Issue link: http://read.dmtmag.com/i/550310
70 tobaccoasia or products to a new model focusing on consum- ers. In other words, marketing is no longer selling products only. Rather, it is expected to establish connections and communication with consum- ers, to understand their needs, and even to enable consumers to participate in the manufacturing of products. Although CTJI has just started a shift of its marketing strategy, it has already taken a very ac- curate first step. So far, CTJI has issued codes for subscription to its Jinsheng brand through WeChat (micro-messaging) – a mobile text and voice messaging communication service in China, to regularly release information to users, invite them to participate in promotional activities, and strengthen communication with users. As the number of people using WeChat grew larger and larger, the group of CTJI consumers kept expand- ing over the recent years. An important purpose of marketing is to probe the demand of poten- tial consumers. Conducting surveys through the WeChat app is not only less costly, but can also generate quick results. More significantly, it rep- resents an accurate survey of consumer needs, with all respondents being potential customers. By conducting WeChat surveys, enterprises no longer have to incur additional costs when converting strangers into their potential consumers. Similarly, CTJI has other approaches to adopt, including use of two-dimensional codes, subscription, and more diversified and interesting promotional ac- tivities. The internet is the most convenient means available for establishing communication. How to introduce more ways of communicating with consumers on the internet is a question that needs to be considered by CTJI marketing as part of its strategy. Besides, marketing is meant to convey value to consumers. For a product, its value can be in- creased by multiple means, including the build- ing a story behind a product and introduce its cultural background. A cultural background can make a product more appealing and provide addi- tional value to consumers. It can provide consum- ers with other perceived benefits rather than the smoking in and of itself. Obviously, CTJI thinks it's very important. For example, the company has already released quite a few articles on Jinsheng under the unified tagline "Wise Sages Descending from the Mount" through the WeChat app. These articles talk about the place of origin of a product, as well as its processing technology, and its cul- tural background that usually stays known to the consumers. Smoking a Jinsheng branded cigarette under this unified tagline conjures scenes of the beautiful mountains and rivers in Jiangxi Province for a regular consumer. This is just additional val- ue brought about by the cultural background of the products. Strengthening of lean management May 15, CTJI won a 15th-term prize of jiangxi province for achievements in and organization of innovation in modernization of corporate manage- ment granted by Jiangxi Provincial Federation of Enterprises. With its lean management, complete systemic guarantee, and scientific incentive mech- anisms, and as a result of continued improvement of its internal management processes, CTJI even- tually won high praise. In simple terms, lean management means ap- propriate use of accurate information and data collection, statistical analysis of data at every step of the production process, seeking suggestions For 20 years, Jinsheng brand focued on creating products, and created one of Chinese medicinal herbs flavor brand.