China in 2006, is one word to describe "how a random Zile?" The stock market soared and house prices soared; yuan to appreciate turbulent; local bonds, medical reform Inside Story; Zhang Yu incidents, "Golden Flower" "wave" Tao Chung; European Code of lies broken, SKII fall ... ... troubled times in China, brand marketing strange repeatedly. Some brands earn bowl full of pot is full, some brands face or green; some brand Banded, some brand planning for the future. Let us look at China's gossip gossip marketing.
First, sell the brand after another, building the brand surging
January 23, 2006, the Chinese beer industry, Fujian Sedrin unknown attracted wide attention from global investors: only 500 million yuan of net assets are sold 5.886 billion yuan of the high price. This is the history of the brand in China is rare, but also from the last century since the 80's, foreign capital on China's purchase of the brand, the highest premium for a single. M & A events Sedrin brand is undoubtedly a fuse in 2006, set off wave of Chinese entrepreneurs to sell the brand. With the United States after the acquisition of China Resources Valspar paint, Carlyle acquisition of Xuzhou Construction, Goldman Sachs M & Shuanghui, Schaeffler's takeover Los axis, such as France SEB Supor acquisition. Consequently, China has both the pot was broke open, one is a "commercial pot," the Chinese business world, began staging "You put Changba me play," Whatever you say he was "Yangruhukou" or, "and the wolf Dance "worth mentioning, since China implemented reform and opening up, from" selling products "to" sell the brand "great upgrade! The other port is the "medium pot," not moldy pot, but the media, public opinion of the pot, surrounded by brand acquisitions in the end is the "plague" or "The rich feast," the Chinese "electric media", "paper media", "web media" to start a protracted war of words. Right and wrong, let history note, but one thing is certain: the brand's "decapitation war" is tantamount to war, "decapitation warfare", we can not protect 80% of the small brand, but we must protect 20 % of the outstanding brand.
Come together and selling brand of China-made brands boom. Big deal in the process of foreign investment, Chinese businessmen seem to see the brand in the spring, felt the brand premium giants feast. So the brand of Chinese business boom in full swing more, and local governments to build the brand in waves, the famous Chinese-style sour the road began to surface: ... ...
Should be said that the emergence of the brand boom is a good thing, however, made such a quick success and instant brand approach, it is difficult Zaochu excellent brand, brand marketing is a systematic project, by honor and build up the brand through advertising is a brand of puffiness There is no quality, Sedrin brand to achieve 10 times the premium, in the final analysis benefit from the system, a solid basic skills, thanks to product strength, channel power, innovation, dissemination of comprehensive strength from the strong brand competitiveness. Without a strong competitive brand, unless the disposal by sale, it is impossible to find a good buyer.
Two hundred years the European Code of eight fraud
March 15, 2006, CCTV has opened a nationwide consumer Insider: known as the century-old, marketing more than 80 countries, from Germany's leading flooring brands in Europe Code, its German headquarters did not exist, there are serious consumer fraud. Normal is only 500 yuan per square meter of the floor, but since Germany affixed false, the German brand's label and sell the high price 2008 yuan. Described as "a ripple", the European Code of the incident quickly spread throughout the river north and south, a famous Chinese brand of wood floor has deep crisis of confidence unable to extricate themselves from this.
Should be said that the European Code is a master of insight into consumer demand, they are familiar with some Chinese consumers Worship psychological, and therefore sold at high prices, and reap big profits, but also designed the eight-year fraud. However, they do not know the brand is the foundation of reputation, no credibility, brand consumers ultimately will be cast aside one day. Lincoln famously said: "You can deceive all the people some of the time, you can cheat some people all the time, but can not deceive all the people all the time." In fact, decoration industry, building materials in China, in order to enterprises survive to the European Code of false propaganda of the far greater one, however, such as the EU Code, for eight years, and to create the illusion so real, so great and the design of traps for their own brands are not many.
European Code fell, in fact, in the Chinese market in 2006 because of credit crisis still famous wolf SKII cosmetics brand absorbed (chromium and neodymium poisoning cases), Ling handsome cars (brake problems), Foxconn (labor issues, and sued news events), Bausch & Lomb (care solution problem), etc., all of these "Spare the rod and" Tell us the truth of a permanent "water can carry boon!" After all, consumers will not fool the good end brand.
