Rebirth in 2011: Starting as an Advertising Genius

Teacher Luo's office is on the third floor of the teaching building, and the door is half open.

Chen Jianghe knocked on the door and, after receiving permission, pushed it open and went inside.

Teacher Luo sat behind her desk with two cups of tea in front of her, seemingly waiting for them.

"sit."

Chen Jianghe and Yuan Meng sat down opposite each other.

"Open the plan, let me take a look first," Teacher Luo said, getting straight to the point.

Yuan Meng took a deep breath, opened her laptop, and projected the PPT onto the small screen next to Teacher Luo's desk.

The plan consists of 42 pages and is divided into five parts: market analysis, brand positioning, visual identity, communication strategy, and execution path.

"In the market analysis section, we conducted research based on the competitive landscape of the dairy products industry in Suzhou."

Yuan Meng began her explanation, her voice initially a little strained, but she quickly got into the swing of things. "Currently, the Suzhou market is mainly dominated by four brands: Bright Dairy, Mengniu, Yili, and Shuangxi. As a new brand, Zhenniu has almost no chance of success if it goes through traditional channels."

"So we came up with the concept of 'adopt a cow'." She switched to the next page, which showed a complete brand architecture diagram.

"The core logic is: to shift from 'selling milk' to 'raising dairy cows.' Consumers are not buying a product, but adopting a life."

Teacher Luo's expression gradually changed from casual to serious.

She picked up her teacup, then put it down again, her gaze never leaving the screen.

Our brand slogan is: Good cows = good milk. We are not a company that sells milk, but a company that raises dairy cows for our customers.

"In terms of dissemination, we designed three lines. The first is live streaming to trace the source, setting up cameras on the ranch to broadcast the cows' living conditions 24 hours a day. The second is the adoption program, where consumers pay 199 yuan per month to adopt a cow, receiving fresh milk delivery twice a week and a 'growth report' of the cow. The third is the offline experience, opening the ranch on weekends so that adopting users can feed the cows, milk them, and make cheese."

"In terms of implementation, we suggest starting with a small-scale test, selecting 200 seed users in Suzhou, and establishing a closed loop of 'adoption-delivery-feedback' through community operations. The test period is two months, and we will scale up after it is successful."

"..."

After Yuan Meng finished speaking, the office was quiet for a few seconds.

Teacher Luo stared at the screen, her fingers tapping lightly on the table.

Chen Jianghe noticed that the frequency with which she tapped the table was exactly the same as his own habit when he was thinking.

"This plan..." Teacher Luo began slowly, her voice lower than usual, "...how long did you work on it?"

"One week," Yuan Meng replied.

"But Chen Jianghe's core idea came about in the first week."

Teacher Luo looked at Chen Jianghe.

Have you had any prior experience in the dairy industry?

"No," Chen Jianghe said honestly, "but I've observed it."

"Observe what?"

"Observe what consumers want," Chen Jianghe said. "These days, milk companies are all talking about 'nutrition,' 'health,' and 'safety,' but these words are too abstract. What consumers really want is a sense of certainty that 'I know what I'm drinking.' 'Adopt a cow' doesn't just give you milk; it gives you that sense of certainty."

Teacher Luo remained silent for a long time.

Then she smiled.

It wasn't a perfunctory smile; it was a smile that said, "I underestimated you."

"Do you know how much this solution would be worth if you presented it to a company?"

"I know," Chen Jianghe said. "Starting at 500,000."

Teacher Luo's smile widened: "So, are you planning to ask me how much you charge?"

Chen Jianghe also smiled.

"Teacher Luo, I only need your monthly fee for the first two months."

The so-called monthly fee is actually the fee that GG Company charges the company every month after the proposal is successful. The fee is usually around 5 for a typical company, and can even reach more than one million a year for a slightly larger company.

Teacher Luo was taken aback.

"You even know this?"

This pricing method is common in their industry; external consultants are usually charged a monthly fee of 1-2 months.

I never expected that Chen Jianghe, who is only a freshman, would be able to come up with this plan.

She really wanted to ask Chen Jianghe if he had worked at any GG company before, but then she thought it was unrealistic. After all, he was only a freshman, and very few freshmen go out for internships these days. Even if he did, he would probably only be a beginner and wouldn't be able to understand such in-depth industry models.

"Are you really that confident this plan will succeed?"

Chen Jianghe remained silent, only nodding.

Teacher Luo stared at him for five seconds.

Then she reached out her hand.

"make a deal."

Chen Jianghe took her hand.

The two shook hands, like two businessmen clinking glasses at a dinner table.

Yuan Meng sat beside her, her mind blank.

Is that all?

Teacher Luo released his grip, leaned back in his chair, picked up his teacup, and took a sip, as if trying to calm his nerves.

"Chen Jianghe, you are the first student in my eight years of teaching to talk to me about profit sharing."

"That means the students you taught before weren't smart enough."

Teacher Luo almost choked on her tea.

Yuan Meng covered her face beside her.

No, it was covering the corners of her mouth that were wildly turning upwards.

---

When I walked out of the office, the corridor was empty.

Yuan Meng, carrying her laptop, followed behind Chen Jianghe for a few steps before suddenly speaking.

"Chen Jianghe".

"Um?"

"Weren't you nervous at all just now?"

"A little," Chen Jianghe said.

"You're lying. You didn't look nervous at all just now."

Chen Jianghe stopped and turned to look at her.

The corridor window was open, and the April breeze blew in, causing Yuan Meng's bangs to sway slightly.

"Yuan Meng," he looked at her, "do you know when I was most nervous just now?"

"When?"

"When you present your proposal."

Yuan Meng was stunned: "Why?"

"Because you explained it so well," Chen Jianghe said. "I was afraid that after listening to Professor Luo, he would think that you had written the plan and then kick me out of the game."

Yuan Meng's face flushed red, and her heart pounded like a drum.

"You...you're kidding me."

"Really." Chen Jianghe smiled. "You did a better job on the final touches of the plan than I expected. As for the brand visuals, you added the concept of a 'milk source thermometer' yourself. I didn't teach you that, did I?"

Yuan Meng lowered her head, her voice barely audible, "I just... felt that adding it would make it more complete..."

"So you're really good," Chen Jianghe said. "Don't always think you're just following me around; you've always been capable of this."

Yuan Meng hugged the computer even tighter, resting her chin on it, and remained silent.

But something was growing wildly and uncontrollably inside her.

【cough cough】

Suddenly, both of their phones rang at the same time.

[Notice: Our class is organizing a team-building sketching trip next Tuesday. The trip is planned for three days, and the destination is Hongcun Village in Anhui Province.]

It was a message posted by Huang Xiaoqian in the class group. They, as first-year students, basically have a sketching assignment every year, and the destination always seems to be Hongcun.