subject: Become A Brand Meteor: On The Rapid Fall Of The Four Causes - Branding, Marketing, Home Appliances - [print this page] Explore the rise and fall of the underlying causes of reduced brand will help us to run the reverse way of thinking to find long-term support to the brand continued to grow, the fundamental driving force of sustainable management, thus many of today's best-known brand or play a role in warning to realize the internationalization of Chinese brands and healthy growth.
Become a brand meteor, rapid fall of the four root causes!
China in a short span of 20 years, there have been many short-lived brand star: has great speed quickly became popular in the Chinese market, brand awareness to an unprecedented height, it is eye; but again very short period of time, such as meteor fallen amazing, makes extremely sorry. Many of them did good business, such as 3, Zhiqiang, the sun rose, the sun god and so on. Explore the rise and fall of the underlying causes of these brands will help us to run the reverse way of thinking to find long-term support to the brand continued to grow, the fundamental driving force of sustainable management, thus many of today's best-known brands, or play the role of warning to the real realize the internationalization of Chinese brand and healthy growth.
Source 1, tremendous pressure on huge advertising costs, slow death, the brand
Zhiqiang brand is very famous Sichuan, a food brand, launched Zhiqiang walnut powder sold in many regions of the country, but to a certain stage of development Zhiqiang, very unwise to choose the standard CCTV advertising chief and king, but the result is the amount of advertising actually exceeded the previous year's sales, so take a big risk Huozhongquli! The end result is insolvent and was forced to declare bankruptcy! Great potential fall of a brand on it!
Explore Zhiqiang brands fail, we found Zhiqiang selected walnut powder as its main product, is not impossible! It should be said in China's vast Bunao market, whether in groups of children, students or groups among the elderly, walnut powder have very large consumer groups. But the market's capacity is limited, and consumer groups are concentrated in the brain of value demands, not as general cleaning products, or the common fast food consumption, therefore, Zhiqiang order to achieve the dream of national expansion of the performance became popular, in the right The media has chosen the wrong advertising means (standard king), clearly focused on a few products for market segments, but popular and dependable as the ordinary products, they have the mentality of gamblers for advertising and indiscriminate aerial bombardments, the final failure is inevitable!
Zhiqiang failure, showed that when the segment comes, the spread of mass-media approach is not appropriate, as the minority type, means of communication for specific populations is a wise choice.
Root of 2, the transition business expansion, management, nearly out of control
Brand's growth is the gradual accumulation in the early-style, to some extent after the rapid growth will be reflected in the sales of the explosion is doubled. At this stage, the company's human, financial and material resources is easy and fast-growing brand of geometric series can not match, because the company found the right point, the brand has spread like viruses are possible, however, corporate culture solidification and communication can only step by step the conduct of the event when the market and performance by leaps and bounds, a business capital chain most likely broken, or enterprise originally pure unparalleled team have a lot of flies began to mix together in, so that in the promotion of the brand, there are many links, or partial vacuum! Growth in high-performance case, this problem was covered up. When a crisis comes, the brand's own immune system is damaged as the body has been unable to resist to the invasion of bacteria, could only watch as his hard-wrought market collapse like the walls collapsed.
On behalf of brand 3, Qin pools, in fact, whether oral or white wine, the market itself is huge, but it's brand expansion, is bound to be established to develop, consolidate, develop a virtuous circle system, the Qin pool Standard king after winning the CCTV, a serious shortage of production capacity, when the media revealed that Qin Chi bought from Sichuan puree the fact that wine for blending, the Qin pool is not a professional crisis and did not play the role of public relations, and finally as a the target of attacks by the public! Inevitable failures and fallen.
