Luan Wensheng: About Brand Management

Interviewed many years ago.

Competing for consumers' mental resources

Luan Wensheng is the 1994 advertising professional double degree winner of Communication University of China.

When he was in University, Luan Wen Sheng was intoxicated with creativity. His two advertising works were selected to participate in the auction of public welfare advertisements sponsored by CCTV and the National Federation of industry and commerce. The public service advertising auction selected a total of 10 creative works.

He helped Qi Qiang laundry powder to complete the market positioning and opened the national market with "entering 10000 homes and washing people's clothes".

Famous brands such as Beijing modern, TOYOTA, FedEx, Changan automobile and Dayang motorcycle also condense his wisdom.

"The problem of solving the brand is to solve the problem of people.

If a brand wants to be accepted and loved by consumers, it must communicate with consumers in an easy way to accept and occupy the minds of consumers.

Of course, the premise is that the quality of your products must be excellent.

Luan Wensheng has few words, but when it comes to brands, he often refers to consumers. He emphasizes that brand marketing is actually a battle for consumers' minds and brain resources.

It is hard to imagine that the tall man of Shandong has a very careful thinking system and keen thinking tentacles.

He has a strong interest in psychology, philosophy and anthropology. He also likes to write novels. The online novel "legitimate marriage" written only in more than 20 days' leave is awarded the original Sina prize and published in 2004. In 1992, the novella "black ears" also won the first place in the Sina network in 2004 after 12 years.

These hobbies are not related to brand names in the eyes of ordinary people, but in Luan Wen Sheng's view, they are all linked everywhere - they are studying "people".

"Writing novels and making brands are interlinked. They all talk to people and say" people ".

When you tell stories and tell stories with tears, there are two realms of tears.

To make a brand, we must also jump out of narcissism and take the consumer's feelings as the basis, so that consumers can feel the brand to convey from the inside and move it.

Studying how to communicate with consumers, long-term accumulation and careful observation and thinking, Luan Wensheng knows how to make a brand in a way that consumers are familiar with and accepted, rather than in a way of self appreciation.

Perhaps "occupy the consumer's mental resources" has been accepted by many marketers, but it can be effective to put it into practice. I am afraid it is not what ordinary marketers can do.

How can we "occupy the mental resources of consumers"?

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At the end of 2002, Hyundai Motor Group set up a joint venture in Beijing, China.

At the beginning of 2003, Luan Wen Sheng was the customer director of hareun international advertising company. He led the creative team to win the customer through the intense draft. He was responsible for the whole plan and promotion of Elantra from location to communication in the Chinese market.

Previously, Korean cars were mostly smuggled cars in China and their quality was poor. Over the years, Korean cars formed the concept of low-end cars, and they were willing to buy Japanese, American and German cars at the same or even higher price.

Luan Wensheng said: "at that time, people expected the Korean car to be very poor, and they were generally concerned about the promotion of Elantra in China.

At that time, it was a myth that the car could be sold in China, a task that could not be completed. "

"We have done a consumer test to block the logo of Elantra and other competitive brands, so that consumers can evaluate the products carefully after finishing the products.

We found that after changing the logo of TOYOTA to Volkswagen and general motors, the expected price of consumers will increase by 60 thousand to 100 thousand yuan.

The difference is the value of the brand, which is the value of the brand in the consumer's mind.

"The bell must be removed.

Brand exists in the minds of consumers.

Therefore, the problem of Elantra should be solved from the heart of consumers.

Luan Wensheng said, "for Chinese consumers, in those days, choosing a car is a very rational purchase behavior.

In the consumer's mind, there are three levels of requirements, first of all, the functional level of satisfaction, followed by the satisfaction of personal image, and finally the satisfaction of social image.

To solve these three requirements, it gives consumers a good reason to buy.

What is the satisfaction of the functional level? First of all, the car is to be opened. Therefore, the dynamic performance, braking performance, acceleration performance and configuration of the vehicle must satisfy the needs of the buyers. This is the foundation.

What does it mean to satisfy personal image? Chinese people can't ask him to talk to himself when buying a car, "why do I have to drive a Korean car and ask me how to do it? Do I have to see anyone to explain it?" solved the problem and solved the problem of consumers' self-image.

What's left is the social image of consumers. "What kind of car people drive and what kind of car they drive is what people are." in China, cars are symbols of social status and social strata.

If he wants to accept this car, he must solve his social image problem.

