Peak dialogue: The ups and downs of "brand" marketing

Peak dialogue: The ups and downs of "brand" marketing

News and Science and technology 2012 Fourth annual effect of the integrated Marketing Forum held in Beijing December 18, the theme of this forum for both internal and external marketing broken Bureau, Dispatch as the exclusive financial media to this meeting to carry out the full report.

The photo is titled The ups and Downs of "brand" marketing.

The following is the peak dialogue transcript:

Li Bing: Good afternoon, I am Li Bing from school. Today I am delighted to be invited by the Yi Ma to preside over this link. Today gave us a title called Brand marketing of the ups and downs, the topic is very interesting. I don't know about this marketing, but we are experts in this area today.

Guests of this link are Mr. Lingyuan, Liu Yan, Sin Yihua, Jianjun, Li Chengdong, Chianguo, Chen Jun.

Today, guests are also very interesting, if we are divided into two kinds, a product of its own platform, there are channels to do, both have to do their own brand, as well as to include the platform of Yiwu purchase, but also have their own platform of the Le Bee, there are billion, and Mr. Li Chengdong. There are more people than others. Please introduce yourself.

Sin Yihua: Our company because Le Bee network in the country more, we always think we are pure electricity quotient, we have media, have self brand cosmetic company, our three big business.

Li Chengdong: I represent the personal opinion, does not represent the company opinion, now does the electric business, does the industry analysis.

Liu Yan: I do business design.

Jianjun: I am the general manager of Yiwu, Yiwu small commodity market online site, this site to business-to-business mainly can also retail. Interested in Yiwu do not need to go to this market, online to meet your wishes.

Lingyuan: Pomelo is a cosmetics brand also has the company.

Chen Jun: Yi ma Do effect marketing, we provide exchange platform, let everyone share.

Li Bing: The first question, we have a few years to do the platform, nearly two years we feel that do not have many platforms, do own brand, we have our guests have a platform to do the platform, whether to do a free brand of goods or channel brand, do you think at this time to do free brand or channel brand opportunities?

Chianguo: We do vertical, now the opportunity or do vertical, do the special, because now do not have the opportunity to do the platform, the cat is big, Beijing east so big. I think it's a chance to do vertical platform.

Sin Yihua: Our company's business three flavors, we do a lot of internal integration business, if we separate the Lok Bee net out to see we want to do brand operating platform, not only to operate their own brands, we help third parties, because we have media resources, star Resources, social media or multimedia and other resources, we hope to integrate to do. Our media business, we and cosmetics more relevant strong, beautiful pretty Woman we 10 years ago for many brands to do promotion.

Liu Yan: A way to make a brand, a trader is a synthesis, to do the third and the first second gap is very large. Doing business in fact, the following to serve the manufacturers, under the customer. Make the brand good you are the ancestors.

Li Bing: Liu Yan said again the dealer, the brand, all understood?

Jianjun: The platform is good, own brand is good, the most core resources must have core competitiveness core resources. The development of the Internet has become a very fierce competition, in general there is no particularly good resources I think it is very difficult to do anything. For Yiwu, we do this platform, we feel that the time is not long, we rely on Yiwu world's largest entity market, the size of the market? Equivalent to 5 sq km, which is a very shocking market. The transition to the real market in the last two years refers to the agenda. Yiwu market outward dependence is very large, because Yiwu is the national Special Economic Zone, production is almost 60%70% is mainly foreign trade, now the entire international environment, foreign trade encountered some influence, now also hope that there are some relatively large proportion of domestic development. Yiwu to do this platform core competitiveness also makes our platform has a very good foundation.

I have an experience, I am in the Internet field 15, now rely on entities to do E-commerce, these two different. For internet companies It is interesting to think that an internet company is an industrial revolution. In the entity market point of view, to make their own revolution out of the reality. In fact, the most ideal state line up and down with the development. Of course, this combination of development is not able to explore a way out, this road exists, is innovation, the entity market and E-commerce can not follow the traditional Internet model to engage. This will be brought to the hook. Because I am in the Internet Enterprise 15 years, this is my feeling.

