Chapter 566 Huiwen Partners

Meeting adjourned!

With a command from President Liu Rong, Tengda Culture's semi-annual meeting finally came to a close.

The executives in attendance closed their laptops and rose to leave with varying expressions.

"Please stay with the advertising department!"

Xu Shuyu, the advertising manager who was walking towards the door with the crowd, paused upon hearing this, a hint of surprise flashing across her face, but she quickly responded and sat back down.

The large conference room quickly became empty, and the hum of the air conditioner became particularly clear.

Liu Rong got straight to the point: "For the next period of time, I will personally oversee the advertising business. Mr. Xu, could you please introduce the specifics of this business within the company?"

“Okay, Mr. Liu.” Xu Shuyu’s mind raced.

Considering the earlier meeting where it was mentioned that the film and television business was about to reach its industry ceiling, I immediately understood the intention behind this adjustment in the division of responsibilities among presidents.

Taking a deep breath and quickly organizing his thoughts, he reported, "Mr. Liu, the company mainly focuses on digital advertising business and has not ventured into traditional outdoor advertising."

"Digital advertising..." Liu Rong pondered for a moment, "What are the specific sub-sectors?"

"In terms of advertising formats, they can be mainly divided into search ads, video ads, social ads, and emerging interactive news feed ads."

Currently, Baidu dominates the search advertising market, with the company primarily focusing on video and social media advertising.

Liu Rong nodded slightly, a look of doubt on her face: "With such a powerful group ecosystem, possessing super traffic platforms like WeChat and Weibo, the advertising business should be very easy to carry out, right?"

"Mr. Liu, you may have misunderstood."

Xu Shuyu gave a helpless, bitter smile, carefully choosing her words, trying to find a vivid metaphor to explain.

"Tengda Advertising Platform is like a huge, standardized super mall."

It manages all prime advertising spaces on platforms like WeChat, Weibo, and Toutiao, providing standardized transaction rules, payment systems, and customer traffic data.

This large platform prioritizes scale and efficiency; its competitors are Taobao Union and Baidu's advertising system.

"I understand!" Liu Rong immediately grasped the key point: "Tengda Culture's role in the advertising industry is the same as its film and television business—to be a high-quality content provider?"

"Your summary is very accurate!"

"They're all part of the same group, so doesn't the advertising platform offer any preferential treatment to its members?"

Xu Shuyu's face stiffened, and he inwardly groaned. How could a mere subsidiary department head possibly handle such cross-business group resource coordination?

The relationships between the various business groups within the group are complex and intertwined. Without the support of higher-ups, no one paid any attention to him when he went to headquarters.

But he really couldn't say these things directly.

Seeing her subordinate stammering, Liu Rong understood and sighed, knowing that this was related to the past lack of attention paid to advertising business.

He then proactively changed the subject: "Let's not talk about the past! The company's advertising business generates over 100 million yuan in revenue a year, which isn't bad, but it's still far from meeting the group's requirements."

In the future, this business segment must achieve rapid growth until it surpasses the film and television sector. What do you think is the most urgent task at hand?

Xu Shuyu's spirits lifted; she knew the crucial moment to demonstrate her value had arrived.

"Mr. Liu, I believe the most important task right now is to accurately identify our target customers! We must first know who to reach out to in order to maximize the value of our company's content marketing."

"Be more specific," Liu Rong urged.

"We are now like holding a peerless sword, but we don't know where the enemy is."

Xu Shuyu used an analogy, and her thinking became clearer: "Tengda Advertising Platform has the largest user behavior database in the country."

What users are interested in, what they usually watch, and what they buy—this data clearly tells us which brands best match our company's content style and are our ideal clients!

Liu Rong's eyes lit up: "You mean, we should use the group's data radar to accurately target our customer base?"

“Exactly!” Xu Shuyu became more and more excited as she spoke. “I suggest that, as the first step, you apply to the group headquarters for data access to help the company establish a brand customer value assessment model.”

The second step is to accurately identify the first batch of 100 high-value potential customers based on the model output.

The third step is to tailor content collaboration plans to the specific needs of this group of targeted clients.

He explained fluently: "For example, the data may tell us that the core consumer group of a certain domestic beauty brand is young women aged 18 to 25."

This group happens to be the core target audience of the upcoming youth film "Fleet of Time".

Therefore, we can intervene in advance and tailor a complete marketing plan for this brand, from deep integration into the storyline to collaborative promotions on social media.

“But this data access…” Liu Rong pondered, tapping the table lightly with his fingertips. “The group regards data as a core asset and controls it extremely strictly.”

I need to submit a special application to the platform's content business group and the chief data officer, but whether it will be approved is still unknown.

Xu Shuyu had anticipated this: "President Liu, we can proceed under the guise of a pilot project."

We will take the seven TV series and three movies planned for the second half of the year as pilot cases to demonstrate to the group the collaborative value that data sharing can create.

Once the company can use data to help brand clients achieve better marketing results, it will prove the viability of this model.

Ultimately, the beneficiaries will be the entire Tenda advertising ecosystem, and the platform will also share in the revenue.

