The first discussion | He Jingping recalls Ye Maozhong: the departure of a good warrior

Wen / He Jingping Ye Maozhong Conflict Business Academy Chengdu Branch President

There is a legend that Ye Maozhong once studied sketching, because there was no more money to learn other paintings, and sketching was the cheapest.

But after the sketching class was finished, he went to the door of the other class to listen and see, so that he met his teacher, Mr. Wu Junsheng, a disciple of Fu Baoshi, and asked him to learn Chinese painting for free.

In his life, his only hobby was actually painting— according to him, planning and advertising were not what he wanted to do.

In He Jingping's eyes, Ye Maozhong's last curatorial case was his solo exhibition: in fact, he did not want to do it at first.

The reason why he did not want to do it, people do not know, He Jingping speculated, is not because he feels that although he has been practicing for decades, he has not actually told the outside world about his painting, nor has he said that he wants to have a position in the calligraphy and painting industry in this industry. But later, Liu Yiqian insisted on being his curator and helped him make this exhibition.

The whole exhibition was very successful," the person who went asked, saying that there are more people in the art world here, or are there more people in your marketing world? We all know that there are many people in the marketing world, basically some of his fan customers and friends. ”

The exhibition was crowded with people on the day, and the exhibition was also recognized by the art circles and calligraphy circles in China.

Professional has depth, and people have thickness

In the 1990s, He Jingping entered the planning industry and studied under Xu Xilin. At that time, the planners were very united, because the industry was just getting started, and everyone often gathered together, often held meetings to select awards such as the top ten planners of the year.

At those meetings, He Jingping had the privilege of getting to know Ye Maozhong, but it was in 2016 that he really became acquainted with and worked with the latter. At that time, the project they cooperated with, "Camel Code", was promoted by Ye Maozhong and quickly established its position as the first brand in the "one thing, one code" industry.

Since then, every time He Jingping went to Shanghai, he sent a circle of friends to be seen by Ye Maozhong, and he would immediately receive a call from the other party, "Jingping, why didn't you come to shanghai?" This is a violation. ”

People hear a lot of his stories with a strong Wei and Jin demeanor, with a kind of temperament, but in fact, after meeting, you will find that he is a particularly friendly person.

"Professionalism has depth, and people have thickness."

This is the evaluation of Ye Maozhong by Xiao Zhuqing, one of China's top ten planning directors and planning mentor of The Baishengtang brand marketing group. He Jingping feels that this sentence is "very in place", and people who do not know him may feel that this person is very arrogant and untamed, and even evaluate him as a "madman", but the professional "madness" does not hinder his "kindness" to friends, customers, and peers.

In fact, He Jingping only spent two years in the planning industry in the 1990s, doing two or three projects. But by 2016, Ye Still remembered the "Double Crane VCE" project he was hosting at the time.

"I was very surprised, I said Teacher Ye, how can you remember that we were doing those two projects 20 years ago. He said I was still very concerned about the things you were doing, and I thought it was great. ”

Talking about this past, He Jingping could not hide his deep affection.

The final situation is still frank and optimistic

In the summer of 2019, after Ye Maozhong received his first radiotherapy and chemotherapy, He Jingping met him in Shanghai.

The sick Ye Maozhong is not idle, and will still participate in some curatorial projects. His family cared about him and basically didn't want him to work, so he spent most of his time painting.

Ye Maozhong said that he finally had time to calm down and paint well.

"Actually, he's always had a very good mindset." He Jingping said.

For his condition, friends around him at that time chose to keep it a secret. Later, when he knew that he was seriously ill, he always told others very calmly: "I have cancer, and it is advanced." ”

Ye Maozhong was outspoken about his condition and was very calm.

"In fact, he has more influence on us, because we have learned a lot of principles of being a human being from him." He Jingping said.

"He always highlights your strengths and then wants to elevate you with his own shortcomings or his own shortcomings."

Ye Maozhong often said that people have three li, and it is needless to say that meritorious service, he said, I think I have done a lot of successful things in this life.

Lide, he thinks that he is not bad as a person.

Regarding Li Yan, Ye Maozhong once said that it is a very difficult thing to make a promise, and he said that I very much want to be able to leave something behind.

In 2017, when the book "Conflict" was published, Ye Maozhong said that I spent the rest of my life doing all around the conflict theory, which was the last thing in my life, and I must leave a set of theories for the marketers behind me.

Through decades of trial and error, Ye Maozhong believes that this theory is effective in finding needs.

During his illness, the affairs of Ye Maozhong's company, including the promotion of conflict marketing theory, were all taken care of by his eldest disciple Ding Shi'an, and they also established the "Ye Maozhong Conflict Business School" to promote conflict theory.

"I think the next step, it should be said that the whole flag bearer is Ding Shi'an, I believe that Teacher Ye's conflict theory will definitely help more enterprises to succeed." He Jingping said.

Pass on the torch with 1,000 conflict theory lessons

Ye Maozhong once said that when we talk about conflict theory to 1,000 lessons, I believe that our theory can really help people and spread.

So far, more than 100 courses have been held.

"Both Dean Ding Shi'an and I regard it as the only thing we will do for the rest of our lives. It is also my mission to promote and carry forward the theory of conflict. He Jingping said.

Observing the liquor industry with conflict theory, it is not difficult to find that this has always been a Red Sea market: there are many brands, the demand is less than the supply, and the competition for product strength, brand power and sales force is fierce.

"In fact, at the earliest time, everyone seemed to think that now liquor sells well are some old brands, are some brands with historical and cultural accumulation, deeply rooted in the hearts of the people, as if it is a kind of competition of sales power and competition of product power, but in fact, it has always been the competition of brand power."

When branding the Yellow Crane Tower 1916 cigarette, Ye Maozhong's plan actually solved a problem of "where do I have money to spend face".

This problem is bringing more enlightenment to the future development of the wine industry.

Nowadays, the competition war of high-end and ultra-high-end liquor is opening up, leading the entire industry to a new height.

A good warrior left, declaring that this was the best time for marketing.

Perhaps it is also the last age of marketing.

Source | Sugar & Wine Newsletter (ID:tjkx99)