CH 32

Chapter 32 – Design

Li Chuan was curious; Su Qin is more mature compared to other girls, why does she like Peppa Pig, this sort of kiddy cartoon.

Isn’t this what little kids love to watch?

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After saving the photo sent by Li Chuan, Su Qin stretched and began to refine her plan.

Taobao’s publicity cannot be limited to on-site ads, but also requires other means of exposure. Advertising on various major forums is needed and top search publicity is needed too.

The brand positioning of her Taobao store is clear, focusing on ‘trendy avant-garde’ and ‘high cost effective’,

Her advantage is that hers is more fashionable than the departmental store’s with better quality and cheaper prices. In order to make the Taobao store more compelling, she decided to start brand packaging, including logo and boxing packages.

An up-to-par company must have its own corporate culture.

She probed around the design forum and found someone named ‘Designer Li Xian’.

This designer, she had a recollection, who later became an overnight success and China’s most acclaimed graphic designer. The official blog of the People’s Daily republished a set of his Chinese-style creativity, making him the internet’s household name and his value had skyrocketed since then.

After that, his designs were even harder to get.

Li Xian posted a lengthy Weibo after he became popular, which roughly depicted his despondency and dire straits in those early years, and fed the netizens a lot of chicken soup.

At this moment, Li Xian was still in the stage of ‘disheartened and starving’. She found Li Xian’s QQ in the forum and added him.

The other side consented very quickly and before Su Qin typed the word ‘Hello’, she received a message first, “I don’t accept design changes based on your own vision and I don’t accept the unreasonable requests of ‘must be red’ or ‘want it bigger’. If you are not happy, go find someone else!”

Su Qin, “ ….. “

She seemed to know why this famous Designer Li was such a dire straits in his early years.

Su Qin typed a sentence, “You have misunderstood. The design I need doesn’t require red or in large fonts either. I want you to help me design a logo, clothing boxes and packaging bags. My requirements are very simple; highlight the pretentious style* of my store’s clothing. As for whatever the design, I have no boundary. I’ve seen your work and I trust your vision.”

[T/N: 逼格 (Bī gé) – it’s an internet slang used to denote expertise in pretense/hypocrisy; such as the reference to the comprehensive of the artists’ creativity or style]

Li Xian on the other side of the computer was obviously dumbfounded, “Pretentious style?”

Su Qin mulled over for a moment and explained, “It’s the approach, highlighting the upscale style of my store’s clothing. What do you think of the packaging design of Chanel, Dior, YSL and other brands? I want my customers to feel that this is high-end goods as soon as they see the packaging.”

Li Xian, “ ….. Ma’am, are you from Yunyang?”

Su Qin nodded, “Yes.”

Li Xian, “Tomorrow at 12 noon. Come to the Numbing Dumpling Shop in the backstreets of NJU for a face-to-face meeting.”

Su Qin asked him, “Huh … how about we communicate on QQ now? Once the discussion is almost finalized, then we can talk about the price in person? What do you think?”

“I prefer to talk in person.”

Considering Designer Li’s future status, Su Qin thinks face-to-face meetings are probably more sincere?

After exchanging the phone numbers, Li Xian went offline.

Mother Wang Lin had cleared up the dishes and Su Qin beckoned Wang Lin over to sit down, “Mom, come here. Let’s have a meeting. I will give you next month’s tasks.”

“What tasks?” Wang Lin asked as she sat down next to her daughter with an apple and a fruit knife, peeling the fruit for her while doing so.

Su Qin showed her the business plan and also specially made a KPI for her mother, which included the tasks her mother had to accomplish every day.

For instance, go to forums to promote their Taobao store. Su Qin had written the publicity copy while Wang Lin just needed to post and serve as small ads on the main forums.

Publicity is a huge bottomless pit that can’t cease. Coupled with on-site ads, the accumulation of off-site ads is always helpful for the volume of traffic.

These are not complicated to implement, which just require human effort to do. Wang Lin cherishes this career very much. She can take home a salary of 1,200 every month without leaving the house, a good job which is not easy to find.

And seeing her daughter doing Taobao so arduously, she dared not slacken off. Thinking that if she works harder, her daughter will be able to spend less energy and to study harder.

Early the next morning, Su Qin went to the shop to talk to her lady boss about the Taobao store and they held a brief meeting together.

To sum up, Su Qin proposed that the packaging and marketing costs should be shared by the two of them. The Taobao store has indeed achieved a little success in Su Qin’s hands. Wanting to make money, Chen Meixin naturally understands that she has to invest money in it.

Su Qin made a list of expenses related to advertising, marketing and design for the store, and handed it to Chen Meixin for inspection.

Scanning it carefully, Chen Meixin said, “Qin’er, isn’t the estimated design cost too high? And also these packaging boxes and paper bags, our Taobao does not sell clothes like the retail shops since we pack in a plastic bag for the customers to take away. Why does Taobao even need packaging boxes?”

