Ice city Harbin winter concentration, is located near Xiangfang District brewery in Dongba Orchard district just started piling 1# building, which is an affordable housing project 40 buildings to be constructed, but completed only 2 buildings of pile foundation engineering.
At this point from the Housing Department requires the end of November all affordable housing starts goals, similar talks days has only one month's time.
Dongba Orchard community contracting units of affordable housing project is Heilongjiang province new real estate development company. Local industry insiders said that this is a local company production strength of the Earth, its progress like this. However, Harbin more than more than 200 developers, the vast majority belong to the small and medium-sized developers, 60%~70% of them because of funding problems have had to shut down or delay duration.
Effects resulting from such extension of the duration has begun to spread to related industries, iron and steel industry is clearly perceived this coolness. Originally round of severe real estate regulation, protected items into pulling the downstream steel industries important engines of consumption but as protected national projects are halted or delayed worker, steel industry winter come early.
It is learned that, the Ministry for research reasons for collapse in steel prices and plans to take out a copy of the relevant reports submitted to the State Council.
Ministry concerned said, from top to bottom, we are very concerned about the rapidly changing steel market, now affordable housing is just one of many factors affecting steel prices. But the people also said that the current macroeconomic regulation and control should still not be relaxed.
Affordable housing "policy" lay-off
Investment and real estate company engineering Dept of Harbin city Wang Yanhai told Ming Pao said the financial strength of developers who want to drive the project forward, completed cities issued by the indicators of progress, but small and medium enterprises sell them houses, return to capital, not down, okay.
2011 annual affordable housing project in Harbin construction plans were 44,981 housing units built.
Harbin municipal Bureau of housing security Yu Zhihua said the Director of publicity, or small developers in Harbin, there is access to affordable housing projects. Harbin is the construction of affordable housing policy, for developers building distribution mode. Any developer to take, matching 2% ' affordable housing, cent of building public rental. Government concessions on land transfer payment.
But because housing construction of protection broke even, developers face regulation, financial stress problems, developers on development of Harbin commercial House's enthusiasm, well above building protected.
Is located in Nangang district HA-West area, by Heilongjiang St Kitts and nervis Albert real estate development limited its two a branch respectively development of one products new border and Brook West sur two a project only together of across, while took to, and while started, plans December end of while completed, but commercial housing Brook West sur December is about to delivered, currently has opened, sales upset each square 6,620 Yuan, and containing Shang hundred sets protection room task of one products new border is to drag Hou delivered time, is expected in next year in July or August to delivered.
Yu Zhihua said the Harbin requires developers to give priority to ensuring affordable housing, but also to market-oriented, it is very difficult. Some developers sell them commercial House, can't come back money to build affordable housing, or participate in the construction of affordable housing in the small and medium-sized real estate enterprises, some due to financial issues to idle or missed deadlines.
Assume one new construction tasks mentioned above, is a famous local builders Donghui construction group. Zhang Chunyu 26th, head of the project to this newspaper that the St Kitts and nervis Albert main sources of financing are loans, upfront capital chain out of the question, the duration is slow down, the project to be delayed more than six months of delivery.
This is protecting the true portrayal of Fang Yangong in Harbin. Shandong laiwu steel trade Liu Chunwen also found recently in laiwu many construction sites are down. He steels butt site customers more, many sites directly to him holding the steel. According to his estimates, about half of his lay-off in the customer site.
Liu Chunwen said some affordable housing projects, ground up, has just completed the infrastructure even started, but many did not aggressively construction, building and no high-volume needs to steel hour.
Ailing steel city
Harbin company supervision and supervision when Du Fusheng gave this newspaper a accounts, if only start, subsidized housing Foundation steel consumption is not very large. A common high-level Foundation works in steel consumption is about 20% per cent of the entire volume of construction steel.
From upper intermediate steel mills to traders to terminal building contractors and developers used is one vibrant industry chain, now face fracture of crisis. Mills had to reduce ex-factory prices of steel products, steel trade numerous yahuo, shipments and indemnity, financial stress, are in danger of death, terminal building contractors and developers of poor demand and even stop work and production.
Earlier this year, when the State Department announced the launch of mass affordable housing plan, which was once the major steel market good. CITIC building investment analyst Wang 喆 last year had predicted that national housing project for 2011 plan construction and supportability 10 million sets of, assuming end it all started, protected added 252 million square meters starts will yield around 12.6 million tons building steel demand. Most of which are threaded steel demand. Even 2011 housing starts slipped 14.7% affordable housing starts increase in the size can also make up for this shortfall.
But for the time being, as all over the "policy" suspension or delay, affordable housing is becoming a nightmare of steel price fluctuations.
In September, thread, wire, and other major construction steel is 10 Yuan, 20 Yuan per ton Yin fell, by October, the trend decline in has become hundred Yuan per ton. As of now, the national hot-rolling screw thread steel prices from over more than 5,000 yuan per ton has decreased by up to $ 4,000 mark. Just last week, domestic large-scale iron and steel enterprise customer meeting was convened in Ma steel, silicon steel product quote is from a high of nearly more than 8,000 yuan per ton fell to about $ 5,000.
Steel trading market of Shanghai means business special out of it. Starting from October, trading volume sharply. For market management Department Manager Yu Xiangwei,, has turned out to be busy all day, and now business as long as the morning can all be processed. He said: "it's never had it. ”
Domestic steel companies stopped production or maintenance behaviors is also increasing, according to the China United Steel network statistics, as of October 26, including 12, liuzhou iron and steel plant in October and late-arrangement of maintenance tasks, plate statistics there are 14 companies and repair, and stopped production.
Hebei and Tianjin West of iron and steel sales company Deputy Manager Zhao Yichen see is that many construction projects supporting the iron and steel companies already have a holiday, because there is no project.
National construction steel total steel consumption of about 50%, real estate construction steel and steel for the building of more than 60%. Steel and steel trade rely heavily on the commercial real estate can be seen. But for now, the chain has become fragile.
Zuo Tingkai worry recently. He runs the linyi Wan-Shun steel limited has now Yaku four hundred or five hundred tons of steel, which is a boon to small and medium steel dealers have been astronomical.
Tianjin Ze Dragon steel trading company of a Manager and on the cover. A few days before he feels the market should be the end. Purchase, and prices continue to fall, now up to the.
From the perspective of data, falling steel prices fell goes perfectly affordable housing of newly started projects per cent growth rate. Affordable housing starts in June, and July per cent, and in August rose to 86%, 98% to the end of August, of which there are 15 places starts exceeded the target. With the gradual increase capacity utilization, fall in steel prices trend is basically unavoidable.
According to the Housing Ministry had asked for, by the end of October all affordable housing construction project one-third project basically completed, project into the ground during construction of the one-third, one-third into Foundation phase of the project.
However, this newspaper learned from the housing Security Center, Qingdao, assessment of the progress made in the understanding of current national affordable housing, the main examination starts. Related staff, "said national affordable housing issued by key indicators, is starting up. As requested by the Ministry of housing, 10 million units of affordable housing as long as this year began before the end of November, did not refer to achieve build number. ”
On October 20, the face is pale and the steel city, CITIC building investment analyst Wang 喆 to this newspaper that the reality does not work very well. 4 May this year, around affordable housing starts also is not very high, according to affordable housing starts June started to rise, but puzzling is that demand has not followed suit. Had expected gold and nine silver ten has a little season, but did not appear. If a Foundation is started, the demand for steel is not too much of the pulling effect.
