In 2023, we see such a market phenomenon:
Oppai, a high-end brand in the home furnishing industry, launched an ultra-low price of 699 yuan**;
Mousse asked Simba Douyin to bring 1 billion yuan of goods, which was too cheap and caused dissatisfaction among dealers;
The national liquor Moutai also lowered its identity and played cross-border marketing ...... with Luckin
Everyone feels more and more obviously an irreversible trend: the market competition in traditional industries is becoming increasingly fierce, and all kinds of wars, wars, and traffic wars are non-stop, and many traditional industries are not rolling! This not only means that the industry pattern is being readjusted, but also means that traditional enterprises need to re-examine the market and reconstruct the core competitiveness of the brand!
In the face of this situation, Tianjin Brand Strategy Consulting believes that the new turning point for traditional enterprises in 2024 is: to redefine the market, through business model innovation, brand positioning upgrading and digital transformation and upgrading, so as to obtain new growth momentum!
Push the boundaries and redefine the market.Please note! Your competitors aren't necessarily in your field of vision!
Ten years ago, could you have imagined that a home furnishing company and a home appliance company would meet in a narrow way? That's right, I'm talking about Oppai Home Furnishing and Haier Group. In recent years, Oppai smart home has extended its tentacles to the home appliance market, and Haier has also established a sub-brand three-winged bird to enter the smart home market.
In fact, Tianjin cooperated with Oppai as early as 2007 and cooperated for more than ten years, which not only helped Oppai establish "love for family" as the core value of the brand, but also promoted the strategic expansion of Oppai from cabinets to integrated kitchens to large homes and then to smart homes. In 2021, the market value of Oppai Home Furnishing will exceed 100 billion, far exceeding the combined market value of the other eight listed companies. However, as early as 2013-2014, Tianjin planned a large home furnishing strategy for Oppai, and truly realized the overall home decoration solution combining software and hardware by taking customized products as the core, matching heaven and earth walls, furniture, electrical appliances and soft decoration. At that time, we predicted that the real competitors of Oppai in the future are not peers, but cross-border companies such as Haier and Xiaomi.
It can be seen that if traditional enterprises want to explore new growth points or new blue oceans, they must take users as the core and rethink and define the traditional market boundaries with ecological thinking. Enterprises need to deeply study the needs and pain points of their target customers, understand their consumption habits, values and preferences, and provide them with more accurate products or services, which can be produced by themselves or linked.
Positioning upgrade to create differentiated brand core value.When the business breaks through the boundaries and redefines the market, the brand also needs to upgrade and reposition to gain the recognition and trust of new consumers in new markets.
To give an example, Wanglaoji's original positioning was "afraid of getting angry and drinking Wanglaoji", which is functionally successful and is also recognized by consumers in South China. But when Wang Laoji wants to enter the market of the national market, its consumption scene is restricted, because there is no concept of fire in many places in the north, so if it is not hot, will it not drink Wang Laoji? Obviously, this is not what Wang Laoji wants. After the cooperation between Tianjin and Wang Laoji, after in-depth consumer insight and international excellent case studies, Tianjin believes that if Wang Laoji wants to become China's "Coca-Cola", it must increase the emotional positioning based on the energy level of consumer group value, and Wang Laoji's name has "Ji", these three words are calligraphy, and the bottle is festive red, which are unique cultural characteristics in China and are recognized by the people of Chinese, so Tianjin helped Wang Laoji refine the emotional positioning based on "auspicious" culture. Of course, the slogans of "Wang Laoji" and "Drink Wang Laoji in an auspicious year" are popular.
Tianjin believes that brand positioning is divided into energy levels, from low energy level to high energy level: product value, enterprise value, industry value, consumer value, group value and social value. An accurate and successful positioning is based on a comprehensive analysis based on the audit of consumer insights, the stage of the enterprise, business strategy, competition segmentation, etc., not that the low energy level is not good, the high energy level is good, but based on the development of the enterprise to find the most suitable and unique competitive positioning.
Digital transformation is the only way for enterprises to improve incremental efficiency.If some enterprises do not pay attention to digital transformation until now, enterprises will miss out on the new blue ocean, which is by no means alarmist!
Looking back at 2023, we see which companies with good growth are mostly enterprises that have made efforts and achievements in digital operation or digital brand marketing, such as Wanglaoji, who has developed well, has already increased digital transformation, and even proposed that digital Wanglaoji become one of its strategies in the next ten years. And built the "Super Ji +" platform to build a user-centered herbal tea big data center, and also launched the Wanglaoji Metaverse "Ji Space".
Tianjin believes that the digital transformation of enterprises should be user-centric, with the goal of improving user experience and service quality. When formulating digital strategies, enterprises need to pay attention to the needs and behavioral habits of users, understand users' consumption habits, interests and hobbies through data analysis and market research, and formulate digital products and services that meet users' needs on this basis. At the same time, enterprises also need to establish a user-centric organizational structure and business processes to ensure that users are always at the center in the digital transformation process.
It is foreseeable that digital transformation has become an important part of corporate strategy. Digitalization can not only improve the operational efficiency of enterprises, but also help enterprises better understand consumer needs and optimize products and services. Through the application of science and technology such as big data and artificial intelligence, enterprises can better understand market trends and explore new growth points.
When the tide goes out, you don't know who's swimming naked. In the new business era with high-quality development as the main theme, the time has come to truly test the internal strength of enterprises, branding, digitalization, ecology, science and technology, and capitalization are indispensable.