Design entry to create a gold mountain, integrated marketing acceleration, digital marketing strong climbing, entry into e-commerce repeatedly create explosive products, interest e-commerce to increase the number of leading the integration of product efficiency and sales.....
Four start-ups, five successful "transformations", each time menacing and sweeping the whole industry.
Among the big names in China's marketing industry, Lu Yongfeng is the one that cannot be ignored. With 25 years of marketing career background, he started his career from Delixi, a Fortune 500 company, with an annual salary of one million in the 2000s, to the chairman of Suoxiang Marketing Communication Group and Huilanting Restaurant Group, he has written a legendary story for 25 years.
When it comes to Lu Yongfeng, many people outside the circle may not be familiar with it. But when it comes to the brands he has served, many people have heard of it. For example: Ubras, Daily Black Skill, One by One, Genki Forest, AKF, Turtle Dad, etc. He has used his professional knowledge and experience to help many brands achieve marketing breakthroughs, and in the past three years, he has helped 9 cutting-edge brands exceed 1 billion yuan.
Looking back at his career, it can be described as magnificent and full of legends.
Born in 1977 in Dabie Mountain, Huanggang, Hubei Province, he graduated from Wuhan University. In 1999, he began to work in Delixi Enterprise Management Office, and the marketing center engaged in brand marketing, in 2003, resolutely resigned from the envy of the annual salary of one million jobs, to set up a brand design studio in Beijing, since then out of control opened a magnificent picture, from design to digital marketing, from digital marketing to integrated marketing, and towards the journey of full-link marketing, consulting, communication, e-commerce tripod, and finally become a leader in the industry.
Some people say that he is a marketing genius, some people say that he is a brand strategist, and some people say that he is a explosive engine. In just a few years, the company has grown and grown, and in 2018, Suoxiang ranked among the top 100 Chinese brands in terms of brand value with a brand value of 1.645 billion, and in 2019, it was one of the "Top Ten Most Innovative Strategic Marketing Consulting Companies in China" for three consecutive years, and is a unique leader in digital integrated marketing in China. Suoxiang's revenue in 2023 has reached 617 million yuan.
Some people say that he is the most transformable practical expert in China's marketing consulting industry, and truly solves the biggest "effect" problem in the marketing industry. He has more than 20 years of experience in the marketing consulting industry, and is known for being the behind-the-scenes strategic promoter of unicorn companies such as Jinjiu, Lynk & Co, and Nature Hall in the early days.
Why can this person known as a Confucian businessman "do" right every step? What is the unified logic behind many ventures? What is more worthy of interpretation and memory than the brand is actually Lu Yongfeng himself, the founder of Suoxiang Group, who deserves to be China's new generation of product efficiency marketing master.
Although Lu Yongfeng has not been on any form of rich list before, based on Suoxiang's current market and the company's net profit dividends over the years, his personal worth is conservatively estimated to exceed 1 billion yuan, which is enough to make him among the top among many Huanggang entrepreneurs. Every time he turns, he brings the most "beautiful" results, and he is also nicknamed the most beautiful boy in the old house village by his fellow villagers.
The industry is shining as a new star, with an annual salary of one million in the 2000s
21 years ago today, Lu Yongfeng, the founder of Suoxiang Group, was already a senior executive of Delixi, a Fortune 500 company, in China.
At that time, a turbulent business war on the east coast of China was quietly brewing, and the rapid rise of Delixi at this time was eye-catching. In less than a year, the integration of brand assets, the introduction of enterprise CIS system, from the Zhejiang Wenzhou thousands of low-voltage electrical enterprises stand out, become a quality to write the dignity of Delixi large-scale industrial enterprises. What's even more surprising is that Delixi's sales have increased by 200%, which is tantamount to a miracle for the industrial manufacturing industry. The integrated marketing manipulator behind it is the marketing team led by Lu Yongfeng. He was just over 26 years old that year.
Founded in 1984, China Delixi Holding Group is a large-scale group integrating capital operation, brand operation and industrial operation, with total assets of 5 billion yuan and comprehensive strength ranking among the top 500 private enterprises in China. However, in the early days of its establishment, despite the awakening of the quality consciousness of the enterprise, it is still difficult to jump up from the background of the counterfeit and shoddy low-voltage electrical appliances in Liushi, Wenzhou.
How to subvert the traditional marketing concept of the electrical industry, how to create a unique brand image for Delixi? These have become a difficult problem in front of Lu Yongfeng.
