Which Chinese Brands Are Worth Building Again?

Those of Lining, Metersbonwe and Kappa recently. clothing Everyone must be concerned about big things. 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, Kappa These tragically dramas heated by the media are 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

Professor Wang Gao, Professor of marketing at CEIBS Prematurely senile "Describe many Chinese brand We are deeply concerned about the plight.

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 capability is hard to grasp the new demand of consumers, which is more and more bigger than the generation gap after 85, and it is difficult to enter the context of dialogue with the middle and high-end groups. market share It is also gradually being 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. Brand Reengineering 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.