In an era of information explosion，Whether it is making food or making clothes，Should we make an app or a website，What any company has to do is compete for the limited "time" in users' lives。And such competition，In the final analysis，It is to create a “brand” that can occupy a place in the hearts of users。So this issue，IDG Capital partner Yan Yisheng Jeacy will share with 188bet Online Sports Betting and Casino，The brand perspective of “Nothing can survive without a brand”。

Excerpted from Yan Yisheng’s speech at the IDG Capital “188bet Online Sports Betting and Casino Accelerator” event on August 25。

Today’s theme is the power of brand，Let me first briefly talk to 188bet Online Sports Betting and Casino about my investment brand journey。

I entered IDG Capital in 2008，When I first came in，There is no direction either。At that time, everyone knew that IDG was famous for its early investment in TMT，I didn’t focus on the 188bet Online Sports Betting and Casino at that time，It’s just that everyone has voted sporadically。After I entered in 2008，Slowly focus on consumer projects，In 2008, we also raised a relatively large late-stage fund，Opened up a new consumption field。

In fact, from the late 1990s to the early 2000s，In fact, many PE funds have invested in some domestic brands，Like Li Ning、KAPPA。We started in 2009，Just in time for the financial crisis，188bet Online Sports Betting and Casino is also an opportunity，Before that，No big names in Europe are willing to talk about Chinese investors，Including when we go to negotiate，Many European brands are also very proud，The arrival of the financial crisis has caused many brands to go bankrupt，There are many big names，Finally, the business was heavily in debt，On the verge of bankruptcy，So we also have some opportunities for negotiation。

From 2009 to 2011，We looked at hundreds of brands in Europe，Although we only voted for Moncler and Evisu，But I have seen the ups and downs of many brands，Seeing them go through many key points，I still learned a lot from 188bet Online Sports Betting and Casino。

High-end down jacket 188bet Online Sports Betting and Casino Moncler is one of IDG Capital’s investments in consumer goods

Meanwhile，We have invested in some brands in the country，Including online and offline，Including Yinman women's clothing，Yinmi glasses, etc.，All invested by us，Actually, we are in the field of branding，Invested in more than 20 companies in the past，But many outsiders don’t know much about our IDG 188bet Online Sports Betting and Casino，I want to talk about the power of 188bet Online Sports Betting and Casino later，Everyone knows our IDG as TMT NO.1，Of course this is very good，But we are in consumer goods、In understanding the 188bet Online Sports Betting and Casino，In fact, it is also based on many years of accumulation and some thinking。

So everyone talks about brands, but what exactly is a 188bet Online Sports Betting and Casino?

Many people think that “trademark” is a 188bet Online Sports Betting and Casino，A sign I put on it is a 188bet Online Sports Betting and Casino。Actually not，I searched on Baidu last night，Look at how the official defines the 188bet Online Sports Betting and Casino。

Baidu Encyclopedia: "188bet Online Sports Betting and Casino" in a broad sense is an intangible asset with economic value，Using abstraction、Unique、Recognizable mental concepts to express their differences，A comprehensive reflection that occupies a certain position in people’s consciousness。

Actually, this definition is very consistent with my understanding，188bet Online Sports Betting and Casino can read it，188bet Online Sports Betting and Casino want differentiation，How to occupy consumers’ awareness，It is whether your subcategory can capture the attention of consumers。If 188bet Online Sports Betting and Casino can, it’s the brand。Brand is a cultural value，What 188bet Online Sports Betting and Casino convey is your values，Convey your spirit through your products。

Why are there brands？My personal understanding is，This is the psychological appeal for everyone’s consumer brands。On the one hand，Everyone hopes to show their status，For example, buy Hermès、PRADA is also good，Everyone has been pursuing these luxury goods in the past few years，Show your status，Including PP watches for boys，Seems like a must-have item。On the other hand，Everyone hopes that they are tasteful，First-tier cities in recent years，Everyone is slowly starting to abandon luxury items with big logos，Pursue some designer brands，Look like 188bet Online Sports Betting and Casino have taste。

Talking about people’s lowest psychological demands，Actually, there are two demands。On the one hand, I hope to be recognized，I want what others have。On the other hand, I hope to be different，I have a personality。So when there is a 188bet Online Sports Betting and Casino owned by everyone，I just want to look for something different。So I think the psychological appeal of consumer brands is these two points。

From a brand perspective，In fact, it is to increase one’s own recognition，Why we need a brand，After your recognition has captured consumers’ cognition，188bet Online Sports Betting and Casino can realize your premium，This is the greatest value given to it by the brand。For example, some brands，Even if this brand’s business is dead，But the brand itself is very valuable，Because it occupied its subcategory。

So, how to build a 188bet Online Sports Betting and Casino?

