Marketing: is there any "secret collection" in marketing?

Core tip: when it comes to "secret collection", we naturally associate it with the protagonist of martial arts novels: when he first entered the Jianghu, he seemed to be very stupid and naive By chance, he got a secret collection of martial arts in a deep mountain and old forest After being instructed by an expert or hard learning by himself, he learned peerless martial arts From then on, he changed the dilemma of being bullied by others With such peerless learning, he walked alone in the Jianghu and punished others This is Jin Yong's martial arts routine It's a kind of reality that people can't change for a better life Shenyang steel structure fireproof coating construction expert punde Building Fire Engineering Co., Ltd Recommended introduction: since its establishment, Shenyang punde Construction Fire Engineering Co., Ltd has cultivated a group of professional construction teams with excellent equipment, rich experience and serious responsibility with advanced and scientific management methods and strict engineering quality assurance and after-sales service system It has undertaken a number of fire system installation projects, which has been praised by customers Every idea and special requirement of you will be fully considered by us and fully realized in the construction technology, which will become the cornerstone of our successful long-term development We are looking forward to your invitation, to provide you with quality services and high-quality technical support! All construction coatings have passed ISO9001 Home of coatings: When it comes to "secret collection", we naturally associate it with the protagonist of the martial arts novel: when he first entered the Jianghu, he seemed to be stupid and naive By chance, he got a secret collection of the martial arts in a deep mountain and old forest After being instructed by an expert or hard learning by himself, he learned peerless martial arts From then on, he changed the dilemma of being bullied by others By virtue of such peerless learning, he walked alone in the Jianghu, punishing evil and promoting good This is Jin Yong's routine It's a yearning for a better life or a reality that can't be changed The current popular "through" TV series have been criticized by the State Administration of radio, film and television, which more or less reflects people's confusion about the reality and the future They need to find a kind of psychological comfort and spiritual sustenance The deep reason is not so much "free expression", but that people seek another spiritual and psychological "realization" based on the huge gap between ideal and reality Marketing "secret collection" and so on come back from the Jianghu, the reason is similar to "crossing", because people have high expectations for today's marketing, but the reality is that most of the marketing methods and strategies do not work, or have little effect At this time, we need to find a kind of confidence and psychological comfort, so "secret collection" comes Read through the novel, has nothing to do with elegance, but marketing secrets of the return of the Jianghu, I think it is marketing regression! At least, I felt confused and lost a sense of direction There are two "extremes" in marketing: one is the sign of returning to "ideas"; the other is that strategy and brand are superior and supernatural More than ten years ago, a very popular myth was: a creative "saving" an enterprise, then the "idea" company was very popular, and then came up with the concept of strategy, brand, system, specification, etc., then it became more and more mysterious and mysterious A brand plan, a copy of the whole text, was created and explored to a high degree, but it seems that We all enjoy it Yanbi brand, Yanbi strategy, but on paper, useless, as time goes by, enterprises to do these paper programs, "high above" planning company away Going to both extremes is not a good thing After all, an idea is a "technical" thing No matter how good an idea is, it can't exist without the enterprise as a system In many cases, the direction is wrong The more it is executed, the faster it will die Good ideas, good ideas more need to match with the enterprise strategy and marketing system Secret collection is a kind of "retrogression", but also a misleading way to find secret collection The root cause is laziness and want to take shortcuts This is a misleading concept for enterprises or marketers, which makes them feel that there is a way to achieve their goals and achieve success It's also normal for this idea to come into being The whole society is racking its brains for the growth of wealth and GDP In this way, the relevant departments can separate the public from the relationship? In this environment, the impetuous group can only find a way to achieve rapid wealth growth, which is known as "secret collection" "Secret collection" is the embodiment of utilitarian psychology Everyone hopes to make achievements and get recognition in their work, but not everyone's work can exceed the expectations of the company or leaders In the long afternoon, many people will naturally lose patience, their psychology will waver, or they need to get power support from the outside I remember when I first entered the first company, the general manager asked: you work very hard, a few years later, you still haven't been promoted, what should you do? This problem is very representative After entering this company, I have thought about this problem for a long time Now my experience is that: first, such a company should be very suitable for young people or novices who just enter the market, because relatively speaking, the company is more standardized and the performance pressure is not very big, that is to say, there is a certain buffer for novices Second, with the buffer time, it will be strengthened in the aspects of standardization and systematization, which will be more helpful to the promotion of marketing career space I think it is better to learn the "official history" first than the "unofficial history" first when entering the marketing industry A lot of salespeople definitely feel that they don't care In their experience, sales is just eating, drinking and playing In this process, everything is OK In fact, the specialization is getting higher and higher, the degree of marketization is constantly improving, and there is less and less space to survive by this way Of course, we have to look at the industry! I hope that the concept of marketing secrets will not occupy the dominant position of your marketing thinking and career Marketing needs common sense Marketing without secret collection is the summary and promotion of practice But marketing theory can also guide the practice of marketing in turn This is the dialectical thinking of Marxist philosophy In fact, in our business circle and our marketing career, we often make mistakes, many of which are common sense For example, enterprises often want to create a market that has no products or models at all and think that they can earn money based on them But after a long time of exploration, it seems that they have found a new product, new category or new model, but do not earn money Why? I think it's probably because of several reasons: one is that the new product category is due to misjudgment and has no attraction to consumers; the second is that the new model is too advanced and people don't understand it, so it has become the "martyr" of the market; the third is that the market segmentation is ineffective, such as the toothpaste for men and women of nays; and the last is that some products, such as the health care drug, have complex mechanism, so it will make mistakes in marketing or communication alone, such as "Failure" of golden wine promotion "Secret collection" is only a flash of "spirit light" at some time A few days ago, he had a dinner with the boss of a cultural company During the dinner, he said: to be a cultural industry or an advertising industry, you need creativity, that is to say, you need inspiration What inspiration? Can it be called "spirit"? It's from the top They all believe in Christianity, in God I dare not say that what he said is wrong, but he does not fully accept it I think that inspiration comes from knowledge, experience and common sense, especially the experience and perception of life There is no shortcut in marketing, there is no shortcut in methodical marketing, which is also common sense, but there are "high people" in marketing A lot of people ask me, what do you mean by "high man"? I generally define them as: those who regard you as "their own people", have the ability and willingness to help you, and substantially have a positive impact and impetus on your career in marketing There is no shortcut, which is to tell ourselves not to hope to become an omnipotent "marketing genius" overnight That is to say, we should have a good mentality and be able to study, accumulate and precipitate Secondly, we should have certain opportunities and coincide with them Sometimes "superior people" or "opportunities" can not be met Of course, we need to strive for them more often Thirdly, although we have to However, there is no so-called "secret collection", but the basic theory, tools and methods of marketing should be mastered, because these analysis methods, theories and tools can make us more efficient and closer to the essence of problem-solving Standing on the shoulders of our predecessors, we can see further Drucker said: "there are many deficiencies that no one can find by himself, and we must have the guidance of experts; there are seven lessons in my life, one of which is: the guidance of experts." 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