Do not adapt to these changes in the trend of LED will eventually disappear?

Kill the traditional enterprise, not Internet companies, more than "the Internet thinking", but the birth of the Internet enterprise and Internet thinking, a completely different in the past 30 years, the consumption environment, is behind the consumer decision-making method, technology and consumer sovereignty thinking change.

In recent years, the majority of enterprises in the industry, are not happy, the poor are not happy, rich is not happy. Why?

Because of the development of the way, not sure myself more. Now do the same effort and investment, perhaps only 10 years ago to reach the effect of 1/5. Smashing advertising, consumers do not have a cold; play investment, the younger generation of dealer's very; open new channels, is the wolf in front after the tiger; playing a new concept, but also how congenitally deficient, the electricity supplier; fight technology licensing, While the grass grows the horse starves, consumers believe do not know.

Where is the problem?

Consumption environment and channel patterns have undergone a qualitative change, and not a single brand, a single category for the transfer of the will! Now the path of information consumers contact habits, aesthetic standards, brand purchase decision, completely changed, from small influence to the public, from the metropolis to affect small city, from the industrial sector to.

1, to the central business district, so that consumers can not see"

The development of the city, the formation of the business district to the center, the great values continue to be broken down into a small business district, until the community to fine.

For example, 10 years ago, Shanghai people get together to get things to Nanjing Road, Xujiahui, Wujiaochang and other traditional shopping district. Now, you can buy online, you can go to the store, you can go to Wanda Plaza or other rising shopping centers, or go to their favorite community store. The same consumer, he bought A through the shop, buy B through the community store, buy C shopping mall. Business district from the geographical and time, have been fragmented.

2, to the center of the channel, so that the terminal was flooded

In the past you are a rich man, you find a large city in the old factory near the low cost of decoration, will become the building materials market, began leasing! Hit the TV ads, cast a few buses, do a few activities, consumers will recognize you, so the city a considerable part of the consumer to buy a building materials are likely to think of you.

But now the situation has changed. Urban development, the relocation of the old market, more and more scattered new projects. Coupled with home improvement company material Museum, electricity providers, O2O experience store, buy group, bargain, community forums, such as the rise of the Internet, buy building materials into more than a dozen channels. You know, consumers do buy things in the end, but what you don't know is when and where he has bought them!

3, to the center of the brand, so that the weight loss of the brand

Haier, Lenovo, Midea, Nike, ADI, Lining...... Over the past 30 years, the brand is fighting for 30 years, leaving the size of a corner.

However, after 85 and 90 as a representative of the new generation of consumer power, from a young age is the brand of consumers, is a generation of brand packaging, they are brand, no special, not fresh".

These and the next 10 years, the mainstream of purchasing power, after their parents to the rational choice of the brand, the rapid access to the era of emotional consumption.

How many brands, can continue to tell a good brand story, touched these groups? Difficult, almost impossible!

This is an era of centralization. Your brand is yours, mine is mine. Today I dressed in famous brand, Amoy happy tomorrow at. In particular, in the past, the big brands hit the country, now completely weightless! In the new generation, the moment you don't tell a story, you're just a name.

Two, the transformation trend?

1, from the function into function

In the whole channel marketing environment, there is no independent department can fully assume the function of marketing communication.

Users of different channels, different scenarios of the user, as long as you do not want him to just passively accept the information, it will take the first time, with the appropriate marketing tools interact with it. Among them, the development of the Department of brand tools, but also the use of the tools of the sales department.

This is a huge challenge to the old brand department, and the independent digital media sector can't afford it. Must be on the consumer decision-making path, the communication and interaction functions, to the different organizations of the enterprise (such as sales, channels, customer service, supply chain, after-sales, etc.).

2, from centralized to decentralized

Marketing communication is still the content is king, but the content of the producer is not the traditional brand or company, but scattered in all channels of contact path marketing mode in its own production and spread by business structures in all kinds of roles.

We are moving towards the era of full consumer centric, full channel full contact marketing model is the solution!

Viewpoint:

Has the scale of the enterprise brand, if we ignore the existence of this phenomenon, whether you are a traditional store, or traditional electricity supplier, will fall back. It can be said that within 5 years, a number of traditional business entities and a group of traditional business enterprise, will disappear from the mind of consumers, only the establishment of full channel marketing strategy of electric shock, your target consumers can enter your hunting range.

For more information about LED, please click on China LED network or