【CXO观点】方太集团副总裁兼首席品牌官孙利明：建立知行合一的优秀品牌

自1996年成立以来，方太集团始终坚持定位高端市场，以其对中式烹饪和中国厨房的深入了解，凭借持续不断的技术创新和精益求精的工匠精神，打造中国人自己的高端厨电品牌。《中国名牌》专访方太集团副总裁兼首席品牌官孙利明，探讨品牌建设之道。

一、企业为什么设立首席品牌官？

随着计算机技术、互联网技术的发展以及移动终端的普及，网络社会的中的信息爆炸将我们带到了大数据时代。互联网技术与信息革命推动了各个领域的产业革命，同时也改变着人们的生活方式。

企业在品牌建设和营销领域面临新挑战：需要在信息爆炸的时代，更有效地找到目标顾客群体并和他们链接，建立企业和用户之间的新型关系，进而建立和提升品牌的认知。

我认为，首席品牌官是新营销时代的产物。首席品牌官应该为企业在品牌战略与管理方面作出贡献：第一，参与企业核心战略的制定，帮助企业确立明确有效的定位；第二，建立并完善品牌管理体系，包括品牌定位、品牌主张、品牌形象感知体系，维护品牌形象；第三，在保持品牌定位相对稳定的前提下，不断探索新型营销方式，使品牌价值不断提升。

我从1996年就开始接触品牌管理方面的工作。这23年，我专注地做着与品牌有关的工作。但我的角色从“执行者”向“管理者”转变，我们的团队也不断从小到大，我们团队的能力也不断提升。

结合我在方太的工作经历而言，我认为首席品牌官与品牌专员的差别除了外在技术与资历的差别外，本质上是“道”与“术”的差别。

移动互联网时代的营销之“术”复杂多变，企业应该从外部招聘一些有相关经验的新员工。但首席品牌官更侧重于在团队中建立共识，在具体的营销活动中保持企业文化和品牌主张之“道”。商业的本质就是我们为用户提供产品和服务，在这过程中实现经济效益，从而实现社会价值。营销的本质在于不断创造客户价值，在客户价值的基础上兑现公司价值。这是不变的。

二、您作为方太集团首席品牌官，怎样展现企业的品牌？

这个问题正是上一个的承接。方太的商业本质就是紧紧围绕着用户，以仁爱之心为初心，实现顾客价值和社会价值。因此，方太立志用仁爱之心，创美善产品；用仁爱之心，造中国精品；用仁爱之心，铸国家名片。

作为首席品牌官，我的日常重点工作之一就是带领团队成员，将企业的使命、愿景、价值观贯穿到所有的品牌营销活动中。

首先，品牌定位是企业使命最重要的承接。2018年，我们的使命升级为“为了亿万家庭的幸福”。因此，我们的品牌定位从“高端厨电领导者”调整为“幸福生活家”。我们希望方太给消费者的形象更加拟人化——是一位充满大爱、始终坚持美善创新，并通过汲取中华优秀文化的智慧，帮助大家提升幸福感的智者、仁者。

其次，品牌主张是企业愿景的真实体现。2015年，我们的愿景升级为“成为一家伟大的企业”。因此，我们提出了“因爱伟大”的品牌主张。我们认为，伟大的企业不仅是一个经济组织，要满足并创造顾客的需求；还是一个社会组织，要积极承担社会责任，不断导人向善，促进人类社会的真善美。因此，我们不仅为用户家庭提供优质产品与服务，也通过传播中华优秀分化分享爱与幸福的智慧，并通过践行环保责任、慈善责任等具体措施，传播社会大爱。

同时，品牌核心价值体系贯穿到方太所有产品线的营销活动中。这个体系分三个层次：首先是功能价值，包括高端品质、美善创新和每款产品的核心利益点；其次是体验价值，即方便、舒适、愉悦、健康的用户体验；最终是意义价值——爱与幸福。

三、品牌管理者要参与企业战略的制定，可是许多人认为，企业战略多涉及业务问题，与品牌仿佛没有直接关系。您怎么看？

企业必须适应当前的营销发展环境。不管具体的业务怎么变化，企业的定位必须是相对稳定而清晰的。这就需要企业建立明确的品牌定位。定位是战略层面的事情，涉及企业的研发设计、供应链、服务保障等资源将如何投入到这一定位的建立中，不只关系到最终营销活动的执行。

