The father of modern marketing Kotler: Marketing into the new media era

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[reading] Marketing managers will be younger in the future, with an average age of 30 or more, rather than age groups over 50, who understand the new media better than these traditional marketers.

Tencent Science and technology in today's sponsored by Tencent for marketing high-level Mindstorm Conference, "The father of modern marketing" Philip did "master the Media World" and "how to build a strong brand" to share.

Philip, referring to "how to understand the media," pointed out that now has entered the new media age, but most companies still spend 90% of the budget to traditional media, one reason is that marketers do not really understand the media, the average age of managers is 50 years old, only rely on their familiar traditional media.

In this respect, Philip also predicts that in the near future, marketing managers will be younger, with an average age of 30 or more, rather than age groups over 50, who understand the new media more than those of traditional marketers.

Speaking of media changes, Philip said that in the United States, newspaper newspapers are struggling to survive, the fundamental reason is that young people no longer buy newspapers, if the user moved, the media will eventually disappear. Now the internet has changed the traditional media and traditional marketing methods, smart phone has become the center of people's lives. So Kotler is very optimistic about the development of new media.

Kotler that the 3P in the service industry is very important, namely human, process and physical evidence. So it is very important to care and interact with people, to control the whole service process and to provide good products.

Finally, Kotler, there is now a very popular term called "Creating content". This means that there are a lot of corporate role is to help customers create content, so that the sales team to understand each and every customer, the company's products and customer demand docking up, as if to create a story. This is also a very effective marketing method.

The following is the "father of modern marketing" Philip Share record:

Philip: Thank you very much! Thank you for inviting me here to be able to share with you the time, Tencent is very great, in a very short time to become the world's top three internet companies, you should feel very proud.

We find that the changes in the Internet competition are constantly innovating, adding new things, every internet company wants to do all-inclusive, so Facebook is not just about Facebook, it wants to expand, it spends 19 billion of dollars to buy WhatsApp, and our micro-mail is very similar. Today I'd like to talk to you about a few topics and then answer the questions that interest us all after my presentation.

Today I want to talk about two main topics:

The first I call "Mastering the Media World", basically Tencent is a media, media company, we want to see what it means.

The second topic is how to build a strong brand, how to make Tencent become the most powerful world brand. What costs and costs we need to pay, we say that the world brand is not just a product and a name, but a combination of a variety of relationships, may be related to the relationship between the brand.

First, let's take a look at how to understand the media world, we grew up with the traditional media, is now entering a new media era, but the majority of companies are still spending 90% of the budget to use the traditional media, one reason is that our marketers, the company's marketing people do not really understand the media , their average age is 50 years old, relying only on the traditional media they are very familiar with.

But we have to make a prediction as a new media, when your media becomes an increasingly important medium, the average age of their participation in the company's marketing program is getting younger, and I predict that the marketing manager will be over 30 years old, rather than the age group over 50. These people understand the new media more than these traditional or old marketers.

What is the traditional media or the oldest media? The oldest media is face-to-face, a person holding a bag to communicate with another person. So it was a long time ago, a tradition--face-to-face marketing.

Another thing that may be older than him is that drums are used to communicate through drums. There is also a trade meeting where trade meetings can be met face-to-face to conduct market transactions. You may take part in any kind of exhibition, you will see a lot of salespeople at the show, and you can see how to use the product and product display.

There has always been a problem in this model, that is, they are not outdated, because it is expensive to attend the exhibition, to go through three or four people to build a booth, someone to build this booth, so the cost is very high. Why not create a virtual show? That is, we just need to look at this computer, and then to show the interactive online, our new media allows us to enter the physical exhibition site through the virtual world.

There is also a print of advertising, such as single page posters and brochures, to some extent still in use, billboards is a good way to advertise, for your company to advertise, rather than products. The problem is that many cities are banned because this is called visual pollution. For example, while driving may distract us, so the way is slowly decreasing.

What kind of fate do news, newspapers and magazines face? Newspapers are shrinking, and now there is no profit and now struggling to survive. The worst part is that young people no longer buy newspapers and newspapers, and I don't know what China is like. But the fact is that if young people do not read newspapers, the media will eventually disappear and become extinct.

