Del Hui: Brand Change Face Competitive Puzzle

Del Hui is a misread brand. Before 2003, a large proportion of consumers thought it was a food brand. Although asked for celebrity endorsements, for example, in 2000, they asked Su Maozhen to endorse. In 2001, they asked Nicky Wu to endorse, and the 2002 World Cup, with huge sums of money to increase communication efforts, but the market still did not see much improvement.

Since 2001, he has made more efforts to the market than the brand of the same city.

But the market is so merciless that nothing will happen.

Brand name is one of the biggest obstacles.

Because in the early days of del Hui, under the premise of not enough terminal outlets, the brand's word of mouth has become the mainstream mode of communication, resulting in bad brand associations and the sales force of products.

In 2003, Jay Chou was asked to endorse. Because of the immature market and the appeal of Jay Chou's popularity, the market opened rapidly and promoted the rapid construction of the channel. The partners of the channel made money and pushed the brand to a new stage.

Beginning in 2005, the market share continued to decline. In 2006, it invited the "wizard Harlem Yu fancy basketball" to promote, but the overall sales volume remained at around 400 million yuan.

In March 2007, del Hui decisively decided to "face" to meet the Olympic storm.

Del Hui announced the change of the English "DEERHUI" in the logo to "DEERWAY". The slogan was changed from "my personality" (later to "sports personality") and changed to "ON THE WAY".

Li Guangdou's inserting knife method, 1, the knife crossed out, the brand name Engineering Introduction to the brand consultant, Mr. Li Guangdou, said: "first, the brand new brand in English has been injected into the rich connotation of the brand." DEERWAY ", DEER refers to deer, deer is the best running in the world, and the most beautiful animal running posture, and WAY is on the road, on the road of dreams.

"The change of logo and slogan not only represents the 2007 creative era of del Hui, but also represents that it is not only a local brand in China, but also a brand with international elements."

In the "del Hui 2007 National Marketing Conference", Li Guangdou, known as "the first brand of Chinese brand", solemnly declared.

Li Guangdou believes that the quality of brand names affects the promotion of brand culture. An excellent English brand name can increase the brand's international sense, trust and sense of quality, and enhance the brand's premium capability.

2, with the "non Olympic" marketing method, the Olympic economy will be bevelled. "With the approaching of the 2008 Olympic Games, the world economy has entered the Beijing cycle in 2007. This is a great opportunity for any Chinese enterprise to become an international brand industry."

Li Guangdou believes that there are three conditions for an enterprise to launch a world-class brand: keep the brand younger, operate internationally and personalize marketing.

"Del Hui just had these three conditions."

Li Guangdou analysis shows that in recent years, del Hui has been consciously and unconsciously carrying out the construction of brand younger.

Ask Jay Chou to be a spokesperson and cooperate with the Harlem Yu wizard basketball team. While maintaining communication with young people, it also embodies the individuality of the brand.

Mr. Li Guangdou put forward the concept of "non Olympic marketing" and advocated the concept of universal Olympics.

3, Sina and Sina jointly organized the "on the road" essay collection and photo competition activities, and sang the brand strong voice del Hui from brand, marketing, human resources, terminal market, graphic design, space design, production management and other seven aspects of integration, and around the brand awareness, image and other eight aspects to upgrade, take the road of brand upgrading.

Can this change of brand name and brand break out really bring del Hui out of the jungle?

According to Gao pun Sen, the international marketing organization believes that Delhi's brand loss is mainly in the following aspects: 1. The strategy is on the staggering one-way street, and there is a double deletion of business strategy and brand strategy.

First, they did not find the best business mode for their rapid development; two, they sometimes took the entertainment marketing route and sometimes converted to sports spirit.

We must know that it is systematic engineering and strategic engineering.

2, the lack of product strength, single leg walking, clothing development is not the right way, can not produce collocation sales, thereby affecting the overall sales force.

3, there is a lack of soft terminals and hard terminals.

Hard terminal, we always see orange background and a logo and a long row of English.

4, organizational function and lack of talents.

This article mainly discusses the content of brand naming, and other problems will not be played for the time being.

First, the strategic opportunity to start the campaign of brand change is missed.

The author thinks that it is more appropriate to set up a "face changing campaign" before 2005, and it should extend a period of extension for the proliferation of brands.

The reason is: first, it wasted three years of harvest time, because the popularity of the three year brand has been declining and sales have been declining, and the market has shrunk considerably.

The above data can be verified.

Failure to take timely countermeasures and lose market opportunities.

Second, it is wrong to regard 2008 as the decisive battle period of the brand. The ten thousand step is to say that assuming that 08 years are the decisive period for the brand, there must be enough time to prepare for the "decisive battle".

As the saying goes, if you are short of preparation, you are prepared to fail.

If we hurry up, we will succeed.

According to market visits, we know that in the 06 year, del Hui began to withdraw all kinds of funds from channel members so that the market did not have enough power to expand and maintain, and the results could be imagined.

At this stage, it is the competitors who have been wildly "encircling the land" to occupy the site.

Second, at the level of tactical implementation, there are many points to be discussed.

