Rebirth begins with losing the white moonlight

Chapter 283 2000-Year Guarantee Order

"well said."

Mr. Jin's words were very concise, but after these concise words, there was a burst of not intense but very firm applause in the conference room.

After he took the lead in applauding, Manager Yao and Manager Xu also started applauding one after another. Lu Chen looked at the scene in front of him with a calm and magnanimous smile.

He is indeed a mature and prudent person, but this does not mean that he cannot accept praise from others calmly, especially when he knows better than anyone else how much hard work hidden behind this praise is invisible to others.

Before the opportunity comes, you must go through a long period of dormancy and hard work before you can wait for the best opportunity.

"I really never thought that you could analyze our marketing ideas so thoroughly."

About 10 seconds later, Mr. Jin stopped what he was doing, then raised his head and looked into Lu Chen's eyes.

As the absolute top manager of such a company, and at the age where he knows his destiny, his structure, vision and level of thinking are definitely not comparable to those of Manager Yao and Manager Xu who had previously dealt with Lu Chen.

So although Yao and Xu had been following Lu Shen's thoughts invisibly and being led by him, Mr. Jin's heart had always been like a mirror——

With Lu Chen's consent in advance, Manager Yao had the entire meeting recorded at the hotel with the IKEA brand department.

The day after the meeting, Mr. Jin had already seen the video through his company email.

Judging from Lu Chen's words and deeds, the "lesson" he specially taught for the IKEA brand department, and the nearly 70 additional dialect posters he provided for their brand department outside the service scope, this IKEA senior leader has long A clear conclusion has been drawn.

That is, the young man in front of him not only has abilities that he should not have at this age, but as the person in charge of the recognition APP, he also has the ambition to make progress step by step.

But although his guesses were all correct, he still missed a little bit.

That is, Lu Chen's ability to analyze a brand's strategic thinking is as good as his marketing planning ability, and has reached a level of proficiency.

"You flatter me."

Lu Chen also looked into his eyes impartially.

He had already guessed that Mr. Jin would see the video, and he had already guessed that the other party might see his ambition from it, but he did not think that a person's ambition was something to be ashamed of.

When your ability is worthy of your ambition, not only will it not offend people, but it will make people respect you from the bottom of their hearts.

What's more, although Mr. Jin can see the motivation behind his behavior, he is still willing to sit here with him.

This shows that both parties are very likely to have the same purpose in reaching long-term cooperation.

"I have always believed that full understanding and trust are the prerequisites for cooperation."

Mr. Jin continued to look at Lu Chen and said.

This is a very easy-to-understand truth. In fact, many companies will deliberately show their capabilities in these aspects when they want to cooperate with brands like IKEA.

Take those advertising companies as an example. They always talk a lot, but the "understanding" they show always makes the IKEA person in charge feel that it is too superficial;

They will also go to great lengths to demonstrate the size of their team, but true “trust” is not built on this premise.

But Lu Chen is different. He has a very deep understanding of the IKEA brand, and the information he has mastered and spent time researching is also very up to date.

From the perspective of trust, they have also reached a cooperation on a service package on the Shiwu APP, and the results are also very gratifying.

"Mr. Jin is right."

Lu Chen fully demonstrated his personal accomplishment while not appearing to be flattering at all:
“Although the current cooperation between Shiwu and IKEA is mainly focused on providing city-wide traffic for IKEA’s new products, as a partner, I think it is still necessary to continuously enhance our understanding of the IKEA brand.

This is not only to help my team work better, but also to be responsible for each of our partners. More importantly, in a brand like IKEA that puts consumer experience first, there is a lot worth learning. The place. "

A simple statement not only fully reflects the team's capabilities, but also shows an attitude of being 100% responsible for its partners.

The most important thing is that he once again mentioned IKEA's "experience first", which is the sentence that most impresses Mr. Kim and is also the senior leader's favorite expression when attending major occasions in the past.

After listening to Lu Chen's words, two most direct thoughts flashed through Mr. Jin's mind:
This is what he said.

The young man in front of him really understood him.

"So when you plan to launch dialect posters, in addition to creating a brand new language system for customers, you should also consider the consumer experience."

"Yes, Mr. Kim."

Lu Chen answered naturally:
“Dialect is the identity of a city, and it can also represent a place and the personality of the people who live here.

