well-known brand strategy experts, Li Guang Dou (blog)
Li Guang bucket: the second time to participate in our forum for small and medium enterprises, in fact, most of our services are small and medium enterprises enterprises. However, I would like to SMEs have a dream, hope to keep her business small and medium accomplishing very large friend gave me a hand. But, as I look abroad, in fact, the greatest contribution to the GDP of a country, of course, exceptions to our country, but in Europe, in Italy, the country's economic lifeline is to decide in the hands of SMEs.
Many people say that there is a national investment out of the effect, that when we called the rise, making smaller and smaller living space for SMEs. However, my advice is to take advantage of market opportunities for SMEs, Professor Liu has just told us, in fact, China is an opportunity-based society. Therefore, entrepreneurs here should be an opportunist, opportunism is not a bad word, but should be a good word, not a single enterprise as large as he had no competitors. Even in the petroleum, petrochemical, and he on the one hand to bear the moral responsibility, because he has a policy of monopoly.
the other hand, in fact, these international giants are eyeing the oil industry. Therefore, China does not have a business to sit back and relax, but also do not have a business to small to compete with others. Elephants have the advantage of an elephant, the mouse also has the advantage of mice. Today I share with you the topic of
just heard Mr. Wang Menglao stresses I recently did two tranches of television programs, the first program is called the three business solutions, that is, how to tell a small and medium enterprises survive? Say 5 years down the history of China, three of history, only 99 years, why the three state-owned so many people to look back, brilliant. Now we judge according to economists, Wei is a monopolistic state-owned resources, the biggest resource is the emperor, Wu medium-sized enterprises
women underwear, Shu is the small and medium enterprises, he is the shareholding system reform, a clear up all shares, Taoyuan trio, in accordance with the truth is everyone has 33.33% of the shares, then the introduction of private capital PE, the final listing. Every business every business is different from how the development of this enterprise, when the show aired, the Shanghai Television Station and easy to understand because he made a business solution right away, I understand the would be defeated so quickly, so dramatically defeated. Why? Many people say he lost the political backing, and I specialize in the files of the Qing Dynasty, Kangxi Cao ancestors is a nurse, he knew how to Cao deficit is, but four Jiejia, he can use from the Yellow Curry money to make up for the next year, preferential policies Kangxi gave him a lot, a lot of license, his tax-free, so he went to repair a variety of crabapple, but in the end why?
reason, the only reason is financial, the Cao there are so many men of letters, no one good at financial management, no one good at creating wealth. In other words, Chinese culture, the greatest shortages of entrepreneurship. So, I think each of us to the end of the year, entrepreneur forum much, I think it is a good thing, but are exploring how to maintain an economic growth in the next 30 years of growth. So, this is my understanding of there are a lot of management, financial management, so the back is about 40 after all the financial, the decline of the Jia generalizations.
that is about to broadcast Why is the Monkey King to row the sky, his invincible hand hot topic in heaven, and finally shot his throne room, the Jade Emperor made him out of the earth-shaking. So say you have a skill, you find that he had not in fact have every off, what are fine Hong hard to beat 81, however, has finally settle through relations. My findings are system problems, when in heaven, all the gods to the emperor are working, they are all state-owned enterprises, not worthwhile to your life, to a rebel made him go over, to the ground, I opened the mountain , I planted this tree, I opened this road, passing from left to buy Road to wealth. Therefore, China may be a relationship between society, I would also like to encourage everyone to look at, listened to my class, do not feel dry to open a two-day business boring. In fact all of you here, even our small, but we have what? We have an institutional advantage. So, I think we applaud again, will be able to run your business.
we found that the Central Government has repeatedly proposed, from our top leaders are now put forward a very sensitive word called will be put on the continuation of eighteen large. What is the economic restructuring, we will propose to economists, saying that making money the first 30 years we have good, just good sleep we sleep, to a position not to sleep together, experts say heavy sleep, I learned to make money for 30 years before routines, can not make money after 30 years, 30 years before I rely on to make money, to sum up, eating our interest, to eat the Mao era has left us with a huge demographic dividend, one of Mao Zedong the error population policy to China have more 600 million people, into every 5 people on the planet there is a Chinese, but in fact the same with bank deposits, saved us a tremendous wealth of 30 years, we are in overdraft.
