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** Financial gossip
Author of Financial Gossip
Ask the question, how many people's information acquisition channels mainly come from hot searches?
Which Weibo hot search topic exploded, and people followed suit, and the focus was all in one place!
According to the agenda-setting theory, hot searches are ranked according to users' information-acquisition behaviors, that is, users set the public agenda.
In short, conformity is the lively mood of a group of people who deserve to be put into the public eye.
Recently, I found an old acquaintance in the hot search topic - Dong Mingzhu.
The reason why I call it an old acquaintance is not that Sister Dong knows me, but that I can see Sister Dong in the hot search every now and then, and there are both good and bad topics.
For example, recently, Dong Mingzhu proposed to raise the individual income tax threshold to 10,000 yuan
Dong Mingzhu said that it is absolutely not feasible to implement the 996 work system
Dong Mingzhu responded to the complaint of the rose air conditioner
Dong Mingzhu responded by suggesting that employees should pay training fees for job hopping
Another example is the resignation of Meng Yutong, which caused a lot of uproar before, and Wang Ziru's workplace drama, which was colored by a large number of film and television dramas, are all hot searches on the list and have become the focus of countless people's after-dinner topics.
It can be said that what Dong Mingzhu said, what he did, and even what he prepared or didn't do is a hot search topic for potential hits!
Have you ever wondered how entrepreneur Dong Mingzhu walked from the "Iron Lady" to the "Queen of Topics" step by step, and how she walked out of her own development path under the dual pressure of the power center and the ** storm?
Behind this, what kind of business logic and enterprise survival are reflected?
Almost all entrepreneurs' personal brands are related to their own struggle stories, that is, the personification of entrepreneurship, and the story of Dong Mingzhu's counterattack is even more so, and her success is undoubtedly the cornerstone of the best brand story.
When it comes to the most successful and legendary woman in China's business, many people will first think of Dong Mingzhu.
Indeed, from an ordinary housewife to a world-famous female president, Dong Mingzhu has embarked on a business path that can be called a miracle.
Many times, Dong Mingzhu's words about spurring young people have been repeatedly considered and amplified on the Internet, mostly related to her story of hard struggle.
From a grassroots salesman who doesn't know anything about entering the game, breaking his leg and bones, still insisting on running business, and then gnawing on the hard bones of dealer debts in 40 days, Dong Mingzhu, who refuses to admit defeat, has always been a strong woman.
Regarding the trade-off between emotion and reason, Dong Mingzhu revealed the decision to kill and refuse to climb the relationship with the dealers, leading Gree to rank first in the country in air conditioning sales for more than ten consecutive years, and the courage and ability of the "domineering president" were fully demonstrated during this period.
At this stage, the outside world mentioned that Dong Mingzhu was mostly known as the "Iron Lady", and with the popularization and development of the Internet, Dong Mingzhu gradually showed different style characteristics to the public.
The most prestigious is the 1 billion bet made by Dong Mingzhu and Lei Jun, which has attracted widespread attention in the whole society, and the interesting interaction between the two top entrepreneurs has also become a good story.
Source: Internet.
During this period, Dong Mingzhu's words in public began to stir up public emotions, "Gree makes a mobile phone, extinguishes Xiaomi in minutes", "Aren't you sick if you don't buy Gree's air conditioner", etc., these emotional and sharp words began to frequently roll Dong Mingzhu to the center.
Dong Mingzhu's popularity has also increased significantly, and the public has never seen such a strong and resolute female entrepreneur who does not restrain her edge at all.
After that, Gree replaced the spokesperson Jackie Chan with great fanfare, Dong Mingzhu chose to go into battle in person, and left a sentence "Looking for Jackie Chan's endorsement of the brand except Gree, the others are dead", and its endorsement advertisements were spread in a large area of the traditional ** and emerging Internet.
In recent years, ** has not bypassed this "topic queen", but Dong Mingzhu's appearance is mostly accompanied by entertainment news.
Even the little ghost Wang Linkai, one of the "New Four Heavenly Kings" in the Chinese music scene, will make people take the initiative to remind of Miss Dong with her dress and matching, and derive a series of interesting jokes.
