Without Brand, How Can Enterprises Tease Consumers?

There is a very practical question. What is the biggest sadness of Chinese business owners?

Maximum

There is no market for products. What do you think is good if others do not think it is good?

I wonder if the owners do not understand them or do they?

It's childish.

This shows that they do not understand the market at all.

I didn't mean to hurt them.

In fact, China's market is very realistic, good products are not equal to good market, good market is not a good product. What you want to give is not what the market wants. In other words, what you want to sell is not what the market wants to buy. The key is to do the right thing and do it in the right way, and change the space with time, from the functional interest demands to the emotional interest demands as soon as possible. There must be a rule. It will follow such a reason that good products must have good planning to achieve the final good market, otherwise, nothing will happen.

As a result, some bosses who have heavy technology research and development and marketing should wake up. If they don't wake up, your company will just linger on. Your products will only be dying, silent, and there will be no sound and interest.

If you want to have a brand dream, it can only be a golden dream, which is impossible to achieve at last.

Product is shape, brand is soul.

On the road of brand survival and development, ordinary people's inertia thinking still stays in the need of constant improvement and perseverance in putting a lot of effort and effort into practice.

To be sure, it is a complicated process to evolve from a product to a product until it is a brand. It needs a generation of people or even generations of sweat and tears and rain and rain.

Efforts are the epitome of the struggle in that era, and today, whether the opportunity cost of the brand should be more efficient.

With the rapid development of market economy and the intensification of competition, the homogenization of products leads to market passivity and blind demand. No brand is waiting for death.

Strategic planning, brand upgrading and management remodeling have been put on the agenda of many enterprises.

Among them, the brand that is one of the core competitive advantages of its enterprises will surely be a strong market base.

It is true that in this era of "big fish eating small fish, fast fish eating slow fish", there is no more time for us to work quietly, and the sun goes down and the sun goes down.

Since a few years ago, the acquisition of Yongle became a major news event in the home appliance chain industry, Sun Weimin, President of Suning, once said so much that it has now come to the age of "big fish eating big fish".

It can be seen that no matter whether the powerful capital strength behind the reorganization and merger is changing rapidly, by forcing the enterprises to learn to survive, and by constantly explaining the reality of rivers and lakes, many of our enterprises should be clear headed and clear headed, and spend more time and energy on how to get out of their own way in the brutal killing. Therefore, integrating resources, including reorganizing mergers and acquisitions, building alliances, and business interaction, can shorten the path of brand introduction.

Don't you see, around us, many enterprise markets have been working diligently for decades. But today, the products are still obscure, not to mention what brand, why?

Only subjective efforts, and sometimes even self imposed Quixote style, do not know that the diversification of the industry's objective laws and market demands brings more choices, and they just know that they are foolhardy and lose their way in many choices.

Some enterprises have a lot of money, and many years of market accumulation have made the brand. But when they enter other industries, they often lack the choice, they do not choose, they do not know how to choose. They only think that with their own strength and resources, they will be able to resist the sword and finally suffer the tragedy of Titanic.

Yu Fei, a famous brand marketing expert and Mr. CEO, an international marketing consultant, has repeatedly invited a lecture to remember that there is such a story in his impression: a friend needs to hang a picture and calligraphy in the living room, so he asks his neighbor to help him, and the calligraphy and painting have been helped on the wall, and he is preparing to hit a nail.

The neighbor said, "this is not good. It is best to nail two pieces of wood and hang the calligraphy and paintings on it."

The friend followed his neighbor's advice and asked him to help find the saw.

After just two or three sawing, the neighbor said, "no, this saw is too dull to grind."

So the neighbor dropped the saw to find the knives.

The knife came, and he found that the handle of the file was broken.

In order to replace the knife, he took up the ax to search for the little tree in the big woods.

When he was cutting down the tree, he found that the axe full of rust was really useless and had to be worn.

When the grindstone was found, the neighbor found that to sharpen the axe, he had to fix the sharpening stone with wood sticks.

For this reason, he went out to look for the carpenter and said that the carpenter's house had ready wooden strips.

However, after that, friends never saw their neighbors return.

Of course, the picture was nailed to the wall by a nail.

On the second day, my friend was in the street when he saw his neighbor. He was helping the carpenter to move a heavy electric saw from the hardware store.

Yu Fei, a famous brand marketing expert, pointed out that enterprises should be clear about the direction and purpose of making brands. If they remain busy and busy, they will not choose a good way.

