New Media without Brand

If a new media company is to be "run" rather than "run", it must return to the substance of the media and build its own brand rather than just the brand name.

Any new media company relying on advertising revenue is looking to take on more brand customers. But when I took the marketing plan to take a look at, will find, changed the logo, almost no difference. What does the brand customer have to do with the http://www.aliyun.com/zixun/aggregation/8073.html of their lifeblood "> Marketing to the new media that have not established their own brand?"

The new economy has spawned many strange phenomena. Perhaps because of the new economy, the establishment of many enterprises no longer need to invest in heavy assets, the corresponding decision-making natural rash a lot. Division, business closed open, strategic left and right, employees come and go. If the traditional business cycle is 2-3 years old, new-media companies in the economy, the cycle has been in months.

Also precisely because does not need the heavy asset investment, this industry "imitation" phenomenon is very serious, the market homogeneity tendency is increasingly obvious. Anyone who knows the rules of the business should know that the product can be imitated by competitors, but the brand can be unique. But why do we all only study the concept of model, do not discuss brand strategy? I don't think it's a trade-off. Many new media companies do not pay attention to packaging, but the packaging of the mind are used in investors. Of course, no one wants to earn the hard money.

With the collapse of the capital market, it can be predicted that many of the seemingly "big" capital of the new media companies will heartbeat down. Without the support of follow-up funds, starting from scratch to run a "normal" company, too difficult, not as "stop". Why is it not normal? The essence of the new media is the media, the core of the media is content, there is no mainstream content, expect to do through 2.0 of the content of the media to get the brand advertising revenue, do you believe it? To get video, the market may be in the initial stage can be divided by the fluency of playback, but as time goes by, Moore's law gradually appears, we have no obvious difference in technology, what do you have?

If a new media company is to be "run" rather than "run", it must return to the substance of the media and build its own brand rather than just the brand name. From the perspective of advertising, I focus on only "quantity" and "quality" how. "Quantity" from your audience number, audience composition, coverage at all levels, "quality" depends on your audience and advertising expectations of the target audience, your content editing style and advertising brand fit, and advertising carrier and soft environment. If the brand of a new media company makes a direct association with the above judgments, it is unlikely to be unprofitable.

In fact, what about our new media? Almost no one said their full content covered. Everyone has become the boss of China. When capital is no longer obsessed with the concept of China's first, these new media seem to suddenly have no value, the noise after a quiet. Heard that many new media companies to bid for the CCTV of the new Olympic media copyright, to round the last Chinese first concept, can only smile, the capital of the new media, light all over China, burning their own.

I wait to see the new pattern of Chinese new media after the Olympics. The new media companies will certainly differentiate the "LV flagship store" and "small commodity wholesale market tide, there will be some things good but is put bad state-run" wangfujing (600859 quotes, shares bar) department store. This industry, clearly or "complete competition", but not to create an "oligopoly competition" illusion, intoxicated is actually only "oligarchs." If the "oligarchs" by virtue of capital advantage, positioning is to do "LV flagship store", the history of China's new media industry will certainly be rewritten. Pity, if only if.

I might as well go on to predict, according to the general law of Chinese social industry development, "small commodity wholesale market tide will thrive," LV flagship store "will long-awaited difficult to come out." This is not just bad currency to expel good currency, "quality" is rarely seen in traditional media, not to mention the new media.

Back then, still not 30 of Du Mu wrote the magnificent and philosophy of the Palace Fu: "The six countries and six countries, not Qin Also, Qin Qinye, not the world also ..." The Qin people anybody from the sadness, and then the people mourn, the descendants of the mourning and not to learn, also make posterity and sorrow posterity. "Thousands of years later, we are still grieving over and over again."

[a column written in Internet weekly, posted here and shared with you.] ]