Chapter 5 Chapter Three Advertisement’s Right and Wrong

Lang Xianping: Dear guests and viewers in front of the TV, welcome to continue watching this program. First, let's watch a short video.Then you can see from the short video that this kind of video advertisements are everywhere in Shanghai and Beijing, like crazy.In fact, these are called spiritual pollution, which is very annoying. When walking on the side of the road, there are video advertisements in the bathroom. I think this phenomenon deserves our attention.Before we talk about this topic, let's talk about some office buildings. This kind of high-end office buildings in Beijing and Shanghai, as soon as you enter the elevator, you will see an LCD screen with advertisements on it.I would like to ask the audience at the scene, how many of you still watch this advertisement, tell me, please raise your hand, if you watch the advertisement as soon as you enter the elevator, please raise your hand, do you watch it?No, have you seen it?

Then I will read a set of numbers to you, and this set of numbers is also taken from my book: In 2003, 93% of the friends who took the elevator would watch the advertisement, such as the advertisement on the LCD screen; In 2005, it dropped to 64%; in 2006, it dropped to 44%; and today, taking you guests on site as an example, it should have dropped to 0.That's so tragic, 3~4 years from such a glorious past to today's disdain.Every day, you will find that there are advertisements everywhere when you go to the hospital and hypermarkets, which is annoying.I would like to ask you, why do you think businesses advertise? I can talk about several episodes of advertisements, which is a big knowledge. Now, I would like to talk to you about the LCD screens that I have come into contact with today from the perspective of LCD screens. mean?Why was it so successful in the first place?And let me take Focus Media, which you are familiar with, as an example. It also acquired Juzhong Media and is still listed on Nasdaq. Amazing, I have the ability, I really think I am an entrepreneur, so I started to expand, this is what our entrepreneurs often do.

Do you know how they succeeded?Let me tell you, many of our entrepreneurs have succeeded by not carefully grasping the essence of the industry.How did it fail?It was they who accidentally broke away from the essence of the industry and failed.Let's think about it, Focus Media, how did it succeed when it advertised in the elevator for the first time?We talked about this topic. Of course, we also asked our staff during the break just now, how do you think it is successful?It is all nonsense and wrong to say that there are many Chinese people.I would like to ask you, the audience, why do you think Focus Media is so strong in the first year, and why it is listed on Nasdaq, it is so awesome, let’s see how your creativity is, the classes I teach, I do The topics I put forward are different from those of ordinary people and the public. It’s not that I’m smarter. I’m definitely not as smart as you. It’s that my creative thinking will approach from different angles so that I can understand the essence of the problem. .

For example, I won’t repeat the mobile phone we talked about earlier. Think about it and use your creativity to tell me why it was so popular in the first place and why you went to watch it. Tell me about it. Grab your mentality and talk about it, okay?Fresh and curious?Let me say a word, okay, maybe what you think is wrong, do you think it is fresh and curious?Is it that simple? Of course, it might not even know it by itself, and it succeeded by accident. Let me tell you what else is there besides novelty and curiosity?Coverage, let's talk about office buildings. Its coverage is very narrow, and when it is the most developed, when it does its best, it just sticks LCD monitors in the office buildings.Now it’s getting wider, but the wider it gets, the worse it gets. It’s best done in office buildings, high-end office buildings. What do you say?I didn't understand. Say it again.

Audience: I think it has something to do with consumer groups, because people who work in high-end office buildings belong to a consumer group, and they have no relative free time and spending power. Lang Xianping: Please elaborate on that question. Audience: I think when we first watched it, we felt it was fresh, and secondly, we thought it was nothing to do, because we were waiting for the elevator and felt that there was nothing to do. At that time, because I personally just glanced at this thing, It’s not just staring at it. When I asked our colleagues at the time, they thought it was new, and everyone had this opinion.

Lang Xianping: Do you have any other views? Audience: It is in front of your eyes, you can see it as soon as you look up, you have to look at it, it's quite natural. Lang Xianping: Do you know that there is a framework media?There is a candy bar posted in the elevator room, which is a print advertisement instead of an LCD monitor. It is found in many apartment buildings. It is called Frame Media. Do you all see it?Have you noticed that you spend more time watching framed media than LCD monitors? It’s such a big thing, and the car advertisements don’t move. Like an idiot, you may still be dazzled when looking at the LCD screen. There are too many, and you don’t necessarily see it You have to be careful, you have seen a lot of this frame, haven't you?

Audience: Professor Lang, it’s like this. The previous question is very similar to my opinion. It’s about distinguishing consumer groups, that is, they are middle-to-high-end consumers. Their time is very precious. They are very busy and only have time occasionally. Take a look at these ads in the elevator.Then the framed advertisements you mentioned later are face-to-face, and people can see them as soon as they enter. LCD advertisements are a bit like short films, and they waste time. Most people only need a few seconds to take the elevator.That kind of framed advertisement has a kind of initiative. I don’t know how to organize it in words, but I feel that framed media seems to be straight to the point, and it will be directly presented to everyone as soon as it enters.

Lang Xianping: Good, very good, you have put forward a lot of good ideas, and everyone’s ideas are good. You should know that friends who will come to the scene as guests are usually elderly, retired people and students, because You have a lot of time. Those of you who will come to the site as guests are basically people who do not have spending power. People who really have spending power have no time to come.You understand what I mean, please think again. Where are our current advertisements placed?Let me read it to you, TV, newspapers, magazines, websites, not talking about the outdoors, are these four categories?Let’s not talk about outdoor ones, because I’m talking about indoor ones now. Except for outdoor ones, have you found any of these four types of advertisements? They all have the same characteristics. What are they?People who really have spending power basically don't have much time to watch TV or read newspapers.Those of you who come to the live show, you're going to go online.That is to say, young audiences and older audiences will surf the Internet and read magazines.Who is watching TV?It's still you.And I found that most of the people who surf the Internet are high school students, who are they watching TV?Parents, sons and daughters, husbands and wives, wives may still watch, husbands are busy outside every day, so what is the problem with our traditional advertisements?It just fails to catch people who really have spending power.

Look at it again everyone, the advertisements on the website are the most ridiculous.According to the ranking, the website has the most advertisements, and who are the people who surf the Internet?There are a lot of high school students, it’s ridiculous to see car advertisements in that place, but we often tell you such ridiculous things.So how did Focus Media succeed?I can tell you that it may be successful by accident, by accidentally grasping the essence of the industry, what does it mean?Two words, I will use two more vivid words to describe what you just said: the first is points; the second is boring; what is "points"?When posting billboards and LCD monitors in high-end office buildings, these white-collar elites with high spending power who don’t watch TV, read newspapers, magazines, and surf the Internet are carelessly given to the circle. Come in, understand what I mean.These people will definitely go to work, and they have to take the elevator at least four times a day, go to work, get off work, eat, and take the elevator four times.These people all go to work. They are the group with the most spending power. Traditional advertisements cannot hit them, but the advertisements in the elevator can just hit this group of people.So you see it conforms to the first essence?Points, divided points are what the two of you just talked about.

