Text/Li Guangdou
In the more than 40 years of reform and opening up, China has created a world economic miracle and become the world's second largest economy. Statistics of the United Nations Industrial Development Organization show that China is the world's most complete manufacturing country, according to the international standard industrial classification in 22 categories, China ranked first in 7 categories.
Among the more than 500 kinds of industrial products in the world, China has more than 220 kinds of industrial products, from small buttons to high-speed rail, and the output is also the world's first. But we have also encountered unprecedented challenges, the challenges of anti-globalization and supply chain restructuring, which is also a major change that has not been seen in a century. At the same time, for our entrepreneurs here, it is also a big change in wealth.
The reason why we want to do the brand power forum is because the brand is the ultimate magic weapon for enterprises to win, and brand competitiveness is an important part of national competitiveness. To measure the strength of a country's competitiveness, we must see how many world brands it has, and to measure the strength of a region's competitiveness, we must see how many national brands it has.
In the post-2020 era, lifestyles are also changing, and our three major trends include digital transformation and robot replacement. By 2035, 80% of restaurants, 75% of retail, and 59% of entertainment services will be replaced by robots.
Lazy people lazy farmland to invent agricultural tools, lazy to walk to invent trams, cars, trains, think these things are too slow, airplanes are not good, thinking of going to Mars to live, only invented the cosmic rocket, lazy to climb the stairs, people invented the elevator. Even some lazy people are too lazy to get up from bed, lazy people are too lazy to get up, want to sleep back in the cage, and invent Simmons.
So in the new economic era, our concept of wealth is also changing, the previous wealth is based on the location, the wealth based on your location, how much land, how many houses.
The question for our entrepreneurs here is how to make assets lighter and your wallets heavier, rather than going around talking about houses and land. It's like an international student saying that he went abroad to study, and I told people how many houses we have, just like an African friend telling someone how many hoes I have in my house, in fact, the house is just a thing for people to shelter from the wind and rain.
Then in the new economic era, we must redefine products, redefine brands, redefine enterprises, and even redefine growth. Therefore, we say that only by telling the Chinese story well can we enhance the Chinese brand. How to tell the Story of China? Not only to appeal to the function of the product, but also to appeal to the emotion of the product.
What does this product bring to you? If the local products leave, for example, if the dog ignores the bun and leaves us, will we have regrets? A hot pot Donglai shun to eat for hundreds of years, suddenly Haidilao is popular, and even called Hong Kong-style hot pot out, not that consumers can not leave you can not go on, and leave you to live better, this is called brand reconstruction.
At the beginning of the founding of the People's Republic of China, we still had more than 10,000 long-established brands in China, but after decades, we only had less than 10% left, and only 10% of these 10% could still make money and live well. How to wake up these sleeping customers? One is to rely on the awakening of the product, your function has changed, can not always be the same, to have new features, new value.
The other one depends on emotional arousal, or the original recipe, or the original taste, but if you communicate emotionally with consumers well, you can also maintain youth forever.
What is marketing? I conclude that marketing is about creating scarcity, promotion is about creating growth, and branding is about emotional premium. The product should surprise the customer, how much is a product worth, how much value you give the customer, the customer does not have an anchor.
A bottle of wine was put there, which used to sell for two dollars, and now it can't be bought for 3,000 yuan. Tell a story about a little monk in a temple, watching the master every day with a stone, he asked the master, how much is this stone worth? The master said you go tomorrow to help me test it. On the first day, the little monk went to the vegetable market, the stone was put there, and a big aunt said that your stone is quite suitable for pickling pickles, I give 20 pieces, do you sell it? The little monk looked at it and said that the old monk had brought a lifetime of stones, and 20 yuan did not dare to sell them, and he took them back.
The old monk said that you went to the wrong place, you went to the stone carving market to see, to the stone carving market, the carving master saw that this stone can be suitable for carving a god statue, said I give 2,000 yuan, do you sell it? This little monk did not dare to sell, moved back to ask the teacher, the teacher said that this is not the ultimate price, said that you go to the odd stone antique market to see, as a result, those odd stone painting antiques connoisseurs a look, this stone is incredible, natural and wonderful.
The final bid is higher than one, and how much money is finally paid? 200,000 . The master smiled and said to him, you ask me how much this stone is worth? Different markets have different prices, and in order to reflect the maximum value, only meet buyers who know the goods, so gold has no price.
So what is the secret of marketing? Remember to let the other party make an offer, as soon as you make the offer you lose.
Second, the brand wants to tell a good story, that is, to empower the brand.
Third, we must create scarcity, create an atmosphere, and push up appreciation.
So what is entrepreneurship? Entrepreneurship is to sell stories, and telling a good story and starting a business can do more with less.
I tell a true story, a distributor in Guangzhou who has been selling wine for more than ten years, tired of the step-by-step life, called the world so big, I want to see, so I went to the deep mountains and old forests of Southeast Asia, which opened my eyes.
It turned out that in Southeast Asia, in the 17th century, Dutch colonists for the first time extradited coffee saplings to Sumatra, Indonesia. There is a unique local wild ferret, the most like to eat these ripe and full coffee fruits, after eating and can not digest, the local farmers feel pity, they will be these wild ferrets discharged, undigested coffee beans and picked up and washed, and then cooked into coffee, after the natural fermentation of this wild ferret, and then produced this coffee bean, produced a wonderful change, the wild ferret's musk glands gave the coffee beans a unique strange fragrance, so they called this coffee cat coffee.
