Winning Marketing

Author: Economic Observer
Publisher:
Publish Date: 2006-01-01
Features:
"China Outstanding Marketing Award is a very important milestone. This award sets important benchmarks for the marketing industry."
"Outstanding marketing campaigns are no longer exclusive to multinational companies, which is my biggest takeaway as a judge for three consecutive years."
— Chen Yirong, Judge of the 2004-2005 China Outstanding Marketing Award, Former Chairman of Jingxin Integrated Communications Group
"This is more of a learning experience than a competition."
— He Shiyou, Vice President of ZTE Corporation
"If we view the Outstanding Marketing Award selection as a product, then we clearly understand that its core competitiveness lies in the 'evaluation system.'"
— Zhang Zhong, Chairman of the 2003-2004 China Outstanding Marketing Award Jury and General Manager of Economic Observer
These cases can be divided into two categories: "process planning" and "event planning." The former includes cases like Yak V9 and pig feed, while the latter includes Coca-Cola. Personally, I prefer cases of process planning because they are more challenging, bring greater value to businesses, and represent a comprehensive marketing solution rather than seeking sensational effects at a specific moment or event.
— Zhang Weijiong, Vice Dean of INSEAD China
Many of the marketing strategies of local brands and new products in this competition are no less impressive than those of international brands. However, it is important to note that while techniques can win temporary attention, creating a century-old brand requires deeper conceptual support. In the future, sufficient attention must be paid to marketing outcomes such as market share, sales volume, return on investment, and customer loyalty—these are the true goals of marketing.
— Zhou Qiling, SAP China Market Director
The award-winning cases are highly innovative and deeply rooted in Chinese characteristics. However, marketing cannot be separated from corporate strategy. Only by focusing on leading market strategy positioning can businesses identify niche markets and achieve success in marketing.
— Meng Fanchen, President of Siemens Integrated Solutions
These local marketing cases are highly creative and full of innovation. In the past, people's impression was that marketing was simply about advertising. From this competition, we see that the participating cases have all undergone comprehensive planning aligned with corporate strategy. However, more quantitative analysis is needed. Many concepts are proposed, but data analysis is still lacking.
— Zhang Xikexi, Senior Partner of McKinsey Global and General Manager of Shanghai Office
I value the analysis of consumers, competitors, and market trends in the entire case. Where does the marketing strategy differ from competitors? How does the case address differentiated competition, consumer emotional needs, and how businesses align these needs with their products and strengths? These aspects can be further strengthened.
— Sun Xiaodong, Executive Director of Marketing at General Motors Shanghai
Chinese enterprises should learn to use planning and marketing to build China's brand competitiveness and establish an international brand reputation. What still needs to be improved is broader case selection and evaluation, as well as increasing the participation of industrial enterprises.
— He Shiyou, Vice President of ZTE Corporation
A survey of 150 domestic Chinese enterprises revealed that 132 of them prioritize "effective marketing methods" as the most desired form of assistance. The dilemma of lacking marketing skills and the urgency of revitalizing the market are vividly expressed. At the dawn of the new century, Chinese marketing calls for enterprises to seek new ideas and solutions. Promoting "effective marketing methods" and advancing the progress of marketing markets with Chinese characteristics—these are the original purpose and goals of the China Outstanding Marketing Award.
The China Outstanding Marketing Award is jointly organized by Economic Observer and the Hong Kong Institute of Management Professionals. Inspired by the 20-year experience and mature evaluation mechanisms of the Hong Kong Institute of Management Professionals, the award adheres to the principles of "fairness, impartiality, and openness," granting honor and public acclaim to institutions in China that break barriers and elevate the professional standards of marketing through outstanding marketing solutions.
The China Outstanding Marketing Award has been held annually since 2003, and by 2005, it had already entered its third edition. The award includes one Gold Award, two Silver Awards, three Bronze Awards, and several Excellence Awards.