Under the background of global economic integration, corporate brands need to use the global brand resource elements to promote the brand to the world in order to have a broader space for development. This year, the World Federation of Advertisers (hereinafter referred to as the "World Advertisers Federation") launched the "2022 Global Chief Marketing Officer" selection campaign, and the China Advertisers Association also carried out the selection activity in China, in order to allow more enterprises to leverage global marketing and build bigger and stronger brands.
Founded in 2007, Beijing Jutongda Technology Co., Ltd. (hereinafter referred to as Jutongda) has provided digital transformation solutions for more than 19,000 enterprises. Through Al, big data BI, cloud computing, Internet of Things, 5G and other technologies, we have created a "1+X+N" product and service system. Independently developed the Network Wang Service Middle Platform, using the five core technical capabilities of the middle office, according to the enterprise demand scenarios, build a cross-platform, cross-field digital intelligent management and operation upgrade service, build an enterprise "data + product middle platform", and provide enterprise-level users with a "management, operation, procurement, marketing" full-life cycle solution, to help them form their own data warehouse and build their own private domain ecosystem.
As a provider of enterprise digital transformation solutions, Jutongda proposes a cooperation method of "consulting + integration + auxiliary operation" to help enterprises reconstruct their operating models. Through consulting, deeply understand the needs of enterprises, outline blueprints, share experience in digital transformation, design the implementation path of digital transformation, and "understand what is needed"; Through integration, it realizes full-stack technology management, multi-vendor product and solution collaboration, deep integration of business and technology, and aggregation of SaaS, helping enterprises to turn the blueprint into reality step by step, so as to "practice what they think"; Through auxiliary operations, it drives application innovation iteration, improves user experience, helps enterprises continue to realize value, releases digital value, and achieves "what is desired".
Nowadays, the changes in consumers, media, and brands have reshaped the marketing environment, but the essence of marketing remains unchanged, that is, marketing is the elimination of information asymmetry between the supply and demand sides to achieve a balanced state of transactions, and its core is to solve the "communication" problem between brands and consumers, and establish a continuous and long-term symbiotic relationship. As Mr. Hou Zhanbin said, only by coming from customers, going to customers, constantly going deep into customer segmentation scenarios, and creating scenario-based solutions can we solve practical business problems with customers, from customer assistance systems to core systems, from leading cockpits to business scene details, to achieve coverage from local to overall full scenes, and constantly iterate.
Recently, Mr. Hou Zhanbin, as the helmsman of Jutongda, was invited to participate in the "2022 Global Chief Marketing Officer" selection activity held by the China Advertisers Association. The selection aims to recognize outstanding entrepreneurs who represent global marketing demonstrations and marketing value models for their contributions to global commercial marketing activities. For Mr. Hou Zhanbin, what is the significance of this selection activity for Jutongda? How will Jutongda continue today's glory in the future? On the above issues, the reporter interviewed Mr. Hou Zhanbin, chairman of Jutongda.
Reporter: Recently, Jutongda participated in the selection of global chief marketing officers, what is the significance of Jutongda?
The Global Chief Marketing Officer is the highest honor in the global marketing communications world launched by the World Federation of Advertisers, and it is to select the best CHIEF Marketing Officers and recognize their contributions to global commercial marketing activities. The World Federation of Advertisers is an international economic organization composed of members of various national advertisers associations and multinational corporations in developed countries, and is the only global organization in the world that represents the common interests of marketers, with great international influence, with a history of nearly 70 years.
China Advertisers Association is an industry association with brand building and advertising and marketing enterprises as the main body, a cluster of China's outstanding brand enterprises, a leader in China's marketing communication, and a sincere collaborator of mainstream media, advertising enterprises and research institutions. In 2006, the China Advertisers Association officially joined the World Federation of Advertisers, becoming the only national-level legal representative of China in the World Federation of Advertisers. At present, the China Advertisers Association has become one of the five most important national advertiser associations in the world.
