How Chinese brands are rising in the world: an interview with luxury leader Luo Chuan

中国品牌如何在世界崛起：访奢侈品领袖罗川

 中国企业要注重软实力、硬实力，打造一流的世界品牌。

----- 诸葛长青

 Chinese companies should focus on soft and hard power to build first-class world brands.

----- Zhuge Changqing

   [World Manager - Brand Channel - News] I remember a Chinese farmer entrepreneur once questioned at a Welch presentation that your experience and ideas were not applicable in China.

    At that time Welch said, "Since my experience is not applicable, why don't you create experience and ideas that are suitable for China!"

    After more than 10 years, although many national brands have been nurtured in China, no matter how wonderful Chinese brands are, Chinese national brands are facing the same dilemma: how can Chinese brands enter the centre of the world stage and compete with international brands?

　　After 30 years, the status quo of Chinese brands is still the same, we have not yet found the essence of an idea suitable for the development of world-class Chinese brands, all Chinese people want to find a strategic idea system suitable for the development of Chinese brands.

　　After meeting Mr. Luo Chuan, Secretary General of the China Luxury Brand Strategy Forum, Secretary General of the China Luxury Association, Chairman and Artistic Director of the Imagination Luxury Consulting Group, and a leading expert in Chinese luxury strategy, we found the answer to the strategic thinking suitable for the national conditions and development of Chinese brands from his confident smile, and to our surprise, we got Mr. Luo Chuan's personal signature! He authored the White Paper on China's Luxury Brand Strategy, a new marketing report that has been hailed by the Chinese business community and the mainstream media as a guide to the development of Chinese brands in the next 30 years.　　

　　Mr. Luo Chuan told us that Chinese brands in the fields of liquor, home appliances, food, furniture, clothing and household ceramics have been working particularly well in the practice of the 4Ps marketing theory, but they are just stuck in the basics of product, price, place and promotion. This is the bottleneck in the development of Chinese brands. We can see from several representative domestic brands, some of the better-known brands are basically competitors, the way to enhance the brand is to raise prices, to develop and package new categories, in order to give consumers a say loan also to the CCTV, the competition between Chinese brands on the product function collision, you save electricity I more than you save electricity; in the product price collision, your products are priced higher I than you will The Chinese brand is a "face", which is the epitome of the current situation of the Chinese brand, and this state of the Chinese brand market value gives This state of Chinese brands' market value gives foreign brands the opportunity to encroach on the Chinese market. Hurun is right when he says that Chinese high-end brands lack the skills of a value performance system.

　　Mr. Luo Chuan said that this strategy is the 2P marketing theory in the "White Paper on Chinese Luxury Brand Strategy", which is the combination of "soft power" and "hard power". He called it "soft power" and "hard power".

   Zhuge Changqing: Soft power and hard power are two aspects of branding, in line with the theory of Zhou Yi.

   We are fortunate to see many examples of Chinese (clothing, liquor, furniture, ceramics, home appliances, cosmetics, watches, footwear, food, tea, health products, jewellery) brands that have been re-polished using 2P theory in the White Paper on China's Luxury Brand Strategy.

   Although the 4P marketing strategy has been regarded as a classic theory in the marketing world, Luo Chuan says that Chinese brands have only completed the fundamentals and basic requirements of their products (hard power ) over the past 30 years.

   However, with the further development of the Chinese market, in the face of the increasing number of Fortune 500 companies entering the Chinese market, the changing personality and cultural patterns of the customer base, the lack of marketing personality characteristics of Chinese companies and the lack of strategies to meet the needs of more and more individual customers (soft power), it is necessary for Chinese brands to establish interactive product communication with customers from a higher level than the traditional This requires Chinese brands to establish a different form of interactive product communication with customers at a higher level.

   In the analysis of the theoretical system of the "White Paper on Chinese Luxury Brand Strategy", the new theoretical system of 4Rs (relevance, reaction, relationship, return) marketing proposed by Schultz at the level of brand technology is re-integrated into the case, including some of Kotler's thought system, because we feel that it is no longer able to meet We also found that the implementation of Kotler's theories in the Chinese market required a branding environment and prerequisites.