The second "boring" is even more interesting. Think about it, these white-collar elites and successful people in society, when they are waiting for the elevator, have you noticed?There is only one thing they can do, why?Because firstly, they are embarrassed to use cell phones, and what they say may have certain importance, and they are unwilling to talk on cell phones in the elevator because there are too many people; secondly, they cannot close their eyes and take a rest because the time is too long Short; third, they are not good at farting, for the sake of their own face. Therefore, these people seem to have only one thing to do in the elevator room, and that is to be bored. They can only be bored. But these people are very interesting. They are busy all day long. I can tell you that they have no time to go Doing a boring thing, including going to the bathroom, they have to take documents to see when they go to the tuba. They don’t even miss the toilet, but they only wait for the elevator during the day, and it’s absolutely boring in the elevator. What’s the matter? There is none, so whether it is like a frame or Focus, accidentally pasting an advertisement in the elevator just gave them a second choice.That is to say, give them two multiple-choice questions. What about two multiple-choice questions?The first is to continue to be boring; the second is to watch boring advertisements, do you know what choices they will make?Basically, they will choose to watch boring advertisements.

Can you give them a third boring option?For example, a good-looking picture, a good-looking TV series, no, they are given a third choice, a better-looking choice, they will not watch the advertisement, so the principle is that it must be like a frame in the elevator room, like Focus , put up an ad with absolutely nothing in it, leaving them with no choice but to stay bored or watch a boring ad.Well, at the beginning everyone was very interested in this, like what you said was very fresh, but tell everyone that the freshness is only a superficial phenomenon, don’t say you don’t watch it, you just don’t want to watch it, because you are rational now, I ask you When talking, you will think, you will say that I don’t watch it, I hate it, what’s so good about the advertisement.I'm telling you, you'll definitely watch it while you're waiting for the elevator.I understand this industry very well, I hate watching advertisements the most, but every time I go home and wait for the elevator, I see that framed advertisement every time, and they are all the same, I don’t know what to look at, what my eyes see Well, including looking at the elevator door is more innocent, it is better to look at the pictures of beautiful women, I look at them every time, will you not look at them?You will definitely watch it!Because you have nothing else to look at.At the same time, according to our calculations, the results are very interesting. For example, Focus’s advertisements are broadcast in about 6 minutes. There are many advertisements in it, and they are broadcast in 6 minutes.So do you know how much time these white-collar elites in Chinese society spend on an average day waiting for and taking elevators. The result of our own calculation is 6 minutes. I don’t know if it’s a coincidence or because I did the calculation, but think about it, if it waits for the elevator for 6 minutes a day, and the advertisement turns every 6 minutes, what does it mean? mean?You just have to wait for the elevator for a long enough time, such as a week, two weeks, or a month, and you will always watch it from beginning to end, and it is impossible for you not to watch it.I don't know what else can you do in the elevator if you don't watch the advertisements?tell me.Your eyes are always unconscious, although many people have reported that, for example, I am now very painful by the TV commercials in the building, and I have to listen to them several times every time I wait for the elevator, and the beautiful commercials have become There was an unbearable noise, and the TV was too hot, and the heat was unbearable. When the content of the advertisement was controversial, some unhealthy content also came.The more unhealthy you are, the more you want to watch it. Come on less. Whether you want to watch "Lust, Caution" or not, of course you have to watch it. And I will tell you why the reaction is so intense. How do you know that it is a beautiful advertisement that has become an unbearable noise? How do you know it's a wonderful ad?Have you seen it?How do you know it's noise?Did you hear that, what do you think these complaints mean?These complaints mean that people have read carefully.Others said that professionals believe that this mechanical and repetitive mode must be optimized, otherwise it will lead to boredom and rejection of the audience.How does he know that it is a mechanical repetition, because he has read it many times before he knows it is a mechanical repetition, how does he know that it is a mechanical repetition without reading it many times, and what is even more ridiculous, he said that it