The 15Th China Brand "Golden Elephant Award" Annual Finals: In The Digital Era, Diversified Brand Reconstruction

Under the impact of a sudden epidemic in 2020, brand building and remodeling are facing new challenges.

On December 20, 2020, the 2020 China brand value management forum and the 15th China brand "Golden Elephant Award" finals and award ceremony, sponsored by 21st century economic report and co sponsored by Genyuan consulting, were held in Shanghai Grand Hotel on the Bund as scheduled.

This forum, which has been founded by 21st century economic report, academic institutions and professional brand organizations in various fields since 2005, has witnessed different demands of brand construction in different periods. This year, under the superimposed epidemic situation, brands are facing more diversified and complex situation.

"Brand is an important embodiment of the comprehensive competitiveness of enterprises and even the country, and is the direction of upgrading the supply side and the demand side. Under the influence of a sudden and global epidemic, the conventional consumption scenario has changed greatly, and we have entered a new consumption era. " Deng Honghui, deputy editor in chief of Nanfang financial all media group, Secretary of the Party committee and chief editor of 21st century news, said in his speech that in view of the needs of epidemic prevention and control work this year, the case review was carried out in the form of submitting self-made case presentation video and PPT, and scoring by experts and judges of the organizing committee, "the new consumption era calls for new brand practice and brand creation. Today, we gather together to explore the latest development trends of the industry and learn the successful experience of brand practice by mining the excellent cases of the year. "

On December 20, the 2020 China brand value management forum and the final and award ceremony of the 15th China brand "Golden Elephant Award" were held in Shanghai Grand Hotel. Information map

Competition of six brand cases

It is reported that this year's "Golden Elephant Award" of Chinese brands has been highly concerned and actively participated in by the brand marketing circle. The jury has received more than 200 applications from outstanding enterprises, involving dozens of industries, such as mobile Internet, 3C, FMCG, finance, automobile, e-commerce, Ota, real estate, daily chemicals, clothing, mother and baby, medicine, wine and other industries. The jury comprehensively considered the rigor, creativity, effectiveness, reference and guidance value of each case, and strictly scored the cases, and selected 52 shortlisted cases.

On the morning of December 20, the main creators of the six best cases shortlisted in the "annual finals" gave wonderful case elaboration and defense on the spot, and the judges and experts commented and scored the cases one by one, and the scene corner was expelled from the highest honor award of the year.

Zou Mingjun, general manager of G Project gravity plan, stressed in his presentation of the case "cross border marketing of baiqueling x Forbidden City", that the post-90s and '95's have become a new consumer force, "we hope to bridge the understanding of brand, consumers and culture through a case. In the whole communication planning, we used some hunger marketing mechanism in the back to complete the story telling, so that cosmetics really have the feeling of jewelry. " From a number of capabilities to help brand building, respectively, content marketing, experience marketing, performance marketing, consumer driven and so on.

Wei Wei, from yingruida, told the case of "high energy detective" on Mead Johnson's overseas x-koala super product day, said that under the background of a third reduction in the number of newborn babies and 20% - 30% closure of maternal and infant stores, "marketing methods need to be greatly changed". Mead Johnson has developed a transformational marketing model "Dar e" for the epidemic situation, which can be transferred to the door shops through data, and then the actions of re purchase and fission after purchase. According to the very young marketing to touch, we hope to create low-cost repurchase and low-cost pull new cases for the industry. "

Shi Zheyuan, chairman of Guangzhou cross thousand aircraft Co., Ltd., shared his case of using UAVs to explore the sky, "crossing the airspace of 1000 aircraft UAVs to create a scientific and technological landmark of China's hundred cities and thousand landscapes", "the concept of airspace landscape media proposed by me in 2016 has made the application of the sky with UAV technology, programming technology and cluster control technology. The breadth and height of the sky are needed by brands. We use the method of artificial intelligence to control more than one machine, and one system can control 60000 UAVs for application in the sky. "

"China Unicom International x let you and I re connect under the epidemic situation" is a display case brought by Guangdong advertising group. "If 2019 is the first year of 5g, with the emergence of the epidemic, 2020 will be the outbreak year of 5g. In order to overcome the epidemic and recover rapidly, telemedicine, education and office have played a huge role. We hope that through the global online partner conference, smart Internet and cloud network will be integrated to break the communication dilemma under the epidemic situation, so as to tell China Unicom around the world to re connect the world with a new house lifestyle: even though the epidemic can divide us, now you and I are still connected. "

He Lin, from Shanghai guijiu, opened with a radio program, sharing the case of "my 100 kinds of confessions to Shanghai" made by Shanghai guijiu and Shanghai radio on May 20, "how should a new brand appear, what kind of communication channels should be selected, and how to launch this voice campaign? This is an advertising brand case completely planned and completed by the brand owner. In order to reach every consumer more quickly and let more urban residents hear it, we chose radio. "

Guan Zhixian of Pacific Insurance shared the "little pay, only for this moment - China Taibao and China Women's volleyball brand marketing case". "For a state-owned financial group like us, which is already one of the top 200 insurance companies in the world, what kind of brand symbol and logo is the most suitable expression for us? With the spirit of sports, sports team is a good choice for us. Our cooperation period is more than four years. We can combine brand marketing with corresponding scenes in all international leagues of Chinese women's volleyball teams. This brand cooperation has brought very good conversion rate and achieved very good results in the marketing period. "

The results of this golden elephant award were announced. The "cross border marketing of baiqueling x Forbidden City" of Shanghai baiqueling Daily Chemical Co., Ltd., the "little pay" of Pacific Insurance, just for this moment -- the marketing case of China Taibao and China Women's volleyball team, and the "Shanghai precious wine · my 100 kinds of confessions to Shanghai" of Shanghai precious wine won the gold, silver and bronze awards respectively.

Digital reconstruction of brand

In the digital age, scientific and technological innovation brings more imagination to business and fundamentally changes the relationship between brand and individual. The role of brand is changing from "individual supplier" to "individual symbiont". The communication methods of publicity and sales are also turning to dialogue and interaction in real scenes.

Zhou Wen, the co-founder and CEO of Genyuan consulting, summarized the characteristics of 6 cases that were shortlisted in the finals. First, the competition cases have achieved the transmission of the overall image of the brand to the public; second, the competition cases reflect the characteristics of the brand from the business and products; third, all brands are trying to establish communication with people with brand symbols. "In the digital age, there will be many models. In these aspects, we also see that these brands have very good practice today."

Chen Fuguo, chairman of Genyuan consulting, said at the award ceremony that every year, nearly 100 enterprises from dozens of industries participate in the "Golden Elephant Award" of Chinese brands, presenting excellent brand building cases of that year. This also builds a wide-angle picture of Chinese brand development, so that consumers can clearly see the changes of new business model in the digital era and explore the significance of each individual To build a bridge between brand and people's heart with cultural symbols.

Bai Changhong, Dean of the Business School of Nankai University and founding director of the school of tourism and service, said that the digital era has brought more momentum to brand building, such as new media channels, communication methods, expression methods and symbol ways, but also brought some de medium efficiency. Moreover, brand information package is becoming more and more complex. It not only represents the symbol of an enterprise, but also can be the value outlook and value orientation of an enterprise. Therefore, to understand the brand now, we can't understand it in the past.