宋永强(专注海外数字化营销)
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中国品牌 链接世界
宋永强(专注海外数字化营销)

专注海外数字化运营和项目管理领域,以全球化战略思维探索中国品牌出海路径,坚信中国品牌具备跻身全球顶尖行列的潜力,致力于通过数字化手段,推动品牌实现国际化。

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Front view woman wearing trucker hat.

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Close op portrait of confident woman with red lips

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287

Portrait of pretty blonde model sitting on table.

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Portrait of pretty blonde model sitting on table.

Through a wide variety of mobile applications, we’ve developed a unique visual system and strategy that can be applied across the spectrum of available applications.

LIKE THIS 287
VIEW PROJECT

So, just like identifying stocks with growth potential, pinpointing toxic stocks and offloading them at the right time is crucial to guard one’s portfolio from big losses or make profits by short selling them.

Heska Corporation HSKA, Tandem Diabetes Care, Inc. TNDM, Credit Suisse Group CS,Zalando SE ZLNDY and Las Vegas Sands LVS are a few such toxic stocks.Screening Criteria

portfolio-11
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298

Beautiful african female feeling grateful.

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Beautiful african female feeling grateful.

Through a wide variety of mobile applications, we’ve developed a unique visual system and strategy that can be applied across the spectrum of available applications.

LIKE THIS 298
VIEW PROJECT
Strategy

A strategy is a general plan to achieve one or more long-term.

  • The Design Approach
  • Project Challenge
  • The Solution
Design

UI/UX Design, Art Direction, A design is a plan or specification for art.

  1. Project Challenge
  2. The Design Approach
  3. The Solution
Client

ThemeForest

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Quis ipsum suspendisse ultrices gravida. Risus commod viverra maecenas accumsan lacus vel facilisis. ut labore et dolore magna aliqua.

There are always some stocks, which illusively scale lofty heights in a given time period. However, the good show doesn’t last for these overblown toxic stocks as their current price is not justified by their fundamental strength.

Toxic companies are usually characterized by huge debt loads and are vulnerable to external shocks. Accurately identifying such bloated stocks and getting rid of them at the right time can protect your portfolio.

Overpricing of these toxic stocks can be attributed to either an irrational enthusiasm surrounding them or some serious fundamental drawbacks. If you own such bubble stocks for an inordinate period of time, you are bound to see a massive erosion of wealth.

portfolio-06
portfolio-05
portfolio-04

However, if you can precisely spot such toxic stocks, you may gain by resorting to an investing strategy called short selling. This strategy allows one to sell a stock first and then buy it when the price falls.

While short selling excels in bear markets, it typically loses money in bull markets.

So, just like identifying stocks with growth potential, pinpointing toxic stocks and offloading them at the right time is crucial to guard one’s portfolio from big losses or make profits by short selling them. Heska Corporation HSKA, Tandem Diabetes Care, Inc. TNDM, Credit Suisse Group CS,Zalando SE ZLNDY and Las Vegas Sands LVS are a few such toxic stocks.Screening Criteria

portfolio-10
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359

Fashion is part of the daily life photography.

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Fashion is part of the daily life photography.

Through a wide variety of mobile applications, we’ve developed a unique visual system and strategy that can be applied across the spectrum of available applications.

LIKE THIS 359
VIEW PROJECT
Strategy

A strategy is a general plan to achieve one or more long-term.

  • The Design Approach
  • Project Challenge
  • The Solution
Design

UI/UX Design, Art Direction, A design is a plan or specification for art.

  1. Project Challenge
  2. The Design Approach
  3. The Solution
Client

ThemeForest

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Quis ipsum suspendisse ultrices gravida. Risus commod viverra maecenas accumsan lacus vel facilisis. ut labore et dolore magna aliqua.

There are always some stocks, which illusively scale lofty heights in a given time period. However, the good show doesn’t last for these overblown toxic stocks as their current price is not justified by their fundamental strength.

Toxic companies are usually characterized by huge debt loads and are vulnerable to external shocks. Accurately identifying such bloated stocks and getting rid of them at the right time can protect your portfolio.

Overpricing of these toxic stocks can be attributed to either an irrational enthusiasm surrounding them or some serious fundamental drawbacks. If you own such bubble stocks for an inordinate period of time, you are bound to see a massive erosion of wealth.

portfolio-06
portfolio-05
portfolio-04

However, if you can precisely spot such toxic stocks, you may gain by resorting to an investing strategy called short selling. This strategy allows one to sell a stock first and then buy it when the price falls.

While short selling excels in bear markets, it typically loses money in bull markets.

So, just like identifying stocks with growth potential, pinpointing toxic stocks and offloading them at the right time is crucial to guard one’s portfolio from big losses or make profits by short selling them. Heska Corporation HSKA, Tandem Diabetes Care, Inc. TNDM, Credit Suisse Group CS,Zalando SE ZLNDY and Las Vegas Sands LVS are a few such toxic stocks.Screening Criteria

portfolio-14
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282

Jessie Andrews is hard to define.

portfolio-14

Jessie Andrews is hard to define.

