With what? Internet plus? With the arrival of the times, especially the development of social media, people are more likely to trust the recommendation of friends circle or big V in the process of consumption, so many people think that the influence of traditional brands is rapidly weakening.
At the same time, with the advent of the Internet era, many enterprises vigorously advocate? Sales first? What do you think sales are? Hard truth? As long as the products sell well online, the brand has become unimportant and can even be abandoned.
So, in the era of internet plus, has the brand influence really been weakened? Has the brand really become unimportant, and can it even be abandoned?
The author thinks that brand, as the embodiment of the core value of a product or enterprise, is an important added value beyond the product itself, which not only plays a decisive role in product premium and competitiveness enhancement, but also is a discriminator to distinguish competitors and stand out from similar products in the market.
A good brand can not only enhance product awareness, but also greatly enhance consumer loyalty.
In the Internet age, competition is becoming more and more fierce, and product homogeneity is becoming more and more serious. In this environment, it is absolutely short-sighted for a product to really stand out, become bigger and stronger, and ignore, weaken or even abandon its own brand.
Brand is still an important support for product appreciation.
With the advent of the Internet era, the market competition is becoming more and more fierce.
Originally, many products only competed with similar products in the regional market, but now they have to face the competition from similar products from all over the country and even the world.
As someone said, the Internet has brought many people who used to compete in small ponds? Fish? Everyone is competing for the sea cucumber competition, and the fierce competition can be imagined.
In the face of fierce competition and more and more homogeneous competitors, what does a product depend on if it wants to stand out and get higher profits in the market?
Of course, it is inseparable from the brand.
The brand and the brand culture extended from the brand are an important added value besides the product's own value, which can effectively increase the product premium and make the product add value invisibly.
The author believes that in the Internet era, if a product has no brand or its brand is weakened, no matter how good its quality and exquisite packaging are, it is difficult to generate a higher premium and go further in the market. Even if it can sell well for a while, it will soon be imitated by other similar products and eventually submerged.
It can be said that today's market competition has become a comprehensive strength competition with brand as the core.
Take winning Tmall for several consecutive years. Double 1 1? Dried fruit sales champion? Three squirrels? Generally speaking, why can it be more expensive than similar products, but it still sells well?
But is the quality of its dried fruit really much better than other similar products? Not exactly.
But it is precisely because of its years of careful construction? Three squirrels? Brand and its unique brand culture not only greatly increase the value of products, but also make enterprises bigger and stronger in the fierce competition of dried fruits.
Throughout recent years. Double 1 1? The sales champions and top players on Tmall are all products with good brands.
Thus, in the Internet era, brand is still an important support for product value-added and improving product market competitiveness.
Brand building? Status goods? An important guarantee
A good brand can not only add value to the product, but also greatly enhance the popularity and reputation of the product in the eyes of consumers, making its product a status commodity.
The so-called identity commodity, in short, is that this commodity is a symbol of identity, which can bring you a sense of superiority after purchase or consumption.
The author believes that the Internet era is an era with only the first and no second. Whoever can become a status commodity can become a king in the cruel market. Brand is an important guarantee to form or create identity goods.
I remember a news that a post-90s female anchor of CCTV wore a new Apple Watch when broadcasting news. As a result, many netizens recognized it as a local gold version of Apple Watch worth10.2 million, which caused many comments.
Not to mention whether the female anchor? Show off your wealth? Does it violate the rules of CCTV host appearance? Why can a watch attract such a high attention rate from netizens?
The key is because? Apple? The brand's strong popularity and reputation make its products a status commodity in the hearts of many people, especially the younger generation.
It is precisely because of the strong overall popularity and recognition of the Apple brand that many people can know which series, model, value geometry and so on of Apple just by looking at its products.
Not only Apple, but also many prestigious goods, such as Bentley cars, LV bags, Adi's clothes, etc., are all popular all over the world because of the support and guarantee of their brands. Without a brand, it's just a car, a bag and a dress.
In the era of internet plus, many consumers are increasingly pursuing the satisfaction brought by status goods, which is actually not brought by the goods themselves, but in a sense given to them by the brand as the support behind them.
Therefore, in the highly competitive network era, brand is an important guarantee for building identity goods, which can never be ignored!
Brand is an important factor in establishing die-hard powder
Internet economy is a fan economy, so some people say that fans win the world.
The author thinks that in the era of internet plus, if any product wants to gain a foothold in the tide of network economy with extremely cruel competition, become bigger and stronger, and establish a batch of its own? Die-hard fans are essential.
Nowadays, various e-commerce and WeChat services emerge in an endless stream, attracting many enterprises to join them. They invested a lot of manpower, material resources and financial resources in construction and operation, but found that the effect was not ideal, even far from their own goals. Finally, e-commerce transformed electricity? Hurt? Lost his wife and lost his soldiers.
The reasons for its failure may be varied, but one thing is certain, that is, they didn't make full use of the brand to build a batch of their own? Die-hard fans!
As mentioned above, brand is the embodiment of the core value of a product or enterprise, and ultimately brings consumers a satisfaction of demand.
Under the network economy, many people are irrational when they consume online. More often, when they buy a product, they often pay attention not to the product itself, but to a psychological satisfaction and a spiritual belief, which is exactly what the brand can bring.
Let's take apples as an example. Why can it easily sell tens of millions of products, whether mobile phones or Ipad, and even many people queue up to buy them in the middle of the night?
Is it because it has established a number of its own brands? Die-hard fans.
Jobs once said a famous saying? Without knowing what consumers want, we created consumer demand. .
It is by constantly creating demand, constantly stimulating consumers' minds, and bringing them unprecedented psychological and spiritual satisfaction again and again that Apple has cultivated a large number of fans and accumulated a large number of fans? Die-hard fans, so as to firmly grasp the dominant position of the market.
Except for work. Mimi? Lei Jun of mobile phone is also a master of brand operation in the network age.
As a rising star of domestic mobile phones, what did Lei Jun build through the brand? Everything is born of fever? Constantly stimulate and satisfy the psychology of young consumers, keep them happy all the time, and quickly build a million? Die-hard fans.
It is a miracle to become a company with a market value of more than 60 billion dollars in just four or five years!
The experience of Apple and Xiaomi tells us that in the Internet age, brand is to build consumer loyalty and cultivate? An important factor for die-hard fans is that whoever abandons the brand will abandon the consumer. After all, how many die-hard fans there are, there is a big market.
With the arrival of the internet plus era, the market rules in the traditional economic era are changing, but no matter how it changes, the Internet will always be just a tool and means. In the era of fierce competition in the network economy, to win consumers and win the market, we must rely on the attention and careful creation of brands. It is unwise to put the cart before the horse, weaken, ignore or even give up the brand.
If an enterprise and a product want to excel in the network economy, only by fully combining the two can they not only attach importance to the brand, but also skillfully use the Internet to build services for the brand. This is the right way!