Rebirth in Hong Kong: From Dessert Shop to Industrial Empire

Chapter 108 A Makeover (Seeking monthly votes and recommendations to continue reading)
Upon hearing Fang Wenshan's question, Chen Bingwen glanced at everyone present and noticed that they all looked puzzled.

He knew he had to explain this issue clearly to dispel everyone's doubts.

Chen Bingwen put down the report in his hand, glanced at everyone, and explained: "This is not just a matter of adjusting the formula, but a complete reshaping of product positioning and consumer perception."

He picked up the thick survey report and pointed to the consumer feedback:
“Look at these data: ‘Strange taste,’ ‘Not sweet enough,’ ‘Lacks energy,’ ‘Not worth the price.’ These comments have already formed a preliminary but persistent negative impression in the minds of the first batch of consumers in Singapore who came into contact with Jinba.”

"If we simply change the formula quietly, but the bottle is still that ice-blue bottle, the packaging is still the same, and the label still says 'Jinba Functional Drink,' what will consumers think?"

He asked himself and answered, "They'll think it's still the same drink that 'tastes weird' and 'isn't sweet enough'!"

They might not even notice that the formula has changed!
Because the first impression has already been formed, they will not easily try again.

Even if we lower prices and offer promotions, the effect will be limited because negative perceptions have already been established.

Chen Bingwen paused, then emphasized, "Therefore, we must 'change our appearance'!"
This isn't just for aesthetics; it's to completely sever any negative association with the old version, giving consumers a reason to rediscover and try it again!

Chen Bingwen clearly remembers that in his previous life, Coca-Cola's low-sugar version "C2" cola, launched in 2004, was withdrawn from the market for adjustment because its taste was not popular with consumers.

When it was relisted a few years later, the name had been changed to "Coca-Cola Life".

Similarly, Nongfu Spring's "17.5° Orange" was initially called "Nongfu Orange," and it was criticized for its inconsistent taste. It was only after changing its name and readjusting its formula that it was able to turn things around.

Fang Wenshan nodded, suddenly realizing, "I understand, Mr. Chen."

Completely sever ties and reshape perception.

New packaging, new name—that's a new product.

“That’s right.” Chen Bingwen’s gaze swept over everyone. “Jingba was successful in Hong Kong, but in Singapore it was labeled as ‘weird-tasting’ and ‘not strong enough’.”

This label cannot be taken to other markets in Southeast Asia.

We want a fresh start.

As he spoke, he stood up, walked to the whiteboard, picked up a pen, and said, "New brand name, 'Pulse'."

"Pulse?" the crowd repeated in hushed tones.

“Yes, Pulse.” Chen Bingwen wrote down these two characters, “meaning vitality, energy, and the rhythm of life.”

It is more neutral than 'Jinba' and more easily accepted by different cultures.

Visually, the main color has been adjusted to light blue, which is softer and more refreshing.

The packaging design should highlight fruit elements and emphasize natural vitality.

He looked at Zhou Zhiyuan: "Professor Zhou, taste is the key."

Abandon the previous minty route.

Objective: A refreshing, natural fruit flavor.

Choose two or three of grapefruit, lime, lemon, mango, and pineapple to blend together, and increase the sweetness to 7.5-8 grams per 100 ml according to Singapore data.

The menthol content is reduced, retaining only a slight cooling sensation, which should not overpower the main flavor.

The texture should be smooth, without any powdery or astringent taste.

If you're unsure about the flavor profile, you can temporarily hire a perfumer from a fragrance company to create a fragrance for a single product.

"Understood." Zhou Zhiyuan immediately replied, "Complex fruit flavor, high sweetness, low cooling sensation."

Samples will be ready in 72 hours.

“Director Ling,” Chen Bingwen turned to her, “the Singapore team will immediately launch the ‘Pulse’ brand registration to cover major Southeast Asian markets.”

A new packaging design was developed simultaneously, featuring a light blue main color and highlighting fruit visual elements.

The promotional video was reshot by Jackie Chan, and the production schedule was adjusted accordingly.

"Yes!" Ling Peiyi nodded quickly and wrote it down.

After assigning tasks to everyone, Chen Bingwen took the documents and headed to his office.

As a result, as soon as he pushed open the office door, he saw a middle-aged man in a smart suit with a calm demeanor sitting on the sofa in the reception area, flipping through documents. It was his legal advisor, senior lawyer Gu Yongxian.

"Attorney Gu, I'm sorry to have kept you waiting." Chen Bingwen strode into the office and placed the documents in his hand on the desk.

Gu Yongxian closed the document, stood up, and said seriously, "Mr. Chen, did you just finish a meeting?"

"Perfect timing. We have preliminary findings regarding the lawsuit filed against us by Lo Wei Films and the inaccurate report in *Business Express*, and I need to report back to you."

"Please sit down. What are the specific details?" Chen Bingwen gestured for Gu Yongxian to sit down, and then sat down opposite him, looking focused.

Gu Yongxian opened his briefcase and took out an investigation report: "First of all, regarding the report in 'Business Express,' we have completed the preliminary evidence collection and contact with the other party."

It can be determined that the report is not supported by any substantial evidence, and its main source of information relies entirely on the one-sided statement provided by Loway Pictures.

More importantly, we have reason to believe that Loway Pictures paid a considerable 'public relations fee' to Business Express.

The editor-in-chief of the publication probably thought that Chen's, as a newly established company, might choose to keep quiet, so he took a chance and hoped to gain attention while doing Luo Wei a favor.

