Chapter 551 The Road to Branding
October 16, 2023, Monday.
At 8:35 in the morning, the sky in Chengdu still carries the coolness of the early morning.
Subway Line 1 slowly stopped at Financial City Station.
Zhang Yunjing walked out of the subway exit and walked towards the company building.
She is 29 years old and is a product manager for an Internet company. She likes clothes, food, and limited edition cups.
He is a heavy user of Xiaohongshu and likes to record life details and share dressing tips.
Two songs by Su Yu were played in the earphones. After browsing the circle of friends, the Yintai Center office building came into view.
Take the elevator to the company, clock in, and take a seat at your desk.
"Yun Jing, a coffee shop has just opened next to it. It is said that the environment and taste are very good. It opened last week. Douyin has been promoting it for the past two days, and it is a great photo-shooter! Let's go down and give it a try?"
My colleague Zhang Wenwen, who was sitting opposite, smiled and came over, with excitement in his tone.
Hearing this, Zhang Yunjing cheered up instantly, "Okay, let's go."
Visiting stores to check in is one of her hobbies, not to mention such an exquisite boutique cafe.
Pack your things and take the elevator directly to the first floor.
Bypassing the atrium and passing through several brand display windows, a coffee shop with a great sense of design appears in front of you.
【Glimmer Coffee】
Located at the corner of the first floor of the building, the large floor-to-ceiling windows are transparent and bright, and the exquisite interior decoration and wooden tables and chairs under soft lighting can be vaguely seen.
Pushing open the coffee-colored glass door, soft jazz music slowly flows out, and the air is filled with the aroma of coffee and the faint aroma of burnt desserts.
The open bar, operation room, cache area, office area, and seating area have warm wooden tables and soft sofas. The gray and white main colors are matched with warm yellow lighting, which is modern and fashionable.
First impression, very good.
Zhang Yunjing took a rough look around and judged that the store had an area of at least 200 square meters and a standard boutique business cafe configuration, which completely hit her G-spot.
Because it is a new store, the customer flow is not large, so the two of them randomly chose a seat by the window to sit down.
Zhang Yunjing ordered a glass of the signature "Shimmer Special", blew lightly and took a sip.
Smooth in the mouth and full of aroma.
“It tastes so delicious!”
She couldn’t help but sigh, then took out her mobile phone, opened the camera APP, and started taking today’s check-in photos.
Just as she was immersed in the ritual of clocking in, a crisp sound of footsteps came from the door.
"Da, da, da one"
Immediately afterwards, a gentle but aura-filled voice sounded: "Good morning, two beauties. We have an event in our store now.
If you take a photo and check in and share it on social platforms, you can get a croissant for free. Welcome to participate. ”
The two of them raised their heads and saw a tall and sexy figure.
Dressed intellectually and elegantly, with bright facial features, long black hair hanging down from the shoulders, exquisite makeup, and dignified temperament.
It’s like a female CEO walking out of a TV series.
Zhang Yun was silent for a moment, then nodded quickly in response: "Okay, thank you, is that okay with Xiaohongshu?"
"Of course." The woman raised her mouth and smiled.
Then I looked and saw a waiter walking over quickly.
Zhang Yunjing heard the waiter address him as "Mr. Xie" with a respectful attitude. It was obvious that this person should be the boss.
I have to say that this appearance and temperament are in line with the tone of this store.
Showed his notes and got the croissant smoothly.
Zhang Yunjing curiously checked online while eating.
Only then did I realize that this was actually a national chain brand.
Headquartered in Yancheng, it currently has branches in major first-tier cities and is opening one after another. This one in Rongcheng is the third flagship store of Shimmer Coffee, decorated with the highest standards.
No wonder they are so particular!
I chatted with my colleagues for a while.
Zhang Yunjing opened Xiaohongshu and refreshed the homepage.
Immediately afterwards, a note came into her eyes.
