OBS Chapter 1345 Overtaking on a Curve
Chapter 1345 Overtaking on a Curve
The wind was still biting on the eighth day of the Lunar New Year. Qin Hao drove his well-worn Crown, heading east with Yang Xun and Xiao Dai, who were driving Cadillacs, all the way to the East China Sea.
After delivering the trunk full of local products and heartfelt concern from the Song family elders to Song Yunhui, who was still engrossed in the project construction site, Qin Hao followed Yang Xun to their proud department store.
After walking around for a while, Qin Hao's brows furrowed more and more. The scene before him was less like a department store and more like a larger, cluttered, upgraded version of a rural supply and marketing cooperative.
The shelves were old and disorganized, the lighting was dim and unclear, and the positioning of the products was vague. From cheap plastic basins to a few out-of-place "trendy" clothes, they were mixed together, giving off a shabby and shabby vibe.
"You... you just copied the style of the Nanjing Road Department Store in Shanghai?" Qin Hao commented bluntly, his fingertips tracing the dusty shelves: "It exudes a petty, stingy feel inside and out. At best, it's just a slightly larger general store."
Dai Fengjiao was a little embarrassed, and Yang Xun blushed and said to Qin Hao with a wry smile, "Brother Hao, you have a unique eye. You hit the nail on the head right away. It's not that I don't want to make it high-end, it's just that... I can't learn it! With this display, lighting, and layout, no matter how I try, it looks like I'm wearing a dragon robe but not like a prince. It looks awkward."
Qin Hao sighed and looked around at the messy environment: "Professional matters should be left to professionals. A generous reward will surely attract brave men; do I need to teach you that? Is it so hard to spend a little money to hire someone knowledgeable?"
He pondered for a moment, thinking that although Yang Xun lacked foresight, he was still capable of execution: "How about this, you two hurry up and get your passports sorted out. In a few days, I'll take you to the United States to see firsthand how real department stores operate. Learn from their experience and broaden your horizons. After we come back, we'll discuss the next steps."
Upon hearing that she was going abroad, Dai Fengjiao immediately became excited! The 1980s were the peak of the craze for going abroad? She immediately forgot her earlier unpleasantness, her mind filled with the neon-lit night scene of New York, and she even began to plan what "stylish" things she could bring back to impress her neighbors.
Yang Xun was much calmer. Although he had never been to the United States, he had traveled abroad and knew how vast the world was. More importantly, he knew Qin Hao all too well. This inspection tour was by no means a free vacation; it was a test.
If he has reviewed everything but cannot produce a satisfactory answer for Qin Hao, the investment in Jianxin Shopping Mall will most likely fall through!
Two days later, the Boeing plane roared to a landing at New York's JFK Airport.
Upon entering downtown New York City, Dai Fengjiao was deeply impressed by the bustling Times Square. Under the pretext of "inspecting the shopping mall," she dragged Yang Xun around tirelessly.
Qin Hao didn't bother with them. After returning to the company, he held a brief opening meeting, which summarized only two points.
First, accelerate the brand building of mid-to-high-end products.
Second: Increase advertising for various small household appliances.
In the fields of major appliances such as televisions, refrigerators, and washing machines, Japanese companies have built an unshakeable fortress by relying on their advantages in technology, cost, and distribution channels. In the short term, mainland Chinese companies will find it difficult to compete head-on with them in the international market and can only try to overtake them by taking shortcuts.
The small appliance market includes kettles, bread makers, hair dryers, juicers, coffee makers, and irons. Although the market size of each individual product category is not as large as that of major appliance giants, it has the advantage of a wide variety of products, relatively low technical barriers, and is currently in a "Warring States period" of fierce competition.
This sector has yet to produce a dominant, monopolistic brand.
To this end, Qin Hao specially created a brand new small appliance brand: "Little Panda," a brand image that means "cute, adorable, but hardworking and clever," which was chosen as the vanguard of this "blitzkrieg."
A massive "panda advertising storm" swept across the United States and began to radiate to target markets worldwide, with an unprecedented scale and investment.
The adorable and playful "little panda" logo is everywhere on television screens, during prime time on the three major networks NBC, CBS, and ABC, and even during commercial breaks on emerging cable channels like MTV and CNN.
The meticulously crafted advertising video does not pursue rigid "high technology," but rather focuses on being a "beautiful, convenient, and warm family life assistant."
In the early morning, a toaster with a panda logo pops out a golden, crispy slice of bread with a "ding," and a mother smiles as she hands it to her child carrying a schoolbag.
