Light collector, Yunnan Baiyao!

Mao Buyi's fans had a holiday some time ago .

6 month 16 Japan , Mao is not easy to release new songs 《 Light picker 》. at present ,QQ There are more than ten thousand reviews and likes on the music . same day , Mao Yi is still here B Standing at the summer Graduation Concert , Sing the song for the first time . As soon as the new song goes online, you can hear the live version , The fans are crying out for welfare .

As a singer , Mao Buyi has another identity —— Yunnan Baiyao oral health brand guardian Ambassador . released 《 Light picker 》, It is also the theme song jointly created by Yunnan Baiyao oral health and Mao Buyi .

This head 《 Light picker 》, The melody is sweet and moving , The lyrics are also soothing , With Yunnan Baiyao group “ Protect life and health ” The depth of corporate culture is consistent with . For example, the lyrics have a sentence ：

Someone will be at the table , Help you pick up the starlight . They are always at the table , Accompany me to heal and grow .

Theme song , It can also have style .

You can hear it “ Light picker ”

The theme song of the brand , It is a wave of communication in the business world .

Its own communication effect and emotional rendering , It can be deeply rooted in the hearts of the people and expand the population coverage , It has always been an excellent tool for brand promotion .

Up to now , To do a successful music marketing , In fact, what we should do is to have flow and style ：

The traffic shall be widely covered , So that most people can hear .

The style emphasizes the quality of the content , To really enter the hearts of the audience .

One by one , Where is the current flow highland ？ No doubt short video .

Quest Mobile released 《2021 China Mobile Internet annual report 》 Show , At the end of last year, the total length of short video usage accounted for 25.7%, It has become the field that has occupied people's network for the longest time . Tiktok , It has been the main position for most brands to do music marketing .

Who is the main audience ？ According to statistics ,Z Generational groups account for 78.5%. It is worth mentioning that ,B Station is Z A gathering place for generations . Therefore, other than short video ,B Station is also the main battlefield of brand promotion theme songs .

Facing the music content , Now? Z Generations of people are more and more interested in “ Take heart ”. Most of them are only children , Growing up is more lonely . After work, they face higher social pressure , Great spiritual needs .

Wandering music content , Most impressed them .

Yunnan Baiyao oral health and hair is not easy , Jointly launched this song 《 Light picker 》 Theme , The content and brand are balanced and win-win .

stay 《 Light picker 》 In the lyrics of , There are such paragraphs ：

healthy , Is it an ordinary light .

Easy and distracted lyrics , Moved many fans .QQ There are such high praise comments on music ： Because with you , My world is shining .

virtually , This theme song with its own healing feeling , Yunnan Baiyao “ Protect life and health ” idea , It is conveyed in depth and vividly .

In occupying the high ground of flow , Yunnan Baiyao oral health enters B standing 、 Tiktok 、 Netease cloud 、QQ Music and other platforms , Truly integrate into the content ecology loved by young people , Play with them .

such as , Yunnan Baiyao Oral Health launched on Tiktok “ Record your healing time ” Activities . Users shoot original videos according to rules , You can participate in cash rewards .

Up to now , The campaign has achieved 2 Billion times of high playback .《 Light picker 》 The amount of sound transmitted , Expand again .

stay 《 Light picker 》 On the day of the launch , Yunnan Baiyao oral health is also named B standing 2022 Graduation song festival in summer , Mao Buyi sang the song live .

Graduation season every year , Are the golden period of brand marketing . As long as it moves the graduates , It will easily lead to discussion , Drive the brand's voice .

This time, , Yunnan Baiyao oral health , Depend on 《 Light picker 》 This tune , To achieve a style of communication .

People move , The tree moved to death . The short videos of streaming media and the younger consumer groups , It has made big health enterprises , We must reexamine our brand communication actions .

We must make a brand with style .

“ time ” The guardian of

An enterprise with style , There is a profound corporate culture inside , There are diversified and high-quality product brands outside .

stay 《 A bit of Finance and Economics 》 It seems , The style of Yunnan Baiyao oral health in music marketing , In the final analysis, it is the externalization of corporate culture .

last year , Yunnan Baiyao group proposed “ Protect life and health ” Corporate culture of . this 《 Light picker 》 The theme of , In line with the corporate culture .

