The marketing trend of the internet age in the future, the traditional enterprise marketing environment will have what big change? I think there will be three big trends.
The first trend is to go to the central business circle. In the past a brand to enter the Chengdu market is very simple, go to the mall do propaganda basic can, take chunxi, salt City mouth and other mainstream business district, the point of all cloth good, basically seven or eight of businesses have matured. Now but not, because the city in development, consumers in the relocation, the most fundamental reason lies in the expansion of the city, the original one Ring now into the city center, the three ring into the two ring, the real estate accumulation area into a consumer gathering area, into the factory's business district. Take Shanghai As an example, the current large and small business circle has more than 200, basically become scale. In the future, the limited big business circle becomes the infinite Small Business circle, even disperses into the micro Business circle. The business circle becomes smaller and the channel is the same. I used to do home appliances, into the Mianyang market, as long as the search for a good distributor, Mianyang business will be done 40%, 50. And we are now in Chengdu to do building materials, direct pipe channels There are 12, in addition to the traditional wholesale market, there are red Star, such as the United States and other modern building materials mall, as well as Ikea, Suning, Gome and other Ultra, and even the electric business channels. And the electric business channel in the future still need to continue to subdivide, for instance the day cat is equivalent Ultra, Taobao is equivalent to distributor. Now we have to support the business, and we have to manage more than 10 channels in order to maintain the growth of 20% and 30%. Go to the center of the channel, so that large channels to become smaller, so that small channels under the big terminal to become smaller, so that the terminal can not see, not you open a few big stores to solve a city's purchase problem. The third is the brand to be centralized. In the past, Haier, Siemens, AO Smith are the building materials industry's first brand, central brand in the sale of all have a natural advantage. And now you're just a supplier in the eyes of the consumer, just a candidate brand, nothing great. Now consumers have made the relationship between people and brands clear. We have to think, as a brand planner, what is our real purpose? What kind of person do we want to close or contact? The traditional pattern died, how to do marketing? The traditional enterprise has not died, but the traditional marketing method died, after the sales pattern has changed irrevocably, how should the enterprise do marketing? The first is the current technology allows marketing to be socialized, localized, mobile, so that we can dig a lot of previously can not dig the demand. Why drop a taxi and quick taxi can fire up? It's not a big subsidy, it's a new technology that meets the needs of users for a long time. The traditional taxi business model information asymmetry, the car can not find people, people could not find a car, mobile internet technology appears, consumer demand has, technology, capital has, the taxi software naturally fire up. Other industries are the same, such as I am operating OP lighting business, currently specializing in community business. What community business can lighting companies do? Our slogan is "Light bad light old Don't worry, op lighting to help you", we help users to do the lighting test, a lot of home decoration is very good, but the lighting circuit may have been used for more than 10 years, the circuit aging, will be made to the children's eyesightinto effect. We used to think that the pupil's poor eyesight is because of playing games, in fact, most of the reason is because of poor lighting, affect the eyesight, because ten years ago the lamps are substandard. With our service, we can change the electric light for only hundreds of dollars. The next step is to network, looking for the noble. If there is a mobile internet platform can let me search for the most intimate fast services, such as looking for a hotel, to find a tutor, to find a nanny, why I do not use such a service provider? Mobile Internet can provide a very vivid platform for residents. For example, the tea industry, the future's biggest competitor must not be in the trade, it must not be the production of tea, it may be done catering, perhaps other services, or even property developers. Vanke is now doing its own community services, its property companies specifically to solve the problem of food and drink in the community, it set up a network platform, can attract countless service providers to come in. Vanke's real estate has a lot of high-end people, if Vanke sells tea, perhaps high-end tea sales can exceed the midrange tea. In addition, we should pay attention to the brand's aesthetic standards have changed. What is the aesthetic standard of the brand? They think big is not good, I have my good. Vanke These enterprises are very big, but for them, as long as they have nothing to do with them, they will think that it doesn't matter, their idea is that the daughter is hard to buy what I think. When we go to design a plan, we should not blindly portray ourselves as tall. All of our starting point is to let consumers, especially young consumers like. Full-Contact Marketing mode of the whole channel before we do business is the brand alone, consumers to the store, psychological will be low level, because they are afraid of the shop bullying. And now is the era of consumer sovereignty, even with monopolistic airlines, the former ticket will never hit 30 percent, 40 percent, and now also began to discount. Since the rise of the internet, Ctrip, where to go to the network and other tourism sites will try to divide the interests of consumers, so will produce a game. So we need to make a change. For example, Qi Jia Net, these years to