Lin Guanchao, CEO of Xuankechuanmei: The Key Minority in Brand Integrated Communication | WISE2024 King of Business

The environment is constantly changing, and the times are always evolving. The "Business Kings" follow the trend of the times, insist on creating, and seek new driving forces. Based on the current great transformation of the Chinese economy, the WISE2024 Business Kings Conference aims to discover the truly resilient "Business Kings" and explore the "right things" in the Chinese business wave.

From November 28 to 29, the two-day 36Kr WISE2024 Business Kings Conference was grandly held in Beijing. As an all-star event in the Chinese business field, the WISE Conference is already in its twelfth year, witnessing the resilience and potential of Chinese business in an ever-changing era.

In the past few years, countless consumer brands have emerged, and countless consumer brands have declined. Looking back at the patterns behind, it is not difficult to find that those brands that have successfully become popular have told their own corporate stories. In this K-shaped development (referring to the significant differences in the recovery speed and degree among different industries, regions, and enterprises during the economic recovery process), brand marketing and communication have played an extremely important role.

Therefore, Lin Guanchao, the CEO of XuanKe Media, which originated from traditional financial media, gave a speech with the theme of "The Tower and the Square - The K-shaped Development and Key Minority of Brand Integrated Communication". The following is the speech record:

Hello everyone! Standing on this stage for the first time, I am particularly excited. This is the first time XuanKe has presented its ideas at the WISE Conference.

The theme I share today is "The Tower and the Square", to discuss our experiences in brand communication in the past, K-shaped development, and how to strive to be the "key minority". The origin of the name XuanKe is very simple. Xuan represents beauty, and XuanKe hopes to make brand integrated communication more dazzling and beautiful together with friends like 36Kr. With the help and support of everyone, we have become a leading brand integrated communication company in China. I come from traditional media and worked at Yicai for 11 years. After leaving, I went to Ergèng Video and served as the CEO for nearly 5 years. Because I really like content, from graphics and text to video, I have been insisting.

Many of our core team members come from media platforms such as Yicai. We hope to create more value with content. XuanKe was founded in the cold winter of 2021, when the impact of the epidemic was the greatest. We have experienced many difficulties, but in the difficulties, we have also seen a lot of hope and the trend of K-shaped development. For example, customers like Baixiang Food and Adidas have developed upward by continuously improving their product strength, and we have also seen some enterprises with a lack of core competitiveness and homogeneity gradually decline.

The same is true for our industry. On the one hand, service companies with content strategy capabilities, original content topic selection capabilities, and core channels are still moving upward, while on the other hand, due to the lack of strong originality and homogeneity, the basic content brought by the growth of AIGC is developing downward. Since we cannot change the K-shaped development trend, we must become the key minority in this industry.

36Kr, which "allows some people to see the future first", is definitely the key minority in our original content media industry. Back to our industry, the most important thing is to maintain a very strong content strategy and original content ability to produce benchmarking content that helps customer enterprises solve problems, thereby forming a content "tower".

Back to the Chinese communication market, the current new media ecology in China does not lack good "squares", but rather how to use high-tower content to guide the correct public opinion on the "squares". In our industry, how to produce more high-tower content and make good use of the current squares to generate communication effects is the key core and what XuanKe is striving to do.

When it comes to communication content tools, videos are indispensable. In my past experience, I have also learned how to upgrade graphic and text content into video content. The way of telling stories and the themes of real content are very useful. There are many excellent enterprises and entrepreneurs in China, but there is a lack of very good video content that tells the stories of enterprises and entrepreneurs, leaving a lot of room for our development.

Over the past four years, XuanKe has formed a complete methodology and content framework to help private enterprises establish a national brand image, as well as a content methodology on how to help foreign enterprises tell the Chinese story, and a corresponding complete communication service system including public opinion management and crisis management. We are also fortunate to have served brands such as Baixiang Food and Adidas for a long time in the past, learning, iterating, and consolidating the methodology together with customers.

Take Baixiang Food as an example. The cases we served have received recognition from multiple industry gold awards. We have experienced many major corporate events together and accompanied it to become a national brand that has been growing rapidly for four years. Another case is Adidas China. We accompanied it through the corporate reputation turmoil in the previous two years, and in the past two years, with the communication themes of high-quality recovery and dual-wheel drive, we witnessed it achieve high-quality growth in performance for six quarters.

Behind these two cases, first of all, I would like to thank the support of our customers. Because they have been giving us opportunities to grow together, we have consolidated XuanKe's core competitiveness - content strategy + content production + release, the ability to integrate graphics, text, and video, as well as our ability to help listed companies tell the capital market story and do a good job in capital market brand building with graphics and video content as the cornerstone, and to help the strategic public relations communication business of helping private enterprises establish a national brand image and telling the stories of foreign enterprises in China that I just mentioned. These businesses and cases have won many awards in the industry, helping us become a leading brand integrated communication company in China.

Our generation of "old media people" understands finance, videos, media content, and the laws of public opinion communication. Therefore, doing a good job in professional brand communication is the value and responsibility of our generation. I am looking forward to the future, together with 36Kr and everyone, to serve professionally with professionalism and be a professional bridge connecting brands and media content creators. Thank you!