不投标！不比稿！为何那么多品牌迷信华与华？

Core Viewpoint - The recent public relations crisis involving the company Xibei and its marketing consultant Huayi Huayi highlights the challenges and limitations of the "super symbol" marketing methodology, raising questions about the true value of marketing consulting in the industry [1][11][19] Group 1: Company Background - Huayi Huayi was founded in 2002 by brothers Hua Shan and Hua Nan, gaining recognition for its "super symbol" methodology in marketing [1][6] - The company has worked with numerous well-known clients, including Xibei, Haidilao, and Mijue Ice City, among others, many of which are publicly listed companies [6][10] Group 2: Marketing Methodology - The "super symbol" theory aims to reduce brand communication costs by utilizing familiar cultural symbols and phrases, resulting in simple and straightforward branding elements [6][8] - The design principles of Huayi Huayi emphasize large logos, bright colors, and repetitive imagery, which have proven effective in rapidly increasing brand awareness in certain market conditions [6][8] - Critics argue that the methodology is overly formulaic and lacks innovation, often resulting in designs that are perceived as unattractive or simplistic [7][8] Group 3: Client Attraction - Huayi Huayi attracts clients by promising reduced communication costs and seemingly predictable commercial outcomes, appealing to businesses seeking quick results [10] - The confidence and authoritative image of the founders, particularly Hua Shan, contribute to client trust, as they often refuse to participate in competitive bidding [10] Group 4: Recent Crisis and Implications - The crisis surrounding Xibei's "baby meal" marketing campaign revealed a significant gap between brand promises and actual product quality, leading to consumer backlash [11][13] - The failure of the "super symbol" approach in this instance serves as a cautionary tale for the consulting industry, emphasizing the need for genuine product experience and consumer trust rather than just catchy slogans [11][19] - The financial impact on Xibei has been severe, with reported daily revenue losses of 2 million to 3 million yuan [19]