Poly United States CEO Chen Au Success Road: Learning Charles Zhang Li Xiaoping

Before 25 years old tens other first barrel gold, but this does not guarantee his next road smooth sailing ...

"Can you Liu things?" Chen Au sits in his office and says to the "entrepreneurial State" reporter. It was two months ago that he still had a lingering fear.

It originated in http://www.aliyun.com/zixun/aggregation/10330.html "> Tianjin TV's Live Job search program" is not you, "Job seekers Liu by the host and guests questioned the video on the network caused a stir. Many netizens questioned the host and the guests that they were Liu. Chen Au was one of the recruiting guests at the time, and at the scene, he asked "can I understand your family" and was considered vicious and ulterior motives.

January 13, 2012, Chen Au on Weibo to Liu apology.

"Always think of yourself as a program participant and know more. But on the advice of friends, read the video on Weibo, standing on the sidelines for a few times, I do feel that the job seeker Lily has been wronged at the scene, now I can understand why so many friends angry about this, I asked the question appears to be stupid, I apologize to Lily. Job seekers are a disadvantaged group, more important than attacks, support and care. ”

Unexpectedly, the apology did not bring him peace and understanding, but let him become the bull's eye, the barrage of saliva on the network.

"The problem is I am not the protagonist in this incident, an apology has become the protagonist." "Chen-ou is a bit helpless," sometimes because you may be an idol, so when a thing, more people will jump out. ”

He also can not help, go to the network to see those comments, look at those naked personal attacks, slowly some hold, especially if the user angrily dropped "after no longer to gather the United States to buy things" after this sentence, he felt a public figure's distress.

The 29-year-old Chen Au First realized the two sides of the star coin: usually shiny, once the slightest sign of trouble, there is a great chance of perdition.

The following summary is the low-key or low-key. But this thing again four month to see, is also a wealth, experienced things, experienced grievances, experienced depressed, the heart will become more powerful, and then encounter this kind of thing will not fall. ”

Learn Charles Zhang

At the beginning of 2011, when the board asked Chen Au to do his endorsement for the Poly-American product he founded, he was very hesitant.

"2010 did some interviews, but did not officially say that I must go all out, then the board discussion, especially Xiaoping teacher hope I stand out, but there are other investors said don't I stand out, I hope I spend more energy in business, but Xu teacher said must play an advantage, then I came out. Chen Au said that his angel investor Xiaoping, gave him the example of Charles Zhang, the internet's first generation of entrepreneurs, by playing a personal brand, at a very low cost of success led to the popularity of Sohu.

"Around myself to do CEO marketing, not very good meaning, others will say I get heather." I'm a very nice person. "Chen Au said he was essentially a low-key person, not particularly fond of showing off," and there is a Chinese saying Hotta. But then I thought, I'm CEO, Mount?

At that time, Chen Au and Geng appeared in the subway double endorsement mode has been warmly sought after, he personally out of the mirror for the company's "endorsement" of the ads caused by strong resonance, the network set off the "poly-body" imitation upsurge. Chen Au next constantly appeared in Hunan TV's "Happy Girl", Tianjin satellite TV, "Not You," he also had with the star entrepreneurs such as Zhang to participate in the famous entertainment program "Up every Day", in the program, Charles Zhang is "Cute chao men", Chen Au is "the new entrepreneurial upstart."

At first, Chen Au feel good, "very high, oneself suddenly become famous, behind the discovery is not a good thing, feel very distressed." And the cosmetics themselves are a very sensitive category, others will question whether you sell the product is real or fake, may be the impact of personal reputation, but also the personal constraints on the CEO is very big, do anything will be people's attention, nothing still on the micro-blog scold you a few words. ”

In the high cost of the promotion of the company's cold regulations, the founder of the body into a star spokesperson of the play, for the United States excellent products save a lot of advertising fees. "It really saved a lot of money, estimated to save 100 million of the advertising costs." "Chen Au said, poly beautiful product marketing cost ratio in the industry is very low, a few advertising marketing down, poly beautiful sales almost doubled more than 10 20 times times." Chen Au even boasts, "This is the electric business circle, following Han's every guest advertisement, the best electric commercial advertisement." ”

"It is valuable for the media to focus on reporting these things and to help us do a lot of marketing and communication." And consumers are more willing to remember and spread a flesh-and-blood entrepreneur than a company. Chen Au said, compared with peers spend 30%~40% annual income for promotion, poly-beauty products in this area of much less spending.

"Most of my users are direct access, not bought, so the composition of the user flow of the United States is very healthy and benign." "In 2011, the turnover of Poly-Mei excellent products reached nearly 1 billion, compared to 2010, growth nearly 15 times times."

Chen Au summed up, the United States to achieve today this point of reason, basically rely on Word-of-mouth marketing and CEO marketing. Before this, Taobao cosmetics shop and every day net, five avenue cosmetics such as the market has been rooted. "Not so much as we take the lead, rather than the United States to buy the mode of quick cut, accounting for the advantages of the stage, behind all by their own implementation and marketing to do."

More than a year down, Chen Au has completed the "early happy, later depressed, and then indifferent" psychological clearance. "What you enjoy is the sense of achievement that the enterprise brings, it is inevitable to bear the pressure of others more than 100 times times, this is their choice." ”

He even analyzes the reporter to create his own personal brand experience. "From the point of view of marketing effect, it is certainly still on the entertainment nature of the program, such as" Day up ", because the user of Poly-Mei excellent products and Hunan TV audience is very consistent. But if the CEO personal brand, the financial and public programs are more suitable. Chen Au said that CCTV's financial programs can help him build brands, while Hunan TV has brought sales to the company.

"For the company, you have to sacrifice yourself, entertainment programs are still going." If the company to a certain stage, as the CEO I can fade out of the stage behind the scenes, to the spokesperson to do. Chen Au said he was working late every day, coming home from work, and having no handle to catch.