When consumers see or hear local dialects, they will be involuntarily attracted to them, which will help us quickly reach the target consumer group.

Advertising in dialects full of intimacy will bring great communication and appeal, which can quickly reach the hearts of users and arouse their deep resonance.

The most important thing is that it also reflects our intentions for a city and a group of people. From a brand perspective, this is a crucial thing. "

Although it has hardly appeared in this era, from the perspective of ten years later, various dialect stalks have already become commonplace.

For example, "listen to bye bye" and "what are you doing" are popular talk shows, and there are also "gagaxiang" and "xiaowei scratching" that are suitable for major food videos.

Young people in the new era do not think these dialects are vulgar. On the contrary, more and more people are beginning to think that it is cool to speak dialects.

This is because the local culture gives them a sense of belonging, and this unique sense of belonging has become their unique geographical label.

After being fully aware of this matter, more and more brands are getting involved in the field of dialects. For example, Lu Chen once saw an advertisement in which a certain brand used Cantonese, Hokkien and other local dialects to form a series. The first unique Chinese Rap.

When the originally low-key and indifferent clothing brand sings "thieves out the warmth", this contrast will not only make people feel strange, but will actually make the brand image more three-dimensional and full.

"From IKEA's perspective, if this marketing idea is promoted nationwide, do you think it will conflict with our existing brand tone?"

Mr. Jin continued to ask Lu Chen.

Although the Shiwu APP has launched posters composed of local dialects in Shanghai, from the perspective of the IKEA brand, it can only be regarded as a pilot.

But when it comes to large-scale promotion across the country, it will inevitably subvert the brand image to a certain extent. Although Mr. Jin has already decided to do this, he also wants to see if Lu Chen is satisfied with this matter. Have long-term considerations.

Does his perspective on the problem coincide with his own?

"It's really going to be a game changer."

Lu Chen said very frankly:

“But what we focus on is authenticity and not pretentiousness.”

Because he said something easy to understand, a smile couldn't help but appear on his lips:
“IKEA’s style has always been cold and refined, full of strong Nordic style. Although such a brand image is beautiful, from the perspective of consumers, it is somewhat lacking in human touch.

The reason why we use this kind of real and down-to-earth expression is to allow consumers to feel the product selling points more intuitively and clearly, and to let them involuntarily imagine their future home life experience by cutting into users' daily life scenes.

This can not only stimulate consumers' desire to buy, but also build a multi-dimensional and three-dimensional brand image. "

When Lu Chen previously communicated with the IKEA brand department, it was more from a communication perspective.

But this time while spreading the word, he really mentioned the "business" dimension.

Because no matter how the communication is done, it must ultimately empower actual sales and business.

Moreover, from the perspective of Mr. Jin, what he considers when making decisions is not just communication, but also whether it can quickly reach target consumers.

And how to let the brand occupy more market share.

"What you said today inspired me a lot."

From the moment he entered the conference room, although his expression could not be said to be very serious, he looked extremely indifferent.

But it was different now. As the corner of Lu Chen's mouth raised a smile, a smile also appeared on his face.

Perhaps it was because Lu Chen answered every question to his satisfaction, and as the "examiner", he already had a comprehensive understanding of Lu Chen's abilities and there was no need to ask him the next question.

"So Student Lu should be like us this time, coming with the purpose of cooperation."

He continued to look and said this.

Although it is just a short sentence, it reveals a lot of key information, and the most important ones are only two:
I am interested in discussing cooperation with you, and I also know that you are here with the purpose of cooperation.

That being the case, we don’t have to beat around the bush.

"Yes, Mr. Kim."

Lu Chen also quickly gave his answer.

Mr. Jin is indeed a person who pays great attention to efficiency, which is consistent with the information he previously collected online.

"We do also need a new agency."

Manager Yao also spoke at the right time:

"Since the last time the agency was hit by a storm, we no longer plan to renew our contract with them."

There was a thunderstorm at a critical juncture when a new product was about to be launched. Even though it has been a long time since this incident, Manager Yao still breaks out in a cold sweat every time he thinks about it.

Fortunately, Manager Xu happened to meet Lu Chen that day, and he happened to be the person in charge of the Shiwu APP. Otherwise, the brand department would have been unable to find alternatives in such a short period of time, and it would have been almost impossible to launch the new product. matter.

