Feel in the whole internet, will not come out like the crack silk such

Interactive guest: Crack silk CEO Gale Olive Oil CEO Eagle Orange Crystal CEO Wuhai carving time founder Zhangzhai Yingyang legendary Chairman Lu Xi

Zhangzhai: I come from carving time.

Master carving: Liv is essential oil.

Wuhai: I'm an orange crystal.

Tang Gale: I am the wind in the tearing silk.

Lu Xi: Yingyang legendary chairman.

Golden Light: We are divided into three stages, the first phase has a common topic, will allow guests to express their views, the second stage I for the experts prepared a number of bricks, the third is with the audience participants interactive link.

First question, I am also a marketing origin, I observed that the Chinese local brand he was the rise of the last century 90 's, hatching a large number of brands, to 2000 years later, in various industries, whether it is apparel, cosmetics batch out of a lot of brands, 2000 years later so far, The new men's clothing brand more than 1 billion of only two, want to ask Lu Total, why 2000 years after the fragmented brand, this is because of what?

Lu Xi: There's always a point we must remember that any one enterprise, any industry, he has a life cycle, is basically at the business school all the models, and finally draw out, the professor often said I am very bull what a patent tens of thousands of yuan a day lectures, the last draw out of the S-type, Basically business based on a category so go and see him down you have to look for a new category, in response to the issue of the golden light mentioned just now, different industries in China are at different points in time to enter the market outbreak, and the market full competition stage, gradually into the oligopoly stage. As a whole China country, his market is also such a cycle. The earliest home appliances industry, apparel industry, fast sales as the country's first market-oriented interest groups, he also gradually towards maturity. For example, e-commerce industry, he is just a nascent industry, is a new stage, he did not appear in the rapid growth of industrial bulk, because our industry is new, but on the curve of China's market we belong to the maturity of the future. At the outset, the Pearl River Delta is a piece of household electrical appliances Enterprises, Wenzhou, a garment enterprises, a long triangle of manufacturing up, at that time China's economic marketization is a booming period.

Golden Light: What do you think of the local traditional brands that emerged during that period as an original brand on the Web?

Tang Gale: I am similar to Lu, our views are very much alike, for example, we often talk about, I also buy love environmental protection, I will also relative to say that anything is a huge life cycle, this life cycle in the back of the whole Earth, sometimes why the weather is so hot, may be a bit big solar factor. I am a more senior from Taobao until the state of the cat, cracked silk has been 7 years ago. From the very beginning, the golden master really helped me a lot. About 3, 4 years ago, he told me you had a chance. You can do very big, I thought what is very big, my concept inside, now the traditional enterprise to me is especially the clothing enterprise is unreachable a mountain, you can not think of what I have with him. Now I find that in e-commerce you can get growth, even produce a lot of brands of the most golden period, because the cat is like you said more and more concentrated, so that the whole Chinese people's livelihood, the economy is not a good thing, I would like to become an oligopoly, from my heart of the goodness of people speaking, I hope the whole industry can get up. I realize that all the cat's traffic this year, including the flow of Taobao, to the waist of the seller's tilt is very large, you do 10 years may be equal to the offline enterprise 20 years, you now go to do one year can be equal to that time 4 years, or even 5 years, we in the strategy inside very fast try to do some brand broadening. Now only know rip Silk, my new brand, I have 5 children, of which there is a 2 this year, just started in March, a 0 sales have now exceeded 5 million. One months 5 million, this is a very fast time to long brands.

Gold: Crystal in the era of the Internet to play a very turn, as you spread, it is indeed done better, did not hear other strange sounds. Wu always from another angle--traditional brand, what do you think of these decades of development, in the hotel industry, now a lot of basically high-end hotels are foreign brands, this pressure on you?

Wuhai: The problem of clothing I think the truth is nonsense, the question of opportunity, the beginning of clothing advertising to help up the third, the fourth one does not get up, not innovation. Ctrip Hairpin is I do, clothing they do the brand in the way is extensive form, including television advertising is clothing, the first product is not innovative, the same way to do the same thing, may do well? This is nonsense, there is no innovation.