The Ministry survey report of the drafting
Steel prices continue to fall attracted the attention of macroeconomic regulation and control departments. Last week, the relevant departments of the Ministry and the national development and Reform Commission investigate successively visited China Steel Association. Of which, the Ministry's investigation focused on the steel industry itself, and research is focused on the macro economy and regulation of development and Reform Commission. It is learnt that the Ministry will come up on the basis of the findings in a report submitted to the State Council.
Executives want to figure out what causes falling steel prices. Ministry concerned said, the moment, subsidized housing may just be one of the factors affecting demand, you also need to analyse the impact of macro-control policy has brought to market.
CISA said regulation led to the real estate, new construction of commercial housing projects slumped, around the restriction also inhibits the purchase consumption, further lead to the real estate industry decline in consumer demand for steel. Construction of affordable housing projects, due to lack of local government power, pull for steel failed to reach expectations.
In addition, the tight monetary policies also led to most of the traders of steel short of money. Traders are an important link to the Terminal market of connected steel plant. It is reported that since June this year, acceptance in the domestic steel market as a proportion of the settlement had been rising until the end of October, 60% traders use money orders had been settled. Contraction of demand, depressed prices, coupled with the cash-strapped, leading steel trader in the chain link cracking again.
19th, head of laiwu iron and steel company of Shandong iron and steel group sales to this newspaper that the iron and steel, building materials industry as a whole the situation is not good now, price drop is large, sales, and looks abnormal. Laiwu steel present sales did not decline, but prices had to lower market fluctuation.
CISA who appears, the current steel price sharply downward, not only the impact on demand, is the result of national macro-control policies. "Macro control's goal is to speed down, house prices down, but did not expect this regulation results appearing so quickly, but also such a great". It is learnt that the initial estimate is that appear steel prices downward early next year, "now, regulation results are a bit more than expected", said CISA.
While on the other hand, entire steel market is too high expectations for affordable housing projects, real goals for national macro-control and is not well understood.
At present, relevant departments of the Ministry of analysis on the cause of the collapse in steel prices are still in research. However, the said report mainly to reflect the real reason for the market decline, macro policy still does not change in the near future. CISA also believe that the current Government regulation of real estate, and controlling inflation, have not met expectations.
Thursday, November 3, 2011
Thursday, October 27, 2011
Now Internet trade will have to be on a price war to win it?
With the rise of networks, online businesses now more and more widespread, now wants to buy everything you want to look on the Internet, in fact, the network gives us the advantages and disadvantages. Old days when there is no network of trade, we go the traditional sales model, although you can only do our company near or adjacent to the downtown business, but then the profit objective, rise of the network now we can even export all over the country, but now many of the peers have started competing on price, market confusion can be said to be started from the network. Basic now has no etiquette, sometimes dozens of rival touch together, we have price warfare last win, but it is even received orders there is profits, ended up as their body and mind are injured.Now Internet trade will have to be on a price war to win it?
I think on this issue, and there is no real solution! Focused on your industry and products because of the way two sales produce contradictions, can see how far thought of later because channel stability is supposed to do, how do development. That's the key! Because the new way better, so it will have an impact on traditional ways, creating contradictions. Also let people engaged in this industry, his thoughts confused scrambling to meet in front of! Busy with the help of an easy way to produce profits down and space to other markets to win, but all this will come to peace. Calm will create a new industry, and the rules, is doomed to some companies will disappear from this change! This is not so much because for some reason the formation of a price war, individuals prefer expressed as good opportunities to slow fast fish fish!
Network trade success, personal view is that concerned with product content is the same place in the traditional way. So you'll find that in fact, demand for key features of the product has not changed, but because the simplification of the process. For service and feedback section will further improve! Regarding the acceptance of market information and their ability to ask for more!
So the industry is already in this situation, personally feel that is the opportunity. In this process is complete, everyone will get that result, the result depends on what you have done before!
I think on this issue, and there is no real solution! Focused on your industry and products because of the way two sales produce contradictions, can see how far thought of later because channel stability is supposed to do, how do development. That's the key! Because the new way better, so it will have an impact on traditional ways, creating contradictions. Also let people engaged in this industry, his thoughts confused scrambling to meet in front of! Busy with the help of an easy way to produce profits down and space to other markets to win, but all this will come to peace. Calm will create a new industry, and the rules, is doomed to some companies will disappear from this change! This is not so much because for some reason the formation of a price war, individuals prefer expressed as good opportunities to slow fast fish fish!
Network trade success, personal view is that concerned with product content is the same place in the traditional way. So you'll find that in fact, demand for key features of the product has not changed, but because the simplification of the process. For service and feedback section will further improve! Regarding the acceptance of market information and their ability to ask for more!
So the industry is already in this situation, personally feel that is the opportunity. In this process is complete, everyone will get that result, the result depends on what you have done before!
Made in China is low price market?
Entrepreneurship everywhere is a crisis on the way, this Ridge there is another waiting for you. Maybe innovation is what we should strive for. Speaking of made in China, gives people the feeling seemed to be either at the low end of difficult struggle, or to foreign processing suffered in the process of extrusion.. Feeling is hard to breathe, a very common situation. Exploration of the road, there is no fixed answer. Each industry has a short spring, but the market is saturated began after filtering and washing. General market with high school low three levels of the product, where is your location?? If someone in your cost price of the inside sales-was that your location is not a low-grade, your quality is better?? if the quality is the same, so why are your costs so high? Find the cause of the problem can be solved ...
Export why difficult do, part enterprise knows has do domestic, domestic natural need brand, similarly, export you only do has a, just do has factory should do of part, if can do export of brand, such as IBM,INTEL,VERMODA,, course is not to do they so large of brand, we can take circuitous tactical, improve quality, quality reached world first-class, this in we domestic foreign trade professional factory, part can do has, and General products also has many anti-dumping....
We have textile export success cases, plant that began 8 years ago, 5 years ago for doing export mode, it is now the top top famous brands home and abroad, and without any trade barriers affect. The company is now dozens of holding companies. Internal flexor of the textile industry's leading brands. Why people thought it will not change it.
Do foreign trade turn domestic sales, domestic sales do not quite understand, of course, some of the more familiar, spent a lot of money, Sales Director, planning, and to engage in advertising, but they also have the effect, but why would you want to do that, actually it's not clear enough, last-ditch efforts.
Domestic marketing model looks simple, too, has done much, customers naturally people will know, then you will also become a brand, that's my marketing theory. Enterprises of the domestic gone also, internal strength is not abundant, expanding too fast, talent management can not keep up, the last internal friction, Hugh.
Road is too much to make money, home and abroad is opportunity, to do what we do foreign trade enterprise, there are so many years of experience, why not familiar with the case, turn, turn, perhaps the hope tomorrow awaits you. Makes you feel the future is bright. Wake up not so fast
Export why difficult do, part enterprise knows has do domestic, domestic natural need brand, similarly, export you only do has a, just do has factory should do of part, if can do export of brand, such as IBM,INTEL,VERMODA,, course is not to do they so large of brand, we can take circuitous tactical, improve quality, quality reached world first-class, this in we domestic foreign trade professional factory, part can do has, and General products also has many anti-dumping....
