On The Five Fatal Mistakes Of Chinese Brand Marketing

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1, simple duplication instead of personality innovation - brand without innovation is not far away.

Chinese people have an advantage: the learning ability is the strongest. Many bosses also believe in the management principles of "creating benchmarks and simple duplication". They are good at making their superior products digitally and digitally increase. Of course, there are also stories that are more beautiful than blue. But more hidden dangers are not found by many business owners. The long-term trend of follow suit can make a brand lose its pioneering spirit, lose a brand personality, and make a brand lose its innovative spirit, which is the recent Hangzhou women's wear.

The most fundamental reason for the small increase in brand market is!

For example, most of the women's clothing industry in Zhejiang is following the fashion of Europe, America and the big suit. After the simple applicability improvement, it has been launched in the domestic market. Because it is not original, it can not form its own propaganda theme system. It can only rely on a shop and discount sales to achieve sales targets, so though it still does not create its own brand influence year after year, the innovation ability of the enterprise can not be cultivated.

Today, when the cost of living and the cost of personal consumption are generally rising rapidly, many of the big names will not be too long to take the path of "parity + fashion brand + scale development". By that time, many "duplicated" enterprises can only be forced to "Long March".

2, the brand is built up with the highest quality: the common faults of Chinese brands

The author encountered the most in the service business. For example, in recent years, I was invited to attend the first floor brand conference of a real estate intermediary company selling hundreds of millions of yuan in Zhejiang. The first floor was defined as the first property right independent building of the Chinese real estate intermediary enterprise. The real estate enterprise started the new milestone of the first floor brand in order to boost its corporate status.

Then, when I arrived at the conference hall, I found that the "First Bible" was completely skew by this enterprise. I would never have thought that the "first" concept press conference was selected in a dilapidated and multifunctional hall of a school, so what kind of brand image is reflected in such a venue?

What kind of scene will the venue be held in the conference hall of the Zhejiang World Trade Hotel (five star) or the Great Hall of the people in Beijing? Such a "first" performance is a fatal injury to the brand.

This is also a lot in women's clothing enterprises. Many of them are high-end brands in Europe, Japan and Korea. Apart from the fact that China does not see abroad at all, there are no R & D bases or brand promotion agencies abroad, let alone promotion in the international media. Besides having an English name, style copying and English packaging, there is no international element anymore. Such a brand can only be fooled by Chinese people who rarely go abroad. Once they are eyed by competitors and media, such international brands will become more original.

In the past few years, the "European Code floor" was reported by CCTV.

3, to build a brand is to create popularity. The bigger the defect and the lower the reputation, the faster it will disappear.

Almost 99% of the business leaders in China believe in a basic rule: first, brand awareness is the first. Consumers are known for their popularity. There is a continuous "silver". In fact, this is often incorrect, just like PHS, Coca Cola, Sanlu milk, people who know a lot in urban groups, but many people do not approve highly of them.

It is also so famous that it has become a situation of shouting and shouting. It has become an untimely behavior to stop shouting and beating.

This kind of brand will not be more than five years old, and the fall of the "rich list" in recent years.

The most obvious cases in the clothing industry are Pierre Cardin, crocodile and Montagut. They were all internationally known brands in the early 90s. Now they are hardly seen in the first tier stores in China. Why? The reputation is very low. In 90s, when the Chinese clothing market was crazy, their brand competition and defense capability had not been established. Their brand assets had been badly extended, diluted and plundered by their offline operators, OEM and other illegal businessmen, so that in recent years, fake and shoddy Pierre Cardin, crocodile and Montagut could be seen everywhere, and the life of these brands will soon go to the sunset.

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4, as long as more promotion brands can be produced, brand positioning without influence and promotion of brand positioning will only accelerate brand decline.

From the success and demise of CCTV's "marking king" phenomenon to the rise and fall of TV lecture advertising enterprises, it shows an extremely simple fact that advertising can promote the growth and maturity of brands rapidly, just like ripener and stimulants. However, promotion activities that deviate from brand idea and value and do not conform to the brand development goal will produce many bad word-of-mouth and influence. The more and more harm the brand is, the more rich the intangible negative assets will be, and then quickly reduce the brand equity and ruin.

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Many brands retain only a few popularity, which is also outstanding in the domestic time-honored enterprises.

This is the case in the domestic suit industry. After so many years, ten brands of suits, apart from YOUNGOR, have a rather weak influence on the other brands. Their advertising and endorsement are very few, but there is not much influence in the brand besides their popularity. What can be seen is that their suits have been lingering at the low and middle levels for nearly 20 years.

5, brand endorsement likes to choose famous names. Only the endorsement of brand philosophy and temperament is multiplication.

When thinking about brand, as long as there is a little money business, all they like to do is to find popular stars to shoot advertisements. Many brands may be famous, but they do not leave any impression.

The author finds that only when the advertising campaign is guided by the brand value management system can their brand competitiveness be further improved.

Only by consolidating, can we effectively promote the brand to achieve the predetermined strategic objectives.

Such as: Coca-Cola in the Chinese market in the past 30 years, through product spokesmen in the pmission of brand information at the same time, has been advocating healthy and positive attitude towards life, has used Andy Lau, Liu Xiang, SHE, Willber Pan, Shawn Yue, Tony Leung, Hsu Chi, Sean Lau, Sean Lau, and so on as brand endorsement, not only has further interpreted Coca-Cola's brand image, has endowed the product with more distinct characteristics, but also firmly occupies the first brand status of carbonated drinks.