About the true meaning of the brand

Boys wearing Adidas shoes would talk about girls together in a pile of boys; boys wearing Nike shoes would be with girls.

In the face of the mass market, companies have to answer what we sell.

To be sure, companies are not selling standardized products, nor are they products that are inexpensive, but are lifestyles or experiences. The era of products has ended and the customer's era has begun.

Businesses cannot think in terms of product concepts. Customers do not need cheap and good products. Customers need to change or enrich their lifestyles and living content to acquire new or different living experiences.

Adidas' setbacks In the 11th Olympic Games in 1936, the black American athlete Jesse Owens wore Adidas running shoes and won four gold medals. Since then, adidas has swept the world and has dominated for decades.

However, in 1972, the first Nike shoe market, Adidas suffered setbacks.

where is the problem?

According to Adidas’s footwear marketing manager, “When designers design sports shoes, it is not clear who the potential buyers are. That is, being unfamiliar with customers is the source of the setback for Adidas. Although they have been making good shoes, Not in line with consumer tastes."

Adidas has launched the original ClimaCool ventilation series, which has impressed the entire sports footwear industry, but its sales performance has remained flat due to the fact that colors and styles are so monotonous that the so-called “world-renowned in terms of quality and durability, but not charming enough”.

City marketers asked, "If people wear Adidas to party, where will they come from?"

The children replied, "The boy wearing Adidas shoes will talk about the girl together in the boy's heap; the boy who wears the Nike shoes will be with the girl."

Interestingly, the customer is not clear about what he needs, but is not sure what the company can offer, but the customer has the final choice or decision. This requires companies to establish a systematic knowledge of the market, to clarify what customers have higher pursuits, to clarify what the customer should have a better pursuit.

Market knowledge is different from technical knowledge, technical knowledge is rational, and market knowledge is emotional.

Facing the future, enterprises have not enough technical knowledge, but also need to establish systematic market knowledge. Only when the company expresses the feelings and pursuits of the customer's innermost feelings and becomes the exact knowledge of the market can it be possible to further apply technical knowledge and art. achievement.

When the two are docked, they can be converted into valuable products for the customer and converted into a means of living so that the customer can gain a new life experience.

The market knowledge of the system must be expressed with the help of people's rich language of life. The feelings and pursuits of customers' lives are often expressed through life attitudes and life concepts, and even helpless emotions in life.

Therefore, the establishment of market knowledge often needs to go deep into people's lifestyles, and from people's daily communication to find words or concepts that can express people's feelings and pursuits.

This matter depends on top-level experts, relying on them to go directly into people's daily lives.

The practice of some advanced companies is to identify top-level marketing experts as the company's “brand equity person”, to give them a high status and rights, including the long-term value of the shared brand; to encourage and constrain them into the customer's value chain, long-term tracking The customer's lifestyle continues to refine market knowledge and its demand concepts.

The traditional way of market research is outdated and does not help refine market knowledge and its concept of demand. Experts and scholars designed questionnaires, then asked a group of inexperienced students, took the questionnaire and asked consumers to check the hooks, and finally compiled statistical analysis. The experts then explained the results of statistical analysis.

This market adjustment method is useful for promoting sales and is not useful for brand building. It is no exaggeration to say that as long as there is a person who is enlightened in the enterprise, he can peeps into the inner world of the consumer and can express it through the concept, and he can establish a brand.

An Dema's Market Knowledge In 1996, Under Armour was founded and is now worth $7 billion. In 2009, the market share of high-performance tight sportswear was 74%, and it won the market of 1/4 of American football shoes; in the past three years, sales and profits rose by 78% and 100% respectively; the stock price performance More than Nike, Wall Street is seen as the next Nike.

An Dema believes that sportswear should meet the needs of athletes and sports enthusiasts for training and competition, and also satisfy the needs of the public for everyday wear, such as comfort, freedom and sense of movement.

Especially in the sense of sports-related spirit, the market has great potential and it is easy to differentiate. Everyone has more or less illusions. Everyone's fantasies are different. They think that when they put on sportswear, they become energetic, they become more athletic, they become more fit, and so on. Companies have many opportunities for innovation, creating different sports concepts and devising different sports brands.

The complete market knowledge should include at least 4 items, namely the concept of demand, product concept, value concept and emotional appeal. Enterprises must give customers a reason, a reason to consume a certain product, which is the concept of demand; then according to the concept of demand or consumption reasons, determine the connotation of the product, so that the two maintain internal consistency.

