Shanghai, Oct 29, 2014 - (ACN Newswire) - Al Ries, Father of Positioning, holding a rightful place alongside Peter F. Drucker, Jack Welch, is a worldwide recognized marketing guru. Al Ries and Laura Ries, his intellectual heirs, attended the conference of New Development of Positioning - the Second Positioning Summit in China in Shanghai on October 27th and 28th, 2014. Both of them delivered fantastic speeches, which received enormous applause. Besides, some outstanding entrepreneurs shared their rich experience and great achievements in practicing the positioning theory under the impact of China's economic transition and internetenvironment.
Mr. Chen Mao, Chairman of Wang Lao Ji Health Industrial Corportation; Ms. Wang Fengying, CEO of Great Wall; Mr. RenFujia, CEO of Robam; Mr. GaoHui, Vice-President of Aima; Mr. Wang Weijia, Director of ClassyKiss Yoghourt and Mr. FengWeidong, Senior Partner of Tiantu Capital, all shared their successful stories of applying the positioningtheory. More than 200 entrepreneurs in China, and more than 30 international and domestic news media, including Reuter, Business Week, Bloomberg and Xinhua, attended the summit.
Mr. Ries, who is 88 years old, walked into the conference hall vigorously, accompanied by thunderous applause. It is said this is the last trip to China for Mr. Ries, the marketing guru. Recallinghis fifty-year marketing career, Mr. Ries delivered a speech on the development of Positioning. He pointed out that Positioning focuses on customer mind, instead of on the producttraditionally. Mr. Ries emphasized that the company who creates and dominates a category in customer mind is most likely to be the leader, taking Apple in America and Alibaba in China as examples.
Al Ries and Jack Trout came up with Positioning in 1972. The theory swept the whole world, becoming a milestone in marketing history. Unfortunately, Mr. Ries and Mr. Trout broke up, because of Trout's disagreement on Laura, Mr. Ries's daughter, joining the company. Mr. Ries said that his greatest achievement and pride is his daughter, Laura Ries, who inherited his knowledge in marketing. Laura Ries published her book Visual Hammer in 2014, which receives wide recognition. Although Mr. Ries would not come to China for speech again, he would keep communications with Ries China team for future consulting service. Mr. Ries said that his spirit would be with everyone, which touched the heart of all the people.
As Mr. Ries mentioned, the Positioning theory has helped many Chinese companies obtain great achievements since his partner Mr. Zhang Yun founded Ries China Company in 2007. For example, The Great Wall Motors focused on SUV category under the Haval brand in 2009. In 2013, surpassingFerrari, the Great Wall Motors enjoyed the highest net profit ratio among all the automobile companies worldwide.Wang Lao Ji returned to No.1 position in herbal tea market from the conditions of no factory, no market, no channel and no team by applying the Positioning. Exceeding 30% of the second player, Robamremained the No.1 domestic range hood brand since it focused on large suction.
Al Ries and Laura Ries received warm welcome and high attention for their visit in China. It was known that they attended the launch of globalization marketing strategy of Wang Lao Ji on 24th Oct. Both of them were invited by China Europe International Business School to attend its Marketing Guru Forum for CEIBS 20 Anniversary. More than 600 people attended the forum, which made CEIBS to add an extra hall to accommodate.
According to Mr. Zhang Yun, partner of Ries China who is the sponsor of the Second Position Summit in China, Al Ries and Laura Ries will attend the Dialogue session on New Development of Positioning on 28th Oct, together with Mr. Chen Mao, Chairman of Wang Lao Ji Health Indutrial Corporation; Ms. Wang Fengying, CEO of Great Wall Motors Company; Mr. Yu Guangdong, vice-President of 360 Company and etc. The Dialogue session will offer tips and advice on application of Positioning under domestic economic transition.
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