The guest party is an in-depth visiting course for benchmark enterprises in the guest's business, which has accompanied 500+ of China's most innovative high-tech and high-growth enterprises and their founders, such as Baidu, iFLYTEK, BOSS Zhipin, Guodun Quantum, Linglong Tire, and Laoxiang Chicken, and has been widely praised in the industry. From December 15th to 17th, 2023, the guests sent a visit to Guangzhou Station to conclude successfully. During the three days, after holding an open class on the theme of "Compulsory Speech Course for Entrepreneurs - Super Speech Power", the guests took the students to visit MINISO, Wang Laoji, Mousse and Jihua laboratories in depth, and carried out in-depth learning and Xi and thinking from the aspects of scientific and technological innovation, user-ism, strategic innovation, and brand methodology. The following is a wonderful review of the visit, enjoy~
In-depth Study: Global Development and Userism
In the era of global interconnection, media and channels are multi-directional, and it is no longer an era in which brands unilaterally influence users. With the improvement of information transmission efficiency, users will not only affect users, but also affect brands, and brands and users have entered an era of symbiotic relationship.
As a leader in the mobile Internet, China has the world's largest emerging user segment and the world's most active emerging industry ecology, which will be the cradle of user-oriented brands, as well as a historic opportunity for brands from all walks of life in China to overtake and achieve world-class brands.
On December 15th ~ December 17th, 2023, the guests will send a visiting student from Guangzhou Station to focus on the module of "Art Business", focusing on the theme of "Global Development and User-Friendliness", leading students to:
Global retail leader - MINISO;
the world's No. 1 natural plant beverage company in terms of sales - Wang Laoji;
Domestic bedding leading enterprise - Mousse;
Domestic first-class and international high-end strategic scientific and technological innovation platform - Jihua Laboratory.
Through in-depth study visits, we will learn Xi and explore how leading enterprises can start from userism, build the business art of user-oriented brands, and build new competitiveness in the era of globalization.
Open Classes
Teaching Theme: Compulsory Speech Course for Entrepreneurs Super Speech Power
Instructor: Wu Ting, the founder of the guest business school
Wu Ting, the founder of the guest business school, gave a lecture on "Super Speech Power".
In the era of IP-based survival, the skill that business leaders must know is to give speeches. We have seen countless times that the superpower of speech. Conveying ideas and dreams, Martin Luther King Jr. did it; Building sales performance, Joe Girard did it; Attracting and inspiring talents to join the group, Lei Jun did it; conveying the mission and shaping personality charm, Ma Yun did it; Selling goods, Jobs did it; Attracting fans, Luo Yonghao did it; Amusement, Li Xueqin did it.
Principal Wu Ting said in the guest class: "The essence of speech is persuasion. Whether it's a speech on stage or a speech that happens anytime and anywhere in your daily life, it's a process of persuasion. There is a funnel model for persuasion, first, you have to output the content for dissemination, then use pain points to hit the audience, then output the antidote, build trust, and finally make the audience willing to follow you. ”
Speech is not a performance, and many people think that a clever tongue is a speech, and being able to keep saying is a speech, but this is not the case. Speech is a discipline that integrates leadership, branding, content, expression, logical thinking, story thinking, and user thinking. Speech is a rational discipline, and we need to practice Xi in order to internalize and externalize this way of thinking.
Walk into MINISO
Theme: Towards a global super brand
Instructor: Ye Guofu, Chairman of the Board and Chief Executive Officer of MINISO
Ye Guofu, Chairman of the Board of Directors and CEO of MINISO, gave a lecture at the guests
Founded in 2013, MINISO has become the world's largest comprehensive retailer of its own brand, accurately positioning itself in the field of trendy lifestyle goods, and providing young people with good-looking, fun and easy-to-use products with a perfect supply chain system and the ultimate cost-effective breakthrough.
Since opening its first overseas store in Southeast Asia in 2015, MINISO has spread its footprint to 107 countries and regions around the world in the past eight years, and as of the end of June 2023, the number of overseas stores has reached 2,187, accounting for nearly 40% of its total global stores. Overseas markets have also become a new growth point for MINISO.
MINISO's own brand has a higher cost advantage, asset-light operation has also promoted the rapid expansion of scale, and the two-pronged supply chain and partners have formed a benign closed loop. "Quantity-based pricing, buyout customization, and no pressure on payment" is the supply chain methodology of MINISO that is widely spread in the industry, and it is also the core advantage that it can quickly open the market with rich and cost-effective products at home and abroad.
Ye Guofu, Chairman of the Board and CEO of MINISO, said in the guest class: "The President of Disney China asked me why only MINISO has succeeded in globalization? It's like Lego creating bricks, Apple creating smartphones, Tesla creating electric cars, and lululemon creating yoga clothes. ”
This year, MINISO was born for 10 years, and in the face of the next 10 years, MINISO's goal is to become a "super brand". At present, the world is gradually emerging from the impact of the epidemic, with the recovery of factor flows and the improvement of the outlook for the service sector, business confidence and capital expenditure gradually recovering, driving employment growth and household consumption confidence to improve, and global consumption is gradually picking up. Mass consumer demand needs to be released, and emerging markets and developing countries will have more room for growth in 2023~2024. The road ahead is long, and MINISO is still accelerating on the way forward.
