Into station B, straight to the waves, 28-year-old Libang China is young.

The beginning of the school season is coming, with this excellent marketing topic, the major platforms and brands have begun to brew related actions.
Station B, the gathering place of the new wave, has also opened the school season without exception.
this year, B station "opening big war" activities to "refresh youth" as the theme, the platform draft, and invited a number of head UP master from different angles to interpret the theme, expand the radiation area of the activity.
For Station B, the draft activities of the start of the school season are a "routine" that never falls, but this year's special thing is that in the choice of partners, Station B abandoned the fashion, fashion label of young brands, and chose the traditional paint brand Libang - this seems to be "out of line" with the student group.
It's an unconventional hand-in-hand, and what's unusual about it is that you can figure out the intentions and thinking of both partners: for Station B, as young users grow, their consumer needs become more diverse, and the adjustability between traditional brands is increasing, which has considerable room to tap;
Libang borrowed the topic of the opening school season, want to communicate with the younger generation its "refresh life every moment" brand proposition, the so-called "refresh youth", in fact, Libang such a traditional enterprise "refresh brand" an attempt.
at a time when the consumer market is changing, 28-year-old Libang wants to be younger.
ambition to become younger is similar to most traditional brands that started in the 1990s, Libang has accumulated a high market share and consolidated its position in the industry over a long period of time, but is also freting about brand upgrades in the new consumer environment.
China is part of the Singapore Time Group and was founded by Chinese entrepreneur Wu Qingliang.
1990, when China established state-to-state relations with Singapore, the same year, the Time Group began planning to enter China, the word "Libang" came into being.
since it officially entered China in 1992, Libang China has been the largest paint company in China for 22 consecutive years, and has established the Chinese market as the largest market in the world.
According to its 2020 Q2 results, Libang China's second-quarter sales revenue and operating profit accounted for 40% and 72% of the Group's total revenue and operating profit, and the Chinese market is the main contributor to the Group's revenue and profit.
thanks in part to the rapid development of Libang China, Libang Group ranked fourth in the "2020 Global Coatings Enterprise 100 List" published by Tujie.
Libang China's current level of operation and industry status, thanks to years ago bet on China's accurate judgment, as well as technology, brand and other advantages, such as the first introduction of "net taste" concept and series of products, "environmental protection", "0 VOC", "non-toxic tasteless" and other concepts into the public eye.
addition, in the marketing of insight and investment, is a major weapon for Libang to seize the Chinese market.
entered the Chinese market, Libang hit the ad.
1993, Libang thed $30 million in advertising in Shanghai, and in 2008 Libang won two units of A-sections before the CCTV 1 focus interview.
Libang is a traditional brand in the extreme emphasis on marketing enterprises, in addition to advertising, Libang also tried to build brand strength through a variety of in-depth activities, such as since 2009 to carry out "for love color" public welfare activities, host the "Future Star" young designer competition, the title of home improvement category variety "Dream Transformer", "New Home" and so on.
the various forms of marketing activities, is Libang to paint service providers as the goal, has been hoping to build a richer brand connotation.
in 2011, Libang put forward the brand proposition of "Libang, refresh your life" and expanded the concept of homewear to "accompany every consumer to refresh every stage of life".
2014, Libang proposed an upgrade to the "MORE THAN PAINT is more than just paint" brand, moving towards a full range of coatings service providers.
Libang in the past development experience has been striving for brand upgrading, driving its investment in marketing, the root cause is the Chinese market more than 20 years of change.
process, both the enterprise decision path on the To B side and the consumption environment on the To C side have changed dramatically.
At present, with the rise of Generation Z, the migration of the consumer scene from line to line, the development of new consumption concepts, the big consumer circuit is in a huge change - to remain competitive in the changing market, innovation is the only solution, Libang's traditional To C enterprise operation mode and brand image, need to be a breakthrough upgrade.
To refine the overall changes in the consumer market into the paint industry, Zhong Zhonglin, president of Libang China, predicted three major trends in the development of the paint industry in the next decade: First, product sales will be online, offline mainly to undertake services and construction; Product innovation speed will be a big step higher than now; third, China used to sell paint is the decoration of the required category, but now the rapid repair products have begun to rise, such as Libang small can paint, blackboard paint, projection paint, casual painting and other personalized products, so that consumers can do their own brushing.
the above three trends, its essence is still to meet consumer demand, improve business efficiency as the core, which is consistent with the current trend of the entire domestic consumer market.
brand innovation based on these trends is the innovation that traditional brands have to make in order to maintain their dominant position in a market economy that is gradually dominated by young consumers.
Libang is also driven by the above trends, constantly refresh the brand, actively embrace the changes of the times, the service positioning from paint manufacturing to full-service extension, and through the establishment of research and development center to accelerate the research and development, manufacturing of intelligent process, in addition, Libang also through the introduction of new consumer properties of small can paint and other products to meet the needs of young consumers.
libang to borrow the B-station platform to communicate with young consumers, is an important attempt in brand innovation, which can be seen Libang's determination and ambition to pursue brand youth.
, how exactly will Libang's "refresh brand" plan be implemented? Did the young people buy it? Libang "breaking the circle" road as of the draft, Libang and B station jointly launched the "refresh youth" draft activities are under way.
B station is currently the most prominent youth culture label community, as of this year Q1, B station has 172 million monthly live users, of which 18-35 years old users accounted for up to 78%.
The May 4th Youth Day, B Station launched a speech video entitled "After Wave" landed on CCTV, through this powerful marketing campaign, B Station once again its community attributes and young groups strong binding.