    Through a three-year analysis of the brand index of the world's top 500 brands, we discovered the rules of the high-end brand value communication system. On the basis of the luxury brand strategy management system initially proposed by Western and European experts, we developed a 2P brand value strategy brand system suitable for the development of Chinese high-end brands: "soft power The 2P strategic system theory of "soft power" and "hard power".

　　After 30 years of reform and opening up, Chinese brands have so far adopted strategies mainly to meet consumers' needs, listen and understand consumers' needs, and then mainly adopt the strategic mode of pushing and pulling TV commercials to induce households to buy, and disseminate brand propositions through integrated marketing without individual values, such as advertising, promotion, PR, press, direct marketing, CI, packaging, and monolithic integration and restructuring, so that consumers to obtain consistent information about a brand from different information channels in order to enhance the consistency and integrity of the functional claims of the brand. We do not deny that this theory more or less played a great role for the early Chinese brands, but now all the international brands have completely abandoned this module for re-branding strategic value integration, the core of this integration is the 2P portfolio strategy system.

     Zhuge Changqing: A good brand should be reorganised through integrated marketing communications, such as advertising, promotion, PR, press, direct marketing, CI, packaging, and monolithic integration, so that consumers can obtain consistent information about a brand from different information channels to enhance the consistency and integrity of the brand's functional appeal.

　　The brand is a global international language, and has a great relationship with a country's culture and ideology, this culture is what we often call the brand spirit, rely on this spirit of this "soft power" system communication skills to attract consumers, to build China's own world-class brand, rather than rely on "The result of this will greatly hurt and hinder the national value culture of the country, thus making the Chinese market fall.

     Zhuge Changqing: Branding is a universal language.

　　Reporter's note: Luo Chuan, a renowned luxury strategy leader in China, is known to the Chinese business and media communities as China's leading brand marketing strategy expert.

     In China, his name has been closely associated with the development of Chinese luxury goods, and he is known as the "Chinese luxury leader". In the Chinese branding world, Luo Chuan's 2P marketing theory system and 36-point strategy system for building Chinese luxury brands have created the history of the Chinese brand era and become a successful model of high-end brand value thinking strategy system, leading the development of Chinese brand marketing in the next 30 years. [World Manager - Brand Channel brand.icxo.com

    Zhuge Changqing: The original Chinese companies have come to focus on their own soft and hard strengths to create a world-class brand. Create the image of Chinese brand kingdom in the world.

【世界经理人-品牌频道-讯】记得曾经有位中国的农民企业家在一次韦尔奇的演讲会上提出质疑，您的经验与思想在中国不适用。

    当时韦尔奇说：“既然我的经验不适用，那你为何不创造出适合中国的经验与思想呢!”

    时隔10多年，虽然在中国已经孕育了很多的民族品牌，然而无论中国品牌如何的精彩，中国民族品牌面临着同样的困局，中国品牌如何走进世界舞台的中央与国际品牌比肩?

　　30年，中国品牌现状依然如旧，我们至今都没有找到适合世界级中国品牌发展的思想精髓，所有中国人都希望找到适合中国品牌发展的战略思想体系。

　　在达沃斯论坛现场我们见到了中国奢侈品品牌战略论坛秘书长、中国奢侈品协会秘书长、意境奢侈品咨询集团董事长兼艺术总监、中国奢侈品战略领袖级专家罗川先生以后，我们发现适合中国品牌国情与发展的战略思想，从他自信的笑容上找到了答案，更让我们惊喜的是得到了罗川先生亲自签名他主笔撰写的《中国奢侈品品牌战略白皮书》,一本被中国企业界与主流媒体界誉为中国品牌下一个30年发展指引的营销新思想报告书。　　

　　罗川先生对我们说，中国白酒、家电、食品、家具、服装还有生活陶瓷等领域的品牌在4P营销理论的实践中运作特别好，但是也仅仅是停留在产品(product)、定价(price)、分销(place)、促销(promotion)的基本面，中国品牌30多年的发展就仅此而以，这就是中国品牌发展的瓶颈。我们可以从国内几家有代表性的品牌可以看出，比较好一些的知名品牌基本上都是竞争对手，提升品牌的方法就是加价，进行开发包装新的品类，为给消费者一个说法贷款也要上央视，中国品牌之间的竞争就在产品功能上对撞，你节电我比你更节电;在产品价格上对撞，你的产品售价高我比你会更高;在产品情感上对撞，你表现三口之间我表现四世同堂，因为发现中国人眷念春节团圆，所有电视品牌广告一哄而上在电视上打起了亲情牌，中国品牌就是一个“脸谱”，这就是中国品牌的现状缩影，这种中国品牌的市场价值状态就给了国外品牌蚕食中国市场的机会。胡润说中国高端品牌缺少价值表现系统技巧的观点是对的。

