Jiang Nanchun: The end of the traffic dividend The brand dividend is opening

On December 13, 36Kr "WISE2021 New Economy King Summit" with the theme of the hardcore era was held in Shanghai. At the meeting, Jiang Nanchun, chairman of Focus Media, shared with the theme of "Hardcore Methods for the Rise of Chinese Consumer Brands" how new consumer brands can truly become a leading brand of sustainable consumer goods in the era of traffic dividend depletion.

Jiang Nanchun believes that the core elements of China's commercial war have undergone three important changes, namely the productivity competition in the early stage of reform and opening up and the war on the channel side, in today's channel and production side have been surplus, innovation has also been rapidly homogenized, when consumer choices are many, the core battlefield lies in the consumer's mental end.

Jiang Nanchun, founder and chairman of Focus Media

Jiang Nanchun believes that traffic is not the root of the business, but the result of the brand winning people's hearts. The market has entered an era of stock game, and the biggest feature is that the volume and price are killed together. "The essence of consumer goods has not changed, and many people in new consumer goods have seized new human beings, new needs, and seized the rapid rise of new traffic dividends." But the essence of the consumer has not changed, the channel penetration rate and mental penetration rate, the dividend of traffic is not controlled by you, the mastery of traffic is mastered by the platform. In this case, in the end, only omni-channel penetration and brand named purchases can make a new consumer brand truly become a sustainable brand. ”

"Now many people spend their time studying traffic, is traffic the root of the business? Not really. Traffic is simply the result of a brand winning hearts and minds. The continuous advertising investment of many brands has been precipitated into a solid brand equity, and brand equity is the driving force of the company's core. Jiang Nanchun said that the success of many companies today is because of the choices made by enterprises two or three years ago.

At the meeting, Jiang Nanchun also shared three trends of brand communication under the new situation. The first trend, he argues, is centralized confrontation with fragmentation. The Internet is too fragmented, the information is over-exploding, and it is becoming more and more difficult to detonate the brand in the endless information. The second trend is to repeat the fight against forgetting. The spread is still in the scale of delivery, scale precision delivery. What Focus does is to appear repeatedly in enclosed spaces. "Branding is about building fast thinking, reflexive stuff. Finding people is not a brand, people looking for goods is a brand. "The third trend is certainty against uncertainty. There are three ways to do branding today: to integrate into major social events, to integrate into major social entertainment, and to repeatedly appear in offline scenes that appear frequently by consumers, becoming an integral part of his mind.

Jiang Nanchun said that there is no shortcut in the world. "Do repetitive and things that can be accumulated in order to enjoy the compound interest of time." We can use definite logic to win the uncertain market, the demographic dividend is over, the people's heart dividend is unfolding; the traffic dividend is over, and the brand dividend is opening. ”