How Is Feng Lun Brand Made?

He created a "thinker" category among entrepreneurs and monopolized this category. Its secret is to make speeches and publish books as the two major means of personal brand building. They are good at keeping pace with the news, keeping pace with the times and keeping pace with the times, so that their categories can be continuously strengthened, thus making their books a best seller, and their speeches are summed up in a series of "Lun" phrases, and precipitate a huge crowd of fans.

Feng Lun, chairman of Wantong holdings, has always been famous for his spicy, sharp, and temperate character in the industry. He can always use vivid metaphors and interesting stories to explain the problem clearly. He talked about the topic of comment, clear and clear, not as honest as some self respecting entrepreneurs. Every time he speaks, he is humorous and has many lines. He gradually established a distinctive brand in the entrepreneur group. So how did Feng Lun's personal brand be built? By observing Feng Lun for a long time, the author summed up the "123 rules" of forging his brand.

　　 A category

Feng Lun has many nicknames, known as "business thinkers" and so on. Now, Feng Lun has become the pronoun of "business thinker" and monopolized this category. This is closely related to Feng Lun's characteristics. When he was a teenager, Feng Lun dreamed of becoming a thinker. he like Read a book. Sometimes the parents did not allow him to read all night. He secretly looked at the newspaper on the desk lamp and was sleepy, and the newspaper was almost caught. At the age of thirteen and four, he did not understand classical Chinese, but he would force himself to bite his head. It is this hard basic skill of reading that gives Feng Lun the source of his thought.

Feng Lunai thought, exports into paragraphs, language philosophy is strong, thought-provoking, interesting and vivid. For example, he said: "the reason why people are restricted is because their hearts are too small. Walking, reading, and communication can increase their hearts, and their hearts are big enough to be calm and open-minded." "It is difficult for a man to be a great man, at least he can strive to be a friend of a great man." This is not just about enterprises, more talk about ideas and human nature, let Feng Lun create a category in the entrepreneur group - thinkers, and lay a solid foundation for their brand.

Two major means

Feng Lun's brand building

There are two ways. The first method is speech. Feng Lun attended dozens of lectures every year, and each time he could release one or two sentences. Such as his definition of himself: "the work of a capitalist, the social ideal of the proletariat, the habits and habits of the rogue proletariat, the enjoyment of the scholar bureaucrat's spirit, the love of riding a car, looking at a young lady, listening to a little tune, advocating advanced learning, and spending money. Right way " Popular taste is slightly vulgar, but listeners often feel accurate and vivid.

Feng Lun has both idealism and pragmatism. On the one hand, he stressed that the reality is very skinny, and on the other hand, he appealed to the ideal to be full. He always advocates "pursuing ideals and making money", joking that "ideal is to turn beauty on the wall into a daughter-in-law on the Kang". Ideal is like the beauty on the wall. If you don't put your efforts into it, you can always stop and admire it. Only when the beauty on the wall becomes a daughter-in-law on the Kang, you have a child. All of these become brand names with Feng's label, and fans call it "Lun Yu". These "Lun" became the carrier of Feng Lun's personal brand communication and penetration.

The second way is to publish books. Feng Lun has published two books, one is barbarian growth, and the other is "ideal fullness". The two books respectively write out the past and future of China's private capital. If we study the title of the book carefully, we will find that there is a brand idea in it. The style of writing in a book is not the same kind of sermon, but more like talking with you.

It is said that the creation of these two books is the written record of Feng Lun's speech. Every time Feng Lun wants to talk about a topic, it will be publicizing in the company, who likes to hear who will sign up, and then several people meet, sitting in the study, Feng Lun begins to talk. After finishing the recording, I asked the stenographer to sort out it for him. Therefore, although Feng Lun's book is colloquial, it gives people a kind of intimacy, which has also become a unique style.

Three "harmony time"

" Book of changes "Mention three sentences:" keeping pace with the times, keeping pace with the times and keeping pace with the times. To keep up with the news is to say things are impermanent and thrive and fall over time. Therefore, we should take the opportunity to get the latest and correct situation. To act with others is to change the trend and make the right move at the right moment. Keeping pace with the times means setting a reasonable goal at the right moment, and achieving the goal with time and adapting to the historical trend. Feng Lun is a man who is very good at keeping pace with the times, keeping pace with the times and keeping pace with the times.

In February this year, Feng Lun openly acknowledged that the real estate industry was being subverted by the Internet. He is the first domestic developer to be so frank.

The Internet is integrating into our life in all directions. From the perspective of brand, only when we are good at keeping pace with the news and changing, can we become the focus. Feng Lun made this happen at once. He said bluntly: "I can't sit still now." All of these released signals that he wanted to make changes.

So how to change? Wantong launched the "free housing project". This is the attempt to transform real estate through the Internet, and it is also Feng Lun's dream of building a house on the Internet. "Free housing" is a custom-built virtual developer platform. In Feng Lun's words, free building is "everyone can be a developer and give freedom to the owner."

It relies on the online platform, allowing users to participate in the design interaction and selection of target products ahead of schedule, and to achieve a certain number of orders. In this way, we can fully realize the aggregation of subdivided people and complete more diverse and more social group customized products.

It can be seen that it is not enough for light to keep pace with the news, and we have to make specific changes and actions. Feng Lun set an example in this regard.

How can we keep pace with the times when we work together? I believe that Feng Lun can adapt to the trend, coerce resources and make reasonable efforts in pursuing the ideal and achieving the goal.

On the one hand, Feng Lun continues to learn through good books and good friends. Feng Lun summed up why he can keep pace with the times. He said: "a good book and a good friend are very important, because Wang Shi, Liu Chuanzhi and Ma Yun are my good friends, and let my soft power increase. I see from Wang Shi, Liu Chuanzhi sees the wisdom of turning a big bend in society. From Ma Yun, he can see how to lead enterprises to create miracles with their ideals. These give me a lot of confidence, and learn from everyone, and I will follow you all together and make progress together.

On the other hand, Feng Lun can strengthen his ideals, encourage his dreams, and inspire young people to struggle together. He said, "greatness is what we burn out" and "follow 80's to find the future". "Learning from young people is to respect the future and respect for change, and to grasp the future."

It is precisely because of the "three times" that Feng Lun's "business thinker" has been constantly strengthened. His books can become a best seller. His speeches can be summed up by more fans, and a large crowd of fans will be precipitated. His left hand will grow savagely and his right hand is ideal and full, and then he will think about life together.