Chapter 4 Chapter 2 The Story Behind the Brand

Lang Xianping: When I saw the students and guests coming today, I found that you were all wearing sports shoes on your feet. What brand are the sports shoes on your feet?Nike, Adidas, right? Then I want to talk to you about the brand issues you care about most through this story of Nike and Adidas. So how much do we know about these brands?I still remember when I gave a speech in the Mainland, the topic I was often asked was how to build a good brand strategy.The last time I went to Wuhan, there is a small commodity street called Hanzheng Street in Wuhan. The dealers there also asked me to give a speech, telling them how to make full use of the brand advantages of Hanzheng Street. Come to think about it, is the brand so simple?

Let me ask you a question first, what do you think is the purpose of advertising?You think for five seconds.Okay, okay, I figured out the answer, but you don’t need to ask, everyone is wrong, because what you think must be that the purpose of advertising is to increase product popularity, improve the company’s so-and-so, or improve the company’s leaders. What, any other ideas? Audience: I think advertising is mainly to promote a corporate culture and a spirit, so you are actually telling a story when you advertise.You use a story, a spirit to attract others, and then let others pay attention to your brand, so that they can't help but want to own your brand products, that's it.

Lang Xianping: Alright, let me ask you a question, are you here wearing sneakers today? Audience: Yes. Lang Xianping: Why do you wear Nike sneakers? Audience: The quality is good. I want to run after wearing it. Lang Xianping: Run to be chased by others, right? Audience: Its quality is indeed very good. This is a fact. Although I am not the kind of person who purely pursues brands, when it comes to sports shoes, I care about brands because I care about comfort. Lang Xianping: Do you wear Li Ning? Audience: No, because it is not as well designed as Nike. You can feel the quality from the appearance, and you can also see the comfort.

Lang Xianping: Do you know that many Nike sports shoes are manufactured in Dongguan. In 2005, Dongguan produced 5% of Nike sports shoes. Recently, 17% of Nike sports shoes are manufactured in Dongguan factories, so Nike does not For production, it only does design and most importantly, advertising.What it does in this advertisement is unimaginable. The design of this brand, including the functional design, you just mentioned that its function is particularly good, but you should pay attention to that, although all the functional designs are designed by Nike, they are They are all produced by the manufacturing industry in China, so why can't Yue Yuen Industries produce the Yue Yuen sneaker brand?It can produce exactly the same sports shoes as Nike and Adidas, but you will buy Nike shoes. If you buy Nike sports shoes today and you value their functions, I can tell you that you may not know yourself well.

I would like to ask everyone, what do you think is the success of Nike and Adidas?Why did Li Ning retreat steadily after they came in?Let’s talk about this issue today. The problem facing Chinese enterprises today is not the efficiency of state-owned enterprises and private enterprises, but the possibility that both state-owned enterprises and private enterprises will be eliminated under the impact of the international wave. Therefore, many enterprises in our country today I can't hold it today, I can't hold it in the mainland, and I can't go out.To give another example, do you think our country's labor force has an advantage?Some people think they have, some people think they don't.Then I ask you again, TCL and BenQ are both shouting slogans - use China's cheap labor to let the brand go out.They hope to use China's cheap labor to cooperate with foreign brands and designs to go global. Think about it, can they go global?Think about it, is there any problem with this sentence, use China's cheap labor to cooperate with foreign brands and designs to go out?is it possible?A year later, a major problem arises, how can they go out? TCL found two companies for cooperation or acquisition. A year later, the two companies collapsed and could not go out at all.Why?

Is China's cheap labor useless?Think about it, let me give you another example. You may say that TCL or BenQ may be high-tech in a certain sense, but they are not really high-tech. Let’s talk about real labor-intensive industries. Let’s talk about the garment industry, it’s a standard labor-intensive industry.I predicted two years ago that as soon as Spain's ZARA and Sweden's HM enter, they will sweep China.Then ZARA has not only swept the United States, but now it has also entered Hong Kong, Beijing, Shanghai and Guangzhou in China. Do you know that 80% of its products are produced in Europe?

You may ask me, isn't it very expensive to produce in Europe?Isn't it difficult to engage in interpersonal relationships?Where does it have a competitive advantage?Is that right?Think about the examples of TCL and BenQ just mentioned. It is useless to match foreign brands and designs with cheap Chinese labor. Some of these clothing products are produced in Europe. Why is it sweeping China? Such high labor costs cost.And let me tell you, the clothes it sells are not only fashionable and fashionable, but also very cheap.It is cheaper than our domestic production. Then in April 2007, Swedish H&M entered China and entered Shanghai. Its clothes are 50% cheaper than those in the mainland, and they are also designed by famous designers. The coats they design are 500~800 yuan a piece. How do you think our country's clothing industry competes with it?This is what I want to tell you. The real problem facing Chinese companies today is that they cannot hold on and go out, so the story of Li Ning and Nike is only one part of it.Except for the real estate industry, some industries in China are in this kind of environment, unable to hold on, and unable to go out, and no matter who you are, no matter what industry you are in, no matter where you are.Your days are just getting harder every day.And the situation will only get worse, not better.

