On June 6th, sponsored by "Successful Marketing" magazine, the 2018 China Content Marketing Ceremony and Jincheng Awards Ceremony with the theme of "Catch Marketing C" was opened in Beijing. Nearly a thousand guests from advertisers, agents, media, marketing platforms and brands gathered at the scene. As the pioneer and leader of the global marketing pattern of Chinese brands, TCL won the “Annual Content Marketing Grand Prizeâ€, “The Best Social Marketing Award Silver Award†and “The Best Micro Movie/Movie Marketing†at this event. The Bronze Awards are three awards. Zhang Xiaoguang, general manager of TCL Group's executive and brand management center, was invited to attend the ceremony and delivered a keynote speech titled “Values ​​Marketing in the Brand Globalization Strategy Systemâ€. For the first time, he shared the core meaning of TCL brand globalization strategy innovation. A classic case of big country brand value marketing.
TCL big country brand global integrated marketing won the "Annual Content Marketing Grand Prize"
First to propose the context of the times "values ​​marketing" big country brand wins the marketing C position
At the beginning of the ceremony, Zhang Xiaoguang received the highest annual “Content Marketing Grand Prize†from the founder of Vanke Group, Wang Shi, who has the highest gold content in the industry. In the subsequent speech, Zhang Xiaoguang said that culture is the soul of a country and a nation. While spreading Chinese culture and shaping the external image of Chinese culture, enterprises and organizations are the most powerful "organisms " . In recent years, the awareness of globalization of Chinese enterprises has been increasing, and the era of comprehensive “going out†has arrived. With the “One Belt and One Road†initiative and the deepening of the opening up strategy, Chinese companies are also welcoming the best period of globalization. In the opening speech of the 2018 Boao Forum for Asia, it was clearly stated that the door to China's opening will only grow wider.
Zhang Xiaoguang believes: "As the country enters a new deepening and opening up development cycle, it calls for new values ​​of shapers and participants. In addition to the guiding role of core value output platforms such as CCTV, companies should also take responsibility and participate in public opinion and In the shaping of the value system, corporate development values ​​should be highly compatible with national values."
Wang Shi, founder of Vanke Group, presented Zhang Xiaoguang with “The Annual Content Marketing Grand Prize â€
Since 2017, TCL has launched a series of actions that use Chinese brands as a carrier to tell Chinese stories and convey Chinese values. TCL's exclusive title CCTV "Great Country Brand", with "Road", "Line", "Ma Tianyu", "Time" four chapters of the documentary series on CCTV, shows the story behind the development of TCL globalization. After joining hands with "Daguo Brand", TCL has launched a series of pioneering and innovative marketing initiatives. Through the "program sponsorship" + brand documentary + all-dimensional three-dimensional advertising and communication linkage, the content has opened up a multi-dimensional platform to realize the strong TCL brand. Exposure, sturdy "TCL = big country brand" brand impression.
TCL big country brand global integrated marketing relies on the advantages of the platform to convey the company's development history, products, technology, corporate values ​​and other content in multiple levels and dimensions, and with the super IP overlay of TCL global brand ambassador Neymar and TCL global brand spokesperson Ma Tianyu , TCL The corporate values, integrated into the national values, have been highly recognized by the media, industry and consumers, and have continuously won the Golden Mouse, Golden Bee, IAI International Advertising Award, Tiger Twist Award, China Advertising Annual Digital Award, Jin Yuan Award, etc. Numerous industry authoritative awards.
Innovative Brand Strategy TCL Brand Globalization Helps Global Development
Brand marketing needs to follow the brand strategy and serve the corporate strategy. Strong corporate brands boost powerful national brands. Relying on the new era opportunities such as the Belt and Road Initiative, the 19th National Congress, and the deepening of the opening up strategy, Chinese brands have ushered in a century of opportunities for brand globalization.
