King of Capital

Chapter 102 Drinking Milk Tea to Save the World

Facts have proved that Xie Jingxing misunderstood the true meaning of "background check". The interview process in the afternoon went extremely smoothly. He took turns drinking tea and discussing professional knowledge with several experts from Jiaotong University.

The real test came at dinner time. The experienced leader of the Finance Research Institute of Jiaotong University drank one glass after another from his small cup, patted him on the shoulder enthusiastically and said that heroes emerge from young people. Mr. Xie might want to reconsider the "entrepreneurship incubation fund".

Xie Jingxing finally agreed in a daze that Xiyou Capital would donate 10 million yuan to Jiaotong University free of charge to set up a special "Jiaotong University-Xiyou Entrepreneurship Fund" to provide all-round entrepreneurial support for Jiaotong University students and Jiaotong University graduates who have graduated for less than eight years.

He barely withstood the test and was helped down from the table by Song Anli. He went home and fell asleep drunkenly without even taking a shower.

"Morning, Mr. Xie."

The next morning, Xie Jingxing got up, washed up and walked out of the bedroom, recalling what he had said at the dinner table last night. Song Anli, who was busy pouring out the takeaway breakfast and putting it on the plate in the open restaurant, took the initiative to greet him.

She didn't go home last night and stayed overnight. She set the alarm to get up early to show off, but found that the kitchen was ridiculously clean. She had to call Li Yan to buy breakfast at the restaurant and bought a fresh black chicken to make soup.

Xie Jing Xing stared at the casserole on the stove that was bubbling with steam, his brain was idle for a long time: "You made the soup?"

"You can drink it in five minutes. I have been able to make soup since I was a child. Don't worry, there will be no problem drinking it." Song Anli promised confidently.

Xie Jingxing turned around and leaned against the stove without commenting: "I remember last night the leaders of Jiaotong University said that they wanted me to serve as their school's entrepreneurship mentor?"

"Jiaotong University will rely on the special entrepreneurship incubation fund to carry out activities such as entrepreneurship training camps and entrepreneurship competitions, and we may be required to participate at that time." Song Anli tactfully expressed affirmation.

Xie Jingxing raised his hand and rubbed his face: "We are the only scorpion poop in the country."

"The Jiaotong University president's office sent me a message this morning congratulating me on the successful cooperation and asking if a signing ceremony for the entrepreneurship incubation fund could be arranged as soon as possible. At that time, city leaders will be invited to speak."

Song Anli tried to find a bright spot to comfort him, "Judging from the tone of the news, at least a deputy leader will be invited."

If nothing goes wrong, the 'Jiaotong-Grapefruit Venture Capital Fund' will be the first university campus entrepreneurship incubation fund in China. Among a series of cooperative units including the Jiaotong University Finance Research Institute, Grapefruit Capital is also the only buy-side asset management institution, and the others are all securities companies and banks.

It is equivalent to a small "financial innovation" and is worthy of the school's publicity to establish its image.

Of course, from Xiyou's perspective, the benefits of this kind of cooperation are not yet apparent, but the costs are obvious.

As for the 'Entrepreneurship Incubation Fund', Xie Jingxing himself will be forced to work as a lecturer in the classroom. It is foreseeable that he will have to participate in all major and minor events as a nanny, and he will also have to pay for sponsorship of various subsequent activities. However, if he can invest in a few good projects in the future, he can make the money back.

In terms of cooperation with the Financial Research Institute, Xiyou invests 20 million yuan every year and Jiaotong University is responsible for providing manpower and resources to jointly establish the "Asset Management and Wealth Management Institute" under the Financial Research Institute. The research areas are temporarily concentrated in five areas: macroeconomics, policy analysis, quantitative trading, industry research, and financial instruments.

The advantage is that it has exclusive priority access to the research institute's results. At the same time, Grapefruit Capital has a seat on the Standing Council of the Financial Research Institute, which can only be said to be better than nothing.

“We should take a long-term view of things. Since we can accompany the invested companies in their growth, we should also be patient with our own growth.” Xie Jingxing said this to Song Anli and also to himself.

To be on par with the world's top venture capital firms like Sequoia and IDG does not just rely on foresight and how many unicorns you invest in.

He also needs to build an entire asset management investment system. Even if his foresight and golden finger fail to work or even die one day, this investment system can still operate normally and where there are unicorn companies, the shadow of Grapefruit Capital will definitely be reflected there.

Then Grapefruit Capital can be considered truly at the top of the industry and no longer need to compete with any of its peers.

When Xie Jingxing was reborn, he often said that time was running out. Now he is walking hand in hand with time, calming down and waiting to look back in ten years.

"The soup is ready."

The casserole was spewing steam. Song Anli, wearing heat-insulating gloves, reminded him quietly. Xie Jingxing was leaning against the stove like the guardian of the casserole, getting in the way.

