What can traditional Chinese companies do in the era of the Internet? Marketing is the leader of enterprises. This article attempts to think about the source of innovation genes of traditional enterprises from the perspective of marketing planning.
In the era of the big Internet, although some traditional giant companies are still standing still, some small and medium-sized traditional companies cannot restrain their temper and continue to cautiously test the waters of Internet marketing. Some bolder companies have even begun to think and operate Internet thinking and platform strategies. A while ago, when traditional companies were being overwhelmed by Internet companies, Huawei founder Ren Zhengfei, a representative of traditional companies, spoke out and asked Huawei to do what it is good at, do what it is good at, do it well, and make it better. As a representative high-tech company in China and a company that controls some cutting-edge core technologies, the statement of Huawei boss Ren Zhengfei can be said to have completely cooled down the fever of the Internet.
Beijing Lijun Century Marketing Planning Company fully recognizes the impact of the Internet era on traditional enterprises. It is necessary to make changes in corporate marketing, but is it a steady and steady approach like boss Ren Zhengfei or is it? Embrace innovative thinking on the Internet like some companies have set an example? I'm afraid it's worth some deep pondering by traditional enterprises. The author believes that in the face of the big Internet era, traditional enterprises must be able to accurately grasp the source of corporate innovative marketing.
Extreme thinking in product innovation
No matter what kind of products or services a company provides, its core must be the ultimate innovative thinking, at least the ultimate innovative thinking within the company's ability. Therefore, many companies will seek the ultimate innovation from technology R&D experts with considerable recognition. Obviously such product understanding and product innovation concepts are biased or even wrong.
So where does the extreme thinking of product innovation come from?
Research by Beijing Lijun Century Marketing Planning Company found that it mainly comes from the market and from the target consumer group. In short, introducing consumers to create value is the thinking path of product innovation. If a company can meet the ultimate needs of its target consumer groups, it means that the company has extreme thinking in product innovation. On the contrary, there are certainly many product innovation failures that are completely incompatible with the concept of consumer demand-oriented product innovation that centers on technology research and development.
Therefore, we can summarize that the source of product innovation for traditional companies in the era of the Internet comes from consumer product innovation. The internal initiator of product innovation is the product manager. As for the realization of specific professional technologies, companies only need to effectively integrate resources.
Simplifying the market will not create a big situation
In fact, this is a reverse thinking process. No company expects to make its market smaller, but this is precisely the prerequisite for many companies to achieve innovative success.
China's entire economy is in a period of transformation. Just imagine if traditional energy automobile companies can gradually make new energy vehicles bigger and stronger during the transformation and upgrading process until they make traditional energy vehicles smaller or even eliminate them. I am afraid that the company will create innovations because of this innovation. Big picture.
In the past few years, we have seen some traditional giants being eliminated by the market due to various innovative changes, including Kodak, Nokia, Motorola and other once-famous corporate giants, which have gradually declined due to huge industry innovations. Even die.
Repositioning in new markets can also make a big difference
Most traditional companies have become accustomed to traditional market positioning. In fact, repositioning the market may be an important source of corporate innovation.
At present, some traditional Chinese enterprises need to reposition themselves to find new markets that are easier to market and innovate. Take Chinese liquor as an example. After experiencing a serious decline in 2018, major liquor brands have to look for repositioning the market. The market that used to rely on business, government and military no longer exists. In fact, before this, Jinjiu had embarked on an innovative path by repositioning itself in the new market. It focused on healthy drinking culture and successfully built the Jinjiu brand into the number one healthy drinking brand in China.
Lei Jun’s Xiaomi mobile phone was accurately positioned at the new generation of China’s consumer group when it was first launched. It tailored innovative products and services for enthusiastic rice fans and that’s why the Xiaomi brand has risen rapidly in the red sea of smartphones. .
Innovation in marketing channels can also break new ground
For traditional enterprises that have been accustomed to traditional marketing channels, innovation in marketing channels is undoubtedly difficult. However, in the era of the Internet, innovation in marketing channels is undoubtedly a must for all traditional enterprises. important issues to face. Embracing the Internet and embracing e-commerce are already essential projects for traditional enterprises to successfully enter the era of the Internet. Although the answer is yes, traditional companies need to think carefully about how to embrace it.
We see that Three Squirrels, one of the most prosperous e-commerce companies now, has become a model of marketing channel innovation. As a fast-moving consumer goods company, Three Squirrels has successfully achieved rapid sales growth through e-commerce marketing channels. However, this does not mean that other traditional FMCG companies can also carry out such innovations. Companies must make reasonable marketing channel innovations based on their own circumstances.
Brand asset innovation can take shortcuts quickly
Some entrepreneurs believe that the importance of brands has declined in the Internet era. On the contrary, Beijing Lijun Century Marketing Planning Company's research found that in the era of the Internet, the importance of brands has not declined but has increased. This is mainly due to the increase in brand awareness brought about by the rise of the new generation of consumer groups.
Nowadays, some traditional companies have begun to abandon the traditional brand equity construction model and innovatively developed brand equity innovation models. They have introduced more business democracy and consumer sovereignty into the process of brand asset creation, greatly mobilizing consumers' brand equity creation. Participation awareness and active participation in brand asset creation activities greatly enhance the brand value and consumption value, which has an unimaginable effect on consumers' recognition and recognition of the brand.
Of course, we do not advocate the fast food culture of brand creation. This requires enterprises to be consumer-oriented in the entire marketing process. Always pay attention to and care about consumer demand. Taking consumer demand as the starting point and end point of brand creation can quickly ensure that Brand implementation enables effective interaction with consumers.
Conclusion
Chinese traditional enterprises have not experienced the systematic growth and experience process of hundreds of years like many Western enterprises. This shows that the burdens on Chinese traditional enterprises are relatively light. On the other hand, it also shows that Chinese enterprises have the foundation and Insufficient accumulation. When the company was not yet mature, it was quickly swept into the trend of the times. It was burdened to change quickly. Insufficient foundation and lack of capital for change. Therefore, Beijing Lijun Century Marketing Planning Company believes that the transformation of traditional enterprises in the era of the Internet must come from the market and seize the innovation points presented by the market and have the courage to innovate.
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