The certainty of brand operation in uncertainty

10 On June 5438+09, the 7th China Brand Marketing Summit hosted by Lighting Private Domain and Blueberry Club and hosted by jingdong cloud was successfully held in Guangzhou Liu Hua Hotel Convention and Exhibition Center. Speech by Yao Jiqing, President of Mousse. He shared his unique insights on "the certainty of brand operation in uncertainty". Now, let's go back to the summit with the help of written records. I hope the following can inspire you: among the five uncertainties of 0 1 market, the first one is the uncertainty of epidemic situation. The epidemic situation is the biggest uncertain factor in the current economy. The epidemic in Shanghai in March and April this year, followed by the epidemic in Shenzhen, occurred one after another in various places, which had a great impact on the overall economic situation in various places, especially on ToC commercial consumer goods. In the first half of 2022, the income of our household industry decreased by 4%. The second is the uncertainty of the conflict between Russia and Ukraine. At that time, we might think that the local conflict between China and Ukraine would not have much impact on the Russian economy, or the conflict might end in 1-3 months. But unexpectedly, eight months later, the local conflict between Russia and Ukraine is still not over, and there is still great uncertainty. But also caused the energy crisis in Europe, leading to a sharp rise in the prices of natural gas and oil, not only in Europe, the United States and China. The whole global war situation in the future is very uncertain, and so is our economy. The third is the uncertainty of Sino-US relations. The recurrence of this problem must be a long-standing uncertainty. The fourth is the uncertainty of the real estate industry. 1-In the first half of August, there was a negative growth or downward trend in the development, investment and commercial housing sales of the real estate industry. This will affect the upstream and downstream industries, including building materials and steel in front, and some industries in the back end, such as tiles, flooring and home furnishing. It also causes great uncertainty to the entire pan-home industry. The fifth is the uncertainty of consumers' expected income. It has affected consumers' consumer confidence, especially some non-just-needed expenses have begun to shorten. The increase in savings this year shows that the consumption power is gradually declining. These five aspects of uncertainty have caused the uncertainty of the whole market. But in the uncertain market, the development of many head brands is still relatively stable and strong. How to run a brand in an uncertain environment? How to run a brand in an uncertain environment? Brand operation should grasp seven uncertainties: the first point: the ultimate product experience. The first condition of brand building. Even decades-old brands need to constantly update and innovate, develop products that reach the ultimate experience of consumers, and enhance the brand's influence and popularity through the continuous word-of-mouth communication of consumers. The ultimate experience has three main aspects. The first one is a high face value. First of all, the face value is good, and the product should look comfortable and meet your own taste. Second, high function, the product has good function and efficacy. For example, if you sleep, you need to extend the time of deep sleep. The third is high quality and good product reliability. Combined with mousse's practice for so many years, the sleep products developed by mousse allow consumers to achieve the ultimate sleep experience in deep sleep. When we started to make sleeping products in 2004, the price of products in mattress industry ranged from several hundred to tens of thousands of yuan, and the product competition was very fierce, which was a scene of the Red Sea. When everyone started making standard mattresses, we created a new category-healthy sleep system. How to build a healthy sleep system? How to make a healthy sleep system achieve a deep sleep experience? The most important thing is the integration of three aspects: the first integration is the integration of technical resources. This is a cross-border and transnational integration, including mousse products from the first generation to the seventh generation of intelligent sleep systems. It is not only the integration of mattress industry or household industry, but also the integration of cross-disciplinary and transnational technologies such as artificial intelligence and sleep medicine. The second integration is resource integration. Mousse has an international design team, with chief designers in France and designers in Denmark and Britain. In appearance design, industrial design keeps up with the global design trend, so the products designed by Mousse 10 years ago are still classic, innovative and popular today. The third integration is the integration of global supply chain resources. We have integrated the most advantageous supply chain resources in the world, such as gel materials, gel pillows, gel mattresses, 3D materials and space resin balls. , all of which integrate cross-border and transnational global supply chains. At the same time, we have also built the most advanced intelligent manufacturing system in the world, which can realize individual customization and personalization, and then mass production. Improve the accuracy of products through intelligent manufacturing, so that product technology not only has good face value, functional experience, but also good quality. To achieve the ultimate product experience, the most important thing is to complete the category positioning and spiritual positioning in consumers' minds, so that consumers can think of products and categories and associate them with your brand. Think of air conditioning as Gree, washing machine as casarte, healthy sleep as mousse, mousse as healthy sleep, and healthy sleep as mousse. This is the core. The second point: high-end brands. Under the uncertainty, high-end brands can stand, stand firm and live well. With the increase of labor cost, manufacturing cost and rent, we must make the products well. If you want to make a good product, you must make high-end products, so many high-end products are still selling well under the epidemic. On June 30th, roland berger and Tmall released the White Paper on Tmall Luxury Strategic Crowd, which showed that the luxury goods market in China rebounded rapidly after a brief decline during the epidemic. China's share in the global personal luxury market continues to increase, and it will become the main force in the global luxury market by 2025. On March 30th this year, the first Hermes store opened in Zhengzhou, Henan Province. It is said that it took four hours at that time and sold1.200 million yuan on the opening day. This shows