China has become the world's manufacturing plant. At present, "Made in China" and "Creation in China" are attracting more and more attention and discussion. However, the relatively closed and narrow perspective still limits the development of many Chinese companies. Operators, they often lack the kind of vision and vision that a big company or brand should have.
80 年代，简单的广告传播便足以树起一个品牌，到 90 年代，铺天盖地的广告投入也能撑起一个品牌，发展至今日，为了树立一个品牌，广告战、包装战、质量战，步步升级、比比皆是；表面看起来挺热闹，一阵广告战，一阵价格战，再一阵促销战等等，此起彼伏、不亦乐乎，到头来却对自己的准确定位都还没很好解决；有许多的企业没有洞察消费者需求的差异化，仅凭广告轰炸堆起一个概念，赢得了市场的一时关注，却忽视了自己产品的服务本身与同业形成差异的提练，没有形成与消费者沟通的共同点，导致产量的持续增长与消费的相对停滞使市场竞争空前加剧。 From the 1980s of the last century , simple advertising dissemination was enough to build a brand. In the 1990s, overwhelming advertising investment can also support a brand. Today, in order to build a brand, advertising wars, packaging wars, and quality Battles, upgrades, and abounds; the surface looks very lively, advertising wars, price wars, sales promotion wars, etc., one after another, happy, but in the end they have not been very accurate in positioning themselves Solve; there are many companies that do not have the insight into the differentiation of consumer demand. They just piled up a concept by advertising bombing and won the attention of the market. However, they ignored the improvement of their own products and services that are different from their peers. The common point of consumer communication has led to the continuous increase in production and the relative stagnation of consumption, which has increased market competition unprecedentedly.
Our eyes often stage such a situation: a brand-name product promoted by a business owner sells well in the market, everyone rushes to follow up, all produce similar products, and similar products flood the market for a while, and they just sell themselves The characteristics of the brand are completely left behind, and the result is to damage their own brand.
At this stage, many brand companies in China are unable to achieve higher market breakthroughs and cannot truly reflect the brand ’s personality culture and consumer charm. The main reason is that they only focus on rough brand hype, but intensive brand operations are difficult to achieve. Be patient. Many companies often expect to carry out large-scale, long-term advertising on well-known TV stations and media, or use various celebrities and event gimmicks to enhance brand awareness. As a result, they have stirred up countless false and arrogant Bubbles make it impossible for companies and brands to realize self-cognition correctly. This phenomenon is common in the Chinese market at this stage.
As a result, in the flames of terminal competition, many regional brands have become increasingly prominent. At the same time, regional brands have been continuously updated, eliminated, and moved forward after being impacted by other brands in the same area to expand market share and lead.
The development of the times shows that today's corporate marketing, the era of advertising winning, packaging revolution, and the concept of one-dimensional winning of the hype are over. In other words, the increasingly rich marketing methods make full use of combined marketing methods: media advertising, terminal startup market, display, Promotional products, award-winning promotions, etc. for different target groups. All effective resources are integrated through advertising, public relations, promotions, outlets, etc. to create and own a sustainable development brand. Use a complete personalized cultural system as a guide to create The ideal of a "hundred-year brand" became possible.