190, if you want to do it, do it decisively.
19 1, do it after use, hide it after giving up, and get pregnant when you are pregnant. Everyone has his own life, and he has no feelings or regrets.
The packaging of Chubang soy sauce is one of the most successful packaging designs in China and China.
In 20 10, Huahua began to cooperate with Chubang, and the packaging at that time was like this. The slogan is: "Gold quality, taste life."
Advertisements such as "Gold Quality, Taste Life" are very common in enterprises. We still use "three present and two primitivism" to evaluate them-scene, present, reality, principle and principle-because we didn't go deep into the use scene of advertisements, didn't see the reality where the materials played a role, didn't simulate the scene of consumers using advertisements, didn't have aimless "copywriting", didn't grasp the principle of advertising slogans and didn't understand it.
Hua Hehua changed the advertising slogan to: "After 180 days of sun exposure, Chubang's soy sauce is naturally fresh."
Chubang Soy Sauce is an extremely cautious enterprise, and the chairman Zhang Weihua is an extremely cautious person. Their caution is reflected in the development of the enterprise and has always controlled the speed. After our brand became more and more influential, we could have commissioned some categories, and there was a complete market, so there was no problem in sales. However, he will feel that the food industry, safety first, external processing quality control is risky, and resolutely do not do it. He thinks our advertising language is good, but he doesn't want to use the word "nature". He doesn't know how natural it is. If the definition is not clear, I won't take advantage of it. Later, the slogan was officially defined as "After 180 days of sun exposure, Chubang soy sauce is delicious and fresh."
In short, the core is sun exposure, lasting 180 days. This is the strategy.
Strategy determines creativity, and we start all kinds of drying designs. In short, the sun and sunshine are the core symbols. At that time, there was a shelf for soy sauce packaging in my office, which would become a soy sauce shelf, filled with soy sauce from China Chinese mainland, China Taiwan Province Province, China Hongkong and Japan. The new packaging design has come out. Put the bottle on it to see if it is a great advantage.
At this time, one of our colleagues took out a green plaid pattern.
This design has nothing to do with the strategy of "180 days of sun exposure".
However, I don't want all the previous design drafts right away, so I'll take this one.
A colleague said, "Is this unscientific?" I said, "today's soy sauce is dried, and tomorrow's canned food is not dried." With this green grid, it is not the packaging of kitchen soy sauce, but the packaging of all kitchen foods, which is very rich! "
There is a saying between China and China: "Without creativity, strategy is equal to 0; Without craftsmanship, creativity is equal to 0. " What do you mean? Goals depend on goals. Strategy is simply a semi-finished product. Without creativity, any strategy can only be said by yourself. For design, there must be craftsmanship, and creativity is not well executed, which is still equal to 0.
We talked about Toyota's mode of production and screwed the screws until we finally heard a click, which was considered effective labor. We should get rid of all the previous steps as waste. Although strategy determines creativity. But some people don't take the usual path and give you a click, so summarize the strategy again. Previous research and planning were a waste.
Here, I would like to add that the working methods of China and China always require research and creative work to go hand in hand. Don't wait to read the research report before you start planning your ideas. Then you may be misled by the research, because the research is always blind and biased, and you can't find anything for three months. It takes three years to understand an enterprise, and you also need three years to make a move. In most cases, creativity does not need research, common sense, accumulation, experience or wisdom.
The green check package was delivered to the customer. Although we are also very conservative, Huahua has always been very conservative, trying to keep customers' original assets as much as possible, so we didn't change the original packaging layout of Chubang soy sauce, but changed the green background into a green one. But on the whole, it is brand-new and has changed too much.
For a fast-moving consumer goods brand that sells 700 million yuan a year, it is not easy to change the packaging. The new packaging design was strongly opposed by everyone in the company, except Zhang Weihua, the chairman, and Dong Zhang, who had been cautious all his life. He feels good! Comrades were so anxious that they even sought foreign aid and old friends who they thought had influence on Dong Zhang to persuade and protest. Don't take such a big risk, it will bring disaster to the enterprise! Besides, the chairman is also a professional manager. Why does he have to bear such a big responsibility?
Dong Zhang said, "What are the risks? I don't see any risks, I only see benefits, change! "
Make the final decision, and the speed of execution and execution is unprecedented in the history of customers in China and China, and no one has surpassed it so far. A month after we first put forward the proposal, it was completely completed. Green plaid design is what China and China call "decisive creativity". Today, seven years later, Chubang's sales scale has reached 4 billion, from a local brand in South China to a national brand, ranking second in China soy sauce. When was the first time? We don't argue for the first place. The first, the second and the third are all results, and we only do our own thing in a down-to-earth manner.
The story of Chu Bang is one of the most wonderful stories in the history of China and China. I am "not creative, the strategy is equal to 0; Without the craftsman spirit, creativity is equal to 0 ",and added:" Without decision-making, everything is equal to 0. "
I often tell this story to my clients. After the success of Youmian Village, Chairman Jia said, "The greatest contribution of China and China is to get rid of the local flavor. The design of this I love you cotton is great! " I said, "You take 90% of the credit, and I take 10%. Why, for any boss, someone says,' I love you, it's like a restaurant brand? Being a clothing brand is almost the same as being a restaurant, and then the idea will be thrown into the trash can. "
Judging from Mr. Jia's expression, he doesn't understand me at all. Because a man who knows the goods can't understand a man who doesn't. I was thrown into the trash with a lot of ideas. Sometimes customers say to me, "Mr. Hua, look how well you have done for so-and-so. Why can't you do what you have done for us?" I said to myself, "bah!"
Some customers can take you forward, and some customers can't be dragged down by your hard work. I used to worry about this, but now I am slowly practicing "not being tempted", using it and hiding it. No need? I rolled it up and carried it into the coffin. I have no regrets. Everyone has his own life, and I don't feel sorry for him.