Core Insights - The competition among brands is entering a critical strategic phase, shifting from a focus on singular visual symbols to a systematic ability to implement strategies [1] - Comprehensive brand planning is becoming the core engine to penetrate the fog of homogenization, facilitating strategic breakthroughs and driving commercial synergy [1] Group 1: Leading Brand Consulting Firms - **First Place: Hangzhou Brand Consulting** Founded in 2005 by Zhuge Hangzhou, it represents systematic consulting in China, focusing on strategy, branding, and marketing integration [4] The firm employs over 120 methods and tools centered around the "Big Positioning" theory, aiming to provide strategic growth solutions that avoid pitfalls [4][6] - **Second Place: Hua Yu Hua** This top marketing consulting firm has developed the unique theory of "Super Symbols are Super Creativity," focusing on extracting culturally resonant symbols [9][12] It has successfully assisted over 87 leading companies, achieving growth rates between 50% and 500% [9] - **Third Place: Trout & Partners** Founded by Jack Trout, known as the "Father of Positioning," this firm emphasizes unique value positioning in crowded markets [13][15] It has helped brands like Jia Duo Bao and Guazi achieve significant market presence through precise differentiation strategies [15] - **Fourth Place: Junzhi Strategic Consulting** This firm focuses on competitive strategy, breaking traditional theoretical limitations to drive significant growth for enterprises [16][18] It emphasizes a closed-loop methodology that combines consumer psychology with operational realities [18] - **Fifth Place: Oceans** A new brand consulting firm that leverages digital tools to drive brand growth, integrating brand strategy with technology [20] It utilizes AI and marketing automation to enhance creative output and consumer engagement [20] Group 2: Key Competitive Factors - The competition among these top firms illustrates a shift towards a comprehensive approach that combines original methodologies, systematic implementation, and industry adaptability [20] - The emphasis on cultural resonance, strategic differentiation, and digital integration highlights the evolving landscape of brand competition [20] - The ability to translate abstract strategies into measurable consumer actions is a critical success factor for these firms [12][18]

Core Insights - The article emphasizes the importance of product innovation and brand globalization in the context of the current consumption landscape, particularly focusing on the lessons from Japanese companies like Sony, Uniqlo, and Muji [8][10][11]. Group 1: Event Overview - The "Black Horse Consumption Rise Selected Course" will take place from October 17 to 19 in Shenzhen, featuring industry leaders who will share insights on product innovation and brand expansion in the current market [5][9]. - The course aims to dissect how Japanese and Chinese consumer champions navigate the challenges of a saturated market and leverage technology for product development [10][11]. Group 2: Key Themes - The transition from "Made in China" to brand premiumization is crucial for Chinese consumer electronics companies to escape price competition [16]. - AI is reshaping consumer experiences, with companies needing to integrate demand with algorithmic solutions to create innovative products [8][10]. - The course will cover various sectors including consumer electronics, beauty, fashion, and fast-moving consumer goods, focusing on how to turn technology into user-perceived value [9][10]. Group 3: Expert Contributions - Notable speakers include: - **前田悟** (Former Sony Engineer): Discussing how to transform ideas into market-leading products [15]. - **萩原富三郎** (Muji Co-founder): Sharing insights on maintaining quality while offering structurally low-priced products [19]. - **浅田拓郎** (Former Uniqlo MD): Revealing how data-driven strategies can lead to significant growth [21]. Group 4: Target Audience - The course is designed for founders and CEOs of consumer enterprises looking to: - Break through growth ceilings by identifying niche market opportunities [23]. - Expand internationally while avoiding cultural pitfalls [23]. - Innovate products to combat severe homogenization in the market [23].