"Hmm, this idea can be used as a starting point for negotiations. I'll apply and give it a try first."

Liu Rong nodded, but then changed the subject, "However, we cannot place all our hopes on data licensing."

Regardless of whether we obtain the data, the work must be carried out diligently. Do you have any other ideas?

Seizing the opportunity, Xu Shuyu revealed her long-held idea: "President Liu, to be honest, I've always had a wish."

The goal is to develop Tengda Culture's advertising business into the most prestigious and unique luxury brand customization workshop in the digital advertising field.

“We don’t compete with the group’s platform for those standardized shelf goods; they wouldn’t even consider such a small profit.”

What we need to do is make full use of our unique, top-tier resources, such as our vast film and television IPs and our film-level content production capabilities.

We aim to provide our clients with unique, unreplicable masterpieces that can even become industry benchmarks.

We don't pursue low profit margins and high sales volume; instead, we strive for ultimate value creation and brand resonance.

This ambitious idea immediately piqued Liu Rong's interest: "Tell me more about how this custom workshop will operate?"

Encouraged, Xu Shuyu began to elaborate: "First, we need to activate and empower our IP assets."

For example, it collaborates deeply with the group's game and literature departments, adopting an IP licensing fee + sales commission sharing model.

By 'lending' popular game and novel characters to brands to jointly create co-branded products and integrated marketing campaigns, the goal is to achieve two-way traffic redirection and value monetization among fans…

Listening to Xu Shuyu's blueprint, Liu Rong's eyes lit up, and she stood up, pacing around the conference room as she pondered.

“Very good!” She stopped and made a decisive decision. “In that case, I will go to the group headquarters tomorrow to personally promote data access and cross-departmental collaboration.”

You should get started immediately and prepare two key materials: a detailed list of data requirements and a description of the business uses;

Secondly, we will develop three preliminary client cooperation plans targeting the three key industries of fast-moving consumer goods, automobiles, and digital products.

I'll take these with me to communicate with the advertising platform first.

“Understood, Mr. Liu!” Xu Shuyu replied immediately. “These three industries have ample marketing budgets and naturally have many points of connection with film and television content, making it easy to create highlights.”

"Let's do it your way." Liu Rong glanced at the quietly descending night outside the window, then glanced at her watch.

"It's getting late. You'll have to work overtime tonight and put everything we just discussed into written form."

"Okay, Mr. Liu," Xu Shuyu replied, feeling somewhat helpless about working overtime.

But the thought that the long-marginalized advertising business is finally seeing the light of day and can show its value fills me with a long-lost sense of excitement and motivation.

As dawn broke, the lobby of the Yinglan International Financial Center, located in the heart of Beiping's CBD, was bustling with people.

The well-dressed elites chatted in small groups, waiting quietly for the elevator to arrive at the upper level.

UBS Securities analyst Chen Li stood in the queue, his eyes involuntarily drawn to a distinctive figure not far away.

In a sea of ​​formal black, white, and gray suits around him, that person stood out too much.

She wore a simple shirt with slim-fit jeans, a black baseball cap, and a mask and sunglasses that completely covered her face, leaving only a glimpse of her fair chin and slender figure.

Chen Li frowned slightly, a strange sense of familiarity lingering in his heart.

"Ding." The crisp sound of the elevator arriving interrupted his thoughts.

The metal door slid open slowly, and Chen Li followed his colleagues into the elevator car.

The woman entered with two companions, one of whom pressed the button for the 11th floor.

Chen Li's heart skipped a beat. He worked at UBS on the 12th floor and had some impression of the faces on the 11th floor, but he had no memory of this woman.

"Is it a customer?" he wondered to himself.

The elevator ascended smoothly, and the numbers kept changing.

Upon arriving at the 11th floor, the three women filed out.

Only after the elevator doors closed again did Chen Li ask his colleague Xiao Zhang, "Which company is on the 11th floor again?"

Xiao Zhang thought for a moment and said, "It seems to be Huiwen Asset Management. I heard it's a private investment company."

"A private company?" Chen Li could not hide his surprise.

This building houses international financial giants like JPMorgan Chase, Goldman Sachs, and UBS, making an unknown private company stand out as an oddity.

Another colleague chimed in, with a hint of mystery in his voice: "I heard someone on the inside mention that it's the company of the richest man in China."

"Song Ci's company?!" Chen Li was even more astonished.

My colleague shrugged: "That's what they say anyway. They also say the boss is the richest man in China and the CEO is Lei Jun's wife from Xiaomi. I don't know if it's true or not."

"Song Ci! Liu Shishi?!" In a flash, the vague sense of familiarity in Chen Li's mind became clear, and he matched it with a household name!

"That woman just now was Liu Shishi!"

Upon hearing this, everyone in the elevator tried to recall the fleeting glimpse of that figure. Someone chimed in, "Now that you mention it, the figure and demeanor really do resemble it! No wonder she works here..."

During the conversation, the elevator arrived at the 12th floor.

As Chen Li stepped out, he couldn't help but glance back at the now-closed elevator doors, pondering his next move.

Eleventh floor, Huiwen Asset Management.

