Several Trends Of Brand Change In Twenty-First Century

In order to help the industry understand the brand building status and trend of Chinese enterprises, the "2014 brand building trend analysis report", which was exclusively arranged by the brand research center in twenty-first Century, was first launched at the event. Mr. Wu Bofan, producer of the twenty-first Century business review, gave a deep explanation of the core content of the report as a representative of the sponsor.

Now we are in change In the changing environment, we see the crisis and the opportunities it brings. We see that consumers are constantly changing, followed by changes in the industry. When the world changes, our brand must correspond to changes. At the moment, the most obvious is the change brought by mobile Internet.

After this change, what actually needs to change is our products and services, including the way we communicate with consumers.

Now let's see what changes are taking place in brand management.

Change one: Grassroots counterattack

In the mobile Internet era, past brand rules have been broken. Three squirrels were born two years ago, have already promoted the top five nuts. In recent years, the hot Huang Taiji pancakes, carved beef sirloin and original orange of life net, though not large in scale, have shown the alternative paths and methods to shape the national brand awareness. The trend of brand is changing from father to creative, which provides convenience for the rise of independent brands and the popularity of genuine products.

Change two: Big data Assistance

In the era of big data, consumers tend to be transparent. Taobao data can show the purchase characteristics of regions, sex, constellations, time periods, etc. each consumer's online consumption records are recorded on the record and become a consumer history that can be recalled. The credit and consumption records of banks record the footprints of travel. The big data of consumer and consumer behavior provide technical guarantee for enterprises to establish relationships with customers.

Change three: crowdsourcing creativity

At present, many companies use "crowdsourcing" as a "collective wisdom" tool in commercial activities, and have achieved certain results. It is evident that the decision-makers of the company are exploring new ways of social media communication, and are willing to try. At the same time, crowdsourcing can also promote the interaction between the company and its fans, and help and support the daily work of the company's "Community Manager".

Change four: creating shortcuts for cross boundary marketing

The significance of cross boundary lies in "let the elements which are originally irrelevant or even contradictory and contradictory penetrate and blend with each other, thus creating new bright spots". Or to be more straightforward, it is to create more opportunities for consumers to pick up their wallets. Whether it is cross sports, music or entertainment, it reflects an important direction of brand marketing strategy transformation and adjustment, that is, from high technology, heavy business, to younger and entertainment.

Change five: Emotional marketing

Moving customers to brand is the core and essence of emotional marketing. Brand operators should have a deep understanding of the use of all marketing tools, and their ultimate goal is for customers. Interaction is the best way to get close to customers. Through two-way communication, brands can deepen their feelings with customers, deepen their understanding and find common interests and needs.