, libang's platform choice for this marketing campaign, you can fully feel its intention to break the circle to reach young consumers.
On the one hand, Libang will be the main battleground of the event in the back wave gathering place B station, but also try to promote the discussion of topics on platforms such as microblogging, on the other hand, in the marketing mode, Libang and B station a number of head UP master content cooperation, further accurate reach to young audiences.
B station, which has 7 million followers, shared some experiences and suggestions for upcoming student fans in a recent video, via a fan question-and-answer session. At the end of the
video, Cool Wind Kaze humorously interprets the concept of "refreshing life" with a vivid approach - brushing off life keywords such as "obesity", "autism", "decadence" and "staying up late" written on plaster with Libang can paint, and rewriting life goals such as "enjoying", "living", "active" and "fitness".
addition, my appearance is flat, jing Hanqing, Bi guide TEU and other three head UP master, will be from the refresh attitude, refresh emotion, refresh skills and other aspects of the interpretation of the theme of activities.
in this way, Libang communicates its "refresh every moment of life" brand proposition to young users.
this time with B station linkage, is Libang in the brand marketing of another breakthrough.
mentioned above, in the development process of Libang China, marketing is one of its important weapons, Libang has been combining the needs of the times and their own functions, and constantly carry out brand innovation.
libang China was founded at the beginning of the huge investment in advertising, gradually into a variety of arts as the host of the situation of in-depth content cooperation.
Libang has sponsored Oriental TV's home improvement program Dream Transformers, which has been a partner since the first season of the show aired in 2014.
"Dream Transformers" program in addition to home renovation, focusing on the improvement of the participants' living conditions, trying to convey the values of humane care.
Libang as a paint brand, in the home to display product features and quality at the same time, but also to the program to convey the values and brand ideas combined, such as in the latest season of 2019, the program's core concept "for love to refresh, for the dream to change", is the interpretation of the opposing State brand proposition.
another home-made life network comprehensive "on the artisans to change the new home", the same is the exclusive title of Libang.
And the previous variety show is different, "on the artisan new home" aimed at the young audience, the owners involved in the transformation of home improvement, including the second house men, shoe control tide men, girl idol groups, etc. - this is in addition to this cooperation with Station B, Libang in the brand younger one step earlier attempt.
In addition to the title of variety, Libang also to the public welfare, art and other human values as the core, launched a number of activities, and constantly enrich brand building: Libang and short video production platform a hand in hand, the launch of the "Global Famous Painting Tour", through this high-quality advertising to enhance Libang brand sense of art, the advertisement won the 2020 Golden Lion International Advertising Film Award Launched the "Color for Love" public welfare project, as of 2019, a total of 31 Libang primary schools and 298 art classrooms, painted 322 color campuses, hosted the "Future Star" youth designer competition, to guide young designers to focus on design and the current urban development environment, and provide them with a greater display platform and opportunities for international exchanges.
Libang" for love color " public welfare project Libang a series of brand innovation activities, well in line with Libang "not just paint" positioning - in addition to increasing service diversity on the product side, in brand building and social responsibility, Libang has done far beyond the scope of a paint enterprise's business, its brand attributes in the cohesion of more human care and social value.
Libang shows that a traditional enterprise in brand innovation in the continuous practice and exploration.
the above-mentioned case observation, Libang adopted the brand innovation methodology, has always been based on the public acceptance of habits and changes in the consumption environment.
On the one hand, The channels of Libang reaching new consumers are constantly changing, from the initial television advertising, star variety of the core of the mass media platform, gradually to the new media migration, involved in the network broadcast variety and short video media.
this cooperation with the B-station platform and UP master is another breakthrough in Libang brand marketing from one-way to interactive, so as to communicate more accurately and efficiently with young users.
On the other hand, Libang brand marketing content is also innovating, combined with the preferences of young users, with the network content to make a new interpretation of the brand concept, in cooperation with B station UP master content, Libang reflects a more humorous and inclusive brand attitude, which further closes the distance between young viewers.
From Libang's brand marketing methodology, more traditional brands can get some experience and inspiration, but it is worth Libang and all traditional brands are wary of - brand youth is not equal to the use of network language to sell, network content also needs to meet the depth of the brand.
in the process of brand innovation, the need to retain and revitalis the brand's heritage, core and values.
Take brands such as Coca-Cola and Oreo, which are still young and well-respected by young consumers after a hundred years, and at the heart of which is the constant brand culture they convey as they take advantage of the ever-changing elements of youth.
therefore, the so-called "brand youth", youth is only a means, the brand is still the core, if in order to lose the connotation of the brand, will not be worth the loss.
this as a criterion to judge Libang's marketing campaign, in cooperation with entertainment to UP owners, Libang in adhering to the "refresh life" brand proposition to carry out a positive value transfer.
brand proposition, is Libang more than 20 years of brand connotation constantly enriched, user awareness and trust continue to improve the basis.
In an interview, Zhong Zhonglin explained Libang's insistence on brand propositions: "Doing refresh service is a very important brand proposition, Libang is not relying on refresh service to make money, and ultimately make money or paint sales."
but chose to use Libang paint, 95% because they like Libang's brand ideas, while consumers like this brand proposition will also promote enterprises to create market demand.
" Zhong Zhonglin said, if you want to be infinitely close to market demand, the brand still needs to continue to upgrade.
in the changing consumer environment and habits, how to keep the brand young is a state and all traditional brands to embrace the times, to maintain the advantages of the necessary considerations.
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