Brand Strategy and Marketing Innovation (3)

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

Being a refined brand and strengthening the market

So how to be a Chinese brand? I mentioned several points, one is called target precision, one is called image internationalization, one is called brand rejuvenation, and the other is called terminal refinement. So what is the internationalization path of Chinese clothing brands? I think there is a very good point for us to share, when you can't make an international brand in a short time, you buy an international brand. There is a saying that when a woman becomes bad, she becomes rich, and when a man becomes rich, she becomes bad. I was a college classmate. After he made money, of course, he divorced and found a new wife. The new wife likes a European brand very much. As a result, her husband said that if you buy it for you, it will probably cost hundreds of millions or several billions, buy it for her, and then manage it by herself. He does a casual brand, he also makes jewelry, he also makes accessories, and he does it very well. Then we talk about how much money can be made by making clothes, and if you earn it, you can marry Brigitte Lin home. People say, Mr. Li, you tell a story, right? You can beat Qin Han, and they all think Qin Han and Brigitte Lin are a match made in heaven, a pair made by the earth, and they were all stolen by this clothing dealer. This brand is called Esprit. I am here. Having traveled so many places in the world, I think this brand is the one I have seen the most, and it is really an international brand. It has been seen in many cities in Europe, and they all recognize this brand. In fact, it was first made by a couple in San Francisco in the 1970s. In order to commemorate their children, the last two people also divorced. , As a result, one of his dealers, Xing Liyuan, married Brigitte Lin. I always feel that Xing Liyuan and Brigitte Lin are not a good match, but there is no way, money can make a man very beautiful. Many people think it is an international brand, in fact, all its products are made in China, and there are more than 2,000 stores around the world. This is the previous number, and now there are more than 4,000 stores. Of course, he also married a famous person as his wife, and married her with another, that is, he didn't need to hire any image spokesperson, he said that this is the best deal for me, right. You don't have to buy clothes for your wife, you just need to wear them in the store, and buy other people's clothes. Lin Qingxia has never been allowed to wear other brands of clothes in public, which is said to be the reason for the discord between the two of them. I once went to Jinjiang to give a lecture. Many bosses in Jinjiang did not welcome me. I told them that you are very simple. You have so many pornographic stories and lace news. Why don’t you find a female star? The star, married her back, and in the end their wives were very opposed to me. Later I told them, in fact, if you can't do it, ask your son to do it, and Jiangnan South Beauty has not yet entered Taiwan, but people in Taiwan are looking forward to it. This is also called the integration of high-quality resources.

What is plugging? What is promotion? Insertion is a new marketing rule that makes the backward brand quickly become the industry leading brand by breaking the original competitive position in the market. Through subversive marketing methods, it can break through the competition dilemma faced by the backward brand and quickly surpass the competitors. To discover the market, Expand the market and monopolize this market. So how does the brand rise, and how does the channel sink? What is channel sinking? Let me show you a statistic, China is a very unique market in the world, the United States is called a flat market, a small town in the Midwest of the United States and New York, their lifestyles are the same, watching the same Hollywood blockbusters, eating the same KFC , McDonald's, Wal-Mart, Macy's, and what is the biggest advantage of the United States? It is called the United States by English. The United States is a multi-ethnic country and a country of immigrants, but before you want to be naturalized, you must pass the English test, and he does not allow any ethnic policy. You can have your gathering place, but Everyone has a common belief, it can be a comment, but there is definitely a common value that is American. So North America is called the common market, its market is the same, China is different. China is the most complicated market in the world. When I had dinner with Mr. Pei at noon, he said that when he came to China in the 1980s, he went from Xiamen to Fuzhou without driving a few kilometers. If you don't understand the words of people in another village, there are some places in Hubei in China, where you can't understand the language after crossing a mountain. So what is the biggest problem in China? We are talking about the 60th anniversary of the founding of the People's Republic of China. The biggest problem is that we do not have a unified language, and we do not have a language standard that everyone recognizes. Later, I made a special investigation. I said that our party's executive power is so strong, why not What about establishing a language standard? What are we talking about the pyramid-shaped market in China? 4, 34, 600, 2800, 50000. 4 is China has 4 big cities with more than 10 million and nearly 20 million big cities, called Beishangguangshen. 34 means that China has 34 provincial-level administrative divisions, including Macau of course, but not Taiwan. There are 600 prefecture-level cities, such as Xiamen is a sub-provincial city, and Quanzhou is a prefecture-level city. There are 600 prefecture-level cities like Quanzhou, and there are 2,800 counties. China used to have 3,000 counties. , also merged a lot, only 2,800 counties, there are 50,000 townships. Why P&G can become one of the most famous joint ventures in China? It has 27 brands with more than one billion US dollars in China. We think that the brands of daily chemicals are all his, Head & Shoulders, Rejoice, Pantene are all kinds, he does In order to survive with brand differentiation, why each of its brands can sell so well, because its channels have also sunk to the primary market of townships and villages in China, so this is called channel sinking, if you sink to the first level, you Profitability will increase rapidly.

