The intensification of market competition has made the desire of Chinese flooring companies to establish, build and strengthen brands to unprecedented heights. However, many of China’s glorious and rapidly falling “well-known brands†have also caused the aging of the brand to be placed in front of companies.
In today's homogenized products and homogenizing models, there are many flooding problems. Many flooring companies have had a difficult time, facing the current situation of “three highs and one low†(ie, high media costs, high terminal input costs, and high labor costs.) And in the case of low corporate profits, in the past few years not to say that in the country have done a blunt and prosperous brand, is a certain area, a certain part of doing a decent bit has been very good.
We all know that there is no shortage of good products in the flooring market. No matter how good the products are, enterprises rely on the sound of tears and exhaustion to find out how good their selling points are, and how new are the technologies. For consumers who are increasingly rational, it is unavoidable that the Wangpo sells melons.
After all, there is no market, destined to the loss of the brand, but also if the product does not have a market, talking about the brand will become a passive source of water.
The intensified market competition, the aging of the brand into difficult market competition, making China's flooring companies to create, build and strengthen the brand's desire to reach unprecedented heights. However, many of China’s glorious and rapidly falling “well-known brands†have also caused the aging of the brand to be placed in front of companies.
So what are the causes of brand aging?
Due to internal and external reasons, brand decline in popularity and reputation in the market competition, sales decline, market share decline and other brand decline phenomenon are called brand aging. Because the market changes greatly, it can be described as changing rapidly. When the quality and quantity of the product market increase, brand can not meet the needs of the new generation of consumers because the brand cannot advance with the times, so the brand creates an aging impression in the market consumer psychology.
Experts believe that the outstanding performance of the brand under the market is high visibility and low awareness. Brands in this position often have such a characteristic: Everyone who mentions this brand knows that the popularity is quite high, but it can not cause consumption concerns in the market, and it cannot generate too much purchasing power; or there is no impulse to purchase. For consumers to jump out of this market cycle, they will be subject to high-profile obstacles, because few people will be willing to take the time to re-learn a brand they have already heard or are already familiar with.
Product market is weak, how to talk about brand?
The company’s products have remained unchanged for several years or even more than ten years. They have not changed according to the status quo of the market and competitors’ advertising strategies, and are completely based on their own preferences and previous advertising experience. The result is a sharp increase in market competition, a shrinking share, an aging brand, and a diseased path: one is the decline in absolute sales, and the other is the relative decrease in market share. Due to the uncertainty of advertising effectiveness in the market, many companies often form a strong path dependence when advertising a brand through advertising, rather than changing with the times and changes in consumer preferences. The target of wide appeal is still going its own way, resulting in very Big advertising waste, misleading brand spread.
The concept of market consumption is fissile, and the brand concept must first be compared with Western countries. Today, our degree of marketization is still not high. This aspect depends on the external environment for the growth of Chinese brands; on the other hand, it is also destined for the irrationality of Chinese companies to create brands.
Brands, like the market, operate according to their objective laws.
According to relevant research reports, in a follow-up survey of 5,000 SMEs, it was found that 65% of companies wanted their brands to become household names overnight.
However, in fact, most of them promoted their brands vigorously and they did not hesitate to pay a premium. However, once the brand is listed, it is neglected to manage it. It does not adjust in the market and it does not know how to continue to maintain and enhance the brand. The result was a good start from advertising. The brand image, with the passage of the market and the lack of brand management and competition from other brands, disappeared in the market until the stage of market competition.
At the same time, this requires companies to pay great attention to product quality and performance differentiation in the era of product homogeneity.
Because every industry is absolutely saturated, new companies enter every day, and old companies withdraw. Under such circumstances, nurturing consumer brand loyalty has been harder and harder, and it has increasingly become a major event.
Based on consumption, it is very important that changes in the concept of market consumption. In the flooring industry, the improvement of living standards has led consumers to pursue higher-level and individualized consumption. The proportion of simple product functions in consumer purchasing factors has become less and less, pursuing psychological needs and psychological satisfaction. The proportion of its purchasing factors continues to increase. In other words, consumers prefer brands with emotional support rather than simple products.
