Sutiuping: You can't abuse big data to go back to the original.

Chinese advertising Master Sutiuping

News and Banking April 2, sponsored by the China Financial Certification Center "2014 China Electronic Banking promotion year launch ceremony and the second Financial brand Summit" held in Beijing. The theme of the conference is "financial brand marketing in the age of large data". Dispatch the Summit for the whole story. Chinese advertising Master Sutiuping said at the summit, now is a big data era, we are forced to follow the data in the walk, we continue to move forward, to go backwards to the original point of review why you do this thing, this is the world, especially in the domestic relatively deficient things.

Sutiuping mentioned that we have to look back and see where we lost at the start. He said, "Mybad, I am sorry, I am not good, I do not mean, in the traditional Chinese society is difficult to identify themselves bad, including enterprises." If there is a problem not solved, it will follow you all your life. Mistakes are a big motivator, and when you're not afraid of mistakes, you do almost anything, and only if you find a problem can you improve. ”

In the age of data, things can change in three days and nights. Sutiuping pointed out that the data can not be abused, "sometimes the investigation said, you eat rice, China of course, rice, the next question, one day you will not die, do not put these two data together, because often the data is so misused, that is to eat rice will die."

The following are the full speakers:

Sutiuping: Good afternoon, everyone! I know that the General Assembly specially arranges for the Yuqing program after dinner, let me give you an opening. Later, three experts will analyze the data and advertising, I wanted to share with you that this time my lectures at TED in the United States caused a very good response, the legend is the simplest ppt, the PPT is in my first half hour before I started to do it, we can look at, In fact, some very basic or very original things. We all know that now is a big data age, we are forced to follow the data in the walk. Recently, I was invited to Singapore's Grand China Bank Group, which is likely to rethink what they want to know about the next 20, because Singapore now has to be bigger than the 1-4 terminals for the next 20, including the airport, the seaport, and the fifth terminal building. There may be some things that can't be shared, but it has something to do with what I'm talking about, and as we move on, we're going backwards to the point of origin. Review why you did it, this is something that is lacking in the world, especially in China.

Recently I participated in a greater China area of the activities of the young creative people in Shanghai, it is obvious that I see regional differences, not only with Taiwan, Hong Kong and Singapore, Malaysia, China, east China, South China, north China, northwest of the gap is also very large. So I think a lot of things, in the present data integration, as if we can buy anything online, recently I have a classmate, to China they want to buy "Zhejiang history", I said the trouble, where to buy? I hurried to ask Mr. Wu, he said Taobao may have, really, 20 several sell this book, 3 days later sent. At the same time, I have been involved in some 15 years of advertising or dissemination, I can say is the first generation of Asian advertisers, see the advertising industry has changed a lot, but there are many things remain unchanged.

This is the shape of my lectures, I regret not to adopt this modelling, this modelling than now I look much better, at that time I was in the shape of the devil suddenly appeared, because in foreign countries my Mike can turn the sound, make my voice like a ghost. That's right, I sound like a ghost now.

Now we this title, a lot of advertisers will be on stage to their own advertising, I have much, I have a lot of awards, but I want to share with you, I experienced a bad, no place, the result of these things how to achieve the present I? Any industry, not just the banking sector, the online network, It's all about the age of big data. How do we go next, but do we have to look back and we have to win at the start point, so where do we lose our starting point?

This is I use Skybe to play with the word game, a bit like Scrabble, a bit like Chinese mahjong, who put the word first spell out is to win, I will use that to spell this. Mybad is sorry, is my bad, is I can not, this in the traditional Chinese society is difficult to identify themselves bad, including enterprises. In the end what is the problem, you have to find the problem to improve, you can not take a step forward from now, because if there is no solution to the problem, it will follow you forever.

So let's see what we have.

First, we often see a lot of advertising and communication said you want to do yourself, this is nonsense you do in addition to do your own who ah, you can not do Jay Chou, Jay Chou to do, Andy Lau is not, you only do yourself, but you have to do than Jay Chou and Andy Lau okay.

