This article is 2,4 words, and you are expected to read it for 7 minutes. Welcome to enjoy it.
Let's read an old news first:
On January 17th, 219, the State Administration of Market Supervision issued two articles in succession:
"National brand" is illegal as an advertising language!
In fact, this matter is not so magical. In essence, it is a big customer package of "hard and wide in prime time+customized promotional videos". Whoever can afford it will label himself as "national brand" to guide consumers to form high-value brand awareness.
correspondingly, CCTV has designed a set of awesome official publicity strategies, which can help the money owners to have 1 ways to closely associate themselves with the word "national brand", such as quality pursuit, enterprise spirit, various backgrounds, connotations and depth matching.
For example, there are usually the following sentences in the draft:
1. Winning the honor is the embodiment of the enterprise's strength, as well as the national brand plan and the consumer's recognition of the brand;
2. Showing the leading position in the industry;
3. Leading the local brand to transform from China to China brand;
4. Enhancing the consumer's confidence in China brand.
-As a consumer, how did you know that I recognized the brand? Have you consulted the consumer? My confidence is enhanced by advertising?
Of course, it is natural for the media to sell advertisements, and it is also logical for enterprises to buy exposure and endorsement. Moreover, the title "National Brand Plan" is indeed unprecedented, but the word "country" really cannot be misused.
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Benchmarking the "national brand plan" of electric vehicle industry
Emma, as the first electric vehicle enterprise to eat crabs, dominated the "national brand" in the industry in 217 and 218, which is also an important weapon to fight against the "higher-end" voice volume in Yadea from the brand level. This brand investment can be said to have contributed a lot.
Tailing spent 25 million yuan this year, trying to break into the first camp with the help of the new national standard Dongfeng. It was a good thing that was stopped by the State Administration of Market Supervision. Although it still got the theme of prime time+people, it lacked a bright pearl in its crown, and the brand lacked explosive power.
Let's settle the account:
25 million (advertising fee)? 3 million (vehicles) =83 yuan/vehicle.
If Tailing sells 3 million vehicles in 219, each vehicle will bear the advertising cost of more than 8 yuan on average.
Standing on this deadly node in 219, it is impossible for Taiwan Bell to transfer its expenses in the form of price increase, so it must be an overdraft profit-based play.
On the other hand, Emma has invested nearly 6 million yuan in the national brand plan for three consecutive years, one of the main reasons is an important part of the overall strategy of sprinting for listing.
if a brand is to penetrate into the minds of users,
it will take a long time and continuous promotion investment to establish the brand as a moat.
Emma got on the boat of CCTV's "national brand", so she couldn't get off easily. She was tied to this label and poured in money continuously. The national brand plan was cancelled this time, but it was a solution for Emma.
from the perspective of Taiwan Bell, the obvious demand of spending huge sums of money on advertising is to regard advertising as one of the engines of the rising channel, and whether the sales volume rises as scheduled is the key. If the sales volume goes up, continue to invest. If the sales volume doesn't go up, the huge advertising fee will become a burden.
if you get the national brand plan this year and don't want it next year, then such brand investment will be greatly reduced from the perspective of time.
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Without the "national brand", it must be a bad thing?
everything is a blessing in disguise, and you never know what is good or bad.
1. From the point of view of advertising in TV media, it is either a drama, a variety show or a prime-time channel. Although Tailing lost a label, it got the golden advertising space of CCTV, and the promotional film that ran farther was still broadcast continuously, which also seized the top position of high-altitude coverage.
In fact, users will not change their cognition of Taiwan Bell just because there are more or less labels of "National Brand Plan" in advertisements.
2. From the perspective of channels, Tailing's big investment itself is a very loud public relations communication. The determination and confidence conveyed behind this action have formed a strong coverage and influence on the dealer groups in the whole industry. As the electric vehicle industry in which channels are king, Tailing's goal of "doing something" has long been achieved.
3. If there is conflict, there will be a second spread!
The interview slot of "National Brand Plan" stands from the brand point of view, forming a conflict point of information and cognition, which will further improve everyone's expectation for the next action of Taiwan Bell.
The marketing department of Tailing can use the cognitive conflict formed by this slot to design a compound communication game with secondary fission, so as to obtain a topic flow with more continuous communication power than a simple "national brand" and double the sound volume in the industry.
For example, the United Nations, UNEP, and electric travel partners, regardless of whether they want to donate to the Environment Fund, are actually very good.
It's a pity that I still see the title of "National Brand" hanging in the WeChat official account of Taiwan Bell today. The little friend in charge of public relations should take a good tutorial.
4. From the perspective of time, Desk Bell has untied the bondage that it needs to spend a lot of money on labeling. In 22, at least 2 million yuan can be spent on more flexible brand play, instead of being bound all the time, which is a better result for Desk Bell.
Chen Mingyou is a strategic consulting partner of Tailing. Under the enterprise's decentralized advertising structure, Mr. Chen's "new marketing transformation" model is bound to get more capital injection. On the basis of the traditional play of "advertising+channel+promotion", Tailing will gradually consolidate its own marketing strategy in the information Internet era.
The first trick: find a well-established institution to do certification endorsement
The biggest scam is the National Dental Prevention Group with two people, two desks and two telephones and the Chinese Stomatological Association.
the second trick: spend a small amount of money to post gold on various lists
I won't go into details about this. Making a list has already become the first trick to get the financier's father to pay for it. You pay for it, and I will hehe ~
The third trick: invest heavily in buying high-level endorsements
To do business in China, you must first learn political economics. Bosses are always afraid that they are not close enough to the center, so they especially like to post themselves as countries and countries.
so, n years ago, there were such recognition labels as "excellent in province, excellent in department and excellent in country", then "China famous brand, China famous brand, national inspection-free product" and so on. Finally, with the collapse of Sanlu milk powder bearing the aura of all national labels, such labels began to gradually fade out of the market.
peaches and plums don't have to say anything, but it's the kingly way to make a brand.
It's your heart that is truly user-oriented.
Do a good job in products, services and communication with users, and really help users solve problems and meet their needs, thus forming their own unique stickiness.
Heaven rewards diligence and pays attention to morality,
All strategies that try to win by skill,
will eventually be ruthlessly penetrated by time rules.
OK, I talked about Yadea, Luyuan, a knife and a desk bell. Let's talk about the story of New Day in the next issue. See you at the weekend!
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