Quanzhou Brand'S "Passion For Winter": Counter Cyclical Marketing

A few days ago, Mr. Li Guangdou, a consultant and Brand Strategist of this magazine, gave a speech at the brand presentation conference in Quanzhou, and gave advice to entrepreneurs in Quanzhou on the marketing strategy and brand building. He proposed that only in the "winter" mentality, there was no "winter" market. The enterprises in Quanzhou should rely on the brand passion to "winter" to achieve anti cyclical marketing and enhance the brand competitiveness of the enterprises.

Point 1: counter cyclical marketing

At present, many enterprises have to face a big problem is how to cope with the change of the environment when the economy is in recession. For this reason, Li Guangdou believes that the economic downturn will provide a more favorable market opportunity for the brand, "it's like brighten a firewood in the dark, it will be brighter than a candle lit in the day".

In Li Guangdou's view, only the "winter" mentality has no "winter" market. There are infinite market opportunities in crisis. The fastest way to do business in winter will be the first to welcome the spring. The crisis should be a normal situation for enterprises. The economic crisis is not terrible. It is the greatest crisis without courage to face the crisis. For enterprises, whether they are facing the economic cold winter or tomorrow's economic spring, they should always maintain a sense of crisis. Microsoft is one of the most powerful enterprises in the world, but Gates often says: Microsoft is only 18 months away from bankruptcy. Of course, the crisis does not mean that the market is in a doldrums. The key is to find new opportunities and change ideas. Enterprises can spend the winter safely, or even go to a new platform to achieve growth. The cold winter of the economy is not terrible. The terrible thing is that the enterprises are not prepared.

Therefore, enterprises should not only see "danger" in crisis, but also learn to catch "machine". Because of the global financial crisis, many people have changed their spending habits, and have adopted conservative consumption habits for many products that can be bought or not, such as those who planned to buy cars may postpone the plan. However, there is still a huge potential for growth in the consumer goods market. According to the west, "beer still has to drink and lipstick will brighten".

No matter what industry, age, and economic environment, there are always the best enterprises, and there are always enterprises that go beyond their peers to achieve sales growth and value enhancement. Therefore, for enterprises, no matter what industry they are in, what environment they are in, how to find their own value growth mode is the most critical. Under general conditions, the competition state between enterprises is not much different from normal state. The economic crisis sometimes creates some excellent market integration opportunities for enterprises. Some enterprises seize these opportunities to change their position in the global market competition. "The more times we are in the extreme, the more likely we will create opportunities for enterprises." Li Guangdou said.

Point 2: the spanition period is coming.

Li Guangdou said: "rising position" will become the key word of Quanzhou brand building. Many brand enterprises should pay attention to brand design. delicate And the construction of brand internationalization. Quanzhou is the starting point of the "maritime Silk Road". One of the 24 famous historical and cultural cities announced by the State Council is the first of its kind. Quanzhou's port of Erythrina is known as the largest port in the East in the song and Yuan Dynasties, and is famous for its Alexandria. Quanzhou is known for its reputation as "seaside Zou Lu". After the reform and opening up, Quanzhou's economy has developed rapidly, and a large number of well-known trademarks have sprung up. At present, the number of well-known trademarks in Quanzhou ranks first in the prefecture level cities in China, forming a preliminary brand economic effect. "However, enterprises in Quanzhou should further enhance their awareness of brand protection, enhance the refinement of their brands, and keep pace with the times and keep the brand younger and more fashionable." Li Guangdou said.

"When Quanzhou brand goes to spanformation and upgrading, it must upgrade and upgrade its brand in terms of products, image, terminal and communication." Li Guangdou said that after the Olympic Games, the "sports shoes effect" has been sprouting up in China. People are more keen on pursuing a comfortable and healthy life. Consumers' understanding of brands tends to be rational and no longer blindly pursuing international brands. This is undoubtedly a good development opportunity for many Quanzhou brands positioned in the domestic market.

Viewpoint 3: brand should be promoted.

The most advanced work link in the marketing chain is "positioning", that is, to clarify its position, and then make a strategic plan based on a clear positioning. However, the strategy of changing rapidly and changing markets is no longer effective. When Li Guangdou creatively put forward the concept of "insertion", it greatly promoted the development of Chinese local marketing management thought. In an extremely popular way of expression, he broke through an old competition pattern, "inserted" in the increasingly fierce market, and established a new brand marketing idea that quickly surpasses competitors. The "plug in" theory creates a faster thinking than others. Now that time is productivity, enterprises can successfully "plug in" and win their market position one day earlier, which is already better than their rivals. Then, after "plug in", Li Guangdou put forward that "positioning" is a division of opponents, "lifting position" is to achieve self; "plug position" is to subvert opponents, "ascending position" is to surpass oneself.