Lingyuan: I have 05 years to do electricity business, the earliest cosmetics electrical business, I can express a point of view 2010 years ago, I was in the Guangdong media to do the electricity business vertical has a future, now I think that based on a category of electrical business has no future. I launched the Pomelo cottage own brand. Past large platforms, including Beijing-east, home appliances big-ticket goods sales, now found that the advantages of scale advantage is obvious, I do perhaps our users overlap is very high, and they will form a positive competition. I think the vertical electric quotient, a few musicians have the media background has the opportunity, if not even the media background, you said cutting a market segment, it is easy to give someone a channel to kill. This is my inner truth. Don't dream too much. Then we do the category time, do the brand, why I do not compete with him. Today Jiuxian Shing said, why I am not competitive, can not become a partner with him. There are many users of the internet grow up users, like to represent the spirit of the Internet brand. We will focus on our own brand, in fact our road is still OK. Now less than 3 years, 3 times times a year, the small brand 1.5 to 160 million is not a transaction, is the size of the money.

This is fast. I feel from the bottom of my heart that it brings a little thought to our peers.

Chen Jun: The opportunity certainly has, is the channel, the brand, the channel adds the brand. This brand also want to subdivide, Lenovo such, network brand every customer these are network brand, there is a kind of good brand, based on this pond under the brand, this pool brand is not big, go out later how to do. These three who are the strongest are not the same, because each has an advantage. The greater the brand does not necessarily emphasize their own business is the real whole network marketing, Jingdong has, Suning has, Taobao also have, brand value in this. This own brand where customers first to create visibility, not so well-known capital to start from the effect, first shop channels, different brand value on the basis of different levels of channels. Amoy brand Amoy and Amoy are two kinds, Amoy inside the high cost of marketing, in fact, the last is also. Taobao can be called a channel, its own official website.

Li Bing: You say Amoy brand or traditional brand, new brand they all have the opportunity. But do you think channel brands, as a platform they have no chance?

Chen Jun: Channel brand and vertical is to do the depth, not to do a comprehensive channel, the user control is very critical, we are not emphasizing the size of users, emphasizing the loyalty of the user scale. How to make a new user quickly become an old user or even become a loyal user, is very deep content. This is related to not only marketing, logistics supply chain, the most core, it must be a selling goods, nothing but sell everyone heard or never heard. Have not heard of things is to take the product quality influence, take the packing, take the widespread advertisement to cover all is the different influence way. If only in cosmetics category, not the same, insiders.

Bing: Which category brands Do you think are also opportunities?

Chen Jun: I personally think the vertical category non-standard, personalized brand has the opportunity.

Li Bing: Chen Jun said many of his clients, Li Chengdong and everyone here have no interest, I understand Li Chengdong character, dare to tell the truth.

Li Chengdong: I speak more relaxed. Do not have the same opportunity as Jingdong, ordinary retailer is difficult to do. The brand has the opportunity, but the brand this kind of opportunity specialized mechanism, because you can see everybody can see, the big brand business, Lenovo is the profit, not only Lenovo profit, many are in the profit. On-line sales on a large scale of 5%, but the profit of 20% 30%, next year on the line scale 15 to 20, the online profit is much better. 2013 All the brand Chamber of Commerce increased action, you see the current competition is not really coming. Jingdong also sell ads, how so, 2013 2014 more painful, better channel business days, the brand Chamber of Commerce to invest a large number of advertising to the major channels. Some brands are under great pressure. Brand opportunity to choose more than do things, if the wrong choice, choose a major brand to enter the region, the competition is relatively high, commercial advantage is small, face a lot less opportunities. The new brand should be more important one is to choose focus, because the resources are limited, the second brand has no more advantages. Focus operational resources on core commodity categories and focus on core channels. Focus on what you are good at, not what you do with specific brands, how competitive pressure is increasing, and you need to do some focused work.

Li Bing: Own brand You think there is a chance, time is not very long.

