Rebirth in Hong Kong: From Dessert Shop to Industrial Empire

Chapter 144 Lights! Waiting for the lights! (Seeking monthly tickets, recommendations, and more reading!)
When Zhou Zhiyuan received confirmation from Chen Bingwen that the new product was "functional chewing gum," his first thought wasn't how to make the product, but rather that the product was too niche.

After all, chewing gum is a snack that Chinese people would never even think of in their daily lives unless absolutely necessary.

He paused for a moment, then said with great certainty, "Integrating the ingredients of functional beverages into the gum base to make chewing gum is not technically difficult and is not an insurmountable technical obstacle!"
Give me some time, and I believe I will find a solution soon!
But…” He changed the subject, his brows furrowing slightly, “Mr. Chen, chewing gum is a very niche product. Is the market really that big?”
Especially in the consumption habits of Chinese people, apart from young people occasionally chewing something to freshen their breath, they simply don't think about buying it on a daily basis.

Is it worthwhile to put so much effort into making a 'small snack'?

He didn't finish his sentence, but the meaning was clear: this thing is too niche and not worth it.

Chen Bingwen smiled and shook his head repeatedly.

Professor Zhou's concerns are very practical. Based on the daily experience of Chinese people, chewing gum is indeed a niche product.

However, he overlooked the vast differences in global markets and cultural inertia.

What he considers 'snacks' are deeply ingrained national habits in Europe and America!
It's a fast-moving consumer good that's a necessity!

The average annual consumption per person in Western European countries is over 120 capsules.

In the United States, the average annual consumption per person even reaches 300 pills!
This is by no means a 'niche' product, but rather a high-frequency, high-repurchase-rate everyday consumer product!
For consumers in Europe and America, buying chewing gum is as natural as buying soy sauce in China!
Chen Bingwen clearly remembers that research data showed that the United States, with a population of less than 300 million, consumes more chewing gum every year than China, which has a population of 1.3 to 1.4 billion. Can you believe that?

"Professor Zhou, we should not use our daily experience to judge whether a product meets market demand."

We consider it a niche market because we're positioned in the Hong Kong Island (Asian) market; the real blue ocean market is across the Pacific!

Chen Bingwen explained with a smile: "The chewing gum market in Europe and America, which consumes nearly 40 tons of chewing gum annually, is a behemoth market with a highly mature market, extremely developed distribution channels, and deeply ingrained user habits!"
However, it is also a red ocean market characterized by stagnant innovation and highly homogenized products!
Our 'functional chewing gum' is designed to carve out an unprecedented blue ocean within this red ocean!

All their products are competing to see which one has the most minty flavor and which one has the longest-lasting fruity taste.

We simply don't play those games with flavors!

We're going straight for the kill! We're not selling taste, we're selling functionality! We're selling energy! We're selling mental alertness! We're selling enhanced athletic performance!

"Think about it, when European and American consumers habitually walk to the convenience store checkout and pick up a pack of chewing gum, they will have two choices: one is the 'Wrigley' gum that has remained unchanged for decades, and the other is our brand new 'Pulse' chewing gum."

Guess how many people will choose to try this new gadget that can keep them awake in afternoon meetings and give them more energy for workouts?
The return on investment is not just about making a 'small snack'; if successful, we will no longer be just a beverage company, but an undeniable disruptor in the global functional food industry!

Chen Bingwen paused for a moment, and after Zhou Zhiyuan thought for a couple of seconds, he continued, "Moreover, this 'functional chewing gum' is not just a standalone new product; it can also provide support for 'Pulse' in its expansion into the North American market!"

"Consumers may hesitate to buy an unfamiliar energy drink, but why not spend a few cents to buy a bar of chewing gum that can also refresh them?"

The barrier to entry is much lower!
Once they experience the core functional value of 'Pulse' through chewing gum, their awareness and trust in 'Pulse' will increase dramatically!

This is called the transfer and reinforcement of functional cognition!

