On July 1, 2022, it will usher in the 5th anniversary of “Big Country Brand”. In the past five years, “Big Country Brands” has worked hand in hand with nearly 100 Chinese brands to create new business ideas and share new development missions, which undoubtedly has had a huge impact. Looking forward to the future, how does “Big Country Brands” help the brand’s strategic positioning and help enterprises continue to release their growth vitality?
At the 5th anniversary academic seminar of “Great Country Brand”, Wu Gang, chief producer of “Great Country Brand”, Chen Chunhua, Dean of BiMBA Business School of Peking University National Development Institute, Li Dongsheng, founder and chairman of TCL, Chen Dan, founder and chairman of Zhengbang, and Jin Mailang Fan Xianguo, Chairman of the Group, Wang Shuaimin, Vice President of China Advertising Association, Xiao Ma Song, Founder of Xiaoma Song Strategic Marketing Consulting, Xu Huansheng, Founder and CEO of Dehui Haowu, Sun Laichun, Founder of Lin Qingxuan, Zhang Jixue, Founder and Chairman of Xinchao Media, and Founder of Prophet People Wang Sihan, Zhang Nan, Deputy Secretary General of the Organizing Committee of the China Ice and Snow Conference, Huang Dong, Vice President of Sales of China Lesso Domestic Sales Center, Hao Jia, General Manager of Beijing Suning Tesco, Tian Xiaoyu, General Manager of Beijing Jiudao Tianxia Industrial Co., Ltd., and others Come and share, and make suggestions for the future development of “Big Country Brand”.
Wu Gang introduced that in 2017, “Big Country Brand” was officially launched on CCTV-1. From mainstream media to streaming media, from traditional media to digital media, “Big Country Brands” has worked hard and practiced hard, committed to building China’s most influential brand communication platform and carrier, building a self-luminous, strong endogenous force “Future Chinese Brand Team” with extroversion.
We are now entering a new era of consumer sovereignty, and the changes in consumer demand, decision-making paths, and relationships with brands caused by it all profoundly affect the growth and marketing strategies of brands.
In response to this change, Chen Chunhua, Dean of the BiMBA School of Business at the National School of Development of Peking University, proposed that the best products are “heart-to-heart” with people. In the future, integrating life and driving human progress will be the next chapter. People are not “consumers” but “lifers” in life. Businesses should provide “life solutions” rather than “sales of goods”. This is the fundamental reason why business can be sustainable, and it is also the foundation of “Big Power Brands”. mission.
Li Dongsheng, founder and chairman of TCL, further shared the way to maintain high growth. He believes that the most difficult thing in running a business is not the choice, but the persistence after the choice.
Chen Dan, founder and chairman of Zhengbang, believes that everyone lives in their own clothes, and every enterprise has its own glory. “Big Country Brand” will open up the “clothes” of the enterprise through creative content, release the glory of the enterprise, form reasonable and unexpected results, and help the enterprise to display and create greater brilliance.
Fan Xianguo, chairman of Jinmailang Group, shared the connotation of innovation. The real innovation is to find the value anchor in consumers’ hearts from innovation to “heart”.
Xiaoma Song, founder of Xiaoma Song Strategic Marketing Consulting, pointed out that “Big Country Brands” needs to break through the essence and gain higher authority. The core is to emphasize strengths, authority comes from the potential energy of the past, and continuous self-reflection, whether what you do today can add value in ten years.
Wang Shuaimin, vice president of the China Advertising Association, said that letting the brand speak for itself and allowing the brand to pass on are also the core battles that “Big Country Brands” needs to win in the future.
Zhang Nan, deputy secretary-general of the Organizing Committee of the China Ice and Snow Conference, believes that the most important thing to pay attention to now is how to stand in the most suitable position in your own field.
In the opinion of Wang Sihan, founder of Prophet, China’s development needs the promotion of big country brands, but also needs the promotion of entrepreneurs who are interested in the global market. If entrepreneurs have the opportunity to build your brand into a “big country brand”, they must not miss this opportunity.
Sun Laichun, founder of Lin Qingxuan, agrees. He said that being an internet celebrity brand is like “chasing the tide”, but he is more willing to find a port to “build a ship”, from “chasing the tide” to “building a ship”, which is the must for the development of a big country brand. through the road.
Xu Huansheng, founder and CEO of Dehui Haowu, further proposed that only long-term success is the real strength; Zhang Jixue, founder and chairman of Xinchao Media, also said that with the help of digital ladder media, it will save brand communication costs and help China better. Brand business success.
Hao Jia, general manager of Beijing Suning Tesco, also shared his views. One is to consolidate authoritative endorsements, the other is to expand the stock market and tap young brands with growth potential, and the third is to drive products through brands, and then move people’s hearts.
Tian Xiaoyu, general manager of Beijing Jiudao Tianxia Industrial Co., Ltd. believes that the really excellent media people do not “delete” customers, but make marketing plans suitable for them for different customers.
“I hope “Big Country Brand” can really become an aircraft carrier in our advertising industry.” Huang Dong, vice president of sales of China Lesso’s domestic sales center, said.
Talking about the 5-year and even longer-term development prospects of “Big Country Brands”, brands and experts generally believe that in the era of fragmentation and rapid changes, the core elements of growth remain unchanged, including the creation of brand value, centralization The use of media and the intensive cultivation of core marketing channels must grasp the growth logic of certainty in an uncertain environment.
In this regard, Wu Gang concluded that in the past 20 years of entrepreneurial process, “Great Power Brand” has formed a set of great power methodology, namely “three fives”, focusing on content visualization, effective communication, marketing implementation, ecological extension, and innovation in the future. Five dimensions, spread China’s successful brand development experience with the help of the omni-media matrix, consolidate the brand building of “value, culture, and image” of the enterprise, build a communication bridge between the enterprise and the government, industry, think tanks, media and capital, help the national tide, Introduce national style, manufacture domestic products, demonstrate national strength, cultivate national innovation, and continue to empower Chinese brand building.
In the future, “Big Country Brand” will adhere to long-termism, be based on the central media, use a younger communication matrix, and make a contribution to continue to tell the story of Chinese brands, accelerate the fission and promotion of brand value, and lastingly empower the brand’s commercial value.