I do not know when the internet has sprung up a burst of the argument that the brand is dead

I do not know when the internet has sprung up a "brand is dead" argument, meaning that in the Internet era, the brand is not important. In fact, I think, say that the brand is dead, like saying that a person can not be as absurd as the name.

The source of the brand is very simple, it is said that the former businessman with iron block made a good recognition of the shape, after burning red in the production of their own things, easy to recognize. Later, its function changed, from the need to identify the needs of the buyer to identify the needs, because the goods are more abundant in the era, those who buy things through comparison to find the best, to remember that the best, the most convenient is to remember it on the brand. Later, this brand has gradually developed into the concept of branding.

So, Brand is a mark, say a little bit, is a token. If a brand is able to suppress people in an instant, it's really like a guru's token. Chowa The apple of the Lord has this deterrent. This deterrent, not a day or two days, brand equity needs long-term accumulation and precipitation.

Under the impact of the Internet, the concept of branding came out, but I think it can only in the current chaotic state of the Chinese Internet to survive for some time, not too long.

One day, when I saw my friend wearing a beautiful dress, I used to ask him, "Wow, where did you get it?"

He smiled and said: bought online.

......

I continued to ask: where to buy ah? I'll go and see it sometime.

He smiled and said: "The cat bought it."

I said contentedly: Well, the link was sent to me.

Yes, that's a complete conversation. Its word-of-mouth path is "Where to buy-online-day cat-link." Yes, after the cat directly on the link, very few people to ask about which brand. In fact, when someone asked us online shopping which home is good, the answer is just a few: cat Taobao, Jingdong, a shop, Amazon, as for the specific brand, I really do not know, maybe this is the legendary to brand it.

Remember the excitement and anticipation of the first time you bought something online? Yes, now online shopping preheating is still, some people also put it with fashion avantgarde relationship, such as the booming rural online shopping. As long as the absolute value of this acceleration is large enough, the excitement in the public mind will remain in the pleasures of online shopping, rather than the deeper emotional value behind the goods and services.

This can be said to be a net purchase addiction dividend. Online shopping This thing itself is very enjoyable, brand so deep things, there is no time to pay attention to. If this is the case, China's e-commerce is like a market, but also in the chattering, around stage, did not form a high-grade commercial street. In such a market, consumers are very excited, but also ignorant, only to see the difference in prices, and further pay attention to price. Because the market is too noisy, so there is no time to listen to you Luo Li told the story. In such a market, the flow of the king is the truth, so, now the internet marketing operation means, the promotion of the ingredients than marketing. In other words, is still in the stage of crazy drainage, has not developed to the flow of careful screening and precipitation.

This is not to say that China's internet is in a dirty state, not to say that Chinese businessmen do not have a long-term strategic vision, but only to prove that Chinese businessmen are normal, because it is a normal people will do so. Now this situation, is only a stage of development, what will be the phenomenon of what happened.

Of course, this situation is changing every day, in this muddy water, is gradually settling out some content of the business, those floating in the waters of the fun, is a wave of the trend washed away (elimination). In other words, in fact, now in the screening stage, which brand can precipitate down, will go farther. Those companies that are still able to sink their hearts to brand building in the midst of chaos are now slowly surfacing.

It is now in such a dynamic equilibrium. On the one hand, Taobao cat, Jingdong, a store such a large platform so that countless small and medium-sized sellers see the opportunity, long tail of the power is released, some people even if it is a joke to gather a lively. On the other hand, a large number of the sellers of soy sauce are being accelerated out, leaving behind are those down-to-earth intentions service. Now it's not new to shop on these electric platforms, it's becoming a routine for electricity dealers. In this flow for the king of the Platform, it is not easy to base a good brand, especially the small and medium-sized sellers more miserable.

In fact, there are two main types of brand on the Internet, one is the traditional brand that exists, they just naturally step into the Internet field. The other is a fully rooted on the internet and growing fast, such as three squirrels. For the former, there are, there is no, not because of the internet into a fabrication, if these enterprises do not enter the Internet, the original brand will not disappear, but less take advantage of a little. Like three squirrels this brand, if the light on the flow of words, is also very costly, believe that the reputation of its sales contribution to the degree must be big.

There is a brand may not be able to come out, no brand must not go far, and a short stretch of road will be very tired. As some chicken soup mentions: The character earns money with his reputation, not by his face, nor by his relationship.

Brand is the crystallization of uniqueness and trust, attaching a lot of emotional value, some people once agree with a brand, will be desperate to love it, will cherish every interaction with it, and not just as a business. Like taking a kidney for an apple, can you call it a business?

Brand-name enterprises can continue to allow more people to come to, this is a gravitational pull, and no brand can only ruanmoyingpao first pull over, and then burned to persuade. In fact, this is also two kinds of marketing ideas, one is a set of passenger thinking, one is the push-sowing thinking. The idea of pushing and sowing the traditional marketing, the survival of the Internet in a worrying situation. The internet provides an unprecedented variety of channels and ways, so that enterprises can low-cost, efficient construction of their own brand image, if in such a reputation in the golden age to believe that the "brand has died" of the nonsense, it would be better to die. Brand is like a person's name, it is not attached to any kind of media, not because of the advent of the Internet without the name. In the current situation of internet noise so large, continue to build their own brand content, one day will survive.