2008 China Advertising And Brand Conference

Qiao Jun, President of logistics and Marketing Management School of Nanjing University of Finances and Economics, Ye Maozhong, chairman of marketing planning organization of Nanjing University of Finances and Economics

I am very glad to have this opportunity to discuss with you my colleagues in the afternoon how to satisfy the customers or how to win the customers with creativity. Just now, I discussed with Mr. Ye Maozhong on the stage. Most of the people came to the industry today, so they would like to hear your opinion. He asked me to ask him, and then he answered, because Ye Maozhong is a more serious person. We all know that he is usually very serious and very strict when he wears a hat and then wears casual clothes. Today he is also very serious.

We often invite some experts from the industry, such as experts like Ye Maozhong, and some international experts to come to our industry gathering place to tell us stories. When I was very young, I heard the old man tell a story about how cats taught tigers. Finally, they taught the tiger to throw the cat away. Everyone invited you to expect you very high. Would you tell us a story?

謝謝喬老師一番言語把我都說亂了，我中午的時候是挺清醒的，中國廣告雜志主編張惠辛說你是不是做一個演講，我因為很怕那種主動講話，因為這個職業很被動，發現問題并解決問題的職業，所以如果別人沒問題我都不知道該怎么說，跟喬老師商量了之后我就寫了一點東西，我先講給了陳剛聽，他有一個特點就是他對打擊社會精英很有一套的，我講完以后他跟我一說我腦子就亂了，我剛剛上臺之前以后正好趕上聽邵隆圖老師講課，因為邵老師這么多年來他的創作一直都是我們學習的對象，我就發現海寶的設計，這個海寶特別像張惠辛，所以我就去問邵老師了，邵老師說這個臉就來自于張惠辛，我們說世博會有了海寶就有了形象，世博會的臉其實就是張惠辛的臉，這個我覺得挺震撼的。

In fact, Ye Maozhong has told a lot of lies. Many of his successful experiences will not be told on such an open occasion. This is not Ye Maozhong's question. But today's story is true because it really looks like Zhang Huixin. This morning, this afternoon, I heard many professional speeches. It seems that there is a sense of guidance. It seems that the era of digital media has arrived. The traditional media have been subverted overnight, the ideas have changed, and the institutions have changed. Do you think this is true?

I heard a lot of inferiority after a day, because I don't understand much. I estimate that some elderly people in the advertising field may not necessarily understand. We plan to do any planning or our own advertising companies, including our personal survival, will face the background of this era. I think this era is a very superficial era, because this era is the era of maximizing the value of space resources. This response is in many respects. Traditional advertising services, including our time and even brand, are all depreciating, and the value-added rate of space is very fast. So if our traditional advertising service wants to go well, it will be faced with the problem of how to turn time into space. I listened very carefully today.

So now we are engaged in marketing planning. We will divide a brand into three colors, such as black pie, blue pie and white pie. We want to seize more resources. When you occupy the space resources, the sales will double. This is why BELLE has been very successful after listing. BELLE has occupied the best shopping malls in the first tier cities. We have to find a way to get another 2/3 bonus. This is only a matter of working hard on the space resources. For example, the money earned has an investment problem, making money with your wisdom. Generally, I personally feel that the main industry investment is a failure. You can invest in artworks, which belongs to the concept of sideline. Second we change the direction of service, from time to space, to serve ourselves, and third from advertising to creative development, because space is limited, but time is unlimited.

If we look at the future, the art of Chinese art will rise again 100 times in 15 years. This is the constant increment of space. It doesn't need you to do anything. It just needs you to buy it and put it there. This is the question of how time changes to space.

接下來是從廣告向創意轉變的問題，ADK廣告公司給紅星.美凱龍一個提案，我們接這個項目就負責它在中國的營銷推廣，ADK是日本第三大廣告公司，他們在講這個創意的時候我都不是很震驚的，甚至我還提了一些我的意見和建議，他們是做了三個場館，一個是未來之家，一個是500年以后的家，還有一個是宇宙之家，這個創意是通過想象力和創造力做出來的項目，但是這個場館的設計是ADK做，場館的建設是ADK做，場館的裝修是ADK做，場館里面涉及到的表演和交通工具也都是ADK做，到這兒的時候我都不是很震撼，到最后運營的管理也是ADK來做，紅星.美凱龍每年給他們支付2000萬的管理費用，這個對我還是影響很大的，所以我寫了一篇博客的文章叫在創意的大旗之下向一切可以延伸的地方去延伸，我們可以從廣告轉到創意，從創意延伸到建筑、裝修等等方面，我們投資藝術

In fact, it is also a creative industry.

