Brand Value Construction In Digital Era: A "Long Distance Run" With Consumers

This year, a sudden epidemic has brought impact to the rapidly changing brand industry. The arrival of a large number of brands in the new consumption era has also brought insight and Thinking on the digital value and development of brands for traditional brands.

"Under the background of superimposed epidemic situation in the digital era, one of the most important impacts of digitalization on brands is that the connection mode between brands and consumers has changed." On December 20, at the 2020 China brand value management forum sponsored by 21st century economic report and jointly sponsored by Genyuan Consulting Group, Jiang Qingyun, director of marketing department of Fudan University, believed that nowadays, brands can communicate with consumers at any time through Internet technology and social network connection, creating the possibility of value interaction of products or services.

Therefore, the value of the brand is no longer only embedded in the product, which puts forward new requirements for brand building.

So, in the digital age, how should we reasonably build brand value?

Adhere to the long-term orientation

"Marketing theory believes that today's brand value no longer exists in the product, but will also perceive and create value in the process of delivery, which also has a great impact on the brand community." In Jiang Qingyun's view, although the experience mode of brand in the post epidemic era has changed, the traditional brand theory is not outdated, and the brand should adhere to the long-term orientation.

His own experience deepened Jiang Qingyun's recognition of this view. According to him, during the outbreak, one of his friends engaged in the sale of small household appliances told him that the sales volume increased significantly during the whole epidemic period. Analysis of the reasons, high-income people originally bought high-quality small appliances before the epidemic, and the epidemic has given these consumers the opportunity to experience. "Experience requires a touch, or a specific moment. With this experience, consumers have strengthened their good impression on the brand, and promoted the sales growth of the overall brand products. " Jiang Qingyun further believes that under the catalysis of the epidemic situation, brands in the digital era need to change with the times.

So, how to build a brand together? In this regard, Jiang Qingyun believes that the current rise and decline of brands is accelerating. However, the rise and fall of brands depend on the development of technology, connection mode and social network. They speed up the flow of information. The key to the success or failure of a brand lies in whether or not it can reach the top of the wave brought by technological innovation. However, he also pointed out that the rise and fall of brand is only a temporary phenomenon. In addition to grasping the short-term wave, brands should also pay attention to long-term doctrine.

"I personally feel that the traditional brand theories are not out of date, because they are formed after a long time of accumulation, and brands are originally long-term oriented," Jiang Qingyun said bluntly. "Short term brand change is just a phenomenon. Brands should not be flustered in the change. Let time test them and let bullets fly for a while."

In fact, there are countless fans who adhere to the brand's long-term orientation. When this year's epidemic situation brought challenges to the industry, Peng Yun, COO of naive blue, had a deep understanding of this.

According to public information, nailan started by taking the most beautiful photos, and this year is the 10th year of its brand establishment. Talking about the impact of this year's new crown epidemic, Peng Yun said that the epidemic first made the company re-examine the brand positioning, and optimized the internal training, process running in and brand value transmission.

"In the past, we focused on the most beautiful ID photos. In the second half of this year, the number of photos of lovers, girlfriends, parents and children, and family photos increased greatly. During the period of the national day, the number of family photos was basically doubled," Peng Yun revealed. "The epidemic has changed the thinking of consumers, and also indicates the potential of their demand growth."

Therefore, na? Ve also redefined 2021 as "a year of transcendence". "This transcendence is not only in the connotation of our brand, but also in the transmission of our core values, hoping to make a breakthrough." Peng Yun said that when nailan first chose the ID photo as a subdivision of the track, its original intention was to take good photos rather than rely on too many digital marketing methods. But the subsequent development showed that the company could not be complacent.

"I think naive blue adheres to a brand and hopes to work towards long-term doctrine," Peng Yun said of the future. Nailan still faces many challenges. Although it has run out of the profit model of "from 0 to 1", it still needs to keep its foothold on the core point of the brand and adhere to the long-term principle in the future.

Brand needs to return to consumers

Meibo, the founder of digital and President of the Academy, pointed out that the brand has symbolic and value recognition, which is a permanent brand asset. Technology driven marketing 4.0 era is a leap from cold weapon to hot weapon, ape man to Homo sapiens. Enterprise brand must adapt to this trend and accelerate the transformation of digital intelligence.

However, brand building is not a day's work, especially under the epidemic situation, how to adhere to "one side of the soil" is a test of brand's determination.

Jin Chen, managing partner of VenTECH China, believes that the epidemic will not bring about great essential changes to the business environment. The biggest change is to speed up the development of things. Therefore, for start-up enterprises, the most important thing is to survive during the epidemic period, and competitors may be "unable to carry" faster.

As an institution that has invested in China for 14 years, VenTECH China has invested in jumeiyoupin, Siku, keep, nailan, etc., and is familiar with its brand influence. "With the development of China's economy to the present level, a large number of market segments will be born. Each market segment can accommodate one or two or even several listed companies," Jin Chen said frankly. "Under such a premise, the most important thing for the so-called entrepreneurs to create their own brands is to find the market segments that they are best at, or have the ability to redefine the market segments, and And there are clear barriers to competition. "

So, how to position the market segment and build its own moat?

Ye Liyan, sales and marketing director of Technogym tenorgan, believes that no matter what generation, no matter how the environment changes, the brand still needs to return to consumers.

This year's epidemic has had a profound impact on the development of brands in various industries. According to this observation, ye Liyan believes that the biggest core competitiveness of the brand in the future is "connectivity", which can be built with digital means and data-based system to transform customers' trading relationship into interactive relationship. In this regard, ye Liyan stressed that digital marketing needs to pay attention to three aspects: the innovation of new channels, the innovation of new technologies and the research on the attributes of post-00s.

However, the brand is easy to encounter pain points in the market segmentation positioning. Chen Fei, senior marketing manager of oatly brand in Sweden, summed up the following three aspects: first, how to distinguish the deep and shallow relationship in the whole process of user training of the brand segments; second, how to move the brand from the minority to the public in the whole process of education and communication; third, the innovative labels of new brands will face greater difficulties in product iteration and launch.

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