Liu Hongyi
Liu Hongyi
Liu Hongyi, brand coach of FMCG, is committed to new product planning, brand building and management, enterprise marketing training, market profit model innovation, etc. He is also a guest lecturer of brand communication in Shandong University, a researcher of China new media industry research center, an enterprise management consultant of ENs, and a practical teaching guide of Wahaha national marketing talent base. China's Chinese Baijiu industry's China's brand building, the breakthroughs of the Chinese liquor industry, the breakthroughs of the Chinese furniture industry, the positioning of FOTILE's new products, the breakthrough of Lining's domestic market, the local marketing nature behind the brand war of Chinese herbal tea, the new positioning of the American inverter air conditioner, the brand positioning of the patriot, and the old brand of star brand billiards are explored. New, COFCO agricultural products industry chain competition.
Liu Hongyi
Chinese citizens. The company is committed to assisting domestic small and medium-sized enterprises in the development of FMCG Brand, including new product planning, brand building and management, enterprise marketing training, and market profit model innovation. The founders of marketing methods such as 6T positioning, nine step investment promotion and brand three argument provide effective and reliable basis for domestic local brand construction, especially for the market breakthrough and sales promotion of FMCG enterprises. A scholar must be resolute and have a long way to go! Liu Hongyi, brand coach of small and medium-sized enterprise FMCG, guest lecturer of brand communication of Shandong University, consultant of enterprise and brand development management project of ENs, researcher of China new media industry research center, practical teaching guidance of Wahaha national marketing talent base, project leader of Shandong broadcasting and Television Development Center, enterprise and brand development management team of ens of Shandong University Manager, a new figure in China's marketing planning.
Main marketing theories
6T positioning
6T big positioning: the positioning work is divided into six levels of positioning objectives, from the foundation to the upper level, which are: fixed product, fixed component, fixed opponent, fixed category, fixed function and fixed state. The core positioning is the top-level "fixed state", which provides consumers with a reason or situation to buy products. And this reason or scenario must be based on products and supported by components. It may originate from the positioning of competitors, or from the concept innovation of category level. The most important and most of the time, it is from the functional level to find the state positioning appeal that meets the needs of the market! 6t positioning solves the problem of what positioning is, especially provides a very practical operation method for the core marketing of FMCG products and brands. Through the in-depth analysis of 6T level, we can find a product idea that fits the market demand for enterprises, and develop a strong customer cognitive resonance on the core point of product demands. 6T big positioning, more fundamentally solve the enterprise's main products and marketing problems, can let the enterprise in the product and brand marketing work to increase investment confidence, and can greatly improve the efficiency of enterprise marketing team, effectively promote the terminal sales performance.
Three standpoints of brand
"Standing for a long time, standing for a long time, standing for a long time, standing for a long time, standing for a long time, standing for a long time, standing for a long time, standing for a long time, standing for a long time, standing for a long time, standing for a long time, standing for a long time. A great brand is integrated with the personality of the creator. Being an enterprise and a brand is like being a person. How to realize the meaning and value of human life? The ancients have done a good job for us in "planning" -- moral, meritorious, speech. It is explained in popular language as: being a man, doing things and learning. This is the "Three Li" of life. Since brands are like people, they need to go through a process of "Three Li" to achieve greatness. one of the three brands, Lide. Life is to cultivate character, a person's basic quality can not be poor; for the brand, that is to ensure the quality of products, for the biggest survival foundation guarantee. "Brand morality" means "product quality". The second of three brands is meritorious. To do something is to provide value for others, which can be used in society; for a brand, it means that the product should be able to bring practical functional benefits to consumers. "Brand meritorious service" is to do a good job of "product function". The third of the three brands is the speech. Learning is to sublimate one's experience and ideas, which can be used by people and spread from generation to generation. For a brand, it is to create a culture and spirit, so that the brand has a story, a thought and a soul. "Brand speech" is to build "product spirit".
