How to keep the brand alive

Ten years ago, a popular song, "Clockwork", sang that the pace of love cannot be loosened, and if it is loosened, it will not succeed. In recent years, in China's growing agricultural market, there are many brands of agricultural products that are famous for a while and then fall like a meteor, which can be called "you sing and I will take the stage." there are very few people who can stand in the middle of the stage and focus consumers for several or even more than ten years in a row. However, Coca-Cola and Xinqi from abroad have been enduring and fresh in the international market, including China, and some domestic brands have won the "love" of consumers for more than ten years or more. The successful practice of some enterprises at home and abroad shows that the "step" of building agricultural product brands can not be relaxed at any stage, and the key is to "grasp both hands and be hard": on the one hand, we should pay close attention to product quality and service. Improve the "taste" and "temperament" of agricultural products, enhance the charm index to consumers, which is "internal merit". On the one hand, we should pay close attention to the trend of the times, consumption habits, market environment, comply with the trend, listen to the wind, and continue to inject vitality into the brand. Otherwise, no matter how well-known brands will make consumers "visual fatigue" and can not get rid of the fate of being eliminated by the market.

First, it can guide consumers to increase the frequency of use. One year, I attended a study in a high-level training institution, and soon found an interesting phenomenon: the buffet every morning is very abundant, but there is little interest in the equally well-known brand of honey placed next to a well-known brand of fresh milk. One day at breakfast, a classmate saw me drink milk and honey together and wondered: can honey and milk be eaten together? will there be no chemical reaction? As a result, I began to deliberately spread the benefits of honey and milk, the molecular structures of the two will not resist each other, but can melt blood into water, effectively increase the number of red blood cells and hemoglobin, and produce enzymes to decompose harmful bacteria in the body, enhance immunity and prolong life. And pay attention to the use of milk and honey during breakfast every day. About a month later, I was surprised to find that after such word of mouth, "milk + honey" has become the consumption habit of many students. This made me realize that if brand honey, in addition to explaining the basic functions of "clearing heat and detoxification, moistening the lungs and relieving cough, moistening dryness, and tonifying the middle", as long as it is added to the explanation of the benefits of eating together with milk, it can greatly increase the consumption frequency of consumers, and the amount of purchase will naturally increase accordingly. In fact, there are a variety of ways to help consumers increase the frequency of use, such as increasing consumption cue guidelines, changing packaging to make eating more convenient and elegant, establishing a membership system to constantly motivate consumption and gain intimacy, and changing product positioning to gradually solidify many people's "eat only when you remember" to "have a little breakfast every day." May have an unexpected effect on brand "preservation". In order to accurately grasp this point, we must ask repeatedly before formulating an action plan: what factors are affecting the consumption behavior of the target customers, and why this brand of agricultural products are not used frequently?

Second, try to recommend new ways of consumption. If you accidentally scratch the skin at home, you can easily break a piece of aloe leaf to reduce inflammation; peppermint can not only be placed as green plants at home, but also can be cold from time to time to cool off the fire. In fact, if we observe with our heart, or simply do some special market research, we can often find a variety of consumption patterns and application fields of agricultural products, and this kind of virgin land, which has not yet been widely concerned and used, may become a source of brand vitality. Of course, it is not enough to open up new areas of brands through new consumption patterns, and scientific evaluation and calculation must be carried out, including: how big is the potential and growth of this new consumer market? what is the size of the user group and its consumption level; what is the feasibility and cost of developing and promoting new consumption methods? what is the expected reaction of competitors and what is the competitive advantage, and so on.

Third, we can actively explore new market segments. At present, China's agricultural product market is entering a stage of fierce competition and gradual differentiation. The improvement of people's consumption level, the enhancement of health awareness and the change of life style and other factors, all the time have a round of shock waves to the agricultural market, but also to open up the ground for market segmentation. Age class, income level, living habits, consumption purpose and so on provide the perspective of mining market segments from different angles. Therefore, if the cutting is properly defined and the means of brand positioning and brand expansion are well used, it is possible to find a market opportunity with rich returns.

Fourth, valuable new services can be developed. Theodore Levitt, one of the founders of modern marketing, believes that there is no popular commodity in the world, and differentiation-everything is possible. If enterprises try to understand the product from the perspective of what problems users solve, then the space for product differentiation will be greatly expanded. Service must be taken into account when developing this space. In the case of the same level of core quality as competitive products, companies might as well imagine how to help users solve problems better, even if they focus on a trivial detail innovation, careful customers can feel it. Don't underestimate this seemingly simple feeling, it will largely establish a close relationship between the customer and the product. To achieve this effect, an important way is to let the target customers participate in the design of products and services ahead of time, because we should believe that "customers know best what products and services they want." Therefore, through different types of user return visits, user experience and other ways, we can capture and analyze the expectations of target customers for products and services, and then learn to develop new service items from the consumer's point of view. we can call this method "satisfaction front".