　　我们看到国际品牌进入中国市场都会运用一些个性化的营销战略组合系统策略，罗川先生说这种策略就是《中国奢侈品品牌战略白皮书》当中的2P营销理论，他就是“软实力”(soft power)与“硬实力”(hard power )。

   诸葛长青：软实力、硬实力，是品牌的两个方面，符合周易理论。

   我们有幸看到在《中国奢侈品品牌战略白皮书》当中，有很多利用2P理论重新打磨过的中国(服装、白酒、家具、陶瓷、家电、化妆品、腕表、鞋类、食品、茶叶、保健品、珠宝首饰)品牌案例。

   虽然4P营销战略一直被奉为营销界的经典理论，但是罗川说中国品牌这30年来只是完成了产品的基本面与基本要求(硬实力hard power )。

   但随着中国市场的进一步发展，面对越来越多的世界500强进入中国市场、客户群的个性文化形态开始变化、中国企业缺乏营销个性特色、缺乏满足越来越多个性化客户需求的策略(软实力soft power)，这就需要中国的品牌从更高层次与顾客之间建立起有别于传统的互动性产品沟通关系和形式。

   在《中国奢侈品品牌战略白皮书》理论体系分析中对舒尔茨在品牌技术层面提出的4Rs(相关relevance、反应reaction、关系relationship、回报return)营销新的理论系统进行重新案例整合，包括科特勒的一些思想体系，因为我们觉得已经不能够满足日益发展的现代品牌要求，而且发现其理论在中国市场落地需要品牌的环境与前提。

    通过对世界500强优秀品牌三年的跟踪品牌指数分析，我们就发现了高端品牌价值传播系统的规则，在西方欧美专家们初步提出的奢侈品品牌战略管理体系的基础上，我们开发研究制定了适合中国高端品牌发展的2P品牌价值战略品牌体系：“软实力”(soft power)与“硬实力(hard power )的2p战略体系理论。

　　改革开放30年后的中国品牌，迄今为止采用战略主要是采取的是满足消费者的需求，倾听和了解消费者的需求，然后主要采取电视广告推和拉的战略模式诱导户去购买，通过没有个性价值的整合营销传播品牌的主张，如广告、促销、公关、新闻、直销、CI、包装、进行一元化的整合重组，让消费者从不同的信息渠道获得对某一品牌的一致信息，以增强品牌功能诉求的一致性和完整性。这一理论我们不否认或多或少给早期的中国品牌起了很大的作用，但是现在所有的国际品牌已经完全抛弃此模块进行重新品牌战略价值的整合，这个整合的核心就是2P组合战略系统。

     诸葛长青：好品牌应当通过整合营销传播，如广告、促销、公关、新闻、直销、CI、包装、进行一元化的整合重组，让消费者从不同的信息渠道获得对某一品牌的一致信息，以增强品牌功能诉求的一致性和完整性。

　　品牌是一种世界性的国际语言，与一个国家的文化与意识形态有着很大的关系，这种文化就是我们常说的品牌精神，靠这种精神这种“软实力”系统传播技巧来吸引消费者，建立中国人自己的世界级品牌，而不是靠“硬实力营销整合来吸引消费者，去强求他们，去要求消费者来为品牌价格战、广告战、渠道战来买单，而且这样做的结果会极大地杀伤和阻碍国家民族价值文化，从而使中国市场沦陷。

     诸葛长青：品牌是世界性语言。

　　记者后记： 罗川作为享誉国内的著名奢侈品战略领袖，中国企业界与媒体界熟知的中国顶尖品牌营销战略专家。

     在中国，人们已将他的名字和中国奢侈品的发展紧紧的联系在一起，称之为“中国奢侈品领袖”。在中国品牌界，罗川的2P营销理论体系及36计打造中国奢侈品品牌的战略体系创造了中国品牌时代的历史，成为高端品牌价值思想战略体系的成功典范，引领着下一个30年中国品牌营销的发展。【世界经理人-品牌频道 brand.icxo.com】

