What's wrong with the guest?

Luo, Yufeng talent difference is significant, but all rely on serious and true to get a lot of fans like, Contrast n transition, every time to find the existence of all the guests and aged, it seems that Luo family more grounded gas son. In the halo under the age, always let the efforts to let every guest in the spotlight, but, look back, applauded not draw, where the customer how, aging how??
New Year's Day holiday, idle Nothing, the Luo of personal speech video when the film looked at, suddenly Luo full of good impression, who said that others old only feelings, others are fearless, stay hungury,stay foolish, intentions to do products, with the mouth to tell stories, with love cage hearts, Craftsman Spirit is not a joke. Another gem of the Luo family-Yufeng Although is the marketing company ugly marketing unexpected harvest, but, always can use that bad English and real words to express simple and plain truth, many people are also for the Fengjie point praise.

Luo, Yufeng talent difference is significant, but all rely on serious and true to get a lot of fans like, Contrast n transition, every time to find the existence of all the guests and aged, it seems that Luo family more grounded gas son. Aged every guest several times transformation, copy this handcuff that, get to get it, brush countless sense of existence, but still did not really win the long-term fan group, in the halo shrouded under the age, always let the efforts to let every guest in the spotlight, but, look back, applauded not draw, where the customer how, aging how?

Brand Confusion: What the customer is

Where the customer is the beginning of the replication PPG model to sell shirts, imitation PPG Walk single product shirt line, PPG through the newspaper ads + telemarketing model to establish a rapid system, where customers changed into Internet advertising + electric business model. Every guest in the early public relations in the spread of PPG on, but extremely cheap, quality naturally into PPG, but ppg soon appeared problem (now closed), every customer immediately turn the public relations caliber, said that he is not PPG mode, and began to increase clothing category, began to tell new stories.

Early visitors invited many media opinion leaders to endorse their shirts, this way was more cool six or seven years ago, where the customer also through this way quickly in the Internet circle to establish a discussion boom, all kinds of cowhide and touted a steady stream, when the Jingdong is not particularly large, domestic manufacturers of the electricity business is not decent is not very big, Every guest has molded his own unique electric quotient idea and story. At that time, the circle meet all talk and wear is not every guest's shirt, should say also popular, I also through a few, but, after one thing, I never go through every guest's clothes.

One day, I took a taxi, found that the driver wearing a yellow shirt, back when the car, the driver or wearing a yellow shirt, I asked the driver, found that the uniform hair of the van, I never wear a fan shirt.

To find Han Dan endorsement, where the object was born, at that time the momentum is very large, coincides with the climax of Sina Weibo, where the object became a classic case of social marketing, until today, where the object of the dialogue is also a lot of communication planning for reference and adoption, in accordance with the momentum of marketing, a great Shan feeling. However, high exposure rate is based on high marketing advertising costs, and where the clothing prices of customers low, poor quality, resulting in low customer loyalty, and soon appeared applauded the situation. This stage, where the main group of young people, in Han and other stars endorsement ads overwhelming, all over the Beijing subway signs, where the brand temperament is very good, but also relatively stylish.

Do not know is out of the rich demand for shopping baskets, or due to the rise of the Beijing-East pressure (at the time of the acquisition of the East Jingdong many times), where the guests suddenly began to go to the department store, may be old to see the strong rise of the east to feel the comprehensive platform of Electric power Where the customer is going to spread their platform to the idea of the electricity quotient, where the general merchandise period of the category is very similar to the current millet, but, where the customer does not have the same price and the fan community, do to do, in fact, department stores in the supply chain of the demand for higher, higher marketing requirements, operating requirements higher, Every guest's department store in one day finally cannot go down.

Now where the guests cut off the department store, back to focus on the field of clothing, began to focus on product quality, focus on the spread of the old white shirt complex, look back, where the guests 67 turn a circle, and back to the original point, back to the honest observance of the industry rules of the field, but also began to pay attention to profit margins. Do not know is the awakening of their own, or no money to burn, investors do not want to give money after the helpless choice, but at this time where the target crowd is who, brand culture has become what, what is the customer in the end?

The Riddle of cock Silk: who are they?

The history of every guest is all the way around the young man silk, cheap products, young idol Han Cold endorsement, inspirational where the object, when I was a quasi-cock silk when I once believed for a while, but then where the quality of the product is really stall goods level, I this cock silk is not willing to put himself and every guest for the Soul connection. In other words, I lived in the Xiyuan, the roadside line shop selling shirts are not very expensive, the quality of a lot better than the guests, I as the Internet believers, it seems not to feel that the Internet brand can bring any sympathy and show off.

