The last episode talks about how to do a good job in brand promotion and realize transformation under the background of epidemic situation. As business owners and executives, cognition is greater than methods, and methods are for professionals to do, first of all, the value of empowerment, and then the transformation. Then let's look at a formula, sales = passenger flow * conversion rate * customer unit price * repurchase rate. Simply put, promotion is to solve the sales problem around these points. Here we will not talk about the hard advertising strategy and terminal ground promotion marketing activities for the time being. They are very important but not the focus at this stage. However, there is one thing to mention. In the promotion, merchants are not encouraged to promote sales at low prices at the terminal, which will lead to vicious competition and aggravate the internal volume of the industry, which will naturally control the cost and reduce the quality. In today's product homogenization, when it comes to brand promotion, everyone has their own understanding, such as platform paid promotion, relying on their own resources, operating experience and supply chain advantages. Then platforms, such as hypermarkets or online platforms, mostly engage in holiday activities to create an atmosphere to attract traffic, choose brands with high visibility and financial resources to participate, and others are free, but according to my rules and so on. This so-called survival of the fittest, the left is king, making suppliers miserable. There are also some brands, the online and offline price systems are chaotic, and various contradictions are prominent, which increases costs and burdens. In recent years, since the rise of short video live broadcast, Wechat business, community group buying and other private domains, some enterprises or factories have been given opportunities for development, and some private domain heads and anchors with special skills who dare to face the public's vision have earned a lot of money. At this time, a new commercial times has arrived, and a person can become famous overnight at no cost, and get rich. Nowadays, many hot terms and endless fancy marketing have emerged. As a brand of industry, it is also treading on thin ice and fearful. On this pain point, let's talk about the brand promotion logic of doing business: business thinking 1. What changes is only the way of sales. To upgrade our own products, we should not only promote our products, but also promote our attitude and make good use of promotion tools. Second, the understanding of brand promotion can rise to the level of brand building, which is more marketing, and is no longer a simple auxiliary sales function, because the current promotion strategy can already complete the consumption transformation. Third, take the track where you have room to play. For example, for direct chain stores or franchise chain brands, the focus of promotion is on user experience services, and even privately customized products are provided to each customer, making products, packaging and environment more personalized, humanized and scientific, making system big data play a role, and at the same time, the experience of OTO links should make customers burst and move. Making an explosive product in a physical store can make the brand more dynamic in the market, and it can also quickly increase the traffic and customer list. However, a brand worthy of customers' repurchase and trust needs to be built with long-term care. Trust is based on mutual respect and dedication, and moving will make each other trust. Fourth, with the change of the times, the thinking of each generation is changing. No matter how attractive our management level is, it is ultimately necessary to implement the management of the process. Therefore, it is imperative to periodically optimize the organizational structure, sort out the post functions, and prepare for the development of various departments of the brand. At the initial stage of its function, it should give priority to four points. First, develop or upgrade products that can reach customers' hearts. Second, empower high value and create image IP and peripheral products; Third, the positioning and output of short video, live broadcast, private community and other content, and fully open the content marketing model to cater to the psychology of moderate and heavy consumers; Fourth, operational transformation. Brand added value V. Good products made with heart can be felt by the public, regardless of various unfavorable factors. The value of empowerment depends on the customer's feelings and acceptance. If you feel good, others will help you drink. It's not the channel that you are good at. Give it to dealers who have worked hard for many years to do foreign trade or domestic sales. They have their own high-quality resources and digestive ability. Whether in the circulation market or online, dealers are looking for high-quality product agency. Good things are also what they are eager for, preconceived. Having said that, it reminds me that the big brothers of distribution channel dealers who have a sense of history and have made great contributions to the industry now have high demands on dealers and their own advantages are gradually weakening. Many FMCG dealers also focus on festivals such as Dragon Boat Festival, Mid-Autumn Festival, Spring Festival and Valentine's Day, focusing on seasonal products and focusing on festival cards. With the impact of the epidemic, it is also hungry and full, fearing that the epidemic will rebound and the market investment confidence is insufficient. As far as the current environment is concerned, the market is squeezing and gradually sinking. While grasping the big brands and good products, the giants with a little rice have also opened up a new continent, flying around the earth, looking for distinctive local workshops and making acquisitions, with the aim of grasping the source, controlling costs, ensuring quality and emphasizing brands. People who have the right to speak about product development and price will make their own advantages more valuable. The epidemic has calmed us down for a long time. I hope that from the moment we set sail, there will be another village, and we can also have poems and distant places. Today, we have talked a lot, and some friends may want to ask, what about brand IP and online celebrity products? What about the short video live content? What about community group buying? How can we make customers burst into emotion? Then pay attention to me and watch the next issue. If you are interested in topics and questions, you can leave a message and we can learn from each other.