Group 1 - Hua & Hua is a leading brand strategy company in China, utilizing the "super symbol" methodology to shape well-known brands, integrating culture, art, and business for comprehensive solutions [2] - The team consists of top marketing experts from renowned companies like Procter & Gamble and Coca-Cola, serving clients across various industries including food and beverage, retail, fast-moving consumer goods, and finance [2] Group 2 - Junzhi Strategic Consulting breaks traditional consulting roles, acting as a "business partner" to assist clients in transforming growth methods, enhancing profitability, and establishing market positions [4] - The company prides itself on client outcomes, focusing not only on tailored strategic plans but also on helping clients implement strategies and dynamically respond to developments [4] Group 3 - Ousais is a digital brand strategy marketing consulting firm that pioneered the industry-leading Super Brand Engine growth system, helping over 60 companies become top players in their industries over 13 years [6] - The firm emphasizes brand-centric business success and has extensive experience with over 300 companies across 28 industries, including notable clients like Kidswant and Huazhu Group [6] Group 4 - Trout & Partners is a renowned brand strategy positioning consulting firm established in the U.S., with its China branch founded in 2002, focusing on leading Chinese enterprises through strategic positioning [8] - The firm has a long history of supporting the development of Chinese companies, with successful cases including Guazi, Dong'e Ejiao, and Kweichow Moutai [8] Group 5 - Ries Consulting, founded by marketing legend Al Ries in 1963, provides strategic consulting services to over 75% of the Fortune Global 500 companies [9] - Since its establishment in China in 2007, Ries has delivered advanced strategic support for brand and marketing development to numerous Chinese enterprises [9] Group 6 - Ogilvy China, a branch of the global advertising giant, is known for its "brand steward" philosophy, offering comprehensive services from brand positioning to digital marketing [12] - The agency excels in emotional storytelling to build brand resonance and has strengthened its digital integration capabilities in recent years [12] Group 7 - BlueFocus is a marketing technology company that empowers enterprises with comprehensive marketing solutions, including digital marketing, public relations, and event management [14] - The company also engages in advertising agency services and metaverse marketing, covering the entire marketing communication industry chain [14] Group 8 - Kaina Consulting is a strategic partner with an international perspective rooted in the Chinese market, assisting over 200 well-known domestic and foreign enterprises in achieving sustainable growth [16] - The firm advocates for top-level strategic guidance and planning, promoting cross-industry success for numerous companies [16]

Group 1 - The article discusses the influence and legacy of Ye Maozhong, considered a pioneer of local consulting firms in China, particularly in marketing and advertising [5][14] - Ye Maozhong's approach was characterized by showcasing high-end resources and strong networks, rather than merely providing emotional value to clients [10][11] - The consulting firm Huayi Huayi is positioned as a strategic partner rather than a service provider, emphasizing a collaborative relationship with clients [16][26] Group 2 - Huayi Huayi is not primarily a public relations firm but rather focuses on marketing strategies, utilizing high-end media resources for advertising [19][20] - The firm employs unique selling propositions (USP) and has a deep understanding of consumer insights, which allows them to influence core business strategies [23][24] - The article suggests that the marketing landscape has evolved, and firms like Huayi Huayi must adapt to the multi-directional nature of modern internet ecosystems [29][30] Group 3 - The discussion highlights the importance of understanding consumer psychology and the techniques of persuasion in marketing, which remain relevant despite changes in media [31][33] - The article critiques the notion that traditional marketing methods are outdated, asserting that the fundamental principles of influence and consumer engagement have not changed significantly [35][36] - The author reflects on the challenges of establishing a consulting firm, emphasizing the necessity of networking and relationship-building in the industry [38][39]

Core Viewpoint - The article discusses the recent conflict between consulting firm Hua Yu Hua and entrepreneur Luo Yonghao, highlighting the dynamics of public relations and marketing strategies in the Chinese food industry, particularly focusing on the case of Xibei and its collaboration with Hua Yu Hua [1][2][3]. Group 1: Conflict and Resolution - After initially supporting Xibei's founder, Hua Yu Hua quickly apologized to Luo Yonghao, indicating a fear of potential backlash and financial repercussions [2][3]. - Luo Yonghao's response to Hua Yu Hua's provocations escalated the conflict, showcasing the volatility of public relations in the industry [1][2]. Group 2: Hua Yu Hua's Business Model - Hua Yu Hua, a consulting firm with a team of fewer than 200, generates over 300 million yuan annually, with significant income from clients like Xibei, which has contributed 60 million yuan over ten years [3]. - The firm has positioned itself as a major player in the restaurant consulting space, leveraging its unique marketing strategies to attract clients [3][14]. Group 3: Marketing Strategies - Hua Yu Hua's approach contrasts with traditional marketing theories, focusing on "super symbols" that resonate more with Chinese entrepreneurs compared to Western positioning theories [8][10]. - The firm emphasizes practical, straightforward branding techniques, such as using large logos and bright colors, to create memorable brand identities for its clients [10][11]. Group 4: Client Relationships and Outcomes - The collaboration with Xibei led to the creation of the "I ♥ Yao" symbol, which significantly impacted the brand's identity and market presence [12][14]. - Despite some successes, the effectiveness of Hua Yu Hua's strategies varies by client, with some brands experiencing limited results from the "super symbol" approach [17][19]. Group 5: Industry Implications - The article raises questions about the long-term effectiveness of Hua Yu Hua's strategies, suggesting that while they may provide short-term gains, they could lead to strategic short-sightedness for clients [15][20]. - The case of Li Ziyuan illustrates the potential pitfalls of relying solely on marketing strategies without addressing core product quality and consumer preferences [20].