How to make consumers feel at ease with Elantra and not lose face in front of outsiders? Luan Wensheng has begun to find solutions from the deep psychological structure of Chinese people.

The deep structure of Chinese culture shows that Chinese society is a group society, a conformable society, a society that advocates authority and needs leaders.

To solve the problems of consumers, we must start with the causes of their inner problems and find ways to solve them.

Through market research, Luan Wensheng has found that the potential consumer group of Elantra is different from other car brand consumer groups, fashionable and pragmatic.

To this end, through the integration of "Elantra through the world test, sell well in dozens of countries around the world international car", the international authoritative body's recognition, at the same time, with the recommendation of opinion leaders and fashion personas, strengthen the brand's after-sales service brand, in order to meet the needs of consumers at three levels.

Facts have proved that the integrated communication program of Elantra is quite effective, which has completely changed the impression of Korean cars that Chinese consumers have been forming for a long time. In a short span of a year, by 2005, the monthly sales volume of Elantra exceeded 10000, exceeding the Jetta.

In 2005, Elantra sold 170 thousand vehicles in the Chinese market.

Brand communication is an enterprise based on the core value of brand. Under the overall framework of brand recognition, it chooses advertising, public relations, media, interpersonal communication and other communication modes to promote specific brands to build brand image and promote market sales.

In the eyes of Luan Wensheng, brand communication must meet the needs of consumers, so as to cultivate consumer loyalty to the brand.

"Like writing novels, I think this story is moving, I am moved, I want to move you.

How can I do it? If I tell myself to cry, others may be baffled. This is the spread of failure.

I have to consider the way that the other side is easy to accept. The brand must impress others, let others understand and accept is the success of the spread.

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"Products" must be smashed, and "cards" will start.

As the market is becoming more and more high, numerous brands emerge in the Chinese market, but few can really grow and become famous all over the world.

"Making products in China is not very difficult to achieve scale first. How to make the brand the world famous from China is the problem of" people ".

Making brands is not about the size of enterprises, but also whether there are such talents in enterprises.

Luan Wensheng believes that not only the operational level needs professionals to make brands, but also in the fierce market competition, the leaders of enterprises need to understand brand marketing, because this involves corporate strategy.

"Without Niu Gensheng, Mengniu's brand may be another look."

Luan Wensheng pointed out that business leaders and brand managers should go deep into China's market environment.

"China's market environment is different from that of other countries. If we follow the rules, the brand is a slow growth process. If we have twenty or thirty years of growth and accumulation, we can grow into a century old brand.

The Chinese market is very large. When developing in an all-round way, it is not enough for enterprises to practice basic skills. We need to practise one finger zen and two fingers meditation to reflect on what value the brand can bring to consumers.

The product must be smashed, and the card will start.

Brand communication is the most important thing. It requires brand managers and business leaders to work hard.

For the damaged brand, how to rebuild its image, Luan Wen Sheng told reporters: "the development of any brand is tortuous. To grow up is bound to fall.

Like children, it's normal to fall down on toddlers.

The key is how to get up from falling places, sum up experience and lessons, and prepare for running, jumping and flying in the future.

As a brand manager, his value is embodied in two aspects: making the leading brands in the country become the first brand, making the first brand more internationalized and better realizing the brand value.

On the other hand, it is necessary to help international brands better accomplish "internationalization thinking and localization execution", so that their growth in China is rooted in Chinese traditional culture, so that their development is in line with the deep psychological structure and social behavior of Chinese people.

Luan Wensheng believes that brand building can be divided into two levels: building brand and managing brand, and brand management is more important.

It is easier to build a brand, and a brand can be built through product and marketing innovation.

But if you want to make a brand long, you can't just focus on it, because this is just the beginning.

The planning and management of brand is very important. Chinese enterprises generally do not do well. "

Luan Wensheng believes that the establishment and management of brands need investment and long-term investment.

Domestic enterprises need to pay attention to that brand investment is not equal to brand speculation.

Brand investment is a long-term process based on product leadership, technology leadership and consumer demand.

There are many examples of rapid growth in Chinese brands, and there are many stories of fast death, such as Qin Chi and AI do.

In the story of the martyrs, everyone who makes a brand, every one who cares about Chinese brands, and every one who hopes that the Chinese brand will go to the world, deserve the enlightenment.

"Do not think that the brand" one finger zen "is important, do not practice products and quality" horse step ", that will get mad, will be killed.

Luan Wensheng said.