Chances are that the magazine will be better off because it's more about interest and focus. For example, I want to buy a motorcycle, I might buy a motorcycle magazine. For example, I like fishing, I may pay attention to the fishing magazine. But in fact these magazines can also be virtualized, without the need for a journal of physical paper. For consumers, there is also the possibility of both, there is a print version, there are virtual version, the end may go to virtual.

There are also direct mail and mailing lists, which are also the traditional way of the past. My wife will look at four to five catalogues every day, looking at a variety of products. But sometimes this kind of direct mailing list is just a letter, the letter said that we have very good German knives here, do you want to order? I am also worried about the future of this direct mail model, but it is a very important marketing way in our country.

Smartphones have become the center of our lives, and China seems to be more compact with iphones or other smartphones. More reliant on mobile phones than Americans, and don't know if smartphones are addictive. But will we lose the natural connection between people? Because we don't need to connect with people anymore, we just need to connect through smartphones or other virtual networks.

TV, radio, movies, you know, there are other media, including sponsorship, street floor or offline promotions, and I don't know how to explain it. But as I recall, a new car company wanted to build a reputation, and their approach would be to hire very beautiful women and then drive and demonstrate these cars in very busy areas, especially to attract young men, and maybe they would ask me about the car. Now it becomes a competition for car demonstrations to get word of mouth effect.

Product placement is another way of marketing, for example, when you're watching the 007 movie, he's driving a BMW car, which becomes an implantable ad. Although the world of traditional media is already very rich, now ask a question when we look at the digital media, will the traditional media disappear? Or is it just going to fall and not disappear. Ultimately, if you're relying on traditional media from a management company's point of view, it's like the P & G 80% is still the traditional way of advertising, are they making mistakes? is 50:50 better? What percentage is appropriate for a company is the distribution between traditional and new media.

Digital media, we are very familiar with some websites, such as these online pop-up ads and so on, in the United States, a lot of online advertising is profitable, in fact, sometimes very annoying, online browsing when everything jumped out, I think this kind of advertising in life is a bad advertisement. But Tencent wants to think about whether you're tracking ads or advertising-generated information when it comes to revenue from your company's products, including live broadcasts of various networks and live video. We look at some of the traditional YouTube, these are some very new new media, we often use these new media. We Chinese companies have done their functions, for example, for the mobile phone market, the first is dependent on the computer, not to say that the desktop is a computer, we can say that it has changed a lot, the computer has been upgraded a lot.

In fact, many companies have to consider how to migrate to new media in this regard. For example, transfer 10% to new media, for example, if you hire someone who is very talented, capable, and very young, and they use Twitter and YouTube very much, you tell them that some of the work they're going to do can have an impact. , Word-of-mouth, or attract people's attention and so on. To see what they can provide for some time, such as 10% of the promotional costs like a lot of, like the P & G Company, 10% of the promotion cost is very high, if the effect is good, we give him 10%. Not to give them 50% of the budget, but to say that there is some money here, you take the money to do some work, we are really good, and then give him more money. In the future estimated new media and traditional media estimates accounted for 50%, of course, we can not give up the traditional media, in fact, the traditional media in the role of brand shaping is very strong, such as a narrative or drama, in your view of the process will feel a brand.

We said for brands, for example, insurance companies have some insurance products, you can consider your income to design your insurance. For example, the general television advertising, we look at the bottom of the commercial ads will write a Web site, that is, television to give a lot of information, generally speaking, the information on TV is less than 30 seconds, the information on the Internet is the longer the better. It's very important that you combine these two parts.

Let's take a look at the interaction and now they are converging and merging together. This is not to say that in the early days of television, we had telecommunications companies, radio stations, later television stations, and then computers. Later we had cable companies, we used cable to send content, and then the Internet. First there is a computer, then there is cable TV, our latest is interactive digital TV. We say that through these integration can make a lot of money, if the new media and traditional media together is very important.