Many flooring companies do not have a fully-developed brand concept. They regard brand building as merely advertising. They regard brand equity as merely a brand's reputation and simply seek popularity, while ignoring the brand's important changes in market consumption. In fact, brand equity includes many factors, brand awareness is only the corner of the brand, and many factors including consumer attitudes are worth considering.
It can be said with certainty that consumers' affirmation of quality, loyalty to the brand, and rich brand association in the process of market product circulation are all owned by a mature brand.
A center: Brand operation is the hard truth product is the carrier that supports the brand operation, brand is the center of the market operation.
If a product does not ultimately work as a brand, then this product is doomed to failure. The brand is a concentrated expression of the product's delivery of its own value to the consumer mass. No matter what kind of product is centered on the brand's operation and how to interpret the brand's connotation and other cores to carry out their marketing activities. We can also find that all products that do not focus on brand operation are very short lived in the market. Failure to regard brand operation as their own strategic points is also an important factor that causes product development to fail.
Therefore, the operation of floor brands has become an important task that cannot be ignored in the development of enterprises.
Two basic points: Capital and innovation are the operations of carrier brands. In addition to products, they also require different resources to support them. Among them, capital and marketing innovation are the two most important carriers for their development. In recent years, many stories of capital out of the industry in the cosmetics industry have spawned a new force that cannot be ignored by the industry. Many of them are different from the traditional cosmetics operation mode, which subverts many traditional marketing rules. Herborist set his attachment to these two important market operating resources and created the legend of Herborist's brand development, which is a proof.
As Mr. Yu Fei, a well-known brand marketing expert, puts it, in the market, the power of consumption has released unlimited potential, and it is these energy that the development process of a company is full of more unpredictable competition. It is precisely because of the further liberalization of the market that many brands have rebounded, developed, and expanded like mushrooms. It is precisely because of the intensified market competition that many brands have fallen. Although there are a lot of extra-curricular capitals that have not achieved satisfactory results, their experience and lessons are enough to provide a reference for later brand development.
In today's homogenized products and homogenizing models, there are many flooding problems. Many flooring companies have had a difficult time, facing the current situation of “three highs and one low†(ie, high media costs, high terminal input costs, and high labor costs.) And in the case of low corporate profits, in the past few years not to say that in the country have done a blunt and prosperous brand, is a certain area, a certain part of doing a decent bit has been very good.
We all know that there is no shortage of good products in the flooring market. No matter how good the products are, enterprises rely on the sound of tears and exhaustion to find out how good their selling points are, and how new are the technologies. For consumers who are increasingly rational, it is unavoidable that the Wangpo sells melons.
After all, there is no market, destined to the loss of the brand, but also if the product does not have a market, talking about the brand will become a passive source of water.
The intensified market competition, the aging of the brand into difficult market competition, making China's flooring companies to create, build and strengthen the brand's desire to reach unprecedented heights. However, many of China’s glorious and rapidly falling “well-known brands†have also caused the aging of the brand to be placed in front of companies.
So what are the causes of brand aging?
Due to internal and external reasons, brand decline in popularity and reputation in the market competition, sales decline, market share decline and other brand decline phenomenon are called brand aging. Because the market changes greatly, it can be described as changing rapidly. When the quality and quantity of the product market increase, brand can not meet the needs of the new generation of consumers because the brand cannot advance with the times, so the brand creates an aging impression in the market consumer psychology.
Experts believe that the outstanding performance of the brand under the market is high visibility and low awareness. Brands in this position often have such a characteristic: Everyone who mentions this brand knows that the popularity is quite high, but it can not cause consumption concerns in the market, and it cannot generate too much purchasing power; or there is no impulse to purchase. For consumers to jump out of this market cycle, they will be subject to high-profile obstacles, because few people will be willing to take the time to re-learn a brand they have already heard or are already familiar with.
Product market is weak, how to talk about brand?
