Entrepreneurs do IP and only owe it to one accident
Cover I Haier’s official blog By I Li Dongyang By I Li Dongyang’s circle of friends
Cover I Haier Official Blog
Author I Li Dongyang
Coverage I Li Dongyang’s circle of friends
The siphoning effect of traffic is once again on full display with Lei Jun!
During the two sessions of the General Assembly, standing in the Great Hall of the People in Beijing on the channel of the delegates, when Lei Jun responded to the cheers of the reporters on the scene with his trademark smile, behind him was a cold face of raw face Zhou Yunjie due to the strong contrast attracted the attention of netizens.
Image source Haier microblogging
When did Mr. Lei start to bring his assistant? Like millet vice president. Haier’s old boss looks like he wants to endorse Shandong onions.
After that, the topic Standing behind Lei Jun’s Haier president Zhou Yunjie went red Rushed to the hot search, and its related emoticons began to be spread by netizens on all major social media platforms, the conscientious and low-profile president tasted the charm of the sky flow.
React quickly Haier’s new media department have come down to support, Lei Jun is also well up, and can and our Zhou general frame , to one’s own strength against Lei Jun all network millions of fans.
Looking back at the essence of this accidental popularity, is the Internet on the ultimate consumption of persona conflict. Lei Jun’s body of social cattle and Zhou Yunjie’s i man property collision, perfectly fit the netizens to the hegemonic president forced to business imagination.
As the saying goes, traffic never plays by the script, in the era of attention economy, entrepreneurs do IP may only owe an accident!
In the last one or two years, Lei Jun is the only one who can realize the dimensional strike in the marketing field.
Take this year’s two sessions, in addition to all kinds of people’s livelihood issues, the spotlight has been shining on Lei Jun, in the face of a reporter’s interview, Lei Jun smiled and refused to I really can not accept the interview, and hung up three hot search.
And Lei Jun put forward at the meeting, such as accelerating the mass production of automatic driving optimize the design of new energy vehicle license plate on strengthening the AI face mimic voice illegal infringement of the governance of the hardest-hit areas of the proposal, the same transformed into the focus of the civil court of public opinion to talk about.
This traffic phenomenon is essentially the result of the joint action of personal brand business strategy and the opportunity of the times.
The accidental appearance of Haier’s boss has once again proved that people are brands and brands are the ultimate form of traffic in the current commercial field.
Zhou Yunjie’s unforeseen traffic encounter is in fact the honey that every enterprise has been longing for.
According to flash news reports, Zhou Yunjie responded to his own red, netizens from different perspectives to pay attention to Haier and myself, for which I am grateful To the netizens of all kinds of flirting, I gladly accept. Many of the comments from netizens were very imaginative and I was amused. I’ve asked my colleagues in the branding department to identify talented netizens and welcome them to become Haier’s spokespersons.
Source Flash News Video Screenshot
Netizens see such a grounded president as a treasure, have asked Mr. Zhou to open a number in the social media, Zhou Yunjie likewise responded In order to better interact with netizens at zero distance, at the end of last year I discussed with the branding department, planning to start the opening of the number at the end of March and the beginning of April.
Haier follow-up marketing action can not be said to be fast, the official number down the whole live and netizens mingle, will be this own CEO’s traffic feast lifted to a new height.
However, there is a point of concern, Zhou Yunjie face the media, I do not want to be a net red, just want to borrow the new media platform and consumers for better interaction and exchange, I hope that you may not remember me, more or remember Haier’s brand Haier’s service Haier’s products.
It can be seen, Zhou Yunjie for entrepreneurs to engage in traffic is still very vigilant, after all, traffic is just a knock on the door, the enterprise gossip flow to open the floodgates of communication, the subsequent need for products and quality of the transformation of the undertaking.
For example, in recent times the millet SU7 Ultra is a well-deserved top stream, its racing performance and the topic of heat to countless consumers, but there is no lack of some of the sword to go sideways!
A netizen broke the news that someone drove millet SU7Ultra, soaring to 300km h on urban roads, triggering a discussion among netizens on the use of vehicle track mode scenarios.
Lei Jun urgently shouted to the owners to be sure to pay attention to safety. Under the track, it is strongly recommended to participate in formal training, very important .
Behind these hidden an obvious truth, Pandora’s Box once opened can not be closed, choose to embrace the flow is not a shortcut, but more to pay a hundred times the effort.
Recalling the past, in the aspect of doing IP, top flow Lei Jun also have to call Haier a predecessor .
In the era when Chinese enterprises had not yet formed IP awareness, Haier penetrated the popularity of the Haier Brothers through a Haier Brothers, which transformed the brand LOGO into the protagonist of the adventure story, pioneering the use of content to raise the brand’s precedent.
