Meet the Brand Officer

They chatted for a while, agreed on a time, and then took their seats to participate in the forum.

Song Ziyuan, who was left on the sidelines, was not happy, "Mr. Lin, you see more customers than me!"

"That's right, you only have one, the only one." Lin Xiyou smoothed his fur with just one sentence.

"Well, nice to hear." He happily sat beside her, and took out a thermos from his coat pocket, which contained a warm cold spirit.

She covered her mouth and shook her head, "Just a little headache and stuffy nose, no need."

"Then I'll go on stage and announce to the audience that Lin Xiyou, a well-known consultant, is afraid of catching a cold." He immediately grasped the lifeblood of her professional image.

you are vicious!Lin Xiyou glanced at him, held her breath and closed her eyes, and drank it all in one gulp.

Before the bitter taste in her mouth faded away, a grapefruit candy was stuffed into her mouth.

"Let's have some sweetness, go for the bitterness to moisten the throat." He also stuffed one into his mouth, which was the exclusive "Pomelo Zi" candy developed by someone he hired.

The sweetness entered her throat and reached her heart, and Lin Xiyou smiled again, "Dong Song has a heart, and it's rare to rest for half a day, and he came all the way to accompany me to participate in the forum."

"What can I do? It's hard to see Mr. Lin alone." Song Ziyuan said with sour emotion: "Dating is to eat popcorn and watch a movie, what about me?"

"Drink a cold spirit and join the forum!" His small, resentful eyes glanced at her from time to time.

"Okay, this is a different kind of romance." Lin Xiyou smiled and took his hand blindly, staring intently at the speech screen on the stage.

"Okay, I reluctantly agree." He twirled his fingers and clasped his fingers together, and returned his attention to the forum with satisfaction, just in time to check whether there were any good projects.

The three-hour forum was extremely short in Song Ziyuan's eyes. Before he could hold his little hand enough, he was about to give it up again.

Just because the young guy Li Ming made an appointment with Lin Xiyou to talk about the brand, he wanted to send her to the coffee shop that he had agreed upon, but Li Ming, who had no eyesight, had already rushed over.

"Boss Lin" on the left and "Boss Lin" on the right, lest Lin Xiyou forget to keep the appointment, nodding and bowing hospitablely all the way, leading her to the coffee shop.

Song Ziyuan, who was useless, had no choice but to suffocate sour water, silently followed behind, and sat at another table, sometimes dealing with group affairs, sometimes looking up at his sweetheart who was right in front of him.

Lin Xiyou, who was sitting by the window, saw that Li Ming was at a loss, so he took the initiative to ask: "Is your team making artificial diamonds?"

"Yes." Li Ming nodded again and again, he was a little immature when he was young, and he didn't know how to respond to the situation.

She had no choice but to continue to throw words: "I am very interested in this piece. I have only heard of natural diamonds before, and I don't know much about artificial diamonds. What kind of concept is this?"

Li Mingjun, who was belatedly aware of it, blushed and explained repeatedly: "Man-made diamonds are a kind of sustainably cultivated diamonds, which are developed and cultivated in our laboratory. It conforms to the concept of green environmental protection and will not cause damage to environmental resources."

"It is essentially the same as diamonds mined from natural ore mines. The composition, structure, and color of the two are the same, and even the color, quality, and stability are better than natural diamonds."

When it came to professional aspects, he was obviously more confident and calm, and explained the difference between artificially cultivated diamonds and natural diamonds.

Lin Xiyou nodded affirmatively from time to time. Based on the preliminary understanding, she further asked: "What is the original intention of your team to develop artificial drills?"

"For humans, mineral resources are non-renewable, especially in the process of mining diamonds, which will cause irreversible damage to nature."

"In addition, the price of natural diamonds is very expensive. It is essentially a stone, but it stumps many poor young people who want to propose marriage."

"And we focus on the research and development of sustainable cultivated diamonds. First, we hope to better practice the concept of sustainable development of green environmental protection, and strive to make a little more peaceful coexistence between human beings and the environment. Second, we want to provide diamond consumers with more A better option for the item."

"Because the price of our lab-grown diamonds is very close to the people, less than a fraction of that of natural diamonds, it can not only reduce their financial burden, but also bring better quality diamonds."

