Speed is always right | ONES Characters

At the Shenzhen headquarters of ONES, you will always see a slender girl who shuttles through multiple conference rooms, quickly holds one meeting after another, and then returns to her workstation to complete each item in an orderly manner. Arrangement and arrangement of work.

She is Li Danhua, Head of Marketing at ONES. At work, she is a neat and tidy "knivesman"; at home, she is a slow lifeist who "watches the flowers bloom in front of the court".

How does Danhua achieve "speed, slowness and urgency are always appropriate"? Read her story below.

In 2020, I came to Shenzhen from Guangzhou alone and joined ONES. At that time, there were only a few dozen people in the company.

Although I have worked in marketing for a few years before, I have never been exposed to the field of R&D management. Therefore, after joining the company, I did a lot of industry and product learning. This is a big challenge, not only because of the obscurity of these expertise, but also because I need to understand and digest them, and then I can make users perceive and understand them through the language of the market.

There were only 3 people in the marketing team at that time, and we tried a variety of lively and fun planning, such as long map and H5. These creative plans are not common in ToB companies, but we believe that ToB does not have to be serious and boring. In the past year, we have cooperated with more than a dozen professional industry conferences, such as "QCon Global Software Developers Conference" and "DevOpsDays", etc., and also held dozens of marketing activities and established hundreds of media relations...

creative planning

Attend the QCon Conference

One of the footholds of modern business innovation is the innovation of brand communication. Whether online or offline, we explore the various possibilities of ToB marketing, learn from the experience of the review again and again, and optimize and improve.

As the company's business develops faster and faster, the marketing team also gradually grows. In hundreds of interviews every year, I try to find like-minded partners. Now, we have a video center, a content center, and a design center, doing cool and meaningful things with a group of young partners, telling the ONES story with professionalism and enthusiasm.

After more than two years of market brand work in ONES, my insight is: although branding is not the only choice in any situation, it is the best choice; although building a brand is a long-term investment, arduous and risky The choice is a more long-term and wise choice.

Brands are not natural things, but man-made spirits. One of my favorite brands in the process of learning to do market branding well is Disney.

orlando disney

Disney, founded in 1923, surpassed many once-bright but disappeared entertainment business companies. The secret to Disney's long-standing "sale joy" is building a brand that thrives by constantly creating a brand image (Mickey Mouse, Donald Duck, etc.), offering colorful brand associations and unforgettable brand experiences.

The reason why I like Disney is also because of an experience I once had. During college, I applied for a summer internship at Disneyland in Orlando. After the written test and interview, I finally got the offer I was thinking of and set foot on the flight to the United States.

I heard some friends mentioned before that a person in a strange country will be lonely and have no sense of belonging; on the contrary, I did not have this feeling in Orlando for two months, maybe it was Disney's tolerance and imagination, which made me fully immersed in that part. In joy and innocence.

It has been said that, despite the hyperbole, Disneyland's branding power has surpassed almost any branding program in business history. Because, before Disneyland, Disney created a world based on movies and books—a passive experience. By contrast, Disneyland is a hands-on experience. People not only saw the dream world, but also had a close interaction with Mickey Mouse and Donald Duck.

The Disneyland experience is intimately tied to the Disney brand, giving a deeper expression to magical family entertainment.

To this day, my internship experience at the Orlando Disney Park still influences my perception of the work of marketing brands.

Work is busy, don't forget about life. A good life, like work, requires your own time and energy to manage. My favorite singers (bands) are Li Zongsheng and Gao Wuren. Their songs have one thing in common, that is, the delicate lyrics and a sense of story, which I appreciate and am moved by.

I often fall in love with a song because of a lyric, and a movie because of a scene. The small details in life—the twilight setting sun, the circular spot of sunlight passing through the shadows of the trees, and the crisp chirping in the park, all let me see the traces of the quiet years, and feel the warmth of subtle things.

Shooting in the sunset

Work comes from life, and the two complement each other. I have always felt that doing market brand work, or even any job, should return to life more often. Only with the insight of life can we be creative and insightful and create better works.