In fact, Shi Yuzhong finally communicated with Ji Ziyu, Cui Ning and others in private. Whether it is the so-called "comply with public opinion" or "resisting the public opinion", the TV advertising creativity with "not accepting gifts during the holiday this year" as the core idea, and the main strategy of the gift and gift-giving market was decided. Dingdian x23us

Although the executives of Naobeijin thought that their strategies were also worthy, after communicating with several sales staff and the company's family and customers, Cui Ning's strategy support rate was far ahead. Facts were better than words, so they had to shut up, otherwise they would be even more limited in their level.

Under Ji Ziyu's leadership, there is naturally a cooperation agreement, but it is mainly strategic guidance, because TV advertising also involves scripts, shooting costs and production cycles, and further communication is needed.

But despite this, on the way back to the company, Su Ruoqing looked at Cui Ning with stars in her eyes, and strongly asked Cui Ning to train herself on how to plan and creativity.

Although Huaxia has participated in many Cui Ning's proposals and his own proposals have been commented on many times, Cui Ning also made the same request, just to teach Cui Ning more and make himself a real master.

"I can't be considered a master," Cui Ning said, "Director Hua, the reason why I didn't let you speak is to avoid excessive dispersion and inconsistency in opinions, and then everyone argues endlessly. After all, I am Mr. Ji's friend, and Su Ruoqing is invincible. The other party's executives are all marketing. It can be said that almost everyone thinks that brands and planning companies are all scattered, and there is no right to speak without investigation.

But I want to focus on cultivating you. You must think more and summarize more. Really open your ideas."

Feeling that China's energy value has increased from 50 to 65, Cui Ning really wants to turn the company into an organization of super experts.

"Mr. Cui, in fact, many employees of the company think that you will teach everyone. After all, many people have not received strict and formal planning training. The courses in the school and the real enterprises are completely different from each other." Huaxia said, "Why don't you tell us systematically."

"Okay," Cui Ning thought for a while and said, "Just take a few days, let's talk about things like creativity, planning, and brand."

"That's great." The stars in Su Ruoqing's eyes were glowing. "I must take good notes and strive to give creativity to the company."

Brand companies act as soon as they say they act, and there will be no bureaucracy or big business diseases. So one afternoon two days later, Cui Ning's away game "Brand and Creativity" that was mainly talked about in the company officially began.

However, in addition to the company's employees, Wan Xinglong and Ji Ziyu also have to participate, and then Long Yi and Long Dana will not miss this opportunity.

Cui Ning's large conference room cannot be seated for 200 people, but Cui Ning made one wall of the conference room into a sliding door that can be pushed and pulled, just like the sliding door of the Dongyang Kingdom. Once a wall is pushed open, the conference room and the office area can be connected. The company's upper and lower staff can all sit on small stools and attend the company's large-scale meetings.

At the beginning, Cui Ning went straight to the scene and asked:

"Who will ask everyone, what is a brand? Who will answer?"

Zhang Dahai, who answered "The brand is the answer", is a person whose energy value has increased from 35 to 55. He has been energetic recently and is thinking about making a few classic cases.

Cui Ning nodded and continued to ask:

"Is there any other statement?"

Su Ruoqing said:

"I think a brand is a commodity trademark with certain value"

Cui Ning continued to ask:

“Is there any more?”

Xu Tiantian said:

“From my perspective, a brand is a trustworthy brand”

Cui Ning nodded:

"Every colleagues are right. Just like human nature, there is actually no standard answer. But the brand must be valuable, trustworthy, with quality requirements, and can become a product or technology in the field of commercial economic circulation. For example, Hailan is a well-known home appliance brand in our country.

For example, Phoenix Coke is a brand new beverage and Coke brand.

Huiren Shenbao is a medical and health brand.

Of course, entrepreneurs and celebrities also have brands. For example, the New Year drama "Seeking Away" invested by Mr. Wan is a brand of New Year drama. Director Feng Xiaoguang is a brand of directors.

So, in fact, everything can be attributed to brands, or even commercial behaviors, and has commercial value.

And what exactly is a businessman? I will focus on it here.

Especially the saying "no business is not traitor" in our country has led to many misunderstandings about business merchants.

In fact, the statement of merchants really comes from our ancient history. The Shang Dynasty in the Xia, Shang and Zhou dynasties, including scholars, farmers, industry and commerce, all started with the Shang Dynasty in the Xia, Shang and Zhou dynasties.

But today I don’t talk about history, I speak plain language. What does it mean? After the Zhou Dynasty destroyed the Shang Dynasty, many heroes divided the land, while the original nobles of the Shang Dynasty lost their rights and land, and could only rely on their original connections and minds to do some business in the process of national integration, so they were called merchants.

To put it more simply, merchants are declining nobles, who have lost their rights and land and can only do business.

However, many big businessmen nowadays have both rights and land, which is different from the earliest businessmen.

However, the development of commerce has a prominent role in national integration and industrial progress. In addition, merchants are overthrown nobles, so they have always had some ambitions and feelings of family and country, including the legendary Lu Buwei, Fan Li, Shen Wansan, and Hu Xueyan, all outstanding representatives of merchants.

After talking about businessmen, let’s talk about business and brand. In fact, the business model of our country for thousands of years is completely different from that of Meizhou in Europe, but it has been integrated in recent years.

