Li Ziqiang

Li Ziqiang

Richard Lee, a graduate of Harvard University and University of California, Berkeley, is a former senior vice president of PepsiCo Greater China marketing and chief marketing officer of Master Kong Beverage Holding Co., Ltd.

In 2005, Li Ziqiang was named "top 10 global marketers" by advertising time magazine.

Character experience

Richard Lee has extensive experience in marketing and creative content. In his early Pepsi career, he served as the brand director of Pepsi Cola, and later as the vice president of China beverage marketing. During this period, Pepsi became the first Cola Brand in China. In 2007, Li Ziqiang joined Pepsi global headquarters as vice president, responsible for the marketing of Pepsi global bubble drinks. In 2010, Li Ziqiang returned to China again as chief marketing officer in China, responsible for Pepsi's beverage and food marketing business in China. In 2014, with the continuous development of the strategic alliance between Pepsi and Master Kong, Li Ziqiang was appointed as senior vice president of Pepsi Greater China marketing, chief content officer and chief marketing officer of Master Kong Beverage Holding Co., Ltd. on January 9, 2017, Li Ziqiang, chief marketing officer of PepsiCo Greater China and chief marketing officer of Master Kong Beverage Holding Co., Ltd., left PepsiCo and Master Kong. now he has a new identity:

He is the chairman of livenation in China, the founder of fangti culture, a famous entertainment marketing company, and the consultant of Master Kong and Yuanli, a famous animation company.

on October 19, 2017, Richard Lee made his debut as chairman of livenation China at the jintoushang marketing creativity Festival. During his nearly 20 years in Pepsi, he not only led the company's marketing team to produce many excellent advertising and marketing works, including Pepsi nine stars, Pepsi music billboard, bringing music home, Pepsi tmall and other cases. Li Ziqiang will be the chairman of fangti culture company, responsible for brand IP marketing, especially brand mission marketing;

Character achievement

Pay attention to Chinese traditional culture

"Bring music home" as Pepsi China's main micro film series during the Spring Festival every year, has gone through four years, and has become a very important concept of Pepsi brand. Li Ziqiang explained to the reporter that "music" has multiple meanings, and "home" is the same. Home can be small or everyone. In the end, we want to convey that "home is not far away, and happiness is not big or small." In his opinion, this is in line with the concept of the Chinese people, and he has a sense of mission, hoping to make everyone pay more attention to the traditional concept. 2016 is the fifth year of Pepsi's "bring music home" activity. Pepsi strongly invited six young children to participate in the launch of the "Monkey King family" micro film. From the four generations of the Zhang family's persistence in monkey opera to the image of monkey king in the hearts of young people, the story of their respective bringing music home is interpreted. In the traditional year of the monkey, the monkey king spirit is a spiritual force rooted in traditional Chinese culture. Four generations of the Zhang family perform "Monkey King" and always insist on bringing happiness to the Chinese audience generation after generation with monkey opera. This cooperation allows the monkey king spirit to continue to pass on, continue the happiness, and bring the music home. Master Kang's "add you add new year flavor" was launched in early 2015 to arouse people's memory of new year flavor and attention to traditional culture with interesting and moving stories. "We all say that the flavor of the new year has faded, and we want to bring back the" humanity "through these works. It's very different from Pepsi's story. It's closer to the heart of the Chinese people. " Li Ziqiang said.

Leading entertainment marketing

from the original Guo Fucheng, Faye Wong, Jay Chou, Nicholas Tse and F4 to today's Gu Tianle, Huang Xiaoming, Cai Yilin, Chen Kun and Li Yifeng, many of the most popular and front-line stars have become the generals of Pepsi brand through him. As a pioneer of entertainment marketing in the brand industry, he has the vision of Shenzhun, created the brilliant era of "Pepsi nine star", and has continued his superstar strategy to this day. the case of Wu Mochou is worth noting. When Li Ziqiang signed Wu Mochou, she just became popular with the voice of China, but she never released an album. What's more, in Pepsi's star strategy, it has always been the most popular and front-line talents who are qualified to speak. "Then why do I look for her? It's because she represents the spirit of the post-90s. She represents talented young people with dreams and personalities. We can infect other young people through her new talents." about entertainment marketing, he also summed up a set of his own unique Secrets - "Wuji seven weapons": emotional energy, invincible; entertainment value, exotic; concept communication, all pervasive; brand appearance, everywhere; full implementation, impeccable; market investment, nothing; teamwork, invincible. In order to promote this unique secret collection, Li Ziqiang also specially printed a pamphlet "secrets of Pepsi Wulin" to share within the company.

