Thought determines existence, and consciousness determines the horizon. The same is true for marketing in China. If we only use the marketing eye to see the market, we may only see marketing; if we change the angle, from the perspective of Chinese culture, from the perspective of Chinese personality, and from the perspective of Chinese history, we may see Another different marketing world will find different marketing methods and even create different marketing miracles. This is the method of “jumping out marketing to do marketing†and also the method of discovering hidden rules of marketing. To do marketing, we must first study consumers; to do marketing in China, we must first study Chinese consumers; to study Chinese consumers, we must first study Chinese characters; to study Chinese characters, we must first study Chinese people. Culture and deep psychology. From the perspective of Chinese personality and culture, Chinese marketing has eight hidden rules: Unspoken Rule 1 "Chinese Single Brand" Rule China has thousands of years of feudal autocracy, and the Chinese are used to giving orders by one person. For the brand, of course, only one is recognized, and a single brand leads a myriad of products, just like an authoritarian system. At the same time, the Chinese have had the concept of "great unity" since ancient times. The country requires reunification and long-term integration. This is a general trend. Of course, the brand also emphasizes unity. Unspoken Rule 2 "Chinese Branding" Rule Chinese people admire authority, experts are authoritative, so experts use to recommend products, no advantage. Doctors, professors, teachers, and even the red seals of a certain association are all authoritative representatives, and can be used to prove the effectiveness of the product. There is also the Chinese "filial piety culture" can be described as deep-rooted and deeply rooted in the hearts of the people. This can also be used to shape the brand. For example, in many health product advertisements, gift advertisements, and holiday promotion advertisements, there are such rhetoric, and it is very effective. In addition, we can also use the Chinese people's "public opinion orientation" and "constrained psychology" to shape the brand. In the branding method, there is also a quicker and more effective method. What is the potential of the “borrowing†we mentioned earlier? By the trend of fashion, the brand of the times. Unspoken Rule 3 "Chinese Product Innovation" Rule Chinese consumers have a weak brand awareness. They are more volatile, more likely to be hinted, prefer to see things differently, and more like new and old. These characteristics are often the underlying reasons why Chinese companies continue to innovate products. It can be said that product innovation and diversification of related products are the unspoken rules of the Chinese market. All companies, including multinational companies, must innovate in order to be able to embrace the Chinese consumers who are new and tired. Unspoken Rule 4 "Chinese Management" Rule If a Chinese company does not have an authoritative and strong leader or founder, such a company will not go long. Authoritarian management and authoritative management will work in China, but it will not work without autocracy. why? Because the Chinese cultural heritage has "authoritative advocacy, authority orientation." At the same time, the Chinese are more sloppy, undisciplined, and do not like accuracy. Therefore, it is certainly not feasible for Chinese companies to completely copy the Western regulatory management systems and processes. Many Chinese companies adopt the management system of “Chinese philosophy and Western standardsâ€, that is, after the Western management system and process have undergone a Chinese-style change, some of them are retained, and some Chinese things are kept in it. It works within the company. In addition, Chinese companies pay attention to the management of "people governance + rule of law". Many things are "unclear words". They must take care of the system and take care of the human condition. These are all practices that have been decided by Chinese culture. Unspoken rule 5 "Chinese team" rule How can we bring the Chinese together into a team? Use interests to combine personal interests with the interests of the team, and rely on strict management systems and assessment mechanisms to force them to become a team with strong leadership. In this way, it is possible to form a team. Unspoken Rule 6 "Chinese Channel Driven" Rule China has a vast territory and inconvenient transportation. Enterprises must distribute their products to various markets across the country. They really want to distribute their products anywhere, making them ubiquitous. They must rely on channels, the density and breadth of distribution, and become the market for enterprises to win. magic weapon. Unspoken Rule 7 "Chinese-style regional strategy" rule Due to the vast territory of China and the different customs, cultures, habits, tastes and climates among different regions, it is impossible to “one size fits all†in product development, channel establishment, promotion strategies, and promotion strategies. After the company reaches the development stage, it must Conduct market segmentation and adopt different development strategies for different regional markets. Unspoken Rule 8 "Chinese Diversification" Rule Even many unnamed Chinese companies have positioned their main business: “real estate, finance, manufacturingâ€, etc., which has become a common phenomenon. Diversification can be done, just see how you do it.