Guests of the 2018 Brand Starbucks Rewards Sharing Highlights
Mozhu's Vegetable Garden 0506 - I've been a little busy lately. After Sunday's "Mozhu's Vegetable Garden·2018 Brand Star Party" ended, I should have sorted out the wonderful sharings of the guests in time to let more Friends benefit from listening. But when I was busy, I was delayed for several days. The live video has been edited and edited by the team's director Hu and is being reviewed and awaiting online release.
Tonight I will sort out some of the essence shared by the three guests present. I hope that by reading between the lines, you can feel those sparkling and wise thoughts.
Mr. Yang Linsen
Mr. Yang Linsen is the founder of Linsen Design and a representative of Xinjiang’s outstanding brand designers. He shared with us his experience growing up with the Linsen team.
When the general environment was sluggish and the economy was sluggish, Linsen stuck to his original intention, starting from carefully completing every design, including a small mustard mustard packaging. It is precisely because of this persistence that I gradually received more opportunities for more important design projects.
Linsen mentioned a "hitting the wall" theory in his sharing. It is through challenging things that you have never experienced in the past again and again, and daring to hit the wall to improve yourself and improve the overall strength of the team. For example, when doing visual design for the National Winter Games held in Xinjiang, Linsen's team also participated in the industrial design of the torch held by the Winter Games. Cross-border, diverse, challenging and improving! If you don't stick to the rules, you will achieve great things.
When talking about “the travel and stay of Xinjiang brands”, Linsen’s understanding of “travel” is more about study tours and research. Only by going out to see the outside world and absorbing richer nutrients can we better serve Xinjiang brands. Xinjiang itself is a unique land containing rich resources. Linsen believes that by combining advanced external thinking with Xinjiang’s internal resources, Xinjiang will definitely get better and better!
Mr. Xing Zaipeng
Mr. Xing Zaipeng is the head of the Tianshan School, the largest e-commerce community organization in Xinjiang, and a senior e-commerce expert.
Mr. Xing started sharing his wisdom by searching for brands. Mr. Xing believes that the greatest value of a brand lies in reducing consumers’ choice costs. Tao Brand just changed the way of communication, but the essence of the brand has not changed. For example, Camel outdoor clothing is recognized by consumers offline and can still achieve good results when sold online. And those Taobao brands that have no brand planning and positioning and cannot generate trust among people also perform mediocre online.
Mr. Xing believes that today’s era is an era of massive information explosion. People are exposed to all kinds of information every day, and much of it is useless and meaningless. People's time to receive information is getting shorter and shorter. If a brand cannot focus and impress consumers within 2 seconds, it will not have another chance. How to focus? This is a question that companies need to think carefully about when building a brand.
At the same time, Mr. Xing mentioned that many people talk to themselves when building companies and brands. For example, when naming a brand, my name is derived from one character from my own name, one character from my wife’s name, and one character from my son’s name. Such a brand has nothing to do with consumers and is not a brand at all.
There are also many people who like to speculate on hot topics in branding and marketing. But hot spots come and go quickly. If a brand does not have its own core and just blindly chases trends, it will not be successful.
Finally, Mr. Xing talked about brands in Xinjiang. They must make their own products and content well in order to have the opportunity to go out of Xinjiang and go nationwide.
Teacher Aileti Timur is a scholar and strategy master that Mo Zhu particularly admires. As the cultural consultant of Beijing Avanti Catering Culture Co., Ltd., Teacher Ai has participated in witnessing the legendary experience of Avanti Restaurant. This unusual restaurant has been reported by major mainstream media in the world.
Teacher Ai’s sharing started from Mozhu’s vegetable garden. He said that many Chinese allusions and friendships come from places like vegetable gardens and gardens, such as the Three Brothers in Taoyuan, The Story of Heroes Cooked with Green Plums, and the Friendship between Lin Chong and Lu Zhishen It's all in places like this.
Therefore, he hopes to meet old friends and make new friends through our event.
Brands, like people, must be friends with consumers. Think more about what I can give users? Why should consumers choose me? If you cannot establish an emotional connection with users, you cannot become a brand.
When it comes to brand planning, Teacher Ai said that many times it is not planned right from the beginning, or the development process will definitely follow the originally planned path. A brand is an opportunity that suddenly appears when an enterprise constantly encounters and solves problems in the process of operation. This opportunity is keenly captured by entrepreneurs, and finally becomes a new strategy and is finally developed.
When talking about Beijing Avanti Catering, it started out as an ordinary restaurant with three or four tables, and gradually expanded to seven or eight tables. But at that time, because the founder spoke very good English and liked to make friends with foreigners, he positioned the restaurant mainly to serve foreigners in Beijing. In the early days, I mainly relied on handing out business cards on the streets to foreigners I saw.
One day, this business card was thrust into the hands of a Marine from the U.S. Embassy, and he took several of his teammates to the Avanti restaurant. After three rounds of drinking, the young men's interest was aroused and they began to sing and dance. But the restaurant is too small and there is no place to dance. This American guy was young and energetic, and he immediately stood on the table and started dancing. Because the restaurant staff did not stop this behavior at the time, the gang brought more friends to have fun the next day and danced on the table together.
This incident spread to ten people, and it spread to hundreds of people. "A restaurant where you can dance on the table" has become the biggest selling point of Avanti Restaurant, and it has also become a new positioning and new brand recognition. Therefore, an American counselor wrote a book called "China" after returning to China, which is a guide for Americans to travel to China. The food chapter begins with, "If you only have time for one meal in Beijing, you must go to Avanti Restaurant. Because it is as famous as the Great Wall in the eyes of foreigners in Beijing."
A brand is not thought up by the founder, it must be built and perceived by the consumers themselves.
Why haven’t Xinjiang brands gone global? It is because Xinjiang does not yet have a strong leading brand. A strong leading brand can enhance the value of the entire region and influence the perception of more people in the region.
Mozhu and the partners of the Chuangxingzhe brand strategy team know that the development of Xinjiang brands has a long way to go. We hope to use our small power to do something for Xinjiang and Xinjiang brands.
Mozhu believes that any small behavior, as long as it is persisted and multiplied by the power of time, will lead to huge changes.
Xinjiang Chuangxingren Brand Consulting Co., Ltd. is the first brand service company in Xinjiang with brand strategy as its core. We believe that a brand must be people-oriented, start from the user's thinking and the founder's original intention, find a good direction, focus on core value points, persist, persist, and persist, then it will surely seize the user's mind, achieve and enhance brand value.
"Mozhu's Vegetable Garden Brand Star Party" is a brave attempt. We hope to work with more people of insight who pay attention to and love Xinjiang to create a better Xinjiang. Tomorrow, give me some advice. Realize the desire to enhance the value of Xinjiang with the power of brand!