Insight Into The Black Hole Of Clothing Brands

China's market economy has shifted from seller's market to buyer's market.

We need to "hard" to cajole the target customer's invisible heart.

The old farmer turned back to the sky and faced the earth. He went back to work in the sun and went back to the sunset. He used his hoe and sweat to get a "plate meal". Before the "plate meal", the ancient farmers put their heart and soul on the meticulous cultivation of the seedlings; while Chinese clothing enterprises made clothes brand, though no farmer worked hard, it was not easy for them to have no talk.

Like fishing, if you want to catch fish, you must stand at the angle of the fish. If Chinese enterprises want to do well in brand, they must start from the target customers and learn to connect the target customers with the mental cognition.

Insight

Black hole

There will never be a strong tree in the greenhouse, and the bright and bright office building will never be able to make a strong brand.

Therefore, many brands and planners are "struggling" to run the market, and even say that the real plan is to run out with feet.

But can the solution that runs out of feet really solve the problem of brand existence? Or it may backfire, and may again fall into the misunderstanding of market research.

In fact, after many years of market practice, we have also been puzzled by running the market with our feet.

Although we have run a lot of markets for a project, plus the ability to observe at ordinary times, we always realize that the real research is to eliminate the "black hole" of the brand and provide an accurate decision-making basis for making the brand.

However, we still have not fully grasped the true theme of brand building.

To a certain extent, run

It can be found that something can never be found in the office, but it can be found in the process of running the market. If we use the "heart" to see slowly in the process of running the market, we may completely solve the "black hole" of building the brand.

After the impact of the financial crisis, in order to understand the real reason for the decline of a regional liquor brand, we went deep into the Pearl River Delta region's "inspection", further penetrated into the customer business, visited the distributors, asked consumers, and pushed forward layer by layer, and found that the consumption trend was slowly changing, and the consumption characteristics of each region were different.

Moreover, consumers in the same area and different types have distinct consumption characteristics. Therefore, it is not that the impact of the financial crisis is so simple.

Therefore, when we study brand and market, we need not only to run with two feet, but also to use the "heart" to see the different consumption characteristics of consumers, and use the "heart" to endure the real essence of investigation.

When we can accurately grasp the characteristics of consumers, we can basically scan the "black hole" in the brand.

This is the difficulty of finding brand problems through market research.

Learn to tap the hearts of the target customers.

If we say where the most mysterious part of a brand is, it is the heart that consumers can't guess, just like the needle in the sea.

As a result, our Chinese enterprises suddenly lost their buoys like a ship in the surging sea, and naturally they could not find their way to the other shore.

Over the past 30 years ago, because China has just implemented the market economy policy, the demand consciousness and consumption concept of customers are basically in a "static" state. To some extent, the purchase situation is reflected in the fact that they are forced to buy products.

Now, our Chinese market economy has gradually matured, and the consumption demand and consumption concept of consumers have begun to "move", and spread to the "drift" state, so that they can purchase whatever products they like.

The pformation of this process has persuaded the Chinese market economy to move from seller's market to buyer's market. Chinese enterprises need to "hard" to get around the invisible customer's heart.

Moreover, with the deepening of the financial crisis, customers who are affected by many factors will become even more untouchable.

However, for the Chinese enterprises who aspire to the future, they must grasp the heart that can not guess.

In fact, there are certain shortcuts to the hearts of customers. By finding out the cognition of customers' minds and linking them with customers' mental cognition, customers can be caught and captured.

For example, Wang Lao Ji uses the customer's mental cognition of "preventing excessive fire" for herbal tea to create the brand of Chinese herbal tea. Rolex builds up the brand of high-end watches with the help of customers' mental cognition of Swiss watches, and Moutai builds up high-end liquor brands with the help of customers' mental cognition of "national wine".

As the saying goes, "attack the city as the next, attack the heart."

Chinese enterprises must understand that the key to catching the hearts of customers is not to "deliberate" the hearts of customers by their own businesses, but to find out the real mental cognition of customers in the process of "Sports" through the use of "heart" to see the brand's "black hole".

This will naturally achieve the goal of attracting the target customers.

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Deduce the art of talking on paper

In the field of battle, the more powerful the commander in the army is, the less powerful the army will be.

It seems unreasonable to do so. Is not the commanding officer taking the lead? There is the art of war.

Because before the war, its commander has personally fallen into position to reconnaissance the terrain, or observe the change of the whole war situation. At the beginning of the first war, the battle plan has been deployed, and the implementation plan has enabled the soldiers to play a role.

The same is true for Chinese enterprises to make brands. In the stage of the implementation of the plan, they will become brand operators or planners, and they can boldly climb the heights to carry out "paper on paper".

Maybe someone said, "three points plan, seven points execution."

Even shouting must be carried out forcefully, as if without execution.

In fact, it is true that a good plan needs to be carried out well, but has it learnt or heard the logic of "doing things right first and doing things well"?

When tactics need to be changed from strategy to strategy and strategy to guide tactics, we must understand the art of "talking about armchair".

Because once the scheme is finalized, if it starts to revise again or overturn, it will miss the opportunity for market development.

The most urgent task is to find out the flaws in the execution of the tactics, that is, not to deviate from the heart of the target customers, to adjust the strategically "armchair strategist", and constantly attack the target customers, so as to make the brand things really do the right thing.

In this way, execution can show the true colors of heroes.

This is the art of "talking on paper" in art.