The question about the hotel I think is this, a lot of traditional things have a continuity, I compared with foreign hotels, foreign hotels Compared to me, the first we emphasize the sense of design, I now do a way is the marketing perspective, Marketing theory 90% are done, recommend a book "Marketing Do not know things", Marketing says everything is right, and the remaining 80% is vague.

Products on our more emphasis on design, technology, such as some of the more innovative things, we opened a new one in Shanghai, I made a hotel in Shanghai, a suite outside is live normal, inside I put the street hegemony, girls play Crazy Mary, this theme is what I give 70, 80 years after the people, They reminisce about their skipping classes and playing arcade times. I remember a girl told me that I want to have a big makeup mirror, is that you in this room you can be a day princess, is a kind of escape, an attitude. Car has concept car, but you can never open, the house can do concept room, you may live. You see Audi new concept car, everyone is cool, look at my house you can live, but the concept car you may not be able to open. Including the name of the room, the White House is called the Dream, the girl's room is called the Magic mirror and so on. Then to the marketing aspect, the brand is I sit that table to see a little girl, see her what feeling, feel is the brand, she performance what thing, talk quality is what, finally brand understanding deepened. So say the brand theory of things you show up, you can only say I have what characteristics, I try to show out, how do you know, maybe little girl like handsome, do not like sports good, showing personality. I think personality is attractive to girls. But the result is not. I think the most important thing is how you study people's psychology, marketing, market construction, is two p, a logistics, a psychological, now most of the product to meet the physical needs of people, the key is how to meet the psychological needs of people, this time you think these people how to like, he thought I was what kind of, Depends on how you show your personality.

Golden light: You always feel wronged, Taobao said you are the representative of Amoy brands, you think you are not, you are offline brand, said that you are online Amoy brand, Taobao said you are offline brand, you want to do Amoy brand or offline brand.

Master carving: The thief did not eat meat when the thief was beaten by a beating. First I think the enterprise, your industry is divided into two, one is infinitely improved, one is limited to improve, such as automobiles, mobile phones, such as products are the first limited improvement, such as today's automotive industry, we are very slow in improving, this brand seems more important, when the technology to make a breakthrough, If there is a big change in electric cars, it is not surprising that Mercedes and BMW have become Nokia. When the smartphone came, Nokia was the first brand in the mobile phone industry, but his rapid decline. He can help you through a difficult time, when jobs did not return to Apple, when Apple technology was completely behind, his brand loyalty was very good, and in those years Apple was completely behind, until jobs came back to bring technological change.

The second limited-improved product, mineral water, the quality of mineral water is not difficult, Coca-Cola changed the formula, his products have nothing to change, we often talk about the final analysis of your business products, in the end, unlimited improvement or limited improvement, I think limited to improve the product to the brand to strategic heights. Standing on the brand all my brand knowledge or brand understanding is two books, a "positioning", a "blue sea Strategy", your brand exactly what to do, like Nike split head stage I sell shoes, supplementary memory Stage I also sell sportswear. The third stage is a spirit, an idea, an emotional sustenance. I think the brand is two books to me, the second book is a little more complicated, blue ocean strategy, based on the value of consumers to do rapid addition and subtraction, in today's internet age, you have a princess room, this time you do not have to advertise, you can imagine him in micro-bo, micro-ring hair, he put every corner of the photo, Everyone is your live ad and every concept room does well he doesn't have to pay to advertise the concept room because they're excited to tell a friend that I found this benefit.

Golden: How many stages do you think the general direction is?

