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Value Flow: Game Between Consumers, Brands And Channels

2011/1/17 9:39:00 89

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Consumer Brand Channel

Guests of this session:

Wang Yao, director of China National Business Information Center

Yang Dayun, President of UTA Fashion Management Group

Wang Xiangsheng, a famous brand expert in Hongkong

Moderator: Wang Jiahui

Consumers' demand for value consumption not only promotes the pformation of the way of presentation, but also fundamentally affects them.

brand

On the other hand, shopping centers and other channels with more "friendly" faces appear, and they are constantly developing the consumer's concept of consumption and promoting the maturity of the overall consumption environment.

In such an interaction, Chinese brands quietly enter the stage of selling value from the stage of promoting products.

Today we have invited three experts to interpret the future development trend of the brand in the stage of value consumption.

Optimist

Wang Yao: age, sex back, concept dominant

consumption

Wang Yao

There is a common feature of everyone and Joy City, that is, conforming to the consumption concept of a certain group of people, or even the concept of life.

These consumers do not care about age and sex, but also care about the consumption concept and consumption orientation. People over the age of thirty or forty may buy it.

With the development of society, more and more people care more about what kind of people they are in the society, that is, their sense of belonging.

In fact, more than 10 years ago, Shibuya 109 in Japan was successful in distinguishing the target audience from the sense of belonging and consumption.

It sells clothes that are very fashionable, do not classify men and women, and do not differentiate between ages. Many of these groups come here, and people in Asia and even Europe are here to buy, because this is the most fashionable.

There, people, customers, shop assistants and people who look at the shop.

commodity

The feeling is very consistent.

In today's business, goods are in the second place, and the value experience outside the commodity becomes important.

Strictly speaking, the brand should be further guided according to the changes of consumers, so that consumers' sensory needs can be turned into real products.

The whole business climate and business environment should be suitable for some people, sifting out your target customers like sieves, so that the target consumers are very excited in this environment, and let consumers be able to recommend to their friends and family, so that business can be passed on from mouth to mouth.

Conservative

Yang Dayun: "cross" consumers still can not change the way of brand.

Yang Da Jun

Shopping centers, or Shoppingmall, have developed rapidly in China in the past two years. They have integrated into the functions of leisure, entertainment and entertainment in the department store's simple shopping function. They hope that they are a place for guests to gather and provide all services that consumers need to enjoy their life at the end of the week.

In the future, in China, it will become a new business form, and even to some extent, it will change the pattern of the city.

For clothing brands, this means that they can have broader ideas when choosing channels.

Because these shopping centers will give brand culture and art the space to display, which is far better than the limited area and fierce competition of department stores.

In recent years, in addition to the general product purchase, the most common consumption distribution of Chinese people is the service consumption of tourism, recreation and fitness.

Consumers are becoming more diversified and individualized and do not consider shopping as the only activity in shopping malls. We call these consumers "cross" consumers.

But in terms of brand positioning, I think it is difficult to change the brand mode of Chinese enterprises in the short run, whether in department stores or shopping centers. This is different from the situation in Japan. The brands in Japanese shopping malls are channel brands. In order to avoid homogenization competition, they will monopolize the licensing requirements. It is hard to see 80% brands in various stores in Japan.

At the same time, Japanese brands will focus on the development of targeted products according to the characteristics of the channels, when shopping centers and brands are very close cooperation, which is very difficult to achieve in China.

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Neutral

Wang Xiangsheng: it is difficult for those who are eager for quick success and instant benefit to base themselves on the value consumption era.

Xiang Sheng Wang

Shopping centers in foreign countries are a mature business form. In a sense, they are even more strategic than the department stores.

But China's shopping centers are often derivatives of real estate. The real operation of shopping centers is that there are few in the Mixc. Most of them can be bought and rented, and the ultimate goal is to sell them. Such shopping centers are filled with space.

The development of these commercial forms or brands in the mainland is related to the level of social economy and the level of consumption. The way of brand building and the business form of shopping centers can be used for reference from abroad, but why there are few successful people before, because the consumption level of the whole market has not been reached.

The earliest batch of shopping centers such as the Mixc has been 7~8 years ago. In the early stage, because the market is not mature enough, the cycle of return on investment is longer, neither developers nor brands are willing to invest in long term and pay more attention to short-term benefits.

Nowadays, there are more and more enterprises specializing in shopping centers, which is a result of the gradual maturity of the market.

With the maturity of the consumer market, consumers' demand for brand value and shopping environment is getting higher and higher. These will gradually develop.

Therefore, a proposition is very important. Neither retail nor clothing brands can be regarded as a short-term behavior.

The host said

Although the experts we interviewed have different attitudes towards the future consumer oriented value consumption era.

However, it is an indisputable fact that in some big cities of China, consumers are beginning to mature, forming their own dressing style and dressing concept, paying more attention to whether the style of clothing is in line with their way of life and attitude towards life.

At the same time, the channel and terminal also pay more attention to culture and art atmosphere. The era of consumer oriented consumption of value has come to light.

In the interaction of consumers through channels, terminals and brands, the value will flow in two directions. The aesthetic tendency of consumers needs brands and stores to guide and cultivate with more advanced ideas. This will be a challenging process, but at the same time, it is also a key to open up a new era of consumption.