Can not betray the brand, not to betray the soul

Last night to see CCTV2 "Irori On the Road" program Huiyuan Chu invited to do the new officiating guests in a program host and Zhu constantly talking about the Coca-Cola to buy Huiyuan been a problem in the moderator's question to answer, Zhu seemed to ease the outside world public opinion, not the slightest awareness of Huiyuan merger opposition have been subject to any pressure, other people, after all, entrepreneurs, a business manager, to answer questions there seem justified Festival, neither haughty nor humble, carrying He said the brand value, social value of the banner at the scene in a program to win a lot of applause. Zhu real understanding of the new ceremony of the "Win in China" program, when he and Ma,史玉柱scene alongside programs teach participants how to start, a word which I have also impressed, "we should learn from Coca-Cola, and then surpass him" , this program last night and again in front of the audience to re-surface again said, Coca-Cola to the acquisition of Huiyuan is not a matter of one or two days, but since it has been media reports that carved from one stone irritable Melaleuca from waves, the people of public opinion in an uproar, Zhu new ceremony is the brain there are problems with how good a brand that sold on the sell-ran Road, Chinese enterprises so there is no self-esteem? They throw a winks his arms back? Huiyuan is the original intention to complete the private enterprises, in the development process by the generous support of national policy treatment, now more than two decades of hard work to the outcome of handed it over to others, it is inevitable people will not be unanimous opposition voice, will work together to ordinary business of mergers and acquisitions in the case rose to the nation onto a problem.

"We learn from Coca-Cola, and then pass him," But now we have become so dramatic, a desire to have a better Huiyuan have sold their competitors really can not understand why, a big private enterprises, and its net fruit juice products to occupy the Chinese market for more than 70 percent, driven by related industries, employment in as many as tens of thousands of people, and now owners of Coca-Cola, I question Zhu Huiyuan you want to save or to destroy Huiyuan?

In fact, we are not opposed to the normal and reasonable commercial deals, if a company or brand because of the mismanagement of the crisis should be sold, IBM's personal PC sector is not acquired by Lenovo, how do we not seen the Americans as opposed to Coca-Cola Like the acquisition of Huiyuan, Coca-Cola to buy Huiyuan surface was a commercial acquisitions or business strategy can be seen from the past, foreign acquisitions of Chinese enterprises look at the purpose of the case may only ask Zong Qinghou know.

Chinese enterprises by foreign mergers and acquisitions, rather than one of the two, but the result was almost surprisingly similar, not the death is a disability, not in the struggle is to regret. Take a look at their destiny now, perhaps we can understand why foreign investors have so love the acquisition of Chinese enterprises?

In 1990, Shanghai Jahwa joint venture with Johnson, the people are familiar with "the United States and Canada net" trademark was shelved, "the United States and Canada net" of the United States were black radar mosquito aroma, it was a wash, Mr. Vermeer. Shanghai Jahwa 1994 £ 5 billion net trademarks of the United States and Canada, but has lost the opportunity to stand up.

In 1994, Unilever made toothpaste factory in Shanghai's holding power, and adopt the mode of leasing brand toothpaste factory in Shanghai, "China" toothpaste, a "Chinese" not Chinese toothpaste embarrassing situation now, the Chinese toothpaste in the market share has been pitifully small.

In 1996, the "vitality of 28" with Germany and the United States joint venture company Reckitt Benckiser, the "vitality of 28" This well-known brand of washing powder from the memory of people gradually disappeared, the vitality of the vitality of 28 when the squeeze was too Meijie into the grave, no more!

In 2000, the Robust was the acquisition of Danone, Robust brand now has been basically out of the market, once famous 27 purification also rare traces of purification in the market is running out, Health Express also seems that no oil, and does not run.

L'Oreal acquired in 2003 a small nurse, 5 years later, a small nursing home on one of the L'Oreal has been carefully protected? Almost did not pass out to stores to see almost disappeared.

