At the Crown regular meeting, Gao Ruoshun shared with everyone "Revealing the Road to Development of Original Brands". He took the creation of market segments as the entry point and became the number one brand of Taobao's Chinese-style jewelry. Passing the brand concept of "pure heart and no evil thoughts" to employees and customers is not only a marketing slogan, but also a sharp analysis of brand building.
The following is a selection of full texts:
Promotion, promotion, marketing, branding
Host: The course we are going to take next is how to start from selling goods online to building a brand. Speaking of sales, the current situation is diverse, including promotion, promotion, marketing, and brand. Among these four words, can friends on the scene explain these four words very clearly, one is promotion, one is promotion, one is marketing, and one is marketing, and there is also a brand. It is okay to explain one clearly. Do you want to try it?
Audience A: Let’s talk about sales first. I understand this word. In my understanding, sales are relatively proactive attacks. Generally speaking, it is more direct when doing sales. In fact, marketing and promotion are a little similar in my understanding. Promotion may be part of marketing, and marketing may be more of an operational level. In my understanding, its sales are relatively passive because it relies on the layout of one point at a time to finally complete the pursuit and blockade of consumers. He is not particularly proactive, but a bit passive.
Host: From your perspective, your understanding is correct, so how do you understand it as a brand?
Audience A: I think brand is a concept of inertial imprint formed in the minds of consumers.
Host: Are you trying to express the meaning of word of mouth?
Audience A: It’s not about reputation. For example, if someone asks the air conditioner, who can you think of? This is a concept.
Host: This handsome guy just now understood from his perspective, and another friend wanted to share his understanding with us.
Audience B: I will tell you a story. A son asked his father, if I find a wife for you, go out for a blind date, introduce yourself, this is sales, you have to sell yourself, promotion means that when I went out for a blind date, I told him that I still have a house, which means that he wants to buy one free, if you marry him, then I still have a house. Marketing is equivalent to his father packaging his son. If he is mediocre, he can package it as a successful person, and there are also a series of things such as houses. This is called marketing. What is the brand in the end? It’s where you sit, you are Buffett’s son, Bill Gates’ son, you don’t need to say anything, this is called a brand.
Host: Very, very good! I just received a very precise explanation. You might as well listen to it together. It is similar to what the gentleman just shared, but it should be more clearer than what he said. We should also use the object to give an example to illustrate what is sales? It is if a boy tells a girl that I am the best, I promise to make you happy, and be happy with me, this is sales. I understand very well, without any additional conditions, then what is promotion? This boy told the girl, my father has three houses. If you get along with me, these houses will belong to you in the future. This is promotion. Promotion means that we must bring some additional conditions. So what is marketing? This boy doesn’t have to confess his love to this girl at all, but the girl is fascinated by the boy’s temperament and demeanor, which is marketing. If we build a brand, we must have its own charm, demeanor and temperament at the marketing stage. For the last brand, when a girl doesn’t know this boy at all, all the friends of this girl said that this boy is very good, and this is the brand. Although this is not something I said myself, I still agree with it. If your product can become a brand, it will definitely be the best way to kill the public. So now our online merchants are also facing this problem. The word brand is increasingly praised and trusted by our consumers in our current society. So how can we make our products go from selling goods online to building a brand? Next, we will invite our guests to share with us. He is Siwuxie CEO Gao Ruoshun. Mr. Gao will come to explain with us how to go from selling goods online to building an original brand. Please give us a welcome!
Gao Ruoshun: Thank you everyone, I am Si Wuxie Gao Ruoshun. Gao means Gao, if it is the heaven and sentimental Ruoshun, Shun means smooth and smooth. What does this name mean? If everyone understands it as if it seems, it means that it means motivation and crisis for ourselves, that is, we can find the sense of crisis in it, and keep vigilant at all times when it goes well. This will allow us to go on well.
Today I am very happy to be here with you. I saw many old friends in the audience and many old customers who support us in the audience. I would like to express my gratitude to you. The theme we share today is to reveal the development path of original brands. Before sharing this theme, I want to share a mental journey in my development process, or a way of thinking. When I was listening to Lao Nie’s speech this morning, everyone talked about a question of ideas, and I thought about this word. Everyone was wondering whether we want dry goods or parallel goods now. Last time, a buddy said that Lao Gao was parallel goods. I think dry goods and parallel goods are inseparable. If you want to truly use dry goods well, you must have 1% or 99% of parallel goods, or you must be thinking about how to turn parallel goods into dry goods. What I want to talk about today is how to combine dry goods with parallel goods, which can truly bring you a brand path, and make benefits from the brand, rather than empty talk.
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