Ye Maozhong, a well-known Chinese marketing planner, died in Shanghai on January 13, 2022, at the age of 54 due to terminal cancer. In November 2020, some media disclosed that Ye Maozhong exposed himself to "advanced chemotherapy for cancer", and after only more than a year, he unfortunately died.
Ye Maozhong's marketing planning company sent a message on its WeChat public account confirming the message, "In accordance with Mr. Ye Maozhong's last wishes, everything is simple." Mr. Ye Maozhong's family hereby expresses their gratitude to all sectors of society for their concern. ”
You may not have heard the name Ye Maozhong, but you have certainly seen or heard his works. "Everyone on earth knows" "Men, you should be cruel to yourself!" "Visit Heilan House twice a year!" Heilan House, men's wardrobe! "Catch the network, everything" "30-year-old people, 60-year-old hearts, 60-year-old people, 30-year-old hearts" These familiar advertising words are all from his hand.
Ye Maozhong is regarded as "the first person in China's marketing planning" and has many honors, such as winning the 30 Years of Outstanding Contribution Award of Chinese Advertising issued by the State Administration for Industry and Commerce in 2008, the Top Ten Marketing Experts in China in 2005, the 25 Influential People Influencing China's Marketing Process in 2004, the Top Ten Advertising Managers in China in 2003, the Advertising Strategy Consultant of CCTV, the Distinguished Professor of Tsinghua University, and the "30 Years of Outstanding Contribution Award of Chinese Advertising" in 2008.
According to The China Business Daily, Ye Maozhong's first job was as a "handyman" at Taizhou Television, drawing background prints, interviews, and doing everything.
At that time, Chunlan Group, the only large enterprise in Taizhou, wanted to shoot an advertising film with a budget of only 50,000 yuan, and everyone in the station did not pick up, but Ye Maozhong immediately took it. After that, the Chunlan air conditioner advertisement, which was filmed in 1989 and "one shot and six goals", was broadcast on CCTV and became a huge success. Ye Maozhong began to enter the advertising industry.
Screenshot of a 1989 Chunlan air conditioner advertisement
The marketing strategies led by Ye Maozhong have achieved remarkable results, among which Zhen Kung Fu fast food has reached more than 540 directly operated stores in the country from several small stores in Dongguan in 6 years, becoming the first brand of Chinese chain fast food in China; Aiwas bags have developed from 14 million sales of 7 million inventory in 2008 to sales of 1 billion yuan in 2013, developing into China's largest luggage brand; The annual sales volume of Red Golden Dragon has developed from 170,000 boxes to 1 million boxes; the sales of Yake candy have increased by 7 times; 361 ° In two years, from 700 million sales to more than 2 billion...
The advertising slogans planned and written by Ye Maozhong, such as "Everyone on the earth knows", "30-year-old people have a 60-year-old heart, 60-year-old people have a 30-year-old heart" and so on have become popular words in society. And "men should be cruel to themselves" was rated as one of the top ten buzzwords in Chinese advertising.
In addition, many of the popular advertising slogans are also from Ye Maozhong's hand. For example, Hengyuanxiang's "Hengyuanxiang, sheep and sheep." "Visit Heilan House twice a year, Heilan House, men's wardrobe!" "Catch the net, everything!" "Little Sunflower Mom Class has begun." "Blue bottle of calcium, delicious calcium." "Tired and sleepy, drink Dongpeng special drink."
Ye Maozhong has also written a number of books, including "Advertising Man's Handbook", "Creativity is Power", "The Temptation of Eating Kung Fu Seven Trillion", "Turn Around and Look at Planning", "Conflict" and so on.
In 1996, Ye Maozhong published his first advertising book, "The Handbook of Advertising People", which was the first advertising book published in the mainland by Chinese himself, which focused on practical operations, and became a bestseller of the year, selling more than 10,000 copies in the first month after publication. In "Advertising Man's Handbook", he called himself an advertising duck, "The duck is a thing that can run on land, swim in the water, and can flutter twice when you are in a hurry." ”
In 2013, he published "16 Keywords of Marketing", which was created over a period of 3 years, summarizing Ye Maozhong's 24 years of local practical experience, exploring the methods of local marketing from 16 aspects, and influencing 300,000 readers.
After that, Ye Maozhong successively published "16 Keywords of Marketing", "12 Methodologies of Marketing", "Conflict" and other works, summarizing his more than 20 years of local practical experience and exploring the methods of local marketing.
For the news of the death of Mr. Ye Maozhong
Many netizens sighed
"There is no one who is engaged in marketing who does not know Ye Maozhong
He can be called a generation of grandmasters in the marketing planning industry
Many legendary marketing cases have been created."
"Ye Maozhong was in my university advertising course
People who are written into textbooks
It feels like an era is slipping away
The seniors have gone far
Only the lonely stage, the empty audience seats remained."