Only By Doing Well Can Enterprises Shape Their Brand.

Under the current market environment, the integration of online and offline markets has entered fragmented marketing, and SMEs are more difficult to fight for a brand that can belong to them.

Of course, this is not to say that SMEs have no chance. If we know the process of brand building, we can work hard in this process. With the shortest time to make consumption worth remembering you, identify with you and spread you, then you have the brand gene. If winter comes, can spring be far behind?

First of all, we need to understand the market environment around us:

A good brand has always a personality - a new study of 40000 Chinese consumers has found that the day that the brand grows fast with the strong growth of the category is gone, particularly in the first tier cities: the top five brands of the product category lose 30%-60% per year, the permeability is crucial, but the permeability is beginning to show a "leaky bucket" feature.

What does this mean? It shows the weakness of the brand, the similarity of the brand and the fuzziness of the brand.

This phenomenon is now a common problem.

In the increasingly fierce competition, many products and brand trademarks are dazzling, which makes our personality, unique and connotative brand appeals fade. For short-term and immediate interests, we are pressing each other. Many potential brands have already vanished when they haven't started yet.

A good brand needs to keep pace with the times. The global leading market research firm Kantar Worldpanel joint management consulting company, Bain & Company, has jointly launched a new Chinese shopper report 2013 to study the real shopping behavior of 40000 Chinese households in 26 fast moving consumer goods categories.

"The days that brands grow rapidly only by the strong growth of their categories are gone forever. This is particularly evident in the first tier cities." what does it mean? It shows that the niche and individualization of the market environment are obvious. The de centralization of the brand makes most shoppers interact with the brand less (i.e., the frequency of purchase and the rate of repeat purchase).

The base is unstable.

Consumers choose only for buying habits. It is impractical for a strong brand to continue to possess brand power.

Well

We must base ourselves on the standard and seek the deep and not the broad. For some enterprises that already have strong brands, they often make a mistake. They expect a brand to take the whole world and quickly realize the brand family and the long tail value. What's the result? Just like Wang Laoji, consumers can remember Wang Laoji's herbal tea.

Under the "Wang Laoji big health" strategy extended by "Wang Laoji", many products of Wang Laoji's health have been isolated from Wang Laoji's pharmaceutical industry. Although in recent years, Wang Laoji's health has also launched many new products, but sales volume is not satisfactory.

Everyone knows Carrefour, but the "Carrefour" sanitary napkin may not be known, let alone brand attractiveness. The brand that looks like a niche brand may just be a small brand.

It is unrealistic to expect to turn them into high frequency or loyal shoppers by locking a small number of consumers.

Good product brand online, there will only be platform brand on the Internet. Can a network operator have its own product brand? Some people may say yes, maybe I tell you, the electricity suppliers are going to cry, they want to have consumers to remember their product brand, but consumers do not see their brand at all.

Buyers still go to the price to go, do not look at your store brand logo and reputation.

Consumers are just because of certain commodities.

And store your shop.

Online consumption has a common feature; the buyers and sellers are completely naked interest relations. After buying the same consumer, they may never be in contact with each other, so in this sense, buyers and sellers are a "hammer" business.

You are welcome to say that even though many of the sellers on Taobao have already mixed up with the crown level, how many consumers really believe those icons? The electricity supplier takes the "goods" as the center, the entity takes "the human" as the center, the electricity supplier is bigger, is only one kind of channel, the Ma Yun is bigger, he is also only an intermediary.

A good brand will surely spread. Tang E Schultz believes that the key to marketing is to understand that what the consumer wants to buy is not what the enterprise wants to sell, but the most important thing in the interaction with consumers is to listen to their needs and then propose solutions accordingly.

This plan is the appeal of brand communication.

Whether more innovation is being made on products and packaging, the brand will attract new buyers.

Or establish a distinctive and popular brand image.

All of them want to tell the consumers what they are? After 90, heavy packaging design, 80 after heavy quality, 70 after heavy use habits, consumers born in different ages have different consumption concept, good brand will extend the product line to meet their different needs.

It is not easy to create a brand. This is not just a question of a trademark registration certificate. Mr. Cha Gang, a senior planner of knowledge and planning, believes that brands have always been experienced and the brand created by people is a "famous brand" - a brand with a name.

The real brand is never built.

Because in the process of its existence, it needs to be verified by the market. Even if it is three years or five years, it will not necessarily reach this level.

Without experiencing the process, it is meaningless to rely on brand stories and brand names.