When I first heard about Ye Maozhong, it was more than 20 years ago, when most people in the Chinese advertising industry knew this name. Although I was not a person in this circle at that time, my young blood already had the gene of brand marketing, so it was not surprising to know Ye Maozhong. Since then, in my heart, Ye Maozhong has been a "god"-like figure.
More than ten years ago, my friend and I opened a brand planning company in Zhengzhou, and the company had a colleague who did planning, and when he was fine, he would tell other colleagues some rumors about Ye Maozhong. What impressed me the most was that Ye Maozhong had a huge office, which only had a chair, and there was a famous painting hanging on the wall opposite the chair, which was worth a lot, tens of millions, and Ye Maozhong would often look for creative inspiration for this expensive painting alone.
I believe this is true, because Ye Maozhong likes to draw and likes to draw, and often looks at a painting for several hours, calling this behavior "reading painting" in more technical terms. Every time Ye Maozhong reads a painting, the people around him will automatically "disappear".
By chance, I now came to work in the team of Shanghai Ye Maozhong, and I did not expect to learn from him in such a form and so closely one day, and I felt fortunate to have three lives.
Ye Maozhong and his people:
Ye Maozhong
The first person in China's marketing planning
Graduate tutor at Peking University
Ye Maozhong. You may not have heard his name, but you must have heard his slogans, seen his commercials, and used him to curate the brand's products.
Some of the slogans created by Ye Maozhong:
Catching up with the net Everything - catching up with the net
Nutrition is still steaming well - real kung fu
Visit Heilan Home twice a year, a man's wardrobe - Heilan Home
Everyone on earth knows it - Arctic fleece thermal underwear
Men should be tough on themselves - seven brand men's clothing
Washing is healthier – gynecological cleansing
The next world is yours – The Everwas bag
Wash your hair for a lifetime, have you ever washed your scalp? - Ziyuan
There is a problem, on the knowledge of the network - zhihu network
Ye Maozhong's planned and written slogans such as "Everyone on the earth knows", "30-year-old people have a 60-year-old heart, 60-year-old people have a 30-year-old heart, and men should be cruel to themselves" have become popular words in society.
Main achievements of marketing cases:
After 10 years of development from several small shops in Dongguan, the number of directly operated stores in the country has exceeded 530, becoming the first brand of local fast food.
From Anxi, Fujian Province, Bama Tieguanyin ranked fourth, to more than 1,000 chain stores, and the first domestic tea enterprise. In May 2013, the first round of private equity financing with a total investment of nearly 150 million yuan was completed, which was the largest private equity financing in the tea industry so far and the first private equity financing of more than 100 million yuan.
In 2004, it cooperated with Wujiang Juice for the first time, put forward the concept of "three squeezes", helping it to become the first in the pickle industry in China, and in 2012, it began to cooperate with Wujiang Juice for the second time, helping its stock price rise by 300%. Launched the Wujiang Kelp Silk and implemented the plan to develop from the Small Wujiang River to the Great Wujiang River. Wujiang Cai Cai has grown from less than 200 million sales to the only listed enterprise in the cai cai industry;
Avarts luggage, from 14 million sales of 7 million inventory in 2008 to 2013 sales of more than 1 billion, developed into China's largest sales of luggage brand, becoming the first local luggage brand.
Help Guizhou Panjiang Group launch a new "Guitianxia" tea project, achieve sales of 70 million in just two years, and become the first brand of tea in Guizhou and the annual brand of CCTV China;
The annual sales volume of Red Gold Dragon has developed from 170,000 to 1 million boxes;
The brand has sold from less than 200 million to more than 1 billion in two years;
Sales of Yake Candy increased 7-fold;
361° two years from 700 million sales to more than 2 billion.
Pleia's sales have grown from 100 million to 4 billion in 5 years;
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There are too many cases like this, and I will share the logic behind these success stories one by one through a series of articles.