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class=\"wp-block-heading has-medium-font-size\">\u7ffb\u8bd1\uff1a<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\">Why do companies set up chief brand officers?<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">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&#8217;s way of life.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">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.<\/p>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\">The chief brand officer is a product of the new marketing era.<\/h4>\n\n\n\n<p class=\"has-medium-font-size\">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&#8217;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.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">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 &#8220;executive&#8221; to &#8220;manager,&#8221; and our team grew from small to large, and our team&#8217;s capabilities grew.<\/p>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\">The difference between &#8220;Tao&#8221; and &#8220;skill&#8221; <\/h4>\n\n\n\n<p class=\"has-medium-font-size\">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 &#8220;Tao&#8221; and &#8220;skill&#8221; in addition to the differences in external skills and seniority.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">The &#8220;technique&#8221; 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 &#8220;way&#8221; 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&#8217;t change.<\/p>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\">As the chief brand officer of Fotai Group, how do you show the brand of your company?<\/h4>\n\n\n\n<p class=\"has-medium-font-size\">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.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">As chief Brand Officer, one of my key daily tasks is to lead the team to integrate the company&#8217;s mission, vision and values into all brand marketing activities.<\/p>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\">Brand positioning is the most important undertaking of enterprise mission<\/h4>\n\n\n\n<p class=\"has-medium-font-size\">First of all, brand positioning is the most important undertaking of enterprise mission. In 2018, our mission was upgraded to &#8220;for the happiness of hundreds of millions of families&#8221;. Therefore, our brand positioning has been adjusted from &#8220;high-end kitchen electric leader&#8221; to &#8220;happy life home&#8221;. We hope that the image of Fotai to consumers will be more anthropomorphic &#8212; 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.<\/p>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\">Brand proposition is the true embodiment of the enterprise vision.<\/h4>\n\n\n\n<p class=\"has-medium-font-size\">Secondly, brand proposition is the true embodiment of the enterprise vision. In 2015, our vision was upgraded to &#8220;Be a great company&#8221;. Therefore, we put forward the brand proposition of &#8220;Great because of love&#8221;. 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&#8217; 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.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">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 &#8212; love and happiness.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\">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?<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">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&amp;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.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\">What do you think is the relationship between the emergence of brand officers and the development of brand economy?<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">The chief brand officer is really a product of business development. Specifically, it has the following relations with the development of brand economy:<\/p>\n\n\n\n<p class=\"has-medium-font-size\">First, China&#8217;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.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">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.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">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.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Therefore, the new economic development trend calls for more chief brand officers to build more excellent brands.