In an era where traffic dividends are gradually fading and attention is in high scarcity, the building of brands and personal IP is becoming a key engine for enterprises to cut through market noise and achieve long-term growth.
On July 23,Mr. Zhou Deqin, the Chairman of Beijing Yupont Electric Power Technology Co., Ltd., was invited to attend the EMBA Open Course of Cheung Kong Graduate School of Business (CKGSB). He discussed the theme 'From Xiaomi to Labubu: Brand Building in the Post-Traffic Era' together with business leaders from various industries.
As an alumni, Mr.Zhou combined his own practical experience to deliver a wonderful sharing session that was insightful.
From Listed Company Chairman to 'Self-media internet influencer of Yupont'
Chairman Mr.Zhou shared his short video practice with his nickname 'Brother Qin of Yupont' account since March 2024. Up to now, a total of 77 original videos have been released, with a total playback volume exceeding 300,000. He admitted that his original motivation was not to pursue traffic, but to clearly explain Yupont’s products, technologies, and the value concepts of them by this way.
'The first video featured our smart factory in Haiyan, Jiaxing, showcasing the full-process digital management system, and it received a more positive response than expected.' Since then, the video content has gradually expanded to include personal perspectives, hot topics, and life records. This approach not only keeps the content authentic but also bridges the gap between the company and its users.
In terms of video style positioning, Mr.Zhou chose to shape himself as a 'technology blogger,' emphasizing lifelong learning and positive expression. He bluntly stated that entrepreneurs should not be afraid to appear on camera; instead, they should step forward personally and become the most credible spokespersons for their brands. 'Whether it’s Jensen Huang, Elon Musk, or Lei Jun, their common trait is that they personally explain technologies and products.'
Why Choose WeChat Channels?
When talking about platform selection, Mr.Zhou believes that compared with Douyin (which is more entertainment-oriented), WeChat Channels is more in line with the usage habits of B-end clients and industrial groups. 'It’s okay to go a little slower, but we need to move steadily and deeply.'
Behind him is also a streamlined and efficient creative team. At the event, Li Wei, head of the content team (also a CKGSB alumni), also appeared to share the methodology for team collaboration and content positioning. She emphasized, 'The key is not how professional you are, but that you dare to start, output continuously, and optimize constantly.' She also shared several successful cases of 'ordinary creators,' proving that even if you shoot with a mobile phone and have no professional background, you can still gain attention and achieve conversions as long as the content is valuable and warm.
IP Building is Not 'Self-Indulgence' but a Strategic Move
In the subsequent roundtable discussion, Mr.Zhou and several entrepreneurs conducted in-depth exchanges on topics such as 'how traditional enterprises can break through via new media' and 'how to build differentiated brand strength'. He pointed out that the leading actions of an enterprise’s top leader set an example for employees, clients, and the industry. 'If a CEO is not willing to appear on camera or express themselves, why should others believe that what you say is valuable?'
At the same time, he emphasized that content creation for B-end enterprises should avoid stacking empty technical terms. Instead, it should tell stories through real scenarios and convey value in the language of clients. 'Content that is truly useful is the most communicable content.'
Courage to Express, Long-Termism
Faced with the common anxiety and hesitation in corporate IP building, Mr.Zhou put forward two key words: 'Courage to Express' and 'Long-Termism'. He believes that brand building does not rely on a single marketing highlight, but on the accumulation of individual content pieces and the response to each interaction, forming a clear perception through continuous expression.
This open course aroused a warm response from the on-site alumni, with constant questions during the interaction session. Many participants said, 'Mr.Zhou’s sharing is highly practical and has given us a lot of courage and inspiration.'
In the future, Yupont will continue to adhere to its development philosophy of 'Diligence, Respect, Prudence, and Pursuit of Excellence,' continuously expand new media communication platforms such as short videos, tell its own story well to the market, and also explore paths and accumulate experience for the brand transformation of more enterprises.
