From "Let Bullets Fly" Secondary School Marketing

In the eyes of marketers, everything is a strategy.

From "let bullets fly" middle school

With his hidden talent and unique understanding of the film, Jiang Wen tells a wonderful story of goose City in the let fly.

For a while, the hit of the movie triggered a heated debate on the Internet: about characters, about life and death, about the ending, about the dark line, about the meaning, and so on.

In the eyes of marketers, everything is strategic.

Today, from the perspective of marketing, I will interpret the Five Secrets of Zhang Muzhi, a green man, in "goose City" to open the market.

Zhang Muzhi is aware of the fact that the green man who is now wanted is going to enter the county town and need to have a legal status.

So, singing, eating hot pot, riding a horse train to prepare for the appointment of the county magistrate, county magistrate, teacher fell victim.

Fame and integrity can only be said smoothly.

What is the strength of the brand? A gang of brothers, wearing a mask is a bandit on the arrest warrant at the gate of the city, and the dress is turned into a county magistrate and his brother.

A Bobbi doll, the Guangdong manufacturer can only make 1 dollars, and then put the brand in the United States into 20 dollars, which is the strength of the brand.

Brand is also a prerequisite for enterprises to enter the new market: loud and easy brand names reduce the cost of communication and the time of consumers' cognition; precise brand positioning can make itself form differences with competitors and highlight the unique advantages of products; a distinctive brand image can make products jump out of the shelf and attract consumers' eyeballs; strong brand endorsement can enable consumers to trust new products in the short term.

Wing Yip International is a high-tech company listed on NASDAQ in the United States. Its main product is high-tech plant nutrient solution.

Because its products use foliage spray to increase crop yields, farmers mix it with other foliar sprayed fertilizers, collectively called "foliar fertilizer".

In order to jump out of the concept of foliar fertilizer, we did not tell the difference between products from the perspective of subdivision efficiency, but gave the product a loud name -- "life element".

What is life element? Life element is the element of life. It is both brand name and category name. The implication is to make crops more vitality, and it is easy to communicate with farmers.

One sentence, "three treasures for farmers to get rich: seeds, fertilizers, life elements, one can not be less", so that the brand is completely equal to category.

Team is the basic condition.

Skills are what you do. You are nothing if you leave the team. A good team is also an essential element in the success of the new market.

Not only did Zhang Muzhi's team get a lot of skills, integrity, loyalty and stunt skills, but more importantly, they understood "a foreign language" - a drama in Hong men's banquet, and the whistling exchange made Huang master's heart terrified.

Having such a well-trained team is the basic condition for the success of the goose City war.

In the commercial war, the team with strict discipline and excellent style is also the basic condition for entering the new market.

In the team, there are two kinds of people who use "shoulder capacity" and "shoulder less ability".

Business managers often say that "people who have both the overall situation and the hard work are hard to find". I think this is the wrong idea of using people. You should let people who use their brains to think about strategies and let those who use their hands do practical things.

The former is used to do practical work. They will feel that they are useless and lazy, and that the latter will have limitations and difficulties in their strategies.

The last separation of Zhang Muzhi's team is the reason. You can't ask a group of "Ma bandits" who are stunting and robberies to understand "revolution" with you. You need to give them "benefits" and "ease".

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Strategy is the key force.

The key for enterprises to enter the existing market is to be bold in "Instigation".

The pattern of the existing market is established, and the brand that first enters has already taken the advantage position.

We can only survive in the gaps, but we can only be subordinated in the absence of countermeasures.

"To earn money by standing up" and "to earn money for the rich", Zhang Muzhi's two words are actually in opposition, to kill Huang Si Ye as the real winner.

This gives us the inspiration that backward brands enter the new market, and they must exert themselves to the "big boss".

In those days, when I was dealing with celebrity palm computers, business communications had accumulated brand equity and market resources after years of communication. "Pagers, mobile phones, business connections, and one can not be less". Zhang Yimou's movie "one can not be less" rang across the country, making business communications equal to pocket computers.