must be optimized , otherwise it will lead to boredom and rejection of the audience, why should it be optimized?It meant he was looking forward to seeing it again. I simply expressed all the audience's complaints in these three lines, and you should know that the remarks of these people are not general complaints, but the remarks of professionals, which shows that this kind of advertising The way is successful.Because it captures the essence of advertising, what is it?It is "point".what is itis "boring".Therefore, if an advertisement is to be effective, it must be "divided" and "boring".Well, according to Professor Lang's famous saying, what will happen to our entrepreneurs once they accomplish something?I get carried away and feel that I am too smart. I ridiculed them and said, whenever I dream back at midnight, these successful entrepreneurs wake up in the middle of the night, why am I so great, I am omnipotent, I am omnipresent... and after people succeed, friends will There are a lot of people, and everyone treats you differently. When you go out and take a Mercedes-Benz, and you rush to pay the bill for dinner at night, this is your level. What's the next step?To expand the scale, you want to become an entrepreneur like Li Ka-shing. I will tell you the story of Li Ka-shing in the future, and I won’t tell you today.You, let me tell you, you're pretty close, do you want to be a great entrepreneur?There are no doors.Let me tell you, what's next?You tell me, the next step is to put this LCD screen everywhere, that is, to make LCD screens in hypermarkets, hospitals, schools, and even roadsides. What do you want?You have to expand the scale, you have to become bigger and stronger, and you have to become a new generation of entrepreneurs in China.Pooh!Is it so easy to be an entrepreneur?You take it too simply. Well, hospitals, schools, and hypermarkets have all posted LCD monitors. I would like to ask the guests and the audience in front of the TV. Think about it, "divided" and "boring" are two very important points. I would like to ask Our housewives, are you bored when you go to the big box store?And are you a real high-consumer group?Many nannies are going, are they a high-consumption group?Not at all.Therefore, the act of pasting LCD screens in hypermarkets violates these two essences, and it is neither distinguishable nor boring.For example, seeing a doctor, going to a hospital, do you think these people will be boring?Do you go to the hospital when you are bored?If you are bored and go to nightclubs, why would you go to the hospital, right?Is it true that all people who go to the hospital are rich people and high-consumption groups? No, this violates the essence of "divided" and "boring".What about school?What about the side of the road?Don’t you just watch commercials when you’re bored?Impossible, you will only stop by the side of the road when you go somewhere, whether it is shopping, watching a movie, or going to school, the reason why you come out must be for a purpose.Seeing the advertisement on the side of the road, I think a few people will look back, and it will never be the same as in the elevator again.Because you have to watch it when you are bored, let me tell you, you won’t watch it on the side of the road. Therefore, the scale is getting bigger and bigger. Many of our other entrepreneurs saw that the use of LCD screen monitors can cause such a huge success, buy so many audiences in a short period of time, and be listed on NASDAQ in a short period of time. , to become the greatest entrepreneur in China in a short period of time, we can all imitate, we can all imitate superficial phenomena; so what is everywhere?LCD monitor.And this is why I told everyone at the beginning of the program that this is the reason for the flooding of LCD monitors. You can go to other countries to see if there is no such absurdity. You can go to Paris, France, and New York, the United States. It's normal, don't do this.We are suffering because everyone does not understand the essence of advertising. To effectively hit the audience, an advertisement must be "pointed" and "boring".Well, today our LCD display advertisements are flooding everywhere, which has proved that it is neither differentiated nor boring.It is neither divided nor boring. In the situation where LCD screens are everywhere, what is the essential difference from the past outdoor media, including sticking a piece of paper and road advertisements?You tell me, you will find that there is no difference at all, just spend more money and get more high-tech things, but in essence, the tradition of decades ago, the tradition of outdoor media, you guys Say our nation is a creative nation? If you want to learn this kind of thing without looking at the inner essence, then what should you learn?Surface phenomenon, the sound is no problem.But let me tell you, this phenomenon deserves our attention. Do you know why it deserves our attention?In this program, I have been emphasizing a point of view that our Chinese people’s thinking is rigid, and what we learn is basically superficial phenomena. People