Lu Yongfeng was a man who did not admit defeat by nature, and he had always admired Napoleon since he was a student, believing that "it cannot be only in the dictionary of philistines". The feelings of "looking up at the starry sky" and the firmness of "down-to-earth" are rarely perfectly combined in him. Lu Yongfeng firmly believes that marketing planning that is divorced from market research can only be a castle in the air, and the market is not a headshot. So, he personally led the team to begin the journey of measuring the market with footsteps, visiting more than 20 cities across the country nearly 800 consumers and channels, Lu Yongfeng and his team almost exhausted all methods to deduce what is the core value of the brand of Delixi? Lu Yongfeng is keenly aware that Delixi should no longer be limited to the existing corporate philosophy - casting the Oriental "Siemens" level, but should have a bigger, higher ideal, from the pursuit of profit maximization of the business philosophy to the value of the value of the transformation of the value, to pay attention to responsibility, dedication and return.
In order to plan the best brand plan, Lu Yongfeng and his team usually don't see eye to eye for days. In the end, the brand concept of Delixi came out in a thousand calls: "Virtue repays mankind, and strives to create the future". Delixi's "virtue" is to repay mankind with virtue;" "Force" is to create the future; "West" means to catch up with and surpass the West. Subsequently, the core values of the enterprise: let the quality write the dignity of Delixi people and the mission of the enterprise: to provide customers with excellent products and value-added services. In the cognitive errors and execution errors that occurred in the process of landing throughout the year, Lu Yongfeng has always pursued and fought hard to ensure the effectiveness of strategy implementation. Since then, the brand image of "Delixi" has changed from a Chinese brand to a famous brand of industrial electrical appliances in the world, reflecting the dignity and nobility of the nation with high quality.
The battle has not stopped here, and Lu Yongfeng is soberly aware that marketing must establish brand culture with one hand, and also grasp channels and terminals with one hand. Next, from the distributors, regional teams, after-sales service, the third channel of the comprehensive sales strategy campaign started, under an order, the three armies linkage, Lu Yongfeng and his marketing team flexibly adopted the agency system, joint-stock system, business treasury system, company system, membership system and other five systems of linkage mode, cross-marketing. Not only to open up the market, but also conducive to product sales channels, in 2004 Delixi sales increased by 200% year-on-year, this seemingly impossible task was done by Lu Yongfeng and his marketing team.
Since then, Lu Yongfeng has become famous and has become a rising "new star" in the domestic industrial electrical appliance marketing industry. In Delixi five years to do the market first, known as the industry is really a dark horse! He led the team to create the original Delixi "mechanical and electrical supermarket" model, within five years the market share became the first, the performance is the sum of the fourth to eighth place performance, peers said that he "does not play according to the routine"! He perfectly integrates the original marketing theory and practical experience into a sharp sword, directly hitting the sore spots of all aspects of the enterprise. Almost everyone who has come into contact with Lu Yongfeng will say with admiration, "This person is definitely a powerful character."
Never advertise, never bid, 20 years with strength to speak
In 2003, Lu Yongfeng saved 200,000 yuan with his part-time job for many years, and started his own business in Beijing with Dai Fan, Qiu Zhize, Wang Jun and others. Although there are a total of 4 people in the founding team, the remaining three are all design majors, and in terms of roles, they are more like doers, only Lu Yongfeng undertakes the burden of business, so the management and operation of the company at the beginning of the establishment almost completely falls on his shoulders.
However, several partners have also brought domestic first-line brands such as Nongfu Spring, Jinjiu, Hisense, and Nature Hall to Suoxiang through their respective relationships, so that Suoxiang has gradually gained a firm foothold in the industry.
Since starting his business, Lu Yongfeng has been the head of one of the three major brand marketing consulting companies in China. His company never advertises, never participates in bidding and drafting, and has successfully served more than 600 companies so far, helping 40 cutting-edge brands such as Daily Black Qiao, Ubras, Zhuben, Yuanqi Forest, AKF, and Turtle Daddy to become industry benchmarks.
As a marketing expert for more than 20 years, the new brand explosive product strategist has also established its own industry benchmark status. Today, after more than 20 years of development, Suoxiang has grown into a marketing technology company that empowers the whole chain and the whole domain of enterprise product efficiency and sales growth in big data, new media, new channels, and enterprises.
From explosive product theory to product efficiency sales, it has been repeatedly recognized by industry authorities
Twenty-one years, spring blossoms and autumn fruits. The experienced cases of Lu Yongfeng have won more than 30 palace-level awards in the global marketing industry, such as the "London International Advertising Awards" (Digital Marketing Award), the IAI International Advertising Awards Gold Award for Interactive Digital Marketing, the Gold Award for Asian Brand Marketing Communication Cases, and the "3 Gold, 1 Silver and 1 Bronze Excellence Award in 5 Categories" at the Busan International Advertising Festival.
