Group 1 - The debate between Luo Yonghao and Xibei regarding prepared dishes has escalated, particularly after Hua Shan labeled Luo as a "network black mouth" on social media [1] - Hua Shan mentioned that his company, Hua Yu Hua, has received over 60 million yuan in consulting fees from Xibei over a decade, averaging more than 6 million yuan annually [1] - Several A-share companies have disclosed similar payments to Hua Yu Hua, indicating that it is common for companies to pay hundreds of thousands to millions in marketing consulting fees [1] Group 2 - A kitchenware company signed a consulting contract with Hua Yu Hua in December 2021, agreeing to pay a total of 18 million yuan over three years, averaging 6 million yuan per year [2] - Another nursing products company reported payments of 200,000 yuan in 2021 and 400,000 yuan in 2022 to Hua Yu Hua, totaling 600,000 yuan [2] - Hua Yu Hua is recognized as a leading marketing consulting firm in China, with high-profile clients including Xibei, Haidilao, and others, reflecting its significant influence in the industry [2]

Group 1 - Luo Yonghao expressed disagreement with Jia Guolong's handling of issues related to Xibei, suggesting that a confrontation could have severely harmed the brand [2] - Luo criticized the marketing consulting firm Hua Yu Hua for their role in advising Xibei, questioning their credibility and effectiveness in providing strategic guidance [2] - Luo highlighted that Hua Yu Hua has been paid 60 million for their services to Xibei over the past 10 years, indicating a significant financial commitment [2] Group 2 - Luo proposed a live dialogue on a major online platform between the parties involved to clarify the truth regarding Xibei's use of pre-prepared dishes, aiming to contribute positively to the development of the pre-prepared food industry and the restaurant sector in China [3]

罗永浩与西贝围绕预制菜的争论，上周末开始"转向"。在9月12日，知名营销咨询公司华与华董事长华 杉微博称罗永浩为"网络黑嘴"后，9月14日晚，罗永浩也在直播中"炮轰"华与华。 这其中，华杉数年前的一条微博引发了巨大争议。华杉在微博中提到，"华与华为西贝服务了十年，拿 了六千多万的咨询费。下一个十年，我们也不贪心，拿一两个亿就行了。"按照华杉微博中所述，其与 西贝合作10年，平均每年收取的咨询费超过600万元。 表面上看，这是一个相对超出大众认知的数据，也是引发市场争议的关键。但从多家A股公司披露的数 据来看，在与华与华合作过程中，年支付数百万元营销咨询服务费的上市公司不在少数。 某厨具行业上市公司此前公告显示，2021年12月8日，其与上海华与华营销咨询有限公司签署咨询服务 合同，约定上海华与华营销咨询有限公司为其提供品牌管理咨询和整合营销传播咨询服务。 这份合同总金额高达1800万元，有效期限自2021年12月8日至2024年12月7日止。据此计算，该公司年均 向华与华支付的相关服务费达到600万元。 A股某液体食品装备企业此前公告显示，其于2021年与华与华签署为期3年的战略合作协议。该公司未 直接披露相 ...

9月15日，罗永浩发微博称，华与华老板已经向其道歉，此事可以过去了，"毕竟它只是一个跑题的插曲"。 另外，罗永浩还发微博再次强调不反对预制菜。"我过去在直播间，也卖过很多预制菜。"罗永浩称是主张餐饮企业需要给消费者知情权。 近日，华与华营销咨询有限公司董事华杉发文称西贝是中国最好的企业之一，认为西贝老板选择硬杠网络黑嘴是给好人的示范。9月13日，罗永浩转发华杉 微博并质疑其动机。 华杉2009 首页 昨天 23:21 来自 iPhone 16 Pro 西贝可以说是中国最好的企业之一,遭到这种网络黑嘴的 网暴,老板选择硬杠,一定要辩个清楚明白,这也给习惯 于忍辱负重、苟且偷生的好人做了一个示范。 @段郎说事:#于东来说西贝可以放心可口吃饭# 9月12日,胖东 来 CEO于东来社交媒体发文表示:"任何事没有完美…感谢西 贝、海底捞等品牌企业可以让我找到相对放心可口吃饭的地方! " ...... 郎评:胖东来也来趟这"浑水"了,这下愈发热闹了。不 过,他对西贝的"相对放心"表态,只是对餐饮业底线 ... 全文 作前向上的法80%以上 【 】 上一篇： 上一 HISE INTEN 据悉，华与华董事长华杉曾公开表示为西 ...

