Decade! Keywords Of Chinese Brands

Consumer behavior

Ten years ago, the young Chinese Internet was only 6 years old, but it encountered the biggest cold current since birth. The collapse of the US NASDAQ network bubble and the cold current rapidly spread to the Chinese market.

But consumers who have just touched the net are apparently not affected. The number of Chinese Internet users has been increasing exponentially.

According to CNNIC statistics, the total number of Internet users in China was 8 million 900 thousand in early 2000, and the data in the following years rose sharply. By 2010, the number of Internet users has reached 420 million (almost one out of every three Chinese people), increasing by nearly 50 times in the ten years.

In the past ten years, the Chinese attitude towards the Internet has gone from unfamiliar to inseparable. It has been deeply embedded in Chinese life, profoundly affecting people's consumption behavior and achieving a new way of life.

People communicate through the Internet, gather information, shop, buy books on the market, buy Electronics on the mall of Jingdong, buy clothes on all customers, open shop in Alibaba network, search for information through the Internet, exchange purchase intelligence and exchange shopping experience, and so on, digital survival has quietly merged into people's real life.

The outbreak of luxury consumption is the symbol of the rise of leisure class in Chinese society.

During the ten years, China's economy grew rapidly; in the ten years, some people got rich first; in ten years, social stratification was quietly completed.

In Chinese society, Veblen has described the leisure class. They decorate themselves through top brands, prove themselves by spending lavish money and flaunt themselves by having things that ordinary people can't own.

They have become gold mines in the eyes of Western luxury brands, attracting luxury brands to China for gold rush, and China has become one of the largest luxury consumer markets in the world.

While some people get rich first, more people do not get rich at the same time. They also envy brands, pay attention to quality, pursue fashions and conform to the trend. But they suffer from the shyness of the bag, so Shanzhai culture arises at the historic moment. Shanzhai products are everywhere, such as Shanzhai Mobile phone, Shanzhai electric brain, Shanzhai car, Shanzhai dress, Shanzhai appliance, Shanzhai brand, Shanzhai Spring Festival Gala, Shanzhai celebrities, etc.

The Shanzhai spirit behind the Shanzhai phenomenon is controversial. Some people call the Shanzhai spirit "the indomitable enterprising spirit of the weak", which is regarded as the "great grass-roots endorsement action". Some people regard it as a "rascal spirit", "ruffian spirit" and "another manifestation of cultural degeneration".

However, no matter how to evaluate it, Shanzhai has become a way of existence and consumption pattern for the common people, and it is also a kind of diversion to the conspicuous consumption of the society.

Ethnic groups

In the ten years, new social groups were formed.

Economic differentiation, social stratification and value diversification have led to the emergence of new ethnic groups.

Over the past ten years, a large number of consumer groups have sprung up in Chinese Society: from new humans to new and new humans, from 70 to 80 and then after 90, from moonlight clan to new poor family, from slave slaves to card slaves to invoice slaves, from flash marriage clan to gnawing old family to naked marriage clan.

New ethnic groups often reflect new lifestyles and new horizons, but also new market opportunities and new consumption behaviors.

At the same time, the rise of ethnic groups is a traditional desalination of consumption behavior characterized by regions.

In the new economic era, the changes of people's working style, working place and affinity have led to the integration of nationalities, thus accelerating the disintegration of regional consumption differences.

Credit consumption

In the past ten years, the "mortgage" is a new term which is relatively conservative with the traditional conservative consumption of Chinese people. Mortgage reflects the awakening and mania of Chinese credit consumption, which symbolizes the change of Chinese wealth concept and the formation of new consumption pattern.

Under the fanatical mortgage concept, China's real estate bubble has been spawned, which has accelerated the redistribution of wealth in Chinese society. It has also aggravated people's fear of social injustice and doubts about the golden rule of getting rich through labour. People do not know how to tide over the economic tide with mania and gamblers' greed and fear.

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Brand article

Once upon a time, we could only admire the western science and technology and manufacturing technology. But before we knew it, we became a "big manufacturing nation" and became a "world factory". After a short period of self satisfaction, we suddenly felt that this yearning achievement had made people feel so heavy. Having their own international brand has become the most luxurious dream of Chinese enterprises.

From OEM to ODM to OBM, the distance between the three letters is so long.

Multinational corporations, taking advantage of strong brands, have been attacking cities and towns in China, while taking excessive profits. They have also taught the meaning and strength of Chinese brands.

Brand is no longer a simple symbol and trademark symbol, but a condensation of the meaning of our consumption, an intangible asset of enterprises, a sword of relying on the market competition and a knife for slaughter.

