November 22, 2016, with 2016 "World Television Day" China TV Conference held in Beijing International Convention Center, 2016 China Interactive Marketing Trend Forum also officially kicked off. This forum invited from the Ali mother, micro whale technology, Mengniu, Luhua, Henan city channel and other interactive marketing practitioners, talk about marketing trends and methods of innovation. Mr. Xiao Kun, Vice President of Charm Communication , was invited to attend this forum and delivered a wonderful lecture entitled "The Essence of Impetuous Age Brand". We shared with you the essence of the brand in the context of impetuous times. Brand experience.

Brand success cliche, the elements of the success of the brand is benevolent see benevolence, the wise see wisdom. With the development of technology, mobile Internet popular, large data age with each passing day, people on the successful establishment of the brand for a lot of in-depth study and discussion, from different angles to think about the brandundefineds spread and growth, making the success of brand building point of view, in different Perspective and position under the formation of a hundred schools of thought contend, flourishing situation. Charm in the field of brand integration and dissemination of more than 20 years, more than 20 years in the new technology constantly changing, Charm is also ongoing practice and observation, with the historical perspective to find the key to the success of the brand. On the success of the brand elements, Mr. Xiao Kun shared the following three points: a good product, a good story, a good partner.

A good product is a prerequisite for creating a brand

China is a manufacturing power, we advocate the spirit of craftsmen, with unlimited creativity, can produce good quality, stable performance, reasonable prices of products, so that the world is full of Chinese manufacturing. But the product market noise of the public, the product is copied, is homogeneous, the speed of the exception was unusually fast, the product is also on the road to the brand gradually drifting away. The market is changing, adhere to the spirit of craftsmen, change innovation, explore a good product, in order to open the door to the brand.

Good products from the consumer demand and market trends from the point of view, attractive attention, into the human brain, so that consumers through the product, resulting in brand awareness. There was a chair manufacturer, and I laughed at him as the "chair king" because he had the worldundefineds most advanced factories, made all kinds of comfortable, exquisite chairs, the output is one of the best in China, but are to others OEM. He and I discuss how to do the brand. I would like to ask you, chair how to do the brand? We almost every day chair, but who care about the chair of the brand? The worldundefineds chairs are similar, to explore the ability to reshape consumer awareness, to meet the fashion trends, to bring consumers the benefits of differentiated chair products, have the opportunity to build the brand. Product innovation to meet the future trend, in the context of the Internet + era, there are many simple ways to enhance the use of the value of the chair, giving the chair a new concept. For example, in a normal chair to install a Bluetooth wireless sensor system, you can connect with the smart phone application, providing a series of interactive chair function, set the sedentary smart reminder, automatically generate sitting time curve, the formation of data to help business management, People communicate with people, etc., smart chairs born, perhaps can be called "big data on the buttocks." With the ultimate user experience to change the consumerundefineds traditional knowledge of the product, the establishment of new awareness, this is the beginning of the establishment of the brand. Chair king so, the tie is also the case. Zhejiang Shengzhou produced almost 70% of the worldundefineds tie, is a veritable world tie factory, but did not produce world-renowned tie brand. With the escalation of consumer attitudes, changes in fashion trends, tie consumption is also quietly changing, excess capacity is facing a new way out, and tie brands can easily use the new product line to lead the consumer fashion. Supply market reform opportunities, is the formation of a large Chinese middle class, as well as their huge consumer demand for upgrading. Personalized service, quality customization, intelligent consumption, from the consumer point of view design products, these are the Chinese manufacturing to the Chinese brand transition difficult to avoid the subject.