Do you know why?It is definitely not a matter of the efficiency of state-owned enterprises and private enterprises. These issues not only deserve the attention of our entrepreneurs and the government, but also the audience in front of the TV and the guests at the scene. This is a new challenge that began in 2008.In other words, where should our Chinese enterprises go?Do you still remember an example, Haier, Haier once acquired Mattel, but what was the final result?Acquisition failed!CNOOC acquired Unocal in the United States in 2002. I criticized it at the time. This acquisition will definitely fail, and it is impossible to succeed.I speak absolutely. It is impossible to say that there is a possibility of success or failure. This is not my style. If I say that you fail, you must fail. Haier’s acquisition of Mattel wants to go out, but it can’t go out. Why?Today's question is a very important one.

I would like to ask all the guests at the scene, why do you say?Why can't Chinese companies hold on, and can't go out?Don't talk about the brand, I haven't talked about this yet, why?Maybe it’s the first time you’ve heard me say this, and you know that what I said must be right. You may not feel deeply when I tell you today. If I tell this story to our domestic private entrepreneurs, Their feelings must be very deep, because what you are talking about is the truth, no matter where you are, no matter what industry you are, no matter who you are. The days in 2008 must be sadder than those in 2007, and the days in 2007 must be sadder than those in 2006. This is an undeniable fact, and the situation will only get worse, not better. what happened.

Audience: I think it may be because of the core competitiveness of various industries, perhaps the development of innovation and R&D capabilities in various industries is not mature at all, so we lag behind foreign countries in terms of core competitiveness, so in other industries It may appear that the competitiveness is not so strong. Lang Xianping: The issue of core competitiveness, well, is there anything else?Speaking.I'd love to hear your thoughts, this is a very big topic. Audience: I think the government's support may also be one aspect. Lang Xianping: Do you think the government's support is not enough?

Audience: Danone is seeking the support of the French President. For the Wahaha group, who will support it? This is a problem. Audience: I think the competition in the Chinese market is not strong enough compared to foreign markets. Even if we go abroad, we will face greater competition. Lang Xianping: Do you think the competitiveness of Chinese enterprises is not enough? Audience: Yes. Lang Xianping: Well, what competitiveness is not enough now?It doesn't matter if you think whatever you want, because what you represent is public opinion, that is, the thoughts of the general public. You can say whatever you want. Audience: I think it has something to do with the boss of the company. When he started his business, he was thinking about the labor force. However, Chinese people at that time lacked some quality and cultivation in building brands and products.He may be more knowledgeable about managers or how to make money, such as relying on cheap labor, lowering prices, and engaging in dumping. This is relatively simple for improving some of the company's actions, such as the quality and appearance of this product. , that is, the behavior implemented in the product itself is not particularly perfect.For example, if you put two Chinese and foreign products together, you will find that most of the products can see the difference by observing with your eyes. They are indeed different in substance. If your product is good, it can be Can create a brand.But your product itself is not particularly good. I especially like to use Samsung mobile phones. I have dropped them more than a dozen times without breaking them.You can look at Samsung mobile phones. The paint is black, which is different from other mobile phones. Because the cost of silver mobile phones is very high, Samsung makes high-quality products. The price of its products is very consistent with the quality. I can't say that I am eager for success. I have to keep the price down so that I can have sales, which is not necessarily the case.I also know that in some places in China that engage in foreign trade wholesale, there are some leftovers. In fact, the quality of those clothes is good, but they are not allowed to be sold publicly in the Chinese market, which will impact normal clothing manufacturers.In contrast, Chinese companies are also capable of doing this, but they