Li Dou: I know the story of those who seek death brand i dark horse: the mobile Internet era, we should do the marketing, how to do the brand? Used to be newspapers, magazines, advertising, and now is the micro-channel, microblogging, social media. A totally different way of thinking. The afternoon of November 20, 2014 Baidu large customers grew strength from the salon held in Wuhan Happy Valley. Site Chinese brand first person, CCTV brand consultant gave us a share on the mobile Internet brand marketing. The following is Li fight scene Share: Today I would like to share how to make the mobile Internet era of brand marketing. Twenty years ago, I did the first ad is bully learning machine, then first ask Jackie advertising, which is an entertainment-oriented products, in 1994, when sales reached 14 million later home to many of our products, do a lot of services, including Mengniu emulsion, I believe that China now face a new business era, mobile Internet will be in the new field to us new opportunities for wealth, this wealth of opportunities for us as people belongings . Internet era, there will be opportunities for wealth and social intelligence information, human, financial well understood. Wuhan province through our main canal, the logistics to make money by history, rich resources, goods-universal access.
But the Internet era, may change location, for example, used to be the Pearl of the Yangtze River Delta, and now we look at the whole exchange will be a new trend, by transmission fiber, will form a new business things, from how we entrepreneurs Information wisdom and social education, and learned to our wealth. We face a big data era, information is very excess every day, before China is a pyramid-shaped society, that is, we rely on the higher pressure level, a pressure level, the lower the Mongolian upper layers of water production, a matter of course. This is China's netizens equipment pyramid, a metaphor, the Internet age, we become a micro-society, stadium-style society, everyone becomes a self-media, you can publish information. The traditional media, including radio and television newspapers and magazines, but the new portal will share a lot of news, but in 2014, we look at all the people can not do without a cell phone call, Wuzhen Internet Conference held yesterday, the world 1000 has participated in more than one elite, data released actually very scared, and now a Chinese person per day, how many times did touch phone? 150. The first thing after waking up to touch the person, the first thing before going to let go, not your lover, not your pillow, is your cell phone. Phone into a tool for e-commerce and other entertainment, and all future mobile phone will become a new organ of the body, so for enterprises, simply buying and selling, be sure to O2O development, we want the whole network marketing, In addition to brand the entire network as well as the whole network marketing, I have a point of view, Xinhua also quoted, saying that in the digital age, the world is more important than you find you find in the world, which is all a good experience. The spread of new media age and share the fun interactive transparent. Microblogging marketing concept of "tales of vesperia cosplay " what is the difference between talk and microblogging micro-channel, micro-channel is a powerful product we call, the phone number is tied, the microblogging you in the square, one in the living room in the square, we know slightly Bo era a lot of rumors, few analysis, rumors micro-channel era pop more easily. Why do we have switched to it, I think it was funny, is a recreation of the era.
What is Mobile Internet thinking, the first mobile Internet thinking is thinking spike. With quick success, now it is not the big bullying the small former, now is your speed must be fast. The second is the subversion of thinking, thinking younger fans economic thinking. First there are the fans, after the economy, as well as entertainment thinking young man named have something bad to say, the mobile Internet thinking, whole thinking is free and third party, big data public thinking thinking thinking customization. In fact, China's enterprises in the characteristics of the Internet era of thinking, but also learn to tell a story, called the story of marketing, Chinese people are good at selling physical, foreigners are good at telling stories, stories of marketing the world's most popular brand model. Chinese people who are selling the product is selling cost, you sell a dollar, I sell 9 hair, wool I sell you sell 9 8 hair, whole wow haha and Nongfu Spring fight very powerful. We look at the French how to sell water, Frenchman stories, say 100 years ago, the First World War had just ended, there is a quotient of soldiers drinking water, a home, the wound well, a bubble bath internal organs are good This is the story of the brand, which is snow-capped Alps, mineral water, Chinese people can sell at this price, he can be sold for 50 dollars.