Through a wide variety of mobile applications, we’ve developed a unique visual system and strategy that can be applied across the spectrum of available applications.

LIKE THIS 282
VIEW PROJECT
Strategy

A strategy is a general plan to achieve one or more long-term.

  • The Design Approach
  • Project Challenge
  • The Solution
Design

UI/UX Design, Art Direction, A design is a plan or specification for art.

  1. Project Challenge
  2. The Design Approach
  3. The Solution
Client

ThemeForest

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Quis ipsum suspendisse ultrices gravida. Risus commod viverra maecenas accumsan lacus vel facilisis. ut labore et dolore magna aliqua.

There are always some stocks, which illusively scale lofty heights in a given time period. However, the good show doesn’t last for these overblown toxic stocks as their current price is not justified by their fundamental strength.

Toxic companies are usually characterized by huge debt loads and are vulnerable to external shocks. Accurately identifying such bloated stocks and getting rid of them at the right time can protect your portfolio.

Overpricing of these toxic stocks can be attributed to either an irrational enthusiasm surrounding them or some serious fundamental drawbacks. If you own such bubble stocks for an inordinate period of time, you are bound to see a massive erosion of wealth.

portfolio-06
portfolio-05
portfolio-04

However, if you can precisely spot such toxic stocks, you may gain by resorting to an investing strategy called short selling. This strategy allows one to sell a stock first and then buy it when the price falls.

While short selling excels in bear markets, it typically loses money in bull markets.

So, just like identifying stocks with growth potential, pinpointing toxic stocks and offloading them at the right time is crucial to guard one’s portfolio from big losses or make profits by short selling them. Heska Corporation HSKA, Tandem Diabetes Care, Inc. TNDM, Credit Suisse Group CS,Zalando SE ZLNDY and Las Vegas Sands LVS are a few such toxic stocks.Screening Criteria

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Restaurant Mobile App Figma Design.

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653

Mobile Application Landing Page Design.

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portfolio-large-04

Mobile Application Landing Page Design.

Through a wide variety of mobile applications, we’ve developed a unique visual system and strategy that can be applied across the spectrum of available applications.

LIKE THIS 653
VIEW PROJECT
Strategy

A strategy is a general plan to achieve one or more long-term.

  • The Design Approach
  • Project Challenge
  • The Solution
Design

UI/UX Design, Art Direction, A design is a plan or specification for art.

  1. Project Challenge
  2. The Design Approach
  3. The Solution
Client

ThemeForest

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Quis ipsum suspendisse ultrices gravida. Risus commod viverra maecenas accumsan lacus vel facilisis. ut labore et dolore magna aliqua.

There are always some stocks, which illusively scale lofty heights in a given time period. However, the good show doesn’t last for these overblown toxic stocks as their current price is not justified by their fundamental strength.

Toxic companies are usually characterized by huge debt loads and are vulnerable to external shocks. Accurately identifying such bloated stocks and getting rid of them at the right time can protect your portfolio.

portfolio-06
portfolio-05
portfolio-04

Overpricing of these toxic stocks can be attributed to either an irrational enthusiasm surrounding them or some serious fundamental drawbacks. If you own such bubble stocks for an inordinate period of time, you are bound to see a massive erosion of wealth.

However, if you can precisely spot such toxic stocks, you may gain by resorting to an investing strategy called short selling. This strategy allows one to sell a stock first and then buy it when the price falls.

While short selling excels in bear markets, it typically loses money in bull markets.

So, just like identifying stocks with growth potential, pinpointing toxic stocks and offloading them at the right time is crucial to guard one’s portfolio from big losses or make profits by short selling them. Heska Corporation HSKA, Tandem Diabetes Care, Inc. TNDM, Credit Suisse Group CS,Zalando SE ZLNDY and Las Vegas Sands LVS are a few such toxic stocks.Screening Criteria

Here is a winning strategy that will help you to identify overhyped toxic stocks:

portfolio-large-03

Most recent Debt/Equity Ratio greater than the median industry average: High debt/equity ratio implies high leverage. High leverage indicates a huge level of repayment that the company has to make in connection with the debt amount.

portfolio-large-04
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719

Workout Website Design And Development.

portfolio-large-04

Workout Website Design And Development.

Through a wide variety of mobile applications, we’ve developed a unique visual system and strategy that can be applied across the spectrum of available applications.

LIKE THIS 719
VIEW PROJECT
Strategy

A strategy is a general plan to achieve one or more long-term.

  • The Design Approach
  • Project Challenge
  • The Solution
Design

UI/UX Design, Art Direction, A design is a plan or specification for art.

