First impression: Balance life and work.
Li Jinkui of Aries smiles with childlike innocence, and his body reveals many characteristics of Aries. For example, I am willing to play in the sun; For example, He Ping, Wang, Sun Nan, Mi Qiu, and other celebrities in the entertainment circle can all be called brothers. The signature on MSN is: choosing friends is choosing fate; Another example is an expert in real life who studied industrial design but made brand marketing planning. For example, he is humble and arrogant, and admits that his favorite occupation is "player"; For example, he regards Nan as his favorite person, his soul mentor and "Don't sacrifice happiness for the pursuit of happiness" as his life creed. For example, he is not only a performer on the marketing stage, but also a missionary. ...
Sticking to tradition and deviant, he has been "subverting": constantly thinking, constantly denying, constantly digesting and constantly establishing. This is a beautiful feature of modern marketers. His strong curiosity and fiery passion for the outside world are the driving force for his adventure and innovation all the way. There are many people who talk less and do more these days, but Li Jinkui is an activist with strong self-awareness and subjective awareness, full of confidence and stubbornness. He won't wait for opportunities to fall from the sky, but actively strive for them. Although he sometimes appears impulsive, he will basically remain rational and decisive. As he has always stressed, "subversion" is not unreliable empty talk, but to find the "appropriate way" he insists on.
In this world, most people make a living by working, and most people gain ability recognition by working. Li Jinkui-Balance life and work. He recommended me to read Tibetan life and death books. He believes that people live for pain. What is pain? Happiness comes from suffering. Life and work are constantly developing. What is important is how to make good use of the present opportunity. Don't suffer because it's not the right thing, but "do the right thing"
Weishui experience
Destiny in marketing is an invisible hand.
Li Jinkui is engaged in marketing, which is somewhat accidental. He has an artist complex since he was a child and is bent on becoming a painter. 1989, Li Jinkui was admitted to Jingdezhen Ceramic Institute, majoring in industrial design. After graduating from college, he came to Guangzhou alone. 1992, Li Jinkui came to a beautiful place-the turning point of fate.
The beauty of 1992 is only a home appliance enterprise in Shunde township in the eyes of outsiders. Li Jinkui, who was very competitive, thought that the product design of Midea was very good at that time, but unfortunately the sales staff didn't buy it. Later, he was transferred to the project team of developing rice cookers in the United States. In the cooperation with Sanyo, he learned the Japanese way of doing things. The loss of rice cookers for three years in a row made him unconvinced, and he firmly believed that his products were good. So, after several transfers, he was transferred to the marketing department to be responsible for the marketing of external markets. 1997 transferred back to headquarters to be responsible for the air conditioning planning of the whole United States. The unprecedented success of Midea's air conditioner led him to be transferred to Midea's small household appliances division in 2000 as vice president of marketing, responsible for new product planning and marketing.
He said, "I didn't choose to take the road of marketing. Fate is the invisible pusher."
Say, "If you want to use me, you have to use my method."
In the early days, Midea did not pay attention to industrial design, and felt that its talents were not satisfied and its specialties were not reflected. From 65438 to 0997, Midea ranked seventh in the air-conditioning market, without even a runner-up. Li Jinkui decisively offered to hire Saatchi &; Saatchi) is an advertising consultant. You know, at that time, Saatchi's annual expenses were 5 million, while Midea's annual advertising expenses were less than 654.38+million. The company disagreed with his way of doing things. But although he is bold, he is used to contradicting leaders and persuading them. He even said, "if you want to use me, you have to use my method."
When Saatchi came up with this design, his pressure was unprecedented. When all enterprises use people as spokesmen, Li Jinkui thought of using animals and insisted on choosing "bears" that some people thought were unlucky. This proposal is obviously unsatisfactory. But his reason is that customers will know that it is the refrigeration industry when they see the bear, and the positioning is very clear.
Later, the case of Midea air conditioner has always been a proud specimen of Li Jinkui. First, Midea's air conditioners climbed from the seventh place in the market to the top two; Second, the "beautiful bear" used by the brand has developed a differentiated and innovative brand promotion route in the industry; Third, the slogan "Life can be better" has brought a well-known reputation. Those who disagree with this also shut up. Because during the three years from 1997 to 1999, Midea's air-conditioning sales soared from1200 million to 5 billion.