In the past few years I claim to be a laid-off migrant workers, I instead see many of the things I was not in the advertising industry, because more and more civilians, more and more farmers, I see things are very small things, but these things are likely to be important, can change a lot of things. Then the teacher also has a lot of things to share. The data guides us, but we will do a lot of things in the data, but do not make the data a basis, you have to find in the data what can be challenged, not

Into a talisman, the data says, and so we are, and the creative mindset may be more important than ever.

Many Chinese enterprises are playing the role of me too, other industries have this thing, I will do. So I said before the Laid-off I did a survey, that is, in China, no one brand in the hearts of consumers have brand value. My research is different, because I chat in the Media University yesterday, I was formerly Special Forces Commando, I have two expertise, one is a sniper, the other is to interrogate prisoners, of course, very lucky not to go to war, or I should not stand here. But these two professions give me a lot of help later, sniper hit target, hundreds of yards of target, and your breath control even the mood is related, because there is another person will give me direction, tell me to start, but that time the most important thing is my breath. I also said that there are two ways to judge a prisoner, one is to throw cold water on you, I am another person, in the next look, if there are female students, want to know if the boyfriend has a small cheat can find me, because from there is easy to catch, men can also ask me, I can also teach you how to cheat, then we chat.

Now I find that especially in the country, especially the one I said just now, a young man, especially today, is your biggest group of customers growing up online, what's the problem? A very simple question, some of our teachers agree, in fact, they do not know what they want, so, He doesn't know what he is, he doesn't know what he can do, and he doesn't even have to do anything.

To being or No to being, we are all looking for what we can do, in fact we all ignore the very important point, we have to know what you can not do, you do not do anything. In foreign countries we are talking about what you do not want to do, we are talking about what I want to do, are in the big side to do, we often overlooked a very basic problem, especially really many. Because this is a background in the United States ted,ted in the foreign language is science and technology, entertainment, design and share this aspect of the achievements, so, I was very nervous, I think I am not enough others good, I said my bad good.

Including Weibo fans, you will know that I am the president of the United States said that can not be the president of the advertising people, because the prime Minister of Singapore is my classmate, he is obviously a good student, I am not, I have always regretted that I did not remember the defendant table, I think it would be very good.

Do anything, do industry, for people, do you have to find something that you have to do in the end have no challenges? Not because another enterprise has done such a thing, do you have to do something to challenge your business, will not challenge your employees, most of the major has not challenged you? Especially in today's society, human beings basically have no self-confidence. Because we do not have spike Tiger claw, we do not even turtle shell, so, we need packaging, we need a house, car, beauty, no longer the face has changed, the mobile phone is to be born. Now the mobile phone I really tried 45 degrees, the face is really sharp, and now the mobile phone can also make you whitening, eyes become big, we may have seen that kind of mobile phone beauty and real contrast, you scared to death.

A foreign TV station has visited a lot of small, recently emerging entrepreneurs, and you will find that they have one thing in common, that they all find a challenge in a new endeavor, and that basically what he does is not what he did. We will like sex to do things, I hope we can do better tomorrow, in the present society, especially in the evolution is not very healthy society, this thing has no effect. So be sure to look at what you're doing to find out about your challenges.

I was very fortunate that the award-winning ads were at first I did not know how to do it, it is strange that every time I have done the best, and even a few works to now still keep the world record. The best thing I've ever done is I changed the customer's trademark font, legend I was the world's first person changed the customer's trademark font, the more powerful point is that customers do not know, that is 30 years ago.

So, find out the challenge to you, otherwise, if you just want to, especially in mainland China just want to have a better tomorrow than today, that is not interesting. I reckon everyone in the field will have higher qualifications and qualifications than me, but I was there today because I read less, in the next only secondary education, and now send me to the college entrance examination, I still do not, but I have self-knowledge, I read less, I will not have more things, from the first day, I still have this habit from scratch. Everyone here May

It's a theory that people often hear that this is probably the hardest thing in any industry to do--from scratch, the habit of human nature will be accustomed to from your previous case, especially the successful case to learn from, you want to do better, but really in this part of the walk to me, especially in these years I am not in the industry, I do not say polite, I see a lot of problems here. Recently I was invited back to Singapore, I am now included in the Singapore Archives Bureau, is recorded as an atypical, because in my background I could not have this day, but because this o has a lot of meaning, because I do not understand anything, nothing, as a result, I am the most adept in the industry.