In 2017, the World Federation of Advertisers grandly launched the "Global Chief Marketing Officer" selection campaign to the world, and its scale and influence showed a trend of gradual expansion and strengthening. Jutongda participated in the "Global Chief Marketing Officer" selection activity, first of all, to explore market opportunities for enterprises, explore competitive space and respond to changing customer needs.
Secondly, by commending the chief marketing officer, it can help Jutongda establish a brand image and expand the brand influence. At the same time, by participating in the selection activities of the international platform of the World Broadcasting Federation, mainland enterprises can be promoted to "go global". As the world's second largest economy, Chinese enterprises and Chinese brands should connect the domestic and international markets, adhere to the principle of "bringing in" and "going out", learn from international excellent brand experience, use global brand resource elements to better grow in the international market, and constantly move towards the middle and high end of the global industrial chain value chain, establish a good image of Chinese brands, and add new impetus and open up new space for high-quality economic development and brand building. To let more and more foreign consumers know about us and use our products and services, this is also the significance of the China Advertisers Association to mobilize enterprises in China to participate in the activities of the World Broadcasting Federation.
Reporter: What new experience and experience has Jutongda had in the field of marketing in recent years?
The three major links of marketing are interrelated and coordinated, and truly switch marketing from a grand theoretical exploration to an operational method system and a tool weapon that can be implemented. At present, Jutongda has achieved comprehensive upgrading in terms of data technology empowerment, key element reconstruction, industrial platform services, and business efficiency improvement.
Continuous update of external brand creation. This year, Jutongda strives for innovation and puts forward the corporate positioning of the "four-leaf clover" unlimited energy guardian, the four leaves represent stability, reputation, wealth and hope, and hope to jointly protect the sustainability of the vitality of the enterprise market. At the same time, the concept of "infinity" is proposed, the upper limit empowers the enterprise pattern, the lower limit empowers employee cognition, and ultimately enhances the infinite number of intelligence of the enterprise.
Internal technology shaping seeks development. Jutongda has won 70+ honorary qualifications, 140+ soft books, 31 patents, "double high-tech" enterprises, and obtained CMMI5 technology certification, Beijing specialized special new "little giant" enterprise, national specialized special new "little giant" enterprise, 2021 the second batch of Beijing municipal enterprise technology center identification, the first APEC "light of innovation" small and medium-sized enterprise technology innovation outstanding achievement award, ITSS information technology service level 3 recognition and many other honorary qualifications. In terms of brand marketing, it has won many awards such as "Top Ten Excellent Brands" Award and "2021 Annual Marketing Demonstration Case Enterprise", marking that Jutongda has become a pioneer of national brand plans in the SaaS field and a model of influence and reputation in the SaaS field.
At present, the development of the experience economy has entered a new stage, and the marketing field has gradually expanded to the sum of the touchpoints and interactions of each customer. At the same time, as the metaverse enters the vision of major technology giants, the expansion capability map around IP creation, VR/AR hardware facilities, 3D game engines, content production platforms and other multiple fields has been obviously revealed. Whether it's virtual reality, augmented reality, or mixed reality, the central word is "reality."
The continuous development of the meta-universe has brought new business opportunities to enterprises, and for enterprises, how to innovate and develop in the meta-universe era is very important. Jutongda currently launches long-term panoramic meta-universe marketing solutions, and has a layout in cloud services and storage, virtual person development and operation, blockchain platform, virtual immersive activities, VR live entertainment, virtual social, virtual office, virtual business exhibition and other technology and product fields. At the same time, in order to open up new marketing scenarios, Jutongda has dabbled in virtual idols, digital collection (NFT), immersive space, and opening up music, fashion, games, national style, culture, art and other tracks. This year, Jutongda will continue to increase its weight, strengthen the top-level design and construction of brand IP, realize the distance between brands and users, change the relationship between brands and users, expand the commercialization of brands, and reduce the marketing costs of enterprises.