Title: "The Chinese brand name of HEYISTUDIO is decided by you!" Shareholders, come and choose a name》
The main picture is a brand’s L0G0, which is very beautiful, delicate and eye-catching.
However, Zhang Yunjing was not very interested in this kind of content. She was about to row away when her eyes suddenly stopped.
Noticed the author of the note.
“April?”
This is a very familiar ID.
She was one of the earliest followers of the other party. When she posted her first note, she left a message: [No matter how much you change, it will be useless if you don’t lose weight. Let’s lose weight first].
In the process, she also became a fan of "April" and a cyber strategist, often leaving messages and interacting.
Witnessing the counterattack transformation of this "electronic pet" and becoming a male god, from single digit fans to over 30,000 fans,
It can be said to be extremely shocking.
I also gained a great sense of satisfaction and achievement.
Mainly because his changes were too obvious and successful, which made her feel like she had finished a game.
As a product manager, she is very sensitive to operational logic.
According to the conventional development path, "April" should have turned to selling goods or advertising and becoming a stable small Internet celebrity.
If the monthly income is more than enough, if it continues to develop, it can definitely become the main business.
Unexpectedly, he suddenly started updating the Buddhist series when it was the most popular, and even stopped updating it at the beginning of last month.
Like other fans, she sent private messages to remind updates and left comments, but nothing ever came of it.
Gradually, it faded out of sight.
Now this name suddenly popped up again, making her extremely curious.
Quickly click into notes.
The text content comes into view.
[HEYISTUDIO is a mid-to-high-end brand for women. Its style tends to be simple, high-end, and light luxury. I hope everyone can help me think of a suitable Chinese name. Once I adopt it, I will get our first batch of free trial clothing and co-creation commemorative cards/
Badge·]
There are several pictures above, all of which are [HEYISTUDIO]’s LOGO from various angles.
This note was posted this morning.
So far, it has 1,000+ likes and 400+ comments.
The netizens below are very positive and provide suggestions and comments from various angles.
【Lina: "I think 'Heyiyiyiyi' is great. We have gathered the opinions of our military advisors and suggested the slogan: Careful selection of military advisors, return all the consequences! (#狗头)"]
Among them, the ID with the highest likes is very eye-catching.
【Su Yu’s April: "Professional party vote for "fitting"! HEYI transliteration + meaning of "fitting", and can also play with the concept of "cooperating with users", which is more consistent than a hard concave and high-end name Positioning of the cultivation system. ”]
This comment is still accompanied by a picture. The name of "合衣" is drawn in a sketch, with certain design elements.
Super touching.
Zhang Yunjing is very familiar with this ID.
She remembers it very clearly. When "April" first started, she could be seen in almost every note.
From hair advice to outfit recommendations, from skin care to fitness plans, she was always the first to respond seriously, and would even discuss it with other fans @ other fans.
Later, during the "April" break, she was also the most active, and the frequency of updates was so high that she was almost as persistent as following a serialized novel.
Opening April’s personal homepage, I quickly saw the note he posted the day before yesterday.
6,000+ likes, 2,000+ comments, and nearly 1,200 collections.
There is no doubt that this is a big hit.
Zhang Yunjing looked through it curiously for a while, her eyes widened with disbelief on her face.
The colleague opposite who had posted to Moments noticed something unusual about her and asked curiously: "What's wrong, Yun Jing?"
Zhang Yunjing raised her head, took a deep breath, with a trace of unconcealable excitement in her tone: "Remember the Little Red Book blogger I told you before, right?"
"Oh~ April! That's the counterattacking abs master. Hehe, his photo is still in my album." Zhang Wenwen covered her mouth and chuckled, "What's wrong with him? Has the update resumed? Are there any irrelevant photos?"
"Fuck you, it's too immoral." Zhang Yunjing He smiled and shook his head and said: "We all thought he was just an ordinary programmer, at most an inspirational transformation blogger. Unexpectedly, he has already started a business and became the boss, and it seems to be developing very well. He has started to build his own clothing brand. He also invited netizens to make suggestions and witness the growth of the brand."
