Blind Spot And Misunderstanding Of Chinese Enterprises In Building Brand (1)

--- trying to change the misunderstanding of consumers' mental cognition.

Introduction: Based on the Internet, newspapers and magazines, radio and television, some experts, scholars, professors and government officials are detached from the essence of brand building. Some of them are out of context, equivocal, and some are insensitive and negative. Therefore, it is very important to accurately explain, answer and clarify the essence of brand building and effectively spread it. Author: Wu Chunfang

The series of articles on "blind spots and misunderstandings" of Chinese enterprises' brand building are the most common and extensive common problems mentioned by the author in brand consultation, project training and forum speech. It is hoped that a series of articles on "blind spots and misunderstandings" of Chinese enterprises will guide the practice of Chinese enterprises in brand practice, so as to realize the original intention of my writing.

The world is pluralistic, and everyone in the individual is also pluralistic. Everyone will guide his behavior through cognition and perception of things. Trying to change a person's mental pattern and work principle is basically impracticable. To change the opinions, opinions and even values of a person stored in the brain, one must change or overturn the cognitive system of this person's mind. It may not be an easy thing to change or overturn the beliefs, the truth and the unbreakable experience of the past.

Some people say that the earth is flat, but some people say that the earth is round. Some people say that the sun goes around the earth, but some say that the earth moves around the sun. Some say that people who sell dogs do not have conscience or humanity, while others say that selling dogs is the basic right and requirement of their brothers' work / survival. Therefore, it is useless to try to change the concept of consumers, and it is also very dangerous for brand building.

L when Coca-Cola tried to persuade market They have something better than "authentic Cola", so they launched a new coke, which was strongly resisted by consumers, and new coke finally withdrew from the market.

L when wow ha tried to persuade the market, they not only produced pure water, but also made children's clothing. So they launched wow ha children's clothing in the market. Finally, "Wah ha ha children's wear" dropped out of the market. Because consumers perceive that children may have water in wow ha children's clothing.

L when "39 Wei Tai" tried to convince the market that they could provide consumers with a better quality of "39 beer", consumers' perception was: "39 beer" is there a stomach ingredient in it? There is no trace of "39 beer" in the market now.

L when Moutai is trying to persuade the market, they can also give it to the market. Consumer It provides quality Moutai beer, Moutai red wine and Moutai whisky, but consumers do not buy it. In the end, Moutai, Moutai red wine and Moutai whisky are also withdrawn from the market.

L when Changhong color TV tries to convince the market, we can also provide consumers with high-quality air conditioners. Galanz is trying to persuade the market, and we can also provide consumers with affordable air conditioners. As a result, they put the air conditioner on the market. As a result, they lost their wives and soldiers and finally withdrew from the market. Because in the consumer's mental cognition, "Changhong" stands for color TV, and Galanz represents the microwave oven.

L when labour reform prisoners and released prisoners try to convince the public, they have already turned over a new leaf. But the people are still uneasy and uneasy about them, and think they should stay away from them. Similarly, when a wife goes out of the wall or her husband goes off the rails, both parties subconsciously think that the other person will probably go out of the red again or go off the rails again. (there are psychological and physiological risk perception).

L when the people of Taiwan were incompetent in the administration of the Chen Shuibian administration, corrupt practices, unemployment increased, inflation and people's pockets were shrinking, the people of Taiwan formed a perception that the DPP was an incompetent and corrupt party. In 2008, when Ma Ying-Jeou and Xie Changting ran for Taiwan's "President", they swept about 7000000 votes on behalf of the Kuomintang's Ma Ying-Jeou, representing 2 million votes better than Xie Changting, who represented the Democratic Progressive Party. Xie Changting is in the "reverse foot wind", is completing the impossible task. No matter how hard Hsieh Ting tried, he would not be able to return to the sky, because he would sum up the whole negative assets of the Chen Shuibian administration's corruption and incompetence.