I'll tell you a real story. The Pentagon was later hit by a big hole in the plane. One day a lot of generals studied there and said, "We have to design a more powerful weapon, can deal with the Soviet Union, can deal with the Communist Party, we talk about the big gun tube, then want to Cannon tube big No, tank car can not go, fuel consumption, armor thicker point also not." Then a little general said that our problem would be because we were all in this military base, the U.S. military's most secret place to discuss how to improve our weapons, whether we want to divide ourselves in a different place, whether the banking industry meeting should not only talk about the issue of bank money, if the banking sector is another industry, What kind of industry would it be? What do we say if we're a pastry seller or a cosmetic company? As a result, they said, the general asked the little generals, what do you want to do? You came to preside over the meeting, and he said we should try it out, we're not in the Pentagon room right now, what would we be doing in the desert?

The things that people think about are different right away, a general said, whether our tank cars should be like a mirage, the enemy can not see. It's different at first. If our tank car could walk as long as a camel, it would not be like the German general's tank car died in the fuel consumption too much, died in the desert, lost in the oil. began to think of camels, Mirage, Arabs. Finally, the little general said, a kind of snake in the desert, this is a blind snake, invisible but can attack others by virtue of taste, this is the Rattlesnake missile.

So, if you have the opportunity, I will push customers to zero one day, then I tell you very difficult, after the general people think out of the same things and stand different.

If we can really start from scratch, the first thing, often I encourage students, I will also encourage anyone, including my 2000 employees in the country, I made mistakes, because we often say that we say that failure is a successful mother, I particularly like in Guangzhou or Hong Kong to say this sentence, Because in Cantonese it is like swearing, but do not put these things as slogans, you have to do, we are afraid of failure.

This year I, now I, and early I. Foreign reporter asked me, I this period of time the biggest harvest is what? I told them that today I am not afraid of failure, I am not afraid of death now, because I have experienced recently, the recent events of the MA Airlines are very worried, I am more worried, because I know more things than everyone may be. An airline died in Indonesia, where I had five friends, including the pilot. Now they put the blame, especially the Americans on the pilots, but that time many people do not remember, you know what the problem is? Finally, only seven families to the United States, is the Boeing design problem, it has a needle, of course, the needle is very large, the needle caused the aircraft 90 degrees inserted. So I saw this and wanted to call CNN and ask them if they remember that thing, because there's a lot of it.

But people like me, I still want them to land on a very beautiful island, there are flowers and grass there are small animals, they have to eat and drink, one day we will see them again, fantasy. Because a lot of things are created in the wrong, including love, no matter how you find an object, are likely to be wrong, the last challenge is how you can wrong, live this life.

Mistakes are a big motivator, and when you're not afraid of mistakes, you do almost anything. What does my energy come from? I don't have enough education, I didn't even do the advertising., so, I was wrong I'm damned, very strange, I never because there is such an idea, I zeixin and accuser, I did a lot of "bandits, rogue" things, including that year I was in the industry is called the car God, because I do six brands of cars at the same time. To the domestic also, I do Shanghai Volkswagen, I do in Beijing, I do in Guangdong, so, dare to make mistakes, we have a lot of idiom stories taught us to do so, but have we really learned anything from it?

We know that our domestic spoken "tall", I have been not understand how to do tall, or even why to do tall advertising? If you close your eyes and think about it, what's the longest thing you'll remember in your mind? It is likely that you were a child, you in the rural mother to help you do a very small thing, That little thing may stay in your mind even in your heart forever, we do any dissemination, we will also say people-oriented, whether we should pay more attention to some small things, we should pay attention to some small details? Everyone else is doing the atmospheric stuff, so let's do a little bit better. And now I'm making things smaller, Now I want to take Chinese students out of the world, I want to start my tour plan, which is no longer introduced here, I hope to have the opportunity to discuss with you.