are restricted. For example, certain fabrics and colors are not allowed, and they are all provided to you by foreign countries with contracts. According to the regulations, your violation of this will not benefit their business development.In fact, Chinese companies can achieve the same quality as foreign countries, but they will abide by unwritten regulations and will not produce so well. Lang Xianping: I listened to the answers of the guests and found it very interesting, including what you mentioned, that is, you think the product is not refined enough, including what you mentioned that our product’s core competitiveness is not enough. Now I propose a new point of view. I think this New perspectives are important not only to the general public, but, in fact, even more so to entrepreneurs.Take toys as an example. Recently, there has been a lot of speculation about toys in the media. Some units in the United States have criticized our toys made in China. Think about it, these toy factories in China are basically not responsible for the design. Who designs them?Americans designed, according to their design, we will manufacture toys, when they criticize the lead content of our toys is too high.Isn't this what you designed? Do you let our toy factory still have profit margins?The profit margin of our toy manufacturing is only 2%, and the net profit is shrinking year by year, and it may be below zero next year.Let me give you an actual data: the production cost of Barbie dolls produced in Chinese factories is 30 cents and 5 cents, and the profit is less than 2%. , until the sale, and finally the retail price at Wal-Mart is 8.99 yuan. After production, from design equipment, procurement, order processing, logistics wholesale to retail, the total link is 8.99 yuan. Do you know what it means?In the entire value chain of products, the manufacturing industry is the least able to create value. The value is the lowest, which is why our Minister of Commerce Bo Xilai once pointed out that our manufacturing industry is basically exploiting our own labor and using our own raw materials to benefit foreigners.It is basically like this, so I point out the most important point, that is, in the division of labor in the entire world's industrial chain, China's industry is basically in the manufacturing sector with the lowest value, so in the entire manufacturing industry In the link, taking the Barbie doll as an example, it can only create a value of 1 yuan, while other circulation links create a value of 8.99 yuan.This is true in other industries, and this is why Haier's acquisition of Mattel is unlikely to succeed.What you just said is very good, that is, the truly valuable industrial chain is in the hands of foreign businessmen, and the manufacturing industry with the worst value is in the hands of our Chinese entrepreneurs. This is the current essential problem. Under the circumstances, due to the continuous increase of our country's interest rate and exchange rate, our country's manufacturing industry will gradually bleed to death. This is also what I said earlier, no matter who you are, no matter what industry you are in, your life will become more and more difficult every day, and these people who place orders abroad are very bad. For the next order or two, you quote and he also quotes. , People pick the cheapest ones, and in the end they have to force us to use the cheapest raw materials to earn meager profits for export.Over the years, the results of economic development, let me give you a report. Compared with Japan in the 1990s, that is, compared with Japan before the economic collapse, our fixed assets accounted for 45% of GDP, and consumption It is 30%; Japan's fixed assets account for 30% of GDP, and consumption is 58%.Japan has a lot of consumption, while China's consumption is only 30%. So think about it, what should we do with the things we can't consume ourselves?Who is going to consume it?Allowing foreigners to consume is earning foreign exchange through export. Because we were forced to export to earn foreign exchange, we bleed out, which is why our trade surplus minus imports accounted for as high as 9% of GDP, while Japan was only half of ours at that time, 45%. The high surplus of 9% has made my country's foreign exchange accumulation reach a level of 14 trillion yuan. This high accumulation of foreign exchange has increased the pressure on the appreciation of the renminbi, and this is why the exchange rate of the renminbi rose by more than 5% in 2007. reason.This situation continues to deteriorate due to the accumulation of a large amount of foreign exchange. This