Zhang Wenwen looked at the notes on her phone and raised her eyebrows, "Wait, are you sure this is not a marketing routine? There are too many examples of this kind of personality collapse. An ordinary programmer, who has not updated for more than half a year, suddenly said that he started a business and built a brand, and he also developed Good? It sounds a bit fake."
As an Internet product operator, she is exposed to various Internet gameplay and traffic operation routines, so she is naturally wary of such "counterattack stories."
Hearing this, Zhang Yunjing also had some doubts, "This——"
Zhang Wenwen continued to add: "Could it be that a small brand approached him to cooperate and wanted to use his "nurture-based personality" to promote products? After all, this wave is so interactive that it’s easy to be led along.
If my guess is correct, the next step may be to announce that I will become the brand manager and focus on elite entrepreneurial characters. ”
Zhang Yunjing did not respond immediately. Instead, she lowered her head and flipped through the notes of "April" again. She gently slid her fingertips on the screen and looked back at the past scenes page by page.
He carefully implemented and responded to every netizen's suggestion on fat loss, fitness, dressing, skin care, and body training, and almost never ignored it.
The content he shared was never "showing off" or "showing off", but real growth records time and time again.
It is this attitude that gives these cyber strategists a sense of gain and participation.
After a few seconds of silence, Zhang Yunjing shook his head and said, "No, I think he is real."
"Are you emotionally attached? Are you really raising him as an 'electronic pet'? Now you want to upgrade to a "cyber shareholder"?
Zhang Yunjing raised the corners of her mouth slightly, with a hint of excitement and satisfaction in her eyes: "That's right, and it's the kind of early investment."
After saying that, she put down the coffee in her hand and started typing.
Under the note about the collection of Chinese names for [HEYISTUDIO], I left my own suggestions:
"I think it can be called "Heyi", which means prominent and high-end. It has the temperament of an independent designer brand and is suitable for the future brand image."
The "electronic pets" raised online actually started a business to make women's clothing, and they were invited to create it together.
This is not just an interaction, but a brand new "development game".
Her dressing style and consumption level are almost perfectly in line with the target group of "HEYISTUDIO".
It will definitely be a great satisfaction and fun to wear clothes from this brand in the future.
Thinking of this, an inexplicable excitement and expectation came to my heart.
At the same time, in high-end restaurants in Shanghai, in office buildings in Hangzhou, on crowded subways in Shenzhen, in college dormitories and in every corner of the city, "cyber strategists" joined in one by one to make suggestions.
Among them are office workers, student parties, content creators, freelancers, and even celebrity artists.
In a small circle.
【HEYISTUDIO】This brand has spread quietly.
5:37 in the morning, Yanjing Tiancheng.
It was still dark outside the window, and the city had not yet woken up.
The fine raindrops knocked on the glass window, making a slight "tapping" sound.
Tang Song slowly opened his eyes, and there was a familiar and charming body fragrance lingering on the tip of his nose. It mixed with the coolness of autumn and the unique warmth of the girl's skin, making him wake up instantly.
Zhao Yaqian is still sleeping soundly in her arms. The faint light outlines the outline of her lying on her side, quiet and gentle.
Tang Song couldn't help but leaned over, kissed her soft cheek, then leaned into her neck and took a deep breath.
The body fragrance optimized by [Phantom Youth] is really addictive.
Tang Song got out of bed quietly, looked at the rain outside the window, and walked into the cloakroom.
I changed my clothes, got up and came to the study.
First, he took out the treasured guitar given by Su Yu.
Turn on the light and adjust the color temperature and angle.
Then set up the action camera, adjust the angle, and aim it at the balcony floor-to-ceiling window.
Tang Song walked to the camera with his guitar in his arms and sat down.
