Catering To The Market, Boldly Innovating Old Brand And How To Do Marketing

The festival has always been an important period for enterprise marketing. This year, the Mid Autumn Festival and the National Day are connected. Enterprises are experiencing a rare marketing year. Every old brand is thinking about how to launch a distinctive marketing campaign during the festival, increasing sales volume and promoting its brand at the same time.

At present, most of the old brand enterprises have their own marketing mode and independent marketing team. According to their own situation, they have worked out corresponding marketing plans. In recent years, a large number of marketing teams have sprung up with a new role, that is, brand marketing companies.

It is through marketing that the customer can form a cognitive process of brand and product. It is the process of using the brand symbol to build the invisible marketing network into the public mind and convey the product to the consumer's mind.

With the development of modern market economy, the time-honored brand enterprises have begun to attach importance to the marketing of enterprise brand. In addition to forming a specialized brand marketing team, the time-honored brand has begun to cooperate with marketing organizations selectively.

Before the festival comes, let's take a look at what marketing institutions have for old brand marketing.

Li Mingli: catering to the market and bold innovation

Fangyuan brand marketing organization is a marketing organization that is famous for its brand marketing in agricultural industrialization. It has worked with the old brand enterprises such as Dao Xiang Village, imitation food and Gong Yi Fu to cooperate with the brand marketing of the new Beijing special product "Beijing eight pieces". At present, it is carrying out a cooperative project with Wuxi's China Time-honored Brand Lao Lu manuscript.

In view of the brand marketing of the old brand, Li Mingli, general manager of Fangyuan marketing organization, may give some inspiration to the time-honored brand.

Referring to the time-honored brand marketing, Li Mingli emphasized the importance of it. He believed that the real brand marketing is to inject the brand idea of the enterprise into the consumer's mind without changing the customary consumption pattern that consumers have formed for a long time.

He said: "the spirit of the Chinese time-honored brand enterprises should be inherited. It is the attitude of the enterprise's integrity and the concept of genuine and talented people." the time-honored brand bears a special historical mission because of its special status, but this does not mean that the old brand must stick to its original products and production processes. When the time honored brand enterprises need to develop in the modern environment, they must adapt to the modern market environment. The taste, image, packaging and management of the products only meet the requirements of the development of the modern market economy, so that they can survive in the modern environment.

"I am very glad to see that the time honored brand companies began to choose marketing organizations."

At the same time, Li Mingli also expressed his concern about the change in the concept of time-honored enterprises.

He also thought that if he lost his packaging shape, product taste or his traditional production process, he could not call it an old brand. He said that this is the old firm's lack of understanding of the essence of its heritage.

Coca-Cola, LV and Chanel are all brands that have been inherited for nearly a hundred years. Now we can not see their backward production processes and technologies, but this does not affect their old qualifications.

The traditional culture and skills of the time-honored brand is important, but the old brand needs to survive in the present. Li Mingli thinks that the feeling of the time honored brand is like crossing the Shaoxing opera, which has come through history. It does not grow with consumers. It has no vitality and closeness, and the old brand is always living in history.

He has repeatedly stressed that the inheritance of old brands should be a rule of doing things. It is a spiritual thing. It tells the old enterprises how to do the concept instead of what the old brand should adopt. The cultural heritage and inheritance technology are the advantages of the old brand enterprises, but these advantages should not become a stumbling block for the development of the old brand enterprises. Keeping pace with the times is the fundamental way to survive.

Lang wo Beijing marketing planning Co., Ltd. has been serving the whole country's time-honored brand food enterprises for ten years. Over the years, it has focused on building the development of Beijing's time-honored brands. We have seen the new brands such as Yue Sheng Zhai, Tianfu and Baiyu. This is probably the most proud thing in the process of cooperation between Lang Wo and the old shop.

Referring to the time-honored brand marketing, Chen Jie, general manager of Lang Wo marketing planning company, told reporters proudly.

Since 2002, Lang Wo began to cooperate with the time-honored brand. From its original responsibility, faith and old brand cooperation, it has become a long-term partner with nearly 10 old brand enterprises. In the past 10 years, Lang wo has always adhered to the tenet of "pursuing perfection and paying attention to details", and striving to build the customer into the brand leader of the industry.

In Chen Jie's view, the old enterprise began to choose brand marketing organization, because the old brand of the brand can not bear the market city brand and foreign brand extrusion, the dead and afterbirth of a kind of behavior, although the starting point is more passive, but the old word is still worth the affirmative step.

Chen Jie introduced Coca-Cola and Pepsi into the Chinese market in the last century and called it the "Curse" of China's marketing market. The so-called magic means foreign capital entering the Chinese market to inject capital into China's beverage industry, create new enterprises instead of brands, gradually occupy the sales channels of local brands, and shrink the market of original brands.

Nowadays, in the Beijing market, urban brands and foreign brands are still hitting the old brand enterprises. If the old ones do not innovate or excavate the new road of keeping pace with the times, they can only chew old books.

Unlike brand marketing with new enterprises, freedom is not restricted or arbitrary. Old brand enterprises are brand with traditional cultural background and profound cultural heritage. This is the advantage of time-honored brands, and is also the limitation of brand marketing. It is said that the old brands are old because they have something old. These things are the cream of the old brand. Old brand marketing must focus on these things. Only by looking for old people's "old" things to find out what caters to the interests and needs of modern people can the old brand rejuvenate in the modern market.

In addition, Chen Jie also said that when looking for marketing companies to help enterprises do market positioning, the time honored enterprises must also do their strategic positioning, follow the mainstream of the society and locate young consumers, in order to guide the market positioning of brand marketing.