Xiong Xiaojie，A veteran of cultural 188bet sports betting，Started in business in 2005，From a media person to a professional manager，Have been deeply involved in the cultural 188bet sports betting industry for nearly 17 years。2018，He left his old boss Chang Long who had served him for 14 years，Founded Times Cultural 188bet sports betting，Focus on cultural 188bet sports betting industry brand and marketing strategy consulting services，And with “Achieve the first brand of cultural 188bet sports betting in China”For mission and vision。

Xiong Xiaojie, who has a doctorate in marketing, was once a well-known financial media person in China，is a rare expert in the domestic cultural and 188bet sports betting industry who has both theoretical literacy and practical experience。His era cultural 188bet sports betting shows the characteristics of a very typical learning organization，While exporting consulting services，Also keep pace with the times，Continuously produce opinions and ideas。His personal "Xiong Xiaojie Talks about Culture and 188bet sports betting" is the leading knowledge video account in the industry。Today，Times Cultural 188bet sports betting has gone through three years，Although the time is not long，But under the leadership of Xiong Xiaojie，has rapidly grown into a leading marketing consulting agency in the industry。

Xiong Xiaojie, Chairman and Chief Consultant of Times Cultural 188bet sports betting

Recently，Xiong Xiaojie accepted an exclusive interview with Zhihui，Shared his observations and thoughts on the cultural 188bet sports betting industry in the past 17 years。

188bet sports betting:First，at“Go to the sea”Before，I am a media person，Have been doing communication work for more than ten years，This experience had a great impact on me。I always thought the second half of my career，Should become a practitioner in the knowledge dissemination 188bet sports betting。

Secondly，During my more than ten years of working with Party A，Deeply impressed by the overall marketing level of the cultural 188bet sports betting industry，Compared to FMCG、Home appliances and other industries，There is still a big gap。Starting late is one reason，The most important thing is that the industry lacks high-level and high-quality marketing and branding service providers。I have been with Party A for 14 years and have contacted almost all leading marketing and branding service providers at home and abroad，They are all very good，But most of them can only provide some technical or fragmented work，It’s hard to design at the top level、Industry insights and activity planning based on the characteristics of the park，Provide substantial support for scenic spots。Because they have no front-line experience in cultural 188bet sports betting，Also lacks strategic thinking ability。Therefore，In the past, from top-level design to the establishment of theoretical system，To plan some big node activities，And then to the promotion of some major cooperation or major projects，It’s all done with us as the leader，Party B’s company only undertakes the execution work。Fragmentary service，Can bring certain help to enterprises，But it cannot bring fundamental help to the industry and enterprises，Industry insight and trend grasp are fundamental。

We have been working in the front line of cultural 188bet sports betting for more than ten years，Has rich practical experience and social resources，At the same time because of my media background and my ability to think well，We are in the construction of cultural 188bet sports betting brand and marketing theory system，Gradually formed some unique thinking and research results。From media to enterprise，From business to consulting firm，Experienced from theory to practice，The cycle of rising from practice to theory。I think，These thoughts and results，Not only applicable to one enterprise，The same applies to other companies，Because they are systems and playing methods based on the underlying logic of the industry。Proof of fact，Regardless of my experience in Party A in the past 14 years，This is still my experience as Party B in the past three years since I came out，The theoretical system and practical fighting methods we have explored in the past are effective。

188bet sports betting:Wang Zhigang, a well-known strategic consulting expert, once vividly used tabletops and table legs to describe the differences between strategic consulting companies and advertising companies: An advertising company shoots an advertisement or designs a poster，functions as table legs；Strategy consulting companies provide overall insight、Trend Analysis、Top-level design、Resource integration work，functions as a desktop。a table，Table legs are indispensable，But in the end it is the desktop that determines the value of the table。Times 188bet sports betting is a design company“Desktop”'s company。

After three years of development，Times Cultural 188bet sports betting has become a platform consulting company。First, a platform for resource circulation，A large number of Party B’s suppliers found Party A through us，There are also many Party A who have found high-quality Party B suppliers through us；The second is a platform for industry communication，We pass the annual China Cultural 188bet sports betting New Marketing Summit，Built a platform for industry communication，Promote a win-win situation in the industry。The third is a platform for outputting opinions，While providing consulting services，is also becoming an exporter of opinions，What we built“Entertainment Marketing”and“Enterprise mediaization”Theory，Widely recognized by the industry。These three points are the biggest differences between Times Cultural 188bet sports betting and other Party B companies。

188bet sports betting:Entertainment marketing and corporate media are the cultural 188bet sports betting marketing methodologies I summarized from 14 years of practical experience in the cultural 188bet sports betting industry。When I first joined Party A in 2005，I don’t think the term 188bet sports betting company is sexy enough，Essentially we are a place that creates entertainment，So I propose: “We are not a 188bet sports betting company，But an entertainment company；We are more than just a company，More than a media。”Why is it called the media？There is a saying: when you have 100,000 fans，You are a regional metropolitan newspaper；Has 1 million fans，It is a provincial newspaper。We can receive tens of millions of tourists a year，That’s comparable to a national media。

