Big brand era 10 "do not"

2016/10/30 22:10:57 網誌分類: 未分類
30 Oct

As early as 5 years ago, the author published his second personal monograph "brand invasion", a new era in China quietly arrived, and named "emotional consumer age." At the same time, to remind our business to make early changes in marketing strategy, and put forward the "customer experience" as the main line of "creating a strong sense of the brand six sense."

 

 

Later, with the rise of the middle class, with the "choice of excess" brought about by the "choice of violence", with the rise of mobile Internet, consumer lifestyles and consumer behavior has changed dramatically to international brands as the representative of the big brands In all walks of life occupy a dominant position, I worry about five years ago and predicted that today almost one by one come true, to our small and medium enterprises has brought unprecedented difficulties and setbacks. even

 

 

, To Li Ning, represented by a large number of China's domestic first-line brand into a dilemma, life and death.

 

Last year (2014), I named this grim time the "Big Brand Age" (in fact, the "Age of Big Aggressive Aggression"), and launched a series of articles on the topic of " I hope those who need to survive and develop the Chinese enterprises and entrepreneurs to bring some reference and inspiration.

 

 

Series of articles after the launch, causing a lot of sympathy and attention of entrepreneurs, many entrepreneurs for my point of praise, that recognition, and even some entrepreneurs to give the "Entrepreneurs today compulsory course" evaluation. This makes me very pleased.

 

 

However, the overall situation, this effort is negligible, the survival of Chinese enterprises is still very bad state, especially in the marketing strategy, most enterprises are still in the "chaos" state, the future development of the "uncertainty" is still very prominent.

 

 

So, in the era of big brands, our brand management in the end how to do? In the implementation level we in the end what to do, should not do? Today, the author combined with their years of consulting experience, and then put forward "10 not", for your reference. In this case,

 

 

1, not in a tree "hanging", to boldly c reate a new category

 

 

In the era of big brands, a category like a tree, each branch is covered with world-class brand. Even in the minutiae found in some local brands, are also in this category for many years of first-line brand.

 

 

Take the car as an example of this category. In this category, the bottom of the market to the public, Toyota, Honda, Hyundai, Kia, Ford, Peugeot, Fiat, Buick, snow whiskers, Nissan, Mazda and other international brands as the leading high-end market is still BMW, Mercedes, Audi , Lexus, Jaguar and other international brands as the leading, although in the low-end market can see Chery, Geely, BYD, China and other local brands, it is only a "crack", failed to shake the international brand "rule" status.

 

 

So, the question came: If you are a car, how to enter this market? Development of a similar product with them, blind follow-up? Or the development of a unique product, another way?

 

 

Tesla from California, USA gave us a satisfactory answer: to c reate a new category. They use the concept of IT to c reate a pure electric luxury sports car, with the existing fuel cars for effective differentiation, has become the focus of world attention.

 

 

We can imagine: If they are not developed electric car, but the ordinary fuel sports car, even if good, can cause such a big stir? The answer is self-evident.

 

 

New category, is a newly planted trees, and the farther the old category, the more likely to survive. Moreover, you have the opportunity to start from the "root" to do the master of the tree. Why hang in a tree? In this case,

 

 

2, do not want to please all customers, to know how to focus

 

 

Diversified, comprehensive, comprehensive attack strategy, I do not know how many Chinese entrepreneurs to mislead, but I do not know how many strangle a strong brand. Once Chunlan, Haier is now the victim of this strategy. Today, Chunlan's death, we do not comment on it, the main talk about Haier.

 

 

"Haier, made in China" has aroused the pride of all Chinese people, Haier high-quality products and good service has also won the trust of Chinese consumers, so that Haier become the first brand of Chinese home appliances. However, Haier did not hold its assets in the minds of consumers, unscrupulous horizontal expansion, from the expansion of white goods to black appliances, home appliances from the field of electronic expansion, from electronic products to bio-pharmaceutical expansion, almost no Haier today Not involved in the field, there is no do not do the product. The result? Greatly dilute its inherent brand awareness, in people's minds, "what are, but nothing is strong," the impression.

 

 

The impression of consumers is always reflected in the profits of enterprises. If consumers have a good impression of your brand, your business must be lucrative, like today's Apple, profit margins as high as 20%; if the consumer is not a good impression of your brand, your business must be meager profits , Like today's Haier, under the pressure of the operation, had to break the arm to survive, compress the middle, layoffs, life is very abjection.

