A more imaginary thing, and what you share is such a subject

> Yesterday on the way to Beijing, just see the recent "Central European Business Review of this some of the theme articles, is similar to my point of view, is super flat, very coincidence, this is not called great minds, may be I was right, I'm quite sure about this view, over the past few years, I personally see Amoy department entrepreneurs see the problems and experience, so that point more feel some, but objectively speaking, today this point did not see particularly clear, more is my personal feelings, I said some irresponsible words, for reference only.

We talk about the future of the network original brand, first of all, look at what is the current, whether it is Amoy department sellers and the Internet entrepreneurs outside the Tao, their views are what? I think there are three people they have different views, but very representative, a set of people think that sales are brand. Objectively speaking, many of them are represented by the big sellers of Taobao, this dial people have huge traffic, huge sales, very good at doing promotions, very good at making a bomb, but in the brand planning he is weak, they think the brand is sold by sales, no sales have no brand. That's half the point. The other half is such, sales can be counted as brand, we think a lot of wholesalers are not also brand? There are also some pretend to be a brand, I do not point to the name, and then they are more what? Is this power is very powerful, think oneself really is a brand, I am a high-end, flavor, on the grade brand, do not buy will be very angry, you this person is a group of two force youth, I so high-end flavor brand you do not buy. In fact, I do not think so, their product quality and brand operating ability is very general, there are some offline traditional big brands, they take the clearance of some inventory as a brand, they think the earliest time, they are not very understand how to play sales online, then slowly found that they caught a method, That is the inventory and products to get online a sell on OK, this method of sales up, will feel that the brand is not so difficult, stock a sell, many consumers pay, will feel that this is also very simple. But objectively speaking, we think his sales although huge, but no product innovation and marketing innovation, no one to docking the new generation of consumers, and the front of the consumer is drifting away, the most important how to connect the new generation of consumers, this is actually his strategic significance, is ranked first, As for other clearance or selling goods are subordinated, we see this many consumers find the feeling, for example, see the past few years very big changes, the first clearance sell, so far online and offline for two different development, online younger and more fashionable, this point of view found the feeling, whether right, Today does not discuss this topic, but has completed the previous mentioned to let the online consumer group also slowly realize, in fact, is a pretty real brand, in line with my age group, this is done, I believe that the future of this piece will go farther, but many brands this piece is not conscious come, the status quo is this, Verified people think they are a brand.

What will happen in the future? Will future brands disappear? This is a pseudo proposition, more I think there are some changes, is that the traditional marketing era, all are around the brand, that is, you a brand, all the problems of marketing all solved, and finally with the consumer personalized constantly upgrade, the brand began a number of unprecedented challenges, The future of marketing brand strategy is not important, or even the disappearance of the brand, will this be? Not necessarily, but the path of branding and the way to build it should have changed a lot. For example, in building this piece there are some subversion and statements, then the traditional brand is the brand interest priority, the famous writer said a point of view he agreed, he said that the traditional brand is a memory gap, because the traditional consumers first accept the brand, so the enterprise must be built a very strong brand power, and then to affect consumers, Because the traditional media spread that he was a single, then some traditional brands in this aspect to build, first let the consumer, let the dealer realize that I am a brand, no matter through what, constantly enhance their brand image, that is, the endorsement is the first axe, the second Axe Line Road, the third axe is the media's launch, That formed a three-dimensional impact system, that is, the brand under the line, is to build brand power priority, know this brand, and then suddenly saw the brand in the store, this brand I was to see, endorsement, interest to see their products, but the line of things we will find, completely subversive over, On line I think is the product force priority, because the seller first accept is the product is not a brand, only the purchase process reflected in your product quality, innovative user experience, and so on all of everything, and then slowly feel that this product seems OK, then his brand I remember, so online is purchased after memory, Also I think he has three strokes, the first recruit is mainly products and taste of some innovation, including some of our top brands in the product of what innovation? If you do small household electrical appliances, if you want to be with the United States, the grand, Haier and nine Yang spell price war fight, it is located in small electrical appliances, home appliances do not have this division, but it all around this to do, it jumped out to find their own blue sea, and now they have some innovative appearance, then its product innovation is a technology innovation , from a vacuum cleaner such a common household electrical appliances to the concept of household appliances, in fact, the user experience of innovation, a word is very agreeable, you meet the customer's purchase demand, which is the most basic requirements, only you can provide beyond the basic user needs of value-added services is the user experience, Only you provide more than the basic user requirements outside the user experience, I think Taobao top sellers, in fact, the user experience has a lot of innovation.

