How do intermediate brands survive in a weak consumer era? Under）

In the context of consumer weakness and inflation, consumption tends to become polarized: http://www.aliyun.com/zixun/aggregation/11013.html "> High-end consumption (such as luxury goods) is less affected, and moderate and low consumption will have downward trend, The low-end market will have its own space, so the most affected is the midrange consumption. Then, the intermediary brand positioning is necessary to adjust their brand orientation (such as to go to the high-end) or to maintain the original positioning, adjust the marketing strategy? How to survive the middle-type brand is the biggest decision of middle enterprise.

How do intermediate brands survive in a weak consumer era? Under）

Stone Chapter Strong

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New tradesman: It is no longer difficult to sit and sell goods

Perhaps now still want to sit on the "channel business" only left the street fortune teller, they insist on waiting for may be because of the pinch to calculate the next "customer" some time, no need to go out "hunting". But if other "ordinary" channel operators do not have such "skills", only a little hard to run outside the business, and this traditional way of sitting and buying and selling the middle-type enterprises is "eat the last Meal". They should inject the concept of "new tradesman" into their minds to understand the meaning and help of the new tradesman.

Customers must be through the channel to carry out consumption, but why the profitability of the channel between the situation varies? Some quickly jiebukaiguo some but so boiling, because of their understanding of "tradesman" different. Middle-type enterprises in the consumption of weak environment should be a new understanding of "tradesman", in a variety of ways and means to bring customers to their own in front of their willingness to spend.

Today, the continuation of the traditional mode of the channel is only in the low-end of individual merchants, so for intermediate enterprises, if you can not abandon the traditional tradesman business philosophy, is deliberately reduced to the self-employed situation. What's the new explanation for tradesman? "Traditional tradesman" is like waiting for a while, and "new tradesman" is to keep the plant "catch" rabbit. Channel business should not be silly such as buying and selling the door, should be through various means to attract customers. such as Suning and Gome, the two domestic large home appliance retailers, in the 51 or 11 sales season, will send staff holding signs paraded, told all passers-by they are in the relevant discount activities. And when they open their new store, they will "intercept" the distribution of promotional leaflets to attract the attention of people around them.

At the opening of the Wanda Plaza in Baoshan, Shanghai, in early July 2012, Wanda began organizing various events near the square to attract the attention of the surrounding residents. Before opening a number of elderly dance groups in the evening is to come to the shopping mall near the Xinjiang dance, posted at the door of a huge discount information posters, but also invited a variety of street performances such as Fancy basketball, hip-hop and singing. The whole propaganda work day brim, vigorous, the original consumption environment is far below the Shanghai downtown area, but in the opening day crowded, the consumer is endless stream. Of course, "new tradesman" is not only sitting on one side to make money, there are other dealers with their own resources and strategies to achieve a sitting.

Happy enclosure around the shop, such as Raleigh Home Textiles, Anta, as well as KFC and so on. Reasonable Enclosure Open Shop can achieve a surge in traffic, if consumers need to solve the hunger may go wrong place will meet KFC, and KFC perennial preferential lunch and dinner will attract consumption into the store for consumption. It can be said that it is the perfect representative of the new tradesman, from "Kam-kun new tradesman terminal Marketing Force treasure" to analysis, KFC's passenger flow, into the number of stores, turnover rate, guest singular, customer hair rate in the same industry can say very high.

In the face of weak consumption, intermediary enterprises should not be the channel to sit idly by, let the weak environment slowly swallow themselves, but with a variety of means and publicity methods to attract consumers, and let them accept services satisfactorily. Perhaps the intermediary enterprises do not have enough funds to achieve the horse-rodeo strategy, but there are many ways to get their own foothold in the new tradesman group. There is no rigid dogma as to how to become a new tradesman, as long as the situation of buying and selling is not a new tradesman.

Design three easy business models

"Journey to the Sun," The Monkey King in Heaven when he came to collect and pay his Tathagata clamor, the emperor to step down, and open the way: "The emperor turns to do, next year to my home." "Indeed, no matter in that industry, even the emperor will have a sense of crisis." "The wind wheel circulation, the signboard turns to change", again big leading brand also must unceasingly innovates, the unceasing operation can hold own Jiangshan, moreover also in the Eddy current middle type enterprise? There is a tiger before the wolf, and always stand on the log bridge. "Small" in the face of crisis and competition, although it is difficult to parry, but on the other hand, but also more "easy" to change the business model, especially its own internal operating model to avoid the crisis or even find opportunities to surpass competitors. Therefore, the intermediary enterprises must understand the "easy" to their own importance and superiority.

Intermediate enterprises in the development stage, is the best time to understand the easy mode. Whether the Superman to mark Philips to achieve five years six times times performance, or AIA from the first category to the first brand, double deer resurrection old brand to lead the new rural market. None of them is from the middle enterprise gradually developed to the status of today. The brand wants to surpass the competitor and does not want oneself to be surpassed by others is taken for granted, and to achieve perfect transcendence and to maintain and open distance with the latter must have a "flexible and variable" but "million change" business model to meet the challenges, and always ensure that their internal operation is simple and smooth, The formation of internal relations simple response fast enough operation mode, but the outside world is difficult to replicate. Therefore, intermediate enterprises must first have a good business model, follow the "Three easy rule"-not easy, easy, easy. The systematic generalization of "three Easy" is: the overall internal and external transaction costs are the lowest, this is unchanged; overall internal and external transaction costs are constantly changing, enterprises need to constantly change to find the best solution, only the most effective and the simplest and most effective internal and external trading structure, is the most efficient business model.

In other words, a good business model is easy to replicate internally, and it's hard to replicate externally. If the intermediary enterprises can accurately diagnose their own "complaints", and then set their own business model for their own situation, there is a chance to surpass the former and difficult to be surpassed by the latter, it is easier to resist consumption in the same industry situation. Through the study of many cases, the Jin-kun brand research institute summed up five basic business models-hunting mode, water carrying mode, industrial chain model, platform model and industrial chain platform model.

How does a middle-type firm determine which business model to follow? Kam-kun suggests choosing the most appropriate business model for the label. In the new business environment, Challenger's competition and victory is "to achieve transcendence by the way of the standard." This is the new business environment of the bid strategy.

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In the age of consumer weakness, middle-type enterprises still have to face the challenge of big brands and seek their own development. Do not say that the first to avoid consumption of the weak waiting for the arrival of spring to boldly overtake the former, in fact, is not only the middle-type enterprises by the test of austerity. When consumption recovers, large enterprises will seize the opportunity and their own resource advantages, one-time to the middle of the opponents die. So now is the opportunity for intermediate enterprises to find the most suitable business model in the calibration, but also to design the most effective business model in the variation.

(Shi Qiang is the founder of Shanghai Jin-kun Culture Development Group, the Shanghai Modern Service Federation, the Secretary of the Special Committee, the Shanghai Municipal Government brand experts committee.) Public micro-letter: Kam-kun brand marketing; Weibo: @ Kam-kun stone strong, @ Kam-kun brand marketing; Email: shizhangqiang@sohu.com