Walk into Wang Laoji
Teaching topics: brand marketing in the content era, Wanglaoji brand digitalization and rejuvenation
Instructor: Ye Jizeng, Deputy General Manager of Wanglaoji Health Company, Huang Liangshui, Media Director of Wanglaoji Health Company
Ye Ji, deputy general manager of Wanglaoji Health Company, once gave a lecture at the guests
As the pioneer and leading brand of herbal tea, Wanglaoji follows the market demand of the new generation of people, actively carries out product innovation, and plays with the new national trend and new consumption with a young attitude of userism. The social products launched such as "surname can", "auspicious can" and "auspicious can" have not only created an incremental market, but also achieved multiple improvements in brand, sales and selling price. Among them, surname can marketing is the most eye-catching phenomenal marketing event in 2022, with media exposure exceeding 13.8 billion and 12 hot searches on the list. How does Wang Laoji rely on the old to sell the "new" and do a good job in brand marketing and digitalization in the content era?
Ye Ji, deputy general manager of Wanglaoji Health Company, once said in the class of the guests: "Content is the product, and culture is marketing. The best way to solve the problem of future development is to create the future. Through the insight into the extraordinary moments of ordinary people, the purchase of beverages, which is not important to consumers, becomes an important thing. In the user-centric social era, content-driven culture and values marketing is more effective than selling products directly. Wanglaoji's category and brand development have two core evolutionary paths. In terms of categories, it has developed from medicinal tea to herbal tea efficacy leader, and then to the public life drink, and in terms of brand, from traditional medicinal tea brand to functional beverage brand, and then to lifestyle brand. ”
Huang Liangshui, media director of Wanglaoji Health Company, gave a lecture at the guests
Huang Liangshui, media director of Wanglaoji Health Company, also introduced to the students how Wanglaoji's "product efficiency sales" digital marketing position based on WeChat ecology can improve users' minds and product sales while taking into account brand effect and operation effect.
First, the content is heart-to-heart, playing with young people;
second, platform co-creation, and the platform to create popularity;
Third, scene innovation and continuous exploration of new scenarios and new experiences.
Time-honored brands inherit the excellent traditional Chinese culture and are also deeply rooted in the memories of generations. For time-honored brands, the combination of innovation and nostalgia should not only inherit the brand connotation and classic elements of the old brand, stimulate people's nostalgia, and give full play to the historical advantages that the new brand does not have, but also develop and innovate in terms of products, brand positioning, channels, marketing methods, etc., and keep pace with the times. This is the fundamental road for classic brands to go through the cycle and build a long-lasting foundation.
Walk into Mousse
Teaching Theme: Long-term high-end brand methodology
Instructor: Yao Jiqing, Vice Chairman and President of Mousse Group
Yao Jiqing, vice chairman and president of Mousse Group, gave a lecture at the guests
Founded in 2004, Mousse brand is committed to the research of human health sleep, specializing in the research and development, production and sales of a complete set of healthy sleep systems, and has innovated and created a "customized personal health sleep system" in the industry. At present, Mousse offline sleep experience halls have covered more than 20 countries and regions around the world, with more than 5,700 offline sleep experience halls around the world, becoming the only Chinese brand that can compete with international high-end bedding brands.
Yao Jiqing, vice chairman and president of Mousse Group, said in the class of the guest party: "If you want to continue to break through the barriers of the industry, you need to complete the three major breakthroughs of appearance, technology and function. To build a high-end brand with long-termism, the core is to focus on the product, insist on working the product, and exceed user expectations, let users scream, generate user reputation, and use good products to generate traffic. ”
Mousse sells not only products, but also a healthy sleep lifestyle, and value marketing is the highest level of brand marketing. The future trend must be customized, personalized, and intelligent, and everyone needs to tailor a healthy sleep system according to their own home decoration space, bedroom space, and their own body structure. If anyone can solve the problem of personalized customization and flexible production, who will be able to grasp the future of the healthy sleep industry.
Walk into Jihua Laboratory
Visit and explain: Xie Hui Guest School 12th Season Alumnus, Chairman of Dajie Intelligence, Jihua Experimental Distinguished Professor
Xie Hui, chairman of Dajie Intelligence and distinguished professor of Jihua experiment
Jihua Laboratory (Guangdong Laboratory of Advanced Manufacturing Science and Technology) is one of the first four Guangdong laboratories launched by the Guangdong Provincial Party Committee and the Provincial Government. Facing the world's frontier of science and technology and the main battlefield of the national economy, focusing on the major needs of the country and Guangdong Province, we will gather and integrate domestic and foreign advantageous innovation resources to create a domestic first-class and international high-end strategic scientific and technological innovation platform in the field of advanced manufacturing science and technology. With the construction principle of "standing up to the sky, being fully open, people-oriented, and focusing on practical results", the main tasks of the construction period are to build a scientific research team rooted in Foshan, build an international high-end scientific research platform, precipitate a number of independent and controllable core technologies, and drive an innovation-driven emerging industry.
