Crazy about deleting the Lord.

He is probably the most famous and controversial advertiser in China, the ceiling in the field of marketing planning. Anyone who has been exposed to marketing will hear a name-Ye Maozhong.

The legendary "Madman" died in Shanghai in June 65438 +65438 10+March 2022 at the age of 54 ... The superstar fell, and an era ended, sighing and lamenting. ...

Looking back on Ye Maozhong's life, we have left many valuable marketing theories and classic cases. Many people may not have heard of him, but it is impossible not to have seen these works.

Arctic velvet is known to everyone in the world! 」

Heng Yuanxiang's Yang Yangyang Heng Yuanxiang

Yan Fujie's "Washing is healthier"

Seven brands of men's wear, let the cruel Jet Li say, "Man, you have to be hard on yourself! 」

Two brainwashing advertisements during the 20 18 World Cup;

Why, why, why "go to the hornet's nest before traveling"

Liu Haoran asks you in rapid succession, "Go to Zhihu if you have any questions."

These familiar and suffocating slogans were written by Ye Maozhong.

They all have a strong earthy smell. They are all thieves and demons. There is also a sense of shame when reading them in public (try wearing a helmet if you don't believe me). Baping, a ghost farm that has been broken for many years, is still unforgettable for many people in China.

This makes Ye Maozhong's advertising career always questioned. In the words of a kowtowing enthusiast and a half-Buddha teacher, it is:

Now that the Sri Lankan people have left, the flood will never bother Mr. Ye again. I'm not qualified to judge a master, but what I want to share with you is that Ye Maozhong's legendary life has given us important enlightenment to be a man and do things.

A person's fate depends largely on his personality, which in turn depends on his childhood experience.

1968, Ye Maozhong was born in a fishing village in northern Jiangsu. Because he is a thief, his mother named him Ye Shijin, and he changed his name to Ye Maozhong as an adult.

Childhood life is bitter and bitter. Parents are fishermen, and Ye Shijin's children grew up on a boat. My father often goes to sea for several months, and my mother is sickly and often hospitalized. Even once, his parents went out for 10 days, and there was only one pumpkin on board. He and his sister had to live on this pumpkin for a week, so the two brothers and sisters sliced the pumpkin and added the fish they caught occasionally, so they survived.

By the time he went to primary school, Ye Maozhong had already developed martial arts and courage. He was a famous "porter" in the school. It is said that he never carries a schoolbag at school, but his brother carries it. When the other child saw him, he instinctively knelt down and called for his father. ...

This point in the later book advertising lean, Ye Maozhong said:

Generally, boys fight because they are afraid of being bullied and want to bully others. However, in this growing environment, Ye Maozhong gained a little insight into the rules of the real world. The tenacity and survival wisdom of his childhood experience laid the foundation for his future success.

22 years old, graduated from college, energy and confusion coexist.

Ye Maozhong, who will be famous all over the world in the future, actually set foot in the advertising industry for the first time at the age of 22.

1989, Ye Maozhong was still working in Taizhou TV station. Because there are not so many people in the station, I can't wait to treat him as the donkey of the production team. Artists, journalists and photographers all have burdens.

At this time, he didn't have too many ideas, just waiting to get a house in the TV station, mix an iron rice bowl in this life, get married and have children to retire, and live a stable life.

However, fate likes to throw a handful of peppers in the broth.

Ye Maozhong, who grew up on a rickety boat, stood firmly on the boat, but it looked like he was going to fall on the smooth ground, because he always shook his body subconsciously to adapt to the fluctuation of water.

Judging from his later deeds, he really has been living in the fluctuation of the times, and this kind of life is doomed to have nothing to do with stability.

At that time, Taizhou TV station had an advertising department, and the conditions were appalling. We could only shoot some simple advertisements with our cameras.

One day, they received a phone call from Chunlan Group, the largest air-conditioning brand in China. The other party thinks that the traditional TV advertisement is not up to standard, and wants Taizhou TV Station to help make a movie advertisement.

After receiving the demand, the whole advertising department was shocked. Chunlan Group is a big TV station. This "dad" can't afford to offend and can't refuse, but the point is that no one will shoot this thing at all.

After understanding the situation, Ye Maozhong hesitated for a few seconds and said, "I will shoot, just shoot, small scenes."

Will he really?

Know a hammer.

But it doesn't matter. You have to promise first. Because Ye Maozhong thinks that this film is going to be on CCTV, which is a rare opportunity for the most ordinary staff of a local TV station.

Even if you screw up, you'll be fired at most. What else can you lose? Don't you understand what you don't understand when you do it?

