Chinese companies want to prevent brand aging
Chinese companies are celebrating the 30th anniversary of reform and opening up this year. On the occasion of the national celebration, we will go back and take stock of the transcripts of Chinese brand development. We will find that there are mainly three types of brands in the past 30 years: The top class is the leader who has risen rapidly and survived to this day, and is still a strong brand to date, such as: Lenovo, Haier, Gree, Wahaha, Youngor, etc.; The second category is those brands that have never had a good time, or have been in the past for a while, but have died in the end, such enterprises account for the vast majority of enterprises since the reform and opening up; The third category is those corporate brands that have been seen before, but now no longer have scenery but no death. Due to internal and external reasons, the brand’s popularity and reputation in the market competition have declined, and sales and market share have decreased. And so on, we call them aging brands. For example: Jianlibao, Vitality 28, Centennial Runfa, Confucius House, Confucius Banquet, Pullover, Xiaobawang, Wenjun Wine, etc., have entered the ranks of aging brands. Why do brands get older? What are the specific hazards of brand aging to Chinese companies? Why is this phenomenon so prominent in the Chinese market? What are the key measures for enterprises to prevent brand aging? This article will discuss these issues: The reasons for the aging of Chinese brands Brand aging is often fatal, and it's easy to keep the brand from stagnation. Once the brand ages, it is like labeling “outdatedâ€, so that consumers can “shun backâ€. It is not only difficult for the aging brand to win more new customers, but also many old customers will be lost. It may become a decline brand in the future. Moreover, the impression of brand aging is difficult to reverse once it is formed in the minds of consumers. This is a very embarrassing situation. Although the brand in this situation is “knowed†by many people, it is only “remembered†by very few people. Jumping out of this cemetery will be subject to high visibility barriers, as few will be willing to take the time to learn more about a brand they have heard or are familiar with. Why have you ever had a sharp brand edge, why do you have a layer of "rust spots"? Why is brand aging so prominent in the Chinese market? With such problems, we will summarize the current situation of brand management in Chinese enterprises, and finally find out: the reasons for the aging of the brand image are mainly the following: 1. Limitations of domestic enterprises' starting model Many brands in China have developed with an opportunistic model. The more lovely part of the Chinese market is that it is the primary market. The primary market is full of opportunities, whether it is regional blanks or consumer blank spots are everywhere. When a company can get ahead of this market gap, it can often achieve great success. Such as: Aiduo seizes the VCD market opportunity; Yu Zhaolin seizes the opportunity of thermal underwear; three seize the opportunity of health care products; and so on. After relying on the previous opportunity to seize the opportunity, many successful brands indulged in the past glory can not extricate themselves. In the past, the successful model can not be innovative, "a fresh trick, eat all over the sky", has been waiting for the next opportunity. arrival. This kind of uninnovative business model will either lead to a sudden collapse of the brand after a short-lived, or cause the blind diversification of the company into a quagmire. 2, Chinese consumers are better at being happy and tired of old The fate of the Chinese market, or the characteristics of the Chinese market, is that China's consumer brand awareness is indifferent and lacks brand loyalty. They are more volatile, easier to be hinted at, and more like to see things different. Therefore, in the Chinese market, brands must constantly innovate and re-engineer, in order to change the system, in order to seize the hearts of consumers. It was not until the Chinese carbonated beverage market was shrinking that Coca-Cola realized that other non-carbonated beverages threatened and eroded itself. Therefore, it had to propose a new development strategy: “all-round beverage companyâ€. In an effort to gain greater market share and protect your own leading carbonated beverages. Therefore, in addition to "Sprite" and "Fanta", Coca-Cola launched "Heaven and Earth" and "Bright" drinks in 1999. In 2002, it began the peak of product development, and successively launched "Shui Senhuo" and " Ice dew" two low value products. In addition to water, there are two kinds of tea drinks, “Hurricane†and “Sunshine Iced Black Teaâ€. The latter is aimed at the young people market, and the price is low; the former is aimed at the white-collar women market. Later, it means that Coca-Cola's product development has reached the climax of the launch of "Quer". At this point, Coca-Cola really implemented its strategic adjustment, from “single category†to “all-round beverage companyâ€, which gradually reversed the decline in the Chinese market. 3. China's consumer demand is constantly upgrading As an emerging mass market in China, there are often structural changes and jumps in the overall consumption sector. For example, starting from the 11th Five-Year Plan in 2006 and the next five years, it is a crucial period for China to achieve a comprehensive well-off society. In this critical period, the new round of growth of China's economy is mainly due to the upgrading of consumption structure, that is, China's consumption structure is upgraded from clothing, food to housing, and stage. Therefore, driven by this trend, China's industrial structure is Great changes will occur during the 11th Five-Year Plan period. To adjust the industrial structure and further optimize our industrial structure, brand building needs to be adjusted. In fact, it is not just the 11th Five-Year Plan. It can be said that the entire process of reform and opening up for 30 years, the Chinese market has been undergoing a round of upgrading of consumer demand. It is precisely because of this continuous upgrading that we are required Brands must continue to grow as the consumer base grows; otherwise, it is easy to fall into the embarrassing situation of brand aging. Safety Rain Wellington,Safety Boots/Shoes,Work Boots/Shoes Y & C Co., Ltd. , http://www.popular-scarf.com
When Coca-Cola entered China, it took its successful experience in single-category beverages for more than 100 years abroad, and it suffered a big loss. Although it monopolizes the market in the carbonated beverage market, it is this mistake that gives other brands a chance to drink. In the beverage market other than carbonated beverages, there are Wahaha, Robust, Nongfu Spring, Strong brands such as Huiyuan and Jianlibao have engulfed and divided Coca-Cola.