1 positioning

The most important thing is differentiation。Good brands represent subdivided categories，There is no need to ask 188bet Online Sports Betting and Casino to do better than your competitors，But seek how to do it differently。Speaking of brand，Not limited to consumer goods，The brand runs through all aspects of our life，It’s good to start a fund from us，Speaking of IDG，Everyone’s deep-rooted understanding of us is investment，But in fact, we are also good at investing in the mid and late stages，In fact, everyone is，But for ordinary people to see，Still the points I just mentioned，This is why early stage entrepreneurs come to us，Not willing to find some very high-brand investors。

When 188bet Online Sports Betting and Casino comes to the company, even more so，I can list a bunch of names，For example, Volvo represents safety，Porsche represents power，Moncler is a down jacket represented by skiing and so on，Leica is a luxury product in the photography world。I can list some e-commerce platforms below，They are all NO in niche fields.1，Like JD.com，Secoo is a luxury product，Beibei.com is for mothers and babies，Dalling is just for snacks and the like。

These are the NO’s of subdivided categories.1，In the era when the overlord has appeared，188bet Online Sports Betting and Casino want to make something hegemonic again，Is impossible，What 188bet Online Sports Betting and Casino have to consider is，How to click through in a new category。

The second point is that 188bet Online Sports Betting and Casino occupies the first place in the sub-category.

If 188bet Online Sports Betting and Casino occupy the first place in the subcategory，188bet Online Sports Betting and Casino will take away all the market share and most of the profits。Apple，This is an older data，I don’t have the latest number。The number of mobile phones in 2012 accounted for 8.8%，Profit accounted for 73%。We have many factories that OEM for Apple，But the profits are very small。We know，All Apple parts are made in China，But most of the profits were taken away by Apple，Those OEM manufacturers only have very small profits。

Only if 188bet Online Sports Betting and Casino are an absolute market N0.1，It is possible to make money。Otherwise 188bet Online Sports Betting and Casino have no leading position，Everyone wants to grab the first position，Everyone will always burn the market，Smash the market，This is not profitable。

Many people have also watched "From Zero to One"，There is a sentence in it，188bet Online Sports Betting and Casino want to be a monopoly，188bet Online Sports Betting and Casino want to be the first in the market，188bet Online Sports Betting and Casino may not be number one in the big market，At least the number one in the small market，In order to survive，In order to live a more comfortable life。

2Focus, extreme

This video talks about the second method of building a brand，Extreme focus。I mentioned this just now，I want to show 188bet Online Sports Betting and Casino Apple’s video first，Some students have already seen it，Those who haven’t seen it can enjoy it，It’s quite inspiring to me。

What I want to express is，188bet Online Sports Betting and Casino really want to be different，Dare to create，Dare to innovate，Finally 188bet Online Sports Betting and Casino can make something unique，Change the world。

At the same time，188bet Online Sports Betting and Casino have to be extremely focused。What do 188bet Online Sports Betting and Casino think Apple has?，There is nothing on its product hardware，Just taking the previously complicated technology，Many students have read the book Crazy Simplicity，There is one passage I especially agree with，Apple does not produce any products，Just from zero to one，Concisely designed many complex things into many good things。So whether 188bet Online Sports Betting and Casino are a platform company or not，Or maybe an investor，When 188bet Online Sports Betting and Casino are working on your own brand，Think of simplicity，The simpler, the better，Do subtraction。

3Trademark, packaging

Speaking of brand，With trademark、Packaging。Actually, I think，We are looking at many cases，includes our companies，Let’s discuss with the management，It’s a good name，It’s also good to make a trademark，I would like to share with 188bet Online Sports Betting and Casino some useful information on relative comparison。

A good name doesn’t matter，Actually, I think it’s very important，Because of the good name，It will help 188bet Online Sports Betting and Casino a lot in communication，What a coincidence，Several recent B2B platforms，Look at the name, it’s very straightforward，For example, looking for steel mesh、Looking for plastic net，These names are not FANCY，But he got up well。

Tell me the names of some brands，I feel like I can work in any industry，188bet Online Sports Betting and Casino don’t know what it means，Including some occupational diseases that we sometimes have，Get off the plane and look at the billboards all the way，Or watch Focus ads in the elevator，Let’s see which one does better，Which one is bad，Well done，Differentiated，Let 188bet Online Sports Betting and Casino remember it，Express good demands。Poorly done，Can be used on any brand，It doesn’t matter which star does it。The money spent is meaningless，All in vain。

Second point，All trademarks, packaging and marketing must closely focus on positioning。For example, Chanel’s camellia LOGO，Represents the independent and elegant temperament of women。And 188bet Online Sports Betting and Casino think of Nike，That’s higher、Faster、Stronger sportsmanship。Including three squirrels，It wants to capture the young people’s market。The nuts themselves can be differentiated，Anthropomorphic service using squirrel、Packaging，Very thoughtful little thing，Able to shorten the distance with young people，Squirrels themselves are also very cute little animals。