is a vicious circle!If the renminbi appreciates, our manufacturing industry will be even less profitable, and our workers will get less money, and the factories will cut corners; our consumption is insufficient, so if domestic demand is insufficient, forcing the renminbi to appreciate and turn it back will affect our profits. A vicious circle is formed. In the end, our manufacturing industry will be more unsustainable. This is why manufacturing industries in various parts of China have fallen into depression. In other words, the concept of a big manufacturing country that we were proud of in the past needs to be changed. We cannot be satisfied with manufacturing today. We want to enter the midstream and upstream industrial chains. What do we want to control?Design, raw material procurement, order processing, warehousing and transportation, logistics, wholesale and retail.So to give an example, the multinational companies that can enter China are companies that have mastered the entire industrial chain, such as Procter & Gamble, from the beginning to the end.In addition, ZARA in Spain is all enterprises that control the entire industrial chain. They do not operate franchise stores, they all own their own stores, and they control everything in their own hands.So, ladies and gentlemen, do you know the benefits of this? When you master all the industrial chains, you can save a lot of costs and increase profits through the highly integrated and efficient integration of all industrial chains other than manufacturing. Rate. For example, ZARA, a clothing company, does everyone know how many days it takes for the whole process from the first stage of manufacturing to the final sale? 12 days, do you understand how many days it takes for the same garment manufacturing industry in China, from the first stage of manufacturing to warehousing?Take Guangdong as an example, 180 days, let's take warehousing as an example, do you know how much your warehousing costs will be saved by changing 180 days to 12 days, do you know?How much does your logistics cost save, do you know?It turns out that these international multinational companies, including McDonald's, Coca-Cola, and all the multinational companies you can think of, have mastered the entire industrial chain. Although the manufacturing process may not be mastered by themselves, it is very important to master the entire industrial chain. Why is 80% of ZARA's products Produced in Europe, sold in China cheaper than our products?Their labor costs are high, why are they cheaper than ours?It saves a lot of cost from the whole circulation loop.So, it sells cheaper. As for HM, its whole link is more efficient and can save more costs, so the clothes it sells are cheaper than ZARA, so the overall competition pattern today is not a problem between private enterprises and state-owned enterprises, nor is it between Chinese enterprises and their followers. The problem of foreign companies is not a problem of competition in the entire industrial chain.Unfortunately, Chinese companies are at a disadvantage in the competition of the entire industrial chain.The reason is that we have only mastered the least important part of the entire industrial chain - manufacturing.So on the one hand, we are very pleased with the word "manufacturing country", but on the other hand, the final result of analyzing only the manufacturing industry is to make your international competitiveness gradually decline. Everyone can understand why I call it the sharp deterioration of the investment and business environment. This is also the main reason for the deterioration of the environment. Just trade in stocks and real estate. This is what I have repeatedly emphasized, virtual funds. Do you understand this point?So good, I'm here, you tell me, the guests at the scene told me, what do you think China should do next?We discuss a topic.So today we have entered an era of industrial chain competition. In this regard, China and our country's entrepreneurs are indeed not in line with the international standards and lag behind the international standards. What should we do? Lang Xianping: We the audience were shy.Let me tell you something, you see you are so young, less than 20 years old, you see that you are not as good as entrepreneurs in class, I don’t take a break when I give lectures outside for 6 hours, these private companies in China Entrepreneurs have been taking notes for 6 hours, no one rests, no one dares to move, and no one is willing to move. I am moved by the degree of hard work we entrepreneurs study. It’s not the same as yours. Entrepreneurs work so hard, work