The market is huge, but many people just don't know how to develop it! so
We are used to a very ordinary personal wedding banquet, which is nothing more than a very "routine" funny process of the wedding company, plus the eating and drinking of all relatives and friends. Nothing new.
We are also used to many common group weddings. It's just that a group of newcomers are at the mercy of the organizers on the catwalk, and the newcomers themselves have not spent less money. Organizers can do some sponsorship, collect the entry fees of some newcomers and earn a lot of money.
However, as far as the individual wedding market is concerned, there is no precedent of any form of commercial sponsorship and cooperation in China. Moreover, in the existing personal wedding forms, it is often a strange circle of "the host holds a banquet to treat guests, and the guests pay for gifts". If the relationship is not very close, for most people, the real situation is that "the guests are unwilling to come and the host hesitates to invite", which greatly hinders and blocks the newlyweds' extensive contact with friends from all walks of life as "social people". It also violates the theme of "building a harmonious society" called by national leaders.
Therefore, to break the mindset, the answer is often on the back of the question. Zhang Huiting first thought of and planned the first personal business wedding in China, which was an unprecedented initiative and a news point with great social discussion effect. The way to collect the necessary expenses has been changed from the original "guest gift seal" to the current "commercial sponsorship", which fully liberates the guests from the heavy gift support and the mental pressure of forcing a smile, so that everyone can go to the banquet easily and communicate happily.
At the same time, it is undeniable that the relaxed banquet in the form of "free gift money" for VIPs has indeed added more enthusiasm to the guests and solved the tacit understanding between the host and the guest on the question of "going to the banquet" in the past. Therefore, both the popularity of the scene and the mood of the guests are more spectacular, which not only fully shows the hospitality of the newlyweds, but also fully enhances the social friendship between the host and the guests, thus rewarding the organizers for better self-display and promotion platform.
At this moment, we might as well all think calmly. Although the title of the personal business wedding planned in this case is "business", it is a non-utilitarian way for guests to welcome guests, relax communication and make as many friends as possible. In sharp contrast, although the traditional wedding is very traditional in name and form, it is not marked as a commercial wedding, but it is actually a very utilitarian "Hongmen banquet", which forces every jubilant guest to donate money. This is the real root that hinders the expansion of social interpersonal relationships.
(2) Feasibility analysis:
The general trend in China today is to encourage young people in their prime to start businesses (as can be seen from the hype and enthusiastic registration of CCTV's Win in China program). Therefore, today's wedding market should encourage young people to "love+career" double harvest. The success of commercial wedding can greatly exercise and strengthen young people's awareness of planning and execution, as well as their courage to take responsibility for themselves. Greatly liberated the parents' great economic pressure on their children's marriage.
If you want to do it, be the first. The first personal business wedding in China was itself a social news point. It will definitely cause reprints and gossip in major media. It is even possible to board CCTV social news. These effects do not require investment in advertising fees.
As a professional business person from conference planning, Zhang Huiting planned her own wedding. After his success, his case experience will be imitated by the majority of planners, achieving a strong secondary communication effect.
As a professional financial host, Zhang Huiting did not invite the traditional wedding company this time, but presided over the wedding by himself. He is both the groom and the host, which will definitely bring some freshness to all the participants.
There are two professional communication websites in Zhang Huiting. I have huge media resources such as TV stations, newspapers, magazines and websites. I have columns on many famous websites, so after some guidance, I can lead these media to follow up this news time.
Zhang Huiting himself, as a well-known writer of online financial commentary, relies on his strong writing ability to spread the plan by preheating soft articles in the early stage and publishing case summaries in the later stage.
Zhang Huiting has extensive popularity and social network resources, and the relatives and friends invited by this wedding banquet also have high professional level and specifications. Therefore, the wedding banquet itself is a business friendship between participants and contains certain social demonstration effects. It will certainly inspire and draw lessons from the vast number of unmarried people in the future.