We have textile export success cases, plant that began 8 years ago, 5 years ago for doing export mode, it is now the top top famous brands home and abroad, and without any trade barriers affect. The company is now dozens of holding companies. Internal flexor of the textile industry's leading brands. Why people thought it will not change it.
Do foreign trade turn domestic sales, domestic sales do not quite understand, of course, some of the more familiar, spent a lot of money, Sales Director, planning, and to engage in advertising, but they also have the effect, but why would you want to do that, actually it's not clear enough, last-ditch efforts.
Domestic marketing model looks simple, too, has done much, customers naturally people will know, then you will also become a brand, that's my marketing theory. Enterprises of the domestic gone also, internal strength is not abundant, expanding too fast, talent management can not keep up, the last internal friction, Hugh.
Road is too much to make money, home and abroad is opportunity, to do what we do foreign trade enterprise, there are so many years of experience, why not familiar with the case, turn, turn, perhaps the hope tomorrow awaits you. Makes you feel the future is bright. Wake up not so fast
Monday, October 24, 2011
Bureau of two officials disclose economic data was sentenced
Since May last year, China's macro-economic data has been compromised, lead to broad social concerns. Yesterday, the State secrets Bureau, and the Supreme People's Procuratorate jointly informed of important crypto economic data breach cases handled by: original cadre Sun Zhen leaking 27 national statistical offices statistics, sentenced to 5 years; the people's Bank of China cadre Wu Chaoming disclosure 25 statistical data, was sentenced to 6 years. 4 other criminal suspects are employees in the securities industry.
Highest check malfeasance infringement procuratorial Office Vice, Director of the Li zhongcheng describes, this year February, in about sector early investigation Foundation Shang, Beijing, Xicheng District, procuratorates on case for has Office-investigation, currently has Office-investigation 6 pieces 6 people, which a people is National Bureau of Office Secretary room original Vice Director, and Vice Department level cadres Sun Zhen, has 1 people is people's Bank of China financial Institute currency financial history research office original Vice Director, and Vice Department level cadres Wu Chaoming, also 4 name crime suspects are for securities industry in China. At present these 6 cases, 4 pieces leak cases have been prosecuted, Sun Zhen, Wu Chaoming intentional leaks the leaks case deliberately case had been tried and the other 2 cases are in the process of investigation.
It is understood that Sun Zhen Wu Chaoming by deliberately leaking State secrets was sentenced to 5 years and 6 years ' imprisonment, respectively, after judgment both did not appeal.
How to prevent such leaks? "Tough disclosure of illegal and criminal activities of the economic data, found, investigated and dealt with together, must not tolerate them. "State secrets Bureau Du Yongsheng, spokesman says China to set up secret economic information special inspectors system, the implementation of key Inspector, a special inspection. According to reports, will draw up special provisions in conjunction with the Organization and personnel departments, economic data highlights on contact, it knows the secret political conditions and qualification of personnel; administrative authority for further improvement of State secrecy and other coordination mechanisms of the Department investigated and dealt with cases of suspected of leaking State secrets, crack down on leaks of economic data of illegal and criminal activities.
The watchdog China secret data, use, preservation of 21 departments for special privacy check, discover some of leaked threats to plug the leak vulnerabilities.
Crime scenes
Leaks have economic interests drive
Sun Zhen, and Wu Chaoming, people of leaked national secret case leaked of macro-data, main including several aspects: national macroeconomic data main has industrial increased value, and town fixed assets investment per cent growth, and gross national product (GDP), and universal consumption price index (CPI), industrial products factory price index (PPI), and consumer goods retail total, and Yuan loan increased, and generalized currency per cent growth (M2), and narrowly currency per cent growth (M1), 9 species.
Li zhongcheng, qualified, part of the data in the country before the official announcement, belonging to the secret level national secrets, part of the data in the country before the official announcement is confidential State secrets. After these economic data breach, damage the economy running order, interfere with fair competition in the market, jeopardizing the credibility of the Government, the national community and the interests of the people have caused great losses and grave consequences.
Key economic data classified as State secrets, a specific constant density range and the key basis, after leaks harm mainly in three aspects: first, the Government's credibility had been affected and second, economic order were damaged; and bring harm to economic operation. Every time after economic data breach, the stock market abnormal fluctuation, abnormal fluctuations appears behind some unfair situation, so maintenance and ensuring data security is an important sector of the economy and Security Department duties.
State secrets Bureau Du Yongsheng, spokesman says investigation revealed behind the investigation and handling of confidential data breach case does have a profit-driven. Through partnership and security practitioners, guide its employees in the sale of stocks, securities institutions pursue their interests. Other securities organisations through participation in some activities, such as lectures, Forum, gets high teaching costs. He said major cause of the leak is caused by the incursion into my weak legal system of secrets protection awareness. "As for the intermediary in this case, I believe that the procuratorial organs at all levels must be held accountable should bear the legal responsibility according to law. ”
Highest check malfeasance infringement procuratorial Office Vice, Director of the Li zhongcheng describes, this year February, in about sector early investigation Foundation Shang, Beijing, Xicheng District, procuratorates on case for has Office-investigation, currently has Office-investigation 6 pieces 6 people, which a people is National Bureau of Office Secretary room original Vice Director, and Vice Department level cadres Sun Zhen, has 1 people is people's Bank of China financial Institute currency financial history research office original Vice Director, and Vice Department level cadres Wu Chaoming, also 4 name crime suspects are for securities industry in China. At present these 6 cases, 4 pieces leak cases have been prosecuted, Sun Zhen, Wu Chaoming intentional leaks the leaks case deliberately case had been tried and the other 2 cases are in the process of investigation.
It is understood that Sun Zhen Wu Chaoming by deliberately leaking State secrets was sentenced to 5 years and 6 years ' imprisonment, respectively, after judgment both did not appeal.
How to prevent such leaks? "Tough disclosure of illegal and criminal activities of the economic data, found, investigated and dealt with together, must not tolerate them. "State secrets Bureau Du Yongsheng, spokesman says China to set up secret economic information special inspectors system, the implementation of key Inspector, a special inspection. According to reports, will draw up special provisions in conjunction with the Organization and personnel departments, economic data highlights on contact, it knows the secret political conditions and qualification of personnel; administrative authority for further improvement of State secrecy and other coordination mechanisms of the Department investigated and dealt with cases of suspected of leaking State secrets, crack down on leaks of economic data of illegal and criminal activities.
The watchdog China secret data, use, preservation of 21 departments for special privacy check, discover some of leaked threats to plug the leak vulnerabilities.
Crime scenes
Leaks have economic interests drive
Sun Zhen, and Wu Chaoming, people of leaked national secret case leaked of macro-data, main including several aspects: national macroeconomic data main has industrial increased value, and town fixed assets investment per cent growth, and gross national product (GDP), and universal consumption price index (CPI), industrial products factory price index (PPI), and consumer goods retail total, and Yuan loan increased, and generalized currency per cent growth (M2), and narrowly currency per cent growth (M1), 9 species.
