Wen | Li of the Little Li Flying Knife
"Hengyuanxiang, sheep and sheep."
"Visit Heilan House twice a year, Heilan House, men's wardrobe!"
"Catch the net, everything!"
"Blue bottle of calcium, delicious calcium."
"Tired and sleepy, drink Dongpeng special drink."
You must have heard these slogans. Some even have brainwashing effects, sticking to your life memories.
But you may not know that these slogans are all written by one person.
His name was Ye Maozhong.
Only this time, you may never hear these brainwashing slogans again.
Just after the New Year of 2022, the marketing and advertising industry was shocked by bad news:
Ye Maozhong, a well-known Chinese marketing planning expert and brand management expert, the founder and chairman of Ye Maozhong's marketing planning agency, died in Shanghai on January 13, 2022 due to terminal cancer, at the age of 54.
The Scythians are gone, and the dust has settled. His controversial words, his brainwashing works, will become history.
Only the talent and courage of "words that are not surprising and endless" will remain in the world forever.
01 The "Mad Men" who came out of the fishing village in Suzhong
Ye Maozhong was born in 1968 in a fishing village in Taizhou, Central Jiangsu.
Taizhou, taken from the meaning of "Guotai Min'an". Taizhou humanities gathered, famous sages, "the prosperity of Confucianism, Suguan Huainan". Zhang Huaijin, Zheng Banqiao, Shi Nai'an, etc. are all from Taizhou.
"Sell fresh fish for a hundred and two dollars, and put grain and rice on the ship." Pulling wet reeds burned hard, basking on the ancient shore of the weeping yang. "Come to think of it, Taizhou's fish and rice flavor and literary style have become Ye Maozhong's original source of cultural nourishment and inspiration."
However, Ye Maozhong experienced an era of vigorous economic change, and compared with the ideal of "writing with the Tao", "cutting things with literature" is more pragmatic and more profitable.
On the one hand, the poor and fearful college graduates, on the other hand, there is a strong marketing demand from local enterprises.
The opportunity of the times favored this Su Zhongcai.
In 1989, Ye Maozhong filmed the Chunlan air conditioner advertisement of "one shot into six goals", which was broadcast on CCTV for 5 consecutive years, helping Chunlan quickly stand in the position of the leader of domestic air conditioners.
Ye Maozhong also became famous in one fell swoop, and Chunlan gave Ye Maozhong 1500 yuan, which was almost a year's salary for him at that time.
Since then, Ye Maozhong has left his hometown and embarked on the road of "Mad Men".
At that time, the economy of China was booming, and local brands urgently needed to go out of the circle.
Advertising and marketing has become a hot business.
For Chinese companies at that time, advertising was an imported product. After watching the American drama "Mad Men", you know that the advertisers on Madison Avenue in the 1950s had a good social status, and they were a group of tasteful New Yorkers.
After they came to China, the same was true.
They weave through the most exclusive office buildings in the big city CBD. And most of them serve multinational enterprises and big brands in Hong Kong and Taiwan.
They care more about their own ideas than the brands they serve.
They specialize in unbranded, purely creative advertising, which is commonly known in the industry as airplane drafts. Then casually paste one or two logos, and then go out on the street in small quantities, with the purpose of being able to go to the Cannes advertising industry to pick up a few golden lions and silver lions.
There are great contradictions and conflicts between this kind of elite foreign-style retreat and the private economy that was born out of township enterprises.
This gave Ye Maozhong, who also came from the countryside, a great opportunity.
Ye Maozhong is the one who can show you the peacock ass eyes. This sentence is extended from a very famous paragraph in the advertising circle.
Sun Dawei, a Taiwanese advertising legend and one of the "Four Godfathers of Chinese Advertising", put forward a classic opinion in an advertising proposal: Can the Logo be bigger?
In other words, the current advertiser, the opinion of Party A's father must be directly followed. But Sun Dawei said something that every B-B dreamed of saying: "When the peacock opens the screen for you, don't you keep staring at its fart eyes, okay?" ”
But Ye Maozhong came, and he was like his Jiangsu compatriot Wu Cheng'en's Sun Wukong. He broke into the heavenly palace of the advertising world, he brandished his golden hoop stick, he pulled out the peacock hair raw and showed you a bare ass.
