The intensification of market competition has made Chinese flooring companies' desire to establish, build and strengthen brands reach unprecedented heights. However, China's many “famous brandsâ€, which have been followed by rapid decline, have made the phenomenon of brand aging really in front of enterprises.
What is the cause of the brand aging?
Due to internal and external reasons, the brand's decline in popularity and reputation in the market competition, sales shrinkage, market share decline and other brand decline phenomenon, are called brand aging. Because the market changes a lot, it can be described as rapid change. When the quality and quantity of the product market increase, because the brand can't keep up with the times, it can't satisfy the perception of the new generation of consumers, so the brand is aging impression in the market consumer psychology.
Experts believe that the outstanding performance of brand aging under the market is high visibility and low recognition. Brands in this situation often have such a characteristic: everyone who mentions this brand knows that the popularity is quite high, but in the market, it does not attract consumer attention, and does not produce too much purchasing power; or there is no impulse to buy. To get consumers out of this market cycle, they will be hindered by high visibility, because few people will be willing to take the time to revisit a brand they have heard or are already familiar with.
The company's products have remained unchanged for several years or even decades, and have not changed according to the current situation of the market and the advertising strategies of competitors. They are completely based on their own preferences and previous advertising experience. The result is a sharp increase in market competition products, a shrinking share, and aging brands and lesions: one is the decline in absolute sales, and the other is the relative decrease in market share. Due to the uncertainty of the advertising effect in the market, many companies often form a strong path dependence when advertising brands through advertisements, instead of changing with the changes of the times and consumer preferences, the advertising appeals objects still go their own way, resulting in very Big advertising wastes, misleading brand communication.
The market consumption concept is fissured, and the brand concept must go ahead.
Compared with Western countries, today's marketization is still not high. This aspect depends on the external environment in which Chinese brands grow; on the other hand, it is also doomed to the irrationalization of Chinese companies to create brands.
Brands, like the market, operate according to their objective laws.
According to relevant research reports, in the follow-up survey of 5,000 SMEs, 65% of companies hope that their brands will become household names overnight, everyone knows.
However, in fact, most of them started their brand promotion, and they did not hesitate to pay more attention. However, once the brand went public, it was neglected to manage, not adjusted in the market, and did not know how to continue to maintain and enhance the brand. The result was initially shaped by advertising. The brand image, with the market's lapse and lack of brand management and other brand competition, disappeared in the market until the stage of market competition.
At the same time, enterprises are required to pay great attention to the differentiation of product quality and performance in the era of product homogenization. Because every industry is absolutely saturated, new companies enter every day, and old companies quit. In this case, cultivating consumer brand loyalty has become more difficult, and it has become more and more a major event.
Based on consumption, it is very important to change the concept of market consumption. In the flooring industry, the improvement of living standards has made consumers increasingly pursue higher levels and personalized consumption. The proportion of simple product functions in consumer purchasing factors has become less and less, pursuing psychological needs and psychological satisfaction. The proportion of its purchasing factors continues to increase. In other words, consumers prefer brands with emotional support rather than pure products.
Many flooring companies do not have a comprehensive and mature brand concept. They regard brand building as just advertising. They regard brand equity as only the brand's popularity, simply pursuing popularity, and neglecting the brand's transformation in important aspects of market consumption. In fact, brand equity includes many factors, brand awareness is only the corner of the entire brand, and many factors including consumer attitudes are worth considering.
It can be said with certainty that in the process of market product circulation, consumers' affirmation of quality, loyalty to the brand and rich brand association are all that a mature brand has.
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