He is a northwestern man. He is a Chinese director. He used the art form of “ten ambush†to show the world the essence of Chinese culture at the opening ceremony of the Olympic Games. On August 8, 2008, one worth every A day when a Chinese was proud, that night, he led his team to let the capital of the ancient country with a history of 5,000 years of civilization "full of gold in the city"; he won with the dedication of "a thousand miles to ride alone" "Heroes"-like respect, he was hailed by the "Times Magazine" of the United States as "the world's top ten people", he is - the famous director Zhang Yimou.
Chinese brand: Vietnam is more popular
At 3 pm on May 1, 2005, when Yang Yuanqing announced his previous chairmanship as Lenovo's board of directors, Lenovo Group acquired the world's largest IT company, American International Business Machines Corporation, for a total price of US$1.75 billion. Nasdaq Stock Code: IBM) At the moment of the success of IBM's personal computer business, entrepreneurs and financial media around the world were first surprised that the marketing strategy of Chinese brands has begun to globalize.
Zhang Ruimin, Chairman and CEO of Haier Group, which has just won the "30-year China Brand Talent Contribution Award", decided on March 4, 2002 to purchase the iconic building of the former Greenwich Bank Building in New York, USA, as the US Haier Trading Company. Promote "Haier" to the headquarters of the United States. However, even after a few years, Zhang Ruimin's global marketing strategy for Chinese brands does not seem to be recognized by industry leaders.
“Firstly, we will do our best to make products and export. In fact, not only beautiful, all the grades of Chinese household electrical appliances can not enter the first-class channels of foreign countries.†He Xiangjian, chairman of Midea Electric, accepted the “Chinese enterprise†in August 2007. Niu Wenwen, editor-in-chief of the magazine, said in an interview: "We must practice internal strength and keep fit. This is a matter of one generation and two generations."
He Xiangjian, 66, ranked 12th in the 2008 Hurun Report for $19.5 billion. He disagreed with the model of Chinese companies' acquisition of European and American companies to achieve brand expansion. He said: "Europe The world's top 500 companies have made acquisitions in China, and there are very few successful ones. We are going to buy large companies in the US and Europe, which is equivalent to the acquisition of China's large state-owned enterprises by small countries in the third world. Are you convinced?"
Compared with Chinese entrepreneurs, the brand that director Zhang Yimou wants to market at the opening ceremony of the Olympic Games is “China†and the target market is – the whole world.
As a brand, no matter whether we are not willing or not, "China" seems to be associated with poverty, backwardness and ignorance in the memory of the world powers. It can be said that the brand "China" should be made to the world. It seems that in addition to "Chinese culture," there is no more suitable marketing strategy to use.
Zhang Yimou led his team and opened countless "brainstorming" meetings. Later, he chose to use the "Chinese elements" of different expressions as marketing tactics. Therefore, 2008 disciple Lang Lang read "The Analects of Confucius" and "Chinese Long Volume" A series of precise marketing appeals, such as puppets, tai chi, and so on, have brought the cultural connotation of the "China" brand to the world.
"Five-star red flag flutters in the wind, how loud the victory song is; sing our dear motherland..." When the beautiful and lovely Chinese girl Lin Miao can sing "Singing the Motherland" appeared at the opening ceremony of the 29th Olympic Games, I don't know China. Can entrepreneurs feel that Zhang Yimou is using his unique form of expression to tell everyone: Chinese brands should have confidence, the more popular China is!
Brand communication: let related people express keywords
In the process of brand marketing, one of the more important ones is brand communication. The most important thing in brand communication is brand appeal. The most important thing in brand appeal is keywords. It is more important to express keywords. Look at Zhang Yimou if you use keywords to express keywords.