The unprecedented success of Midea's air conditioners has also attracted the attention of the industry in Li Jinkui. From 2000 to 2003, I came to the small household appliances division and was responsible for the marketing of Midea's 4.85 billion business.
Play with the concept "Creativity is made with legs and mouth"
"Creativity is made with legs and mouth. Run with your legs and ask with your mouth. "
From 65438 to 0997, Li Jinkui positioned Midea, Gree and Haier as competitors in the air-conditioning industry. Through anonymous market research, he found that 25% consumers don't install air conditioners because they are afraid that the air will not convection and breed various air-conditioning diseases. In this regard, he discussed with the designer to install the ventilator into the air conditioner and called it "ventilation air conditioning". He even put forward the slogan that "healthy air conditioning is ventilation and air conditioning, and ventilation and air conditioning is the best beauty". In the end, this "ventilation and air conditioning" earned billions, which also pushed Midea's industry position to the top three.
Then he designed a beautiful drinking machine. After visiting Shantou, Hangzhou, Shanghai and other places, he found that the three functions of visible temperature, adjustable temperature and cooling temperature are enough to change the habit of consumers buying water dispensers. Through technological innovation, he not only solved these three problems, but also added a popular blue display screen to the water dispenser at that time, which only increased the cost by more than 30 pieces, but pushed the retail price of Midea's water dispenser from 400 yuan to 1888 yuan, which was still in short supply. As a result, the beautiful water dispenser ranked first in the industry within two years.
Whether this decision is right or wrong, we should make it right.
Then, he participated in the planning of Midea's microwave oven. Frankly speaking, Midea's entry into the microwave oven industry itself was a wrong decision. However, Li Jinkui, with the idea of "whether the decision is right or wrong, we should do it well", shouldered the impossible task. He visited some suppliers eliminated by Galanz to verify the break-even point of the industry. At the same time, Galanz seized the opportunity to fight LG's price reduction and made a full-page report with the help of the media on the topic of "Galanz's price reduction sword refers to beauty". This move immediately caused a shock in the industry, and the phone calls from dealers all over the country were endless. Midea's microwave oven was funded before the product came out. This news war, which attracted national attention, cost almost nothing, and only used public relations media to involve many suppliers and distributors. Midea's microwave oven was produced within 8 months, and climbed to the second place in the market after 1 year.
Li Jinkui said it was his "proudest work". Midea air conditioner takes the route of brand differentiation, microwave oven takes the route of public relations strategy, and water dispenser solves the problem of product innovation. The three methods are not the same, but the effect is the same. Later, induction cookers, rice cookers and electric heaters all did this. All the projects he planned in the United States became the first in the country within three years, but none of the products he did not plan could become the first. In the home appliance industry, many marketing rules formulated by Li Jinkui in those years have not changed today.
Since then, Li Jinkui has been the general manager, chairman and legal representative of Midea's industrial design and Midea's advertising. This is the first time in the history of Midea Group that the legal representative has been transferred to a foreigner. Industrial design had been losing money before, but he turned losses into profits in just eight months and reached a strategic alliance with Philips Global Product Innovation Center.
"I am a brand myself"
On June+10, 2003, Li Jinkui left the United States and became the CEO of Zhongshan, USA and Japan International Group. Accustomed to the pursuit of quality of life, he chose to leave the United States and Japan at the end of 2004 because he could not adapt to the closed life in the industrial zone.
Then, he set up his own company, marketing planning agencies, in Zhu Ying, with a collusion brand in Guangzhou. Midea Group * * * has more than a dozen companies, and half of them look for other companies to do planning. A reform of Midea made 60% of his company's customers disappear at once. He is used to taking things as they are. He believes that someone will find him, and all the difficulties are temporary. Because Li Jinkui is already a brand.
Facts have proved that Li Jinkui has been overwhelmed by the number of customers of the company, and branches in Hongkong and Beijing have been established one after another. TCL, Eagle Ceramics, TNC Electrician, Imperial Bathroom, Nanhai Science and Technology Industrial Park, Mona Lisa Ceramics, Vantage, Audi Toys, etc. The industries involved are home appliances, ceramics, electricians, bathrooms, tourism, art investment, toys and so on.