As a result, the brand awareness of consumers is aroused, the brand awareness of entrepreneurs is awakened, and the brand awareness of countries and regions has also been awakened.

As a result, the brand war officially began in the Chinese market.

In the past ten years, the brand war has staged a classic drama: Wahaha PK Danone, Shanghai Jahwa PK Johnson, Lenovo PK HP, Baidu PK Google and so on.

Made in China (Made in China)

The Chinese who cross the country will be surprised to find that we are proud of China's manufacturing, and even have the same name as the stalls in foreign countries.

In order to show the soft power made in China, in 2009, the Chinese government launched a series of advertisements to enhance the image of Chinese made brands worldwide.

The concept of national brand has long been widely used in the United States, Japan and developed countries in Europe. These countries have an accurate positioning of their national brand image, such as Japan's excellence, advocacy of innovation in the United States, French pursuit of fashion, German perfectionism and so on.

Behind the series of advertisements made in China is the concept and practice of Chinese government managers for the strategy of national brand building.

The Chinese government has come up with the brand of "made in China", whose symbolic meaning is greater than the actual meaning.

It marks the great pformation of China's manufacturing industry and the comprehensive awakening of Chinese brand awareness. From consumers to entrepreneurs, from enterprises to the state, it also shows the arrival of the new competitive era.

It has important strategic significance for "made in China" and even in the international competition of Chinese enterprises.

Brand equity

Ten years ago, we were quite unfamiliar with brand equity. But ten years later, the concept of brand equity has been deeply rooted in the hearts of many entrepreneurs. It has become the mantra of many entrepreneurs. Why is a concept so attractive?

Ten years ago, in order to win the favor of foreign investment, Chinese enterprises gave their brands to their opponents with their ignorant generosity and then were frozen. After ten years, they fought for their own brands.

Wahaha and Danone, Tianfu Cola and Pepsi Cola, Shanghai Jahwa and Zhuangchen have launched a protracted lawsuit for the brand home, and Coca-Cola's acquisition of Huiyuan's failure has highlighted the good intentions of the government to care for the national brand assets.

In order to create and enhance brand assets, brand names, brand personalities, brand values and brand positioning have become so cordial, which has stimulated the enthusiasm of Chinese entrepreneurs.

"The most valuable brand assessment" is to push this enthusiasm to another climax.

National brand VS international brand

Since opening the door of the country, the people began to worry about the fate of the national brand.

In the past ten years, national brand has always been the most concerned and most painful topic for Chinese people.

The competition between national brand and international brand has also been leading people's nerves.

In the past ten years, almost all the top five hundred of the world have entered China. Over the past ten years, national brands have been struggling with international brands. This is an unequal competition and an endless competition.

At the beginning of the competition, the national brand was in an obvious inferior position, almost defeated repeatedly, but it had the spirit of repeated defeats and wars. After having suffered a lot, the national brand became more mature after the tuition fees had been paid enough. The balance of victory and defeat began to tilt to the direction of hope. The unspoken words of the international brands began to break. Now, a large number of powerful national brand groups have emerged in the Chinese market, such as Haier, GREE, the United States, HUAWEI, CITIC, Baidu, Tencent, Lining, Erie, Wahaha, Moutai, Wang grain liquid and so on. "Hyenas" are slowly pforming into the lions.

When the national brand is constantly being reported, it is not all satisfactory. There are also many vulnerable areas in the national brand: automobile industry, clothing industry, mobile phone industry, luxury goods industry and so on.

But in general, after the baptism of the market, the national brand has grown stronger and stronger, and has begun to regain the lost territory under the favorable circumstances of the day, the place, and the people.

From blindly worshipping the ocean to relying on domestic goods, Chinese enterprises have begun to counter attack from the world's top five hundred to the world's top five hundred.

Network brand

In the traditional field, the gap between Chinese brand and multinational brand is the cause of the shortage, because the starting line is different, but in the Internet field, the gap is much smaller.

Therefore, fighting the Internet is the most likely place for Chinese enterprises to achieve success. In fact, in the past ten years, the Internet has made the pride of the Chinese national brand, and the network brand has become the biggest black horse in the national brand camp.

Ten years ago, some of them had just emerged from their infancy, and some have not yet appeared. But ten years later, they have grown into giants.

In the Internet world, which is still in the stage of horse race, Chinese brands have made remarkable achievements. Baidu has marginalized Google deified in the Chinese market. Sina and Sohu have pushed YAHOO back. Tencent has thrown MSN behind, and has taken the market from Amazon, and Alibaba has been fighting eBay.

It can be said that in the field of network, national brands are more vigorous than pnational brands.