The market value of story marketing

I would like to tell you that the most lacking capability of Chinese enterprises is story marketing. When I gave a lecture to Xiamen University, I asked those entrepreneurs on both sides of the Taiwan Strait, I said who would you most like to meet? When he came to Xiamen University, was he the president of Xiamen University? He said no. We just wanted to meet Yi Zhongtian. Yi Zhongtian became not only a symbol of Xiamen University, but also a symbol of Xiamen. Why? In fact, it is storytelling. He told a story of the Three Kingdoms in modern language, such as cups and utensils. Life is like a table full of cups. Young people like it very much. So how much can storytelling make? I think the most profitable model in the world is the story market. After the Americans went public, I whispered to reporters, I want to sell you a story. Why many luxury goods companies are listed in Hong Kong, because Chinese people like luxury goods. There is a British housewife who is divorced and lives on subsistence allowances with her children. She can't even afford the train or plane. But once she passed through a tunnel in England and saw the meteors flying in the sky at night, she thought of when she was a child. Grandma told her a story. The meteors in the sky are witches who know witchcraft and fly in the sky on a broom. What happened? She wrote the four words Harry Potter. Because we all heard a lot of fairy tales when we were young, and we all grew up reading fairy tales, but we stopped believing it when we grew up, but this housewife still believed in this story persistently. . Because it was all made up, she couldn't keep writing the fourth book. Of course, a good word is imagination, and imagination always runs out of time. We have a saying that demand creates a market. When consumers wait for you to write, you must write. As a result, the publisher paid her an advance payment of 16 million pounds, and let her go all over the world to find inspiration, the pyramids in Egypt, the pyramids in Mexico Temple of the Sun, Mount Fuji in Japan. Let me ask you a question, if you were to pay you 16 million pounds, which is equivalent to 180 million yuan at the exchange rate at that time, would you be able to write a fantasy novel to me a year later, and many people said that I could not write it, then How to do? It's very simple, you divide it into two, you take 80 million yuan to go, and 80 million yuan is given to others, right, what is this called? supply chain. Because I have to give lectures at the university again, and I don't write when I have time, I divided it into two, and I gave half of it to the best writers in the world and asked them to help write it. Do you know how much is the Nobel Prize in Literature? At the beginning, it was only 200,000 US dollars, and the maximum amount was not more than 1 million US dollars, which is 6.5 million RMB. For 40 million, you can find as many writers as you want. In the 1990s, three farmers in Daxian County, Sichuan, had problems with their lives. They sat in the basement looking for books to read, and found that three people's books sold best, one named Qiong Yao and the other named Yi Shu. , one is called Sanmao. Qiong Yao is to tell a fixed love story, San Mao is to mix a handful of yellow sand in it, and Yi Shu is a sports car with Ferrari inside. As a result, these three people said, can I combine all the things in this story, which is romantic, travel, old and young, luxurious and rich, and tell a model to the students of Peking University, just follow this model Speaking of, these pages must let the heroine appear, meet her favorite rich second generation, and they get married on the first page, and then when will the hero become addicted to gambling, when will she divorce, when will she fall in love with her teacher, Found the story good and took a name Emily. The three farmers took a word from each person's name and became the most popular best-selling novelist in China. All of a sudden, each book sold hundreds of thousands of copies. Although these three people have not graduated from junior high school, but the three major publishing groups have Boss. So what is the story, can create a lot of value. Then look at the tourism in the United States. We can see that China has a history of 5,000 years. The United States has only 275 years. There is an ER state in the United States, which is the third state in the United States. What should it do if it wants to engage in tourism? It is not a sign. Instead, he wrote a novel called "Last Dreams of Covered Bridges". As a result, people's tourism industry suddenly developed, and everyone was looking for a romance. When I gave a lecture to the leaders of Wenzhou City, the leaders of Wenzhou City said that there are dozens of such bridges in Wenzhou, and each bridge has not only a pavilion but also a cover, which is called Wind and Rain Bridge. you have not.

