Chapter 9 4. Adhere to integrity is to establish a brand

The way of integrity is ancient.Honesty and trustworthiness are the traditional virtues of the Chinese nation.With the rapid development of the market economy, the pursuit of integrity is inevitable for the development of enterprises and the need for sustainable development.Famous economists Wu Jinglian and Li Yining, when talking about the social status of the lack of integrity, once clamored that the collapse of a country’s integrity system will not only cause damage to the national economy and national consumption, but will also have a profound impact on the entire social system. Influence, it will inevitably cause the indifference of human feelings, the distortion of human nature and the loss of morality.Integrity and responsibility complement each other. Integrity is the inner foundation. Numerous facts have proved that if a person or an enterprise pays attention to integrity, it will have a strong sense of responsibility. On the contrary, if it lacks integrity, its sense of responsibility will be weak, or even irresponsible.Enterprises are the cells of society, and only with integrity can they have a sense of responsibility to customers and society.If the brand created by the enterprise wants to gain a firm foothold in the market, it must pay honest labor, and use a pragmatic marketing strategy and a down-to-earth work style to make the product recognized by consumers and the market.Past history proves that people who do not speak honesty have no future, nations that do not speak honesty are degenerate nations, societies that do not speak honesty are chaotic societies, and enterprises that do not speak honesty are hopeless enterprises.Credit is priceless, people cannot stand without trust, and enterprises cannot grow without trust.Since ancient times, all business people believe in the word "integrity". Integrity is the foundation for the sustainable development of a brand, and it is also an important weight to determine whether a brand can win the market. If a brand loses integrity, it will not be far away.Analyzing those Chinese brands that flourished for a while but disappeared rapidly, the reason why they were ruthlessly abandoned by consumers in the end is that quite a few of them have a common Achilles heel: the brand has moral flaws, that is, lacks the basic spirit of integrity.The Hilton Hotel, which is still well-known all over the world, created miracles on its own credit during the Great Depression in the 1930s. This shows that: credit can not only achieve the development of the enterprise, but also destroy the future of the enterprise.Therefore, it is generally believed that the integrity value of an enterprise is far greater than the brand value.The value foundation of a corporate brand is integrity, and a brand that loses credibility will become pale and empty. Even if some companies can establish brand value through fraud and deception in a short period of time, it will inevitably be short-lived.Therefore, in the process of brand management, enterprises must organically combine brand value and honesty value, so that their brand can be deeply rooted in the hearts of the people for a long time, so that enterprises can achieve sustainable development.

Dong Mingzhu said more than once that to be a company and a product, you must first start with being a person and be an honest person, so that you can be an honest enterprise and create a reputable product.Within the enterprise, each person, each department and each department must personally practice the integrity management code of "good character first, then good products", establish "everyone is a corporate image, individual All of them are the banner of sales environment", especially the salesmen who are fighting at the forefront of sales, they are the business card of the company, representing the image of the company, and they use integrity to win trust and honor, and actively strive to enhance the corporate image and product brand.When an enterprise has brand moral awareness, this intangible asset will make the enterprise even more powerful and open up a broad road for the sustainable development of the enterprise.If we conduct a survey on the brand images of many home appliance companies in China, we will find a phenomenon that it is difficult for us to find a brand that can appear in front of us with its original image for a long time.Taking TV commercials as an example, basically every few years, a brand’s publicity will change.There are many reasons, some are because the company goes bankrupt, and the brand disappears; some are because the company's market positioning changes, or the product content changes, so the brand promotion must also change accordingly.No matter what the reason is, from the perspective of brand building, frequent changes to the brand image will not only damage the prestige of the inherent brand, but also make it difficult for the brand's influence to take root in the hearts of consumers.Just like the market, the brand operates according to its objective laws. Driven by the mentality of eager for quick success and instant benefit, some enterprises seek profit with "name", which deviates from the basic law of brand establishment and development, that is, the marketing law that meets customer needs as the guide .In order to become famous overnight and become a household name, he did not hesitate to invest huge sums of money in advertising bombing, and even exaggerated and boasted in the advertisements regardless of the facts, and carried out deceptive and misleading publicity.As everyone knows, excessive hype will reduce the reputation of the brand and the brand value of the company, which will lead to customers' doubts about the integrity of the company and directly affect the image of the company in the hearts of the public.Among them, Gree is about a very rare company that has kept its brand image unchanged for more than ten years.Since the mid-1990s, Gree has launched a short 6-character slogan of "good air conditioners, made by Gree". Gree's advertising language has hardly changed in more than ten years, and even the current promotion is carried out under this theme.

