On December 15, the 14th China Marketing Ceremony sponsored by Sales and Marketing magazine was officially held in Beijing International Hotel. The ceremony announced the winning cases of 2016 China Enterprise Marketing Innovation Award and 2016 China Golden Ding Award Outstanding Person Award. Hundreds of brand owners, marketing personnel, media researchers and other related industry colleagues came to this ceremony to witness the annual marketing ceremony exclusive to the whole industry.
It is reported that this China Enterprise Marketing Ceremony and China Golden Triding Awards have a wide coverage. Many first-tier brands, marketing agencies and industry leaders won the awards. Is it a popular expectation or a surprise? Let's get a look at the winners!
2016 China Golden Tripod Award
Outstanding Marketing General Manager Award
Wu Songhang General Manager of Milk Powder Division of Beijing Sanyuan Food Co., LTD
Only by starting from the root, can we solve the essential problems in marketing. If the concept of "good milk powder standard" is put forward to pave the way for the marketing of domestic milk powder from a strategically advantageous position, then leading the integration of the whole industrial chain is really the implementation of "good milk powder standard" into practice, which is the winning weight of three-way milk powder to break into the market.
Confucian general! Wu Songhang deeply investigated channels and terminal markets, and put forward the standard marketing concept of good milk powder and the "three-five work method" of terminal success, which rapidly improved the brand recognition and reputation of Sanyuan Milk powder, and led the marketing team to achieve the performance of countertrend growth in the declining situation of the overall milk powder market! The China Golden Tripod Award is well deserved! Expect him to continue to do a good job in Chinese milk powder, leading the healthy development of Chinese dairy industry!
Pei Zhuxiang, General Manager of Brand Division of Pelaya Cosmetics Co., LTD
As a marketing veteran engaged in the fast-moving consumer goods industry for 18 years, Pei Zhuxiang has led the brand team of Pelaiya from CS channel sales to rapid rise in the cosmetics industry, and built an omni-channel distribution network covering more than 30 cities in China, covering nearly 15,000 sales terminals, becoming a first-class cosmetics brand in China. It has established the leading position in the beauty market of China. Under his management and coordination, the three channels of Pelaya CS, supermarket and department store cooperated with each other. At the same time, with the help of external forces, Pelaya formed complementary advantages with its own team, and successfully opened a new marketing situation of three-dimensional channel and product cross structure, as well as linkage integration of resources. With a deep understanding of the core of brand competition, insight into the changes of consumer demand, and active adjustment of channel structure, Pei Zhuxiang fully reflects the maximum value of marketing people with marketing achievements.
Liang Fuwei, General Manager of Marketing Center of Stanley Agricultural Group Co., LTD
Adhering to the marketing idea of "brand is the foundation, channel is the key, and the decisive victory is in the terminal", Stanley opened the button of transformation and upgrading of brand, channel, capacity layout and other aspects, injecting the blood of continuous innovation into the traditional fertilizer industry.
As the general manager of Stanley Marketing Center, Liang Fuwei, with his profound insight into the agrochemical industry and precise understanding of the target consumer market, deeply cultivates the market segmentation through fine marketing and separate channel operation of mother and child brands. By reforming the performance management of business personnel, establishing the multi-level management promotion system of the sales system, promoting the construction of the sales system standards, greatly improving the team efficiency and marketing input-output ratio, achieving the national sales champion of Stanley Achievement for 10 consecutive years, and creating the annual sales of more than 10 million bags of popular products "Three safety", the industry leader position is unshaken.
Chen Zhihua Saint Group Co., LTD. CBO
Any successful business is no accident. Using the "barrel principle" to explain, that is, the icon has no obvious weakness. Since Chen Zhihua became CBO of Holy Image Group six years ago, he has implemented more cutting-edge strategic deployment on the basis of the original solid brand. The green industry chain strategy is the first one to be put forward and fully presented and fully implemented in the home building materials industry. He directly supports it to the first-line terminal and becomes the "sharp weapon" in the hands of 20,000 Holy images nationwide.
Besides, the ICONS never hire celebrities to endorse them. In Chen Zhihua's opinion, elephant culture is the most unique culture of Saint Elephant Group, "elephant" is the best totem, and 10 million loyal users is the best spokesperson. In 2016, the group invited the Chinese Women's Volleyball Team to the home of the South Railway Station to witness the strength of China and the strength of the icon. The team finished the game with a sales volume of over 1.4 billion yuan. In the future, the "integration" with young people will be the new focus of Saint and Chen Zhihua's work.
