I went to a lot of business to do consulting, I heard most of the company CEOs complain: too difficult for Chinese enterprises to make the brand.This seems to be issued by Chinese entrepreneurs in unison distress signal.China in the 20 years of marketing history, to stay in the market based on sales of Marxist-oriented marketing actions, more sales-oriented marketing concept, impulse-based marketing promotion, which makes the brand foundation of Chinese enterprisesextremely weak, enterprises lack the ambition to build the brand! grow up, live near businesses abound in the market building on the brand voice is very weak! treatment for these enterprises, while summing up the majority of corporate brand development in ChinaMisunderstanding about the following 7.
1, blind bounce back - unable to support, in disarray
Chinese brand bounce back is serious, a brand started a few on the occasion to have more, that many children, each child can profit, strength in numbers on the business benefits, under the guidance of this concept, regardless of indiscriminate,do not do brand planning to have a couple of the students a few, such as child birth is not that thing, this child often cold, the children often cough, the child more, less milk, plus a lack of management of the brand, the right guidanceability, in difficult circumstances, it is difficult to feed their children.They do not pay attention to the brand planning and management, without considering the carrying capacity of the brand, but only based on production, channels of resource optimization considerations.Enterprise development and growth in the same time, brand planning and management in place, causing a serious lack of brand core values, brand collapse, broken chain, leaving risks for the brand development.Wahaha as domestic large enterprises Kids, Wuliangye so.
2, good rejoicing all - big and brand positioning
We must focus on brand positioning, use of a particular brand image to attract specific target groups, rather than Putian net.Many enterprises in China brand positioning not want to sacrifice, the more that will be a huge target market, the greater certainty of success; in practice it is not clear target market, customers are thinking, lack of market comparison and analysisdirectly led to the formation and our brand is difficult to give full play to competitive.Pepsi focusing the younger generation, this generation of people who study the psychological and features a series of measures against them, the young consumers in the storm off the blue cola.
3, a hollow - a lack of brand structure, cultural background
Brand is the brand image in the eyes of consumers in the target is a commodity itself, but more than make commodity products to give different from its competition.Consumer buying behavior can be completed in a strong support points.Such as Coca-Cola logo in red and the subsequent joy encroaching hidden, invisible in about consumer behavior.Our company has remained at the level of Qing Li Yu brand awareness, brand image and ignore important social shaping of public welfare and public relations activities, participation, makes the brand in the mass media in not striking.
4, short-sighted boast - Advertising victory, the concept of speculation
In the initial stage of consumer-focused products, relying on an ad blowing north south green means to buy big crazy many brands, these brands of fire for several years, as the year of three oral liquid, turtle, etc. fine, but to present productsby a variety of formulas to attract consumers attention to the times, but also with advertising, this mode can Chibian few days? even if you shouted the voice of the biggest ad, play the highest number of consumers still do not buy from you, the consumer is not a foolreading the ad cries big, but could not see real results, kidding ah! China seems to be much innovation in many companies continue to create concepts and hot, but in reality is penny wise and pound-foolish, the concept of different organic link between the lack of, not common in the brand identity, so the concept of each with a different hot spots and Moyouchixu Yi Zhi Xuan Chuan Dichuandachu Pinpai core values, such concepts are speculative, look lively moment, but also good in the moment Chuangzao the Xiaoshou performance Naizhixiaoshou miracleBut a few years, but found that did not increase the overall value of the brand, how to bring tangible benefits to consumers, rather than the concept of marketing is the so-called Chinese enterprises need to face.
5, weak legs were - management deficiencies, lack of stamina
Brand management as a professional science, which requires companies have a special talent and brand management, brand management organizations related to the establishment of a system within the enterprise operational mechanism of science brand.However, the general situation of Chinese enterprises, most of the marketing department are based on sales center, promotions planning as the focus, can not afford the brand long-term management of the mission.In the absence of established company specialized in brand management organization, brand strategy and brand management powerless.BrandSources recently released a report entitled "brand out - Chinese home appliance market competition, the report forecasts" show in 1995, the domestic home appliance brands have more than 200, the number of retained only 20 in 2000, more than five years, the number of brands by 90%, as measured by such a phase-out rate, by 2010, the number of global brands is basically only two or three.
6, PR missing - a crisis, unable to turn
Unexpected events cause changes in market conditions, consumer spending habits, change when the consumer environment, when it vulnerable to many products, they keep up with changes in environment, only in some other illegal meansor other means to maintain the corporate existence, no sense of social responsibility, earn a is a.Sales, with people's lives, industry, the most likely had a strong impact.Once an industry product, a manufacturer problem occurs, affecting the entire industry and other enterprises, as many enterprises lack of public relations capacity, a crisis could only watch as their hard aggregate consumer, brand equity destroyedOnce a card down, its multi-line brand suffer.Brand enterprises such training can be enduring it?
7, aging premature death - lack of innovation, focus on business operations
When the corporate brand visibility in the market competition, reputation declined, and sales volume, market share, reduce the phenomenon of loss occurs, the brand has already aging, but aging brand companies do not know the reason that the purchasing power of consumersor a decrease in demand, so blind to the great efforts to promote open for the sales, what holiday sales promotion, event marketing, promotion and other topics exhilaration.For brands, this quick success, the practice of short-term can be lost to promote sales, but brand building is concerned there is no good profits.
I remember when we were still young, well-known brands, many, remember most clearly is the Dunhuang Grottoes home, in the year Dunhuang Grottoes home for so homesick popular in the river north and south in recent years, without much movement of the.Filed Dunhuang Grottoes home, everyone knows, but people just do not buy.