The second half of 2022 is approaching and entrepreneurs are facing the market changes, opportunities and challenges. How to overcome difficulties and steadily go forward is a realistic problem for every entrepreneur. The 11th Consumer Brand Camp, which aims to help entrepreneurs cultivate “internal strength” to achieve brand acceleration, is now officially available for registration. We welcome outstanding founders who are interested in creating enterprises of the era to scan the code and join us.

01 What can Consumer Brand Camp bring?

As the name suggests, Consumer Brand Camp is based on the meaning of “sharpening the knife does not miss the woodcutting work”. On the way to entrepreneurship, we need to continuously polish our cognitive foundation, and then we need to sheathe our blades and cut through the thorns. The first Consumer Brand Camp was held in 2013 and now it comes to the tenth. This platform is designed for learning and communication among outstanding entrepreneurs of large consumption

Unlike other “entrepreneurial academies”, Consumer Brand Camp only focuses on how to do a good job in brand entrepreneurship. It only adheres to a scientific and systematic standard that withstands practical tests. There is no comforting word but useful experience.

After the practice and iteration of the previous activities, we believe that the ecological enterprises in Consumer Brand Camp can not only promote the participants’ cognitive progress and practice acceleration, but also bring more resources to connect and cooperation sparks for large consumer enterprises through the study of brand management system, refining brand strategy, business model and sharing of front-line experience.

This year, we will insist on creating systematic and practical content modules around the key aspects of brand management and strategy development, and build a platform for exchange and resource integration, so that we can gain insight into the market, iterate brand management cognition and discuss the secrets of business growth with many business managers and founders.

This time, we will invite the practical business model Gaowei Academy for the third time to deliver a systematic and practical scientific entrepreneurship essential course. These scientific methodologies may not give you direct answers, but can focus on key decisions, fill the cognitive gaps, and find the correct logic behind brand acceleration. The camp can help you see the panorama, be rational and optimistic, and take fewer detours on the road to brand entrepreneurship.

02 Course modules

Upgrading Positioning - Driving Strategy with Brand

Guest speaker: Feng Weidong

As the founding partner of Tiantu Investment, the founder and resident mentor of Consumer Brand Camp, and an expert in consumer goods investment and brand positioning, he proposed the concepts of “three boundary theory of categories”, “customer value recipe”, and “strategic dichotomy”. He is the author of the book Upgrade Positioning with investment cases including Zhou Hei Ya, Pagoda, Guoquan, etc.

Marketing - Positioning-based Sales Language Design

Guest speaker: Kyaidao He

He is a resident mentor of Gaowei Academy, a pioneer of positioning PR methodology, and the founder of Kyaidao Positioning PR. He has 15 years of practical experience in PR, and is the first to apply positioning PR methods to clients served by positioning consulting agencies such as Trout China and Rees China. He is the author of a series of works including Positioning PR Methodology.

Organizational Management - Growth-driven Organizational Reengineering

Guest speaker: Dr. Jiang Weiliang

He is the most recognized process-oriented organizational change consultant for startups, and has implemented change for hundreds of companies such as Azera, Beisun, SalesEase, LinkHealth, Nanfu, Bull, Fantasia, Daxidi, Blue Moon, Half Acre Flower Field and Shanghai Auntie.

Strategy Execution - How to implement corporate strategy accurately

Guest speaker: Yuan Yuan

Yuan Yuan is the resident mentor of Gaowei Academy, the founder of OGSM strategy implementation system, the first multi-channel sales director of P&G China. He has served in P&G for 14 years, created P&G and Danone e-commerce business system, and as a partner and sales VP, helped usmile become the No. 1 brand of electric toothbrush in China.

In addition, there will be enterprise practice sharing, resource matching activity and Tiantu night theme exchange during Consumer Brand Camp, please look forward to it.

03 Past participants’ comments

Han Shuqi, Founder of Biolab: Including this workshop, this is the third time I have listened to Dong’s class, but each time the perception and harvest are different and new every time I learn, and the overall course content of the workshop is very high quality, which brings a lot of practical inspiration based on our future brand practice and is very valuable.

Founder of Zeda Benji, Shi Zezheng: The attendees of the Sharpening Knife Conference are all excellent entrepreneurs and founding teams, with star mentors, the dry goods are very much, the overall feeling of participation is compact and profound. From the first class, Mr. Feng’s brand upgrading and positioning theory to the marketing and organization part, the course of Sharpening Knives was very good and valuable. “The founder should keep looking for the right cause and effect relationship.” I appreciate this opportunity for learning.

Chen Sheng, co-founder of Baobaochanle: The trip to Consumer Brand Camp was very beyond expectations, the quality of the instructors was very high, and it is not too much to describe it as surprise and shock. In the process of starting a business, we will see many very small points, but we have never used this systematic perspective to link it together. Consumer Brand Camp will bring us a set of systematic and comprehensive methodology to help us do a dead-end check and quickly find every optimizable point, which will bring great inspiration to our practical implementation and can effectively guide us to continue business optimization after we return.

Wang Wei, founder of Bebebus: In the past, we focused more on user accumulation, product accumulation, channel accumulation, and data accumulation, but often neglected the accumulation of brand assets, and Consumer Brand Camp resulted in a very strong theoretical system to tract the direction of the whole brand venture.

Yu Dian, the person in charge of Saturnbird Coffee operations: The rhythm of this Consumer Brand Camp is very strong, from the first class of Feng’s theory to the step-by-step practical operation to the growth part, the whole process of listening to the strong verification and correction process. Rational insight is the basis for entrepreneurship to go farther and longer, and such insight is very valuable.

Zhu Zhiling, founder of Schiedman: I always feel that there are only inexplicable failures and no unexplained successes. Entrepreneurship is a very rigorous thing, and there are inevitable cause-and-effect relationships behind the vast majority of successes, so we should use scientific methods as much as possible to make the short board as long as possible.

Liu Ronghai, CEO of Nanfu Group: “Some mistakes happen in the test tube. Please don’t let it happen in the war.” Many notable mistakes, big pitfalls of entrepreneurship, experiences and lessons learned were summarized in the sharing and exchange between mentors and participants, which is very valuable. We are also doing incubation and innovation from scratch internally, and listening to the course of this Consumer Brand Camp has calmed me down a lot, too. These methodologies can help us reduce the cost of trial and error and increase the success rate in the process of starting a business.

04 How to register for Consumer Brand Camp?

The 11th Consumer Brand Camp is available to founders/CEOs of companies with products or services in the field of big consumption and have been established for more than two years.

You can pay attention to Tiantu Capital’s WeChat subscription to get the registration method. We are looking forward to working together to advance our brand!