(3) hype: (press release)
ü (Personal wedding can also be sponsored? China's first personal business wedding was held in Beijing.
ü (Well-known planner is married, unmarried planner is unknown) How does a planner plan his own wedding?
ü (realistic version of Zhu Jun's sketch) A groom in Beijing presided over the wedding himself?
The commercial wedding solved the problem of "closing the table and giving gifts" at the wedding banquet in China.
(4) Generalization analysis:
According to the age, the vast majority of young people who are newly married in the future are those born after 1980 (sociologists call them "post-80 s"). Most of these people are only children, flaunting their individuality and pursuing themselves, and a few will gradually grow into young and promising business people.
Therefore, Zhang Huiting, who was born in the late 1970s and married for the first time, is close to the above population. The successful planning of the first personal business wedding in China will surely play a strong demonstration role for the post-80s generation. After it is spread in the form of social news, it will surely set off a follow-up upsurge of actively planning personal business weddings after 1980s.
(5) You have enough 6 reasons to co-sponsor the first personal business wedding in China:
The first case in China-be the first if you want to do it! It has a wide range of social news points and demonstration effects
ü Hosting by yourself-The sketches of Zhu Jun and Zhou Tao in CCTV Spring Festival Evening are staged in reality, which is very fresh.
ü Elite Gathering-Zhang Huiting makes friends and makes friends with elites from all walks of life. Coupled with the special status of the host, everyone came to join us.
üMedia Focus- As a host and columnist of many media, I have a wide range of media resources, so everyone will join us at that time.
ü Accurate goal-who will make friends with whom? By then, many young and promising people in Beijing will come to the scene and become the target population.
ü Follow-up service-As a columnist of online finance and the owner of two major communication websites, Zhang Huiting will naturally have the corresponding self-promotion and communication ability to follow up.
Reporter: Your market analysis is very scientific, so how did you realize it later? Is it difficult to get sponsorship?
Zhang Huiting: Not difficult. As I said just now, all this is actually taken for granted. In my recent conversation with a producer of Beijing TV Station, sponsors can always evaluate the value and return of sponsorship more scientifically than organizers. A popular understanding is that any activity, savvy sponsors will decide whether it is worth sponsoring according to the core factors such as the specification, scale, popularity and communication power of the activity.
I explained at the beginning of the "planning case" that although this case is called a "commercial wedding", its fact is the sincerity of opening the door to welcome guests, while the traditional wedding is a real banquet, although it is not marked as a business. Therefore, for sponsors, no matter any form of sponsorship cooperation, it is a positive reform to promote social fashion. Can honestly support, generous publicity. In particular, this is the first time in China for thousands of years. Although there is no precedent before, there will be new people later. Seize the opportunity, we are the first!
Therefore, one of my planning ideas running through this commercial wedding is to attract the active participation of sponsors based on my high-end contacts for many years, and use the gifts provided by sponsors to bring great returns to the guests, create a cheerful and rich holiday atmosphere, fully strengthen and enrich the satisfaction of the guests in the later period, and realize the accurate dissemination of the value of sponsored items, so that sponsors feel that this sponsorship is very worthwhile. Finally, it will balance the demands of organizers, guests and sponsors.
I remember that it was March 2007, and the editor-in-chief of Li Win the World invited me to preside over the press conference of the first issue of the magazine. At that time, I was preparing for the wedding reception in May, and the holding of this gift forum made me suddenly notice the word "gift". I feel that if I reverse the traditional "treat and seal gifts" instead of "returning" the gifts to the guests first, all the guests will feel fresh and surprised whether the guests give me gifts or not, because no one has ever tried this before. But where did this "return gift" come from? For the sake of cost, it is unrealistic for me to buy it alone and deliver it myself. Then you must find a sponsor to provide these gifts.