If she continued to stew it, it would be too salty. She had practiced cooking for more than ten years and didn't want this bowl of soup to ruin her reputation. She was also planning to open a private restaurant after retirement, and then seek financing from Taihe Capital...

"Didn't you learn cooking while studying abroad?" Xie Jingxing raised his eyebrows in surprise.

Song Anli was slightly stunned, then smiled and explained: "I am from Chaoshan. Chaoshan girls basically know how to cook, wash clothes and clean the house since they were young. If a girl is not virtuous, she won't be able to find a husband."

"...You are Yazi's mother, so that's what I should call you, right?" Xie Jingxing thought for a moment and said.

Now it was Song Anli's turn to blink her eyes unexpectedly and ask curiously, "Do you speak Chaoshan dialect?"

“Only a few words.”

It is easier for Chinese people going to Europe and the United States to learn a few words of Cantonese first than to become fluent in spoken English. Xie Jingxing did not have any trouble with English, but when he was studying in New York, he hired several cooks, most of whom were from Guangdong and Guangxi, and learned a few words from them.

Zi Niangzai is a young girl, Ya Zi Niang is a beautiful young girl, and they are both called Zou Zai. Sooner or later they will leave and get married, so they are born to belong to their husband's family.

Xie Jingxing had heard about the local customs of Chaoshan, and often heard people say that Chaoshan girls were virtuous, but he had never thought carefully about how virtuous they were, because women seemed to be virtuous in front of him... except Yu Tong and Zhou Fenglan...

“You won’t be short of investors when you open a private restaurant in the future.” He gave a positive comment after finishing a big bowl of soup.

Song Anli nodded in satisfaction and was about to say something when her personal cell phone vibrated and the note displayed was "Mom". She pressed the mute button and turned the phone upside down on the table.

Xie Jingxing took a few napkins and wiped his mouth: "I'll change my clothes, you clean up."

After he got up and went back to the bedroom, Song Anli picked up the phone and answered the call before the vibration stopped.

"Lili, your brother has been arrested!" A heart-wrenching cry came from the other end of the phone.

Song Anli didn't react for a moment. She covered the microphone and quickly walked to the corner and whispered, "Mom, what happened? Please tell me slowly. I didn't hear it clearly."

"Your brother was arrested last night. I went to deliver food to him this morning but he was not there. I only found out after asking the neighbors..."

Her mother managed to calm herself down and started from the beginning. Song Anli's hand holding the phone gradually turned pale, and veins were faintly visible on her knuckles.

After hanging up the phone for a long time, she took a deep breath and looked up, only to find that Xie Jingxing appeared in front of her without knowing what was going on.

"Mr. Xie, I..." Song Anli pursed her rosy lips and lowered her head unconsciously.

"The situation is different from what your mother said. Call Liu Qiming and ask him to take Li Yan to Chaoshan to get him out first."

Xie Jingxing said lightly, took out his phone and found the phone number of his good brother Yan Wenhua. After a little thought, he didn't click the dial button, took the phone into the study and dialed another number. Song Anli's mother said that her brother drank a lot of wine in the bar last night, and then took a girl he met for the first time back to the rental house. He took a shower and farted beforehand, and when he came out of the bathroom, he saw the girl made a simple pot with a mineral water bottle and shook her head and puffed out smoke in the living room.

Her brother loves to play but never does these things. When he saw this scene, he instantly lost interest and advised the girl to stop and leave quickly. But the girl was quite generous and said, "I'll play a few more times. Besides, it's late at night and all the friends are asleep. I can't go out and sleep on the street. The worst that can happen is that I can play with you for two more days!"

The two of them were talking more and more excitedly, and Song Anli's brother, who was drunk, blurted out, "If you don't get out of here, I'll send you to jail."

The girl became anxious when she heard this, and said that if you don't send me in, you will be my support. She actually called to turn herself in. In the end, she was fine, but Song Anli's brother had to serve at least three months in prison for sheltering others.

"This... is it that the drunkard encountered a wrong path?" Cheng Sen, who heard the whole process on the phone, said with a smile.

Xie Jing Xing asked lightly: "Is it you?"

"Mr. Xie, I have a lot of problems. I am still alive today because I am able to make money by being kind."

Cheng Sen restrained his tone, paused and said: "If you think highly of me, leave this matter to me, and I will report the results to you in person tomorrow at the latest."

"It's eight o'clock in the morning now. If there is no result by eight o'clock in the evening, don't contact me." Xie Jingxing hung up neatly.

It's easy to guess what level the players who could attack his assistant's family and go through all kinds of trouble to protest against him are. They are probably Cheng Sen's colleagues. People like this always flock to him.

Xie Jingxing felt a little depressed for no reason. His natural instinct to seek profit and avoid harm and weigh the pros and cons in finance was sometimes not a good thing. No one was afraid of him, and any rotten fish or shrimp dared to challenge him.

If it was Old Xie last night, he would have probably killed Cheng Sen directly without hesitation. In this respect, he is far worse than his old father.

