How can we improve our sales force?
How can you move your heart?
How can I raise my sales force?
I would like to improve sales force further and achieve results.
This column is an article for getting a new viewpoint and awareness that I wrote for business people who are eccentric as above .
My author, I have lived in pursuit of self expression power in the 20s and 30s.
What does it mean that your feelings are transmitted to your opponent? What does empathy arise from words? How to create impression in the customer's mind? These are __.
In the field of severe sales, we have received a commendation at a big company with over 500 employees who made the most contribution by making use of this "transmitting technology" and being the second largest staff member.
Currently, taking advantage of that experience, we provide training courses to enhance sales force at companies across Japan as training instructors.
I have seen various people including sales force, people without sales force. Therefore, in this article, from my own viewpoint pursuing the world of self expression and the experience of achieving results at the sales site
We will "visualize" the difference between business people with sales capabilities and those who do not . I would appreciate it if you read carefully and get a new viewpoint and awareness, we hope you will be able to connect with the results from tomorrow.
■ Do not explain business. Make an image.
There are two obvious differences in sales talks between business people with sales ability and business people without sales force.
one
"Do you explain?" " Do you make it
imagine?"
is.
The salesperson who is explaining can not be sold quite easily.
On the contrary, a salesman who can talk about making a desire in the head of a customer can definitely increase the contract rate.
(It will be easy to understand clothes and car etc. What kind of things do you want to become after you purchase the product? What do you want to realize? Imagine the view of the world that can be achieved through the product with words and give new emotions that the customer does not notice I try to foster it)
So, what is the difference between this "explain" business and the "image making" business?
How can we make a business talk that will make us imagine ?
■ How can you make it imagine?
Before purchasing products, getting the image after purchasing on the head is to say anywhere in sales force training.
You may think that it is too "obstinate".
Many sales people know this fact, but first of all thinking
of selling themselves as well as PR of their products
.
Therefore, we must keep asking ourselves always to continue the achievement.
___ ___ 0 ___ ___ 0 ___ ___ 0 ___ ___ 0
It is necessary to understand beforehand that my world view and the world inside the client's head are completely different.
The customer has no knowledge or interest in the product as much as he thinks.
Even if you are interested, the level of interest is certainly lower than the level you think.
So, first of all, in order for customers to stand on the ring, it is only necessary to have an image .
The world of professional expression is the same, and when speaking a word, I always conscious that the listener will imagine himself in my head.
When describing the contents of words, the brain function of imagining in the customer's head does not work. I will speak to make you imagine instead of explaining .
Unilaterally explaining, customers lose the ability to image in their heads.
■ It does not convey even if emotion is put in words
Another obvious difference in business talks between sales force businessmen and business people without sales force
"Are you talking with a feeling?" " Do you
realize and talk about words?"
Many people,
" if Komere feelings transmitted to the customer "
, " transmitted to the customer if Komere their own thoughts tend I think."
But when you feel emotionally and thoughtfully, it is also a time to idle.
"I felt that I had been dragged out even though I told you so hotly.
Have not you experienced that?
In the professional world of self expression, people expressing with feelings, thoughts and fever are amateurs who are satisfied with themselves.
The person who is talking is very comfortable, but the person who is listening draws.
Many people misunderstand here and express it toward the listener. It is because it is subjective. Pro is not always your eyes (subjectivity) but always a line of sight (objective).
It is such a time that it often happens when you feel like you are doing but the opponent does not echo.
Mr. Masaki Sato's training
Of Masaki Sato "close rate is sales force training growing by leaps and bounds" state of
■ Relationship between sales force and head, chest, belly
Let's divide the type of salesperson into three.
Sales
manager of head Mr. salesman of
hat belly salesman
It is.
A salesman is a so-called smart person.
The rotation of the head is fast and there is analysis power.
Knowledge of goods is abundant.
A salesman at the chest is a person who can express the feelings and thoughts as described above. A person who gives himself fully in an attempt to tell, to tell. Desperately trying hard.
A bellow salesman is standing.
There is a presence. It does not move.
Still it is relaxing.
I am training on improving a lot of sales skills by taking advantage of the experience which I became the top in technology and sales that we cultivated in the theater,
A salesperson who produces results is definitely "a salesman of the belly".
A sales representative is a person who will explain what is called. My head is good, but I can not make a good result. We can not respond if we have unexpected things.
A salesman at the chest is wonderful at the effort, but it may be pulled or it is idle, as it is conveyed hotly with a feeling or thought.
A bellow salesman is hungry. Neither the words nor the feelings are skiing. It always calms down and gives the opponent a sense of security.
The belly salesman talks with a sense of frankly realizing the false words that lie that he got angry like to make customers imagine .
Chest salesperson steps on feet into the area of the head that customers imagine.
That's why feelings precede and it runs idly.
【For those wanting to know more】Ultimate Bible to recommend reading just before meeting you
Mr. Masaki Sato's training
The author who actually expresses the difference between the head, chest, and belly by training
■ Image power has individual differences
Let's understand in advance that there are individual differences in customer image strength.
When thinking that everyone can image at the same level, it is a mistake, it is perfect for the needs of customers thinking how wonderful you are, and sometimes it can not be sold even if you can say it to make you imagine.
It is said that there is a high possibility that customer's own image power is weak.
In this case, it is necessary to divide it.
We also have to pay attention to the power that customers can imagine, but training that salespeople make images of the world view realized after purchasing products in the customer's head is very important.
The most important consciousness for a professional salesman is to change it into a way of speaking that makes us realize by letting yourself get hungry and letting others say how to tell others in
everyday life .
It is not a way of speaking. It is how to speak.
■ How do I get sales force to make images?
Well, I told you that it is very important to train the image of the worldview realized after the purchase of goods at the customer's head in the field of sales, but what kind of training method is there specifically?