Lin Xiyou listened quietly, frowned slightly, and asked a question that Li Ming had never thought of.

"Have you ever considered what a diamond means in the market, and what is the psychology of diamond buyers?"

Li Ming shook his head in embarrassment, "We are all technical geeks who are engaged in research and development in the laboratory, and we don't know how to do marketing and brand promotion. I saw a report about you on the Internet a while ago, so I came here specially..."

Lin Xiyou raised her hand to stop his nervous explanation, "You just said that diamonds are essentially stones. The theory is correct, but in fact, the meaning given to it by people far exceeds its own value."

"Diamonds have evolved from a symbol of power to a symbol of love, from class rule to marketing premium, and incarnate into indestructible true love, all of which are the result of artificially implanted concepts."

"Which diamond slogan do you think everyone is most impressed with?"

"Diamonds are forever, and one diamond will last forever." Li Ming blurted out.

"Well, under the marketing of the diamond giant De Beers family, diamonds are equated with true love, and the price has soared all the way. It seems that the more expensive you buy, the more it proves that your love is truer."

"Even if it was later revealed that it was just a hoax of the century, that diamonds were nothing more than a bunch of carbon atoms. But the idea of ​​diamonds as a testament to love is deeply ingrained."

"Under the current consumption concept in the market, natural diamonds are still dominant. What does it mean when you discount diamonds and your value plummets?" Lin Xiyou led the question.

Li Ming didn't know much about it, but he still couldn't accept it, "Isn't it good to buy purer and more stable diamonds at a lower price?"

"For rational people who can accept the concept of cultivated diamonds, it is naturally good. But for most consumers at present, they only see that diamonds have been discounted, they are really cheap, and they have bought fakes. He doesn't love me anymore. , They used fake diamonds to perfuse me..."

"When the awareness and popularity of sustainably cultivated diamonds is insufficient, or when a new trend has not formed, people are often willing to pay several times more for natural diamonds."

Li Ming suddenly realized, and immediately became depressed, "But our product is really good, how can we make consumers accept it?"

"Before changing consumption, we first need to change the concept of consumption, and leverage the whole from the parts." Lin Xiyou made a point, and changed the subject: "But the change of consumption concept cannot be achieved overnight, and it needs to be gradually promoted in a long-term, planned and strategic way."

"For example, wild and farmed large yellow croakers, people often prefer to choose wild fish that is several times more expensive. Why?"

"Because everyone thinks that rare things are more expensive, wild and natural, no pollution and no additives, and breeding feeds are not good, and chemicals are used. But what about the reality?"

"Times are changing, the environment is changing, and the standards are changing. The wild environment may be polluted, and even wild fish may not be healthy, while artificial breeding is subject to supervision and inspection standards, and the nutritional value is not necessarily better than wild fish. Difference."

Lin Xiyou gave an example and asked again: "Even so, what do people still prefer?"

"Wild fish." Li Ming was a little downcast.

"Why?" She was still trying to guide.

"Wild is expensive, highlighting status."

"That's right, like a lady's cream worth a few thousand yuan and a baby cream worth a few dollars, both are safe and moisturizing functions, but everyone hopes to use the lady's cream instead of the baby cream."

"We all know that Lady Cream is subject to marketing hype, and the cost is only a few dozen yuan, but it also represents status to a certain extent, and it can make people who own it feel different. This is the meaning of brand premium."

Lin Xiyou explained with examples one after another, hoping to inspire Li Ming to learn how to start from changing the concept of consumption, discover the shining points of cultivating diamonds, find the right target group, and then gradually expand the market.

Li Ming was grateful, half-understood, and asked embarrassingly: "Mr. Lin, we are laymen. After the product has been developed, we really don't know how to package it. I also went to several brand consulting companies one after another, but the cost is hundreds of thousands. Consulting fee, we have just started our business, it is true.”

"Can you please help us come up with a plan, if there is profit in the future, we will definitely double the reward."

His face was full of sincerity, his eyes were earnest, and his tone was helpless. The embarrassed Lin Xiyou fell into deep thought.

She wanted to help too, but she couldn't help herself.