Ye Maozhong Is A Planner Full Of Wolves.

Ye Maozhong: an active promoter of advertising campaign planning.

In the planning circles, Ye Maozhong is known as "ghost talent".

Ye Maozhong, the "Wizard", is accustomed to "creating the market" from a place without "city".

He is very good at marketing planning and advertising campaign planning.

Now he is the planning director of Beijing Ye Maozhong marketing planning Co., Ltd.

Since he was involved in advertising in 1989, he has been creative and filmed more than 100 TV commercials. He has made new achievements in the field of new, unusual and special positioning methods and means.

It is called "Ye Xia Xia" by insiders because of its indeterminate style and uncertain movements.

The "Ye Xia Xia" was born on the Dragon Boat Festival in 1968.

He said he should have been a wolf, because there were no wolves in the twelve zodiac animals, so they had to belong to monkeys.

Though sometimes anxious and anxious, it is urgent to see that the children of the company are making a slow progress.

He refused to be mediocre and refused to domesticate. He was very talented from childhood. When he was in primary school, the Chinese teacher asked to make sentences with the word "Xiang". Ye Maozhong came to a young woman teacher. "The teacher's eyes are like the sea. I really want to jump in and swim."

The whole class is in an uproar.

Since he became obsessed with advertising, Ye Maozhong was more of a wolf. He often took an advertisement book, a Book of Mao Zedong and a glass of water. He looked tired at Ogilvy to see Mao Zedong, which controls night and day.

Kungfu is a promising person. He made a TV advertisement for "chunbili" created by Chunlan air conditioner. He scored six famous billiards balls for advertising.

It is a wolf howl, which rings across the whole country.

In 1996, the air conditioning market in China was fiercely competitive, and several air conditioning brands were killing each other. Ye Maozhong realized that the air conditioning products had been highly homogenized, and the technology of fighting had not been the best solution, so the brand image of "small diamond" was designed for Dongbao air conditioning.

As a result, "little Kong Kong" failed to win the market and sold one.

Ye Maozhong can often find two words "miracle" in the market promotion war.

He used only 420 thousand yuan to start the brand of "little rain spot" in the 15 million population of Beijing. It was named China's best promotion plan in 1997 by the China business newspaper, which attracted the attention and comments of the major media including the people's daily.

In the same year, Ye Maozhong was named "one of China's top ten planners".

Ye Maozhong is quick, and the industry agrees.

On the other hand, when people were still surprised at the plot of "little rain spot", he had excavated the idea of "38 Nobel prize winners and Dalian people" for Jane Ao, so that the health care product of rare earth nucleic acid was successfully launched in the off-season.

Ye Maozhong firmly believes that the market is endlessly occupied, and the market space comes from people's endless thirst for a better life.

In 1998, he went to Hunan red bean food company to make a plan. When asked, he asked the client "thin" for the next lap. When he threw out the plan, the customer was amazed: he actually shot the original product.

Ye Maozhong used his cool composition to boldly create a brand new camouflage field drink for his creativity, which was sold in Hunan, Jiangsu and Anhui in March 1999.

In the ten years as an advertiser, Ye Maozhong has always been an active promoter of China's advertising campaign and a practitioner of integrated marketing communication thought.

On numerous black and windy nights, on countless flights and trains, he wrote more than 100 million words. With his lively and humorous language, he condensed his insights into the first line of the market into a Bibi wealth to share with more people.

The ad man written in 1996 has been printed for the sixth time this year. He has been squatting on the top seller list of marketing advertisements for 3 years.

The turn around plan, launched in May 1999, has to be printed second times in a month.

Recently, the Proctor General of Procter & Gamble China rural development project department has brought two boxes of live videos of Ye Maozhong's promotional activities for Procter & Gamble shampoo, Shu Fu Xiang soap and Tide washing powder.

This activity has been implemented in rural China for three years, and Procter & Gamble has invested a lot of money in it.

But ye Mao center is happy and sorry: after all, it is helping foreigners earn Chinese money.

He really hopes to make more efforts for national enterprises.

The wolf is quite conscientious.

Ye Maozhong has never stopped running fast.

In 1997, he became a senior planner. He set up his own company to help children fight all day in front of the market, engage in market research, make marketing plans, create and shoot commercials, and live very tired.

In January 6th 2004, the brand TV story of the large-scale television economic and cultural column, which was hosted by Ye Maozhong as chief planner and guest, was launched on the Beijing TV economic and business channel and nearly 40 provincial and municipal TV stations in the country. After a month of broadcasting, the ratings of brand stories ranked the top five in BTV-5.

Through the "brand story", Ye Maozhong once again successfully promoted his golden signboard. With the appearance of the sign with Ye Maozhong's baseball cap on the screen again and again, the name "Ye Maozhong" appears frequently below the screen, and has entered the vision of thousands of ordinary people with the strong mass media of television.

The power of the masses is endless. The old leaves on TV every day are enough to make Ye Maozhong's three words rise.

One day after the launch of the brand story, the office cleaner found Ye Maozhong in the elevator room. He pointed to him and said, "are you not" brand story "?

This made Ye Maozhong proud for many days. He used himself as a case to write a very good brand story.

In fact, this is just one of the most successful marketing cases of Ye Maozhong. Although many people in the advertising circle sniff at his advertisements, although many people are very disdain for his professional standards, there is no doubt that in China, there are still 900 million peasant population and large urban civilians in the background. With all kinds of ways that may not be in the white light, Ye Maozhong really grasped the consumer psychology of the most common people, so that they willingly pay for the products he planned and publicized, and they certainly will not know that the planning of these products is actually a person - Ye Maozhong.