First of all, on the recommendation of Zhang Xiaopeng, Peng Shanchao, the chairman of Beijing Yilian Liye, provided me with a set of "tie+scarf" silk suit. Then my good friend Zhao Yi, general manager of Beijing Xiangxiang Tea, provided me with more fragrant organic tea. At that time, my estimate was 20 tables, so these gifts were prepared in such a way as to ensure that each guest had a set of weights and a little surplus. In this way, the problem of gifts that can be taken away by everyone when I return them is initially solved. This is the first big step.
After the first step is solved, the basic guarantee will be available. I strike while the iron is hot. I contacted Wang Jing, the sales manager of Henan 45 old wine who sponsored the gift forum at that time, and found the sales boss Yang Yonghua at that time through Wang Jing. Later, after Yang Yonghua agreed, I finally sent Miss Kong Jin to bring eight boxes of 45-year-old wine from Zhengzhou to my wedding reception. I also helped them refine a promotion slogan very aptly, that is, "Henan people's happy event, of course, drink Henan concierge wine." In this way, the problem of liquor is solved. It is worth mentioning that Miss Kong Jin later gave us a box of luxury gift boxes of Yushang wine at the wedding banquet. Pushing the spread value of 45-year-old wine to the extreme.
Then there is the problem of background board painting at the wedding scene. I solved the background board problem at half price through Wan Zhibin of Xiao Tian. Later, Guo Jutao of Changyu Beijing Branch brought 8 boxes 1996 Changyu dry red wine from Changyu warehouse of Beijing Refractive East Road at ex-factory price. At this time, you will find that the food and drink, the live display, and the things that the guests took before they left are basically ready. On the surface, it seems that everything is ready except the opening ceremony. But there is only one key problem that has not been solved, that is, how to give sponsors a value return. At this time, an epoch-making and milestone measure of mine was born-printing the wedding banquet log.
After all, I have been a high-end economic host for many years, and I am well aware of the accurate dissemination value of journals to guests and audiences at every conference, as well as the carrier significance of the thank-you platform to sponsors. So I immediately thought of printing periodicals. But the wedding is not a meeting, how can it be printed? After all, no one has done this for thousands of years, so I thought of a carrier for landing and the reason for printing. I want to make this wedding a thank-you meeting for making friends from all walks of life after I have been the host for many years. So since it's a fraternity, we have to print an address book for everyone. With the address book, everyone will feel very valuable and will not throw it away. Then the address book can be printed with advertisements of these sponsors, and these advertisements are only sponsors of this banquet. I believe that everyone will not be bored. On the contrary, advertisements and address books can complement each other and appear rich and vivid. Then design a beautiful and warm cover, with my warm and sincere welcome speech and the whole wedding process, so that the first wedding reception in China and the journal of friends from all walks of life were born from me.
So, is it possible that the printing of magazines will also be sponsored? You guessed it. Zhang Xiaopeng warmly recommended Liu Su, the business director of Beijing Caizhiyuan Printing Company. Finally, Liu Su printed 350 copies for me free of charge, with the highest specifications and the most exquisite.
Of course, in return, I reserved a full-page advertising space for him in the magazine.
What needs to be emphasized here is that I am not only the planner and protagonist of The First Case of Personal Business Wedding in China, but also the founder of the first wedding magazine in China.
Two years ago, I prepared 1 month for a business wedding. Today, two years later, when I prepared the full moon wine for my son Lei, it only took seven days to prepare the initiation intention to the real on-site banquet, and the scale of 100 people went to the banquet easily. When I told Ms. Michelle Li, the general manager of Du Xiang Red Wine in Xinjiang, my intention to commercialize the full moon wine on the phone on March 1, he only thought for five minutes and happily agreed. On March 3rd, when the director of Raywow Thunder Chain Company came to our company to talk about things, I accidentally mentioned that Yuejiu could sponsor some T-shirts, and he agreed on the spot. What we saw later was that on March 6th, 130 bottles of Du Xiang red wine arrived in our company; At noon on March 7th, Raywow's 100 t-shirts arrived in our company. On the evening of March 7th, Huayun Mei Jia Exhibition Company made and set up a full moon wine background board for us free of charge. At noon on March 8th, the guests at table 10 * * went to my son Lei's full moon wine and a luncheon for friends from all walks of life to thank the Association. I drank Cabernet Sauvignon at the scene and took a personalized T-shirt with Victoria dry red and thunder chain before I left.