Third, the cultural wave: a lucky hit with the blog marketing
June 8, 2006, the Sany's executive president of Wave to the text published on his blog, "Let us see how the work was sold to fraudsters Xu", "300 million dollars, 31 can Xugong" and other articles, Should a time around the sale of Xugong equity and Xugong is being sold to fraudsters and other topics on the Internet caused a very heated discussion, and finally rise to the relevant state departments attach great importance to Carlyle's wishful plan ran aground.
Regardless of the text wave is premeditated or a lucky hit with, from June 8 published a blog article in question has Xugong, Sany Heavy shares rose 254% (8 June 30 closing price closing price 10.89,1 38.57 ), while the broader market over the same period rose only 84% (8 June 1591 closing point, 30 January 2930 closing point). Xu and Carlyle to work in the merger and focus first bad ears, but as a competitor Sany With the power of blog to earn bowl full of pots full.
Years as more and more in-depth China blog community, blog marketing, leveraging many companies have become a market levers, raise brand awareness as an effective way. This is a brand new way of marketing is to communicate the brand and potential consumers of a secret weapon. Man waves to the blog not only in the major portal and professional blog site also shines with biggest names in real estate Pan Shiyi, chairman Jason Jiang of Focus Media, Huayuan boss Ren Zhiqiang, Li Shufu, Geely navigator, Huang Ming Ming Huang stars such as solar energy boss . In particular, the Emperor Ming Huang Ming, and now has become China's major brands, management, marketing type site of the best "irrigation are" as the actual experience of management experts, has become China's solar energy industry, "missionary."
4, Mengniu Innovation: gimmick, gimmicks, or gimmicks!
October 22, 2006, the World Dairy Conference held in Shanghai, China Mengniu With high-end product innovation "DELUXE" won the quadrennial World Dairy highest award the "New Product Development Award", a hundred years History of the Global Dairy "Olympic Festival," the award stage, the first time the Chinese won the trophy! Then, carrying the world's award-inspiring Mengniu launched a nationwide "DELUXE" storm, Mengniu's brand reputation thus soared.
From the "astronauts special milk" to "Super Girl" incident, to the "DELUXE" storm, China Mengniu brand momentum seems to have become an expert. However, different from the previous event marketing is that Mengniu this "DELUXE" won the International Award of gimmicks to enhance brand awareness at the same time, more critical is to enhance the brand's reputation, to occupy the Chinese and the world dairy commanding heights of science and technology, which won the reputation of consumers. We had worried that loves to play "astronaut special milk" and "Super Girl" gimmick of Mengniu can go far, and now began to send forces in high-end Mengniu has given us enough confidence.
Brand marketing campaigns by their very nature can be divided into three "W": the first "W" is the WHO - Who am I, that is through a large number of advertising, event marketing and promotional tool, so that consumers remember the brand ; the second "W" is WHAT - What is my advantage, that is through product innovation, quality upgrading and other powerful combination of publicity and promotion, so that consumers know the brand of leadership; the third "W" is WHY- - Why, that is through customer care, service upgrades, contributing to society, so that consumers perceive the brand of the truth (true) and social conscience. So now Mengniu's brand marketing campaign has been a qualitative leap, this "gimmick" has far Western "gimmick" the.
5, found that "blue ocean", as a shortcut to success at home
Beijing on October 26, Home Inns listed on Nasdaq in the United States, financing more than 100 million U.S. dollars, and sought after by overseas investors enthusiasm: home to 22 U.S. dollars if opened, above the issue price of 13.8 U.S. dollars of 59.4%, plate up to 23.75 U.S. dollars in the end to close at 22.50 U.S. dollars, or up to 63.04%. As a non-Internet, non-IT class hotels sector, able in the demanding Chinese brands listed on NASDAQ and sought after is very much a miracle; colored hotel in the plethora of competition is extremely intense in China, such as the family as dark horse, turned out to 4 years only a short time to be the biggest company.
So, if home Where is the secret of success? Is found in the "Blue Ocean": First, find the price of the product neutral gear in the 150-300 yuan; second is to fully exploit the power of the network, the network genes into the hotel.
In 2006, one of the most popular business term is "Blue Ocean Strategy", and yet to truly see and make good use of the "blue ocean" of the brand is not much. In fact, "Blue Ocean" in the final analysis is the difference, is the dislocation competition, not merely refer to highly sophisticated remote areas, it may be an innovative product, a packaging update, a marketing model, even a competition items of dislocation can say, "Blue Ocean" everywhere, "to use the wonderful, Bottom of Heart!" China's brand marketing needs "Blue Ocean" thinking, but also need the correct interpretation of the blue ocean.
