Advertising dislocation: Cao Fanghua to see one of Jinjiang Enterprises

Jinjiang Enterprises to "love to fight, dare to fight" as the spirit of the core, a "love to fight will win" very good interpretation of the entrepreneurial spirit Jinjiang, "three-day doomed, seven points by playing", performance in advertising is basically "three product force, seven advertising power," showing the general advertising dislocation Jinjiang:  Comparison psychology and the dislocation of advertising dark war:  said Jinjiang entrepreneurs, many people's evaluation is "to buy a BMW", in Jinjiang Street to see the car than the Special economic Zone Xiamen and Fujian provincial capital of Fuzhou are more. This is the Jinjiang people have money, on the one hand is a part of the Jinjiang people with money, see others Mercedes, BMW, Cadillac, Volvo, their own open a public are embarrassed to greet others.   also "borrow money to buy BMW" thinking also exists in the Jinjiang enterprise advertising concept, see being invited a second-line star advertising, my family must invite a first-line star, your home to ask a star of the mainland, my family will be invited a line of Hong Kong and Taiwan star. Such comparisons, enterprises are inevitably for the stars to work.   In addition to the star endorsement on the comparison, in the media delivery is the same, you on the cctv10 seconds, I will be on the 15 seconds, you on the general period, I will be prime time, you have prime time, I began to work with international agencies, such as NBA Such comparisons, enterprises inevitably to the media to work.   Of course in the advertising companies have to compare, you invite a well-known Fujian local advertising companies, I would like to invite a well-known domestic advertising company, you invited domestic well-known, I invited an internationally renowned, and even began to invite those international 4a In fact, many Jinjiang brand needs of marketing planning support, the general local companies can do, and do a good job. Such vicious comparisons, helpless, enterprises began to work for advertising companies.   in decade years ago, Jinjiang Enterprises are only settle for international well-known enterprises OEM, that is just for the international well-known enterprises, but each pair of shoes have a real profit; now hope to build their own brand to obtain more lucrative profits, the starting point is right, but the wrong way, in the advertising spokesperson, In the encirclement of advertising media and advertising companies, many companies earn less money than they did before, and even piled up debts.   SAD! The dislocation of homogeneity of   products and advertising homogenization:  Jinjiang Enterprise products to a large extent there is a serious homogeneity: Chen Dai's footwear industry, Longhu weaving Industry, dongseok umbrella industry, Yonghe stone, ceramic ceramics, deep-Shanghai underwear, English-forest leisure apparel, new Tang sports apparel, the toy of the Anne's, Wait a minute. In each industrial cluster area, the homogeneity of the product is quite serious.   Homogenization of products in meeting the functional needs of consumers there is not much difference, the purpose of the brand management is to promote product competition to brand competition, so that consumers choose the brand from the functional considerations of the rational level to the brand value of the perceptual level of consideration.Simply put, it is to construct the brand-partition between homogeneous products and realize the differentiation.   But unfortunately, many Jinjiang enterprises in the brand model shows a high degree of similarity, brand strategy-oriented business philosophy does not make the enterprise out of the same quality of the trap, but from the product homogeneity of the competition into the product and brand dual homogeneity of the dilemma. This can be achieved through a number of Jinjiang enterprises using the "big Media + Big star" advertising model to reflect.   At present, some Quanzhou enterprises began to enable the cartoon image spokesperson, this would have been a very good idea, because the animation is a young consumer important cultural consumer goods, we grew up on the cartoon love, but I am also very worried that this will take Jinjiang enterprise into another whirlpool, so that Jinjiang Enterprises for Disney, Machine Cats, Rogue Rabbit, McDull and so on these cartoon image work.   Advertising to promote product sales and advertising to realize the dislocation of enterprise listing:  do business is to make money, or better go home with the wife and children enjoy the family. For most enterprises old said, or through the product of the market sales to achieve profitability, through the promotion of market share to ensure a virtuous cycle of corporate capital; From the point of view of making money, both of these methods can be achieved, but how to achieve the sustainable development of the company?   Advertising is to pull the market or to pull the enterprise listing? Advertising is to pull the market or pull the franchisee involved?   If a brand has no market guarantee, no guarantee of profitability, no guarantee of reliable market share, even if the successful listing, even if a group of dealers to join, enterprises can continue to profit?   Advertising is for consumers to see? Or do you show it to a dealer? Start doing it to the stakeholders related to the listing? This goal is not clear, advertising is blind. Enterprise development is also abnormal.   Cao Fanghua Personal point of view is: Advertising dislocation has become the bottleneck of Jinjiang enterprise development, to achieve the Jinjiang brand of Evergreen, must be from these misunderstandings. Or that Cao Fang Hua very like words: only go their own way, to get out of their own way.   Hope Jinjiang Enterprises can bravely go their own way, while out of their own way.