There are two very important concepts in the paragraph Ye Maozhong just said. One is that creativity should have a good imagination in specific time and space, and more subjective creativity. Second creativity should be combined with network and capital. The network he talked about is related to the network today. This network is a network of resources and a network of space, because this space network has investors who are interested in you, and creativity will take off.

Joe suddenly saw everything. I told Chen Gang at noon that he could not understand, and that Peking University was actually not as good as a day.

How can we integrate the elements of digitalization, media and advertising companies from a local perspective in the digital network era? How can we integrate new media?

Now we have to combine creativity with the media, and then combine technology, because technology is a fundamental factor that enables us to interact effectively, and promotes the efficiency of communication.

In fact, you have answered your question, whether it's new media or old media. The interaction between creativity and media is always there. I don't think we will learn because of the new media or some technical means. I think most of the advertising companies in China are smart.

I want to tell you what I did not say to you just now, that is to change the service customer to the service itself. It is also a way to pform time to space, because the way we solve the problem is the shortest line between two points. For example, the phenomenon of manuscript in Chinese advertising is not acceptable. I didn't accept it ten years ago.

The second is that the advertising company receives Quarterly fees, and the monthly fees are also troublesome. We just take in one time, and now it seems that there is no problem.

The third is how to renew it. Many of our peers are very short in serving customers. Maybe a year or two, like Mr. Shao who has been doing Shikumen for 8 years, what do you rely on?

靠的就是臉皮厚，我就一直在想這個問題我去年的時候請教了專家，我發現有很多的方法并不適用我們，我覺得那很難做到，我們就想到了直接投資我們的客戶，比如說現在有一些快餐的品牌我們占了30%的股份，這個時候就很難講我到底在服務它還是服務我自己，這個界限就要打破，另外要找到戰略的合作伙伴也是很好的方式，比如跟風投結合，像今年春節過后這么長時間他們每投資一個企業就需要有一家服務公司，如果這個風投認為你干得不錯，就會一直跟你合作下去，而且一旦做成功之后等于雙方兩股力量決定了你可以跟這個企業一直的長期合作下去，就可以解決這個續簽的問題，比如我服務過他們投資的真功夫，中華英才網，再投什么品牌的床上用品就會想到由你們來做，所以我想解決問題的方案是非常多的，但是一定會有一個比較厲害的方案，這個方案可

It can't be popularized among our peers, but in fact, this is a very good solution. Just like ADK, you can hardly say what company it is, you can only say that it is a creative company, and it is also responsible for building, decoration, performance and operation management. This is worth our traditional advertising company to think about how to survive and develop, how we extend it. This is very important. In fact, the whole marketing plan and dissemination is a three-dimensional one, as I just mentioned, from the competition of space and terminal, the terminal is done well. Today, what we talk about is occupying this space, not even pursuing every terminal can bring returns. The most important thing is to get 2/3 of the bonus.

In helping customers design products, there are very few ways to help him create defects in the products. Most of them are looking for a selling point. Haier is the brand of Chinese household appliances, and its core competitiveness is service. Especially, 15 years ago, Haier went to your home to do the service. It was very moving. For a cigarette, you put on your shoes and put on your shoes. If you do fast food planning in the future, you will make the consumers satiate and have enough to eat. That's what you want to design. If you let him eat too much, you will feel that your stuff is the same. If you let him eat at 12 noon, you will feel hungry when you eat at 3:30 noon. You will feel that this product is delicious, and hopefully you will eat it again for second times. This is the design of the defective product rate. Our Chinese company

First, to integrate elements, we must carry forward the spirit of Shao long. Ye Maosheng spirit, second must have full imagination. When third customers do service, we should design the defective rate of products. The design is perfect. We will lose our job if we design.