Tang Gale: I am a direct type of people, did not read too many books, you should see I wear clothes, if a little sense of interest in women's clothing, one can see that I am cracked silk. Our brand sublimation words, good to him for advice. The product is to follow your heart, to know what you want, to be extreme, to focus. I had a meeting before, and they told Jiangnan Spring, even if you have a 10 million, a billion, you are ready to take a sentence to say 100 times, or take 10 sentences to say 10 times, in this situation, you have to ask yourself what do you want to do this brand, because more direct, human neural source is very strange, Just like Wuhai his own heart is very clear what he wants to do, he is bold, put his extreme words, all his things into a sentence is particularly simple, especially direct, extreme, to do extreme, non-stop speaking, non-stop to do so, more and more focused, more and more deepened.

Golden: Zhuang always as a Taiwanese, you stand on a bystander angle, what do you think of China's reform and opening-up since the local brand?

Zhangzhai: I have about 93 years to study in Beijing, 97 University graduation, I have been living in Beijing for nearly 20 years, we are foreign people to China's old brand will feel an inner excitement inside, some of Shanghai's old brand or what, or based on Haier this piece of brand. We agree. Like our university after graduating from business, gradually in the accumulation of their own brand, but also feel that just set foot on a train, whether outsiders, locals to start a business, I personally think that positioning is the concept of local brands.

Gold: When it comes to local brands, we will talk about foreign brands. As a professional marketer of the rise of Chinese domestic brands, foreign brands is not the most critical of this hurdle?

Lu Xi: Before you answer this question, first to interact with Wuhai, the more classic he said that the brand of the theory is a bullshit, followed by their own chasing the girl story complete the brand Essence described again, study girls What kind of people, what standards, their behavior, action, Releasing signals to the message is what girls want, this is a process of branding, is to see what you consumers want, I think not to tell a story, but to do a story. As the Gale says, that's what I'm wearing. The spirit is so said, the brand is not the mouth to tell the story, I just said the principle is the brand rely on you to do such a story, I am such a thinking I am such a thought, I give you a spiritual inspiration, I was doing a story is not telling a story.

From the brand principle, foreign brands in the early years of entering China has been high hit, the global brand he has a strong team, rich funds and so on, indeed from the high altitude has been an imposing pressure on the Chinese brand market development. To today's international brand operation and domestic brand operation is from the top down, one from the bottom up, has not said who must occupy the congenital advantage. In the short term, even the international brand understanding of Chinese consumers, Wuhai to chase the girl, the Chinese consumer understanding and reaction speed than the local brand.

I just said that the enterprise of his development phase of the starting point, there are foreign brands, if the brand positioning, if you set the low-end to erase the girl's impression of you, from a single brand information is really difficult, basically high-end brand big brand is very easy to do.

Tang Gale: I have no feelings for the foreign-brand clothing brands in China, because they have nothing to do with me. What are you doing in this company? In order to achieve a career or what, every pupil in the imagination to run away, to find their most ideal life, everyone said that you depend on what to eat, should be interested when work, really do little. I am very conflicted about how many facets I have to support my brand, what I like to do, the other side I particularly quiet, I think my husband should not wear gxg such clothes, I would think there should be a menswear brand out to him to wear and so on. I just got back from Switzerland a while ago, before the Americas, Europe and so on, they really are black and white, I saw those people abroad they wear clothes, the first stature is not very good, basically to my age is very fat, not black is gray, China walk in the street you will see very beautiful, What happy boys and girls they are my customer typical group, they have come to this stage in the search for themselves, I went to Italy did not look at their clothes, I think the world should be changed.

Golden Light: Everyone feels special, do you think that in the whole internet, will come out like the crack silk?

Soup Gale: Yes. We spend more than 200 billion this time. Yesterday, I asked Lao Zhao, do you feel that every time after the meeting every thing so much, every time do not finish, he said that your media that eat enough, you eat will not eat. Everyone interested in the impulse to do, I am the beauty, I just like to see a lot of people wear different clothes to express their personality, to promote their desired life.

Golden: The clothing industry to see the Chinese road, and Japan, the Korean People's Road is the same, in East Asia, the whole development phase is consistent. Japanese economic development is relatively early, to 30 years, after 80, Japan appeared a lot of top designers, Koreans we found that he is 10-15 years later than the Japanese look, Koreans are in the stage of national awakening, we return to China to see, still in the overall refinement stage.