 

 

Therefore, I sincerely hope that our entrepreneurs must understand the focus of contraction, hold position, in people's mental penetration in the vertical, rather than horizontal development, not to always want to blossom everywhere. Big brand era, the focus is gold, the guardian is true, the other is the clouds!

 

 

3, do not want to do the same thing better than others

 

 

"Inexpensive" and "cost" of these two terms, the Chinese enterprises is no stranger. Most companies spend their minds on this, every day wondering "how to make better products, and sold at a lower price." Therefore, they believe in such a slogan: "the same quality of the lowest price, the highest quality of the same price."

 

 

This may be the most typical case in previous years, Unilever "Chhnang" challenges P & G "Head & Shoulders" case. At that time, Unilever threatened, "Chhnang" in 3 years "kill" Head & Shoulders, China's "anti-dandruff shampoo," the first brand.

 

 

Remember, when the TV ads are quite aggressive, hire a small S image spokesperson, advertising language is roughly: If someone spoofed you one after another, how would you do? Dumped him.

 

 

However, today has 10 years, and Chhnang's market share beyond Haifeisi it? No. Chhnang or the original Chhnang, Head & Shoulders or the original Head & Shoulders, the market structure and not because of Chhnang challenges and change.

 

 

In the era of big brands, even more so. All adopt "better" strategy will all lose the competitiveness of the brand, in this strategy, the future up a brand, it will die a brand.

 

 

Because the focus of future competition is not "better", but rather "different." In this case,

 

 

4, do not survive in the cracks, "follow" there is no way out

 

 

In the past 20 years, we Chinese enterprises, and even some international companies, are using "follow-up" strategy, people do, follow what to do. In the industry was also proposed "imitation innovation" concept, to encourage those companies in the "follow up" on the road to continue to climb.

 

 

So, in all walks of life in China has also been a lot of redundant construction, what to sell, we do, in the "function similar to the similar quality, similar style" dead end in the deadlock until the industry so far.

 

 

A few years ago, the popular "cottage" products on the Chinese land were the pinnacle of the "follow-up" strategy, not only disrupting the market order but also harming the common people.

 

 

What is the follow-up? Is a "brain damage" type of survival, but also a trampling on the "dignity" of the existence. In this world, there is not a "brain damage" and "cowardice" people can be respected, not to make big things.

 

 

In the era of big brands, this blind follow-up has ended the life in the market caught between the survival of enterprises about to close one after another, the market access threshold is getting higher and higher, the probability of success is getting lower and lower . In this case,

 

 

5, do not imagine customers like cheap, the market only "look down", there is no "can not afford"

 

 

The cost leadership strategy is Michael Porter's competitive strategy theory, the first strategy, once for Dell, Southwest Airlines and other international well-known enterprises have played a positive role.

 

 

In the past 20 years, many Chinese enterprises have adopted this strategy, the achievements of many brands. For example: Shenzhou computer, Chery Automobile, Sanlu milk powder, Galanz microwave ovens.

 

 

However, in the era of big brands, this strategy has encountered trouble, profit problems, quality problems, consumer satisfaction, and many other problems one after another outbreak, or even out of control.

 

 

Sanlu milk powder "melamine" incident is typical in the "low cost" -oriented "quality problem" tragedy, has been well known.

 

 

Than the Sanlu, the state slightly better brand is Chery Automobile, at least until now did not occur to the enterprise to bring disaster quality cases. However, the profitability of Chery is unsightly, for several consecutive years of losses, once the "national car" level "Chery QQ" is also no longer scenery, the entire company's business difficult.

 

 

What are these living examples telling us?

 

 

Tell us: in the era of big brands, there is no "can not afford to buy", only "look down", the cost of capitalism has come to an end, the future competitive focus. "Cost reduction", but "raise costs. In this case,

 

 

6, do not just do a good job in the product, a good concept than a good product more valuable

 

 

In the years of consulting work, I met a lot of "practical results" of the entrepreneurs, they are not only honest man, practical work, and many entrepreneurs or technical experts, their quality and function of their products to grasp, The international level.

 

 

However, it is regrettable that they have these good products with international standards to the market, but suffered a "sell out" embarrassment, so that they feel confused.

 

 

Today, I give you the answer: the market there is no truth, only the customer's awareness. In the market, a good product may not necessarily be recognized by the customer, we can not just do a good product, we should look forward to consumers sought after.