Therefore, China has the world's cheap labor costs, we agree with it? as long as the economy is booming, everything can matter, so China has the cheapest environmental costs, called after pollution, get the village will be able to engage in long factory. There is also a development of the renminbi as the price we have to be low, in fact, not low purchasing power of the renminbi, which is three elements of our development. But the next 30 years, we found that three elements do not exist, all of you little formal small and medium enterprises in some respects, our labor costs can be controlled in all aspects very well
######y lingerie, but we found a new labor contract law is enacted so that you do not add a penny to the workers wages, you 30% more than the previous mayor get on the line, and now get the governor does not work, the earth warming.
third question the appreciation of RMB, the profit per liter of a point, there is no year. In such a case, must find a new model, how to find, that we are exploring. led to 30 years, what we have to face a problem? That is, economic restructuring, China's economy faces two problems , a service from a production society to society. used to be a shortage of society, as long as you will be able to produce a product to sell, and now we find that China has entered an era of excess. former toothpaste, soap sold, may now faced with house and car were sold. because everything tends to excess, this time on the need to shift from a manufacturing enterprise service-oriented enterprise, we found that most money is going to do? not we a factory, but the open hotel, not our clothes, but selling clothes, not our manufacturing cables, but the company's open network, so this is a change.
second all of our businesses, Jiangsu and Zhejiang also Well, Fujian Ye Hao, a former all coastal areas to meet the needs of foreigners, for the manufacture of products around the world. now developing as the world economic crisis, the world needs China if not the products, but China has a vast market, the next 30 will meet on external demand to meet the domestic demand developments. For example, Vanke is not overshadowed by a house to foreigners, but China Vanke to become the world's largest domestic producer. He built a house last year, covered more than 30 years in Europe the house we still need more, so he became one of the most profitable.
So, in our entrepreneurs to consider, in this case how do we develop? I mentioned is called a solution to improve our soft power. that is, our industry has done very well
bra lingeries, but Chinese brands in the world, yet influential entrepreneurs of our favorite practice what is it? called price war, not only lower the minimum. But , we find that the price war can not solve the problem? This is our war in Iraq, we shot the ad business, was arrested Osama bin Laden, Saddam crazy, OUR bankruptcy, sold home. hundred pants have a business in Shandong industry, a pair of pants for 100 dollars, consumers buy your pants because your price is good or good quality, resulting in a 88 pants that industry competitors, obviously better than the hundred dollars.
financial crisis What advertising they play, the financial turmoil audience 29 yuan? to an airline when the financial crisis, saying that to reduce costs, how did he lower it? to the flight attendants to wear sportswear, spring and summer, coats, shoes, the original 1 million dollars into a year-round to a set of clothes, wear sportswear on the line. I said, the flight attendant when you dress up as a nanny, the flight attendants is a nanny. Air boss, after hearing my explanation, to the ticket price , I used to play triple, discount is no discount, the first class is still up 100% full, which is consumption habits.
price war is the brand choice than war, one of my point of view War is the globalization of Chinese brands last chance to leave, especially SMEs. you a free market, nor channels, three non-brand, you will face a very big risk. So, from the brand a competitive advantage is that you start with one of the most basic access. reform and opening up, Deng Xiaoping, Li Ka-shing asked a question, what is the most valuable assets? he answered, a company's most valuable asset is not included in the balance sheet assets, your brand and reputation.
Many people say that the brand where they come from, what multinational companies have more than a century of history, we compete with him. for everyone to see a picture, which is 30 years in Beijing Xidan place to see China 30 What kind of development. Why is the shortage of economics, you can immediately make a dress to sell, the French came to China when other people see is fear, he saw a business opportunity. I buy every Chinese to how much of a fan, clothing production is based on the proportion of men and women, all Chinese people wear the same clothes. But do the factory she is not granted, he organized a Maxim restaurant, then find a female model in China carried out a fashion show, and eventually found, after reading this, this shows that gay men regard the tunic buttons above the first open lesbian to go out after the leak regarded skirt opened a beautiful calf. So, a woman's skirt a great relationship with the economy, of course, is an active atmosphere, the winter to encourage more of us here Chuanduan beautiful dress, and want, a long skirt.
the name famous, he was the first street in Beijing Pierre billboard a tree. Cardin, who sells men in China, selling women's, all products are sold to become the most famous French brand. However, Pierre. Cardin tell the truth, he was not even the Americans will not work, he was born in a poor family in the outskirts of Venice, 14-year-old in a small tailor shop and became a apprentice in 1947 at the Christian Dior company as sales of coats and suits, we speak of small and medium enterprises in addition to our manufacturing capabilities, we are most in need of upgrading is it important? I will give you a suggestion, to enhance the storytelling capabilities. what is behind the brand? is culture, culture is a vivid story of a composition.
Minister Wang Meng, for example, speech give you a rose up about the problems exposed, the Chinese society make it clear to you, tell you what Western society, Fali Qing, the Chinese society is reversed Reason Law, the first feelings, talk about face, the last reason, finally rose to the law, which is the habit of thinking of China and the West is not the same. SMEs the most profitable way to make a suggestion I give you the story of marketing, telling stories about what can be.
now in place Harry Potter, , the publisher asked him to write the final consumers like, his earning royalties for more than 10 proposed U.S. dollars, worth even more than the Queen. Nobel Prize in Literature is 100 million U.S. dollars, I can hire lots of Nobel novelist for everyone to write stories, so the entrepreneur when you have money here, you need to learn what will happen, so that thoughtful people you're working.