Hints are in everyday conversation.
It is the best way to hone your expressiveness by talking to everyday conversation to make yourself imagine.
For example, when you go shopping at a supermarket, a yakitori shop picks up chicken meat with a patch near the entrance of the shop.
Yakitori shop
I was attracted by the smell and purchased it and tried eating it was supposed to be too tasty and it was everyday.
Let's tell your family and colleagues to make the image above and its taste delicately imaginable.
"I today, I went to the supermarket to buy a detergent, I if there is opening of grilled chicken near the entrance of the shop.
The old man is ye gazing up flapping a red fan.
Among them know drifting scent is " very good smell " in, When I bought a thick leaver and leek and eat it, it was "really delicious "
The purpose of this story is to say "I want to eat too !!" It is not chat. I raise the sensitivity to hone my expressiveness from day to day.
I will give you another example.
If you wake up early in the morning and go surfing on Enoshima then it is fine and that Mt. Fuji looks beautiful and it is moved.
Mt. Fuji from Enoshima
I will tell them to image the above picture to my friends.
The aim is to have thought "I want to go!"
"I went to surfing yesterday morning, it was a very good weather condition and it was the best condition.Enjoy on Enoshima on the left and Mt. Fuji clearly visible so that I could reach the hand on the right! I was able to surf in the scenery and I was really impressed. "I want to see Mr. Fuji beautiful by all means."
It is better to realize and say "~ ~" part .
In this way, if you have a viewpoint that you have the opportunity to upgrade your skills even for daily life, your consciousness will change and you will be able to train very much. Your daily efforts and growth will improve your sales talk quality.
This is something you can do from the everyday to change to the consciousness that makes the image of the sight in the opponent's head.
The important thing to apply at the business site from here is to ask the desire inside the customer's head and make the image of the world view (sight) after purchasing the product image.
This is why it can be said that the reason why the contract rate has suddenly become clear after the top salesman received my lecture.
"It was clear that things that were sensual were logically organized."
"The world that has been seen has changed"
"Closing steadily resulted in achievements"
Some people say.
Please refer to this article and change your consciousness thinking that hints to raise your sales ability are hidden every day.
Will not you be conscious of your belly when you open it from today ?
I hope to lead to your achievement.
Increase sales efficiency:
Founder of Legion Analytics argues that there should be a better way for sales to find new customers.
They are now, Y Combinator is newly created special encourage businesses are participating in the (fellowship system). It is an 8 weeks development project for a very early enterprise, and a grant of 12,000 dollars and office use and mentor are offered.
Where was wrong in the prospect generation process so far? According to Sinan Ozdemir of CTO, the past business was taking too much time in fighting with a lot of useless data like a mountain of garbage. 20 to 40% of the information is incorrect or irrelevant data.
Therefore, Legion Analytics does not provide a lot of contact information to salesperson / woman. Instead of sending two, five, or ten prospective customers information every morning (number of cases can be set). These prospects are screened based on the industry type of business of the company and his / her interest, furthermore it is rated as [good / bad] like the rank of Pandora's song, and ranking is possible.
Screening of prospects is done by Legion Analytics' proprietary algorithm and an in-house expert group. Especially emphasize the responsibilities and title of the person. According to CEO Jamasen Rodriguez, ordinary titles are useful, but the company 's algorithm does not ignore Nauw - titles like "sales hacker". Today, the same work is often called by various, unusual titles.
For sorting, users can also make conditions. For example, "VP of sales at 25-32 years old, San Francisco company, finance history is over $ 5 million, web site uses Mixpanel", and so on.
Legion Analytics screenshot
Brian Trautschold, Sales Support Startup Ambition , also raised with Y Combinator, says about Legion Analytics: "I've tried using over 10 prospect generation services so far, although none are wonderful, , Legion that I use from two months ago can not let go.It will tell new prospective customers at the time of e-mail check every morning because it matches my everyday workflow, so the feeling that my life has become quite easy To ".
Rodriguez and Ozdemir met at Johns Hopkins University. Rodriguez was a student then Ozdemir was a lecturer. According to Ozdemir, they were interested in the theme "What should we do in order to be able to understand and realize that person as a really human being from the data on the net about the human beings?" As I continued my research, I noticed that this was a theme that can also help people in the market.
Related article
Staffjoy Launches From YC Fellowship, Helping Businesses Automate Their Workforce Scheduling
Y Combinator Just Introduced a New Program to Reach Up to "1,000" Companies Per Year
LinkedIn Ramps Up In Business Marketing As It Adds Lead Generation To SlideShare
I learned about YC's special encouragement project since they came to San Francisco. Actually, the project can also participate in startup other than bay area. They themselves also think that they want to cover more areas as a sales area.
"Information analysis for prospect generation (lead generation, lead generation) is now established as one industry type of business on the Internet, there are various types of services from analysis and refining of information to e - mail marketing" , Rodriguez says. "But I want to cover the whole process."
And, although it comes from the name of the company called Legion Analytics, it means Le and Le gon genaration together, meaning "prospect generation analysis".
Sales are also professional skills - 10 tactics for successful sales
Sales are also professional skills - 10 tactics for successful sales
Matt Bell , the author of this guest article , is vice president of sales planning at Azaleos . Azaleos provides a service to cloud application management of large enterprises. Matt is a strong man with a proven track record of extending company sales during the previous two recessions, so the way of thinking is unique and appealing. This article is a so-called sequel of so-called sequel of It's All About Selling for Survival in order to survive written by Vivek Wadhwa last month .
On the technology field blog, there are many advices for startups: how to make a company, how to procure funds, how to build a company image, how to acquire talent, and so on. But what you rarely see is an article that tells you how to make a meaningful business strategy, leading to sales.