Li Chengdong: The subdivision of the field found that in the brand of each segment is indeed blank, do not see which brand has come out, I think the changes will soon change, brand manufacturers increase the effect of investment is displayed. New brands come in without a chance very small category has this situation, big brands do not, this situation quickly change. Faster than everyone thought.

Bing: To do channel platform, such as Lok Bee nets, Yiwu buy how do you think they have a chance?

Li Chengdong: The top 10 See market share accounted for boc80% share, every year 10%, about the vertical subdivision area is very obvious 10%,10% volume is very large, trillions of, the vertical subdivision area certainly has, still has the channel to have the opportunity, and does billions of can be very good, but the day is sad, the cosmetics can only increase one to two, There won't be much. Specific how to operate, different brands different situations.

Bing: Li Chengdong views on the channel, do not know that there is no different views.

Chianguo: I'm a little bit disagree, because the positioning of the opportunity is belong to who to position, positioning is the data, hundreds of millions of or billions of, if do a billion of days are very good we think it is an opportunity.

Li Bing: Do you have any other views on Li Chengdong?

Chianguo: The platform class really finally left a few, all resources 80% sales concentration in the first few, this more agree.

Bing: Based on a category also one or two.

Chianguo: That's a bit of an opinion. For example, cosmetics, this year is the market share of nearly 3 billion, 250 billion, such a large share if said Shi, this can melt a lot of brands, thousands of brands. For example, L ' oreal such a brand should occupy a relatively large, there may be a few previous home to do better, after some still have a certain chance.

Sin Yihua: No matter the channel or what brand is difficult. For example, take cosmetics for example, do own brand, the actual cosmetics brand loyalty is very high, can not say no opportunity, but difficult. I would like to say that the 1th, whether to do the channel or to do their own brand, is the name or product, the real product into a brand, the traditional industry needs to spend 10 years, may be on the Internet is only a large amount, I do not think there is a quantity on the brand. This time and platform or other brands to compete when the actual did not form a differentiation.

Because the first two years we are still quick, product homogeneity, this price war from now on everyone has calmed down. I just said 1th, no matter how hard it is to do the product channel. 2nd we see a lot of vertical channels, a single product is not a chance. I think there must be a chance, this opportunity must not be seen completely follow Jingdong or Taobao model to copy again, the first to eat crabs first second, the first innovation can lead, but the back of a large number of copycat deaths. As for the left to the vertical or what is called the model? Must be more and more personalized. Every family stays, each family will have different points, different characteristics. We may have media resources, there are star resources, we may be another mode. Other homes may be other home models. What's the point? We may have to make some changes as to whether or not you will succeed in the end. Can not do simple negation or affirmation.

Li Bing: We ask Wang to talk about it.

Jianjun: I still the previous point of view, now do the Internet must have core resources, no core resources easily do not do the Internet or e-commerce. In fact, there are too many examples.

Where is this resource? The most important resource is that traditional industries have more resources than they think. In fact, we can see the case of the United States, such as the top 10 most of the traditional industry, this aspect of a good expansion. Yiwu, just online, October on-line, because we mainly to the consumer, double 12 small Try one, do some retail activities, the day turnover of more than 300,000. But business-to-business, turnover is beyond our imagination.

E-commerce is not very promising without special core resources.

Bing: Wang always thinks that there are core resources to do.

Jianjun: Now a few big giants, Suning, easy to buy, Xun to rely on Tencent, the rest of the half-life. Because the current competition is not 10 years ago 20 years ago, now is the giant competition.

Li Bing: Please Liu Yan inserted a sentence, the United States, the first 10 traditional enterprises, Liu Yan Blog Talk about, the heat of the past, the traditional Chinese electric business is not a lot, review the mood to write this article.

Liu Yan: First TOP10 data Indeed, 9 traditional enterprises, the original 8, and then squeezed down. Looking at the top 500, there are 35% pure Internet companies. Look at the TOP500. On the other hand, innovative electric companies, including some new, they are pure Internet enterprises, to do personalized innovation, because the traditional burden is heavy, not the Internet such enterprises do not have the opportunity to update or more interesting.

