Reporter Li Jing reports from Beijing.
From Hellobike to Hello, the change in brand name is only a symptom, and the essence behind the brand upgrade is that the company's business form and strategic vision have changed. On December 13, Li Hong, head of brand public relations of Haro, shared at the "2023 China New Consumption Summit Forum".
When Haro was first born, there was only a bike-sharing business, so it was logical to call Haro Bicycle. With the gradual development and growth of Haro, a series of travel and local life services such as shared mopeds, ride-hailing, online car-hailing, battery swapping and refueling have been gradually incubated, and the brand name has been changed from Haro Bike to Haro. The nature of the brand's iterative upgrade actually reflects the profound changes in Haro's business and the company's strategic vision.
After the brand change, we are more concerned about whether a series of brand upgrades can clearly convey the company's goals and vision to the outside world, because the process of brand upgrading is also a process of communication with users. Li Hong said, "You can see a lot of shared bicycles on the street, and after the brand upgrade, we actually need to tell users that they can not only enjoy shared travel services on the Hello platform, but also other travel services or local life products that are doing well, but this kind of communication with users is something that needs to be carried out continuously in the process of brand upgrading." ”
Timely delivery of brand upgrades and business development to users is a very important content in brand communication. Li Hong said that all the products, services, and organizational culture of the company, including the manners, words and deeds of each employee, are in fact the contact points of the brand, and they are all conveying the brand's concept or value to the outside world all the time. "Brand building or brand power is a long-term systematic project, and can lead and drive the actual growth of the company's business. Therefore, for relatively young companies, they should slowly accumulate their brand equity, and the most important thing is to find a differentiated brand competitive advantage. ”
Behind the building of brand power is inseparable from the solid development of the business. Hello is not in the right place when it enters many industries and tracks, but it has achieved the last mover and first to come in some businesses.
For example, in the bike-sharing track, when Hello first operated bike-sharing, first-tier cities such as Beijing, Shanghai and Guangzhou were the most fiercely competitive markets for Mobike and Ofo, so Hello could only be in the market at that time.
Second- and third-tier cities and.
Fourth- and fifth-tier city development business. "It's not that I don't want to appear in first-tier cities, but at that time, developing in first-tier cities was really a money-burning competition, and Haro really didn't have the capital to do such a thing at that time. Li Hong said. But when the competition between Mobike and ofo came to an end, Haro withdrew.
Second- and third-tier cities have shifted to first-tier cities and become one of the three giants of the bike-sharing industry, achieving the late-mover first-come, first-served in the field of sharing "two-wheeled".
Hello later entered many tracks, which was not only a rational and feasible decision made based on its own actual situation, but also the result of the objective environment. Of course, not every track can be the last to come, and Haro has also learned valuable lessons in many new business attempts. Li Hong said that entrepreneurship itself is a case of nine deaths, but when starting a business, Haro has a way, that is, it emphasizes business cognition, "Haro will ask itself a lot of questions when entering any business, can you grasp the essence of this business?"When is scale in your pursuit?When is the pursuit of profit?Isn't the pursuit of scale expansion necessarily lead to business growth?Competitors are grabbing the market, should they follow up?What are the consequences if you don't follow up?Is this a consequence to bear?All problems are based on rational analysis, which is not only a process that emphasizes common sense, but also business rules, and once the operating model is verified, we will make every effort to increase investment and resolutely implement it."