Classification of photographic equipment

In the previous article, the author has discussed the topic of "how to refine the head brand". Recently, I saw the news that Huiyuan Juice was delisted, and I couldn't help but feel deeply. In the commercial tropical rain forest, changes are happening all the time. There are always new species rushing to the sun, and there are also powerful old species quietly weakening and fading out of the jungle center.

Huiyuan Juice has been a "national brand" for 28 years, and its market share has ranked first in China for more than ten years. There are many reasons to withdraw from the market now, such as the severe impact brought by the failure of Coca-Cola's marriage, the chronic illness of family business, the limitation of founder's culture and pattern, the lack of product innovation, outdated marketing methods and so on.

From the perspective of brand strategy, there are two important reasons for Huiyuan Juice's delisting: the product failed to upgrade in time, and the crazy diversified expansion failed to keep up with the needs of young people, which diluted the brand awareness and weakened Huiyuan's core advantage in the category of "high-concentration pure juice".

In fact, many head brands at home and abroad are damaged because of the strategic direction of the brand, which leads to the stall or even disappearance of the brand in the market, which makes people sigh. Below, Xinye summarizes the four common failures of the head brand:

0 1.

Leeward fading: failure to switch from fading category to new orbit in time.

Reece, an American marketing guru, put forward in the book The Origin of Brands that a category is like a big tree, and a brand is the fruit that grows on this branch. With the growth and decline of categories, the market scale of representative brands will also be accompanied by growth, decline and decline.

Therefore, when the parasitic category of the brand declines, the brand needs to be transformed and upgraded in time and switched to a new sub-category to prevent being dragged down by dying categories, which is especially obvious in those technology industries with short industry cycle and rapid upgrading.

At that time, Nokia's mobile phone was the absolute king in the era of feature phones, regardless of market or word of mouth. However, Nokia did not seize the new opportunities of smartphones. Although the smart phone was launched very early, its design logic and experience did not meet the needs of smart phones, so it was overtaken by brands such as Apple and Samsung and eventually became an "old man-machine".

Kodak film used to be the representative brand of the film market. However, the emergence of digital cameras and smart phones has directly sent consumer film to the grave of history. Only professional markets such as medical care and industry still have demand, and Kodak has suffered heavy losses. In 20 12, Kodak, an old photographic equipment company with a history of 13 1, formally submitted an application for bankruptcy protection to the court.

On the contrary, in the face of the weakness of the film industry, Fuji changed its track in time, and entered the skin care products, medical health and high-performance materials industries with the advantages of anti-oxidation technology, collagen technology and nano-dispersion technology in the film field, successfully transforming and rejuvenating, achieving 100 billion revenues.

The same is true in the consumer goods field. Some brands failed to grasp the opportunity of upgrading consumer demand and products, and were eroded and replaced by new categories and new products, and their development encountered bottlenecks.

Huiyuan Juice takes advantage of high-concentration juice, and the slogan "Drink Huiyuan Juice and take the road of health" is deeply rooted in people's hearts. It can be seen that Huiyuan Juice has the brand gene of "health". However, with the upgrading of consumption, people now have higher requirements for the health of fruit juice, and prefer natural freshly squeezed fruit juice.

Huiyuan Juice should have been upgraded in time, and the "NFC Juice" track (that is, not from concentrated juice) should have been laid out long ago. The fresh original fruit was washed, extruded, sterilized and directly filled, completely retaining the fresh flavor of the original fruit. ), occupying the commanding heights of "healthy juice" in the new consumption stage.

In the field of milk tea in cups, the fragrance is "fragrant" all over China, and the advertisement boasts that "more than 300 million cups are sold a year, and the cups can go around the earth together". In the first three quarters of 2020, the revenue of fragrance fluttering dropped by 20.47%, which has been declining for three consecutive years.

This is mainly because the domestic demand for tea is upgrading to health and new taste, and cup milk tea no longer meets this new demand. In recent years, hi-tea, modern China tea shop and Lele tea have risen rapidly, which have well grasped the needs of young people and eroded the fragrant and delicious market.

However, at present, Xiangpiaopiao is also seeking transformation, and a number of new tea brands have been launched. Whether we can succeed in the future, let us wait and see.

02.

Possession: blind diversification, dilution of brand core competitiveness

To build a strong brand, clear and distinct brand positioning is the first, which is the engine of brand value. When the brand has not yet established a strong moat, premature brand extension and diversified development that has nothing to do with or conflicts with positioning may blur this positioning, thus making the brand out of focus and lacking in brand potential, which may be surpassed by the second brand.

Huiyuan's weakness has also fallen into this trap. In order to be bigger and stronger, after Coca-Cola failed to acquire Huiyuan, Huiyuan once announced that it would invest 5 billion yuan to develop fruit juice and fruit music in carbonated drinks, and later announced that it would acquire Rising Sun to enter tea drinks. The pace of diversification cannot stop at all. Sugar-coated gourd juice, cocktails, quick-frozen dumplings, pure water and other tracks have all been tried, and there is no result.

