Objectively speaking, in the past, the development of the plaque brand was more dependent on courage and diligence, first-mover advantage, and perseverance in professionalism. But what does it depend on in the future? Can you rely on?

In addition, the survival and development environment of Haopai has undergone tremendous changes. The single breakthroughs, ideas, cultural marketing, sports marketing, and advertisement propagation that used to enable Qipai to make progress and grow up in the past have played a key role in the development of future surpass cards. Will no longer be useful and effective. This can be effectively verified from the stagnation and unbalanced input and output of the card in recent years.

So what kind of problems are the cards? How can we continue to make progress in the next step and in the future?

First, the strategy is unclear and the problem of route defects.

The plaque brand thinks that marketing is a war. The purpose of establishing a strategy is to ensure that the war achieves a fundamental victory. The plaque card has already occupied a very favorable terrain. Now it is necessary to increase this position to a strategic fortress position. Otherwise, the ambiguous approach can only take place in the same place, and it will always fail to reach the top of the hill. This should be the future of cards, not culture, not advertising, or sports.

Only after the strategy is clear, after solving the issue of what kind of company a brand is and what it is to achieve this goal, it will break the current embarrassing situation. Only in this way, will the cards be the same as Anta, Smith Barney, Li Ning, and the same tendency to compete and compete with China and the world.

Second, positioning is not clear and categories do not insist.

The so-called brand must be derived from the differentiation of the category, especially the brand of the leader.

The long-term success of a brand is not how creative your advertising is. It is to differentiate the original category, form a new category, and get news support and consumer spending. For example, Starbucks basically does not advertise, but can always get news attention; for example, Wal-Mart never advertised, but every move was under the supervision of the press.

Only by becoming a representative of a new category, can a brand achieve both media attention and consumer dedication. In this process, advertising only continuously strengthens the brand's position in the category, and only the leading brand in category is the trailblazer in the category. The most important position is to become a representative of the category. In this process, brands that can enter the minds of consumers, usually only category pioneers. If Li Ning has done any advertising, I am afraid that many people have no impression, but Li Ning’s awareness is very high. The reason is very simple. Li Ning pioneered sports brands in China and became a representative of this category; Shanshan pioneered The category of domestic suits has become a professional brand and has successfully entered the minds of consumers. What is the brand name? From today’s advertising communication, it is difficult to see the clear brand strategy of the brand. The content of the communication is ambiguous and can hardly enter the minds of consumers. If this is the case, the brand will remain at a stage and it will no longer be able to grow. You can take more creative advertising. You can ask Jet Li to perform more beautiful actions. The advertising narration is more poetic and fan-like, but the market can hardly be improved. The fundamental reason is that consumers are not very clear about the cards. Cognition, or saying that the card has not yet opened up a new category.

It should be said that standing collar is a good point and a good position, but unfortunately it has not persisted, and it has not risen to the heights and levels of strategy and positioning to operate. Although the investment is large, but the direction is biased and the point of intention is wrong. After a wrong point of intention, the performance is naturally poor, and the performance is not good. The decision-makers of Haopai are reluctant to give up their tasteless suits and other categories of products. They prefer to leave the second-line and third-line markets easily accessible, and then watch the consumers become wealthy. Have money to buy Shanshan, Youngor, BOSS and so on. As a result, Haopai has been in this vicious circle or embarrassing situation where unwillingness to place unclear categories has not persisted for many years. He watched as companies beyond their own decades surpassed themselves and could not help but surmount themselves. opponent.

Third, a single marketing approach, serious gap between the integration of open space, a single invalid ineffective or even negative effect of break-point large-scale transmission can not really occupy the consumer's mind.

Over the years, although the advertising power of the brand is very strong, the brand's promotion efforts, depth of communication, and consumer influence are very small. The main reason is that the marketing and promotion methods are single, that is, large advertisements and large-scale events, but the follow-up and supporting systematic promotion and the openness of the channel terminals can not keep up, and the integration of open space is seriously out of line. Therefore, a single ineffective or even negative effect. The big breakpoint of the spread can not really occupy the consumer's mind, so the brand's sales force is very weak.

In 2003, Ruanpai officially launched the concept of China's collar clothing. In September of the same year, it hired Jet Li to be the brand spokesperson and the spokesperson for China’s collar product category. In June 2004, Feige became the “hero player of heroes”. Rapidly spread, but this power of communication did not quickly or continuously translate into brand momentum.

It can be seen that Qipai has invested a lot of energy in the beginning of the confrontation. Since the integration of the airspace is seriously out of touch, after the time passes, the real intention of the signboard cannot be seen. The signboard does not really understand and implement its own strategy. The intention is to increase the reputation of the brand through Chinese standing collars, and to use standing collars and Chinese culture as a business, or to rely on Chinese leaders to create a momentum.

The unclear end of the story and the lack of integration of open space are the key strategic points that the future cards must face and change.

Fourth, cultural marketing is weak, and the emotional route lacks an effective in-depth point and support system.

The advertisement of the brand card has always been the advertising image line. In the strict sense, even the brand image and cultural marketing are not considered. Because culture cannot support the relationship between brand culture and brand, it is the relationship between phenomena and nature.

Culture cannot be the only support for a brand!

As the saying goes, there is no product brand is a ghost, ghosts, no brand product is walking dead.