“Going a step further,” Chen Bingwen said with a smile, “we can use a combination of strategies in our distribution channels! ‘Buy a bottle of Gatorade and get a free functional chewing gum.’”
Alternatively, the two can be displayed together on a shelf.
The advertisements even stated directly: "Chew one, instantly awake; drink one, long-lasting energy!" This made chewing gum the pioneer and best partner for "Pulse" to penetrate the minds of North American consumers!
Not only can it generate profits in its own right, but it can also significantly reduce the market education costs for 'Pulse' and accelerate its channel penetration and brand recognition in North America!

“Therefore,” Chen Bingwen concluded, “functional chewing gum is not just a supplement to our product line; it is a key to unlocking the functional beverage market in North America and even globally!”
Its value extends far beyond its own sales revenue; it lies in the enormous synergistic effects and strategic leverage it can create for the core brand 'Pulse'!

After listening to Chen Bingwen's insightful and data-rich analysis, Zhou Zhiyuan's doubts completely vanished.

He fully understood that "functional chewing gum" was by no means a trivial matter, but a crucial step for Chen Kee to transform from a regional beverage company into a global functional food giant.

“Chen Sheng, I understand!” Zhou Zhiyuan nodded and said with some guilt, “My vision was too narrow, I only focused on the laboratory and the local market.”

Now that you mention it, it really is a vast blue ocean!

Don't worry about the technical aspects, leave them to me! I'll immediately assemble a team to tackle the stability and release rate of ingredients like taurine and caffeine!

Chen Bingwen nodded in satisfaction, always confident in Zhou Zhiyuan's comprehension and execution abilities.

He knew that once this tech guru understood the strategic intent, he would unleash tremendous energy.

After discussing the most pressing new project, the atmosphere relaxed.

The two chatted about the progress of the paper cup milk tea project.

Speaking of paper cup milk tea, Zhou Zhiyuan suddenly remembered something and reported, "Mr. Chen, while you were in Japan, there were new developments at the R&D center."

According to your previous plan, the basic research for the paper cup instant milk tea project has already begun.

"Oh? How's it going?" Chen Bingwen was very interested; this was one of his planned next-generation flagship products.

“The Hong Kong Polytechnic University was very supportive, sending two professors from the Department of Food Engineering and five outstanding postgraduate students to participate in the preliminary basic research in the form of a collaborative project. Their main task was to help with the initial screening of raw material ratios and the testing of basic physicochemical indicators.”

Zhou Zhiyuan explained, "This way, we can utilize the school's academic resources, provide students with practical opportunities, identify promising students in advance, and keep costs low."

"Yes, this model is very good. It combines industry, academia, and research, and we can use it more often in the future."

Chen Bingwen agreed, asking, "What about the key technical aspects?"

“I’m personally overseeing the core and critical aspects, working with Isabella and two assistants.”

Zhou Zhiyuan replied, "It's still in the experimental stage. We have some preliminary powder samples, but it's still far from the standard you mentioned: 'can be brewed with both cold and hot water, has a smooth taste, and a balanced tea and milk flavor.'"

Once the development of the 'functional chewing gum' is complete, I'll focus my main efforts back on this."

Chen Bingwen nodded in complete understanding.

He knows that research and development, especially for groundbreaking products like this that go from zero to one, requires time and patience and cannot be rushed.

Taking a break now and then to let your thoughts settle, or to draw inspiration from other projects, can be a good strategy.

He advised, "Paper cup milk tea is another big move for us to break through channel and seasonal limitations in the future, so there's no need to rush."

The primary task at present is to concentrate our superior forces to quickly develop this "functional chewing gum" bomb and launch it into the market!

"If you need any resources, just tell Director Fang directly, and I'll have him fully cooperate with you."

"Understood! I'll head back to the lab now and get the chewing gum project team up and running!"

Zhou Zhiyuan acted swiftly and decisively, getting up to leave immediately.

He was full of energy and couldn't wait to go back to the research center to start his research.

“Okay.” Chen Bingwen also stood up and said, “Remember, we must pay attention to both speed and quality, especially the patent layout. We need to start it simultaneously and get Gu Yongxian involved in advance.”