In the evening, exhausted office workers return home after working overtime. They use the Little Panda electric kettle to boil water in a few minutes and brew a cup of hot tea to instantly dispel their fatigue.
When friends gather, the Little Panda Juicer easily produces fresh and delicious juice, filling the air with laughter... At the end of each scene, the adorable little panda will blink its eyes and jump out, appearing on the product or in the corner of the screen, becoming a symbol of wonderful life memories.
The catchy advertising slogan, "Little Panda Appliances, Lighting Up a Wonderful Life!" has spread to every household.
Not only television, but newspapers also couldn't escape the relentless bombardment of "Little Panda".
The business section of The Wall Street Journal and the interior pages of fashion magazines such as Vogue are filled with beautifully designed full-page or double-page advertisements for "little panda" products.
The style is consistent, the colors are bright, and the visuals are clean and warm, highlighting the product's exquisite appearance, user-friendly design, and reliable quality.
The advertising copy is concise and powerful, directly addressing pain points: "Say goodbye to waiting, boil water instantly! - Little Panda 1.8L Stainless Steel Electric Kettle", "Perfect breakfast, ready with a press! - Little Panda Multifunctional Sandwich Breakfast Maker", "Hair always radiant! - Little Panda Hair Dryer".
The panda icon always appears in the most prominent position on the product, creating a strong brand recognition.
Qin Hao also invested heavily in sports events. During the halftime break of the Super Bowl, which the whole of America was going crazy for, and when the eyes of hundreds of millions of viewers were focused on the TV screen, a well-made, energetic and humorous "little panda" advertisement was broadcast amidst great anticipation!
In the advertisement, a group of energetic young people are having a party. The Little Panda juicer quickly and efficiently provides various drinks, and the ice-cold beer is served in Little Panda's iconic ice bucket. A muscular athlete finishes a sweaty workout and drinks water from a Little Panda sports water bottle, creating a powerful visual effect. The advertisement cleverly links the brand with a young, energetic, and healthy lifestyle.
Meanwhile, at major retail chains such as Sears, JCPenney, and Macy's, as well as emerging electronics chains like Circuit City, Panda's products are placed on the most prominent shelves in the home appliance section.
The booths and lightbox advertisements were designed with uniformity, and the sales staff wore aprons with the panda logo to enthusiastically recommend products and give on-site demonstrations to customers.
On the giant posters, the adorable image of the little panda is clearly visible. At the entrances or promotional displays of large discount stores like Walmart and Kmart, the "little panda" frequently appears with labels such as "This Week's Special" and "New Arrival," winning over practical consumers with its excellent value for money and consistent visual image.
Radio waves are ubiquitous: traffic broadcasts, music stations, talk shows... covering almost all frequency slots in major cities.
The promise of "seven-day no-reason return" has relieved housewives of their worries.
This multi-dimensional, saturated advertising blitz had an immediate and remarkable effect! The "Little Panda" series of small home appliances quickly ignited the market thanks to its distinctive brand image, relatable lifestyle positioning, and highly competitive prices.
Meanwhile, after the first two days of "shopping spree," Dai Fengjiao finally remembered that the purpose of her trip to the United States was to inspect department stores.
So, in the days that followed, the two of them, as if under a spell, tirelessly shuttled between iconic department stores in cities like New York, Chicago, and Los Angeles. From the neon-lit, bustling flagship store in Times Square, to the understated luxury of Beverly Hills boutiques, and then to the shopping malls within large shopping centers catering to the general public.
Yang Xun's notebook was filled with observations: the golden height for merchandise display, the choice of lighting color temperature, traffic flow design, and promotional strategies.
"Sir, you've been browsing in our store for three hours now." A security guard warily stopped Yang Xun. "May I see your notebook?"
Yang Xun then realized how suspicious his behavior had been. In the end, he had to buy an expensive suit to clear up the misunderstanding.
A month later, his tourist visa was about to expire. The night before his departure, Yang Xun handed Qin Hao a thick business plan.
"Brother Hao, this is the plan I wrote based on the results of my investigation."
Qin Hao flipped through it and saw that although it was a bit rough, it basically captured the essence of a modern department store.
"I'll help you get the land." Qin Hao put down the business plan and glanced at Yang Xun, who was nervously awaiting the verdict. "I'll personally invest an additional 20 million RMB. That'll give me a 45% stake. Any problems?"
Yang Xun shook his head in delight: "No problem! Absolutely no problem! Brother Hao, don't even mention 45%, even if you want 55%, I have no objection!"
