"Remember in mid-2022, we had to stand in front of the mirror and reflect: what works?What needs to be optimized?What can we do better?In this regard, Translips has always been open and transparent. "Witnessing more and more customers returning to the position of brand building, Ben Condit, CEO of Chuanli China, is very grateful.
In the second half of this year, BEN's article "The Principle of Conservation in a Rapidly Changing Environment" was published on the official account of Transli China. The Conservation Principle advocates focusing on the four pillars of Winning Marketing: helping clients balance brand building and investment needs, ensuring that KPIs (Key Performance Indicators) are aligned between customers, companies and merchants, working together seamlessly or as seamlessly as possible at the company level, and ensuring that innovation matches brand DNA and actively drives it.
In short, the more changes there are, the more conserved the essence of some things becomes.
To be sure, the rational and philosophical Chinese wisdom embodied in this law seems to be a reflection and extension of a certain idea – it must be said that it echoes the "good growth" proposition put forward by China in 2021.
In this day and age, growth needs to be sustainable. Beyond a single moment, beyond a single sales, beyond a single platform, the three silk threads are intertwined in parallel to weave a future map of the brand. All ** companies promise growth to their customers, but the new proposition shows the difference between short-lived growth and green growth – there is no doubt that green growth aims to achieve more sustainable, diverse and sustainable growth, and it will align a brand's business ambition with its consumers' perspectives and values. In addition, green growth is not only applicable to the conservation principle of long-term and short-term benefits for the brand, but also reflected in the diversified training methods of young talents and senior management teamsIn other words, the continuous incubation of high-quality talents and the continuous empowerment of high-quality customers are mutually reinforcing.
A wide variety of industry prophecies and buzzwords are everywhere and are fuelled by a thirst for growth. If you want to "defeat magic with magic", then at this moment, perhaps the law of conservation is a good medicine, more important than ever.
Right now, many people are under pressure to deliver short-term gains. If you want to get short-term sales conversions and gross merchandise volume (GMV), you may turn to the live streamer, but once you leave him, what about it?If 40% of the business relies on a single individual or platform, and there is no reasonable plan for the future, where will the brand go from here?Ben firmly believes that the argument that it is not feasible to balance short-term and long-term growth in marketing communications does not stand up to scrutiny, "I believe that the real implementation of green growth in China requires a consistent drive for our clients' businesses." Kantar Brandz's research also shows that any top brand has outperformed the market average by 342% over decades. In other words, it is entirely feasible to balance short- and long-term growth. TransLay wants to help customers promote sustainable development, not only to ensure short-term gains, but also to take into account long-term development. This is also the key reason why Transli has been able to cooperate with many customer partners for a long time and continue to deepen the cooperative relationship.
Louis Vuitton's Spring/Summer show last year is worth considering: the brand entered the seaside town of Aranya and created a highly immersive and exciting experience, which not only strongly demonstrated the brand image, was loved by consumers, but also drove the brand's business to a new high. It can be seen that the goal of enhancing the long-term and short-term interests of the brand at the same time is achievable, and although there will be obstacles in the journey of exploration, in the long run, exploration and innovation will definitely bring higher yields and benefits to the brand.
Looking back on the past decade, KFC's Colonel Ki case exemplifies the brand's forward-looking marketing strategy layout and awareness of continuous investment in brand equity. Since 2015, the gaming community has been a core strategic pillar of KFC. With the goal of connecting deeply with gamers and setting a precedent in the industry, in 2018, Chuanli developed the image of Colonel Ki for KFC for the first time, bringing AI-based tournament results to League of Legends matches**;Over the next five years, Chuan Li continued to upgrade the image of Colonel Ki. KFC's continuous investment in the gaming sector has not only made the gaming community one of the most resilient growth areas for the brand during the epidemic prevention and control period, but also enabled KFC to consistently outperform its competitors in game-related omni-channel marketing.
Whether it's a 26-year relationship with Yum China, a decade of partnership with Dyson, or a close collaboration with Nike since Nike's entry into the Chinese market, Translaxis China has solved a number of current marketing challenges for brands in a volatile marketing environment, while creating outstanding brand experiences to help brands build long-term assets and build long-term impact.
During my tenure as CEO, what can I create, achieve, and leave a lasting impact on the present and future of Chuanli?At the beginning of 2021, in his sixth year as the Chief Strategy Officer of Translium China, Ben was invited to serve as the CEO of Translium China with a series of thoughts and worries. "Looking back ten years from now, how can we ensure that China is still in the leading position and continues to climb new heights?Or, ten years later, will people remember the company?The answer to this question is why Ben looks forward to his work every day and is a key driver, Ben said: "I don't think there's anything like this to confirm 'green growth'. ”
As the largest contractor in China's media market, while continuing to customize efficient media strategies and high-frequency practical frameworks for brands, Chuanli also launches new methods and tools in real time, skillfully responds to market changes, and constantly refreshes the "ceiling" of industry capabilities.