…………

After arranging this matter for the time being, Xie Jingxing gathered his thoughts and took the absent-minded Song Anli to the company. In the morning, he dealt with various paperwork in the office as usual. At noon, he went out to the Wujiaochang store of "Budu" to formulate a marketing activity plan.

[I heard that milk tea is more suitable for rainy days. 】

A dining table by the window in the corner of the store was temporarily used as a desk. Cui Aliu couldn't help twitching his lips as he looked at the copy displayed on the laptop screen, and then tilted his head to look at the dripping rain outside the window.

Putting aside other things, this copy is indeed quite suitable for the current environment. I heard that there will be a typhoon landing in Shanghai in a few days, and it will rain a lot from this month to next month.

"Choose a single product and set it to be half-price on rainy days, but you have to place an order at an offline store and give a special password." Xie Jingxing emphasized the key point.

Cui A-liu clenched his hands thoughtfully: "Spread the exclusive password through the WeChat public account?"

"Yes, the password is: I heard that rainy days go better with milk tea." Xie Jingxing said seriously.

Cui A Liu forced himself to suppress the corners of his mouth that wanted to rise wildly: "Isn't this a bit... well, I mean, will the guests be embarrassed to say it?"

"Not only should we let the customers speak out, but we should also let the store clerks interact with the customers, such as pretending not to hear and asking the customers to speak louder, or replying with a line like 'drink milk tea to save the world'." Xie Jingxing felt calm.

A complete marketing campaign can be roughly divided into three steps: concept popularization, interactive communication, and image enhancement.

The marketing concept is "Rainy days and milk tea go better together". First, a suspense is created to let consumers know about the "Bu Du" brand, and then they will be curious about why rainy days and milk tea go better together?

Secondly, the game of secret codes is spread interactively through funny and down-to-earth means. This way of playing has become very common after many years. The milk tea and fast food industries have almost made the most of it.

The most typical example is "Tai Er Pickled Fish", which delivers side dishes in response to secret codes. A year, 90 side dishes are delivered. Based on the average customer unit price of yuan, the secret code generates more than million yuan in revenue.

If "Bu Du" can really master this trick, it will definitely greatly enhance the stickiness of repeat customers. The most important thing is that no milk tea brand has done this yet. The effect of the code on the communication level will most likely exceed the benefits on the interaction level.

For a milk tea shop positioned as a high-end brand, personalization is very important, and it is precisely personalization that can attract young people to pay.

"Popularize the concept, spread it interactively, then what about the third step of image sublimation?"

When Cui Aliu understood the whole set of marketing ideas, the smile in his heart disappeared and he asked for advice seriously and humbly.

Xie Jingxing clicked on the PPT and switched to the next page: [The sky is blue and waiting for the rain, and I am waiting for you. ]

"I contacted a domestic ceramic artist and 'collaborated' with Budu, connecting porcelain through rainy days to spread the historical origins of porcelain and traditional Chinese tea drinks, and finally the final destination fits the new national trend ancient style milk tea positioning of 'Budu'."

He organized his words and continued, "The specific plan is tentatively to have a ceramic artist help design a packaging cup exclusively for the half-price milk tea on rainy days, record a documentary-style advertisement lasting several minutes, and play it on the big screen in the store, and I will write a related article for the official account."

"In addition, the theme of the campus cultural and creative collaboration with Jiaotong University is set as the historical allusion of 'porcelain and tea'. Finally, I have some porcelain in my personal collection, which can be brought to the store for a museum exhibition pop-up event."

People don't buy things, they buy their expectations.

——This is what a marketing master said. Since Cui A Liu started his business "Bu Du", he summarized this sentence as consumers buy not milk tea, but a sense of identification with the brand.

Now the brand positioning of "Bu Du" is further subdivided into the national trend ancient style + high-end categories, and consumers' sense of identity is simultaneously upgraded to become a sense of identity with Chinese traditional culture.

Xie Jingxing designed a marketing plan that not only strengthens the image positioning of "Bu Du", but also teaches consumers what the new national trend culture is, or to some extent awakens consumers to their identification with traditional culture.

Cui Aliu's thoughts drifted to Steve Jobs. In her opinion, it seemed that only Apple, headed by Steve Jobs, taught consumers how to do things, changed the entire industry, and even the era.

"I understand what you want to do." She stared at Xie Jingxing's calm face and spoke word by word.

Xie Jingxing shrugged: "I told you a long time ago that you never believed in me, or maybe you were too confident in yourself."

"..."

Cui A Liu blushed and was speechless. Well, Xie Jing Xing did say that he wanted to create a national trend, but before that she would rather believe that Xie Jing Xing was just greedy for her body. She really couldn't think of how to artificially create a social trend.

She said from the bottom of her heart: "I think you are the best product manager in the world."

"I thought you would think I was the best marketing guru." Xie Jingxing admitted that he was the best product manager in the world.

(End of this chapter)