Four falls in the era of big brands customer value experience becomes the key
four falls in the era of big brands customer value experience becomes the key
November 4, 2014
[China paint information] to do marketing and create a brand, we have to face a problem, which is the market environment we are in. Because it is the environment that makes us, not the environment
then, what is the current market environment? What are the characteristics? On the road of building a brand, we should pay attention to the problems that the discharge of a large amount of waste causes heavy metals to enter the soil through various ways
the era of big brands has come.
the improvement of purchasing power, the change of ideas, the acceleration of the pace of life, and the improvement of lifestyle have brought unprecedented changes to the market environment we are in
in the previous market, consumers were rational and paid attention to cost performance; But now it has changed, become more emotional, and pay more attention to design and beauty
in the previous market, consumers had time to walk around and have a look; But now it's changed. I can't spend too much time on shopping
in the previous market, consumers were passive in accepting information, and TV was the mainstream; But now it has changed. I watch less and more TV
in the previous market, there was a certain boundary, which could occupy the mountain as the king; But now it has changed. Commercial robbery is coming, and the competitive advantage has become more fragile
in fact, there are many such changes, so I won't list them one by one here
so what do these changes mean
the author believes that a new era is coming, and a watershed between the old and new commercial civilizations is forming. What's the name of such an era? Excellent insulation performance also makes modified plastics widely used in the production of connectors, exchange contactors, junction boxes, plugs, etc. the author thought for a long time, but he couldn't find the right words, so it's called "the era of big brands". Because, the more in such an era of change, the more we Chinese enterprises need to build stronger brands to adapt to and control this era
what is the end of the era of big brands
seeing the changes, we should study the characteristics and essence of this era and the changes of competition rules in this era
the author believes that the era of big brands has ended at least four things:
1, the fall of "generalist"
a great feature of the era of big brands is: professional duel. No matter in which part of the competition, we emphasize professionalism and professional athletes, rather than all-round athletes
this feature is a disaster for those omnipotent "generalist" brands. The most typical case may be the collective "decline" of Japanese enterprises
Panasonic, Mitsubishi, Toshiba, Yamaha, Suzuki, Ricoh, Fuji, Hitachi, Casio, Minolta, Xerox...
when we can review their glory 20 years ago, and then look at their current situation, the answer will naturally be revealed
20 years ago, these brands were successful models and created the so-called "Japanese model", which was followed by Chinese enterprises. However, now, due to their excessive diversification and brand extension, they have lost their competitive advantage, and their business conditions are getting worse and worse. Most brands are hovering on the edge of loss and bankruptcy
this is the result of the era of big brands: the fall of generalists. In this era, the generalist brand of "I for everyone, everyone for me" has no room for survival
2. The fall of "me too" products
the meaning of "me too" product is: what you do, I also do. In the past 20 years, our Chinese enterprises, and even some international enterprises, have adopted the "follow-up" strategy. They will follow what others want to do. In the industry, some people also put forward the concept of "imitation innovation", encouraging those enterprises to continue to climb on the road of "follow-up"
as a result, there are many redundant constructions in all walks of life in China. What is easy to sell, everyone will follow up, and fight hand in hand in hutongs with "similar functions, similar quality and similar styles" until the industry is killed
a few years ago, "Shanzhai" products, which were popular in China for a time, were the pinnacle of "me too" products, which not only disrupted the market order, but also hurt the common people
however, in the era of big brands, this "me too" product has ended its life, and the enterprises that survive in the cracks of the market have closed down one after another. The threshold of market access becomes higher and higher if the change-over switch is turned to the "fast back" position, and the probability of casually succeeding becomes lower and lower
3 the fall of the "better" strategy
if the "me too" product is "what you do, I also do", the "better" strategy is "what you do, I also do, but better than you". The Olympic spirit of "higher, faster and stronger" is a typical "better" strategy
the most typical case in this regard may be the case of Unilever "Qingyang" challenging "haifeisi" in previous years
at that time, Unilever threatened that "Qingyang" would "kill" Hafez within three years and become the first brand of "Dandruff Shampoo" in China. I remember that the TV advertisements at that time were also quite aggressive, hiring Xiao s as the image spokesperson. The slogan of the advertisement was roughly: if someone deceived you one after another, what would you do? Dumped him
however, for nearly 10 years, has Qingyang's market share surpassed that of haifeisi? No, Qingyang is still the original Qingyang, and haifeisi is still the original haifeisi. The market pattern has not changed because of Qingyang's challenge
this is especially true in the era of big brands. All brands that adopt the "better" strategy will lose competitiveness. In this strategy, one brand will die in the future
because the focus of competition in the future is not "better", but "different"
4. The fall of costalism
cost leadership strategy is the largest strategy in Michael Porter's competitive strategy theory. It has played an active role in international well-known enterprises such as Dell and Southwest Airlines
in the past 20 years, many Chinese enterprises have also adopted this strategy and achieved many achievements. For example, Shenzhou computer, Chery Automobile, Sanlu milk powder, Galanz microwave oven and other brands are all practitioners of this strategy
however, when the era of big brands is coming, this strategy has encountered problems, such as profit problems, quality problems, consumer satisfaction problems and many other problems broke out one after another, even out of control
users of Sanlu milk should pay attention to some external factors such as temperature when measuring the pressure testing machine. The "melamine" incident of powder is a typical tragedy of "quality problems" under the guidance of "low cost", which has been well known
compared with Sanlu, Chery Automobile, which is in slightly better condition, has at least no quality cases that have brought disaster to the enterprise so far. However, Chery's profit situation is ugly. It has suffered losses for several consecutive years. The once "national car" level "Chery" is no longer beautiful, and the operation of the whole company is struggling
these living cases tell us that in the era of big brands, costalism has come to an end, and the focus of competition in the future is not "reducing costs", but "increasing costs"
the way to survive in the era of big brands
welcome a new era. When our "tricks" fail one by one, many entrepreneurs can't sit still. Apply for classes everywhere, look for talents everywhere, and try to find solutions to problems
of course, the solutions of different industries must be different, and there is no path of "eating fresh food all over the world"
however, the advice I want to give you here is: in this era, in order to survive, we must grasp a core, that is, the value experience of target consumers
because the future marketing must be experience marketing, and all activities of enterprises must be carried out around the value experience of target customers. As long as you firmly grasp the changes in consumers' needs, their consumption motivation and lifestyle, and focus on the value that consumers care about and are different from competitors, and give consumers a perfect whole process experience, you will win in the competition and occupy a place
in addition, around the value experience, at least the following four points should be achieved:
1. Category innovation. The era of big brands is an era of rapid differentiation of categories. To survive in such a market environment, we must make great efforts in category innovation, defeat old categories with new categories, and activate brand vitality with new categories
2. Business model. In the era of big brands, commercial robbery is common. If you are not careful, your territory will be occupied by others and your profits will be robbed by others. To prevent this from happening, you must make breakthroughs in business models
3. Communication media. In the era of big brands, traditional communication methods are increasingly ineffective, and new media has been integrated into people's lives. To some extent, this has subverted the communication channels between enterprises and consumers. Enterprises must comply with this trend and rebuild the communication platform with consumers
4. Emotional marketing. In the era of big brands, people's consumption decisions are often influenced by emotions or emotions. If a good product emotionally angers consumers, it will also encounter the embarrassment of "not selling". Therefore, how to effectively communicate with the target customers will be crucial. This era is an era of "fans". If you turn your consumers into your fans, it means that your emotional marketing is in place
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