If everyone is reborn, who will work for capital?

Chapter 39 Creating a Hit Event

After receiving some straightforward guidance, Hao Pengxiang submitted his test assignment to "Teacher Wang" the next day and quickly received a notification that he had passed.

Teacher Wang created a small group of three people and directly appointed Geng Zhi as the group leader, entrusting him with full responsibility for project delivery.

For the next two weeks, Hao Pengxiang spent almost every night in the library, meeting with Geng Zhi to work on design details.

Li Haipeng, on the other hand, entered a two-front battle mode.

While working as a sales manager at New Oriental, he also served as the co-founder of "Jiaotong University Matchmaker," conducting extensive research on the offline dating market in Shanghai, following the research framework provided by Geng Zhi.

That day, Geng Zhi had just finished a New Oriental offline video training course and was walking out of the classroom with his laptop when Li Haipeng, who was waiting outside, grabbed him and pulled him into the small office next door.

"President Geng, there's been a major breakthrough!" Li Haipeng's eyes lit up as he eagerly pulled out a notebook, flipping through it as he reported, "Following your plan, I've thoroughly investigated the offline dating market in Shanghai."

He spoke rapidly, his words brimming with a clear sense of accomplishment:

"I visited thirteen matchmaking agencies, attended three weekend blind date events, infiltrated twenty-seven QQ groups, interviewed more than thirty white-collar men and women, and even paid out of my own pocket to sign up for offline events of several dating websites..."

As he spoke, he opened his laptop, pulled up a well-organized report and a detailed Excel spreadsheet, his voice brimming with excitement:

"According to third-party data and on-site surveys, the demand for matchmaking services among white-collar workers in Shanghai is booming! Many offline matchmaking agencies are doing very well, with users showing a strong willingness to pay and considerable gross profit."

Geng went directly to the computer and began browsing carefully.

The report is indeed very detailed: the number of large platforms in Shanghai, the scale of offline matchmaking agencies, customer traffic, average order value, expected repurchase rate, number of participants in offline activities... all the key data are included.

The pain points of the existing model are also accurately summarized: excessive utilitarianism, poor process experience, and discounted services after signing the contract... which is basically consistent with Geng Zhi's previous judgment.

"President Li, you're amazing!" Geng Zhi looked up and sincerely praised, "This research is in-depth and comprehensive, the data is solid, and the pain points are accurately identified. You truly deserve the credit, thank you for your hard work!"

Li Haipeng puffed out his chest, a smug look flashing across his face: "This also proves that your market predictions were very accurate, President Geng! I have even more confidence in our 'Jiaotong University Matchmaker' now!"

Before Geng Zhi could even voice his opinion, he pressed his advantage: "Since the demand from Shanghai's white-collar workers is so strong, their willingness to pay is higher, and the market size is so large, I think we shouldn't hesitate to enter this market directly!"

"Furthermore, with the Spring Festival approaching, the peak season for family pressure to get married is about to begin—this is the perfect time for us to launch 'Jiaotong University Matchmakers'!"

"Mr. Geng, what do you think?" Li Haipeng asked symbolically, even though he thought Geng Zhi would definitely agree.

Geng Zhi didn't immediately refute him, but first affirmed his analysis: "Regarding market analysis, I completely agree with President Li's conclusion, which is of great value to us."

But he immediately changed the subject: "But I still insist on starting with the campus."

"Why?" Li Haipeng was stunned. "It's obvious that the Mingling market is bigger and more profitable!"

"Mr. Li, let's first consider a fundamental question," Geng Zhi guided calmly. "With so many online and offline dating platforms on the market, why hasn't any single platform managed to dominate the entire market?"

"This..." Li Haipeng opened his mouth, but was immediately stumped by the question. He only saw the lucrative market, but hadn't thought deeply about the overall picture.

Before he could even come up with an answer, Geng Zhi began to analyze the situation meticulously:

"Industries can be categorized into three types based on concentration: The first is highly concentrated industries, where the winner takes all, such as the social networking industry exemplified by QQ—this is also the type investors love most. The second is relatively concentrated industries, such as high-end liquor, mobile phones, and large home appliances. The third is relatively fragmented industries, such as women's clothing, catering, and footwear..."