 

 

Light that is not fake to practice, light training is not silly to the type, the brand management is also true. You not only can do a good job of the product, but also must be good at using the concept to enter the consumer mind.

 

 

We all remember, Arowana reconcile oil has launched a concept called "1: 1: 1"? I can tell you very definitely that the concept of Arowana in the oil market to reconcile the leadership position.

 

 

COFCO Fulin door, the quality of the Jinlong Yu it? I do not think so. But Fortune has always beat but Arowana. why?

 

 

Because, in the market, in the minds of consumers, a good concept is better than a good product. Marketing is always the battle of the mind, the brand of war, rather than simply the quality of the war and the function of the war.

 

 

Please be sure to remember this. In this case,

7, do not feel "there is a market positioning", the market is driven by the right brain

 

 

Big brand era there is a significant feature is from the "satisfaction" to "like." In other words, consumers buy a product of the first obstacle is not "I am not satisfied", but "I do not like."

 

 

If a brand in quality and functionality, no matter how good, and then different, but in appearance, in the design style and emotional appeal does not meet the wishes of consumers, the same can not sell. Because, we do not forget, I opened the article referred to the "choice of violence", and now the consumer is no shortage of "choice."

 

 

Therefore, I would like to tell you: the market is right brain-driven. Now the market, often sensible drive rational, pleasure-driven features, just rely on rational "brand positioning" has been difficult to survive, you must take into account consumer-driven feelings, emotions and emotional "brand personality."

 

 

Adidas and Nike, in the "positioning" is not much difference, but why do not always play Nike Adidas? The problem lies in the "personality". Nike's brand personality is more prominent in the consumer's right brain in the weight of some of the heavier.

 

 

To get to the bottom of this question, it may be related to the two countries, cultural issues. Adidas is Germany, and Nike is the United States. Play "quality" and "rigorous", the Americans may play but the Germans, so American cars on the German car; however "feeling" and "creative", the Germans may play but the Americans, so Adidas But Nike. Because the purchase of 500,000 cars, people have to be rational; and the purchase of 500 yuan of sports shoes, there is no need to be rational, in the quality of convergence under the premise of feeling more important.

 

 

The market is driven by the right brain, the past so, the future even more so! In this case,

 

 

8, do not think LOGO on OK, visual system does not mean visual hammer

 

 

Speaking of "feeling", talking about "right brain drive", here we have to talk about the visual system. Because the right brain can not drive vision.

 

 

Well, talking about the visual system, everyone's first reaction is LOGO. Even in the narrow sense that the visual system is the registered trademark.

 

 

This is also understandable. Because a good LOGO does give a brand to bring a visual distinction. When we see Nike's "√" type LOGO does feel more than Adidas "Δ" LOGO more agile, more aggressive.

 

 

However, I would like to tell you that a brand of light has a good LOGO is not enough, you must also make your visual system to form a strong conquest Caixing. That is: your vision system, whether people can see at a glance, it is important. This, we call the "visual hammer."

 

 

Now, in the market, almost all brands have their own visual system, but not all brands have a strong "visual hammer."

 

 

In the field of marketing, "positioning" and "visual" as the relationship between nails and hammers. No matter how good the nail, but the hammer can not, the same can not be expected. We are familiar with Wal-Mart, Budweiser, China Telecom, Founder Technology, belong to these brands: nail small hammer.

 

 

Therefore, a brand in order to become a real strong brand, LOGO certainly not only light, but also must give yourself to c reate a powerful "visual hammer." Marlboro cigarettes "Western cowboy" image is a powerful visual hammer, it smokers in the mind of the influence far more than Marlboro LOGO itself, Marlboro cigarettes to c reate unique brand personality.

 

 

In fact, there are many such visual hammers, such as: KFC's "Colonel", Coca-Cola's "bottle", BMW's "front face", Burberry's "grid pattern" and so on. They c reate such a superb "visual hammer" approach, we should learn from. In this case,

 

 

9, not always thinking about advertising, to learn public relations start

 

 

In the "rational consumption" stage, the core means of brand communication is advertising, the majority of enterprises through the advertising campaign to win the market victory. Therefore, in the CCTV also produced so many "advertising standard king." However, in the "emotional consumption" stage, people almost no longer believe in advertising, more believe that their own experience and friends and family of the recommendation. When you buy something, or experience their own; or ask friends have no consumer experience; it is not, on the Internet search a search to see "public comment" is how to say.

