Yu Ben said: "Tell me what the public relations team thinks."
Guan Xi thought for a while and said: "The public relations significance of the BOT project is greater than its commercial significance, but it is not without commercial possibility."
Everyone in the venue raised their heads, including Chen Jiaxian.
What would she do?
Guan Xi directly concluded: "down to earth."
Yu Ben frowned.
Guan Xi said: "I have always maintained that when we discuss culture, what we discuss should not be about spring and snow, but 'how people should live better'. The standards for judging culture are in the hands of a few people, but culture itself does not belong to a few people. Culture belongs to the masses.”
"And Xiguan is the best example. The core of Xiguan culture lies in 'tolerance' - throughout the ages, Xiguan has been home to the rich and powerful, low-ranking actors, warriors and soldiers, Chinese and foreigners, men and women, everyone has been treated equally by Xiguan. Accept it. Therefore, the BOT model of Xiguan is different from that in Europe and the United States. It is not just a joint construction between the government and enterprises. It is a joint construction between government, enterprises and residents. Find the 'beautiful' in the hearts of the public."
Pan Qiaomu interrupted her: "Don't forget that we have fifteen years of operational responsibility. You are too down-to-earth, how can you make money?"
Guan Xi paused: "To be down-to-earth is not to superimpose traditional cultural elements and lay them out rigidly, but to find the elements that the public likes to hear and see most, and to show complex things to people in a popular way from the shallower to the deeper. Show it to the public in a way that they can understand, rather than educate the public in isolation. The public likes it, and we make money."
Pan Qiaomu looked at her with a half-smile but said nothing.
The design director was the first to object: "Traditional culture is popular but not popular. You want to use elements that you like to see and hear to attract people's traffic to Changlefang? It sounds too idealistic."
Chen Jiaxian nodded, thinking of her little red book. She is still working hard to distribute materials, but the number of fans is only 11.
Amidst the praise for traditional culture in the comment section, this attention data is very realistic and also very bleak.
Guan Xi said: "Let me give you an example: The biggest characteristic of Xiguan culture is tolerance. The most typical element of this kind of tolerance is 'Miss Xiguan'. Therefore, when we tell the story of cultural tolerance to the public, we should tell the story of 'Miss Xiguan' The cultural stories told in this way are not obscure and everyone loves to listen to them. Similarly, Cantonese opera, food culture, etc., must also find such entry points."
The design director immediately pointed out: "Even if you can succeed, people like it and are willing to pay for it are two different things."
Guan Xi said: "We are a BOT model, and state guidance is our limitation and our assistance. Now the country has many preferential policies for promoting traditional culture and intangible cultural heritage. If we can win the love of the public, we will receive policy and financial support The possibility will also increase year-on-year.”
Pan Qiaomu smiled: "What you said is all fake, big and empty. After all, you are still not sure how to make a profit! The biggest pain point of the cultural industry is profit! It is self-operation! What about state support, culture is noble So what? Once the support period is over, it won’t be abandoned on the spot!”
Guan Xi said: "People have eyes and can vote with their feet. I firmly believe in my judgment. I believe that in the next step, we must enter the lives of the Xiguan Aboriginal people."
Pan Qiaomu said: "I don't agree. The cultural industry is not guaranteed, and we must make certain compromises to pure commerce."
Guan Xi looked at Pan Qiaomu: "The land in Changlefang is so old. Even if we want to compromise, do you think we can attract big businessmen? Could it be that if you recruit second- and third-tier small businessmen, you can build it into a commercial center and make a profit?" ? Do you think these unknown businesses can promote self-operation in a residential area?"
Pan Qiaomu had nothing to say.
Changlefang is "hard-core" and doesn't give them many choices at all.
Guan Xi finally said: "Traditional culture and traditional folk customs have the power to transcend time. It is the common nostalgia of residents. Cities should be people-oriented, and people's awareness of independent renewal is the driving force for urban renewal. Therefore, the main body of urban renewal must be Diversified, co-constructed by residents, and participated by all parties. This is the BOT model suitable for China's soil."
“What we have to do now is to bend down and walk into the lives of the aboriginal people, take the initiative to be down-to-earth, and find elements that the public likes to hear and see. Use such elements to combine the complicated cultural types of Xiguan, such as Cantonese opera and Cantonese opera, and Cantonese embroidered tooth carvings. , Wing Chun lion dance, etc., connect them together in a simple and profound way, without preaching, and tell a good story about Xiguan."
Pan Qiaomu snorted: "The elements you mentioned are just vulgar gimmicks."
Guan Xi thought for a while and admitted: "Of course you can understand it this way, but you are not qualified to define the gimmicks that the public likes as vulgar. Using elegance to attract vulgarity is essentially the arrogance of the elite."
Pan Qiaomu did not refute again.
Everyone really has no better way.
Therefore, there was still silence in the conference room, and no one had anything to say.
…
When the meeting ends, those who are eligible to sit at the table leave first, followed closely by team members.
Changlefang has no choice but to continue walking along the "grounding spirit" proposed by Guan Xi.
The gimmick is comprehensively designed by the public relations department, and the elements that are popular will be found and polished by the entire Changlefang team.
