Brand Strategy and Marketing Innovation (2)

Speaker: Mr. Li Guangdou, the first person in Chinese brand, brand consultant of CCTV, famous brand strategy expert, founder of brand competitiveness school, Huasheng Zhiye, founder of Li Guangdou brand marketing agency

Guest profile: Li Guangdou , born in the front line of marketing, has been engaged in marketing and brand planning since 1990. He has served as a perennial licensing strategy and marketing and advertising consultant for dozens of well-known enterprises across the country. He has experienced the development of Chinese brands after the reform and opening up. With very rich experience in brand building and marketing, he has won the Outstanding Contribution Award in China's planning industry and was named a man of influence in China's marketing process.

Continued from the previous article

I once made a point of view at the Global Brand Competitiveness Forum in the Great Hall of the People, saying that measuring the competitiveness of a country is to see how many global brands you have, and to measure a region The strength of brand competitiveness depends on how many national brands you have. Our deputy mayor also said just now that we know how many well-known trademarks and Chinese famous brands we have in Xiamen. I believe that the number in Xiamen far exceeds that of Fuzhou. This also tells you that although Fuzhou is the provincial capital, Xiamen's economic status is high. In Fuzhou, so after my article was published in the China Economic Observatory of the Central Party School, many leaders circled it, and CCTV also made four episodes of the program, which is to enhance China's brand, but many people say that others They are all century-old stores, and we have no chance. So are there any opportunities for Chinese brands? Let me share with you, first look at the photo, this is Beijing in 1987, look at what kind of clothes the Chinese wore in 1987, this foreigner came to Beijing, when the foreigner came to China, what he found was fear, because he was in front Walking behind others, I can't wait to be caught in a cage and sent to the zoo, because China has been closed to the country for 30 years, Mao Zedong has never opened the country's door, and China does not interact with foreigners, but what this foreigner found, what others found was dangerous, he Found an opportunity. He sells clothes, and he said how much money would I have to make if every Chinese person bought me a windbreaker. Of course, he did not run the first garment factory, because China does not allow private enterprises to exist, but he opened a western restaurant called Maxim Western Restaurant. At that time, friends thought he was crazy. Eating a Western meal was equivalent to a month’s salary for Chinese people, more than 100 yuan. In fact, it was equivalent to several months’ salary at that time. The average salary in China was 40 to 50 yuan, but he He felt that he wanted to turn this place into a place to promote Western lifestyles, and to hold the first fashion show. At that time, Beijing had a population of 8 million, but now it is more than 20 million, and he could not find a girl willing to be a fashion model, he said. Even if the fashion model was transported by air from France, I had to do it. I went to the fashion show held by him at that time. The first fashion show had to be stamped at the police station to prove that there was no criminal record and no bad intentions since childhood. Only then can I go to see it. The reporter from the Legal Department was very sensitive. They said that the senior cadres in China would react after reading the most romantic fashion in France. They found two details. At that time, China had not yet introduced a suit production line. The first suit production line introduced in China was in Zhejiang Haiyan found that the senior cadres had unbuttoned the first button of the tunic suit. He had never seen such a fashion, because the fashion was not to cover the body, but to highlight the beauty of the human body. Look at the lesbians when they walk out of the hall, they can't help but lift their skirts and show their beautiful calves, because after you go to the show, you will have more confidence in your yellow skin. As a result, the legal society The reporter of China said that no political force can stop the Chinese people's pursuit of beauty, which will be the reason for China's miniskirts, and the skirts of Chinese beauties will be shortened at a rate of one centimeter per year. I later wrote a special article called the law of miniskirts, so we do fashion, leisure industry, and look at the trend of the world economy. The length of women's skirts is inversely proportional to the prosperity of the economy, as everyone knows. The longer your skirt is, the more sloppy the economy is, and the shorter the skirt, the more prosperous the economy is. Summer is here, in order to promote the economic development of our Xiamen, saying that Xiamen's economic development is still the development of Taipei, we go to the street to see beautiful women's skirts, so in order to improve our Xiamen's economy, our men applauded and encouraged our beautiful women here. More short skirts, less long skirts. Someone has recognized the foreigner just now, his name is Pierre Cardin, he set up the first joint venture garment factory in China, erected the first Pierre Cardin billboard on Chang'an Avenue, and then opened the first A western restaurant. How much money does he make in China now? He sells men's clothing, women's clothing, ties, this leather goods, leather shoes, and textiles. He sells everything you can think of. When he gets old, he is in his 80s, and he sells How much money did Pierre Cardin sell to a Wenzhou businessman below the leather shoes? 200 million euros were earned. He is now going to transfer the whole to a Chinese person, asking 10 billion euros, how much is equivalent? A lot of people say he is crazy, he wants to sell so much money, is it worth so much money, but many of my friends think it's worth it, saying that I can earn 200 million euros back quickly, I went to France to find Pierre specifically Cardin's specialty store, to be honest, I haven't found it on Champs-Elysees, that is, Pierre Cardin's popularity in China is far more than that in France, so Pierre Cardin can become a French brand symbol, which is operated by him. result.