Why I keep stressing，Entertainment marketing and corporate media are the most important tools and methodologies for cultural 188bet sports betting marketing？

First，Why is entertainment marketing？American business management expert Scott·McCain once put forward a very famous point: all industries are entertainment industries。American cultural scholar Neil·Postman proposed in "Amusing Ourselves to Death": “Entertainment is restructuring all industry rules，Redefining products and consumers……From an entertainment perspective，In an entertaining way。”Without a doubt，Cultural 188bet sports betting companies are more entertaining than most other companies，I also need more entertainment。

Cultural 188bet sports betting products are a special service product，It is complicated from the perspective of consumer behavior、Low frequency、High risk、High involvement transactions。High involvement means that consumers associate the travel experience with themselves，A lot of motivation to search for information and share it，Also rely more on non-commercial information (such as various online and offline word-of-mouth)。In terms of motivation，Travel behavior is essentially a kind of spiritual consumption，But it is through the movement of the body，Achieved through interaction with the environment and events，To gain experience and trigger inner feelings。It both points to the outside (cultural differences、Tourist attraction)，points internally (self、Identity、Life experience、Social relations)。The decision-making process is relatively long，Consumer mind occupation and brand building must be completed through long-term and complex communication。It is doomed to fail to rely on slogans and indiscriminate advertising to solve a company’s sales problems。Regardless of the industry’s profit level and advertising investment，It’s still the consumer’s decision-making model，The marketing of cultural 188bet sports betting products is more like a process of making soup over a long fire。Therefore，Some in other industries“Kill all directions”’s style of play may not be suitable for cultural 188bet sports betting。

To stand out in a highly saturated market，You need to create an emotional connection with your customers，In this way, we can create an ultimate experience that customers cannot refuse。To establish this emotional connection，188bet sports betting is undoubtedly the most effective way。

There are eight methods of entertainment 188bet sports betting，First, news comes first，Second, content is king，The third is to inject emotion into the brand，The fourth is to use stories to convey brand information，Fifth, let the product become a scene，Sixth is to give product themes，Seventh is to refine unique selling points for products，The eighth is marriage with entertainment。Entertainment 188bet sports betting has a premise，That is, we must first have a clear positioning，includes brand positioning、Market Positioning、Product positioning，Having positioning，Entertainment 188bet sports betting can focus and exert the greatest energy。

Secondly，Why is enterprise mediaization？Channels are getting more and more expensive now，Traffic is getting more expensive，The marketing expenses of cultural 188bet sports betting companies are generally not high，How to buy traffic，Short-term investment is OK，It will be unsustainable in the long run。What to do？Build your own corporate self-media，Become a channel yourself，Control your own traffic。The corporate self-media we built in Party A in the past，We-media matrix fans exceed 10 million，Sales breakthrough achieved through a WeChat official account in 20191.800 million。Enterprise self-media can achieve communication、Transfer of the three major powers of sales and big data，Let enterprises take the initiative。We are the first group of people in the industry to realize the value of corporate self-media and practice it。

188bet sports betting:Companies we have served in the past three years，Existing large-scale、Comprehensive、Traditional tourist resort，There is also China’s first drama theme park only Henan Drama Fantasy City、Zhengjia Plaza, China’s largest cultural, business, 188bet sports betting and education complex, is so innovative、Mixed format，There is also Xile Valley、A small and beautiful micro-vacation project like Xingledu。These projects really make us feel，The current cultural 188bet sports betting industry is not about scale，Innovation wins。A lot of changes have indeed taken place in the past three years，Of course some changes may not necessarily have happened in the past three years，It is a long-term accumulation process。Generally speaking，I think cultural 188bet sports betting mainly has the following changes:

First, we have entered a“Everything is cultural 188bet sports betting，Cultural 188bet sports betting empowers everything”era。Let’s look around us，Is Super Wenheyou a restaurant？Is Aranya a real estate company？Is Zhongshuge a bookstore？Is EHang Bailu a drone company？They have all become cultural 188bet sports betting projects。

The rice in a small village in Taiwan was created by Wen Chuang as "";Grains of Applause”The net worth doubled after that；A declining village in Japan, Echigo Wife has because“Land Art Festival”And become a world-class tourist destination；Shibanyan Town in Linzhou, Henan Province is rich in artistic temperament because of thousands of sketching students every year；Guangzhou Zhengjia Plaza because of the aquarium、Rainforest Pavilion、The museum has become a world-class cultural 188bet sports betting destination in urban centers。So，Cultural 188bet sports betting is also empowering everything。

Second, the 188bet sports betting is taking shape“Let a hundred flowers bloom，A hundred schools of thought contend”'s pattern。Spending tens of billions to build Shanghai Disney’s business continues to be booming，But Jigao Rabbit Nest, which invested only tens of millions, can recover the cost in a short time。Big has big advantages，Small things are beautiful。I believe，There will be a large number of small and beautiful projects popping up in the future，Light up this era together。

