Chapter 436: Creative Pitches and Team Collaborations

For the Baidu project requirements, Sun Aimi and Tang Xiaowei developed two concepts.

The first concept was ‘Simple and User-Friendly Baidu Search’.

The strategy was straightforward, emphasizing the internet tool’s simple and user-friendly attributes.

The second concept aligned closely with the ideas in Xu Chen’s mind:

‘Everyone in China uses Baidu Search.’

It highlighted the direct competition with Google, clearly stating that ‘more people in China use Baidu Search’ and ‘Baidu Search better suits Chinese usage habits’.

Creatively, it employed an analogy technique.

For instance, how Chinese people prefer chopsticks over knives and forks, and square characters match Chinese cultural habits more than Roman letters…

Through these analogies, it showed that Baidu, in its pure Chinese environment, is more suitable for Chinese users’ habits than Google, which originated in the English-speaking world.

…

After sharing, Sun Aimi and Tang Xiaowei glanced nervously at Xu Chen, waiting for their boss’s feedback.

When discussing advertising expertise, both felt a bit intimidated in front of ‘Young Xu Chen’.

After all, their boss had casually won the Great Wall Award’s grand prize.

Xu Chen thought for a moment and went along with their ideas, saying:

‘The second concept is clearly better and aligns more with the client’s project needs.

But since this ad is for internet distribution, we can make it more fun and engaging.’

Next, Xu Chen quickly outlined that ‘roast Google’ ad idea in about ten minutes.

‘Tang Bohu Roasts the Foreigner ‘I Don’t Know”…

The core concept was ‘Baidu Understands Chinese Better’.

The main idea used Tang Bohu to symbolize Baidu’s deep understanding of Chinese, and a foreigner to represent the Chinese-illiterate Google.

It incorporated plenty of internet humor elements, like Stephen Chow-style delivery, dramatic spitting blood, and exaggerated scenes of foreign beauties throwing themselves into arms.

This video ad perfectly tapped into internet users’ craving for entertainment.

In this era, most ads were serious and straightforward, so this viral concept was hugely innovative.

In fact, after this ad, viral content marketing started taking root in China’s marketing scene.

In his previous life, Baidu’s viral video spread widely online and had an excellent impact.

Right around that time, Google’s market share in China began to decline, leading to its eventual exit from the mainland.

Of course, Google’s defeat and withdrawal stemmed from various complex reasons.

But there’s no denying that Baidu’s viral ad helped many netizens recognize Baidu Search.

…

The office filled with laughter as Sun Aimi, Tang Xiaowei, and Gu Xinxi added fun details to this humorous concept.

After about twenty minutes of discussion, the entire ad video idea came together through group effort.

Xu Chen said:

‘For the final version, we need to highlight Baidu’s core competitive advantages a bit more.

‘Better understanding of Chinese, more attuned to Chinese, more respectful of Chinese, most focused on Chinese…’

Mainly include some tech and team strengths compared to Google, like Baidu’s Chinese word segmentation technology, pinyin keywords that fit Chinese habits, and the world’s top Chinese tech team.

Sun Aimi: ‘Got it, we’ll refine and polish the script.’

Xu Chen smiled: ‘That settles it!

Thanks for the hard work, Aimi and Xiaowei. Tidy up the script and turn it into a presentable PPT.’

…

They were going to discuss the ‘Cadillac’ idea too, but Xu Chen checked the time and postponed it to tomorrow.

With finals approaching, he still needed to hit the library for some studying in the evening.

‘Let’s call it a day and head out. We don’t encourage overtime!’

‘Sure, boss!’

…

After Xu Chen left, Sun Aimi and Tang Xiaowei stuck around a bit longer.

They needed to strike while the iron was hot and organize the scheme details.

As Tang Xiaowei typed up the document, he couldn’t help saying:

‘I think the boss is really amazing…

‘Every time we meet to discuss ideas, it’s always so impressive.

‘His thoughts and approaches are full of highlights and ahead of their time.’

Sun Aimi: ‘That’s just how the boss is…”

‘I joined East Morning Star because I saw him pitch and handle projects.

‘Back at my old company, we lost a pitch to Young Xu Chen.

