Ye Maozhong: How Can Vulnerable Brands Rise Rapidly?

It is two different things to make brand and sell products. There are two levels of market competition, one is product competition, the other is brand competition.

The competition of products belongs to the competition between material and technology. For example, candy, its taste, packaging and price are all material level. Brand competition belongs to the competition of mental and psychological level, such as some psychological feelings.

Therefore, the brand positioning is not enough to explain the product, the key to brand positioning is to dig out the idea of compatible with this product.

So we do brand positioning and you sell products, produce products is not the same thing.

The slogan we make to Qipai is "men should be ruthless to themselves".

This slogan is spiritual.

This slogan has nothing to do with clothes, but it has something to do with consumers wearing this dress.

Because we did a survey at that time and found that many of its target consumers were in the two or three line market, and many of them had already been laid off.

These people are not so confident and passionate about life as they used to be. They have encountered some difficulties, but some of them have been reinvested in life under our encouragement.

But our idea is against all seven agents in the country.

They think this slogan will make consumers feel "our things are too expensive."

You have to be tough to buy it.

At that time, a compromise method was to use an image spokesperson Hu Dong in the past to take an advertisement: "life is like a battle, and everyone can lose courage temporarily."

To change fate, change yourself first. Men should be ruthless to themselves.

After making the advertisement with Hu Dong, the market reaction is not as successful as they imagined. Many women read this advertisement and took their men to buy the seven brand clothing: "men should be ruthless to themselves".

Later, the company spent about ten million HK dollars. Jet Li was asked to interpret the advertisement and say the same thing.

Hu Dong's influence is not comparable to that of Jet Li.

Jet Li is even more powerful if Hu Dong says everything is effective.

Or these words, but it has been a great success.

Summary: if the market competition is only the first level, then advertising like this is useless.

So we say that products are exchanged with consumers, brands are used to communicate with consumers, and you need to impress their minds.

Do not tell the truth to consumers. Consumers will always have a very superficial understanding of products.

The era of "wine is not afraid of alley" has long passed.

In the application of modern marketing technology, we even need to say: the quality of products should be enough.

Sometimes you know a beautiful woman and you are very sad and angry when you see her husband.

Sometimes I feel sad and happy when I see this situation.

But why are there so many things in life?

Many times, it is because there is always a difference between cognition and fact.

We must never tell consumers what is fact.

You can't have the time and money to do this kind of thing. The people are not interested in listening to you.

Therefore, in the process of communication, we emphasize that cognition is more important than facts.

I have come into contact with many small businesses. One of the strong feelings is that many of our entrepreneurs are not confident.

It's like a man falling in love with a beautiful woman.

Falling in love with a beautiful woman is very easy for you to feel inferior and feel that you can't do that. That's not good either. You decide to work hard, improve yourself, and pursue her at the right time.

Later, after six months, she was found to be taken over by a small bully.

This thing makes men very angry - they feel a little inferiority about their condition, but the little bully is not inferiority at all.

But everything has become a reality.

Therefore, when we see a market, the most important thing is to grab ground.

Sometimes, it is a contradiction to grab land and practice internal strength.

When you have done all your internal work, you may be robbed.

So at this stage, it is more important to win territory than to practise internal strength.

Don't expect consumers to be smart people. The same brand labels are not completely different from consumers' labels.

For example, the two cups are very similar in terms of matter.

You must never think of how much consumers will know about the performance of a product.

It is ridiculous in the real market to say that "people know what we are good for as long as we use it" and "people know what we are good for as long as we eat."

Consumer choice is often determined by its additional factors.

For example, you put a label on McDonald's on a cup on the left - housewife will make a choice right away: "I want to buy the one on the left."

You ask her why, she will reply, "this is McDonald's."

You remind her again that "the left one is more expensive."

She would reply, "it doesn't matter. Our family likes McDonald's best."

Because she thinks this cup is expensive but has some added value.

If someone tells him, "this cup is the same as that cup, it is produced by a factory."

Her first reaction is to doubt what you said.

Why is a pair of shoes attached to a hook, not only the price is completely different, everyone is still chasing and buying - this is the same reason.

Therefore, we should not expect consumers to have much knowledge of products.

An organization has done such a marketing game: blindfold her husband's eyes, let his wife stand with a group of girls, and let her husband touch the hands of these girls.

As long as the husband touches his wife's hand, he can get the prize.

During the game, the host asked, "how long have you been married to your wife?"

"Eight years."

"That should be familiar to this product."

Then let her husband begin to touch.

The result of the game is that when the husband thinks he has "touches" his wife, his wife is standing awkwardly on the side.

After eight years of marriage, this is the result.

The reason for this game is that it is totally deceptive to say that consumers have much knowledge of products.

A strong brand will change your attitude towards the product.

When I was a teenager, I got a bottle of Coca-Cola once, and several small partners drank it.

After drinking, it feels just like cough syrup.

But on the second day someone asked, "how did you feel about Coca-Cola yesterday?"

They dare not tell anyone they can't drink.

Because at that time, people in the movies were especially senior people who drank at special high occasions.

So I can only complain that I have no culture, even my mouth has no international taste.