If the sales are good, you can naturally develop a good corporate image, hire excellent talent, and spend time with various projects. Without sales, nothing starts.
Thousands of books have been published so far how to sell how-to books. There are even books that identify items, such as secondhand cars and siding of aluminum. However, none of these books deals with a special business format called startup. ... How can we get things and services bought from an unknown young company that may go bankrupt during the year?
The sales force I commanded so far ranges from what I sold for as much as one day to what I achieved annual sales of 20 million dollars. What I learned from failure and success is that no matter how good a product it will die unless it strives to acquire the first customer who is too dead to fail.
1. Flexibility Be stupid : The biggest strength of startup compared to established companies is that they can provide what they want. Even with orders that seem to be impossible, we will accept it. And even if you quarrel with the president it will be completed. Engineers are racial desires, but they are also willing to work hard for customers who pay money. Large enterprises are bound by various rules and practices and have little flexibility. But the strength of startup is not "Hertz doing everything right" Hertz, but being able to be "do anything" Avis. Hertz and Avis are famous rental car companies. Both companies' advertising battle is famous for a long time. ]
2. Utilize sales incentives : To obtain excellent salesmen, make incentive fee thicker than minimum guaranteed amount. An expensive base salary is an ordered one from IBM, but a real professional salesman is a genuine hunter who has days of prey and sometimes makes big deer. If you increase the reward for success, will the company go bankrupt when you sell too much? But that is not it. Jim Flatley from Verdiem told me the following when I was at Plumtree : He promised the company 15% of sales as a sales payment fee. And then, when sales were on track, there was none of the executives calling out to lower that rate. Even when the bubble burst and many technology companies were in a state of dying, Jim 's results did not fall.
3. Everything is important Speed : No matter how much technology you excel , it alone does not make the company's achievement go up. Respond promptly and promptly to inquiries and inquiries. Do follow-up after doing a presentation somewhere surely and quickly. Regardless of how big your competitors are, keep in mind that customers - prospective customers are enthusiastic about companies that respond quickly and quickly (not big companies).
4. Fill a landmine in the customer's mind : When presenting multiple companies, do it the most at the very beginning and make the next round of debate for your own advantage. Prepare a list of questions for customers. In the first place, the customer says the seller 's argument with spitting on his eyebrows, but believes what he convinced himself. So, even if the seller speaks ill of competitors, it is counterproductive. If you consent yourself with the faults of your competitors, your mind leans to your company. When I sold a $ 3 million system to Boeing , I included a list of questions for other companies in the document (so that customers can check them on their own). There is no evidence that the material was useful, but as a result my company who participated in the sales battle considerably later won.
5. Make the first customer a friend : The first customer is the best salesman. So, if you succeed in the first sales, you should stop a lone wolf and start two-person leg with a customer. Customers risking to buy from your minor company have to justify their actions even if they do not. Increasing your company's customers in the future will be the greatest reason for justification. That's why I will try to help you. Startups generally have limited proof of concepts of products and services, but their oral and experiences from existing customers can sufficiently compensate for their thinness (that is, the customer will perform demonstration on their behalf). If an existing customer tells prospective customers, "That is pretty good", you can concentrate on dealing with more specific concerns of that prospect. One of the customers of Azaleos recommends our product to prospective customers in the way that we do not have to worry about sitting in the server room where we all go out for drinks as the system starts up It is.
6. Sell yourselves sophisticatedly : Even if you do not have any particular grounds, when you work anyway, doing business as if you are a customer as you need a customer. Products and services that I can not confidently do not sell. Half of what sales are going to sell into startup is frustrating. But if you are not an unpleasant person, customers want to buy from a confident company. Besides, the purchasing manager of the company is trained to sever weaknesses and disadvantages. In the elevator heading for negotiations with the big bank, I decided to raise the lower limit price (the price which does not stop below this) by 1 million dollars. There are many people who say low prices because they do not want to break business talks, but at this time large numbers gave better results. Eventually, the negotiations were formed at a price 30% higher than the lower price.
7. First sell to partner : There is no purchasing manager who buys from IBM and becomes fired. Then, let's put on the side of IBM. Think somewhere where you earn with the success of your company or where you suffer a disadvantage with failure. Before you sell to the customer, first sell it there. When you sell to a company with more than 5000 employees, you find a partner that reduces the concern that your company has about your company (eg "It's safe if introduced over there"). Your victory is almost always a victory for big companies like Google , Amazon , Microsoft , SAP , IBM [= = they often use their products]. When I began to sell to a major shipping company, I tried to convince him that it would take nearly a month to leave a project of several million dollars on startup. But the customer naturally said no. Since it was a project using Microsoft products, when asked for Microsoft's cooperation, the business negotiations were settled quickly.
8. Involve everyone : Include as many people as possible in the sales process such as executive, manager, founders, technicians, product managers, customer service people, etc. Then you will become familiar with the nature of the negotiation. A customer may not speak with you in sales nicely, but a horse may fit with a technician. And you will feel your company bigger than it actually is. The customer (prospective customer) has knowledge of various people at your company and has the recognition that it is not only a salesperson who was hijacked. You have the impression that you are not trying to care for that customer, not your company. If the company is likable, the fact that the company is small is rather a positive factor. This tactic is effective for customers in both small and large companies. Especially when you make a personal phone call to one of the CEO and executive at the final stage of stuffing, the impression that your company is committed in good faith is strongly conveyed to the success of that customer company. That's my recommended tactic.
9. Slowly hire, quick dismissal : When hiring useless people, the company loses money if he is hesitant to dismiss, the employee's morale is lost (damaged) and the company's credibility is also damaged. Three months after I hired a man to work, I told him: "How long can you be fine without selling anything?" His answer is: "Do not worry Matt, if I can not sell anything in the coming quarters, I will look for another job." The next day, the company fired him.
