All the time since, a lot of people think, the public relations of brand of so called luxury covers a region, it is the royal show in palace of a Guan Zailiu Li, and of public relations bound from personnel of course of study, it is to be concealed in luxuriant after big screen preceptorial. Actually, this industry regards originality industry as medium one part, assembled all important elements of contemporary sale, from the market analysis, strategy locates originality is carried out, all-embracing. From on 90 time later period begins the century, public relations has made one of China‘s most popular burgeoning trades, a certain number of before New Year more one told about public relations industry to once created extremely high viewing rate from the teleplay of personnel of course of study. However nowadays public relations industry of China already the be swarmed into in succession and generated to pledge flight as international old brand. A lot of moment, chinese consumer the acknowledge to the brand, buy and dote on, because,be personnel of originality public relations people of accumulate over a long period work and come true. Cai Wei annals, Han Xin, Bao Yifeng, will make vogue and public relations group as ten years the industry celebrity of numerous grand ceremony and miracle, be first-rate transmits catalyst between brand and public. And their experience and story, the progressive path that levelled numerous brand is in China not only, it is to use oneself passion and originality refresh to wear more the window of the times, changing everybody‘s lifestyle and aesthetic intention with originality sale.
Shanghai vogue is patristic — Cai Wei annals
Cai Wei annals is called “ the vogue of Shanghai is patristic “ , he established grand ceremony of Lai card fashion, open the beginning of fashionable grand ceremony; He most extend Chinese market with the collaboration of brand of international of a gleam of such as GiorgioArmani first, the person that become the sermon of top class luxury; The broker contract of the model of actor of a gleam of such as his representative Zhang Manyu, cuckoo, push azalea successfully to the world. To oneself these year everything what what do, because,Cai Wei records says is merely interest. “My career has not begun, I am young still, because like,everything what what I do now is. “ he says.
Regard a legend of public relations bound as the character, cai Wei annals comes from Philippine. His familial be in Philippine it is an everybody a group of things with common features, own a lot of properties. Because his mother is born in Fujian Xiamen,be brought up, the blood of his body is so genteel half Chinese. “I am very independent “ , respecting his familial, cai Wei records says, “I grow in Canada in one‘s childhood, the university is read in the United States, thenceforth rises, I began to work “ .
Cai Wei annals is graduated from the United States‘ famous Warton business school, major economy. Annals of Wei of the Cai after the university graduates decides to work to the Asia, it is to choose to be in Hong Kong first, he is accepted after half an year Maiken is bright at that time of Chinese division manager invite, will to Shanghai begin his advertisement career in China. Mai Ken advertisement is one of ad companies with the biggest whole world, the bright daily with China is joint-stock at that time establish Maiken light, also be one of China‘s biggest joint-stock ad companies. Cai Wei annals just agreed to wheat politic executive chief inspector is held the position of when light, “That moment advertisement is in China is the industry that compares Xin Rui, special in brand strategy side, such major and concept are done not have in China at that time, so I come over to build this department. “ originally Cai Wei annals wants to wait for two years in China only, after thinking of two years his president with respect to preferment China area, chinese travel continued.
“China is a very interesting country, to industry of advertisement public relations, have a lot of uncertainty, this is an advantage also be defect, defect is occasionally you do not know what cannot do, the advantage is, because such, you can do the business that a lot of forefathers had not done. You can do the business that a lot of forefathers had not done..
In Maiken light, cai Wei annals rolled out a lot of unprecedented activities, for instance associated brand client invests teleplay, issue each personally big TV station exchanges ad time. 2001, he still established the first large and fashionable grand ceremony of Chinese, grand ceremony of Lai card fashion, the influence is tremendous. Respecting invests the Lai of 10 million to block fashion grand ceremony in those days, cai Wei annals the idea at that time is to be client service completely.
“Lai card is not the fashionable brand that convention turns, they hope to produce bigger result with limited fund, and Lai card product is not to sell customer directly, hope consumer drives other manufacturer to use the fabrics that Lai blocks however, so common advertisement puts in means not to suit for certain. We hope to create the grand occasion of an influential in fashionable bound force at that time, can focus fashionable group already the character of influential force, can have communication with consumer, fashionable brand again, rolled out Lai to block fashion grand ceremony then. Rolled out Lai to block fashion grand ceremony then..