同时，企业也面临这些常见的战略问题：是否应该发展跨领域的新业务？是否应该砍去某些旧业务？新业务应该沿用原有品牌，还是采用新品牌？要回答好这些问题，离不开品牌管理者的参与。

《中国名牌》：您认为品牌官的出现与品牌经济的发展有哪些关系？

孙利明：首席品牌官的确是商业发展的产物。具体而言，其与品牌经济的发展主要有以下关系：

第一，中国经济发展进入新常态，倒逼一批陷于低价同质化竞争的企业建立自己的品牌，实现高质量发展。如何从中国制造向中国创造升级，是中国品牌的任务。

第二，经济全球化深入发展，许多品牌从民族品牌迈向打造国际品牌的征程。如何与全球的潜在消费者沟通，成为至关重要的时代课题。

第三，移动互联网影响着各行各业的生态重塑，电商时代的流量红利几乎被分割完毕，目前兴起的是更多细分化的消费市场和消费者社区。如何精准地找到这些细分消费者，与他们建立密切的互动，是新营销场景的任务。

因此，新的经济发展趋势，召唤着更多首席品牌官建立更多优秀品牌。

四、如何成为一名合格的首席品牌官？

首先，首席品牌官要对企业文化（以使命、愿景、价值观）的高度认同与践行。只有这样，才能建设知行合一的优秀品牌，将企业文化贯穿于所有品牌营销活动中。其次，首席品牌官要对于宏观市场和行业环境的超前洞察力。这能够确保品牌具有引领行业发展的意识与能力，而不是成为简单的追随者。然后，我非常强调对于用户的关爱、理解和尊重。不论时代如何变化，首席品牌官应该始终坚持用户导向，与用户协同共创，为用户提供更大价值。最后，首席品牌官要对团队成员给予充分信任与授权，和年轻同事一起学习最前沿的营销知识与技能。

翻译：

Since its establishment in 1996, Fontai Group has always insisted on positioning itself in the high-end market. With its deep understanding of Chinese cooking and Chinese kitchen, and continuous technological innovation and the spirit of craftsmanship, Fontai Group has built its own high-end kitchen appliance brand in China. China Famous Brand interviewed Sun Liming, vice president and chief brand officer of Fontai Group, to explore the way of brand building.

Why do companies set up chief brand officers?

With the development of computer technology, Internet technology and the popularization of mobile terminals, the information explosion in the network society has brought us to the era of big data. Internet technology and information revolution have promoted industrial revolution in various fields and changed people’s way of life.

Enterprises are facing new challenges in the field of brand building and marketing: in the era of information explosion, they need to find target customer groups more effectively and link with them, establish a new relationship between enterprises and users, and then establish and enhance brand cognition.

The chief brand officer is a product of the new marketing era.

I think the chief brand officer is a product of the new marketing era. The chief brand officer should contribute to the brand strategy and management of the enterprise: first, participate in the formulation of the enterprise’s core strategy and help the enterprise establish a clear and effective positioning; Second, establish and improve the brand management system, including brand positioning, brand proposition, brand image perception system, maintain the brand image; Third, under the premise of keeping the brand positioning relatively stable, constantly explore new marketing methods, so as to continuously improve the brand value.

I have been involved in brand management since 1996. For the past 23 years, I have been focused on working with brands. But my role changed from “executive” to “manager,” and our team grew from small to large, and our team’s capabilities grew.

The difference between “Tao” and “skill”

Based on my working experience in Fontai, I think the difference between a chief brand officer and a brand specialist is essentially the difference between “Tao” and “skill” in addition to the differences in external skills and seniority.

The “technique” of marketing in the era of mobile Internet is complex and changeable, and enterprises should recruit some new employees with relevant experience from the outside. But the chief brand officer is more focused on building consensus among the team and maintaining the “way” of corporate culture and brand proposition in specific marketing campaigns. The essence of business is that we provide users with products and services, in the process of achieving economic benefits, thus realizing social value. The essence of marketing is to constantly create customer value, on the basis of customer value to realize the value of the company. That doesn’t change.

As the chief brand officer of Fotai Group, how do you show the brand of your company?