until 12 o’clock every day, and have to attend lectures, working day and night, you don’t have it.Let's talk about love as usual! Audience: I checked how Dell operates. More importantly, I think it has several designers. Every week, each designer will come up with a lot of design proposals, and then eliminate them one by one. Only a small number of designers are left. A very small portion is produced and finally brought to market.Which store is limited, which store will continue to sell well, and if the sales are not good, the goods will be taken back and no longer produced. Lang Xianping: ZARA's strategy is another one-hour discussion, so I won't talk about strategy today, but I can talk about a principle. All the things you talked about are that it shortens the entire industrial chain to 12 days. We will not talk about this issue today.The issue I am talking about today is that Chinese companies have not entered the era of industrial chain competition, but unfortunately, under the wave of internationalization, foreign-funded industries have entered China. Do you know what amazing news Haier recently announced?It feels that producing home appliances is meaningless, so what is it going to do?Engaged in real estate to go, why?Real estate is one of the few industries in which foreign capital has not entered, and it is difficult to enter this industry with foreign capital. Amway heard?Have you heard of P&G?Production of daily chemical products such as soaps and detergents, but are Procter & Gamble and Amway the same in essence?I can tell you that they have mastered the entire industrial chain, and more importantly, they know how to penetrate into the daily life of every ordinary person.For example, take Procter & Gamble as an example. It distributed 30,000 T-shirts in the countryside and took them back in a week. It studied how the T-shirts were soiled, and then designed a formula for cleaning these clothes in the upstream. Guaranteed, it must be produced at the lowest cost according to the upstream formula.The entire industrial chain is very well controlled. Procter & Gamble's strategy is to produce at the lowest cost and sell to the public downstream.Clearly, it has a bunch of products because it doesn't know which products people like, but the more products there are, the more you'll always like one or two.How many of you have done Amway's direct sales? Amway's upstream and midstream are similar to Procter & Gamble's. How does the downstream penetrate our consumers?Do direct sales through relatives and friends, so Procter & Gamble achieves the purpose of penetration through a large area and a large amount. You will always like one or two things, and Amway also achieves the purpose of penetration through compulsory purchase.Let me ask you again, compared with foreign companies producing daily chemical products, what do you think is the future of our company?Tell me, our upstream is either formulating and taking it back to study the cause of dirty clothes, or the downstream is more, doing direct sales like Amway.We have a factory specializing in the production of washing powder, and a factory specializing in the production of soap products. By comparison, you will find that our domestic daily chemical factories are even worse in sales. They can neither do as much as Procter & Gamble, nor do What will happen to them if they penetrate directly through relatives and friends like Amway?Either going bankrupt or waiting to be acquired. So when I talk about the daily chemical industry, you all understand that our industry is in such a situation today, which is very dangerous.The topic I am talking about has completely exceeded the scope of today's program and textbooks. Today I will talk about a high-level topic, which is where our country's enterprises will go in the future.I believe that some entrepreneurs will have the same feeling after listening to my lecture. This is indeed the case. Ladies and gentlemen, what should we do next?You are all young, it doesn't matter that you don't need to know the answer, I just want to know what you think, and a few of you will answer later. Audience: I think it should be discussed from three aspects.The first is capital; the second is talent; the third is entrepreneurs.Let me talk about it separately. First of all, enterprises must have scale, just like most of our current domestic enterprises, because compared with international enterprises, they are small in scale, and we do not have a strong body to defeat them.Secondly, we are now at the bottom of the value chain, and the only fast way for us to grow is through acquisitions. Lang