    诸葛长青：原中国企业都来注重自身的软实力、硬实力，打造世界一流品牌。在世界上营造中国品牌王国形象。

What are the acts of abstaining from killing and releasing

 戒杀与放生的行为包括哪些

 1. Do not kill a living being with your own hands.

　　2. Do not abet others to kill.

　　3. Do not help others to kill.

　　4. Abstain from eating meat.

　　5. Do not engage in trades related to killing.

　　6、Whenever there is worship, regardless of what is being worshipped, use vegetarian dishes, flowers and fruit, not animal gifts.

　　7. If you see someone killing a human being, you should discourage them or buy the animal to be slaughtered with money and release it. If this does not work, or if the person does not sell the animal, then you should have compassion for the slaughtered animal, and even better if you can recite the Buddha's name or mantra for it.

　　8. Do not abuse the animal.

　　9、Other actions that are contrary to killing.

　　10. Abstain from killing and releasing animals yourself, and advise others to do the same. 

   1、不亲手杀生。

　　2、不教唆别人杀生。

　　3、不帮助别人杀生。

　　4、戒除肉食。

　　5、不从事与杀生有关的行业。

　　6、凡有祭拜，不管拜的是什么，一律用素菜、鲜花、水果，不用牲礼。

　　7、见人杀生，应加劝阻，或用钱将临宰之动物买而放之。若劝阻无效，或他不卖，则应对被杀之动物起同情心，若能为它念佛号或往生咒更好。

　　8、不虐待动物。

　　9、其他与杀生行为相反之行为。

　　10、自己戒杀放生，也劝别人戒杀放生。 

(This article is an original article by Zhuge Changqing, and the pictures are selected from the Internet. Welcome to forward it, and please indicate the source for forwarding)

Introduction to Zhuge Changqing: Zhuge Changqing, the inheritor and promoter of traditional Chinese culture, is willing to "learn from sages, promote virtue, revitalize China and benefit the world" together with people with the same ideals in the world.

(Zhuge Changqing: zhuge8031@163.com ）

Zhuge Changqing mailbox：

zhuge8031@163.com

Zhuge Changqing's Chinese Dream

Learn from sages and carry forward virtue

Revitalizing China for the benefit of the world

 （本文是诸葛长青原创文章，图片选自网络。欢迎转发，转发引用请注明出处）

诸葛长青简介：诸葛长青，中国国学传统文化传承弘扬者，愿与天下志同道合者一起“学习圣贤、弘扬善德、振兴中华、造福世界”。

（诸葛长青：zhuge8031@163.com）

Zhuge Changqing mailbox：

zhuge8031@163.com

  诸葛长青中国梦  

学习圣贤 弘扬善德

振兴中华 造福世界

Selected Articles in Previous Periods

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往期精选文章

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1The wisdom of traditional Chinese culture changes the destiny: filial piety to parents+five in one+self-improvement

1 国学智慧改命运：孝敬父母+五合一+自强不息

2Zhuge Changqing's Three Golden Keys to Changing Destiny

2诸葛长青改命运三把金钥匙诸葛长青施食仪轨 （十五步简洁版）

3Zhuge Changqing's Greeting Ritual (15 Steps Concise Version)

3 诸葛长青施食仪轨 （十五步简洁版）

4How to repent: the ritual of repentance and the method of repentance (full version)

4   如何忏悔：忏悔仪轨忏悔方法（完整版）

5How to read the Dizang Sutra: Methods for reciting Dizang Sutra (complete version)

5 如何念地藏经：念地藏经仪轨方法（完整版）

6How to release? The ritual of releasing life

6怎样放生？放生仪轨

7Zhuge Changqing's Repentance Culture: A Case Study of Repentance Methods for Changing Destiny

7诸葛长青忏悔文化：改变命运忏悔方法案例

8Free Life Culture: Free Life Culture in Ancient China

8放生文化：中国古代的放生文化

9Shocking photo of feeding: Buddha, Bodhisattva and Dharma Protector come to the scene

9施食震撼照片：佛菩萨护法神亲临现场

10Feeding Rite Return: the return is changed to simple return

10施食仪轨回向：回向修改为简洁回向