Tang Gale: I think Wuhai to take the land abroad, open a hotel, you should get this thing out, because this time back to feel very deep, before communicating with others or what state is a little limited, now the network is too developed does not exist such a problem, you go to a Chinese restaurant is very good, Would think that if someone opened an absolute business here, it would be a good one.

Golden: Strong winds suggest that many things are advanced abroad, and high-end hotels are hotel management, group management.

Tang Gale: Public construction abroad too cattle, water can drink casually, dogs can go to five-star hotels and so on.

Golden Light: The user experience of this piece of orange crystal.

Wuhai: Why Western brands are now this situation, warm lust, ancient spiritual needs to spiritual self-realization, Asian self-realization Here is a very important thing called social status, social status is very important. I have the money I want to show my social status, I drive a BMW, Mercedes and other better cars, he needs better to change. He is a man who studies history and economics. He asked me a question, do you learn the middle society has influence to China? The small farmer consciousness is too big to the Chinese marketing. Everyone wants to be different, you want to be a reality show why the fire, is to achieve my dream the same. I think in this aspect is a transition stage, different levels of demand, how to meet. I don't know if there is a higher level, you live in a five-star hotel, if you form a brand impression is what, not to say what national brand is, do a five-star donation to the coal boss you dare to live, the public psychology how clever change. When your brand wants to highlight its social status, social brands have an advantage. Where do I think our best chance is? Low-end brand does not matter, second, you need to show your own personal differences, your work personality when you have a sense of design, creativity and so on. When he has this feeling, he consumes this thing to make sure he is different in his own way. I think this is an opportunity, if your product can let people express his difference, everyone wants to be different, this aspect has the very big opportunity. The first opinion leader is very important, the second from the product, you design the product when marketing has been rolled in, your product design and gas and laughter will turn in, believe that there is no interest-related people, the second how to let people pass the question. You have to build a special one that can be taken away. You have to create a thing to make people identify different, different to be tempted out, the second to take away, he is willing to talk with others, because the embodiment of his personality, different, so this is a unique opportunity.

Gold: The first question why don't you do other category derivative.

Carving ye: Liv development is very good, I think the cosmetics brand profit is highly concentrated, in China's cosmetics brand has thousands of, Taobao has thousands of, in the cosmetics inside the profit is highly concentrated, the top 20 cosmetics brands include 80%. And the underlying reason, Europe's last 10 years, it is strange that no big artist, 10 years, or even 20 years, no top artists in Europe, if his foundation, than the mainland do not know how many times, there is a reason, there is a strange methodology, hard to beat talent, talent can not beat the great age, Painting, you are diligent, I am sorry you do not have talent, his understanding of color has not reached the height of talent, you have talent is not good, not the pace of the great times, the ancient Chinese called the country unfortunate, the poet Fortunately, there is great change, great changes will appear when the great artist. China's great artist is the great change of China in the last 20 years.

Back to do the brand, diligence than talent, talent than but love the times, what is talent, like the mountain of Yao they are gifted, their time for a variety of reasons, he did not like Armani as not to extend from the designer brand to the system brand, today I will look like the crack silk brand, Gale is not only the problem of talent , her love, she and small wind will go to Nepal to travel, I do not go to those strange places, even clean water to drink. That's what she loves, her talent as a designer doesn't matter, this is her love, plus today in such an electronic commerce plus since the media era, crack silk brand is not only her design, we saw Taobao copied their home design too much, focus on why the Shanzhai brand selling cheap, but still to buy crack silk, Because of their brand, brand, lifestyle. My manager at the bottom of their love of essential oils, they run the world, I envy them, I do not want to go, I asked myself what I love, cargo, I like to eat the things I like to take out, to do a restaurant, I said I think, even if the talent can not beat love, open a café is difficult business, I firmly believe that he must be because of love to do cafes, he loves the way of life there is no way. Even if you see a more lucrative business you may not love him that much, but there is another business you would say I like this lifestyle.

