How Should Enterprises View The Trend Of "Going To Logo"?

< p > in many industries and markets represented by luxury goods, many consumers who are seeking to be different have begun to show the need to "go to Logo".

How should enterprises view the trend of "going to Logo"? What brands should be prepared for rainy days? < /p >

< p > on the one hand, you will always find "Logo lovers" in China. On the other hand, more and more people will pay more attention to quality and personalization.

While the overall market is turning cold, the rapid differentiation of Chinese consumers has led luxury brands to spend more time studying consumer psychology of different consumers.

China has a vast territory, and the differentiation between first tier cities and two or three tier cities is becoming more and more obvious.

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< p > the industry generally believes that in the first tier cities such as North, upper, broad and deep, luxury brands have gradually started to say goodbye to "Logo worship", and even a group of people have avoided the obvious Logo. This has caused embarrassment of LV and GUCCI.

The luxury of personalized and low-key style is more popular in the first tier cities. Bain's recent report shows that 65% of luxury consumers in Beijing and Shanghai are planning to reduce the purchase of luxury goods with significant trademarks.

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< p > < strong > > No Logo > < /strong > /p >

The voice of < p > "No Logo" comes from two aspects. On the one hand, it is academic reflection, on the other hand, it comes from the choice of consumers.

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Less than P, the introspection from the academic community is probably the most famous book NO LOGO of Naomi Klein, a best seller. This book describes the negative effects of brand oriented business activities, and argues that this essentially limits the public's choice of space and infringes on the right to choose freedom.

Especially when the brand rises to the concept and mode of selling life, it seriously affects the public culture and public space.

This view has been recognized by some people and has aroused people's thinking about brand operation.

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< p > on the other hand, the demand for personalized consumption is increasing among mature consumers. A large number of luxury brands also gradually increase the number of products that are removed or desalinated by Logo, which seems to confirm this trend.

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< p > < strong >, then going to Logo or going to branding will not become a trend? < /strong > /p >

< p > first, it is easy to see from the viewpoint stated in the book "NO LOGO" that the author objected more to the unreasonable system behind the background of globalization.

As an enterprise, attracting consumers to buy more products or services is a natural thing. No enterprise wants consumers to hate their products.

The brand can make the product of the enterprise distinctive, and then make the consumer form loyalty and sense of belonging. This is the original intention of the brand, and is also something consumers want to see.

We might as well assume that brand (branding) will never disappear.

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< p > secondly, why do we have the need to go to Logo as a consumer? In fact, if we study further, it is not difficult to find that consumers want not to get rid of Logo, but to make themselves more distinctive.

When LV is not so popular, maybe you feel satisfied with a LV bag, and when the people on the street are carrying the same style and the same Logo bag, you may feel no longer satisfied.

Even when you see a group you don't like or don't agree with, you will think it's a shame if you carry a bag like yours.

Therefore, you want to choose a more specific product, such as a product without Logo, which is completely understandable.

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< p > < strong > correctly deal with "No Logo" < /strong > /p >

< p > as an enterprise, we need to recognize the constant changes in the market. Since there are Logo demands and phenomena in the customer group, the real problem before us is how to deal with them.

To sum up, enterprises should start from the following aspects.

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< p > < strong > first, a correct understanding of brand and brand operation principles < /strong > < /p >

The function of brand P is to create value and create value for enterprises and products. The creation of this value is based on the premise of creating value for customers.

How to excavate and discover the value of customers is an eternal topic. It can be said that there is an incomplete demand in any market, and the key is how to find it.

The road of brand building for Chinese enterprises has just begun. From superficial understanding of brands as mere product price or quality differences, it is necessary to create an emotional difference. Our enterprises should realize that the latter is the fundamental reason for the rapid development of brands.

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< p > in the process of the actual operation of enterprise brand, we know that "changing consumer cognition" is a very effective means.

Any enterprise's brand positioning is based on attracting consumers' purchase. Is our business "luring" consumers? Marketing is always exaggerated. No company will declare: "please note that my product is problematic (except for the law, for example, cigarette packaging will print" smoking is harmful to health "), even if it does not prevent drug addicts from buying.

All kinds of financial products will also print the words "investment risk, purchase caution".

But at the same time, enterprises should also realize that "brand is a promise". If the enterprise makes the consumer's expectations too high, but can not be satisfied, then consumers may vote with "feet", after all, consumers are not stupid.

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< p > < strong > secondly, brand is a dynamic process and needs to evolve continuously < /strong > /p >

< p > if you believe that all products and services are only to meet the needs of consumers, you should also understand that the consumption of consumers is escalating, so brands need to evolve constantly.

Besides the improvement of product level, this evolution should consider the problem of customer segmentation.

Technically speaking, it is simple and convenient to distinguish customer groups from geographic or demographic characteristics. However, consumer behavior in the real market is becoming more and more complex. We should distinguish consumers from values.

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< p > when enterprises find that customers need to go to Logo, they should not simply provide products without Logo or Logo more concealment. Instead, they should consider how to divide the existing consumers into more distinct consumer groups.

At the same time, the division of consumer groups is not just a simple distinction between first tier cities and second tier cities.

Some international brands often adjust their brands every few years. Maybe we only see the upgrading and changes of Logo, but we ignore the overall brand idea and product line adjustment after the Logo change is to deal with the changes of consumers.

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< p > < strong > again, recognize the brand influence and category of the industry in which you live. < /strong > < /p >

< p > brand is not everything. Brand has different influence on customers in different industries. For example, the brand of the beverage industry is definitely more influential than consumers on the brand of the petrol station.

Even in the same industry, the brand competition is different, and the way the brand operates is different.

For example, < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > industry, brand competition between children's wear and sportswear is totally different. Children's clothing is still in the stage of primary brand competition. At this stage, it is more important to build up regional competitiveness and expand market share, while Sportswear may require more accurate market segmentation and positioning.

Besides, the brand category of the service industry is more complicated than that of the consumer goods industry. For example, the aviation industry, the whole customer experience constitutes more parts of the brand, not just products.

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< p > Where does consumer demand for branding? Is it in the context of their brand? Do we need to respond? These problems should be based on the understanding of their industry.

Enterprises can use tools to analyze what kind of brand competition stage their industry is in. For example, through brand consumption ratio, market concentration, industry competition, market size, and industry growth in the next three years, we can distinguish whether the brand is in the primary competition stage or the brand win stage.

Generally speaking, consumers' demand for Logo is more frequently seen in the late stage of brand competition and the winning stage of brand.

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< p > < strong > No Logo the true meaning of < /strong > /p >

< p > Logo is not completely dead, but with the suspicion and resistance of consumers, it is slowly disappearing.

Nowadays, advertisers are looking for ways to restrict freedom of information flow, so as not to arouse consumers' excessive repugnance.

What Logo creates is just a false, unnecessary focus, which hinders the brand from using other creative ways that appear in the media.

The best mode of advertising is no longer telling consumers what to buy, consumers want to find information themselves, so the "No Logo" strategy establishes consumer dominance, ironically, consolidating the strength of the brand.

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< p > relative to the de Logo of advertising mode, we even think that this is a paradox, or is becoming another way of brand operation, that is, to return to the product itself to make the greatest value of silent and word free creation.

Japan's Muji is the representative of this brand operation mode. This brand emphasizes Logo, simple life, instead of brand with the best material, design and experience, but just becomes the brand that consumers believe in following this concept.

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