even think that the success of Focus is the first application of high-tech LCD screens. You think it’s ridiculous , but you don’t understand, then you need to look at the problem from a deeper level.To get to the heart of the big issue, read the ad from the surface.I would like to ask you from the audience, what do you think is the point of advertising?This is the means, what I am talking about today is the means, how to effectively use the means of advertising, let me ask again, what do you think the purpose of advertising is?Talk about it. Audience: I think the purpose of advertising is to grasp the psychology of consumers, highlight their own high-quality features and lure consumers to buy their own products. Lang Xianping: Good, very good. Do you have any different opinions? Audience: Another purpose is to promote the popularity of their products. Lang Xianping: Anything else?Basically, what these two students said is very good, that is, to promote the popularity of their products, and to use the image of the company to attract consumers.So to be more specific, all of you present here think that the purpose of advertising is to promote the popularity of the company or the popularity of the product. I believe everyone thinks so.Let me also tell you that all advertising companies in China think this way. I dare to say 100%, and I even say that most of the guests at the scene and the audience in front of the TV in China almost think this way.So what is the theory according to Professor Lang's famous saying?You are all wrong.What you think of is all wrong, what you think of is not the purpose of advertising at all, think about why multinational companies do not use Chinese advertising after entering China, is our Chinese advertising company not good?It is cheap, and the Chinese are smart. You all laugh when I say this. You are very smart. Why don’t you use our advertising company? Our understanding of advertising is superficial. Advertising can neither promote the popularity of the product nor the popularity of the company. It is not for attracting customers at all.What is advertising for? I'll whet your appetite, let's talk about it later, let's put a suspense. Audience: Professor Lang, I want to ask you a question, that is, when I mentioned it just now, you said that there are focus groups and frames, and now there is a Beiguang in the bus. I think it can satisfy the "boring" point, but it It can't meet the "point" point, but I think its scale seems to be expanding, and now it's expanding to the subway. Lang Xianping: This is what Chinese entrepreneurs do. They want to become bigger and stronger. This is a common practice. Don't be surprised. If they don't make money, they will still make it big, which is not in line with the essence. They will do the same. Audience: But I found a situation, that is, after people get on the bus, it is not like being in the elevator, everyone is aimless. I see many people go to look for this after getting on the bus, first in the bus , such as cars with large aisles, and cars with small single sections; they go up and look for this place first.This seems to have a purpose? Lang Xianping: Please sit down, this person will do this, you mean he is looking for an advertisement?I think he is looking for beautiful women. You said that I am also an ordinary person. Will I look for advertisements when I get in the car?I don't know how to do this kind of thing because the beauties around me are pretty similar.The question you asked is not reasonable to me. Do you have this kind of psychopathy? Audience: One more question. Lang Xianping: Just ask. Audience: I want to ask Professor Lang, will the advertisement in the elevator attract you?What kind of elevator ad do you prefer? Lang Xianping: I, I accept it passively, I watch whatever it posts, and every time I go home, the frame advertisement changes every week, last week it was a car advertisement, this week it was a computer advertisement, I went to I just watch the advertisements in the elevator, every week is different, as for what do I expect?I'm not expecting anything, I'm expecting it to give me a brand new ad next week. Audience: Hello, Professor Lang, I would like to ask you all the time that our national thinking is relatively rigid, from your point of view, how to make our thinking creative, can you give some suggestions? Lang Xianping: Very good, please sit down, you know Lu Xun, what is his most famous theory?What kind of spirit does he criticize us Chinese?what spirit?Ah Q spirit!Well, this sentence can express the feelings of that generation of Chinese people. According to my observation, what are the obstacles that really prevent China from becoming a powerful country and entering a so-called richer state today?That is our rigid thinking. To put it simply, the rigidity of thinking began in the Song Dynasty. Yes, so until now, our rigid thinking has not improved.Let me give you an example, have you ever watched "Han Wu Da Di", this film is well shot, including the evaluation of Han Wu Emperor and Queen Dowager Dou, I think it is all in line with history, at