The International 2P Brand Strategy Makes Business Easier.

International Online (Guangzhou) has a lot of Chinese marketing planning professionals and small and medium-sized entrepreneurs call to consult what is "international brand 2P marketing strategy theory". On this issue, the international brand guide and many domestic media reporters and colleagues at a Guangzhou yacht meeting interviewed the Chinese brand strategy leader, Mr. Luo Chuan:

In the 30 years before the development of Chinese brands, there are many "ten big" industry organizations, "ten big" advisory bodies, and "ten big" planning experts and scholars all have their own brand strategy system thought, and have made gratifying achievements. How do you evaluate them? We see that some mainstream media at home and abroad, especially the 2012 Davos forum reporters, call you Chinese brand strategy leader, world-class brand marketing Chinese expert. What brand strategy ideas do you have in leading the development of Chinese brands? Is this the theory of 2P international brand marketing strategy?

In the first 30 years of the development of Chinese brands, there are many brands, such as "ten planning experts", "ten masters of brand planning" and "brand marketing masters". I have been absorbing and drawing on useful ideas from domestic experts, but there is no point in "ten big" coming out too much.

People began to paralyze and emerge the false concepts of various marketing brand theories that we could hardly touch our minds, flying all over the sky, and I didn't want to do the evaluation. I didn't have the qualification. The next 30 years' Chinese market is the real expert judge.

I think they are very funny. They really need to introduce western scientific system selection criteria. There is no utilitarian nature. They also need to consider the index and position of Chinese brands in the world.

So far, is there a Chinese brand in the real sense of the world? It can't resist foreign brands at home, let alone go out. The middle and high end market in China is from the south to the north. You can see that all the brands in Europe and the United States are European and American brands. I personally believe that the Chinese brand has been moving forward under the slogan of shouting slogans.

Reporter

In China

Luo Chuan:

No, I don't want to call this name. I feel the pressure. I don't want to call this name in my mind, including the theme of the interview you gave me, which is also drawn up by yourself, and no phone call has been given to me.

Reporter

Can you talk about the theory of international brand 2P marketing strategy?

Luo Chuan

The book of changes is the essence of our culture for 5000 years. It is the first of the five classics. As the backbone of Chinese culture, the development of the book of changes has been going on for thousands of years. It has deeply influenced the development and formulation of the brand strategic thinking mode by my colleagues and the international luxury brand strategy research center.

Reporter:

That is to say, your 2P marketing strategy, as for the book of changes, also includes 36 terminal marketing strategies.

Luo Chuan:

Yes.

I find a problem. Because the theory of marketing brand strategy is flying everywhere, China's brand strategy is becoming more and more complicated. Behind the complexity is the fact that Chinese entrepreneurs are hard to enforce.

Some international masters also put forward 3 brands last year.

Reporter

You mean simple and easy to operate is the absolute principle, right?

Luo Chuan:

So far, such theoretical systems as products, channels, prices, promotions, customers, pre-sale, after sale, CI, 4C, 4P, 4R and so on are all tools to express hard power, but we can not find a guiding tool for soft power of products.

At present, all kinds of marketing strategy ideas are to replace soup and dressing, but do not exclude certain aspects of upgrading.

For example, master Kotler's 3 point of view and ideological system.

But the master has confused the marketing system.

When I was speaking all over the country, some people asked why European brands are not so popular in China because of their soft power in Europe and America. The European and American brands do not need to make great efforts in these areas, because their centenary cultural values are Chinese dream. The problem is that the Chinese market is beginning to change and values are beginning to change. They will also encounter the same problem, that is, the expression of soft power.

Reporter:

Then how does your idea simplify and implement brand marketing?

Luochuan: in fact, brand marketing is a straight line. If he wants to solve the problems at both ends of the line, two points will pass through the brand. In order to add obstacles to some "Flower Embroidered legs", it will be a parabola. If we are designing the product brand image, we should think of the corresponding individualized value culture. The corresponding match is the attribute of the product's cultural value orientation (low, medium and high), and finally directly matches the difference of the cultural value brand.

Whether products are low-grade products (popular products), mid-range products (Shi Shangpin), high-end products (luxury goods), we can find corresponding matching personalized value culture, so simple.

Because they all have their own circles, and there are cultures in circles. The difference between them is that the ideological level of cultural value is different.

In this way, we will soon find the ends of the brand marketing line through the 2P marketing brand strategy system, facing the consumers of terminal brands.

Our traditional brand strategy is not the same.

Brand is brand, positioning is positioning, differentiation is differentiation is a single point in thinking.

And 2P (hard power Hard power) (soft power)

Soft power) marketing brand strategy system is the two point in thinking is two and one.

The hard power of the product starts from the design brand to match the soft power, and every aspect of hard power will correspond to a soft power link to plan and blend.

Reporter:

Can you explain 2P from the book of changes?

Luo Chuan:

We all know that the "Tai Chi Sheng Liang Ji" in the book of changes is very similar to "one divides into two" in modern dialectics.

From a very early age, Chinese people attached great importance to the opposition, dependence, growth and pformation between yin and Yang.

We can also see in "Laozi": "whether there is mutual existence, difficult to achieve, sound and sound coincide, high and steep", so the nature of things is interdependent and mutual pformation.

So the product itself and the product brand value culture blend together, the brand image has begun to have a personalized vision, with life, with the impulse of dialogue, we see the traditional brand marketing strategies are isolated symbols, cold, no blend, no dialogue, no sentiment, so the brand has no cultural value, no soft power, no matter how beautiful your TV and graphic works are useless.

Those are slogans propaganda strategy.

Reporter: how to quote 2P in brand promotion, Mr. Luo Chuan?

Luo Chuan

Chinese brand planners should be clear why foreign terminal stores are always storytelling, and they always attract consumers to be reluctant to part with European and American brand concept stores.

In fact, the story is more popular than we say. Good expression is of great theme value. He is a vane of a regional circle, a vane of a national circle, a vane of a regional circle in the world, and the value of cultural individualization is in place. At this time, the brand's soft power is generated, and consumers will not resist the temptation of this circle.

When we are in brand terminals, we need to do more homework than foreign brands, that is, the cultivation and guidance of brand culture consumption value.

In our white paper on China's luxury brand strategy, there are various interpretations of soft power building methods, involving liquor, furniture, clothing, tea, ceramics, cars, watches, handbags, buildings and so on.