Core Insights - The article discusses the challenges faced by companies in balancing short-term performance with long-term brand building in a rapidly changing market [1] - It emphasizes the importance of value elevation as a strategy to combat price wars and declining market demand [2][5] - The need for brands to establish a unique positioning in consumers' minds to ensure long-term success is highlighted [10][11] Group 1: Market Challenges - The Chinese market is experiencing a 10% reduction in demand while production capacity remains excessive, leading to price declines of 10% to 20% [2] - Companies are urged to avoid price cuts and instead focus on elevating product quality and service value to maintain competitiveness [2][5] - The article notes that many brands have relied on promotional strategies, which are insufficient for sustainable growth [6][12] Group 2: Value Elevation Strategies - Companies should enhance product quality and service value, as demonstrated by the success of brands like White Elephant and Tmall's VIP88 program [4][5] - Addressing consumer pain points, such as safety concerns in children's products, can lead to significant market growth [4][11] - The importance of reducing intangible costs and increasing intangible value is emphasized, with examples from brands like Lego and Nike [5] Group 3: Brand Building and Positioning - Brand building is a long-term endeavor that is crucial for sustained sales growth, even under short-term performance pressure [6][10] - Successful brands must create new categories or unique characteristics to differentiate themselves from competitors [6][10] - The article stresses that brands need to establish a strong mental association with consumers to ensure they are the first choice in their category [10][11] Group 4: Marketing Challenges - The article identifies three major challenges in marketing: weak brand presence despite high traffic, fragmented content, and excessive touchpoints leading to consumer distraction [12][14] - It suggests that brands should focus on building a unified brand identity and core values to stand out in a crowded market [15][17] - The need for brands to create emotional connections with consumers through impactful advertising is highlighted [15][20] Group 5: Future Recommendations - Companies are encouraged to elevate their value proposition and avoid low-end competition, especially in a highly competitive environment [19] - Consistency in brand messaging across various channels is crucial for maintaining consumer trust [19] - The article advocates for the use of centralized media to build strong brands, particularly in the early stages of brand development [19]
江南春：都2025年了，品牌到底该怎么做？
3 6 Ke·2025-06-30 04:17