We look at the power of the Internet, they change the foundation of the whole marketing, these consumers have changed, they can only know certain information, only in a small number of ways to buy. But now they have more ways to buy, say you want to buy a car, in the past we are from the TV 30 seconds of advertising to see the car, and then to the showroom to see what the car looks like. Then ask some friends what the views and suggestions, can be said that these car sales companies have complete information, now we all know more than the previous information, these consumers are more information, more powerful consumers. We do not say to communicate with colleagues and friends first, they think which car is good. We will be on the Internet to see the rankings, see J.d.power Company's ranking of cars, watching the internet to talk about the feeling of the car. In other words, a company will not monopolize this information, in the past time these companies will deceive you, they want you to buy their car, even if their car is not good also want you to buy their car. Now if the car is bad, there is a person who felt that the car is dissatisfied will be published online, not to a person released, you can tell thousands of people this information.

So we look at the benefits of the information age, which means that companies are getting better because they can't cheat US consumers anymore. We see this information showing how many people will look at the information on the Internet first, no matter how much information, for example, 70% of Americans will go online to check the information before they go to the store. If you go into the store and there will be two things going on, like buying a camera, I'm asking how much, and there's a price for, say, 600 dollars. I said, wait a minute, I see whether the phone can find the price, for example, in other places 580 dollars, you here cheaper I will buy. I also have a coupon on this phone, this coupon may be worth 30 of dollars, so these stores encounter a lot of problems, that is, their price is meaningless. Sometimes I do not have to go to the store, can go to the Amazon to see a camera, that is the new way to buy the internet to see the way to buy.

Sometimes there is no need to go to the store to buy, it may be in the store to see a product, read and then go online to buy the same model of products. That means the store has become a showroom, and they are no longer selling. We see that the store has become a showcase for these products. Let's take a look at the world of Business-to-business, is the enterprise to the enterprise, to their sales staff how to do? We hear a lot of sales people are not seeing customers now, they feel very headache. For example, the drug industry, for example, Pfizer has a product to communicate with the doctor, the nurse said the doctor is too busy, no time, you can put things here, we let him see. Pharmaceutical companies spend a lot of time and money educating salespeople so they have the knowledge of medicine. For example, there are some large products, they are very familiar with the product, the various types are very familiar with, do not need to see the sales staff, we call them just to send orders, because do not want to see these sales staff, so can only send orders. For a complex product, such as a plane that buys Airbus or Boeing, it requires not only salespeople but also engineers, who need face-to-face communication and communication.

I am here to point out two main points, the main traditional marketing is advertising and sales staff, they are all the 800 pages of the marketing management of the foundation, that is, the basis of marketing. Of course, TV marketing is declining, but still in use, and our sales staff are less and fewer. The new marketing issue is that we don't need four p, and I'm going to explain to you what the four P and related ideas are.

First of all, four P is the concept created by our Northwestern University, it was a professor at Northwestern University who developed the concept of three p, and in his course the professor designed the price and location of the product, and then we had to design the distribution, so we realized the distribution and then named distribution. Later, the Michigan professor said he didn't want to name it a distribution, and I wanted to call it a place, a place, so I ended up with four p.

I went on with his idea, because this idea originally originated from Northwestern University, so there is a special one to describe what kind of products, prices, according to each P I have a special chapter of the statement. This four-p is a frame, I think this framework is still useful, but two things happened, when they first created the physical products exist, at that time did not vigorously develop services, more products. But now 70% of the United States is serving, so we call it a service-oriented society. Because services are more virtual, I've just come from Tokyo, and I'm surprised that services account for 70% of economies, but their manufacturing is still very strong. So you know the names of Japanese companies are well-known manufacturing companies, but they tell us that 70% is the service industry. Of course, a lot of manufacturing is made not in Japan or China, but elsewhere.

We said that the service industry has three p, which three p? I think the most important thing is people. Most of the services are for buyers and sellers, such as Haircut and barber shop, sick to go to hospital with doctors and nurses, such as doctors or nurses unhappy, what will affect your sales attitude? So people are going to add to four p inside.

The second is the process, in the service you are a process. For example, McDonald's is the service industry, we all know what the process is, you queue to see the menu, tell him what you order, they quickly provide you with food, and then you sit down to eat, and then put the tray back, this is a process. A lot of business finally becomes such a process, this is another p--process.

