"This is our Hailan's image logo, or the personified image of our brand" Cui Ning contains deep affection and continues to tell:

"The Hailan Brothers originated from the German brand introduced by the chairman in 1985, Li Bo Hailan, which is also the beginning of our brand and four-star refrigerators.

In 1991, our brand became a national well-known trademark, and in 1993, under the guidance of the chairman and professional companies, the brand image and connotation were registered as trademarks.

At the same time of the rapid development of the enterprise and the high reputation of the brand, almost every consumer in the dragon country knows that our Hailan and Hailan brothers, symbolizing friendship, cooperation, music and the beauty of life, have also shot a series of cartoons according to this image, gained a certain sense of identity, and also has a good publicity role for the brand.

But we also have to face the fact that there is a certain asymmetry and unclear meaning between the cute image of Hailan Brothers and many product brands, or whether our Hailan Brothers, as an important personified image of corporate brands, is suitable for all products.

Cuteness doesn't mean everything. Especially in the first two years, following the trend of the domestic * market launched our *, Haili, the concept of sub-health has been widely recognized in China, I also participated in the proposal of this concept, at that time I suggested not to use the brand traces of Hailan, directly use the Haili brand, but at that time, people were soft-spoken, or added such a brand endorsement produced by Hailan Group.

Now Hailan has begun to get involved in real estate, small household appliances and service industries, printing industry, catering and other industries, as well as holding and participating in other more industries, which belongs to the diversified development of standards, but many product categories are loss-making.

Or because some industries are profitable, we have a lot of money, we think that there is an opportunity, and we go to the nuggets, which is the same as a person, time and energy are limited, how to allocate time and energy, this is a test.

We believe too much in the market effect of the Hailan brand, and think that wherever the Hailan brand goes, it must be a success, and we have lost the persistent spirit of making refrigerators, air conditioners, and washing machines.

Electric fan is a big market, Hailan into this market but unwilling to spend effort, that the technical content is not high, a setback, immediately tasted, as a result, we encountered its success since the first Waterloo, at present, the market almost no longer see Hailan's electric fan products.

But in fact, we know that German electric fans, including those with the latest technology, are absolutely ahead of our domestic brands. At the beginning of our business, the introduction of German refrigerator production line was because we saw the shortcomings, so why today, we think that we are leading everywhere, but we can't see some shortcomings? Isn't this self-paralysis and disregard for the facts?

Speaking of Songxia, Soni, it is home appliances, speaking of Mercedes-Benz, BMW, it is a car, talking about McDonald's, KFC, it is catering, speaking of Fuji, Kodak, it is film, speaking of Jiebao, Kao, it is washing. What kind of brand image does Hailan want to leave to the public? How should Hailan's diversification solve the problem of cognition and communication from the brand level?

Relying on refrigerators, color TVs, and air conditioners to support hundreds of other product categories, just like the two children of the Hailan Brothers, who have to bear the burden of countless lives, I think these two children must be very tired, and in some industries, I resolutely disapprove of the use of the Hailan Brothers.

Our brother in the same city, Green Island Beer, I am also very familiar with the chairman General Peng, he also invited me to drink beer many times, their brand matrix, is the main brand of Green Island and dozens of sub-brands, which not only ensures the high-end of the main brand, but also can narrow the distance between consumers with sub-brands in many areas, there are many scientific places, which are worth learning.

I don't have an opinion on diversification, but for the use of brands, how to manage sub-brands for certain categories more scientifically is the third question I think about."

After a slight pause, Cui Ning continued:

"As for the sincerity to permanence and service concept we put forward, I think this is not a problem in the brand upgrade and remodeling, and the brand upgrade does not mean denying the past, but how to face the present and the future.

So today we are sitting here, thinking more about how to make the Hailan brand more competitive, influential and creative in the face of the new century. My suggestion is to go from the inside out, from the heart to the action, from the brand image to the sub-brand management, including the personal brand management of the chairman, which has the following ten steps, methods and essentials. ”

Cui Ning spoke for an hour and ten minutes, and the discussion lasted for more than an hour, adding up to nearly two and a half hours.

The second company is a large international 4A company, and it is also the largest of the bidding team, they came with 12 people, and the waiting for more than two hours was indeed a bit difficult, because Chairman Yu finally spoke a 20-minute summary:

"First of all, I would like to thank Cui Ning and his team for giving us such a wonderful opening as the first company to make the proposal, and also taught me a lesson and made me think a lot.