The e-commerce nut 188bet Online Sports Betting and Casino Three Squirrels uses anthropomorphic squirrels

Speaking of Roseonly，This piece is a piece of jewelry，It’s a rose with a red dot，I once asked their founder Pu Yi，Why is there a little red dot on the edge of the rose，Their red dots represent an END，The red dot of the rose represents the destination of love，So the ideas that run through it，All designs，This is why girls like boys to give her this 188bet Online Sports Betting and Casino，This is not just a flower，Or a small gift。Whether it’s a trademark or not、Gifts are also good，They are all closely integrated with the 188bet Online Sports Betting and Casino。

Roseonly’s jewelry design，188bet Online Sports Betting and Casino a little red dot next to the rose，symbolizes Happy Ending

4Marketing

Let’s talk about how to do marketing。Marketing should also revolve around positioning。Like Roseonly, it has been pushing its only concept of love，When 188bet Online Sports Betting and Casino want to buy a gift for your girlfriend，will think of it immediately，This kind of push is very simple and straightforward。

Where to place ads？A phenomenon is，188bet Online Sports Betting and Casino’s good to be on CCTV now，Hunan Satellite TV，There are more and more advertisements from e-commerce platforms。

The second phenomenon is，Now Internet companies are participating more in various entertainment programs、A talent show or a talent show，Inman and D2C, which we voted for, are voting for programs like "The Goddess's New Clothes"。Because，Offline traditional media will be cheaper than online costs，188bet Online Sports Betting and Casino is not an accidental phenomenon。In the past, we rarely saw these platforms advertising on CCTV，Indicates that online advertising is more expensive，And CCTV and other advertising placements are still very effective。

188bet Online Sports Betting and Casino will see more and more advertisements from Internet companies combined with TV media。

Another point，High-end 188bet Online Sports Betting and Casino、What is the most effective platform promotion method？

I also want to tell 188bet Online Sports Betting and Casino something，The previous platform bought traffic and customers through different online channels。As the cost becomes higher and higher，Mid-to-high-end brand，All our companies come down，Let’s ask，The most effective first is local promotion or offline activities，Very surprising result。The second one is WeChat’s Guangdiantong，It’s also worth thinking about。Of course popular brands or platforms are different，But slightly mid-range and high-end，Basically there is this rule。

5Some thoughts

The following are the points I want to talk about，Not necessarily completely related to 188bet Online Sports Betting and Casino topic，Some things that everyone should pay attention to or think about。

First，The current society is changing from product-centered to user-centered，The product is just a node，The user is the link connecting these nodes，Users are the basis for asset realization。Why do 188bet Online Sports Betting and Casino say this，Because of the rise of mobile terminals，Users are not just your users，Still your communicator，May also be your seller。Because we know the rise of micro-business，188bet Online Sports Betting and Casino can buy things in Moments、Selling things、Spread things。So，Your users play the role of all links。

From a thing-based business model to a relationship-based business model。So why are so many communities popping up now，So many e-commerce companies based on community products and communities have emerged，In fact, they are all based on the phenomenon of mobile terminal，The underlying phenomenon，I think 188bet Online Sports Betting and Casino is worth thinking about。

Second point，With consumption upgrades and the post-80s generation、The consumption power of the post-90s generation is getting higher and higher，In fact, their life has been relatively better since childhood，Good for many brands、The product is also good，Have relatively high requirements。As they grow，I think a number of real brands will emerge in China in the future，has its cultural connotation、Spiritual appeal、Some brands that pursue quality。Like us, 188bet Online Sports Betting and Casino looks bigger，Tencent is very innovative，A very large company with unique and innovative spirit in the world，And Xiaomi，There are many lifestyle companies，Like the 700BIKE made by Zheng Xiaodong，These and so on are all brands that have emerged with the different concepts of the new generation of young people，These are real brands with real core competitiveness，There will be more and more brands like this。

The third point，What I want to share is the personalization and nicheization of consumption behavior，Also with the growth of the younger generation，I am less and less fond of blindly following or blindly pursuing luxury goods and big brands，He likes to pursue some niche and personalized things，The 188bet Online Sports Betting and Casino market will become increasingly fragmented，The personalization that comes with it、Niche platforms will also emerge，We are seeing a lot now。

The last thing I want to talk about is，There are many giants now，If 188bet Online Sports Betting and Casino want to enter a market，We must fight a flanking battle，Must seek differentiation，Maximize differentiation，Achieve a single point breakthrough，Ultimately establish your brand awareness among consumers at this single point，This way 188bet Online Sports Betting and Casino can have a place to survive。