So, I'm talking about one, when you have enough if wisdom, you can meet a lot of disputes. I am a friend of Beijing, Dongcheng District, bought in a courtyard, the results every day in appreciation. suddenly opened his door one morning to see a very not want to see the results see the white chalk Write a split, he said I need to do the hardest demolition Beijing, I say you tell stories with them to see who lived, even if it is a wicked lived retain a negative example, the last check for a long time that there is a small three lived.
What is planning, a weak signal from the useful information found inside, what is the brand, brand to uphold, what I said called the Little Three, the word had no primary three, and now people say not from the marriage fails, only a small three do not work hard, make you a lifetime to make Zhao primary three or four results, made a small three to 35 years, made the biggest thing the last century. heaven and earth of the anti-vice singer married to migrant workers go in, it was Xiao Fengxian Cai E to marry, marry triad demolished the house I said you can not be, the stockade Du Yuesheng Shanghai, Shanghai key cultural relics protection units. I said Du Yuesheng, the last wife, the house should be able to be retained, such like some people can make an extraordinary Du Yuesheng, I say you check her history, and finally she said to Mei Lanfang's girlfriend, and finally find a crew that you love how frustrating, how frustrating and finally said, for you movie premiere votes in the first two rows to me, anyway, he said I did not know the film can not be made into it, after the two rows also, finally said who you tickets to give results that gave the State Department counselor, the results have not finished this movie become relics, so you tell stories, including stories with customers, Rolls-Royce in China is not into the story of China, the United States a person engaged in the tourism industry, he wrote a novel We know that Singapore's small size, only 600 square kilometers, only about a Beijing area, the tourism industry did not pursue anything, Tourism Secretary said that I can not do, tell him what Lee Kuan Yew, innovation, and Egypt has pyramids, the lion's head the human body, this country is not the story of the founding of the 60s began, but suddenly made a totem, which is the symbol of Singapore, to sell 10 billion a year.
we have a story called Meng Mu moved the three, this is my office next to a building, that is, Morgan Center, and finally torn down, his leadership is also very depressing. how can this house demolition, you must tell the government why the demolition of this building you can not, such a floor, not Beijing landmark Beijing does not lack such a building, we can not, he became the representative of Chinese culture, the Forbidden City is the most famous buildings, all are on the ground floor, can not be a roof on the building, the emperor did not dare, but the reform and opening up Can the dragon on the ground for 30 years, this is a typical dragon, a dragon in front of representatives of 30 years of reform and opening up, who did not dare to pick the. Finally, the boss said sell the house, he may be a big as a room for a meeting room on that one to buy? see Merchants Bank personal savings banks, 30 more than 3 million people, how the money, he has to see who lived with him, I told a neighbor Zhang Ziyi, the morning run into her, you have to Most rich people want to attract, absorb the rich who get together the money than the boss a sense, I gave him of the sales lady who you seen your house, he said, Microsoft's Beijing office to rent house, 8 August 2008, I said, you'd better give him a contract, I said Bill Gates must be, he watched the Olympic Games to open in the next distribution of his will, my house can be rented out to you the best, But you have to your friends Buffett, come on, I say you quickly to advertise, you want Bill Gates, Warren Buffett be friends, go over here.
you think the rich that you, the original must eat a lot of money with them, and now a neighbor is not better off. The boss said I really have no money, which involves small and medium enterprises can not afford to advertise. I said I was free to help you promotion, the boss is very smart, the Gates and Buffett as long as you let him come to my real estate, buying a not speak, the house sold in time I will give you a house. I think the investment is worth, I also gave business to what he pads can not afford money I have no money, I was in my blog, which published an article Bill Gates in Beijing see the Olympics, where will spend the night? last night celebrating the same time, he He served in the worldwide distributor here, which is representative of China's reform and opening up 30 years off a building, the message board all the coal for a boss, mine owners have come, and to agree at all times the consent of his wife, next to all with an English over six beautiful female students, intends to meet in an elevator Gates, Buffett a good block when a stock that he asked his good.