Li zhongcheng, qualified, part of the data in the country before the official announcement, belonging to the secret level national secrets, part of the data in the country before the official announcement is confidential State secrets. After these economic data breach, damage the economy running order, interfere with fair competition in the market, jeopardizing the credibility of the Government, the national community and the interests of the people have caused great losses and grave consequences.
Key economic data classified as State secrets, a specific constant density range and the key basis, after leaks harm mainly in three aspects: first, the Government's credibility had been affected and second, economic order were damaged; and bring harm to economic operation. Every time after economic data breach, the stock market abnormal fluctuation, abnormal fluctuations appears behind some unfair situation, so maintenance and ensuring data security is an important sector of the economy and Security Department duties.
State secrets Bureau Du Yongsheng, spokesman says investigation revealed behind the investigation and handling of confidential data breach case does have a profit-driven. Through partnership and security practitioners, guide its employees in the sale of stocks, securities institutions pursue their interests. Other securities organisations through participation in some activities, such as lectures, Forum, gets high teaching costs. He said major cause of the leak is caused by the incursion into my weak legal system of secrets protection awareness. "As for the intermediary in this case, I believe that the procuratorial organs at all levels must be held accountable should bear the legal responsibility according to law. ”
Rush 2012 development strategy for the automakers to plan ahead the first
Recently, this reporter at the airport came across Chery President Yin Tongyue, he is to be in a hurry to go on a trip to Iran, as Chery overseas career rushing. This reporter learned that, as with Yin Tongyue, many enterprises ' senior managements are very busy recently, frequent meetings, business trips, the basic concept of weekends, holidays.
One side is the end of Sprint, one side is paving the way for next year's planning, are no longer exceptions booming automobile market have each boss has a sense of urgency. In particular into the final quarter of this year, the big car companies are fighting the clock preparing for the signs of the end of world war at the same time, is not optimistic about next year, but also to step up the formulation of more effective marketing strategy. And these, accounted for almost all the automakers executives recently, the work schedule.
"Low tide to see who's swimming naked. "A market senior expert believes that more deserted auto market the more able to test the response capacity of automakers, and unwilling to admit or do not want to be found" swimming naked "car companies, when the poor environment, is bound to spell more fierce fire.
New deal for four quarters the automakers frequency
As the most important 3 months of the year, from early years began, many automakers have started planning in the four-quarter promotions launched to force policy, in a surprise move. Or the new cars, or various promotion policies stimulate car buyers, in the automobile market environment of the cold end of 2011, to snatch more market share, almost all car companies in "the practice of Al Gore" fierce competition.
First look at the new car, four quarter of this year's new cars will create a new record. Audi A1 (configure Gallery reputation Forum), Mercedes-Benz CLS (configure Gallery reputation Forum), Dongfeng Peugeot 308 (configure Gallery Word of mouth), the new Crystal sharp (configure Gallery reputation Forum), new civic (configure Gallery reputation Forum) to make room, the great wall wing C50 (configure Gallery Word of mouth), the 2012 B50 (configure Gallery reputation Forum) sth Both the import, joint ventures and the independent, also regardless of high, medium and low, almost all market segments are clusters of new cars.
The automakers push new car makes, is that in order to attract more eyeballs when at the end of Sprint. Like Chery banner clouds (configurations Gallery reputation Forum) Division as saying the sales General Manager Zheng Zhaorui, the "new energy subsidy policies has stimulated some surprise car in September, per cent from the October sales fell, but in December there will definitely be peak sales. Which is why we now launch cloud 2 (configure Gallery Word of mouth) causes ".
In Chengdu motor show debut, the new civic, Deputy General Manager of Dongfeng Honda Liu Hong made clear, Dongfeng Honda Civic is the end of a heavy-weight model, Dongfeng Honda is important to restore production and marketing plans in the second half of one of its models.
To watch promotion policy, reporters learned, in fact at a time when energy-saving and emission standards will improve in the news, many automakers smell opportunities, expand price promotion campaign. But because some automakers and dealers are worried that the purchasing power in the early release of September may affect the "Silver ten", so to compensate for the energy saving benefits brought about by increased customer churn, after part of the brand in October increased the intensity of other aspects of the subsidy. And many of the automakers for end of year special promotions policies developed by impulse, also started coming in the near future.
Preferential car loans finance programmes this year were more manufacturers use. Recently, Lexus, Faw, Changan Ford Toyota have been offering the lowest car offers zero interest rate policy, all kinds of car loan model almost cover the various demands of consumers. Reporters found that due to these manufacturers could almost meet the diverse needs of current consumer loans to car buyers, so the large automobile manufacturers financial programmes when available, many consumers are asking, have shown great interest.
In addition, Japan earthquake larger Toyota also launched in the four quarters set all kinds of marketing activities, and work well. The Faw Toyota Corolla (configure Gallery reputation Forum) will kiss the most spectacular; guangqi Toyota also launched the new deal used cars at the same time opened the Highlander (configure Gallery reputation Forum) multiple driving tour activities of sth Car companies a range of initiatives in the four quarters set bomb, experts forecast that is bound to stir up automobile market strong reactions.
Have begun preparing for next year
Market must not be let off at the end, but for some automakers, particularly automobile giants, develop marketing strategies for next year seems to be more important. Reporters learned from the related channel, Benz, Volkswagen and other leading car companies has already started for next year's market layout. Experts believe that where some of the automakers to glimpse signs on the launch of the new deal.
"Such as Mercedes-Benz brand, already more than a century of history, its use in marketing theory in the Chinese automobile market is back in North America and other regions after the practice test, now gradually launched in China, is aimed at the development of this market after careful analysis of the decision. "One expert said, the major automakers are a set of moulding theory and Chinese automobile market is developing rapidly, but the road is still in some developed countries.
"If on-account and other financial policies, auto giants in the promotional methods used on an already saturated market, although the Chinese automobile market at the moment is far from saturated, Beijing and other regions due to traffic restrictions, there have been some characteristics of saturated market. "The experts said, it was on a careful analysis of the characteristics of different times and in different areas, and introduce an appropriate marketing strategy, which makes these automobile giants continue to get good grades in the Chinese market. For now, the Chinese automobile market rapidly changing, the major transnational automakers more know how to prepare in advance in order to ensure long-term development.
Such as Mercedes-Benz (China) Executive Vice President of sales and marketing (configure Gallery reputation Forum) Hao Bo with respect to new financial policy on the Mercedes-Benz Sales meaning, "we have provided more financial support, low interest rates and flexible loan scheme will attract more customers to the Benz family. Through these initiatives, further promote Mercedes-Benz sales growth ".
In addition, the Chinese consumer spending habits has prompted the automakers are going ahead, developing sales strategies for the second year. "Car sales mainly to see and four quarters in the first quarter. "Automotive industry experts told reporters in Beijing, Su Hui, Chinese consumer spending habits and the following year in the last quarter of a year is like buying in the first quarter," large ", which created a car buyers the best time, when many car companies ahead of the four quarters of this year to develop marketing strategies for next year, to grab the next year the sales opportunity.