In Li Guangdou's latest brand marketing monograph "rising position: China's brand revolution", Li Guangdou's opening article pointed out that "the rising era has arrived". In his speech, Li Guangdou once again expressed this view. He said: "the new century is undoubtedly the century of China, but when we seize the last opportunity of brand war with the spirit of the rise of great powers and the sense of responsibility of reviving the Chinese nation, we find that one of the most urgent problems lies ahead of us.

As economic growth brings about the upward growth of the whole Chinese society, economic growth makes the market environment more and more complex, and makes the globalization competition more intense. In the face of the increasing demands of the society and the continuous progress of the competitors, the old fashioned brands will just go against the current, not advance or retreat. "If you want to be poor, you need to go up to the next level. If you want to see the top, you can see all the hills!" in this unequal world, Li Guangdou will only be able to keep ahead if he keeps on rising. "

In Li Guangdou's view, the present world is a rising world: Chinese society is full of people who are full of dreams and striving for upward mobility. Chinese society is moving upwards, and China's brands need to be promoted urgently.

View 4: Sublimation of corporate vision

In his speech, Li Guangdou introduced the concept of "ascending position" through storytelling, and illustrated a new marketing thinking with vivid examples. (world shoe net)

Li Guangdou summed up: "lifting position is a long-term strategy for the development of enterprises from the perspective of long-term development of the overall demand. When the market is constantly changing and the competitors are becoming stronger and stronger, the upgrading of the brand will be achieved through continuous self-renewal, and the simultaneous implementation of product upgrading, marketing upgrading, communication upgrading, and management upgrading will enable the enterprise brand to keep pace with the times, advance with consumers, adjust measures to local conditions, and continue to move towards the top of" brand Pyramid ". "Positioning" is the most influential commercial viewpoint in the last century affecting the United States. "Plug in" is a new brand marketing idea that quickly surpasses competitors. "Lifting position" is the magic weapon that keeps brand value increasing and brand keeps vitality.

Li Guangdou, who has witnessed the development of Chinese brands after the reform and opening up, believes that the rapid development of China in the past 30 years has provided a good environment for local enterprises to develop in a leaping way. Chinese brands are growing stronger on the basis of cost advantages and local advantages. Chinese enterprises represented by fast moving consumer goods such as household appliances, daily chemicals, food and beverages, and so on, focus on marketing innovation and the construction and competition of channels. Because of the huge volume of the Chinese market, the wide geographical differences, the huge difference between consumption level and consumer characteristics. This strategy has been a great success. But why hasn't China produced the best brand in the world? Price The war of drinking poison and quench thirst, concept war encounter trust crisis, service war is difficult to have deep innovation, and the homogenization of product and marketing mode makes the enterprise encounter unprecedented growth bottleneck, and the construction of local brand is difficult.

Therefore, in the era of rapid growth of the brand, local enterprises are facing a new topic -- the rise of brands. The promotion of brands includes many aspects, such as sublimating corporate vision, young brand image, brand differentiation, shaping entrepreneur image, disseminating brand story, inputting emotional factors, foreshadowing brand expansion foreshadowing and so on.

Li Guangdou said, "such as Software Brands need to be promoted as well. The process of brand upgrading is the accumulation process of brand equity. In brand Pyramid, the higher the brand's position, the greater the potential of the brand.

Point 5: revitalizing brand groups

In his speech, Li Guangdou said that to revitalize the "second spring" of Quanzhou's economy, we must first revitalize the Quanzhou brand group. Li Guangdou believes that in the face of other domestic and foreign brands' advance, the most important asset of an enterprise is not the size and factory building, but a powerful brand that can lead to impulse buying and long-term loyalty, because the current enterprise competition has entered the era of brand survival, and brand competitiveness is the most lasting core competitiveness of an enterprise.

The strength of the brand competitiveness of Chinese national enterprises determines the strength of China's international competitiveness. The competitiveness of a country depends on how many international brands it has.

In the same way, the strength of a province or a region depends on how many national brands it has.