How to say it?

Traditional businessmen in our country are very hard-working, and they pay attention not to brand, but to reputation and loyalty, which is related to the culture of our country. For example, if you are honest and have a strong relationship with gold, you will do something and not do anything, etc., you are all talking about this.

However, Western business rules and brand theory are completely different from our traditional business ideas. They talk about rules and contractual spirit. For example, equality and freedom are all about this.

In the process of national integration, business played an important role, including the Opium War, the First and World War II. In fact, there are commercial consortiums and interests at the moment.

Since business has penetrated into all aspects of life, we cannot simply think that it is trading behavior, so different schools or different statements have emerged.

For example, sales, marketing, marketing, direct sales, etc. I will briefly introduce some to you.

According to the conventional concept with us, sales is to do business, to do business, to sell things, and to focus on buying and selling. Therefore, people generally believe that sales is a relatively simple and low-level behavior. For example, in the past, peddlers who traveled around the streets, or farmers produced and sold their own fruits and vegetables. We generally call it business, or sales.

Marketing is considered to create a culture and atmosphere, and to create sales under the brand culture system. It is generally considered to belong to a relatively large system in modern times, which is what we often call marketing, which means sales behavior under modern enterprise management.

In fact, it is definitely wrong. This classification method is too simple and crude, and it underestimates sales, which raises the so-called Western marketing management. It is essentially a misunderstanding and suppression of our traditional culture.

How to say it? For example, if I planted three acres of watermelons or vegetables, but I couldn’t eat them, I wanted to sell them from street to street, or wholesale them to wholesalers, or brought them to the market to sell them. It can only be called trading or sales, not marketing, which is wrong.

Who said that if I go around the streets, I don’t need brand recognition? Who said that I wholesale to merchants can only be a buying and selling behavior, and there is no modern enterprise management system?"

I was born in the early 1970s. When I was seven or eight years old, someone started doing business. Every community selling tofu was selling small carts, including those who beat the chuck. It is said that there is a tradition of more than a hundred years.

Longdu’s hawking is a culture, with a history of hundreds of people. This is all part of marketing and brand recognition. Why can’t it be called marketing? Why is it one level lower than the so-called Western management?

Including simply buying and selling vegetables, why don’t you have no service awareness and concept? Why don’t you have repeat customers and recommendations? And reputation?

In the past, the wine was not afraid of being deep alleys. It was the inevitable result of old customers and reputation. Why can only be called sales, but not marketing?

Sales are just buying and selling. If there are quality problems with the product, will the seller be irresponsible and careless? It is impossible from a legal perspective or our traditional culture for five thousand years. Anyone who does business is based on integrity, has shortcomings and gains, and is the highest level of marketing. How can he be said to be a "businessman who does not understand marketing"?

Also, the so-called marketing must be standardized, and it must have management rules and systems. I believe that everyone has basically visited the Great Wall and the Old Palace. Each brick on it has its origin and number, and even the name of the manufacturer is engraved. This is hundreds of years earlier than the West. The craftsmanship and inheritance of many traditional industries are extremely strict, and people's character must be strictly examined. This is thousands of years ahead of the management of modern enterprises. How come it has become a so-called low-level business behavior?

Speaking of this, everyone may understand that in fact, modern so-called marketing theory and management are all Western society deliberately exaggerating the so-called marketing management science and suppressing our traditional business and management in order to establish its own standards. Of course, we ourselves have indeed lagged behind in recent decades, which is also a fact.

But everyone here must remember that the origin of everything comes from society and from people's hearts, including choosing any product and service. Whether in remote villages or in modern cities, the principles of marketing have never changed. There is no wall between sales and marketing, and there is a distinction between levels and levels. There is a need for behavior. Service and brand are other things. Although a small shop cooperation or an old farmer may not emphasize this specifically, it is still marketing, and it must be a process of trust and transaction between people.

Then go back to the so-called branding, modern management, including creativity, since everything comes from our hearts, branding and creativity are also the result of putting one's heart in mind and studying people's hearts.

Hailan proposed the concept of sincerity and service in the 1980s because home appliances in that era were high-end products, with high prices and generally poor quality. At that time, the supply system dominated by state-owned enterprises, institutions and supply and marketing cooperatives was all high-ranking, and customers were not regarded as the object of service, or even the style of a man. Therefore, quality and service were the most concerned about by consumers, and Hailan quickly became the brand of the popular people in that era.

In the 1980s, we were all familiar with the slogan, "Implementing three-guarantee agency consignment", because no one had cars at that time, and the company's service level was generally low, so these eight words made many users feel that they could buy it and would feel relieved.

Including "there must be roads and wind fields before the car arrives at the mountain." It was at that time that our relationship with the Eastern countries had just been established. In order to show goodwill to the people, they used the common sayings of our country and said that their cars are of good quality and can drive anywhere, so they have gained preliminary recognition.

Including this meeting, the Naobeijin brand, our creativity was highly recognized by customers and finally signed a contract. Director Hua and Manager Su knew very well. Please share with you how I went beyond the product to make creativity.

Director Hua, just say boldly, just explain the scene, your observations, and my ideas clearly, and I will make supplements."
Chapter completed!