(Photo: Huiyuan Zhen Xuan Cocktail)

Similarly, Weiwei shares have been listed for more than 0/0 years, and have been involved in liquor industry, real estate industry, tea industry, coal industry, medicine, finance and other industries with poor performance, and even had to transfer or sell some subsidiaries and fixed assets.

This is not to say that brands cannot be diversified, but that brand extension and diversification should be disciplined. In fact, there are many successful brands in reality, such as Disney, Virgin, Tencent, Master Kong, Wahaha, Yili and Three Squirrels. At the beginning, Huiyuan Juice was right to be bigger and stronger and diversified in time, but it didn't grasp the rhythm and methods.

Successful brand extension and diversified development must have scientific extension logic, and pay attention to the purpose, opportunity, project selection and brand structure of diversification, as follows:

(1) Clarify the purpose of diversification.

Brand diversification must have a specific purpose to be meaningful: either to strengthen brand advantages and establish brand barriers; Either integrate upstream and downstream resources, reduce transaction costs and improve market discourse power; Either improve the supply chain and effectively control the quality; Either grasp the industry dividend and quickly cut into the track; Either attract core technologies to make up for the lack of their own capabilities; Either build ecology and form synergy. ...

Take the flower brand "spend some time" as an example. At first, through the cost-effective mode of sending a bunch of flowers for tens of yuan a month, it grew into a well-known Internet flower brand in China within five years. This model has a good effect, but it also has some problems such as high cost and unstable quality.

(Photo: It takes some time for Gao Yuanyuan to endorse)

As a result, "take some time" began to extend to the upstream supply chain. Having a 10,000-mu flower planting base in Yunnan, flower e-commerce companies that have signed contracts with nearly 10,000 flower farmers and bases, and intelligent flower processing factories can effectively reduce costs and control flower quality, thus better solving the pain points of the model.

On the other hand, Huiyuan's diversified extension is more speculative, and it invests whatever it has the opportunity to find, regardless of its adaptability to the core positioning of juice brands. Every new business has not been thoroughly done, and if it fails to achieve results, it has to be hastily withdrawn.

(2) There should be extended logic to form a synergistic effect.

The extended logic of diversification must have a "backbone", which may be the core business or brand positioning, so that you can effectively integrate various businesses and form a joint force of 1+ 1 2, and at the same time let the brand mind firmly grasp various businesses without confusion or loss of focus.

Disney's business is very complicated, including the brand authorization of theme parks, film and television works, peripheral products and even various consumer goods, but so many businesses are inseparable from the core value of "making people happier".

Tencent empire's business is also extremely diversified. It seems that any internet track must be involved, but looking at the priority of its investment, it is generally inseparable from a core logic, which is to lay out the ecology around the scene of "big social and pan-entertainment".

Three squirrels extend from nuts to dried fruits, tea, stews, movies, cartoons, theme parks and so on. Its axis is "Squirrel IP", and the virtual "Squirrel Kingdom" established on this basis has become an integrator of brand extension, greatly enhancing the brand's expansibility.

Therefore, when diversifying, we must find a "axis", extend around the related fields of the "axis", and cooperate with existing businesses as much as possible, so that the risk will be much lower. On the contrary, it is easy to get used to entering an unfamiliar field, brand-new business, brand-new customer groups and brand-new circles for no reason.

The original extension of Huiyuan Juice can revolve around the axis of "Juice", and with the help of the powerful brand potential of "High-concentration Juice", it can extend to the upstream and downstream, juice sub-categories and different juice grades, because the pool of "Juice" itself is large enough and has enough space to dig and release, instead of blindly enclosing in irrelevant wines, drinks and foods.

Of course, if you really want to seize the new opportunities in those dividend industries and enter a completely different new track, it is not impossible, but you don't have to follow the existing brand, you can consider adopting a new brand, so as not to dilute or be limited by the original brand positioning.

(3) Focus on the main business first and seize diversified opportunities.

Enterprise resources are limited, especially in the initial stage of development from 0 to 1. Only by concentrating superior strength and "focusing" superior business can we form strategic acumen and stimulate business growth most effectively. At this time, the key work of the brand is to reach the top position in this field and forge its core advantages, rather than rushing to diversify.

Even if the brand is promoted to the top brand in the industry, there is no need to rush to diversify, because the foundation of the enterprise may not be solid at this time, and it is necessary to further build a moat of the brand in terms of mind, technology, supply chain and channels, and establish an absolutely irreplaceable advantage.

When the brand has established a solid moat and a good foundation, it can give priority to those areas with potential and good strategic matching for diversification and outward expansion in a rhythmic and orderly manner; Or develop the "second curve" of the enterprise through new business in the case of limited growth space of existing business and shrinking consumer demand.