Today, through your interview, I would like to express my heartfelt thanks to the support of the three sponsors and the arrival of all the guests, and also feel gratified that I have successfully run a commercial private banquet again. Two years ago, the operation experience of "the first case of personal business wedding in China" echoed today's full moon wine, and a transparent business plan fully demonstrated the milestone significance.
Reporter: Congratulations on your two successes. You just mentioned making a diary for the wedding, which is really a groundbreaking practice. So, in your opinion, what value does this journal carry besides the simple commemorative significance?
Zhang Huiting: The Wall Street Journal is really valuable. This is also the concept of "carrier" that I have often mentioned recently, that is, you should not only thank sponsors in what way, but also maximize the return value of sponsors and publish them again, so there is no doubt that printed periodicals are the most accurate and convenient return carrier. The existence of this carrier is actually based on the objective needs of guests for mutual communication and address book.
Therefore, it is easy for me to derive and strengthen the intangible advertising value and communication value of the whole journal through the tangible practical value and preservation value of the address book. This is both what people think and what people like. It can not only find the demand balance of hosts, guests, sponsors and other participants, but also effectively maximize the communication value of sponsors. From this perspective, it is not surprising that periodicals came into being. It's just that no one dared to imagine before.
We might as well spread this idea of maximizing the value of multi-party balance, which is very useful. Recently, our company plans to jointly run a magazine with others, give full play to the concept of magazine "carrier", and make use of the high-end economic contacts I have been in contact with for many years, which can not only effectively enhance the popularity and accurate circulation of the magazine, but also effectively realize our company's self-promotion and thank-you promotion to customers. Finally, a media chain of "TV in the air, magazines on the ground, online websites (mainly worldwide) and offline activities" was formed. The concept of "carrier" can be demonstrated again.
Reporter: What was supposed to be a very private ceremony has turned into a successful transparent business activity in your hands. Apart from the value return of sponsors, what do you think has brought to all participants? Why are you so keen on business operation?
Zhang Huiting: Two years ago, the first case of my personal commercial wedding was successfully held, which made many good friends shine at the moment and marveled that the wedding could be so commercialized. It turns out that weddings can also be printed and sponsored. As it turns out, the wedding can also be thanked before the guests finish the ceremony. All these miracles illustrate the groundbreaking and landmark value of this case. It was even highly recognized by Mr. Wang Yong, a famous large-scale top economic activity expert and secretary-general of Brand China, because he was also a guest at my wedding, witnessed the whole process with his own eyes, and was invited by me to speak on the stage. All these objectively show the operational value of commercial weddings.
I have a habit, which I often mentioned in the company's internal meetings recently, that is, "since there are many things we can't hide, we might as well be transparent." In other words, since the traditional wedding has long been a hidden commercialization of "sealing ceremony and going to dinner tacitly", it is better to simply "transparent commercialization", that is, introduce the formal commercialization path of sponsors. Transparent commercialization, on the contrary, makes participants feel open and relaxed, and slowly you will deeply feel that commercialization can be so kind.
With the successful precedent of "the first case of personal business wedding in China" as the background, the handwriting of my large-scale business activities can also be sung in the circle. So when my son Ray was born on February 3rd, I successfully bundled the birth information of the child with the information that our company moved to Dacheng International Center. I am proud to have received as many replies as 129 in just 2 hours to express my congratulations. On March 2nd, I only sent invitations to some local friends in Beijing for my son's full moon wine. Considering everyone's transportation expenses, I also received 70 text messages confirming the dinner in two days.