Not only himself, but the entire IKEA brand department will be greatly affected, and the entire IKEA brand will undoubtedly suffer a heavy blow.

"Then is Mr. Lu interested in this matter?"

Now that his abilities have been fully tested, the IKEA senior leader naturally raised the issue directly.

Manager Yao and Manager Xu both looked at Lu Chen with expectant eyes, because they both felt that Lu Chen was the most suitable person to do this.

And once a cooperation is reached, the friendship established by the three men over ice cream will continue to deepen.

"I'm sorry, Mr. Jin, but I think this matter is not suitable for me." Under the expectant gazes of Yao and Xu, Lu Chen's answer obviously exceeded everyone's expectations.

It's not that he wants to play hard to get. Mr. Jin's words have already reached this point, and there is no point in doing this kind of unnecessary pulling.

From Lu Chen's perspective, promoting the Qimu Coffee Shop brand will obviously bring greater impact and benefits in the long run than doing integrated marketing for other brands.

What's more, with the current size of the startup base team, it is absolutely impossible to simultaneously promote the marketing plans of the two brands, even if the marketing planning and creative design departments are working overtime day and night.

"Boss Lu, this..."

Manager Xu looked stunned, while Manager Yao also looked panicked.

After all, Mr. Jin was relatively calm, so he still looked at Lu Chen with a smile and said:
"Then can you tell me your opinion?"

"Mr. Jin."

Although he had always behaved very strictly, Lu Chen looked more serious this second than before.

Under President Jin's gaze, his tone was unhurried, but he said firmly:

“I hope that Shiwu APP can reach long-term cooperation with IKEA in traffic promotion.”

"for example?"

“For example, we provide service packages for your company’s new or flagship products on a monthly or quarterly basis.”

"So you came up with a very good idea, but you have no intention of participating in this matter with us."

"I can participate as your brand consultant."

Lu Chen gave the answer he had already prepared.

If he participates as a consultant, the 407 team does not need to produce too much content for this purpose, and it is more reflected in his own "brain work".

And it is impossible for him to conduct market research and write dozens or hundreds of pages of reports like he did for Qimu Coffee Shop. Instead, it is more about providing some marketing ideas, like this. Same as the dialect posters.

What's more, he can predict that in the next year, the work of the IKEA brand department should be around promoting dialect posters in various places, so he doesn't need to think too much, he just needs to participate in this project not far or near. Things will be fine.

"I understand."

Mr. Jin nodded.

He could also understand that Lu Chen already had two bargaining chips in his hands, the Shiwu APP and the Qimu Coffee Shop. If the team were to spend a lot of time accepting marketing promotions from other brands, it would definitely slow down his development to a great extent. pace of development.

The ambition of the young man in front of him is too lofty, and it is centered on the all-round industrial layout of industry and the Internet. Therefore, although he has strong marketing planning capabilities, he will never let his team become an advertising creative company with a solid model. .

But even so, he can still accept the business cooperation model proposed by Lu Chen.

Long-term cooperation in traffic promotion empowers actual sales, and having such a brand consultant empowers the marketing of the entire group.

Picking out any one of them is of great significance to IKEA, not to mention the superposition of two, which brings the result of one plus one being greater than two.

Overall, this cooperation with Shiwu APP is definitely worth it.

"I think the cooperation method you proposed is fine."

He didn't mince words and gave Lu Chen the answer he wanted most.

"Mr. Jin, what is the approximate frequency of IKEA's demand for data packages for the APP?"

Lu Chen also got straight to the point and asked the question he was most concerned about.

"Once every two months."

Mr. Jin continued to say calmly:

"Our product research and development department launches a large number of new products every quarter, which requires a total of four times. As for the other two times, we need to carry out operations on star products and main products."

"Ok."

Lu Chen felt that his arrangement was very appropriate.

In fact, this has exceeded his expectations, because in his expectation, IKEA's demand for data packages would only be once a quarter at most, that is, four times a year, which already included all new products and main products.

But now according to Mr. Jin, it’s once every two months, which means 6 times a year.

Don't look at the difference between "4" and "6", which is only 2. Even according to the current quotation of the traffic package of the APP, there is a difference of 400 million yuan.

