2015: Traditional paint companies are driven crazy by these 3 words

(The three co-founders of Airbnb)

Two television stations in Los Angeles successfully completed a test in which they shared a signal channel.
The results show that channel sharing is feasible and has little impact on viewers.
Each TV station can broadcast one high-definition signal and multiple standard-definition signals.
Three high-definition signals are also technically possible.
We believe that there are many other examples that can show that channel sharing is both feasible and cost-effective.
For example, two restaurants can share a space, one restaurant serves breakfast and lunch, and the other restaurant serves dinner.
Of course, each restaurant uses a different name.

However, from the customer's point of view, a successful sharing is almost intangible.
It will not affect the positioning of a TV channel or restaurant, nor will it affect brands that share facilities with other brands.

Crowdfunding

Crowdfunding refers to public fundraising or crowdfunding, which consists of promoters, co-investors and platforms.
Today, crowdfunding is profoundly changing all aspects of product invention, design, sales, and use, and has become a new way of communication between brands and customer groups.
In the context of "mass entrepreneurship and innovation", my country's crowdfunding industry has huge market potential.

Membership->M1NT has many star shareholder members in the UK and has set many thresholds.
Subsequently, M1NT also opened a club in Shanghai, attracting 500 wealthy shareholders from the Shanghai area, mainly in foreign circles.

How to interpret the essence of crowdfunding with positioning theory?

Every new brand needs funding during its start-up period.
If this new brand is to be successful, it also needs a good name and a good strategy.
Crowdfunding is a financing method in the initial stage, but it cannot replace a good name and a good strategy.

From the perspective of positioning theory, a new brand should either enter a new category first, or stand on the opposite side of the first brand in the category.
In other words, each category has two blank positions: the leader and the second brand.
No matter whether the new brand is launched by crowdfunding or established with a traditional strategy, this will not change.

What are the key elements for the success of crowdfunding?

Theoretically, the concept of the project to initiate crowdfunding should be novel and unique, so as to attract potential customers.
In addition, if this concept is novel and unique, it is more likely to create a public relations effect for its own projects.
Of course, "new and unique" also means that this concept creates a new category of products or services, such as the M1NT club example.

summary

At present, what changes have taken place in the overall environment of the enterprise?

Globalization is a major trend, and the biggest change in the past few decades has been from the domestic market to the global market.
Many categories, such as smart phones, personal notebooks, automobiles, etc.
, require companies to conduct global operations.
As the growth of the domestic market slows, Chinese companies are putting global operations on the agenda.
This means choosing a name for the brand that can be used globally.
As English becomes the second most important language in the world, brand names must be equally feasible in the English language family.

The media environment has also changed dramatically.
The fragmentation of media, mobile internet, and the development of self-media on the one hand restrict large enterprises with strong financial strength, on the other hand, they also provide a communication platform for innovative SMEs.
As the most important content in public relations communication-word of mouth, it will be able to Maximize the spread.

Channel sinking is also an important trend.
Competition in the first- and second-tier markets has been unprecedentedly fierce, with limited room for growth.
County-level and township-level markets will become the driving force and main battlefield for enterprise growth, and channels will sink further.

With the changes and development of the business age, what is the "top priority" in the corporate brand strategy and marketing strategy in 2016?

First, the company must distinguish between company brand and product brand.
But few companies do this.
Almost every company that produces smartphones puts the company name and model number on the product.
Apple is an exception.
No one buys an Apple smartphone, they buy an "iPhone".
If a company like Xiaomi wants to launch multiple products, it should use multiple brands.
However, Xiaomi uses a series of confusingly named "Mi" series: Xiaomi, Xiaomi NotePro, Redmi, etc.

Second, the company should focus on the product rather than the company.
Consumers buy products, and each major product sold by the company should have its own brand name, and each brand name should represent a certain word or concept (language nails) in the minds of customers.
At the same time, each brand should also be associated with a certain visual (visual hammer), such as Coca-Cola and Curved Bottle.
(Source: Global Coatings Network) (For more information, please log in: Global Coatings Network http:// )