From the above two sets of data, it can be seen that most participants are very appreciative of this innovative form. In addition to the unexpected gift returns mentioned above, it is also extremely important that most participants want to use this banquet as an excuse to expand their social circle and interpersonal resources to enjoy the platform. Usually at the wedding banquet, because the number of people invited is large and diverse, and they all come from different industries, the probability of not knowing and being unfamiliar is quite high; At the same time, it is precisely because of this industry difference and circle difference that mutual understanding and communication between guests are urgently needed, because perhaps it is in this relaxed and harmonious wedding atmosphere that they can reach a certain level of career and cooperation with other guests. So after realizing the potential needs at the guest level, I prepared a complete address book for each guest at the wedding banquet two years ago. This form has been recognized by all the guests, and it has also made this way deeply rooted in the hearts of the people. This time, on March 8, my son's full moon wine continued this way of making address books. I think many guests will realize the potential value brought by this form of address book. Just considering that guests have different confidentiality requirements for their contact information, this time I decided to temporarily hide the contact information of all guests five minutes before printing, and only keep the cognitive information such as name and company.
There is also a deep understanding of "interpersonal circle". I wrote in the welcome speech of Wedding Magazine that year:
This is an era of "circles".
Today, when the Internet is pervasive, we inevitably enter a cross-domain hybrid "circle ecology". I was very moved to have such a friend present at the wedding today, and suddenly I found an imperceptible "wedding circle". Everyone comes from a wide range of sources, but they all come to congratulate my friends and relatives. While blessing the new couple, we unconsciously formed a new circle spanning different fields. Comfortable communication, relaxed friends, joy? ! develop ...
I just hope I'm glad you came!
So, as I said just now, apart from everyone's amazement and enthusiasm, what I actually feel is that "commercialization can be so kind."
Reporter: Now there is a saying called "banquet economy". Can it be considered that the commercial gathering based on wedding banquet or "eating" is only a subdivision model of banquet economy, and banquet economy can also tap commercial value in many spaces? As the pioneer of "personal business wedding" in China, what do you think of the future of "banquet economy"?
Zhang Huiting: A banquet with affection and friendship as the carrier can make the originally hidden commercial elements transparent. This is actually an artistic problem of left and right fighting each other. On the one hand, high-end guest resources can be used as an attraction to attract the support of sponsors, on the other hand, the gifts provided by sponsors can be returned to guests as unexpected returns, thus forming a benign and sustainable business model.
The future of "banquet economy" has a long way to go. In fact, the phrase "commercialization can be so kind" that I have repeatedly mentioned can be used as the guiding ideology of the business model of "banquet economy". It is the basis for the long-term healthy development of banquet economy to let business serve family and friendship, and in turn let family and friendship get the super-value returns and benefits brought by commercialization. About business banquets, there are wedding banquets, wedding banquets and so on. As a carrier, it can be very kind and must be very kind.
My Ding Jing Culture Company has a refined advertising slogan-to do public relations, we have more resource advantages and natural convenience. This sentence also applies to the future development of banquet economy, that is, we must strive to control more resource advantages, and at the same time never forget to provide more natural convenience for guests. I actually have a deep basis for saying this. First of all, as the first moderator in China who clearly put forward the concept of "commercial financial hosting", I have accumulated many years of network resources and material resources for one-stop service of professional business meetings; Secondly, as the protagonist of two successful commercial operations of private banquets, the milestone significance of this model has given me a strong appeal and success guarantee in the eyes of sponsors; Thirdly, as the initiator of the first domestic hosting firm, I have grafted professional ideas and operational experience to make the company's planning and execution team have a higher professional level; Fourth, the experience of two successful commercial personal banquets will inevitably strengthen our unique competitiveness. As a result, the strong are stronger, which quickly promotes the Matthew effect and leaves the followers behind.