10. Honor sales talk : In the beginning of the technical startup, there are often only engineers at the beginning. That he hired you is expecting you to cold-call all of the phone books (call-in). So you have to like Cold Cole. I have been doing business for many years but still enjoying cold calls. But what was the only reason why Dutch (hero who plays Arnold Schwarzenegger) won last in the movie "Predator"? That is to know exactly where the target is in advance. If you do not know exactly in advance what kind of department (or person in charge) you are calling the person in charge of the department (or in charge), it will be a very cold call with poor yield. And then the sales talk that you talk on the phone at that time must be understandable to the 10 year old child.
The bottom line of creating a brand of Wenchuang
Brand awareness is weak, and heavy products and light brands in the operation process are almost common problems for Wenchuang practitioners. On the one hand, the market environment is immature. On the one hand, Wenchuang enterprises are struggling on the survival line every day, and cannot be considered; as a corporate strategy At the core, brand building can't be treated sloppy at any time. Brand investment can't bring benefits immediately, but brand awareness is more like “Tao”. It invisibly leads the whole army, unifies the mind internally, and defends the enemy from the outside world. Brand building perspective discusses the core and elements of brand composition.
Products and brands are like wood and boats, bricks and walls. Without the accumulation of products, there will be no branding; but only one product, no brand to do series, will not form a truly influential brand.
مشاوره تبلیغات
So how to create a brand?
Before you talk about the actual steps, you need to understand some of the new changes that have taken place in recent years to build brands:
The positioning model of the population divided by the traditional category is transformed into the model of the population divided into values;
Traditional brands are based on positioning theory, to differentiate, to classify people by category; in the industrial age, media and channels have absolute right to speak, this form is a very effective brand underlying construction method; but in the Internet era, media decentralization The ever-limited and limited consumption scenes have emerged, and the consumer groups have been separated into independent islands. The islands are composed of people whose interests and values converge. For example, in the big aspect, there are two-dimensional crowds, movie lovers, and board game enthusiasts. . . In every big crowd classification, there are countless small branches, and the links between the branches are not tight. This causes the traditional brand construction to be invalid to some extent. The traditional brand construction is similar to holding a horn in a square. Shout, "I am xxx, I sell xxx", and now the square has become a single-family villa, you have a loud voice, no one will hear it; new media, new channels, new consumption scenes have led to new The brand builds the underlying ideas. First, we need to make a differentiated value orientation. We need to express “who am I” and “what do I like the most”, so that we can knock on the door of each villa and then tell They, people who are interested in certain values will naturally be attracted. (In fact, this involves two pieces of content, one is brand building, the other is brand communication, this article focuses on the brand building part, and the content of the communication is written later)
For example, muji MUJI, what do you think of MUJI? Humble and simple design, soft and comfortable materials, gentle color matching, etc., you will find that all of Muji's products reveal a natural simplicity. This kind of simplicity is the simple return and complex removal advocated by Muji. The useless life philosophy, under this value, all products, packaging, image unified planning and communication, attracting a group of people who agree with this value, once consumers agree with certain values, they will consume any category under the brand. .
This is the new brand building idea. The brand value must be the most fundamental and most important position. This kind of value is like a line. The products, packaging, image, etc. are all connected in series. The whole formed is the complete and unified. s brand.
Understand the underlying ideas of brand structure, grasp this core, you can understand the essence of brand building, and then look at the major elements that constitute the brand, it is easy to understand the "skills"
Five elements of the brand:
1. A core value;
2. A symbol (vi brand image is evolved here);
3. A slogan;
4. A story that can be spread;
5. A complete set of services;
Step by step disassembly:
1, a core value;
The core values need to be clear "Who am I, what I like, what do I want to do...", here, attention must be taken to be very focused and grounded, with strong differences that can be clearly perceived by the audience. It is best for Wenchuang brand to think in terms of lifestyle. Most of the brands in the future will evolve into lifestyle brands. The Wenchuang brand, which wins with creativity and culture, naturally needs to focus on it.
2. A symbol;
The core of the brand symbol is logo and color. On this basis, the brand vi tone is deepened and the brand communication standard is made. Here is a reverse test method to think about the brand image from the perspective of consumer contact, such as official website, official WeChat, micro Bo, the product packaging that you are exposed to, or even a discount card, all places that come into contact with consumers must reach a unified vision, imagine, add me, I am the audience, when you touch these images, you will be the brand. How do you feel?
3. A slogan;
A good slogan can definitely make the brand spread with less effort. For example, Xiaomi’s “born for a fever”, a few simple words, fully expresses “who am I, what I want to do”, and more importantly, there is still a strong Communication.
4. A story that can be spread;
There are so many good brand stories, so I won’t go into details here, but I shouldn’t talk to myself when writing brand stories.
5. A complete set of services;
Your contact information, after-sales service operation, in the current environment, we must take into account the elements of community operations, and "service" the potential consumer groups in advance.
Like Wenchuang, I want to know Wenchuang, welcome to pay attention to gzh: great instrument
Writing a new culture, reading for survival
-
Writing a new culture, reading for survival
A few days ago, the biggest focus of the industry was the launch of Tencent UP2018. The UP conference is held once a year and is the most important conference for Tencent's mutual entertainment. Many heavy news will be released on the same day.
This year's UP conference is still very informative, and many important products (lines) have been announced, and UP itself has made a lot of bigger changes, from one day to two days. On the first day, I invited all kinds of Wenchuang big coffee people to come to the lecture. The next day was the Tencent mutual entertainment business conference.
The bigger change is that Tencent has abandoned the slogan of “pan-entertainment” that has been used for many years and changed it to “new creation”, so UP2018 is also called “Tencent New Culture Creation Ecological Conference”.