Singapore is the shortest country in the world. What is the area of Singapore? Six hundred square kilometers, what is the area of our Xiamen Island? It is smaller than Xiamen Island, twenty kilometers by thirty kilometers. As soon as his plane leaves the runway, it enters the airspace of other countries, so it seems that the Air Force can't train it, because the Air Force jumps off and jumps to other places. It is all Taiwanese who help him train the Air Force. His defense white paper is mine I saw one of the strangest national defense white papers in the world. It is written like this: Once a foreign enemy invades, we must all resist, but the total resistance time should not exceed ten minutes, and we will all surrender within ten minutes, because we want to preserve this beauty It doesn't matter who will rule the country, the happiness of our nation is the most important. He only established the country in 1968, because it used to be an island in Malaysia, 600 square kilometers, and our Hong Kong has 1,000 square kilometers. After taking office, Lee Kuan Yew told his tourism director that to develop tourism, it is necessary to Come visit everyone, tourism is the best smoke-free industry, the tourism director said that I can't do it, and it's hard for a clever woman to cook without rice. Lee Kuan Yew said that if you don't change your mind, you can change people, right? If you can't do it, I'll find someone else to do it. What is innovation? Innovation is not creating a new thing, it is recombining old elements, saying that we have nothing, Egypt has pyramids, Japan has Mount Fuji, and we can't move it. Denmark has mermaids, Shanghai can borrow them for two days, and they have to pay them back, and the Danes are very unhappy, right? You took all our mermaids away for the Expo, and Lee Kuan Yew said that we should combine the two, very simple. The body of a mermaid and the head of a lion. There is also a story that the most beautiful thing in the world is called the Merlion. It traveled to many places and came to the Singapore River and found that it was a place where milk and honey flowed. This is our common ancestor, this is called a fairy tale, why? He can't let Guan Gong, because 95% of the people are Chinese, everyone wants to let Guan Gong play a big sword, but the Malays don't dare, the Indians don't do it, there is no cohesion, there is no consensus, such a story is very interesting to the whole world. Well, other people take children to see it, they will think it is very beautiful. Such a LOGO can be sold for one billion yuan a year, and it is enough to sell keychains. I see it is made in China, made in Yiwu, copper is ours, and sand is also Our models are made by others. I asked how much Yiwu companies earn? five cents.

