Analysis of Digital Reconstruction of Brand Marketing

In 2020, coronavirus pneumonia-19 is still a macro variable condition that cannot be ignored, a touchstone for brand survival and development, and an important historical node for budding new trends in the future. Risks and challenges at home and abroad have increased significantly. In late July, the the Political Bureau of the Communist Party of China (CPC) Central Committee meeting proposed to accelerate the formation of a new development pattern with domestic macro-cycle as the main body and domestic and international dual-cycle promoting each other. "Internal circulation" once rose to be an economic hot word, which is an important signal of the transformation of national economic strategy and affects all aspects of the national economy. At present, investment and export trade are slowing down, and expanding domestic demand has become an important support for economic development. This country is trying to build a self-stable and self-circulating economy. In the post-epidemic era, the economy is improving. The market has sent a benign recovery signal, but the "black swan" effect brought by coronavirus pneumonia-19 is difficult to eradicate in a short time. KANTAR has investigated many industries and found that some enterprises will reduce their marketing budgets in the short term. In the long run, most enterprises are evaluating the risks caused by the objective situation to their performance, adjusting their channel strategies, exploring new business models, and are full of confidence in the overall stable and good market situation. We can't ignore the powerful influence of coronavirus pneumonia-19 on consumers' values and consumption attitudes. In a crisis, consumers will re-evaluate the actual use value brought by external things, and the re-evaluation results often lower the expected valuation of something. In the post-epidemic era, consumption has become more cautious and has rebounded to some extent. Short-term travel is blocked, which highlights the importance of optimizing the supply chain of fast-moving consumer goods directly related to life, such as retail food and daily necessities. As consumers spend more time at home, the frequency of using Internet services and tools has greatly increased, and shopping mostly relies on e-commerce channels. In this reshuffle of the consumer class, the consumption power of generation Z has attracted much attention, and the income and consumption level have steadily increased, which has become the main force driving consumption growth. Some organizations predict that generation Z will account for 40% of the total consumption power this year. In the post-epidemic era, the opportunities and challenges faced by brand marketing "the father of competitive strategy" Michael Porter once put forward that "no strategy is spontaneous." Change brings rebirth, and being able to face difficulties in the face of change is the basic driving force for human progress. The rapid changes in the market caused by the black swan effect in a short period of time have become the catalyst for upgrading the brand marketing strategy. Brands need to be guided by digital transformation and activate new development momentum under the current situation. High-quality consumption upgrading With the adjustment of national economic strategy, the development pattern of internal circulation means that a new round of high-quality consumption upgrading is coming. In the environment of inward-looking economy, the homogenization competition of enterprises is inevitable, and brand value has become a symbol of the sudden emergence of the industry. Brand marketing needs to use digital tools to reposition the current consumption situation, and must also have the digital ability to accurately predict the future situation. Involution inevitably involution refers to the phenomenon that a social or cultural model stagnates or cannot be transformed into another advanced model after it has developed to a certain stage and form, which is similar to what we commonly call "industrial ceiling". Involution can appear in any industry, and after the peak of industry development, it will change from increment to consumption of stock. After involution, the industry will be shuffled, and some enterprises that cannot change their business models or tap new channels in time will be eliminated. Economic internal circulation will inevitably lead to involution, which will be a stress test for brand marketing. Before the crisis, the value of digitalization was more hidden behind the products. Only through daily purchase behavior, it is difficult for consumers to find that all aspects of life are quietly upgrading digitally. However, during the epidemic, travel was blocked, online social time became longer, and home office and other performances made consumers intuitively feel the changes made by digital changes to their lives. Once this cognition is changed, it is irreversible. The convenience brought by digitalization is far greater than the fear that personal privacy cannot be protected in the digital age. It means that brands need to fully understand consumers' mentality and deeply grasp consumers' demand for digital products and services. There is no successful brand, only the brand of the times. In the fierce market competition, compared with the change of consumer behavior, what hinders brand marketing is that consumers' attention duration becomes shorter. The dividend of social media is about to fade, and consumers are more "going their own way" on social media. While "getting customers" becomes difficult, "getting customs clearance" is more convenient. Almost all brands actively or passively participate in the digital wave, which will be a never-ending process: brands with low degree of digital application will soon be surpassed by competitors who are more flexible, wider and faster in information application; Brands that are undergoing profound digital strategic positioning need to face a constantly subdivided format; The media has gradually entered the Red Sea from the emerging blue ocean market; KOL's communication value needs to be strategically reorganized according to consumer orientation, and the brand has ushered in the value challenge in the digital age. Let's not talk about marketing content. Let's talk about how digitalization drives the value of marketing content to enhance the "marketing" and "sales" of brand marketing. The ultimate goal is "sales", and the display of brand value needs to be reflected by users' buying behavior. We can imagine several consumption scenes: the first scene is that a lady wants to buy a drink while shopping, and chooses a brand with a try attitude; In the second scene, the lady didn't need to buy a drink, but she happened to meet a brand when she walked into the mall, changed her consumption attitude and finished the purchase. The third scene is that the lady wants to buy a certain brand of drinks when shopping, but she wants to go to another shopping mall in the same business district, but she still chooses to go and spend other money in another shopping mall. It is not difficult to see that the brand value power of these three scenes is increasing step by step, and the purchase of women's drinks in the third scene also brings added value to the shopping mall. Brand marketing in the digital age is far from enough to rely solely on advertising investment. It needs the digital layout of pre-advertising, mid-sales transformation and post-trading services, to complete the consumer insight in the whole life