China'S Brand Dilemma -- Embarrassment Of Brand Reengineering

Lining's, Metersbonwe's and Kappa's big clothes recently must be noticed.

You may also feel sorry and bewildered. How can these brilliant brands come into trouble one after another? In spite of the laws of brand development and ups and downs, how many brands of Jinjiang and Wenzhou Corps can keep pace with the times in the new consumption era?

Some have fallen down, disappeared, and some are growing up in the race zone to hide the weakness of the brand.

Lining, Mei bang and Kappa are tragically affected by the media, just the tip of the iceberg.

Do not feel that these things have nothing to do with you. In the major issue of how Chinese enterprises really enter the brand age, listen to the truth, even if it is too direct, sharp and disagreeable, at the critical point of progress and retrogression. Otherwise, the next person in danger may be one of you.

Prematurely senile

Wang Gaoyong, a marketing professor at the China Europe Business School, describes the plight of many Chinese brands.

Most of the enterprises that have grown up in the first twenty or thirty years choose to scale first and then make brands, so most of you are only "famous trademarks".

Now facing the new consumer groups and the increasingly fierce brand war, facing the accelerated acceleration of foreign brands to the Chinese market, the old methods of finding celebrity endorsements and gimmick marketing are becoming more and more useless.

And your weak brand ability, it is difficult to grasp the new needs of consumers, not only with the generation gap of the 85 generation is increasing, but also difficult to enter the context of dialogue with the middle and high-end groups, the original market share has gradually been squeezed by foreign brands.

Look at the situation of the "leading brother" Today: Lining, who has been emulating Nike and Adidas, has failed to catch up with her opponent, but instead has caught herself in a muddy middle area. She has been unable to go up or down. Once Jay Chou's endorsement and the idea of "not taking the unusual road" have made Metersbonwe a fire, but now the 85 is not buying it. "Why are you unusual? What personality does it have to do with me?" QQ has made Chery's brand and grade a car draw an equal number, but Chery has not yet formed a clear brand value and connotation, which makes it difficult to make a B car now, and it is difficult for QQ to achieve long-term vitality.

You may say, "our market share is still growing and it's going well."

But if you do not re-examine your brand, you will probably repeat your mistakes.

Maybe you feel like you are trying to try.

Eager to reshape the brand's connotation, or completely relocate, or both, all kinds of brand consulting companies and public relations companies at home and abroad have already heard and flocked, while you are budding your budget, thinking about how to get rid of the beans and make up 42 pounds.

But unfortunately, even so, the odds are not great.

Who can tell the good result of such a thousand armed forces crossing a single log bridge?

But please keep optimistic mood. Others' opinions and lessons may help you to avoid a little bit of wall.

Who is worth rebuilding?

Which brands are worth rebuilding?

Some of the views we have learned are rather pessimistic.

Some people have no hope for the reinvention of Chinese brands, and even suggest that many Chinese brands, including Lining, do not have good ones.

It will eventually be abandoned by the times.

Coach and other foreign brands can be reinvented because they have clear and good brand value.

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But some people oppose this view, and think that some brands with better brand foundation are worth rebuilding.

For example, Professor Catas Babu believes that only 8% of the brands that are facing the second tier brands are trying to revive, which is too small.

Today, the demand for brand reengineering is very high, because they realize that creating a brand costs 10 times more money than rebuilding a brand.

Reviving a brand from a well drawn blueprint is likely to yield a higher return than creating a brand value from a white paper.

Many times, people only need a small amount of investment to decode information hidden in the brand.

"I even ask a question: does God need to rebuild the brand? I think brand redevelopment has developed to a new stage, even if God wants to use it, if he is in a predicament of losing charm."

The reason for the controversy lies in the subjectivity of the brand, and also from the different understanding of brand value by everyone.

More importantly, the entrepreneur group deeply expects its brand.

Yes, no one loves you more than them! Lining brand is a concentrated expression of Lining's personal value; Yi Wen is the name of Xia Hua's daughter, and is also Xia Hua's other child; seven wolves, Metersbonwe, Chery and all walks of life brand are all those entrepreneurs' children and dreams.

Therefore, even if their ears are full of sharp questions, "give up, your brand genes are not good enough, teams can't work, you can't either."

But just like a father's advice to others about "your child is born with defects, give up your efforts", brand owners will not give up.

So do it if you want to.

Look for yourself

To help you achieve this.

We have focused on the methodology of brand reengineering.

But we finally found that those who originated from the western methodology did not learn very slowly.

In China's brand reengineering, nothing is more important than "finding oneself" and "changing traditional concepts".

The 99% setback is not because there is no way, but because we do not recognize ourselves and brands, and lead to the wrong way.

Therefore, entrepreneurs' Introspection of themselves and brands is the first step and the most crucial step in brand reengineering.

In the face of change, many entrepreneurs are unable to break through their own bottlenecks and can not keep pace with the times.

Some people yearn for the past, think old, and understand and appreciate the brand.

Although some people are bent on reform, they are hesitant and unable to give up their short-term interests, resulting in a change in the past.

Others think that they are omnipotent, so that brand development is on the wrong track.

Therefore, before rethinking and combing the brand, entrepreneurs first ask themselves three questions: "what kind of brand do I want to be? Is my thinking getting old? Do I have enough faith to stick to the change?"

If you think this is alarmist, let's look at the root cause of Lining's brand reengineering disorder.

Professor Wang Gao once said with a bitter smile, "it is hard to understand why Lining has committed all the classic mistakes in brand redevelopment." in fact, the frustration of Lining brand today is due to Lining's failure in the role of entrepreneur.

When Lining lacked enough sense of crisis for the future of the brand, the distance from the enterprise was too far and too far away. So far, there was almost no owner in the enterprise.

Many people pursue their own interests and do harm to businesses, and the problems that accumulate over time will eventually erupt in great changes.

Like Metersbonwe, is it really just a matter of inventory handling, or is it the executive power of the employees at the bottom? Why is Zhou Chengjian not doing well in Me&City? Why does he want to do fast fashion? Why can't he get up soon?

Without saying anything else, choosing Lin Chiling to be the spokesman of the United States has made many people puzzled. Hearsay is his personal preference. If so, is there no need to be vigilant?