Marketing is the externalization of culture , The product is the materialization of culture , The logic of its creation , Reflect the corporate culture and value orientation .

according to 《 A bit of Finance and Economics 》 understand , The product logic of the great health industry , Great insight into the health needs of the population , Then the product is derived from it , From the demand side to the manufacturing side .

Dr. lilac 2021 According to the national health survey data in , Oral problems rank among the national health problems Top5. Especially oral mucosal problems , Become more prominent .

In this context , Yunnan Baiyao Oral Health launched two products —— Oral care gargle and active peptide toothpaste , All anchoring oral mucosal problems .

You'll find that , The core of Yunnan Baiyao oral health products , With it “ Protect life and health ” Our corporate culture is consistent .

“ guardian ” In fact, the score is two steps , First and foremost “ keep ”, Is to stop and gain insight into the needs of the crowd . And then there was “ guard ”, Ready to use products to meet demand .

This seems slow and stupid to some radical brands . But sometimes ,“ slow ” It is fast ,“ stupid ” Is smart .

stay 《 Light picker 》 When it was released , It happened to be created by Yunnan Baiyao 120 Anniversary of the .《 A bit of Finance and Economics 》 When reviewing the growth path of Yunnan Baiyao Group , Discover its “ Protect life and health ” The enterprise culture , It is the result of a hundred years' sedimentation .

Yunnan Baiyao was created in 1902 year , It has a history of 100 years . Up to now , Yunnan Baiyao Group has formed a group focusing on health products and drugs , Pharmaceutical business 、 The pattern of Chinese medicine resources coordination , The products have been expanded to more than 600 categories .

The core of these diversified products , Still around “ Protect life and health ” Idea .

Product diversification , Just like a person's clothing collocation , As long as the collocation is reasonable 、 A school of its own , Will be particularly stylish .

Bend over “ Pick up light ” There's a root under your feet

The formation of a person's style , It takes time to precipitate .

The same is true of enterprises , Not only should there be products to implement the culture , Still have time to precipitate oneself .

In the medical and health industry , What needs time now is technology .

Medical health seems to be a traditional industry , In fact, the time has come to rely on science and technology . Last year's government work report , It is pointed out that the medical and health industry should give play to the driving effect of science and technology .

《 A bit of Finance and Economics 》 Find out , At present, some enterprises in the industry have seen the trend , But there are still two problems .

One is , Some enterprises realize that it is too late , Leading to the lack of current scientific and technological strength .

《2022-2027 Panoramic survey and investment prospect forecast report of the pharmaceutical industry in 》 Show , Among the products produced by Chinese pharmaceutical enterprises , Most products with low added value , There are few products with high technological content .

To use a popular saying , Namely “ contain T The amount ” Not enough .

Another problem is more serious , I see the trend tomorrow morning , But I have no determination to break my wrists , Just tinkering at the business level .

As the transformation of science and technology requires a large amount of R & D investment in the early stage , It's hard to get a return in a short time , Some enterprises are not willing to carry out scientific and technological transformation at the level of the whole group .

According to the statistics of the Southern Institute of pharmaceutical economics , At present, the average proportion of R & D investment in China's overall pharmaceutical industry in sales revenue is 1%-2%, The average level of foreign developed countries is 15%-18%.

The tide of science and technology is coming , The wheels of the times roll forward , I can't even say hello when I abandon you .

Yunnan Baiyao took the initiative to say hello to the times .

More than 10 years ago , Yunnan Baiyao began to apply digital technology . such as , The whole process traceability management of Panax notoginseng was carried out in Wenshan .

Now , Yunnan Baiyao will be the engine of growth again , On Technology . This year, 3 month , Yunnan Baiyao said it would focus on “1+4+1” Strategic transformation , Two of them “1” Our focus is on technology .

Pick up light , It is to guard the time and make friends with users , It is also looking for light in the development of the times , Grasp the development trend in the future .

In terms of the pharmaceutical industry , The strategy and culture formulated by the enterprise at present , Must rely on technology to achieve . such , To go through the cycle in style .

Conclusion

That guarding time , Floating all the way , And I looked all the way .

《 Light picker 》 The lyrics in , It well summarizes the persistence of Yunnan Baiyao ： What shines in its eyes , It is the light of products and technology .

Observe Yunnan Baiyao , Behind an innovative marketing , In fact, it is the corporate culture that guides . meanwhile , It is also guiding the iteration of products and technology .

When the ship is sailing , It really needs a lighthouse . Culture is the beacon of an enterprise .