The third China I berry Award: foreseeing the future of the brand (I)

"2019 may be the worst year in the past 10 years, or the best year in the next 10 years," said one Many retail brands are beginning to feel the grim situation and anxiety In the new consumption era of restructuring the retail chain, facing the torrent of transformation and upgrading, countless new forms are emerging: the Internet economy is emerging one after another, big data applications are changing with each passing day, cross-border thinking is emerging frequently, some people focus on the creation of lifestyle, some people focus on the production and service After many years of transformation and upgrading, it seems that the reality is coming In an environment of slowing growth, it is not easy to find a new way to make progress in stability On December 14-15, 2018, blueberry will be put back on the scene again, and the third China I berry award ceremony and Brand Marketing Summit will be held with the theme of "consumer innovation, brand rise" jointly with Qingbo big data and new berry The topics focus on four major issues: "face changing of consumers," brand detour overtaking "," boundless future online and offline "," endogenous power of Chinese tea and wine enterprises " To explore, set off a new round of brand marketing brainstorming The conference lasted for 2 days, and invited nearly 100 marketing executives from five fields, including food, daily chemical, 3C, big health and Pan home furnishing, to discuss on the same stage, attracting nearly 1000 brand marketers to attend the conference In addition to this event, the five major awards of the most influential brand, the most influential new media, the most valuable spokesperson, the most popular brand and the most influential enterprise self media of the year were announced In addition, in order to provide more marketing bases for brand marketers, the Northwest Branch of blueberry Association was also established The unveiling ceremony was held New consumption environment: consumption is being divided into two levels? China is experiencing a process of consumption upgrading The 300-400 million middle-class consumers' demand for consumer products and services is turning from simple purchase and use to the enjoyment of high-quality and high-grade goods, especially the rise of the post-90s mainstream consumer groups Both consumer awareness and consumer demand have undergone a subversive transformation and upgrading, and the "face changing" speed of consumers The speed of the test caught all walks of life by surprise For this reason, the third China i-berry awards specially invited many famous marketers, such as Jiang nanchun, chairman of the board of directors of focus media, Yao Jiqing, executive chairman of No.1 alliance, President of mousse, visiting professor of China Media University, Chen Tejun, founder of blueberry Association, Xiao Rongshen, President of Hanhou group, Mao Yu, Chief Strategic Officer of new wealth, to conduct brand marketing around "face changing of consumers" The impact is discussed: in the new consumption era, is the rise of brand real or delusional? Chen Tejun, founder of blueberry club, who has been immersed in the field of brand marketing for more than ten years and has unique views on brand marketing and PR communication, believes that there are nine "changes" in the field of consumption: richer, more, smaller, more professional, more difficult, more selective, faster, farther and more beautiful In view of these changes in the field of consumption, the direction of brand rise can be considered from the following aspects: Brand story, brand niche, brand emotion, brand emotion, brand personality, brand IP, brand reputation (Chen Tejun, founder of blueberry Club) who is the king of traffic and content in the era of increasingly fragmented information? Jiang nanchun, chairman of the board of directors of focus media, believes that there will be 500 million new middle class in China in 2020, who basically love beauty, play and health, fear old age, fear death, fear loneliness, lack of love, lack of mood and lack of stimulation Under this change, they have two major changes in their consumption behaviors: first, the self reward after the middle class's efforts; second, anxiety, knowledge anxiety and trust Anxiety Brand's occupation of the middle class mind, first of all, needs to solve their own needs to become better (Jiang nanchun, chairman of the board of directors of focus media) under the consumption stratification, what users value is price or value? Yao Jiqing, President of mousse, believes that the essence of new retail is the reorganization of value chain based on user thinking To grasp the trend of new retail is to return to the essence and create super users For consumers, value is more important, so brands, especially high-end brands, must span three dimensions, from product experience, service experience to value identity (Yao Jiqing, executive chairman of alliance 1, President of moose and visiting professor of China Media University) who will be the leader of the new round of consumption torrent? Xiao Rongshen, President of Hanhou group, thinks that MKT people will rebuild new value in the new technology In the past, they ignored the value Today's MKT people have the opportunity to pick it up and rebuild (Xiao Rongshen, President of Hanhou group) and the chief strategy officer of new wealth, from the perspective of high net worth people, analyzes the way that brands reach the circle of high net worth people: first, pay attention to content; second, such people pay high attention to health, which is the most prominent feature in addition to family and asset allocation, investment (Mao Yu, Chief Strategic Officer of new wealth) but in the context of new consumption, another consumption phenomenon has also attracted people's attention In recent years, the rapid development of pinduoduo has brought the consumption habits of the third and fourth tier cities to the front, and also triggered the public's thinking about whether "new consumption" is upgrading or degrading Xie Lingdan, co-founder, CEO and secretary-general of blueberry club, was specially invited as the moderator of the round table forum for the third China i-berry awards Wang Dong, general manager of bee group media of Libai group, Chen Peng, vice president of Focus Media Group, Fu Shishan, general manager of sina Shaanxi, Zheng Tianming, co-founder of Gu