Three kinds of short-sighted marketing thinking

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China's marketing industry has a view of the surge, "sales up, the brand naturally made to", "do sales, do not make brand", "terminal for the King, Channel winning." In fact, these three kinds of marketing thinking is very absurd, but to upgrade the short sales, can not create a strong brand, the enterprise will not have a future. Only in the direction of brand strategy and commander-in-chief, both promote sales and enhance brand equity, will have a future.

Conventional marketing communication is more to promote the current sales target, the strategy used mostly is "to increase product attractiveness, advertising PR demand accurate and powerful, strong sales force, a wide range of distribution network, terminal Vivid" and so on. When these marketing communication strategy is not in the brand strategy positioning under the commander-in-chief, can only briefly promote sales, can not play to promote consumers to deepen the recognition of brand memory and identity, so basically can not build a strong brand support role.

We can find countless marketing advertising strategies, from the standards of marketing advertising is first-class, but because there is no consistent with the brand positioning, but for the promotion of the brand is no benefit, or even damage to the brand, such as: very attractive to the demand, and consumer hot needs in line with new products, rapid promotion of sales concessions. Specifically as follows:

One, appeal and selling point can promote sales, but can not enhance the overall value of the brand

Many appealing points that look very appealing (selling point) and seize the market hot hype and not to establish a clear brand association to contribute to, nor to enhance the brand's overall value sense. Chinese home appliances brand especially like hot spots, new concepts flying, air-conditioning has "deodorant light", "nano", "anti-bacterial", color TV has "on Netcom", "Frequency", "green." These concepts in a certain time period, everyone together speculation has a certain appeal power, but actually foolish lost watermelon, different concepts lack of organic relations, not reflect the common brand recognition, so each of the different concepts and hot publicity and not consistently convey the essence of the brand and pursuit, Can not play a role in the basic recognition of the brand building blocks. This concept of marketing and selling points, looks lively for a while, but also in an instant to create better sales performance and even sales miracle. But a few years down, but found that the overall value of the brand has not risen, the concept of marketing and selling point has the essence of High-tech support and can bring tangible benefits for consumers is certainly good, but not for the limelight, grab shots and focus on the eyeball and engage in conceptual marketing. More importantly, because the concept of marketing deviated from the core interests, such as the color TV industry on the "vivid picture, natural, lifelike" transmission, so many concepts appear feeble, fragile.

Hisense Air conditioning is not chasing the concept and hot spots, get a huge return, in the high-end air conditioning market sales in the forefront. There are many hot spots in the air conditioning market, and new concepts are born, but most of them only provide secondary and ancillary benefits, rather than the most important factors that consumers pay attention to when they buy air-conditioning. In addition, many of the current popular concepts in the market are not too high technical content, such as fresh air, anion technology, and so on, almost all the industry immediately after the production. That is, the pursuit of concepts and hot spots to enhance the brand's technical sense and reverence not only not too much help, make a lot of people are not serious feeling but damage the brand's technical image. All air-conditioning technology, the most beneficial to consumers is the frequency conversion technology, such as frequency conversion technology brought about by the constant temperature comfort, energy saving, low noise. At the same time, the frequency conversion technology upgrades and breakthroughs have a higher degree of difficulty, than the lack of technical support of pure speculation can enhance the brand's high-tech sense and innovation, so that consumers on the brand to produce the overall recognition and respect. So Hisense has been highlighting the "Frequency conversion Technology navigator" This core recognition, although the theme of last year's publicity is the introduction of the top frequency conversion technology research team, this year's propaganda is "frequency conversion technology upgraded to a composite intelligent DC frequency Conversion", the information is not the same every year, but are deepening "Hisense is the leader of frequency conversion technology" recognition. Hisense also in the promotion of a lot of products can be added to enhance the attractiveness of the concept, such as photocatalyst deodorant, fresh air, but never to cover up the "Frequency conversion technology leader" this image.

So, many of the concepts, appeals, and hype that catch the hot spots in a very small time period and on certain occasions tend to only briefly promote the growth of sales and pay a lot of costs for the growth of a short sale. More importantly, it does not contribute to the establishment of a clear brand association, to build a strong brand is not helpful.

Second, the product development deviated from the brand positioning, diluted the brand personality

Deviation from the brand positioning of the product development strategy, often lead to brand personality in the consumer's brain more and more blurred. For example, China's beer industry, the market constantly in the transformation of hot, packaging style, bottle type, taste, technology, the popular change faster, so many enterprises for fear of falling behind, they closely follow the hot spot to go. Even in order to prevent the movement of goods, for different dealers specialized design a special bottle label and bottle type. From a local perspective and a purely marketing perspective, these strategies are right, because the follow-up consumer hot pursuit can no doubt lead to the rise in sales immediately, for different distributors specialized design a special bottle label and bottle type can be more effective evidence, easy to crack the goods, the fight against fleeing goods is the key to the management of the path. This purely short-term marketing problem-oriented, deviated from the brand strategy direction of product development strategy, often lead to a company's products up to more than 60 kinds, you develop red jujube, I also developed jujube, I use wheat technology brewing, you also use wheat brewing, you use snow vase, I also use, you use chunky shaped bottle, I also use. Your packing is red, green, blue and gold, and mine is the same. Many packaging styles inconsistent, product features no focus on the product into the market, the result of the brand in the consumer brain confusion, simply can not leave a constant, clear imprint and association. And we found that Budweiser, Heineken these international big-name, at most not more than 5 varieties, product packaging will be adjusted with the changes of the times, but mainly fine-tuning, new packaging and old packaging always have a very similar charm. Peng's twill, Burberry lattice will always appear in most of the style. Because international brands are deeply aware of the importance of making brand recognition a deep imprint on the consumer's brain.

Third, tactical promotion can only stimulate sales, but did not enhance the brand power

Many tactical promotions can boost sales but often do not enhance brand strength or even damage brand value. Chinese enterprises are best at the decisive end and promotion. Increase does not increase, buy three send one, a large number of gifts no matter how the renovation, in fact, there is a common ground, that is this simple promotion, who will do. In the face of market competition, we should keep in mind that any strategy as long as there is no personality, it is easy to imitate or follow up, is not much value. So this simple to let promotions, eventually become pure competition strength, than who the capital strength. You have to compete with the real material benefits of the brand to attract consumers. For example, beer companies often like to take off the cover to send a few cents of activities, others send 2 cents, you have to send 3 cents, sell milk, others a box bundle sent 2 packs, you must send 3 packs. Similar promotions, although they can increase sales for a short period of time, have not been able to enhance the brand and bring a sustained competitive advantage to the company.

Similarly, strengthen the management of the terminal, the terminal display is very conspicuous, vivid work done in place, can immediately improve sales; Please a star, increase advertising investment, expand the coverage of investment and sales network can increase sales faster. From a local perspective and pure marketing perspective, these strategies are right, can solve the marketing problems at that time. But because not around the same brand recognition, so in the consumer brain and can not precipitate a clear personality association, it can not build a strong brand.