In this way, Ye Maozhong took over the task. I just wanted to show my strength and found out that this thing is too tm professional! It's as difficult as delivering a sow, and now you can't sell it if you learn it. It's really a dilemma.

This is how the lovely potential is forced out. Ye Maozhong settled down to study hard and found that the only thing he could do was to be a director, and all other work had to be done by professionals. I immediately set off for Shanghai and asked a fellow villager who worked in a film studio for help.

Ye Maozhong used all his resources and strength, and finally accomplished this task with difficulty and beauty.

After this advertisement was put on, it caused a warm response in the society and was broadcast on CCTV for five years. Chunlan Group paid Ye Maozhong 1300 yuan satisfactorily, which was equivalent to his salary of more than one year at that time.

At that time, Ye Maozhong knew nothing about the advertising industry. It was not until many years later that he explained the success of Chunlan advertising with his own "conflict" theory. Someone asked him why he dared to accept the advertisement of such a big enterprise at that time. Ye Maozhong said:

After this war, Ye Maozhong felt the connection between creativity and money, and gradually felt that he could not make a name for himself in TV stations, so he decided to change careers and devote himself to the advertising industry with more money.

Ignorance and execution are the core factors for young people to enter the world.

Ye Maozhong, who advertised in into the pit, left Taizhou for Shanghai to develop. He went to a large advertising company at that time (Norbert Advertising) to be an art designer, but his title changed, but in fact he was doing art in his old job.

At this time, he was anxious.

Not long ago, Ye Maozhong just gave up the iron rice bowl and welfare house of TV station and went to a big city with an advertising dream, but now he is painting in a private enterprise. The salary is not high and the pressure of survival is high. Ye Maozhong intends to change careers as an advertising salesman and get a commission, only to find that he has no business resources in the advertising circle and can't get advertisements at all! If you don't do something, you may have to paint like this all your life!

Throughout the office, there are three main ways for colleagues to be salesmen:

This is not the best solution for Ye Maozhong, who just entered the business and has no resources.

What should we do?

Before the ship reached the bridge, Ye Maozhong suddenly went straight. He eyeing the opportunity, opened up the fourth SAO out of the sky:

Specifically, first write a professional advertising book to show off muscle circle powder, and then wait for fans to take the initiative to come to the door and turn it into customers.

This style of play was too avant-garde in the 1990s. During that time, Ye Maozhong went to the library for self-study day and night, and read more than 65,438+000 books about advertising and marketing a year. By 1996, his first novel, The Advertiser's Notes, was born!

The book sold out as soon as it was published, and the publishing house had to print it several times.

At this time, Ye Maozhong showed another numb evil trick-no royalties, just asking for his phone number in the book.

Since then, Ye Maozhong's name has gradually spread all over China. More and more people read his book, and followed the phone on the back cover to find him for advertising planning.

From beginning to end, the purpose of Ye Maozhong's books is not royalties (but bestsellers are the most irritating). )? ), all he wants is communication and the high-net-worth private domain customers brought by communication.

Later, after Ye Maozhong became famous, he bought advertising spots everywhere to congratulate his new book Conflict. In fact, he is doing the same thing again.

American psychologist Carol Dwek mentioned in her book Lifelong Growth that the key to success lies in two modes of thinking:

There is no doubt that Ye Maozhong has growth thinking.

People often feel that they are inexperienced, afraid to accept challenges, or want to wait until they are ready to improve. In fact, Ye Maozhong in the 1990s, not long ago, was only an artist of Taizhou TV Station, with zero-based transformation, and never made a few advertisements.

At that time, there were countless advertisers in China who were more qualified to write books than Ye Maozhong, but they felt that writing books was a very serious matter and were embarrassed to write them.

This Ye Maozhong calls himself "advertising duck" in the Advertiser's Notes, which means:

Ye Maozhong, who had no commercial resources, was forced to worry, so he shook out a book.

In his early years, Ye Maozhong once accepted a list that no one else wanted to do-to help Procter & Gamble do rural promotion. During this period, he ran countless villages and summed up a set of theories:

China has 300 cities, 2,860 counties, more than 40,000 towns and 660,000 villages. How many counties and towns have people who write ideas in the office been to? When I see the consumer groups, they are all new faces in front of me. A good advertiser is the same as a good actor. Whoever plays like who is just not like himself. The most powerful thing about advertising is that even if you don't like it yourself, the target group likes it, which is the most powerful.

