Traditional branded Internet-style evolution[i = s] This post was last at 2014-6-17 10:25 edited by Luling village [/ i] text / Luling Village, Cheng Zhe I remember a friend once wrote an article, mainly on how the Internet will subvert the traditional industry. He said, I called the human population thinking bees will, you can imagine the establishment of a human group brain memory: the search path for each Air Jordan 11 node of the first neural memory when it is not yet established, and when we need to use it again slowly formed a strong connection. Before the birth of the Internet connection path to the node memory is weak, strong connections are rare, but these paths are lit after the advent of the Internet instantly, all storage nodes can be connected in an instant. This gives the whole future of mankind to make decisions than ever before with unprecedented support system, based on the memory model, humans will rewrite all sectors, and the future of mankind. For Cheng Zhe of this theory, I very much agree. In fact, the rise of the Internet, it is the human connection that we start thinking awakening. We have created a search, connecting people and information; the creation of e-commerce, connecting people with the transaction; create a social utility that connects people. Internet is subverting all the industrial age, including the consumer market, brand awareness, thinking. The future, we are now well-known industry will be deconstructed, the Internet will become our information and services, 'the high-speed network,' Connecting everything real world. First, people will be 24 hours (real time) online, always tied together with a network, there will be 'online' and 'offline' points. Second, because of the Internet communication, more and more communities, more and more, the brand will not be a public awareness of the label (good quality, good service, high quality), but a community recognized of differentiated products (value 2015 Latest Nike Shoes convergence, product style, design), that is, the future will not have the VW brand, only mass brands. Finally, the future will not have the poor, nor is it for dinner, but more out of the mentality of the poor. Future, due to the development of the Internet, Nike Air Max 90 Hyperfuse mankind will usher in unprecedented prosperity, with Luo Zhenyu's words, the future economic model will weaken the relationship between demand and supply of game Air Jordan 7 experience will become market-oriented economic model. So, for all the traditional brands, they will face the risk of being subversive, the only way out is - the 'Internet-style evolution.' How it evolved? 1) reposition Mr. Jack Air Jordan 6 Trout wrote two books, one is 'positioning', one is 'repositioning.' 'Positioning' describes how to achieve differentiation in the minds of potential customers, to gain recognition advantage. 'Repositioning' is how to adjust the mind awareness. These realizations can be about you, it can be about the competitors. In short, the key to 'reposition' is established for their positive positioning. But I wonder if you noticed, Mr. Trout emphasized two books on cognitive locate the customer mind, rather than differences in the positioning needs of the customers. Internet age, most people's needs have already been excavated. Even a demand, consumers have N brand products can be used to meet. Clearly, in an increasingly competitive today, the essence of modern enterprise management has been to seize the market into contention customer, and the customer is the key to win the competition for the battle of the mind. Many people feel that 'fear of angry, drink Wanglaoji' This advertisement is cattle. Indeed, when the herbal tea market is still to be developed, phrase slogan the phrase, a direct hit consumer demand point, of course, success. However, under the current situation of herbal tea market is basically saturated, in addition to Wong Lo Kat, JDB, other herbal tea also to 'a goal' as the main point of branding, you say someone will buy it? 2) community brand I was in writing, 'Why would anyone buy a hammer mobile phone,' a paper quoted Rawls communitarian point of view. Rawls believes that liberalism ignores community awareness of personal identity, the importance of political and common cultural traditions, around theoretical construction has its limitations. But precisely because of this restriction, the community values continue to be underestimated. However, with the development of the Internet, information exchange more convenient, more and more small spatial distance. Because of this, like-minded people more easily together, eventually forming community. An obvious example - Luo Ji thinking. Luo Ji thinking with Youku video + micro-channel public number + Weibo, has formed a community of nearly 200 million people. You know, the line down to do it, in any case it is difficult to build such a large community. What Luo Zhenyu rely on? The Internet. So, strictly speaking, then, Luo Ji thinking is actually a community brand. Community brand, Luo Ji thinking can do, companies can do it. Examples of success is millet. Millet is not only a large group of 'fans' fans (the number is several times more than Luo Ji thinking), and the establishment of the 'millet community.' In addition to daily operations community, fan activities, millet will have the annual 'rice festival', massive. Because this community and millet associate degree is too large to have a 'millet', 'fever', 'cost' products these keywords in this community basically selling unimpeded. This is the power of the community. 3) Experience Economy Luo Zhenyu once said, 'mankind will usher in an unprecedented era of abundance. Now people are still worried about the livelihood of the Internet will solve your problem.' He believes that the future of the poor is not to eat, but the state of mind on Air Jordan 5 the poor. Future housing and food is not a problem, the real problem is that we experience the difference. Industrial age, or traditional manufacturing, the emphasis is on the production of a product with a larger organization size, lower cost, in order to achieve a competitive advantage. However, the Internet age, it's all changed. Product quality and prices have not an indicator of consumer primary consideration. They considered that experience, and a large part of the psychological experience. For example, many girls buy LV, from the quality and price to measure it, she must have felt worth. But if the LV represents an identity and social status, then she must have felt the value, because 'in the price is the value.' 4) In fact, cultural fit, positioning talked about earlier, community experience, are the foundation. Internet era, the evolution of the traditional brand to be successful, ultimately depends on its ability to shape the market with its own brand of cultural fit, and make the integration. Of course, there is the need to explain that traditional companies have brand culture, tradition does not mean that companies do not have. For example, McDonald's, its shape is family-happy culture. But this brand culture 'hero' is the brand themselves, is a cultural brand mandatory to all customers outputs. Internet era, with the minds of consumers, 'Awakening', they will certainly tend to different consumer groups, and they are asking the experience is 'subjective' very strong. For Air Jordan 8 example, a consumer does not like the 'family-happy culture', and that he will not go to McDonald's, may go to another 'pirate' fast-food restaurant culture. Therefore, the Internet age, brand culture fit with consumers is critical. A relatively successful example: the traditional home appliance brand rookie Omar, whose brand concept is 'doing youth's first refrigerator', and millet would be similar. And its brand culture is all around his audience - young man just out of work and create. 'I'm Cool' series of products from the refrigerator to the interior packaging, gifts, etc., begin with language interpretation inspirational young people, gives a fresh out of the box experience, and make it a thinking with their heart emotional resonance. Ultimately, the purpose to achieve cultural fit. Indeed, more than all this, is confirmed is 'selling culture, do not sell products; sell the brand, not to sell features' future trends. Note: The author of the book off the micro-channel public number (ID: shukewenzhai), focused marketing and PR observe Thinking.