Since then, Ye Maozhong has entered the advertising industry. The local "local marketing" represented by Ye Maozhong and the "foreign marketing" represented by the traditional 4A advertising company have begun a long period of controversy and dispute.
Therefore, it is difficult to say whether the times created Ye Maozhong or Ye Maozhong changed the era of advertising.
02 Conflict-making "Mad Men"
In September 2021, the authoritative list of the brand planning industry "2021 China Top Ten Marketing Planning Companies" evaluated and released by the "China Brand Planning Industry Research Association" was announced, and Ye Maozhong ranked first in the list.
After decades of "recklessness" in the advertising industry, Ye Maozhong's local marketing theory has long been systematically interpreted.
Ye Maozhong once made a bold statement that he wanted to establish a local advertising theory in China. He cannot allow Western advertising theories, especially those that do not apply to China's national conditions, to run amok in China.
In 1996, Ye Maozhong published his first advertising book, "Advertising People's Handbook", which was the first advertising book published in the mainland by Chinese himself, which focused on practical operations, and became a bestseller that year, selling more than 10,000 copies in the first month after publication.
In 2013, he published "16 Keywords of Marketing", which was created over a period of 3 years, summarizing Ye Maozhong's 24 years of local practical experience, exploring the methods of local marketing from 16 aspects, and influencing 300,000 readers.
After that, Ye Maozhong successively published "16 Keywords of Marketing", "12 Methodologies of Marketing", "Conflict" and other works, summarizing his more than 20 years of local practical experience and exploring the methods of local marketing.
Although some people in the industry pointed out that "most of his advertising slogans are biased towards brainwashing and short-term marketing, and do not well reflect the long-term value of the brand." ”
But as Ogilvy says, "We advertise to sell products, otherwise we don't advertise." ”
Effective, is the ultimate appeal of brand advertising, isn't it?
Maybe the numbers say it all.
Ye Maozhong has served 200 enterprises for more than 30 years, and has created many well-known brands, such as "Sacred Elephant Floor", "Arctic Velvet Thermal Underwear", "True Kung Fu Fast Food", "Big Red Eagle", "Qipai Men's Wear", "Yake V9", "361 Degrees", "Red Golden Dragon" and other brands, and the outstanding marketing planning has greatly improved the popularity and sales performance of these brands.
Along with these brands are ye Maozhong's industry segments and stories.
Ye Maozhong agency is perhaps the most demanding advertising agency in the circle for customers, with three principles:
The first "no" is to disagree with the customer's enterprise comparison requirements, if you do not fully trust the list that needs to be selected for the best draft, no matter how much money is given, Ye Maozhong will not accept it.
The second "no" is not to reduce the price, Ye's company never bargains on consulting and planning fees, Jinkou does not change it, if you want to compromise Ye Maozhong on the price, then this single business can only fail.
The third "no" is that after Ye Maozhong set up an advertising company, he never took the initiative to find customers.
In the past two years, Ye Maozhong has condensed his local marketing theory into the word "conflict" and vigorously promoted it.
Ye Maozhong said: It is more important to find opportunities than to learn marketing. Just like Mencius said, although there is wisdom, it is better to take advantage of the situation, although there is a foundation, it is better to wait for the time.
Where does the opportunity come from? Marketing is the study of needs, and needs are discovered from conflict.
The following story explains Ye Maozhong's practice and understanding of conflict marketing.
"In 2014, a cosmetics company asked me to do shampoo planning, and it was a brand new brand. At that time, the psychological pressure was very large. There are at least dozens of shampoo brands on the shelves of Chinese supermarkets, different price points, different appeals, international brands, domestic brands, has long entered the white-hot competition stage, so it is very difficult to make a new brand of shampoo. ”
"How else can shampoo be sold?" We can actually change the way, let the boss change the packaging, not called shampoo, called shampoo. So we have an advertising slogan: after washing your hair for a lifetime, have you ever washed your scalp? Some consumers look at the advertisement, touch this head, will want to wash their hair for a lifetime, and even have not washed the scalp once, which creates a conflict, and it can be sold at a higher price than the average shampoo. ”
The brand's shampoo, which began to be sold in July 2014, has sold 1.2 billion yuan by April 2015, and the profit is 4 times that of ordinary shampoos.