least 95% of it is in line with history.Do you know what this TV show tells us?The thinking of the Chinese is extremely rigid. What theory did the Song Dynasty give us, such as textual research, textual research of the Four Books and Five Classics.How rigid, what does stereotyped essay mean?What is the difference between the stereotyped essay at that time and today's college entrance examination? They are all rigid thinking.They are all problem solving, so what are "Towards a Republic" and "Han Wu Dadi"?It’s just textual research, a completely rigid nation will make this kind of TV series, look at other Koreans, have you seen it, how creative, talk about a group of women in the harem, women who cook, we film Han Wu in the palace Emperor, South Korea filmed a little woman in a kitchen in a harem. We Chinese only filmed two episodes, but lacked creativity. Not only is it popular in Korea, but it is also popular in Asian countries. Why?People can shoot 80 episodes of cooking, can you do it?Can you shoot it?Understand what I mean, so there is a purpose to awaken the rigid thinking of the Chinese people, but our problems are caused by rigid thinking, including the mobile phones I mentioned earlier, including the Focus Media I mentioned earlier. Don’t you think these are all It is a product of rigid thinking. When you see a mobile phone, you think of price competition and functions. There is no way to get rid of the rigid thinking of the past. It is sad and the tragedy of the nation.Thank you viewers, we will talk again next time we have a chance. Lang Xianping: During the Spring Festival, if you all watch TV, you will find a few very ridiculous commercials.Let me tell you, a man called Hengyuanxiang launched an advertisement for the twelve zodiac signs, which is ridiculous, just a still picture, "Hengyuanxiang Mouseshushu, Hengyuanxiang Niu Niu Niu, Hengyuanxiang Dog Dog..." Very interesting. Audience: Indeed, during the Spring Festival, Hengyuanxiang launched a Chinese zodiac advertisement for New Year greetings.The advertisement lasted for one minute, and the screen was almost static, except for the 2008 Olympic emblem, Hengyuanxiang trademark and the words "Beijing 2008 Olympic Sponsor".Then a voice counted Heng Yuanxiang, the sponsor of the Olympic Games, and the Chinese zodiac from rat to pig.After the advertisement was broadcast, it aroused fierce controversy from all walks of life. What does Professor Lang think? Lang Xianping: Of course, many people watched this advertisement, and many netizens commented. Some people said that after watching it, they had the urge to smash the TV. Chen Zhongwei, the deputy general manager of this company, said a word. Is what he said very reasonable? He said They try their best to reduce the cost, create a memorable communication effect, repeat and continue, and would rather be scolded than forgotten. This is Heng Yuanxiang's marketing policy for many years, and he has played this advertisement to perfection. Audience: In 2007, a Taiwanese became a real "dark horse" in the advertising industry, known as the best advertising man in history, and he was Mr. Hou.Mr. Hou has become a figure of social concern by doing direct TV commercials, and even won an award from a certain website. It can be said that he has gained both fame and fortune.So what does Professor Lang think of Mr. Hou's unique way of advertising? Lang Xianping: Everyone has paid attention to his hoarse and vulgar approach, and even thinks that this is the only way to advertise, because he really promotes the popularity of the product, and he does it very well. Everyone remembers it. Therefore, Hengyuanxiang itself uses advertisements, the cheapest and lowest-level advertisements, and then puts on annoying advertisements such as Olympic sponsors, etc., to gain the popularity of the company that hit it, and Hengyuanxiang's popularity.The Taiwanese used exaggerated expressions to introduce his products, what are they playing?What do you think is wrong with promoting the popularity of products? In this episode of our program, we will talk to you about the essence of advertising. Let me ask the guests at the scene, what do you think is the purpose of advertising? Recently, many multinational companies have come in, and after these multinational companies enter China, they all have a characteristic, basically they don't use our mainland advertising companies. Why not?We are all cheap, and we understand China's national conditions, so why don't they use them?Why not?What kind of sneakers are you two wearing, you two?Li Ning!How about you?Nike!Great, so think about why you would buy the original Nike or Adidas, mind you, their ads are very interesting. Audience: Both Nike and Adidas are well-known brands of sporting goods. Both companies are scrambling to hire world-renowned sports stars as spokespersons and spend a lot of money shooting TV commercials.In major sports events, the two companies often engage in advertising battles in order to prove their own strength.It can be said that the sales performance of Nike and Adidas is inseparable from their