  1. Project Challenge
  2. The Design Approach
  3. The Solution
Client

ThemeForest

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Quis ipsum suspendisse ultrices gravida. Risus commod viverra maecenas accumsan lacus vel facilisis. ut labore et dolore magna aliqua.

portfolio-06
portfolio-05
portfolio-04

There are always some stocks, which illusively scale lofty heights in a given time period. However, the good show doesn’t last for these overblown toxic stocks as their current price is not justified by their fundamental strength.

Toxic companies are usually characterized by huge debt loads and are vulnerable to external shocks. Accurately identifying such bloated stocks and getting rid of them at the right time can protect your portfolio.

Overpricing of these toxic stocks can be attributed to either an irrational enthusiasm surrounding them or some serious fundamental drawbacks. If you own such bubble stocks for an inordinate period of time, you are bound to see a massive erosion of wealth.

However, if you can precisely spot such toxic stocks, you may gain by resorting to an investing strategy called short selling. This strategy allows one to sell a stock first and then buy it when the price falls.

While short selling excels in bear markets, it typically loses money in bull markets.

So, just like identifying stocks with growth potential, pinpointing toxic stocks and offloading them at the right time is crucial to guard one’s portfolio from big losses or make profits by short selling them. Heska Corporation HSKA, Tandem Diabetes Care, Inc. TNDM, Credit Suisse Group CS,Zalando SE ZLNDY and Las Vegas Sands LVS are a few such toxic stocks.Screening Criteria

Here is a winning strategy that will help you to identify overhyped toxic stocks:

portfolio-large-03

Most recent Debt/Equity Ratio greater than the median industry average: High debt/equity ratio implies high leverage. High leverage indicates a huge level of repayment that the company has to make in connection with the debt amount.

Gallery
571

北美许留山(huilaushan)

北美许留山(huilaushan)

许留山作为香港知名传统甜品品牌,在国内大陆市场面临激烈竞争,尤其是新兴品牌的冲击,导致市场增长乏力。需要开拓新的海外增长曲线,尤其是许留山的北美布局。受许留山北美事业部委托,全权负责协助北美数字化营销。

LIKE THIS 571

许留山作为香港知名传统甜品品牌,在国内大陆市场面临激烈竞争,尤其是新兴品牌的冲击,导致市场增长乏力。需要开拓新的海外增长曲线

2019 年,我有幸参与到北美许留山的海外数字营销推广项目中,这段经历充满挑战与惊喜,也让我对品牌营销有了更为深刻的认知。​

当时,许留山作为一个在亚洲颇具知名度的健康甜点品牌,正试图在北美市场站稳脚跟。我们的营销团队经过深入分析,决定将谷歌地图、Instagram、Facebook 作为核心推广平台,并积极与北美当地的饮食红人合作,以芒果系列甜点为突破口,全力推广许留山品牌。​

在谷歌地图上,我们完善了所有许留山门店的信息,包括详细地址、营业时间、特色菜品等,并通过优化关键词,让用户在搜索相关甜点、饮品时,能更快速地找到许留山门店。同时,鼓励消费者在谷歌地图上留下评价和照片,通过真实的用户反馈,吸引更多潜在顾客。​

Instagram 和 Facebook 则成为了我们展示产品魅力和品牌故事的舞台。我们精心策划每一条帖子,用精美的图片和生动的文案展示许留山健康甜点的制作过程、丰富口感以及独特的芒果风味。同时,发起各种互动活动,如 “最美芒果甜点” 摄影比赛、抽奖送优惠券等,极大地提高了用户的参与度和品牌的曝光度。此外,与北美当地饮食红人的合作更是成效显著。这些红人凭借自身庞大的粉丝群体和强大的影响力,通过试吃、推荐、分享等方式,将许留山的美味传递给了更多北美消费者。他们真实且接地气的推荐,让许留山在短时间内就获得了大量关注和认可。​

在我们的努力下,项目取得了非常好的进展。许留山在北美的加盟店数量成倍增加,品牌知名度和美誉度不断提升,越来越多的北美消费者开始了解并喜爱上这个来自亚洲的健康甜点品牌。然而,正当一切都在向好发展时,疫情的爆发打乱了所有计划。线下门店客流量锐减,经营面临巨大压力。紧接着,许留山被收购,项目也不得不随之停滞。​

回顾整个过程,许留山在数字化营销方面起步相对较晚,这在一定程度上影响了其在北美市场的进一步发展。这也给我们带来了深刻的教训:打造一个品牌绝非易事,不仅需要优质的产品作为根基,还需要不断打磨营销方式,紧跟时代步伐,适应市场变化。在如今竞争激烈的商业环境中,固守不变只会被竞争对手超越。只有持续创新,不断优化产品和营销策略,才能在市场中立足并取得长远发展。​

虽然许留山在北美的项目暂时告一段落,但这段经历所积累的经验和教训,将成为我未来工作中的宝贵财富。也希望我的分享,能为其他致力于品牌营销的同行提供一些参考和启发。​

以上便是我在北美许留山数字营销项目中的经历与感悟。若你对具体营销细节感兴趣,或有相关见解,欢迎随时和我交流。​

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