On December 21, 2023, Wu Ting, the founder of the guest business school, led a group of guest entrepreneur students and outstanding entrepreneurs in Anhui Province to visit the guest alumni enterprise and the first brand of Chinese fast food, Lao Xiang Chicken, to give a lecture on "The Power of Brand Narrative" on the spot, and was hired as the "Chief Brand Strategy Consultant of Lao Xiang Chicken Group".
Guest: Wu Ting, founder of Business School, gave a lecture in Lao Xiang Chicken
Principal Wu Ting pointed out that brand narrative is the core of brand communication, and a good brand story can be deeply rooted in the hearts of the people, enhance the brand image, and thus attract more consumers. She also shared some storytelling examples of successful brands, such as Coca-Cola, Starbucks, NIO, etc., and how to apply the methodology of these cases to her own business.
After the class, Shu Congxuan, the founder of Laoxiang Chicken Group, invited Wu Ting, the founder of the guest business school, to become the "Chief Brand Strategy Consultant of Laoxiang Chicken Group", aiming to guide and upgrade the brand narrative strategy of Laoxiang Chicken Group by leveraging Principal Wu Ting's professional knowledge and experience in brand building and narrative strategy.
Subsequently, Shu Congxuan, the founder of Laoxiang Chicken, brought a topic entitled "Jumping Out of Finance to Look at Finance". He believes that traditional financial management often focuses too much on numbers and reports, and ignores the core competitiveness of enterprises. He advocated looking at finance beyond finance and paying attention to the profitability, growth ability and risk control ability of enterprises. He also shared some practical financial management methods and tools to help entrepreneurs better grasp the financial health of their businesses.
Shu Congxuan, the founder of Lao Xiang Chicken, gave a lecture at the scene
The entrepreneurs present said that this course not only had a deeper understanding of the brand development and business model of Laoxiang Chicken, but also learned a lot of knowledge about brand narrative and financial management, which was a great inspiration for the development of their own enterprises.
Guest Business School is the Whampoa Military Academy, a leading business school, and is the only all-case Xi institution in China. With the mission of "empowering enterprises and increasing wisdom for society", the guests have been deeply empowered to accompany the growth of 500+ well-known entrepreneurs and large organizations such as Baidu, iFLYTEK, BOSS Zhipin, Laoxiang Chicken, Weizhixiang, etc., with education and training covering 30,000 person-times/year, and the influence of business cases produced has reached 500 million person-times/year. There are top practical and academic school directors and mentors such as Philip Kotler, Roland Berger, and Yu Chengdong, the "father of modern marketing".