Do you know who created the currently popular global mixed martial arts eventsUFC and MMA?
The answer is: Bruce Lee!
This martial artist originally from Jun'an, Shunde, Foshan, this Hollywood Chinese actor, this person who made "Kung Fu" "A martial artist who has entered the English vocabulary. Not only did he combine the strengths of various martial arts to create Jeet Kune Do, he was also the founder of mixed martial arts UFC and the father of MMA. It is no exaggeration to say that he is a "grandmaster" in the kung fu world.
Bruce Lee Paradise
Bruce Lee's influence is epoch-making and worldwide. Therefore, when Yueqiang Ceramics, a ceramic tile brand from Foshan with "Cantonese culture" as its brand cultural heritage, uses Bruce Lee as the core brand image element to become the "grand master" of ceramic tiles, it will inevitably arouse the curiosity of the outside world. And many conjectures: "Why", "Why", "How"?
On October 19, 2021, the Cantonese Grandmaster Spokesperson Conference and Conference was held with the "Journey to Seek the Roots of Cantonese Culture" as the highlight. The brand upgrade media meeting answered the above questions for everyone.
Why do brands need IP?
When analyzing human behavior, you must look at motivations. Yueqiang Brand signed a contract with Bruce Lee's actor - Hong Kong martial arts star Chen Guokkun, which is linked to "Bruce Lee", a world-famous cultural symbol. The corporate logic behind it is: the brand needs to be IP-based.
Xian Tonghua, general manager of the marketing center of Yueqiang's group, spoke eloquently in front of a group of media representatives. He believed that the brand IP can resonate and connect with the audience and has a highly recognizable brand image. Creating brand IP is to create a distinctive personality for the brand. Wu Xiaobo once pointed out: "The community economy will become popular in the next 10 years." Therefore, the trend of brand IP is It must be done. Yueqiang takes "Cantonese culture" as its brand cultural heritage, sifting through layers of Cantonese cuisine, Lingnan architecture, Kung Fu, and dragon boats, and finally extracting Bruce Lee as the core element from Kung Fu, a branch of Cantonese culture, which combines the current rise of young groups.The decision to turn the brand into IP was made based on the industry status quo and becoming a mainstream consumer group.
Why build the first brand of Cantonese culture?
I believe many people will think " Why?” question.
Xian Tonghua said, The word "kung fu" refers to both fist and kick skills, and also refers to all the skills in one thing. The time and energy spent, the so-called "as long as the effort is deep, the iron rod can be ground into a needle" refers to the latter. In fact, being good at boxing and kicking requires spending more time and energy on practice and actual combat. Therefore, &ldquoThe two referents of the word "Kung Fu" are similar in connotation.
Therefore, Guangdong Qiang Ceramics, which has always been concentrating on producing products and striving for product quality, has "Being the best With the possibility of "good ceramic tiles", the ceramic tile "generation master" will not be reduced to a slogan, but will most likely burst out with strong power to promote the brand's upward development.
How to do it? The straw sandals don’t look the same, they look like they’re being played
Kung fu and hip-hop, Cantonese embroidery and fashion, wok house and young people, these groups seem to be contradictory but are organically combined. The image of "Yueqiang" is actually an innovative idea of Yueqiang about the integration of traditional Cantonese culture and current trends. Xie Fanglin, general manager of Yueqiang brand, also made a simple interpretation through the promotional video.
Xie Fanglin revealed that Yueqiang will promote brand upgrades with distinctive products and use Cantonese culture as its brandIP, to create "a new generation of high-quality national trend ceramic tile brand", "an outstanding representative of Foshan Lingnan culture" and "the first brand of Guangdong culture". Of course, brand upgrading requires the power of the media. Xie Fanglin made it clear that Guangdong Qiang will implement word-of-mouth communication covering the entire network and build the brand into a well-known ceramic tile brand through "breakthrough operations".
Unveiling ceremony< /span>
After the senior leaders of Yueqiang Ceramics answered questions about the brand IP and a series of solutions surrounding the brand IP trend guideAccording to the plan, the media representatives and industry figures who were present that day, such as Dr. Yin Hong, Liu Xiaoming, Luo Qing, Jin Yafan, YOYO and others, all agreed with Guangdong Qiang’s move and put forward valuable professional suggestions for this plan.
Guangdong Qiang Tile has signed a contract with Hong Kong martial arts star Chen Guokun, who plays Bruce Lee. What will happen when these two masters join hands? spark? The future is promising, so stay tuned!
