Lange Zhiyang International Marketing Consulting Agency Yufei
Lose weight! Strengthen your body! Turn around! Transformation!
In the period of transformation and transformation, enterprises must practice these four " must-have actions ", and turn from the past product-centered thinking of " inside and outside " to the user-centered thinking of " from outside to inside ", otherwise something will happen!
The famous brand marketing expert Yu Fei pointed out when he was invited to give a practical lecture in Quanzhou that there are four stages of corporate development:
, the hero stage, personal support.
At this stage, the boss is like a hero, almost omnipotent, and a heroic figure;
. The gang stage, interest support.
A group of people walk together for interests and temporarily cooperate for interests;
. Team stage, cultural support.
At this stage, the team has common beliefs, values and mission;
. System stage, platform support.
This is a replicable stage.
China Youth Daily conducted a questionnaire survey on 998 college students in universities across the country. The results showed that 79.83% of the surveyed college students were willing to support domestic products.
At the same time, when purchasing products, 41.42% of students will give priority to domestic products.
Li Ning set out on top fashion week shows three times in 2018. In the field of beauty and makeup, Perfect Diary , Marie Daijia , etc. have already gained a lot of young fans. Pechoin and Forbidden City Cultural and Creative have launched cross-border marketing , achieving a perfect transformation.
Obviously, building a brand younger is very important. The consumption behavior of
"Z generation " (people born in 1995-2012) is worth studying. Young ethnic groups and generation Z are gradually becoming the consumption power of the industrial market. If enterprises want to transform, they must first change their thinking and then transform their models.
Products should be embedded in dreams, and organizations should also be embedded in dreams. If you can't embed your dreams into your product, you will not be able to be with young people.
Z generation is more willing to pay for their interests and hobbies, paying attention to product experience, content and social interaction, domestic products, cost-effectiveness, appearance, personality, etc., which are their consumption keywords.
well explains the three major trends of new consumerism:
From having more to having better,
from physical high price to psychological premium, and
from functional satisfaction to emotional satisfaction.
They are increasingly keen on finding self-identity, telling brands to start from the root and bring consumers a sense of satisfaction, authenticity, happiness, identity and uniqueness.
Interesting and sticky content is an important core for linking user traffic. The connection between brands and traffic has formed a decision-making link for consumer awareness and also formed the main scenarios of commodity trading in the past.
Therefore, if you want to do a good job in the business of young people of Generation Z, there are 3 indicators:
1, simple and interesting;
2, clear attitude;
3, emotional and considerate.
[Teacher Yu Fei’s course features] :
, has a broad vision, vivid and lively, teach by example, easy to understand, and is highly targeted and systematic,
, Teacher Yu Fei’s practical course is truly practical, practical, and completely practical, and is very expressive, appealing, insight, challenge, flexibility and creativity.
. Come on, take the solution and let you quickly master the low-cost marketing practical methods from products to products to brands
. Listen in the morning and use in the afternoon, new ideas, new feelings, new inspiration, and new inspiration.
[Teacher Yu Fei’s course value] :
. Let growth enterprises use the least cost and the lowest cost to quickly integrate resources to expand the market and obtain maximum returns;
. Teacher Yu Fei’s more than 20 years of rich practical cases are analyzed in a comprehensive manner, vivid and attractive manner, making the brand building more realistic;
. Fully play the potential of a growth enterprise and activate the energy of the enterprise. The financing team behind Teacher Yu Fei’s overseas returnee background pays attention to the entire process and quickly masters capital operation skills;
. On-site diagnosis, customized personalized practical solutions based on the strategic orientation of brand management and future listing of the company;
. A fully replicated business model, simple and easy to implement, and fully focus on the eyes of venture capital VC and private equity PE;
. Fully in place, comprehensively create sustainable competitiveness, and one day allows you to fully master the platinum rules of the best-selling world of the brand; any company that has listened to courses will be enlightened, which is better than reading for ten years.
. All companies who have listened to the courses are enlightened, which is better than reading for ten years.
. Today's classic practical course that is most suitable for Chinese growth enterprises to quickly improve their brand and sales
. Facing transformation, opportunities and responses to
. Changes in consumption demand;
Survival consumption to development consumption
self-knowledge------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ tml0. Development opportunities of the ecosystem
Industrial chain------value chain
. Consumption upgrade, corporate content evolution and development trends
Digital leading the new era of marketing:
1. Based on numbers, create experiences to adapt to the customer life cycle trajectory;
2. Deep segmentation, private customization, optimize customer experience in content and design;
3. Positive to move, focusing on interaction;
4. Reduce costs and optimize value.
(No excellent enterprises, only enterprises of the times)
"Internet+": Innovation, openness, integration
● Enterprise Internetization means the Internetization of the enterprise's organization, process, and business philosophy.