The third is physical evidence. For example, I went to the plane to show what is very good, because I can take me from Tokyo to Beijing, but now I have some physical evidence, such as you have a ticket, as well as luggage tickets, or insurance companies to buy claims have a credential. For example, you will have a physical pingju order, a contract or certificate hanging on the wall, and you go to school to get a diploma, you will certainly have a diploma. If you've been studying for 10 years and haven't had a single piece of paper, you'll be very upset. Now there are seven p to join these three p, we say this is just a framework, that is, when planning your next year's sales this is your planning framework, not to say that seven p to use, may have some more important, also can say in the new digital era the most important is the product, you may say so. In other words, each supply will have a different supply, whether it is information or games, or different times of entertainment, each is a product. If you do not charge for this product, we know that the problem of the new network era is too much free, how do you earn money, how to profit ah? What do you pay for the bill?

For example, I was looking at my iphone screen and found that a lot of apps are free like everyone else, at least 99 cents is the most expensive. What if everyone uses 20 dollars? I would certainly not install forty or fifty apps, I would say I do not need weather procedures and are unwilling to pay for this. For example, the Kindle ebook service, if these are charged products, our world will certainly be different, do not say that money to buy forty or fifty applications. Where does this money come from? There is a very interesting book, the name of "Free", the publisher also operates the "Wired" magazine, you can use the free sex to build your business, that is, you can build up after millions of of the name, then can charge, this is the Internet.

Facebook is basically free, they are still exploring how to make a profit, Google is very good, has found a way to profit, know you recently saw which car, such as how long it took in BMW, on the page will see the BMW dealer, we all know what is going on. The free view is that the first is free to use, and finally use it to achieve profitability. There are also special publications that describe our industry.

The 2nd is the long tail. We have a book that says Amazon can sell three copies a year, but there are a few books that make a profit, maybe a book for everyone, but most of the books don't work. More out of personal self want to show to others, most of the books are failures, both out of self writing this book, and not all books can be successful. Amazon can sell hundreds of thousands of books, sometimes only one or two, they are called the long tail phenomenon, in fact, it will make money. Anderson wrote this book to have new ideas, the latest third idea is that everyone will become a creator and consumer, both consumers, but also production, is actually a futurist created the word. It means that everyone will create their own, you may build a bike yourself. There was a Toyota engineer who made a very good bike and a woman knitting sweater to sell sweaters.

Anderson means that everyone creates products, and we all create something. The key is a 3D printer, just like a small tool. This 3D printer started with 15000 dollars, now 13000, 12000 dollars, gradually you will be able to afford, so that each of us can do something. At the same time there is the role of the network, there is a woman to do very q, very cute little things, advertising online to sell their own things. In two ways, it is our new situation to make some products to advertise first.

Just now I talked a lot of marketing officials do not understand the world, not very good preparation. IBM, for example, has done a good job of tracking market trends very well. Many knowledgeable people know that IBM has a very good financial expertise, a research report two years ago. Most of the chief marketing officers do this, and they don't have to do the things they do. CMO is the chief Marketing officer abbreviation, I was very surprised from Japan, they sometimes have no marketing department, they generally do not have a chief marketing officer, usually has a management marketing vice president. Many chief executives in Asia think that marketing is mostly about advertising, there is a sales department, and the marketing department is doing some activities. The sales department actually has a sales executive to manage and not report to the chief marketing officer, who are two departments. The sales department is generally very large, the marketing department is not so big, in the Procter and Gamble Company may be more than 100 people.

Doing marketing in the United States is not very good, is called a p, not a product, nor price. They say marketing is about promotion. HP's CMO, for example, is an engineer, not an MBA, and says that only a few salespeople are needed. In Tokyo, we look at the sales department, advertising department is very important, they have to think about what we want to do a product, how to price, how to distribute. They assign different functions to different departments within the company, resulting in four p. This four P is finally in the marketing department, we see this situation, the United States, these chief marketing officers only 26% to see blogs, microblogs, online information and so on, 42% of people to see third-party comments, views. That is, they do not look at the market for deeper information and information, more than 80% of people from the old media to get the message. For example, market research, market analysis, etc., I personally think that market analysis is very good, such as YouTube and so on. We will also see some traditional companies that are willing to sell their products to older people because the media used by the elderly are accessible to the media. If they want to sell the products to these young people, they need new media. In India, for example, a study has shown that marketers in India are willing to sell their products to the rich, very young and very rich people.

