On September 27, the "Original Everyone Says" 2020 Mid-Autumn Festival Media Enterprise Thought Party and the "Youth Comes to Fight" theme song launch conference were grandly held in the exhibition hall of the Foshan Headquarters of New Zhongyuan Ceramics!
Dozens of media giants including industry media and portal websites gathered together for a wonderful and forward-looking collision of ideas.
Chief Consultant of Jiang Xiaobai/Founder of Brand Management Consulting, Ye Ming, Chinese singer-songwriter/music talent Guo Yuanjun, President of "Ceramic Information" Yu Zhenrong, President of "Building Materials World" Luo Qing, Huaxia Liu Xiaoming, Editor-in-Chief of Ceramics Network, Li Zuoqi, President of China Ceramic Home Network, Roger, President of Zhongchuang Society, Jin Yafan, General Manager of Intelligent Manufacturing Alliance, Chen Qinxian, General Manager of Marketing of Xinzhongyuan Ceramics, Huang Tingting, Director of Xinzhongyuan Ceramics Brand Management Center, and the media Friends, attended this event.
Fire up the audience! "Youth Comes to Fight" theme song released
As the slogan of Xinzhongyuan Ceramics' strategic transformation, "Youth Comes to Fight" was proposed in 2015. After nearly six years of evolution, it has become a highly appealing corporate brand concept.
In order to make this concept more IP-based, at the beginning of this year, Xinzhongyuan Ceramics teamed up with Chinese singer-songwriter/music talent Guo Yuanjun to create the song of the same name "Youth Comes to Fight". Chen Qinxian, the marketing general manager of Xinzhongyuan Ceramics, also participated in the lyrics creation.
On the occasion of this grand event, the release ceremony of the theme song of "Youth Comes to Fight" was held simultaneously. Chen Qinxian and Guo Yuanjun jointly opened a book that means "Brand Rejuvenation Secrets" and signed their names to write the theme song of "Youth Comes to Fight". A perfect footnote from the creator!
"Youth Comes to Fight" theme song release ceremony
Singing and dancing "Youth Comes to Fight" theme song performance< /span>
"Young people come to fight, and there is no end to transcendence."The limit, your dream is never far away, if you dare to think and do it, you will definitely realize it." The passionate song allowed the audience to feel the youthful attitude and fearless appeal up close.
The release of the theme song of "Youth Comes to Fight" has ignited a new wave of youth, vitality and fighting for the original intention, which means a further step forward in the rejuvenation strategy of the New Zhongyuan brand.
Chen Qinxian: Youth is form + mentality + ecology
Xin Zhongyuan proposed "Youth Comes to Fight" as early as 2015, and in the next few years continued to implement the brand rejuvenation strategy through a series of layouts.
What does it mean to fight young? Chen Qinxian, general manager of marketing of Xinzhongyuan Ceramics, conducted in-depth discussions with everyone from multiple perspectives.
"Youth" by Chen Qinxian, General Manager of Marketing of Xinzhongyuan Ceramics
"Youth is not only a form, but also a state of mind. In the future, we will also build an ecology." Through five aspects: original products, trendy products, new media marketing, embracing design, and practicing design, Mr. Chen briefly described Xinzhongyuan’s path to brand rejuvenation.
Mr. Chen said, "Although it is difficult, we are working hard to build a designer shared office + design material library based on China Design Star." Only by thinking ecologically and creating a brand ecosystem that young people like can we win over and attract young consumers.
Ye Ming: User-centered
In the liquor industry, "Jiang Xiaobai" innovates in the name of youth, personifies the brand, and creates emotional connections with users, with annual sales reaching 2 billion. Mr. Ye Ming, Chief Consultant of Jiangxiaobai/Founder of Xiangxiang I’ll Tell You Again Brand Management Consulting, shared with everyone in-depth on "New Thinking on User Brands".
Chief Consultant Jiang Xiaobai
Think about it and I will tell you Ye Ming, founder of brand management consulting
"Thinking about User Brands"
"The biggest danger in turbulent times is not the turbulence itself, but still using the logic of the past." Faced with new scenarios, new content, new marketing, and new channels, all brands are worth starting over. He believes that Xinzhongyuan’s proposal of “young people come to fight” is in line with the thinking of user brands and is a correct attempt to establish emotional resonance with young people.
"Original Everyone Says" Media Enterprise Summit Forum
In the current era of drastic changes in the environment, how should ceramic companies view "originality"? What does originality mean to a brand? During the media enterprise summit forum, all media tycoons gave their own opinions.
Luo Qing, President of "Building Materials World"
As a company with a long history, Xinzhongyuan is very determined in original design. Young Lai Zhan has also truly put it into practice, which is also exploring a new path for the industry.
Yu Zhenrong, President of "Ceramic Information"
We should respect innovative companies like Xinzhongyuan because they have to pay, try and make mistakes, and take risks. Society should support the innovative behavior of enterprises because it will eventually be transformed into social results.
Li Zuoqi, President of China Ceramic Home Network< /p>
Xin Zhongyuan is a professional blue team in the industry and a grindstone. If an industry does not have mainstream brands exploring and leading the way, there will be no subsequent follow-up development.Precisely because of its practice of originality, Xinzhongyuan still occupies the leading position in the industry despite the current adverse industry environment.
Liu Xiaoming, editor-in-chief of Huaxia Ceramics Network< /p>
Xin Zhongyuan can still achieve good benefits under the current situation, which is inseparable from the practice of brand rejuvenation over the past five years. The marketing of ceramic tiles is similar to Jiang Xiaobai's, requiring scene-based and emotional aspects. Youth is an attitude, and you need to enter a fighting state like a young person.
Roger, President of Chuangchuang Society
In terms of quality control and originality systems, we are still far from the true international level. Therefore, Xinzhongyuan’s original exploration and youthful transformation are particularly important, providing experience for the industry.
Chen Qinxian, general manager of marketing of Xinzhongyuan Ceramics
Young consumers are becoming more and more picky, and originality has become a must. In the future, we must think from the user's perspective. Real digital marketing starts from user needs, links it with production, and carries out in-depth scenario-based marketing.
Chief Consultant Jiang Xiaobai
Think about it and I will tell you Ye Ming, founder of brand management consulting
Original work is worthy of protection. Whether it is at the social level or the corporate level, original work has social value. Trickles, merge intoOnly by jointly advocating originality within the industry can the entire industry grow and prosper.
The big names on the stage talked freely about their original works, and the media friends in the audience also participated, opening their minds and expressing their opinions. The atmosphere of the forum was very lively.
Lottery/tea break/visit, exciting events
Xin Zhongyuan thoughtfully prepared a dessert table and exquisite prizes for the guests. The atmosphere of the entire event was full of youthful vitality, reflecting the attitude of young people coming to fight.
The annual Xinzhongyuan Media Enterprise Thought Party is an unbounded ideological feast, and you can feel different inspirations every year; it is also a family banquet between Xinzhongyuan and its media partners, gathering together Let’s talk about the future of the industry together.
(This article is provided by the enterprise)
