Huang Yong
Huang Yong
Huang Yong, male, is a senior marketing planning expert in China, a famous advertising creator, the chairman of the advertising strategy agency of creative good products · zhiyantang (China), a famous domestic advertiser and a senior marketing expert.
Achievement and honor
Huang Yong, with the background of international 4A company, has successively served as the assistant creative director of American Dahua dabis (4a) Guangzhou company and the art director of Guangzhou blue creative advertising company (4a). He has won awards in the 8th China Advertising Festival and golden pencil. Huang Yong has published many works, and has provided brand marketing and consulting services for many famous brands such as Baisha, TCL, Kelon, Nanfu battery, boss electrical appliances, etc! In depth research on brand strategy, brand creativity and visual performance.
2008 China original design special contribution award
Top 50 in China's advertising creation in 2009
Personal works
Eight paintings of brand forever
This is a summary statement of an advertiser's advertising life when he has been working for more than ten years.
When the author tells these stories, he is faced with a fork in the road of his life? He wants to dedicate these thoughts to his colleagues who share the same puzzles and dreams, and discuss the symbiotic relationship between brand, market, advertising, creativity and product, price, channel and promotion.
Instead of using complex advertising theory or profound art theory to scare readers away, the author insists on using plain language and plain truth to interpret his understanding of these propositions,
On three season brand
Brand connects with concept, connects with market, coexists with time, and coexists with demand. How to grasp the pulse of consumption, wait for the opportunity to launch a brand attack and seize the market highland?
Huang Yong believes that brands, like the growth of all things, have seasons and time intervals. The development of the brand is not an independent proposition. When operating the brand strategy, we must embed the concept of stage, deeply consider the deep connection between the market stage, consumption stage, time stage and brand development, and extract the core elements that the brand should express to the audience in each stage from each stage of the brand development.
The book draws nutrition from the long history of brand development, discusses the past and the present, discovers the common factors of brand development, divides it into various stages and intervals with the concept of season, and redefines the journey of brand development.
Successful cases
Export to domestic sales, decipher the magnificent transformation of annual sales volume from 120 million to 400 million -- into Mengtian;
The second line ceiling brand is close to the first line queue -- boln trading record of zhiyantang;
Kitchen kitchen integrated stove vivid marketing, create from 40 million to 140 million sales miracle;
How can the fourth tier brands successfully rank in the first and second tier brand array? ——Green Island brand image building boosts industrial transformation;
To build the first interactive and win-win business platform in China through the whole process operation wealth alliance;
Revitalizing LIANHANG economic zone and soaring land value;
With a sales growth rate of 200%, the aircraft carrier dream of hall No.1 building materials has taken the first step.
Annual sales volume of 120 million to 400 million
Wooden door industry is an emerging industry with rapid development in China in recent years. With the development of people's living standards and fine decorated houses, coupled with the rapid growth of the real estate industry, the wooden door industry also develops rapidly. Among them, there are five major bases in China: Pearl River Delta, Yangtze River Delta, Northeast China, Bohai rim and southwest China.
With the rapid development of the industry, the development of wooden doors also presents five development trends
Trend 1: segment market differentiation marketing to win;
Trend 2: brand marketing is the key;
Trend 3: the concept of environmental protection has become the mainstream;
Trend 4: the combination of network marketing and traditional marketing;
Trend 5: the rise of a new consumer force.
Mengtian Road, Zhiyan hall puzzle, hit it off!
During the meeting, both sides expressed their opinions on the development of wooden door industry, and reached an agreement. Although the market for wooden door development is huge, the homogenization of the brand is emphasized, and the competition is becoming more and more fierce. Mengtian's idea is to transform the previous export sales into domestic sales. According to the domestic industry situation and Mengtian ' Under the background of wooden door industry with more and more obvious quality, only by clearly highlighting the brand differentiation of Mengtian, heightening the overall tonality of Mengtian, and then according to the new brand positioning, cooperating with a series of image design and creative performance, can Mengtian stand out among many wooden door brands.
Personal point of view
On the viewpoint of zhiyantang
L core positioning - "the world's top quality wooden door for Chinese"
L product slogan - "opening and closing room, very normal"
L creative design - "the gate of status, art and vision"
L promotion: the brand of "Xinmen" is deeply rooted in the hearts of the people
L material design - unified design to enhance brand image
L terminal promotion to create the top living space of Mengtian
Legend reappearance: door industry myth with annual sales volume of 120 million to 400 million
Zhejiang Mengtian Wood Industry Co., Ltd. and zhiyantang's annual cooperation service, through the close cooperation and efforts of both sides, has exceeded 400 million yuan from 120 million yuan of previous sales performance, and has successfully transformed into a wooden door production and sales enterprise facing the Chinese market. Mengtian wooden door has also become China's top ten wooden door brands, and won the title of top 100 enterprises in China's home furnishing industry.
——Zhiyantang boln trading record because of the huge profits of the integrated ceiling industry in the past few years, many people are envious, so they all participate in it. As a result, it can be imagined that all kinds of products are uneven, disrupting the market. In the market, there are about 300 brands, but there are no more than 50 with real strength and brands.
(3) Poor service and reputation
As mentioned above, there is no guarantee for the service and reputation of those enterprises that are engaged in price wars and miscellaneous brands.
Service should not be underestimated
In the whole process of sales and service, consumers should guard against several pitfalls:
Trap one: graft, steal.
Trap two: the "free gift" method.
Trap 3: in guerrilla warfare, "one shot, another place" and "call Zhang San today and Li Si tomorrow" are changed.
The above situations and difficulties are the problems existing in the industry, and also the problems that the integrated ceiling brand has always wanted to break through and change. How to eliminate these difficulties and how to improve its own brand value, we will take the case of boln as an explanation and interpretation of the integrated ceiling industry. The success of the integrated ceiling project originated from a telephone call. It is precisely because of the telephone call of the marketing department staff of Baolan company that the promotion road of Baolan first-line brand has been opened. Brand positioning - "space changes life" image promotion - "German technology, European style" terminal shaping - "simple and generous, elegant and exquisite"
Classic quotations
Brands that cannot be scaled up are worthless
Without good products as support, blindly strengthening the brand will only accelerate the death of enterprises
The value of creativity is to let the audience marvel at the same time of understanding. The so-called "creativity" is just the garbage excreted by designers
Decision making should be based on scientific analysis rather than premonition
The main body of the market is people. Only by grasping people's emotions and needs can we lead the development of the market
Excellent brand can not only meet the demand, but also exceed the demand
The creative mind of an advertiser can certainly change the world
Advertising serves the market. In the face of market demand, we have no choice
The market will decide who is suitable and who is not
Advertisers rely on selling brains to eat, which is the joy of the industry
Without the accumulation of time, brands can only be upstarts without culture
Brand is the bridge between consumers and products
The extensive delivery of wide spread net is far less than the fatal blow of accurate point
The core value of an advertising company does not lie in scale, history or workflow. What really matters is the people who work for you
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Chinese PinYin : Huang Yong
Huang Yong