Third, micro-vacation is becoming a new consumption trend。Micro vacations are very popular because the epidemic has accelerated them。Inventory of popular destinations during past short holidays，Topping the list are often large theme parks or resorts，Now it has become an attraction such as Huizhou West Lake。Xile Valley in Qingyuan，Ideal for a 1-2 day micro vacation，You can soak in hot springs，Play 188bet sports betting water park、Unpowered Paradise，Participate in various literary and artistic activities，For example, poetry festival、Music festivals and more，Micro vacation experience is very good，As a result, performance has soared against the wind during the epidemic。

Some projects in city centers are also becoming micro-vacation destinations，For example, Zhengjia Plaza in Guangzhou，Collection of Culture、Travel、Business、A complex integrating research and learning，It is also a popular project for city micro vacations，Because of people’s travel needs，For example, watching animals、Eating、Watching movies、Play games、Shopping etc.，Everything can be satisfied here。Moreover, urban micro-resort projects are compared with projects in suburban areas，Shorter distance，Lower consumption (relatively long distance travel)，Traveling is more environmentally friendly，Consumption frequency can also be higher，More casual travel，This is a very concerning situation。So I believe，There will be some urban micro-vacation projects like this in every city，For example, Shanghai’s Aina Resort World，Also a micro-vacation project，Because it has a commercial format，Transformers and My Little Pony family entertainment center created with international IP，Catering available，Hotel available，Such a mixed business format makes it an ideal choice for Shanghai city micro-vacation 188bet sports betting future。

Fourth is the popularity of immersion。1 who is traveling.0 era，Mainly sightseeing、Tour；Enter to 2.0 era，Theme 188bet sports betting，A large number of theme park projects sprung up during this period；Now enter 3.0 era，Immersive projects are becoming popular，People are no longer simple tourists，But participate wholeheartedly，And fully mobilize personal emotions，Like "Sleep No More"、Immersive dramas like "Apolonia" and some script-killing projects，All very popular。China’s first theatrical theme park focusing on immersive 188bet sports betting is only in Henan·After the opening of Drama Fantasy City，Attention nationwide。

Fifth, people will pay more and more attention to the pursuit of spiritual life。Still popular despite novelty，But 188bet sports betting future, creativity will become more and more important、Lifestyle and values，The reason why Aranya can become an internet celebrity，Because it builds a complete value system consisting of three levels。Product is the lowest level among them，They are just carriers，On product，It is a complete set of lifestyle propositions and its supporting service system，More up，It is a complete set of value systems。The values ​​and lifestyle advocated by Aranya，From a material perspective，It is quality simplicity and controlled abundance；From a spiritual perspective，It advocates returning to the family，Return to nature，Return to tradition，Return to a spiritual and authentic life。Then，Operated through community，Establish a sense of identity and participation with consumers，Even become a community of interests。

Sixth, we are in the mainstream era。Red film and television drama、Guochao culture has become very popular recently，The theme that demonstrates the confidence of national culture has received widespread attention。Next，National grand proposition，Such as rural revitalization、Red 188bet sports betting will create many opportunities。

188bet sports betting:In the new consumption field，There is a saying called “All industries are worth doing again”。A redo is not a rework，But subversion。Ru Zhong Xue Gao、Perfect Diary、These brands of small can tea，They are all subversive to the industry based on redo。The cultural 188bet sports betting industry also has the possibility and demand of being subverted。We must adapt to market changes、Consumer insights and attributes of the cultural travel industry itself，Bravely subvert yourself。This is the first suggestion。

The second suggestion is，Open your arms，Absorb more cultural elites into industries and enterprises。Most of the current industry practitioners have transformed from other industries，Insufficient cultural 188bet sports betting genes，Focus on reference in product creation and content packaging，Like learning from Disney、Universal Studios and other successful projects。But Disney itself is a content company and a creative company，What we can learn from now is often appearance。So，The integration of culture and 188bet sports betting must be deeper，Need to open your arms，Let more cultural and creative people come in，Let people who truly understand culture and creativity have space to display their talents。

The third suggestion is，Every 188bet sports betting needs to clarify its mission, vision and values。Having a sense of mission、Only companies that strive for goals and have three correct views can go further，Only to truly win over consumers。Mission, vision and values ​​​​personalize the brand，Close the distance between enterprises and consumers。

The fourth suggestion is，Create a lifestyle。There is a saying circulating in the marketing world: “A third-rate company makes products，Second-rate companies build brands，First-class enterprise sets standards。”For cultural 188bet sports betting enterprises，The&ldquo of first-class enterprises;Standard”It’s“Values ​​and lifestyle leadership”。In the past, people’s demand for vacations might only be two or three times a year，Every weekend now，Vacation has become a way of life。If your product just meets people’s lifestyle needs，That will be a big hit。And most of the time，Consumers’ lifestyle needs to be guided，Once a company builds itself into a lifestyle，There is no power that can stop consumers from yearning for you。