演讲人：Justin 记录：讯飞语音助手
Good afternoon, ladies and gentlemen. My name is Justin Feier. You can call me Justin. I'm sorry I can't speak German. English is not excellent, but I still insist on using English for this speech, so as to save precious time for you. After the speech, if you have any questions, you can ask me directly in English.
（各位女士和先生们下午好，大家可以喊我Justin，很抱歉我不会德语，英语也不是很出色，但我依然坚持用英语来进行本次讲演，以便给各位节约珍贵的时间，讲演结束后，大家有任何疑问，可以直接英语跟我问答）
It’s my first time visiting to a great country - German enterprises. In the Chinese consumer concept, German industrial standards and craftsmanship have always been a model for learning.
In the past 200 years, many famous benchmarking enterprises have been born in Germany, such as Siemens, ThyssenKrupp, Volkswagen, BMW, Mercedes, Bayer, Adidas, etc. I also have a deep impression with German products. My father is a believer in German enterprises. When I was 3 years old, he bought a Santana, which was my first contact with German products, Volkswagen's VW-logo accompanies my whole childhood. At present, our company has two cars, all of which are German brands, one is Mercedes-Benz, the other is BMW. With your German spirit, I call this inheritance.
（这是我首次拜访伟大国度-德国的企业，在中国消费者观念里，德国的工业水准和匠人精神一直是学习的典范。在过去的200年里，德国诞生了西门子、蒂森克虏伯、大众、宝马、梅赛德斯、拜耳、阿迪达斯等众多声名显赫的标杆企业，我本人也与德国产品有着很深的渊源，我的父亲是德企的信徒，在我3岁的时候，他购了一辆桑塔纳，那是我人生第一次接触德国的产品，大众的VW—logo就这样伴随了我整个童年；目前我们公司有两辆车，都选用了德国品牌，一辆是梅赛德斯—奔驰，一辆是宝马，用你们德国的精神理念，我把这个称为传承）
Germany is not only the pioneer of industry, but also the founder of global industry 4.0. As the leader of industrial ink, your company has a good reputation in Germany. In recent years, it has been developing rapidly in the global market, especially in Greater China. In addition to your product and process standards, China is increasingly embracing advanced economies with an open mind and welcoming excellent enterprises with positive and friendly trade policies.
（德国不仅是工业先驱，更是全球工业4.0的开创者，而贵司作为工业油墨的翘楚，不仅在德国本土有极好的口碑，近些年，不断在全球市场开疆拓土，一路高歌猛进，在大中华区的的业务增长尤为突出。除了贵司的产品优质和工艺精湛之外，中国也越来越以开放的心态去拥抱先进的经济体、以积极友好的贸易政策欢迎优秀的企业来华投资）
After we discussed the preliminary plan with Mr. Revger last week, your company has given us the opportunity to cooperate this time within a week. This spirit of contract and the efficiency mechanism of decision-making are excellent. Thank you sincerely for your trust.
（在上周我们和雷夫格先生商谈初步方案后，还不到一周，贵司就给予了我方本次的合作机会，这种契约精神和高效的决策机制是很罕见的，在此真诚感谢信任）
Then I will show you our annual cooperation plan from a macro perspective.Your company is very pleased with our last advertisement - "Tian Sheng Duo Cai". The literal translation is "naturally colorful". After our internal discussion, we still feel that it is not outstanding enough.
（接下来我将跟各位宏观展示一下我们的年度合作规划。贵司对我们上次提出的广告语 —【天生多彩】很认可，我们内部研讨之后，依然觉得不够出众）
This time, we officially upgraded the main slogan to "Xuan Cai & Chu Se", which may be translated into two very common words: "colorful" and "outstanding". But in the context of China, they have totally different vitality, which we called Punchline.
On the one hand, we have made a deeper integration with our technology and products, and the product properties are clear.
On the other hand, it not only represents the excellent ink technology, but also represents the enterprise's pursuit of excellence.
And " naturally colorful" we decided to downgrade it as the theme of all your campaigns in 2020 to separate a sub brand.
（本次正式将主slogan升级为：“炫彩·出色”，可能翻译过来就是“彩色”、“出众”这两个很普通的词汇。但是在中国文化的语境中，它们有着完全不一样的生命力，我们的文化将之称为双关的点睛之笔。
一方面，跟咱们的工艺及产品做了一个更深度的融合，品牌属性也更加清晰明了。
另一方面，不仅代表了油墨工艺出色，更代表着背后的企业对自身卓越追求。
而【天生多彩】我们决定将其降级，作为2020年度贵司所有campaign的主题来进行一个子品牌的区隔）
These are just preliminaries.
