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The story case of marketing-Lao Lang and his rock friends: the temperature of contacts is enough.
In the recently concluded "I am a singer 4? How did Lao Lang feel in the battle of the King of Songs? A gift? Let the long-lost Mr. Rock Six reunite on the stage, which in itself transcends the stage, and they awaken a generation's memories of youth. Lao lang's "communication" suddenly opened the skylight of human nature, making people open the clouds and feel directly? Life is not just the present, but also poetry and distant fields? .
One hero, three gangs, one fence, three piles. Networking is a resource and capital in one's hands. In the business competition, a harmonious and smooth personal relationship will be running all the way for your career. According to the 28 th rule, 20% of a person's success comes from knowledge and 80% from contacts. A high-quality network may not bring immediate praise or win enviable wealth, but the feelings it contains will often accelerate the re-integration of its own brand system and optimize its extension in cross-border marketing.
Just like "I am a singer 4" which ended on April 8? How did Lao Lang feel in the battle of the King of Songs? A gift? Let the long-lost Mr. Rock Six reunite on the stage, which in itself transcends the stage. Wang Feng, Luan Shu, Ding Wu, Gao Qi, Li Yanliang, Zhou Xiaoou, Immediately, and Jin Chen are sad, but they have awakened a generation of memories of youth, which is enough. Just because the old wolf's connections suddenly opened the skylight of human nature, people suddenly became enlightened and felt it directly? Life is not just the present, but also poetry and distant fields? .
The rhythm of growth
The power of personal connections is intangible assets, which brings enjoyment to brands and adds value to individuals. But if you are not good enough, your contacts are worthless. Not sought after, but attracted. If you can spend a little time to consolidate your brand heritage and maintain your brand with your heart, then you can continue to develop in an industry. As long as you are glowing, everything will come naturally.
An excellent musician is first of all a person with a unique feeling of life, and it is this innate uniqueness that makes his artistic Excellence possible. At the same time, his unique self must be the spokesman of the public to some extent, and the sigh and cry of his soul must arouse strong and extensive vibration in people's hearts, so that music can become recognized music in the true sense.
In the late 1980s and early 1990s, in addition to some foreign heavy metal rock music and domestic pop music, another completely different music style was gently blown on the university campus. Fresh style and youthful words are floating around, which seems to be different from rock style. In fact, they are intrinsically related. Let them appreciate each other and learn from each other in the great era. If you think about it carefully, you can find that there is tranquility in rock music and passion in folk songs. Dou Wei, Zhang Chu, He Yong and Xu Wei are such outstanding figures. Nagao also said:? In those days, campus folk songs were only sung at ordinary times, and then they were finally taken out for everyone's embarrassment? Sao Rouge? . ?
Therefore, since I promised to perform "I am a singer", Lao Lang no longer belongs to folk songs. Looking back on the whole wolf game? Sure? It is not difficult to see that he is not only a folk song, but also wants to play rock back to his original heart. It is precisely because it belongs to the best expectation of all mainland music that it can call the ideal out of the psychological dilemma and make people move. Encouraged by Hegao, Pu Shu's Journey made a magnificent debut, more like an old friend's unexpected encounter after many years, a faint feeling and a taste of time. After that, I cooperated with Gao in Winter Campus and recalled the time when white clothes fluttered. Lao lang's song is a kind of warmth, perhaps not exciting enough, but can it be resurrected again? Campus folk songs? However, it makes the musical chronicle of I am a singer more complete.
? Wolf? The youth of this brand is the youth of a group of people, and the notes he plays are the imprint of an era. At that time, there were many listeners, but what was lacking was works. There was no technology at that time, but I was full of energy.
At that time, Ding Wu and Zhang Ju were impressed by their persistent and confident rock style. Tang dynasty? Probably the best rock band in China, their first album "Tang Dynasty" recorded by 1992 sold 2 million copies in Asia, which brought great hope to Chinese rock music that tried to sing at the earliest. Black Panther band is the world's largest album selling band in Chinese mainland, and also the world's largest Chinese album selling rock band. Wang Feng and Bao Jiajie No.43 have sprung up. Academic? Strict self-requirements and serious learning attitude allow the band to exercise quietly and calmly while eliminating external interference as much as possible, so as to achieve the ultimate self-improvement; Overload band composed of Gao Qi, Han Hongbin and Zhao Muyang is the first torrent metal band in China?