Operation results
China's Chinese Baijiu industry's market breakthrough is the main case: China's furniture industry brand breakthroughs, FOTILE's new product market positioning planning, long line three or four line city layout of the trousers, new brand strategy of domestic pharmaceutical enterprises, Lining's new breakthrough in the domestic market, and the local marketing essence behind the war of Chinese herbal tea brand. Food slice industry segmentation research on the new positioning of Midea's variable frequency air conditioning China Welfare Pension real estate planning China heavy truck integrated communication domestic private hospital brand planning patriot new brand positioning star billiards old brand rebirth COFCO agricultural products industry chain competition upgrade, etc
Some marketing ideas
brand war must be fought in China's market competition. The war without gunpowder is also related to the rise and fall and glory of the nation. in terms of brand communication, we must tap the favorable value of enterprises and products to form a unique brand advantage, so that the public can form a good impression and loyalty to the brand in a short period of time. people's brains advocate simplicity, especially the consumers they have to face in the market. They don't like complicated things. the one who can make consumers identify themselves, understand themselves and recognize themselves in the most simple way when choosing will occupy a favorable position in the competition. channels are not only the flow channels of products, but also the communication channels of "product stories". the work of brand is to transform the only resources into advantages, refine, shape, spread and enlarge! China's beverage market has entered the "functional era" from the "leisure era". enterprise's "leading three forces": President's leadership, team's creativity and product's marketing power! consumers are not God, but "leaders"! consumers only choose brands, not enterprises. in China's current market environment, a brand is a "famous brand", and a brand can be understood as a "shouting brand"! in the business operation of "competition and cooperation", we should make the market bigger and cooperate with each other while competing. Consumers are happy to buy, and enterprises can always make some profits. "Accurate positioning" and "scale of communication" are equally important, especially for FMCG products. consumers are like leaders, only looking at the results! in the market competition, it is not important to think right or wrong, but how consumers view whose right or wrong is important. the end of consumer cognition is the end of brand! respect for the market is the fundamental premise and guarantee to win the market. the charm and appeal of a sense of humor can also be applied to brands, which makes consumers smile and win favor in the moment. find a suitable function point and refine a reasonable "state" appeal. it is very important to make the brand "cultural grade". consumers don't know how detailed and in-depth a beverage product is. Whether it's good or not depends on the feeling, whether to buy or not depends on the feeling. for brand building, culture building is the ultimate means to achieve its status. brand cultural appeal can be divided into two aspects: internal cultural appeal and external cultural appeal. If a product has "show off value" when used by consumers, it is inclined to "external cultural appeal"; if it is only a single "use value" without too many show off elements, it is inclined to "internal cultural appeal". it's very important to stick to your own characteristics. any kind of behavior with the purpose of profit needs to be prepared for the positioning planning in the early stage. "accurate positioning" must be combined with "scale communication", and the two aspects can complement each other and enhance each other. if you don't say that, consumers will not understand, and they will not be able to have in-depth contact with us if they don't understand. it's not OK to just play with concepts and gimmicks. It's not worth long-term "interaction" for consumers. consumers, even if they are not God, are not fools. They are "leaders"! the channel construction work is both routine and tedious, in this aspect, it needs the ability of real team work. price order is the profit distribution mode of products from the enterprise to the terminal layer by layer. the holding of an investment promotion activity can be compared with a "Spring Festival Gala", and its work in the early, middle and late stages is extremely detailed and cumbersome. many seemingly powerful appearances hide fragile falsehood, but those that can stand the test of time are real. we can have subjective emotions, but we must be objective and rational in the actual marketing work. the advertising language should be: simple, easy to understand; appropriate, easy to accept! the ultimate marketing method to establish a strong FMCG Brand is to use culture to establish consumers' strong belief in the brand! seizing the "psychological shelf" of "customers" is as important as seizing the "terminal shelf" of "market". to be a brand is the same as to be a person. It also needs to go through three stages: morality, meritorious service and speech. That is to say, the three Immortalities of a brand are not abandoned for a long time.
Classic quotations
1. A scholar can do nothing but work hard. 2, we are used to eager to grow up, but don't forget that only by making our roots deeper, can we grow higher and more stable!
Chinese PinYin : Liu Hong Yi
Liu Hongyi
