On June 6th, the 2018 China Content Marketing Festival and the Jincheng Awards Ceremony, sponsored by “Successful Marketing” magazine, was held in Beijing with the theme of 'grabbing marketing C'. From advertisers, agents, media, marketing platforms and Nearly a thousand guests from various brands gathered at the scene. TCL, as the creator and leader of the global marketing pattern of Chinese brands, was honored with the 'Annual Content Marketing Grand Award' and 'The Best Social Marketing Award of the Year' at this event. , 'Best Film / Short Film Marketing Bronze Award' three awards. Zhang Xiaoguang, general manager of the brand management center of TCL Group, was invited to attend this ceremony and delivered a keynote speech titled “Value Marketing in the Brand Globalization Strategy System”. For the first time, he shared the core meaning of the TCL brand globalization strategy innovation to the outside world. Big country brand value marketing classic case.
TCL Powers Global Integrated Marketing Wins 'Annual Content Marketing Grand Award'
Took the lead in proposing the context of the era of 'Values Marketing'. The big country's brands will occupy the marketing C position.
At the beginning of the ceremony, Zhang Xiaoguang took over the highest gold content from the founder of the Vanke Group, Wang Shi, and was extremely authoritative in the industry's 'Annual Content Marketing Grand Prize'. In the subsequent speech, Zhang Xiaoguang stated that Culture is the soul of a country and a nation. To spread Chinese culture and shape the external image of Chinese culture, enterprises and organizations are the most powerful 'organisms'. In recent years, Chinese companies have become increasingly aware of globalization, and the era of comprehensive 'going global' has come. With the 'One Belt and One Road' initiative and the deepening of the opening up strategy, Chinese companies are also embracing the best period of globalization. In the opening speech of the 2018 Boao Forum for Asia, it made it clear that the door to China's opening will only grow bigger and bigger.
Zhang Xiaoguang thinks: 'As the country enters a new deepening opening-up development cycle, it calls for new values shapers and participants. In addition to CCTV and other core values export platforms play a guiding role, companies should also take responsibility, participate in public opinion and In shaping the value system, corporate development values should be highly matched to national values.
Wang Shi, the founder of Vanke Group, awarded Zhang Xiaoguang 'Annual Content Marketing Grand Prize'
Since 2017, TCL has launched a series of actions that use Chinese brands as its carrier to tell Chinese stories and deliver Chinese values. TCL’s exclusive title is CCTV’s “Great Power Brand”, with “Road”, “Hang”, “Ma Tianyu”, and “Times”. “The four chapter series of documentaries landed on CCTV, showing the story behind the globalization of TCL. After cooperating with the “Great Power Brand”, TCL launched a series of pioneering and innovative marketing initiatives, through 'Program Sponsorship' + brand documentary + full three-dimensional The advertising, linkage and cooperation, through the content to open up multi-dimensional platform, to achieve a strong exposure of the TCL brand, to reinforce the 'TCL = big country brand' brand impression.
TCL Powers' global integrated marketing relies on the advantages of the platform to convey the company's development history, products, technology, and corporate values at multiple levels and in multiple dimensions. With the help of TCL Global Brand Ambassador Neymar and TCL global brand spokesperson Ma Tianyu's super IP overlay, TCL will The company’s corporate values, integrated into national values, have been highly recognized by the media, industry and consumers. Continuous harvest of the Golden Mouse, Golden Bee, IAI International Advertising Award, Tigers Award, China Advertising Annual Digital Awards, Jinyuan Awards and many other industry awards.
Innovative brand strategy Global construction of TCL brand helps global development
Brand marketing needs to follow the brand strategy and serve the corporate strategy. Strong corporate brand boosts strong national brands. Relying on the Belt and Road initiative, the Nineteenth Congress convened, deepening the opening up strategy and other new era opportunities, Chinese brands ushered in brand global Century-old opportunities.
In 2017, based on the 'two-wheel drive strategy' of 'double+' strategic transformation and globalization, Zhang Xiaoguang led the team to gain deep insights into the industry's development trends, lock in the brand opportunities presented by different global markets, and comprehensively comb the TCL brand globalization strategy. Pioneering innovation initiatives , On the basis of existing branding and marketing methods such as sports and entertainment, it took the lead in incorporating value-based marketing into the group's brand strategy, forming a clear and efficient tactical combination, further consolidating the construction of the TCL global brand.
Zhang Xiaoguang deeply interprets the highly matching of TCL's corporate values and national values
Xiaoguang Zhang believes that the ultimate product strength, technology and innovation, leading manufacturing capabilities and comprehensive upgrade of the industrial chain are the driving engines for the strong promotion of Chinese brands. TCL is in artificial intelligence and big data, new semiconductor display technologies and materials, smart manufacturing and The active deployment of new technologies such as the industrial Internet; TCL’s flagship products continue to win international awards; global manufacturing bases and joint ventures provide TCL with comprehensive protection for local development on a global scale.
Zhang Xiaoguang further stated that to enter the global market and compete with the top tech giants in the West, we must consider our brand value output in a global way of thinking, export the brand culture, carry out global brand marketing, and quickly build brand awareness. Degree, practicing cultural self-confidence, will use successful overseas Chinese brands as an important platform for promoting Chinese culture and promoting cultural self-confidence. In this process, TCL's nineteen years of globalization results are very useful for Chinese brands to come 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 agencies in more than 80 countries and regions, and operations in more than 160 countries around the world. As the first batch of Chinese companies practicing the “go global” strategy, TCL’s overseas operations currently account for 49% of the group’s overall revenue. TCL is undoubtedly a truly global company.
Initiated the 'Value Marketing' Initiative to take the lead in the New Age context
In the context of the new era, the development of Chinese companies has been integrated with the development of Chinese society. The corporate fate community and the national fate community have been one of the top-level design languages for China's future development. Therefore, Zhang Xiaoguang called for more. Many Chinese companies and brands use value marketing to demonstrate Chinese brand self-confidence on the global stage, using new atmosphere, new look and newness to make the world better understand the power of Chinese brands.
As a 37-year-old brand, TCL actively responds to content fragmentation, brand fission, new environment for radical changes in marketing communications, innovation and transformation, dual-innovative advertising through content and channels, entertainment marketing and sports. Strategies such as marketing, shake global IP resources to cover strategic markets. At the same time, it forms mutual support with the regional hotspot IP and integrates national values, corporate values, and IP values 'three views' to create a global brand value marketing pattern..
In terms of global advertising layout, TCL utilized 15 countries along the One Belt One Road route, global creative projection show, 2018CES exhibition advertising, etc., to enable consumers in more countries to learn about big country brands and become a classic example of innovation in the advertising industry; entertainment marketing, TCL Through the title of Hollywood China Grand Theater, which occupies the global entertainment and marketing heights, it has continued to cooperate with Hollywood films such as Super 8 and Justice League. In sports marketing, TCL has focused on the most influential sports in both worlds: football and basketball. The pace of globalization and user iterations, signed with the world's top star Neymar, for the sports year of the tournament to create a miracle.
As a pioneer in the globalization of Chinese companies, TCL has always practiced the brand marketing strategy with a global perspective. With the brand globalization strategy innovation, TCL's global brand image has become increasingly solid. In the future, TCL will export global values as the driving force of marketing innovation, continue to promote the global construction of the brand, and assume the mission of exporting the global value of major brands..