Then, how do celebrities who are far from fame know how to fight against it? I suggest that "mobile phones change, pagers change, and handheld computers should be changed".

Then, with the popularity of Li Yapeng, "I am the coolest, the king of intelligence".

"Cool" has dismantled the concept and mode of business communication, enabling consumers to recognize the famous palm computer.

Later, when I was running the life element, there were many similar products in the market. We once again used the strategy of "Instigation": invite local stars to preside and sing, and open the meeting to farmers.

At that time, the whole box sold products, bought a box and sent a plastic bucket, so that consumers could buy products for a whole year at a time, so that competitors could lose sales opportunities.

Advertising is pulling power.

"Gun in hand, follow me, kill four Lang, grab the watchtower."

This is Zhang Muzhi's slogan of mobilizing the masses. We saw him shouting repeatedly.

Advertising is like this. First, you need to give consumers an advantage, then you have to repeat it. Interest is the most effective communication point. Repetition is the most effective means of communication.

In many years of planning practice, I have attached great importance to giving consumers a clear point of interest.

For example, in those days, Ting Mei underwear said, "the shape of the body is changed," which emphasizes both the effect and the effect.

Later, when I worked on agricultural products, I said to farmer friends, "life element, shake Qian Shu, who will get rich", direct interest demands, communication effect is very good.

From fashionable women to rustic farmers, they are very interested in clear interests, that is, advertisements need to be told to consumers.

Advertising should be "let the water burn to 100 degrees Celsius".

None of us knows exactly how much money we spend on advertising to make the market boil. Even Ogilvy, the advertising founder, says, "I know that at least half of our advertising expenses are wasted, but I don't know which half."

My experience is to burn at 150 degrees Celsius, because burning 90 degrees Celsius is the biggest waste.

When we first saw the commercials of melatonin, we felt too vulgar, criticized and abused. But when advertisements were repeated hundreds of times, they became the truth.

Marketing is a breakthrough power.

The meeting on the square showed us the pattern of Zhang Muzhi's sale.

We say that the most important thing to enter the new market is to launch agents, retailers and consumers, because the strength of the masses is strong.

To mobilize the masses, we must rely on "opening the meeting".

The purpose of the conference is to conclude the paction at the scene.

Zhang Muzhi has fully mobilized the enthusiasm of the masses through three steps: "divided interests", "equipment weapons" and "shouting slogans".

At this time, the crowd was excited, but without action, how could they be allowed to act? So, again, the key is to cut off the leader of Huang Si ye, the masses are completely impulsive, and a thorough impulse means action.

Meetings have three advantages: first, to gain benefits, that is, to find partners; secondly, to spread ideas and instill "revolutionary truths"; third, to boost morale and enhance team confidence.

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Agents and retailers can choose to operate a lot of products, but what do they advocate? In the past, what profit margins were they high and what they were pushing? Later, I found that they were "where the money is and where the heart is".

That is to say, the traditional means of credit sale and accounts can only ensure that goods are put on the shelves of agents' warehouses and retailers, and only if they are allowed to pay their own money, will they push the goods with their hearts.

When a company enters a new market, it must first accept agents and retailers and let them follow you.

After accepting them, business was half done.

How to accept it?

In the market, there will be three main functions: 1., sell goods: distribute goods, make partners interested in action, increase sales and create sales miracles.

2. publicity: cooperate with "air combat" (advertising), strengthen the ground offensive, enhance brand exposure and attention.

3. training: inspire the morale of distributors and retailers, enhance channel confidence and team operational capability.

In a real filmmaker's mind, every plot should be wonderful; in the eyes of a real planner, there is no place for marketing.

One thousand people have one thousand Hamlett in mind. I also hope that the alternative interpretation of "let bullets fly" can enlighten thousands of marketers and help the growing Chinese enterprises achieve brilliant results.