This is Ye Maozhong, always the "mad man" who creates conflicts.
03 Outdated advertising philosophy?
Don't know how far away you are. Ye Maozhong, painted in 2016.
When we peeled back Ye Maozhong's advertising philosophy and found that it was mixed and orderly, Ye Maozhong so cleverly absorbed the part he needed.
Ye Maozhong idolized two people in his lifetime, one of whom was Mao Zedong. Legend has it that when he wrote "Advertising Man's Handbook", once he was tired of reading, he immediately took out the "Blood Well Gangshan" to read a few pages, and then immediately came to the spirit and continued to study.
Ye Maozhong claimed to have been to 300 cities, 2,860 counties, more than 40,000 townships, and more than 60,000 villages, which obviously deeply understood the saying that "without research, there is no right to speak."
The grassroots route, the national route, is an important part of Ye Maozhong's advertising philosophy.
The brands served by Ye Maozhong are mostly grassroots brands, and among them, Jinjiang has the most private enterprises. From Yake V9, to the Jinjiang brands such as Qipai and Seven Wolves, with the help of Ye Maozhong's planning, they have completed the salted fish turnover.
Ye Maozhong himself has also expressed his love for Jinjiang entrepreneurs: "Many of the bosses in Guangdong that I know, they attach great importance to health care, and they no longer have the passion for entrepreneurship. On the contrary, the entrepreneurs in Jinjiang, when they contact them, feel that they are not sleeping. ”
Another idol in Ye Mao is Cui Jian. Therefore, starting from "Advertising Man's Handbook", Ye Maozhong's books are all printed with his portrait and iconic Red Star hat.
These have very strong traces of people born in the 1960s. When the time comes to the 21st century, when it comes to the era of mobile Internet, does Ye Maozhong's CCTV advertising still work?
Is the spread of money and the memories triggered by offensive brainwashing really good for the brand? And those deeply rooted earthy advertisements and brainwashing lines have now become the "black history" that those brands that Ye Maozhong has served want to wash away.
But in 2018, Ye Maozhong killed back.
At the World Cup that year, he directed the advertising of two major Internet companies in CCTV, Zhihu and Mafengwo. He created an ad for Zhihu, endorsed by Liu Haoran: "Are you really sure you know? And the advertisement he created for Ma Honeycomb, endorsed by Huang Xuan, "Go to Ma Honeycomb Before Traveling", once "surprised" everyone.
Despite the tide of bad comments on the Internet, Ye Maozhong did not care, and he once told the media: The more I scolded, the more excited I was.
Ye Maozhong's philosophy of effectivism was questioned in this era, but was his methodology really outdated?
If analyzed in the context of today's social networks, Ye Maozhong's practical five-star hat portrait has long operated as an IP.
So, outdated, it's obviously too arbitrary.
Ye Maozhong's other identity is that he is a senior calligraphy and painting collector and an artist.
The last post of Ye Maozhong's Weibo, which stayed on June 9, 2021, is also an old news about Ye Maozhong's Chongqing Painting Exhibition.
Ye Maozhong learned to paint as a teenager, studied under Fu Baoshi's student Tai Qiyou, and under the teachings of Fang Yan, Huang Junshi and Wu Taizhi, he never stopped learning painting throughout his life.
Influenced by two teachers and Fu Baoshi's brush and ink, Ye Maozhong likes to use bouldering to create landscape paintings, and he once wrote in a self-report article, "The spiritual temperament of Song and Yuan painting has always been what I yearn for. The care of Song painting for the nature of the universe is technically reflected in the degree of brush and ink method formed by the creation of foreign teachers; the care of yuan painting for one's own soul is technically reflected in the height of brush and ink formed by the painting of books. The care for the nature of the universe and the self-soul in painting, although it cannot be reached, the heart yearns for it. ”
This may be a rare display of ye Maozhong's own side.
In Ye Maozhong's paintings in recent years, I see that most of the works are printed: Maozhong, Xinsheng, and Ye Maozhong are gai cuiyu paintings.