Xiaojiu, Luo Chenxiang, assistant president and brand director of Junfeng spectrum were selected as the members of the round table forum Enjoy the guests, always standing at the front line of the market, with their own insight and understanding of the industry leaders, to discuss "new consumption upgrade or downgrade", hoping to clear the fog for the brand players: Chen Peng, vice president of Focus Media Group, takes Fuling mustard as an example In the first half of the year, the profit increased by 77% and the turnover increased by 36% He thinks that Fuling mustard does not occupy the share of other categories, but people used to eat miscellaneous and unlicensed mustard Today, they eat Fuling mustard, the leading enterprise and famous brand product in the mustard industry At the same time, we think that next year's consumer market will be eight words - spend less, buy better, and we will reduce unnecessary costs, but the trend of consumption upgrading among the necessary costs, and the trend of buying good products still exists Fu Shishan, general manager of sina Shaanxi, takes the local market of Shaanxi as an example and believes that there is an obvious consumption upgrade in Shaanxi market Wang Dong, general manager of bee colony media of Libai group, thinks that when we talk about consumption upgrading, we need to see the driving force behind consumption upgrading We will understand it as the upgrading of demand awareness and experience Under such driving force, he is willing to spend more costs for his health and safety in exchange for higher quality products, so consumption upgrading occurs We are always in a positive pursuit of improving the quality of life, which is the state of upgrading We will cater to the changes of consumers' needs and layout more products Zheng Tianming, the co-founder of guxiaojiu, thinks that consumption upgrading must be in the wine industry Most people used to drink miscellaneous brands of wine, but now consumers are pursuing pure wine, which is consumption upgrading Luo Chenxiang, president assistant and brand director of Junfeng spectrum, thinks that in the current consumption upgrading, brand breakthrough should be carried out from two aspects, one is to reposition customers; the other is to subdivide customers Brand new communication: overtaking in a curve or winning in stability? The huge changes of brand marketing and communication structure caused by thousands of consumers Laoganma goes on the international fashion clothing, realizes the cross-border revival; nutrition express line, Wangwang line makeup, realizes the fashion renovation In order not to be fragmented in the "new consumption" environment, brands struggling in the quagmire have shown new cards to catch the changing consumers, cross-border, flash and other forms of corner overtaking have gradually become the brand's new favorite, but when consumers are aesthetic tired, what kind of way should the brand adopt to corner overtaking? In response to this, the third China i-berry awards invited Zhang Danfeng, vice president of big data of Qingbo, Zhao Min, Wang Laoji, VP, and Jiang Xiaobai, chief consultant Let me tell you Ye Ming, CEO of brand consulting company, to do fission sharing for "brand corner overtaking": in today's ubiquitous big data, is big data the front or the core for brands? Zhang Danfeng, vice president of Qingbo big data, provides the development direction of brand marketing from the perspective of big data: whether it is content production or channelized communication, marketing has begun to realize a new round of marketing with data as the bottom layer and model as the direct channel Is temperature communication the best way for a brand? Wang Laoji, VP and Zhao Min explained at the meeting that the process of temperature is a long evolution, which should keep pace with the times in the process of continuous innovation; while the old brand should innovate in terms of product, appearance, business model and communication, and communicate with young people in a younger language (Wang Laoji VP Zhao Min) is the key to brand development user or brand itself? Jiang Xiaobai, chief consultant, let me tell you that Ye Ming, CEO of brand consulting company, thinks that with the rise of the new middle class, brand has a huge market opportunity, and user core and user thinking are the key to brand development, that is, each brand owner should think about becoming a user brand rather than a corporate brand (Jiang Xiaobai, chief consultant, let me tell you about Ye Ming, CEO of brand consulting company) With the continuous upgrading of people's consumption structure, consumers are increasingly "picky" about the brand requirements There is no clear idea about how to build a reliable brand for consumers Therefore, at the meeting, we specially invited Zhang Shuli, founder of zhitiqiao, Cheng Chengyan, general manager of Guangzhou Funuo health technology, Ju Libo, chief experience officer of the cotton era, black hole investment partner and Jimi co founder People Yang Rong, general manager of Musi Market Center Deng Wenxi, general manager of Meishi furniture East and West China Chen Jinhua came to share: general manager of Guangzhou Funuo Health Technology Cheng Yan thinks that brand is the soul and life of an enterprise for an enterprise If we want consumers to remember the brand, we must have two points: safety and public display At the same time, enterprises need to solve social problems, public demand problems, and scene problems Chen Jinhua, general manager of East and West China of Mercer furniture, thinks that customer experience is the most important place for brand positioning Whether it is high-end or middle-end, if we want to create a good consumer experience for consumers, we must approach the consumers and know their specific needs Yang Rong, a black hole investment partner and co-founder of Jimi, believes that an enterprise should establish a moat, first of all, provide a connection with consumers in terms of user value, and then build up the brand's reputation and goodwill, so that the brand will bring help to the enterprise Deng Wenxi, general manager of Muse Market Center, thinks that the most critical problem to be solved by all brands is whether it can create a value chain for the consumer core, which is closely related to the mission of the whole enterprise Ju Libo, chief experience officer of all cotton era, thinks whether enterprises can bring value to society,