Four Elements Of Brand Transformation: Users, Products, Experience, Word Of Mouth

The development of mobile Internet has made information more transparent. Consumers will have more independent choice when choosing products.

Zhang Xiaolong, the father of WeChat, said in an internal speech: "we often make trade-offs between various trade-offs. At any time, we have to consider whether this matter is started from the user value itself. If our strategy and user value go against it, even if we abandon short-term interests, we should maintain user value. "

　　 First, user dominance is the core.

Users decide not only whether the product can become a brand, but also decide how long the brand can survive. The users here are not ordinary users, but belong to the users. Those who are involved in the new product design and have an influence on the products are equivalent to the "Rong Group" (the honorary development team member) in the millet mobile phone.

Amoy brand seven grid is a network original clothing brand. There is a team of "15 young designers +1 full-time collocation", which provides a minimum of 100~150 new items per month to ensure that there are no less than 500 items in the store. It has tens of thousands of loyal fans and many QQ groups.

Every time the new model comes up, the seven grid will first upload the new design to the shop, allowing the netizens to vote on the new voting and discuss it in QQ group. Finally, we will pick out the styles that we all like to make modifications, and then upload them to the website again. After repeated rounds, production and shelves are started. This process completely subverts the designer's leading fashion. Trend The traditional mode has even subverted our traditional cognition of brand. Consumers begin to decide the trend of fashion and fashion. Most importantly, consumers enjoy the process. Seven grid is to use this two-way communication mode, more than half a year, from obscurity to Taobao fourth sales.

The brand in the mobile Internet era must be user centered, allowing users to participate in all aspects of product innovation and brand communication. "Consumers are producers". Brand communication is accomplished in the good experience and sharing of users. Especially after 80, 90, the young consumer groups, they even hope to participate in the product R & D and design links, hope products can reflect their uniqueness. As an enterprise, the focus of the market should be shifted from products to users, from persuading customers to buying to enhance users' experience and perception of products. Zhou Hongyi, the 360 chief executive, said: "traditional enterprises emphasize" customers (customers) are God ". This is a two-dimensional economic relationship, that is, businesses only provide services for people paying. In the Internet economy, people who use your products or services are "God". Therefore, the belief that Internet economy advocates is "users are God".

　　 Two, product is the cornerstone of the king.

"Products are the first driving force". Without quality products, any sales that rely solely on gimmicks to attract eyeballs will eventually be humiliating, because the power of negative communication is even greater. The Internet age pays attention to the "experience" and "acme" of products, that is to say, "user centered" makes the product the ultimate. Making the product that lets users scream is the only way in the Internet age.

In order to create "user screams", millet mobile phone is the best way to achieve high price. Every generation of new products launched by millet must be the fastest start of the industry at the time, and the price is the lowest in the industry. When the millet mobile phone was launched, it should be priced at three thousand or four thousand yuan at that time, and its final price was less than two thousand yuan.

The first time a customer buys your product is because of rigid demand. The second time you buy your product is because you have a good experience for the first time, and you buy your product all your life because you have faith in your product. Therefore, the essence of brand marketing is to cultivate customer's consumer belief and increase. brand Viscosity. In this regard, golden wrong knife has a classic comment: product is 1, marketing is 0. If 1 of the product does not exist, then much more will be lost. The screaming of products is to let your products speak for themselves, and products become self media. Forget marketing, return to the essence of business, Internet thinking is to achieve the ultimate essence of business thinking. No matter what era, the essence of business is always users and products.

　　 Three, experience first is the key.

In the past, enterprises created brands mostly to provide consumers with material benefits and satisfy customers' needs in the function, design, quality and price of products. With the seller's market becoming a buyer's market, consumers take the brand as the criterion of choosing products and services, and pay more attention to the consumption experience of interaction and humanized service. The brand recognition of customers will directly affect the fate of the enterprise.

In the era of undeveloped Internet, the relationship between businesses and consumers is based on asymmetric information. After the Internet, the rules of the game changed. Consumers can get more information about products, such as price, quality, style and so on, and consumers are more and more initiative and voice. Therefore, in the era of mobile Internet, the user experience of products is becoming more and more important.

In the era of mobile Internet, product quality and price will not be the first consideration for consumers. What they consider is experience, and a large part is psychological experience. For example, many girls buy LV now, judging from quality and price, she is not worth it. But if LV represents an identity and social status, then she feels the value, because "the price lies in the value". Therefore, if a traditional brand wants to evolve successfully, it will ultimately depend on whether it can create a brand culture that is compatible with user value and integrate it.

Of course, this does not mean that there is no brand culture in traditional enterprises. Like McDonald's, it shapes family culture of happiness. But the "protagonist" of this brand culture is a brand culture that is self compiled and self-directed by enterprises, and it is a culture that enterprises force to export to all customers, rather than a brand culture created by consumers according to their own expectations.

In the past, manufacturers sold products to customers and got the money, hoping that their customers had better not look for themselves. In the era of mobile Internet, the journey of experience has just begun when manufacturers deliver products to users. If your product is doing well in experience, users can perceive your existence every day, and will help you publicize and recommend products, forming word-of-mouth marketing and fans. Therefore, in addition to providing guaranteed products and services, enterprises must also provide customers with more experience to meet people's higher level needs, thereby enhancing customer satisfaction and loyalty. Today, when all products are highly homogenized, you will find that the decisive factor in the final victory is actually the user experience. A good user experience should start with details and allow users to have a clear perception. This perception should exceed users' expectations and give users a pleasant surprise. It will run through the whole chain of communication between brands and consumers.

The biggest difference between experience economy and traditional industrial economy is that consumers turn from passive value receivers to active participation in all aspects of value creation and become co creators of creating unique experiences. The value creation thinking centered on the enterprise turns to the thinking that enterprises and consumers jointly create value.

　　 Four, word of mouth communication success or failure.

In the mobile Internet era, those who have good reputation and actively interact with netizens will be more likely to win consumers. The mobile Internet has changed the way the brand relies on strong media to communicate with audiences in the past. Many enterprises emphasize "my product is very good, my quality is high, and my service is excellent" through traditional media. Today, the traditional advertising information of this woman selling melon type is basically deleted or shielded by consumers.

In the era of mobile Internet, if products or services are well done and exceed users' expectations, even if a penny of ads is not put in, consumers will be willing to spread it for you, free to create word of mouth for you, advertise for you free of charge, and even become a social focus, such as fishing services.

Perhaps many people will feel that "users, products, experience, word of mouth" these eight words are nothing strange, or even feel tired of listening. But think carefully about the number of enterprises that actually do these eight words and what they really do. enterprise And how many. And the key is that these eight words have strict logical order and spiral up loop effect. Only users can participate in and lead to make good products that satisfy users. Good products have good experience, good experience has good reputation, and word of mouth can inspire more users to participate in product design. If the mobile Internet is a gold mine, the brand is a magic tool for gold mining. The reverse is also true. If the brand is a gold mine, the mobile Internet is the magic tool for gold mining.