There is another point, that is, when marketing a lot of enterprises generally will be willing to spend money to the blade, for the marketing of the money in return is how much. We have to understand the concept in this industry, such as Tencent, is actually to your customers to provide services, sales are services. You have to think about what customers want to get? What can you get by using your service? You have to tell me how to use Tencent's services. For example, how do we increase sales, Tencent is working with marketers in different businesses, because your services can help improve their marketing and make them better at selling online, and these people will tell their boss how Tencent helped them. For example, they give Tencent 1 million dollars and then use the service, what does the customer get? For Tencent to know how to make it easier for the marketers who buy your services to prove that they have used your services. Your customers may not know how to use Tencent best, such as using an online blog or other information, and so on, marketers should tell the boss that we need to use Tencent more, Tencent can bring us more profits. Or with the company said the network can bring more digital activities, such as building a very good site, so the company will have a lot of understanding, such as history, products and so on. It is easy to see a website, if the use of more and more people to prove that the site is good, each of us are experts, so you have to build this site so that everyone is willing to use.

Now there is a very popular vocabulary called "Create content", there are many corporate role is to help customers create content, I have a sales team, I give the sales team content. They want to understand each customer's own company, must create a story, so there are some drama, this is very content, is very important.

There are some ways to look at this page, and for a company you use your digital activity to do something new. Some very big brands in the United States I have written here, you can look at, of course, not very full. Should write WhatsApp, it and your micro-letter is very similar, every enterprise can look. Take a look at what these enterprise development processes are and how they take advantage of them. To cite a Facebook example, you know Zuckerberg's story is very interesting, he just wants to date girls. Then some people went to court with him, and those people said they started to make an idea and finally made a movie about Facebook. The film finally brought some tension inside the Facebook, Facebook's positioning is to connect, so that the whole world together, all people can connect, the beginning of the word to connect, and then can post photos, video, this is the development process.

On the other hand, many companies can be invited to set up the company's Web page, such as Coca-Cola set up a Web page on Facebook, why is this built? Because it can bring some cheerleaders, some people can do some very good activities through Coca-Cola and so on. So Coca-Cola can reach more and more people through Facebook.

There is also a business I did not write up, I think is very good business, is Amazon. Amazon does very well because it knows the customer, likes the customer very much, the customer is easy to buy the book online. Think about who can invite customers over and write a book review at the end of the purchase. What if the sales are bad? For example, a score for a book may be willing to buy. Sometimes when I read a comment about a book on the Internet, I know more and more that I might buy this book. For Facebook, it's not just about making money, it makes it easier and more confident to buy things. If necessary, they can be refunded and they think they can enter any industry. The following tweets may be selling cars on Facebook, and they may have Facebook-linked companies, such as the Volkswagen Beetle, which can be delivered via Federal Express. They can improve the standard of service, and may more be needed to deal with virtual suppliers.

I think the point of interest may be how to build Tencent's brand to give life, so that it has a wider audience and so on. I spend some time with you to promote the concept of what is a brand, it is not just a name. Let me ask you a few questions, how to develop a strong brand and brand positioning, how to effectively promote your brand, especially an Internet brand. How do you evaluate the performance of your brand? What do we say the brand is for? There are some ideas. Most of the products are just as good. People think you produce a poor product, and will not be responsible for it is difficult, most of the products produced are good products, cars are also good cars. They are all commodities, and the product itself is difficult to stand out. My point is that when building a brand, you need to differentiate your product, not produce another shampoo. My interpretation of the marketing department is that this department is the development of the Department, such as a device, if I go to the original country to tell people this is meaningless to them, may use this to throw the game. Not only the meaning of the function, but also have psychological meaning, how to let everyone through my products to enjoy production, this is the 1th.