Many people say that they are a century-old shop. We can't do it. Let's gossip about the history of Pierre Cardin. Pierre Cardin was born in a poor family in Venice in 1922. The truth is cruel, he is not even French, French People look down on Italians. At the age of 14, he was an apprentice in a small tailor shop. At the age of 17, he rode a broken bicycle to Paris as a refugee. In 1950, he opened a sewing machine shop called Pasker Feng Sewing Factory. Therefore, there are two words for brand. In 1984, it was not in the Xinhua dictionary, but the Chinese people have become the most yearn for brands in the world, or the country that likes brands the most. What is the reason for this? At this time, you can build a brand and become a person on the Forbes list. I often go to Jinjiang and say why many bosses can make so much wealth, not just because of OEMs. When Nike came to China, it was the first to find Jinjiang. At that time, the bosses in Jinjiang found that sneakers were so simple. Why can't you do it yourself? The first pair of Nike shoes sold for more than 1,000 yuan, and now they sell for more than 600 yuan. The average pair of Li Ning's shoes is more than 400 yuan, and then the miscellaneous brand is only more than 200 yuan, and more than 200 yuan is profitable. So when Nike found out that the bosses in Jinjiang were too smart, they moved the foundry to Guangdong. I have seen them all. The management is militarized. I don't know how it is now. When workers go in, they have to hand over their ID cards. , but these people make far less money than the Jinjiang bosses who have become Chinese brand tycoons. I won't talk about the rest, such as Anta, which is similar to Li Ning, and has seven or eight billion.

The change from selling products to selling brands

So making a brand is also like a famous saying of Buffett's investment, you must learn to be fearful when others are greedy, and be greedy when others are fearful, many brands have grown In the era of Xiao, the more economical it is, the better the opportunity to build a brand. I remember that during the Asian financial crisis, I went to a company in Ningbo to give a lecture, called Youngor, his bosses were two brothers, and they said that we now have a whole company. The Asian financial crisis is facing a very big panic. There are fewer purchases from outside, and there is no market. Many people tell you, like Lang Xianping, who was not well-known in China at that time. He said that there were houses for sale, and factories were sold quickly. Factory, I said don’t worry, the more the real estate downturn is, the more time you enter the market, the first-tier market can’t do well, but the second-tier market can do well, so at that time he bought more than 6,000 real estate in China. Store, after more than ten years of tossing, he has rented more than 3,000 stores to others. Although he does not seem to make money in the clothing industry, he is very profitable in the real estate industry. So the boss of McDonald's said that we are not selling hamburgers, we are doing real estate. He won the most prime location in all cities, and the rent is fifty years.