Last year, with Danone Wahaha trademark of the hubbub of the quarrel, and now there is news of Coca-Cola to buy Huiyuan, with so many former example, the acquisition of Huiyuan case has aroused people's national sentiment sank a long time and oppose the voice of the territory, the law of the jungle is the law of survival of the world, big mergers and acquisitions of small enterprises, like the United States to fight in Afghanistan, Iraq, pose a threat to me, I hit you, or even pleasing to the eye will see you do not hit you can never tell, foreign acquisitions of Chinese enterprises Is it not true that this reason, in the world, Coca-Cola is the world's top 500, but in China, his position is not yesterday's, canned drinks boss location by the Chinese herbal tea to the capture of Wang Ji, and fruit juice products not as unified, not to be placed on a par with the Huiyuan and Coca-Cola out of this one stroke, in fact he was very aware of that want to reap without sowing, in order to defend it in the Chinese market the first location of the beverage industry, it can not wait even a little bit. So very cruel and ruthless, not to Chinese enterprises in a killing?

With the spreading financial crisis, many enterprises had a hard time it is true, If you have just raised his gun and surrender that's not what a good fighter, happy soldiers captured more terrible than a traitor, and enterprises is also true, If you have a chance to survive or to live in a time when just told outsiders flirt, I see this kind of entrepreneurship is nothing good stuff, if this enterprise is represented by the industry as a whole or the entire nation, then he can not forgive it, and keeps saying that perhaps the social value is a fool who lies only with the aim not to deceive the people he was feeling, emptied the national wealth generated in the endorsement of the pressure of public opinion?

Whether individuals, corporations or countries, want to survive must constantly strive to become their own powerful real strong. Do not rely on any outside force, not. Huawei, ZTE, Haier, Lenovo, such as batch after batch of excellent Chinese enterprises errors walked the Avenue of Stars this right, not relying on independent innovation and strategic restructuring of enterprises to enjoy the glory brought about by the development of it?

The Coca-Cola to buy Huiyuan is clear is the Coca-Cola set up the trap, you want to nibble and drink to occupy the Chinese market is the most fundamental purpose, not to mention the brand Huiyuan comes puberty, the huge development potential and not to discuss the assessment on as to the middle-aged do not have to take things too hard so ah? Huiyuan Whether judged from any perspective, are not necessary to buy Coca-Cola, Huiyuan sold the brand for me personally in terms of perhaps there is not much impact, because I did not Huiyuan, if it is standing on State responsibility or national sentiment point of view, is to betray the soul of Huiyuan sold! !

The economic crisis to its brand value-added

"Brand to its value-added," is not a value not to, but enterprises must conform to the trend of consumer senses changes in the marketing communication in strengthening the real value of the product, do not over-emphasize the value of the virtual - the added value of the brand.

Consumer value of the sub-rational values and emotional value

Reason is the value of their products to consumers is the more dominant the value of visual comparison which could be perceived to be of value to consumers through vision, hearing, touch, taste, and other visual perception.

Sentimental value to the consumer is brought about by purely psychological feeling, this is a hidden value, that is, consumers do not see or touched but can feel a kind of value, is a virtual value.

To the economic crisis, a rational consumption, increasing the value of virtual neglected

The economic crisis is coming, more and more cautious consumers spend money, save more and more and more rational. In this case, the consumers more and more the value of virtual neglect, more and more attention to the real value of the product itself. More consumers concerned about the currency to pay, what was the real interests of the product.

Therefore, consumers in the purchase of goods, taking into account all the more reason to pay more attention to cost-effective products. In the end product will be a choice of "slashing the" brand value-added, direct comparison of product features and prices. The same function, the same sense of the quality of products, more choices to consumers at lower prices. Cost-effective products into the consumer's purchase decision factors.

At this time, the right marketing can not be too heavy in the pursuit of value-added brands, products and return the value of rational functions. Globrand.com must be strong emphasis on the rational product features and benefits of the development of marketing communications. The empty, the brand's selling points to put emotions aside, but to highlight the features of the product selling point, as well as brought about by the objective function of interest. This time, emphasis on function than the selling points to emphasize brand feelings more effective selling point.

Do not is not a value-added, but pay more attention to the real value of the product.

The economic base and economic status of the concept of consumption decisions, consumption Decides concept of consumer attitude, the attitude of the consumer spending decisions, consumer behavior determines the end product of choice in the end-consumer products and choose a final decision on the fate of the business of life and death.

"Brand to its value-added," is not a value not to, but enterprises must conform to the trend of consumer senses changes in the marketing communications products to strengthen in the real value of the brand will not be magic, too much emphasis on the value of the virtual - Brand Value-added.

And in fact, the real value of the product itself, the embodiment can bring added value, we should try to let the value of the product can be perceived, and stressed that the real value of the product at the same time, to allow a greater sense of the value of the product. In other words, focus on the value of the product itself to do value-added, not too focused on the brand's value (the value of the virtual) to do.

