Written by / Niu Yilong
Editor/ Zhang Nan
Design / Shi Yuchao
2022, how to open the New Year?
You can use blessings, flowers, desk calendars, wall calendars, or notebooks printed with growth, hard work and blessings, and gratitude.
I have been feeling a lot lately, and one observation and reference given is: use a sense of luxury.
The sense of superiority of the school
At the end of 2021, Li Hong, the director of Shenlong Preschool Education, opened 2022 with his new book "From 1 to 5+--The Exploration and Development Road of Cultural Rejuvenation".
When this veteran preschool educator, who has a light rouge flavor and a strong fragrance of books, shares his 24 years of experience and insights with parents, students, teachers and society in the form of books, we can feel the thick cultural connotation and original intention of Shenlong Preschool Education, which is like snow and simple as ever.
Like "Shenlong Preschool Education", the school has been branded and branded, and there is also The Shenlong Primary School, which was also established in 1997. This well-known school in China Chegu (Wuhan Economic and Technological Development Zone), which is built because of cars, famous for enterprises and thriving on special characteristics, takes "adaptive education" and "car education culture" as sub-brands, and has also set up a brand center.
At the end of 2021, he also received a call from a co-worker who went to work in 1997, who was no longer engaged in publicity in the enterprise and ran to his son's middle school to do external propaganda. The principal poached him for a high salary of 1.5 times. Isn't that a luxury?
In 2021, my most comfortable family affair is that my eldest son was admitted to the First Middle School of Wuhan Economic and Technological Development Zone.
What impressed me was not how high the hardware, teachers, and promotion rate of this modern provincial demonstration high school, which was built by China Chegu in 1996 with a high starting point, but in addition to the rich resources that students can enjoy, parents can also be promoted here.
For example, the school's Huixin Parents Classroom has been open for 6 years, and regularly invites well-known experts, experienced psychological teachers and class teachers to carry out parent-child communication, career planning, home-school synergy, parental competence and other classes, which have been widely recognized and loved by parents.
Also, under the guidance of the teacher and the independent learning of the students, the school canteen was rated as the Hubei Provincial Assured Canteen and was rated as the A-class canteen by the Wuhan Municipal Food and Drug Administration.
It turns out that there are competitions from kindergarten, elementary school, junior high school to high school. The famous schools with a sense of brand and high-end, the source of students harvested by brand schools and the resources and respect obtained make ordinary schools look up to them.
2B sense of premium in business
Looking back on 2021, the heartfelt gifts received by the author are the black technology green products sent by Wei pan technology, which was born from the century-old parts giant - computer packaging bags.
It is made up of 66% of natural apple waste mixed with water-based PU, water-based PU in the production process of synthetic agent is water, discharged in the air is water vapor, so there is no pollution to air and land, is zero emission production.
After China proposed the "double carbon" goal, low carbon and zero carbon became the fashion of life. Wei Pan uses this ingenious small gift to show his high-tech and social responsibility, is it low-key and light luxury. This brand is also rare among tens of thousands of parts car companies that insist on sending out news every month and insisting on doing news jane (cut) newspapers every year.
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Is it luxurious for a 2B parts company to insist on daily communication, media maintenance and news creation like a new car-making force?
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On December 20, I was invited to visit Huawei's Bantian base in Shenzhen. In this magical and miraculous place, the most you can see is that the handsome men and women are pouring coffee for experts and scientists - a cup of coffee absorbs the energy of the universe; you can see a variety of ancient and modern Chinese and foreign, strange books - the brain is opening in the cross-border.
You can see the bimonthly magazines that you still insist on running , "Huawei People" and the six Huawei series of stories published in the past six years — from "Growing Up in the Rain of Bullets and Bullets" to "Not Helping Yourself in the Midst of Spunciation.". Among them, Huawei's spirit has been summarized as a touching story with flesh and blood, singing and crying - "One Person, One Kitchen and One Dog".
It tells the story of a Huawei overseas employee who is far away from his relatives and friends in an extremely difficult material environment, and sometimes faces the interference and threat of malaria, robbery and war, but the courage and confidence of Huawei people to open up overseas markets have never wavered.
This is also Huawei's tenacious development soul under the blockade and suppression of international organizations led by the United States for three consecutive years. This is a vivid demonstration of Huawei's brand spirit.
After visiting Huawei's Digital Energy H3 Showroom, ICT Technology Showroom, Harmony OS Innovation Incubation Lab, Vehicle Optical Network Lab (A8) and other important places, and experiencing Huawei's ultimate full-scene experience in the five major scenarios of smart home, smart office, sports and health, audio-visual entertainment, and smart travel, the audience was convinced of Huawei's technologies that "broke the sky and took root".