In addition to the brand discussion, I was just thinking, before the Internet brand has a big problem, emphasizing the ability to be a trader, this is the place emphasized by the previous generation, there is no accumulation of brand assets. Like the music Bee has the media resources, for example the giant beauty is the fashion resources.

We talk about the design team ourselves, to make it clear.

Li Bing: The topic is just beginning to be more reserved, the people in the back begin to confide the truth. People think that what they do has a chance. Back to brand marketing bittersweet, everyone here in their own brand marketing how to start?

Lingyuan: We used a Chao Jin, own brand we already have users, start from their own accumulation of users, their own brand gross profit margin is relatively high, we do in high-end product positioning, can do a lot of small marketing innovation, is value-added services, led us to start. The second step we feel that we are the Internet brand, our goal is that users appear where we appear. Taobao come in again is the successor, now do not too good, this September can not stand handed to others to operate. We at this time a one to conquer, one fight, have done well have to do the topic of poor, at least in the user one by one. We must do retail this piece, no matter what way to seize the user, no matter how difficult conditions, the goods we send. We have the situation of the user's mastery, through the song 6 years or so to the user's mutual purchase ability we have also calculate can call center, with this method to grow also can.

The third we are responsible for, my COO original Internet, in our station group, our station group promotion is I understand the highest input-output. More than 200 domain name 80,000 bandwidth cost, we can bring every day, the first average down nearly 100,000 independent IP. This number is not broad head, may be very deep and we compete for varieties, this is to bring us a better return. Brand advertising is until this year we completed the first round of investment, June launched the brand advertising, selected spokesperson. We want to hit our own so little money to the target group of the most want to appear online media, first to the media, in 33 cities to do one thing, did not tell you I strongly recommend, cut a cosmetic subdivision area without adding. We do the investigation can, next remembered what, without adding the word import, we do brand publicity can also. That's 4 steps ahead of us.

In order to enhance brand awareness. We and billions of funds to start a program, Xin always support us to do a large process of hot selling. Over the past two months, 6 large platforms have been pushing public good selling activities. is also the practice of pulling brands. This is the actual process we have completed, which is not a bit of water sharing.

Bing: Ling always mentions the brand marketing, use the station group and the Commonweal activity also has a series of old member maintenance method, very practical.

Jianjun: Our website is relatively new, we now focus on the perfect site, some experience on some breakthroughs, because I think the E-commerce model is now the Internet enterprises driven up. Performance, such as putting a picture, text introduction, there is a price to buy. This is very traditional Internet e-commerce procurement process.

Combined with the real market, we would like to seek breakthroughs in this area, such as the entity market market shopping for something to purchase orders, this breakthrough in our center is currently in this place. Because I think the entity shop must be different from the pure Internet. As for the promotion, because we still make full use of the traditional market advantage resources, such as Yiwu buy as representative, Yiwu market daily flow of buyers in 210,000, this part of the crowd propaganda. There are some, because Yiwu is the city of its own market, Yiwu purchase is the YIWU project. We use various resources to push Yiwu shopping.

Our Yiwu purchase conference was released at the Yiwu Exposition on October 21, and the Yiwu Exposition was the third largest exposition, with a great release at the opening day.

Traditional industry or traditional market still has a very big advantage, because we are relying on the traditional market, in this market, although I am an old internet person, I hope that the traditional market some resources dug out to promote our Yiwu purchase. Of course, the promotion of the next year to become our center of gravity, now the most important thing is to put the product experience hope that there are some innovative breakthroughs in the place.

Bing: Thank you, Wang. Their marketing is based on the internet for the time being. Please Liu Yan, you rarely see your money advertising, how do you carry out marketing?

Liu Yan: No money, the first time we catch up with the last wave of Sina Weibo marketing, very lucky to catch up, there are some active fans, not fake powder. Second, we effect marketing, the third brush face, this to resources, that need resources, no less resources.