1, the brand name adjustment, from the Pinyin combination to English combination, could have contributed to the pformation of its brand internationalization.

But how to convert Pinyin combinations into good English combinations?

This is the core and key point of the problem.

"DEER" is the English word of deer, and the Chinese Pinyin of "Del".

Reluctantly, the deer are forced to run, but in the ecosystem, they are the lowest level of the animal chain and belong to the antelope.

Reebok, the American style "antelope", is now kept by Adidas.

The author suggests that English be changed to "DELWAY", which is based on pure English and spelling, which is more concise and concise.

Why must we produce a deer?

3, the creative performance of brand ideas, without insight into the consumer's heart, too much emphasis on skills.

Let's take a look at the outdoor advertising performance of its brand.

On the high speed road to Xiamen, Quanzhou, we also saw the advertisement of del Hui.

On Gao Lizhu's billboard, Jay Chou's bust, red bottom white letter, "don't look at me, look at the road" and another small slogan "ON THE WAY".

The whole car burst into laughter.

This reminds me of an advertisement case studied in University.

It is a case of cigarettes, and the details are not very much remembered. It means that the small brand cigarette maker, who used the nationwide campaign to ban smoking, made such an advertisement, "no smoking, so and so is the brand."

Later, sales of the ad surged due to the popularity of the advertisement.

The face of the brand of del Hui has some acquaintance with the above cases, but the feeling is more puzzled.

A small victory depends on wisdom and a great victory on virtue.

4, advertising language can not convey the brand idea.

"On the road" makes people feel very tired.

On the road, the typical English plation is "ON THE ROAD".

This is the contemporary American literature classic on the road.

This work has great influence on American literature, and the prevailing social atmosphere changed.

"On the road" is written by a writer in three weeks on a roll of 30 metre long typing paper.

The hero of the novel crossed the mainland of the United States several times with several young men and women in pursuit of individuality and eventually drove to Mexico.

Along the way, they went for pleasure and talked about the Eastern Zen. When they got tired, they stopped the road and stopped the night. They wandered from New York to San Francisco.

The characters in "on the road" are actually seeking "the specific goal they seek is the spiritual realm. Although they travel across the country on the pretext of excuses and seek excitement on the way, their real journey is on the spiritual level; if they seem to have overstepped a large part of the legal and moral boundaries, their starting point is only to find faith on the other side".

The author of "on the road" is Jack Jack (Kerouac).

Jack kailuk (1922-1969) is the representative and important writer of Beat Generation (BG).

Of course, the plation of BG into a "breakdown" is not necessarily exact, because collapse is always a derogatory term, and BG is "a group of eager to burn". As early as 50s, it began to express its dissatisfaction with the US system in the form of freedom and rebellion.

Now it seems that the "BG" of all countries in the world continue to march on their own road.

Jack kailuk's epitaph says: "He Honored Life"; meaning "he did not idle away his life".

Hopefully, today's post BG people do not idle away their lives.

On the road is the state of existence of life. Perhaps only on the road can we truly feel the beautiful life of the natural world.

As the lyrics say, "on that day, I had no choice but to go on the road; for the restless heart, for the survival of self-esteem; for the self's proof, the bitterness of the road has melted into my eyes; the plight of my soul has turned into my firmness; on the road, with the voice of my soul; on the road, only for those who accompany me; on the road, the journey of my life; on the road, only for those who warm me."

Maybe these are the spirits and concepts that Li Guangdou needs.

Wang Junyu, a brand consultant, has always believed that no good brand idea (or brand DNA) has been extracted, which seems less real.

First, advertising language can not clearly and directly convey the product positioning and brand spirit of sports brand del Hui.

Second, on the road, at least, there is no realm of dreams or dreams.

The deer road is pursued and escaped.

The chase of the deer is the next step in running up, and the key is how to escape.

Anyone who knows something about biology can understand.

Third, the spirit idea conveyed on the road does not seem to have a good connection with the inner spirit of sports brand.

Regarding the core issue of brand names, I would like to ask Mr. Milton, a marketing guru, to answer this question.

One is authority.

The two is to eliminate suspicion.

Three, readers may be more likely to accept or identify.

Milton, the master of Kotler, agreed to take part in the dialogue 2007 (World Marketing Master Kotler - Vanke Real Estate - Quanzhou Brand Forum) held in Quanzhou in April 7th.

Mr. Kotler, the keynote speaker, was invited to China for the sixty-sixth time by Vanke Real estate.

The theme of this lecture is "challenge the absolute brand".

There are wonderful fragments below, which may give us a satisfactory answer.

During the final interview, Chen Weihong, the host, said, "let's take a look at the logo of Vanke on the kanban. Why does the Vanke logo" VANKE "have a red logo on the left side of the A word? Why?

Let's take this question to test Milton, a marketing guru, Mr. Kotler.

Through Mr. Cao Hu's plation, Mr. Milton Kotler stood up and looked at the logo of Vanke, and replied, "which is nothing."

Since Vanke is satisfied with consumers, it is a constant quality, good property management and Mr. Wang Shi as a symbol.