There is an entrepreneur in Taiwan named Shi Zhengrong. He said that he invented the crying curve and the smiling curve. Why do you cry? It means that the corners of your mouth are downward, your manufacturing ability is very strong, your brand and market ability is very weak, everything is in the hands of others, and you keep crying, it will turn into a smile curve, it is to raise your brand ability and market ability, it is you You can find others to do the work, not necessarily your own production. In fact, Da Vinci can change his way of thinking. Da Vinci is actually a smile curve. He is crying now because the boss's story is not well told. Why? I looked at its profit model and it is very simple. Of course in Dongguan, everyone may have misunderstood him. He is not 100% fraudulent. Maybe 10% of it is made by himself. He represents all these brands. Sofa, there is a lot of pressure, it is not profitable, and then I have some brands myself, and then make it in Dongguan, pull it to the open sea, really go to Italy to go around and come back, the price of shipping is very cheap, really it It can be done. Why the Chinese are so harsh to him, that is, he lied to us, in fact, many foreign brands are made in Hangzhou, but the brands are his, and they are all OEM for them by Chinese companies, including many brands, including IKEA , although its concept is international, but almost all home furnishing is also made in China, and consumers buy its lifestyle.

This story is what I heard from Lee Kuan Yew himself, how he got the Merlion and how he removed his Tourism Director. At that time, I was in my twenties, and it was the first time I had a debate with a Taiwanese university student. In fact, Lee Kuan Yew was the first person to initiate cross-strait exchanges. At our debate, probably in 1988, the mainland and Taiwan were on any previous occasions. They don't even say hello, because we don't recognize Taiwan. Lee Kuan Yew came up with a pattern. He told Comrade Xiaoping that it's wrong that you don't communicate. You don't want to communicate in Taiwan or the mainland. Question, I asked the college students of the two countries to debate a topic. The topic of the debate was Lee Kuan Yew's quotations. Confucianism can resist the unorthodox trend of the West. As a result, we were lucky to win. Later, this very open Taiwanese compatriots came to visit relatives, and so did I. I am very fortunate to witness this history, and the Wang Gu talks were also held in Singapore.

In 1997, I took a photo with Niu Gensheng. He was the vice president of the Yili production base. He said that he wanted to sell ice cream all over China. Everyone said that he was crazy. He said that the sales area of ice cream was only 500 kilometers. Can only be sold to Beijing at most. This is his first office, only more than 50 square meters, what is the first success? The success of the market positioning, when Yili's competitors said that the natural pasture of the soul, we talked about the milk from the prairie, which was fragrant and pleasant. At that time, Carrefour did not let him in, so we set up a stall at the gate of the community. Also, I found a good product, which is a Tetra Pak product. All milk products believe that milk cannot be put in plastic bags. But everyone has forgotten that the people who buy milk are housewives, they are all thrifty, and anyone is not buying cheap goods, but taking advantage of them. For example, this room costs 1,000 yuan. When I get the room for 600 yuan, I think it will be 400 yuan, and an ordinary hotel room costs 200 yuan, but we think it is 100 yuan. All feel expensive. Therefore, when the milk that a millionaire drinks is different from that of laborers, it is necessary to start subdividing, that is, Trensu. We also have a Changfu milk in Fujian, because the story is not well told. Everyone knows that the tea in Wuyi Mountain is good, but we don’t think the pastures in Wuyi Mountain can be better than those in Inner Mongolia. It was later acquired by Yili, which means that the brand is not good. Yili made a brand called Telunsu, and made an advertisement. Not all milk is called Telunsu. It can be said that this sales accounted for 20% of Mengniu's, but the profit accounted for 50%.