It seems that it has just changed its slogan, but it actually reflects the undercurrent of the undercurrent.
1
In 2012, Tencent held the first UP conference in Beijing. At that conference, Mutual Entertainment proposed a word called "pan-entertainment."
Tencent later packaged a lot of strategic terms, but "pan-entertainment" is the most successful one. Before Tencent proposed, you went to search for "pan-entertainment". In fact, there is no such single word. Only "pan-entertainment" is a derogatory term. It refers to a kind of "entertainment to death, to consumerism and hedonism." At the core, all fields are moving towards the trend of entertainment, and from time to time they have been criticized.
In 2011, the website of Renmin.com and the State Council Information Office reprinted a manuscript. The title was called “Critical Pan-Entertainment Tendency Criticism”. The first paragraph was asked:
“When pure entertainment has gradually evolved into a pan-entertainment with a strong commercial atmosphere, can we still sit on the sofa with peace of mind and enjoy the so-called spiritual feast?”
After a year, Tencent proposed a pan-entertainment strategy.
At that time, Tencent redefined the word. Mutual entertainment accordance with the interpretation given by the so-called pan-entertainment, is to IP licensing as the axis, to game operators as the basis for cross-cutting, cross-platform new business model. After this, “pan-entertainment” became the core strategy of Tencent's mutual entertainment. Tencent mutual entertainment has gradually changed from online game business platform to an interactive entertainment entity containing games, animation, literature, film and other related businesses.
Later, the word was beyond the scope of Tencent and became a hot word in the industry. The country also recognized this concept. In 2014, “Pan Entertainment” was also included in the industry reports of the Central Ministries such as the Ministry of Culture, the Press, Publication, Radio, Film and Television Administration and highlighted.
Until now, the word is still a high-frequency vocabulary in the PR drafts of various companies. It is said that the layout must be popular, and that IP is all in the whole industry chain.
Today, six years later, this rhetoric is already tired. But in 2012, the IP statement is still very fresh. Turning to the end of 2013, the mobile game industry leap forward, because of the powerful capacity, the power of IP has gradually been recognized by the industry, the mobile IP era is also officially kicked off.
Tencent saw the industry's development trend earlier than most people.
2
Six years after the "pan-entertainment" was proposed, in the 2018 UP conference, Tencent invented another word, "New Culture."
"New Culture" is a complete new word, the official said to be upgraded from "pan-entertainment." According to the explanation at the time of the speech, the so-called new culture is a more systematic development thinking, namely -
Promote more efficient digital cultural production and IP construction through a wider range of subject connections that promote mutual empowerment of cultural and industrial values.
The main body connects and empowers each other... These words, "Every word knows that they are connected, they don't know what to say," are put into this passage, and it becomes very difficult to understand immediately. It can be said that it is not like human words.
The official speech also added a more "popular" explanation, saying that new culture is business to make culture more prosperous and culture to make business better.
Popularity is commonplace, but this sentence is no different from saying nothing.
What is the new Wenchuang? I have seen no less than ten media interpretations and PR drafts in the past few days. Under the question of knowing the corresponding questions, there are dozens of answers. Many large and small Vs have sprinkled a large part, but I don’t know what to say.
The festival is selected from Tencent’s official answer to Xin Wenchuang. The word “resonance” is the same as the “energy” mentioned above, which is in line with Tencent’s recent TOB sense.
Pan entertainment is good, why do you suddenly want to hold such a difficult concept?
The story behind this should be combined with reality.
3
Throughout 2017, the entertainment industry is still hot, and the huge cash flow is enviable. However, the entertainment industry has become an industry that is “rich and in danger”.
From February to April 2017, the Hunan Provincial Party Committee's First Inspection Team conducted a patrol on Hunan Radio and Television Station to “look back.” On May 4, the provincial party inspection team reported the inspection opinions to the Taiwan Party Committee.
In the inspection opinion, it has been written that for a long time, some comrades have become deeply ingrained in the idea of "entertaining the stage" and "taking the hero on the ratings", and some channels are swinging around in dealing with social and economic benefits...
In response to this opinion, Hunan Satellite TV quickly launched a rectification.
In 2017, the self-made online comprehensive program "Golden Bachelor" was completely offline, and "Where is Dad?" The fifth season TV station was stopped, and it was broadcast only on the Internet. "Hunan News Network" launched the theme of "Five Years of Enthusiastic Progress", "Precision Poverty Alleviation in Sanxiang", "Opening up New Hunan", "Cultivating the Belt and the Road", and independently planning and launching "Famous Masters", "New Spring Walks the Grassroots Live Su Mudu, "The most beautiful is the hometown", "The Rise of the Storm" and other key reports, carefully planned and launched the news blockbuster "for the people", "Poverty Alleviation", "Eight Day Eternity", organized a large-scale live broadcast report "Precision for Poverty Alleviation".
A lot of things happened in 2017, and Hunan Satellite TV is just a footnote in the new era.
In June, the "General Rules for the Review of Contents of Internet Audio-visual Programs" was released, which included professional online audio-visual programs including online dramas, micro-movies, online movies, film and television cartoons, documentaries, and arts, entertainment, technology, finance, sports, and education. Detailed rules.
The General Principles put forward the principle of pre-trial and post-audit and review, demanding the promotion of Chinese traditional culture, insisting on correct orientation, and not spoofing heroes. The General Principles also lists homosexuality and sexual perversion, incest, etc. as "abnormal sexual relations" and places them under the paragraph "rendering obscene pornography and vulgar low-level fun" and prohibiting them from appearing in audiovisual programs.