Own brand export "subsidy"
Although the big car companies are struggling to strive for, but I have to say, own brand car companies disadvantaged in the competition this year significantly. However, there are difficulties will insist, independent brand strategy of car companies generally take a domestic "didn't work" first tried to hang in there, at the same time attacking overseas. We can see, with increasingly fierce competition in the domestic car market and market share dwindle in recent years, independent brand began to step up overseas market layout, with a view to make up for the decline in their share of the domestic market.
Chery, Deputy General Manager Lu Jianhui told reporters that the Chery overseas export sales this year are expected to produce 180,000 cars last year, that number is 90,000 vehicles. "The next 7-8 years, Chery's overseas export volume is expected to increase to 1 million vehicles. "Lu Jianhui said that Chery currently focuses on market is Russia and South America and other emerging markets. It is learnt that the Chery from 2002 began to achieve exports, has now become China's largest automobile enterprises in overseas exports.
Lifan Group Chairman Yin Mingshan said "going out" is one of the important features of lifan automobile. Lifan automobile 55% products sold overseas. Yin Mingshan said domestic joint ventures under the brand continued to squeeze the market environment, own-brand "own way" without a doubt be a self-help road. "Abroad, we also import cars. Lifan automobile export profit margins than domestic high last year. "Yin Mingshan said.
There's great wall motor, its overseas market development early. According to the great wall automobile-related charge, has since import and export right, great wall motor products have been sold in 128 countries and regions, covering the Middle East, Africa, Latin America, Asia-Pacific, Europe and other regions, the exports and exports for many years a record high.
In addition, brilliance, huatai, Jac self brand the automakers, the accelerated pace of overseas market development. Rapid increase in exports, and indeed has become the largest independent brand car companies of good "subsidy".
Expert view: the automakers push policies boosting sales
In Beijing, Su Hui said, under the influence of various factors, four-quarter auto market will be dominated by steady state. Auto Analyst views on Sunbeam and Su Hui Jia basically the same, in his view, due to the implementation of new energy subsidy policies, now most of the models are not within the scope of subsidies, there are four quarterly sales decline.
However, the experts generally expressed, although environment quieter, but the auto companies will not turn a blind eye to the market. "National policy of exit from the car market is not a stimulus, auto companies would certainly not ' be hapless ', in order to complete the task, they will definitely introduce policies to drive consumption. "Su Hui said.
Jia xinguang also believes that no States encourage, the automakers will introduce new concessions to attract their consumers.
One side is the end of Sprint, one side is paving the way for next year's planning, are no longer exceptions booming automobile market have each boss has a sense of urgency. In particular into the final quarter of this year, the big car companies are fighting the clock preparing for the signs of the end of world war at the same time, is not optimistic about next year, but also to step up the formulation of more effective marketing strategy. And these, accounted for almost all the automakers executives recently, the work schedule.
"Low tide to see who's swimming naked. "A market senior expert believes that more deserted auto market the more able to test the response capacity of automakers, and unwilling to admit or do not want to be found" swimming naked "car companies, when the poor environment, is bound to spell more fierce fire.
New deal for four quarters the automakers frequency
As the most important 3 months of the year, from early years began, many automakers have started planning in the four-quarter promotions launched to force policy, in a surprise move. Or the new cars, or various promotion policies stimulate car buyers, in the automobile market environment of the cold end of 2011, to snatch more market share, almost all car companies in "the practice of Al Gore" fierce competition.
First look at the new car, four quarter of this year's new cars will create a new record. Audi A1 (configure Gallery reputation Forum), Mercedes-Benz CLS (configure Gallery reputation Forum), Dongfeng Peugeot 308 (configure Gallery Word of mouth), the new Crystal sharp (configure Gallery reputation Forum), new civic (configure Gallery reputation Forum) to make room, the great wall wing C50 (configure Gallery Word of mouth), the 2012 B50 (configure Gallery reputation Forum) sth Both the import, joint ventures and the independent, also regardless of high, medium and low, almost all market segments are clusters of new cars.
The automakers push new car makes, is that in order to attract more eyeballs when at the end of Sprint. Like Chery banner clouds (configurations Gallery reputation Forum) Division as saying the sales General Manager Zheng Zhaorui, the "new energy subsidy policies has stimulated some surprise car in September, per cent from the October sales fell, but in December there will definitely be peak sales. Which is why we now launch cloud 2 (configure Gallery Word of mouth) causes ".
In Chengdu motor show debut, the new civic, Deputy General Manager of Dongfeng Honda Liu Hong made clear, Dongfeng Honda Civic is the end of a heavy-weight model, Dongfeng Honda is important to restore production and marketing plans in the second half of one of its models.
To watch promotion policy, reporters learned, in fact at a time when energy-saving and emission standards will improve in the news, many automakers smell opportunities, expand price promotion campaign. But because some automakers and dealers are worried that the purchasing power in the early release of September may affect the "Silver ten", so to compensate for the energy saving benefits brought about by increased customer churn, after part of the brand in October increased the intensity of other aspects of the subsidy. And many of the automakers for end of year special promotions policies developed by impulse, also started coming in the near future.
Preferential car loans finance programmes this year were more manufacturers use. Recently, Lexus, Faw, Changan Ford Toyota have been offering the lowest car offers zero interest rate policy, all kinds of car loan model almost cover the various demands of consumers. Reporters found that due to these manufacturers could almost meet the diverse needs of current consumer loans to car buyers, so the large automobile manufacturers financial programmes when available, many consumers are asking, have shown great interest.
In addition, Japan earthquake larger Toyota also launched in the four quarters set all kinds of marketing activities, and work well. The Faw Toyota Corolla (configure Gallery reputation Forum) will kiss the most spectacular; guangqi Toyota also launched the new deal used cars at the same time opened the Highlander (configure Gallery reputation Forum) multiple driving tour activities of sth Car companies a range of initiatives in the four quarters set bomb, experts forecast that is bound to stir up automobile market strong reactions.
Have begun preparing for next year
Market must not be let off at the end, but for some automakers, particularly automobile giants, develop marketing strategies for next year seems to be more important. Reporters learned from the related channel, Benz, Volkswagen and other leading car companies has already started for next year's market layout. Experts believe that where some of the automakers to glimpse signs on the launch of the new deal.
"Such as Mercedes-Benz brand, already more than a century of history, its use in marketing theory in the Chinese automobile market is back in North America and other regions after the practice test, now gradually launched in China, is aimed at the development of this market after careful analysis of the decision. "One expert said, the major automakers are a set of moulding theory and Chinese automobile market is developing rapidly, but the road is still in some developed countries.
"If on-account and other financial policies, auto giants in the promotional methods used on an already saturated market, although the Chinese automobile market at the moment is far from saturated, Beijing and other regions due to traffic restrictions, there have been some characteristics of saturated market. "The experts said, it was on a careful analysis of the characteristics of different times and in different areas, and introduce an appropriate marketing strategy, which makes these automobile giants continue to get good grades in the Chinese market. For now, the Chinese automobile market rapidly changing, the major transnational automakers more know how to prepare in advance in order to ensure long-term development.