Also, when you go back, please tell the professors and students from the engineering college that I'd like to treat them to dinner tonight.

I didn't know that when I was in Japan.

Now that he's back on Hong Kong Island, knowing that professors and students from the Polytechnic University are conducting research at the R&D center, it's only right and proper for Chan Ping-man to greet them.

After all, Chen's is a beneficiary of the existing system.

Zhou Zhiyuan paused for a moment, then nodded knowingly: "Okay, Mr. Chen, I will definitely pass on the message. They will be very happy to know that you are personally hosting the dinner."

"Okay, let's set the venue at Yung Kee, it'll seem more formal. Have Ali reserve a quiet private room for me."

Chen Bingwen added, "You should come along too, and invite Isabella and a few other key project members as well. It will be a chance for them to exchange ideas and also allow the R&D team to relax a bit."

"Understood! I'll get back to work now!" Zhou Zhiyuan accepted the order and hurriedly left the office.

As it was nearing the end of the workday, Vincent Fang knocked on the door and came in.

“Mr. Chen,” Fang Wenshan said calmly as he walked to his desk, “I’ve spoken with Wan Yingying.”

Chen Bingwen put down the documents, leaned back slightly, and looked at Fang Wenshan, waiting for him to continue. He had never doubted Fang Wenshan's efficiency and execution ability.

"As you suggested, I gave her two options: transfer out of the marketing department to a sinecure in the administration department, or..."

Fang Wenshan paused for a moment, then continued, "She chose to resign voluntarily, and the procedures have been completed."

Chen Bingwen was silent for a moment, then nodded slightly. "That's good too. It's clean and efficient, and it's better for everyone."

Wan Yingying's choice was within his expectations. Someone who was once groomed to be in charge would find it hard to accept being transferred to a marginal position. Leaving voluntarily was the only dignified choice to save face.

In the following days, Chenji Company went into full-speed operation.

A tense atmosphere permeated the top floor of the Weiye Building.

The phone rang incessantly, footsteps hurried down the corridor, and the conference room was brightly lit.

The entire Chen Kee business was like a precision machine that had suddenly switched to battle mode, with every gear running at high speed, making a final sprint for the upcoming market storm.

As the one in charge of this storm, Chen Bingwen's office was relatively quiet at this time.

He had just finished a transoceanic phone call with Ling Peiyi, finalizing the revisions to the Yamaguchi Momoe commercial.

Meanwhile, the advertisement production and filming were also completed on Hong Kong Island, awaiting final online release.

March 10th, 3 PM prime time.

In an ordinary apartment in Tuen Mun, Lam Ka-ming, a young clerk at a trading company, is watching a TV drama on RTV with his family.

During the break between episodes, it was time for commercials.

This is usually the time when people get up to get water or go to the toilet.

But today, an unprecedented advertisement has captured everyone's attention in a highly impactful way.

The television screen suddenly went dark, followed by a dull, oppressive ticking of a clock. The screen slowly lit up, revealing a dimly lit, stagnant office scene.

The office was cramped and dimly lit, with a close-up of the clock on the wall pointing to 11 p.m.

A haggard-looking young employee with bloodshot eyes was yawning frantically at a pile of documents, his coffee cup empty but to no avail.

The scene instantly struck Lin Jiaming, as if awakening the fatigue he felt from working overtime until 10 p.m. yesterday, and he couldn't help but yawn as well.

"Does it have to be this realistic?" he muttered.

Just then, the screen abruptly cut!
The color palette became brighter and sharper, and the background music was changed to an exciting and energetic rhythm!

A bottle of ice-blue "Pulse" energy drink was popped open with a "bang," and the close-up of the splashing water droplets was visually striking!
Then, the camera returned to the employee, who, after taking a sip of "Pulse," visibly changed from a vacant look to a focused and energetic one, and his previously tired and hunched back straightened up.

The actions of processing the documents became smooth and powerful, and he even gave a confident smile at the end.

The advertising slogan then rang out, its powerful tone striking straight to the heart:
Feeling tired and drowsy? Low productivity? Your body is sending out warning signals!

