Rebirth in Hong Kong: From Dessert Shop to Industrial Empire

Chapter 151 The Eastern Ocean Tournament! (Seeking monthly votes, recommendations, and continued reading)

"The war in the Southwest, the China Resources banquet, and Wang Jianjun's journey south."

He tried to connect these seemingly unrelated points.

On the southwestern border, the flames of the self-defense counterattack have not yet completely subsided. This is a war to defend sovereignty and at the same time demonstrate determination and strength to the world.

As a window and bridge for the country in Hong Kong, China Resources' movements often foreshadow higher-level economic intentions.

Wang Jianjun's identity is special and sensitive. His trip south at this critical juncture is definitely not just to attend a social gathering.

"Supplies?" A thought flashed through Chen Bingwen's mind.

Wars are fought over logistics, equipment, and foreign exchange.

The country needs foreign exchange to import more urgently needed materials and technologies.

Therefore, the importance of the Canton Fair, as almost the only major channel for foreign exchange earnings at that time, is self-evident.

Is China Resources' hosting of this reception, inviting a wide range of business people, intended to gauge public opinion in advance and encourage or even mobilize Hong Kong businesses to expand their procurement or investment at the upcoming Spring Trade Fair, thereby attracting more valuable foreign exchange for the country?
Does Wang Jianjun's arrival mean that there is more direct and important information to convey?
The fact that Li Guowei specifically hinted to him that Wang Jianjun would be present carries an even deeper meaning.

Is it because of the "Jinba" concentrated powder before?

Or something else?
Chen Bingwen was both excited and a little pressured.

If a more solid and deeper bond can be established with the mainland during this period, it will bring immeasurable benefits to Chen Kee's future development.

He took a deep breath, suppressing his chaotic thoughts.

Regardless of the situation, we'll know the results on Friday.

Meanwhile, in another office just a wall away, Li Weiming, the newly appointed public relations manager of Chenji Foods, was scratching his head in front of a sheet of white paper on his desk.

The brand-new office still smelled of paint and new furniture.

For Li Weiming, this was a fragrant aroma tinged with pressure.

Chan Kee Foods set up a brand new department for him – the Public Relations Department, which is quite rare among Hong Kong companies.

In Hong Kong in 1979, a dedicated "public relations department" was still a novel concept for most companies.

Most companies have at most one employee responsible for advertising placement, or they place such matters under the general manager's office or the marketing department.

Chen Sheng relied solely on his advanced insights into "corporate image," "public opinion guidance," and "crisis prevention" that he had during the interview.

Entrusting him with such a significant responsibility, Li Weiming felt both honored and burdened by this recognition and foresight.

"A new broom sweeps clean," he muttered to himself. "How can I make my first move both bright and stable?"

Currently, Chen's business is booming.

With an initial success in the Japanese market, steady progress in Singapore and Malaysia, and record-breaking sales in its Hong Kong base after a crackdown on counterfeit goods and a new round of advertising blitz.

In terms of public relations, the previous incident involving counterfeit desserts has entered legal proceedings. The main focus now is on following up and releasing positive news, which is not difficult for Li Weiming, who has extensive connections in the newspaper.

He even looked forward to visiting the Department of Commerce, the Department of Health, and the police station to present them with banners and solidify relationships. These were areas he was good at and could handle with ease. He had even prepared a list of people to visit and his remarks.

However, he found the "advertising" and "proactive promotion" aspects rather challenging and was deep in thought.

The predecessor, or rather, Mr. Chen himself who was in charge of this matter, set the bar too high!
The combination of sponsoring the movie "Drunken Master," signing international superstars Jackie Chan and Momoe Yamaguchi, and launching a massive advertising campaign across Hong Kong Island was a brilliant move with remarkable results, but it also raised expectations to the limit.

After taking over, he wanted to build on such a high foundation and create something new that would impress people. This was no small feat.

Conventional television and newspaper advertisements seem to merely maintain popularity but fail to reflect its value.

He urgently needs to plan some new promotional activities that can reflect his values ​​and ideas as Li Weiming, which can maintain brand popularity, avoid simple repetition, and ideally have some originality.