‘Then I followed him to observe the ‘Kunlun Mountain’ pitch, and his professional skills are top-notch.’

She paused: ‘Fei Jie and Xinxi probably feel the same…

‘Xinxi was at her previous company, just coordinating a project with Young Xu Chen.

‘That project was the same one my old company lost in the bid.

‘Fei Jie, as the head of Wang Laoshun and Kunlun Mountain, knows his capabilities even better…'”

Tang Xiaowei: ‘But our boss is still just a freshman…

‘It’s really hard to wrap my head around.’

…

…

Friday.

During the morning break, Xu Chen received a message from Miao Xiaoyu at Baidu.

She asked about the project progress and invited him again to present at Baidu headquarters.

Xu Chen probed further and learned that Baidu’s boss, Li Yanhong, was keeping a close eye on this project, putting immense pressure on Vice President Zhao Ling.

Zhao Ling wanted Xu Chen there in case they needed to report directly to Li Yanhong—it would help to have the creator present.

Xu Chen thought it over but didn’t agree right away.

[‘Let me check my schedule for next week and get back to you soon.’]

[‘Thanks, President Xu. I’ll wait for your message!’]

…

Gu Xinxi also sent a message saying ‘Cadillac’ was inquiring about the proposal progress.

Xu Chen already had a solid plan in mind; he just needed Sun Aimi to prepare the report, which wouldn’t take much time.

After reviewing his calendar, Xu Chen scheduled the Cadillac and Baidu projects for next Thursday and Friday respectively.

The Cadillac brand was right in Shanghai, so he could handle that presentation on Thursday.

For Baidu, he’d travel to Beijing on Friday, flying out Thursday evening or early Friday, and take just one day off.

Xu Chen figured this arrangement was solid and asked Gu Xinxi to coordinate with the clients.

[‘Got it, boss. I’ll confirm the exact times with Cadillac and Baidu.’]

She added:

[‘Boss, we haven’t discussed the Cadillac proposal yet…

Will we have time to prepare by Thursday?’]

Xu Chen: [‘No problem.

I’ve got a plan ready. I’ll go over it with Aimi and Xiaowei this evening, and we can finalize the proposal by next week.

Thursday’s presentation will be right on time.’

Gu Xinxi: [‘Okay! I’ll let Aimi and Xiaowei know.’]

Xu Chen: [‘For these proposals and the trip, coordinate with Aimi.

Mainly sort out your current tasks and see who can join.’

Gu Xinxi: [‘Understood!’]

…

Xu Chen thought that if they landed both the Cadillac and Baidu projects, that would mean another three to four million in revenue.

Cadillac, based on Jeep’s budget standards, was estimated at two million in service fees.

But Baidu’s was a viral video for online spread, so production costs wouldn’t be high, limiting the creative service fee.

Xu Chen roughly estimated it at about one to one and a half million at most.

However, since Li Yanhong was personally overseeing this, there might be some surprises, and they could negotiate a better price.

Plus, securing the Baidu project would open doors to more internet clients, making it easier to approach other big tech firms…

Over at ‘Ran Bing Sports’, the start-of-year funds were still tight.

Last month, when Fang Jun visited, he and Nie Fei reviewed the annual budget.

Though Xu Chen didn’t dive too deep, he knew Nie Fei was juggling cash flow issues.

The initial 1,000 pairs of ‘Ran Bing 001’ sold out, but they were far from breaking even.

The second batch production for ‘Ran Bing 001’ was coming up, along with new product development for ‘Ran Bing X’ and ‘Ran Bing Lite’…

The fees from the Vanke and Head & Shoulders projects, plus these two, would stabilize their finances.

Still, the funding crunch was temporary.

According to Nie Fei’s estimates, once ‘Ran Bing 001’ sales picked up, that product line would turn profitable within six months.

Of course, in the short term, ‘Ran Bing Sports’ wasn’t chasing pure profits.

The earnings would go back into new product development and market promotion.

The key was to build revenue scale and market share.

Once they had that, profits would follow naturally…

…

…

At noon, in the Xueyuan Cafeteria.

Qian Xin wore the latest ‘Ran Bing 001’ and beamed with pride.

Xu Chen couldn’t help glancing at it a few times, thinking ‘Pearl Cat’s design was spot on.

