Will The Brand Disappear In The Future?

The Internet makes people right. Brand demand One day, people will not need the brand to exist.

Zhang Shuting, director of the MBA School of Communication University of China and director of the BBI business brand strategy institute, think there are two answers: there will be a day when consumers are not worried about consumer risk when the material is very rich. People who hold the opposite view believe that the richer the material is, the more people need to choose. As long as there is a choice, there is the meaning of brand existence.

In the speech of the 2014 award winning ceremony of China's annual sales and Marketing Award, he warned Enterprises: "no matter which answer is verified, the day is still far away. Therefore, we still need to return to our original brand. Stick to brand belief It's not lost.

In his speech, Zhang Shuting said: "from narration to structure, brand story is changing, and the consumer's recognition of brand culture is the same. From 80 to 90, the generation of consumers is changing and the same is the consumer's judgement of brand value.

From traditional marketing to the so-called Internet thinking, the marketing concept is changing, the same is the demand of consumers for experience, and the beautiful comprehensive experience that enterprises need to provide consumers. Zhang Shuting particularly emphasizes respect for consumers. "On the first two days, there was a news that a girl was getting bigger and bigger. This news through big data collation, found that many girls buy underwear D cup consumption power is the strongest, such data analysis do not matter. It does not express the listens to consumers, but uses a gimmick to create sensational effects with such bad habits.

From B2C to O2O, the marketing path is changing and the value transmission is constant. From traditional media to social media, the marketing medium is changing and the word of mouth is invariable. Now there are many big fake brands of electric business. After this year's double eleven, fake goods will increase by 20%. Compared with big business, Taobao's small shops and MUJI products in WeChat, such as shops named by small shopkeepers, still rely on word of mouth publicity and promotion. From the promotion of one-way to interactive, the way of marketing is changing and the relationship is invariable.

So what does an enterprise do to make a brand? Zhang Shuting said: "the first is that the brand is real, conducive to the existence of consumers, quality products and quality services are never obsolete. We look at those brands that are sustainable, they must have a good product and have a good service backing. Huang Taiji's latest delicacy, one of its flagship stores, has 1800 appraisals. One star and two stars reach 70%, while the bottom fishing is only 8%. Which brand is long-lasting at a glance.

　　 Brand is a silent integrity. Solemn promise. Without excellent products, it is impossible to have an excellent market. If such a basic principle is not understood, talking about innovation, talking about changes, and talking about Internet thinking is not acceptable.

The brand can create extra value, such as the trustworthiness of high reputation, the intimacy of personality fit, the sense of respect brought by quality experience, and the sense of identity brought by good quality. These are the fundamental reasons to promote consumers to choose brands. "The most important thing is to create a legitimate profit for the enterprise through the above, the profit must be legitimate income, money must be clean, otherwise our brand is nothing." Zhang Shuting said.