So China needs to achieve three changes, from selling products to selling brands, the second is from selling homogeneous brands to differentiated brands, and the third is from selling one-off brands to selling loyalty The change of brand, because this is an infinite market, how many pairs of shoes can one person buy enough? No one can tell me that if I give a lady unlimited money to buy, Imelda from Italy bought 3,000 pairs of shoes, she thinks I haven't bought enough, there are so many good things in the world. All why luxury grows so fast is because every girl here dreams of having a Chanel bag. There is one owner of the most famous jewelry company in the UK. He said you must not believe that your wife bought my Glass's discounted jewelry. When he was setting the price, a jewelry was listed for two million dollars, and the husband was very Disdain to say this jewelry is worth two million dollars? Said I'd only give a million dollars, and you see if you want this or something, and gave her a check for a million dollars. This lady is very smart, and brought another man here. The man also thinks that this jewelry is only worth one million dollars. The lady said yes, and I have already told the boss that it is only one million dollars, 50% off, As a result, she succeeded in taking away Glass' necklace with one million dollars each from the two men. So this boss told rich British people that if your wife tells you that this jewelry is 50% off, you have to be careful. This is British humor, but this humor tells you that there are several relationships between brands in the world. One is that you stand very high and the brand is very low. When you go to the street to buy stalls, it tells you one hundred and fifty If you don’t even look back for a set of dresses, if you like to sell them for fifty dollars, he will chase after you to add a little more. If you say no, he will take it away. But when you're going to an important occasion, you definitely can't and won't wear it for evening, but your Amani suit. Girls all know the cost of dressing. It is expensive to buy and cheap to use. There is a brand that you don't have any loyalty to, such as Mengniu and Yili. Said that for a puff of camel cigarettes, I would rather walk an extra kilometer, this is your brand. Another brand is luxury, it's arrogant, it's standing or kneeling, so these brands tell you to show arrogance when a customer comes in, and when he asks if you can get a discount, you I want to despise him and make him feel ashamed, so later I accompanied some Ordos bosses to France. When they entered a store, they would say this come this come, and I said No, don't enter this kind of store , The emperor will not discount when he comes. He said that there are still discounts. I said of course there are. This is the brand he made. We know who invented the department store. It was a Philadelphia native named John Huananmeike. He opened the world's first department store. He found that consumers were not comfortable when they entered a department store, because Americans like to bargain, you Write a price on my hand I write a price on my hand, and when I see it is almost the same, I continue to write. Anything can be bargained, and then he invented the label, the label tells you that God can't change my number, so he successfully entered the department store business, people enter the department store and know that there is no discount, if there is a discount one day, tell You take off your clothes and go into this and I'll give you a discount. Americans are very open, and they all wait before Christmas. It is very cold in winter. When the door is opened, everyone takes off their clothes and goes in. What kind of clothes do you wear and go, it is cheap, but the department store has gained popularity, and its daily turnover is quite Because of his half-year turnover, this gives us a lot of inspiration. The brand has such magic power. Then China is facing an infinite consumer market, which is an opportunity for China, so as long as you can meet a little bit of the requirements of Chinese consumers, you will do very well.

Differentiated survival in the market

Let's look at this picture, what is the difference between the Chinese ten years ago and the Chinese now, this is labor. We found that migrant workers have become very fashionable, so you are not only engaged in a leisure and sporting goods industry. Ten years ago, our parents were all carrying woven bags, large and small bags, and now they are all carrying trolley cases. I went to see a company that makes luggage. In Pinghu, Zhejiang, it accounts for 90% of the global supply, and China accounts for 90% of its supply, so we will find that the laborers are very fashionable. There is also a story about a girl who went to work in the city and came home and scared her grandma to death. Why? She dyed her hair yellow, and when she came back in the evening, the grandmother said, how come my granddaughter has been like this for more than a year. This shows that fashion has become the mainstream of life in China, so let's all think about another question. Speaking of the post-Olympic era, we all think that after China finishes the Olympic Games, China's national strength will improve and usher in a new era. Why is the Olympic Games finished? The time has not come? We all think that there are two benchmarks in the world, Nike and Adidas, but when we finish the Olympic Games, we will create a global brand. The host asked just now, is Li Ning there? Regardless of whether it is there or not, I have to say that after the opening ceremony of the Olympic Games, Li Ning's sales have not greatly improved but declined. What is the reason for the pressure on performance? The Olympic Games cannot naturally bring a national sports brand. There is no impossibility, that is to say, you cannot produce a strong sports brand. What should you do at this time? You should survive differentiated. We know that South Korea has held the Olympics, Spain has held the Olympics, Australia has held the Olympics, and it seems that Brazil will also host the Olympics, but after these emerging countries have finished the Olympics, it does not change people's perception that sports shoes are the best. Nike, or Adidas, so at this time you should be differentiated to survive.