Later, he said no, I said sell the house finished, Gates and Buffett did not come, a look at this news, Gates to consider his safety, saying that I do not want to go somewhere else to go. Finally, the boss said I owe you, the next season to open Beijing Olympic Games, I took another piece of land in the sideways, that certainly can not be opened in the north, it is estimated to open in the south, to cooperate and then when we not build a building, called? sell vision. Why have become big business because he will sell the vision, he is not selling milk, to the Chinese people's health. an out call, he said, with my world wide, so SMEs should learn to tell stories, sell the vision, I do not want him decorum , you promised to people Gates, Buffett has not come, but I still meet a commitment, Gates did not come, IBM has come, this is the tallest building in Beijing, now marked by the IBM building, I heard that Bill Gates To come to a sudden the floor next to the rent down, so China is a reasonable society, we must first sign a contract, do not say the three beat the Chinese people, racking our brains to make decisions when, at the last minute each of the offerings, the last film left behind the people.
our small and medium air-to-no, always talk about this model, that model, an entrepreneur attending a forum to learn dozens of models, we can not find a mode. participate in the forum before, but also know we make money not know before attending the forum we make money. a small business enterprise can not sell products, how through planning, the product can be sold? So, I mentioned the concept of four , the target precision of the image of international, brand rejuvenation, terminal refined.
This is a wine we do business, how to sell wine? China's four wine, rice wine sold the worst, it used to be selling poets drink wine, you do sell wine to the Chinese victims. his boss said, started from 2005 with him, the first national marketing, small and medium enterprises to have any of your goods leave their homes, people leave their homes cheap, the farther the better your product. The third product rose expensive products to Carrefour his former spices directly to the Office, the typical SME. boss is depressed, you have to do your product, be the image of products , the brand should be fine, you sell Yongsan Ku, have history and culture, the dragon can be placed on the house can be placed on the bottle, and finally sold for 380 dollars, and finally we find six people to drink wine I'm sorry 9 guests .
There is also a brand to rise, selling wine to sell national essence, do not always speak of amino acids, you can just tell him the emperor to drink the wine. The boss said we have not the emperor, from history had it, to find an emperor. There is a saying called He was playing the Emperor of Emperor Land, who in real life to speak to his wife is true, you can find a lot of leadership on wine appreciation, Yongsan Ku Zhongnanhai drink to become a high-end wine. before the sale the amount of 10,000 was 65 million bottles last year, sales of 1.8 billion.
The second case is a mattress company to do, Asia's largest maker of mattresses. but are not allowed to enter into the House had , they said he was a bad image, so the whole product to upgrade the image content, products Terminal Services. Previously this was below his old mark, Hanyu Pinyin to be hillman, we gave him an English on top of a platinum female body curves, you know a good healthy milk sold, selling perfume is the temptation to sell is to sell ######y underwear. So, a boss after listening to my class products immediately changed his underwear ######y cat people, all of a sudden become underwear brand.
selling mattresses we sell is healthy water, and our slogan beauty sleep out. you want to ask you to do a third party to verify the spokesperson, please deal with me that there is no sleeping beauty use, we change one of the most attractive oriental woman, let her talk may change. What is the plan, plan to cause industry-wide concern, we have to find a Canton Fair in Asia, all dealers please come and do a charity auction , Gong Li commercials that sell beds, sold 18 million results, all the news sites are the most expensive mattress board.
lying in bed and how to make photo dealers, who also did not to this point. how to do? contrarian, Gong Li do not want to lie in bed would be willing to stand up and take a look at Bed, this bed set up co-Zhang Ying. dealers have told us, you must Shuangshoubaotou Yang to the top mattress , standing beside the bed and the bed is the same. to place the photo on the sale of the role will be very good, you see that every job has a lot of photos of this business next year will be the A-share listed companies due to the capitalist story.
how his story to the Americans, I sell a thousand mattresses, there is no market, the China market be? ask you replaced the mattress the last 5 years The move to start with. hands much, replaced the last 5 years held the phone to start? certainly changed in 5 years without all the cell phone does not. Americans to see that there is little chance the Chinese market, Americans for mattresses faster than the speed for mobile phones in China last year had more than 23 million newborns, if the Chinese lifestyle as Americans replacement mattresses, mattress pulled over the world the Chinese are not enough, as long as your investment is absolutely right, once gave him tens of millions of dollars, so that the whole of China Open.
the last case, the brand crisis tend to be small brand opportunities. milk crisis, an enterprise in Ningxia to find us, our competitors are very strong
lingerie hot, I said the big advantage of the benefits of the small, how are you going to sell? Inner Mongolia milk is good, we better Ningxia milk, which is 鸡蛋碰石头, you have to insert spaces to create a new learning opportunities. So, people do white milk, you can do the same as Wanglaoji red milk, others to do the animal protein, plant protein you are, is a health care products, functional products can be sold for 66 dollars a box, you can become from a product suddenly selling products to selling a business opportunity to make the image of Chen Hao, wolfberry health drink milk becomes glamorous.
of time, have a little time out, and how to make a product, this is actually I have a one semester course at Peking University. called the brand strategy and marketing innovation, how to l-bit, and how counter-cyclical operations, how to find market opportunities, we listened to the morning according to schedule, wait for the next 5 minutes rest, I will give at the door Members signature, if you need my book, the CD will need me to give you a copy of my latest book.
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