Evergrande Ice Spring: You have lost your way on the consumer mind map!

With the "Asian Crown final" this Chinese public attention to high events, Evergrande Ice Spring to take the ultra conventional "brand detonated" way, so that Evergrande Ice Spring is a household name, through Fan Bingbing, Jackie Chan, Lippi and other people's advertising endorsement, become a well-known brand of mineral water.

Although it has become a household name, Evergrande has a long way to go from a successful brand to the consumer's mind, and, from its current strategy, it can be summed up as having lost its way to the map of the consumer mind.

Evergrande Ice Spring brand communication path:

"Asia Crown Final" node detonated-CCTV simple rough advertising: Evergrande Ice Spring, Changbai Mountain Natural mineral water-Fan Bingbing, Jackie Chan: minerals, weak alkaline, no air contact, daily drinking, due to health. Tea alcohol gan, cooking more fragrant! We are not carrying surface water!

The core purpose of brand communication is to shorten the distance between the brand and consumers, but Evergrande is still a distance brand from the beginning to the present. From these four nodes we deconstruct the image of the constant ice spring in the minds of consumers.

"Asia Crown Final" node detonated: Evergrande began to do mineral water. But for consumers, mineral water is a homogeneity of the product can not be homogeneous, consumers will not care about the market is not more than a mineral water brand, because more than one brand less a brand and I have nothing to do.

CCTV simple rough advertising: Evergrande Ice Spring, Changbai Mountain Natural Mineral water! For consumers, this is from the Changbai Mountain of mineral water, but this is not a trigger for consumers to buy the core motivation, if the water source is trigger the purchase of the core motives, Kunlun Mountain has long been successful.

Fan Bingbing, Jackie Chan: minerals, weak alkaline, no air contact, daily drinking, due to health. Tea alcohol gan, cooking more fragrant! To drink the eternal ice spring, beautiful is actually very simple. In the channel is not perfect, the constant ice spring propaganda ideas have begun to lose, began to publicize the eternal ice Spring "life implant" form. When consumers have not drunk the brand of water, began to promote the tea, cooking, obviously and the consumer's mental awareness has been biased. This stage of publicity can be said not to narrow the distance between the brand and consumers, but expand the distance.

We're not carrying surface water! At this time already in the beginning to solve the problem left over the first phase, the difference of the constant ice spring (not surface water), Evergrande Ice Spring is good water (30 million years deep volcanic springs) began to give consumers a reason to buy. This time began to crack down on http://www.aliyun.com/zixun/aggregation/14138.html "> Farmer Spring (We are nature's porters).

The current communication path of consumer cognitive results can be summed up as follows: Evergrande has made a "tall" mineral water brand called Evergrande Ice Spring. But the brand and the consumer are distance.

From the propaganda content, Evergrande Ice Spring is indeed a good bottle of water, but this bottle of good water in the consumer's heart and spleen process, strategy confusion. From the perspective of consumers and Evergrande's own brand equity, the author thinks that the right way to shorten the distance between the constant ice spring and the consumers should be this:

The first step, emotional image molding: Evergrande Ice Spring: Quality, health, vitality of the brand. From the mental and emotional point of view, in the consumer contact with the product before the heart. Let consumers recognize that the constant ice spring represents the health, vitality, quality of life.

The second step, rational interest support: high-quality water, advanced technology to create natural good water. From the rational to the consumer this is a bottle different from the market farmer Spring, Yi Bao, king Mineral water. Let consumers recognize that this is a good bottle of water, and fortunately!

The third step, expand the brand emotional advantage and water superiority, and fully seize the competitor's market share. Give consumers a clear choice of reason from emotional value to physical value.

In addition to the confusion of communication strategies, Evergrande Ice Spring is equally confusing in the distribution channels and product packages.

First: The loss of core consumer groups, from the price of Evergrande Ice Spring, drink Evergrande Ice Spring is not "quench thirst" This simple demand, but a "healthy drinking water" life attitude. So the lock should be in the high-end market demand. But my first purchase was a promotional event at the door of a grocery store. This channel obviously can not support the constant big brand image and the price of Evergrande Ice Spring.

Second: The packaging texture is seriously insufficient, do not say and Watson, Kunlun Mountain comparison, even the feeling of the hand is not as good as the treasure or king. In a word, the farmer's product price is a wow haha packaging (refer to Wow Hello C and farmer spring Water soluble C100).

If the Evergrande Ice Fountain is to become a successful brand, it should be selected on the brand Evian (Chinese enterprises are usually the same quality price halved, you belong to the world's three major water sources, with this advantage). In the brand image packaging further enhance the texture. In the brand appeal to fill the emotional appeal of this piece.

In short, Evergrande Ice Spring is a good water, but the current brand image, product packaging, sales channels can not support this is a bottle of good water value image.

Cao Fanghua, general manager of Ideainside Creative Marketing communications agency. Publishing Network Marketing Works: "2.0 Marketing Communications-Interactive integrated marketing communication strategy", "Network for the King: The network era of brand building strategy", "Polymerization Marketing: Network integration Marketing Communications" and so on. (www.ideainside.com)