Maiken light serves as internationally big company, the client is international more well-known trademark is like Oulaiya, beautiful Bao Lian, Coke Cola, Motolora, bai Lan, and their business besides a few large activities, more be being bought at media and brand strategy side. Because Cai Wei annals learns finance and economics, inchoate the advisory work that ever also had done brand and media strategy, agree in wheat so bright, cai Wei annals more working focusing are engineered at the media of the brand, note the strategy of overweight originality backside, and the job with the mainest strategy depends on investigation and survey, this is not the job with Cai Wei the most zealous annals. So, although age of Cai Wei annals becomes a president gently, but he still chose to do poineering work independently.
“My disposition suits to work in big company not quite, “ respecting does poineering work independently, cai Wei records says: “Big internationally ad firm, the advantage depends on having unified strategy of the whole world, many media is bought, so old international brand can choose big international company to do a representative normally. But such you do not have a choice, occasionally I do not have a bit interest to the client‘s product and brand, still want to do. And accomplish finally, do government namely actually, this lets me feel very wearily. “ he says. A chance that Cai Wei annals can do poineering work independently depends on: Right now the development of ad industry, had passed at the outset the brand of ad firm representative of internationalization is all the phase of business, industry more fractionize, a lot of jobs that have originality sex are arrived to have the small company of vigor and creativity more by differentiation, the industry experience that Cai Wei annals has and client natural resources let him begin his poineering course easily. “I do myself to be interested only with confident brand. “ Cai Wei records says, “I also do not want to become the company too greatly. “ such, cai Wei annals the whole world the famousest luxury brand belt went to China to undertake popularizing, for instance GiorgioArmani, just entered China to be undertaken by Cai Wei annals promotion and activity are engineered namely. Now, the company of Cai Wei annals basically concentrates professional work at luxury industry and city of domestic a gleam of.
“This is me understanding, I am interested, I have confidence to had been done. My energy has not allowed me to accept more clients again, I already some client markets had done bigger more, even the market that they consider to develop second line town, I also must tell them what I am not good at this, I can give you a few Idea only. I can give you a few Idea only..
Besides the business of advertisement public relations, the company of Cai Wei annals still involves the representative of a few actor, for instance the actor of a gleam of such as Zhang Manyu, cuckoo is mixed model. “Actor I also do not act as agent too much, do only inside my resource limits. “ in addition, cai Wei annals still has the idea that makes fashionable medium. “I hope to be able to be done a few those who initiate a gender, have the thing of a few new ideas. “ nevertheless, the commerce that does not think Cai Wei annals wants to initiate him by accident is Caesarean, in career respect, he appears and neither one plans in detail, also do not have commercial concept. “If say to become a company, want to speak of money, speak of profit, but however I think this the least. If I want to earn more money, the client affirmation that I choose is different, I still do not have interest to make my career bigger now. If say I become its matter, so interest is the biggest reason. So interest is the biggest reason..
Because work, the plute of a lot of China of bring into contact with of Cai Wei annals. He is right “ rich “ the view that also has oneself, look in him, let a Chinese produce change, because,be not just rich just become rich, had more choices because of you however, bring into contact with more and stranger thing. “The change of surroundings, lifestyle just is the most important, had more more choices, experiences when you, your life just can become rich, because, is not just money. And public relations is told from social level at that time, offer best choice to give customer namely. “ he says to me so.
To China for the newest consumption big country of this luxury, the light of abrupt emerge in large numbers is bright beautiful each are big the brand makes a lot of people ecstatic and spellbound, and this, cai Wei annals just can give us each person‘s most significant advice.
Han Xin resembles directing same originality public relations
Into go 19 years, han Xin is the industry of advertisement public relations as China grows together almost rise, from enter firm of ad of the first foreign capital of Chinese to paper an envelope to begin, han Xin has become inspector general of president of intermediary of the Shang Yang below division of British WPP group, originality nowadays. As the well-known public figure of bound of Beijing public relations, in his working personal details, almost big shop sign of firms of all foreign capital ad and international, it is a flight of stairs that he grows.