The company’s products have remained unchanged for several years or even more than ten years. They have not changed according to the status quo of the market and competitors’ advertising strategies, and are completely based on their own preferences and previous advertising experience. The result is a sharp increase in market competition, a shrinking share, an aging brand, and a diseased path: one is the decline in absolute sales, and the other is the relative decrease in market share. Due to the uncertainty of advertising effectiveness in the market, many companies often form a strong path dependence when advertising a brand through advertising, rather than changing with the times and changes in consumer preferences. The target of wide appeal is still going its own way, resulting in very Big advertising waste, misleading brand spread.
The concept of market consumption is fissile, and the brand concept must first be compared with Western countries. Today, our degree of marketization is still not high. This aspect depends on the external environment for the growth of Chinese brands; on the other hand, it is also destined for the irrationality of Chinese companies to create brands.
Brands, like the market, operate according to their objective laws.
According to relevant research reports, in a follow-up survey of 5,000 SMEs, it was found that 65% of companies wanted their brands to become household names overnight.
However, in fact, most of them promoted their brands vigorously and they did not hesitate to pay a premium. However, once the brand is listed, it is neglected to manage it. It does not adjust in the market and it does not know how to continue to maintain and enhance the brand. The result was a good start from advertising. The brand image, with the passage of the market and the lack of brand management and competition from other brands, disappeared in the market until the stage of market competition.
At the same time, this requires companies to pay great attention to product quality and performance differentiation in the era of product homogeneity.
Because every industry is absolutely saturated, new companies enter every day, and old companies withdraw. Under such circumstances, nurturing consumer brand loyalty has been harder and harder, and it has increasingly become a major event.
Based on consumption, it is very important that changes in the concept of market consumption. In the flooring industry, the improvement of living standards has led consumers to pursue higher-level and individualized consumption. The proportion of simple product functions in consumer purchasing factors has become less and less, pursuing psychological needs and psychological satisfaction. The proportion of its purchasing factors continues to increase. In other words, consumers prefer brands with emotional support rather than simple products.
Many flooring companies do not have a fully-developed brand concept. They regard brand building as merely advertising. They regard brand equity as merely a brand's reputation and simply seek popularity, while ignoring the brand's important changes in market consumption. In fact, brand equity includes many factors, brand awareness is only the corner of the brand, and many factors including consumer attitudes are worth considering.
It can be said with certainty that consumers' affirmation of quality, loyalty to the brand, and rich brand association in the process of market product circulation are all owned by a mature brand.
A center: Brand operation is the hard truth product is the carrier that supports the brand operation, brand is the center of the market operation.
If a product does not ultimately work as a brand, then this product is doomed to failure. The brand is a concentrated expression of the product's delivery of its own value to the consumer mass. No matter what kind of product is centered on the brand's operation and how to interpret the brand's connotation and other cores to carry out their marketing activities. We can also find that all products that do not focus on brand operation are very short lived in the market. Failure to regard brand operation as their own strategic points is also an important factor that causes product development to fail.
Therefore, the operation of floor brands has become an important task that cannot be ignored in the development of enterprises.
Two basic points: Capital and innovation are the operations of carrier brands. In addition to products, they also require different resources to support them. Among them, capital and marketing innovation are the two most important carriers for their development. In recent years, many stories of capital out of the industry in the cosmetics industry have spawned a new force that cannot be ignored by the industry. Many of them are different from the traditional cosmetics operation mode, which subverts many traditional marketing rules. Herborist set his attachment to these two important market operating resources and created the legend of Herborist's brand development, which is a proof.
As Mr. Yu Fei, a well-known brand marketing expert, puts it, in the market, the power of consumption has released unlimited potential, and it is these energy that the development process of a company is full of more unpredictable competition. It is precisely because of the further liberalization of the market that many brands have rebounded, developed, and expanded like mushrooms. It is precisely because of the intensified market competition that many brands have fallen. Although there are a lot of extra-curricular capitals that have not achieved satisfactory results, their experience and lessons are enough to provide a reference for later brand development.
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