(Figure: Second Curve Model)

03.

Brand aging: abandoned by young consumer groups

In the market, the phenomenon of "once every emperor and courtier, one generation of users and one generation of products" is not uncommon.

For consumers, some brands originally represented coolness and fashion, which attracted a generation of consumers. However, when young people are no longer young, the needs and aesthetics of a new generation of young people are very different. If the brand is still the same, the new generation of young people will think that it is not my favorite brand, but the brand used by their parents.

Especially those fashionable products aimed at young people, when the once cool products are no longer cool and the young brands represent the old style, it means that the original personality of the brand has been shelved, and it is easy to be abandoned by a new generation of young people without the trendy temperament. Brands can't keep up with the changes of generations and gradually lose their stamina. This is the harm of "brand aging".

Olay, once a household name brand, is targeted at female consumers in their thirties and forties. However, with the escalation of cosmetics consumption in China, the products and value of Olay can't keep up with the needs of this group of people, and young girls prefer to buy products that match their age rather than share the same skin care products with "middle-aged women". Although the quality of Olay is excellent and the price is affordable, by 20 10, consumers have rarely mentioned Olay.

Metex Bang Wei Bang Wei, who was very familiar after 8090, once made a brilliant achievement of 2065.438+065.438 net profit of 654.38+065.438+020.6 billion yuan with the blessing of stars such as Jay Chou and Angela Zhang. However, due to the failure to grasp the new generation of young consumers, they were reluctant to buy after 8090, and entered a decline that lasted for many years. In 20 15, the net profit loss of Smith Barney was 396.57%, reaching 430 million yuan.

In today's China market, brand aging is not a case, but a common phenomenon. Wahaha, Lenovo, L 'Oreal, Changhong, Belle, Benny Road, Mason and many other head brands are experiencing the troubles of brand aging, which has to arouse our vigilance.

However, it is gratifying that many domestic brands, such as Li Ning, Baiqueling, Wei Long, Want Want, etc., have successfully achieved youthfulness and renewed their vitality through celebrity endorsement, product design innovation, new channels, new ways of playing, cross-border joint branding and value reshaping. I will write an article on how to make the brand younger in the future. )

04.

No left, no death: word of mouth overturned, self-inflicted

In the era of social communication, the effect of word-of-mouth can be spread by viruses and can be infinitely amplified. Good evaluation can make the brand rise rapidly, and bad events may also make a well-known brand lose its reputation overnight, which is beyond the control of the brand.

However, there are always some brands that ignore social public order and good customs, ignore market rules, ignore public opinion demands in times of crisis, and make superficial articles without sincerity, which leads to the growing public disgust and eventually converge into outrageous bad reviews, which is enough to get a brand into trouble. Some time ago, a social e-commerce platform handled the sudden death of employees working overtime, which is a negative example.

A few years ago, the Internet head brand must be called "BAT", but now this word is rarely said, because Baidu has fallen behind in BAT and has been overtaken by JD.COM, Meituan, Pinduoduo and other enterprises.

Baidu's current silence, on the one hand, is due to the diversion of search business under the mobile Internet ecology, and enterprises are in the investment stage of artificial intelligence transformation, on the other hand, it has also been severely hit by a series of negative events in the past. Baidu's corporate culture, which is too utilitarian, instrumental and humanistic, has caused many controversies and seriously affected Baidu's product experience. It is expected to fall behind.

Samsung mobile phones occupy 30% market share in China, but now its market share in China is less than 1%. The reason for this change can be traced back to the explosion accident of Samsung note7 mobile phone in South Korea in 20 16. After the explosion of Note7, Samsung still listed note7 in China, but recalled 2.5 million note 7 sold in the global market outside China. Differentiating between consumers in China and Europe and the United States has made many people in China have a bad impression on Samsung, and Samsung's reputation has plummeted.

There are still many brands in crisis because of negative events. For example, Sanlu milk powder was directly shut down because of the melamine incident; Fast broadcast was closed because of stepping on the red line; Luckin Coffee experienced a long period of pain because of financial fraud, and then slowly recovered.

Therefore, in the era of socialization, enterprises should look at brand reputation from the perspective of "brand assets", have a sense of crisis management, protect brand reputation, and don't lose long-term brand value because of short-term interests, which will really outweigh the benefits.

abstract

The reasons for the decline of head brands are very diverse and cannot be summarized by the above common reasons. For example, like He Zheng, innocent victims who were hit by two immortals, Wang Laoji and Jia Duobao; Like ZTE and Glory, the supply chain has been destroyed by international disputes; Like robust, arctic ocean, little nurse, etc. After being acquired by foreign investors, they were hidden in the snow. ...

The so-called "lessons from the past", understanding the common law of some head brands' failure, can provide us with a mirror and avoid detours on the road of brand building.