Such as Mercedes-Benz (China) Executive Vice President of sales and marketing (configure Gallery reputation Forum) Hao Bo with respect to new financial policy on the Mercedes-Benz Sales meaning, "we have provided more financial support, low interest rates and flexible loan scheme will attract more customers to the Benz family. Through these initiatives, further promote Mercedes-Benz sales growth ".
In addition, the Chinese consumer spending habits has prompted the automakers are going ahead, developing sales strategies for the second year. "Car sales mainly to see and four quarters in the first quarter. "Automotive industry experts told reporters in Beijing, Su Hui, Chinese consumer spending habits and the following year in the last quarter of a year is like buying in the first quarter," large ", which created a car buyers the best time, when many car companies ahead of the four quarters of this year to develop marketing strategies for next year, to grab the next year the sales opportunity.
Own brand export "subsidy"
Although the big car companies are struggling to strive for, but I have to say, own brand car companies disadvantaged in the competition this year significantly. However, there are difficulties will insist, independent brand strategy of car companies generally take a domestic "didn't work" first tried to hang in there, at the same time attacking overseas. We can see, with increasingly fierce competition in the domestic car market and market share dwindle in recent years, independent brand began to step up overseas market layout, with a view to make up for the decline in their share of the domestic market.
Chery, Deputy General Manager Lu Jianhui told reporters that the Chery overseas export sales this year are expected to produce 180,000 cars last year, that number is 90,000 vehicles. "The next 7-8 years, Chery's overseas export volume is expected to increase to 1 million vehicles. "Lu Jianhui said that Chery currently focuses on market is Russia and South America and other emerging markets. It is learnt that the Chery from 2002 began to achieve exports, has now become China's largest automobile enterprises in overseas exports.
Lifan Group Chairman Yin Mingshan said "going out" is one of the important features of lifan automobile. Lifan automobile 55% products sold overseas. Yin Mingshan said domestic joint ventures under the brand continued to squeeze the market environment, own-brand "own way" without a doubt be a self-help road. "Abroad, we also import cars. Lifan automobile export profit margins than domestic high last year. "Yin Mingshan said.
There's great wall motor, its overseas market development early. According to the great wall automobile-related charge, has since import and export right, great wall motor products have been sold in 128 countries and regions, covering the Middle East, Africa, Latin America, Asia-Pacific, Europe and other regions, the exports and exports for many years a record high.
In addition, brilliance, huatai, Jac self brand the automakers, the accelerated pace of overseas market development. Rapid increase in exports, and indeed has become the largest independent brand car companies of good "subsidy".
Expert view: the automakers push policies boosting sales
In Beijing, Su Hui said, under the influence of various factors, four-quarter auto market will be dominated by steady state. Auto Analyst views on Sunbeam and Su Hui Jia basically the same, in his view, due to the implementation of new energy subsidy policies, now most of the models are not within the scope of subsidies, there are four quarterly sales decline.
However, the experts generally expressed, although environment quieter, but the auto companies will not turn a blind eye to the market. "National policy of exit from the car market is not a stimulus, auto companies would certainly not ' be hapless ', in order to complete the task, they will definitely introduce policies to drive consumption. "Su Hui said.
Jia xinguang also believes that no States encourage, the automakers will introduce new concessions to attract their consumers.
Friday, October 21, 2011
Huge amounts of celebrity endorsements Apple
In April this year, Baishui County Shaanxi Province contracted with movie star Qing Xu, determining their Apple preparing for image representative, costly. Local publicity department replied: "first endorsement fee is a commercial secret inconvenience Qing Xu revealed, followed by the total figure of $ 12 million is the promotion, including endorsement fees, CCTV publicity costs, high-speed outdoor advertising fees the sum of, the third purpose of this propaganda was to increase white water Apple brand awareness, promoting the white Apple sales, and increase peasants ' income. "(October 19, the Zhengzhou evening news)
To find ways to sell agricultural products for the masses of cadres is good, deserved praise is, but we can see that local people do not appreciate it, said: "I am not in favour of spending so much money on celebrity endorsements", some say: "spending so much money looking for Star endorsement does not pay". Difference in views on why the local cadres and masses so great?
People judge something good, one of the most important was that this thing is not good for them, is there a benefit for them. However, celebrity endorsements Apple has yet to achieve such an effect, as a farmer said: "this year Apple haven't last year high", so, to make people welcome it? was clear of the masses, spend more money, celebrity endorsements, nor cadres take a penny, and ultimately taxpayers, taxpayer, of course, includes these kind of Apple farmers. A farmer put it well, "the wool from the sheep, who ultimately pays? we all know. ”
But why do the local cadres think good? they think Apple must spend a large amount of celebrity endorsements can rise, Wang Yangjun Baishui County fruit industry Authority said: "imagine a kilo of apples are sold more than a dime, for fruit farmers, more than 500,000 tons to something like a no small number. "Do not know how selling a dime under a kilo of apples come from, are star, Apple could sell more money? I'm afraid this is sitting in the Office of wishful thinking, there is no demonstration of research and field survey, if more research, I am afraid that will not reach this conclusion.
Why think good local cadres there is one important reason is that doing so can improve local visibility. Visibility high course is good, but, on many masses speaking, visibility cannot representative dinner, cannot representative livelihood, if visibility high, but masses life is difficulties, such of visibility then high has what significance? on this, farmers also is clearly, some does not on said: "spent so more money find star advocacy is zoned does not to, also than to masses Office some real of thing. ”
From here can see, spent heavily please star endorsements Apple, local some cadres and masses views varies, main of is two aspects of problem, a is masses most value of is cadres for masses real Office some practical things, and some cadres is value of is a local bright of appearance and a local of visibility, in such of thought guidance Xia-do, can does not and masses out of did? another problem is, some cadres like in Office in whimsical, by unrealistic of idea resolve problem.
Thing if done it allows people like, should consider problems from masses of angles, to grassroots and asking people, worshipping masses as a teacher time. If you spend a large amount of celebrity endorsements on Apple about it, can do this, ask farmers to listen to the opinions of the masses, these issues are completely avoidable. But until now, we have seen cost Qing Xu endorsements relevant departments as trade secrets, than foreign revealed that this is in fact not open to the crowd and refuse to listen to the opinions of the masses, so can not divorced from the masses, it can make people welcome it?
To find ways to sell agricultural products for the masses of cadres is good, deserved praise is, but we can see that local people do not appreciate it, said: "I am not in favour of spending so much money on celebrity endorsements", some say: "spending so much money looking for Star endorsement does not pay". Difference in views on why the local cadres and masses so great?
People judge something good, one of the most important was that this thing is not good for them, is there a benefit for them. However, celebrity endorsements Apple has yet to achieve such an effect, as a farmer said: "this year Apple haven't last year high", so, to make people welcome it? was clear of the masses, spend more money, celebrity endorsements, nor cadres take a penny, and ultimately taxpayers, taxpayer, of course, includes these kind of Apple farmers. A farmer put it well, "the wool from the sheep, who ultimately pays? we all know. ”
But why do the local cadres think good? they think Apple must spend a large amount of celebrity endorsements can rise, Wang Yangjun Baishui County fruit industry Authority said: "imagine a kilo of apples are sold more than a dime, for fruit farmers, more than 500,000 tons to something like a no small number. "Do not know how selling a dime under a kilo of apples come from, are star, Apple could sell more money? I'm afraid this is sitting in the Office of wishful thinking, there is no demonstration of research and field survey, if more research, I am afraid that will not reach this conclusion.