"The marriage and dating market also falls into the third category. Mr. Li's analysis shows that the market is huge, but it's not a winner-takes-all market, at least that's how it is right now, isn't it?"

Li Haipeng nodded thoughtfully.

"So, if we dive into the white-collar market now, even if the experience is slightly better than the existing platforms—can it be good enough to crush the competition? If not, no matter how big the market is, how much of it will we get?" Geng Zhi asked again.

Li Haipeng fell silent; he understood.

Starting from scratch, "Jiaotong University Matchmaker" doesn't have a clear advantage over established agencies. Furthermore, the high customer acquisition cost in the white-collar market means they simply can't operate effectively with their current resources.

To achieve what Geng Zhi mentioned at a drinking party—"to attract 100,000 users in Shanghai and Beijing"—is, according to his own thinking, simply a pipe dream.

Li Haipeng looked at Geng Zhi with a complicated expression, his question tinged with expectation: "Mr. Geng, what do you mean...?"

"It's the same logic I used when I recruited you—play to your strengths and avoid your weaknesses," he said bluntly.

"Mr. Geng, what exactly is it?" Li Haipeng hadn't quite grasped the question yet.

Geng Zhi wanted to guide Li Haipeng's thinking, so instead of giving a direct answer, he continued to ask questions:

"If you weren't a course consultant at New Oriental, but just a salesperson at an unknown training institution, even if you were selling the exact same courses, could you still sell this many?"

"That probably won't work." Li Haipeng pondered for a moment, shook his head, then suddenly realized, "I get it! President Geng said we need to build the 'Jiaotong University Matchmaker' brand first!"

"That's right!" Geng Zhi laughed. "The campus is our base, and the white-collar market is our expedition. If we go on an expedition before we've even established a foothold, we're doomed."

He was clear and logical, proceeding step by step:

"The 'Jiaotong University Matchmaker' is currently short of manpower, funds, and brand recognition. However, the campus is where we are most familiar, where trust is lowest, and where we can maximize the use of the 'Jiaotong University' brand and leverage its resources."

"The campus market is relatively simple, making it the best testing ground for testing activity processes, refining the core team, and establishing standardized gameplay."

"We're not selling 'blind dates,' we're selling 'trustworthy encounters.' Without the name 'Jiaotong University,' we're nothing in the beginning. So, first, let's make 'Jiaotong University Matchmaker' the default social brand among Jiaotong University alumni, and tell the story well. Then—"

Geng Zhi paused for a moment, then said with certainty:

"We're waiting for the white-collar market to come to us."

After finishing his speech, Geng Zhi looked at Li Haipeng, who was listening intently. The scene really resembled a teacher lecturing to students.

Although Li Haipeng has four years of experience in course sales, his job is execution. His tasks are detailed enough and his goal is clear enough—to sell the postgraduate entrance exam tutoring courses.

However, his shortcomings become apparent when it comes to strategic planning.

He stared blankly at the young boss Geng in front of him, his heart filled with mixed feelings of joy and sorrow.

Sadly, despite being six or seven years older and having worked for four more years, I was left behind in terms of perspective and thinking.

The good thing is that he's glad he stepped out of his comfort zone and boarded the ship of honesty. Even if he ultimately fails, he believes he will grow a lot from it.

The office was quiet for a moment.

Li Haipeng understood Geng Zhi's strategy, but he wasn't sure how to implement it: "President Geng, how exactly do we build a good reputation? How do we get the white-collar market to actively seek us out?"

"Create a few blockbuster events." This time, he didn't beat around the bush. "Halloween is coming soon, followed by Singles' Day (November 11th), and then Christmas... Holidays are the best gimmicks. My current plan is..."

Just as Geng Zhi was about to explain in detail, the office door was suddenly pushed open by Li Haipeng's colleague.

"Teacher Li, a student is looking for you."

Geng Zhi immediately stopped talking, calmly switching back to "student" mode, and casually asked about the postgraduate entrance exam courses.