Su Qin explained, “Sister Chen, we have to have long-term vision. Since we are doing it, then do it well. Every single good is to be packed in an exquisite box and a thank-you note is attached to each shipment, so that in the long run, customers will have a good impression of us. Moreover, with the improved packaging quality, isn’t this more like high-end goods? Sometimes when women go shopping, they will really take on a new look at the store and have a change of mind due to some small details and vanity.”

“Also, Sister Chen, if we are doing the packaging, then we must do it well. To what extent? After the customers buy our clothes, they will opt to use our packaging bags to pack their daily stuff, isn’t this imperceptibly advertising for us?”

Chen Meixin hesitated, “But … the cost will also go up ah, is this necessary?”

“Why are we afraid of costs going up? It doesn’t matter if we profit one or two dollars less? After all, the wool still comes from the sheep’s back*, what are we afraid of?”

[T/N: 羊毛出在羊身上 (Yáng máo chū zài yáng shēn shang) – Price has to be paid for one benefit / Nothing comes for free]

Seeing her so closely reasoned and well argued, and remembering the girl’s previous actions, she then nodded in agreement and asked her, “By the way, your mother’s Taobao store is doing quite well recently. You don’t have to bear your mother’s salary alone, we both share it equally. As for you, besides studying, you can think about the future development of our store.”

Su Qin certainly wouldn’t be courteous with her since she deserved every penny earned.

There was no homework for the three days break after military training and Su Qin didn’t go to Li Chuan’s for tutoring either. She had to make good use of these three days, at least during her school days, Taobao would not be neglected.

That afternoon, Su Qin cycled to the ‘Numbing Dumpling Shop’ in the backstreets of NJU.

It was after all to discuss collaboration with others, so Su Qin deliberately dressed up more maturely and went to style an inward curve for her short bob hair at the hair salon. She bought a colored lipstick and dabbed on a little.

She didn’t pay attention to skincare routine during the military training and her skin was very tanned, thus she deliberately bought foundation to put a layer on her face, which turned her face slightly fairer.

She walked into the ‘Numbing Dumpling’ shop where people came and went. Looking around, she saw a man with glasses and a blue shirt sitting in the corner.

Su Qin made a call to him. Until he answered the phone with a ‘Hello, Su Qin, who was standing at the door waved to him.

Straightening the frame of his glasses, Li Xian raised his head and saw a short-haired girl dressed in a one piece fitting dress, white sneakers with a shoulder bag at the door, and felt slightly startled.

He thought the other party was a plucky woman in her thirties. He didn’t expect her to be a girl who looked younger than himself.

About 18 or 19 years old?

Hanging up the call, Su Qin walked towards him, sat down opposite him at the table, smiled and politely extended her hand, “Hello, I’m a staff member of Taobao’s Yunyi Clothing House, Su Qin. I’m here to talk to you about our collaboration.”

Wearing a pair of black-rimmed glasses, Li Xian is not fair but has pretty good features. Many years later, he is not only the highest paid designer in China, he also won the title of “the most handsome in the designing circle”.

After looking at Li Chuan and Feifei’s faces every day then seeing the face of “the most handsome in the designing circle”, she thought … only so so.

Li Xian appeared a little slow-witted. After straightening the frame of his glasses, he nodded slightly at the girl, “Hello, Hello. I’m hungry, let’s order first.”

Su Qin raised her hand to call the boss and ordered two bowls of dumplings.

The waitress looked at Li Xian, then at Su Qin. Her attitude was not very nice. She raised her chin and pointed at the counter, “Pay first before ordering the dumplings.”

The waitress’ attitude made Su Qin frowned, yet she wasn’t in the mood to say anything as she got up to pay for the two bowls of dumplings at the counter.

While she was paying, the lady boss at the cashier reminded her in a low voice, “Yo, girl, why are you having meals with this kind of man? He owes nine meals in our shop without paying, yet still has the nerves to come with a girl for a meal and he actually lets you pay? If you want to befriend him, I advise you to leave before it’s too late.”

Su Qin looked back at Li Xian and could see that the man was extremely self-abased. He didn’t even dare to look up at the people around him and just sat there with his head hung down.

“How much does he owe your shop for meals?” Su Qin asked.

Lady boss, “46.”

“I’ll pay for it.” Su Qin took out a hundred-yuan bill and handed it to the lady boss, “En, keep the change and you can deduct it directly when he comes again next time.”

Seeing that she was so generous to the man, the lady boss knew there must be something fishy, so she didn’t say anything more.

Su Qin returned to her previous seat and tapped her fingers on the table, “Li Xian is it? Let’s talk about the collaboration. Did you bring any pen and paper? You should probably write down my requirements.”

Dumbfounded, Li Xian quickly took out a sketchbook and pencil from his computer bag.

Once he flipped open the book, Su Qin said, “I want a total of three designs; logo, packaging box and packaging bag. Although our store’s clothing is not a renowned international brand, I hope your design can surpass those famous international brands. At least after looking at the packaging, the consumers will feel that the item is worth the price and feel that they have bought good stuff. As for the design, it is precisely trendy.”

Li Xian’s gaze behind his glasses were inarticulately dull, a bit like the male lead’s ‘dead fish eyes’ in anime.