Li Bing: Liu Yan about the brand performance is not sufficient budget, the 1th rely on resources, each will give. Sina Weibo has just begun to develop opportunities, including the late friends and relatives around. Liu Yan often scattered on Weibo.

Sin Yihua: Our brand is actually positioning the star talent brand, this is the 1th. 2nd our brand and Le Bee network separate, brand has the brand development route. We are divided, mix a talk about a good brand finally return to cosmetics itself wiping safety and so on, these changes can not. is not related to the Internet gene. Tradition wants to mend this lesson, we are separate.

In addition, our brand is still not too much to do independent marketing, using our existing resources, is actually doing. We will also do some individual marketing around this brand in the future. Le Bee Network is part of our entire star talent brand operating platform. We also have social media, TV media, and other resources. Including Third-party platforms is an integral part of this brand. Cosmetics only sell single brands such a platform is difficult to survive. Because and clothing seasonal, color variety more. So every customer sincerity product only do oneself brand also do billions of, do 3 billion again go up also more difficult. We are such a complementary relationship.

Bing: Le Bee network brand marketing a lot of channels, resources unique, we are to listen to, can not learn.

Chianguo: We just started when the brand awareness is not so strong, basic skills. From the introduction of the explanation of the degree of perfection, distribution limitation, mainly users of Word-of-mouth. Brand a lot of brands, including brand awareness, reputation, we will slowly get investment after the Internet and television and other aspects of the added. Each enterprise also does at different times.

The 2nd brand positioning to be clear, we do cosmetics, we have to locate women. If there are more men in electrical appliances.

The 3rd brand is a long-term accumulation process, it is possible this period of time speculation, which is a phased, to long-term.

The four brands should have protection, competition is so fierce, competition means no bottom line, this need to protect.

Li Bing: How to see the brand marketing.

Chen Jun: My idea of effect marketing does not mean not to involve brand marketing, these two are not watershed two different links, are together. Do most of the brand marketing is electricity, the development of electrical goods licensing know what the brand is really, brand is the user's impression of you. Since it is the user's impression of you what do you think of the user? Have you ever heard of a brand? Ever heard of buying? Did you buy a duplicate? Are you willing to share the purchase? This is the gradual process of brand marketing, but also the different stages of brand development needs to match different marketing means and creative points. There is also a point, the brand, we all want to brand marketing in one go, every customer a short time to the popularity of playing, just the visibility out. Brand is about thickness, this thickness is to take time to accumulate. It's not that you build your brand in a year or two.

I do not know who is in the presence of PPG this brand, a short period of time in the city did, there is no. If one day said that the whole poly de is not a lot of people think, this is the brand thickness. Marketing different stages contribute to what, want to give the user what. Ultimately, we measure your brand with effect. Because impression this thing is void, order how many, conversion rate how many, this dissimilarity, represent the brand unceasingly higher process.

Li Bin: I conclude that Yi Ma can help you to do brand marketing.

Li Chengdong: To do marketing concern case, a channel brand, such as Taobao, there are customer mode product model, now we pay attention to the myth of every guest millet, two or three years to do billions of scale. This pattern myth can no longer be reproduced. General direction such as what category shop, if we target the future in Jingdong or Taobao play this brand, marketing methods and speed follow the channel rules go, many brands next year is not necessarily better, to meet the rules of the most important. is not the millet mode, is to see the puppy, from my sense of view, the puppy did not do a lot of brand marketing, facing the opponent is very strong. Is it possible to be under more pressure to operate? Philips is still beautiful, in which sales are very close to the front, and the entire channel rules. Many are natural sales, not promotions. You pay attention to some, no matter how the ranking in the top three, according to the price ranking, obviously know the above to buy, must rely on the front, consumers how to search all in front. Sales of goods into several levels, there are low high-end, keep the rules of the game has been exposed, in the front. Not marketing expenses. If you focus on advertising costs next year will be very sad. Next year the advertising market will not pull very high, the future is the brand battle, the Channel finished. We listen to strategic losses in the channel, the future of the brand to hear strategic losses. Brand makers may be upset. We make more rules and I'm not good at it.

