Today, when the market competition is fierce and international, the pace of brand growth is far behind the bleak speed of the brand. Now Zhang Haidong, who is planning in the ancient town, relies on his wise mind and the ethical style of the northeastern people, and he has spared no effort to break through the hardships and walk out a difficult road to entrepreneurship. Dare to dare to "catch the position", after more than ten years of fighting in the front line of brand marketing, his brand marketing has won the top spot in the market, and also added a beautiful stroke to his life.
Entrepreneurship is frustrated, Xinxin Road, Nanxia Ancient Town
This northeastern man who does not have the shape of a Northeastern man has the same style of resoluteness as the Northeasters. Along the way, Zhang Haidong has served as the brand strategic trader of more than ten well-known enterprises in the country including the International Washing Group, Impression Group, Jinma Pharmaceutical, Raymond Lighting, Huayi Group OKES Lighting, Shengqi Lighting Group and Disney Fairy Tale Lighting. Marketing consultant, deputy general manager of marketing and other positions.
Standing in today's height, looking back at the bumps of the past, Zhang Haidong has a taste in his heart. In the ups and downs of the Shang Hai, Zhang Haidong was once thrown to the lowest point by the raging commercial wave. It is understood that at the beginning of 2002, he started his business in the Northeast, and he was burdened with debts because he was too "trustful" to his friends in the mall.
After a period of loss and sorrow, he decided to break the boat and go south to Guangzhou to find a new road. At that time, the 3,000 yuan in his pocket was his entire property, and when he arrived in Guangzhou, he only had more than 1,000 yuan. In this strange metropolis, he had to control the daily food expenses within 15 yuan (8 yuan travel, 2 yuan bus, 5 yuan meal).
"Being a leader in the Northeast, I can't let my mind go, I don't want to be a small worker..." Recalling the hard days, Zhang Haidong said, watching the money grow more and less, in the near future, I have to rely on Brother of Zhongshan Guzhen. Unfortunately, the brother who had done things under his own hand was on a business trip. He had to walk alone in a strange street. How to go in the future, and the road under the foot makes Zhang Haidong feel unfamiliar and unpredictable.
Lighting marketing initial test cattle knife was successful
"At that time, unrecognizable ah 1 recalled the days of walking in the streets of Guzhen, Zhang Haidong was filled with emotions. However, a very dramatic scene was staged, and God did not let Zhang Haidong meet his brother, but let him meet His "Bole". This Bole is his former friend, Ms. Zhang, the owner of Raymond Lighting.
At the time, Ms. Zhang and her husband run a lighting company. Due to the lack of certain marketing skills, the company has not seen improvement. After the investigation and analysis of the lighting market, the marketing market gap suitable for Ms. Zhang was finally opened by Zhang Haidong. Immediately, Zhang Haidong and Ms. Zhang hit it off. After opening the company's market, they made an effort to enter the national key markets. In 2003, Zhang Haidong became the company's marketing director, and set up a fashion trend based on home lighting in the industry, making the spotlight (commercial lighting) store model mainstream.
It is reported that in 2004, Zhang Haidong also established the Lighting Industry Professional Managers Association, Zhongshan Guangcai Enterprise Service Co., Ltd., and Haidong Marketing Planning Media Organization, which specializes in serving enterprises and building corporate brands. Huayi Group's cooperation with Axel Lighting and Zhang Haidong once again proved its potential for “interpolation strategyâ€. His lighting lighting "interpolation strategy" has made the Australian brand a well-known lighting brand.
"Only if there is a position, there is a chance."
As we all know, the brand's "positioning theory" allows consumers to know where the brand is located. Zhang Haidong believes that the market situation is ever-changing, and the competitive situation is not the same. The positioning can make the brand find a position, but it is difficult to achieve the brand's jump growth.
"It’s also a step forward, it’s hard to make a comeback. Only when you have a position, you have a chance.†This sentence is like a jingle, but it is a summary of Zhang Haidong’s many years of planning and practice. “In a market where brand demise is faster than brand success, following the rules means that after the people are settled, the result of being in the status quo is not going forward.â€
Zhang Haidong told reporters that the "interpolation" strategy of lighting lighting is not a theoretical "deformity", but there are many precedents. For example, in the United States, the "King of the people" KFC, how to in the Chinese market, the old rival McDonald's is far behind "keep behind"; how Nike "under the eyes of Adidas" "step by step to win, travel around the world"; Tencent QQ how to In the market downturn of the Internet, “show†shows a “Bangzhuang Avenueâ€... In China, it is not used by no one, but improperly used. "The so-called interpolation is to make you different, let consumers remember you, is a subversion and transcendence of positioning. Positioning can only let consumers know where you are, and not only let consumers know you. The brand position, but also let your brand stand out, and deep into the hearts of the people." Zhang Haidong said.
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