China has no clean water it, a Tibetan entrepreneurs to find us, I read in Lhasa, also higher than the Alps mountains, are the first in Europe after pollution, haze from London beginning, China also step someone else's footsteps, Tibet entire land area by a quarter, not a chemical plant in Tibet, not a water conservancy works, we do not want to build it, no, that's the advantage we have not, this story how we speaking, a Tibetan entrepreneurs find us that can do the Tibetan concept, we took a name Everest glacier, the water is now no money to advertise, advertise airport in Lhasa, which became China's best water, which we define as the country of water, our kitchen all the time with this brand of water, you can make a listed company, which is competitive differentiation. Wong Lo Kat now can sell tens of billions, CCTV advertising the tender, 180 million entered the CCTV advertising, in fact, it's the road is paved JDB, foreigners how to compete, JDB said he played more than 20 ads, lost every game, he went to Tibet to find a water source can not be found, and finally went to Qinghai to find a water source, which is his new brand, Kunlun Mountains, few people know is JDB Kunlun Mountains brand, and do very well. We live in this first meeting, Wanda, Wanda's more than 200 middle-level cadres, have asked me to do the training, they can build a house in the Changbai Mountains, Wanda, in fact, is a waste, the Changbai Mountain is located at the junction of China and North Korea, Wanda prepared to do in Changbai Mountain water doing, the family has been taken away, he registered a trademark, called Hengda ice-chuen, mineral water from the Changbai Mountain, a 5 billion investment, it is marketing the Internet age has given us a call over others how posterior.
We call insert bits. Insert bits competitive position in the market by breaking the original order, so that Hou Jin brand quickly became the industry leader in brand marketing new rules, so backward brand to become the market leader, found a market gap, dominate the market. How the brand insert bits, what we are to build a popular new specifications, turn left would like to take you around the world turn, Mengniu this company from inception to market only four years, registered in January 1999 in office only 50 square meters, this is his first package products. We see that it's the manufacturer Harbin company, he left the phone number is a mobile phone, is completely started fast growth, called after the first building market to build factories. This is our Tsinghua University to teach more than 200 entrepreneurs in the field, brand positioning, from the prairie, fragrant good feeling after such a big issue how to do business, to do the first product is a plastic bag to reduce packaging The product quickly became the world's oldest. Above market segments, we made a high-end product, called Te Lunsu, this product accounted for 20% of Mengniu sales, with the aerospace milk. We have signed a contract and newspapers, including all newspapers in Hubei, in the moment of landing astronauts, all the newspaper ads are playing out congratulatory Mengniu milk become astronauts special milk, we have to this ad, six months ahead of all newspapers contracts, there is a plan, is a black and white ad.
Done Mengniu problem is that modern animal husbandry cattle do, do farm, grass can also become a public company, raised a concept is to build China meat from the beautiful prairie, we think about a problem, milk well, can you do the milk, soy milk can be done well, we Wuhan an entrepreneur, do honey business, well honey is also very good, honey do business in the United States, the chain is also very large . Mengniu came out, gang wants new business, I was out of an idea, what do? Do vegetable protein, such as coconut, Lulu almond milk, Shanxi walnut is the best, this company established two years, sales of 600 million yuan, the first year of six million, a tenfold increase in the second year. As long as a good market, the brand can be quickly cosplay costumes for sale expanded. The first thing we want to change their ideas. In the People's Republic of China founding of the time, Wuhan has millions of old Chinese brand, now one hundredth none left, what is the problem, many can not be sold. Gu Yue Long Shan is a brand in Zhejiang, make wine, and was doing a lot of intellectuals do locate, 2004, I was this enterprise services, the first change is that the national marketing. The second story is a continuation of the brand. There is a brand called Nver, is his trademark registration, Shaoxing life of the girl, buried in a jar of wine to go, when to get married to come to drink our wine is called hidden eighteen years, just for this day, the father to marry off their daughters when there are all kinds of blessings, out of wine, but also the expectations of her new life, so this is something of a family full of affection, even Nver full of love story.
We did it again to sort products, the introduction of Chinese culture to the birthday, Gu Yue Long Shan this wine. When the full brand story, eighteen years ago China had a thing, to visit the United States to study agriculture, live children do? Workers living in the home every day to provide him with a bed a breakfast. Every day he went to serious study, eighteen years later, he became the world's original candidate for the largest number of countries he has visited the United States a go, he said the word, he said I'm going to go back and look landlord, Obama even have to see him. Chinese have a word called dripping grace Yongquan, he went to the United States with what kind of gift is this altar wine, here we Baidu major clients, I am also here to make a commitment, we need this wine I can find, you can also wine as a gift on your desk, when people ask you this story, you can say, cosplay xxxholic that contains eighteen years just for that day. Sales of this enterprise is how much sales are 3 billion, so any small business product, you can do a big market. To sum up my speech, brand building programs, including the sublimation corporate vision, the young brand image, build brand story, promote corporate leaders. This is a brand architecture of our organization for the last 20 years, more than 200 enterprises in China, do we have the opportunity and we hope that the future co-entrepreneurs, can contribute to a case of our network era, the Internet era, the brand building. This article i dark horse All rights reserved Please indicate the source, tort reserved.