Let me show you a brand. The name of this brand is EXR. Do you think this brand is European-style? Raise your hand? In fact, let me tell you, this is a Korean brand. You can see it in Shanghai and Beijing. I went to Korea to see this brand. It sells more expensive than Nike, and its clothing, shoes and clothing. Therefore, not only the Chinese people worship foreign countries, but we are the most Hahan, we are Hahan, and Koreans are Hao. After reading these, I have a lot of feelings. We found that China has participated in the Olympic Games for the first time in 1984 to the present. What kind of characteristics have you found? From Lang Ping to the present women's volleyball players, what characteristics have you found? No one dared to say. Are our athletes, especially female athletes, getting more and more beautiful, there is another word, more and more sexy. Guo Jingjing seems to be taken away by Hong Kong people. Of course, the most beautiful female athlete, she has been married to Hong Kong people since Fu Mingxia. You find that the athletes with the highest income are often the sexiest athletes, so the head coach of the Chinese table tennis team has I had dinner with me once, and said Mr. Li. Now people watch tennis, and no one watches our table tennis. Table tennis is China's national game, and it often takes the top few spots. He said, Mr. Li, do you have any ideas? No one even watched my table tennis at the Olympics? I said very simple, didn't I talk about a law of miniskirts? Your athlete's skirt is too long, so it needs to be shortened. He said that I want to ask the leaders for instructions, but after consulting the leaders, the mind is more open, right? Say as long as you don't like to wear as short as Tang Wei does, right? It turns out that you find that the skirts of female athletes are a little shorter, how about that? There are more people in the audience. This is not to say that the skirt is short. It is not that you are so vulgar, Mr. Li She played very badly, but her income is very high, so the world weightlifting team treats me very well every time. We have the most Olympic champions in China's weightlifting team. Said Mr. Li, you can give us the marketing of our champion, don't be old Staring at Jingjing, I said no way, the boss likes this. Including Li Na, Li Na is actually quite beautiful. Of course we can't say that, if she was unmarried, her income would be much higher. Because why? She is married, and many people say that they are already married, right. It has been revealed that seaweed has actually been married a long time ago, which is called hidden marriage. What Liu Dehua has hidden for so many years, right? That's the truth. Jackie Chan has not yet admitted that he is married, and is still in a hidden marriage. Because he said, every time I announce that I am married, many Japanese girls commit suicide by jumping off the building, right? I am responsible for the whole world. After I finished talking about this, I participated in a forum for middle school principals. I said that after watching these Korean clothes, do you feel ashamed, look at our school uniforms, we have the most middle school students in the world, and they grow very early. She is also very beautiful, but she has the most ugly school uniform in the world. I asked if you could learn ESR from other people. As a result, a principal came down. After the forum, he said, "Mr. Li, don't talk about layman's words, you know. ? You specialize in art, you have a lot of research on brands, and you really have no say in the school uniforms of middle school students. If you say this again, you will really throw shoes for our middle school principal. Why? He said, do you know, what do children eat today to grow up? I say eat and grow up. He said that at the time you were probably eating potatoes and this flatbread fritters, but now the children all grew up eating KFC. Did I say that that makes any difference? One kind of rice raises a hundred kinds of people, he said, do you know what this chicken eats to grow up? Grow up on hormones. So now the children are terrible. They started falling in love in kindergarten. If you let us dress like this again, can our school still manage? So our requirements for school uniform designers are how to look ugly and how to cover up her second How to design the characteristics, there are taboos in casual clothing, why? All middle school students in China recently did a survey, what do they hate the most? It's a school uniform. Their school does not provide anything to change clothes. They wear more clothes on the way home. They put on the school uniform in a public toilet, take it off and throw it in the school bag. , beauty is the most original and the biggest driving force. When we understand this requirement, you will find that where there is a gap in the market, you will have room to survive.

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