advertisements.So what does Professor Lang think is the key factor for the success of Nike and Adidas advertising? Lang Xianping: Recently, when you visited Shanghai and Beijing, there were large advertisements posted on the roadside, which showed football players playing football on people's hands, and a group of people raised their hands high.In addition, diving is also to jump into the hands of the masses, and all sports are performed in the hands of the masses. Do you know what this means?Then think about it again, what is the advertising mentality of a well-known international company like Adidas?think about it. Let me tell you a new concept. If you still think that advertising is to promote the popularity of products or companies, then the end will be extremely sad.Heng Yuanxiang and this Taiwanese are just a wrong start, a vulgar start, a disgusting start, and the result can only get worse and worse.I can tell you that the purpose of advertising is to create a product spirit. Since several of your classmates and guests are wearing sports shoes, I will start with sports shoes.Regarding Adidas, you often see advertisements recently, playing football in the hands of the masses, diving in the hands of the masses, playing badminton in the hands of the masses.What kind of sportsmanship is it playing?This kind of ad does not look disgusting, nor is it vulgar.What kind of sports spirit does it want to convey? What is their company logo? What is Logo?How to say it in English——Impossible is nothing, "Everything is possible" isn't it.See what is "anything is possible"?Is it possible to play football, dive, and play badminton with your hands?Impossible, why can it be done?Everything is possible.Then look at Nike, the sports shoes you are wearing are Nike, and it asked Liu Xiang to shoot an advertisement during the Athens Games.You can see how people do it: from the beginning of the advertisement, the law came out, three laws: Law 1, our Chinese muscles do not have explosive power, we are not very happy when we hear this.The second law, we Chinese can't become a sprinter, and I feel very upset when I hear it.The third law, we Chinese do not have the momentum to win, and we feel even more upset when we hear it.When the camera turns, laws are meant to be broken. The Chinese say yes, yes, yes, yes, yes, yes, yes.Sure enough, Liu Xiang won the Olympic gold medal over the crowd. The audience, the audience in front of the TV, please recall, what is the sports spirit of Nike? That's it, English is Just Do lt, what does it translate into?Realize your potential, Just Do It.What does it mean to realize your potential?Liu Xiang's success is really a manifestation of our Chinese people's potential, how wonderful it is.Do you understand?Then if according to our level, like our level of Heng Yuanxiang and this Taiwanese, even if Liu Xiang is given to you to advertise, do you know how we will advertise?Liu Xiang, run, run, run to the finish line, raise both hands, I love Heng Yuanxiang's clothes the most, this is our advertising level, everyone believe it or not.This is our level, why?To promote the popularity of the company and the products, what if we advertise this Taiwanese in the future?You will find that the only difference is that they speak like crazy, but Liu Xiang speaks after winning the championship after running to the finish line. This is the only difference. You see, the same advertising spokesperson is used, but there are thousands of differences. Do you know what the difference is?That is, people do not understand the essence of advertising, and this is also an important reason why multinational companies do not use our mainland advertising companies when they come in.What is high-level advertising?Fight the spirit of the product. Lang Xianping: Do you know how Procter & Gamble won?In the end, how does this multinational company conquer all of us Chinese people through advertising, and make Procter & Gamble top the list of daily chemicals industry?How many Chinese companies it has eliminated!It stands to reason, toothpaste, toothbrush, shampoo, washing powder, cosmetics, what kind of high-tech, it can do it, can't we do it?Tell me again, is washing powder difficult to make?If it’s not launching missiles, then we may not be able to do it, and if it’s not engaging in fighter jets, we may not be able to do so. Don’t you think it’s strange that washing powder can’t beat Procter & Gamble?Do you know how Procter & Gamble won?Based on my observations, I just finished this case and my conclusion is advertising. Audience: In the highly competitive daily chemical industry in China, Procter & Gamble has always occupied the dominant position in the industry.It is the largest daily consumer goods company in China, and its products such as Rejoice, Head & Shoulders, and Crest are in leading positions in the market.Procter & Gamble has become an object for companies in the industry to learn and imitate.But is Procter & Gamble flawless and impeccable in all its product lines?So what is the direct relationship between the success and failure of the product and its