Gai Cuiyu, Ye Maozhong's wife and a well-known collector, died in june 2014 when he was in labor in the United States at the age of 41.
Ye Maozhong wrote in his eulogy: Everyone who climbs Mount Everest knows that someone may not be able to come back after reaching the summit. At the last moment of her life, she resolutely and bravely chose to climb the Everest of her life for her daughter Lang Xue, and achieved the ultimate in life.
Ye Maozhong's paintings for the rest of his life were printed "Ye Maozhong painting for Gai Cuiyu", all in honor of his wife.
Today, Ye Maozhong also follows his beloved wife, and only the paintings are full of deep thoughts.
Ye Maozhong, the "mad man" who was written into the university advertising textbook, has completely left us.
But the times are still moving forward, and the follow-up story is far from the end.
04 Ye Maozhong classic advertising slogan review
Antarctica: Everyone on Earth knows it
Red Gold Dragon: How far we think, how far we can go
AVIUS Bags: The world is yours
Yo-Yo Plum: You're okay, you're okay, you're okay, you're okay
Gynecology: Washing is healthier
Zhihu: There is a problem, the upper knows
Arctic fleece thermal underwear: everyone on earth knows it
Renhe Shiny Dental Cleanser: Whoever uses who shines
Three whole foods: give back the ease to life
ANTA: I choose, I like it
Heilan House: Visit Heilan House twice a year, a man's wardrobe
True Kung Fu: Nutrition is still good for steaming
Wujiang squeezed vegetables: "three clear three wash three pickled three squeezed"
Horse Honeycomb Travel Network: Before traveling, first get on horse honeycomb
Silver Heron Peanut Milk: White in the red you are the reddest
Beauty air conditioning: the original life can be more beautiful
Ziyuan: After washing your hair for a lifetime, have you ever washed your scalp?
Brain Platinum: This year's festival does not receive gifts, and only brain platinum is accepted
Catch the net: Catch the net, everything.
CBD Home: Be careful! The family will be 10 years younger
Bama Tea Industry: The most extravagant taste is tradition.
Avarts Bags: Fit it, the world is yours!
Franlinka No Water: No Water Hydrating Mask, Have You Used It? No water, no water, no drop of water
AXA Balance Car Insurance: Car Insurance for Good Drivers
Jiuyang wall breaking machine: focus on wall breaking technology for 24 years, do wall breaking, is there any longer than Jiuyang?
Renren Car: Buy and sell used cars, Renren Cars.
Seven cards: Chinese collar, men should be cruel to themselves
Pleia: Deep and deep hydration expert
Neptune Ginkgo Leaves: The heart of a 30-year-old person at the age of 60, the heart of a 60-year-old person at the age of 30
Iconographic floor: 1. Bring life closer to life; 2. Second intimate contact
Mengniu changes: do as you please, change when you want
Erie four laps: running to buy ice cream
Yingchao fresh pepper sauce: no cannon, just use a large knife / dare to be fresh for the world
Ant Force God: Who uses who knows
Noble Bird: No one can stop you
Talent suit: talent wins the world, talent men's clothing.
Chaowei: Chaowei, a special battery for electric vehicles
Good kids: strollers are more comfortable
Shu Skin Jia: Effective sterilization and protection for the whole family
Oh Oh Milk Candy: Oh Oh 360 degree Milk Candy, delicious is Oh
Beavervin electric car: Bedeven SUV electric car, swim with me. Bedevin, wanderlust
Hongjitang: A hundred years of Hongjitang, the people rest assured to use
Colorful Yunnan Pu'er Tea: One cup of good tea, two touching
Colorful Yunnan First City: The whole world loves it
Hongxingyuan: 29 kinds of natural herbs secret system, Hongxingyuan harmony herbal hot pot base, Hongxingyuan harmony hot pot is not on fire.
Arshan Mineral Water "Listen to the Water": Living Mineral Water
Yake Changbai Ganquan: The first cup of water in the morning, departing from Changbai Mountain
Bull Safety Socket: Switch a new generation, Bull
Athlete: Athlete, professional men's underwear for 20 years.
(This article is the original of the whole network, and the "second-hand story of the world" was first published.) Please refuse to reprint and wash the manuscript, if you need to forward, please leave a message to contact the author. ）