Finally, accurate network marketing, through what kind of approach to find our customers. Traditional marketing to do is a face, probably because he's offline, terminal is limited, then he may only do a niche market, such as a subdivision of such a style under the line is very likely he will not survive, the so-called line must meet the needs of most people, see the clothing industry and other industries are good, more do face, Might do is one square metre of such width, depth can only do one centimeter, the width of a square centimeter, but depth, a meter deep, the past to talk about this concept, the crowd to find the OK, but how to find him, is a lot of technical means to achieve, I think there will be some changes in the direction of future building. How to further increase the second Internet, fragmentation and subdivision of how to strictly prohibit? I think the big Chinese brand to the small brand of a change period, perhaps in the future or consumer goods, Bai no longer exist, replaced by a small brand, has been talking about a small and beautiful thing, of course, some people on the internet there are some views I do not agree with, some people think that only artists, lunatics, homosexuals can small and beautiful brands, I feel that I do not agree with, I feel very normal, they are not the artist is not gay, do the subdivision of the brand I think is also a small and beautiful brand, so this view is not very agreeable. Let's get a liv, he's an artist, and the question behind is not very clear, you can ask him. But small and beautiful he has a problem, what is small and beautiful, my understanding do fine do deep or strong, do fine is to cut a market segment, but not a very crowded market, then do deep control, so small and beautiful many people in the supply chain is not enough, but if this piece you do not make up, in fact, it is difficult to do strong. Although you do not have a factory but you must control the supply chain, to be strong is the industry's top position, a segmented market, only the first three people will live very moist, we do not blame Taobao and commercial society, this is a very normal phenomenon, you just do the top three will have hope, you survive will also live very bitter, because it will be small and beautiful, In addition to the so-called small and beautiful brand is not an artist crazy will do, or such a niche market has a lot of opportunities, just said Taobao these are this, may basically need traditional brands, but objectively speaking traditional brands have their advantages, so many years of brand influence placed there, The second is that they have more inventory than good brands, which is the normal image.

There is also the field of men's Amoy brand, some new Amoy brand has emerged, we found that its growth trend, I believe that two or three years after the Amoy brand will be a big shine, this is a conviction. Third, from insight to precision, the past from traditional marketing people, in the field of traditional marketing, a bit like Chinese medicine, with experience to do things. After the advent of the Internet, then the internet marketing I think more he is like Western medicine, pay attention to precision, these two people do not go together, I see a lot of brands, Amoy brand, there are many such people, a bunch of people think brand this thing I think still rely on business intuition, Another wave of people think that these can rely on technology seriously, depending on the product can also, a problem, each other is a dispute. I think it is to rely on business intuition, that is, he is the equivalent of a Luo card, more I think he is a lion, to reach this destination nearer, or fix this road, so look at the wrong direction. We must combine Chinese and Western medicine that is to rely on experience, experience is very simple, experience is a serious thing, and to believe in Western medicine, to believe that the data, so the future in the construction of the brand must also need two things combined, because the traditional marketing he can not do such a number of precision, He can only rely on insight into consumer psychology, then to create a model to affect consumers, consumers are not strong sense of autonomy, the future consumers will be deeply involved and contribute to the future of the words consumers will participate in the brand contribution, but the problem is that this degree in where? Do I have to keep to the consumer or have their own views, such as Apple, jobs, said consumers know what? Consumers are stupid, how he knows what consumers need, what he needs is what I helped him create, like Zara, completely follow the needs of consumers, both of these views are right, see this degree there, the problem you too adhere to the ego, you may lose a large number of consumers, here for two examples, crack silk and aka , we are now looking at basically a little bit of self-confidence and dare to wear their home clothes, their slow taste fades, and if three years ago insisted on the kind of designer they had, I think his ceiling had been around two years ago, but it was also taking into account the needs of the mass market, Also we see his ceiling has been broken, also we estimate that their brands do up to 3.5 billion, this year is likely to break through 1 billion, this degree is very important, also consider the needs of consumers, but also adhere to their own brand personality things.

Second, the future consumers belong to the traditional marketing era, then because the technical means do not, all brands it has no way, it is only through the creation of a very strong brand power to affect consumers, harsh point is a consumer, the future of the consumer is intelligent, the Internet all the information is transparent and flat, you can not be. This time to return to the product and brand itself, to provide consumer real needs of something. Third, the future of products in addition to the brand has the size of brand information, also can own marking share, this is too important, I also inconvenient to speak, I can only say that this is the trend of the future, the future of goods, its attributes, in addition to the production side and itself this enterprise, he and the commodity of some standard information, Consumers may be involved in marking the product, for example, I like this product, wife very like, will play such a label, or 2B youth, a fool to wear such, this is a trend, for this commodity marking, a lot of platform is want to put these non-standard products want to standardize him, But the future product will certainly form the marking of the product, at the same time through some of his circle or some other way, to share. Then maybe this thing really came out, the search will be a great change, a very big change, for the property of the commodity, not only by the manufacturers, but also the consumer marking things.

This time I believe that will not be too long, is to play to the extreme value, the brand will not disappear, but into the personalized era, the brand will be in the era of the Internet, we believe that personalized brand will grow, The future really great brand must be the traditional enterprise's excellent fund and the Internet Enterprise Excellent fund must be the combination of the two, it must be integrated Chinese and Western medicine, this is my share today, thank you!