Do you know who created the UFC and MMA, which are currently popular global mixed martial arts events?
The answer is: Bruce Lee.
This martial artist originally from Jun'an, Shunde, Foshan, this Hollywood Chinese actor, this martial artist who put "kung fu" into the English vocabulary, not only combined the strengths of various martial arts to create Jeet Kune Do, but also pioneered the mixed martial arts UFC , the father of MMA, it is no exaggeration to say that he is the "grand master" in the kung fu world.
Bruce Lee's influence is epoch-making and worldwide. Therefore, when Yueqiang Ceramics, a ceramic tile brand from Foshan with "Cantonese culture" as its brand cultural heritage, uses Bruce Lee as a core brand image element to become the "grand master" of ceramic tiles, it will inevitably arouse curiosity and a lot of speculation from the outside world. : "Why", "Why", "How"?
On October 19, 2021, the Guangdong Strong Generation Grandmaster Spokesperson Press Conference and Brand Upgrade Media Meeting, with the "Journey to Find the Roots of Cantonese Culture" as the highlight, answered the above questions for everyone.
"Why" - Brands need to be IP
When analyzing human behavior, you must look at motivations.
Yueqiang Brand signed a contract with Bruce Lee's actor - Hong Kong martial arts star Chen Guokun, which is linked to "Bruce Lee", a world-famous cultural symbol. The corporate logic behind it is: the brand needs to be IP-based.
Xian Tonghua, general manager of the marketing center of Yueqiang's group, spoke eloquently in front of a group of media representatives. He believed that brand IP can resonate and connect with the audience and has a highly recognizable brand image. Creating brand IP is for the brand To create a distinctive personality, Wu Xiaobo once pointed out: "The community economy will become popular in the next 10 years," so it is imperative to turn brands into IPs.
YueqiangTaking "Cantonese culture" as the brand's cultural heritage, we screened from Cantonese cuisine, Lingnan architecture, Kung Fu, and Dragon Boat Festival, and finally extracted Kung Fu, a branch of Cantonese culture, with Bruce Lee as the core element. This is combined with the current rise of young groups and their becoming mainstream consumption. Brand IP decisions are made based on the industry status of the group.
"Why": Building the first brand of Cantonese culture
I believe that many people will ask "why" when they hear that Yueqiang Tile is going to be the "Grand Master of Ceramic Tiles".
Xian Tonghua said that the word "Kung Fu" refers to both fist and kick skills, and also refers to the time and energy spent on one thing. The so-called "As long as the Kung Fu is deep, an iron rod can be ground into a needle" refers to the latter. In fact, being good at boxing and kicking requires spending more time and energy on practice and actual combat. Therefore, the two referents of the word "Kung Fu" are similar in connotation.
Therefore, the Yueqiang brand, which has always been devoted to the production of products and diligently pursues product quality, has the possibility of "making the best ceramic tiles". The "grand master" of ceramic tiles will not be reduced to a slogan, but will very likely It bursts out with strong power and promotes the upward development of the brand.
"How to do it": The straw sandals don't look good, they look like them while playing them
Kung fu and street dance, Cantonese embroidery and fashion, wok house and young people, these seemingly contradictory but organically combined images are actually Yue Qiang’s innovative idea of integrating traditional Cantonese culture with current trends. , Xie Fanglin, general manager of Yueqiang Brand, also used the promotional video to give a simple interpretation.
Xie Fanglin revealed that Yueqiang will promote brand upgrades with distinctive products, and use Cantonese culture as the brand IP to create a "new generation of high-quality national fashion ceramic tile brand", "an outstanding representative of Foshan Lingnan culture", and a "Guangdong culture" The first cultural brand." Of course, brand upgrading requires the power of the media. Xie Fanglin made it clear that Guangdong Qiang will implement word-of-mouth communication covering the entire network and build the brand into a well-known ceramic tile brand through "breakthrough operations".
After the senior leaders of Yueqiang Ceramics answered questions and doubts about brand IP and a series of trend planning around brand IP, media representatives and industry celebrities present that day, such as Dr. Yin Hong, Liu Xiaoming, Luo Qing, Jin Yafan, YOYO and others all agreed with Yueqiang’s move and put forward valuable professional suggestions for this plan.
Guangdong Qiang Tile has signed a contract with Hong Kong martial arts star Chen Guokun, who plays Bruce Lee. When these two masters join hands, what kind of sparks will be produced? The future is promising, so stay tuned!