Inspire young people with positive energy

Li believes that a young brand does not need to be full of vitality. In this way, the brand can always have a young heart from the inside to the outside, the attitude determines the attitude, and the attitude determines the state. Li Ziqiang has always stressed that Pepsi should do marketing with a sense of mission. In his opinion, the so-called marketing with a sense of mission is "the main consumer groups of our brand are young people, and young people are the pillars of society. We hope our brand can inspire them to make society develop better. Use Pepsi's unique way to inspire young people, transfer positive energy, use their favorite stars to influence them, and let them contribute to the society. " in 2012, Pepsi Taobao, an e-commerce website jointly launched by Pepsi and tmall, went online. Different from the traditional e-commerce platform, "Pepsi Taobao" is more like an exchange platform with many functions, such as shopping, experience sharing, creativity and entrepreneurship. According to Li Ziqiang, this is Pepsi's use of mobile Internet technology to subvert the traditional method of awarding awards and move the terminal to the mobile phone most commonly used by young people. At the same time, they also regard Pepsi products as a kind of media. They are not only the hardware of media, but also can produce content value. "We hope that through Pepsi tmall, we can build a bridge for interaction and communication with young people, so as to strengthen further interaction with young consumers." Li Ziqiang said. in order to cooperate with the launch of Pepsi Taobao, Li Ziqiang and Wang Yuan also made the micro film "create for desire". The film revolves around the story of a group of young people who founded "Pepsi Taobao" and encourages young people to bravely pursue the infinite possibilities of life.

First brand IP marketing

today, with a hundred schools of thought contending for original content and a serious surplus of network information, new media and new marketing methods are really dazzling. Li Ziqiang is once again at the forefront of the times in the era of rapid changes in marketing methods. Fragmented media environment is the biggest challenge for brand marketing, especially for young people. Many Internet media itself is a wonderful entertainment. For example, every day many young people shop on tmall, watch videos on Tencent, chat with friends on wechat, and some new media that are more in line with young people's culture scatter consumers' attention. now, agents need to deal with three or four different partners, from creativity to media to interaction, no matter big or small brands. In this way, the communication is complex, plus stars and producers, marketing has become a long process, which conflicts with the fast and accurate Internet environment. Now many brands like to have a very high budget for naming, the control of content is not in the hands of the brand, and the concept of the program is different from your brand, so sometimes you can't get good results even if you spend money, and you can only achieve the promotion of popularity. In order to overcome these problems, Li Ziqiang proposed the concept of brand IP marketing. "In addition to creating content, a brand IP can also be a community to gather brand fans. It should have the ability of Commerce, in addition to dealing with existing products, it can also expand a lot of derivative products; it also has strong conversation, which can trigger interaction; finally, it is connection, which can be o2o connection, B2C connection, or B2B connection. "This is actually a 5C model," he summed up as "five elements in one.". Compared with the traditional marketing mode, the marketing effect of brand IP marketing will be different. In terms of arrival rate, especially at the beginning of IP construction, brand IP marketing may not be as big as traditional TVC and TV program sponsorship. However, from the perspective of the fit between brand and target audience and ROI, the effect of brand IP marketing is the best. about brand IP, Li Ziqiang has many successful practices. He helped Master Kang ice black tea, NBA and Tencent sports build a young community called "my Division home". In this community, you can discuss your favorite stars, watch NBA games, and have a lot of content. In this community, Tencent has also created a virtual currency named k-coin with the brand of Master Kang, which is the name of Tencent

Chinese PinYin : Li Zi Qiang