Welcome China'S Marketing Revolution In The Era Of Upheaval

On November 1st, at the 2007 China marketing leader annual meeting and the third "Kotler benchmarking 20" China Marketing honor award presentation ceremony, 47 business representatives and individuals raised their heavy trophies.

The applause thundered, the lights flashing, and the scene entered a new climax.

The scenery and glory on the podium come from the quiet days and nights of ordinary days. How do these award-winning enterprises and personages get their way through marketing and how to turn the struggle into success?

What kind of brewing and groping have those enterprises that haven't reached the podium yet?

This year's annual meeting of China's marketing leaders takes the theme of "the next turning point: the Chinese marketing revolution in the era of upheaval" as the theme. Adhering to the concept of "global concept and local actual combat", China's local enterprises and multinational corporations are invited to give speeches and dialogues on the same stage, focusing on the marketing circles in the business, consulting and media circles, focusing on the three topics of marketing integration in the global market, brand management and marketing innovation in the era of upheaval, the rise and fall of independent brands and the future.

Marketing integration is imperative.

Under the environment of marketing, the only thing that remains unchanged is change.

Chinese entrepreneurs have created many successful marketing models in the past more than 20 years since the reform and opening up. However, in the face of the changing market environment, it is difficult to succeed in a single marketing mode, so integrated marketing is particularly necessary.

From the aspects of merger, brand, channel management and promotion, Mr. Milton Kotler vividly illustrates the marketing revolution in the era of China's upheaval in the eyes of a famous American.

Guo Guoqing, a professor at Renmin University of China business school, has his own unique view on marketing integration in the global market.

He believes that the era of advertising alone has already passed, and some marketing technologies and ideas that are popular abroad, such as experience marketing, word of mouth marketing, convenience service, cross selling, etc., can be integrated into an enterprise's ability to deal with competition.

Identifying valuable customers is the premise of effective marketing. In today's era of intense competition, "everyone is equal" has gone.

Because the interests of high quality customers and ordinary customers bring different benefits to enterprises, it is necessary to identify: "accurately calculate the lifetime value of a customer.

Since he has independent purchasing power, he can't buy things after he is old, he will buy products from you in his life, how much money can be spent on expenses, so as to identify his good customers and attach great importance to every good customer.

Compared with the developed countries such as the United States, which have made marketing the necessary "technical work", Chinese enterprises still need to improve their overall marketing skills.

Cao Hu, President of Kotler Consulting Group China, believes that the environment facing the Chinese market is very different from that of the US market. The growth rate in the US is about 2% to 3%, and marketing has become a technological activity.

In the United States, before the introduction of a new product, the enterprise will do a lot of consumer research, have a very perfect process and system, using it to predict the market share after the new product is very accurate.

"I think a lot of Chinese enterprises need to be strengthened in this respect.

Many of our enterprises are still relatively extensive in marketing, but there is nothing to do with it. But to improve marketing efficiency, we must improve the technical nature of marketing.

In twenty-first Century, Lou Xiangpeng, general manager of Fu Lai communication organization, said, "marketing is not normal."

Taking two Ramen brands as an example, he points out that in the globalization of markets and many gaps in China's market, we must seize the resources of "eldest brother" and grow rapidly.

Su Jing, director of marketing in HI-TEC Greater China, agrees with Lei Shaodong, chairman of the brand marketing organization of China (one hundred and eight zero). He believes that the plan for rapid growth of enterprises must be combined with the market environment.

Lei Xiao Dong takes Mengniu brand as an example to say that in the Chinese market, there should be some unique ways to make brand accumulation, so that the original accumulation should be fast, and the energy will be maximized in the short term.

He said: "I think globalization is combined with localization.

First, we must do well in the local market. We must deeply study the local consumers and understand their needs in order to guide them in the direction of thinking.

In the era of upheaval, advertising is no longer all.

In the era of great change, brand marketing has always been the knot of Sun Weimin, President of Suning.

The "red sea strategy" reveals the characteristics of price oriented competition in the home appliance industry in recent years.

In recent years, Suning has done a lot of brand building work, such as investing huge sums of money to advertise. The advertising investment in 2006 alone amounted to 500 million yuan.

The result is that the value of Suning brand assessed in 2006 is only 700 million yuan higher than that in 2005.

"I think this is a sad thing and a failure case of brand marketing."

Sun Weimin said frankly.

Taking the brand marketing of home appliance chain industry as an example, Sun Weimin believes that the following three options should be made to adapt to the future market needs: first, from price competition to quality competition.

Secondly, be careful when providing diversified choices for consumers.

"Whether it's a product manufacturer or a channel seller, everyone has a common problem.

When we want to provide consumers with diversified choices of products, they will surely cause the dispersion of products in production, design, sale, inventory and so on. What will happen if the dispersion is formed?

There is bound to be a scale, but the scale of structural decentralization may not be effective.

We are faced with a problem of scale and no effect.

Structural unsalable sales will increase the risk of enterprise survival. From the consumer's point of view, consumers may not necessarily need this diversification.

Finally, in the future, in the face of a richer and more self consuming consumer group, what are the demands of enterprises when they appeal to products?

What consumers care about is not the function of products, but their own needs.

Although the enterprise can not accurately grasp the consumer's self experience, there can be another way, for example, through the product's fashion positioning, cultural positioning, identity positioning and other additional positioning, so that consumers can experience themselves.

Sun Weimin's views resonated with Sun Xianhong, vice president of Mengniu Group.

He believes that in the era of upheaval, the burden on enterprises is actually the problem of communication costs.

In the era of information overload, it is not enough for enterprises to have enough funds to advertise, but to implement effective marketing strategies.

He stressed that from the point of contact of every consumer, we can achieve excellent brand building because the brand is not in the hands of entrepreneurs, but in the minds of consumers.

"No matter what marketing innovation you do, the most important thing is to focus on the inner experience of consumers."

Independent brand, rising in keeping pace with the times

Among the 100 most valuable brands in the world, Chinese brands are still unknown.

Despite the world-renowned Chinese manufacturing, Chinese products are still "infamous".

How to heal this pain is probably a heavy task for all Chinese enterprises.

"Brand should keep pace with the times."

In the several suggestions put forward by Li Guangdou, a well-known marketing expert, "changing the attributes of products" won applause.

"You need to inject a culture of culture into your brand so that your product can be refined."

He promoted the sales volume of a winery from 200 million yuan to 1 billion 800 million yuan last year, and exported the products to Losangeles, for example, indicating that the product should keep pace with the times to meet the escalating demand of consumers.

Besides, Chinese brands need to be more sophisticated on the way to internationalization, which is very important to the change of consumers' perceptions.

Lu Changquan, chairman of Beijing's marketing management consulting Co. Ltd., believes that the Chinese elements must be outstanding. Only the national is the world. "We must compete with foreigners with Chinese tea drinks and dumplings. If you fight according to foreigners, you will never beat them."

Mu Zhaoxi, senior consultant of marketing management and Information Technology Co., Ltd., Guangzhou, feels the same way. "It is impossible for Chinese enterprises to be the first in all industries, and to find the most suitable path for Chinese enterprises to develop. That is the thing with Chinese characteristics and the best way to become a world brand."