● Platform integration capabilities and resource integration capabilities.
. 6 major marketing trends of Chinese enterprises:
. We must pay attention to the personalized customization and sentiment of products of emerging groups niche ;
. We must pay attention to social marketing and establish an integrated life ecosystem;
. Consider the trend of market fragmentation, scenario-based and platform-based;
. Enterprises become content producers, attach importance to experience interaction and thinking evolution, and cognitive surplus is the biggest dividend of the new era;
. Pay attention to the spiritual consumption of the terminal and the assessment of employee value;
6. Pay attention to the county and township economies.
4. Internet marketing and corporate content dissemination rules:
. In the era of self-media, the best spokesperson for a company is the boss himself .
. Enterprises should have stories to tell.
. Enterprises must have an industry pattern and vision .
. Corporate self-media does not mean that it is the official Weibo and WeChat public account, it is a matrix .
, fans = users = readers.
● Every enterprise must have values, taste, and tone.
. The Internet era of content operation 5 major strategies
, interesting content
, take advantage of the situation to integrate
, create topic
, sentiment is the foundation
, build community
need to learn to develop 3P relationships (Personalized Professional Public Relations, personalization, specialization and publicity, referred to as 3P relationship)
6. The golden rule that corporate content top-level design follows
Enterprise success depends on strategy
strategy success depends on model
model success depends on management
management model depends on system
7. Enterprise content brand marketing "Beidou Seven Stars" html l4
, connect to everything
, Internet innovation emerged
, open collaboration;
, consumers participate in decision-making;
, data becomes a resource;
6, the courage to follow the trend;
7, the risk of connecting to everything
● Good content has the same DNA that is not destroyed by the changes of the times.
first, emotional identification, users are willing to pay and disseminate.
Second, it is easy to spread and promote, and has a high degree of user acceptance.
, iterable, one form disappears, you can switch to another new form; one story ends, you can develop continuously to another story.
8. Strategy strategies for corporate content marketing in the new era
. Correct the market, follow the rules, follow the rules, find the concept, sublimate the theme
. Creative breakthrough, vividly interpret
. Seek trust, seek support
. Communication and dissemination, gain resonance
9. The essential 5F thinking
, framet Fragmented thinking
, fans fan thinking
, focus focus thinking
, fast thinking
, first First thinking
0, Enterprise transformation and New media operation Practical methodology
Basic principles of enterprise operation have changed:
, The focus of business is shifting from "things" to "people",
, the driving force of business is transforming from "traffic" to "relationship",
, the measurement criteria of business are transforming from "value" to "value" . The consumer market dominated by
80s has become increasingly obvious: pay for quality! The trend shown by
90 is becoming clearer and clearer: don’t settle!
● Teacher Yu Fei summarized:
Sentimental content can make you win the favor of customers,
Thoughtful content can make you win the respect of customers,
Valued content can make you win the worship of customers
html l5
. Characteristics and layout of enterprise new media operations
Open the value creation process to consumers
Listen-interaction-external response
The gene of the Internet is "three mutuals", that is, "interconnection, mutual sharing, interaction":
● interconnect . Internet is the soul of the Internet.
● mutual sharing. Mutual sharing is the advantage of the Internet.
● interaction. Interaction is the fundamental of the Internet.
Operating users should focus on five major links:
User positioning .
interacts with the user .
Users create value .
Employees operate independently .
12. Comprehensive brand management and communication rules for corporate new media:
Comprehensive brand management is about the whole organization, the whole process, the whole personnel, and the whole indicators to serve the brand.
This is a combination of truth, goodness and beauty.
truth: It is quality
good: It is character
beauty: It is taste
Take learning "three hearts and two minds":
"three hearts": Make up your mind to build confidence and be patient
"second intention": Focus on sincerity and create creativity
What is a brand?
Brand is a commitment to experience, and the essence of marketing is human nature.
Information economy—Trust economy—Belief economy
Only those who can live with a smile can be called a brand!
● allows users to perceive and enjoy their brand genes at every touch point;
● Personalized and fast service is crucial in the industry
