The Highest Level Of "Private Custom" Marketing

< p > Feng's new year's blockbuster "private order" is on the stage. Despite the constant bad reviews and Tucao, the price of Huayi is almost down, but it seems to be totally unable to stop its attack: the 4 day, 320 million of the box office, set the fastest record of breaking the 300 million movie.

Here, we are not focusing on the movie "private ordering", but with the name of this movie, talking about the brand marketing From EMKT.com.cn need to do? I think, with the name and concept of "private customization", it is appropriate to talk about the brand and the most fashionable electricity supplier topic nowadays.

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China has indeed reached the point of upgrading its economic structure with branding. Chinese enterprises are most short of brands, and most need brands. The creation of China made in China is probably the most suitable way to pform the economic structure. P

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< p > brand marketing is not complicated at all. First it is to find the brand positioning, to find out the core value of the brand around the brand positioning, and to find a strategy to express the core value, to use the integrated marketing communication means to express this positioning and core value. After repeated communication and communication, the brand image and brand association are finally formed in the consumer's mind, preferably one to one.

As the title of this article is: the feeling of "private customization".

That is to say, this brand is tailored for me.

You say, is this the highest level of brand?

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< p > brand positioning, core value and communication are of course not enough. Marketing support and support are also needed.

Such as price strategy, channel mode, organization structure, management, incentive system, team and so on, but these are supporting and supporting brand.

Especially in the Chinese market, due to many reasons such as "big land is not necessarily rich and abundant", cultural differences between North and south, serious consumption stratification, channel structure and consumption habits, it is necessary to carry out hierarchical management of regional markets. Different types of markets need to adopt different marketing strategies and methods.

But as time goes on, branding, one to one, and customized form will surely remain unchanged.

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< p > from the point of view of the electricity supplier, the electricity supplier started from the very beginning of B2B, Wang Juntao's 8848 website, and the Alibaba of Ma Yun, all of which are B2B, which makes the small and medium-sized enterprises in the world have no difficulty in doing business. The long tail effect of the network is born, and the purpose is also achieved.

After that, B2B went to the consumer, constantly infiltrated, and gave birth to the representative enterprise of C2C, Taobao. Then Jingdong and Tmall were born - B2C electric providers, customer service for the pure C2C weakness: fake goods rampant, personal low threshold for personal pactions, small scale, fake and shoddy, and so on.

But after several years of development, B2C has been saturated, and Taobao's own "double 11" sales have reached a new high.

In fact, "double 11" was born in 2009 when it was just a gimmick that Taobao promoted for singles day, but it was out of hand.

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The sales figures of < p > Taobao double 11 are only 100 million in 2009, while sales in Taobao and Taobao mall reached 936 million in 2010. In 2011, sales of Taobao and Tmall were 5 billion 200 million; sales of Taobao and sales in 2012 were 19 billion 100 million; 2013 sales amounted to 35 billion.

From the data, 350 times 4 years, which is still B2C, this has become another mode.

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< p > consumers are waiting for the arrival of "double 11", a shopping Carnival has become a consumer oriented shopping, and no manufacturers can not take part in it. What is the mode of C2B mode?

With this development, the C2B mode can be dominated by consumers, and manufacturers can plan and set up product development, marketing modes and strategies according to individual needs.

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< p > the most typical is DELL mode, and now the red purple millet mode.

Although they can not achieve the goal of customization, one to one customization, at least one customized product for a target consumer group, Millet's "enthusiast" level of mobile phone design, development and sales mode has already done so, and has been very successful.

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< p > I never thought that the Internet would take the place of the real enterprise, whether it was the 100 million pairs of gambling made by Ma Yun and Wang Jianlin last year, or the 1 billion big gambles of Lei Jun and Dong Mingzhu last year. The Internet and entities will be hard to understand in the future.

Just like making a traditional brand, the highest level is one to one, private customization; the same is true for the electricity supplier.

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< p > this is the demand of consumers and the ultimate dream of brand.

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