Outstanding general Manager Award
Wang Tongxiao CEO of Jirenle Makeup (Shanghai) Technology Co., LTD
In this era of national innovation, Wang Tongxiao led Jrenle makeup, with a unique home makeup products, the goal is to desire to show self, the pursuit of new and strange, is gradually becoming the main household products consumption after 85 after 90. From tradition to crowdfunding, from consumption to experience, the change of management thinking is unprecedented!
On this basis, Wang Tongxiao also designed and implemented a set of maverick mechanism, so that "manufacturer service users" become a common goal, and developed a series of policies to support dealers service users, pioneering for the industry to establish a common service user thinking benchmark, for the home industry in the new era of the road forward injected a fresh blood.
Man of the Moment Award
Yan Weibin, Chairman of the Board of Directors of Ausnutria Dairy Co. LTD
Chairman /CEO of Ausnutria Dairy (China) Co., LTD
Ausnutria initially started with overseas contract manufacturing, but as the company's business continued to grow and enter the international capital market stage, Yan Weibin realized the importance of milk source control. Before domestic dairy companies moved to overseas pastures, he took the century-old Dutch dairy company Hepnokay into his ownership. Developing dairy is just the first step for Ausnutria, and he wants to do much more than that.
In the era of great health, health products have once again become the focus of his planning. Nutrition Care, a professional high-end nutrition brand in Australia, has been acquired by him. Overseas territory is gradually expanding. What he wants to give Ausnutria is a global industrial chain. With a background in industrial and foreign trade, he is good at overseas mergers and acquisitions and global resource integration. He takes every negotiation personally, which is well recognized by his partners. With unique vision and remarkable personal ability, Yan Weibin has achieved steady development and rapid expansion of Ausnutria under his leadership.
2016 Chinese Enterprise Marketing Innovation Award Special Award
Beijing Sogou Technology Development Co., LTD. - Mobile Marketing Innovation Award of the Year
As the most growth and innovative Internet company in China, Sogou covers 560 million users with its unique product matrix. Sogou continues to strengthen the layout of mobile terminal. At present, it has reached in-depth cooperation with 19 mainstream mobile phone brands such as Xiaomi, Huawei and OPPO. Through pre-installation, more than 200 million mobile phones are searched by Sogou by default every day. Its three core products of input method, search and browser perform well. Among them, Sogou mobile input method has 290 million active users, ranking the third largest mobile application in China. Who said the data will not speak, Sogou with its innovative marketing to cultivate every number has proved his power!
Chongqing Jiangxiaobai Wine Co., LTD. - Annual Industrial Culture Marketing Innovation Award
In the past five years, the brand building and market performance of Jiang Xiaobai has surpassed many traditional classics. The video of "I am Jiang Xiaobai 2016" with a strong character of the founder has been clicked by 20 million. The brand tonality reflected in the video not only locked the real needs of new customers, but also opened a big discussion of personality, ideas, future and other philosophical topics triggered by independent brands. This is a new era for Chinese baijiu culture.
China Tobacco Guizhou -- Annual Cross-border Integration Model Award
Your cigarette combines traditional Chinese "tangerine peel" flavor with the original cigarette flavor, and creates a unique "tangerine peel fragrance" category with "Tangerine peel bursting beads". This is another successful example of Guizhou China Tobacco's cross-border integration of Chinese flavor and cigarette products after the "national wine flavor". China Tobacco Guizhou has developed mature and perfect cross-border product shaping schemes in various links from consumption customs to cultural psychology and even marketing planning, providing valuable practical cases for product and marketing innovation in traditional industries.
Leju -- Annual Award for cross-scene Marketing Innovation
In 2016, Leju fully integrated dozens of offline activities through the PC and mobile terminals, connecting private car, VR aerial photography and live streaming, connecting numerous services such as information, sales and decoration in the form of cross-scene, showing the free switching ability of a large pan-real estate platform in marketing.
Miyougou -- Annual e-commerce platform Marketing Innovation Award
From traditional e-commerce to mobile e-commerce, the innovation of shopping platform is increasingly limited. "Miyougou" in the red Sea of shopping APP a fierce competition pattern, the combination of consumer preferences and product production, in advance sale way, consumers as long as the presale affordable price can buy the quality of full-price goods, to maximize consumer benefits.
"Find friends buy" covers fresh, clothing, creative, festival, overseas and other five types of goods, origin straight hair, transparent shopping, launched within two weeks online 20 goods, 18 sold out, 9567 orders, hit 1.2 million sales, become a mobile e-commerce dark horse.
In this big era of consumption change, mobile e-commerce wailing in 2016, Miyoubuy really achieved a new marketing move, leading the market model, future achievements more unlimited.
Xiyan Food Technology Co., LTD. - Annual Community Marketing Innovation Award
From extreme large products to community marketing, Xiyan transformed "sauce", a traditional marginal category, into an "Internet celebrity", making the marketing vivid and sexy.
