Marketing homogenization How to break the era

When we are serving enterprises, we often find many enterprise In the face of competition, they are often in a tough situation. There seems to be no good way for their competitors to act. The means that can be adopted are mostly follow the trend, thus forming a special phenomenon in China's current market competition pattern. 比如說在產(chǎn)品開發(fā)上，你推出一個新概念“維生素”，后面馬上就跟了一堆以維生素為訴求的競爭品牌，你推出一個“非油炸”，后面就全是非油炸，你推出一個“商務休閑”概念，緊跟著就是一群同樣訴求的品牌，你又推出一個“時尚運動”概念，同樣也會蜂擁出一批以時尚為訴求的運動品牌;又比如說在渠道拓展上，你說要推行深度分銷，后面就有一群虎視眈眈的眼睛，你說要做通路精耕，又有馬上跟著學的，你說要“多開店、開大店、開好店”，立馬你就會發(fā)現(xiàn)有不少品牌在跟著你扎堆開店，你要搞一個代理商公司化運營，回頭就發(fā)現(xiàn)另一個品牌也在搞;再如在品牌傳播上，那就更是一群跟風的品牌了，哪個明星紅就拼著請哪個，蔣雯麗紅，就有七八個品牌比著請，劉謙紅，就有十幾個品牌爭相恐后地請，還有的競爭品牌是你請一個我就請兩個，你請兩個我就 Please three, you invite three, I invite a group, anyway, is to press you! And in the terminal promotion, you do discount, I do, you do special price, I do, you please guide me, please, please invite me to invite you, you buy to give me to do, you send towel, I send, you send a spoon to me to send pot, the whole is very happy!

The above mentioned phenomena, whether in the food industry or in the clothing industry, are everywhere. This shows that the Chinese market has entered a quite serious era of marketing homogenization. In this environment, innovation seems to be a luxury. In such a fast-food marketing way, it seems that these enterprises are unwilling to spend their energy to accumulate, and they all think about how to use the least cost and energy to match their competitors. Therefore, we can see the phenomenon of following the trend everywhere. But let's think about it in the opposite direction. If we pay attention to it, we will find that there are very few enterprises and brands that are really successful. Those who are developing rapidly are often the frontrunners who go ahead and dare to innovate. They are not satisfied with the stagnation in the present situation and are unwilling to map out the steady development of the situation. They prefer to challenge the status quo, constantly think about how to innovate from different angles, and how to stand out from the status quo, so that only they have won the development and success.

Some enterprises believe that this is caused by the homogenization of the Chinese market, but in fact, there is no homogenization of the market, only the homogenization of marketing. Let's take a look at the reasons for the stagnation of these enterprises. When we analyze their product structure, channel development, brand communication, promotion and terminal management, we will find that they still remain a few years ago without any progress, and those enterprises have no special way of thinking to come up with different methods. All of them can only rely on past experience to recruit and disassemble the recruits, so they do not have any foresight and originality at all. For these enterprises, is there really no way to break through this homogenization situation?

Creative destruction in marketing mode

The so-called homogenization of marketing is actually that enterprises do not know how to cope with and innovate in a competitive environment. They only rely on their own experience to cope with the changing market environment. But in fact, the environment has changed, and experience is still useful. To effectively cope with this situation, enterprises must adjust their way of thinking and use new ideas to think.

Building a practical marketing model is a fundamental solution. The innovation of marketing mode can break the stalemate of marketing homogenization. The reason why enterprises can not effectively innovate is because they lack the understanding and insight to the marketing operation process. They will not systematically analyze and think when facing competitors' price war and advertising campaign, and can not find out effective countermeasures. Therefore, they can only imitate passively to follow suit, and only by jumping out of these parts and thinking systematically, can we find a breakthrough point. To win the market competition, the enterprise can not be realized only through a single link. Only by integrating the marketing elements and innovating and breaking through the overall marketing mode can we effectively change the current passive situation. That is, the innovation of the marketing mode can bring about creative destruction to the status quo, and find another blue ocean for the enterprise, thus changing and even subverting this homogeneous competition pattern.

Then, how can we achieve the disruptive breakthrough through marketing mode innovation? This is actually the "creative destruction" by the famous economist Pete. At present, the formation of homogeneous marketing in China is actually caused by different systematic operation of enterprises. Enterprises only know that they should focus on those single links, such as products or channels, or brands. They will only focus on competitors when they compete, but when they do not know what their competitors are considering, they often fight to the end. If enterprises want to achieve creative destruction, they must create their own marketing mode. The key is to establish their own strategic plan and extract a matching marketing operation value chain based on strategic planning. Through marketing the effective combination of various links in the marketing value chain, we can design a marketing mode that can effectively cope with competition. As a result, the competition of enterprises is not confined to single point competition, but to compete with their rivals in the entire marketing value chain. At this time, your strength is not single, but integrated and strategic. It is like the "long snake" in the ancient battlefield. When you hit the end, you should hit the tail. I should first hit you. When you hit the middle, I will surround the front and rear, so that you can effectively avoid engaging with your opponent. Naturally, you will break away from the homogenization and win the competitive advantage.