cycle, reach potential customers and realize the sustained growth of the brand. Qunshuo will return to the basic elements of brand marketing and discuss the digital upgrade of each link: the primary task of brand marketing is to let target customers and potential customers often see your brand, and to achieve this effect, strong channel support is needed. Increase the penetration and layout of regional markets, operate the whole brand as omni-channel as far as possible, and expand market share. Now the line between the line and the line is becoming more and more blurred, and the relationship between them is more like the wings of an airplane. Balance and cooperation form a complete system, and digitalization becomes the main technical driving force. In the vast world, if a brand wants to fly further, it needs to empower and deepen the existing channels, explore and operate new channels at the same time, and integrate all channels for global user operation. Brands should build a global scene experience for consumers, integrate online e-commerce platforms of different factions, change the sense of difference brought by different consumption spaces, and establish a comprehensive and three-dimensional brand image in consumers' minds. The establishment of brand database based on global user portraits and the precipitation of user data will become an effective support for future brand differentiation competition and establish a massive digital foundation for more accurate brand marketing. The discussion of user strategy "User strategy" module focuses on the mental connection of users. In brand marketing, if we can reach consumers, form interaction and reach a consensus with consumers in content, it can be regarded as a successful brand marketing. Coronavirus pneumonia-19 accelerates the rapid application of new technologies, new capabilities and new infrastructure in the industry, and private domain traffic operation has become the current trend. Through omni-channel layout, brands form their own private domain traffic through online multi-platforms and offline stores. This move is similar to self-built real estate with public domain traffic. Enterprises are no longer tenants of public domain traffic, but more like owning their own private assets. In the private domain traffic pool, we can pay more attention to the changes of consumers' mentality more intuitively and choose appropriate ways to establish connections with them. The behavior of consumers buying, collecting and buying applets is the focus of brand marketing. This social retail scene can help brands see which nodes can generate more interaction during the whole user journey, and personalize product delivery based on user portraits. In the online ordering interface of some catering brands, different types of consumers see different contents. For example, female consumers are more likely to receive the recommendation of new hot drinks. Brands can also classify and screen regions and time periods, refine user operations, and enter consumers' hearts in a more personalized way. Facing the whole consumer market, all consumers may become the target customers of the brand, and the user loyalty programs should be the key to the brand marketing user strategy. The expansionary fission strategy needs to be upgraded to a refined community operation strategy. The key change of marketing is the retention and frequency increase of consumers, and equity incentives are set for consumers through the global membership growth system. Through the marketing automation system of thousands of people, consumers will be awakened regularly to maintain the continuous interaction between brands and users. In the early product strategy, many brands occupied enough market share under the background of rapid economic development, and became national brands in the hearts of a generation of consumers by relying on excellent product strength. However, in the face of consumption upgrading, channel change and consumer change, it is not enough to show brand advantages only by developing products and services. In the early stage of new retail, the format is rapidly subdivided and reorganized, and the advantages of new products are easily submerged in the ocean of information. Brands can make use of the global advantages of Qunshuohang's enterprise service data platform to interact with users in new product development, and use BI data to intuitively feedback consumers' evaluation and feedback on new products, thus enhancing users' sense of participation in product development and improving brand goodwill. Some regional brands with significant regional characteristics can be molded into city brand IP through complete supply chain layout, realize brand value upgrade and go to the whole country. Another window where brands and consumers can interact directly is the pre-sale-sale-after-sales service link. Brand marketing needs to grasp this opportunity, and the whole process is completed through the call center customer service management system. Based on social platform, help consumers complete pre-sales consultation, purchase information guidance, after-sales service feedback, etc. And help transform and upgrade the interaction between brands and consumers. Brand Strategy The current consumer society in China is different from the past. After several years of development, KOL has changed from a simple point of view to an expression paradigm that leads the behavior of Internet users to a marketing tool that is close to the mainstream. Now the brand is facing the challenge of KOL marketing, and the core is to combine the differentiated communication values undertaken by different KOLs. Due to different target customers and communication scenarios, there are significant differences in interactivity and conversion rate. On the platform of information aggregation and community operation, brands bring KOL into the same circle, build their own KOL combination communication matrix, gain insight into KOL communication data, and digitally evaluate and manage KOL based on the needs of target users. Through data empowerment, we can enhance the value of KOL communication, establish a sense of trust and belonging to the brand among users, and achieve a win-win situation for the brand, KOL and users. The circle function provides the brand with a private field traffic operation position, and the brand gets feedback directly from consumers. In direct communication with consumers, brands deeply understand consumers' preferences and introduce their own advantages. Re-adjust the supply chain, optimize the KOL combination, and build a benign internal cycle. Economic internal circulation has brought high-quality consumption upgrading, and fierce market competition has contributed to the involution of the industry. Brand marketing once carried unprecedented economic responsibility. Challenge is opportunity, and brand marketing upgrade shows China's digital transformation ability. At the beginning of the new era, there are new opportunities to be discovered and explored. About AugmentumInc, the software of Group Master. Founded in Silicon Valley in 2003, it has global delivery centers in China, Shanghai, Wuhan and Yangzhou. Qunshuo Software is committed to integrating revolutionary technologies, creating high-quality, scalable and product-level internet plus products and solutions in various industries, and helping enterprises and organizations realize digital transformation. Services come from Fortune 500 companies and small and medium-sized start-ups. BorisJia, China Consulting Director of Qunshuo Software.