The crazy network has changed the market layout, as Lining's slogan advertised: anything is possible.

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Marketing strategy section

Specific economic development level, consumer behavior and brand concept have led to specific marketing strategies and strategies. In the past ten years, China's marketing competition strategy and strategy have fundamentally changed in depth and breadth.

The fundamental of marketing strategy is always the competition mode. The above keywords are actually the epitome of different marketing competition modes.

Queen of Kings

"You sing me on the stage", "the city is changing the king flag".

This is a true portrayal of the king of China.

The queen is the most unique phenomenon in China's marketing competition. Behind the Queen's phenomenon is the most simple brand logic of Chinese people: CCTV is the most authoritative media, and the brand that can advertise on CCTV is the most powerful brand, and of course, it is also the most trustworthy brand.

Entrepreneurs are deep in the dark. Therefore, the annual competition is always the most interesting topic, and the bid leader himself is also the most powerful publicity for the brand.

The phenomenon of marking king also reflects the unity of brand awareness, competition strategy and strategy of Chinese enterprises.

It seems that the brand of a tree is to compete for the king. Therefore, Cheng is also the king of kings.

The fall of the king of kings has also changed the attitude of the consumers to the king, and has begun to realize that the advertising fee is "wool on sheep". And Chinese entrepreneurs seem to understand that without good products, loud advertising will not last. There is no shortcut in the way of brand development, and the way to win the brand is narrowing.

This is fulfilling Kotler's famous saying: without great products, there will be no great brands.

Price war

Price war is the most commonly used strategy in Chinese enterprises' marketing.

The essence of price war is the cost leadership strategy.

China becomes the world's factory, and the most reliable one is low cost. The most common consumption concept of Chinese people is cheap and good quality.

In order to distinguish the brand image and pricing strategy of multinational companies, price war seems to be the most suitable alternative strategy. Therefore, price war has become the most popular competition tool in the Chinese market.

Price war is not only a marketing strategy for Chinese enterprises, but also a marketing strategy. It is a sharp weapon for them to compete with pnational corporations.

But the price war is also like the "seven injury boxing" in martial arts novels, first hurting oneself, then hurt the enemy, the enemy is very damaged, self damage seven points.

After the price war baptism, the industry often becomes a highly market-oriented industry, but also a good industry for the growth of the national brand, but the profit level of the industry is relatively low.

Localization

In the past ten years, the speed, density and depth of multinational companies entering China are unprecedented. However, China's complex economic and institutional environment, multi-level consumer market, diversified consumption culture and changeable consumption patterns make multinational companies in China always be acclimatized. Therefore, taking off the dress and changing the mandarin jacket become the key problem of multinational companies in the Chinese market.

In the past ten years, multinational corporations have made great progress in localization.

From the Chinese brand name, the use of Chinese as spokesperson, the use of Chinese culture to promote advertising, and the inspiration from Chinese culture to design products specifically targeted at Chinese consumers, multinational companies lay down their noble status and gradually weaken their foreign bodies and strive for the cultural identity of Chinese consumers in the deep part of their hearts.

Internationalization

Unlike the far reaching multinational companies who strive for localization, Chinese enterprises most want to follow the path of internationalization, and go abroad, rush out of Asia and move towards the world.

Although China's products are exported to the world, the internationalization of Chinese brands is still long, but the ice breaking tour has been opened. The former travellers have achieved remarkable results. The Chinese legion, represented by HUAWEI, Haier, Lenovo, ZTE, TCL, Geely, Baidu, has successfully crossed the door abroad, igniting the dream of internationalization of Chinese enterprises.

Over the past ten years, it has been the ten year of innovation in the field of marketing and brand in China.

The change of consumer behavior needs innovation to adapt to it. The complexity of competition pattern needs innovation to dissolve, and the enhancement of brand concept needs innovation to keep up with it.

The core of innovation is marketing mode innovation.

The innovation of marketing mode is the most fundamental. In the past ten years, almost all changes in China's marketing and brand are related to the innovation of marketing mode.

Innovation promotes the localization of multinational companies and the internationalization of Chinese companies, and stimulates the full entry of cultural materials into the marketing field as the most valuable marketing material, so that all kinds of marketing concepts have found their own opportunities in China.

Innovation has activated the Shanzhai culture in China, and spawned a large number of cottage products and cottage brands. Since ancient times, China has advocated the tradition of "heroes do not ask where they come from", and has the rebellion spirit of "kings and gentlemen."

Innovation also opened the door to China's elite culture, creating a new era of noble taste and life, leading to the luxury brand of China's gold rush.

China's marketing and brand areas are undergoing tremendous changes, and no one can predict the final outcome.