Xianping: It will not allow us to acquire, it just intends to keep us at the bottom of the manufacturing industry, as you have heard about the fate of Haier's acquisition of Mattel. Audience: There may be some political factors in this, but from the perspective of the entire market, capital is chasing profits. Money, plus our talents, plus our entrepreneurial spirit of adventure, in layman's terms, our entrepreneurs have such a beastly impulse... Lang Xianping: (laughs) Audience: You once said that our Chinese stock market has too much animalistic impulse. I think entrepreneurs should also have animalistic impulse. Regarding the rise of Wall Street, what you said is the adventurous spirit of the Dutch, which has achieved the glory of Valheng. I think Analyzing from these three aspects, our Chinese company can continue to go on, and it will go even better. Lang Xianping: Let's ask the last question, this classmate, this female classmate. Audience: I think we must establish our own brand, and it is a national brand.Let me talk about one of the most touching experiences - buying a digital camera.I personally dislike Japanese products very much, and then I went to Zhongguancun to see them, and found that basically all the counters in Zhongguancun were occupied by Japanese products, or Samsung from South Korea, and if I wanted to buy brands from these two countries, I would go to Kodak, the rest is Patriot, basically there is no brand of its own in the Chinese market that can stand up.Moreover, Chinese people have a very bad personality trait, that is, they are a bit xenophobic and foreign. When foreign brands are used well, they discriminate against Chinese own brands. We don’t buy our own products, and foreigners will buy us. products, how should our industry develop, so we must establish our own brand. Lang Xianping: That’s it for now. In the next section, I’ll talk about branding. You’ve said it very well. Let me put it this way. Today, I’m bringing up the competition in the industrial chain in my program to remind us people all over the country, whether you’re manufacturing or not. In the industry, I think everyone should have a new way of thinking, that is, from 2008 onwards, the international environment we are really facing is the competition of the industrial chain.I don’t expect, nor do I expect the guests to provide me with any correct answers. Moreover, we make programs for the general public, not for experts. We don’t have to go deep. We have entered the era of the industrial chain today. Every compatriot should think about where we should go. Only this kind of deep thinking can lead us out of the predicament. Lang Xianping: Branding is a big problem, and after so many years of promotion, our brand strategy has not been successfully implemented frankly.Many people will ask whether we are obsessed with foreigners, including not wearing Li-Ning sneakers, wearing Nikes, and using Sony cameras instead of Kodak. We found that except for a few industries like real estate, almost every industry has strong foreign competitors, so we have a very natural question, why can't China have its own brand? Speaking of brands, I would like to ask you, do we understand what a brand is?First of all, I would like to throw out a topic, which is very interesting, that is, do you know that there is a famous clothing store called Prada in English, which is a very famous clothing store.In the second half of 2007, it launched a very masculine women's mobile phone, and it was produced by South Korea's LG company, so I took this topic as a breakthrough.I would like to ask the guests at the scene and the audience friends in front of the TV, what are they doing?What brand are they creating and why are they doing it?think about it. Why is Prada making a very masculine phone for women?Why is it done by LG?Then can we say that, in this strategic alliance, South Korea's LG and Prada each get what they need, and both sides benefit, right?Yes, then I would like to ask you, they use this strategy, this so-called brand strategy, what benefits did Prada gain, and what benefits did LG gain?This point is worthy of our deep thinking. If you cannot explain this problem, it will be difficult for you to truly understand brand strategy, which is the essence of brand strategy. There are also guests and audience friends in front of the TV. Many people have been to Anna Sui. That famous cosmetics store is not expensive. It is okay for you and me, and you can handle it. Anna Sui, why do you go to Anna Sui instead of Prada and Chanel? ? I know that designer is a Chinese woman in her 50s, and the counter is very