“The arrival of the new national tide and the rise of domestic brands are inseparable from the rise of China and the improvement of national self-confidence.” On January 25, Li Yang, associate professor of marketing at Changjiang business school, said in a speech at the Changjiang lecture hall held online.
At the time of the transformation of new and old driving forces, new consumption formats such as xinguochao are thriving with the help of China’s strong supply chain and “east wind” such as crowd dividend, category dividend and flow dividend. On the same day, the Changjiang Business School Brand Forum “Changjiang lecture hall” held an online special edition. Li Yang believes that with the rapid development of China’s economy and the continuous improvement of national income, the new generation of growing consumers have more confidence in domestic goods, so they can compare the differences between domestic goods and foreign goods more rationally.
In the round table dialogue, Yunnan Botanee Bio-Technology Group Co.Ltd(300957) group co-founder Dong Junzi shared around the topic of “new consumption”. Dong Junzi believes that the “new” of new consumption lies in the “new” of retail formats and the “new” of consumer groups. The change of consumers’ knowledge structure makes them no longer follow others in product and brand cognition, but have their own understanding. For a new consumer brand, how to quickly grasp the needs of young consumers, find the right channels and communicate in a “common language” is very key.
\u3000\u3000 “In the zero to one stage of entrepreneurship, when resources are very limited, brands must focus, focus and refocus. We call the big single product strategy by thoroughly subdividing the points and occupying the minds of consumers. Through big single products, we can pass on the core value of the brand that needs to be passed on to consumers, and then continue to add the second single product, the third single product and so on, Gradually strengthen the core value of the brand. ” Dong Junzi said.
Chai Xiu, founder and CEO of Shanghai Milkground Food Tech Co.Ltd(600882) Food Technology Co., Ltd., started the topic from the aspect of “building brand power”. Chai Xiu believes that efforts must be made in product quality, category education and brand publicity to give real benefits to consumers. The building of brand power starts from the product power, especially as an outsider of cheese category, it must rely on the perfection of product power in order to gradually build the brand power.
At the end of the activity, Li Yang made academic comments. He believes that with the accumulation of domestic products in the supply chain, production capacity and R & D over the years, domestic products have indeed produced new products that can compete with major international brands in some categories. In terms of marketing, compared with the past, the biggest difference of brand marketing now may be that marketing is not limited to advertising. In the past, brand marketing may mostly focus on the dissemination of a creativity, a value and an idea. However, brand marketing in the new era pays more attention to data driving, consumer insight and subsequent user operation after obtaining customers. To sum up, marketing is operation, and operation is marketing.
\u3000\u3000 “In the era of fragmentation, we need to meet the needs of a new generation of consumers. On the one hand, we need to meet the needs of consumers for the product itself, on the other hand, we need to give the product content. Where can we reach consumers, in what scenarios can we reach consumers, through what channels can we reach consumers, and with what effective content, how can we tell the story To interact and communicate with the target group, so as to form a common language. I think this is an issue that needs to be seriously considered in the process of making a new brand. ” Li Yang concluded.
