Four key elements of mobile internet brand transformation

The mobile internet can be called an era, not because it created more information, but because it changed the information and people's two-yuan relationship, so that people become part of the information, thus changing the various relationships and structures of human society, and therefore will cause the whole social business model changes. The development of mobile Internet makes information more transparent, consumers in the choice of products will have more independent choice than before. User-led, products for the king, experience first, Word-of-mouth communication is the mobile internet age brand transformation of the four elements, together to see how this article is analyzed. Zhangxiaolong, the father of micro-trust, said in an internal speech: "We often make trade-offs in trade-offs, and at all times we have to think about whether this is a matter of user value." If we want to violate the strategy and the user value, even if we discard the short-term benefits, we should maintain the value of the user. "First, user-led is the core user not only determines whether the product can become a brand, or even determine how long the brand can survive." Here the user is not a common user, but belong to users of the user, that is, those involved in the new product design, the product has influence on the user, the equivalent of millet mobile phone in the "Rong Group" (Honorary development team members) bar! Amoy Brand Seven Princess is a network of original clothing brand. Has a "15 young designers + 1 full-time matching Division" team, the provision of the minimum monthly 100~150 a new, to ensure that the goods in the shop not less than 500. It has tens of thousands of loyal fans and a lot of QQ group. Each time to the new style, the seven will first of the new design map uploaded to the shop, so that netizens to the new vote, and in the QQ group, the final selection of popular styles to modify, and then uploaded to the website. After several rounds began production, shelves. This process has completely subverted the traditional model that the big designer leads the fashion trend, it even subverts our traditional cognition to the brand. Consumers began to really decide the trend of style, fashion. Most importantly, consumers enjoy the process. Seven is to use this two-way communication mode, just six months more time, from obscurity to a leap to become Taobao women's sales 4th. The mobile internet age brand must be user-centric, allowing users to participate in all aspects of product innovation and brand communication. "The consumer is the producer", the brand spreads is completes in the user's good experience and the sharing. In particular, the young consumer groups, the group, they would like to participate in product development and design links, I hope that the product can reflect their own uniqueness. As the enterprise should focus the market attention from the product to the user, from persuading the customer purchase to let the user deepen to the product experience and the perception. 360 boss Zhou said: Traditional Enterprises emphasize "customer (customer) is God", this is a two-dimensional economic relationship, that is, businesses only to pay for people to provide services. In the Internet economy, anyone who uses your product or service is God. Therefore, the Internet economy advocates the creed is "the user is God". Second, the product is the KingIs the cornerstone of the "product is the first driving force." No quality products, any simply rely on gimmick hype to attract eyeballs caused by sales, to the end of the humiliation, because the power of negative transmission is greater. The Internet era is about product "experience" and "extreme", that is, "user-centric" products to achieve the ultimate, manufacturing "let users scream" products are the begotten of the internet age. Millet mobile phone in order to make "user screaming", the greatest effort is high price. Millet each launch a new generation of products, must be the fastest in the industry started the configuration, and the lowest price to do the industry. Millet generation mobile phone launch, according to the configuration should be priced at three thousand or four thousand yuan, and its final pricing less than 2000 yuan. Customers buy your product for the first time because there is a rigid demand; the second time you buy your product because you have a good experience for the first time and you buy your product all your life because you have faith in your product. Therefore, the essence of brand marketing is to cultivate customer's consumption belief, increase brand stickiness. In this respect, the golden wrong knife has a paragraph classic reviews: the product is 1, marketing is 0. If 1 of the product does not exist, then more than 0 is in vain. Product scream is going to make your product speak for itself and the product becomes media. Forget marketing, back to the nature of business, Internet thinking is the business nature to achieve the ultimate thinking. In any age, the nature of business is always user and product. Third, experience is the key to the past, the enterprise to create a brand, is to provide consumers with material benefits, in the product function, design, quality, price to meet customer demand. With the seller's market into a buyer's markets, consumers to brand as a choice of products and services standards, more emphasis on interaction, personalized service consumption experience, customer brand awareness will directly affect the fate of the enterprise. In the era of Internet underdevelopment, the relationship between merchants and consumers is based on information asymmetry. With the Internet, the rules of the game have changed. Consumer mouse can be more than price, quality, than the style of all product information, consumers become more and more initiative and the right to speak. Therefore, in the mobile internet age, the user experience of the product is becoming more and more important. In the mobile internet age, product quality and price are not the primary consideration of consumers. They consider experience, and a great part of it is the psychological experience. For example, now many girls buy LV, from the quality and price to measure, she must feel unworthy. But if LV represents an identity and social status, she feels the value, because "the price lies in value". Therefore, if the traditional brand wants to evolve successfully, it still depends on whether it can shape the brand culture with the user value and make it merged. Of course, this is not to say that traditional enterprises do not have a brand culture. McDonald's, for example, is a family-style happy culture. But this brand culture "protagonist" is the Enterprise self-directed brand culture, is the enterprise force to all customers export a culture, rather than consumers in accordance with the desire to create a brand culture. In the past, the manufacturer sold the product to the customer, got the money,Hope the customer best not to find themselves. In the mobile internet age, the experience journey is only just beginning when the manufacturer delivers the product to the user. If your product is doing well in experience, users can perceive your existence every day when they use it, they will take the initiative to help you promote, recommend products, form Word-of-mouth marketing and fan groups. Therefore, in addition to providing guaranteed products and services, enterprises must also provide customers with more experience to meet the needs of people at higher levels, thereby enhancing customer satisfaction and loyalty. With all the products highly homogeneous today, you will find that the decisive factor in the final victory is the user experience. Good user experience should start from the details, and can let the user have clear perception, this sense to exceed the user expectations, to bring the user a surprise, through the brand and consumer communication throughout the chain. The biggest difference between experience economy and traditional industrial economy is that consumers change from passive value recipients to active participation in all aspects of value creation and become the creators of unique experiences. Enterprise-centric value creation thinking turns to enterprise and consumer to create value together thinking. Iv. Word-of-mouth Transmission The success or failure of the mobile internet era, those with good word-of-mouth, active interaction with netizens will be more likely to win consumers. Mobile Internet has changed the communication mode of the past brand relying on the strong medium and the audience. Many enterprises through the traditional media every day to emphasize "my product is very good, my quality is high, my service is excellent", today this kind of Wang Po selling melon-like traditional advertising information directly by the consumer to delete or shield off. In the mobile internet era, if the product or service to do well, beyond the user's expectations, even if a penny ads are not put, consumers are willing to spread for you, free for you to create Word-of-mouth, free advertising for you, and even may become a social focus, such as the sea-fishing services. Perhaps a lot of people will think "user, product, experience, Word-of-mouth" These eight words nothing strange, even feel tired of hearing. But carefully think about the real according to these eight words to do the number of enterprises, really do business and how many. And the key is that these eight words are strictly logical sequence and spiral of the closed loop effect, only user participation, leading to make users satisfied with the good products. Have good products only good experience, a good experience to have a good reputation, word-of-mouth and can inspire more users to participate in product design. If the mobile internet is a gold mine, the brand is a magical tool for mining gold. The reverse is also true, if the brand is a gold mine, mobile Internet is the magic tool for mining gold.