In 2020, Such Brands Will Usher In Counterattacks.

　　 First, under the transmission of epidemic tensions, money will be spent on more deterministic brands.

The impact of the epidemic on the economy depends largely on the extent of the spread of the epidemic and the length of the time needed to quell the epidemic. It is too early to make a conclusion, but it is never too early for Chinese enterprises to prepare well.

The most intuitive result is that people will be more cautious in their consumption when their business is trapped, residents' disposable income and savings level fall.

This will directly lead to a result that people will postpone the decision making part of unnecessary expenses, and on the expenses that must be paid, people will spend more money on products that are more stable, more reliable and more reliable. Popularly speaking, those products with better brand building are.

　　 Two, international high-end brands still have great gaming advantages.

In recent years, with the emergence of fragmentation of the media, many companies have begun to pursue new brand building methods, such as live video broadcast, chattering, fast red book, red paper grass, and public articles, which have become legendary "magic medicine", which has made us have some illusions that some international brands have become old, and that China's new brands are rising. Full of confidence.

But if we look at this epidemic, we will find that the above conclusions are not accurate.

First, the potential of traditional international brands is still strong. When the demand for "certainty" and "security" is rising, this brand potential will change from invisibility to dominance.

For example, the 3M standard N95 mask, which has attracted much attention in SARS in 2003, has occupied the recognition of brand category because of its outstanding performance in many epidemic prevention. It has become the pronoun of medical high level respirator in the heart of the whole people.

Therefore, in the case of outbreaks, 3M has become a specific target. Using 3M and another international brand Honeywell, and Baidu's index search of a well-known domestic masks, the author found that the difference between the first and second, third categories of consumers who had entered mental cognition was between tens of times to infinity (not against third parties).

To a certain extent, this shows that the brand's centralization is molded into a "default option" of the consumer's mind, which is subconsciously changed into a standard, a common sense, and an unthinking choice, which has a huge impact on consumer decision-making.

Second, we are acknowledging that the international brand's mental cognition in the middle and high end is still firmly occupied in some fields. Nor can we think that all international brands must be right in brand building.

For Adidas, who launched an earthquake in the branding field last year, the brand openly acknowledged that over the past few years, market work has focused too much on so-called "effect advertising" (i.e. Click to pay fragmentation and traffic advertising).

So that Adidas has already paid a huge price on the core brand building, that is, consumers' recognition of Adidas brand has declined. The author also made a data comparison (not for the third party).

　　 Three, the polarization of new brands in China

We have to admit that with the development of supply chain e-commerce, some suppliers have begun to follow the development of numerous and concentrated modes. But they are still not real brands.

1., go brand growth.

There is no price increase without any kind of growth. The price of such brand growth is to further reduce or even abandon the investment in brand building, enter the era of pure cost price and bloody war, and reduce the price by reducing the cost.

As we all know, this is not a long road. At least, this is a more risky way. A few graphs cited above show that when the uncertainty increases, the brand with mental cognition has a significant advantage in PK products without brand recognition. Therefore, we see that now supply chain electricity providers have even started a lot of new brand incubation plan.

2. build a brand and get a higher premium.

For Chinese enterprises, another option is to make product innovation and quality upgrading, to get higher premium and longer competitiveness by brand. This is the right way, but it is also a more difficult way to go. Why? Let's analyze it later.

　　 Four, ROI is not the ROI you saw.

The rapid development of the electricity supplier in the past 20 years has made the Internet traffic advertising take full advantage of the development opportunities. This is because brand owners believe that since the underlying channel change has occurred and the discourse power of offline sales has been decreasing gradually, the online advertising which can be closed from click purchase can be adapted to the transfer of the consumption platform, and it is also more direct and feasible in promoting consumer behavior.

To put it plainly, in the minds of many advertisers, "see Click to order" is a perfect closed loop.

But is consumption really that simple?

Perhaps it is because traffic advertising is getting more expensive and worse, forcing advertisers to go deep into the ROI (return on investment) of Traffic Oriented advertising.

This study does not matter. One result is startling. A research report shows that there are as many as 20 interactions with brands before the end user's consumer behavior.

In popular terms, the reason why ROI has been eye-catching in the early stage and failed in the later stage is that there is a problem in the way of statistics.

Most of the statistical models are based on the last click before consumption to calculate the cost-effectiveness ratio, but they can not count that consumers can have many interactions with brands before the last click.

This conclusion gives us the inspiration that it is a more profound wisdom to re study the path of brand rise rather than to believe the ROI conclusion of one-sided advertising.

　 Five, why do some old brands get up?

Careful observation of China's high-end brand market in recent years has two dynamic variables.

1. self upgrading of consumer groups

The first is the self escalation of the consumer groups. Both the rising of the consumption ability of the young users, the boomer movement of the national tide, and the incubation of new brands all reflect the pursuit of higher consumption quality by the users. This provides an opportunity for Chinese brands and high-end brands in the international brand competition.

