5 Major Trends Of Brand Operation In Twenty-First Century

Several notable characteristics of market competition in twenty-first Century:

For example, the "channel of communication" brought about by the "information age" has brought about a large number of new competitors. The development of manufacturing industry has brought about a sharp increase in the degree of imitation and plagiarism. Generally speaking, any best new product will be copied or copied in a year. The pressure of leading brands in various industries brought by the speed of market competition is increasing.

In the new century, how to guide customers to distinguish products and brands from competitors and how to provide a more efficient and effective product information pmission system to customers, and so on, have forced enterprises (especially local enterprises) to do their best to consider how to create a new marketing, new financing or new expansion mode in brand operation.

Or, which company's marketing technology and brand operation are more reasonable, and who will be successful.

In terms of brand operation in twenty-first Century, there are 5 main trends.

First, the coming of brand new monopoly era.

With the increase of consumers' access to information, such as getting more and better information through the Internet, and the increasing number of market competitors, although the influence and attractiveness of the traditional main brands still exist, with the continuous emergence of other brands (including many small brands) which are newly joined, the market share has become more and more segmented, making the market crisis of major brands very sensitive.

At the same time, the main brands of some industries are being squeezed by leading brands and following brands, and they have to take new measures to protect the market.

And these two aspects of performance, in the globalization wave, are more reflected in brand merger and acquisition, brand alliance and so on. It has become an important means for enterprises to expand their scale, enhance their strength and improve their efficiency.

It also indicates the coming of "brand new monopoly era".

As for brand acquisition, we are familiar with Boeing merger, McDonald's competition for competitors such as IBM and DELL, and HP's acquisition of Compaq.

Although the main developed countries in the world have anti-monopoly laws and China's anti-monopoly law is about to come out, the new monopoly era is still a trend.

For example, in the United States, which is strictly known for its anti-monopoly law, its telecommunications industry merged with the tide in 2005 and began to replay monopoly.

In fact, since 2004, in order to cope with the fierce competition of more and more emerging telecom operators coming into the market, the US telecom industry has been in full swing in the first stage of mergers and acquisitions. For example, Cingular wireless has acquired AT&T wireless and has become the largest wireless operator in the United States.

In May 2005, Verizon bought MCI at a price of US $8 billion 500 million, and the result was the acquisition of Att Corporation by US $16 billion in southwest Baer in January of the same year.

In this way, Verizon and southwest Bell Co were formed in the telecommunications industry of the United States, which are two newly formed monopolies.

For example, the US Department store industry has been forced by the multi-directional market squeeze caused by WAL-MART's discount stores and brand stores, and finally forced the two major department stores of the United States (Federated) and the Department Store (May) finally to come together in May.

Brand alliance refers to the strategic cooperative relationship between the brand with the concept of common development.

We know of alliances between SONY and Ericsson.

For local enterprises, the main characteristics of "brand new monopoly era" are embodied in three levels: "technological monopoly", "capital monopoly" and "trademark monopoly".

The "technology monopoly", that is, the key technology, is also fully grasped in the foreign hands. For example, the key technologies of vehicle and related parts are in the hands of joint venture partners such as the US, Germany, Japan and France, as well as the billions of patent royalties paid by DVD Enterprises in China every year.

"Capital monopoly" is a new challenge faced by local brands in recent years, such as the general purchase of Shanghai automobile industry, and the acquisition of AB stake by Harbin.

The "trademark monopoly" means that after the joint venture between the foreign party and the mainland, the well-known local brands such as Maxam disappear in the merger with multinational companies.

Second, the evolution of customer loyalty to "brand worship".

With the increasing range of brand choices and the comprehensive factors such as price war, customers often abandon one brand and turn to another brand in the same quality.

Some brands spend a lot of money on short-term promotions, but such promotions tend to attract more "cheap" customers, but do not help expand more loyal customers.

More and more brands have become more and more laborious in how to ensure the loyalty of consumers.

For most brands, customer loyalty is decreasing, but some major brands still maintain their strong customer retention ties.

For example, we know the famous international brand Haagen Dazs, although its price has always been very expensive, but from its entry into the Chinese market until now, with its original flavor and romantic sentiment and other characteristics, it still occupies the highest position in the minds of consumers. After more than ten years of development and catch up, the local ice cream brand is still hard to shake.

There are many similar brands. I call it the evolution of customer loyalty to "brand worship".

The so-called brand worship refers to the establishment of a brand loyalty based on the privileges of the consumers, such as the right to speak, the right to suggest, and so on. It is also a set of clear and strict value system for the consumers who are interested in distinguishing the other brands and aiming at their favorite brand.

This group of believers (consumers) will introduce a series of satisfaction from the brand, including material, spiritual, personality, etc., and consciously introduce them to other consumers. At the same time, they will also set up brand enthusiasts' websites, take an active part in various activities organized by the brand, and be proud of being a follower of a brand.