The industry has given too much praise and devaluation to Ye Maozhong's success. The fact is that he has been successful and may continue to succeed in the light of this trend. This article will focus on the fact that when Ye Maozhong's three words have already represented not only one person but a small advertising company, will he always represent the three words of unruly will become a member of China's large number of short-lived local advertising companies?

Ye Maozhong's style has made Ye Maozhong achieve the goal of "vulgar advertisement" by Ye Maozhong, and Ye Maozhong has undoubtedly brought the essence of "vulgar advertisement" to the extreme. His success has benefited from his accurate and sharp analysis of China's national conditions and has successfully catered to the public's consumption psychology in a proper way.

This is closely related to his own unique growth experience and way of thinking. Even though ordinary people can imitate his style of advertising, it is difficult to grasp and grasp the essence of it. This makes the simple imitation of his advertising production mode very easy to cause the consequences of giving up in the East.

As an advertising company, if you want to achieve long-term development, you must have your own unique style and characteristics -- especially when Ye Maozhong plans such a creative company.

And what are the characteristics of Ye Maozhong's planning?

If Ye Maozhong's style of planning is to follow Ye Maozhong's style, it is very difficult for him to clearly inherit the style of Ye Maozhong's "vulgar advertisement" and accurately understand the essence of his "popular advertisement" and deeply ingrained his creative ideas. If Ye Maozhong's style of planning does not follow Ye Maozhong's style, then what is the style of Ye Maozhong, who has always taken Ye Maozhong as the helmsman of the company and his personal brand and personal charm as the spiritual power of the company's development?

Looking at Ye Maozhong's recent works and his case reports, he found that many of his representative works, such as sacred elephant, sea king, Jinliufu, red Jinlong, Qipai and yako V9, were all personally involved in the planning and creativity of Ye Maozhong, and even the specific work of advertising films.

Moreover, I found that a large number of awards were listed in Ye Maozhong company's list, which was Ye Maozhong's participation in the main creation.

This is a very strange phenomenon for a medium-sized advertising company consisting of 120 employees in mainland China, Hongkong, Taiwan, the United States and South Korea, who have branches in Beijing, Shanghai and Guangzhou.

The development and growth of an advertising company across the three major cities of China, VS, the more than 100 member of the army, is not solely based on passion and personal worship, especially in the advertising world, which is increasingly evident in the international trend and is impacted by the internationally advanced and standardized business philosophy.

His impressions are full of passion, and his success is also a wild way that he has come out of his own unique way of thinking. He can advert "vulgar", but he can sell money, and he becomes a baseball cap on the top of the sky, which makes himself an alternative representative in the advertising circle. He is also attracting countless customers with his passion and self-confidence and legendary industry experience. His unique marketing methods and high self cognition of his never compare with the draft also make him unable to enter the mainstream environment of the advertising circle, but always remain away from the mainstream advertising circle in a proud and free manner like a wolf, which is precisely the success of his positioning and promotion strategy. Ye Maozhong has always been a man.

　當然，充滿激情與活力對于一個以創意見長的廣告公司來講確實至關重要，但作為一個公司來講，始終高傲的游離在廣告圈之外卻不是什么好事，如果葉茂中策劃失去了葉茂中這個充滿個性的領軍人物，那么可想而知，懷著崇拜的心情主動找上門的客戶可能也會寥寥無幾，這時候，公司的生存和發展就要靠長期努力和客戶搞好關系，尊重客戶等等一些廣告界的常規守則來行事，而如果失去了葉茂中這個精神領袖，那么公司的管理策略和對員工的凝聚力就要靠整個運營系統的規范性和先進性來把握，這是當今任何一個想謀求長遠發展的廣告公司所必然要走的道路.和個人的另類定位不同，公司的定位和形象可以很獨特，但是一套完備而科學的管理結構是每一個公司實現機器運作的必備條件。

Such things as Ye Maozhong wrote in his case report that people who are in charge of the customer department to do creative work should not appear in a large company with strict management, clear division of labor and perfect structure, because this is a disrespect for creativity and a disrespect for customers.

Some people say that Ye Maozhong's company, even the health aunt, can plan. Obviously, in the eyes of peers, Ye Maozhong's planning has not been separated from the state of a handicraft shop. As a master of brand planning, Ye Maozhong himself should know that a brand's establishment can't rely solely on signboards, but to use its consistent quality and standard management system to make its gold signboards stand firm.

Another potential problem is that in a company, the reputation of the boss is a double-edged sword, which can enhance the cohesion of the company and make the company's employees full of pride. But the boss's ostentatious will cover up the brilliance of his staff. The result is that the company can not attract large talents, because the real talent is unwilling to always live under the aura of another star, especially for advertising groups, such a group of individuals who focus on individual brands and advertising circles.

How long can Ye Maozhong plan to burn?

If Ye Maozhong retires one day, who will lead Ye Maozhong's plan?

What kind of style should he create?

How should we treat customers?

Can the new leader succeed in Ye Maozhong's departure from Ye Maozhong's aura and establish his prestige?

Without Ye Maozhong's guiding role, how can a company always maintain its freshness and vitality?

Without Ye Maozhong's brand influence, how can the company consolidate its old customers and attract new customers?

This is a serious problem before Ye Maozhong's plan.

In fact, Ye Maozhong's plan is only a microcosm of the many problems faced by many local advertising companies in their survival and development.

China's local companies