It becomes a silhouette against the backdrop of the night, lights and rain outside the window.
Although his appearance cannot be seen clearly, his tall and handsome lines are clearly visible. Set off by his lazy and elegant temperament in the morning,
Full of charming charm, his long and white hands are shiny, jumping on the dark guitar.
The gentle melody flowed from the fingertips,
The sound of rain outside the window gradually became louder, and the ticking sound seemed to add a layer of background sound to the song.
The Tang and Song Dynasty’s voices are deep and magnetic. With the accompaniment of the guitar, the whole room is immersed in a warm and slightly melancholic atmosphere.
More than four minutes of playing and singing of "Rainy Night in Manchester" ended.
Tang Song picked up the camera, previewed the shooting effect, and nodded with satisfaction.
Export the video, edit and add filters on the computer, and then directly publish the entire playing and singing video to Douyin.
It’s been a long time since I’ve used Douyin. He started with the most familiar place to make his account active.
After that, Lamborghini and Xiaoxue came on stage.
In addition, he also plans to buy a high-end motorcycle.
One is because of my own interests and hobbies, and the other is to better operate the account.
Finish this.
Tang Song turned around and returned to the house, picked up his phone and looked at it.
Two unread messages came into view.
[Lingling: "o°*oToday is October 17th, Tuesday, light rain, 14~23°C, the dressing suggestions are as follows——"]
[Lingling: "Senior, the pattern of the clothes you designed is ready. Today I will go to Huashang Clothing to make samples.
"]
?
Tang Song raised the corner of his mouth and replied: "Thank you for your hard work, Lingling."
[Lingling: "It's not hard, the seniors have paid the fee, and must enjoy the highest VIP treatment! The junior girls will respond to whatever they ask for! (#
Wink)"]
With a chuckle, Tang Song said: "That's great, let's take a photo, the sexiest one."
[Lingling: Beat (emoticon)]
After a while.
[Lingling: photo.jpg]
Tang Song clicked on it and took a look, and sure enough, it was another fitness photo of a primary school girl.
This time it is indeed much sexier than before.
The top was lifted up, revealing a slender waist, which formed a strong contrast with the plump buttocks.
After fighting with Lingling on emojis on WeChat for a while, the sky outside the window gradually lit up.
The rain is still falling, but it has become sparser.
Tang Song stood on the balcony admiring the rain in the morning, thinking about the details of the [Third Phase Growth Plan Task] in his mind.
HEYISTUDIO has been established, established a design team, and established a supply chain and OEM system.
The first batch of clothes will take at least half a month from design to production.
As an enterprise, Songmei Clothing can only promote this new brand on a large scale after the product is launched.
And his advance publicity and co-creation on Xiaohongshu is also a process of deepening brand awareness, and they complement each other.
【①Branding】should be completed soon.
And [③Capital Hunter] Shen Yuyan will accompany the team to Hangzhou today. Yimai Technology should be foolproof. Next, after the work in his hand is completed, he can accompany Wenruan to Yangcheng.
When you think of Yangcheng, you will inevitably think of Zhang Yan.
Take a deep breath.
Tang Song put away his mobile phone and walked towards the master bedroom.
The room was still dark, Zhao Yaqian probably hadn’t gotten up yet.
Tang Song walked lightly into the bathroom.
As soon as I stepped into the door, a cute and crisp "Ha!" suddenly sounded in my ears.
The sound was not loud, but it was enough to scare people!
Tang Song turned his head suddenly and saw the figure hiding in the corner.
Her long burgundy hair is spread over her shoulders, messy but sexy, with a cunning smile in her eyes.
It is worth mentioning that she was only wearing a long tulle top and nothing on her lower body.
The delicate snow-white wine glass legs glow softly under the light, with smooth lines and charming curves.
Tang Song patted his chest and said in an exaggerated tone: "Are you trying to scare me to death?"