“These are my requirements and as for the rest, you can decide. I will not interfere with your design envision. I hope you can make good use of your talents and radiate your potential a bit. I’ve seen your work, it’s very spiritual.”

Li Xian was obviously stunned.

After he graduated, he was never complimented again. This was the first time someone praised him on his talent since he entered the society and praised his work for its spirituality.

The big man bit his lips with a little excitement and the rims of his eyes became slightly warm.

Su Qin thought something was not right with him and asked him, “What’s wrong? Is there a problem?”

Then two bowls of dumplings were served. Su Qin took out two pairs of chopsticks and handed him a pair, “If you have any difficulties, you can tell me.”

The man took the chopsticks from her, shook his head and said, “No, no problem.”

Su Qin laughed. Her beautiful eyes narrowed slightly as she stuffed a mouthful of dumplings in her mouth. With food in her mouth, she vaguely said, “Then good, name me your price.”

Although the girl was tanned, she has beautiful features. When she smiles at you, she can make you drop all your guards and let you feel at ease.

Hadn’t eaten for two days, Li Xian was obviously hungry. With his stomach feeling out of sorts, he didn’t dare to gobble up and simply drank two mouthfuls of warm soup first.

In terms of price, he didn’t know how to name it. Until his stomach felt a little satisfied, he raised his eyes and said to Su Qin, “The price, you name it.”

Su Qin’s budget was 1,200, but she couldn’t just simply name that price. She said, “600, okay?”

“Cough … “ Li Xian choked on a mouthful of dumplings.

Seeing such a big reaction from him, Su Qin thought that the price was too little, “720?”

Li Xian swallowed the hot dumplings and hurriedly said, “De, deal!”

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“Huh?”

Su Qin had overestimated Mr. Li’s current financial condition. She didn’t expect the future acclaimed designer would compromise at 720.

After the meals, the two chatted for a while. Li Xian drew a rough sketch of their logo and asked if she liked this design.

Su Qin lamented that the drawing skills of this man, who was a student of NJU’s design faculty, is indeed not a facade.

The two discussed for a while before Su Qin knew why Li Xian was in such dire straits.

Fresh graduates work as assistants during their internships. Not only do they serve drinks and do all kinds of work, they also work tirelessly to help the designers’ drafts. The drafts they drew not only do not have their names, but they even have to be the scapegoats.

He didn’t get the least bit of gain when customers were satisfied with his draftings. Yet the boss would curse angrily right in his face if the customers were dissatisfied.

Li Xian had endured all of this.

The company had a bidding project and the boss of his immediate boss took Li Xian’s work to participate in the bidding. As a result, not only did he not include Li Xian’s name after winning the bid, he (LX) did not even get the remuneration that he deserved. For this reason, he fought with the boss of his immediate boss and was fired. He was even blacklisted by several large advertising companies in Yunyang.

Having a big heart, Li Xian went to interviews with several small advertising agencies, but how could a high achiever endure the clients’ torments?

Those golden phrases of the clients still lingered in his ears:

“It has to be a red background, a red background! The fonts need to be big! Big!”

“Who can see such artistic ‘Big Clearance’ words?”

“I asked you to design a logo, tell me, how can you tell our company culture with this design?”

“ ….. “

The proud and ambitious Li Xian had quit for a month and with no more savings, thus he asked the other party to meet offline when he came across someone who looked for him to discuss business online.

Even if the deal did not work out, his stomach was filled up first.

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After listening to Designer Li’s narration, Su Qin felt that he was really too pitiful.

Speaking of his own experiences, the rims of Li Xian’s eyes reddened slightly.

Yet Su Qin added fuel to the fire, “You deserve it ah. You’re already starving to death and still can’t lower your principles.”

Li Xian, “ ….. Miss Su, your words are very hurtful.”

“Then, when can you turn in my design? After this, I may still need some of your work so that we can have a long-term collaboration.”

Setting up Taobao, the artworks are indispensable. Although Su Qin can also use the graphic design software herself, but after all, she is not a professional in this area.

“Give me a week.”

Su Qin took out 300 yuan from her bag and handed it to him, “Here’s the deposit. I want to see the first draft next Saturday.”

“You … aren’t you afraid I’ll take your money and run away?” Li Xian looked at the young tanned girl in front of him.

She grinned, revealing a mouthful of white teeth, “I believe in your character.”

Li Xian, a big man, was actually moved to tears by the other party’s bravado.

He, who was the high achiever graduated from NJU, seemed to have finally ushered in his own talent scout.

When Su Qin and Li Xian came out of the Numbing Dumplings shop, the passing-by students looked at her strangely.

Li Xian felt puzzled too. It felt weird to be gawked at by passers-by.

“Hey, you guys look at that girl, does she look like the girl reported in the bulletin board system?”

“Which one?”

“She’s precisely Li Chuan’s underage girlfriend ah!”

“Dang! Indeed, they look alike. Hey, I really can’t discern that Li Chuan is this kind of person. In any case, he is an adult but is actually hooking up with a high school girl, who is a minor and whose worldview is not even bolstered yet, and he can actually do it.”