Liu Shishi took off her sunglasses and mask, revealing her beautiful face, and led Jiang Yuanyuan and Lin Xia straight to the office.

Several respectful greetings rang out along the way: "Good morning, Mr. Liu."

She nodded in response. Since the film crew wrapped up and returned to Beijing, she has devoted more of her energy to this place, and has been working here recently.

After the top female star was seated, Jiang Yuanyuan said, "Shishi, the studio has already notified all the major brands about your pregnancy."

"What do you mean?" Liu Shishi casually flipped through the documents on the table, her tone nonchalant.

She doesn't have many endorsements these days. Early brands expired and weren't renewed, leaving her with only four high-end luxury brands: Gucci, Porsche, Omega, and Cartier, as well as Xiaomi phones.

She didn't care about the important resources that other female celebrities might cherish and fear losing because of pregnancy.

"Gucci's two-year contract expired, and they chose not to renew it."

Porsche's contract expires at the end of the year, and they seem hesitant, but I estimate the chances of renewal are slim.

Jiang Yuanyuan paused, her tone becoming more relaxed, "Omega was very enthusiastic, offering to extend the contract for another three years, until the end of 2016."

Lin Xia chuckled, "Omega is really benefiting from your great influence, sister."

Chairman Song often wears it to world-class financial conferences, which undoubtedly enhances its prestige and public profile.

"It's all thanks to you two that the brand image has been elevated to a whole new level."

"I guess it's fate," Liu Shishi said with a smile.

Although the Omega she gave to her husband in her early years was not a top-of-the-line model, it was deeply cherished by Song Ci because of its extraordinary significance.

Jiang Yuanyuan continued, "Cartier responded the most positively. Their brand philosophy places great emphasis on heritage and family."

They believe that the billionaire's wife's pregnancy with their heir is the perfect embodiment of the brand's story. Therefore, they want to sign a two-year contract.

Liu Shishi nodded slightly, her tone calm: "Yes, if you want to renew the contract, then renew it. As for the rest, let's part ways amicably!"

Just then, there was a knock on the door.

"Please come in."

Zhang Tong pushed open the door and entered with a smile: "Shishi".

Jiang Yuanyuan led Lin Xia away, tactfully saying, "You two chat, we're going next door to take care of some things."

Recently, Tangren Media's headquarters relocated, and the studio was in disarray. As the general manager, she temporarily borrowed the space from Huiwen Asset Management to work.

After the office door closed gently, Zhang Tong sat down opposite Liu Shishi: "Shishi, it's about the matter I mentioned to you last time."

Huiwen's assets under management are growing rapidly. If you truly intend to delve deeper into the investment field, you must quickly identify several heavyweight partners to strengthen your core team.

Liu Shishi's expression turned serious: "The headhunter recommended a good candidate and scheduled a meeting for this morning."

Since returning to Beiping after finishing filming "The Imperial Doctress", she has been systematically organizing her career plans.

It is mainly divided into three parts: the first is the film and television industry, which she is most familiar with, and she holds shares in several film and television companies such as Tangren Media and Daylight Entertainment.

As a top-tier female star herself, she will continue to focus on film and television investment in the future.

However, filming may be significantly reduced, unless a particularly compelling script comes along, in which case he might occasionally take on a role.

Secondly, for Asia Television, she decided to hire Xu Haoran, a professional manager recommended by her husband, to manage it, and only needed to control the general direction of finances;

The third area, Huiwen Asset Management, will be the focus of her efforts in the near future.

Hearing that Liu Shishi had already taken action, Zhang Tong breathed a sigh of relief.

She juggles multiple roles: CEO of Huiwen Asset Management, responsible for the operation of Liu Shishi and her own charitable foundation, while also taking care of her family and children, leaving her with little time to spare.

She had previously expressed to Liu Shishi her desire to step down from the position of CEO of Huiwen and focus more on philanthropy.

"Sister Tong, you've worked so hard these past few days," Liu Shishi said gratefully. "Just hang in there a little longer, and once the new partner arrives, the burden on your shoulders will be much lighter."

Zhang Tong breathed a sigh of relief, a look of anticipation on his face: "What kind of person did the headhunter recommend? Did they bring the resume?"

Liu Shishi picked up a neatly bound document from the table and handed it over.

Zhang Tong took the document, carefully browsed through it, and softly read out the key information: "Chen Minxing, 48 years old, from Hong Kong, PhD in Economics from Princeton University..."

He previously worked at Morgan Stanley's Hong Kong investment banking division and Carlyle Asia private equity fund, rising to the position of managing director..."

A moment later, she looked up, her eyes filled with admiration and doubt: "The resume is very impressive, impeccable!"

But... can we really hire someone of that caliber? She's already a managing director at a top-tier organization.

Liu Shishi shook her head slightly and said frankly, "The headhunter's feedback is that she seems to be tired of the bureaucracy and short-term performance pressure within top institutions."

I long to put my true investment philosophy into practice on a new platform.

So the chances of recruiting her are quite good. But whether it will ultimately succeed depends on the outcome of the interview later.

She gazed calmly at the rows of skyscrapers outside the window and said softly, "Let's wait and see."

(End of this chapter)