L in the early days of Ma Ying-Jeou's administration, when the people of Taiwan were not properly disposed of by Ma Ying-Jeou in the "88 floods" and "American cattle events", they did not know the sufferings of the people. Under the help of the DPP, the protests of Taiwan people rose one after another, and Ma Ying-Jeou's prestige dropped down and lost the role of super electioneers and super ticket machines. Thus, the Democratic Progressive Party (DPP) won the victory of the "three in one" election led by Cai Yingwen and the "Legislative Yuan" by election under the leadership of Taiwan. Inspired by the low morale of the DPP after losing power, Cai Yingwen's status in the DPP rose sharply, and the DPP entered the era of Cai Yingwen's dominance. At the same time, Cai Yingwen also won 2012 of Ma Ying-Jeou's qualification for the presidency.

Therefore, it is useless to change the mind of consumers. This is not a problem you can not do, nor is it a problem that you have no ability to do, but how the consumer mind knows your problem. It is a pity that quite a few enterprises in China are continuing to make some attempts in building brand.

Problem analysis of Kangnai shoe industry

Background of Kangnai's products (source: Kangnai Enterprises Official website

"Kangnai is trying to sell shoes for men and women, men's and women's casual shoes and men's business casual shoes with Kangnai brand names. Kangnai business involves leather shoes, leather goods, clothing, underwear and other industries.

Kangnai shoe industry: (premise: build brand, not product or commodity).

1, Kangnai's brand positioning has no substance.

The brand positioning of Kangnai is "comfort and fashion". Kangnai didn't integrate the connotation of "comfort or fashion".

Let's first look at several cases, and how they are strategically matched in the context of brand positioning.

L "rich" said that we are the most "safe" car. So the "rich" carried out a series of cognitions on "safety": the invention of the three point safety belt, the hands-free telephone on the steering wheel, the invention of the tank, the carbody forming, the side collision prevention steel plate and the airbag. At the same time, when the engineer who invented the "three point" safety belt died, he publicize its "great achievements" on a global scale to arouse people's awareness of the "safety" of the "rich" car.

L "Da Mei le" pizza said: it will be delivered in 30 minutes! So the pizza shops they set up in the city were delivered in 30 minutes. Later, because of the traffic safety problem, they delayed the promise to deliver to the consumers in 30 minutes. So, it finally gave up the concept of positioning in 30 minutes.

L "FedEx" said: "we operate" overnight service "mail. So they cut off the day delivery, 3 day delivery and other heavy mail business, focusing on the "overnight delivery" of the document. (Note: we should fully understand that the goal is not equal to the market).

L "fragrance floating" in order to dominate the cup of milk tea category, concentrate on focusing on cups of milk tea. So in 2007, all the other businesses were cut down, so that the "fragrant floating" suddenly lost about 30000000 yuan. Among them:

A and "fragrant float" have given up the convenience of the New Year cake business which has invested about 20000000 yuan.

B, "fragrant float" abandoned the bottling liquid milk tea production line about 2000000 yuan equipment deposit.

C and "fragrant float" have abandoned the milk tea chain store plan.

D, at the same time, "fragrant floating" abandoned the development of real estate business.

Outcome: in 2008, "fragrant float" cup of milk tea sold more than 300 million cups; circled the earth 1 times. In 2009, "fragrant floating" cup of milk tea sold more than 700 million cups; circled the earth 2 times. In 2010, "fragrant floating cup" cup of milk tea sold more than 1 billion cups; around the earth 3 circles, sales exceeded about 2000000000 yuan. "Fragrance floating" led the cup milk tea category, and became the leader of the "cup of milk tea category" in the true sense.

L the author's new positioning for Hangzhou's urban brand is Hangzhou, the most beautiful city in China. In particular, the success of the "cultural landscape" item in Hangzhou has added credibility to the new location of Hangzhou, the most beautiful city in China. At the same time, at present, Hangzhou's urban positioning can not fully reflect the characteristics of Hangzhou's urban brand. The "brand city of life" is the concept of "livable" city. It can not lead and cover such concepts as "West Lake, the capital of love, the best tourist destination, the Chinese tea capital and the Oriental leisure city". The city positioning of "life brand city" is not the best choice for Hangzhou's city positioning.