<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\">How to become a qualified chief Brand Officer?<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">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.<\/p>\n\n\n\n<p class=\"has-cyan-bluish-gray-color has-text-color has-small-font-size\">\u672c\u6587\u7531CXO UNION-CXO\u8054\u76df\uff08cxounion.cn\uff09\u8f6c\u8f7d\u800c\u6210\uff0c\u6765\u6e90\u4e8e\u7f51\u7edc\uff1b\u7f16\u8f91\/\u7ffb\u8bd1\uff1aCXO UNIONCXO\u8054\u76df\u5c0fC\u3002<\/p>\n\n\n\n<p class=\"has-text-align-center has-medium-font-size\">\u5982\u9700\u52a0\u5165<a href=\"http:\/\/weixin.qq.com\/r\/fxJxaVHE1AyrrRUK90dt\">CXO UNION\uff08CXO\u8054\u76df\uff09<\/a>\u9ad8\u7ba1\u793e\u7fa4\uff0c\u8bf7\u8054\u7cfb\u793e\u7fa4\u5c0f\u4f19\u4f34\u54e6~<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"http:\/\/cxounion.cn\/wp-content\/uploads\/2023\/04\/cxo\u7ed3\u5c3e\u4e8c\u7ef4\u7801.png\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"has-cyan-bluish-gray-color has-text-color has-small-font-size\">\u514d\u8d23\u58f0\u660e: \u672c\u7f51\u7ad9(http:\/\/www.cxounion.cn\/)\u5185\u5bb9\u4e3b\u8981\u6765\u81ea\u539f\u521b\u3001\u5408\u4f5c\u5a92\u4f53\u4f9b\u7a3f\u548c\u7b2c\u4e09\u65b9\u6295\u7a3f\uff0c\u51e1\u5728\u672c\u7f51\u7ad9\u51fa\u73b0\u7684\u4fe1\u606f\uff0c\u5747\u4ec5\u4f9b\u53c2\u8003\u3002\u672c\u7f51\u7ad9\u5c06\u5c3d\u529b\u786e\u4fdd\u6240\u63d0\u4f9b\u4fe1\u606f\u7684\u51c6\u786e\u6027\u53ca\u53ef\u9760\u6027\uff0c\u4f46\u4e0d\u4fdd\u8bc1\u6709\u5173\u8d44\u6599\u7684\u51c6\u786e\u6027\u53ca\u53ef\u9760\u6027\uff0c\u8bfb\u8005\u5728\u4f7f\u7528\u524d\u8bf7\u8fdb\u4e00\u6b65\u6838\u5b9e\uff0c\u5e76\u5bf9\u4efb\u4f55\u81ea\u4e3b\u51b3\u5b9a\u7684\u884c\u4e3a\u8d1f\u8d23\u3002\u672c\u7f51\u7ad9\u5bf9\u6709\u5173\u8d44\u6599\u6240\u5f15\u81f4\u7684\u9519\u8bef\u3001\u4e0d\u786e\u6216\u9057\u6f0f\uff0c\u6982\u4e0d\u8d1f\u4efb\u4f55\u6cd5\u5f8b\u8d23\u4efb\u3002<br>\u672c\u7f51\u7ad9\u520a\u8f7d\u7684\u6240\u6709\u5185\u5bb9(\u5305\u62ec\u4f46\u4e0d\u4ec5\u9650\u6587\u5b57\u3001\u56fe\u7247\u3001LOGO\u3001\u97f3\u9891\u3001\u89c6\u9891\u3001\u8f6f\u4ef6\u3001\u7a0b\u5e8f\u7b49) \u7248\u6743\u5f52\u539f\u4f5c\u8005\u6240\u6709\u3002\u4efb\u4f55\u5355\u4f4d\u6216\u4e2a\u4eba\u8ba4\u4e3a\u672c\u7f51\u7ad9\u4e2d\u7684\u5185\u5bb9\u53ef\u80fd\u6d89\u5acc\u4fb5\u72af\u5176\u77e5\u8bc6\u4ea7\u6743\u6216\u5b58\u5728\u4e0d\u5b9e\u5185\u5bb9\u65f6\uff0c\u8bf7\u53ca\u65f6\u901a\u77e5\u672c\u7ad9\uff0c\u4e88\u4ee5\u5220\u9664\u3002<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u9996\u5e2d\u54c1\u724c\u5b98\u5e94\u8be5\u4e3a\u4f01\u4e1a\u5728\u54c1\u724c\u6218\u7565\u4e0e\u7ba1\u7406\u65b9\u9762\u4f5c\u51fa\u8d21\u732e\uff1a\u7b2c\u4e00\uff0c\u53c2\u4e0e\u4f01\u4e1a\u6838\u5fc3\u6218\u7565\u7684\u5236\u5b9a\uff0c\u5e2e\u52a9\u4f01\u4e1a\u786e\u7acb\u660e\u786e\u6709\u6548\u7684\u5b9a\u4f4d\uff1b\u7b2c\u4e8c\uff0c\u5efa\u7acb\u5e76\u5b8c\u5584\u54c1\u724c\u7ba1\u7406\u4f53\u7cfb\uff0c\u5305\u62ec\u54c1\u724c\u5b9a\u4f4d\u3001\u54c1\u724c\u4e3b\u5f20\u3001\u54c1\u724c\u5f62\u8c61\u611f\u77e5\u4f53\u7cfb\uff0c\u7ef4\u62a4\u54c1\u724c\u5f62\u8c61\uff1b\u7b2c\u4e09\uff0c\u5728\u4fdd\u6301\u54c1\u724c\u5b9a\u4f4d\u76f8\u5bf9\u7a33\u5b9a\u7684\u524d\u63d0\u4e0b\uff0c\u4e0d\u65ad\u63a2\u7d22\u65b0\u578b\u8425\u9500\u65b9\u5f0f\uff0c\u4f7f\u54c1\u724c\u4ef7\u503c\u4e0d\u65ad\u63d0\u5347\u3002<\/p>\n","protected":false},"author":1,"featured_media":345,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,31,13],"tags":[47],"class_list":["post-343","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cgo","category-cxo","category-viewpoint","tag-47"],"_links":{"self":[{"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/posts\/343","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/comments?post=343"}],"version-history":[{"count":3,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/posts\/343\/revisions"}],"predecessor-version":[{"id":391,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/posts\/343\/revisions\/391"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/media\/345"}],"wp:attachment":[{"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/media?parent=343"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/categories?post=343"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/cxounion.cn\/index.php\/wp-json\/wp\/v2\/tags?post=343"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}