2020 Lumpy, COVID-19 is still a non-negligible macro-variable conditions, is the touchstone of brand survival and development, but also an important historical node to sprout new trends in the future. Risks and challenges at home and abroad are clearly rising, the Central Political Bureau meeting in late July, to accelerate the formation of a new development pattern with the domestic cycle as the main body, the domestic and international double cycle to promote each other. The term "internal circulation" has once risen to become an economic buzzword, which is an important signal for the transformation of the national economic strategy, affecting all aspects of the national economy. With the current slowdown in investment and export trade, expanding domestic demand has become an important support for economic development, and the country is striving to build a self-smooth, self-circulating economy. In the post epidemic era, the economy is improving. The market has sent out a benign signal of rebound, but the "black swan" effect brought by COVID-19 is difficult to be eradicated in a short period of time. KANTAR research on a number of industries found that in the short term, some companies will reduce marketing budgets, but in the long term, most companies are carrying out an objective assessment of the risk of the situation on the performance, and channel strategy adjustments and exploration of new business models, the overall market is full of confidence in the situation of a stable to good. We can't ignore the strong influence of COVID-19 on consumer values and attitudes. During the crisis, consumers reassessed the actual value of external things, and the result of this reassessment often lowered the expected valuation of a certain thing. Consumption becomes more cautious and rebounds somewhat in the post epidemic era. The short-term travel disruptions have reinforced the importance of optimizing the supply chain of fast-moving consumer goods that are directly related to life, such as retail food and daily necessities. As time spent at home has become longer, consumers are using internet services and tools much more frequently, and shopping is mostly realized through e-commerce channels. In this consumer class reshuffle, the consumption ability of Generation Z has attracted much attention, and its income and consumption level have steadily increased, becoming the main force driving consumption growth. Some organizations predict that Generation Z will occupy 40% of the overall consumption power this year. In the post epidemic era, brand marketing is facing opportunities and challenges "the father of competitive strategy" Michael Porter once proposed, "no strategy is born spontaneously." Change brings rebirth, and the ability to face change is the basic driving force of human progress. The rapid changes in the market in the short term triggered by the black swan effect have become a catalyst for the upgrading of brand marketing strategies, and brands need to be oriented to digital change to activate the new kinetic energy of development in the current situation. High-quality consumption upgrade With the adjustment of the national economic strategy, the development pattern mainly based on internal circulation means that a new round of high-quality consumption upgrade is coming. Under the environment of inward-driven economy, homogenized competition among enterprises is inevitable, and brand value has become a mark of emergence in the industry. Brand marketing needs to make use of digital tools to reposition the current consumption situation, as well as the digital ability to accurately predict the future situation. Inevitability of involution Inevitability of involution refers to the phenomenon that a social or cultural model has reached a certain form at a certain stage of development, and then stagnates or fails to be transformed into another high-level model, similar to what is commonly known as the "industry ceiling". Inevolution can occur in any industry, after the industry has reached its peak, it changes from incremental growth to consumption of stock. After the emergence of involution, the industry will be reshuffled, and some enterprises that are unable to change their business models or explore new channels in time will be eliminated. The economic cycle inevitably leads to the phenomenon of involution, which will be a pressure test for brand marketing. Fundamental shift in consumer behavior Before the crisis, the value of digitalization was more hidden behind the product. Through daily purchasing behavior alone, it was difficult for consumers to notice that every aspect of their lives was being quietly digitally upgraded. However, during the epidemic, travel was impeded, online socializing time became longer, home office and other manifestations, so that consumers intuitively feel the digital changes made to their lives. Once this perception has shifted, it is irreversible, and the convenience of enjoying digitalization far outweighs the concern that personal privacy cannot be protected in the digital age. This means that brands need to fully understand the mindset of consumers and y grasp their needs for digital products and services. There is no successful brand, only the brand of the era of fierce competition in the market, than the shift in consumer behavior, more