Zhao Yaqian covered her mouth and snickered, and said proudly while acting coquettishly: "Ha Ha, you must have been scared by me, Brother Song. Humph,
Who asked you to scare me last night? ” Tang Song raised his eyebrows, stretched out his hand to pinch her thigh, and slowly slid it up.
Zhao Yaqian's face turned red and she threw herself into his arms, wrapping her arms around his neck and wrapping her legs around his waist.
Looking at each other, her eyes were full of love, like twinkling stars in the morning light, gentle and hot.
The two were fooling around for a while.
Stand in front of the mirror and start washing your face and brushing your teeth together.
During this period, Zhao Yaqian always made some naughty little moves.
While he was brushing his teeth, he secretly hugged him from behind and deliberately threw the towel in his face. Laughter echoed in the air.
After washing up, the two got into the kitchen to make breakfast and eat together, and sent Tang Song off to work.
It’s around 9 a.m.
Yunxi Building, Songmei Clothing.
"Morning, Qiuqiu."
"Morning."
"Good morning!"
Warm greetings from colleagues sounded out in the office.
Cheng Qiuqiu responded one by one. She has gradually adapted to this environment and learned to express kindness in the simplest way.
Sit down in your seat, turn on the computer, and log in to the internal collaboration platform.
A new message popped up: "Preliminary requirements for [HEYISTUDIO] express packaging design scheme."
There are also attachments below, including competing product packaging reference drawings, logistics cost analysis tables, and user research data.
Cheng Qiuqiu browsed carefully for a while.
As your fingers slide gently on the tablet, your thoughts quickly turn into sketches.
Thanks to the complete "visual recognition system", the design of express packaging will be much easier.
She had some ideas before.
10:30 am.
"Ding dong one—" WeChat prompt sounded.
[Brother Junfeng: "Qiuqiu, are you free this weekend?"]
Cheng Qiuqiu pursed his lips and replied: "If you don't work overtime, you should be free. What's the matter?"
I am very interested in the car, and I plan to buy one, and occasionally go out riding with my boss. You are an expert in this field, please recommend one to me, and accompany me to pick up the car on the weekend. After seeing the news, Cheng Qiuqiu hesitated for a moment, and replied: "Okay, send me your budget and requirements, and I will take the time to help you choose."
She knew that Gao Junfeng was now the assistant to the vice president of Zhongcheng Group and had a bright future. He bought a motorcycle to expand his contacts and social circle.
As a friend, it is natural for her to help.
I just don’t know why, but I always feel a little uneasy.
[Brother Junfeng: "0K, I'll send it to you later."]
At this moment, the sound of footsteps approached from far away.
"Come on, step on"
Cheng Qiuqiu raised his head and saw Sun Youguang from the Finance Department walking over,
"Qiuqiu, Mr. Tang has finished the meeting and wants you to go to his office."
"Oh, okay." Cheng Qiuqiu nodded quickly, picked up the USB flash drive prepared on the table, and walked towards the president's office.
Yesterday morning, Tang Song assigned her a task.
Ask her to organize [HEYISTUDIO]’s brand visual identity system into a 3:4 ratio promotional album, with each picture marked with usage scenarios and design logic.
"Dong dong dong—"
"Please come in."
The magnetic and familiar voice made her heart beat faster.
Opening the door, Cheng Qiuqiu saw Tang Song sitting behind the desk.
There was an indescribable joy in my heart.
It seems that as long as you see him, even if you don’t say anything, you will feel at ease and happy.
"Come here, Qiuqiu." Tang Song waved to her.
"Yes." She responded softly, approached the desk, and handed over the USB flash drive in her hand, "This is the visual recognition system information you asked for. I have sorted it out."
"Thank you for your hard work."
Tang Song took the USB flash drive and inserted it into the computer.
Qiuqiu hesitated for a moment, bit her lip, and then walked to him, bent slightly, pointed at the screen and whispered, "This is the folder."
