What kind of service can arouse the empathy of the post-90s generation? How to find out the tonality of products and make an eye-catching marketing case? How can products with serious homogenization be differentiated?
In this issue, the Cross-border Summit Salon of "New Life Era" enterprises hosted by Sohu Industry Center invited He Meizi, Vice President of Kaihangying Education, Lu Li, Creative Director of Tianxia Xingnong Brand, and Gao Jinghui, Marketing Director of Beijing Medical Meifuer Hospital. Invited enterprises from three different fields to chat together, share the development status of their respective industries, and share the experience and experience of "cross-border enterprises" under the background of integration.
From left to right: Gao Jinghui, Marketing Director of Beijing Hemei Women and Children Hospital, Lu Li, Creative Director of Tianxia Xingnong Brand, and He Meizi, Vice President of Qihangying Education.
1
There is a cross-border place in life, and parenting education can do this.
With the development of the industry, the connotation and periphery of education, food, mother and baby have changed, and these three fields are closely related to life. What wonderful chemical reactions will happen when these three fields collide?
He Meizi: When my daughter was about four years old, she got up one morning and wanted to eat an omelet and asked her to make it herself. However, instead of going to the kitchen at once, she found a piece of paper and drew a picture according to her own imagination. Looking closely, it turned out that it was the 10 step of making an omelet in her little head. Then she went to the kitchen and followed the chart, and it was really made. This little thing touched me a lot.
Qi sailing waiying
The process of education is actually included in the process of life. When children grow up, they need to solve problems in daily life, such as cooking for themselves, which requires cultivating children's ability to solve problems. Whether as parents or educators, we can integrate these scenes into an educational concept. We cultivate children's problem-solving ability and teach them thinking mode, not a certain knowledge point or a specific skill. This is a trend of the transformation of the whole education direction at present.
Lu Li: Actually, we have been saying that every agricultural product is a work of art with different temperatures and tastes, and children can understand the meaning behind it when eating food. As "Compassion for Farmers" said, "It is difficult to mow the grass at noon every day". What we want to do in the future is to let children in China know the stories behind every kind of vegetables, fruits and food when they eat them. This is our goal now, to expand the value of China's agricultural products and make every child proud of China's fruits and agricultural products.
Germany has a famous forest education. Take children to outdoor combat experience, let them feel nature and get close to nature, humanity and land. This is also an agricultural IP culture, which may be a trend of parenting education in the future. Like camp education, it is also to cultivate China children's independent survival and thinking ability. The environment of our agricultural products is a good world environment for children to learn and experience. Let them blend in with nature, appreciate nature, cherish nature, and cultivate their love and viability. This is the point where we can integrate and cross the border.
Gao Jinghui:? It is the mission of women and children's hospital to ensure the survival of children from birth to later period. First of all, we must ensure the basic safety and physical health of children. The next step is to have something in common with everyone-to create a healthier living environment for mom and our next generation. In fact, my diet in China has made many parents feel uncertain, including children's yogurt. When we watch TV, we all know that sometimes everyone's consumption is routine, which may not really be good for children. Too many additives may be counterproductive, which is not conducive to the digestion and absorption of children. Natural food, light should reach 400 hours a year, this healthy attitude is actually worth promoting.
For camp education, I am more concerned about the original intention of camp people, whether it is purely for profit or to help children grow up, or even children drive adults to grow up. Children are a mirror of their parents, like a probe, capturing their parents' behaviors every day. I didn't like reading in the past, but I didn't want my child to make it normal to hold a mobile phone every day, but I forgot the benefits that reading brought to her growth. So in order to set an example for my children, I forced myself to read a lot of books.
The camp created a growing environment for everyone. Children learn not only knowledge, but also some survival skills, and more importantly, psychological growth. We don't know what kind of industry will emerge in the future. Maybe my child is engaged in an industry we have never heard of, and we can't pay attention to the unknown in advance now, but psychological construction and growth are good for her character development. I took her to Sanya when she was 0/0 months old. Maybe people think that such a young child has no memory of going out. Although she doesn't understand the true connotation of these scenic and humanistic things, she can broaden her horizons and help to shape her character.
Therefore, from the birth, health, diet and inner psychological construction of children, everyone is thinking about children and the next generation, and there are similarities in the three fields of mother and baby, food and education.
2
Brand operation is inseparable from cross-border cooperation.
When the enterprise's capital, management and brand develop to a certain stage, it needs to be evaluated as a whole and then adjusted strategically. Transnational operation is an important part of enterprise differentiation strategy. Whether it is Tianxia Xingnong, Qi Hang or Meifuer Hospital, there are successful cross-border cases of brands.
Lu Li: Our company focuses on fruits and vegetables in agricultural products. More than 70% of the core consumers of fruits and vegetables are women. Therefore, many of our cross-border activities are aimed at some women, including cross-border activities of joint beauty and maternal and child platforms.