While establishing its brand, Baisha Group is also deliberately showing people its core enterprise spirit. As many theorists who specialize in brand research have pointed out, with the advent of the brand era, "enterprise spirit has achieved a more important position than brand spirit, because consumers have to trust the company itself, not the products." The company is more specific than the product itself and conveys more information. "
Without enterprise spirit, the company will be difficult to survive. This does not mean that the brand is unimportant, and the brand effect still plays a vital role. No brand, no company. Brand is the most advantageous weapon for enterprises to enter the market and plays a decisive role in the success or failure of an enterprise. But having a brand is not enough. You must make the brand a spirit and a culture. At the same time, if there is no strong company behind a strong brand, the vitality of this brand will not last long. The process of implementing brand strategy in Baisha in recent two years is actually a process of enhancing corporate image, expressing and realizing corporate ideals.
The rapid promotion of Baisha brand awareness, the promotion of brand connotation and the wide spread of brand culture are closely related to its brand concept and brand theme, that is, the word "flying". The desire for "flying" has become the core appeal of the brand and the ideal of the enterprise, and the survival and development space of Baisha has expanded with "flying".
"Flying" is a portrayal of the enterprise spirit represented by the brand.
First, the main advertising screen with the theme of "flying" established by Baisha has washed away all the lead and beauty, which has aroused many people's reverie.
After the formation of the brand core concept of "crane dancing in white sand, my heart flying", Baisha Group carried out corresponding integrated communication. On TV, in print advertisements, cranes fly to the sky and pursue their hands, which left a deep memory in people's hearts and aroused many people's reverie. A gentleman from Shaoyang Tobacco Bureau described it this way: Two beautiful red-crowned cranes danced lightly by the ancient white sand well, giving people a kind of freedom of floating clouds and wild cranes, and also feeling like fairies descending to earth ...
With the advent of the era of advertising creativity, the main advertising screen with the theme of "flying" set up by Baisha washed away the lead, which was beautiful-blue sky, clear lake water, lush grass reeds, a group of flying cranes, guarding the hands of a pair of graceful men.
Baisha has spared no effort to spread the theme of "My heart flies". In the prosperous areas of cities all over the country, advertisements of street signs and light boxes were released, and the advertisements of "White sand dancing with cranes, my heart flying" were broadcast in major media in turn. The most striking thing is to actively participate in the theme activities related to "flying" and interpret the brand connotation through major activities.
-199965438+February 1 1 2 pm, Zhangjiajie Airport, Hunan, Hungarian aerobatic pilot Pete. Ye Shengtao was the first person to fly over Baisha and successfully cross Tianmen Cave. With the live broadcast of CCTV, hundreds of millions of viewers saw Baisha's flying dream.
-June 5438 +2000 10, the first Golden Eagle Art Festival of Baisha Cup, the representatives of Baisha image-White Crane and Golden Eagle performed a dream of flying to the ideal. The 52-hour rolling broadcast of the media has made hundreds of millions of viewers deeply feel the cultural concept of Baisha brand: cranes dance with Baisha, and my heart flies. The elegant posture of the crane brings people confidence, freedom and yearning for a better life, which embodies the purpose of Baisha's foothold in society, repayment of society and dedication to the public.
-March 3 -6, 2000, 10, Taihu World Aerobics Competition, the pilot's goal is the smallest space that human pilots have ever surpassed: the opening of Taihu Bridge. The 14 aircraft marked with the word "Baisha" sublimated the concept of Baisha people flying. The light plane "Baisha" piloted by two China pilots successfully crossed bridge opening, demonstrating the courage to challenge and surpass Baisha.
These plans and publicity are considered successful. Its advertising benefits are mainly reflected in the establishment of corporate image. For example, those leaps are obviously risky, requiring pilots to have excellent psychological quality in addition to superb flying skills, which is a very intuitive interpretation of the pursuit of enterprises.
Baisha's marketing planning with the theme of "Flying" was rated as one of the successful marketing cases of China 10 in 200 1 0. The judges' opinion is that the rapid promotion of Baisha brand awareness, the promotion of brand connotation and the wide spread of brand culture are closely related to its brand concept and brand theme, that is, the word "flying".