Source: Xiaohongshu netizens.
See, Miss Dong is already a bright banner in the Internet ** field, even if she is not in the rivers and lakes one day, but the rivers and lakes must be her legend everywhere.
Obviously, just as Gree has grown into a business giant step by step, Dong Mingzhu's personal branding has also taken step by step along the way, and he has walked out of the unique road of entrepreneurs.
The reason why it is an entrepreneur's personal brand is bound to have a strong relationship with the enterprise.
Looking back at Dong Mingzhu's personal branding process, it is also the rise of the Gree brand.
With sharp remarks, high-profile style, and frequent use in the new era, Dong Mingzhu's continuous swiping is a high-quality business card of Gree, which is essentially for the marketing and development layout of the enterprise.
In 2015, Dong Mingzhu put forward a deafening slogan: "Let the world fall in love with Made in China", and emphasized that this is not Dong Mingzhu's dream, nor Gree's dream, but the dream of all entrepreneurs in China.
The pattern is directly opened, standing in the atmosphere!
In response to the lack of innovation and poor quality of Chinese home appliance brands, Dong Mingzhu firmly strategically took the road of independent innovation to become a world leader, and proposed the cutting-edge image of Gree mastering core technology.
Source: Internet.
To this day, this slogan still confuses 1.4 billion Chinese, but it is deeply rooted in the hearts of the people and has become the most popular Gree manifesto.
Dong Mingzhu's hard work has made Gree famous in thousands of households, and firmly pasted with keywords such as technological innovation and quality, which can be said to be the perfect entrepreneur's personal brand to feed back to corporate marketing.
However, the strengthening of personal IP is also a time bomb for enterprises, just like celebrity Internet celebrities overturning, and the entrepreneur's controversial car incident will bring the loss of real money of the enterprise.
In the resignation of Meng Yutong, Dong Mingzhu made accusations many times, which detonated the hot search, and also detonated his image of the "evil boss" in the hearts of the younger generation.
After that, "Little Fresh Meat" Wang Ziru added another fire, contributing to the strongest workplace "The pinnacle of rainbow fart", since ** added oil and vinegar to the relationship between the two, so that things gradually derailed, and Gree had to call the police to solve it.
The sentence "My mother is Dong Mingzhu" will not be rectified by the public again, but I didn't expect Gree to have a master of touting, which once again caused an uproar on the Internet.
It can be seen from the above events that Dong Mingzhu has transitioned from a successful entrepreneur to an entertainment entrepreneur to a certain extent.
Perhaps in order to follow the new ** era, or the style of acting is no longer popular with the public, Dong Mingzhu's actions are undoubtedly still stirring Gree's nerves.
This is a bomb planted by personal brands to the development of enterprises.
From the perspective of entertainment and marketing, the shaping of entrepreneurs' super IP is inseparable from the help of hot searches.
Hot search: This thing *** is tasteless to eat, and it's a pity to abandon ......
However, many entrepreneurs rely on it to easily open up a new marketing road and enrich their personal IP image, especially now through it and Generation Z.
Lei Jun, who frequently appears on the hot search, is the best example, Shenlong sees the beginning and the tail of Xiaomi Su7, and the popularity stabilizes other new energy brands, where is the reason?
Many CEOs said that they were very envious of Lei Jun, who could be on the hot search without much effort, and no one read the content that their marketing department had spent a lot of effort on, and Xiaomi casually posted it on the hot search, after all, the topicality of the Internet era is the lifeline of the brand.
From this point of view, the marketing role of hot searches is not insignificant.
But there is still a question, what should these brands that have received the founder's personal IP traffic dividend do after the founder retires?
The establishment of Dong Mingzhu's personal brand has changed from success to entertainment, and the attention it has brought to Gree is still undiminished, but she will always have a time to retire, and at that time, she will not empty half of Gree's country.
After all, the company pursues long-term development, and Ali next door is determined to live for 102 years, but Ma Yun's retirement and return, in addition to the consideration of the corporate strategy itself, is there also anxiety about corporate attention and marketing direction?
Now it seems that personal super IP is a complex and arduous project.
From "project establishment" to "completion", a reasonable way of consideration is required!