Gold: The last question original brand, Amoy brand, distinguished guests He is the future trend or phased product.

Zhangzhai: I think that no matter the network brand, offline brand will be merged into one.

Master carving: I think no point, where the consumer, your brand should let consumers see. Offline Consumers he may not buy online, he will watch the news on the phone, micro-letter to see friends Circle, the internet his Internet nature led to the spread of the brand, where the sale I feel less important.

Wuhai: I think you do not too highly of the electrical business, Gome can also be sold online, just a form, the future may be less in line form, who will do, nothing to say.

Tang Gale: Crack Silk has a slogan called No boundaries, for me, there is no line under the difference, no time, I saw 100 years ago when the clothes, I think there is a lady there, like this, like that, there are a little wild, there are desperately repressed. I will order the Orange Crystal Hotel in the Internet to order, Deal or online transactions, the mode of electronic transactions would become inevitable, offline still exist, because the money or to the general Wu hand, you control me where to order it.

Wuhai: It's no different from the phone, don't take it too seriously.

Tang Gale: Now is really a chance, is to dwell on it, this thing becomes a brand. Today is very happy to meet the total, in Tsinghua, Beida back door I remember my college just graduated from the summer vacation, I went to your coffee shop carving time inside, your wife is a photographer, I was in there to see photographic works, I have so far been obsessed, this is the brand.

Lu Xi: From the point of view of consumption, the future consumer and today's consumers will appear a fusion, today's consumers will have such a concept, consumers need a full channel, seamless connection channels, with his heart, with his convenience, he is the entity here, where is through the mobile phone, the internet, He went shopping through his home appliances. As a business owner, there are many kinds of roles played in the middle, some provide mobile, some provide entities, the enterprise's form is diverse, consumers is a full channel, seamless connection.

Wuhai: Do the electric business to open Xiali, Santana, now everyone is driving, and then again.

Golden Light: We have a lottery link.

Draw）

Golden Light: There are two problems now.

Question one: Carving ye in the beautiful makeup is very cow, I want to know if carving an activity, he this concept, this idea to the following executives to communicate how long, how far to carry out?

Master carving: I do not know the answer, because frankly speaking my management method is not the same, I do not understand management. I if the management is from the journey inside, so that employees have a sense of honor, let them feel fun, my company is also very fun, the company does not clock out, any time can go to play.

Gold: If you want to do big activities, use the company a lot of resources, this activity is related to you do not, you want to manage the flow of activities?

Master carver: I have never been in command of a big event, for example, I held a meeting and I said we had some activities, there will be several groups, Taobao has a World War fame, we noon to work, we call a night to become famous, they each team launched Creative PK Game, there are several groups to follow up, for me the first you give me a mind map, First explain how you think, the second to do PPT, through PPT so that all the people, participants, Treasury, customer service to understand this activity we want to do, because the mind map is Divergent, PPT is a one-way.

Question one: What role do you play, say 1 million, do you want to make a decision, need not sign?

Master carving: Do not sign, we work if you sleepy can go to sleep one hours back, when we work suddenly came to two people, their ideas will be more, gale they are ready to run Nepal, India will go to travel, will not affect their aesthetic?

Tang Gale: Electric Company Our trait, there is a little special trust in others, willing to give them space, for us to do a year a year budget, within the budget casually, a year advertising fee 10 million does not need, we also do not clock, why to limit him, you take this thing pressure him he will really do well, I don't believe it.

Carving ye: First from the mind map divergence, and then do PPT, the third is the Gantt Chart, if these three good, big activities can be done.

Question two: 2013 is a big data age, I want to find their own positioning, I have a favor, with the teachers take a picture, as this 10 years of efforts to target. My problem, I'm still young. Do not have a long-term goal, want to take the teachers as the goal, 10 time to catch up with them?

Wuhai: Don't rush, I'll be old in a while. Youth is a chance, you just want to be young, you just work hard, you don't be too stupid.

Gold: Today's interactive link ends here, thanks to the experts on the stage.