Jiang Nanchun: How to apply the Tao, Heaven, Earth, and Law of Sun Tzu's Art of War to commercial warfare
On March 29th, Fortune magazine "China's 25 most influential business leaders", the 30-year-old character who influenced China's advertising, and the founder of Focus Media, Jiang Nanchun, at the 11th China Toys and Baby Products Industry Conference , The speech on the theme of “How to build the core competitiveness of the brand†has received wide attention. The speech for the representative of the toy baby company has broadened the marketing ideas and conveyed many effective “plays†to enhance the competitiveness of the brand.
With the popularity and development of e-commerce, all brands are more concerned about traffic. How to accurately distribute traffic, how to obtain it effectively, and how to achieve fission have become an important part of corporate marketing. The flow is surgery, the core of which is about the war of the human heart, and any commercial war is the same as the logic of Sun Tzu's Art of War. It pays attention to the Tao, the heavens, the earth, the will, the law, that is to say, the enterprise must also conform to the trend, grasp the hearts of the people, and timely Occupy the opportunity, lay out online and offline channels, build a solid team, and master effective and appropriate operational methods.
Create brand differentiation, four ways to seize the user's mind
Nowadays, channels are becoming more and more homogeneous, and all kinds of brands are springing up. Every brand faces a new war. Differentiation has made the brand stand out. In the future, we must pursue diversified results. The areas that still need improvement are internal efficiency, and reshaping and enhancing consumers' perception of the brand. In the Chinese market, as long as you have enough differentiated value, you will be able to win a stronger premium and win more respect from consumers.
When the brand does not have the advantage of differentiation and does not form a cognitive advantage, no matter how it is done, the value war, the promotion war, the flow war, the homogenization phenomenon will let the brand enter the cycle of infinite dilemma, and the profit is as thin as a blade. And if you want to gain an advantage and have a place in the consumer, how to "plant grass" brand in the minds of consumers, there are usually four ways, one is to "block" the category , in the hearts of consumers to put the brand concept into the category, do The "big boss" in this product category. For example, the jelly will eat Hiro, the decoration will be on the Tuba rabbit, Alibaba is equal to the e-commerce, Baidu is equal to the search and so on. The second is to occupy the characteristics and find characteristics that are compatible with the Chinese market and Chinese consumers. For example, it is more suitable for Chinese baby's physique, large suction range hood suitable for Chinese kitchens, and so on. The third is vertical focus , which is more professional and focused in one area. The fourth is to open up innovative categories to seize the minds of consumers.
Behind advertising marketing is actually the "tearing" of competitive strategy.
With the advantages and values ​​of differentiated positioning, we must seize the opportunity to quickly lay the groundwork for marketing, and strive to complete it within 3 months, 6 months to a year, get rid of competitors' imitation and plagiarism, and stabilize consumers. Mind. The advertisement was launched on a large scale as soon as the product and brand were differentiated. In a certain sense, slogan is not an advertising problem, it is a problem of competitive strategy, and the slogan is not good. From the perspective of competitive strategy, customers do not recognize, employees do not use, opponents hate or hate three requirements. At the same time, consumers still have no sense of security, and feel that advertisements are bluffing. Before consumers have used them, they are not arguable. Therefore, objective language must be used to convince consumers to form trust perception. Secondly, consumers have a herd mentality, influenced by factors such as expert brands, domain product pioneers, and advanced manufacturing methods.
There is a successful case in the baby industry - Feihe milk powder. In the past, Feihe milk powder gave people the impression that it is a high-quality product with high production standards and original production end. However, these advantages do not form a cognition in the user's mind. In the minds of consumers, more memory may be just Advertising is done more than other milk powder brands. Knowing the facts of the consumer's mind and understanding, Feihe made important revisions to all the positioning. In the face of all international brands, it said “more suitable for Chinese baby physiqueâ€. For international brands, they are International, professional, and safe representatives, in this case, it is more suitable for the Chinese baby's physique, and the concept of differentiation of one side of the water and soil is highlighted. In the end, it achieved sales of 7.9 billion in 2017, estimated at 11 billion in 2018, and overall sales increased by 60%.
Infiltrating the mainstream of the city, the "aging" brand successfully counterattacks
Information dusting, media fragmentation, enterprises get traffic, building brand costs become higher. However, relying on a strong marketing strategy to win the user's mental resources, there is an opportunity to establish a brand to occupy the market.
Sharing an old brand renewed case, Bosideng faced a huge challenge in the industry at the beginning of 2018. Consumers' perception that Bosideng down jacket is a middle-aged brand for more than a decade, facing aging and marginalization. Therefore, Bosideng quickly revised the strategy and re-upgraded the products. For example, the fabrics were replaced with technical fabrics that could not be blown in by the cold wind, and the heat can be dissipated, which stimulated consumption upgrade and won the trend of cognition. At the same time, the design of the door of 3,000 big stores was reformed and renewed. In the advertisement, the concept of down jacket experts in 72 countries around the world was created, and the awareness of the brand was raised. After the product was pulled up and the store was pulled up, the star was invited. Endorsement, became the brand of down jackets for the entire New York Fashion Week. After a series of “reformsâ€, in the fourth quarter of 2018, Bosideng returned to the consumer's field of vision. After the advertisement was launched in October, the Baidu index rose by 25%, the double 11 sold 740 million, and the double 12 sold 510 million. In the month, it sold the total sales in 2017, breaking through 10 billion yuan.
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