Rebirth in 2011: Starting as an Advertising Genius

Forty minutes later, the meeting room door reopened.

Shen Nan's assistant came out, holding a document, and cleared his throat: "Sorry to keep you all waiting. The comprehensive scores for the technical and commercial bids of the Zhenniu Dairy brand cooperation project are out, and the results will be announced on the spot."

The rest area quieted down.

Du Yue put down her coffee cup and leaned forward slightly.

"First place: Harmony Guy, Technical Score 100, Commercial Score 89, Overall Score 97.8. Second place: Elegant Guy, Technical Score 92, Commercial Score 88, Overall Score 91.2. Third place..."

The assistant was still reading out the rankings, but Du Yue was no longer listening.

She lost?

And why did we lose so decisively?

The first place winner's technical score was a perfect score?

Having participated in pitches for so many years, she has never encountered a perfect technical bid.

"Wait a minute." Du Yue stood up, her voice not loud but clear, and everyone in the rest area looked at her.

She walked up to her assistant. "I'd like to see the winning proposal. Is that alright?"

This statement actually carries a lot of metaphor, suggesting that she doesn't quite believe in the fairness of this outcome.

The assistant looked troubled: "Mr. Du, this requires Harmony's approval..."

Before she could finish speaking, Luo Xing spoke up:

"Sure, if Mr. Du wants to see it, I can disclose the contents of this technical tender!"

Du Yue was stunned.

She didn't expect Luo Xing to agree so readily.

In this industry, solutions are everything, and few people are willing to let their competitors see their cards.

"Are you sure?" Du Yue asked.

"OK." Luo Xing smiled.

The results have already been announced, so what's there to be afraid of?

The meeting room reopened, and Shen Nan was still there, sitting in the main seat looking at his phone.

He raised an eyebrow when he saw Du Yue, Luo Xing, and several other company representatives come in together.

"Mr. Shen, I'm sorry to take a few minutes of your time," Du Yue said. "I'd like to take a look at the harmony proposal."

Shen Nan glanced at Luo Xing, and Luo Xing nodded.

Shen Nan leaned back in his chair and made a "please" gesture.

Luo Xing's assistant opened the PowerPoint presentation and projected it onto the screen.

Du Yue stood in front of the whiteboard, arms crossed, with a serious expression.

Page 1: Good cow = good milk.

Du Yue frowned – it was too easy.

She thought she would see a fancy creative concept, but this is what she got?

On the second page, Luo Xing pressed the remote control, and the screen changed: a large title...

Adopt a cow

Du Yue's fingers tightened unconsciously.

"Core logic: Shift from 'selling milk' to 'raising dairy cows'."

Luo Xing began his explanation, speaking in the same unhurried and deliberate tone as when he made the proposal earlier.

Live Streaming to Trace the Origin of the Cows, Adoption Program, Offline Experience, 199 Yuan Per Month, Cow Growth Reports, Users can Name the Cows...

As she turned the pages, Du Yue's expression changed little by little.

From frowning, to relaxing, to slightly parting the lips, to clenching the fingers into a fist.

It's not that she hasn't heard of good solutions.

She had seen proposals from Ogilvy and Leo Burnett, and she had seen full-service planning from international 4A agencies, but all those proposals had one thing in common.

They are tweaking and refining the existing GG logic, making the creative ideas more sophisticated, the campaigns more precise, and the ROI calculations more impressive.

But this plan is different.

It's not patching, it's rebuilding.

It wasn't thinking about "how to sell the milk," but rather "how to make consumers unable to resist buying it."

Having worked as a gigolo for ten years, Du Yue knows all too well that this kind of cognitive gap cannot be bridged by simply working overtime and staying up all night.

This is a kind of dimensional reduction attack on the mind model. It's like when people in the horse-drawn carriage era saw the first car, it wasn't that it was slow, it was that it was running on a completely different dimension.

"We've done the math, and if this model works, Zhenniu Dairy could achieve five million in sales in the first year and double that in the second year. Moreover, this model can be replicated for other agricultural product categories—eggs, rice, and fruit—the logic is the same."

Luo Xing has finished speaking.

The meeting room was silent for about three seconds.

"Professor Luo," Du Yue's voice was a little hoarse, "did you create this plan?"

"I didn't come up with the core idea," Luo Xing paused for a moment, "but it was my student."

"A student? Are you a teacher at the Academy of Arts and Crafts?"

"You know?"

Du Yue gave a wry smile.

She recalled the video she had seen before: "My name is Tian Ke, and I endorse myself."

The creative logic of that video is exactly the same as "Adopt a Cow": it's not about selling clothes, it's about selling a persona; it's not about selling milk, it's about selling companionship.

"Chen Jianghe, right?" Du Yue said.

Du Yue had contacted Chen Jianghe online before, but had not received a reply.

The guy who endorsed her had already shocked her for a long time, but this time, the "adopt a cow" idea completely stunned her.

How do you know Chen Jianghe?

Luo Xing was also surprised that his student was so famous.

I haven't seen him do anything before, and he didn't even announce this plan in advance!

strange!

Du Yue took a deep breath and turned to look at Shen Nan: "President Shen, I accept defeat wholeheartedly in this bid."

----------

Hongcun.

On the same day that Luo Xing reported it, unfortunately the weather was not cooperating and a light drizzle began to fall.

The surface of Nanhu Lake was rippled by raindrops, and the distant mountains were shrouded in a layer of white mist, like ink slowly spreading on rice paper.

Most of the students hid under the eaves of the guesthouse to draw, or simply stayed in their rooms playing cards or scrolling through their phones.

Chen Jianghe held up a long-handled black umbrella, walked around the village, took some photos, and then returned to his guesthouse.

As he walked down the first-floor corridor, he heard Huang Xiaoqian's room door ajar, and the sound of someone rummaging through drawers and cabinets could be heard inside.

"Director?" He knocked on the door frame.

Huang Xiaoqian was squatting on the ground rummaging through her suitcase when she heard the sound. She looked up, her forehead damp with sweat and clinging to her skin.

She was wearing a cream-colored thin knit sweater with the sleeves rolled up to her elbows, revealing a section of her fair forearm.

"Chen Jianghe? You didn't go out sketching?"

"It's raining, there's not much to draw." He leaned against the doorframe. "What are you looking for?"

"Charger." Huang Xiaoqian sighed, stood up, and rubbed her numb legs. "I can't find my phone charger. I definitely put it in my bag yesterday..."

"What model?"

Nokia.

Chen Jianghe pulled a small bag from his pocket, rummaged through it, and took out a thin USB cable: "Will this work?"

Huang Xiaoqian took it and glanced at it, her eyes lighting up: "It works! How do you have a Nokia charger?"

"I bought these as spares." Chen Jianghe didn't tell the truth. After he was reborn, he went to the electronics market and bought several charging cables with different interfaces because he remembered that his advisor always forgot things whenever he went on a business trip in his previous life.

"Thanks." Huang Xiaoqian plugged in the charger, and her phone screen lit up. She breathed a sigh of relief. "You've helped me a lot. I'll treat you to dinner later."

"No need to look back," Chen Jianghe said. "We can do it now."

Huang Xiaoqian was taken aback for a moment: "Now? It's raining outside."

"It's more fun when it rains." Chen Jianghe waved the umbrella in his hand. "I know a place in the village that sells sweet fermented rice balls, they're really delicious. Let's go, it's on me."

Huang Xiaoqian hesitated for two seconds.

She glanced at the rain outside the window, then at Chen Jianghe's resolute eyes, and her heart began to beat faster than usual.

"Then... I'll change my shoes."