At the end of the year, the hip-hop singer GAI suddenly retired from the "Singer". On the second day, Gao Changli, Director of the Propaganda Department of the State Administration of Radio, Film and Television, made clear at the publicity meeting that the guests invited by the radio and television should adhere to the "four absolutely no use" standards and clearly requested The program does not require tattoo artists, hip hop culture, subculture (non-mainstream culture), funeral culture (declined culture). The hip-hop culture was banned, and the dyed artists on the TV show were marked with mosaics.
Any friend who has a little concern about social news should be able to directly feel that the control of mass entertainment is getting tighter in the past year, and the rate of policy tightening has not been seen in previous years.
4
Not just entertainment. Not long ago, the connotation section APP was ordered to be permanently banned because of the vulgar content and misdirection. On the same day, the second season of the "Kiqi Conference" video was removed from the Internet.
At the same time, the main person in charge of the fast hand and today's headline was interviewed by the regulatory authorities and were required to rectify. After the rectification, the entire homepage recommended a new style of painting, a new era of full screen.
On the afternoon of April 9, today's headlines, Phoenix News, Netease News and Daily Express were temporarily removed. On April 11th, WeChat and QQ began to suspend the direct play function of the short video APP, and all the video information from the external short video APP link could not be directly opened on WeChat and QQ.
Earlier, because of the hype of pornography and misorientation, the person in charge of Sina Weibo was interviewed by the Internet, and the hot search list, hot topic list, and microblog question and answer function were temporarily downlined for a week. When I went online again, I added a new era section.
When the People’s Daily commented that the connotation was closed, it said that it is not just worth, not values. Like Hunan Taiwan’s “Entertainment Stand, Heroes on the Ratings”, excessive entertainment and vulgarity are all to be resolutely defeated.
At this time, what do you think about the "Critique of Popular Pan-Entertainment Tendency" 7 years ago? Help you review:
“When pure entertainment has gradually evolved into a pan-entertainment with a strong commercial atmosphere, can we still sit on the sofa with peace of mind and enjoy the so-called spiritual feast?”
5
The game naturally cannot be alone. On the surface, what the outside world sees is that Tencent’s "Glory of the King" dominates the world, and Tencent sees that most of the chickens are in the battlefield. In the 2017 MOBA tide, in 2018, Tencent won the most successful products, with unlimited scenery and beautiful prospects.
But for Tencent, the past year is also a very dangerous year. It is not an exaggeration to use "rich and dangerous".
The first was "Glory of the King", and a round of "Nine Commentaries" came down and was almost sieved. Tencent has accumulated a lot of wealth with this product, and there are still a lot of risks.
At the end of the year, the Game Working Committee issued a document saying that the State Administration of Radio, Film and Television has noticed the situation of the game of "Jesus Survival: Great Escape" and kept close attention. Because of the bloody and violent content of such games, and seriously deviating from the core values of socialism in China, it is not conducive to the physical and mental health of young consumers. For this type of game, the General Administration will have a clear negative attitude and it will be difficult to obtain a publishing operation permit.
So there was a situation of two days of ice and fire. On the other hand, Tencent vigorously laid out the chicken category, and the mobile version was born. On the one hand, the agent's "Jesus Survival" national service is difficult to produce.
"H1Z1" is even worse. Tencent has already won the agent of this game. As a result, the official website has no face after revealing a face.
WeGame, the main stand-alone game, is actually awkward. There are always people worried that WeGame is bad for Steam behind it. I want to replace it. I don’t know if the mud bodhisattva is too difficult to protect itself. The lack of predictions for the game review has become a game introduced by WeGame. The biggest stumbling block in front of the business. "This is my war" was put on the shelves and was taken off the shelves. Because the domestic stand-alone game market is ridiculous for many years, there has not been a pure digital version of the stand-alone game for a long time, and the related review process is not clear, and the results are not submitted for trial.
Looking back, in the past year, Tencent came under the fire of all kinds of XX network XX daily newspaper. From the beginning of the 17th to the present, although Tencent holds a variety of phenomena-level games, it is also dangerous. Compared with Tencent’s past big and small crises, the game business has never encountered such a big “top-down” danger.
By 2018, the game industry's environment has not improved with the advancement of the times. Since last year, the game drug theory that has ebbed for more than a decade has re-enacted.
In January, Beijing's multi-ministerial committees jointly enforced the law and launched a special campaign for online games. The "Blue Line" and "Destiny: Crown Positionation" were all on the list because the female characters were exposed and violated social morality.
In March, dozens of representatives of the two associations and members expressed their position to strictly control online games.
In April, the Ministry of Culture and Tourism announced that in order to further strengthen the supervision of the online game market and protect the legitimate rights and interests of minors, the organization will conduct investigations on 50 popular games, including Tencent Games, Netease Games, and Sanqi Mutual Entertainment. "Explosive models" products.
The biggest impact is the punishment for TapTap. In March of this year, TapTap announced that it would provide unaudited approval for overseas game downloads in China due to violation of relevant department regulations, accept punishment from now on, carry out comprehensive rectification, stop online game operation activities for three months, and stop all during the period. Game download service.
The download service of the unreviewed game has been provided in almost all channels in the past. This is the first time that such a large penalty has been imposed. The meaning of killing chickens and monkeys is beyond words.
Everything is reminded: the game is making money in China, and it is still an industry on the edge of the cliff.
6
In the face of the crisis of the past year, Tencent has shown a strong desire for survival.
After the "Glory of the King" was besieged by public opinion, Tencent quickly took out a series of means. Firstly, it set up an anti-addiction system called "the strictest in history" for the minor, and then launched a series of actions to popularize the history and culture, and engaged in the history of the king. Lesson, adding a historical introduction to the characters in the game.