At the moment Han Xin dress is optional, carefree ground sits in oneself to leave in the cafe of 798, talk cheerfully and humourously. Close to be engaged in industry of public relations ad for him 20 years, the mainest now job sits in cafe to chat with the person namely, and the majority is full of amazed public relations originality, in coming from the chat with each trade public figure namely.
What Han Xin university learns is dress design, and enter ad industry, the word that uses Han Xin says, “It is to be hit by accident purely bump by accident “ . “When just entering ad industry, understanding completely is how to return a responsibility, the first thing that does into the company papers an envelope namely, give the whole nation post a letter of hundreds of media, introducing us is what ad firm, ad company sends a client to you, the client is internationally etc, do these things. That moment media does not have electrograph, also do not have almanac, also do not know how to should look for an address. Also do not know how to should look for an address..
Although whats do not understand, and in those day China, also do not understand even medium what to advertisement is even, but the times that Han Xin caught up with commerce of a China to develop flourishingly however. He also got in this industry move fresh with gout. So, although did not go to the United States continueing to take the route that installs a design, han Xin is regretful not at all however. “Very successful feeling, it is you had been experienced, you look at this industry development to rise, realize commercial strength, did the business that a lot of others had not done. Did the business that a lot of others had not done..
Xin letting Han falls in love with this group, true determination to do this to go truly, or 1993, media developed greatly 1994, when foreign brand also enters China in a large-scale. TV station of that moment each district begins to add channel, but content resource is insufficient, and the TV station does not wish to also do not have money to buy an item. They discovered Han Xin this breach, give an idea for the client, “We buy the movie for the client, talk with the TV station, I give you the motion picture, you give me ad time, still have coronal name right, this is called stick an advertisement, that moment still does not have this concept. “ Han Xin did movie theater of Shi Keguo border for the client, MV music special number of a eriodical, special of music of flying benefit riverside, this is very influential at that time program. “Begin at that time namely, I feel to make this group very successful feeling, although ad industry is not propagandist agency, but lifestyle and viewpoint of value are to affect this society. Finish especially after those two projects, be equal to the thing that had not done others. “ ad firm of Han Xin is the first begins to do stick an advertising company, this kind of means becomes a kind of pattern later, become an industry then.
Although this industry gives Han Xin to bring a lot of fun and achievement sense, but the pressure of advertising and busy also be well-known. “Psychological quality is close friends, should compare with the ability of person communication strong, latitude should be compared tall, bias wants a few less. “ Han Xin thinks to had done this group to need a lot of quality. But more, still want to experience the charm that brings to it. “You should contact new thing forever, can be washed out not newlier. Pay close attention to others even what doing, so automatical what ask you are done is the business that others had not done, won‘t be tired of so. Won‘t be tired of so..
Now, although had been the president of the company, need runs business of company each side, also want to face management pressure, but Han Xin more the enjoyed work that still does originality, he still holds company originality chief inspector part-time up to now. “I like to manage not quite, I prefer to do a few businesses personally. I prefer to do a few businesses personally..
At present till, xin letting Han is brought think of the originality that be proud make, it is well-known trademark namely Louie a 13 artistic projects that have. Generally speaking, the comparison that foreign wine brand makes artistic commitment is much, popular way sends an award namely. But Han Xin thinks such kind is right of this brand and Chinese consumer communicate for do not suit. “We should push the culture connotation of this wine, tell character and taste. New rich estate of China already passed the level that the thing that comes to the west adores completely, begin to one thinks over, they should take a fancy to national culture, be willing to luxury appreciate play. To estate of new man of letters, to bookman scholar-bureaucrat of China, this ability is the thing of in one‘s heart.
