A few days ago, Mr. Ma Song posted that the spring of the marketing consulting industry has arrived.
He mentioned in the article that in an era of great changes in market conditions, because every enterprise is faced with new situations and past experiences have failed, when they "can't", they need an external brain to support them.
This is a very deep feeling for me who is engaged in the marketing consulting industry.
From the perspective of marketing consulting, after talking with many business founders, I found that there are some common problems: small and medium-sized enterprises are limited by factors such as thinking, team, funds, etc., and brand building is often very difficult to carry out, so the abstract Take a few typical cases to share with you:
1. If the product is good, the brand will be good?
I found that most Chinese entrepreneurs are product experts who like to polish and research products behind closed doors.
A business owner I know has been immersed in the shoe industry for more than 20 years and is a practitioner of the ultimate product. Whenever talking about shoes, he can always point out the craftsmanship, material, and where there is still room for improvement. He is a person who has zero tolerance for defects in products. In him, I can really see the "artisan spirit". ".
I admire this boss very much. The products they develop never follow the trend, and they don't cater to the market for the so-called fashion trends. They only insist on tonality, that is, they focus on making their favorite shoes to the extreme. It's important It is about the tonality that he wants to insist on, so although his shoes are not amazing at first glance, they have their own unique temperament in style.
I admire this spirit of pursuing the ultimate product, and I have always emphasized that the top leader of the company must be the chief product manager. Whether the top leader of the company is in place on the product determines whether the product is competitive.
It is precisely because of uncompromising product development that his shoes can be repurchased by 60% of the old user groups, and even during the epidemic, the business was not affected.
But what's wrong with this brand?
Because the founders of the company are only immersed in their favorite parts, and they are constantly fine-tuning, they do not focus on the core team's ability and brand building gaps, so the shortcomings of the company have become more and more serious.
For example, on the brand side, although the brand has been cooperating with celebrities, bringing goods live broadcast, and carrying out many activities online and offline, these fragmented marketing seems to be everywhere, but it is light, soft, disordered, and pointless. Sex, so it does not have the brand potential to penetrate the user's mind, so it looks like a lot of things, but the effect is not good.
For example, on the consumer side, it is difficult telemarketing list
to break the circle. Although old users have high repurchase rates, it is difficult to attract new users. Even old users only pay for the product, not the brand. That is to say, one-sided pursuit of products and neglect of brand building often lead consumers to have no perception of other elements of the brand, such as brand awareness, reputation, brand association, etc.
The key to owning the minds of consumers is to have brand recognition. If there is no discernment, everything is a castle in the air.
It is true that "the peaches and plums do not speak, and they form their own paths", brand building and product competitiveness have a certain relationship, but in today's market, most of the products we consume are branded products, and market competition is no longer just about PK of product quality. Product quality is the basic demand for consumers to telemarketing list choose products, and the comprehensive value brought by branding is the main reason why consumers consider purchasing.
How much water a wooden barrel can hold depends on its shortest board. If the construction of its short side is not strengthened as soon as possible: the improvement of reputation, popularity and the establishment of brand associations, the water in the wooden barrel will slowly dry up. .
But I am very happy that in the process of chatting with this business owner, I found that this brand has accumulated its own unique advantages in export and domestic sales, and the brand has accumulated its product power in the past 10 years.