Note: interested readers can search the Baidu for the Hangzhou municipal Party committee and the municipal government's suggestions: create blind spots and erroneous zones of Hangzhou's urban brands and solve them.

2, Kangnai violated the four principles of the mental operation of consumers:

L consumers' mental pursuit is simple, not complex. Kangnai represents leather shoes, Kangnai leather goods, Kangnai clothing, Kangnai underwear and some other industries. The question is: what is the meaning of Kangnai?

L consumers' minds are hard to change once they are formed. In the minds of consumers, Kangnai represents men's leather shoes rather than women's shoes or clothing or underwear.

L consumers are mentally insecure. Since Kangnai represents the category of men's leather shoes, consumers will think Kangnai is not professional enough for women's shoes or clothing and underwear. This is not a problem Kangnai can do, but a question of how consumers view Kangnai. (consumers lack safety awareness in terms of psychology, physiology and function)

L consumers' minds will lose focus. This is mainly caused by brand extension. Consumers will ask: does Kangnai represent men's shoes or women's shoes? Does Kangnai represent clothing, leather goods or underwear? If Kangnai does not know these problems, consumers will forget Kangnai. Especially when the focus of the competition is clear, the positioning is clear, the slogans are reasonable, and the marketing mix is in place, Kangnai's life will not be easy. Just like Haier's current situation, everything stands for nothing.

3, Kangnai brand positioning overlap and overlap (Kangnai's brand positioning is comfort and fashion).

Let's first look at how other successful brands are doing, and how they do single brand positioning: A, Mercedes Benz focuses on "luxury" B, the rich focus on "safety" C, Head and Shoulders focuses on "Dandruff" D, Shu Fujia focuses on "sterilization" E, Coca-Cola focuses on "authentic goods" F, Pepsi focuses on "young". {page_break}

Kangnai should clearly answer the following questions:

Is A, Kangnai's brand positioning "comfortable" or "fashionable"?

(because too many product characteristics are hard to form a kind of cognition. You cannot have fish and bear's paws.

Note: AOKANG's brand positioning is also "comfortable", and they are taking the same place at the same time.

B and Kangnai will focus on integrating those resources?

(because too many product features are difficult to integrate related resources of enterprises. )

What is the marketing direction and basis of C and Kangnai's consistency?

(Kangnai's positioning of duplication or overlap, enterprises will not be able to choose a consistent marketing direction. )

It should be pointed out that the reason for the value of a brand is that it dominates a category rather than the so-called "all-around champion" of a department store. Such as: "fragrance floating" dominated the cup milk tea category, "Wong Lo Kat" dominated the category of herbal tea, "Head and Shoulders" led the dandruff category, "Mercedes Benz" led the luxury car category. In the stock market, leading a category is also one of the most important indicators for a "stock" or "fund" to inspect a stock. Because only when a brand dominates a category can it truly reflect the market share of the brand and the profitability or profit margin of the brand.

4, the positioning slogan of Kangnai brand.

Kangnai's positioning slogan is: let you fall in love with walking!

Let's take a look at other brands' positioning appeals:

A and Wang Laoji said, "be afraid of getting angry and drink Wang Laoji!"

B, Da Mei Le pizza said: it will be delivered in 30 minutes.

C, Anyuan coal strike, said: formerly cattle and horses, now to be a man!

D, Embassy Suites Hotel said: the price of a room, the enjoyment of two rooms!

E and BMW said: the ultimate driving machine!

F, Coca-Cola said: authentic Cola!

G, Pepsi said: the choice of the younger generation!

H, FedEx said: overnight mail must be delivered!

I, the author's new positioning slogan for Hangzhou's urban brand is Hangzhou, the most beautiful city in China.

Kangnai's current positioning demands are clearly not the best choice. What Kangnai should think about is:

What is the best positioning slogan for A and Kangnai?