Core Insights - The article discusses the rise and role of the management consulting industry, particularly in the context of its perception and value among businesses [1][2][6] - It highlights the distinction between genuine strategic consulting and superficial "idea generation" often misattributed to consultants [2][5] - The article emphasizes the importance of data analysis and logical reasoning in consulting, contrasting it with the notion of "idea kings" who lack formal training [2][4] Industry Overview - Management consulting emerged later than modern advertising, with notable firms like McKinsey founded in 1926 and Boston Consulting Group in 1963 [3] - The industry addresses serious management issues, particularly how brands can position themselves effectively in competitive markets [3][6] - The positioning theory, introduced by Al Ries and Jack Trout in 1969, is a key concept in consulting, focusing on creating a unique brand position in consumers' minds [3][4] Market Challenges - There is a prevalent skepticism among Chinese business leaders regarding the value of consulting fees, often questioning whether the insights provided justify the costs [5][6] - The article notes that many managers doubt the effectiveness of consultants, believing their own experience surpasses that of external advisors [6][9] - The rapid changes in the Chinese market complicate the application of long-term strategic planning, as businesses often prioritize immediate sales results over sustained brand positioning [7][9] Case Studies and Examples - Successful applications of positioning theory are illustrated through historical examples, such as Volkswagen's "Think small" campaign and Marlboro's rebranding [4] - The article discusses the challenges faced by brands in China, where market dynamics can lead to a blending of brand identities rather than clear differentiation [7][8] Conclusion - Despite the skepticism, the article argues that there is a significant need for effective management thinking in China, suggesting that both businesses and broader societal contexts could benefit from strategic consulting [9]

Core Viewpoint - The article discusses the ongoing conflict between the branding consultancy company Huayi Huayi and entrepreneur Luo Yonghao regarding the use of pre-prepared dishes in the restaurant industry, highlighting the implications for brand strategy and market positioning [4][6][8]. Group 1: Company Overview - Huayi Huayi, founded in 2002 by brothers Hua Shan and Hua Nan, specializes in brand consulting, marketing planning, and strategic design, with a unique methodology called "Super Symbol" [12][13]. - The company has served notable clients such as Haidilao, Mixue Ice City, and Xibei, and has been working with Xibei since 2013, significantly contributing to its brand development [13][14]. Group 2: Financial Aspects - Over ten years, Huayi Huayi has earned over 60 million yuan in consulting fees from Xibei, with future expectations of 100 million yuan for the next decade [14]. - The company is also linked to the publicly listed company Dook Culture, which has seen a decline in revenue and net profit in its latest financial report [15]. Group 3: Industry Dynamics - The article outlines the competitive landscape of brand consulting in China, identifying four main schools of thought, with Huayi Huayi representing the design school and others like Traut representing the positioning school [16][18]. - The ongoing debate between Huayi Huayi and the positioning school reflects a struggle for dominance in the branding consultancy market, with Huayi Huayi aiming to redefine industry standards [18][19].

