Advertising Words Are Not Sales Appeals &Nbsp, But Also An Inner Monologue.

Unknown birds / unclear business style

In the era of homogenization, there are quite a number of processing enterprises in China (many of them are processing partners of world brands). Product design and quality are no longer concerned. The problem is how they can find differentiated competitive strategies and how to make their brands enter the minds of consumers. This is a puzzle for Chinese entrepreneurs.

One of the characteristics of Chinese enterprises in the world's factories is that they rely too much on them.

During the global financial crisis in 2008, many small businesses in China lost their orders. They had neither brand nor ability to develop. They had difficulty in surviving in the industrial chain.

And those medium-sized enterprises that are small in size, face up to some mature markets, and are also faced with the dilemma of lacking brand support and being difficult to compete with their rivals, and really want to open up those markets like chicken ribs, which may be faced with a market predicament with high cost but little benefit.

However, faced with the dilemma,

There are two main aspects of a brand's success: product recognition (the medium of sale with customers); Brand Association (which touches the mind and forms reputation and loyalty).

In the modern brand marketing campaign, excellent quality is an important foundation, and more importantly, how to occupy the minds of consumers and ensure loyalty can truly be regarded as success.

Otherwise, the brand will always struggle on the surface of the business (products, terminals, salesmen, etc.), but can not get long-term benefits and the accumulation and growth of ultra-high goodwill and brand value (trademark).

Try to see the world

Nike, for example, has also been very impressed by the advertising communication in the female market. In the last 80s, Nike wrote in a female advertisement:

"In your life, some people think you can't do this, you can't do that.

In your life, some people always say that you are not good enough, not strong enough, not talented enough. They also say that you are not fit for your height.

They always say you can't do that. In your life, they will say thousands of times, quickly and firmly, that you can't do it unless you prove it yourself.

This outstanding advertisement of "women prove herself" touches the most sensitive mind of women, and hits the voice of women. Advertising text is not like the sales appeal of a sporting goods manufacturer, but also like a female inner monologue.

This advertisement has been a great success. Many female customers have called to say, "Nike has changed my life."

"I will only buy Nike from now on, because you understand me."

It is an influential advertisement because it touches the hearts of the people.

This advertisement is still regarded as a standard by the world, and is deeply remembered by countless women. It has gone beyond the scope of an advertisement, and has become a culture, emitting eternal fragrance and having sustained inspiration and sustained influence on the world.

Looking back at China's shoe brands, let's make a hypothesis.

If you ask me if I will buy expensive birds, I will tell you that I might.

If you ask me to buy AOKANG, I will tell you, I might.

...

If you want to ask me again, will you buy expensive birds again, or AOKANG, I will tell you, "maybe not."

Why? Because if I have a pair of shoes that are more suitable for me, I will not hesitate to start.

Because I buy other brands is to buy a pair of shoes, I buy AOKANG and precious birds also buy a pair of shoes, the value of the two is the same, there is no difference.

So when consumers buy shoes, there is no globrand.com concern.

We didn't say it was waiting for me. It always gave me the best. It always encouraged me.

Chinese brand lets us face is a pair of shoes without soul, buy everyone is the same.

China (brand) shoes do not enter our minds, do not talk with our souls, do not motivate our will, do not feel our emotions and emotions in our minds.

What they provide is just a commodity, a commodity without soul.

How can such homogeneous and lifeless products be competitive?

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So...

Consumers will not pay for the "unseen happiness" of the birds and birds, nor will they be moved by the superficial "dream is coming out" and "inexplicable business style" - because since both the AOKANG and the birds sell shoes, why do I not choose sex with them?

They do not have a reason to wait for me or to buy it.

On the contrary, there are many fake foreign devils (such as Satchi, GXG, etc.), which have excellent workmanship (including their lower discount in shoe city).

Advertising is not to disseminate a word, but to impress the minds of a group of people, so that their hearts and brands can embody emotional resonance rather than spread for the sake of communication and spread for popularity.

First of all, products are the foundation, with good design and quality, and then how to enter the minds of consumers, so that he can not buy you.

Let's see, "dreams come out", or "my dream, my way", gives consumers what, a word, not a mind - emotional blending and resonance.

It is not as good as igniting the mood of a certain network classic signature. The consumer will not build the so-called brand loyalty because of your two words.

Maybe people in the market will say, why is the first idea that people produce in shoe city is to see AOKANG? That's because his advertising is much more, his business is bigger, and consumers' subconscious will think that his quality should be good. It's just buying reassurance, not brand loyalty.

This point must be understood by our enterprises.

Perhaps a planning expert tells entrepreneurs that brands must be consistent and even focus on spreading to a word or a key word. The problem is that you have to think about how to spread that sentence.

Never spread for the sake of communication.

Fortunately for Chinese enterprises, the Chinese market is big enough, and there are enough low-end people in the Chinese market.

Even if you eat the leftover bits and pieces of Western brands, you can also get full.

When marketing is in trouble, discounts can make those "stupid" sales representatives laugh, and "smart" consumers rush. But will it last long? No,

(people will be waiting for you next time, waiting for your price cut, waiting for your discount.

In their minds, they will fall into a perception that you may be worth so much money.

If you do not play, consumers do not despise this, you do not fight others.

Therefore, the uncertainty of China's market sales is very large. More brand managers emphasize the strategy of terminal staff.

And can this make the brand grow? The answer is No.

When consumers turn around, they lose their brands and enter the blacklist immediately. Even if they buy well, recall the false appearance and rigid sales promotion of the sales representatives, and wonder if they are in their way.

From then on, Chinese consumers have formed a recognition that buying goods costs money, and they have more recognition for the West.

And domestic brands are not bad, but they can not find their identity in the surrounding group.

Those shrewd Chinese elites do not know that the so-called big cards are only the products of Chinese small factories.

And what can it do?

Look at the spread of AOKANG brand, they are afraid that consumers do not understand his dream, so they added a business holiday wind, although I always think that brand is higher than the crowd, and in the face of business people, AOKANG will definitely not be their first choice, and will not let their dance shine.

In the face of ordinary people, this business seems far fetched and even unclear what it is - this is typical positioning for positioning.

AOKANG, you don't want to think about where most of your stores are open, how much Yuan your price is, how much value do you have in the minds of consumers?

Looking back at the bird of honor, the new advertisement turned from the former Andy Lau to the old man playing table tennis. This is too much of a puzzle. First of all, it is impossible to understand their definition of happiness. Secondly, happiness is superficial.

When the noble bird determines the "happy" consumption mood, it is necessary to design appropriate situations for the group, rather than happy for happiness.

However, we should not be surprised. Advertising has always been a channel of fame for Chinese brands, rather than a brand name, and it is sad to see that those companies that spend a lot of money on advertising such as CCTV and other media are silent or uncertain.

Finally, I want to say a few more words. I hope that Chinese brands can see clearly that brand communication is not just looking for a seemingly beautiful word to advertise, but aiming at the group's mind to focus on achieving a certain value in their lives (to be related to brands, and to plate certain values, ideas and thoughts into brand sentiment Association [Situational Design], and persevere. Wish the Chinese brand success and wish the entrepreneurs of Wenzhou a success.