From now on, we should know that everything should be efficiency and speed, and choice is always more important than hard work.

With the intensification of market competition, the desire of Chinese enterprises to build, build and strengthen brands has reached an unprecedented level.

However, the "famous brand", which has been brilliant for many years and then falls rapidly, has made the phenomenon of brand aging in front of enterprises.

What is the reason for brand aging?

Due to internal and external reasons, brand decline in the market competition, such as popularity and reputation decline, sales atrophy and market share decline, are all known as brand aging.

Because the market changes greatly, it can be described as changing rapidly. When the product market quality and quantity increase, because the brand can not keep pace with the times and can not satisfy the perception and cognition of the new generation of consumers, the brand creates an impression of aging on the market consumer psychology.

Yu Fei, a famous brand marketing expert and an international marketing consultant of CEO, believes that the brand aging in the market is characterized by high popularity and low recognition.

The brand in this position often has such a characteristic: everyone knows that this brand is well-known enough, but in the market it can not arouse the attention of consumers, produce no great purchasing power, or purchase impulse.

To get consumers out of the market cycle will be a high-profile hurdle, because few people will take the time to rediscover a brand that they have heard or are familiar with.

The product of an enterprise has remained unchanged for several years or even more than ten years. It has not changed according to the current market situation and the advertising strategy of its competitors. It has been put into full play according to its own preferences and previous advertising experience.

The result is a sharp increase in market competition, a shrinking share, and an aging brand. The first is the decline in absolute sales and the relative decrease in the share of the market.

Because advertising effect is uncertain in the market, many enterprises often form strong path dependence through advertising, but not with the changes of the times and consumers' preferences. The advertising appeals still go their own way, resulting in a lot of advertising expenses and misleading the spread of brands.

Compared with the western countries, the degree of marketization is still not high today.

On the one hand, it depends on the external environment of Chinese brand growth; on the other hand, it also doomed the irrational establishment of Chinese enterprises.

Brands, like markets, operate according to their objective laws.

According to a research report by the international marketing consultant of the blue Chilean ocean, it is found that 65% companies hope that their brands will become household names overnight and will be known to all 5000 SMEs.

But in fact, most of them start their brand promotion from vigorous and vigorous, but at the expense of heavy money. Once the brand is listed, they will be neglected, and they will not adjust in the market, nor do they know how to continue to maintain and enhance the brand. As a result, the good image of the brand created by advertising begins to disappear in the market as the market goes ahead and lacks brand management and other brand competition, until it leaves the stage of market competition.

At the same time, enterprises are required to focus on product quality and performance differentiation in the era of product homogenization.

Because every industry is absolutely saturated, every day there are new enterprises to enter, and there are also old enterprises withdrawing.

Under such circumstances, it has become more and more difficult to cultivate the brand loyalty of consumers.

Based on consumption, it is very important to change the concept of consumption in the market.

With the improvement of living standards, consumers are increasingly seeking higher level and personalized consumption. The proportion of pure product function in consumer purchasing factors is less and less. The proportion of pursuit of psychological needs and psychological satisfaction is increasing.

That is to say, consumers prefer brands with emotional support rather than simple products.

Many enterprises do not have a fully mature brand concept. They regard brand building as merely advertising. They regard brand equity as brand awareness, simply pursue fame, and ignore the important change of brand in market consumption.

In fact, brand equity includes many factors, brand awareness is only a corner of the whole brand, and many factors including consumption concept are worth considering.

It can be affirmed that in the process of market product circulation, consumers' recognition of quality, loyalty to their brands and rich brand associations are all that a mature brand possesses.

I wrote a lot of articles like how to make our products break through quickly, avoid risks and get out of bottlenecks, and remind all kinds of bosses not to indulge in the illusion of self creating illusory products. They should not indulge in the fact that as long as the products themselves are excellent, leading technology will surely lead to the blind market which does not exist in the market. The market is a battle of sword and bloodshed. What you must do first is to identify the selling points, find a good mode, clear the way of thinking and set a good direction. Otherwise, everything can only be a bubble in the moon and water in the mirror, and there are too many lessons in this regard. Remember I once

Mr. Yu Fei can read many columns, if there is still doubt or do not understand, then a road, go out as soon as possible, and quickly find Mr. Yu Fei, through one to one interactive consultation or diagnostic training, let you know what you should do, how to go, how to win the market at low cost.