For example, in the early years, the paper diaper companies emphasized "convenience" and eliminated the trouble of washing diapers. The reason for this consumption is not established and it is not recognized by the market consumers. The young mother generally believes that “a responsible and caring mother can’t make trouble, trouble, and let her children wear paper diapers”.

Later, the company changed its mind and stressed that "paper diapers have good water absorption and protect the skin of infants and children"; at the same time, the product content is adjusted, and the water absorption of the diapers and the function of protecting the skin are enhanced.

With the concept of demand and product concepts, it is necessary to rely on specific life scenarios to send out the feelings of consumers, strengthen the links between companies and customers, and strengthen the connection between product consumption and life experience.

JDB's knowledge of the market In order to turn blindly "Tang Huo Tang Yao" into "Wang Lao Ji Beverage", the company adopted the three elements of Coca-Cola, the beverage's first brand, namely sweet, can, and red.

From 1996 to 2003, the sales revenue of “Red Can Wang Lao Ji Beverage” was RMB 100 million for 7 years. It cannot be considered a success. The slogan "Healthy Family, Forever Companion," has no personality, no refinement of the concept, and reminiscent of pots and pans or tables and chairs.

Later, with the help of “clearing heat and detoxification” and “preventive medicine”, Jiaduobao Company found the concept of demand between “drinking thirst for drink” and “cooking medicine for soup and medicine”, and found the reason for customers to drink Wang Laoji. This is “prevention. fire".

It is very fortuitous that Wang Laoji's product concept does not need to be adjusted; he only needs to refine the customer's value proposition and emotional appeal. This is the slogan of the later slogan, "Don't be afraid of what, enjoy life, afraid to get angry, drink Wang Lao-ji."

With clear concepts, resources can be allocated for promotion and communication. The effect is also very clear. Wong Lo Kat's sales have soared, rising from 600 million in 2003 to 10 billion in 2004, 2 billion in 2005, and 3 billion in 2006. Now it may exceed 10 billion. Wenchuan earthquake, Jiaduobao donated one billion yuan. Someone posted on the Internet and said, "If you want to donate, you donate 100 million yuan, and if you drink it, you should drink Wanglaoji."

The history of industrialization has given us a lot of plausible traditional beliefs that make companies mistakenly think that they should become experts in making money or making money. They mistakenly believe that the responsibility of the company is to create profits or taxes instead of creating happiness and peace.

Therefore, the company learns only the ability to make money. It is only trying hard to turn technology into a large-scale production product. It then uses price-reduction promotions, uses large-scale advertising, sells surplus products, and makes consumers think they have obtained What you need. Its name is "market innovation" and "achieving customers' dreams."

What companies have not learned how to create customers, how to strengthen their own capabilities. The enterprise's ability is not to imitate other people's products, not to scale production on the basis of imitation, and to rely on the scale of production and sales for profit.

There are many difficulties in customer life that require help. There are many ideals that need to be fulfilled. The existence value and reason of the enterprise is to solve the difficulties and realize the ideal for the customer.

Adidas's spiked soccer shoes will generally degrade performance in wet areas. Adidas has thought of screwing short nails to the bottom of the sneakers to develop "spin-in spikes" that can effectively stop slipping, provide excellent grip and improve player control. The German team wore this new type of football shoes and won the 1954 World Cup.

In 1974, West Germany hosted the World Cup, more than 80% of the players used Adidas football shoes. In 1998, France hosted the World Cup, the French team played at super level and won the championship. Many consumers believe that this is related to Adidas' screw-in spikes.

Nike's air-cushioned shoes Nike air-cushioned shoes are used for cushioning, slowing the impact of athletes and enhancing the performance of athletes. The earliest was embedded air cushion shoes, and later developed into air column shoes. In 1985, Nike signed a contract with basketball star Michael Jordan to launch the "Jordan Air Cushion Series," which sold more than $100 million in one year and tripled in three years. From 1994 to 1997, Nike's market share of running shoes and multi-functional sportswear rose rapidly from 23% to 35%; Adidas maintained at 10% to 12%; Reebok dropped from 18% to 15%.

An Dema's tights movement originated in ancient Greece and pursued the "force and beauty" of sports. In addition to eager to win the game, athletes also hope to demonstrate their muscle strength and beauty by putting on professional sportswear to prove that they are real athletes. The tight sportswear not only satisfies their actual needs, but also satisfies the psychological pursuit. An Dema launched the first sports tights and won the favor of the market. A category was promoted, so that many athletes in many projects were wearing tight sportswear, such as American football, hockey, baseball, cycling and so on.