So, little things that you can also remember. A surname Zhuang's gentleman says, only the strong can with Zhi small, only the wise man can with small cure big. I used this phrase to speak at NYU, and they were amazed at the nature of my culture, just as I heard it before. Chuang Tzu said, but I think Zhuangzi is cool, I use a lot of these things, we Chinese people have a lot of this wisdom, I always feel that we do not have good ancestors, I have stolen a lot of ancestors of things. I also share it with them in the United States, a long time ago Hongyi the body in everything, the heart in all things. Immediately mit thought I was a god.

So, we have to look back at the previous things, back to the original look at our original intention. Step back and brighter.

FAIL Bbtter. Not afraid of failure, the failure to be very beautiful, do not fail to look very difficult, I think do anything, especially failure, I failed every time vigorous, the whole industry will know, but in the past there will be a lot of companies invited me to the past. I have failed or been fired, I would like to announce that I have been fired five times a lifetime, but then I fled the day of birth, you must be killed for a purpose.

But back to the first lesson, I hope you all remember what your intentions are. I was in the United States that time this lesson was very long, the audience reflected that we dare not face one thing, death. You're all going to die right now. This problem has been difficult to talk about in Chinese society because it is unlucky. Our whole life, especially in China from the first day of birth, you have been arranged to go to kindergarten, primary school, high school, College, University, go abroad, we are all arranging this thing, the bank is also helping you to finance, but why we are not ready for this last repair. I am ready, I bought a lot of ashes jars, there are purple, I asked them that day, where do you put your dad? They say it's better to put it all together. That day I and the children said, or put in the purple, purple sand will be more breathable. I said if I die, find an old tree to bury me there, I will become a woman like the ghost of the grandmother, there are joey this bunch of female ghosts I can live again.

Is it possible to consider these issues? In one of my experiences, when I saw a gene that I had cancer, I wouldn't think I should wear my dark-blue Armani, or the gray-lined one, and I wouldn't take our Prada bag? You will think of something you have never thought of, you have to think about it, will not spend more time with Mom and dad. What kind of results do you have in mind? Are you going to get it from this side? Everyone is afraid of death, how to use the power of fear of death, and money has no relationship? Because you will never think in that direction, if so, what do you associate with it?

Therefore, data cannot be abused. Sometimes the research says, you don't eat rice, of course China eats rice. Next question, one day you will not die, do not put these two data together, because often the data is so misused, that is to eat rice will die. Because we all die, we must be life online (sound). I asked one of my teachers, he said you want to live, this is the beginning of the day, I have been very hard to live, ask yourself, including all of you, your life is what?

Including a visit to CCTV two years ago, are you happy? Ask yourself, we are all cursing, laughing, but a Taiwanese bank has made a series of very successful ads with happiness. So, no matter what to do, I believe all my life can work and play, I spent my whole life on one side of the class, while working, playing, I play more than anyone, but work than anyone else, this thing needs to balance, otherwise you really sorry yourself.

In the world you can only be responsible for one person, that is yourself. When you can't do this, don't think about what kind of service I can offer to the public. When you are not able to take care of yourself, we all want to be able to handle others, but we are most likely to be ourselves.

Day Drbam, I do not read in school is not my problem, but most teachers do not want me to attend school, I often hear the teacher to my most encouraging words, Sutiuping you go out, so, I have no way to read. My grade director said, Sutiuping you can only daydream, if he is still alive, he will be surprised, because I was daydreaming to make money, many industry friends said, until now I am still dreaming, they say very right, one day if I wake up, I will die. I never dreamt of waking up. I even practiced dreaming. Do you know that dreaming can be practiced? Dream can be trained, you can control your dreams, you can continue your dream like a series, but your will is very strong, this day we'll talk about it.

So, sometimes when you do, you should not want to daydream, do not follow the rules of the game, this time I do training in foreign banks, talking about things and money does not matter, with the dream of life, he wanted to eat what he wanted to spell a few flavors of ice cream to do, and even a pupil problem, that is, there are several flavors of ice-cream, You can spell a few, chocolate, strawberry and vanilla, three flavors, some say you can spell 6 ways, say non-stop to do your daydreaming, spend a little time every day to do with the work you do not related to things, boring things and ridiculous. I am celebrating April Fools ' Day, I always hope that I will be stupid a day, silly one day, that day you will think of a lot of stupid silly idea, those stupid stupid silly idea, if you are smart words can be easily used.