After two days of hard work and smoking most of a pack of cigarettes, Li Weiming finally came up with two ideas that he thought were quite feasible.

"What are the people of Hong Kong Island most passionate about?" he asked himself.

The answer came almost immediately—horse racing!
The twice-weekly horse race days are practically a city-wide carnival.

The racecourse was packed with people, newspapers were filled with horse racing articles, and everyone in the tea restaurants was talking about horse racing.

If Chen Ji could sponsor a promising new horse, or even buy one directly and name it "Chen Ji Sweet Soup" or "Pulse Pioneer," the publicity effect would be phenomenal if the horse stood out and even won a major race!
Imagine: the headlines in the horse racing and sports sections, the discussions on the streets—the name "Chen Ji" will be deeply embedded in the daily lives of citizens, along with the passion and luck of horse racing.

This is more vivid and generates more buzz than a simple advertisement.

In addition, based on the company's grid sales representatives, he thought of those energetic, inexpensive students eager for part-time jobs.

At that time, it was extremely common for university students, even Form Six and Form Seven students, to work part-time to earn extra money in their spare time on Hong Kong Island.

They are energetic, quick learners, have lower salary expectations than other professionals, and possess a healthy and positive image, making them ideal for representing mass-market consumer brands like "Chen Ji" in on-the-ground promotions.

Using a large-scale, people-intensive approach—"ground promotion! Distributing flyers! Distributing coupons!"—while a traditional method, if well-organized and precisely targeted in core business districts, office buildings, and factory areas, can directly boost sales.

In particular, the target customers of "Pulse" energy drinks are office workers and young people who need to refresh themselves.

A beautifully designed coupon with an attractive discount is likely to be the first step that prompts them to try it.

This can compensate for the shortcomings of mass media advertising in terms of terminal conversion.

Li Weiming thought about it more and more and felt that the two ideas were feasible: sponsoring horse racing would attract attention and elevate the brand's image.

The large number of people distributing flyers is down-to-earth and promotes sales.

One high and one low complement each other.

This perfectly demonstrates his integrated marketing approach.

He immediately began to write, detailing the specific implementation plan, budget estimate, and expected results of the two ideas, forming a rather decent plan.

After finishing writing, he took a deep breath, straightened his suit and tie, picked up the proposal, and walked confidently toward the chairman's office next door.

He hoped to use this "new official's flair" to win Chen Sheng's approval.

Li Weiming gently knocked on the door of the chairman's office.

"Please come in," came Chen Bingwen's voice from inside the door.

Li Weiming pushed open the door and entered, looking slightly nervous but mostly excited.

"Mr. Chen, did I disturb you?"
Regarding the company's upcoming advertising and public relations campaign, I have initially conceived two plans and written a proposal, which I would like to request your review and feedback.

As he spoke, he respectfully handed the document to Chen Bingwen.

Chen Bingwen nodded, took the plan, and quickly began to browse through it.

A moment later, he put down the plan and smiled. "Manager Li, you're very efficient."

He's only been in office for a few days, yet he already has such a concrete plan.

"Excellent, both of these ideas are indeed very good; they hit the nail on the head regarding the pulse of Hong Kong society."

From Chen Bingwen's perspective, it was truly remarkable that Li Weiming, a newcomer, could come up with the ideas of horse racing and hiring students to distribute flyers.

After all, Chen Ji's previous advertising campaigns were extensive and had a very high starting point. His ability to quickly grasp the core of local culture and effective methods of terminal promotion proves that he does have a keen market sense and execution ability, making him a promising talent.

Chen Bingwen secretly praised him.

Upon hearing Chen Bingwen's praise, Li Weiming was delighted and was about to humbly elaborate on the details of the plan.

But then Chen Bingwen continued:

"Manager Li, these two ideas really hit the nail on the head regarding Hong Kong society; they're excellent."

The popularity of horse racing is undeniable, and it can quickly increase brand awareness; student-led on-the-ground promotion is precise and efficient, and can directly translate into store sales.

I think we can start preparing for both of these things; with a few minor optimizations to the details, they can be implemented.

At this point, Chen Bingwen changed the subject and said, "However, in my opinion, the scope of these two ideas can be expanded even further."