Another scene was Han's endorsement of the period, walking in the street suddenly everywhere is a color, a style of every guest clothes, all of a sudden feel very boring, there is no personality, completely is the life of the lame scene, I am such a young people feel very no face, also no characteristics, in the very good silk group may not care about this, But a little bit of a decent dick doesn't want to be like that.

Are the young people really so fond of the so-called simplicity? Clothing is the media, conveying a person's taste, mood, self-confidence, for the likes of personalized young people want to show their own different. The early days of cheap as a welfare to face young consumers, the fact that there is no loyalty, because every customer early products too rubbish, and later, where customers launch a relatively high price of a series of brand platform, but, is tantamount to denying their own main brand.

The young man is not short and poor, they are not only counting, they have their own spirit, beliefs, hobbies, habits, pursuits, no one does not like to use good things, phased choice of cheap van, and so they have the money, went away, to find they think more advanced brands and products. Is it strange? is a normal person will not like to stall goods, where customers do not achieve cost-effective, so many ads, also did not produce any brand premium, used as a platform for the flow of electricity business thinking in a brand, but also do is the rapid growth stage of the young people's positioning, wearing a fan quickly is not fashionable, and become tasteless, cock silk? Do you think you're a dick? Yes, everyone has a lot of time to feel like a dick.

The dilemma of patterns: a superficial pattern of lack of deep thinking

Every guest's product pattern changes to change, business model change to change, brand story change, aging is always the focus of the industry, they are good at packaging their own, but not good at making products, so that burned so much money, spent six or seven years to understand the field of clothing and retail areas of some common sense. This is a tragedy, when the investment people are estimated to be a bunch of people all day to say that investment is a cast of the guys, but in fact, even I this small business understand the truth, every guest so large companies, so many halo characters, incredibly they get dizzy. Now ask that group of investors, what are you investing in, analysis and analysis.

The company that used to do the service also do the electric business, because there is no right choice of business model and did not seize the opportunity, and then eliminated, I have been not more decisive to persuade the big boss to go my design strategy and regret, in fact, is not lei such a brother to hold the old field, aged and where the customer has long been closed, In a business society there is an advantage in the market whether you are a celebrity or a grassroots.

A good model is one that requires extensive experience to think deeply, such as Fank look at other people's pattern copy to copy, is completely aged and other decision-making level lack of in-depth thinking of the performance, business model so superficial and impetuous, this is not the opportunity of the Times, is the human capacity and wisdom of the problem. Despite the aura of aging and every guest executives do not want to admit this, but entrepreneurs with their own money to start a business can easily find this point, where the customer is only one illusion to conceal another illusion, did not grasp the core of the business model.

Where the dust landed, return to do brand quality based on the original point, however, such independent customers need very high customer loyalty to wipe out the cost curve of high flow costs, such as Liu Yan NOP do a good product, also did not adhere to, in the current consumer habits of Chinese consumers, Independent brand first to consider into the days of the cat and Jing Dong, put down the proud and charming figure, do Ma Yun and Liu on the market on the grass, with other people's platform to live their own days.

The path of the soul: clothing is a kind of media

Many years ago, when I was a supplier of electric companies, I chose to be a clothing brand, is in the use of Operation Drive selection, with the explosion of driving supply chain, at that time, I and colleagues pointed out that the fatal wound is not the soul of clothing, and finally difficult to mold into a brand, especially for the lack of strength of the advertising of small and medium-sized electric companies. Once the clothing has no soul, no unique and customer care, then the brand will become no brand recognition and brand premium silent brand.

Clothing is a kind of media, fashion design is a kind of expression and dialogue, if you do not want to make the clothing brand into an Aunt supermarket shopping list options, then, your clothing needs to please some people, to reject some people. If you want to please everyone, you will fail, if you are passively driven by the explosion, then you will be doomed. Clothing is seasonal cyclical, people like cyclical, popular periodicity and other multi-dimensional periodic attributes, all operations and supply chain planning should not exceed the rules of class.

Aging back to the correct origin, I am happy for him, but also for his worries, because the brand story may have to change, the young market, but love the white shirt. White shirts for me personally, is a few years do not want to wear, so solemn costumes I do not know what occasion to wear, I also more than 10 years do not wear a suit, I do not understand how old really want to let every customer pass to which some target crowd, or not put his middle-aged uncle's personal hobby.