That is to say, each product has to be differentiated, once the brand is created, you will be said that the brand is in fact the responsibility of the marketing department. We assume that Tencent has a marketing department and you do all the necessary work to make people like our brand, just like Google's brand. So that all Tencent users can feel the love of the brand. But it is not the responsibility of the marketing department, I think the brand is too important, can not be said to rely solely on the marketing department, but should be the responsibility of any department, I think the CEO should be at the top of the brand, as its leadership and meaning of leadership. And some departments may have a negative impact on the brand, their behavior, the department's behavior may cause customers to feel disappointed, or even erase our brand. So it should be owned by our company, not by the department. So to win customers, keep customers, grow business, and be able to win our suppliers, distributors and other related to our business to the relevant parties, these are related to the brand.

There is such a book called "4D brand" such a book, the brand has a lot of influence factors, of course, I will not be one to say. Your pricing style and customer service are all influential factors. So the work of branding is not simply understood as a concept, it is affected by many aspects. By the way, the brand concept is a positioning concept, a good brand positioning is very clear, this is my point of view of some examples.

We take three m as an example, we can understand that this brand is a High-tech company, is to create processes. Able to produce very high quality glue and so on. Is Marlboro just a cigarette? Or is it just one of the cigarette brands, and what about the brand? If you are a smoker, you may like the brand very much, making you feel very cowboy and very mature. So this brand has created such a concept. Its products are similar to other products, but the concept of creation is differentiated. Disney is a family experience, parents and children happy experience, so to put the brand on a idear, to focus on this.

Speaking of Tencent's positioning is what? Of course, this answer should not be provided by me, we should ask a lot of Tencent users how to understand what they think is the core of Tencent. This core may require a lot of activity. When we build a brand, we need to create a name, and when I see Tencent's name, what's the first thing that comes to mind? In the American currency is called the cent, the very system and Tencent pronunciation is same, in very early 10 cents is a very big sum of money, If you can earn one hours, you can make money than the current 50 dollars an hour, see the name also want to imagine how to express Tencent, may show a currency, coins, bit ratio and so on? This is the topic of imagination, for a company not only need a name, text, Also need a logo, tag, for example, when we turn on the computer, this is my browser. I forget that name, but I will say "welcome", which will arouse our attention to the brand. There are other aspects, such as your business card, which are designed to be perfect. Behind is your credo, when the card turned over is "we believe that the following three points, this is our belief", such as social responsibility, customer value, you can write these on the back of the business card. And the customer will come into your office, and the office will be an expression of your brand, and your company's truck, if the maintenance of the truck is very poor, it will also affect the brand. And your dress, for our brand has an impact on these factors, such as names, slogans and so on.

In the United States may choose a company's slogan, we have a big company to sell everything, their slogan is "Where the Americans buy things", Coca-Cola slogan is "A real thing", what is your slogan? Do you have a slogan? In fact, the slogan itself is risky, Tagline itself is longer than the slogan, is the company you need in life, MasterCard "where you want to buy anything can use MasterCard", so will pass a short sentence or a long sentence to express the message to the customer.

Finally want to leave you a question, do you have a brand slogan or a word, or sales of a sales language? Let's take a look at some of the negative examples of brand slogans, such as Ford saying "quality is our top priority", but we found that Ford was not ranked among the first 10 companies, If your quality is the first priority, why is it in the top ten? Holiday Inn's slogan is "No surprises," and if you go to any hotel and say no surprises, like spending it, I think they should give up the slogan. These slogans are good and bad. There is the style of communication, I do not know what style is, is humorous? If it's human and warm? This is embodied by the character of man. How do you sell yourself? Brand people may need to think deeply about these style issues.

I ask you a few questions, and the first question is, "What are the words you have?" Disney has "entertainment", there is no single word you have, such as the Internet, but other competitors will have the word.

Write down other words that your brand name can inspire, such as calling someone to say, "Have you ever heard of Tencent?" I've heard the words "," the impression that Tencent left you. You can collect and disseminate the words that are useful to Tencent, such as the positive words you use for Tencent, the negative ones, and the words that are good for us, but they are not well-known words, they can be used to describe them. But the perception of these words may not be very broad. If these words are unique to our company, we should not only underline them, but further emphasize them with two lines, which are different from competitors.