Horse racing is ultimately linked to gambling, and carries a certain degree of social sensitivity and controversy; we should participate in it in moderation.

It should be used as a supplement to local market ground offensives and to maintain momentum, but not as the core vehicle for brand promotion.

Using flyers in large numbers is an effective way to attract customers and can be done immediately, but it requires careful planning of the area, time period, and budget, as well as establishing an effectiveness monitoring mechanism to avoid waste.

Our vision should not be limited to just this corner of Hong Kong Island.

Chen Kee's future lies in Asia, and even globally.

Our marketing efforts must align with this strategy, possessing sufficient impact and global persuasiveness.

Upon hearing this, Li Weiming immediately straightened his back: "Please enlighten me, Mr. Chen!"

"Your idea of ​​using 'speed' and 'passion' to associate the brand is absolutely correct!"
But we have a vehicle that is more top-tier, more international, and more aligned with the core demands of 'functional beverages' than horse racing.

Chen Bingwen paused slightly, then uttered a few words with a firm and resounding tone: "The Macau Grand Prix, also known as the Guia Grand Prix!"

Upon hearing this, Li Weiming was stunned.

How could he not know about the Guia Grand Prix in neighboring Macau?

This street racing event, which began in 1954, is the oldest and most prestigious in the Far East and holds an extremely high position in the global motorsport world!

Its track, the Guia Circuit, is based on the bustling and narrow streets of Macau, combining high-speed straights, hairpin bends, and steep slopes. At its narrowest point, it is only 7 meters wide and is known as the "Monaco of the East," but its difficulty and excitement are even greater!
It is globally recognized as the ultimate test of driving skills and racing performance, attracting the world's top drivers and teams every year, and is the focus of attention for racing fans around the world!
To appear in, finish, or even win this race is far more prestigious and internationally renowned than any local horse racing event!

His previous thinking was completely constrained by the anxiety of a "newly appointed official" eager to achieve outstanding results in the local market, and he never dared to think about it at all!

Now, after Chen Bingwen's guidance, he instantly felt enlightened, as if the clouds had parted and the sun had shone through. His face flushed slightly because of the limitations of his own thinking.

However, what I felt most was genuine excitement and admiration.

The boss's vision has indeed far surpassed the skies of Hong Kong Island.

Chen Bingwen didn't give him much time to be upset, but continued, "Our 'Pulse' has the core selling point of refreshing the mind, replenishing energy, breaking through limits, and stimulating potential!"
This perfectly aligns with the spirit of self-transcendence that motorsports strive for!

This is a resonance on a soul level! There is no more seamless brand application scenario than this!
We want to participate in this mature and highly regarded platform as a main sponsor or top partner!

Our logo should appear on the most prominent parts of the race car, such as the hood, side cases, and rear wing; on the racing suits and helmets of top drivers; on the most eye-catching billboards on the track; and on all official promotional materials and tickets!
Let the name 'Pulse' spread throughout the world and into the hearts of all those who follow this event through television broadcasts!

This is more than just advertising; it instantly differentiates us from products that only advertise in newspapers, building a strong brand barrier!

Then, without bothering to think too much, Chen Bingwen simply threw out the classic advertising slogan, "Pulse, giving you wings!"

This classic advertising slogan, which originated from Red Bull and has been validated by countless markets, was thrown out by Chen Bingwen at this time and place. Combined with the extreme speed of the Guia Grand Prix, it seems incredibly fitting and shocking.

Li Weiming's eyes widened suddenly, and he subconsciously repeated the sentence: "Pulse, giving you wings?"

Wings! Absolutely wonderful!
"Mr. Chen! This is simply a stroke of genius!"

He was so excited he almost shouted, "It elevates the physical benefits of the product! It's a perfect match for the feeling of flying close to the ground and pursuing extreme speed that the Guia race car has!"

Correct!
It feels like having wings!
Consumers will no longer be buying a bottle of beverage, but a belief, a state of mind!

“That’s right!” Chen Bingwen nodded emphatically with satisfaction. “We need to 'give wings' around this core concept and create a complete integrated marketing communication solution.”