Second, while establishing a brand, it has established a high-spirited spiritual ideal. Perseverance is the brand spirit of "Flying" and the enterprise spirit pursued by Baisha Group.
In fact, with the promotion of brand awareness and the expansion of "Baisha" culture, Baisha brand is also growing from a regional strong brand to a national strong brand.
It can be said that Baisha has established a high-spirited spiritual ideal while establishing a brand. The Olympic bid contains the soaring of the whole Chinese nation. Witnessing this exciting historical moment is undoubtedly of great significance for enhancing brand awareness, corporate image and morale. China's Olympic bid attracted worldwide attention: Baisha and Haier appeared.
Baisha and Haier also congratulated the people of the whole country on the success of the Olympic bid at the first time. Lu Ping described: "At that moment, we were truly connected with the hearts of the people of the whole country. Maybe when people see us again in the future, they will immediately think of that solemn, glorious and exciting historical moment. This value is difficult to estimate. "
The entrepreneurial spirit of "my heart is flying" and the national spirit of successful Olympic bid are almost perfect communication.
In addition, Baisha Neng and Haier stand on the same platform, which is also worthy of attention. Haier, as the flag of a national brand, has long been world-renowned. It is one of the most attractive brands in China and represents the advanced industrial direction. The appearance of Baisha and Haier side by side is, in a sense, an affirmation of the brand value of Baisha.
It is said that the standards of CCTV at that time were: first, the Olympic bid is a major event for China people, and it must be a national brand to qualify; Second, the growth of the brand must be very good, which can match the rapid growth of China's national strength.
Obviously, this is not a question of choosing a "king". It's not a question of who pays more. This proves the strength and potential of Baisha from one side, and proves that this brand is not only well-known, but also has good growth and considerable cultural taste. This shows that Baisha's efforts in establishing brand image in the past two years have been initially recognized, trusted and rewarded by the society.
Today, with the continuous development of market economy, only the market is the touchstone to establish famous brands, and only consumers and users are the authority to judge product quality. In production and marketing, Baisha vigorously advocated the concept of "same brand" and carried out a series of reforms with "market significance".
Since 200 1, Baisha has implemented BPR/ERP project, with core business processes as the main line, reorganized enterprise structure, realized the transformation from function-oriented to process-oriented, integrated enterprise information flow, capital flow and business flow, and improved the response speed of enterprises to the market. Among them, brand, marketing and R&D are the main lines of the process-focusing on brand, strengthening the linkage between marketing and R&D, and integrating related supporting resources, which makes the brand process wide and narrow, and provides a mechanism guarantee for enterprises to realize the transformation from making products to making brands.
At present, Baisha has a marketing network consisting of more than 20,000 product-specific points and retail points.
In April, 2000, Lu Ping and I visited the northwest market, and Guo Jun of the public relations department wrote this story:
"frontline marketers have racked their brains to create more achievements. They deeply touched our scenery along the way. Before the Spring Festival, the last batch of smokers retreated from the northwest market. After the Spring Festival, they were the first to go to the market. We came to the northwest in the spring of April, and we can still feel the harm of sandstorm, altitude and dryness to human body. You can imagine how they will endure it all the year round. It is conceivable that they take the market as their home, refuse to miss it, and can withstand loneliness. " Perseverance should be the most precious quality of life of a brand, and it is also the enterprise spirit that Baisha Group constantly pursues.
Third, the brand represents the spirit of the enterprise team and is a symbol of the enterprise culture. Baisha's team spirit is: quality and enthusiasm.
The trust of consumers is the basis of all brand values, and companies with brands will also have strong motives to maintain such trust. "Enthusiasm with quality" is such a "trust mechanism" advocated by Baisha leading group, which gives people confidence and affinity.
About flying, Baisha people have a systematic view, that is 3A. Heat is the state of flight, flying high is the state of flight, and flying low is the direction of flight.
Deduct the concept of 3A. HOT is a comprehensive cultivation and promotion of corporate humanistic spirit. For 3A. The simplest explanation is that to realize the dream of flying, you must have three A-level abilities-learning ability, cohesion ability and innovation ability, have a warm heart, love the motherland, care for others, pursue a self-confident, calm, steady, endless and soaring life state, and fly to the sunny golden century together.