For brands to have these content to make the brand better, the first is Word-of-mouth effect, you want to create Word-of-mouth effect. It's best to have a fan group, your fans are very enthusiastic about you, like Haredawis motorcycles, and some people like Google, so create your fan group. When your group is bigger, the more they feel satisfied, the better their word-of-mouth effect on your company will be. They will talk about your company in a good way, so that you will succeed.

There is a more formal approach, such as word-of-mouth dissemination of a good way, your company invited some people, they will be your company to other people recommend. For example, if someone else is looking for something or a service, these people will not recommend your company, we are called net promotion number. For example, a dentist told me to ask the patient after his treatment. Are you willing to recommend my service to others? Some people say they are willing, and the more they say, the more people will like you, which is very beneficial to the success of your business. No matter how your business is doing, you have to plan for this marketing. Not only do some promotional activities, including sponsorship activities, events, such as public relations, telephone, clubs, blogs, exhibitions and so on, and people can contact. For example, your product is not a touch of physical things, but think of ways people can touch you, in many ways to make them contact you. For example, now people are happy to talk about you buzz, which is a very popular word. When people are happy to talk about you, one of the people who wrote a book called Tipping Point, some people will suddenly popular, why? These are all related to buzz, I think there are three ways to create buzz, first of all to realize that some people are experts, insiders, they have a certain aspect of expertise, Very professional. For example, I often go out with a couple, they talk about a lot of wine, we are tired of hearing. He likes wine very much, he is an expert in wine. If a wine business to promote, it is necessary to understand this person, to know this person, because he knows what wine is good. For example, car professionals, network professionals, followed by these people, know people, may not be enough knowledge of your products, but know more people. I hope your business contacts more and more people, these people can help you, they can expand your business. Finally, there are salespeople who are willing to sell, so it's buzz.

These professional buzz processes, such as we give an example of is that Procter and Gamble Company is a big company, tremor like an earthquake, swinging, shaking meaning. In a university in the United States, they found that 10 very influential people are very famous, very popular on campus, everyone is willing to listen to them, willing to communicate with you. For example, some people are a very good performer, or some people are very good players playing football. You give them some free products, like giving Coca-Cola to them, and they might say a lot about Coca-Cola later. is to cooperate with these people, they will bring some vibration to your products in the society. For example, Tencent, when you are in the market to be able to find ways to be happy to talk about your company, this is one of the most important ideas, practices.

Let's take a look at it. Not only do you have a good brand, there are many ways to measure the success of your brand. For example, last time with the boss said our products to this level, and then after three months, we now brand to what extent? This is the strength of our brand, brand reputation. It cannot be said that it will come down after three months and that it will fall more and more in three months. In other words, we look at the company's brand tracking evaluation, for example, we have access to help to make people better understand the brand, we have to let customers talk about the value of your company. For example, using the rapid communication tools of Tencent to promote your brand, sometimes we will use some methods to calculate whether the improvement.

To give you a summary, you can ask some questions. Brand name is very important for consumers, a good brand is very influential. Now the brand is getting closer and the quality is getting closer and better, so we have to think of ways to differentiate. For example, through different methods, such as function, social function, impact on people's emotions, and some spiritual impact, etc., so that people can distinguish between you, and there are some differences. We expect these companies, they may be willing to help people solve some of the problems encountered in life, the brand if the positioning of the good will have very great value. What is the value of your brand? There is a lot to talk about, not only the brand, but also the location of a brand. That means what your purpose is, what your business cares about, and what you want to achieve. For example, if I invest in your company, you can talk to us about what your company is most concerned about and what values it has. For example, Tencent's values are what, for different people are asked the words "Tencent represents what, Tencent to the world made what contribution?" It is a very good thing that everyone answers the same words and is very powerful.

There are many ways to build a brand, not just through advertising, but also in many ways. The first is your ability, because you may have created expectations among users, you have some commitment, you have to meet your commitments. A very strong brand name, for example, there are many different services, such as Tencent has three different kinds of services, there are also a fourth different services, sometimes we do not notice, so that people can notice. You can pay attention to other aspects through your brand, not only we advertise, want to live with the brand, this is what I want to say this morning!