The distributor who sold wine was a distributor in China, he brought cat coffee back to China, registered the Chinese trademark of cat coffee, and told the story of this cat coffee everyone. He began to open this cat café in China in the form of a franchise, and in some high-end hotels, a cup sold for hundreds of dollars, which was more expensive than Starbucks.
If you tell a good story first and then start a business, you can often do more with less, so that consumers like your story, they will be infatuated with your brand, and become your iron fan.
Now we are facing an era of brand rejuvenation, the population of the post-80s is 228 million, the population of the post-90s is 174 million, the population of the post-00s is 147 million, and the sum of the three is 549 million, so we must go from the original tall to the current home cute pet.
There is an agricultural state in the United States called Iowa, it wants to engage in tourism, it is not to build any tourist town first, but first ask the novelist to write a long novel, called the Bridge of Madison County, translated into a Chinese very good, called "The Dream of the Covered Bridge", please Oscar Best Director Eastwood, and this Oscar Best Actress is called Meryl Streep, we call Aunt May to star, suddenly interpreted a moving love story, and then this covered bridge suddenly became the world's top ten love tourism destinations. We have a lot of small towns in China, the history is very long, like this kind of covered bridge we are more, but others have the dream of the bridge, we do not.
Business models are the ways in which businesses and other organizations connect with each other and survive. Many people say that the enterprise is very simple, the enterprise is to make money, if you just make money, do not create other value for customers, your business others will replace you.
So what is the profit model? It is the core of the business model, that is, in addition to making money, you must also have a pursuit beyond profits, so it is not fundamental for a company to make money or not. I will give you an example, JD.com started its business in 2005 and lost money for 12 consecutive years, but his boss had a heart-pounding idea, saying that I wanted to build China's cold chain, build its own logistics, and run a staking. So its market capitalization has been growing, it has been financing, it has been losing money, but the first year he started to make a profit, he made 5 billion in 2017 and 122 billion in 2019.
For an entrepreneur, how to tell a story to capital? What is a good enterprise, simple and repeatable is a good enterprise. You have to say that your profit model is cloudy, others will not invest money in you, have imagination, have room for imagination, and not be too advanced. But the most critical thing is to have internet genes.
So in the new economic era, all business can be redone, all stories can be re-told, all models can be re-repeated, all products need to be re-developed, and all brands must be repositioned.
We must study the inflection point of the new market economy, from people and property to information, wisdom and socialization.
In the business opportunities brought by the 4G era, everyone is actually from 3G to 4G who is not sure that there will be live broadcasting, there will be short videos, there will be vibrato, there will be mobile payment, there will be Didi, Hungry, new retail and so on. What business opportunities will the 5G era bring? The Internet of Everything, driverless, telemedicine, distance learning, new home theaters, from short videos to long stories, and even virtual social networking, and later in love, may not require two people to go to the movie, open the computer to do what you should do.
So how do you discover new markets? Called Gao Ganghai, called high frequency, just demand, massive, so we must innovate business models, sell products with services, and sell services with products.
So what is the new marketing? It is a niche, personalized and customized brand of the brand, from U G C user generation content to user generation brand.
So what we're doing, even if your brand is strong, do you know that the new brand is on the rise? Including flexible production appears a word called c to f, consumer customization, what kind of brand I like, I place orders directly with the factory, so the spread also generates private domain traffic. Therefore, the field of innovation includes product innovation, field innovation, customer innovation, value innovation.
Retelling a story, from coffee to milk to tea, including channel innovation. So we must carry out digital transformation, not only people on the Internet, goods also on the Internet, your business organization to go online, products are there, no one to sell goods, no one to organize no traffic, this is not an intelligent enterprise.
I said that a traditional enterprise is Chu Orange, Chu Shijian only began to start a business at the age of 76, and he could not sell the oranges after planting them. To tell a story, called Chu Shijian's rock sugar orange, please Han Han wrote an advertising slogan: life always has ups and downs, the spirit can eventually be inherited, all at once touched the softest part of the consumer's heart, selling very well.
So what are the wealth opportunities in the new economic era? I think the first one is to grasp the three transformations, which three changes? From Chinese speed to Chinese quality, from Chinese products to Chinese brands, in these three transformations, there is also the transition from Chinese manufacturing to Chinese creation, and I think the most important is the transformation from Chinese products to Chinese brands. Of course, everyone also knows that China's national self-confidence is now the strongest in our modern history, the rise of local brands, and the trend of the country.
The second is to change from traditional manufacturing to intelligent manufacturing and young manufacturing, which we now call Z generation, post-95 generation, and alpha generation. After 10 years gradually become the protagonist of consumption, the demand for new home appliances, single home appliances is getting bigger and bigger, the home appliance companies represented by Haier smell this business opportunity, launched "one person" home appliances, mini washing machines, retro Xiaoice boxes, mini stereos, mini rice cookers, portable juicers have become the standard of the new single era.
The third is called the upgrading of resources. Don't keep thinking that I dug up some coal to sell, the former coal boss will be the current daily life, and our water boss.
The fourth is to study the migratory bird economy.
The fifth is to study the silver economy. China is the world's oldest country before it gets rich, China's elderly population is over 60 years old, now 249 million, by 2050 China's aging population will reach 487 million.
The new economy will bring a new growth, which is called the future for intergenerational transmission. Let's work together to create this new future and create a new economy. This is the core essence of our brand upgrading project, including a good brand strategic planning for an enterprise, including how to plan the launch of new products, how to expand the business model, how to do digital transformation, and how to build the individual IP of the entrepreneur, so that you can become a real brand strong enterprise and brand power with the help of capital and brand power.
(Some of the pictures are from the Internet, the copyright belongs to the original author)