In addition to more than 60 unique and commonly used third-party tools, in August this year, TransAsia also launched its latest systematic platform planner**: gains. In China's rapidly changing digital media landscape, a strategic approach is essential to achieve green growth. Translaxis China is the first to launch an exclusive GAHAS global marketer**, combining best practices in the industry and expertise in platform planning to help brands win marketing. With GAINS, brands can identify the top priorities of their marketing campaigns, identify potential audiences, and generate winning strategies based on their goals and the characteristics of their media platforms. In the future, TransLay will continue to publish practical playbooks for the application of GAHAS on different digital platforms.
On the road to sustainable growth, TransLi not only brings powerful insights and solutions to customers, but also bears the burden of forward-looking trends and sharing thoughts and experiences as a leading 4A company in the industry. In September this year, after various challenges, Chuanli ushered in the third annual huddle event. On the same day, more than 500 offline guests were invited to attend the event, including brand customers from various industries, head or cutting-edge ** platforms and other excellent partnersAt the same time, the online live broadcast will share the preview content of the scene with more audiences.
In the first speech of 2023 Huddle, Chuanli released Future Culture for the first time In recent years, there have been many cultural phenomena such as Zibo barbecue and Guizhou "Village BA", and niche circle culture has entered the public eye, while popular culture has formed viral communication through the heating of social ** to increase its voice. For brands, these are undoubtedly good opportunities to take advantage of publicity, but when it comes to specific strategies and execution, brands are often confused about how to find the point of convergence with consumers, and how to judge the life cycle of cultural phenomena. This follows the launch of CityNality at the end of last year.
After more than 20 years of development, the scale and breadth of China's existing capacity are not only the cause and effect, but also its greatest advantage. Behind the company's ability advantage is an excellent talent and team. "If a business has great employees, it will undoubtedly get quality customers. Ben said that in the process of Chuanli China's continuous exploration of the Chinese market, human sustainability is the foundation of everything, "every company wants to cooperate with the best talent, which is also an important watershed to distinguish each company."
Talent who can bring more effective marketing strategies or solutions to customers starts with making their day-to-day work more efficient. In the past, when the management team conducted an internal work evaluation, it was found that the most time-consuming thing for employees was to produce reports. Twenty-seven percent of the company's working time is spent on reporting. In order to free the team's young employees from repetitive basic tasks and unleash more creativity, the company has taken a series of initiatives: for example, Transfar has implemented Machine Process Automation (RPA), Microsoft Power Automate, and other tools to streamline most of the original manual operations. Currently, the automation of office processes is very effective, and it is expected to reduce the time spent on various reports from 27% to 7% within a year. "We want to give our people one day a week and use that time to improve their thinking, create new ideas, or do something that will benefit the green growth of our clients or teams. Ben said.
In addition to automating the office and allowing more time for creativity, it is equally important for young people to see their work and influence. Everyone wants their work to be meaningful and impactful, but the sense of value of work may not match their expectations in the early stages of employment. "We want young people to see their work in reality as soon as possible, and we have to put the real thing in front of the team. We have to give them real projects and tools that they can see in action to deliver tangible results for our clients. Ben laments, "A good planner wants to see their impact immediately. For the Evangelist team working for different brands, whether it's Nike, KFC, Dyson, or LVMH, the pride they feel when they see their marketing campaigns go live."
In order to help employees with different functions and different stages to advance, every year, Translium not only organizes employees to participate in various digital skills training and marketing talent selection competitions at home and abroad, but also devotes itself to cultivating future industry leaders such as mini-rockstar and rockstar. In addition, Trans also regularly solicits forward-looking insights and experiences from marketing experts, and helps them get the opportunity to publish in authoritative journals at home and abroad, so that more people can see the wisdom of Trans people.
Finally, Ben shared his conversations with students when he was invited to visit Duke Kunshan University. "I told them: first you have to do something that makes you happy. Twenty years later, when you look back, neither happy nor passionate, what's the point of everything?If you are passionate and curious, resilient, and able to succeed in everything you do, you are more likely to put in the effort for it and more likely to be resilient in times of crisis. ”
As Melville said in Moby Dick, "The real place is never on any map." "The era is the deep sea beyond the map. When we ask what is the real driving force for future development, Ben prefers to use "positive year" to describe the attitude of Tranli China to embrace 2023 - whether for individuals, companies or customers, now is the most important tipping point to reset marketing benchmarks, expectations and solutions.