that the space of high-end market in China is still relatively large, and China has the soil to produce high-end brands. From Maslow's hierarchy of needs theory, people's needs range from physiological needs to safety needs to social needs, to respect needs and then to self-realization needs. The first paragraph is product economy, meeting safety and physiological needs. Paying attention to product economy is the pursuit of cost performance. When respecting the needs and social needs, it is important to serve the economy and pursue differentiation and humanization. When it comes to self-realization, it is the experience economy, and the pursuit of experience labeling, personalization and self-worth. Therefore, in the China market, it can be said that these three economic forms coexist, and the service economy at the waist and the experience economy at the top need to be continuously upgraded. In the past 20 years, China has also produced many high-end brands, such as Hongqi H9, Boston Down Jacket, Maotai, Huawei Mobile, Mousse and casarte, which fully shows that China is actually the soil for owning high-end brands. The third point: from category brand to scene brand, from scene brand to eco-brand, locate the direction of theoretical upgrading. In the past, when we talked about positioning theory, we thought it was necessary to create a new category. This category is often drinks, or toilets, televisions, etc. , just a certain kind. But now category consumption is undergoing great changes. I have been engaged in household appliances and household appliances for 25 years. Before 2006, this category was a single product category, and the products were separated. Every consumer goes to the terminal to find his favorite item. Customized wardrobes and cabinets began to appear in 20/200715, and whole house customization began in 20 16 -2020, from the beginning of customizing the whole space to customizing the kitchen to customizing the wardrobe, and then in 20021year, a one-stop complete solution for whole house customization and household appliances integration began. Positioning theory I think the direction of progress is constant change. Positioning scene brands and positioning ecological brands, such as Haier Triwinged Bird, are very good scene brands. After Mousse went public, in addition to doing a good job in healthy sleep system and healthy sleep system, the core is that we built a brand-V6 Home. Not just making sofas or customizing, but customizing the whole scene, from category brands to eco-brands. The fourth point: online brands operate offline, and offline brands operate online, otherwise the brand potential is not sustainable. Now I see some pure amoy brands or online brands, which have never been offline in the past, but if they don't, they will gradually disappear. Because online dividends gradually disappear and online traffic costs are getting higher and higher, it is difficult for pure online brands to develop only pure online modules, and offline stores, exhibitions and specialty stores must be opened at the same time so that users can see them everywhere. At the same time, offline brands must also operate online, because the post-90 s and post-00 s are the aborigines of the Internet, and they have formed the habit of buying things online. Therefore, it is necessary to operate online brands offline and operate offline brands online. The fifth point: private domain traffic is public, public domain traffic is private, and brand competition has entered the era of traffic competition. In 2020, we can see a very big lighthouse-live broadcast. This sales method has been greatly improved, that is, public domain traffic and private domain traffic, especially some private domain traffic. 2020 -202 1, Mousse did a lot of private domain streaming live. When there are a large number of online live broadcasts, there are 5 million to 6 million people watching online, and the sales scene, people, goods and venues have changed a lot. The cost of flow and liquidity determines efficiency. In the case of more and more expensive traffic, it is necessary to improve the individual value of large customers. The sixth point: the era of precise marketing, integration of quality and efficiency, and separation of brand and promotion is over. For example, after I finished branding today, it may not precipitate today, but it may have a greater effect next year. But now people are fast. If there is no effect within three months, future sales will not be realized. Therefore, from the perspective of brand marketing planning, we should consider the integration of products and effects now, that is, we should have applause and sales. This is a marketing direction in the future. Seventh point: The highest level of brand marketing is to cultivate super users (super fans) and build their loyalty. How to turn your potential users into your users, and turn users into your sellers or disseminators and fans? What is the highest realm of brand marketing? Whether to cultivate super users or build their loyalty. So what determines the value of a company is the number of super users. In the future, it is possible to add a main indicator to the evaluation standard of brand value: the number of super users. At present, we need to embrace the uncertainty of the market and make efforts on the seven uncertainties of brand operation, which is the key to winning in the future. This is my online sharing today. Thank you! Jiang Nanchun, founder and chairman of Focus Media, Wang, head of jingdong cloud Pan Retail South District, and President of Blueberry Club attended the conference. Chairman Shi-Chen Tejun, CEO-Igniting Private Domain-Wei Zijun, President of Mousse Co., Ltd.-Partner of C Coffee Market-Founder of Blueberry Club &; CEO—— Xie Lingdan, Senior Vice President of Kaman Group —— Zhou Mi, founder and CEO of Sales Zanyun —— Chen Aihua, partner of Zhuoshi Capital —— Wang Yong, founder of Linked &; Famous marketers from all walks of life, such as Song Xiaofeng, CEO- of Lighting Vision, and Lu Yi, operating partner of Quanliang Technology, attended the meeting and shared them. The conference not only won the support of authoritative organizations such as jingdong cloud, Sales Zanyun, Tencent Smart Retail, Judingli and Qingbo; It has also received strong support from hundreds of enterprises, such as Shrek, Big Fish Private Domain, China Southern Airlines, Blue Advertising, Shunk, Timson, Adolf, Yameiweita, Weitarui, Night Sun Acousto-Optic Shui Ying Science and Technology Group, Kangaroo Mother, Wang Laoji, Jiuyunchang Wine Exchange and so on. In addition, thanks to many media and organizations for their support and reports, such as brand observation, Caizhi, the first pharmacy, Deep Blue Finance, Cantonese Investment and Chuangchang, Caitong Society, Huabai Finance, Dolphin Society, Fat Whale, Business, Niuer, Mustang Finance, Wu Mian Finance, Yijian Finance and so on.