Quick users of brand planning

We have a few back in front briefly introduce the brand to the crash of the main planning, and then the next chapter we will introduce the audience brand planning. The so-called brand audience, in a nutshell, the brand is the recipient of information collection, which includes the brands consumers (users and buyers), the competitors, spectators and commentators, and so on. The audience for brand planning not only helps to target consumers, the driving force for building a brand; but also for brand design, marketing and dissemination of such acts is extremely instructive, to know ourselves and our enemies Baizhanbudai. As a result, the audience for the brand of precision planning will help the fast-growing brand, which includes the brands of competitors, buyers, users and critics such as the precise definition and assessment of the content, and so on.

Here, we will first introduce the brand to users of the planning points. The so-called brand user, that is the practical application of a collection of brand carrier. They are the basis for the existence of the brand, not brand users, all other brands in the end will be a castle in the air, which is the operator of each brand must bear in mind the principles, such as the end of last century that claims to be the largest in the history of communications projects, "Iridium" Is due to the lack of users are forced to spend money directly on the loss of more than 5,000,000,000 U.S. dollars. Therefore, to save the fast-growing brand, brand users precise planning is essential. In general, users of brand planning for sure to do a good job in the following three elements:

First, it is clear who the user

Only clear which brand the user, we would not be able to brand planning and operations targeted and effective driving force for building a brand, driving brand to grow and prosper. How to clear it? There are two general ideas: first, starting from the carrier's brand, and the other is from the market's needs. The former are more suitable for the carrier already existing brands, that is, business has able to market products and services in order to promote sales and brand creation, which is the brand as a marketing tool for thinking, the overwhelming majority of the brands are The so-sheng; the latter is more suitable for all the start-up brand from scratch, that is, individuals or companies found in the market there is a demand for the group and its brand is defined as a user, which is a brand to be regarded as assets The mode of thinking.

Second, users need dialysis

A clear brand users, their need for a thorough analysis and found that the needs of the user already exists which, more importantly, those who tap the potential. From the general need for the material needs of globrand.com and psychological needs of the two perspectives of the interpretation, it is usually the core of the brand research. As the user is often on their own needs can not have a clear understanding, therefore, must see through the nature of the phenomenon, its understanding of the subconscious, and only this way can the real needs of the users of dialysis.

Third, to identify ways to meet

The user needs to know, we have to be based on the user's needs and meet the economic analysis, and can choose to enable users to meet the increasing needs, and then used to determine how to meet it, is Through functional or psychological, functional (psychological), and what manner, and so on. For example, a user needs a clearer television picture, we can improve the clarity of the screen to improve signal transmission quality and increase the quality of the source itself, and other aspects. In another example, to increase the screen resolution can be scanned line by line, 100HZ show that 1.07 billion color processing technology to achieve.

In short, brand planning is not only a lot of users planning on the premise, and will operate in the future, such as production, marketing and services program to play the role of the far-reaching, and must not neglect.

Do not like big brands

What to see too many dealers, the big story of the brand. It is as if we live in is such a "new era" at every turn on the "P & G", at every turn, "Mengniu." Later, it found that those things in life apart from one, holding them as a success story to talk about funding, as though our business was not much of an effect. After all, these "big players" of the deal were still few and far right. Moreover, I see more "and the other as photos, and then used as a propaganda".

Here, the author on the study of long-term experience with those fighting in business strategy into practical knowledge for everyone to share it.

First, the overall market value. 80, to do business, are basically made. Why, now, doing business as if it is so difficult? The reason is simple, when China's reform and opening up early, what are the initial stage, and the ratio of farmers and businessmen great. After all, business is one of the few people think. As a result, huge market, but only a small number of people who are divided into the hands of every businessman's wealth would be very much more. This is today, some people go for this market, dumplings, I do not know this already-bloody it? In addition, the product loyalty geometry? Degree of homogeneity and geometry it? The piece of pork a few trillion market value of the market, you can see who is going to fight for it? Careers are the same. You have to look at the work you do is use what you value. If everyone can do the job, and, for very many people, the most serious is that you do not have the so-called "relationship" to support. In that case, there is no need for you to try to compete for the market. Really know how to market, will make use of their own selling point, to avoid head-on collision, to create wealth.

