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——Luo Zhenyu’s lights talk about the brand communication
On January 15, 2007, at the scene of the 2006 China (Guangdong) Lighting and Lighting Industry Summit Forum and the three major selection events, there was such a guest, who spoke in a whisper, his subversive view on traditional public relations and his business management. The strategic thinking model has won wide resonance from the top management of the site. His new strategy of public relations communication, starting from China's local environment, combined with the lighting industry, brought a lively and meaningful thinking to everyone present. He is Mr. Luo Zhenyu.
How to use lighting to establish their own public image, how to do business public relations, how to achieve a true blue ocean breakout, Luo Zhenyu used a series of small stories to tell the truth. For the lighting industry to provide a very successful experience, the bursts of applause at the venue, I think it must be active in everyone's thinking, intelligence here collide, value everyone share. Let us look at the value thinking that Luo Zhenyu brings to the lighting industry.
Said by the "Haier" to the public
There is a fundamental difference between doing corporate image in China and doing corporate image in the West. In the West, the corporate image is for the company's so-called basic business, the so-called better benefits, but in China to establish a good corporate image you will bring An added value. Establishing a good-hearted and good corporate image is actually a good publicity and dissemination of the enterprise itself. In the period of social transformation in China, the brand value of a company is basically to win the respect of the society. Only in this way, the brand will have a foundation and a lasting vitality.
Like two companies that everyone is familiar with, Deron and Haier. In terms of scale, the two companies are not divided, Deron also created a worldwide myth. But the end result is that Deron, a huge company, has collapsed. As an investment-holding company, Deron pursues a profitable approach, but is directly engaged in production operations to obtain profits. Therefore, after the collapse of the enterprise, it is only the enterprise itself and the CEO Tang Wanli, and the people’s money is still in their pockets. Haier, as a symbol of Chinese national enterprises, represents China. Zhang Ruimin plays the role of a national hero in the history of Chinese enterprise development. The "sincere and forever" corporate culture has made Haier's products always tied to every consumer and won wide respect from the society.
As long as you have established a certain corporate image, the role you actually play is that you don't have to fight with every devil who doesn't know where to jump from. You are the one to slap all possible devils.
Value sharing by "cat eating chili"
So what kind of corporate image do you need to build? Luo Zhenyu's conclusion is that one standard should be grasped, that is, "value sharing." Brand value is only spread when you give each other value. Value is not just about money, but that companies must learn to pass on their responsibilities to your customers, consumers of products.
It is like eating a cat like a cat voluntarily. You can stuff the pepper into the cat's mouth, or you can mix the pepper into the steamed buns. But the first two methods are mandatory. Over time, where there is oppression, there is resistance. The second method is to deceive, and the end result is that the cat does not even eat the buns in the future. For every business, these two points are not desirable in dealing with customers. This is also the case in the lighting industry. To solve the problem of cats eating peppers, it is necessary to learn to pass the responsibility and apply the peppers to the cat's buttocks to make it feel painful. Eating peppers naturally becomes a way to alleviate the pain.
The story of “Cats Eating Chili†tells us that value sharing is to learn to pass on the responsibility and find out its own unique value. The products produced should be used for society and consumers, and use value innovation to occupy the consumer's mind.
In the value sharing, lighting and lighting enterprises should make use of the differentiated strategy and low-cost strategy. In the treatment of the terminal, the terminal is not a store, but an experiential place.
Spread by the "three elements"
When it comes to sharing value, what kind of channels should be used to make sharing valuable and communicative? Luo Zhenyu is here to focus on the "borrowing spread", what is the trend? This requires a clear understanding of the three elements of the spread. “Everything is a story†is the first element, the second factor is “everything is the mediaâ€, and the last element is “the media uses emotionsâ€.
Among these three factors, the lighting lighting company should know the second element. "Everything is the media." Nowadays, many companies have put their advertising campaigns into the propaganda of some mainstream media, TV stations, newspapers and the Internet, but they have neglected their own propaganda advantages.
For example, the product packaging of the lighting and lighting industry, after writing some basic information, there will be no more. Everything is the media, and the concept of the media is very large. The same is our product packaging. If you print a few poems about the lamp on the package or a folklore story about the lamp, the effect will definitely be different. When others use the product, they can enjoy the heart, such a good packaging. It will definitely be very popular, and it also reflects the company's philosophy and uniqueness. (商金凤)
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