Globalization: China's competitiveness in the new brand proposition - cosmetics marketing, brand competition - hairdressing industry

Globalization: China's competitiveness in the new brand proposition - cosmetics marketing

, brand competition - hairdressing industry

A brand from the first day of birth, to keep looking for the consumer, and constantly looking for the brand's competitiveness. In many cases, brands that have found competitive, but often found that some managers of the brand what appears to be competitive in the market or in the minds of consumers and not necessarily the real competitiveness. Therefore, there was lot of discussion about an issue that is "brand is who"? In fact the answer is simple, the brand will always belong to the consumer, because in the new competitive environment, the brand not only to the pursuit of market share, but also to pursue the consumer share; modern marketing is no longer a product of war, but consumer awareness of the war; is no longer how well the products, but consumers feel what your product, brand building not only pay attention to brand awareness, but also to pay attention to what the core values of the brand in the end. Brand competitiveness evaluation is from a consumer's market share, brand development index, the consumer brand loyalty and preference to research, consumers have the final say on the brand. In today's context of globalization, the brand's competitive environment has undergone great changes, and thus produced some new brand proposition.

10 years or 100 years: how to grasp the consumption trend Evergreen brand?

If we look at the brand 20 years ago, the lives of Chinese consumers, we can see that there are many well known brands, but today the brand does not exist, such as Power 28, the sun rose iced tea, bully, Qin pool wine, today there are many brands in consumer spending, there are many local brands international brand. This should be brought to the brand of that in the end what has changed? From 2004 to 2006 list of China's most competitive brands, we found that there are many strong brands stronger, and there are many areas more competitive a, for example, digital cameras, notebook computers, mobile phones, washing machines, shampoo, etc. in the field is the strong stronger, and in juice drinks, shower gel, sports shoes, etc. in the field is full of a lot of variables. The analytical reason for the change brand competitiveness, the competitiveness of these in the calendar year in relatively good performance of the brand, the most important thing is to grasp and adapt to the changing needs of consumers.

First change in consumer demand is growing demand for functional diversity, and endless. For example, in shampoo in the field, several years ago, Chinese consumers once a week before the first wash, but today, consumers in China almost every day, wash, and shampoo features consumers demand is also changing, to dandruff , and submissive, oil control and so forth, which is P & G's taught us. The second change in consumer demand is consumption, the impact of the scene to rise to new consumer demand. Consumer brand if these scenes, get more development opportunities, for example, some consumers prefer to drink fresh milk, some consumers prefer Suannai, there are consumers like to drink lactic acid bacteria beverage, and they are not drinking occasions the same. Therefore, the milk brands have pure milk, high calcium milk, breakfast of milk and even high-income groups face in the milk. The expansion of the brand by category can be a solid market position, enhance brand competitiveness, Mengniu, Yili brands such as consumer spending through continuous mining scenes and acts, which won the innovation category competitiveness. The third change in consumer demand is the product of choice when consumers are not too many, not brand awareness and consumers value more cost-effective, when there are brands, consumer price value of the brand than when All product homogeneity, people value the brand than. For example, digital cameras, mobile phones, desktop computers, technology, increasing maturity, and consumers more choices drive is on the brand, not just cost-effective, Canon, Nokia, Lenovo and other brands recognized by consumers, is that they not only meet consumer demand for products, but also with differentiated brand value.

Changes in consumer demand in the fourth, the brand is a symbol for many consumers, a popular culture. Similarly a motorcycle, a Harley can be sold as expensive cars, because that it captures a consumer group, a symbol of the pursuit, one pair of Harley consumers found that their favorite idol Mao Zedong Stalin, therefore, Halley became a symbol of heroism Complex brand. Many brands have since created a popular and welcomed by consumers, many international brands to the consumers, is a symbol, is a brand culture.

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