B and Kangnai's positioning slogans should be refined according to what? Are they "comfortable" or "fashionable"?

Kangnai must make a single choice, otherwise Kangnai's positioning slogan can not be refined.

At the same time, Kangnai must consider two problems at the strategic level.

Is A based on brand building or product / commodity management?

B, is it based on chasing temporary or temporary profits (brand extension or diversification), or is it based on brand building?

When I put forward a proposal for brand positioning of Jie Liya enterprise, the brand positioning of Jie Liya was: "the leading position of towel category". Because the company's scale, market share and Jie Li's mental cognition of consumers can support this concept. Jie Li Ya should seize this concept as soon as possible and spread it forcefully to complete the consumer mental cognition registration. At the same time, the more successful the underwear, underwear, shoes and socks of Jie Liya will be, the more harm will be done to Jie Liya. Because she represents towels instead of underwear, underwear, shoes and socks. Jie Li Ya also has to make a trade-off between "building a brand or pursuing profits".

The successful experience of the Red Army's "four anti encirclement and suppression" campaign in Jinggangshan lies in changing the enemy's "encirclement and suppression campaign" against the Red Army into many "small encirclement and suppression" campaigns by the Red Army against the enemy forces so as to gain local strategic advantages and destroy them one by one. A considerable number of enterprises in Kangnai and China should learn from the Red Army's tactics of "anti encirclement and suppression": it is better to break the ten finger and hurt the ten division than to destroy the enemy.

5, the direction and thinking of Kangnai brand.

The easiest way to destroy a brand is to extend the brand. In other words, the brand of an enterprise is transformed into an omnipotent "department store" that represents nothing and does not represent anything. This is the famous national brand strategy advocated by some celebrities in China. The core of enterprise's brand building is focus, including focusing on the enterprise, focusing on product / product line and focusing on brand. The premise that brand is changed is that only the brand image of the enterprise has weakened or ceased to exist in the consumer's mind, and the process of changing the brand can give consumers enough time to produce a natural "forget" process, so that the enterprise can successfully transform itself.

The direction and thinking of Kangnai brand

A, shrink focus. It includes the focus of shrinking enterprises, the focus of product / product line, and the focus of brand.

B, re explore the connotation of "comfortable or fashionable" single brand positioning. At the same time, for Kangnai, there must be a trade-off between "comfort" and "fashion". Reflect the brand's single cognition.

C and Kangnai can relocate their brands (readjust their cognition) and refine their positioning demands.

D, according to the positioning requirements, according to the requirements of leading categories, Kangnai should reorganize, integrate and choose the related resources of enterprises.

E, refine positioning demands. The current positioning appeal: making you fall in love with walking is of no real significance. {page_break}

On the battlefield, the decisive battleground is in hills, ravines, plains, mountains and rivers; in business, the decisive battle place is in the minds of consumers. Because any purchase decision of consumers is done in the minds of consumers. Consumers are always concerned about what they are interested in. In other words, everyone tends to judge things by what he thinks and sees, what they perceive, perceive and what he calls "successful empiricism".

L some people say Xiao Shenyang is too funny and funny, while others say Xiao Shenyang is abnormal, vulgar and boring.

L people who live in the upper class say that they should respect life, oppose abortion and oppose cruelty to animals, while those living in the bottom say that they should respect the right to life and respect the right to life.

L people living at the bottom level strongly advocate big government, democratic governance, participation in state management, embody democratic values and care for vulnerable groups. People living in the upper strata say that small government, large consortium and state need unified will, absolute leadership, centralized national strength and national efficiency. So in the United States, some people chose the Democratic Party and some chose the Republican Party. In Taiwan, some people chose the Kuomintang and some people chose the Democratic Progressive Party.

Failure cases analysis of violation of consumer mental cognition rule

1, Wahaha's "very Cola" reason analysis

A, first of all, coke was invented by Americans, and the "very Cola" launched by wow ha does not have the advantage of national mental resources. Just as Americans do not have credibility in making ham, rice wine and ceramics. Because ham, rice wine and ceramics belong to China's Jinhua, Shaoxing and Jingdezhen. Therefore, "very Cola" in any case to raise the "national flag" is also of no help, because in the consumer's mental cognition, cola belongs to the United States, rather than China.