"Pulse Energy Drink!"

"Scientifically formulated, rich in taurine, caffeine, and B vitamins, it quickly replenishes energy and refreshes the mind!"

Say goodbye to the overtime dilemma and gain an advantage in the workplace!

"Pulse, injecting you with super energy!"

Finally, a highly recognizable musical rhythm begins:
Lights~ Waiting lights~ Waiting lights~

The image freezes on the "Chen Ji Foods" logo.

The entire advertisement is only 30 seconds long, but it is like a mini-movie with a smooth narrative and a strong visual impact. In particular, the contrast between the before and after states left a deep impression on Lin Jiaming.

"This ad is quite interesting. 'Pulse'? I think I've heard of it before, but I haven't paid much attention."

The next day, March 11, early morning.

As usual, Lin Jiaming turned on the radio and tuned it to RTHK while washing up.

Between the familiar news and music, he heard that highly recognizable musical rhythm again: ding~ ding ding~!

The radio host announced in a vibrant voice: "Feeling exhausted from working overtime and lacking energy?"

Please enjoy Chen Ji's "Pulse" energy drink!
Naturally nourishing, Chen Ji Traditional Sweet Soup is the top choice!
Newly launched and available at major convenience stores and supermarkets on Hong Kong Island!

His voice was highly persuasive, a stark contrast to the flat, monotonous advertising style he was used to.

As he left for work and reached the bus stop, he was once again struck by awe.

A double-decker bus painted entirely with tempting blue images of "Pulse" beverage and Chen Ji Dessert slowly pulled into the station!
The immense visual impact made him and the other people waiting for the bus around him unable to help but take a second look.

As the bus entered the city, the billboards and newsstand posters along the way seemed to have been completely "occupied" overnight by the blue "Pulse" logo and exquisite pictures of sweet soup.

This ubiquitous, saturation-style bombardment creates a powerful momentum, making people subconsciously feel: this thing is hot right now, everyone is talking about it!

When he arrived at the office, he had just sat down when a colleague handed him a copy of the Oriental Daily News, pointing to the full-page advertisement and saying, "Jiaming, look!"

Chen's ads are everywhere! They were on TV last night too!

Lin Jiaming took the newspaper and saw that the layout was equally eye-catching, highlighting the concepts of functionality and nourishment, and also printed "Available at Wellcome, ParknShop and major convenience stores starting today".

All morning, the conversation in the office revolved around Chen Ji's advertisements and new products.

"Did you see that ad last night? It looked exactly like the one I did yesterday while working overtime!"

"Look, they're everywhere today! It seems Chen's Dessert Shop has really gone all out!"

This multi-dimensional, high-intensity, and three-dimensional information impact, encompassing visual and auditory experiences, from home to the street, and from the street to the workplace, has completely shattered the original consumption barriers for Lin Jiaming and countless Hong Kong Island citizens.

Curiosity and the latent need for "spirit boost" were greatly aroused.

He originally had no urgent need for energy drinks, but under the influence of this strong marketing atmosphere, his curiosity and implied need were greatly aroused.

In the afternoon, when he passed by the convenience store downstairs from the company, he inexplicably went inside and went straight to the freezer.

Among the rows of drinks, he spotted the familiar icy blue "Pulse" at a glance.

Without much hesitation, he took a bottle.

When he paid the bill, he unscrewed the bottle cap and took a sip.

The cool liquid, with its unique, not simply sweet, texture, glides down the throat, seemingly bringing a brief sense of exhilaration.

"Hmm, it tastes alright, and it seems to be somewhat effective?" he muttered to himself, taking his drink and walking out of the convenience store.

What Lin Jiaming didn't know was that his consumption behavior at this moment was the inevitable result that Chen Bingwen hoped to see after drawing on the advanced integrated marketing communication concept, through precise calculation and multi-channel saturation attack.

The "Pulse" product and brand are penetrating the lives and minds of millions of ordinary citizens like Lin Jiaming at an unprecedented speed through this unprecedented advertising offensive.

(End of this chapter)