The effective use of social marketing tools enables Xiyan to find the best path of zero-distance communication with consumers. Centering on the core user strategy of sense of participation and participation, Xiyan makes the connection hotter and the promotion hotter. With the help of KOL's word-of-mouth recommendation, flexible development of exhibition, tasting, auction, topic discussion, exclusive benefits and other means, Xiyan gives full play to its home advantage in one circle after another, and effectively realizes commercial transformation.
With products as the carrier and Xiyan XIAN space as the extension, Xiyan has built a value chain that integrates production and consumption from products to communities, providing a brand new way for Internet marketing.
Kuli Diamond Ring Customization Center -- Annual new Retail Marketing Innovation Award
In order to meet people's increasing demand for diamond ring customization and to spread the most pure diamond customization culture to China, Curli Diamond Ring Customization Center has adopted the most penetrating online order and offline customization in the Chinese market. Customers can fully participate in the diamond ring customization process through website, APP, public account, physical store and other terminal experience. Products can be quickly and accurately completed within 10 days and reach the hands of customers. Online spot and online customization two systems, based on the Internet, a powerful network trading platform, abandoned the traditional channels, high cost, low efficiency, difficult customization and other problems, truly realize from the terminal to the diamond factory and customers directly exchange dialogue. With high-quality products and services, Kuli Diamond Ring Customization Center has formed a large-scale integrated jewelry operation platform integrating diamond factory, diamond wholesale, Internet system, terminal brand franchise and e-commerce.
i In place -- Annual Mobile Management Marketing Innovation Award
With the popularity of mobile Internet, information and data are transmitted sympathetically at the speed of light. When enterprises are faced with sudden changes in the business environment, the traditional information system supported by the long-period PDCA theory can no longer support "real-time management" and "event marketing". The management system designed by i in place fully combines the management culture of Chinese enterprises: respecting individuals, emphasizing the role of organizations; Because of the matter, light process heavy results. At the same time, it encapsulates complex big data, artificial intelligence and other information technologies into simple services for different work roles in the enterprise and presents them to the mobile terminal. In the most simple and direct way, it can become a close and good helper for daily work of every front-line employee and a capable assistant for managers to gain real-time insight into facts.
These are just the tip of the iceberg of the powerful functions of IPlace. It can not only help enterprises to efficiently link downstream customers, but also provide accurate insight into the market, monitor communication, and finally form financial data from sales, orders, goods, services and other basic operation activities to help enterprises make decisions. What i need to do is to put in place a system like Aegis to help enterprises to take off in the new economy.
TOP10 of China Enterprise Marketing Innovation Award in 2016
Tencent QQ
From PC to mobile, from community to community, from the post-90s to post-00s, from mobile games to emoticons, Tencent QQ has built a multi-dimensional deep user experience mechanism with the "youth zone" as the center. Not deliberately, so that marketing becomes natural and reasonable, and can fully mobilize young people's interest and willingness to try. For a long time in the future, QQ will become the most valuable platform for precision marketing to young groups.
Olin kitchen
What is the pinnacle of experiential marketing? 360 degrees without dead corners to allow users to be surrounded by brand information. Can big box stores do it? Can the specialty store do it? It's all less interesting.
Oulin, drawing on the practices of western durable high-end consumer goods enterprises, built the world's leading intelligent factory, built the most beautiful kitchen industrial park in the industry, planned Oulin Industrial tourism, and took this opportunity to plan the "Oulin Food Shopping Festival", opened the factory door, invited users in, and experienced Oulin's products, enterprises and culture from a distance. Understand the production mode and process of Olene. In the "Oulin food shopping Carnival", the company requires every R & D design staff to take the opportunity to participate in the front line sales, more direct, accurate understanding and mining user needs, so as to improve product innovation, enhance the core competitiveness of the enterprise.
In the experiential marketing design of Oulin, it not only combines the traditional factory shopping festival with food culture, entertainment and tourism, creating a new model of factory shopping marketing experience, but also creates a model and template for the entity enterprises to promote the continuous growth of consumer demand and accelerate the upgrading of consumption structure.
Beijing Sogou Technology Development Co. LTD
He launched "Sogou Ming medicine" at the right time, good at grasping key opportunities; He teamed up with Microsoft's Bing to really address users' needs; Sogou exclusive search wechat public account and Zhihu content, firmly occupy the huge traffic upstream content providers. Sogou has had a fruitful year in 2016. According to the latest financial results, the mobile search traffic of Sogou more than doubled in the third quarter from a year earlier, higher than the overall growth rate of the industry.