B, second, Coca-Cola and Pepsi Cola have dominated the cola category and dominated the Chinese cola market. They have completed the cognitive registration in the minds of consumers. Wow, haha has lost the best time to promote "very Cola".

2, wow haha's "beer catechu Shuang" drink reason analysis

A, first of all, the market is subdividing rather than merging. "Beer catechu Shuang" is tea and beer, which is not in accordance with the mentality of consumers. Mental pursuit is simple, not complex. The success of the fusion product lies in novelty factors and convenience factors, such as the tea restaurant, the camera function of mobile phones and so on. Integration is very taboo for brand building.

B, secondly, "beer catechu Shuang" said in its advertising appeal: "it's as cool as beer, but it's not beer. It's healthy like green tea, but it's not green tea." The question is: what exactly is "beer tea Shuang"? Can beer be clear?

C, "beer catechu", the object of its appeal is young people, because the group of consumers did not give up the reasons for other drinks, so they will continue to continue the original consumption habits as usual, instead of "beer Tea Refreshing".

D, "beer tea Shuang" like mermaids, is a combination of human and fish; "beer tea Shuang" is also like a monster, no man and no woman.

3, Chunlan Group's reason analysis

A, Chunlan produces or sells air conditioners and produces / sells motorcycles, refrigerators and washing machines. What exactly does Chunlan represent?

B and Chunlan do not conform to the law of mental operation of consumers, that is, too much product line will cause the brain to lose focus. Too much product line is hard to form a single cognition.

4, Coca-Cola's new coke reason analysis

Coca Cola Co launched the new coke, which does not conform to the law of the mental operation of consumers. The reason is that Coca-Cola represents "authentic". Consumers think that the launch of New Coke will no longer be authentic, but a counterfeit second rate product. When consumers drink counterfeit second rate products, they feel uncomfortable. This is the main reason why many products or brands sell badly.

The problem is that products / brands do not have credibility factors in the minds of consumers. Product / brand produces perceived risk in terms of consumers' psychology, physiology and function.

L Volkswagen has launched the high-end and luxurious "dash" sedan. The main reason for its failure is that consumers think that the masses are not professional and have no credibility factors.

L 39 introduced 39 beer, and also in the manufacture of beer, consumers do not believe that there are credibility factors. Because in the eyes of consumers, 39 is a kind of granule for the treatment of stomach diseases.

L said in the advertisement: Ham from Jinhua has more flavor; the milk from the prairie is more delicious; when the quality of ceramics from Jingdezhen is better, consumers will say, yes, yes, they are true. This is the credibility factor, which is the credibility of the market. Unfortunately, many entrepreneurs do not make good use of these strategic elements in the process of building brands. In the process of building brands, they are still pursuing the misunderstanding of "better products, higher quality, and facts will prove all" physical attributes.

It should be pointed out that we do not understand that marketing is a simple argument for cognitive disputes, perception disputes, ideological disputes and category disputes, which has led many enterprises in China to take a tumble, but they are still growing very young, but they are still working hard and doing some kind of experiment.

What needs to be reminded is that the success or failure of a brand is a cognitive problem, a market opportunity problem, and a question of knowing where you are and where you are defeated. Mental cognition is brand fact, and cognition guides facts; in the process of building brand, everything else is false. Any attempt to change the mind of consumers is useless.

Author: Wu Chunfang brand consultant, brand strategy researcher. Director, chief brand consultant and lecturer of brand strategy research center, Kasen brand communication agency, Hangzhou. First, create the theory of "asymmetric asymmetric brand competition" and "brand building pearl chain".

Statement: This article is the author's original article, and other media reprint, must note the author's introduction and related statements. The content of this article is for reference only.

Mr. Wu 13115714045 mail box: wcf218@126.com