Tian Xinli, male, a cutting-edge marketing planning expert in China, is an advocate of the concept of "fighting for local brands" and has been engaged in marketing planning 10 for more than 0 years. He is currently the strategic director of Shanghai Zhiben marketing planning agencies, mainly engaged in marketing diagnosis and brand planning. He is good at making breakthroughs in marketing thinking from the perspective of local culture. He has worked in many well-known enterprises, advertising companies and marketing planning agencies, and successfully carried out marketing planning and brand promotion for more than 65,438+000 enterprises. Now he is a brand strategy consultant for many enterprises.
Chinese name: Tian Xinli
Nationality: China.
Ethnic group: Han nationality
Occupation: marketing planning expert, brand strategy consultant
Main achievements: Strategic Director of Shanghai Zhiben marketing planning agencies.
Masterpiece: Who's Lying in Ogilvy's Arms: Reflections on Local Advertising in China.
Gender: male
Personal profile
Tian Xinli, male, a cutting-edge marketing planning expert in China, is an advocate of the concept of "fighting for local brands" and has been engaged in marketing planning for over 10 years. He is currently the strategic director of Shanghai Zhiben marketing planning agencies, mainly engaged in marketing diagnosis and brand planning. He is good at making breakthroughs in marketing thinking from the perspective of local culture. He has worked in many well-known enterprises, advertising companies and marketing planning agencies, and successfully carried out marketing planning and brand promotion for more than 65,438+000 enterprises. Now he is a brand strategy consultant for many enterprises.
Exploration of brand theory
Tian Xinli creatively put forward the theory of "brand standing" through years of marketing planning practice, combined with foreign marketing theories such as 4P and 4C, based on the actual situation in China, that is, a brand must build a trinity system for healthy, rapid and sustainable development: first, a product-based system; The second brand attack and defense system; Third, the consumer feedback system. At the same time, it is pointed out that these three systems are as stable and aggressive as triangles. Objectively, "brand positioning theory" provides positive guidance for the actual operation of local brands in China.
representative works
Tian Xinli, now a columnist or contributing author of Advertiser.com in China, Advertising Daguan.com, China marketing, Sales and Marketing, has published more than 6,543,800 words of professional articles (including professional works, industry reviews, actual combat cases, strategy analysis, advertising creativity, etc.). ). From the perspective of local culture, combined with the physiological cycle and marketing characteristics of local brands in China, he wrote an advertising marketing monograph "Who lies in Ogilvy & Mather's arms: Reflections on China's local advertising" (recommended by Longzhimei Advertising Bookstore and published by China Market Publishing House), which was called "the determination book" by local advertisers in China. The book does not involve the creative skills of advertisements, but what kind of advertisements we should make. He restored the truth of advertisements from a cultural perspective. This book begins with the life of Ogilvy & Mather, from doubting Ogilvy's classic advertising works to criticizing Ogilvy's China fans, to telling the smokeless war between China's advertising and international advertising, and finally finding the person lying in Ogilvy & Mather's arms, and discusses the development direction of local advertising in China with great value.
A successful enterprise or brand.
Tian Xinli is good at marketing planning and brand promotion of mass consumer goods, covering tobacco and alcohol, beverages (tea), medicine, furniture and other categories. Successful enterprises or brands are (partially): Philips Lighting, hongta group, Jinsheng Group, Yili Group, Guangdong Wangda Technology Group, Jin Nuo Pharmaceutical (Huangtai Capsule), Guangzhou Pharmaceutical Group, Taiji Group (Shenglixiong Pill), Sanbao Shuangxi (Rongfa Capsule), Chongqing Shixian Taibai Wine Group, a pillow tea garden tea pillow, Changjin love jewelry series, Yingqiao Technology Group and other Hunan Junshan Yinzhen tea industry.