At the same time, visual presentation plans for various traditional cultural elements will be planned simultaneously.
After the meeting, the design supervisor came to Guan Xi and invited Guan Xi to support the work of the design team and implement the concept.
"I need to use your professional background." The design director's words were very polite.
This is of course an excuse. 10% of the reason is due to Guan Xi's professional background, and 90% of the reason is that the new plan needs to be approved by Guan Xi.
The design director didn't want to change things over and over again, so he simply asked the public relations team to join in.
Is the approval node really a trivial matter?
Even a trivial thing can play a different role in the hands of different people. And Guan Xi’s purpose is very clear:
Participate in core business.
Now that the goal was achieved, Guan Xi nodded in agreement.
She took the initiative and said: "I have invited experts to hold a discussion meeting this week. How about we integrate resources and combine design and discussion into one."
Of course the design manager said yes.
The two discussed the topics in different categories including food, architecture, intangible cultural heritage, and intellectual history.
Guan Xi added: "In order to enhance the credibility of the plan, we also need to invite indigenous people to participate." She looked at Chen Jiaxian and said, "Introduce yourself."
I?
Chen Jiaxian immediately remembered that if she wanted to get the highest score as an intern, she had to get involved in the core business team. And now, the opportunity is at hand. This was the opportunity Guan Xi gave her.
The workplace is cruel, but it is also fair. Her family never gave Chen Jiaxian a chance, but the workplace gave her one.
Chen Jiaxian raised her head and looked at the design director.
"My name is Chen Jiaxian." she said.
…
In the afternoon, Charles, the owner of the brand design company, brought the first version of the design draft to the Changlefang project to make a proposal. The overall theme was:
"Sigh at Xiguan".
"Sigh" means "to taste".
Yuecheng people call "drinking tea" "tancha". “Tea” refers not only to the tea itself, but to Yuecheng’s morning tea culture. Sit in the teahouse and order a table of snacks, from rice rolls to imperial dumplings, sweet and salty, with a pot of tea, and you can sit there happily from morning to noon.
Yuecheng is a super first-tier city. The starting price of residential buildings in the city center is RMB 60,000 per square meter, but morning tea is not expensive. Every snack is served in small portions, and everyone with rich or poor wallets is welcome equally.
Just like the people in this land, they are pragmatic and low-key and never exclusive.
"It welcomes guests from all over the world, welcomes people with a smile, and makes money by being friendly." Charles finally concluded on the PPT, "Travel to Changle and sigh at Xiguan."
After the proposal was over, Charles suggested eating the same Chenji sugar water he had last time.
On the way, he told Guan Xi: "I heard some discussions in the tea room of your company."
Guan Xi tilted his head and Charles said, "Everyone doesn't trust you very much."
Guan Xi said "Oh": "Other people's comments are other people's business."
Charles said: "Will it affect the progress of your work?"
Guan Xi said, "No." She smiled, "I just need to complete my own goal."
Charles casually tugged at the hem of his wide T-shirt and waved his hand: "I'm over-worrying. You never care what others think."
Guan Xi explained: "I am very busy, my time is very valuable, and I have no time to care about what others think."
Charles laughed muffledly. He asked again: "After it is completed, will you return to the group and get promoted?"
Guan Xi smiled, leaning his head and looking out the window. It was raining at the moment, and in the blurry city light, the rainwater fell down the car window in streams. After a moment, her eyes narrowed slightly: "Yu Ben?"
Guan Xi pressed down the car window and said into the rain: "Yuben, do you want to give you a ride?"
Yu Ben closed his umbrella and got into the car. His black shirt was a little wet and stuck to his body. Guan Xi's eyes lightly slid over his waist.
There were more people in the car, and it was his client. Charles couldn't continue the topic, and the car fell into silence for a while.
It was Yu Ben who spoke first: "Are you going to eat?"
Guan Xi did not look back. Yu Ben looked up at the rearview mirror. He couldn't see Guan Xi's eyes, he could only see the smaller half of her white chin and the light color on her lips. As the light outside the window flickered, the light color also flickered.
Charles said "Yeah". Yu Ben blurted out: "I haven't eaten yet either."
As soon as the words came out of his mouth, Yu Ben felt something was wrong. What nonsense is he talking about?
never mind. he thinks. It is also common for colleagues to meet by chance and discuss whether to eat or not.
Charles glanced at Yu Ben. Yu Ben sat up straight, trying to appear frank and magnanimous.
The car stopped at the entrance of "Chen Ji Tang Shui" and the three people walked into the store. Charles looked around: "Where's that little girl from last time?"
Guan Xi said: "Chen Jiaxian? She came to my place for an internship. She has been very busy recently and should not have time to help in the store."
Charles asked casually but didn't take it to heart. He took three cups of lemon tea from the store and placed them on the table: "Chen Ji Tang Shui's lemon tea is the most famous, and is known as 'marijuana tea' because once you drink it, you will never forget it."
As he spoke, he took a sip, and then his expression became extremely weird.
"What the hell?" he spat out, "Did Chen Ji change his boss?"