We want to do bit of business in this respect. This is right after consumer understands, find one is nodded, be united in wedlock with this brand photograph, not be to who approbate, however we go giving aid to, drive it. “ the successful personage that then Han Xin finds 13 artists and all trades and professions, include feather on the west, Liu Ye, Lou Ye, Liu Xiangcheng, bright and beautiful (violet Yun Xuan is master) , big shake etc. He allocates everybody a little theme, let them develop creation artwork according to this title freedom, and this little theme is an element in this brand DNA. Go off with auctions the work manuscript that this project does, income contributed a Gu Chengwen to spend protective fund, so it is project of a commonweal. “Because this wine itself follows the communication pattern of consumer,not be simple advertisement, it is done taste bender, make late dinner, at that time this brand became a particularly good topic, let a person take appreciate. Let a person take appreciate..
The work of the artists that participate in this project has originality very much, broke through the artistic form that they are familiar with before. Painter Liu is for instance wild, he before work is plane, have a few main figure, a little girl, an urine arms. “Want to break through plane in the process that we talk about, behave with different point of view male with female dialog, mix urine arms gobang of little girl make it, castle is Jack-a-Lent, very big chessboard, very beautiful, work everybody fondles admiringly. Work everybody fondles admiringly..
Han Xin is enjoying the success of this project, also experiencing the hardships of the process at the same time. “Begin to make the time that will be used almost one year finally from project approving, accomplish a half to again new Idea comes out, there is the difficulty of a lot of technologies in the process that make, it is 13 small artistic projects actually. It is 13 small artistic projects actually..
But such project is not most the project that make money. “Our funds is very few, the artist also did not pay fee. Executive difficulty is very so great, it should be a beneficent project. But it brings us a very good experience, learned how to manage the person of these originality namely. Because there is stylist inside this, have chief editor, have so much artist. They can break through their original a few limitation, do not do the thing that oneself do so, it is a brand-new form and method. It is a brand-new form and method..
To the career, what Han Xin goes after nowadays is his honor no longer, think innovation goes more is full of to start sexual project however, experience in originality achievement feels. He says, “Our job has infinite possibility, the director that resembles making a movie is same, the space is very large, can use any form. And my forever pursuit, direct next work namely. Direct next work namely..
Bao Yifeng public relations is the most important is integrated resource
Besides continuous heavy rain the general manager of outstanding public relations, bao Yifeng‘s identity still has agent and free plan to exhibit a person. He and copartner have his model company, the personal assistant of the agent that he once had held the position of Hu Bing, Lv Yan, Guan Zhilin, Zhang Guorong, once also participated in the film together with Guan Jinpeng‘s director “ La Yu “ make, just hold the position of supervise the manufacture of on behalf of investment. Because like contemporary art, he still helps a few artists do plan to postpone the job.
Be in Shanghai, bao Yifeng‘s name often is contacted together with a few star, he knows a lot of distinguished personages and rich and powerful person, he tastes card contact with with all luxury, he says, “In the activity that conducts in me, I must know all star and distinguished personages, had recieved them, let a client be at ease. I should appear before everybody with best condition, without what this and star him demand are diverse. Without what this and star him demand are diverse..
10 come for years, bao Yifeng turns to arrive all right from hotel industry act art, public relations bound, his appearance is particularly youthful still, hopeful and meticulous, bouncy with when just entering this industry, do not have 2 send. “Although work to often need work of ground of all night until dawn in this industry, but my skin is very good still, I should touch a pillow to be able to be asleep only. “ he is laughing to say, the distinguished personages that faces captious brand client and high demand stars people, bao Yifeng maintains from beginning to end loosen the state of mind that peace mixes. “Resemble with star contact with like Everyman, compare the heart the heart. “ so, bao Yifeng always appears in the job do a job with skill and ease, be very happy with it.
He says, “I try different job, but to finally it is to be client service, perhaps serve for star. Public relations is integrated actually, all sorts of resource conformity rise, star, media, public figure. “ the industry that contacts public relations at first, still result from hotel banquet of Bao Yifeng sells experience, over he contacted company of a lot of public relations and ad company, also accumulated natural resources of client of high end of quite a few. Bao Yifeng began the work of his freedom public relations 1996. “Do public relations activity truly for the first time, it is for dress brand Shanghai with a friend the beach does a booklet, cooperate with Gong Li. Do Lu Yiwei to ascend lord car pulling force to surpass later, main job takes care of a few celebrity of Hong Kong that take part in the match and dependant namely. “ because Bao Yifeng can say Shanghai word, mandarin already, also can tell fluent English and Cantonese, with Hong Kong so person communication has very large dominant position, “The language gives me very great help, hong Kong person discovers you can say sign of another name for Guangdong Province, trust your half “ .