Sixth, price wars, aviation industry interpretation of "High Trip"
This year on November 29, Spring Airlines in Shanghai - Jinan route for the first time introduced the 1 per ticket, the implementation date is November 30 until December 10 only, limited to on-line booking. December 14, Jinan Municipality illegal practices that Spring Airlines, proposed for 15 million of its fine. The thought that lose money can at least earn a yell, did not think even "throw good money off soldiers."
In 2006, China's aviation industry gossip enough, the price war play Zhi Jiaoren getting scared. Ground run cars, trains to the minute discount, but people have been feeling the high grade aircraft are deep discount vortex, from Spring Airlines to Hainan Airlines, the new sailing the East Star, China, and other private aviation to the old state-owned Airlines, escaped.
Price as a means of brand marketing, we do not need to shy, but in 2006, rising fuel cost situation, the airline industry this collective "High Trip" self-mutilations, but we can not but reflect: Is it In addition to the aviation industry price war there is no other better means of competition yet? Air brand in transport brands are premium brands and services are high-spending customers (there are many units of pocket customers), so in this case, the service enhancement and upgrades, and service differentiation should become the direction of competition.
Similarly, regardless of the industry, if a brand has always been the price war seen as a magic weapon, certainly his last injury.
7, the Chinese film interpretation Brand Hollow
At quarter past eight p.m. on the December 14, Zhang Yimou's highly anticipated new film "Curse of the Golden Flower" Festival world premiere of the much anticipated finally opened. And "Golden Flower" is the heat simultaneously spoof of the network behavior, "full of school to make a big wave of younger sister" and other pranks prompt string of red, for a time the land of China "wave" turbulence beneath. In addition, the commercialization of Chinese film is too far, and the China Film hollow (no plot) of the dispute also broke down the pot.
However, the criticism go criticized, "Golden Flower" or received multiple recognition. It is reported that the U.S. "Time" magazine Pingchu Top Ten Movies of 2006, "Curse of the Golden Flower" has impressively. Should be said that the commercialization of Chinese film path is correct, if not the original "Hero", turned out not after "House of Flying Daggers," "The Promise", "The Banquet", "Golden Flower", etc. to help out, Chinese film may be as early as in foreign countries under the impact of large pines. But depth in these reasons for the success of domestic films, nothing less than to satisfy the consumer on hearing, vision of the high demand, no matter how good a movie plot, without a good sense of hearing, visual effects are very difficult to have a good spectacle, because the film does not performance as the TV has enough time.
The noise from the Chinese film, we understand that brand marketing is key to meet consumer demand, please the consumer, the brand finally able to escape all Zimingqinggao misfortune of being abandoned. Of course, in this process, we must avoid the brand in the hollow and attach importance to quality, performance (product performance in the movie is the plot), packaging and other aspects improve product strength, so as to lay the foundation for the brand's long-term development.
8, international how deep the water? How long the road?
November 22, 2006, NEC decided to suspend all of 2.5G mobile phones in China, the introduction of new products, accordingly, the restructuring of China's mobile phone business will begin soon and be completed this year. So far, this has been a time in China, the NEC scene official from the Chinese mobile phone market! This also means that Japanese mobile phones across the board out of the Chinese market.
Beijing on Dec. 20 news, eBay announced the closure of the official auction site in China, replaced by the TOM Online, a joint venture holding. The world's largest online shopping brands but within a few years after another defeated Japan and China.
December 11, 2006 night, China Central Television, "the fifth anniversary of China's accession to WTO" special program, TCL president, Mr. Li Dongsheng bit run to hundreds of millions of viewers nationwide about the TCL process of internationalization, followed by host Wang Xiaoya reading an article by the Li Dongsheng Mr. creation of exquisite prose "Eagle's rebirth," fragmentary but points to the internationalization of Chinese brands of all hardships and setbacks.
The three different events, but they reflect a common theme: the internationalization difficult. In the international market situation can be described as frowns surprised the world's top brand in China may also took a plunge, let alone the world stage has no place in the Chinese brand? Therefore, the internationalization of Chinese brands must avoid quick success, to avoid blindly, and to avoid empiricism, but should gradually reinforce the foundation, searching for survival in the international market, the marketing of the Road (specifically refer to my article, "Hale suffered" plateau "and TCL international problem - the three major Chinese brands international problems ").