Source Haier Brothers
Even though there is no direct advertisement implanted in the film, the image of Haier Brothers is deeply bound to the brand, and has become a symbol of Haier Group’s wisdom and innovation, which is a childhood memory shared by several generations.
Until today, netizens can’t get enough of this cartoon, a few days ago Zhou Yunjie said in an interview, Haier Brothers will definitely have a sequel, so please look forward to it. It may be an animated movie, or it may be the other way around, but there must be a sequel .
Also added, the next Haier will be based on the way young people need to need the content to create.
This is also where Haier’s pain point in marketing lies today A paradigm revolution from product thinking to user thinking.
When it comes to the head of Haier, many people’s first thought is Zhang Ruimin, the founder and spiritual leader of Haier.
This world-renowned entrepreneur took over the Qingdao Refrigerator Factory in 1984, which was on the verge of closing down with a debt of 1.47 million yuan, and formulated Haier’s first development strategy, the brand strategy, which led to the birth of the Haier brand.
The following year, in the face of technological gaps, backward equipment and disorganized workers, Zhang Ruimin smashed 76 refrigerators with quality defects in public, which had a far-reaching impact and laid the foundation of Haier’s quality.
In 1988, after graduating from college, Zhou Yunjie joined Haier, starting from the grass-roots technical workers, one step at a time to open the personal history of struggle.
By 1995, at the age of 29, Zhou Yunjie, Haier’s youngest listed company general manager.
In 2021, Zhou Yunjie took over as Chairman of the Board of Directors and CEO of Haier Group, opening the post-Zhang Ruimin era strategy.
Zhou Yunjie’s management style and philosophy is extremely distinctive, such as the engineer’s mindset with rigorous, low-profile, pragmatic and sharp qualities, emphasizing the user’s pain points to solve the guide at the same time practicing long-termism, often hanging on the lips of the sentence is to withstand temptation and withstand loneliness.
However, this is also the constraints of many traditional manufacturing industries in the new media era, such as Haier in the product side of the increasingly mature, but the lack of communication with young people, its IP long-term one-way output, the lack of user co-creation mechanism.
But now, Zhou Yunjie ride Lei Jun flow out of the circle, so that Haier saw the IP of the young transformation of the opportunity, I think Haier will not let go of this wave of sky flow.
Zhou Yunjie’s out of the circle reveals a business truth Entrepreneurs do IP, often just need an unexpected opportunity.
You are most familiar with nothing more than Lei Jun’s magical Are You OK , which has spawned a ghostly universe that has allowed Lei Jun to sign a wave of friendly pacts with young people.
After that, millet also bought the copyright of the ghost animal song, set to become the official ringtone of millet cell phones, and became a free advertisement that touched up to more than 20 million people, which greatly brought Lei Jun and netizens closer together.
At that time, perhaps no one could have imagined that a sentence of English mockery video, can burst out of today’s huge commercial potential.
Source Lei Jun’s microblog
Also a pleasant surprise was the billion-dollar bet between Dong Mingzhu and Lei Jun, a direct battle between the bigwigs that was a great story in the court of public opinion, adding a lot of buzz and heat to both.
There is also last year Zhou Hongyi down to engage in traffic events, to sell their own ride Maybach began, set off a car circle traffic drama.
After that, and contributed to climb on the roof of the car as a male model by the car door clamping hand and other hot topics, and now cross-border acting up a short drama, over the actor addiction.
Can see, with the heat to break the circle, the big boys will be the topic of flow and the enterprise itself, the short video era linking the public this matter to play clearly.
Whether or not it is a show in front of the screen, it is undeniable that these horse-catching events have become the key to winning the traffic war, an important breakout concerning customer acquisition and comprehensive costs.
Now the explosion of Zhou Yunjie, there is another place to pay attention to is that young users are no longer obsessed with the perfect leader, but instead favor the flawed real , such as Zhou Yunjie’s i man label, stirred up countless netizens resonance.
Previously, the way and purpose of each enterprise big brother to engage in traffic highlights a naked, but now, do not want to be a netizen looks like a new generation of traffic code, because the netizens are no longer interested in the intentional performance, but that forced to do business of the contrast Meng.
But we need to be vigilant that the traffic business is always risky and profitable.
Such as Zhou Hongyi in the previous period, announced that send 100 domestic new energy vehicles triggered the whole network hot topic, but because of the participation in the activities of the task is difficult to complete by many netizens spit false feelings, and ultimately had to personally apologize to the fans.
There are many recent Gree store renamed Dong Mingzhu health home, Dong Mingzhu said he wanted to personal reputation as a way to guarantee the flow of trust into the quality of cognition, but the individual’s social reputation and corporate brand Reputation is directly tied to the risk of a high, once overturned, the whole plate is lost.
So how to grow red in the flow wave, is a study worthy of in-depth study.
After all, the flow can borrow momentum, but the kernel must rely on hard power.
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