He was also deeply touched by the vision of Huawei to build smart products such as mobile phones, smart homes, and smart watches for the first time, and bring the digital world to all things to realize the Internet of Everything.
You can also feel that whether it is engaged in the research and development of core technologies, or the support of administrative logistics on behalf of the company's image of the etiquette reception, everyone represents the Huawei brand, Huawei spirit.
To be a brand is not to throw money at advertising, but to use the heart - with ingenuity, to make ideas - to make a different taste, taste.
The high-end sense of car companies
In the era of smart electric vehicles, Gen Z consumers' perception of brands is also different from the past.
At the 2022 "Friends of Time" New Year's Eve speech held on the evening of December 31, 2021, empowering Internet celebrity Luo Zhenyu in the name of "Originally, you can still do this!" It tells 53 stories that surprised him.
One of the stories is that Lantu Automobile, as a national team, takes the best user experience as the corporate goal and opens a series of innovative practices such as operating models, technologies, products, and services, which makes Luo Zhenyu lament that central enterprises have started a business again, "Originally, you can still do this."
What makes people feel that Lantu has a big pattern is that Lantu Automobile, as the title sponsor, did not play more brand and product business information in this annual touching humanistic activity, but asked Luo Zhenyu to help put the names of more than 1700 Lantu FREE users on the world's largest speech screen.
"To be honest, I really didn't expect a sponsor to be able to do this." Luo Fat said, "I thought that they would let me talk about how fast Lantu can launch new models, how the technology of pure electric dual power has solved users' mileage anxiety, and how the model of direct stores has better served their users." None. ”
Lantu owner Wang Huilin left a message after seeing his name on the big screen: "Although I can't be personal, I yearn for it, thank you Lantu for putting my spit in my heart, in 2022, in addition to continuing to be a Lantu person who does not take a salary, I also want to be the master of time!" LanTu is good-looking, optimistic about Lantu! ”
Lantu Auto allows consumers to see products, services and experiences that are surprising, beyond imagination and meet expectations, which is the high-end brand's sense of premium to the public and fans.
Zheng Sulin, a senior automobile designer, believes that the sense of brand seniority should not only match the brand's own positioning, but also be close to the direction of social development, and the more vitality such a sense of luxury is.
As Ding Lei, the founder of Gaohe Automobile, said, the brand positioning of Gaohe is technology luxury: starting from the scene, through the scene definition design, it is the most high-end personalized experience of a Chinese brand; the founding users of Gaohe are all from luxury cars, all of whom care about technology and innovation, and they all do not care about the problem of money; in the past, in Volkswagen and GM, it was with users who felt luxury car products, and now in Gaohe is a work that shares high-end experiences with users.
This sense of premium created through technological innovation to create a high-end experience is a good opportunity for the new car to give Chinese brands to move towards the high-end.
Does this mean that low-cost electric vehicles and popular cars cannot make a sense of brand and high-end?
Let's take another case. In 2021, the universe electric god car that swept the world and cost less than 30,000 yuan - Wuling Hongguang MINIEV, it is said that most of the vehicles have been modified by car owners, enthusiasts and fans, and have also changed the shape and charm of more than 100,000 yuan and more than 200,000 yuan of boutique cars.
In the view of Sun Xuechen, vice president of Xuanyuan University, director of the Center for Innovative Design and senior car designer, who is still driving a 30,000 yuan fuel car now will definitely be ridiculed as LOW, and driving an entry-level electric car such as Wuling Hongguang and Dongfeng EX1 will be fashionable. These elves and cute cars have been modified and decorated to be even cooler.
Generation Z users have more dimensions of demand for cars, need to express people, need to have emotions, need to have stories and themes, and need to be constantly changed. Because the mood will change.
Therefore, the original model of high-end and low-end, black beige wood grain carbon fiber material collocation, has not been able to meet the user's multi-dimensional needs, need to focus on the theme of impressing the user's mind, design a series of new model styles, equivalent to the simultaneous launch of N small modification products.
Through this official trend model with emotional attributes, while increasing product power, the brand image is more dynamic and more vivid.
It's not just the Wuling Hongguang MINI EV.
In 2021, we see many models like Fengshen Yixuan, Dongfeng Citroen and Fengxing, Xilis, etc., the original brand building is limited by limited model products, and through N small modification products, the elastic space of the brand image can be expanded, which can be sweet and salty, can be luxurious and MUJI, can be national tide and art, through a variety of design themes, enrich the brand to the user's perception, support the brand upwards.
Doing branding and doing advanced is not a problem of money, but a new problem and a problem of heart.
Front and rear feet into the power circuit, Ning Wang, Geely who is stronger