At the same time, commercial marketing is also directly linked to brand value, social responsibility is a key link that major brands pay more and more attention to, marketing needs to integrate social responsibility and corporate value, in order to further gain consumer trust, enhance brand reputation and consumer loyalty. As an Internet company with strong digital labels, Jutongda has been practicing corporate responsibility, accurately gaining insight into customer needs, and naturally "awakening" customers' trust and attention to enterprises.
In the future, Jutongda will base on its own R&D advantages, through industry opportunities & product strategy, concept & product innovation, experience & product iteration, tracking & review, to provide customers with solutions covering the whole life cycle of products, breaking through more "platform + scene application" and multiple meta-patterns; Continue to deepen digitalization and intelligence, and fully empower enterprise marketing upgrades. While promoting the sustainable development of the digital economy, we will promote the construction of Chinese brands.
Reporter: Do you have any suggestions and expectations for the global CMO campaign?
The Global CMO Awards aim to promote effective marketing communications and investment through the sharing of experiences among corporate members; Through the self-discipline guidelines of the marketing communication industry, we will promote responsible marketing communications worldwide, maintain the positive image of advertising, safeguard the legitimate rights and interests of responsible advertisers, purify the environment of marketing communication, and enhance consumer confidence in advertising. The Global Chief Marketing Officer Selection Campaign provides a supporting platform for exchanges and cooperation among advertisers from all over the world, and plays a role in setting a benchmark and shaping a high-quality enterprise.
In the face of the current changeable environment, enterprises with strong adaptability will insist on exploring market opportunities, exploring competitive space and changing customer needs. They seize opportunities before their competitors and thus take advantage of them. Doing so requires an experimental spirit, a willingness to learn quickly from mistakes, and the ability to identify, test, and practice new patterns. In summary, the future CMO must play a variety of roles, dealing with conflicting, even contradictory, factors within and outside the organization. The most challenging is to plan future business strategies while delivering business results today. Both are essential for the health of the business and the career development of the CMO.
Jutongda hopes that through exchanges and cooperation with more and more chief marketing officers, it will continuously enhance its ability to gain insight into market trends, build a team of "suggestions and suggestions" for the development of enterprises and brand building, and become a planner and leader in the future economic development of enterprises.
Reporter: It is understood that the China Advertisers Association is formulating standards for marketing officials, what suggestions does General Manager Hou have for the formulation of standards for marketing officials?
The formulation of standards will promote the development and prosperity of the marketing industry, and will play a strong role in promoting the development of marketing communication and brand building of Chinese enterprises. And fully display the brand and marketing communication strength of Chinese enterprises, promote the experience and new technologies of brand building and innovative marketing to the world, and promote the prosperity and development of Chinese enterprises with practical actions.
In addition, marketers can "learn from the future" through "scenario prediction". They are not bound by established illusions and are able to rehearse future scenarios to avoid being caught off guard. Unlike traditional strategic planning, which assumes that every strategic question has a possible answer, scenario learning considers multiple future possibilities. Marketers plan, design features, and organizational models for a variety of scenarios to prepare companies for future situations.
The direction of traffic is changing rapidly, and brands are increasingly attaching themselves to big data capabilities in marketing, evaluating and analyzing the value of content, so as to keep up with the surging rhythm of traffic at the fastest speed. In this regard, the selection of global chief marketing officers is clearly a bellwether in the flow of Internet information. The market is constantly changing, and there are no fixed rules for marketing. Only by not forgetting the original intention, changing with the times, and going with the trend, will we not deviate from the essential goal of business. In the future, Jutongda will continue to conduct all-round observation and dialysis of the market, examine and gain insight with the depth of theory, use technological innovation capabilities and high-quality services, break through the traditional marketing model, develop and prospect future marketing models that are more adapted to market changes, and constantly polish the source power of enterprise development in the new marketing era.