"Don't give me that. Just because you don't have any objections if I own 55% of the shares doesn't mean your daughter Dai doesn't have any objections."
Upon hearing this, Dai Fengjiao blushed and lowered her head with an embarrassed smile.
Qin Hao said solemnly, "However, let me make this clear from the outset. Although I own 45% of the shares but do not have a controlling stake, I have veto power over major strategic directions! This clause is written into the contract in black and white."
Without the slightest hesitation, Yang Xun immediately patted his chest and assured him, "No problem! I have complete faith in Brother Hao's judgment! I absolutely won't do anything you forbid! I'll do whatever you say!"
Upon returning to China, Yang Xun immediately took action. He hired a designer who had studied in the United States at a high salary and led a team to the US again for research, taking thousands of photos for reference.
The design plans show that the future Donghai Department Store will cover an area of 30 acres. The main building will be constructed with a steel structure and glass curtain wall. The interior atrium will be 20 meters high, and the top will be a huge glass dome, allowing sunlight to shine directly into the fountain pool on the ground floor.
"This is the cosmetics section on the first floor, featuring an island display design," the designer explained, pointing to the blueprints. "The second floor is women's clothing, the third floor is men's clothing and home appliances, and the basement is a supermarket."
Yang Xun looked at Dai Fengjiao: "What do you think?"
"This version of the design is the most satisfying one I've ever seen."
The designer secretly breathed a sigh of relief upon hearing this. Although the two were very generous with the money and even took him to the United States for on-site research, producing the drawings was truly agonizing. This was already the sixth revision of the design, and if it still didn't turn out well, he would have been driven to despair.
However, Yang Xun's words made the designer's heart jump again.
“I also think it’s pretty good. I’ll fax it to Brother Hao for him to take a look. If he says there’s no problem, then we’ll find a construction team to start construction according to this design.”
……
New York, USA.
Qin Hao had just returned to his office after a meeting when he opened the door and saw Liang Sichen sitting at his desk, holding a blueprint in her hand, her brows slightly furrowed, as if she were thinking about something.
Sunlight streamed through the floor-to-ceiling windows, illuminating her and highlighting the sharp lines of her profile. Hearing the noise, Liang Sichen looked up and, seeing Qin Hao, immediately smiled broadly, spreading the blueprints out on the table: "When did you decide to enter the retail industry?"
Qin Hao loosened his tie, smiled, and walked closer, taking the blueprints and glancing at them: "It's not in the United States, but in China. You remember Yang Xun, right? The project I collaborated on with him."
Liang Sichen tilted her head and thought for a moment, then suddenly burst out laughing: "I think I vaguely remember him, skinny, short, like a monkey!"
She gestured as she spoke, a mischievous glint in her eyes.
Qin Hao chuckled and shook his head, saying, "If Yang Xun heard your assessment, he'd probably be so angry he'd vomit blood."
Liang Sichen stuck out her tongue and said matter-of-factly, "That's how he always looked back then! And now? Has he grown taller or bigger?"
Seeing that Qin Hao was still shaking his head, she sighed seriously, "That's really pitiful. He's probably not as tall as me now, right?"
Qin Hao chuckled, then fell silent, lowering his head to carefully examine the blueprints. The blueprints were the planning map of the Donghai Department Store. The main steel structure and glass curtain wall design were quite modern, but the internal circulation layout still had room for improvement. He picked up a pen, circled several intersections, and adjusted the area proportions of the atrium rest area, explaining as he wrote: "Sufficient buffer space needs to be left in densely populated areas, otherwise it will easily become congested during promotions..."
After making the revisions, Qin Hao sent them back to Yang Xun via fax, and then said to Liang Sichen, "I heard you applied for early graduation? You really don't plan to study for another year? University is the best time of your life, and once you miss it, it's gone forever."
Liang Sichen pursed her lips: "I don't think university life was anything special. The cases the professors talked about were all from years ago, and half the people in the group assignments were just going through the motions. I'd rather just go straight into the workforce; maybe that would be more challenging."
Qin Hao stared at her for a moment, then finally smiled: "Alright, you're an adult now, you can take responsibility for your actions." He turned and poured her a glass of water: "So, are you planning to find a job related to your major, or are you thinking of trying other jobs?"
Liang Sichen took the water glass, a hint of smugness suddenly appearing on her face: "I've received an offer from Bear Stearns." She even raised her chin like a proud kitten: "I'll start work tomorrow." (End of Chapter)