Meet the Brand Officer

Lin Xiyou's mind became active.

Turning her eyes, she smiled gracefully: "Mr. Mei, once I heard your comments are so professional, I know that you are an insider. Especially this angle of analysis and thinking is very novel. If you didn't remind us, we would not have noticed the various things that happened a while ago. It is actually a complete and good idea to connect the two events in series.”

Mei Xingning paused, and asked in surprise, "Isn't it hot spot tracking and event marketing?"

"Yes, and no." Lin Xiyou replied ambiguously, maintaining a humble attitude and keeping room for mysterious reverie.

She changed the topic and pointed out the main point: "From the comparison of the two projects of Liren and Zhili, we can all deeply understand that good products are the cornerstone of brand building and marketing, and any other methods are auxiliary means for icing on the cake."

"Yes, that's the reason." Mei Xingning showed a clear smile, looked sideways and raised his finger, "I understand."

Lin Xiyou also laughed, wondering what did he understand by himself?
"Don't worry, the quality of our Zhongzhi cosmeceutical products is absolutely up to standard." He had a self-evident expression.

Lin Xiyou nodded in agreement, took the opportunity to get to the point, and guided the other party to speak out about the brand's appeal, but unexpectedly the other party turned around and made insinuations about her understanding of Zhong Zhi.

"Mr. Mei, I'm sorry, the time is short, and I haven't had time to study the Zhongzhi brand in depth." Lin Xiyou apologized frankly and sincerely, and then expressed her knowledge and understanding of the Zhongzhi brand.

Mei Xingning was satisfied with what he heard, and was very pleasantly surprised, "It's really a professional. I haven't studied it before, but I can analyze it in such detail."

Lin Xiyou smiled and told the truth: "When I was working on the Zhili project, I had a little research on the beauty industry. I was fortunate to learn a little bit from Professor Xu a while ago. Their team also evaluated the products of Zhongzhi cosmeceuticals. The professor He also praised the drug makeup of conscience."

Mei Xingning was flattered, "Professor Xu Dao is a well-known and authoritative expert, it is our Zhongzhi's honor to be affirmed by him."

"Speaking of which, I'm not boasting. Our Zhongzhi focuses on herbal skin care and pursues a healthy, safe, and non-irritating skin care concept. This is consistent with the values ​​​​of the Zhili project created by you. This is why I came to visit today. reason."

"Yes, Zhongzhi is a rare healthy herbal skin care brand in China. If I remember correctly, your company has cooperated with several Chinese medicine universities in school-enterprise research and development a few years ago, and has dozens of patents on Chinese herbal skin care, right? " Lin Xiyou should accost.

"That's right, we are walking down-to-earth on the road of inheriting the beauty culture of Chinese herbal medicine. In order to ensure the availability of high-quality and sufficient raw materials, our company has also established six Chinese herbal medicine planting and production bases and three research laboratories across the country. "Mei Xingning's eyes are full of pride, and his love for the Zhongzhi brand is revealed between the lines.

Lin Xiyou nodded, "The Zhongzhi brand has been developing for more than ten years. It is really commendable to keep the original intention and practice the core culture of the brand consistently."

"Mr. Mei, Zhongzhi's brand identity system is complete and has a certain reputation. I wonder in what way can we, Weiguang, add more flowers to the beauty of Zhongzhi's brand?"

She spoke perfectly, and the icing on the cake echoed the good products before. Hearing Mei Xingning laugh heartily, it also attracted Bai Rui's sideways glance and affirmative gaze of praise.

Mei Xingning had almost tested it, and only after he truly recognized the strength of the other party did he explain the purpose of today's visit.

"Now all walks of life are in trouble, especially our beauty industry. The competition is too fierce, and the homogenization is also very serious. In the early years, we Zhongzhi took a different approach and focused on the research and development of cosmeceuticals. We wanted to take the road of differentiation, but unexpectedly As soon as it became popular, many following brands followed suit.”

"Brands with varying quality are all branded with words such as herbs and cosmeceuticals. Every household boasts that they are big brands. The market is chaotic, and the consumer market is also divided up."

Lin Xiyou nodded and said yes, "One fire means dividends. Naturally, countless people want to get in and get a share. The market chaos is difficult to clean up. What we can do is to maximize the brand and firmly occupy the minds of consumers. This way we can retain our target customers as much as possible.”

"Yes, the brand must be done well. Our company has been paying attention to the brand in the past few years, but the market is changing rapidly and the competition is fierce. In recent years, the sales of our Zhongzhi have not increased but decreased. Our president has ordered it. Break through the predicament and do everything possible to break out of the siege, otherwise our marketing department will pack up and leave."

Mei Xingning sighed softly, "I have also found several advertising companies to do promotion, but the results are not satisfactory."

"This has led to the burning of my marketing funds, but the brand effect is dying."

He made a humorous analogy, and then smiled apologetically, "So, when I communicated with you just now, I tried a little more, please forgive me."

Lin Xiyou smiled magnanimously, trying to figure out the meaning behind it. Mei Xingning's intentional words were just testing her ability to summarize and refine.
"Mr. Mei, there is still a certain difference between simply pushing advertisements and brand promotion after consultation and analysis."

She said the key point in one sentence, and when she noticed the interest in Mei Xingning's eyes, she was sure that she had made the right bet.

She smiled lightly, and slowly explained in depth: "Whether it's soft articles or tweets on the Shuangwei platform, fewer and fewer people have the patience to read them. Advertisements will only arouse unwarranted resentment from consumers."

"Is it producing advertising content, or is it creating social garbage?"

"When consumers are becoming less and less interested in ordinary hard advertising, if we continue to blindly promote it, is it accumulating brand reputation, or is it destroying the popularity and favorability of the brand?"

This sharp rhetorical question immediately hit Mei Xingning's pain point.

He repeatedly agreed: "That's right, it's true. If the advertisement is not done well, it will really be outputting social garbage in batches. If users feel conflicted, it will not be worth the loss."

Lin Xiyou nodded and said yes, and continued to lay the groundwork: "Nowadays, there are all kinds of advertisements that bombard people's visual and aesthetic fatigue. It is difficult for ordinary traditional advertisements to make a deep impression on people."

"If the advertisement can't achieve the effect of widely advertising, it will become tasteless, and it will be even more difficult to achieve the purpose of driving sales and increasing profits."

When it comes to "sales" and "profit", it can be said that Mei Xingning's life has been completely hit. He is very excited and very helpless.

"That's right, if the sales don't move, the superiors will question our marketing department, saying that the brand promotion is not in place, so that their sales department can't advance their work."

He couldn't wait to ask: "From your professional point of view, what new ways can our Zhongzhi cosmeceuticals have to greatly increase sales?"