In the new consumption era, with the improvement of supply chain and the continuous development of marketing technology, "involution" seems to have evolved into an industry norm, and no brand can escape from such a competitive environment. To some extent, "involution" is a kind of homogeneous and low-level competition, which focuses on the tactical level and loses more essential and macroscopic competitive thinking. Under the "involution", the marketing cost of brands is getting higher and higher, and the cost advantage brought by scale is difficult to offset the risk of overcapacity, which has become a common problem in new consumer industries. At the same time, brands are also facing the anxiety of brand independence. New consumer brands usually rise on the Internet platform. In the multi-center Internet platform, although brands have broken through the channels and media monopoly of traditional big brands to some extent, they are also worried about excessive dependence on a certain platform and a certain KOL. How should the new brand cross the threshold of this involution and move towards a new round of growth? In the "involution" competition pattern, new brands increasingly need to return to the marketing fundamentals, identify ineffective marketing and focus on key marketing. Generally speaking, in the process of brand development from small to large, the core needs to establish a closed-loop marketing: ● Accurately spread content: Is your content what consumers need? ● Sufficient media power: Does your media have market explosive power? ● Credible product evaluation: Can your product stand word-of-mouth verification? If your marketing has improved your popularity, but it has not formed a considerable sales volume, or has not formed a certain continuous repurchase, then you should rethink whether you are caught in a marketing "involution" of a certain link according to this closed loop. First, accurately spread the content: Is your content what consumers need? Under the internet environment, remarkable changes have taken place: in 1898, American advertising scientist E.S. Lewis put forward the AIDMA model of consumer behavior patterns: Attention, Interest, Desire, Memory and Action. In 25, Dentsu Advertising Company put forward AISAS model based on Internet communication environment: Attention, Interest, Search, Action and Share. Although these link models are slightly different, they basically point to a basic law, and marketing needs to formulate strategies according to consumers' cognition and behavior. Many people think that there is only one purpose of marketing, which is to promote sales transformation. Therefore, many enterprises will fall into a self-perspective and think that "poor sales" is due to "poor communication". In fact, if the brand's communication content is not positioned at a suitable stage, it is difficult to form a considerable sales volume no matter how much communication. Because consumers need to go through the process of "cognition-cognition-recognition" before they can transition to the link of purchase and repurchase. "Cognition-cognition-recognition" is the basic process and law of human contact with people or things, and it is also the necessary process of forming the relationship between consumers and brands: ● First, understand the brand name, trademark and category; Secondly, remember the functional utility and differentiation advantages of the brand; ● Finally, form an emotional and spiritual connection. In the past twenty years, trout and Reece's positioning theory has a large number of fans. In fact, the greatness of positioning theory lies in taking the lead in explaining that the ultimate battlefield of business is to compete for consumers' minds. Only the content that hits the consumer's mind can get sustained sales. Content that can cut through consumers' minds often has the positioning of exploring high potential and helping consumers reduce mental obstacles. For example, flying cranes are more suitable for China's baby's physique, qiaqia's small yellow bag has mastered the key preservation technology, and Yuanqi Forest has sugar, fat and card. Generally speaking, the purpose of communication is not only to directly promote sales, but also to remove consumers' cognitive and psychological obstacles to the brand. If you don't solve consumers' cognitive and psychological obstacles to the brand, even free goods will be too expensive for consumers. Because consumers have to bear the transportation cost, storage cost, learning cost, identity image and safety risk of this product. This is in line with peter drucker's famous saying that "the purpose of marketing is to make sales redundant", that is, marketing at the communication level should reduce the resistance of product sales in consumers' minds, make brand value become the basis of consumption decision-making like a promise, and consumers can make brand judgments quickly by intuitive memory. Second, sufficient media power: Does your media have the market explosive power? With a positioning slogan and communication content as sharp as a nail, a powerful communication tool like a hammer is needed to drive the nail with core positioning into consumers' brains. Many ineffective marketing just ignore the basic principle of using "hammer". The threshold effect in econometrics points out the important law of marketing investment, and only when the marketing power reaches a certain order of magnitude in the market can it produce qualitative change and obtain remarkable benefits. This is the principle of saturation attack in commercial warfare. However, with the development of the Internet and even the Internet of Things technology, the consumption scene and marketing technology have undergone earth-shaking changes. Consumers have entered the era of VUCA-volatility, Uncertainty, Complexity and Ambiguity, and brands are facing challenges like waves and sands. How to make the brand achieve saturation attack and be invincible in such an environment? In fact, only by adhering to the most basic principles can we fight against the era of great changes: 1. Brand advertising should be centered against fragmentation. In the Internet environment, brand discourse is becoming more and more fragmented, and consumers' cognition is gradually disintegrated into vague impressions, making it difficult to establish a long-term brand cognitive relationship. The primary way for brands to fight against fragmentation is to regain the centralized marketing media power and return to the closest living space of consumers. Once upon a time, CCTV was an important town in brand building. Gradually, the head core columns of Hunan Satellite TV and Zhejiang Satellite TV became new stars, showing more dazzling light. Now, Focus Elevator Media has become the focus of competition for new consumer brands with the resource advantage of the mainstream population of 3 million cities. More and more brands are experiencing explosive growth through centralized media power. 