For more than an hour, I was on pins and needles, and then I was glad that the convening of this bidding meeting gave us one more opportunity to think and listen to the truth. I also hope that the companies behind me will dare to tell the truth, instead of perfunctory me in order to win me as a customer.

The success of the past does not mean that it will be successful forever, and there are many problems in the development of Hailan to today's enterprises, and the problems at the brand level may be ignored or disagreed, but a picture, a vivid case and figures, as well as the huge capital power of peers and international companies, as well as the large-scale activities and latest ideas of peers in recent years, this is a reality and research topic that must be faced by Hailan.

To be honest, I really want to poach Cui Ning back, even if it is the vice president of the brand, I am willing, but I know that Cui Ning has his own pursuits, and according to Cui Ning's development, his company will not be worse than Hailan in the future.

Then again, when we manage a brand, we are actually managing people, dealing with people.

Including the service culture that we think is the most worthy of respect, it is really not more than ten years ago, that is to say, we are lagging behind, especially Cui Ning's point of view that customers are not God but relatives and friends, which really taught me a lesson.

Our service concept and consciousness are not wrong, but do not drink a glass of water this absolute form of service from today to change, summer installation of air conditioning, dozens of minutes, although their own mineral water, but in the face of the elderly and some kind customers, their own with our cup, drink the customer's mineral water or tea, including the use of the user's disposable cup, this is not a big deal, will not bring inconvenience to the customer.

This is not only our enterprise is the respect for our staff, but also a choice that is more in line with human nature, who ignores and violates human nature, who does not appreciate the true meaning of management. ”

"Management is ruthless, but management must also be logical and humane, otherwise the meaning of management will be lost;

The brand is abstract, but the brand is also in every detail, and it is necessary to pay attention to the different characteristics of the industry.

Including Hailan's real estate, we should take into account the image of the family, not just the Hailan brothers, the pharmaceutical industry should also take into account the relative independence of the sub-brand, whether the catering industry should continue to expand, whether it is helpful for our brand, or just to make money, after this we will, the executives should come up with their own opinions.

Some small household appliance brands should take into account the overall home furnishing and color collocation, which are all things we should pay attention to. Including how to face the Internet and apply the Internet, should be included in the topic, Cui Ning gave us the direction and method, for which I once again express my gratitude to Cui Ning and his company."

The two-and-a-half-hour meeting, because it was close to noon, was running out of time for the second one, so when Cui Ning's team walked out of the Hailan conference room and met the team of another company in the corridor, the team's face was not good-looking.

Cui Ning took a few people out of the office area of Hailan under the leadership of Hailan's service reception staff and walked to the street, Huaxia first stretched out his thumb:

"Mr. Cui, you played really well on the spot, and you really know Hailan, if it weren't for Chairman Yu's name discussion, I think many people would not dare to speak, and several executives do not have a comprehensive grasp of a lot of information as you"

Cui Ning stretched his waist and said, "I don't dare to speak because I don't know what Chairman Yu's conclusion is, what his opinions and attitudes are, not my performance problems."

However, I have been in Hailan for so many years, and I do know more about the company, which is a fact, including the chairman, other companies lack this advantage, and the time for the second company's proposal and discussion is estimated to be an hour, so it is normal to complain about us."

"You can't blame us" Zhang Dahai has always been quick to say, "Chairman Yu wants everyone to speak freely, and then the time can't be controlled"

"Okay, the proposal is over, I arrived too late last night, I didn't take you out to see, today I will take you to see the sea, eat seafood dinner, and drink the freshest Green Island beer"

"Great."

The wind of Green Island is warm and comfortable, and the sea of Green Island is also *, the seaside in the morning blows with the salty taste, and the blue sky is at a glance, which makes people feel refreshed.

People must work to live, but work is not necessarily for living, many people have not really seen a mountain, a sea, a flower and a spring in their lives, whether it is because of poverty or busyness, it is also a kind of helplessness.

Cui Ning has learned to be quiet and appreciate nature since he was a child, so he took everyone to take a walk on the seaside to have a look, and by the way, he talked about some of the modern vicissitudes of this ancient city and learned about the culture and charm of different cities. In fact, Cui Ning does not want to cultivate so-called directors and department managers who write plans with their heads down, but young people who really know how to live, although he has an indifferent personality, it does not mean that he does not love life. On the contrary, Cui Ning is an entrepreneur who truly loves life and knows how to cherish the ordinary.

After walking around the sea for more than an hour, Cui Ning and his team chose a seafood restaurant not far from the sea, ordered more than a dozen dishes, tasted the most distinctive seafood flavors, and prepared to tell everyone about Ona.