Reporter: From the commercial wedding two years ago to the commercial full moon wine on March 8, as the protagonist of two private business banquets, the value of this business model has been confirmed in your practice and promotion. But after all, you are the first commercial and financial host in China, and your social scope is beyond the reach of many people. So do you think this business model has universal value in the current domestic business and social environment? How reproducible is it?
Zhang Huiting: In my opinion, there is no contradiction between commercialization and affection and friendship. Banquets or salons with the theme of affection and friendship also have room to tap the potential commercial value. As the saying goes, birds of a feather flock together. No matter what brings us together, one core factor will not change, that is, everyone can always find "* * * common ground" in interests, and a very fashionable definition is "circle economy". Who's looking for who? I'll open a circle for you. Rich people have rich clubs, jockey clubs, cigar bars, golf clubs, BMW Hui You and so on, young people have killing clubs, English salons, donkey friends clubs, carpooling clubs and so on, and ordinary people also have Deyun Club, weekend crosstalk club, park morning exercise club, yangko team under street lamps at night and so on. All these are just a few examples. I'll list so many for you casually, and you'll find that each has its own circle and its own fun. Therefore, as long as the popularity is carefully explored, it will be universal and reproducible. I insist that popularity is the greatest resource. It is also the greatest guarantee for the success of the event.
Reporter: At this point of communication, I am very interested in a further question. What are the pioneering inspirations and expansions of the successful operation of these two commercial activities for the operation of your Ding Jing Cultural Company?
Zhang Huiting: You know, I have always had a first job: the first commercial and financial host in China, the first personal commercial wedding case in China, the first host office in China, and so on. However, I clearly know that for the operation of the company, all problems can never be solved by the wise decision of the boss alone. The primary problem of company operation is to improve the thinking and efficiency of the whole team. In my words of training internal staff, it is very efficient to hold your head high and your head down. Witness the future of the company with your eyes. Regarding the thinking of business operation, I will always keep it, and even try my best to keep employees in sync with the following ideological benchmarks.
1. First of all, never refuse commercialization, but do transparent commercialization. I have been guiding our employees to pay attention to the cultivation of business thinking, while insisting on transparent and win-win commercialization. Is to abandon the embarrassing commercialization of the past. Since some things can't be hidden from everyone, it's easy to commercialize them and fully release their commercial value. Never do such foolish things as "the emperor's new clothes".
2. Openness of thinking is particularly important. We should never stick to tradition and the views of the majority. We should see the potential commercial value, find potential cooperation customers and propose feasible cooperation methods. We will try our best to keep away from the things that customers care about most and see recently, and we will strive for more if customers can give up. This is also the basic principle of my cooperation and negotiation with customers for many years.
3. Be friendly and commercial. This principle is a guiding principle for our future activities, that is, to find a balance of interests among all parties involved and achieve happiness, perfection and kindness through ingenious planning skills.
4. I ask all staff to take "thinking what people think" as the starting point of planning in every future business activity, and strive to make all business appeals round and ingenious, full of emotion, humanized and not blunt, so as to realize a soft landing of sponsors' advertising appeals.
I have been implementing the concept of value-added service and extended service to everyone in the company. For every customer who serves, we should make good use of our own resources and take the initiative to package the service and value-added returns. The company would rather suffer a moderate loss and create a service that exceeds expectations. This is especially true for the company's repeat customers. For example, I will hold the 7th China Department Store Summit Forum in two days from March 24th to 25th, which means repeated business. I will ask the whole company to seriously invest, only success, not failure. I would rather make less money than do it well.
In a word, we have fully enjoyed the richness of material and cultural life brought to each of us by today's commercial society, and also fully felt the atmosphere and grandeur brought by commercial operation to every activity. Just imagine, even the national mainstream media like CCTV, which is not bad for money, is still engaged in advertising bidding every year. What reason do we have to refuse commercialization? I will carry my business thinking to the end, and I will tell more people through your interview, and I will never get tired of listening.
……
With the gathering of everyone, a wedding banquet has already become a form, a source and a truly valuable circle, just like ripples in your glass.