Our company's business mission is: "Let enterprises take less detours in management.".
In our opinion, all problems of enterprise management are one problem, which is called the pursuit of business growth. Our brand planning includes three parts: market plan, brand plan and communication plan. These three parts are just different aspects of one system, not mutually independent.
（这些都只是开胃菜。
我们公司的经营使命是：“让企业少走弯路”。
在我们看来，企业经营的所有问题都是一个问题——追求业务的增长；本次我们的品牌策划共包含了市场方案、品牌方案、传播方案三大板块，这三个板块恰恰是一个系统的不同方面，不是相互独立的）
We provide the following services for your company in one system and one team:
Enterprise strategic planning
1. Draw the enterprise business map and development roadmap
2. Plan product structure and category strategy
（我们在一个系统，一个团队内为贵司提供以下服务：企业战略规划1、 绘制企业事业版图和发展路线图2、 规划产品结构和品类策略）
Brand strategy management
1. Overall brand structure planning based on enterprise strategy
2. Establish a new category of corporate strategy and design a communication discourse system
3. Establish brand symbols and image symbols to become the banner of enterprise development
4. Brand definition and target consumer positioning
5. Planning of purchase reason and selection logic
6. Brand role, personality and cultural orientation
（品牌战略管理 1、 基于企业战略的整体品牌结构规划2、 建立企业战略新类别，设计传播话语体系3、 建立品牌符号、形象符号，使之成为企业发展的旗帜4、 品牌定义、目标消费者定位5、 购买理由和选择逻辑的规划6、 品牌角色、个性和文化定位）
Product strategy development
1. Overall product structure planning
2. Determine the strategic roles and tasks each product plays
3. Formulate the strategic order of product launch to maximize the operating efficiency and minimize the risk
4. Formulate product strategy, complete differential positioning, and lay a foundation for the long-term development of the enterprise
5. New product development creativity, guiding product development and acquisition
6. Old product renovation strategy, including product definition, target consumer positioning, purchase reason design, packaging design, TV advertising creativity, terminal material design, etc
（产品策略制定 1、 整体产品结构规划2、 确定每一支产品扮演的战略角色和战略任务3、 制定产品推出的战略次序，使经营效率最大化，风险最小化4、 制定产品策略，完成差异化定位，为企业长远发展打下基础5、 新产品开发创意，指导产品开发和收购6、 老产品翻新策略，包括产品定义、目标消费者定位、购买理由设计、包装设计、电视广告创意、终端物料设计等）
Communication and advertising management
1. Establish brand value communication symbol system according to enterprise strategy, brand strategy and product strategy
2. Take the brand symbol system as the core, design the brand image and VI system specification, develop the packaging design of all series of products, and improve the communication value of packaging
3. According to brand strategy and product strategy, formulate annual communication strategy plan (including advertising, public relations and promotion plan)
4. Creative production of TV and radio advertisements, creative design of print advertisements, etc
5. Creation and planning of public relations and promotion activities
6. Creative design of materials needed for sales promotion, such as dealer manual, enterprise sample book, soft text, road signs, posters, enterprise on-site display supplies, etc
7. Creative design of products and technical signs
（传播广告管理 1、 根据企业战略、品牌战略及产品策略，建立品牌价值传播符号系统2、 以品牌符号系统为核心，设计品牌形象及VI系统规范，发展所有系列产品的包装设计，提升包装的传播价值3、 根据品牌战略及产品策略，制定年度传播策略规划（含广告、公关、促销计划）4、 电视、广播广告的创意制作，平面广告等的创意设计5、 各公关、促销活动的创意及策划6、 销售推广所需物料的创意设计，如经销商手册、企业样本册、软文、路牌、海报、企业现场展示用品等7、 产品和技术标志的创意设计）
In order to provide better brand services for your company, our core creators and designers will fly to your company's headquarters in Germany for a visit and study in the week before Christmas holiday. It is expected to provide a deepening plan for implementation in mid January 2020.
Thank you!
（为了更好地为贵司做出品牌服务，圣诞假期的前一周，我们核心主创人员和设计师同事，将飞往贵司德国总部进行一个拜访与学习，到时可能还要拜托各位领导协助。暂时预计在2020年1月中旬会提供一个深化的方案来进行落地推进。感谢大家！）