The laboratory has identified six discipline directions, including optical engineering, mechanical engineering, electronic science and technology, computer science and technology, materials science and engineering, and biomedical engineering, and deployed eight research directions, including robotics and its key technologies, semiconductor technology and equipment, high-end medical equipment, new display equipment, advanced remote sensing equipment, additive manufacturing, research on new materials and new devices, and micro-nano manufacturing.
Guest Sending Course
Teaching Theme: AIGC New Thoughts, New Technologies, New Applications
Lecturer: Wang Wenbo, tenured professor of the Department of Marketing, Hong Kong University of Science and Technology
Wang Wenbo, tenured professor of the Department of Marketing at the Hong Kong University of Science and Technology
The emergence of AI beauties has not only triggered a boom in AI bloggers on Xiaohongshu, but also triggered in-depth applications and thinking about the AI industry. Professor Wang Wenbo gave lectures from the perspectives of feminism and female content consumers, the basic views and propositions of the five camps of Chinese feminism, the current status of the recognition of various views of feminism by people in various circles in China, the changes of women's images in TV dramas, the male gaze and female countermeasures, and the changes in young women's social relationships.
Professor Wang Wenbo deeply dismantled and analyzed the experience and pitfalls of AI-generated sketches and text notes of Xiaohongshu, the four creative forms and cases of brand marketing of AIGC, the development status and bottlenecks of brand virtual image spokespersons and virtual anchors, and the misunderstandings of investors and executives about GPT4's technical capabilities and application potential.
Guest Pie Season 11 Graduation Ceremony
Before you know it, the year has passed. 2023 is an extraordinary year for Chinese entrepreneurs. The guest of honor, President Wu Ting, the founder of Business School, delivered a speech at the graduation ceremony.
Guest Speaker Wu Ting, founder of Business School, delivered a speech at the graduation ceremony
Principal Wu Ting said: "In such a busy season, everyone still chooses to take the time to learn Xi grow, which can be described as continuous improvement, which can be described as long-termism.
In the past year, we visited Huawei, Shenzhen Capital Group, and BGI in Shenzhen to learn about corporate strategies in the era of Xi high-quality development. In Anhui, visiting disciplines iFLYTEK and Guoxuan Hi-Tech, learning Xi Capital to help technology, AI and new energy, visiting students to negotiate and hometown chicken, feeling the power of Chinese consumption, and shedding tears in the classroom. In Shanghai, he visited Focus Media, NIO, and Guomai to experience China's new opportunities and new industry curves. In Beijing, he visited Horizon, Bubble Mart, Xibei and 360 to learn strategic innovation and go through a new cycle of four-phase superposition. In Hangzhou, DingTalk, Yuanwang, Ele.me, and Hikvision are visiting to drive business innovation with digitalization. In Guangzhou, we learn Xi consumerism, understand users, and learn Xi miniso, Mousse, and Wanglaoji. Under the organization and leadership of the class committee, we also experienced class activities in Guizhou and Vietnam, seeing magnificent rivers and mountains, tasting extremely beautiful soy sauce wine, and expanding overseas horizons.
We went to Shandong and learned from Liu Mingtao Xi using cross-border e-commerce to sell excavators, digging and digging, digging and digging out an industry miracle. We Xi learned from Wang Feng in Linglong Tire, and felt the magical power of China's manufacturing and high-quality development, seven of the world's top ten car companies use Linglong Tire, one tire, second-generation inheritance, 30 billion revenue, and all over the world. We learned from Song Fei of Eddie Precision: how to achieve a 50 times price-earnings ratio in the field of industrial machine tools and manufacturing, and how to PK the four major global industrial families by ourselves.
Because the heart desires to grow, it will eventually resist vulnerability. In nature, sharks sink to the bottom of the ocean as soon as they stop swimming. In human society, thoughts must continue to wander. Running water does not rot and the hub does not beetle, and the "growth mindset" will be the secret that will benefit everyone for life.
The brilliant sociologist Benjamin Barber once said, "I don't divide the world into weak and strong, or successful and unsuccessful...... I would divide the world into good scholars and bad scholars. At today's graduation ceremony, I would like to present this research conclusion as a compliment to all the outstanding students present. ”
Finally, President Wu Ting congratulated the students of the 11th season of the guest school on their successful graduation, and said that everyone's Xi journey has not stopped, and the learning and Xi services provided by the guests will not stop, and the free growth and value sharing among the students will not stop.
MINISO, Wanglaoji, and Mousse are leading the way in their respective tracks, and they have made great efforts in technological innovation, and behind their ability to continue to lead, they have run through the company's years of practice in technological change and innovation practice. This in-depth study visit is an in-depth reflection on userism. On the road of pursuing userism, the guest group will uphold its own values and work with all alumni to:
Journey of value: have a direction, not confused.
To gain the knowledge of breaking the boundary, there is a way, and you will not fall into the pit.
Friends who can't be reversed: have partners, don't be lonely.
The above is a review of the visiting courses of the guests sent to Guangzhou Station.