Chengdu city image promotional video appeared on the electronic screen of Times Square in New York, USA.

This city image film titled "Typical China, Hometown of Pandas" has won unanimous praise at home and abroad, as well as inside and outside the industry. However, as a well-known marketing expert in the industry, Ms. Tan Xiaofang would like to make three points about Chengdu's city image film.

Cold thoughts: 1. Publicity timing. After the central media launched national image advertisements abroad, Chengdu followed up so quickly. Will it set off a trend of following suit in China?

Such a "good leader" is really not very smart.

By the way, I would like to remind you that the U.S. economy has been in recession in recent years. If you put out advertisements, what should you do if someone is short of money and unable to come?

Therefore, it is recommended that other cities that are preparing to follow the trend do market research and not just be greedy for big things!

2. Joint marketing. Urban marketing is sometimes regional marketing. It should grasp the forward-looking trends of regional development. Even if it is based on a single city, it must get rid of the narrow vision and lead the coordinated progress of the entire urban agglomeration. By around 2030, such as famous marketing experts

Teacher Tan Xiaofang once suggested that Shenzhen, Hong Kong and its surrounding areas form a world city agglomeration similar to the Tokyo metropolitan area.

The marketing competition among the three "world cities" of Beijing, Shanghai, and Hong Kong and Shenzhen is essentially the overall competition of the regional urban agglomerations (Beijing-Tianjin, Shanghai-Nanjing-Hangzhou, and Hong Kong-Shenzhen). Beijing and Shanghai have a louder propaganda voice, and the evolution trend of Hong Kong and Shenzhen

better.

This city joint marketing is not reflected in this promotional video, which is a pity!

3. Crisis prevention: The hot pot brand is a "golden brand" of Sichuan cuisine. Last year there was a crisis of trust due to "gutter oil", and this year the "saliva oil" incident broke out. It affects the development of not just one or two companies.

, but the entire Chengdu catering industry.