Later, the "Jesus Survival" mobile game was even more cautious. A friend told me that at the end of last year, Tencent pushed "Glorious Mission" and "CF Desert Island Special Training". In the propaganda draft, even the chickens could not be mentioned. It is absolutely forbidden to contact with "Jesus Survival: Great Escape". . The "big escape" game can not be said, the relevant rhetoric has also changed to no standard, from "airborne competition" to "survival shooting" has changed several waves, and finally unified as "tactical competition", for fear of stepping on the policy red line.
After the success of "Stimulus Battlefield", Tencent did not hesitate to invite Wu Jinglai, who was the patriotic sentiment of the last year's violent movie "War Wolf 2".
As for the end of the "Jesus Survival", look at the following picture to know how easy this road to survive is:
Another phenomenon is that new key projects have begun to strive to move closer to the public welfare and traditional culture. Although Tencent's cooperation with traditional Chinese cultural projects has already begun, it has never been as concentrated as it is now.
When the "QQ Speed" mobile game was launched, the Great Wall Protection Plan was announced at the press conference: "QQ Speed" mobile game will promote the inheritance and development of the Great Wall culture among young people by means of various presentations of the game.
At the end of last year, Tencent and Dunhuang Research Institute reached a strategic cooperation, and under the background of the Belt and Road, the “Digital Silk Road” program was launched, and the “Seeking Immortals” mobile game was used to promote Chinese traditional culture. In February of this year, "Xian Xian" also took a documentary about "Seeking Fairy and Too White" as a case documentary for the game industry to protect Chinese traditional culture and broadcast it on CCTV and other channels.
Of course, not only Tencent, the manufacturers' sense of smell is very sensitive. After all, the current highest order is "compacting the main responsibility of Internet companies."
At the end of last year, the attitude of the radio and television to the big escape game was just coming out. Netease quickly rectified the "Wild Action" and announced that it would "adhere to the socialist core values and promote the traditional cultural habits of the Chinese nation in the game." "Ethics" will stop maintenance and "worldview iteration" of the game.
After the iteration, the background of the game becomes a drill, the poison circle setting becomes the signal receiving range, and the game style becomes like this:
The latest news is that "Wildness Action" has to carry forward the positive energy of the navy.
At the end of last year, "Chu Liuxiang", the Spring Festival also specially carried out a special event to promote non-legacy culture, and joined hands with Zhejiang non-genetic people to showcase six intangible cultural heritages.
This year's UP conference, Liu Ming, vice president of Tencent Games, spent half an hour on the stage to introduce functional games. Some time ago, NetEase also started a "functional game". Tencent announced the "榫卯", "Folding Fan", "Picture of the Border" and "Euclidean Geometry". NetEase has also prepared for this, and then announced the agent programming educational game "Geek Wars".
Since last year, Tencent and Netease have frequently combined the promotion of their own games with positive energy, positive values, and traditional culture, striving to weaken the entertainment attributes of the game, and strive to communicate a signal:
"Our game is also positive."
But is this useful? It is hard to say that Hunan Taiwan has worked so hard. The first phase of "Daddy Goes 3" went to the Red Revolution Holy Land. Dajun’s father Lin Yongjian is the actor of the General Political Song and Dance Troupe, who has shaped the image of countless revolutionary great men, and is also the awards and Spring Festival Gala. The frequent visitors, it can not stop saying that the broadcast will stop broadcasting.
7
When we look at the real background of the Tencent game in the past year, and then look at the "new creation", the perspective is much clearer.
Observing Tencent's specific examples of explaining new creations, there is a clear commonality.
Under the answer to the new Wenchuang, Tencent's official account took the example of "Journey to the West" to explain the new Wenchuang, saying that this traditional cultural classic can last for a long time because of various interpretations including games, movies, and animation.
In the speech of the UP conference, Tencent cited examples of the H5 works and the National Treasures of the Emperor Zhu Xi of the Ming Dynasty, and mentioned that the Eastern Emperor Taiyi in the "Glory of the King" made the traditional culture more recognized. Say the profound Chinese traditional cultural heritage behind "Foxboy Little Matchmaker" and "Under the One Man" and talk about the theme of the Forbidden City created in "Every Day Love Elimination".
In addition to the words, they are full of positive energy, and the game, animation and film and traditional classic culture are deeply bound and combined. Tencent also mentioned the digital culture of China, which is also the key word of the 19th.
"Pan entertainment" is not mentioned, because the orientation of this concept is not so correct. "New Wenchuang" has explained hard work, because you have to upgrade from pan-entertainment, but also to build high-rise buildings, but also to deepen the core of the classic culture. Even if Tencent is a master of concept, it is hard to say that it is round. A little bit.
So what is the new culture? Tencent is trying to add a few pieces of traditional culture and positive energy to the game anime. It is tightly wrapped. If there is winter in the future, let them not freeze in the winter.
Writing a new literary creation, read as a desire for survival.
How to create a cultural brand ?
cultural brand
In this era of fast-food consumption, people began to look for a link with temperature, pure touch with history, culture, land, and people, and emotional resonance with memories of the past. That is not the psychological satisfaction that high-priced boutiques can provide, but the touch of familiar temperature, the texture of the experience, the real brand charm through design and cultural creativity.
Two levels of brand marketing:
Competition for substantial interests: taste, service, environment, price;
Competition for emotional interests: culture, vision, stories, experiences, fans.
After this, the competition has been upgraded in all directions...
▼
<The value of Wenchuang >
In the era of fast-moving, Wenchuang has brought the brand closer to consumers and shortened the market cultivation period of the brand.
The bottleneck of the product itself - convergence, Wenchuang opened a new channel for the brand to stand out
Providing a new consumption possibility for impetuous modern people, interactive and emotional functions in the user experience
Personalized needs that are not waiting for me - 90, 95 are fully introductory. They have become "old" since childhood, and they have become more aware of the rules and values of the adult world. The language is more innovative and relies heavily on the Internet. Different, get psychological satisfaction...