"Then please ask Mr. Lu to provide us with a quotation."

Mr. Jin glanced at his watch subconsciously.

With his "inspection" of Lu Chen and Lu Chen's perfect answers again and again, the meeting had lasted for nearly three hours.

If the time is close to 6 o'clock, he is not in a hurry to get off work, but needs to hold another meeting with the headquarters later.

So he also needed to finalize this matter with Lu Chen in the last 10 minutes.

"Thank you very much, Mr. Jin, for trusting us."

Lu Chenxian expressed his gratitude to him very politely:

“Since it is a long-term cooperation, we naturally have to show the greatest sincerity, but frankly speaking, a year span is very long, and the backend of Shiwu APP will add at least tens of thousands of new traffic every day.

Therefore, based on the original price, we may also need to make an appropriate upward adjustment, but after all, IKEA is the first long-term strategic partner of Shiwu APP, so the proportion of this increase will not be too high. "

Lu Chen paused and continued:

"So our quotation for the annual report contract is 2000 million. I wonder if Mr. Jin can accept it?"

6 times a year, 2000 million, which is equivalent to a quotation of about 333 million for one cooperation, which is an increase of more than 200% from the current 50 million.

But both parties know that this increase is not that exaggerated, because the current 200 million yuan is actually not enough to buy the traffic of the Shiwu APP covering the whole city.

This is equivalent to the "experience price" Lu Chen specially provided to the other party in order to achieve long-term cooperation, but in business, this price cannot rise forever.

What's more, as he said, the span of one year is too long. In this process, the Shiwu APP will undoubtedly accumulate 3 times, 4 times, or even 5 times or 10 times the traffic.

At that time, the price of the service package will also be raised, and it may become 500 million, 600 million, or even higher.

However, as long as they choose to cooperate with Lu Chen's team now and make the strategic partnership between them long-term, they can not only fix the traffic promotion fee within one year at around 330 million, but also get Lu Chen as a brand strategic consultant. This is extremely high added value.

This is an absolute "founder's seat". With such good cooperation conditions, no brand will be able to enjoy it a second time.

"it is good."

After going through these things in his mind, Mr. Jin agreed very decisively.

Since the other party has already given the utmost sincerity, there is no need to press forward step by step.

So he directly omitted the intermediate link of "bargaining", not only because he didn't want to waste his own time, but also because he didn't want to waste Lu Chen's time.

If they had this time, what they could do together would definitely be more valuable than asking Lu Chen to lower his offer by 200 to million.

Being able to give partners absolutely value for money is Lu Chen's skill.

"it is good."

Discovering that Mr. Jin had checked his watch a few minutes ago, Lu Chen was keenly aware of his intention to leave, so he also took the initiative to get up from his seat.

As he extended his hand to Mr. Jin, Mr. Jin also extended his hand to him with a smile, without any need to consider the age of the young man in front of him.

In fact, Mr. Jin actually had a feeling in his heart that he would most likely become friends with this young man in the future.

He really doesn't look like he is 20 years old, but more like a business elite who is over 30 years old.

Because even a 30-year-old ordinary person is absolutely unable to do what he is doing now.

"I will arrange for the legal department and the brand department to prepare the contract as soon as possible."

"I will also lead the team to make adequate preparations and record all the data generated in this cooperation."

In the last three minutes, both generations of business elites showed their strong professionalism, and in a few words they determined what both parties needed to prepare and focus on.

Manager Yao and Manager Xu stood aside in stunned silence, with unimaginable expression written all over their faces.

Although they had a deep understanding of Lu Chen's marketing planning abilities, they didn't know that his negotiation and communication skills had also reached such a proficient level.

No, being perfect is not enough, this is the absolute pinnacle.

Not to mention 20 years old, even if they are now in their 30s, they still feel from the bottom of their hearts that they are completely incomparable to Mr. Lu.

3 hours, 2000 million contract...

They don't even dare to dream about it.

But to Lu Chen, this may be just a few pieces of paper, just a great but small start in building a huge business empire.

Not even enough to represent one thousandth of the value of his life.

"President Lu, I..."

Manager Yao raised his head and looked at him, as if he wanted to say something.

Lu Chen smiled slightly:
"Let me treat you to dinner."

(End of this chapter)