‘Chen Youjian Studio’ was handling ‘Ran Bing X’s design, but he wondered what the final product would look like.

Huang Hao looked at Xu Chen and said:

‘We’re about to hear from Boss Xu this afternoon—can’t wait!’

Qian Xin: ‘Boss Xu is way too low-key. The ‘Afraid of Getting Heated’ project was yours, and you didn’t even share it with us!

If I had your skills, I’d brag about it every day!’

Pei Qian joked:

‘That’s why you’re the ‘fake Qian Boss’, but Xu Chen is the real ‘Boss Xu’.

Qian Xin laughed:

‘Well said! I’m totally impressed with Boss Xu!’

Xu Chen played it humble:

‘It’s the company and team’s effort. I couldn’t do it alone.’

…

As they talked, Xu Chen’s phone buzzed.

He picked it up and saw it was from Xie Bingran.

[‘I’ll be in the Provincial Capital for events next Wednesday and Thursday.

Then in Tiancheng on Friday and Saturday…]

[‘The schedule’s packed, so if it’s not convenient, don’t come back just for that.’]

Xu Chen felt a surge of excitement and quickly checked his calendar.

Though they’d only been apart a short time, he was already missing her.

…

He had the Beijing trip set for next Friday.

So, after the Baidu meeting, he could head straight back to Tiancheng.

That way, he’d get to spend a couple of days with her.

Plus, he could check out the new park under construction at ‘Chenfeng Technology’.

He felt upbeat.

[‘I’ll be in Beijing for a business trip next Friday and can make it back to Tiancheng that day!’]

[‘Oh.’]

[‘Congrats, Bing Ge, on getting a house in Tiancheng!’]

…

…

At three in the afternoon.

In the Little Yellow Building’s Lecture Hall.

‘Everyone, please take your seats quickly. Our sharing session is about to start.’

Zhao Siting, a senior in the advertising class and the academic department head of the College Student Union, organized the event.

He always handled these academic activities.

Today, Dean Lin Ruyang led the session, focusing on last month’s China Advertising Festival.

Attendees were mainly from the advertising department, covering first to fourth years.

Other majors weren’t required to come, but those without classes showed up anyway.

After all, it was Dean Lin’s event, so it promised valuable insights.

Some students came specifically to see ‘Xu Chen’.

A freshman who snagged two national first prizes in the University Advertising Competition and the Great Wall Award’s grand prize was unbelievable.

Many seniors wanted to check out this legendary ‘monster’ Xu Chen.

Of course, not all had purely positive intentions.

Inability to understand often bred doubt, jealousy, or resentment.

…

Xu Chen and Nie Fei arrived right on time at the Lecture Hall.

Zhao Siting, the organizer, seated them in the guest area.

Xu Chen glanced back; the room was already two-thirds full.

A few people in the back rows waved—his classmates Qian Xin and Huang Hao among them.

He smiled back.

…

Soon after, Dean Lin Ruyang and Professor Ni Zhi arrived.

Spotting Xu Chen from afar, Dean Lin walked over with a warm smile.

Xu Chen stood up quickly and greeted them respectfully.

Dean Lin Ruyang linked arms with Xu Chen, chuckling in clear admiration.

Xu Chen introduced Nie Fei to Dean Lin and Professor Ni Zhi.

Nie Fei was great at networking, with high emotional intelligence.

Even with academic heavyweights, her conversation was perfectly poised.

Learning Nie Fei was formerly Jiaduobao’s market vice president, Dean Lin and Professor Ni Zhi treated her with added respect.

Professor Ni Zhi said with a smile:

‘Welcome, Nie. It’s fantastic that you’re joining for the sharing!

‘The ‘Afraid of Getting Heated’ case and its market strategy are worth studying…

‘Xu Chen getting you here is a real treat today!’

Her words were thoughtful and kind.

Nie Fei glanced at Xu Chen and smiled:

‘Actually, I’ve joined Xu Chen’s company and am working with him now.’

Hearing this, Dean Lin Ruyang and Professor Ni Zhi exchanged looks, surprised.

A brand executive joining Xu Chen’s firm?

Xu Chen smiled:

‘Nie Fei’s now a partner in our company.’

…'”