At that time, the concept of domestic public relations has not matured, bao Yifeng helps a few brands do activity of a lot of diminutive with the identity of free public relations. To now, a lot of brands had become old client of Bao Yifeng, and Bao Yifeng also established continuous heavy rain 2002 company of outstanding public relations, dedicated and fashionable industry. Now, arrive from the small-sized activity of a few people the big activity of thousands of person, bao Yifeng‘s company can be done very faultlessly.
“Our company‘s biggest distinction, it is the work that we concentrate main energy in a few types. The first it is fashionable dress, because ourselves has model company, we were done in this group very long, client of a lot of brands approbates us. The 2nd it is life style product, small to gem, cosmetic, mobile phone, arrive greatly car, wine kind, can return in this category. In fashionable domain, we are not to do real promotion activity, hope to be united in wedlock with fashionable idea however. The 3rd part is recreational activities, with the activity that the film, disc concerns. The 4th promotion that is the art that myself prefers and design. When the brand more and more after commercializing, they hope an art and commercial union rise more and more, so a new platform comes out, this is us advocate push way, myself also likes contemporary art, also created a condition to a lot of clients. Also created a condition to a lot of clients..
Besides the industry dedicated degree outside comparing Gao Zhi, the appeal power that includes one him summit still is the company‘s indispensable element. “Everybody thinks I have very good star relation, media concern, very good spot palm controls capacity. My specialty is pursuit detail, hold to mobile spot detail very good, so the client is willing to give me medium or small activity. So the client is willing to give me medium or small activity..
Although public relations is outside look very the industry of scene, but Bao Yifeng also says frankly, “Actually public relations is not very the industry that make money. And very painstaking, all matters, what thing wants to worry about personally. “ “ the biggest challenge is every activity can have a few regrets, cannot accuse, the element that cannot foreknow is very much. Face ability of field meet an emergency so, it is very important that spot palm controls capacity. “ nevertheless, active as a favourite by sb in power at public relations bound, he is happy also amid. “This also is a very happy industry, have new thing everyday, this itself is a kind of challenge. Can see various people, need very strong integrated capability, need the social kind of experience of very good the ways one gets along with others and maturity. “ he says.
Working environment of Bao Yifeng often can make the environment that he is in be full of temptation medium, let a heart easily also become buckish at the same time, not quiet. Be born in the Shanghai person of average home to, bao Yifeng ever was facing various temptation likewise. “Everybody has a process, some of money just earned when beginning, buy a lot of famous brand for certain, like the life with lively scene. “ and now, face fortune, buckish life and luxury, bao Yifeng had his understanding.
“Now is not not to like famous brand, do not need wherewith what to prove however, I like dress namely now comfortable, individualize, can wear Dior so, also can wear very common. On the life differ also want surely costly, be away on official business differ want first-class stateroom cabin surely, I often undertake culture suffers from brigade, go India, Laos, Kampuchea, I like to go literate connotation, the place that lets me have originality inspiration travels. Everybody asks to differ to life character, the money that I feel I earn one year, if can buy 9 paintings I am very happy. Some people must want millions of racing bike, have how many house, I am not such. I am not such..
Before before long, he established a style that he dotes on in Shanghai the residence of very old Shanghai, the living that makes oneself and soul had an a bed of down, this makes him very contented, “Although I cannot be compared with very much wealthy person, but I had lived very well, and very happy. “ to the job, include one summit at present more and more enjoy among them fun. Besides continuously already some projects, he hopes to put more attention on artist body in the future, “I hope to be able to carry my power, roll out a few young artists. “ one when Bao Yifeng points to to be worn on him body deserves to act the role of, “Look, this is the work of a young artist, I hope one day it can make famous brand. This is me when feeling the most successful! “ his eye is bright bright, smiling to say to me.