In 2002, "Hero" box office in mainland China was 250 million yuan, box office in North America was 53.71 million US dollars, and copyright in North America sold 30 million US dollars. When Zhang Yimou spread the brand of "hero", in addition to his own focus on media attention, Zhang Manyu, Jet Li, Zhang Ziyi, Tony Leung, and Donnie Yen were some of the hottest people in the media. These people played The role of other types of brands is - spokesperson; Zhang Yimou is through these special relationships in the media with a full voice, the "hero" brand is passed to the target customer, the target customer into the sales store - cinema.
In "The Ten Faces Ambush", in addition to Mei Yanfang's death due to illness, he did not participate in the performance. A number of heavyweight stars such as Andy Lau, Zhang Ziyi and Jin Chengwu also achieved the brand broadcast and related people's expressions. In addition, in addition to Chow Yun-fat and Jay Chou, such as the King of the Stars, Gong Li, who has broken up with Zhang Yimou for many years, once again starred in the starring role of the brand's brand communication and the perfect combination of relationship expressions. "The city is full of gold", the domestic box office is as high as 286 million yuan, and the overseas box office is more than 30 million US dollars.
From this we can see that Zhang Yimou's key point in brand communication is to let the people who have strong voice in the media express the key words.
Zhang Yimou’s three films, “Jinling Sanchaâ€, “Li Xiaolong†and “Miscellaneous Fortunesâ€, which may be filmed after the Olympics, have brought Zhang Yimou’s brand communication skills to the peak, first as an important partner of Zhang Yimou, Hong Kong. Jiang Zhiqiang, owner of Anle Film Co., Ltd. stated to the media: "Dare to be interested in all three films." Then the American TV drama "Prison Break" starring Wentworth Miller took the initiative to say to the media during a whirlwind trip to China: "I hope to have a chance." In cooperation with Zhang Yimou, Zhang Yimou is one of my more respected directors.†On October 26, the Straits Metropolis Daily and the US media reported: “The US filmmaker of the action movie “The Secret Capture of the Richest Man†revealed that the film has been agreed. At the request of the Chinese producers, Miller was invited to play an international money laundering expert in this action film.†Wentworth Miller himself said in an interview, “I believe that the Chinese audience will soon be in the future. I saw me in China's film and television works."
Zhang Yimou brand communication cheats: differential expression
After the opening ceremony of the 29th Olympic Games, Zhang Yimou said in an interview with the media: "At the beginning we are tigers eating, the ambition is great!" This sentence actually tells many entrepreneurs in the process of brand communication. One of the important misunderstandings is that the appeal of brand communication is not clear, and the keywords are not prominent.
Zhang Yimou was discovering this problem and immediately corrected these mistakes, which was a great success for the opening ceremony of the Olympic Games. Zhang Yimou said: "It is because of simplicity that you can't learn, you can't imitate it, you can be special."
Many entrepreneurs always want to brand the brand when they spread the brand. These can't highlight the differentiation of the brand. Zhang Yimou's view is: "The best art is also one-third of the 'exciting'. One-third of the 'general', and one-third of the 'not what', this is the law of art."
The main role of brand differentiation is to allow target consumers to generate differentiated associations whenever they mention your brand. Zhang Yimou’s point of view is: “I hope that in the days to come, when people look at the 'fantasy five rings', they think that this is the Beijing Olympics. I think we are close to this goal.â€
In addition to identifying differentiated expressions and letting people express keywords, another important aspect is that the form of expression is as important as the content to be expressed. Zhang Yimou’s point of view is: “There is no director in the world who can bring together the world’s more athletes to complete a performance art without the platform of the Olympics.â€
When Zhang Yimou was marketing the brand of "China", he first positioned the differentiation of the brand as "Chinese culture", and then explained the "China" to the world through the "Chinese elements" in the media of the opening ceremony of the Olympic Games. The connotation and differentiation of the brand.
Compared with other traditional marketing models, the Olympic Games itself is one of the forms of event marketing. From this we can see that if the expressions and modes of communication are precise and distinct, event marketing has a rapid promotion of the brand. Significant effect.
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