beautiful, and the most important thing is that I like it because it was designed by a Chinese woman.What is the brand strategy used by Anna Sui? What strategy does LG use for this mobile phone and its cooperation with Prada?You love Anna Sui, and you probably love the colors the designer uses, but what strikes you about the brand?Real brand strategy impact—visual impact, do you like other brands, gay men can also answer, you will often buy with lesbians in the future, you must understand this industry, what is a brand, of course, the brand is not only Cosmetic brands, and many more.Why?I think the audience is relatively young, so you don't like Chanel, why do you young lesbians like Anna Sui? Audience: Chanel is more mature. Lang Xianping: Do you think you are not? Audience: I don't think I'm that age yet. Lang Xianping: The brand itself is very interesting. It does not mean that the brand is sold to everyone. This brand is designed for a specific group of people.Do we have this understanding of the brand? Let me ask you one more question. I went to Chaozhou in September 2007 to give a speech to entrepreneurs in Chaozhou. As soon as I drove into Chaozhou, I saw signs hanging on both sides of the road A lot of advertisements; the capital of ceramics, the capital of ceramics and porcelain, many local ceramic entrepreneurs and porcelain entrepreneurs who came to listen to my speech.I asked them, I said how about your pottery and porcelain?They said that they are very exquisite, very delicate, with an antique style, this style, and that style. In the end, I asked them, which is the same as asking you, where is the soul of your Chaozhou porcelain?What brand do you want to create, and why do people like it?Why should others buy it?Don't tell me about the function, so many people say, I buy Nike sneakers because of its function, don't say that, we don't talk about function, we just talk about feeling. So what kind of feeling will Chaozhou porcelain give consumers?Don't tell me it's beautiful, don't tell me it's antique, it's not a feeling, it's a function. Speaking of this, let me tell you a word, so far, Chinese products are still stuck in the two most basic stage.I want to use a pyramid as an illustration. It is a three-layered pyramid. The bottom layer is the porcelain and pottery you can see, or combs, or sports shoes. The middle layer is its function, for example. Pottery and porcelain are particularly beautiful, antique, good-looking, and fully functional; or Nike sneakers, which have a particularly good bounce; or combs, which have no static electricity, which is a function.The biggest problem for our Chinese entrepreneurs is to work hard on the appearance of the bottom layer and the functions of the middle layer. That is to say, everyone is seeking differentiation in the appearance and functions of the bottom layer.This is not a brand strategy.So what exactly is brand strategy?You must go to the highest level, the highest level is called the spirit of the product. Only at the level of spirit can we truly achieve brand strategy. The slogan you shouted today is easy-using brand strategy, I tell you that any famous brand has spirit behind it, and there is no spirit behind it. It is not called a brand, and you will never use a brand strategy.Let me take the word "spirit" as an illustration of a story and a case I told earlier.Let me tell you what spirit they use in these products to create an unparalleled brand. I will take Prada as an example.Prada, a famous fashion store, what spirit is it using?The spirit it fights is a woman who suppresses and conquers men. The spirit it uses is a strong woman. The spirit it uses is a masculine woman. It's strange. Many lesbians say I won't buy it. Let me tell you it Selling only to certain lesbians is a successful strategy for the brand. You are talking about Prada making a movie, right? What is it called?Tell me, I have a bad memory and can’t remember, so you use a microphone to talk.Be clear.What is the name of a movie made by Prada? Audience: "The Devil Wears Prada"? Lang Xianping: No way. Audience: Some are translated into "The Devil Wears Prada". Lang Xianping: Anything else? Audience: The Devil's Fashion. Lang Xianping: "The Devil's Fashion", why did Prada make a movie "The Devil's Fashion"?Let me tell you the storyline of this movie: a fashion editor is a very powerful woman, very fierce, she has many men working for her, she acts vigorously, and a letter to all employees during working hours is scared to death .As soon as she comes in, she looks majestic and majestic, looking left and right, and everyone who is glanced at