Brand worship is a specific form of thinking, consumption and outlook on life.

Brand worship is an integrated psychological attack through product, image, personality, culture and so on, rather than a single breakthrough.

The model of brand worship has to mention Harley locomotives and Ford motors.

Halley Davidson, a 100 - year - old motorcycle brand, is now worth $7 billion 100 million, by its sponsoring consumer organization - the 886 thousand members of the Harley Owners community.

On the occasion of the Halle brand's centenary birthday, as many as 250 thousand members of the community gathered at the Harley base in Milwaukee.

Half of the sales of Halley locomotives come from these old customers' new cars.

There is also a film myth written by Ford and 007, which has become one of the classics in the establishment of brand worship relationship.

Of course, brand worship is different from what we know most brands rely on a lot of advertising and publicity. This kind of loyalty is more likely to be called "consumption superstition". It has a strong following style. For example, we often choose to drink Coca-Cola or Pepsi, but we do not necessarily agree with the culture advocated by two music.

In the Chinese market's brand competition, the author thinks that the loyalty of consumers to most brands has not really formed. Therefore, any effort to promote the brand is likely to stand out from the competition and attract the Chinese consumers from generation to generation.

Third, event marketing will make more brands rise rapidly.

With the help of event marketing, the rapid rise of the brand has been the classic handwriting of some international brands.

Nike is an example of this.

At that time, Phil Knight, the founder of his company, only imported cheap sports shoes from Japan to the United States at the very beginning, which was no match for Adidas, a sporting goods manufacturer.

In 1984, Nike and Adidas almost had a technology to reduce the weight of the air cushion into sports shoes, and the two sides almost put the air cushion shoes into the market at the same time.

But Nike closely linked this shoe to Jordan, the greatest basketball star in history, "flying man", and asked Jordan to be his spokesman.

This Jordan incident made Nike's brand charm surge. Its sales volume surged from less than 1 million US dollars in 1984 to nearly 20 million US dollars in 1987, and later exceeded Adidas and Reebok to become the world's first sporting goods brand.

In China, such as Haier's "smashing refrigerator incident" and Fu Ya paint's "drinking paint incident" and so on, its brand has become famous.

Event marketing has attracted more and more attention from domestic and foreign brands in recent years. The author has written the event marketing into two categories: "borrowing" and "creating", and the 6 strategies of "star strategy", "sports strategy", "news strategy", "public opinion policy", "activity strategy" and "concept strategy".

The future trend will be the combination of the 6 strategies.

For example, the two most famous cases in China are "Mengniu" and "Fiyta".

Facing the challenges of China's local brands, such as Yili, Guangming and three yuan, as well as the challenge of the second-line brand in the national regional market, Mengniu made its brand "soaring to the sky" by Shenzhou 5 manned flight event. With the theme of "cheer for China's aerospace industry" and "health and ability to become a powerful country", the emotional appeal enriched the brand connotation of Mengniu and consolidated its leading brand position.

The Fiyta watch also passed the Shenzhou 5 "extraordinary achievement". A black wrist watch worn on Yang Liwei's left arm is the Fiyta space watch with the reputation of "China's first space watch".

After that, Mengniu and Fiyta further strengthened their brand influence through the news hype.

Fourth, the strengthening of network terminals for brand sales.

In twenty-first Century, the era of shop sales and shop opening on the street will no longer become an indispensable mainstream.

The mode of online sale provided by the information age will profoundly change the sales mode of most brands.

These brands, including music, home appliances, books, clothing, and even cars, will complete pactions through the Internet.

Moreover, the biggest advantage of this network terminal is that it can sell all day for 24 hours without having to spend too much labor and cost.

Now many cities in the world have begun to implement this sales mode.

In fact, for domestic consumers, this mode will not be unfamiliar, like many portals have opened their own online stores, and some new network terminals such as "Taobao network" and "Dangdang" and so on, is a new force, not only through the form of online stores to earn an over click rate, but also in the market segments of the market to establish their own brand.

The emergence of these websites and the attraction of super popularity have also forced many brands to pay attention to this network channel. Through this new channel, they will improve their sales network and expand their own brand customers, which will bring a development trend of network terminals.

Fifth, the prosperity of brand virtualization management.

As for brand virtualization management, its origin should be related to Chinese enterprises' OEM OEM processing for foreign brands. International brands should not have huge factories and equipment when they issue trademarks to China.

For example, we are familiar with Nike shoes, toys and so on.

The brand virtualization management is in the ascendant, and it also marks the end of brand management and sales "the era of human sea tactics".

Comment on the size of a company no longer depends on its "staff number".

Domestic brands also have many virtualization operations, such as the "Jinliufu" and "Liuyang River" in the liquor industry.

There is also the clothing industry in Wenzhou. According to statistics, Wenzhou is currently carrying out the brand virtual operation.