Therefore, we should undertake the question raised earlier: how should this "harder road" be set foot?

The author thinks that the most macroscopic choice is to choose differentiation.

We can see that when the international brand is becoming more and more Internet oriented, and the pursuit of diversified channels of communication and social networking, all Chinese brands who choose the opposite way have achieved certain success.

The core of these successful brands is anti fragmentation and central detonation. They are not abandonment of network channels and fragmentation means of communication (no one can discard this era), but rather more reasonable arrangements and resource allocation in the energy mix of the brand explosion.

For example, the flying crane milk powder, which had been short at the end of last year, quickly beat down the short selling structure, and the price of the milk powder broke through 10 Hong Kong dollars / share, with a market value of more than HK $90 billion, which means that the short selling organization was completely defeated.

The reason why the flying crane milk powder can defeat the short selling organization is that the performance can maintain the high speed growth situation, and the sales volume has already ranked first in the industry, and surpassed all foreign brands.

"Flying crane milk powder has surpassed all foreign brands and has become the top selling brand in China's infant formula market". Last year, Nelson's report showed that the market share of the flying crane line reached 13.9%, and the overall market share was 11.9%, far exceeding the second brand in the market.

Why did flying crane achieve such a success? I think there are two reasons:

First, in the area of "technology content", which is most emphasized before the foreign brands, the positive PK posture has been put forward, such as actively undertaking the national level scientific research projects such as the National 863 project and the Ministry of science and technology 12th Five-Year project.

For example, at the end of 2018, China's first dairy Engineering academician workstation was set up to fly crane, which is a solid foundation for the realization of independent control of raw materials for infant blending, which is conducive to breaking away from the supply of dairy raw materials and other aspects of foreign enterprises, and is a powerful empowerment for the sustainable development of China's dairy industry.

Second, while enhancing its competitiveness in science and technology, Feida also took the strategy of centralization and detonation, and formed a series of methods based on the quality of ingenuity, based on the strategy of "better suited to the constitution of Chinese babies", and centralized detonating facilities such as Focus Media, and established an image of a refresher who exploded in the mainstream group, making the brand step. An important runway leading to sales volume of 200 and 30 billion. It is worth mentioning that in this outbreak, the flying crane's practice in public welfare is also commendable.

Bosideng's route seems to be different from each other. On the one hand, it has comprehensive benchmarking on hardware and even overwhelms the international brands such as canadian goose. On the one hand, the international stars change the brand's genes from functional to fashion sense, and then are instilled into consumers through the Focus Media and other central platforms.

Some people may say, why are some of the old brands breaking through? Actually, the central brand detonated is not just old brands, but also the new brands rising in a short time such as Rui Xing coffee, almost all the budgets are pressed into Focus Media.

In the office building apartment elevator mouth, with Chang Chen and Tang Wei endorsement, constantly told the city white-collar workers, "small blue cup, who does not love", sell about 88000000 cups of coffee a year, start the business in the United States 18 months, the market value exceeded 8 billion dollars.

Are there any similarities between new and old brands?

Yes, that is to seize the bonus of the new centralization brand detonating facilities.

2. end of traffic bonus

In those days, the way of international brand was to occupy the hypermarket bonuses in the channel, and spread far beyond the domestic brand's budget. It could occupy the mainstream channel at that time, such as the bonus of TV advertisement, so their brand potential was much higher.

However, these two dividends are all gone now. But the path dependence of international brands and the consumption of potential energy stocks of existing brands make many international companies indulge in the micro success of marketing, and they follow the fragmented and dusting Internet with their own good sense, which reverses the overtaking of these old and new domestic brands suffering branding pains. Opportunities.

Because of its high brand potential energy stock, the international brand has not seen a decline in the high-end market in short term, and even has a pattern of outbreak.

For example, in Li Jiaqi's statistics, the contribution of international brands such as Estee Lauder accounts for far more than that of domestic brands.

However, as the flow becomes more and more expensive, and even the amount of purchase is greater, the price is more expensive, which makes the international brand have to bear higher expenditure. At the same time, it also needs to make "live broadcast direct selling at the lowest price of the whole network" and "electricity supplier big promotion".

In an era of stock game, price and price war is often the price and the bloody battle is the predicament of the enterprise. The end of the flow bonus, the higher the flow cost, this prompted everyone to start thinking about how to build brand, because the brand is continuous free flow, brand power can enhance the conversion rate of the flow, brand potential energy can bring the product's premium capability.

The wisdom of Chinese brands is the opposite and the saturation attack of centralization.

We have used the word "centralization detonation" many times. Here we need to explain the concept.

Centralization detonation is made up of centralization + detonation. The target of our centralization is 300 million urban middle class, so the prerequisite for centralization is to reach this group at one time, so that all target audiences will be exposed to one thing.