advertisement? Lang Xianping: Regarding how to advertise, let me tell you about Procter & Gamble. Procter & Gamble has four categories of products: the first category of cosmetics; the second category of shampoo; the third category of toothpaste; the fourth category of washing powder.I ask all the guests and the audience in front of the TV to follow my thinking.Then think about it, its four major categories of products, read it again for you, this order is very important, cosmetics, shampoo, toothpaste and washing powder.Then think about it again, what do you feel the most urgently needed, what is the most personal relationship with you?It's cosmetics, isn't it?For example, when you see a girl, you will say, you are so beautiful, you have a beautiful face, right? This is the most common thing you hear, right? What is the second most common thing?Your hair is like a cloud, isn't it, the second product.Would you say that your teeth are very white? This doesn’t seem to be often said, right? What is the last word you don’t know?你的衣服好干净，这不会，绝对不会的，所以你看，按照这个顺序走，面孔，脸最重要；其次，秀发最重要；再次，牙膏还可以，那不够个性化，想想看，你们家是不是妈妈，或者爸爸买一根牙膏全家用对不对，那不可能一人一根牙膏，不会的。那么洗衣粉呢？用什么牌子我相信都不知道，因为总不会带朋友去家里玩的时候说来来来，看看我们家的洗衣粉吧，这是不太可能，是吧！它最不重要，所以这代表什么意思呢？在整个宝洁的广告战略里面，越往化妆品方向靠近，越需要感觉，越往洗衣粉方向靠近，越需要功能跟价钱的配合。 那么洗衣粉做的好不好，宝洁的洗衣粉叫什么？汰渍是吧，汰渍做得并不好，排第5名，而且2007年12月媒体的报告说，它的质量不达标，去污能力不够，宝洁做的这个产品的去污力不够，不可想象。第1名是什么，雕牌，雕牌是第1名，雕牌怎么做广告？一个小女孩洗了一大盆的衣服，然后呢，当她要用洗衣粉的时候，舀起洗衣粉，尖的对不对？尖的给它去掉，把它弄平了。因为用量可以节省，价钱是便宜的，因为它不需要感觉，功能和价钱才是最重要的。而宝洁在洗衣粉方面是失败的，失败在哪里？它走了高端路线，所以汰渍是高端的洗衣粉，高端洗衣粉，它的洗洁能力是没有问题的，但是为了和雕牌等等的内地品牌相互竞争，它不得不杀价，但是杀价必须减低成本，于是就把一些重要的元素给剔除掉了，剔除掉之后，洗衣服就洗不干净了，所以在洗衣粉方面，它做得是最差的。因为它没有把握行业的本质。你们看到没有，我们做的几个好的，包括立白等等洗衣粉，它们所强调的都是用量省，清洁效果好，是吧。 那么再谈谈更有感觉的，叫什么？洗发水好不好。 观众：洗发水在日化产品的竞争中尤为激烈，广告投入数额巨大，而且逐年上升。各个品牌在广告制作上都花尽了心思，它们拼美女、拼亲情、拼功效、拼大制作，都是为了吸引大众的眼球，而且不惜重金请来当下的知名艺人作代言。洗发水的品牌众多，那么什么样的洗发水的广告是成功的呢？在选择代言人上又有什么技巧呢？ 郎咸平：这个洗发水做得最好就是宝洁，它有几个品牌：海飞丝、潘婷、飘柔，还有什么？沙宣、伊卡璐，这个特有意思，你们说洗发水的功能重不重要？功能还是重要的，感觉重不重要？也是重要的。但是它的感觉毕竟没有化妆品的重要，洗头发还是要洗干净，不能洗不干净，那不好嘛。所以功能还是很重要的，请看看人家是怎么做广告的，洗发水方面在全中国最成功的：海飞丝、潘婷跟飘柔，排在前三名。海飞丝是什么样的特性？什么功能？你们都知道，去头屑是不是，而且我想请问各位在座的女同学，你妈妈买洗衣粉，你不会跟着去吧，你不会自己去买自己的洗衣粉吧。你会买自己的牙膏吗？不会吧，一根牙膏大家一起用，是吧？但是买洗发水，你是自己专用吧？almost. 买化妆品你肯定不会叫你妈妈去买，因为她买的都是错的，所以注意了，个人化的感觉就很重要，这时候广告就显水平了。海飞丝这个洗发水我一讲出来之后呢，现场几乎所有的女性来宾都会告诉我，它去头屑，这个去头皮屑的功能已经是深入人心了，既然是，个已经深入人心的功能，那还需要再强调它吗？不，要强调感觉。所以各位请注意，它找谁当代言人，它找代言人几乎是一年换一次，一年换一次，从来不给海飞丝的洗发水用上固定的代言人，怕什么？因为怕一个代言人做了几年之后，大家会给这个产品定义一个固定的形象，这是最要不得的，因为它不能够覆盖到去头发屑的功能，因此它总是用最有名的明星来替它做广告。 好了另外一个你所熟悉的广告就开始跟它对打了，是联合利华的清扬洗发水，清扬。清扬找谁当代言人啊？一个是Rain，还有一个是小S。你们觉得问题出在哪里？请注意，洗发水本身要讲感觉，功能是重要的，找小S来做代言人，有没有问题啊？小S自己都不太洗头发的人，她说她最不常洗头发，找一个最不常洗头发的人，来做洗发水的代言人不是很奇怪吗，理解我的意思吗？就是因为找代言人有问题，而这是为什么清扬无法跻身前三名的原因，因为它打不住产品的精神。找一个不洗头的人来做洗发水广告，太奇怪了。既没感觉，又没功能，理解我意思吗？ 观众：不同的日化产品与消费者之间有着不同的切身距离，而正是这不同的切身距离，决定了不同产品的属性及其最佳的市场策略。郎教授认为，越是离消费者切身距离近的产品，消费者对其情感诉求的比重也就越大；反之，基本诉求就占了主导地位。这也是宝洁的洗衣粉没有洗发水成功的原因。那么，与消费者切身距离更远的化妆品在广告制作上有什么诀窍呢？化妆品的广告本质又是什么呢？ 郎咸平：好，再讲一个更深层次的产品，化妆品。你们猜这个名牌，SK II是哪家公司生产的？哪家公司的？想不出来，是宝洁，你们知道为什么想不出来吗？因为到了化妆品的层次，是哪个公司的产品已经不重要了，非常个性化才是最重要的，它讲的是感觉。那和洗发水就不一样了，我们再看看潘婷怎么做广告，飘柔怎么做广告，潘婷的广告是干吗？你用了我们、潘婷的洗发水，可以使你因为染色等等，断裂的头发得到修复是吧，那么它强调这个功能，它找谁做代言人呢，都是亮丽的女明星，这些女明星做代言，不是简单的漂亮就可以了，而是几乎每一个女明星代言人，做广告的最后，一定会找个机会拉一拉自己的头发，表示不会断，干吗？强调功能，同时不忘记感觉。好，飘柔，飘柔的广告是什么意思，就是要飘摇柔顺是吧，女明星不一定有飘柔的头发，所以它找的都是一些默默无名的、名气不大的清纯少女，个个有着靓丽的秀发。它强调什么？用了我的飘柔洗发水，就能够像你的邻家女孩一样，有那么漂亮的秀发，理解我的意思吗？所以，它必须要这么样定义它的形象代言人。 到了化妆品，你看看哪个化妆品广告是特别强调功能的，不会的，一定到最后带上一句，从头到尾都在谈感觉，这就是化妆品的特色。但是关于这个，宝洁做得过欧莱雅吗？ 欧莱雅做的远比宝洁要好得多，只有一个原因，它们用的形象代言人都非常到位，都是基本上只讲感觉，不讲成分；因为不需要功能，功能不是最重要的，真正重要的是你感觉好，你才会去买化妆品。大家贴这个面膜，女同志们都贴过吧，基本上没什么用的，你们知道吗？为什么你们每天不断地贴，还贴的很专心，着着镜子贴，你们想会有用吗？保湿，有用吗？没用的，你们为什么还要贴呢，而且很贵，就是因为感觉好，贴完后你们一出去就特有信心，但在我看来没有任何差别，可是你们感觉有差别那就有差别，当问自己的男朋友，你有没有感觉我的皮肤好一点呢？他一定会说，有有有。你会不会碰到一个二百五说，你觉得我皮肤有没有好点？好像没有！肯定会吹掉的，没有这种二百五。我们男同志都已经学会了，女同志问你的意思就是叫你肯定她，理解我的意思吧。所以别人说你长得漂亮，用了化妆品更好，你千万不要相信，那是骗你的，但是你感觉好比什么都重要。我告诉你，欧莱雅为什么能够打败宝洁，成为行业内的霸主，就是因为它有11个品牌，而宝洁只有3个品牌：SK II、玉兰油……还有一个我也忘了，记不住了。欧莱雅为什么做得比较好，我告诉你，11个品牌，远远超过了3个品牌，因为越讲感觉，越需要产品的细化，产品越细化，不同产品可以打不同的功能，有的可以去皱纹，有的可以去油脂，有的可以去角质，反正不管了，胡诌一通就是，11种品牌各有各的功能，总是会找到一些女同志去购买，所以你竟然发现，广告没有错，宝洁跟欧莱雅是一样的，广告做得非常好，非常到位，没有任何的评语，我觉的做得非常好，只是欧莱雅更符合行业的本质要求。怎么符合的？它用更多的产品，更多细分的产品来击中你的感觉。 我想跟各位来宾和观众朋友们来做个总结，像恒源祥、台湾人这种广告，将会使得中国的广告路线越走越难看，越走越低俗，越走越恶心。因为它没有把握住行业的本质，它所想的是什么？只是用这种奇形怪状的口号，夸张搞怪的动作吸引消费者的眼球，误以为这是广告行业的本质，我告诉大家，没有这么简单。要做好广告，就必须先理解产品的本质是什么，只有这样才能够配合相同的广告，难就难在这里，而这也是为什么我们内地的广告公司不受重用的原因。而这也是为什么国外品牌进来，它一定要用国外的广告公司，因为这个是产品推销的基本因素。 谢谢各位观众、各位来宾，下次再见。 郎咸平：各位现场来宾，电视机前面的观众朋友们大家好，欢迎收看本节目。你们都带手机吧，我想问一下现场来宾你们有多少人用国产手机的？Please raise your hand.好，谢谢啊，国产手机。那么差不多10%，而且我在外面也做过这方面的调研。因为我常常做演讲，当我在礼堂做演讲时，应该是几千人吧，我做的调研的结果也是10%以下的人使用国产手机，90%以上的人都是用国外的手机，包括诺基亚、三星、摩托罗拉，甚至索爱。那么，我再给大家一个数据，国产手机接近3000个型号，国外手机包括摩托、三星等等，才300个型号，国产手机有这么多的型号，这么多的品牌，这么多的款式，为什么就没有一种品牌是你们喜欢的呢？ 难道没有一款有好的功能吗？大家想一想，当然现在像手机的整个通信网络已经建设得非常完善了，那么看一个短片，我们看得出来，在很多农村，边远农村都有信号，那里没有电，但是却有信号，你们可以看到手机的普及程度是不可争议的，那么在这种手机日益普及化的情况下，国产手机无法趁势而起，反而是国外手机席卷了整个市场，你们不觉得很奇怪吗？大家有没有想过为什么？我告诉各位，今天这个节目谈的不是一个简单的手机的问题，而是谈我们整个国家的企业家的经商理念问题，为什么他们总是做不好？ 各位再看下一个短片，是橡果国际，我们各位看电视都知道这家手机铺天盖地地做广告，包括凤凰台都做，那个手机功能之好你们是不可想象的，广告非常强调功能。它告诉大家橡果国际就是橡果国际，不是三星，不是摩托罗拉，不是诺基亚；但如果人家今天问你用什么手机啊？你都不好意思说是橡果国际，因为整个社会对这种手机的使用率都不太高，虽然做了那么多的广告，但还是不行。当然了，我们必须得说它做了广告即电视直销之后，广告一出来，多少人打电话问多少钱，多少人购买，这个都不重要。因为想要通过这种广告直销的形式卖手机是不可以的。