Your two ideas are not useless; on the contrary, they can be incorporated into this larger 'Guangya' framework and implemented as an important component.

Horse racing sponsorship can serve as a point of reference for integrating with the local culture of Hong Kong Island, with a theme such as 'Land Racing, Equal Passion'.

The mass distribution of flyers can be combined with the theme of the Grand Prix, and concentrated in Hong Kong and Macau before and after the event. Flyers with racing elements, the slogan "Give Wings," and coupons can be distributed to guide the consumer experience and effectively convert the event's popularity into product sales.

We'll also take this opportunity to sell our products in Macau!

Although Macau's population at this time was less than 300,000, it was equivalent to the population of a small, third-tier county town in China in the previous life.

However, there is a potential consumer group for energy drinks in Macau: casino and entertainment venue employees, as well as gamblers who stay up all night.

These people need to maintain a high level of alertness and concentration for extended periods, and the energizing effect of "Pulse" perfectly meets their needs.

Li Weiming suddenly realized and quickly took notes while replying, "Understood, Mr. Chen! I'll contact the organizing committee of the Guia Grand Prix in a moment to get the specific information."

Chen Bingwen smiled and nodded, then said, "Sponsoring an existing team or driver is a good way to quickly get involved and build brand awareness."

However, this is only a temporary expedient.

The best way is to establish our own racing team, named 'Pulse,' and participate in the Guia Grand Prix.

In its past, Red Bull made extreme sports synonymous with the brand by closely associating itself with them.

When it comes to extreme sports, Red Bull inevitably comes to mind, along with the fearless group behind it.

Now, "Pulse" energy drinks are ahead of Red Bull in global sales, conquering new territories.

Chen Bingwen naturally wouldn't miss the opportunity to associate himself with extreme sports.

However, extreme sports enthusiasts are still a relatively small group globally.

Instead of actively seeking it out, we should leverage the Guia Grand International Marathon, a globally influential event.

By establishing the reputation of "Pulse" as a sponsor of extreme sports, extreme sports enthusiasts have taken the initiative to come to them.

Subsequently, "Pulse" gradually transformed its identity from a sponsor and athlete to a referee, organizing extreme sports competitions such as cliff diving, downhill cycling, and mountain biking.

Then, by leveraging this high-quality content, a media company can be established, covering television, audio, video, magazines and other media outlets, controlling all aspects from production to dissemination.

Let "I'll pay, you risk your life!" become the potential brand image of "Pulse"!

In its previous life, Red Bull established two television stations, two publishing houses, a record company, and several media companies in order to sell its beverages well.

The most absurd thing is that by selling high-quality extreme sports content, Red Bull's media business not only doesn't need to be funded by its main business, but can also contribute considerable profits every year.

Therefore, Chen Bingwen not only wants to sponsor events or form a team, but also wants to create a complete "extreme sports content ecosystem".

By controlling the entire chain of content production, dissemination, and monetization, Pulse has transformed from a beverage brand into a definer and leader of extreme sports culture.

Leave no way for those who come after!
After Chen Bingwen revealed his entire vision, Li Weiming was completely impressed by this grand strategic idea.

But as the executor, he still cautiously raised a very practical question: "Mr. Chen, this idea is truly amazing!"

However, setting up a fleet of vehicles, assembling a professional production team, purchasing specialized equipment, and covering the costs of content production and distribution would require a substantial upfront investment.

Furthermore, extreme sports are still a relatively new field in Hong Kong and even Asia, and market acceptance and monetization capabilities will require time to develop.

Chen Bingwen laughed heartily and said, "How could it be possible to achieve it all in one step? I'm just pointing you in the right direction. As for the specific implementation schedule, we'll work on it based on the actual situation."

Next, you can find out how much it costs to set up an FIA team, and then we'll arrange the specific steps based on your financial situation.

After listening to Chen Bingwen's explanation, I knew that he had considered everything comprehensively.

The doubts and pressure in Li Weiming's heart vanished instantly.

"I understand, Mr. Chen! I'll get started right away!"

Back in his office, Li Weiming didn't waste any time and immediately demonstrated his efficient execution as a public relations manager.

(End of this chapter)