In 2017, based on the “Double + †strategic transformation and the “two-wheel drive strategy†of global development, Zhang Xiaoguang led the team to gain insight into the development trend of the industry, lock in the brand opportunities presented by different markets around the world, and comprehensively sort out the TCL brand globalization strategy. Pioneering innovation measures , based on existing sports marketing and entertainment branding methods, took the lead in incorporating value marketing into the group's brand strategy, forming a clear and efficient tactical combination, further consolidating the construction of TCL 's global brand.
Zhang Xiaoguang's deep interpretation of TCL's corporate values ​​and national values
Zhang Xiaoguang believes that the ultimate product strength, technology and innovation, leading manufacturing capabilities and comprehensive upgrading of the industrial chain are the driving engines for the Chinese brands to go strong. TCL is actively deployed in new technologies such as artificial intelligence and big data, new semiconductor display technologies and materials, smart manufacturing and industrial internet; TCL's flagship products continue to win international awards; global manufacturing bases and joint ventures are more global TCL Localized development within the scope provides comprehensive protection.
Zhang Xiaoguang further stated that to enter the global market and compete with the top technology giants in the West, it is necessary to consider our brand value output, brand culture output, global brand marketing, and quickly build brand awareness in a global way of thinking. Degree, practice cultural self-confidence, and use successful Chinese brands overseas as an important platform to promote Chinese culture and promote cultural self-confidence. In this process, TCL's 19-year globalization results are of great significance for Chinese brands to go out to sea.
Up to now, TCL has more than 75,000 employees, more than 10 joint laboratories, 26 R&D institutions, 22 manufacturing and processing bases, sales organizations in more than 80 countries and regions, and operations in more than 160 countries around the world. area. As the first Chinese company to implement the “going out†strategy, TCL's overseas business currently accounts for 49% of the Group's overall revenue. TCL is undoubtedly a truly global enterprise.
Launched the "Values ​​Marketing" initiative to take the lead in the new era of context
In the context of the new era, the development of Chinese enterprises and the development of Chinese society have been integrated. The community of destiny and the development of the country's destiny of the same frequency resonance has become one of the top design languages ​​for China's future development. Therefore, Zhang Xiaoguang called on more Chinese companies and brands to use value marketing to demonstrate the confidence of Chinese brands on the global stage, and to use the new weather, new look and new ideas to make the world better understand the power of Chinese brands.
As a brand with a history of 37 years, TCL actively complies with the new environment of fragmentation of content, fission of media form, and dramatic changes in marketing and communication. Innovative and innovative, through advertising and marketing, entertainment marketing and sports through content and channels. Strategies such as marketing have spurred global IP resources to cover strategic markets. At the same time , it forms mutual support with regional hotspot IP , and integrates the national values, corporate values ​​and IP values ​​“three views†to create a global brand value marketing pattern .
In terms of global advertising layout, TCL has enabled more consumers in the country to learn about the big country brands and become the innovative case of the advertising industry by means of the 15 countries along the 15 countries, the global creative projection show, the 2018CES exhibition advertising, etc.; entertainment marketing, TCL Through the title of Hollywood China Grand Theatre, occupying the global entertainment marketing highland, and continuing to cooperate with many Hollywood blockbusters such as Super 8 and Justice League. In sports marketing, TCL focuses on the most influential sports in the world of football and basketball, accelerating The pace of globalization and user iterations, signed with the world's top star Neymar, for the sports marketing of the event.
As a pioneer in the globalization of Chinese companies, TCL has always practiced its brand marketing strategy with a global perspective. With the strategic innovation of brand globalization, TCL's global brand image has become increasingly solid. In the future, TCL will take the global output of values ​​as the driving force of marketing innovation, continue to promote the global construction of the brand, and shoulder the mission of exporting the global values ​​of the big country brands .
mini usb flash drive 256gb,Clip Usb Stick With Logo,Mini Usb Keys With Keychain,Mini USB flash disk,mini usb flash drive 16gb
Shenzhen Konchang Electronic Technology Co.,Ltd , https://www.konchangs.com