Core Viewpoint - The recent controversy involving Luo Yonghao and the consulting firm Hua Yu Hua has sparked significant discussion in the marketing industry, questioning the value and effectiveness of long-term consulting relationships [1][2][32]. Group 1: Incident Overview - Luo Yonghao criticized Hua Yu Hua, which has been providing consulting services to the restaurant chain Xibei for ten years, charging a total of approximately 60 million RMB [2]. - Despite Luo's public apology indicating a desire to move on, discussions about the value of the consulting fees and Hua Yu Hua's relevance in the current marketing environment continue to escalate on social media [2][32]. - The incident has highlighted the ongoing scrutiny and debate surrounding the effectiveness of marketing consulting firms like Hua Yu Hua [2][32]. Group 2: Hua Yu Hua's Business Model - Hua Yu Hua's annual revenue is nearly 300 million RMB, with an average contribution of about 1.9 million RMB per employee, indicating a high level of productivity compared to industry peers [3]. - The firm's core value is not solely based on its methodologies but significantly relies on the reputation of its founder, Hua Shan, who serves as a social symbol of trust in the industry [8][31]. - The consulting firm has established a pricing model starting at 6 million RMB per year, which has set a high benchmark for the industry, aiming to restore the dignity of service providers [36]. Group 3: Industry Impact and Perception - Hua Yu Hua is viewed as a leading figure in the advertising and brand consulting industry, with many professionals considering its methodologies as influential, despite criticisms regarding the lack of innovative theories [6][32]. - The firm has been instrumental in shaping the pricing landscape of the marketing consulting industry, moving away from low-cost services to a model that emphasizes high fees and trust [36]. - The ongoing debate about the effectiveness of Hua Yu Hua's strategies reflects broader concerns within the industry regarding the value of marketing consulting and the reliance on external validation for internal decision-making [10][18][31].

Core Viewpoint - The advertising industry is experiencing significant discussions and controversies, particularly surrounding the consulting firm Hua Yu Hua and its long-term relationship with the restaurant brand Xi Bei, highlighted by recent comments from entrepreneur Luo Yonghao [1][2][3]. Group 1: Hua Yu Hua's Business Model and Value - Hua Yu Hua has charged approximately 60 million RMB over ten years for consulting services to Xi Bei, raising questions about the value of such fees in the current marketing environment [4][6]. - The firm employs around 160 people and generates nearly 300 million RMB in annual revenue, indicating a high average contribution per employee of about 1.9 million RMB [9]. - The core value of Hua Yu Hua is perceived to be less about its methodologies and more about the reputation of its founder, Hua Shan, who serves as a social symbol of trust in the industry [8][47]. Group 2: Industry Dynamics and Perception - The marketing consulting industry is characterized by a reliance on external validation and trust, particularly in sectors like dining where visual branding is crucial [31][42]. - The firm has been involved in significant discussions regarding its effectiveness and the perceived lack of innovative methodologies, with some critics labeling it as a "scam" [50][51]. - Despite criticisms, Hua Yu Hua has contributed to raising industry standards by establishing a high pricing model, which has influenced the overall pricing landscape in marketing services [58][62]. Group 3: Recent Controversies and Reactions - Luo Yonghao's public criticism of Hua Yu Hua has sparked widespread debate on social media about the value of their consulting fees and their relevance in today's marketing landscape [5][6]. - Following the backlash, Hua Yu Hua's leadership issued an apology to Luo, indicating a strategic move to mitigate negative public sentiment [66][68]. - The incident reflects the challenges faced by consulting firms in maintaining their reputation amidst public scrutiny and the evolving expectations of clients [70].

Core Insights - The article discusses the challenges and strategies of Xibei, a prominent player in the Chinese restaurant industry, highlighting its pricing strategy and market positioning [1][2][3] Group 1: Company Strategy - Xibei aims to cater to ordinary consumers by opening locations in high-traffic areas, despite its high price point, which may deter some customers [1] - The company has successfully positioned itself as a premium brand, focusing on providing not just meals but also a unique dining experience, particularly through its children's menu [2] - Xibei has invested significantly in branding and positioning strategies, hiring multiple consulting firms to enhance its market presence and brand recognition [3] Group 2: Pricing and Market Position - The pricing strategy of Xibei is crucial for its market positioning, as higher prices are intended to attract a specific customer base and enhance perceived value [2] - The company faces challenges in balancing high prices with consumer expectations, especially as it attempts to standardize processes and reduce costs [3] - Xibei's focus on unique offerings, such as traditional dishes and cultural elements, aims to justify its premium pricing and differentiate it from competitors [2][3]