than the brand marketing is hindered by the shortening of consumer attention span. The dividend of social media is about to fade, consumers treat social media more "I do what I want", "customer acquisition" has become difficult at the same time, "off" is more convenient. Most brands are actively or passively participating in the digital wave, which will be a never-ending process: brands with a low level of digital adoption will soon be overtaken by competitors that are more flexible and use information more widely and quickly; brands that are undergoing a profound digital strategic positioning will need to face an ever-segmented industry; self-markets are gradually moving from an emerging blue ocean to a red ocean; the communication value of KOLs will need to be strategically reorganized based on consumer preferences; and the value of social media will need to be increased. The need to strategically reorganize brands according to consumer orientation ushers in the value challenge of the digital era. Do not talk about marketing content, we talk about how digitalization drives the value of marketing content to improve the brand marketing "camp" and "sales", the final landing point in the "sales", the brand value needs to be manifested by the user's purchasing behavior. The brand value needs to be manifested by the user's purchasing behavior. We can imagine several consumer scenarios: the first scenario is that a woman wants to buy a drink when shopping, and chooses a certain brand with a try attitude; the second scenario is that the woman originally did not have the need to buy a drink, and when she walks into the shopping mall, she happens to come across a certain brand, which changes the woman's attitude to consumption, and completes the purchase; the third scenario is that the woman wants to buy a certain brand of drink when shopping, but she has to walk to the same shopping area, and then she has to go to a certain shopping area to buy a certain brand of drink. In the third scenario, the woman wanted to buy a certain brand of beverage during her shopping trip, but she had to walk to another shopping mall in the same shopping district, but she still chose to go there and made other purchases in the other shopping mall. It is easy to see that the brand value power of these three scenarios increases one by one, and the woman's purchase of a drink in the third scenario also adds value to the shopping mall. Brand marketing in the digital era is far from enough to rely on advertising investment alone, and it requires digital layout of pre-advertising, mid-term sales conversion, and post-transaction services in order to complete the whole life cycle of consumer insights and reach potential customer groups, and realize the sustainable growth of the brand. Qunar will return to the basic components of brand marketing and discuss the digital upgrading of each link: Channel strategy shapes the brand value power to complete the first task of brand marketing is to let the target and potential customers often see your brand, and to achieve this effect requires strong channel support. Increase the penetration and layout of the regional market, as far as possible, omni-channel operation of the entire brand to expand market share. Nowadays, the boundary between online and offline has become more and more blurred, and the relationship between the two is more like the wings of an airplane, balanced and collaborative to form a complete system, and digitalization has become the main technology driving force. Wide world, the brand if you want to fly farther, you need to carry out the existing channels of empowerment and deep plowing, at the same time to develop and operate new channels, integration of omni-channel omni-user operation. Brands need to build an all-area scenario experience for consumers, integrate different factions of online e-commerce platforms, change the sense of difference brought about by different consumption spaces, and establish a comprehensive and three-dimensional brand image in the minds of consumers. Brands based on the full range of user profiles to establish a brand data bank, user data precipitation, which will become the future of the brand differentiation of the effective basis for competition, for more accurate brand marketing to establish a massive digital foundation. User Strategy The discussion on the module of "user strategy" focuses on user mind connection. In brand marketing, if you can reach consumers, form interactions, and reach **** with consumers in terms of content, it can be considered a successful brand marketing.COVID-19 accelerates the rapid application of new technologies, capabilities, and infrastructures in the industry, and the operation of private traffic has become a current trend. Brands form their own private domain traffic through omni-channel layout, online multi-platform and offline stores multi-channel. This move is similar to building your own property in the public domain traffic, and the enterprise is no longer a tenant of the public domain traffic, but more like owning its own private assets. Within the private domain traffic pool, it is possible to pay more intuitive attention to the shift in consumer mindset and choose the appropriate way to establish a connection with them. Consumers' behaviors of adding, bookmarking