Another concept is detonating, detonation that inspires the attention of the group. Remind him to "look at the new ads", even because of the clever marketing method, so that detonation itself has the topic attribute, these successful cases are too many, like last year in the elevator media detonated platinum pun patten, Boss direct hire and the recent easy car network, are very notable cases.

So, from this point of view, do you see people talking about traffic ads? Do you remember several traffic ads in the past month?

Advertising is only part of brand building, but it is also the most important part, because it is a step to reach users and carry brand information.

In theory, any advertisement is "drug can not stop", as long as it is done, we must continue to do it.

But the key is that flow advertising can be compared to a western medicine with drug dependence.

Brand advertising is like the comprehensive conditioning of Chinese medicine. It helps you build brand's mental cognition. Once cognition is established, the marginal cost of advertising is lower.

It is also a bit like "Yellow Emperor's Internal Classic" that "good memory, evil can not be dry", its role is to help you have stronger and stronger brand potential energy, and this promotion is semi permanent, can play a long-term mechanism.

Many companies think that playing brands is not effective, as I see, it is because they have not found the switch of consumers' minds.

Many enterprises believe that brands are better than promotions and rush traffic, and indeed, brand advertising has changed to qualitative change. It has popularity before the turning point is reached, but sales effect is not obvious, and the inflection point has obvious sales spillover effect.

Therefore, not every enterprise can own the brand. Only those who find the competitive strategy, locate the methodology, and focus on the centralization platform at the same time, will be able to win the strategic turning point through the continuous optimization of the channel and user activities.

But the difficulty of such a choice lies in the fact that China now has little platform to detonate its centralization.

Before, maybe it was a national TV station. But with the decline of TV starting rate, the viewing window that can be centralization detonated has narrowed down.

This is why every year Internet Co has to spend hundreds of millions of reasons for CCTV Spring Festival Gala. During the Spring Festival evening of 2015, the micro letter issued a red envelopes of 500 million yuan from the new year's Eve to the fifth day of the fifth day; in 2016, Alipay distributed 800 million red packets; in 2018, Baidu distributed 900 million red packets; in 2019, the fast hand paid 1 billion level of marketing expenses...

These are typical Internet companies with strong fragmentation capabilities. For example, BAT is the only three Internet platform with 1 billion users in China so far. Fast hand and jitter are the fastest growing media in recent years, and even the biggest advertisers in China.

These enterprises, which have strong fragmentation capabilities and unparalleled Internet discourse power, are scrambling to choose the way of centralization and detonation to increase their brand building. Can't they let some brands who are too obsessed with "fragmented dissemination" think deeply?

Unfortunately, there is only one spring festival gala, and the Chinese New Year is only once a year, and there are tens of thousands of Chinese brands that want to break out. This has to say that in addition to CCTV Spring Festival Gala, China can carry out the brand centralized detonation facilities, that is, the elevator media.

In my opinion, there are two value points:

First, it must not be evaded.

The realization of centralization detonating is based on seizing the closed life scenes of the mainstream audiences in 300 million cities, breaking through the situation of extreme saturation attack, forming the volume advantage in the limited space, detonating with high frequency concentration to deal with the fragmentation propagation, and dealing with the social communication in the infinite Internet world with the saturation attack in the limited living space.

Second, the propagation rule of sub elevator media is not simply a mantra chanting and fatigue bombing. On the contrary, with the development of more than ten years, a series of brand initiation theories represented by positioning theory and competitive strategy, as well as the maturity of the professional service organization as a professional service, are presented.

This allows users to distribute in the crowd is not a brand adventure, but with abundant theoretical support for the preparation of the war.

　 Six. Is the era of the Chinese brand coming?

From milk powder to cheese, from clothing to coffee, from the battle of UBER to Bosideng PK Canada goose, Chinese brand is rising in a unique way, which is closer to China's reality.

At this time, a new variable emerged, that is, the epidemic.

The epidemic situation will definitely impact the traditional brand that relies on offline channels. The rapid growth of the electricity supplier platform in the short run is inevitable. The rise of the new brand may also take advantage of this opportunity. A good brand may also decline under external force. This brings about a new problem: is the era of the Chinese brand of the card coming?

The so-called VUCA (UKA) era means that we are facing a world of volatility, uncertainty, complexity and ambiguity.

Although this change comes from the innovation, development and wide application of science and technology, its speed of change, the impact on our lives and work and ideas are far beyond our imagination.

Very simply, if the brand market structure of the epidemic is getting clearer, the generation of variables will make this field again.

But in the face of more complicated times, brand is the core immunity, and the antibody of brand core is certainty and centralization.

In the whole era, people are increasingly seeking certainty in the cold wind of debris, and the central detonation has become the only opportunity for ambitious people. This conclusion is probably not easy to be overturned.