China Ceramics Network Special Writer: Zhang Nianchao Current The market is just like when people reach middle age, they lose the impulse of youth and desire for material things, and become more rational and accommodating. They no longer pursue material satisfaction, but focus on living a better and more simple life. Therefore, many desires are diminishing nowadays, including eating and dressing. In the past, it was easy for us to think about what we would eat and where to eat. Nowadays, many people do not want to eat if it is not to satisfy their hunger, unless they have something they love.
This change makes operations more difficult for brands. In this consumer era where there is no material desire and life pursuits tend to be dull, consumers no longer care too much about brands span>(However, they will not choose it if it is not a brand),No longer pursue products too much , they will only choose what they want, and will not pursue luxury and low prices. They neglect activities, ignore promotions, and insist on product features and moderate prices.
The first quarter of 2019 is over, which also heralds the end of the whole year. Victory The defeat has been decided, and no matter how hard you try, you will be unable to reverse the situation. You can only wait until next year.
This is a very normal phenomenon and a very terrible result. Maybe we don’t believe it, but this is the cruelty of the market and the invisible influence of the market. Charm and facts make us return to rationality and rethink consumption value rather than brand value. Without consumption value, no matter how great a brand is, it may be worthless.
Generally speaking, the first quarter of this year: the market started late, recovered quickly, and sales were This is a nationwide situation.
However, the differences between brands are relatively large, and the second-category brands have gained inherent advantages:
First, the brand of an agent with an excellent team, Rely on the agent model to gain a larger market share first, The agents mentioned here have the characteristics of excellent teams, leading models, and medium consumption value;
The second is a brand with store advantages,The advantages of the store are reflected in the characteristics of boutique, social, spatial, and experiential, rather than in the form of large and many.
There are many factors affecting 2019. Here we only talk about the factors of brand changes. Brand is very important, but brand has become the basis of choice and is no longer the main factor. This is the biggest change. Including brand marketing, consumers are tired of the heartbreaking and bloody model. What they need is a calm and connotative brand. Therefore, there needs to be changes in brand building in 2019.
First, when building a brand, you can’t be proud of yourself, you must cooperate with you Partners gain value. Including operators, agents, service providers, and users. Self-promotion is a misunderstanding in current branding. Entertain yourself!
Second, when building a brand, you must be rational. We cannot lose ourselves in the flattery, let alone regard education other than service consumption as our core competitiveness. Influencing consumption is the core competitiveness.
Third, building a brand is about changing habits, not advertising. The past "I am good, I am good, I am the best" syllogism model is outdated, and brands need New momentum, youthfulness, and style, but the output of many brands still remains at this level.
Fourth, to build a brand, you must build stickiness and community.It’s not about telling stories, let alone divination. It needs to be truly scientific, interactive, community-based, loving and inclusive. Brands use communities to differentiate their consumption. and positioning, to become stronger and bigger by gathering communities, rather than infinitely enlarging the community.
In the future, everything will return to its essence, and the pull of activities and the push of channels will weaken. In the future, the difficulty of all operations will increase. It is not that business is difficult to do, but that the demand and operating platform have upgraded. Only when the platform leads or is tired, management will be easy. Therefore, those who do not have a platform in 2019 should pay more attention. If your energy is on building a platform, then the market has already been lost.
(The picture in this article comes from the Internet)
(Original link:https://mp.weixin.qq.com /s/xQNpLkYmtPeVjZXzgCtgdg)