As the most growth and innovative Internet company in China, Sogou is actively laying out the Internet of vehicles. The software and hardware solutions of highly intelligent car networking developed by Sogou have been successfully applied to the latest G8Ⅱ intelligent car machine of Feige, and are the first to realize commercial use in the industry. All these are constantly polishing Sogou's leading position in the industry.
Guangdong Baoyang Investment Management Co., LTD. (Miniso)
With the "three high and three low" business model into the traditional retail industry, the comprehensive face of consumption upgrading. High quality, designer products speak, low price, with large purchase scale to enhance bargaining power; To expand new categories, and win with fast fashion; Gather young groups, establish online reputation, and create a veritable "new retail". In 2016, the "Famous Creation mode" has been introduced into the major developed cities around the world, becoming a model for Chinese lifestyle department store retail brands to go international.
Shanxi Xinghuacun Fenjiu Group Co. LTD
"Soul of Chinese wine, fragrance of the world". As the founder of Chinese liquor industry, the torchbearer of inheriting Chinese liquor culture, the textbook of Chinese liquor brewing technique, and the living fossil of the development history of Chinese liquor, Fenjiu is the leader brand and typical representative of clear flavor liquor. On the occasion of the Double Ninth Festival, a grand ceremony with the theme of "making new wine on September 9th, good wine comes from our hands", which is interwoven with tradition and creativity, "Sealing the Collection Ceremony", has become the biggest topic carrier in the liquor industry in 2016.
This "sealing ceremony", not only the use of Weibo, wechat, community and other social platforms for full graphic live broadcast, but also through the beauty of the hostess broadcast products and ceremony on the platform, for Fen wine and the whole wine industry, this is a new breakthrough, so that Fen wine broke the traditional enterprise's stereotypes, and with a new image of people in front of everyone. Netizens can not help but wonder "so you are such Fenjiu".
Content bonus, so that Fenjiu once again breakthrough self, achievement classic. And respect the tradition and subvert the tradition of doing extremely in place.
Handu Yishi e-commerce Group
All the hot items were sold out in advance, with 362 million transactions in the whole day and 2 million products shipped in 3 days. The beautiful Singles' Day sales figures of Handu Yishe far outstripped those former competitors. From clothing to culture, from organization to supply chain, from single platform to secondary ecology, in 2016, the Internet brand operation group once again proved the innovator's trend judgment ability through its influence in cosmetics, tourism, film and television media and other fields.
Four Seasons Mu Song Group
In the face of new consumer groups, if they cannot share the joy with users, the cow brand will be abandoned. Founded at the millennium of the solar energy industry, the new model of the four seasons Mu Song, always with users to enjoy the same hi, can be called the master of entertainment marketing, Internet communication.
He fully tapped the target audience, integrated China Blue TV's golden variety IP, Kukou music and new media resources, and tracked the schedule of "China New Song". Online, he ignited social communication with hot topics, karaoke contest and quality content, and offline, he took terminal promotion activities as the theme, realizing effective interaction between online and offline, brand communication and terminal sales. And the organic collection of brand conscious communication and user spontaneous communication.
Win the user, get the future! Four seasons Mu song did it.
Three Squirrels Incorporated
From products to channels to distinctive brand cultural symbols, every upgrade of China snack brand IP focuses on consumer changes, speaks with data, speaks with supply chain, and speaks with the most direct consumption experience. In 2016, the online sales of the three squirrels exceeded 100 million in 28 minutes and countless people queued up to make appointments at the newly opened offline experience store. With outstanding performance, they better interpreted the market significance of new consumption, new commerce, new retail and new manufacturing.
Shandong Radio and Television Qilu Channel
From online media communication to O2O interactive marketing, Qilu TV has created a unique advantage of a ground channel capable of multi-dimensional communication. He has successfully divided brand delivery into online hard advertising and offline integrated marketing, and the two are seamlessly connected and spread, making the brand hard proposition achieve a soft landing in the regional strong media.
With profound core values, frequent communication advertising, innovative product ideas and continued strong marketing activities, he works with brands to tell stories, do landing, and interact widely. Let the advertising is no longer thin, so that each activity is highly innovative. Qilu TV really put the marketing into practice, helping many brands to "win the world through Qilu".
Suofeiya Home Collection Co.,Ltd
From "customized wardrobe" to "whole-house customization", Sophia constantly upgrades its strategy with the change of consumption, completes the expansion of product line, stabilizes the production end and forces the sales end. In 2016, Sofia encrypted the first and second tier markets, and deepened the channels into the fourth and fifth lines. Through the three-in-one mode of "dealers + direct stores + mass users" and e-commerce orders, it linked sales, strengthened the one-stop consumption of "Everyone's house", bonded consumers, and continued to maintain the leading position in the customized home industry.