and purchasing on applets are all points of focus for brand marketing. This social retail scenario can help brands see which nodes in the entire user journey can generate more interaction and personalize product placement based on user profiles. In the online ordering interface of some restaurant brands, different types of consumers see different content, for example, female consumers are more likely to receive recommendations for new hot drinks. Brands can also classify and filter by region and time period to fine-tune the operation of users and enter the hearts of consumers in a more personalized way. In the face of the entire consumer market, all consumers are likely to become the target customers of the brand, user loyalty programs should become the key to the user strategy of brand marketing. Expansive fission strategy needs to be upgraded to a refined community operation strategy. The key to marketing has changed to consumer retention and frequency enhancement, through the full range of members of the grown-up system, for the purchased consumers to set up the rights and interests of incentives. Through the marketing automation system of thousands of people and thousands of faces, consumers are woken up regularly to maintain the continuous interaction between brands and users. Product strategy in the early days of many brands in the rapid economic development of the market background to occupy a sufficient market share, relying on excellent product power to become a generation of consumers in the heart of the national brand. However, in the face of consumption upgrading, channel changes and consumer turnover, the brand advantage of the show only rely on R & D products and services is far from enough. New retail is in the head, the industry is undergoing rapid segmentation and reorganization, the advantages of new products are easily submerged in the sea of information. Brands can take advantage of the globalization of Qunshuo Xing enterprise service data platform, interact with users in the new product development process, use the BI data screen to visually feedback the consumer's evaluation and feedback on the new product, enhance the user's sense of participation in the product development process, and improve the brand's goodwill. Some regional brands with significant regional characteristics can be shaped into city brand IPs through a complete supply chain layout, realizing brand value upgrading and going nationwide. Another window for direct interaction between brands and consumers is the pre-sale - sale - after-sale service link, brand marketing needs to grasp this opportunity, and the whole process is completed through the call center customer service management system. Based on the social platform, to help consumers complete the pre-sale consultation, purchase information guidance, after-sales service feedback, etc., to help the transformation and upgrading of the brand and consumer interaction. Brand strategy of the current Chinese consumer society is different from the past, after several years of development, KOL has been transformed from the expression of opinions to lead the Internet user behavior of this simple expression paradigm into a close to the mainstream of the marketing means. Nowadays, when brands face the challenge of KOL marketing, the core of the challenge is to combine the differentiated communication values of different KOLs. The target groups and communication scenarios are different, and there are significant differences in their interactivity and conversion rates. In the information aggregation and community-based operation platform, brands include KOLs in the same circle, build their own KOL combination communication matrix, gain insight into KOL communication data, and digitally evaluate and manage KOLs based on the needs of target users. Through data empowerment, KOL communication value is enhanced, and a sense of trust and belonging to the brand is established in users, achieving a three-way ****win between the brand, KOL and users. Circle function for the brand to provide private traffic operation position, the brand directly from the mouth of consumers to get feedback. In direct communication with consumers, the brand understands consumer preferences in depth and pushes out its own advantages. Re-adjusting the supply chain and optimizing KOL combinations builds the virtuous inner circle of the circle. The economic internal cycle has brought about high-quality consumer upgrading, and fierce market competition has contributed to the industry's involution, with brand marketing once carrying an unprecedented economic burden. Challenges are opportunities, and the upgrading of brand marketing highlights China's digital transformation capability. At the starting point of the new era, there are new opportunities for us to discover and explore. About AugmentumInc. AugmentumInc. was founded in 2003 in Silicon Valley, USA, with global delivery centers in Shanghai, Wuhan and Yangzhou, China. Augmentum is committed to integrating transformative technologies to create high-quality, scalable, product-level Internet+ products and solutions for various industries, helping enterprises and organizations achieve digital transformation. Our services come from global Fortune 500 companies and SME startups.BorisJia Consulting Director, China, Qunosoft