Therefore, an impression of "Gree is a good air conditioner" has been left in the minds of consumers.On the contrary, many well-known brands have had different advertising themes in each period over the past ten years, and they have changed in this way. Although each advertising theme is not bad, it is difficult to stay in the minds of consumers. Make a deep impression.What is the core concept of Gree brand building? The six words "good air conditioners, made by Gree" on the surface reflect the quality assurance of Gree air conditioners, but behind them lies Gree's concept of integrity.Merchants promote brands, mainly to see whether the brand is reliable, which is the only reason for merchants to promote brands.Among the dazzling array of home appliance brands, some earn long-term benefits, while others earn short-term benefits. Of course, merchants promote brands with long-term benefits.In the initial stage of the market economy, the "high-quality goods" in the mouths of Chinese businessmen are often synonymous with the goods that can make him make money, while the synonym of "inferior products" is money-losing goods.We have seen such a scene more than once: the home appliance hall of a large department store is dazzling, a middle-aged couple is concentrating on discussing in a low voice whether to buy a certain color TV.This is a good one, a Chinese famous brand, let’s get one!At this time, a young salesman in uniform will suddenly appear next to you, and say with a happy face: "However, this machine has a relatively high repair rate. Look at that one over there. We have sold it for several years. 1000 Many of them have not been repaired.” The real situation is that every time a color TV is sold over there, the young man can get 20 yuan for hard work from the manufacturer.This practice obviously damages the interests of consumers and also the interests of shopping malls. It belongs to unfair competition and fraud.However, such phenomena exist widely in every corner, and it is useless to get angry. Law-abiding manufacturers can only sigh but have no choice.The importance of merchants in the product sales process cannot be more obvious.The market network is the priceless treasure of Gree Electric Appliances, and merchants are the spiders that weave this network.Faced with such a market, Gree needs to find its own position. Dong Mingzhu believes that there are two basic points: first, the quality of the product is good, and quality is life. We must fully realize that quality comes first and brand comes first. , permanent brand.The famous brand created by advertising is a short-lived and grandstanding brand; the second is good cooperation with dealers.Instead of using the idea of ​​seeking common development to deal with the relationship between Gree and merchants.Merchants and Gree must be required to maintain the same thinking, to improve product quality and service quality simultaneously, and to treat consumers well.Dong Mingzhu even dared to say that there is no boss of an air-conditioning manufacturer in the country who maintains a sincere friendship with dealers like her.The competition in the future is the competition of brands and the competition of reputation.Products always have a life cycle, but the vitality of the brand and the appeal of credit are unlimited. Integrity, as the foundation of the survival and development of enterprises and the core competitiveness of enterprises, cannot be shaken.Among the top 500 companies in the United States recently released by the US "Fortune" magazine, Wal-Mart jumped to the top of the list with a sales revenue of 219.8 billion yuan.Wal-Mart's success lies in 8 factors: real and stable financial status, outstanding and consistent image inside and outside, honest service, teamwork spirit, customer-centered concept of integrity, fair treatment of employees, motivation and innovation.It can be seen that integrity is the secret of keeping an enterprise unabated for a hundred years.Therefore, it is imminent to create a corporate brand image with integrity.

Over the past 24 years, Gree has always adhered to the road of specialization, not being moved by the temptation of the outside world, and devoted itself to making air conditioners, and thoroughly developed air conditioners.It is precisely because of Gree's firmness and endurance of loneliness that it has achieved brilliant achievements one after another on the road of specialization.Gree has won the only world famous brand in China's air-conditioning industry so far; Gree's air-conditioning products are "exempt from inspection for export", representing the highest image of the country; Gree has the only "National Energy-saving and Environmental Protection Refrigeration Equipment Engineering Technology Research Center" in the air-conditioning industry, reflecting the country's strength to Gree The recognition and support of Gree; Gree has the honorary title of "National Quality Work Advanced Collective", and the product quality makes the people of the whole country feel at ease.These "four major" top honors are the full expression of Gree's strength.Gree is a near-perfect enterprise, not afraid of challenges and attacks from opponents; Gree is honest, Gree welcomes pertinent criticism from all walks of life, because it will make Gree better.Integrity runs through the whole process of brand building, and integrity is the most basic means to maintain and enhance brand image.If any enterprise has integrity, its products will have high quality, its prices will be reasonable, its services will be refined, its reputation will be widely spread, its benefits will change with each passing day, and talents will flock to it.The reason why Gree can achieve today's achievements is inseparable from the company's main creed of honesty.