For every member of the society, what is needed is not the efficacy of a certain product and product, what is needed is a rich and colorful lifestyle, and a healthy and happy quality of life.

Nike Nike, who walks into the customer's life, sells not only sports shoes and sportswear, but also a concept of life and attitude towards life. Nike's customers are young people. Only by entering the lives of young people can they become the young people's ambitions. Establishing brands in the hearts of young people is the spiritual pillar of young people's attitudes and lifestyles.

The basic idea is that through the air cushion shoes of Jordan, Jordan's athletic performance, Jordan's life story, Nike advocated the concept of life and life attitude, calling on the deep feelings of young people or emotional appeal, direct communication to the heart level. It can be said that "for the next attack, the attack is on."

The specific approach is to repeat the scene of Michael Jordan wearing the Nike airsole sneakers game, so that young people have associations, as soon as they see Nike air cushion shoes, they will think of Jordan's superb ball skills and outstanding performance on the basketball court, and thus Nike products and Its technology is linked to Jordan's performance and its spirit.

Then with Michael Jordan's moving story, establish a connection between the sports spirit and the concept of life, awaken the young man's desire for success. Encourage young people to work harder, like Jordan, from childhood on, embraced their dreams and dreamed of becoming a basketball player.

It can be described as "young because of good and dream, young because of dreams and good." To be like Jordan, even if they were knocked out for the moment, they wouldn’t give up until they were trained, they would have a stunt, they would jump into a jumper, they would fly to a dunk, and they would marvel at the world. After the success of the game, it was still the same, the competition was endless, the struggle was endless, admiration, and so on.

In the end, Nike summed up all this as an advertising subject phrase "JustDoIt" and repeated it as a mantra for young people, so that those young people who wished to get out of the traditions would see hope and no longer be depressed. They were brave in the spirit of Just DoIt. Go to the competitive stage of life; rely on one's own efforts, exert one's own potential, go forward bravely, pursue one's own dream. Nike has thus become the voice of young people, or spiritual partners.

The creator of the Barbie doll that walks into the girl's life is Ms. Ruth Handler, born in Denver, Colorado, USA, in 1916. Ruth once said, "My dream of creating a Barbie doll is through the birth of this toy, so that all girls are aware that they can become any kind of person in their dreams.

Barbie represents women's right to have the same choice as men.... Barbie is more than just a toy. She has become a part of the lives of women consumers. I am very happy with it. ”

One day, Ruth saw her daughter Barbara playing a paper-cut doll with a little boy. These paper-cut dolls were not the kind of baby babies that were common at the time but they were young people who had their own occupations and identities and made their daughters very addicted.

So she thought of "Why not be a mature doll?" So there was a Barbie doll named after Ruth's daughter Barbara's nickname, 1959.

Barbie has a devil's figure and is a perfect and stylish female spokesperson. Since its inception, Barbie has been constantly improving and innovating.

After over 500 corrections and improvements, a number of top designers, including Italian fashion designer Armani, Chinese-American wedding designer Vera Wang and Prada, designed high-grade fabrics and clothing for her.

About 100 new clothes are introduced each year, and about 100 million clothes are produced each year. Barbie's wardrobe is the dream of women and children.

In the 50s of last century, Hollywood stars swept the world, and Barbie dolls were dressed up by actresses. In the 60s, professional women rose rapidly and Barbie dolls put on an executive suit and carried a briefcase.

In the 1970s, sporting events were surging, and Barbie had joints, with bendable ankles, wrists, and elbow joints. There were gymnastics, equestrian, ballet, and other sports suits. When humans landed on the moon, Barbie wore a space suit; in the Internet era, Barbie began sending E-mails to friends. With Barbie going to the world, there are Black Barbie, Latin Barbie, and Chinese Barbie.

With Barbie walking into each family, there will be Barbie dad George, Barbie mother Margaret, Barbie pet, and Barbie's boyfriend KEN. Associated with the daily life of the Barbie family are various items including houses, furniture, clothing, shoes, jewelry and watches.

In order to help consumers understand the huge Barbie family and its products, and guide consumers to arrange richer and more imaginative daily life for Barbie dolls, Barbie has launched “Barbie Fashion” magazine, plus professional recommendations and guidance from various experts. .

It can be said that Barbie sells not products, but a dream for the little girl. As a result of this, Barbie sold more products, including Barbie dolls. It is said that American girls have an average of eight Barbie dolls each, while Italian girls have seven, and France and Germany have five. The biggest fan of Barbie's collection is from Germany. It has collected more than 6,000 Barbie dolls.