Liu Xiaodong, a professor at Nankai University, said at the economic symposium that Chinese companies may be accustomed to copying overseas models directly to China in the past many years, and the excellence of Suoxiang lies in its ability to take the lead in this new era to see what others have not seen and heard of others, witnessing the vigorous development of China's digital marketing industry, and Suoxiang has also become a vane leading China's digital marketing industry.
At the same time, in the "Forbes China Interview", Lu Yongfeng is known as the "alchemist" of Chinese brands - from a century-old brand to an emerging small and medium-sized enterprise, Lu Yongfeng continues to lead the marketing planning industry with "digital integrated marketing methodology", and many new and old customer cases have become witnesses of Suoxiang's quality and service.
Harvard Businessweek also highly recognized Lu Yongfeng's marketing methodology:
From the smell library of "agency brand" to "popular brand", from the "beauty home with failed investment" to the HFP of "phenomenal brand" in the daily chemical industry, the two corners have not only caught up with the development of the industry, occupied the traffic depression and eaten dividends, but also under Lu Yongfeng's "Chinese method", he has continued to trial and error and insisted on differentiated product orientation, clear brand positioning, ultimate "R&D pursuit", empathy and consumer dialogue. After 21 years, he completed the transformation of digital marketing from scratch, from fragments to systems, from theoretical exploration to the combination of theory and practice.
Create a business miracle of attracting 500 businesses in three months
The most talked-about thing in the industry is that Lu Yongfeng is a food lover and the chairman of Huilanting Restaurant Group. In 2017, he founded Hangzhou Huilanting Catering Management Co., Ltd., which has successfully created a legend in the catering industry by virtue of its precise restaurant positioning as "organic beef food master" and the advantages of community stores that exceed the expected cost performance of dining. And to promote Huilanting to complete the layout of more than 500 franchised stores across the country in half a year, from one store to the helm of the catering aircraft carrier covering more than 500 Huilanting community franchise stores, Suzhou direct stores, and overseas franchise stores, this process Lu Yongfeng only took half a year.
The so-called "people take food as the sky", and eating is the core of Chinese's daily life. Nowadays, many senior foodies have already cultivated and become gluttonies. These hardcore celebrities have tasted all kinds of Internet celebrity delicacies, but they are still willing to wait in line for hours just to wait for a bowl of Huilanting beef soup. According to statistics, the turnover rate of each franchise store in Huilanting is more than 4 times, and the highest can reach 7 times, it is worth mentioning that hundreds of franchise stores without exception are basically in a state of overtime business when the store is full every day. "One day, 300 bowls, 500 people", this is the number of customers received by a single store in Huilanting in a day, and an average of one person enters the restaurant every minute to eat. Before the epidemic, with the support of foodie friends and word of mouth, Huilanting has become an Internet celebrity restaurant in Jiangsu and Zhejiang, creating a popular miracle of "opening a fire and a family" in the specialty catering industry, attracting long queues of foodies from all over the world to locate and check in.
It is worth noting that in the specialty catering circle, there has always been a saying that "one year is booming and two years are down, and three years and four years are changing", and many catering brands such as Diaoye Beef Brisket and Huang Taiji "became popular overnight", but in the end they were like a meteor and fleeting. However, before the epidemic, Huilanting was able to take advantage of the trend and ride the dust. Huilanting has won more than 50 industry achievements and honors. "Jiangsu Famous Catering Store", "Top 5 Dianping Must Eat List", "Top 10 Catering Brands with Chinese Characteristics", "National Green Catering Brand Enterprise", "National Excellent Catering Unit", "National Famous Characteristic Catering Store" and many other honorary titles. However, due to Suo Xiang's busy work, Lu Yongfeng has little time to take care of the social image, overall interests and long-term development of Hui Lanting after 2018.
Lu Yongfeng, who has been deeply involved in the industry for 25 years, has been in the development of China's advertising industry. Hundreds of times to enter the game, leading the trend, the writing of his legendary career. When the times give the opportunity, he will definitely be able to appear at the head of the tide, and the wisdom, diligence and persistence of the advertising people have also allowed him to create a good story in the industry, full of reputation. The dream has never wavered, and it lasts for a long time. Lu Yongfeng's professional experience inspires more people who dream and struggle: they are always enthusiastic about their dreams, they are always chasing their goals, looking at the future and then acting, they will definitely be able to get what they want and break out of a vast world of their own!