没有一个稳定的市场是很难的。到最后大家发现稳定的市场大概都是国外的品牌，我想请问你们为什么？ 这个时刻，当然了，你们当然问我了，郎教授你用什么品牌的手机，我跟你讲先别这么问，因为我这个人混的不是太好，手机都是别人送的。你知道嘛，我的学生都混的比我好，送手机特别的慷慨，所以我的手机经常坏，送给我新的手机我还是经常坏，而且很奇怪，送我手机的学生，不知道为什么都是送三星手机给我，所以我用的是三星的。绝对不是我崇洋媚外，真的是别人送的，可是话说回来，你们多少人用三星，或者LG呢？韩国人的品牌怎么能登上大雅之堂？但是人家确实做得不错，为什么？ 那么我给你们一个开场白，在全国各地巡回演讲的时候，我到任何一个地方去演讲，当地的企业家一定会问我一个非常类似的问题，那就是郎教授你看哪个行业是我们可以投资啊。很多地方的干部也会问我，郎教授，你看我们这个省市地方有什么区域竞争优势。我的回答很具体，我说中国没有一个行业是有潜力的，中国也没有一个省市地方是具有区域竞争优势的。大家知道我为什么这么说吗？你们有没有觉得，寻找有潜力的投资机会，是我们中国企业家的特性。 包括买股票，要买潜力股；嫁人，要嫁给有潜力的男人；做投资，都要寻找有潜力的投资机会。各位来宾，各位观众，你们有没有想到过这一切都是错误的？你们有没有想到过我们的企业家是有问题的？好，那么下面再给你们一个数据，如果你们是以潜力作为抉择标准，那么听完下面一个数据之后，请告诉我你们怎么做选择。这个手机市场分成高端、中端以及低端三级，高端手机占的市场份额为18%，中端手机占的市场份额为68%，低端手机占的市场份额为14%。也就是说，中低端手机加起来是82%，高端手机只有18%。那么你们可以很清楚地看到，最大的市场份额也就是潜力最大的产品应该是做中低端手机，那么在座的各位来宾，今天你们筹资100万，你们来生产手机，成立手机公司，你们想第一步会怎么做？你们会投资哪个市场？ 你们如果不投资在中低端手机市场的话，就代表你们有问题，因为你们这一生所想的就是潜力股，买股票都是这么干的，做投资怎么不会寻找有潜力的行业呢？但是你们会批评我了，郎敎授你不是胡说八道嘛，我不投资有潜力的行业，难道我还要投资没有潜力的行业吗？那么接下来咱们来个思维的碰撞，好吧，来个思维的碰撞。 那么按照你们的想法，你们应该投资到占有市场82%份额的中低端市场，因为你们认为这是有潜力的，而且你们的反驳也很有道理，我不投资这种有潜力的中低端市场，难道我还投资没有潜力的市场嘛，郎教授你胡说八道嘛。那么我告诉大家这就是问题的症结所在，我们的企业家就是这么考虑问题的。因此，你们不要觉得奇怪，我国国产手机大部分是从中低端市场切入的。 以价格为竞争的手段，这是一个方面。另外一个方面就是我们看到的橡果国际做的广告，以手机功能为切入点，特别强调手机的功能，希望通过功能打入比较高端的市场，好，那么以价格作为竞争手段，进入中低端市场，以功能作为手段，进入高端市场，你们觉得对不对？我可能今天下午还要谈一个课题。大陆的TCL和台湾的明基，当然明基也在大陆设厂了，它们想走出去，走国际化的路线。但怎么实现国际化？利用中国的廉价劳动力配合上国外的品牌技术要走出去，你们也晓得郎教授的风格，我讲话是很绝对的，我绝对不会说它们会成功，或者有可能会成功的，这个话我绝对不会讲，我都是很绝对地讲，它们是不可能成功的，它们成功的机会是等于零。 到最后，TCL合作收购了阿尔卡特，以及法国的汤姆森，明基收购了西门子的手机移动业务，这几家公司阿卡特尔、汤姆森以及西门子的名气够大吧，品牌够好的吧，技术够先进的吧，但最后是什么结果？一两年之后哄然垮台，根本走不出来，你们知道为什么吗？思维的问题，你们想到的都是错的，以前你们感觉不出来，因为以前我们国家国际化的程度不够，一旦进入2008年之后，在国际化日渐加剧的今天，我告诉大家企业家的思维起了决定性的作用。 那么我们回归到手机的问题上来，手机这么做对不对？我会告诉你们，它也是错的。难道郎教授你不认为手机竞争要靠价格优势吗？我们国内有充足的劳动力，原材料比较便宜等很多优势，那么我们不打价格战吗？不走价格优势竞争策略吗？我说不走！难道郎教授你不认为手机的功能作用很重要吗？我告诉你我根本不认同，手机的价格也不重要，功能也不重要。 今天，中国企业家最大的缺憾就是没有搞清楚行业的本质，我还想请问全国的企业家，你们做了一辈子的行业，告诉我，你们这个行业的本质是什么？ 这个本质绝对不是说像你所想的，我们要资金充裕，技术先进，培育人才，我不是说这些不重要，这些非常重要，但这只是企业生存的必备要素。企业哪里可以没有资金，没有技术，没有人才呢，这是不可能的，但是我告诉你们这是企业生存的必须条件，必要条件，这必须得有，但却不是行业本质。什么叫行业本质？那就是我们全国各个商业学院从来都没有探讨过的话题，我想在这儿给全国企业家发出一个呼吁，行业本质是企业成功的关键，讲得更具体一点，更学术化一点，那么就是资金、技术、人才是企业成功的关键，不能没有这些，但是企业想要成功，必须有充分条件，什么是充分条件？The nature of the industry. 每个行业的本质都不一样，那么在国际化逐渐加剧的今天，行业本质的重要性越发凸显出来，我问大家电脑的本质是什么？手机的本质是什么？服装的本质是什么？白色家电的本质是什么？黑色家电的本质是什么？还有这个梳子的本质是什么？我为什么带着梳子，因为随时随地有人找我照相，随时随地有人找我签名，你们看我不但带着签字笔，还带着梳子。这都是我们从来没有思考过的问题，我们整个民族的思维是非常僵化的，大家想的事情都是一样的——寻找潜力。 好，你们很多人都用国外品牌的手机，那么有多少人用的是LG跟三星的？有多少人用的是索爱的？跟我讲讲，有多少人用LG的，现场来宾，索爱，你们用什么牌子的？诺基亚多是吧，那么再给你们一个数据，诺基亚卖出去手机的平均价格是全世界品牌里面最低的，你们知道是什么意思吗？诺基亚卖出去的手机的平均价格是全世界最低的，而它的销售量却是最高的，这告诉大家什么意思？那就是诺基亚真正赚钱的手机是诺基亚1100型。好像是七八年以前的手机型号，但现在在尼日利亚、印度还在卖，为什么？为什么卖这个手机？它怎么进入价格战，怎么进入低端市场，为什么它进入低端市场就可以，我们进入低端市场怎么就这么的难呢？我告诉你们，水平不一样。 今天，我再给你们一个提示，注意看一下，诺基亚、摩托罗拉、三星、LG、索爱所打的广告，和橡果国际的有什么不同？各位想一想，我们以LG为例，你们什么时候看到LG打的广告是我们的功能最好，国外品牌打的广告几乎不谈功能，都谈什么？以摩托罗拉为例，前一阵出了一个超薄型手机，其实也没那么薄了，我觉得也挺厚的，大概有这么厚，找谁做广告呢？不是小帅哥，不是马英九，是踢足球的哥儿们，他叫贝克汉姆，我们国内的翻译很有意思，我们在内地翻译成贝克汉姆，在香港就翻译成碧咸，咸鸭蛋的咸。贝克汉姆脸上划了一个血痕，为什么？超薄型手机！诺基亚呢？各位想一想，诺基亚的第一款广告谁帮它打的？谁都想不到，一个傻帽，你们都很熟悉的傻帽，戈尔巴乔夫同志。戈尔巴乔夫同志去芬兰访问的时候，刚好出了第一款大哥大，这个哥儿们据我所知好像没有收广告费，一打电话，拨通了，这个照片在全世界发布，不过现在戈尔巴乔夫学会了在做什么广告，知道吗？LG的广告，现在不会吃亏了，为什么找他？戈尔巴乔夫强调过功能吗？你要的是什么？戈尔巴乔夫打电话的那一刹那。 再想一想你们用的LG手机，2007年的LG手机最热卖的是什么款式？巧克力，对，它的英文怎么写的，ICU，对吧，我不知道什么意思，什么什么巧克力甜心，我爱你之类的意思，巧克力有什么功能吗？巧克力是甜心，是甜的，它怎么用巧克力这种概念拉住你们这一代，新时代人的心，为什么？为什么不讲说，像橡果国际一样十几种功能样样好，为什么不这样讲呢？你们绝对看不到它们干这种事，它们在做什么诉求啊？它们在做用“巧克力”这几个字，拉动新时代人的心。 下一款手机呢？怎么翻译啊？叫做闪耀是吧，是闪耀吗？闪耀，闪耀手机很有意思的，很重，屏幕就像镜子一样。现场来宾们，它有什么功能啊？我问你，巧克力手机有什么功能？闪耀手机有什么功能？当然是有功能，可是你们一定想不起来，因为好像看着广告没有特别提到过这件事情，你所想到是巧克力时代，是你看到这个屏幕像镜子一样，你看诺基亚手机看到的是戈尔巴乔夫，索爱打什么广告？随身听，为什么打随身听，它是由两家公司合并生产的，一个是索尼，另一个是爱立信，它们是把握行业本质。最初索尼也做不好，爱立信也做不好，都是两个混的不太好的公司混在一起，但变成索爱就混好了，怎么混好的？你们看索爱的手机什么时候强调过索尼的高科技？什么时候强调过爱立信的通信水平？我告诉大家从来没有。它们做什么广告？随身听，因为索尼给大家印象最深的就是随身听。 这个索尼做随身听是很有意思的。索尼的第一任董事长盛田昌夫，看到这么这么大的录音机，喇叭也这么大，盛田昌夫一看把这个工程师叫起来，说你这个太大了，不行，太重了，两个人搬都搬不动。工程师说那怎么办呢？他说你把喇叭拔掉，来个新思维吧！工程师说没有喇叭怎么听啊？他说你先別管了，把喇叭除掉。然后盛田昌夫就问工程师这么重是怎么回事啊？这个录音设备很重，他就把录音设备拿掉，拿掉以后就变成这么小了，就没有什么功能了。然后工程师就告诉盛田昌夫，他说董事长我想提醒你，什么叫录音机呢？一定要能够录才叫录音机，还有听得到，你不但要录，而且还得要听得到，所以必须有喇叭，必须有录音设备。那么盛田昌夫就说，要创造新思维，既不要喇叭，又不要录音设备。工程师说那人们怎么听呢？想了半天。 于是用一根线，放在耳机里，用一根线放在机器里面，另外一端插到耳朵里面，现在叫做什么？叫做耳机了，当对叫做一根线，用这个方法，让随身听卖出了上亿台，创造出了索尼的盛名，成就了小日本的光荣和梦想。但是，我告诉各位，你们看它的广告你们不要想的太简单，国外这些跨国公司来到中国，都有一个共同的特点，那就是不用内地的广告商，我跟你一讲，它们都是从国外带进来的，你们知道为什么吗？这一点值得大家思考。 索尼为什么不打高科技广告，为什么不打爱立信高科技巨人的广告，而打随身听的广告，你们知道为什么吗？因为随身听推出的时候。就是我们这一代人在大学谈恋爱的时候，就是40岁以上的这一代人，那个时候谈恋爱有一个随身听是很牛的。牵着女朋友的小手，漫步在校园里，拿着随身听，一个人挂一只耳朵，那很有感觉的。我发现有了随身听，追起女朋友来特别的容易，当时我们家混的不好，我也买不起，我很羡慕别的同学，可是更重要的是什么？这些人现在都已经成为这个社会的白领精英了。 当时听随身听的那批人，现在就是这个社会的最高层的白领精英，40岁以上的，是不是。它一旦打出“随身听”这三个字，就会立刻唤醒这些人的初恋回忆，而初恋是最甜蜜的，为什么最甜蜜呢？因为基本上都是失败的。如果成功的话，那就不甜蜜了，你们知道嘛，真正的结婚那是很麻烦的事情，我下次再跟你们谈婚姻的问题吧！我讲了这几个品牌，你们再和橡果国际做个比较，就知道差别了吧，它在做什么诉求？感性的诉求，几乎是不谈功能的。而且绝对不打价格战，绝对不说是诺基亚推出一款价格最低的手机，功能最齐全，绝对不可能，那是我们做手机的水平，它们绝对不会打便宜手机的广告，它们一定都是从最高端的手机市场切入，而且打什么？打感性的诉求，这就是国外手机成功的必然，你们不听我讲这堂课，就没有这种感觉，听我讲这堂课，回去看看这些广告，就会完全明白我讲的内容了，当然我讲的是对的，你们别怀疑，它们在干吗呢？这些手机公司，它们所打的广告的目的，就是以感性诉求进入最高端的产品市场。而不是进入中低端的产品市场，也就是说你们在座各位来宾，所想的都是错误的，因为你们曾经问过我一句话，郎教授你不瞎掰吗？我们不进入最有潜力的市场，难道我们要进人最没有潜力的市场吗？好，我现在给你们一个正确的回答，国外手机的成功，就是它们通过感性的诉求，进入最没有潜力的，占据18%市场份额的高端市场。 那么手机行业的本质是什么呢？手机行业的本质我可以给你们讲得非常清楚，那就是势能，物理学上的势能。什么叫做势能？以感性诉求进入最高端市场积累势能，积累到充分的势能之后，向下席卷中低端市场，只有这么做，才能成功，因为这是手机行业的本质。你们还记不记得，我跟你们提过，诺基亚所卖出去的手机和同行业相比，它的手机平均价格