As she approached, a faint, warm fragrance lingered on the tip of her nose. Tang Song looked slightly sideways, and couldn't help but look at her one more time.
The loose long-sleeved T-shirt still couldn't hide the plump curves of the D cup on her chest, while the tight pants vividly outlined the plump buttocks lines.
She just stood quietly sideways, from the soft shoulder line to the slender ankles, every inch of the curvature seemed so just right.
Sensing Tang Song’s warm gaze, Cheng Qiuqiu’s eyes flashed with a trace of unnaturalness, and he lowered his head subconsciously.
Tang Song smiled, stretched out his left hand very naturally, and gently placed it on her slender waist.
Cheng Qiuqiu’s body trembled almost imperceptibly, the blush on her cheeks became more obvious, her plump lips moved a few times, but she didn’t say anything in the end.
He is helping himself to adapt to the intimate contact between the opposite sex, and to treat frigidity and mental illness. There is a sufficient reason.
Feeling Qiuqiu’s soft waist.
Tang and Song clicked on the folder and started browsing.
His brows looked higher and higher, and a satisfied smile gradually appeared in his eyes.
8 pictures in total.
From LOG0 evolution, color matching system, font specifications to auxiliary graphics applications, everything is covered.
Not only is the content complete, but also the aesthetics are online, and the details are handled very well.
I noticed Tang and Song’s slightly moving hands and the increasingly warm atmosphere.
Qiuqiu’s throat rolled, and she subconsciously changed the subject: "Mr. Tang, do you want these design drawings to be used to make proposals to customers?"
"Not exactly. Tang Song shook her head, and the fingers on her waist gently rubbed her waist as if unintentionally, "I plan to record the complete process of our HEYISTUDIO branding simultaneously on Xiaohongshu, and invite netizens to participate and witness it."
"Little Red Book?" Cheng Qiuqiu confirmed it slightly, and then said seriously, "Then can I take a look? If necessary later,
I can adjust the artwork appropriately according to the style of Little Red Book."
Tang Song nodded happily: "Of course, I will send you the ID to WeChat later."
His next note is to record and display HEYISTUDIO's visual recognition system in detail, so as to enhance the sense of involvement and participation of netizens.
The subsequent telling of the brand story also requires a large amount of visual materials. The direct participation of the designer Qiuqiu will undoubtedly greatly improve the efficiency and quality.
The two of them looked at the pictures in the office for a long time.
It wasn’t until HR knocked on the door that Qiuqiu left quickly.
Not long after I returned to my work station, I received a message from Tang Song on WeChat.
"April?" She whispered the name, and there was a ripple in her heart.
Quickly picked up the phone and entered the ID in the search box of Xiaohongshu.
The corresponding account was quickly found.
Seeing the number of fans and profile, she had a wrong look on her face.
What? Tang Song was actually a small internet celebrity? And he was persuaded to reform?
This feeling is like discovering an idol’s unknown hidden vest, full of contrast.
Soon, she found the first note of the Tang and Song Dynasties and looked at the pictures and content on it.
Eyes widened and mouth opened slightly.
[I am very disappointed with my 25-year-old self, I want to change myself and listen to my advice]
Qiuqiu held her breath and read on one by one.
From weight loss, work and rest, diet, clothing, hairstyle, and living habits, the more Qiuqiu watched, the more shocked she became, and the more she admired her.
During this process, an ID account came into her sight.
[Su Yu’s April]
It is obvious that the other party is a fan of Su Yu and Tang and Song Dynasties,
This This account is extremely active in the comment area of Tang and Song Dynasties. She is included in almost every note, and her comments are full of witty remarks.
The number of likes remains high, and she has also established a fan base, and she has the potential to be a "fanhead".
As a senior member of the rice circle, Qiuqiu’s eyes lit up when she smelled the aura of “common people”.
Decisively clicked on the follow button and sent a private message: "Hello, I am a die-hard fan of April and would like to join the fan group, can I?"