2. Brand advertising should fight against forgetting rate with repetition rate. Daniel Kahneman, winner of the Nobel Prize in Economics in 22, pointed out in his book Thinking, Fast and Slow that man is a creature and should be alert in the living environment. Repetition will lead to the comfort and familiarity of cognitive relaxation. A message that appears repeatedly without bad results will become a safe signal. After a long time, what is safe is good, and it will be easy to like if it is familiar. This is the pure exposure effect in psychology. The familiarity brought by repetition can enhance the trust of consumers. Hua Shan, the founder of Huahua Consulting, also had a wonderful comment: "The essence of propaganda lies in repetition, and the essence of audience lies in forgetting. We should master the principle of communication in order to fight against forgetting repeatedly. Don't engage in that wonderful screen-brushing article. What an audience won't see for the second time is a night of fireworks. " 3. Brand advertising should confront uncertainty with certainty. In 217, Baiqueling's group of advertisements with a mirror in the end brushed all over the circle of friends, creating a phenomenal hot spot. Although it was questioned that there was no sales of audio volume, it gained 3 million readings. Later, Baiqueling has been carefully planning the marketing event of Guofeng, but there is no hot spot at the screen level. Brand building can't rely on luck, but must replace uncertain investment by deterministic means. With the involution of new consumer brand competition, brand advertising is heating up gradually. Brand media with higher certainty is returning to the core battlefield of marketing. Just as CTR released the report "Annual Inventory of China Advertising Market in 22" at the beginning of the year, the cost of advertising publication in 22 decreased by 11.6% year-on-year. However, elevator TV and elevator posters have increased significantly (23.8% and 28.9% respectively). With the disappearance of internet traffic dividend, online and offline multimedia layout has become more and more important. Wang Xing, CEO of Kaidu China and global president of BrandZ, pointed out at the TOP1 brand launch conference in China last year that "double micro, one shake and one focus" is the best paradigm to build a brand. 3. Credible product evaluation: Can your product stand word-of-mouth verification? Professor John Dighton of Harvard Business School put forward three components of business model in the 2th century: transportation, TV network and shopping center. In the 21st century, the three components of business model are transformed into mobile search, social network and e-commerce. These components are reshaping the consumer decision-making and marketing environment. In the past, consumers' decision-making mainly depended on TV media, and consumers' feedback information was usually ignored, so it was difficult for brands to play the role of mutual communication among consumers. Now the mechanism of consumers' brand evaluation has evolved. The digitalization of Taobao, JD.COM, Xiaohongshu, WeChat, Tik Tok, experience stores, new media and traditional channels has become a new way for consumers to speak. At the same time, KOL and KOC gradually made efforts to become experience officers of brand consumption trends. The era of taking consumers as the center has come. There is a popular aphorism in the marketing field: the brand belongs to consumers, and the brand owner only operates the brand on behalf of them. Correspondingly, brand building has also changed from one-way business to two-way business-consumer process. Consumer-centered word-of-mouth marketing and social grass planting have gradually become popular concepts, and trustworthy product evaluation has become an important means to test brands. Under the trend of "double micro, one shake and one focus", consumers not only need direct brand advertisements, but also actively search for product information to verify the reliability of communication content. Product evaluation has gradually become a key factor in determining consumers' transition from cognition to subscription. The essence of social grass planting is to create an information environment for consumers. The content of product evaluation on social media is equivalent to the extension of consumers' cognition, so that consumers can know more about product information. Consumer and even third-party evaluation will increase the credibility of brand advertising. Social grass planting has made great progress in the era of mobile Internet. From Weibo, WeChat, Zhihu to Xiaohongshu, Tik Tok and Aauto Quicker, it has formed an industrial standard communication method and become an important "partner" of brand advertising. The traditional Internet marketing context often ignores the relationship between brand advertising and social media marketing. If social media marketing is regarded as planting grass and pursuing user coverage, then brand advertising is planting trees and pursuing deep-rooted user cognition. When the cognitive tree firmly occupies the user's mind, planting grass will achieve more significant benefits. In the battlefield of live broadcast with goods, the brands that have achieved the top sales volume are basically traditional big brands. The brand advertisements invested by these traditional big brands in the past have now achieved greater returns in the era of hot social media. Summing up the marketing involution is essentially to carry out low-level repetition and competition in the local battlefield, ignoring the overall bottom thinking. Brand building needs closed-loop thinking to complete the transition from "knowledge-cognition-recognition", so that more consumers can know you, get familiar with you, generate trust and love, and finally form a purchase. This is a complete marketing value chain. In the past, we could form market coverage through a single channel or media, but in the face of the new retail environment, brand layout needs to focus on a more macro dimension, and establish a marketing closed loop from three aspects: accurate communication content, sufficient media power and credible product evaluation. Brand growth is a marathon. What matters is not the temporary effect, but the pursuit of long-term investment and income under the correct strategy. Just like China and China's marketing concept: advertising itself has no stage goal, but the investment and savings of brand assets. （CIS）