 

 

In particular, the rapid rise of the mobile Internet today, may be the impact of public comment than CCTV even bigger, friends recommended strength may be stronger than the star recommended. Therefore, the mode of transmission enterprises also need to be changed.

 

 

We rarely see, Starbucks, IKEA, millet, Huawei, such as brand advertising on television. However, these brands are also widely known and popular. The reason is that public relations activities, all of them are public relations master.

 

 

Last year (2014) millet chairman Lei Jun and Gree chairman Dong Mingzhu "gamble" caused a sensation, almost all the Chinese people know millet, know Lei Jun. However, to ask you, millet to c reate such a big publicity, how much money? We may suddenly realized that the original propaganda is not money.

 

 

In the field of marketing, there is such a saying: non-news, not public relations. Meaning: a public relations activities, if not produce news effect, not done. A good public relations planning, media attention must be aroused public interest. As long as these two points, brand communication will not spend money.

 

 

Big brand era, is the era of reputation for the king. In this era, "nothing good" event marketing, "trigger news" public relations activities, the effect is far better than a huge shot of the commercials. Therefore, companies must recognize this situation, should their own brand communication from advertising to public relations, television turned to mobile phones, fame turned to word of mouth. In this case,

 

 

10, do not go it alone, to learn to take advantage

 

 

Big brand era, is the era of interoperability, Baotuan is the era of competition, integration of resources is the era. In this era, we must know how to work with people, integration of resources, promote each other, the only can not do is to go it alone.

 

 

In the brand communication level, we have to understand this truth, to be good at the occasion, grafting all grafted resources, expand the influence is the right way.

 

 

Before 2003, the first brand of Chinese dairy industry is Shanghai bright. However, after 2003, this history has been rewritten, Erie first, Mengniu second, bright and die to beat them.

 

 

How could this be?

 

 

In terms of product quality, sales channels, or from the financial strength, the quality of staff, Bright Dairy's overall operating capacity is not under the Erie and Mengniu, but why always beat them both, but with their distance farther and farther?

 

 

The answer to this question lies not in enterprise management, but in marketing ability. Erie and Mengniu are good at taking advantage of the potential through the grassland culture. This is a bright dairy industry is not possible to compete with them. Because the people across the country believe that good milk in the grasslands, and not that in Shanghai.

 

 

In fact, there are many such examples, such as: KAPPA by "Italian clothing" potential, Budweiser by the "World Cup" potential, farmer spring by "Thousand Island Lake," the potential of the West by Noodle Village " "The potential and so on, are very sensible approach.

 

 

Last year, the author of a tourism real estate in Jingdezhen to do when consulting, but also by the Jingdezhen ceramic culture, Huizhou architecture and "Wuyuan" and "Poyang Lake" potential, "Jiangxi Golden Triangle" concept, won the high degree of customer recognition.

 

 

An occasion, is a kind of "used doctrine" for me, is skillfully deflected "effort", is accelerating the development of "platform doctrine." People often say, "homeopathic Chang, contrarian death", by this sentence I also say:

 

 

In the era of big brands, who take the opportunity to Chang, Dugu those dead. In this era, our strategic design, not only consider "what I have", but should think about "I can have what", we must learn to plan all "available resources."

 

 

In this world, always determine the realm of vision, pattern determines the outcome! In this case,

 

 

[Package • En and Batu's wonderful views in this article]

 

 

01, new category, is a new planted trees, and the farther the old category, the more likely to survive. Why hang in a tree?

 

 

02, big brand era, the focus is gold, the guardian is true, the other is the clouds!

 

 

03, the focus of future competition is not "better", but rather "different."

 

 

04, what is the follow-up? Is a "brain damage" type of survival, it is a violation of "dignity" of the existence.

 

 

05, in the big brand era, there is no "can not afford to buy", only "look down".

 

 

06, light that is not fake to practice, light training is not silly to say, brand management is also true.

 

 

07, the market is driven by the right brain, in the past so, the future even more so!

 

 

08, "positioning" and "visual" as the relationship between nails and hammers. No matter how good the nail, but the hammer can not, the same can not be expected.

 

 

09, in the field of marketing, there is such a word: non-news, not public relations.

 

 

10, an occasion, is a kind of "used", is skillfully deflected "effort", is to accelerate the development of "platform doctrine."

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