Mandi was all politeness as she said:

“I heard you’ve worked on projects with Paul Bao Jun Sen recently?”

Xu Chen paused: “You know him?”

Qian Mandi smiled:

“Not hiding anything, Paul was with our company a few years back.

He went out on his own as an ad director and stayed in Hong Kong for years.

Only in the last two or three years has he started working on the mainland…”

Xu Chen smiled but didn’t respond.

Her intent was clear—she was using their mutual connection to build rapport.

And by emphasizing that Bao Jun Sen had worked for them, she was subtly boasting about their company’s expertise.

Xu Chen saw through it and smiled:

“I’m just here to listen. The main management for Ran Bing Sports is with Fei Jie here.

The decisions are all on her side.”

Qian Mandi smiled and nodded:

“I was just updating Nie on our company’s basics…”

She was savvy and didn’t press Xu Chen, turning back to Nie Fei.

She continued outlining Chen Youjian Studio’s background, including its founding history and classic cases.

Everyone knew it was really for Xu Chen’s benefit.

Qian Mandi highlighted the founder, Chen Youjian, also known as Alan Chan.

He was a true “design godfather” in the Chinese community.

He’d worked on iconic projects like Coca-Cola, the National Grand Theater, Lee Kum Kee, and China 5000.

Even Vanke’s overall brand design came from him…

Chen Youjian and his studio’s style aligned closely with the initial positioning of “Ran Bing 001.”

It focused on modern interpretations of traditional Eastern elements.

That’s why Nie Fei recommended them initially.

…

After her overview, Qian Mandi paused and smiled:

“Our Alan saw Xie Bingran’s competition during the Asian Games and was truly impressed.

He only learned at our monthly meeting that Ran Bing Sports had reached out before…

Alan’s in New York for an exhibition and couldn’t come, or he’d have visited you both personally!”

“Alan is very interested in Ran Bing Sports’ project.

So he sent me to discuss potential future collaboration in detail.

His exact words were…

Xie Bingran’s image and persona, along with Ran Bing Sports’ positioning and style, are utterly unique right now.

If we can’t be part of this project, it’s a real shame.”

She glanced at Nie Fei then Xu Chen.

Xu Chen stayed quiet, looking uninvolved.

Nie Fei smiled and said politely:

“Mandy, you know we’re a startup.

A design fee of five million is out of our reach.

That’s why we went with Pearl Cat from England—they offered a reasonable quote.”

Qian Mandi’s expression shifted, leaving her momentarily speechless.

Xu Chen found it amusing—Fei Jie could deliver a cutting remark with a straight face.

Her words sounded neutral but carried a clear edge.

Qian Mandi quickly regained her smile:

“There was some miscommunication before, so Alan sent me to smooth things out.

We’re happy to collaborate with Ran Bing Sports and can offer a discount on design fees…”

She paused:

“For exclusive work with Ran Bing, our fees won’t exceed what Pearl Cat charges.”

Nie Fei replied with a smile:

“Thanks for the trust and interest from Alan and your company.

But we’ve already signed with Pearl Cat for Ran Bing 001.

We just released our first product—you’ve probably seen it.”

Qian Mandi smiled again:

“I get that.

If Ran Bing 001 is set with a design firm…

Do you have plans for other Ran Bing products?

If so, we’d love to get involved.

We can start with a pitch process, and if we don’t win, no fees needed.”

Nie Fei glanced at Xu Chen impassively.

Both felt a bit speechless.

The once aloof “design godfather” was now willing to pitch for Ran Bing Sports.

Chen Youjian Studio was known in the industry for being unyielding—no pitches, no negotiations, no revisions…

Clearly, Alan was genuinely interested in Ran Bing’s design.

Designers were passionate creatures with a drive for expression and creation.

Maybe Ran Bing Sports’ theme or Pearl Cat’s “Ice and Fire Patterns” sparked his imagination.

…

Xu Chen remained silent and smiled at Nie Fei.

Nie Fei understood and said with a smile:

“Thanks for the trust from Mandy and Alan.

Ran Bing Sports does have plans for other product lines…

But they’re not started yet. If your company is interested, we can talk when projects launch.”

Qian Mandi: “That’s great!

So this trip wasn’t in vain!”

…

…

Once business was wrapped up, Qian Mandi didn’t linger and said her goodbyes.

Nie Fei walked them to the elevator hall and returned to the meeting room.

She smiled at Xu Chen:

“Perfect timing—since you’re here this afternoon, let’s discuss Ran Bing’s new product plans!

We can use a design firm now.”

Xu Chen: “Pearl Cat’s raising prices, right?”

Nie Fei: “Yeah!

If Chen Youjian’s reliable, we could save two or three million!”

Xu Chen: “You’re always thinking about cutting costs, Fei Jie. Don’t be too thrifty—Vanke’s sending two million soon…

Early next year, I’ll line up a couple more projects to boost Ran Bing’s cash flow.”

Nie Fei smiled:

“You won’t have to work so hard soon.

Once Ran Bing 001 scales up production, revenue will start flowing.

Without physical stores or big media spends, our cash flow will stay healthy.”

Xu Chen nodded:

“When we launch Ran Bing 001, companies like An Rui will be watching…

We’ll keep a low profile for now and wait for the right moment for widespread media and PR pushes.”

Xu Chen remembered something and added with a smile:

“Jeep’s hosting a thank-you banquet tomorrow night—come with me, Fei Jie, to handle the scene.”

Nie Fei: “No problem!”

Xu Chen: “Tell Aimi too.”

…

…

In the afternoon, Xu Chen contacted Vanke’s secretary Zhou Kai.

The two-million group brand project could start.

Besides President Yu Liang, Xu Chen wanted to include Wang Shi.

His goal was to promote Ran Bing 001 and turn these business influencers into showcase users.

Bringing in Wang Shi gave him a ready opportunity…

[Zhou Kai, hello:

We’re prepping the Vanke Group brand ad. When’s good to brief President Yu?

Also, about the signed Xie Bingran posters you mentioned last time,

I have them ready and can deliver to President Wang in person!]

He didn’t spell it out, but Zhou Kai was sharp and caught the “in person” hint.

[Hold on, President Xu, I’ll check President Wang and President Yu’s schedules!]

…

A few minutes later, Zhou Kai sent three time slots when both were free.

Xu Chen glanced and saw December 28th among them.

He thought it fit best.

That day aligned with his trip to Kun City for the University Advertising Festival.

Theoretically, he could handle the Vanke briefing in Pengcheng in the morning and fly to Kun City by afternoon.

Based on Zhao Siting’s schedule, the awards started at 4 p.m., so it’d work.

The morning was just for viewing student exhibits, which Xu Chen could skip.

Better to wrap up the Vanke deal first.

…

…