Why think good local cadres there is one important reason is that doing so can improve local visibility. Visibility high course is good, but, on many masses speaking, visibility cannot representative dinner, cannot representative livelihood, if visibility high, but masses life is difficulties, such of visibility then high has what significance? on this, farmers also is clearly, some does not on said: "spent so more money find star advocacy is zoned does not to, also than to masses Office some real of thing. ”
From here can see, spent heavily please star endorsements Apple, local some cadres and masses views varies, main of is two aspects of problem, a is masses most value of is cadres for masses real Office some practical things, and some cadres is value of is a local bright of appearance and a local of visibility, in such of thought guidance Xia-do, can does not and masses out of did? another problem is, some cadres like in Office in whimsical, by unrealistic of idea resolve problem.
Thing if done it allows people like, should consider problems from masses of angles, to grassroots and asking people, worshipping masses as a teacher time. If you spend a large amount of celebrity endorsements on Apple about it, can do this, ask farmers to listen to the opinions of the masses, these issues are completely avoidable. But until now, we have seen cost Qing Xu endorsements relevant departments as trade secrets, than foreign revealed that this is in fact not open to the crowd and refuse to listen to the opinions of the masses, so can not divorced from the masses, it can make people welcome it?
Saturday, October 15, 2011
Fans of economy
Fans of economy is not a traditional large-scale manufacturing, but a new industry chain, based on the perception of the brand, the idol of identity on the basis of.
Fans and fans of economy is a hot topic in recent years. From Taiwan Qiang Zhang, is one of the earliest dedicated to idol worship, fan fan culture and economic researcher, fan and author of the book of strength. Interview she and we shared many wonderful views.
Of the creative world: when you begin to study the fans? How do we define the "fans"?
Qiang Zhang: I study fans from 2005 "Super girl" and began the emergence of Li Yuchun. At that time I was Tsinghua University PhD, found it interesting to fans, study abroad and fans have a history of twenty or thirty years, but at home is completely blank, so feel the need to study it. Fans definition of unnecessarily delved into it. For example, you see several times this TV series is the fans, or if you like an idol to what extent is the fans, you don't have to compare. You think you are, in theory no longer had a standard answer on today, and we are in the post-modern society does not have to go looking for a standard answer.
Of the creative world: speaking of fans, many people's first impression is quite negative. How do you think fans?
Qiang Zhang: Yes. So, last year I published a fan book of strength, fans are meant to name the most important. People generally feel that the fans are crazy, I did not emphasize their crazy side, that is the extreme case, not our areas to be discussed. I positive views of fans by, and fans increasingly wide number I think fans don't need care too it, fans with quality more important. Quality fans would repeat attention you,
Do you have emotional input.
Of the creative world: in recent years there has been a word "fans of economy", also shows fans consumption be the pre-eminent trend.
Qiang Zhang: fans the most representative is the Apple brand. Many people say that Apple is a religion, Steve is the founder, Apple store is the Church, Apple staff are missionaries. I say religious people will think I'm a little profanity, but the fact that it's a very vivid analogy. If you're an Apple fan, and when you come across another Apple fans, and will alert each other affection, at once a sense of identity. And it is the loyal Apple fans only makes Apple's brilliant today, Apple is no longer just a brand, is more of a symbolic, attitude and personality, but also an emotional significance.
Of the creative world: talk fan industry chain in General: how it works?
Qiang Zhang: reality TV show such as abroad, is the use of fans of the most successful case studies. It is the development of civilian resources, people around who are participating in the reality, it is easy to have a sense of identity. Family, relatives, friends and civilians into. During the show, some of the products and associated ad can naturally implants come in, such as chef's reality TV, kitchenware companies, food brand can be implanted. Its industrial chain is very complete, does not make you feel is unfair or too commercial. So, fans of economy is not a traditional large-scale manufacturing, but a new industry chain, based on the perception of the brand, the idol of identity on the basis of.
Of the creative world: you believe between fans and the idol is to do with it?
Qiang Zhang: idols and fans must have been an interdependent relationship, if the idol no fan, idols are not called idols. However, the idols and the relationship between fans and very complex, is both loved and hated. Because fans know about Idol, when Idol to live up to the fans when the fans are very clear. Many people think that fans are wild, irrational, fact fans was the forensic capabilities of ethnic groups. Their idols have emotional input, if the idol did not satisfy their emotional needs, they will feel they have been betrayed, failed to live up to. Between fans and the idol is a "water boat, can also overturn it" relationship, I can love you, you can also quickly abandoned. As a result of emotional contact with inputs, idols and brand relationships require careful management and the fans, the key is equal treatment of fans, with the heart of tolerance accepted in good faith in the face of fans.
Of the creative world: Fan communities in the course of the study, you come up with "emotional capital" concept. How to understand?
Qiang Zhang: emotional capital is the consumer investment sentiment in the media content and brands, building and television programmes, films and the star brand relationships, the relationship is long-term, loyal involvement. Star and the value of brands, priced in emotional capital. Definition of emotional capital and fans, you do not need too challenging, to delve into it in the end is high or low. Such as an entertainment brand and corporate image of companies know how to set up an Idol, know the value and significance of emotional capital of fans, and caring and developed it on it.
The creative world of: emotional capital needs to be developed and guided?
Qiang Zhang: Yes. Such as Super girl, are in fact very much like, such as I am fond of singing, with music ideal girl, to other player segment out, her personality is very important. Idol needs to have a real personality traits, to lead fans as well. Many favor the ugly side of entertainment figures, very dramatic, giving the impression is false. So, I think that if an idol to have true, natural qualities, allows fans to continue to put more feeling. Fan fan from consumption and economic point of view, this will also lead to more economic benefits and business value. Fans of the economy is in an age of media convergence in the new economic model, is the face of the creative community in response to an enterprise solution.
Of the creative world: the value of fans until today had not given sufficient attention?
Qiang Zhang: the reason I made fans of economic concepts, also from the perspective of communication and marketing to remind business operators do not simply consumers when consumers treat, but to try to turn consumers into loyal fans. You can analyze the behavior of fans, they have emotional input, and will require a certain return. Therefore, we should give hearty response, and affirm the importance and value of fans. You have to catch one of the most high quality fans, make them more equal dialogue with you, and in a more open mind, allowing fans to enter into your marketing system and participate in marketing activities, recommended fan loyalty is the best enterprise promotion.
Of the creative world: can give an example?
Qiang Zhang: fans do on the net in this respect have been very successful. They are not directly involved in the operation of the fan club, but to provide an open community platform, each fan club set up are fans voluntary, is also the head of their own selection, relationship to the fan network is cooperation on an equal footing. Fans networks in order to stimulate the flow will also take a number of means and measures to promote the popularity. I think that domestic enterprises are consumers, more of a relationship between a top to bottom, are not equal, especially the media held a superior attitude. In fact, the better is an equal relationship ripple, horizontal expansion. It will stimulate creative and unexpected power.