This is almost the bottom mentality of Ye Maozhong's advertising career, which coincides with the most important "user thinking" of the Internet. As far as development is concerned, there are three principles:

The advantage of talking to people is to make consumers feel friendly and simple, but there is nothing special about safety advertising. The standard of success is only to sell the products.

For example, when planning an advertisement for Blue Ocean House, Ye Maozhong found that most men don't like shopping, but they need decent clothes. After discovering this contradiction, he gave birth to "visiting Lanhai home twice a year!" Haishu House, a man's wardrobe! "

In 2003, two farmers in Dongguan, Guangdong Province found Ye Maozhong, hoping that Ye Maozhong could make their restaurant "Double Seeds" the leading brand of Chinese fast food. Since it is positioned as the overlord of fast food, Ye Maozhong has labeled Golden Arch and KFC, both of which are very popular, but consumers think that foreign fast food is unhealthy and fried food is easy to get fat.

Therefore, Ye Maozhong made full use of this conflict to play the role of "nutrition is better than steamed food". He suggested that Gemini cut off the fried product line and renamed Gemini "Real Kung Fu". The trademark was changed to a kung fu master in yellow tights, who looks like Bruce Lee. In the second year, the number of real kungfu direct stores exceeded 100.

By the way, Ye Maozhong has had the Red Army revolutionary complex since he was a child, which is very similar to the growing background of his idol Cui Jian. He is also a red five-star hatter himself.

This is another symbol he created: the marketing planner is looking for Ye Maozhong, please look for this man wearing a red star hat.

When talking about people, Cui Jian has a lyric:

Ye Maozhong thought that everyone could understand this, so Cui Jian became the only person who could hold a concert with 10,000 people at that time.

△ Ye Maozhong idol Cui Jian

Tracing back to the source, Ye Maozhong's remarkable post-1960s red mark originated from another great man whom he worshipped all his life-Mao Zedong. Legend has it that when he was writing Notes of Advertisers, he was tired once, so he took out Jinggangshan in wyndell dichinson and read a few pages. In an instant, the chicken blood was full, and he continued to live until dawn! There are four or five hundred books about Mao Zedong in his family.

Mao Zedong has a famous saying:

Shopping malls are like battlefields, and advertisements are not elegant dinners, chess and cards, calligraphy and painting.

Now, if we go back to the opening case of Tuwei and the evaluation of the semi-Buddha immortal, we can understand why Ye Maozhong is excluded from the mainstream advertising circle.

Because he not only has a profound insight into human nature, but also speaks too bluntly, pulling out all the feathers cherished by scholars.

In Ye Maozhong, what words are written and what excellent advertisements should be enlightened rather than brainwashed are all nonsense. What's the effect? How come!

You get millions of advertising fees from customers and use them to realize your cultural vision. You are idealistic, but your client's money has been burned clean. Won't it hurt to hold this money with your conscience?

Whoever is a soldier, who eats his food, must eliminate disasters and solve problems for him. Since the advertising company is supported by the client's budget, it should be a swordsman in the hands of the client.

Bright sword, blood seals the throat. Go to the market and fight fiercely. Come and see me.

While countless creative people are still working overtime and staying up late, trying to stifle their creativity, Ye Maozhong has been firmly sitting in a 2,000-square-meter studio in Shanghai, confidently demonstrating the "three noes" principle of "no competition, no bargaining, no looking for customers" and selling millions of advertising words by the way.

Kazuo inamori, the god of Japanese business, said: "There is a god at the scene."

God can't help you unless you put down your posture and go to the scene yourself. Many people don't like soil, but few people refuse to pick up gold from it. The real good opportunity is not in the office building where everyone's suits are straight, not in the beautiful PPT in the conference room, but in the dirtiest and messy soil.

At the age of 25, Ye Maozhong has been struggling with a question: Should he stay in Taizhou TV Station or leave the advertising industry?

So he wrote an autobiographical novel called "Solution" to sort out his true inner thoughts, and the protagonist in the book was himself.

Finally, he wrote himself to death in the book. After writing, I am more determined to leave Taizhou TV station.

The dead hero is reborn in reality.

At that time, he didn't know how the waves of the times fluctuated.

I didn't know that I would become a madman in China, and hundreds of enterprises and brands would live and die in his hands.

The river of fate is swift, but it seems to be such an ordinary day.

Now that more than 20 years have passed, Mr. Ye no longer has to endure pain, and he can no longer hear those disputes between right and wrong.

He closed his eyes forever, but it is always as bright as a lighthouse, illuminating the way forward for every lonely, confused and anxious young man.

Have a nice trip, Ye Maozhong!