Wu Zhigang: Seize The Opportunity Of Brand Development

Wu Zhigang, President of Shanghai Maison Cosmetics Co., Ltd.

2011 is going to be over. In this year, two characters bring great touches to the world. One is Laden and one is Jobs. The death of these two people brings a lot of touches and feelings to the world. If two people represent two worlds, two represents the world. Laden represents the old brand, and wants to occupy the world through violence. Today, there is no change in the world.

Jobs and his departure brought many changes to the world. It was very sad to receive Jobs's death. For example, we learned his news through micro-blog and IPhone through the products he created. Jobs succeeded in representing the success of the brand new mode. Apple has become the largest market capitalization company in the world today, more than 40000 billion.

Just now, Apple has surpassed Microsoft and Coca-Cola to become the most valuable brands.

For local enterprises and the clothing industry new tips, how to create brand under the new situation.

Brand brings great rewards to enterprises. In this environment, only fewer and fewer brands can be successful. For every brand and every enterprise, it is full of growth opportunities and great threats.

Faced with today's business pattern, many large garment enterprises face great challenges. In the foreseeable future, these enterprises will continue to face these challenges.

On the other hand, we can see the best time of local consciousness and historical rise.

McKinsey made a survey. Compared with foreign goods, they believed in local enterprises, accounting for 46% in 05 years and 53% in 08 years.

For the first time, Chinese people are very confident and believe that Chinese people can create good brands. This belief is very important.

Why in the past thirty or twenty years, the Chinese consumer goods market has met the brand of the ocean waistcoat. Consumers will think that a foreign brand brings more added value. Today the Chinese have an unprecedented self-confidence. Believing that the Chinese people really create good brands is a historic opportunity for building a Chinese brand enterprise.

Over the past thirty years, consumers do not believe that you can make a brand, but today we have this opportunity. So today, the worst times are facing a very bad economic environment than before, but the best times consumers are right.

First, the scanning of contemporary marketing links, China's meteorology.

There is a word in Chinese poetry market that describes the Tang Dynasty and the flourishing Tang Dynasty.

Today, after thirty years of rapid development in China, China's mental outlook and economic field all present a very strong Chinese climate. The six plenary session, through strengthening cultural work, and working hard to create an image conducive to Chinese culture in a global atmosphere, has felt that China's material resources are very strong today, which will bring fundamental changes to the appearance and bring about great changes in the field of fashion goods in the consumer domain.

1, the middle class is being formed. This is the backbone of the eternal fashion consumption. From now until 2050, the whole middle class can foresee a rapid growth in the future. Meng Zi once said that there are perseverance in perseverance.

The formation of such a middle class is the key force for the rise of China's fashion industry. It will start in 2000 and will be China in the next thirty years.

2, the rapid upgrading of consumption, the entire consumption pattern of leaping development, cosmetics field has obvious feelings, makeup and perfume have a natural link with clothing, the source is attached to the clothing industry, for example, we often talk to me, when customers recommend color makeup, often say that there is no need to buy new things at home lipstick, you should ask customers at home LV bag useless, why buy LV bags? No one consumers wear clothes to wear to buy clothes, you need to be psychological satisfaction, this is the core of the fashion industry very much, this is the core of the core of the fashion industry, so that the upgrading of consumption brings great changes in the industry.

3, the core age groups are younger. The most mainstream is the core strength of China's economy after 60 and 70. The trend of consumption is very low. 80 and 90 are the most consumptive sectors in China. 18 to 25 people account for more than 65% of the total consumption of the whole network. This part of the consumer behavior will definitely change the definition of the whole fashion industry.

Most of the Chinese clothing market is listed.

4, the unprecedented rise of Chinese consciousness and the awakening of consumers' awareness of Chinese consciousness. In the past thirty years, Chinese consumers are foreign spirits. Besides Western-style spirits, some consumers are confident that consumers are looking for new values. For example, in Chinese society, street workers will wear suits. For example, Fan Bingbing is wearing cheongsam to Cannes Film Festival.

The 2008 Olympic Games is a very important symbol. China's consciousness has begun to awaken, and the brand creation of Chinese consciousness has brought about a brand-new change. It is no longer a very old and rotten Chinese brand building, but a new brand emerging from the insight ability of the Chinese era.

5, the niche market has begun to take shape. In Guangdong, there is a saying that Tong can kill, but we will find that less and less products will be defined. We must define what he needs for the target population, and the market will become fragmented and differentiated. Next, the mass brands will become less and less.

6, commodities pay more attention to personal feelings.

China has a brand permanent brand bicycles, which is of no significance to the new era. Many people around us are apple control, and which generation is replaced by rotten ones, because you need personal experience and use the value of practical goods to become more and more confession.

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7, promotion is essential. In fact, in this era, there is no product and no brand loyal to resist price competition. Why group buying network has been growing rapidly in the past one or two years, and promotional factors will continue to accompany. It is not that sales representatives are not good brands. Only 1% to 2% brands can be accepted. Chanel can not discount, can other brands be? How can we do skills promotion and skillful promotion? This is our topic.

8, value should be embodied in price.

In the past time, we consumers used a typical advertising slogan to describe "buy only the right ones instead of expensive ones". In the field of cosmetics, we once studied a brand called Yunnan Baiyao. At the time of the founding, we thought that the domestic toothpaste made more than 5 pieces was very great. He could make more than 20 pieces, only after the fourth brands of Crest and Colgate. Why did it grow so fast? Many users mentioned a lot of reasons. The effect of Yunnan Baiyao is good. The old brand of Yunnan is the reason for the surface. At least 40% consumers buy Yunnan Baiyao for one reason. It is the most expensive toothpaste on the market.