This question is a continuation of the previous one. The business essence of Fotai is to closely focus on users, with benevolence as the initial intention, to achieve customer value and social value. Therefore, Fang Tai determined to use the heart of charity, create good products; With the heart of love, make Chinese fine products; With the heart of charity, cast the name card of the country.

As chief Brand Officer, one of my key daily tasks is to lead the team to integrate the company’s mission, vision and values into all brand marketing activities.

Brand positioning is the most important undertaking of enterprise mission

First of all, brand positioning is the most important undertaking of enterprise mission. In 2018, our mission was upgraded to “for the happiness of hundreds of millions of families”. Therefore, our brand positioning has been adjusted from “high-end kitchen electric leader” to “happy life home”. We hope that the image of Fotai to consumers will be more anthropomorphic — a wise and benevolent person who is full of great love, always insists on beauty and innovation, and helps people to improve their happiness by drawing wisdom from the excellent Chinese culture.

Brand proposition is the true embodiment of the enterprise vision.

Secondly, brand proposition is the true embodiment of the enterprise vision. In 2015, our vision was upgraded to “Be a great company”. Therefore, we put forward the brand proposition of “Great because of love”. We believe that a great business is not just an economic organization that meets and creates customer needs; It is also a social organization, which should actively shoulder social responsibilities, constantly guide people towards good, and promote the truth, goodness and beauty of human society. Therefore, we not only provide high quality products and services for users’ families, but also spread the wisdom of sharing love and happiness through the excellent division of China, and spread the great love of society through the practice of environmental responsibility, charity responsibility and other specific measures.

At the same time, the brand core value system runs through the marketing activities of all product lines. This system is divided into three levels: the first is the functional value, including high-end quality, beauty innovation and the core interests of each product; The second is the experience value, namely convenient, comfortable, pleasant, healthy user experience; And finally, meaning value — love and happiness.

Brand managers should participate in the formulation of enterprise strategy, but many people think that enterprise strategy is mostly related to business issues, and does not seem to have a direct relationship with the brand. What do you think?

Enterprises must adapt to the current marketing development environment. No matter how the specific business changes, the enterprise positioning must be relatively stable and clear. This requires enterprises to establish a clear brand positioning. Positioning is a matter at the strategic level, which involves how resources such as R&D design, supply chain and service guarantee will be invested in the establishment of this level, not only related to the execution of the final marketing activities.

At the same time, companies are faced with these common strategic questions: Should they develop new businesses that cross disciplines? Should some old businesses be cut off? Should the new business stick with the old brand or adopt a new brand? To answer these questions well, we cannot do without the participation of brand managers.

What do you think is the relationship between the emergence of brand officers and the development of brand economy?

The chief brand officer is really a product of business development. Specifically, it has the following relations with the development of brand economy:

First, China’s economic development has entered a new normal, forcing a number of enterprises trapped in low-price homogeneous competition to establish their own brands and achieve high-quality development. How to upgrade from made in China to created in China is the task of Chinese brands.

Second, with the deepening development of economic globalization, many brands are moving from national brands to international brands. How to communicate with the global potential consumers has become a crucial issue of The Times.

Third, the mobile Internet affects the ecological reconstruction of all walks of life. The traffic dividend in the era of e-commerce has almost been segmented. At present, more segmented consumer markets and consumer communities are emerging. How to accurately find these segmented consumers and establish close interaction with them is the task of the new marketing scene.

Therefore, the new economic development trend calls for more chief brand officers to build more excellent brands.

How to become a qualified chief Brand Officer?

Sun Liming: First of all, the chief brand officer should highly recognize and practice the corporate culture (mission, vision, values). Only in this way, can we build an excellent brand integrating knowledge and practice, and run corporate culture through all brand marketing activities. Second, the chief brand officer needs to have a forward-looking view of the macro market and industry environment. This ensures that the brand has the awareness and ability to lead the industry, rather than simply being a follower. Then, I put a lot of emphasis on caring, understanding, and respecting the user. No matter how The Times change, the chief brand officer should always adhere to the user orientation, co-create with the user, to provide greater value to the user. Finally, the chief brand officer should trust and empower the team members and work with younger colleagues to learn cutting-edge marketing knowledge and skills.

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