Someone commented: The meaning of 3A. The heat is that it is a brand-new way of thinking and a brand-new communication culture. This way of thinking provides a framework and a broad space, which can combine people, goods and materials at all levels, including dealers and partners, effectively allocate resources, unify thoughts, unite internal and external forces, reduce conflicts, reduce cooperation costs and improve overall combat capability.
The core thread of this platform is "quality enthusiasm". People who are enthusiastic about their work, no matter how difficult the work is, will always advance calmly and confidently with a leisurely attitude, and so will an enterprise. In this sense, quality enthusiasm means appeal, wisdom, maturity and flexibility. This enthusiasm is a kind of accumulation of strength and wisdom resources, and it is a humanistic platform for Baisha people to hope, ideal, explore and surpass.
"Without motivation, you can't fly." This is the theme of a management communication activity conducted by an enterprise. In fact, Chang Yanxin's leadership team, which has been advocating humanistic care from every detail of products, has sent a clear signal to employees: use 3A. Taking heat as the core concept, at a brand-new historical starting point, we explore Chang Yan's increasingly high dynamic mechanism.
In the practice of nearly two years, Baisha is obviously fully exploring this effect:
On the market side, the "20: 80 principle" is put forward, that is, 80% of the profits come from 20% of repeated purchases. And its "service marketing system" is not only to meet the needs of consumers, but also to cultivate mature dealers who share and share with enterprises.
In terms of science and technology, we should seek the best combination of rationality and sensibility in contact with the market, fully embody humanistic care in meeting the needs of consumers, and integrate resources at the same time to control all unreasonable costs in the design stage as soon as possible.
In terms of humanities, we will build three dynamic platforms of "A" level abilities internally, create a good humanistic environment with the same desires and share weal and woe, form an overall ability to attack externally, and constantly play wonderful cultural cards.
Fourth, the concept of "flying" is transformed into the spiritual will of all employees, and the most ordinary employees also have a strong sense of responsibility.
As a team, Baisha Group's rising mental state is enough to attract attention.
If Baisha Group puts brand building in the first place, then they are the first among the brands in Shu Ren. "Cultivate people first, then manufacture products, and constantly strive to create a mechanism and environment for employees to become talents." The enterprise has operated brand manager system and professional manager system successively, which has built more stages for employees to become talents, and employee training has become the key work of the enterprise at all costs.
They think: What kind of corporate organizational culture atmosphere should be created? An open and learning organizational culture atmosphere is indispensable for quickly stimulating employees' creativity. In an atmosphere of relaxation and mutual encouragement, people's creativity can be brought into full play. On the contrary, in an environment of repression and mutual exclusion, people's creative thinking channels will be blocked.
Everything is to transform the concept of "flying" into the spiritual will of all employees, and form a strong sense of responsibility for society, consumers, dealers and enterprises themselves that even the most ordinary employees in Baisha have.
The best comes from character. The "best" process of Baisha is actually the process of "casting the best spirit and building a strong brand", which fully embodies the team's high sense of responsibility and ownership to consumers and distributors.
At the conclusion meeting after the product went on the market, the staff of the research center told the story of Huang Zhonghua, the formulator, and the details behind the 82-hour overtime work of the members of the research formula team. The staff of the fifth workshop talked about the enthusiasm, wisdom and strength of continuous intensive simulation production again and again, and finally made the cut tobacco enter the wrapping workshop through the 18 process ... The reporter of the factory newspaper had a wonderful comment on this. It fully expresses the responsibility, enthusiasm and meticulousness behind the humanistic care conveyed by Baisha brand to consumers: "When casting the best, we are also casting ourselves. The meticulous work spirit, the enthusiasm for cooperation with others, the innovative spirit of learning from others, the humanistic spirit of pursuing the highest quality, and the grand or subtle scenes are all we are striving for, because we know that the best comes from personality." 3A。 The heat and the entrepreneurial atmosphere deliberately created by enterprises have built a solid platform for Baisha to fly-behind a strong brand, there is an upward humanistic spirit.