People often tell me, do you use 9 yuan hand cream to pull the driver and play the piano on the street? If your product is good, please bring up your price.

Once bought a leather jacket, it was hard to sell 200 pieces, and when he sold the price to 20 thousand yuan, consumers thought it was a symbol of identity.

9, consumers take the initiative to get information, the whole brand communication rule in the past, I say you listen, I sell you to buy, consumers interact with brand dealers very one-way, the whole brand led interaction mode, but you find that consumers are more active in a lot of information, will be online, through micro-blog to understand product information, this time for many brands is a challenge, how to make more active communication and contact with consumers.

10, more diversified channels, there will be many new channels in the next ten years. Recently, it is obviously e-commerce. Now we are very clear that the great change of e-commerce will bring changes to the retail industry and fashion industry. I don't know.

Mobile Internet will also bring changes. New communication mode changes will bring changes in channel mode. This is the direction that every enterprise needs to study.

Two, how can local enterprises change their brand to meet the needs of the times?

1, we need more in-depth insight into the Chinese people, the brand's successful distribution and expansion capabilities and the promotion capabilities. These two capabilities are the two most important capabilities of the enterprise. It's not because we know more about consumers and how good products are, because the ability to expand channels is very strong. In the future, consumers' ability to observe holes must become one of the core competencies.

Insight must see deep reasons and deep examples of consumers' existing behaviors.

Originally, there is beauty, that is, sticking to film, stopping to enjoy beauty.

How do we communicate with consumers and move consumers?

At present, there is still a lack of deep communication in the field of clothing.

2, create brand characteristics with global attractiveness.

In the next ten years, we will create a world-famous brand, because global research knows that China has become the second largest economy in the world. The first time in 2020, the United States will become the world's largest economy in 2030 at the latest, and it will create a global brand. Therefore, for many entrepreneurs, we should think of using Chinese resources to go global. The fashion industry is a western definition industry. How can we help the Chinese clothing brand to go global and exploit our characteristics with the help of better resources?

For example, the silk industry has created a very strong brand, and all the users in the world know it is from China. But no one has done this. If we insist on doing ten years, there will be many investors looking for him. Will there be such industries and categories in China? I believe there will be many opportunities.

3, learn to adapt to change, the entire Chinese market is developing rapidly, Yang general talked about a lot at the beginning, like Lining, Anta many brands are facing the pressure of declining performance, such as Lining launched the new strategy 90 in the past, hope that 90 after the new user population, a lot of say more, really moving after 90, need to work hard.

4, create a niche market.

In the future, there must be several super brands in the Chinese clothing market as the center, surrounded by valuable small brands. Now all of us want to become the biggest and most competitive brands, and want to become China's UNIQLO. It is possible, but this gate closes to 99% enterprises, and you can only choose small brands in the field of subdivision, and China bid farewell to extensive form. We mobilize intelligent resources and create subdivision brands that meet the needs of small audiences.

5, grasp the buying drivers of different sectors of consumers.

To make a very valuable analysis of different consumer groups, for example, the core concerns of intellectuals are free and quality, and we must grasp the different layers of consumers' driving factors and conform to their expectations and expectations in order to create a brand.

6, opening up new channels, not because you are very strong. Because of this wind, for many new enterprises, the grasp of the new channel is the opportunity to create new brands. E-commerce is already very hot, where is the next opportunity? The pformation of channels will bring about brand revolution. In the thirty years of reform and opening up, China's brand is hypocritical, and the channels are very realistic. We must pay attention to the changes of new channels and create new brands relying on new channels.

7, enhance the design ability and create the value of beauty.

The core of cosmetics and fashion marketing is beauty, creating the most essential thing of the industry. The core creativity of our designers is the core creativity of this category. Apple has found the most important inspiration. Product design capability will become the core competence of the product, not only has a very strong insight ability of consumers, but also needs the ability of product realization. When you study consumers, can you pform consumer demand into products well?

If Apple makes this product exquisite, it can not touch consumers, so it is very important for us to improve our design ability and integrate design capabilities into all the supply chain chains, so as to create products that are truly worthy of the times and worthy of consumers.

8, impress the key minority.

In the past, marketing is a popular marketing. The natural attributes of fashion industry must be started from the top people in Pyramid and gradually extended.

We are concerned about public relations capabilities, quality media strength, and critical communication with opinion leaders.

9. Implementation process control of key success factors.

The success of a brand is composed and formed by a number of key elements. It is not that the boss can take shape. The most successful company in the cosmetics industry is Procter & Gamble. The core success is to create a very effective brand management tool and means. Every link has been tested and studied by consumers. Finally, a product is guaranteed to achieve more than 80% of the product successfully.

Clothing needs to quickly grasp the advantages of the trend, and introduce very good products. We need to control the key of our system. How can the system be built up? Is it the key for our company to become a temporary enterprise or a century old enterprise? {page_break}

10, build healthy files for brands.

Brand like a person, we need to know where the brand is and where it will be in the future, and take care of the brand regularly. I believe so far, many entrepreneurs have never known who will buy our products and who abandon our products. If you are in such a state, how can you sell your brand? It is hard to imagine that you have the future. In the future, brand building and brand maintenance must be a very strong systematic project. We need to integrate the supply chain and the company system to make overall changes and comprehensive upgrading.

The direct path to success is to constantly surpass ourselves. Every stage of our business has the key genes for success. As long as we find the key to our success, we know the key elements of the success of the times, and carry out scientific management, we will create an unparalleled brand of prosperity.