Li Bing: The last 10 minutes for everyone here.

Question: I want to ask Liu Yan, from your point of view now clothing brand, from now do still have the opportunity? On the Internet.

Liu Yan: There must be a chance. To subdivide enough, do not grab food with traditional brands. Niche brands are different from popular brands. Supply chain is not the same, small minority brands once production, not unsalable. and marketing content, is the style of the marketing, this to match. How much should we sell from the angle of business management? If you want to make money, marketing should not be gross profit margin 20%, if I for the step, do not care about the effect can not exceed 40%. Whatever the brand or what it is, it has to conform to its essence.

Question: We are not particularly rich, is the Internet e-commerce selling art. We now have hundreds of well-known contemporary artists on the site. We want to accumulate artists and more famous works now, but how to promote and marketing next? Without a lot of money?

Liu Yan: Two ways to see things is not the case, we must tell the story of the content. Microblogging includes micro-letters, including watercress, as long as the story is good to attract. 2nd more and some social union, regardless of public welfare or whatever, with cultural literacy. On two points, do the content, and the actual combination.

Question: I would like to ask about Lok Bee Network, now more and more cosmetics, you have a brand of cosmetics manufacturers have any unique insights?

Sin Yihua: You ask Le Bee network channel.

Question: Right, now the cosmetics interconnection more and more, you can mention some music bee net your marketing opinion?

Sin Yihua: In fact, we are not very much like our business model. There are differences between the music bee network and the giant beauty. We are inseparable from our own resources, just now I said we are Star talent brand operating platform, we must take this core resources as a driving and driven. I don't care if you tell me how much sales it brings. Why not care, cosmetics category is more special, one is second only to the real products, for the face, many girls beauty, but worry about security. This is the first. The second is a professional solution, not seemingly standardized products, but not simply take home to face a wipe finished. Women on the beauty of a lot of demand, we just have star Tatsu people bring integrity, we have the media, we have a lot of beauty-related programs, like beautiful beauty, there may be more. We see our program, which is spent half an hour talking about how to skin care, men look less, girls know us pretty beautiful, there are many hosts or guests, they are to provide you with a solution. This is unique to us. We are also from the product, we combine the third party brand and our own brand, around the solution to provide a set of things.

Now authorize what, cosmetics more attention is why? Cosmetics are also imports of fake goods rampant, brand cooperation is very important. We combine many brands to do joint marketing, our media resources are put in. This is what we think we are more unique.

Bing: Today's topic brand marketing of the ups and downs, everyone here is very strong, has not said sour bitter spicy, and finally summed up today's topic. One sentence per person.

Chianguo: Persistence is victory.

Sin Yihua: One is in the industry, we talk about innovation, the front of rapid innovation, and then continuous innovation, this is not a slogan for a business, but how to solve the personnel protection mechanism, this is very difficult for many people. A lot of business models are like this, in fact, we still talk about a set of things. Everybody put down this thing, really do or seek scale, fast, must fall into a dark.

Li Chengdong: Selection is important, choosing focus is important, focusing on how much is more important.

Liu Yan: The first sentence all put into reputation, not well-known. The second sentence is treated in a graded manner.

Jianjun: Yiwu is a commodity distribution center, many of you are doing vertical electric business, welcome to YIWU Procurement, but also welcome everyone to buy Yiwu.

Lingyuan: To the cosmetics counterparts, I have 05 years to do the electricity business, tell you must be concerned about the number, then mainstream consumption of these more than 30 years old now, do not think that buy cosmetics online is young people, you understand this later on cosmetics sales strategy may make some adjustments, output is better.

Chen Jun: Since it is a marketing person, from the marketing point of view. Marketing must focus on how users feel about you. How you guide the user to your feelings, in fact, or by the business, we just help you communicate what to achieve.

Bing: Today this link is here. Thank you gentlemen for your views and discussion and wonderful sharing. Thank three listeners for their participation. Finally, thank you 7 guests with warm applause.