Group 1 - The core viewpoint of the article is that Luo Yonghao criticized the marketing consulting firm Hua Yu Hua for its ineffective strategies in helping the restaurant chain Xibei, suggesting that their advice could lead to doubts about the intelligence of the brands they work with [1][3] - Luo Yonghao's comments were made during a live broadcast, where he directly named Hua Yu Hua and questioned their credibility as a marketing consultant [1] - Hua Yu Hua was founded in 2002 by brothers Hua Shan and Hua Nan, and has worked with various clients across the food and beverage industry, including well-known brands like Haidilao and Alibaba [1][3] Group 2 - Hua Yu Hua claims to provide only comprehensive marketing consulting services for clients and does not engage in project-based services [3] - The firm does not participate in bidding or competitive proposals and prefers clients to fully understand their services before entering into a partnership [3]

Group 1 - Luo Yonghao criticized the marketing consulting firm Hua Yu Hua for its role in West B's marketing strategy, suggesting that their advice is ineffective and could damage brand reputation [1] - Luo stated that other companies should reconsider using Hua Yu Hua, implying that it raises questions about the intelligence and decision-making of brands that engage their services [1] - Hua Yu Hua was founded in 2002 by brothers Hua Shan and Hua Nan, and has worked with various clients across industries such as internet, catering, and beverages, including notable brands like Hai Di Lao and Alibaba [1] Group 2 - Hua Yu Hua claims to provide only comprehensive annual marketing consulting services and does not engage in project-based services [3] - The firm does not participate in bidding or competitive proposals and prefers clients to fully understand their services before entering into a partnership [3]

Company Overview - Recently, a new individual business named "De Ting Ran Ju Ceramic Studio" was established in the Zhuzhong District, with a registered capital of 20,000 RMB [1] - The legal representative of the studio is Liu Ting [1] Business Scope - The business scope includes the sale of daily ceramic products, tea sets, arts and crafts, and ceremonial supplies (excluding ivory and its products) [1] - It also covers retail of arts and crafts and collectibles (excluding ivory and its products), non-metallic minerals and products, daily miscellaneous goods, gold and silver products, kitchenware, agricultural and sideline products, furniture, textiles, pigments, and pre-packaged food [1] - Additional services include sales agency, marketing planning, information consulting services (excluding licensed information consulting services), internet sales (excluding goods requiring licenses), and personal internet live streaming services (excluding projects requiring approval) [1]

Core Insights - The article serves as a sequel to the history of marketing over the past 117 years, focusing on the theories of advertising masters from perspectives of communication, semiotics, and advertising [1] - It emphasizes that understanding these theories requires contextualizing them within the specific economic conditions of the time they were proposed, particularly in the United States [2][4] Group 1: Historical Context and Theoretical Development - The advertising industry has evolved significantly since Claude Hopkins entered it in 1908, with American advertising figures addressing issues like product surplus and changing consumer preferences [2] - The theories proposed by advertising masters are fundamentally methods of communication aimed at enhancing efficiency and reducing costs, ultimately to drive sales [4] - Hopkins advocated for scientific advertising, emphasizing that the primary goal of advertising is to sell products rather than to entertain or please consumers [4][5] Group 2: Key Advertising Theories - The Unique Selling Proposition (USP) introduced by Rosser Reeves focuses on having a clear and unique sales message, which is essential for effective communication and cost-efficient marketing [6][8] - David Ogilvy's concept of image advertising highlights the importance of visual symbols in product packaging to enhance communication efficiency and reduce marketing costs [10] - Jerome McCarthy's 4P theory (Product, Price, Place, Promotion) is presented as a comprehensive framework for marketing, relevant across various industries [11][13] Group 3: Evolution of Marketing Concepts - The positioning theory introduced by Trout and Ries addresses the challenges of product variety and high promotional costs, although it is critiqued for lacking theoretical rigor [15] - Integrated Marketing Communication, proposed by Don Schultz, aims to enhance two-way communication with consumers, although it is also critiqued for its ambiguity [17] - The article concludes that all these advertising methodologies fundamentally aim to lower marketing communication costs and improve the efficiency of information exchange between products and consumers [22]

我从很小就知道我喜欢营销，我相信营销可以把精神力量注入品牌，创造出美好的产品，给人的生活带来更多快乐。 我前 33 年的人生经验里，动力来源一直是在纵轴的成就感——从纽约 MK 的职场精英，到创立刀法成为"营销圈顶流"。我的每一步都在世俗定义的"成功 之路"上狂奔，要往上爬。 大学还没毕业，我就已经手握十几份实习，去过罗兰贝格、第一财经、可口可乐，甚至还去体制内折腾过。大学毕业后，我拿着宝洁和联合利华的 offer，纠结得就像清华北大不知道去哪一个好。 进入联合利华两年不到，我加入了纽约时尚圈的 MK，作为亚太新媒体经理，也是总部唯一的中国人，当时我才 24 岁。 我一直觉得我是个笨拙的人，在没有找到自己的绝对长板之前，我能做的就是在一个领域聚焦、深耕。 相信笨鸟先飞的我，相信比别人更聚焦、更坚持、更早开始努力，并且不停地钻研营销，访谈全天下营销最强的人，用实践营销来解决企业的增长问题， 我就会成为这个领域的第一。（相信你也看到，直到今天我的工作仍然是，钻研营销，访谈天下营销高手，和落地营销策略到企业） 那年我 29 岁，很多人说，你这个小姑娘竟然也敢想这么大。但很荣幸的是，我遇到了更多志同道合的人同行。 创 ...