SO...
The brand is "1", Wenchuang is "0", and "0" is constantly added.
The product is delicious, and the creation is fun.
The brand is the root, the creation is a flower, the leaves are flourishing, and the flowers look good.
The brand is congenital, the creation is the day after tomorrow, the innate decision is made, and the day after tomorrow is back.
The brand is “positive” and Wenchuang is “odd”, with a positive combination and a strange victory.
......
▼
< The original heart of Wenchuang >
Life is culture, whether it is nature, society, history, literature, philosophy, aesthetics, or drama, music, movies... These can be the creative nutrients that nourish the brand, you can see a lot of people, you can feel surrounded by beauty However, there is no deliberate and exaggerated. This is the best state of experiencing the aesthetics of life, and it is also the ultimate realm of Wenchuang.
"Book of Changes" said that watching the astronomy to change time, observe the humanities to become the world.
The cultivation of humanity in a society and an era is the result of people's deep cultivation and intergenerational transmission from generation to generation. Each era has a unique humanistic ecology. The cultural renaissance in the field of cultural creation is not the same as turning back the old road. Instead, it uses contemporary context and social environment to create works with humanistic meaning.
I don't know when, Wenchuang products and brands have sprung up in various industries, attracting everyone's attention and triggering the support and pursuit of consumers around the world. Seeing creation, palm grain, Awara soap... When I heard these names, the hearts of the young artists could not help but rush.
When designing products and packaging, they will work hard to make the products look like they are intrinsic; in marketing, they focus on communicating emotional values with consumers and presenting a rich look that is different from other brands.
The following pure dry goods
▼
<Text open up a brand Renduermai >
Wenchuang is not a sticker, it says the words 'wen' and 'create', and then put it on the goods.
While satisfying the basic functions, we will establish a connection with the spiritual world of consumers by digging deep into the culture, spirit and connotation behind the products; or giving consumers a new and pleasant consumer experience with subversive products and services, let The brand has soul and temperature, style and personality.
How to mine culture? How to subvert innovation?
Wenchuang brand business model
▼
1, three get through
This is the top strategy of the Wenchuang brand. Category, brand, and customer groups are all open. The category is to find the organization classification, the brand is to be differentiated, and the customer group is to whom to look.
Today's consumers are selected according to their needs. For example, business guests are invited to eat Chinese food. Friends and family may be hot pots, so the category is based on the needs of subdivided brands. The customer group is the cultural direction and content style determined by contemporary perspectives and values.
2, five-dimensional cultural mining
This part is the core part of the Wenchuang brand. Combine the cultural sources of Wenchuang brand from five dimensions:
Local culture: folklore, history, ceremonies, geography, phenology, stories, proverbs...
Celebrity endorsements: historical figures, legendary characters, brand founders, core figures, core teams...
Product culture: core products with unique resources, explosive products, and the completion of the core explosives to the high-margin transition;
Fan culture: It is the customer group culture, researching their immediate needs, and determining the need of the Wenchuang brand is not the function of the product, it may be “self-realization”, “participation”, “loading” or “self-portrait”.
Operating characteristics: starting from the characteristics of the model, the characteristics of the service, and the characteristics of the experience, and making it the core content of the brand culture, represented by Haidilao.
3, visual interpretation
Visual interpretation belongs to the landing part of the Wenchuang brand. It is to express the refined cultural genes in a visual form, and it is reflected in packaging, stores, publicity and even products.
Super symbol: Super symbol is the picture in the mind of the brand consumer. The word spit out in the mouth, the symbol is born in the field and space, and the transmission energy is far greater than the LOGO.
The design of the Wenchuang brand is reflected in two “Creating XIN”
Create a heart, tap deep elements, and make traditions very traditional
Innovate, integrate into the trend of the times, and make the tradition subversive
4, six sense experience
Three open, open the category, brand, customer group, this is the top design of the Wenchuang brand; five-dimensional culture and visual integration, is the design of the middle layer of Wenchuang brand, up the "three open", down The ground is a "six senses experience." At this time, the brand began to be full, we will cure the brand, let the brand take off, let the culture fall!
Landing to the storefront experience, starting from the consumer's tentacles, around the visual, auditory, smell, behavior, thought, sublimation to emotion, let the brand fully sublimate in the hearts of consumers!
< Wenchuang brand uses culture as a means to achieve commercial purposes >
▼
It should be noted that although we focus on the feelings and culture, our ultimate goal is to make profits. Therefore, if the Wenchuang brand is implemented in business, we need to examine the following issues:
First: The culture of the brand is not accepted by consumers. Is this culture connected with the emotions of consumers?
Second: Only culture and feelings are not enough. What kind of cloak should he wear, what kind of appearance should be presented to the consumer, and consumers should like him. Wenchuang is to find a balance between the entire culture and consumer needs, in order to have the ability to do business.
Heart sound
Chinese people say "three years old to see the old", this article is specifically written to the brand owners, because in the service experience of brand customers in these years, we found that the brand development, in fact, the dependence on the initial conditions is great! For example, the format, location, selection, equity... These conditions have been brought to the brand from the very beginning, and most of the future operations are irreversible. Therefore, the mission of this paper is to explore the brand through the path of “Wen Chuang”. Other possibilities; I hope that the practitioners of each brand will be able to be born at the birth of a brand!
▼
(To be continued, Xiao Bian is working hard on the book...)
If you are interested in this article, you can add attention, let's continue to explore
In a highly competitive market,
Marketing design has become the biggest competitiveness of the brand.
This translates into direct productivity.
Based on the analysis of business logic, we cut from the market perspective.
Let the products sell well and make the brand shine.
New friends long press the QR code to follow the old friends and click on the top right corner to forward the share.
Pre-exciting articles