Finding the beat on the way of growing up is the reason why these six rock gentlemen are based on the world. No matter what theory, no matter what theory, they can always use their own independent thoughts. Beat? Incorporate into your own philosophy of life. There is no doubt about it, right? Mainstream music circle? Is such obscure music neither fish nor fowl? Whether it's the rock man's independent production method or his independent ideological trend, these are not so easy to understand. And these rock music producers, like all wonderful philosophers, often indulge in their own deep or morbid thoughts, resulting in a new round of music confusion.
In fact, if you have a little market awareness, you will understand that this kind of emotion of Mr. Rock Six can make the brand touch the sentimental heart of customers through music, thus producing a * * * sound and happily completing the marketing goal.
Marketing guru Philip? Kotler once said that market positioning is the soul of the whole marketing. Indeed, successful brands have a characteristic, that is, they connect the functions of the brand with the psychological needs of consumers in a consistent way, and can accurately convey the information of brand positioning to consumers. Music is the art of emotion, and any song or song is the product of the artist's emotion, which is expressed in a unique way of music, or lively or euphemistic or solemn or desolate emotion, from which people are influenced by beauty and refined by sentiment. ? Happy because of love? Rock and roll creates emotional communication with consumers. Does this mean that rock and roll is caused by emotions, which is its essence? Love? It has influenced countless hearts and infected them with beauty. The most important relationship in the rock circle is also this appeal. This friendship is not boring and decadent, but a process of finding the beat positioning. Therefore, folk songs, rap, experiments, noise, metal, punk, jazz and electronics are constantly emerging among brothers, which are basically in line with international standards. More importantly, there are outstanding figures in almost every style, and their existence gives every style hope for continuous development.
Newborn drum
The most valuable charm of a brand is that it and its connections can create wealth and value for society. Therefore, when the way of wealth and value acquisition changes, the brand must output the corresponding demand through the change, otherwise it will enter the countdown mercilessly if it is abandoned by time. From the marketing point of view, Lao Lang is a brand of an ideal era, and his feelings are hard to change, but it is hard to change, not to say that it cannot be changed.
? Have feelings? The first step in the transformation of singing bar is not the change of tools and platforms, but the change of existing product thinking and brand positioning. Try to focus on specific tag groups with Internet influence.
In the Internet era, brand marketing has no consumers, because the purpose of buying products is not to make enterprises make money, but to realize the value they need. Brands in the Internet age are an important reference to help customers make easy decisions. When a brand helps customers choose themselves and can truly meet their needs, in the process of experience and sharing, customers will quickly share their feelings about products, services, purchases and uses to the whole world through mobile phones. When customers are satisfied by purchasing products and related services, brands will naturally be established.
For example,? Battle of the King of Songs? Before the official opening ceremony, Lao Lang and his Mr. Rock Six had been rendered exciting. Although they are full of ideals and realistic bones, people no longer passively and comprehensively receive media information. People are willing to interact through the circle effect to realize word-of-mouth communication. The PC and the mobile are platforms for people to communicate and discuss, and the discussion and evaluation of brands at both ends are like human rights? Wolf? Brand buying guide.
In fact, when Mr. six recorded the program together, it also changed itself. You know, Lao Lang, a label singer, once rejected this reality show. He always thought that this program had traces of PS, which was untrue, but he changed it anyway. This is not a compromise, but a new life. He knows in his heart that paying attention to people is the progress created in the Internet age. Perhaps all the products he saw in the previous music market were the same, emphasizing discipline, unity and standardization. However, in the face of personalized demand market, the inherent product model is really difficult to meet the needs of the crowd. The word-of-mouth effect produced by closed-loop trading and brand effect formed by various tools applied on the Internet is an important manifestation of Lao Lang's network competitiveness. This kind of spotlight effect has not abandoned the overall effect, but gained more market development space.
