How to sum up his nine major marketing experience?

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[Guide] Shi Yuzhu's name, and marketing just tied together.

Tencent Science and Technology Liu Shaodong June 19 Report

Shi Yuzhu (micro bo) retired, the Chinese private enterprises in the history of the development of a lot of people in the micro-blog message, I hope everyone "forget the Shi Yuzhu this fellow."

But how can you forget it? The entire Chinese private enterprise domain to Shi Yuzhu's memory, like his "brain Platinum" advertisement, will haunt everybody's mind, lingering.

As he mentioned in the book "Shi Yuzhu: My marketing Experience", "marketing is about making the product impress in people's minds." Shi Yuzhu's name, and marketing just tied together.

In Shi Yuzhu's marketing case, and the "brain Platinum" marketing most impressive, as the Chinese advertising history of the heterogeneous, brain Platinum in China for 10 years of advertising, has been rated as "the top ten worst advertising," but this is the advertising, the establishment of the Shi Yuzhu commercial forces of the foundation.

The book in the Shi Yuzhu after retirement, immediately be published, and Shi Yuzhu How to treat the brain platinum, why to top people scold advertising, in this book of the slightly see one or two, the following is Shi Yuzhu's some marketing experience:

1. Many elderly people like melatonin, but because they are too expensive they do not want to buy their own, but their children are happy to buy them, so the brain platinum is sold to young people with parents.

2. The goal of advertising is to remember that the most afraid of advertising change to change, if a change, the previous advertising effect accumulation will disappear. Therefore, the effect of advertising is accumulated, the brain platinum ads for several years do not change.

3. Relative to the advertising itself, advertising language is more important, not change, advertising language is very important, we must let people remember, sentences is very easy to remember, "this year's feast is not received, the gift of the brain Platinum" is a sentences, the sentences spent 10 years, the whole Chinese remember.

4. More than 90% of the consumer goods business, its lifeblood lies in marketing, marketing lifeline in advertising. If the company is a marketing-driven, then advertising is the company's most important company, must be the first to catch.

5. If the advertising company to do the creative, 10 creative 10 to be blind, because advertising, must be the best understanding of their products, consumers experience the most profound people can do well.

6. "Best" advertising, died the next year, "the Worst" advertising, 10 years later still alive. "Brain Platinum" advertising is the worst advertising, because the broadcast too much, we are very impressed, and everyone to the heart of the ads is inconsistent. But the effect of advertising is not related to the evaluation of advertising itself.

7. Put ads to focus on, in a certain period of time, fully occupy the channel to form a concentrated advantage, or not, or overwhelming, consumers can remember you.

8. The timing of the launch of advertising is very important, when children go home, Dragon Boat Festival, mid-Autumn Festival, Chinese New Year, is the most important time period.

9. Star endorsement is not used, the user is only interested in the star, what the star hit the ads are not interested.

Most people only know that he sold his brain platinum to the extreme, a little bit of the internet to know that he created a "giant network", the NYSE listed in 3 years, and the Shi Yuzhu I know that he did little micro-finance, profit billions of.

Health Products + Network + investment, constitute the most brilliant career of Shi Yuzhu three sets of carriages. In addition to the brain platinum, Shi Yuzhu in the game although low-key, but also very successful, this low-key game industry focus on "quality" results.

Shi Yuzhu thinks, a game finally can obtain how much profit, finally can obtain how many online, the most important factor is the game sex. Therefore, a good game must be able to withstand changes, to test repeatedly, constantly correcting, to a good game.

Shi Yuzhu out the first game, the average spend 15 hours a day in the game to stay, basically do not contact with the outside world. Play the time to find out which place is not good, call the technicians overnight, to modify. And such a play is two years, with his own words is "two years in the dark."

Business model is to try out, the traditional game is to buy some cards, and the Shi Yuzhu of the way is that no money in the students in the free play but spend time, have the ability to pay for them to pay as much as possible to buy equipment, Shi Yuzhu seized the ability to pay the player "glory" mentality.

The main spread of network marketing by Word-of-mouth. Word-of-mouth spreads slowly in the real world, but spreads quickly in online games.

Shi Yuzhu's career later, gradually to the financial interest, has always been accustomed to the grass-roots group business. This time, he chose small micro-finance, and he judged that the banking and insurance industry would make money in the next 10 years.

Shi Yuzhu chose the main to do small micro-loans Minsheng Bank. Minsheng Bank's core competitiveness is to get through the industrial chain, other banks are the practice of a certain company or a certain industry as the focus, and Minsheng Bank is to do is the industrial chain, upstream and downstream through, livelihood loans to the entire industrial chain, this profit model is very strong. But very tired, the big bank is unwilling to do, the people's livelihood is willing to do.

Shi Yuzhu Life ups and downs, in addition to the world well-known Giants building project failure, in the entrepreneurial process also encountered many other failures or mistakes.

In the brain platinum after the success of the Shi Yuzhu and did the brain gold, did not expect this also succeeded. Before the giant crisis, brain gold also brought a 300 million profit to the Giants.

Brain Gold made, and its more expansive, health products at one time to do 12, but also to do medicine, clothing, real estate and even cosmetics. In the end, these industrial chains have been completely defeated. The reason is that there is no in-depth research in the industry, can not form the core competitiveness, capital and resources are all dispersed.

In addition, Shi Yuzhu relies on marketing to start, but in marketing has also eaten a lot of losses. Because the marketing of brain Platinum is very successful. The Shi Yuzhu with huge cash flow, put 30 several products together all advertise, hope to be able to achieve 10 billion of the sale of the product, its inside call "billion plan".

In the end, the plan, which cost a great deal of human and financial resources, eventually affected the building of the giant mansion, and the project's efforts were lost as the Giants ' mansion failed.

Experienced ups and downs of the Shi Yuzhu, finally retired, threatened to low-key him, recently or not able to control his mouth, in micro-blog not to change the tone of anger. As the book of the Readme embodies the characteristics: pick the key, outspoken.