Then how to find a promotion is to find a market opportunity. We found a special milk for astronauts. When Yang Liwei's manned spaceflight landed, we negotiated with the newspaper and paid advertising fees half a year in advance. That is, no matter what day the astronauts come back, all the newspapers have a red advertisement on the front page below, and write a warm congratulations to Mengniu Milk for becoming the special milk for astronauts. At that time, the boss of the Times also scolded the director of their advertising department, saying that you dare to do any advertisement, saying that you will come back one day, and what if you don't come back? We said that it will be foolproof, and we said in advance that if there is an emergency, we will make a black and white advertisement. The content of the advertisement is that Mengniu Dairy will always support China's aerospace industry like the people of the whole country. You can see that when Liu Xiang was running in the Olympic Games, so many sponsors felt that Liu Xiang would definitely win. Only Nike found the danger, so they made the second set of plans. Liu Xiang is the thinking of the post-80s generation. Why should he run if his feet hurt? , I am comfortable, no one thought that the post-80s generation would think like this. We used to want to win glory for the motherland, even if my leg was broken, I would run down. Today's children don't run when they feel uncomfortable. Everyone is dumbfounded. I didn't expect to retire in the middle of the race. Nike said that they love sports, even if it breaks your heart. All that many ads, just remember a Nike one. Mother will not stop loving her son because he broke his heart. Mengniu, when we saw Yang Liwei landing, what was the first advertisement below? Warm congratulations to Mengniu Milk for becoming the special milk for Chinese astronauts, including Apple Daily, saying that Yang Liwei endorsed a milk advertisement after landing, so it went up in a straight line as soon as it was listed in Hong Kong.

Brand story marketing

Tell me how companies tell stories and how to use real estate brands to tell stories. This is a building next to my office. I watched him grow up every day, but one day he suddenly stopped moving. It was a year before the Olympic Games. A great event always produces a great unfinished building. The boss asked me to say that the International Olympic Committee would demolish the building. Why? Said that this is unsightly, next to the bird's nest and the water cube, a pillar, and then arrested the deputy mayor who approved this land, how did you approve this land? I told the story. Such a building will definitely be demolished. It is called the Morgan Center. There is no shortage of Morgan Centers in Beijing. I told him to put a dragon image on it, a soaring dragon, a symbol of soaring, why do you look up? There are three buildings, called the 30 years of reform and opening up. The land next to it cannot be demolished. Only half of it is built. I am not afraid of half. It is called the milestone of reform and opening up. stand up? He said yes, the exterior decoration can be done. The boss said that it could not be sold even if it was built, and it would take 51,000 square meters to break even. The sales lady said that Microsoft would rent the first floor of this building, and then I said you could rent it to them cheaply, as long as their boss, Bill Gates, came in person. As a result, as soon as this photo was posted, the building was sold immediately. Who doesn't want to be neighbors with Bill Gates. The boss said not to mention the 10 million advertising fee, I can't make it, he said that as long as you advertise first, I will give you a house. I asked my lawyer, my lawyer said how much happiness this 80 million shell house can bring you? I said that there is not much happiness, he said that if he took away ten million from you, what would happen to you? I said I would be in pain. I told the boss later, I will sell your house at low cost, the boss said yes, gentleman's agreement, I used a low-cost marketing, on my blog, October 16, 2007, at 4 pm At 1 o'clock, I wrote an article, why did I write it at this time, because the newspaper had to close the article at this time, and many newspaper reporters were looking for news, so I wrote an article about Bill Gates coming to Beijing to watch the Olympics, where will he spend the night? All of a sudden, the next day, all the newspapers made a page in the entertainment section, not to mention that Bill Gates spent 100 million to buy a one-story house here, and Buffett made him a neighbor. The next day the house opened, all sold, 71,000 square meters. Later, I went to ask the boss, where is my house? The boss said that if you didn't tell me sooner, all the houses have been transferred. Later, the boss told me that friends are long-term and business is temporary. He said that when the next Beijing Olympic Games will be held again, I will leave another piece of land next to him. In fact, there is really a story behind the brand. Of course, there must be good quality behind the story. Tell the story well and improve the quality. In fact, what Chinese companies lack is the ability of brand marketing. When we buy foreign brands, we think about everything. It is a civilization of hundreds of years. In fact, the earliest luxury goods are in China. In A Dream of Red Mansions, Jia Baoyu told Lin Daiyu that the best products are Chinese products. If our government strengthens supervision, the ability of Chinese corporate brands will gradually increase. I believe that the global recognition of Chinese brands should be visible to our generation. thank you all!

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