do 30 billion, before they are doing online activities started, and now also began to do offline experience shop, offline community activities. I went to see their experience shop, and to be honest, traditional home furnishings might look down upon them. But their ability to capture consumers is absolutely the first, they will always be in the study where the best quality of the community, what is the best quality of the crowd, those who are most sensitive to price ... What we need to do now is to get users to applaud, not just let the user accept. I am now studying the full channel full contact marketing model, I hope that consumers can be at any point in both contact with the line, but also contact the offline. For manufacturers, what needs to be done? For example, OP lighting is installed on average a hundred thousand of users per year, and in the past, our maintenance staff have been installed and gone, not to allow users to cause consumption. But if from the whole channel marketing chain to consider, repair point can also be a contact point. You come in contact with the user, give them a good Neighbor referral card, you help me recommend neighbors, I will giveWhat's your offer, the whole marketing chain is turning again. Each industry has its own contact point, not to say that all the points we have to do in place, spend a lot of money to advertise, vote, invest in the dealer, or let the dealers put their own resources and energy, but each industry, each commodity key technical points can not be missed. For example, a family, furniture used enough for 10 years, or ready to move, is a key point of contact, if missed, it is tantamount to missing two golden opportunities. How to manage the employees we also face the problem of staff management, because the current staff is already a and a. To give you an example, OP lighting has many stores, generally 200 to 500 square meters. What do employees do if there is no business in the shop? They're all playing with their phones, so if something comes up, they'll have a few seconds of neglect. Some bosses watched a month or two, really unbearable, the shop inside the network all turned off, not to go to work during the Internet, the boss returned to the store will be the network open the Internet, people a walk network again shut. Such a management approach, which may not have mattered a decade ago, would have been a violation of their fundamental rights if they had been placed on a more than a few years. Our new generation of employees, should be implemented to the central management. Recently, an article compared to fire, called "Let the Middle die", Haier, Huawei and other large enterprises think should reduce the middle. Because the style of leadership is not so important to the other. In the past, our sales team, to do sales is nothing but poor children, or education is relatively low, so we can use more than three ways to manage them, management is nothing but reporting, debriefing, arrangements, appointments. But this kind of management will make the company a complex hierarchy, complex system, for young people is simply not feasible. Now the boss should not consider whether the staff can surf the internet, can do other things, but should find ways to make employees happy, they are happy work efficiency is higher. To cite an example, in the past we do market activities, the old worry about employee fraud, such as companies in Chengdu Carrefour to do an event, Shanghai's leadership How to know the effect? Only the third party can monitor, let the dealer monitor, let another staff monitor, let the sales supervision and supervision. This management cost is very high, and will make the staff feel very uncomfortable, staff in the monitoring and no one to monitor the state of the situation is completely different. Now we can let the staff monitor themselves, if you think you do well, please send the photo of the activity scene to the first time, let the leaders see how the scene layout, consumer interaction status. In order to monitor an activity before, please a few help people come over, do not produce a little efficiency. Now we should reflect on it and encourage our employees to manage themselves instead of being leaders. The pattern has changed, the essence of marketing has not changed we also do not be alarmed by the new thinking of the Internet, because the essence of marketing is unchanged. What do consumers see? is the terminal, display, interviews, activities, promotions, but as business operators, 95% of the energy is used in research,Planning and defining, these are the core content that the consumer cannot see. Both new marketing and old marketing have something in common. The first is the product, the consumer will pay attention to your product new, excellent, special, sparse, if we play the product card, is to play these characteristics, you want to know their suitable to play which card. The second common point is the interests, whether online or offline, Chinese consumers are more concerned about worry, labor, save money, time-saving, emotional. In China to do car advertising, wine advertising, is generally made high-end atmosphere on the quality of the beautiful car ads, but foreign car advertising is not such, is based on the family, domestic manufacturers should consider from the respect, expensive, love, pity from the angle of advertising. The third common denominator is the crisis, which amplifies the problem. such as health, family, emotional, professional crisis. For example, there was a very hot underwear advertising language "underwear to buy good, husband home early," is to seize the crisis mentality of married women. Of course, such advertisements are rather corny. There is a common point is hot, social hotspots, industry hotspots, news hotspots, business hotspots. But no matter how, all should pay attention to use the product to speak, use the difference performance, communicates with the sensibility. Whether you are a traditional enterprise or an electric dealer, these basic rules will not change.
