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2014.07.03 CoStone Capital Views:


The third CoStone Master Forum was co-hosted by CoStone Capital and Sunriver, a famous tourist destination builder, in Hefei, Anhui. Professor Shi Wei, a marketing expert, was invited to lecture on Marketing in A New Era.

July 02, 2014

The third CoStone Master Forum was co-hosted by CoStone Capital and Sunriver, a famous tourist destination builder, in Hefei, Anhui. Professor Shi Wei, a marketing expert, was invited to lecture on Marketing in A New Era.

Against the New Era, the lectures analysed the changes in the market environment and the market characteristics in the New Era, including the impact of the Internet, the changes in the social structure, and the emerging group of consumers. To cope with these new changes, forward-looking marketing ideas, strategies and methods were also put forward in the Forum.


Marketing in A New Era

Prof. Shi is a columnist at the China Marketing and he shared his insights into the sector of consumer products. Taking ZARA as an example, he explained how its marketing strategy of "replicating" Armani and other world-famous brands, combined with fast design updating and logistics, made it a rapid success.

He also made a comparison between Apple and Sumsung. Apple spent a long period in developing and launching a new product and while Sumsung adopted the opposite strategy. Both of them did the trick in the end, which is quite amazing.

In Prof. Shi's opinion, a great marketing strategy must come from insights into human nature, which is the source of all sorts of unusual but interesting ideas, such as designing smartphones based on gender and developing computers only for children.


Prof. Shi Wei

Prof. Shi Wei is a PhD in Management, Partner of China Stone Management Consulting Group, Chairman of Beijing Kesi Enterprise Management Consulting Corporation, and a researcher at the Finance and Securities Institute of RUC. He has been engaged in the consulting of business strategies and marketing and related training since 1995. Being a famous management consulting expert, he has mastery of management theories and is rich in practice. He has provided comprehensive marketing solutions for enterprises including New Hope Liuhe, Midea Group, TCL, Telling Telecom, Aisidi, GoerTek, SLCC Flooring, Jason Furniture and Robust. 

Rewritten by Jiang Xiaomei, Edited by Li Yunzhen, Du Zhixin, Wei Yiyi

The year 2019 marks the fortieth anniversary of China’s Reform &Opening-Up, once again, we meet at the turning point of history. What’s the next step for the game, is there any clear guidance? The answer is affirmative.

Our country is enjoying a good momentum of development, which does not come from the Washington Consensus nor the Beijing Consensus. China’s experience has proved that both the visible hand and the invisible hand are crucial: the visible hand, stands for the government-led reform, and would yield benefits for reform and opening up; the invisible hand, stands for the Marginal Power represented by the private sector, and would improve economic efficiency and tax collection, create jobs and employment opportunities.

Provided that we want to protect and expand the benefits form reform, three simple but mandatory agreements are to be made and followed: No.1 Private ownership must be recognized, protected and treated equally with public ownership constitutionally, both ownerships are scared and inviolable;No.2 Make further clarification of the principal position of market economy, “deepen economic system reform by centering on the decisive role of the market in allocating resources”, as President Xi addressed in the third Plenary Session of the 18th CPC Central Committee;No.3 Implement the guiding principles of “comprehensively promoting law-based governance” of the fourth plenum. The rule of law is essential for economic growth, irreplaceable to protect private ownership, and necessary to encourage innovation and entrepreneurship.

Above are three rules for us to avoid falling into the Middle-income Trap. Assuming that we are breaking systematic barriers to private enterprises’ participation in market economy, and boosting innovation and entrepreneurship of our society, then we are heading towards a promoting direction. We are marching in the path of light, regardless of the ups and downs of Sino-US relationship, the drop in GDP growth rate, or the monetary policy.

These principals also apply on knowing how better to run a business: don’t be hedged by rules and regulations at the beginning, pay more attention to your survival, and you’ll learn more when you start your second business.

For many years, Huawei has been the only Chinese company on the list of the Top 50 R&D Spenders. Regardless of the economy and its income, what Huawei has been doing is investing in its future, dedicated to R&D, continuously and resolutely. This provisional work underscores Huawei’s accomplishments, making Huawei anindustry leader.

So, there are standard answers on how to run a company,which could be summarized as concentration and professional dedication, continuous investment on innovation and trying harder in R&D. Entrepreneurship is also important, every single company needs entrepreneurs to push aside all obstacles and difficulties, to implement strategies and ideas. We, as investors, are destined to look for such outstanding entrepreneurs and their companies, invest in them and partner with them.

At this key point of history, a country, a company, or asingle individual, will all need to find the right path. Four decades after the Reform and Opening-up, it’s time to learn from our experience and stop “wadding across


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