Fang Zongyang, The Master Of Everlasting Heights: Magic Marketing

Before starting this exclusive interview, the reporter filtered dozens of words in his mind. Yong Gao Ren Fang Zongyang, the head of sporting goods Co., Ltd. It took a long time to discover that the word "magician" should be very suitable for him.

Just like a magician, in a short span of time, Fang Zongyang turned the first mandarin duck shoe workshop into a small one. Quanzhou During the global financial crisis in 2008, many enterprises were "holding their pockets tight for the winter". While Fang Zong Yang started the industry at this time, he signed the "Olympic red man" Lin Miaoke with high profile, and launched the "Y-16 youth sports hall", which successfully broke China. Children's shoes The boundary pattern has become a major focus of this year's Chinese children's shoes industry. When Louis Liu has gone all over the great river and the north and the south, Liu Guonan has repeatedly pushed the magic star Liu Guonan. The magic has brought him to the target consumer group for the first time. He has joined the magic interactive marketing to plug the wings of dreams for the once again.

　 Aiming at magic marketing

After the Louis Liu magic red, because the magic boy star Liu Guonan joined, the great master also got on the side with the magic.

Fang Zong Yang is very optimistic about the game of magic. On several occasions of the meeting of the high ranking people, Fang Zong Yang found that although Lin Miaoke's fame was much louder than Liu Guonan's two endorser, Liu Guonan attracted more people's attention because he could play magic tricks, which made him aim at the general direction of magic marketing.

Liu Guonan's VCR is going to get ready. "Have those magic gadgets been proofed at the end?" Fang Zongyang listed a series of matters to be prepared. A magic marketing campaign for Yong Gao will come on this summer.

"A good brand, no action for a while, will be forgotten, but how to make the existing resources to the extreme? Liu Guonan is the best resource of Yong Gao people now. Children are now very fond of watching magic tricks, and can fully use magic as an interactive link to strengthen the linkage sale of brand and product."

It has been revealed that during the summer vacation, Liu Guonan will make an elaborate "magic marketing" for Liu Guonan and attract customers through magic videos. When the reporter unwittingly suggested why he did not establish a magic club, Fang Zongyang was keenly aware of this idea. In a short time, he outlined a plan for the magic summer camp. "We can push two or three shoes in the summer season, collect two hundred or three hundred children from all over the country in the form of winning or buying rewards, and carry out the magic summer camp activities, so that children can get close to Liu Guonan."

　 Make agents and employees brothers.

Speaking of the magic of love, we have to say Liu Guonan. Louis Liu was red in the CCTV Spring Festival Gala. The magic show was also a kind of art fire. It happened to be a man of high quality. The son of a Hunan Zhuzhou agent likes playing magic tricks. He is Liu Guonan. He has secretly studied magic for several years at home, and plays like a model. As a parent, the agent is willing to support Liu Guonan in his magic.

"Then, please invite your family Liu Guonan to be the spokesman of the everlasting high person. On the one hand, you can get a new brand marketing highlight. Magic interaction can be more close to the children's preferences and win the love of the consumer groups." on the other hand, Liu Guonan can open the fame through the relevant channels of the wing Gao people. We have product packaging, TV advertising, on-site interaction and other forms of packaging for children. Fang Zongyang's idea is particularly convincing. The agent struck off with Liu Guonan's prelude.

"In fact, we are packing each other, Liu Guonan is very smart, and magic plays very well, so that he can speak highly of himself." At the same time, Liu Guonan's reputation has also been played out. Facts have also proved that Fang Zongyang's decision is right. More and more TV stations and other related organizations invite Liu Guonan to perform magic tricks, and Yong Gao is once again famous in the shoe industry because of the differentiation of magic marketing.

However, Fang Zong Yang said frankly, now Liu Guonan is going to have a mid-term exam. If you can move Liu Guonan out of the mountain, he will be the only one who has had friendship with Liu Guonan's parents for more than ten years. "Not only is it like getting along with Liu Guonan's parents, but also like other old employees of Yong Gao people, and the feelings of more than ten years are human resources that are growing and growing forever, and can not be bought by more money."

He believes that the human resources tied up by emotions will be a sustainable force for the development of enterprises. Only by taking agents and employees as brothers and jointly operating the brand of everlasting people can we get some better quality resources, which can not be bought with money.

　 dialogue

If it's like everyone else, it's boring.

Reporter: Quanzhou children's shoes have gone through cartoon and spokesmen's trend. What do you think of the future trend of children's shoes?

Fang Zongyang: when a lot of enterprises are asking for celebrities to endorse products, they never intend to invite celebrities to endorse them again. I want to take the professional route. Children's shoes, which are always mainly casual, should be gradually transferred to the sports route. If you take the sports route, the number will expand, extend the product structure, walk the market, and launch a limited edition concept shoes every year to promote the two generation of Yong Gao people and Yong Gao people into star products and increase brand highlights. If everything is the same as others, it will be boring.

Reporter: you have been emphasizing that talents are the driving force for the development of brand names. What do you think of this problem?

Fang Zongyang: since the founding of Yong Gao people in 1995, there are a number of old employees, suppliers and agents who have been following me for 16 years. This is the biggest resource for the development of everlasting people, which is not available for more money.

In the case of evergreen people, the frequency of replacement agents is extremely low. I think that for the agents, the higher ups do more. In fact, with the development of production capacity, it is still very easy for the company to help them, as long as I and they all regard them as their own children.