In short, in the process of brand transformation, the change of mode is the biggest pain point. Rigid and inherent routines must put down their authoritative role and become service providers and supporters of products and marketing. At the same time, after the re-integration of decision-making process, market strategy, product positioning and brand marketing, we should work together to break the class consciousness that has been formed in traditional contact and truly realize the market-oriented and user-experience-oriented interconnected brand character. Is this still a lot? Sleep? For Mr. Rock Six, this is a journey of rebirth.
I have to admit that rock and roll is a special cultural symbol in China, and its uniqueness lies in its expansion and puffiness. It always exists in the world with a tall Leng Yan, angry but merciful attitude. This blown-up music form far exceeds its own content and connotation. However, no matter how the music forms are played across borders, its networking purpose is to cover the audience of partners to the maximum extent. In short, brand marketing contacts are very important, and contacts with temperature are more important.
Marketing story case 2? The speed and passion of the times
Not only in China, but also in global business, there are two great changes, one is the increase of uncertainty, and the other is the richness of products. There is no doubt that there are all kinds of overcapacity. 20 15 The macro change we can feel is the economic slowdown in China, and the most intuitive phenomenon is overcapacity, with all kinds of consumer goods appearing around us, and the supply of various outputs exceeds demand.
What should the company do when the market expands, the competition intensifies and the overall supply exceeds demand?
20 15 we have been tracking and observing new and old enterprises? With its speed and passion, the water tower has withstood the impact of the ever-changing market environment and even become an undisputed innovator in this product-rich field.
Incomplete inventory, the water tower has completed many things that the industry has not done for many years in the last year:
● Re-adjust the supply chain layout
● Determine the direction of brand leadership.
● Redesign of channel structure and cooperation.
● New incentive rules for marketing teams
● Find ways to get data and be really close to consumers.
● New product design, testing and listing.
● New categories have officially entered the market competition.
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For the condiment industry that has long relied on the natural market, this is definitely an extraordinary speed of change. And this new speed has brought a brand-new start to the water tower.
By the end of 20 15, there were 80 emerging water tower design projects, which were distributed throughout the country through 30 independent sales teams in 6 regions. Five sub-categories are directly inserted into the local market to compete with regional products; Consumer data feedback is complex and diverse, becoming the most effective channel to establish consumer connections? Most importantly, MES (Manufacturing Execution System) and ERP (Management Information System) of water tower began to realize inertial communication, and each system was no longer an information island, so the efficiency of this brand system was greatly improved.
This is exactly what Bian Jiang, general manager of water tower marketing, expected. The water tower is a fast-growing enterprise. Is it efficiency? . Of course, efficiency needs a foundation.
Stand firm and accelerate.
A sales communication meeting at the beginning of 20 15 made the sales team aware of the root of the problem. Although the water tower people have been producing? Good product? I'm proud of it, but when you ask the sales manager a question at random? Will the vinegar you make be given to friends and relatives? But I got positive and negative answers.
? Do you need to explain when you send it? This is good vinegar, but the packaging is not good? . ?
This answer is very tangled, but at least it shows? I agree with the quality of my product, but I lack it? Yan value? The competitive weapon of the times. Missed this? Yan value? Standard, the price will weaken. The first-line market survey shows that consumers think that price and value are equal, which leads to the profit of water tower as thin as a knife. Enterprises are worried about the bad consumer experience, so they will never spare no effort in products, but the super affordable price brings the cost burden to the company.
The water tower still lacks the core competitiveness of stabilizing the market! The sense of premium, identity and loyalty need to be further improved, which is the driving force of the brand. The water tower will be from? Yan value? Change the packaging design. The discussion on this issue lasted for three days, and it only took a few minutes to confirm this conclusion. It takes 90 days for a new product from initial confirmation to molding, initial installation and listing.
In these 90 days, the production line has been greatly adjusted, adapted and assembled; The image spokesperson chose ginger, posters and advertisements; Negotiate with retail terminals, shelves and promotion several times; Communicate repeatedly with basic consumers, object and accept.