An advertisement creative person, especially like me such bandit kind of advertisement person, do rulbs, I think when must be unrestrained, what all want to own think, after having the game rule just pull you back, do not feel this not at the beginning. Or I often hear this in the country is not possible, look at us now, and 10 years ago, 20 years ago, how many of you think that can not be things, now happened. If so, what will be the change in 10, 20 years? I often wonder what teacher Miyazaki thinks. What did he see in his head? A lot of his things are now realized.

Recently, I said to a group of students, I said that each classmate first give me a dream of your mind, your utopia. Students can not think of, they have no snowway, no animalane (sound), recently I went to an animation company, they show me works, I said why do not you draw from a lonely house? We know "Three Kingdoms", why the Japanese than we do well. So, do not have bondage, life has a lot of things can not be done. I remember a long time ago there was an advertisement, there is a child in the kitchen drawer, the English version is that you do not want your child to grow up to think his name is not, this do not, this do not move. So, you must challenge some rules of the game in a certain degree, because before, especially in the age of data, the data can be changed three days and nights, then what are you based on? This is going back to one of the most basic human things.

I read less, and my dogma is doing the wrong right. The domestic is to do the right thing, or do the right thing more right, I do not believe this, I walked all my life just to do the wrong thing to do, including myself, to my educational background, I should not have come to this day. So, to discuss an idea, a concept how to do it, then I implore you to think more about why not.

I believe everyone's mother will say this is not good, you always say that sentence, why not. When the police catch a thief, we all have a flash of the heart, in fact, we all want to be thieves, but because the traditional etiquette of all sides, can not be bad, but think bad people how different.

We'll talk about it later. This is my other teacher said, do not mistakenly think you have much good, we often set down how well you have good, I think the main thing is how does you Want to be, that is, you want more cock, challenge yourself. I used to be 3000 dollars a day, 30 years ago, this lot, until one day we are named by a company to the instant noodles company, that very good earn, 1000 dollars a day to eat a bag to drink, I and my teacher said, rich noodles, 1000 dollars a day, did three days, I earned 3000 dollars, that is 30 years ago, 3000 dollars a lot. But after I found my teacher 3000 dollars a day, I went to the temple to chop the chicken, I said one day I want to be the same as the teacher, but I still did not do. But then I challenged, so I did a good job in English advertising, I said I want to start in Singapore in Chinese, because no one to do Chinese advertising, the result I messed up.

Think of impossible things. Adidas said the same thing. We often hear the slogan of some sports brands, Li Na is a sexy girl in my heart, because I also play tennis, the Chinese body is very difficult to win in the tennis world, but she has the will. Two Chinese play tennis, one is the American overseas Chinese Michael, one is Li Na, nothing is impossible. Before track and field no yellow people, then I to a brand advertising, I used Liu Xiang "in this world before only black and white, but with me, it is not the same." "At the beginning, Liu Xiang started, the whole picture, and finally Liu Xiang holding the flag run, I do not want to die, because I do not feel the need for that screen, you opened the color exposed, since I have, the world has a color, I think enough cock, the result I took my ideas back, not to a certain sports brand, so, Advertisers sometimes have a certain degree of arrogance and prejudice, I may be the most powerful one.

Think about it, really don't spend too much time in the possibility, because in the possibility you probably won't make too many challenges to the market.

Being bad, it's strange how, especially for young people, want to be evil. But if there are friends who have seen Wuxia novels, everyone is remembering that the good guys are in the cult Ming, the bad guys are hiding in the Wudang Shaolin. You are bad, I am now very worried that the young generation, the younger generation, I think they are not good enough, in my language, they are not enough hooligans, not enough bandits, but not to the bad side. But you can be bad being good, to know the nature of you, you will be easy to do better things, because you will not spend any time pretending for a not you.

This is one of my past activities, I convened a global activities to help Chinese students go to the international, many Masters will help me, as well as help Chinese students.

Thank you, I love you.