Chen Bingwen listened quietly, his eyes calm, but those who knew him well could see the coldness hidden beneath that calm.

"So, for money, they're willing to fabricate facts without any basis and defame the reputation of a legitimate business?" Chen Bingwen's tone was unreadable, but the air in the room seemed to freeze.

"It can be basically concluded that this is the case. Their actions constitute commercial defamation and the dissemination of false information, which has seriously damaged the reputation of Chenji Foods."

Gu Yongxian confirmed this, adding, "In the case where Luo Wei sued us, we have the upper hand legally. Cheng Long's endorsement contract is clear and standardized, and the investment in 'Drunken Master' is a normal business transaction. We have the advantage in this regard. As you requested, I will try my best to stall him and wear him down."

Chen Bingwen was silent for a moment before speaking: "Attorney Gu, my attitude is very clear."

We will not tolerate any wrongdoing from "Business Express".

Initiate legal proceedings immediately, file a formal lawsuit, accuse them of commercial defamation and publishing false information, and seek damages up to the limit they can afford.

What I want is not a settlement or a perfunctory apology; I want a clear court ruling, forcing them to pay a price for this choice that will serve as a wake-up call to the entire industry.

He paused, then continued, "Whether it's Luo Wei, or these media outlets that take money to do things and have no professional ethics, every single one of them."

This time, we'll make them understand for sure what price they'll pay for provoking us.

This matter will be dealt with decisively and thoroughly investigated.

Gu Yongxian sensed the determination in Chen Bingwen's words, and his expression became even more solemn: "Understood, Mr. Chen."

I will immediately assemble a team and prepare the most comprehensive litigation materials.

The chain of evidence is complete, and we have a very good chance of winning.

Business Express must be held accountable for their actions.

"Alright, I'll leave this matter entirely to you." Chen Bingwen nodded. "As for Luo Wei's lawsuit, handle it normally, follow the legal procedures, and drag it out as long as possible. Even if you can't bring him to his knees, you'll make him miserable."

“I understand, Mr. Chen.” Gu Yongxian picked up his briefcase, stood up to take his leave, and said, “I’ll make the arrangements right away.”

After seeing Gu Yongxian off, Chen Bingwen sat back down in his office chair.

He knew that official legal means could only serve as a deterrent and delaying tactic against people like Luo Wei.

Lo Wei has been working in the Hong Kong film industry for many years, with a complex network of connections and a tough, even somewhat obsessive, style of doing things.

In his past life, when Lo Wei and Cheng Long finally parted ways, he used some less-than-honorable methods, and there were even rumors that he had hired people from the triads to threaten and intimidate Cheng Long in an attempt to force him to comply.

Luo Wei's lawsuit and his attempt to bribe the media to spread rumors are just the first step.

If legal means fail to achieve his goal of locking down Cheng Long and suppressing Chen Ji, it's hard to guarantee that he won't take risks and resort to even more despicable means.

Rather than waiting passively, it's better to take the initiative. With this in mind, Chen Bingwen picked up the phone and dialed Shunda Logistics' number. "Hello, Brother Sheng! This is Chen Bingwen."

Meanwhile, in the Loewe Film Studios office.

Cheng Long sat on the sofa, with several newspapers spread out on the coffee table in front of him.

The entertainment section of the Oriental Daily News prominently featured the headline: "Lo Wei Film Company Sues Chen Ji Foods; Jackie Chan's Endorsement Embroiled in Contract Dispute!"

Sing Tao Daily followed up: "Drunken Master's popularity has boosted Jackie Chan's value, but his former agency, Lo Wei, is holding firm on his new endorsement deal, raising concerns about its future?"

Ming Pao, however, was more restrained: "Commercial contract disputes may affect the artist's development, and Jackie Chan faces a dilemma."

The article is highly sensational, portraying Lo Wei as the talent scout who discovered Jackie Chan, accusing Chen Ji Foods of "maliciously interfering" with its exclusive agency contract with Jackie Chan, and using film collaborations to "bundle" Jackie Chan for low-priced endorsements, thereby damaging the interests of Lo Wei Films.

The text subtly implies that Cheng Long is ungrateful and misled by outside influences.

The newspaper was thrown to him by Rowe himself, along with a warning: "Ah Long, you saw that, didn't you?"

It's time to be sensible.

Stop contacting Chen Bingwen and don't mention his sweet soup in any interviews.

Your contract is still in my hands. If you do anything stupid, don't blame me for being ruthless.

Loewe's attitude was tougher than ever before.

Although the rules were strict in the past, there was still some leniency.

Now that "Drunken Master" is a box office hit, Jackie Chan's name is known throughout Hong Kong. Lo Wei's gaze towards him has changed from control to a burning desire, as if he were looking at a money tree, and a vigilance that leaves no room for error.

For this reason, two assistants were even specially assigned to him.

However, despite being called an "assistant," they were actually being monitored.

To be honest, he was indeed grateful to Luo Wei for recognizing his talent, and he also respected this hot-tempered boss.

But on the other side was Chen Bingwen.

That young man, younger than me, had a keen eye, a generous spirit, and dared to invest in and sincerely cooperate with me before I had truly become famous.

The success of "Drunken Master" owes much to Chen Bingwen's investment and trust.

Chen Ji's sweet soup is delicious, and he's also tried "Jinba" (a popular brand of sweet soup). Not to mention the endorsement contract, which had excellent terms and no deception.

Now that Luo Wei has pulled this stunt, it's like putting him on the hot seat.

Gratitude, contracts, morality, and future prospects were all intertwined, making it hard for him to breathe.

(End of this chapter)