For emerging internet companies, this may not be fast. There may be several rounds of product life and death in 90 days, but for a company with a sales base of several hundred million and the original product is still running on the production line, this is the ultimate.
People call it the water tower. Prepare the gun stage? . ? Because after the guns are ready, talents can be recruited on a large scale. If the product design and brand are not competitive, even if a strong person is found, it will be difficult to succeed, because he has good kung fu, but no good weapons. ?
Learn to control the switch
In fact, every enterprise wants to control the master switch, whether inside or outside the market. Because after losing this power, the company may face countless uncertainties.
The main switch of water tower selection control is: team. In 20 15, the water tower team made an efficient and large-scale adjustment, and the overall market management cost was greatly reduced.
It is not so much adjustment as slimming. Most departments in water tower enterprises have made horizontal adjustment and merger to improve efficiency. Moreover, not only the sales team, but also the logistics and supply chain related departments have entered the merger process, because some departments have not helped each other, but are contradictory. This process conflict once consumed a lot of internal resources of enterprises. It is very important for teamwork to get through the second pulse of Ren Du.
A simple example, the previous order department took orders, which was out of touch with logistics and sales management. The order is likely to stay there for a long time. Under the new management rules, the order and sales management departments have merged. Now that the order has been obtained, the auditor can approve it immediately. It is this simple small change that straightened out the previously restricted departmental relations, and then used third-party finance for supervision and audit.
Unified cost assessment is implemented in the sales market outside the province, such as opening a new area and fixing the cost every year. If the logistics cost rises, it must be saved from rent and water and electricity, including office location selection and personnel recruitment, which are balanced by regional personnel themselves. On the one hand, decentralization, on the other hand, strict control, saving costs and encouraging innovation.
As a big switch in the enterprise, the team's process collaboration and innovation ability are very important to improve efficiency, which is also the most important part in the period of Industry 4.0 except intelligence.
Find scarcity in abundance
Peter. Diamantisz and Steven? Kotler mentioned in his best-selling book Abundance that artificial intelligence, robotics, unlimited computing power, broadband network, digital manufacturing, nanomaterials, synthetic biology and other technologies are growing exponentially. Has been able to meet the basic needs of all people on earth, and will go further soon? The era of abundance is within reach.
The future of a good enterprise lies in finding scarcity in rich times.
According to statistics, Shanxi, a province with a large consumption of vinegar products, has a population of 30 million. If calculated according to the per capita consumption of 30 yuan, the total sales volume is at least 654.38+0 billion. 20 15 the overall development of vinegar industry and condiment industry encountered difficulties. Several brands that have been concerned either shrink the market in an all-round way or work hard slowly. Recuperate? .
This may be a short-term brand scarcity opportunity for the water tower that has basically completed the upgrade.
? If we can fully understand this market and find scarcity, no matter how fierce the competition is, there will be opportunities. ? In fact, the vinegar industry is not as high as other industries such as milk powder. The typical characteristics of this industry in the terminal are less shopping guides and high self-selection rate, but the profit is not worse than milk powder. It will be the best way to adapt to the future market to highlight the brand value, slightly increase the customer unit price and increase the self-selection rate.
Another opportunity discovered by the water tower is market segmentation.
In an era of high dependence on online search, there are endless opportunities for high-quality market segments. The emerging Internet crowd, for points of interest, either search for brands or search for categories, no longer simply limited to geographical division, but according to interest groups. What vinegar should jiaozi be dipped in? What vinegar is used to mix kelp? Do you have halal vinegar? How to use vinegar for beauty? The business world outside the terminal must be realized through computer or mobile phone search.
The good news is that you can relate these problems of vinegar to those interpretations of the water tower.
Make a big brand horizontally, and do deep segmentation vertically. When emerging companies keep exchanging high prices for users, but they are caught in a price war and have no way to retain new users, Water Tower chooses the opposite business model. They saw the risk earlier than others.
20 16 may be a longer winter. Can you find a real profit model like the water tower?
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