Second, labor exploitation. Sometimes, we will find you fix up the car than wage earners will be more difficult, but not much money. Why? First of all, what the care of the car repair, there is no sense of fashion, there is no added value, unlike LV, can in fact use all of a sudden he jumped off the value of - fix, repair is good; good repair, you kung fu is not home. Second, over-reliance on the boss. The industry, are often open their own boss, their repair, so for a long time and found a good business, only to recruit 12 apprentices to help. The matter has come, let us not refer to their own level of apprenticeship. Moreover, the industry does not have too much added value. Overall market value of the clothing is also not as high repeat purchase, and units of time to create high-RMB. The most serious is that the boss will not go to cultivate this gang, a group can create its unit value. Things will pro-Gong, which has led to the store every penny of value a person will be created for small businesses, this is very bad. In recent years, as a very popular online games, we often hear some people say this thing can make, but many people think is a waste of strength, tossing the body a month to make more than 1000 pieces. The crux of the problem is that people do not know how to use them to create a residual value. If a person manipulating the two accounts, earned 1000 yuan a month. In that case, if the ranks of his group, a person can be manipulated 6 account, is 3000 yuan a month. That was why he has not done so? This involves asymmetric information, and to configure machines, such as organizational problems. A studio, every day from the exploitation of wage earners 50 separate flights day and night, a machine that is the 100 yuan.

Third, the actual market value. Restaurants each year could be the market value of several trillion, so here is not necessarily a lot of gold you found it? The overall high-value, shows that it is possible opportunity. But it certainly does not mean that a lot of money. You also need to consider your core competencies, the concept of your product, your location, your promotions, your overall marketing co-ordination, management of your background and so on. Leaving aside the first of these is not to say that I would like to talk shop. In a suburb, you feel good to do business? Simple life of the people here, but at the same time the pursuit of fashion, longing for the prosperity of the city. Such is the double features, so that there are small businesses when a big row as well as KFC and the like into the well-known restaurant industry. You say that I am here to do a good globrand.com? If so, then the food is certainly cutting the market, engage in the traditional fashion, meaning that the "traditional" food, not like the concept of loading and cross; if it is engaged in garments, middle-aged or better, you look at the Where the number of young children are out of work in big cities, the older generation of people have begun to enjoy the blessing of old age, and the land is often less competition - as do the costumes are more young people, and They do all their young familiar with the equipment; do jewelry, this may be a piece of the Blue Ocean, jewelry because of high value-added, requires a lot of expertise, and consumers want to know that they bought in the end is Crystal, or that only a few dollars worth of broken glass.

Fourth, business management. Do not say might not be aware of. In fact, each store will have its own business management. Of course, I will not tell you, "Matsushita" that old story. After all, he was selling electrical appliances and what is your relationship. You can not be the same as selling the printers abroad. Times have changed, we can only say that the practical, educational failure here - not only out of the times, yes, platitudes out of touch with practicality. So, here just want to talk about modern society, which operates the store people. They, in fact, often do not have a set we have not been summed up and analysis of business management. Miss Li opened a clothing store, this street is not very wang, every few months will have to close down shop, the opening of new stores. However, Miss Li is to open the shop or good, stable source, so that the Miss Li An safely store opened a few years, the income was not bad. In that case, her business management for this? Since this is not the street-wang, and many of the same competition. In that case, Miss Li competitiveness Why? The simplest first, we thought that was the difference, that is to say, they are selling the young ladies, I sold men, if men and women have been installed, have Maternity, children's wear has been, it may be Miss Li's cargo Yes, perhaps she is with the sales ladies, but it has a unique vision, she is in itself a living model, beautiful people, good eloquence, and particularly large number of repeat buyers. Miss Chen runs a boutique business is not very fire, but a month or a net profit of Qiba Qian. Of business management, then what is it? First of all, the boutiques are in a low-level stage of the competition, Miss Chen to targeting its stores in Crystal professional households, so that in high-end market. Together with their crystal For in-depth studies over the years, so we would not have to sell fake and shoddy commodities such things. As for her stores, in order to meet the needs of its position, showing the visible nature appropriate place. In addition, the size of the stores, the overall feeling is also to meet the goals of the group designed. This is, no matter where you go, if you see other people's good shops, like a lot of profit, you need to do is not to follow the trend, but look at other people's business - the success of each of the shop behind There is a total unknown, ""!