by her is scared to death, but she is as young and beautiful as you, and she gives orders at every turn, especially to gay men.But the female secretary under her is not such a person. She is very timid, has a lot of work pressure, and has a lot of things to do every day.One night, the young secretary, who was young and beautiful, arrived at the house of the fashion devil very late. When she saw her face, she was startled, because she had no makeup on, and she was extremely haggard and painful. Because her husband was going to divorce her, she couldn't bear the blow, and she said how she should explain to her colleagues the next day.As a result, the little secretary saw that the Fashion Devil also had a vulnerable side.Then the next day, she re-makes up and regains her witch head look, and the little secretary leaves.The Devil of Fashion called her, but she refused to answer. In the end, the little secretary walked to the side of the fountain, threw the phone into the pool and decided to quit. Do you know what signal Prada gave you?That is to either accept Prada's strong culture, or get out.原来普拉达的名牌战略是这么打出来，它只是对某一个特定的女性群体进攻，就是把我的品牌塑造成特定女人这么一个群体，你不喜欢吗？那就滚吧，喜欢的人才可以进来，虽然我强势的外表底下有一颗脆弱的心。可是普拉达要求你怎么样？把脆弱完全隐藏起来，因为你面对的世界是一个竞争的世界，你必须要像时尚女魔头一样，这就是普拉达的成功之处，为什么要提到青春玉女呢？因为她反映的就是安娜苏，安娜苏怎么成功的？安娜苏的成功是因为它的品牌是把每一位女性内心深处渴望做小公主的那种秘密挖掘出来了。时尚女魔头到了午夜梦回的时候，她的内心是空虚的，她那一刻最需要男人来安慰了，但是他走了，内心很痛苦，那种依靠感骤然消失了。而安娜苏就认定你内心深处就想i故一个小公主，如果你不信，你们就看看安娜苏的所有广告，都是五彩缤纷的广告，为什么？它就让你成为小公主，而且这个小公主很重要，是受男人所热爱的小公主，确切地说还不是热爱，是男人所痛惜的小公主，因为每一个女人都有被男人爱的渴望，这个女魔头也是这样的，它就打这种广告，把你内心的秘密挖掘出来，所以有时候你会觉得白雪公主的故事是真的吗？白雪公主的父亲给她娶了一个后母，后母对魔镜说，魔镜魔镜，谁是天下最美丽的女人，魔镜说当然是你了，她就很满意，结果突然说是小公主，她就很生气，那种嫉妒心又起来了。可是各位注意，你认为白雪公主的故事过时了吗？安娜苏就是白雪公主的翻版，安娜苏的整个品牌战略就是要让你成为小公主的梦想变成现实。你再去着它的广告，100%都是这样。而且小公主到最后一定会碰到一位英俊潇洒的王字，然后两个人一起过着幸福快乐的下半生，是吧？但实际上大多数的婚姻都是不太幸福的。然而每一个少女的心目中都希望也有一个男伴能够陪着她走完人生的旅程，你们的内心难道没有这种渴望吗？ 我记得我爸爸妈妈吵了一辈子，现在他们白头偕老了相互理解了。但是安娜苏本身，就给你对提供一个小公主的幻想，你们着看这是品牌，我们再反问一下，我们中国的产品什么时候能把这种精神赋予到品牌里面去？你给我讲，有没有想过通过某种精神打品牌的？很难，因为我们从来没有这么思考过问题。那么为什么LG要和普拉达合作，大家知道国外的手机大约有300款，国产的手机至少3000款，你们在座有多少人用国产的手机？Please raise your hand. 4个人，5个人，也就是说10%以下的人用国产的手机，90%以上的人用国外的手机。难道国产的3000款手机就没有一款你们喜欢的吗？你们都是崇洋媚外？崇洋媚外很简单，我告诉你们，崇洋媚外的背后是什么？人家的品牌是成功的。我再问你们，LG为什么和普拉达合作做手机？道理很简单，普拉达是时装名牌，已经有了知名度，和它合作可以把LG的品牌形象立刻提升起来，大家知道普拉达手机一款多少钱，6400港币，它可以一炮走红，这是限量版的发行，这一招下来就可以让LG手机赋予名牌的内涵，这就是LG手机和普拉达合作的根本目的。那么你们听我讲，再回头看这些时装品牌，你们就会发现我们国内的品牌不能够取代它们的原因，不是因为我们花的钱不够多，也不是因为我们中国的创造力不足，而是因为我们从来都没有从金字塔的最底层进行过思考，从来没有想到赋予我们的产品什么样的精神。你们最后一句话问我说，郎教授怎么样才能把这个白雪公主的精神和这个时尚女魔头的精神赋予在产品里面呢？把这个讲完就是我们今天节目结束的时候了，那就是非常有名的心理学实验给我们提供了最好的解答，叫做古典制约。这个学名是什么并不重要，重要的是怎么做，你把一只狗牵出来，敲一下铃声这个狗没感觉，给它吃一口牛排它很有感觉，马上流口水，然后重复做第二次。同样牵一只狗出来，敲一下铃声没有感觉，当你重复100次后，它就流口水了，这么一想你就懂了，原来做广告就是这个目的，做广告的目的就是把我们当成狗嘛。你只要找一个正确的形象代言人，他使用你的产品。举个例子，耐克好了，它说乔丹同志穿着运动鞋拿到冠军，乔丹穿着耐克运动鞋拿到冠军。什么是运动鞋，铃声，所以就把冠军的精神灌注到运动的里面了，所以你们为什么买耐克的运动鞋就是这个意思，因此广告的目的很清楚，那就是给产品赋予一种精神，而怎么赋予精神呢？通过广告和形象代言人。理解了吗？这就是广告的真正目的。 观众：郎教授你好，我想中国的企业不一定就想拥有世界级，品牌那样的名声、那样的声誉、那样的历史、那样的企业文化，可能它们就是想有利润赚，但想的不是那么高远，这样的企业该怎么经营？ 郎咸平：好，很好。你们认为只有做到最高级的企业才会这么干是吗？错了，必须一开始就这么干，我给你们举个例子，成都的谭木匠各位过没有，做梳子的嘛。你看，我口袋就有一只梳子，我天天带着梳子梳头，梳完了继续讲课，我用的是塑胶梳子，谭木匠做木梳子，它是一个最初级的，中国最原始的制造业，做木头梳子的嘛。梳个头嘛，梳头有什么学问，我跟你们讲学问可大了，我还是用这个金字塔做解释，最底层是梳子，有什么重要的功能，没有静电，但这不都是它成功的原因，下次各位有机会看看谭木匠店面的装饰，整个装饰效果给人一种什么精神，那就是中国传统的木头文化。中国整个封建王朝，它和木头是分不开的，所有的深宅大院跟皇宫都是用木头做的，所以它打什么？木头文化的精神，而不是打梳子的功能怎么样，不是的。因此它是一个非常完整的行业本质，最底层是梳子，中间一层是梳子的功能，最高一层是梳子的木头文化精神。所以我们国内企业不是不能做，也不是做初级就不能做，而是你一做，企业就跨上这一步，而且耐克怎么开始的，不是一开始就这么大，耐克的第一个广告就是打着运动精神，第一个广告就是坐在轮椅上面投篮的运动员，屏幕上出来一些字——即使有残障，仍然可以释放潜能。就是释放潜能，而耐克店面的地上就写着释放潜能，它所有的广告，都是打了这个，什么精神？耐克就是释放潜能，不断地做，不断地做，乔丹就是耐克的代言人，怎么代言，从罚球线起跳，然后灌篮，那多难啊！同志们，他可以在罚球线起跳，空中灌篮，带着消费者无数的惊叹，因为潜能释放了，让我们感觉到释放潜能的可贵。你们看阿迪达斯的广告很有意思，一群小孩子和明星足球员踢足球，这个小孩子骂这个足球员不会踢，这就是一切皆有可能。另外一个广告，中国的女球队员打太极拳，而且还摆出挑战对方的表情，广告出来了，超越性别以及国际的界限，一切皆有可能，这就是打广告的目的，干吗呢？就是不断地打广告，告诉大家它的产品的精神在哪里，所以不论中国企业是否是初级企业并不重要，重要的是一开始就这么做，经过时间的积累，10年、20年、30年之后才有可能成为一个大企业，所以这个观念是非常重要的。 观众：郎教授你好，你刚才谈了很多外国的品牌，它们塑造的很好，你觉得中国现在哪个品牌塑造的比较好，你刚才说品牌塑造是灌注一种精神，中国现在是发展中国家，而且给别人的印象一直是处于中低端产品的制作，它要强加一种精神不是很容易的，然后你把这两个问题结合起来，请谈一下现在在中国比较好的品牌是什么？怎么塑造比较好？ 郎咸平：好，非常好，我给各位举一个例子，我们很多人认为中国的品牌没有精神，也没想到打精神，真的是这样吗？我想请问各位李宁牌运动鞋为什么在2003年之前雄居榜首那么多年，刚才有人说品质不行，为什么？我告诉你们，李宁是什么意思啊？你们可能不知道谁是李宁吗？ 观众：知道。 郎咸平：知道嘛，我这一代人对李宁最熟悉了，你们看李宁的照片多么潇洒漂亮的小伙子啊，他所带来的是我们这一代中国人的光荣以及梦想，他是奥运体操全能冠军，“李宁”本身这两个字就是什么？就是运动精神，这个运动精神借助这两个字立刻就体现出来了，根本不需要打广告。所以我的观点是，为什么李宁运动鞋当时那么畅销，是因为李宁本身就是运动精神。那么到了今天，你们可能还会说，你们知道李宁，那高中生知不知道呢？初中生知不知道呢？他们知道谁啊？周杰伦、张惠妹、谢霆锋，我最近为了融入这个社会，也挺喜欢周杰伦、张惠妹的，我很理解年轻人喜欢他们，你们看我们年轻人，他们心目中的英雄跟我们心目中的英雄不一样，我们这一代人看到的李宁是英雄，你们这一代和下一代人看到的周杰伦是英雄，不一样。所以随着时光的流失，品牌会老化，让李宁的运动精神逐渐淡出我们的视线之外，这就是李宁运动鞋为什么在2003年、2004年相继被耐克以及阿迪达斯所取代的原因，因为运动精神没有了。所以今天不是说中国的产品是不是一个初级产品，而是说中国产品所以卖得好很多时候是因为不小心使用了一个正确的品牌战略，不管是初级产品也好，或者是一些低层次的制造业也好，只要面对终端消费者，就一定要赋予产品某种精神，而这种赋予产品的精神，就是品牌战略成功的保证。