Good product is from the consumerundefineds point of view to redesign the product, the consumerundefineds perspective to explore the product innovation breakthrough. There is an entrepreneur doing the whole bathroom, the product is doing very well. The overall bathroom covers an area of small, stable quality, green low-carbon, is the standard Japanese decoration. In China, the overall bathroom is mostly used for hospitals, construction sites, fast hotels and other commercial sites, in the civilian Chinaundefineds largest home improvement market, the overall bathroom advantage can not attract C-side consumers. In the face of this huge consumer market, the entrepreneur began to want the overall bathroom business model from B2B to B2B2C, so he found me. My suggestion is that 2B to 2C is the target consumer changes, then the productundefineds advantage will need to cater to the preferences of such consumer groups, can not say to the builders to those consumers. The overall goal of the bathroom is the young group, the bath for young people is not simple to clean, but a free to relax, release the pressure, independent thinking of the good times, while singing or playing like music is a lot of young Human habits, if the use of this emotional habits, with the right products will be this emotional amplification, resulting in resonance, and then by the resonance into the product advantages, to achieve consumer recognition will be more relaxed. From this point of view to redesign the product, with the smallest changes and inputs, in exchange for maximizing consumer interest and recognition, what kind of good ideas? We can install a loudspeaker for the whole bathroom, connect the bathroom with the phone, TV or computer, the bathroom will be easy to upgrade to the music bathroom, we are no longer selling materials, but a different experience The This idea was just chatting, we did not really seriously, but a year later, I saw the capital airport Kohler music show ads, this thing was Kohler made.

Speaking of shaping the brand, we often focus on planning, creativity, advertising, public relations these channels. But no matter how good planning, but also need a good product, a good product is the premise of the establishment of the brand, with a good product before they can start talking about a brand story.

Good story to support the existence of the brand

"Human history" mentioned that the reason why there is a human society because there are stories, have the ability to talk about gossip, imagine things that do not exist, strangers began to cooperate, the establishment of organizations, mutual dissemination, with the group of common imagination, we crave More, more production, division of labor more and more delicate, have the equipment technology. Human beings need stories, from the beginning of our birth can not be separated from the story; cell phone storytelling, newspapers in the storytelling, microblogging storytelling, television storytelling; Similarly, the existence of the brand is because hundreds of millions of people believe that the brand tells the story The Think of the famous hypothesis that if the worldundefineds Coca-Cola factory burned overnight, the next day can still be rebuilt, because the global consumers are convinced that it is delicious, the bank believes that the reconstruction of its factory to produce drinks can still sell, We believe this story. Therefore, the success of the brand needs a good story, hundreds of millions of people believe that you can become a brand. Advertising is not equal to tell the story, the future can be no advertising, the story has been needed, the brand will be due to the existence of the story and enduring.

Previous product storytelling way is very simple, shoot an ad, spread in the television media for one year, or even two years three years do not have to change, but also achievements brand. Nowadays, under the impact of the Internet age, the story has a new technology and means, experience, scene, connection, group identity, DMP, OTT, WIFI technology, etc., these are to provide a good story to provide more conditions, But also because of information, time, communication, means, and so fragmentation, dazzling, tell the story becomes more difficult Technology is only a carrier, over-reliance on technology, easy to deviate from the establishment of product and the nature of consumer relations. Story is to establish the relationship between products and consumers, and human nature is the basic logic of the story set up. Story and good story of the root causes of differences is also human nature, full insight into the target consumers, skilled grasp, to control human nature, in order to find a foothold for the brand. Understand people, speak people, to speak a good brand story, a good story to support the existence of the brand.

Good partner to help the brand success

This is the best of times, this is the worst of times; this is the era of wisdom, which is stupid, in todayundefineds complex environment, technology, tools, time, information fragmentation flooding, the creation of a successful brand, Not only need to build a good product, the interpretation of a good story, but also need a good partner, and even a lot of collaborators, in order to talk about this story together. In the fierce market competition and impetuous media environment, the brand service platform to fully understand their own value and mission, poke fog, integration of resources, through a strong service capacity for customers to obtain brand strategy advantage. Changrong spread since its inception in 1995, as a brand service platform, from an ad shoot up, do the brand, do creative, do integration, 20 years, has been uphold the heart of the customer service, never-ending concept, with the direction of communication strategy , With digital technology precision strike, with creative design touching people, with the content of resources to innovate brand relationship. This is a very systematic, professional and integrated work, not only requires a lot of resources, but also need to have the resources to sort out the screening technology, but also the use of resources planning and creative ability, as well as resource integration measurement and evaluation. And the most important thing is to do all this person, composed of the organization, is not to have a brand to build the heart.