Of the creative world: mainly reflected in what place?
Qiang Zhang: the power of fans from "fan films", Otaku, and other phenomena can be seen. Fan is also a very creative group. Like Li Yuchun are corn based on her image and personality to write novels, doing some imagination was rich authoring. There is a case in point is fan of Obama, in an election in the process of doing a lot of really great design. Such as Obama's logo and "Change" logo is free to play, to engage in creative. It is an open platform, once you are very open, everyone will come in to play, can play a lot of good ideas.
Of the creative world: domestic problems are also open enough?
Qiang Zhang: domestic possible under the current institutional thicket, still unable to fully commercial operation. However, I think that fan domestic economic development, there is a process, is gradually to be understood and valued, is moving in a more mature, more commercial direction to go. In an increasingly pluralistic and creative society, fans of economy has to be the next important trends and trends.
Fans and fans of economy is a hot topic in recent years. From Taiwan Qiang Zhang, is one of the earliest dedicated to idol worship, fan fan culture and economic researcher, fan and author of the book of strength. Interview she and we shared many wonderful views.
Of the creative world: when you begin to study the fans? How do we define the "fans"?
Qiang Zhang: I study fans from 2005 "Super girl" and began the emergence of Li Yuchun. At that time I was Tsinghua University PhD, found it interesting to fans, study abroad and fans have a history of twenty or thirty years, but at home is completely blank, so feel the need to study it. Fans definition of unnecessarily delved into it. For example, you see several times this TV series is the fans, or if you like an idol to what extent is the fans, you don't have to compare. You think you are, in theory no longer had a standard answer on today, and we are in the post-modern society does not have to go looking for a standard answer.
Of the creative world: speaking of fans, many people's first impression is quite negative. How do you think fans?
Qiang Zhang: Yes. So, last year I published a fan book of strength, fans are meant to name the most important. People generally feel that the fans are crazy, I did not emphasize their crazy side, that is the extreme case, not our areas to be discussed. I positive views of fans by, and fans increasingly wide number I think fans don't need care too it, fans with quality more important. Quality fans would repeat attention you,
Do you have emotional input.
Of the creative world: in recent years there has been a word "fans of economy", also shows fans consumption be the pre-eminent trend.
Qiang Zhang: fans the most representative is the Apple brand. Many people say that Apple is a religion, Steve is the founder, Apple store is the Church, Apple staff are missionaries. I say religious people will think I'm a little profanity, but the fact that it's a very vivid analogy. If you're an Apple fan, and when you come across another Apple fans, and will alert each other affection, at once a sense of identity. And it is the loyal Apple fans only makes Apple's brilliant today, Apple is no longer just a brand, is more of a symbolic, attitude and personality, but also an emotional significance.
Of the creative world: talk fan industry chain in General: how it works?
Qiang Zhang: reality TV show such as abroad, is the use of fans of the most successful case studies. It is the development of civilian resources, people around who are participating in the reality, it is easy to have a sense of identity. Family, relatives, friends and civilians into. During the show, some of the products and associated ad can naturally implants come in, such as chef's reality TV, kitchenware companies, food brand can be implanted. Its industrial chain is very complete, does not make you feel is unfair or too commercial. So, fans of economy is not a traditional large-scale manufacturing, but a new industry chain, based on the perception of the brand, the idol of identity on the basis of.
Of the creative world: you believe between fans and the idol is to do with it?
Qiang Zhang: idols and fans must have been an interdependent relationship, if the idol no fan, idols are not called idols. However, the idols and the relationship between fans and very complex, is both loved and hated. Because fans know about Idol, when Idol to live up to the fans when the fans are very clear. Many people think that fans are wild, irrational, fact fans was the forensic capabilities of ethnic groups. Their idols have emotional input, if the idol did not satisfy their emotional needs, they will feel they have been betrayed, failed to live up to. Between fans and the idol is a "water boat, can also overturn it" relationship, I can love you, you can also quickly abandoned. As a result of emotional contact with inputs, idols and brand relationships require careful management and the fans, the key is equal treatment of fans, with the heart of tolerance accepted in good faith in the face of fans.
Of the creative world: Fan communities in the course of the study, you come up with "emotional capital" concept. How to understand?
Qiang Zhang: emotional capital is the consumer investment sentiment in the media content and brands, building and television programmes, films and the star brand relationships, the relationship is long-term, loyal involvement. Star and the value of brands, priced in emotional capital. Definition of emotional capital and fans, you do not need too challenging, to delve into it in the end is high or low. Such as an entertainment brand and corporate image of companies know how to set up an Idol, know the value and significance of emotional capital of fans, and caring and developed it on it.
The creative world of: emotional capital needs to be developed and guided?
Qiang Zhang: Yes. Such as Super girl, are in fact very much like, such as I am fond of singing, with music ideal girl, to other player segment out, her personality is very important. Idol needs to have a real personality traits, to lead fans as well. Many favor the ugly side of entertainment figures, very dramatic, giving the impression is false. So, I think that if an idol to have true, natural qualities, allows fans to continue to put more feeling. Fan fan from consumption and economic point of view, this will also lead to more economic benefits and business value. Fans of the economy is in an age of media convergence in the new economic model, is the face of the creative community in response to an enterprise solution.
Of the creative world: the value of fans until today had not given sufficient attention?
Qiang Zhang: the reason I made fans of economic concepts, also from the perspective of communication and marketing to remind business operators do not simply consumers when consumers treat, but to try to turn consumers into loyal fans. You can analyze the behavior of fans, they have emotional input, and will require a certain return. Therefore, we should give hearty response, and affirm the importance and value of fans. You have to catch one of the most high quality fans, make them more equal dialogue with you, and in a more open mind, allowing fans to enter into your marketing system and participate in marketing activities, recommended fan loyalty is the best enterprise promotion.
Of the creative world: can give an example?
Qiang Zhang: fans do on the net in this respect have been very successful. They are not directly involved in the operation of the fan club, but to provide an open community platform, each fan club set up are fans voluntary, is also the head of their own selection, relationship to the fan network is cooperation on an equal footing. Fans networks in order to stimulate the flow will also take a number of means and measures to promote the popularity. I think that domestic enterprises are consumers, more of a relationship between a top to bottom, are not equal, especially the media held a superior attitude. In fact, the better is an equal relationship ripple, horizontal expansion. It will stimulate creative and unexpected power.
Of the creative world: mainly reflected in what place?
Qiang Zhang: the power of fans from "fan films", Otaku, and other phenomena can be seen. Fan is also a very creative group. Like Li Yuchun are corn based on her image and personality to write novels, doing some imagination was rich authoring. There is a case in point is fan of Obama, in an election in the process of doing a lot of really great design. Such as Obama's logo and "Change" logo is free to play, to engage in creative. It is an open platform, once you are very open, everyone will come in to play, can play a lot of good ideas.
Of the creative world: domestic problems are also open enough?
Qiang Zhang: domestic possible under the current institutional thicket, still unable to fully commercial operation. However, I think that fan domestic economic development, there is a process, is gradually to be understood and valued, is moving in a more mature, more commercial direction to go. In an increasingly pluralistic and creative society, fans of economy has to be the next important trends and trends.
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