Last week, two leading enterprises in the industry thundered one after another: La Chapelle, once a giant in women's wear industry and known as "ZARA in China", saw its share price plummet by 90%; The famous brand "Jinsongzi" in the hearts of Chinese people announced its delisting. Since it went public six years ago, its market value has shrunk by 90%. The market is changing with each passing day, and some old brands continue to use traditional management methods, which can't keep up with the surge in customer demand. Even if the product quality is excellent, it may be because the packaging is not fashionable enough and the marketing is not low-key, so it is impossible to maintain its own market share, and it is slowly squeezed out of the market and abandoned by the times. The group of young people represented by Generation Z has gradually become the main force of consumption. Old brands want to go hand in hand with new brands in the new era and compete for market resources. They should start to communicate with young people in their language, so that young people with rapidly iterative brand and consumer demand can get buzz. Many brands have made changes when digitalization strikes, but not all enterprises have achieved satisfactory results. Some brands are still losing market share, and the situation is still grim. Of course, some brands have got rid of the "old" and "old" brand impression, just like freshmen. What are the problems with these brands that have not been transformed, and how do successful brands "grow backwards"? Making good use of digital marketing+crowd insight Digital transformation is changing the operating rules of many industries. How to use digital technology and channels to create their own marketing road is a problem that enterprises and brands have to think about. In 20 10, Li Ning launched the slogan "Li Ning after 90" on the brand. However, at that time, Li Ning's main consumers were 35-45 years old. When the slogan "Li Ning after 90s" came out, it immediately offended old users, and "90s" didn't buy it. This brand upgrade mistake made Li Ning lose money for three consecutive years, directly dragging it down from the position of the industry leader. By 20 12, the loss exceeded 3 1 100 million yuan for three consecutive years. Li Ning started the "internet plus" strategy, integrated e-commerce into its core business, boldly built new channels and operation modes, and improved the brand operation and sales structure with the help of the Internet, information and digital operation modes. In recent years, the main consumption has changed. Li Ning and Tmall successfully planned the China Li Ning New York Fashion Week project, which redefined the national culture, catered to the current consumer preferences and stimulated new growth. On 20 18, Li Ning appeared in NY Fashion Week with China elements, and "China Li Ning" became an instant hit. After that, Li Ning's performance increased significantly, keeping the second position of local sports brand. Li Ning redefines the national tide culture. In the past, due to the lack of customer portraits, the brand's cognition of customers was subjective and blind. Nowadays, with the help of digital omni-channel integration of customer data, through the integrated analysis of consumer behavior, brands can establish objective, three-dimensional and rational user portraits, and realize accurate marketing for different groups of people according to algorithms, and efficiently complete the transformation to achieve marketing purposes. Global Marketing +KOL Matrix With the widespread popularity of social platforms, the huge traffic potential hidden in online celebrity KOL has been discovered, which makes it more affinity with celebrities, more natural in product promotion and less attractive. Take the field of beauty as an example. In recent years, Huaxi Zi, Perfect Diary, Tangduo and other beauty brands have all made use of online celebrities to create momentum, and promoted, planted grass and drained them on platforms popular with young people, such as Weibo, Xiaohongshu, Tik Tok, and Bili Bili, and opened up various channels to build a KOL marketing matrix among online celebrities to enhance brand awareness and influence. Not only do new brands embrace KOL on network celebrities, but also the old domestic product Polaiya has achieved growth through network celebrity marketing. Taking the star single bubble mask as an example, Polaiya no longer relies solely on the official video for promotion, but joins hands with the head anchors Li Jiaqi and Viya to take the live broadcast with goods. At the same time, we also cooperated with KOL to spread commodity videos on short video platforms such as Tik Tok, and there were thousands of promotional videos of bubble masks alone. Through these new marketing methods and channels, Polaiya reshaped consumers' impression of the brand in a short time, and promoted the rapid growth of sales while realizing brand transformation. Since 2020, Polaiya has become the brand of "the first daily sales exceeded one million" and "the first daily broadcast special exceeded six million" on the Tik Tok platform. Up to now, Polaiya has not stopped at Tik Tok, but copied its experience to Weibo, Xiaohongshu, Bili Bili and other platforms, continuously promoted brand growth through omni-channel promotion, and built a KOL matrix to plant grass among online celebrities, so as to reach target customers more accurately and efficiently and enhance brand influence. Finally, through activities, live broadcasts and other forms, the early investment will be cashed into sales. KOL planted grass in Weibo channel, and the new ability and technology brought by Amway Polaiya's digitalization endowed the brand with all-round precision marketing ability, including finding suitable network celebrities, KOL and anchors, instead of just looking for goods. With the help of digital marketing, Polaiya's online celebrity matrix can first analyze the audience portraits of online celebrities or KOL, then compare the consumer insights of their own brands, judge whether the tonality of the two is consistent, and tap the audience potential on the premise of matching the two. After long-term exploration, the network celebrity matrix has been established, and the ecosystem has been fully covered from the waist to the bottom. Weibo, Xiaohongshu, Tik Tok and other platforms have been continuously concerned, and the brand image has been successfully reversed, becoming a hot-selling brand among the new generation of young people. This is Polaiya's successful experience in completing "reverse growth". Younger brand concept Brand marketing should always keep up with the trend of young people. Luo Zhenyu said: Young people are always right. Explosion point, tide point and pain point are the three major factors to seize young consumers in the new consumption era, so the actions of major brands to "break the circle" in the Z generation circle are intensifying. Most consumers of Generation Z have bought Wei Long, a snack. In the past few years, Wei Long has been associated with negative words such as "gutter oil", "unhealthy" and "junk food", with limited sales. But today more and more people buy it. How did Wei Long "grow against the trend"? Participate in the topic of young people, complete the circle breaking and wake up the sleeping users. 20 15 April, Wei Long painted a sense of existence in the variety "Running Man"; On June+10, 5438, I made a short campus video "Campus Wei Long" from homophonic, which earned enough feelings; 1 1 In June, 2008, it appeared in the eyes of young people through the quiz game of LOL. The image of Wei Long, the big film campus in Wei Long, has taken on a new look. 2065438+September 2006, with the launch of iPhone7, Wei Long imitated Apple's design, renovated its flagship store, got rid of the status of "cheap snacks", and became a "high-grade snack" with younger packaging. Wei Long's idea of imitating Apple's design style is being updated. In the face of food safety crisis, Wei Long played the slogan of "healthy spicy strips", showed the production scene of aseptic production line through the media, successfully tore off the label of "junk food" and moved towards quality, thus gaining a firm foothold in this era. Whether it is an emerging brand or an enduring old brand, if you want to grow continuously, you must always combine the needs of consumers and change the brand operation ideas in real time. New brands often build products and brand images based on the most direct needs of young people, without the historical burden of old brands, so it seems that they can take a step ahead of old brands in digital marketing. But for old brands, new technology is often the natural result of the change of ideas, and it is not impossible. For the slow-growing old brands, digital marketing is essential to make a beautiful turnaround in this new consumption era. As can be seen from the above cases, old brands can completely get rid of the "old-fashioned" and "outdated" hats and become the first choice of a new generation of consumers after actively embracing new ideas, new technologies and new channels.