Throwing out the big pie of online sales, Fang Yi's purpose is to lure Mr. Li to take the bait, Mr. Li, as a business giant, will never take the bait in the face of this opportunity to make his business take off, of course, Fang Yi did not deceive Mr. Li, Fang Yi said the truth, he inherited a classic business case in the world, he does not need to step on anyone to take the position, he cares more about win-win cooperation.

Sure enough, Mr. Li took the bait.

Without any hesitation, Mr. Li blurted out: "Our company's products can also be sold online." ”

"Of course. "Since it has been said, Fang Yi has no intention of hiding it anymore, "Online sales are a big trend, in the next few years, the volume of online sales may even be equal to the entity, and some industries will even exceed the entity, however, Mr. Li, don't even think about getting an online trading platform, online transaction drainage is a very long process, and the investment is too great, let the existing online shopping malls compete, and see who can stand out in the end!" That's right, although there is no treasure in this world, but there are already online shopping platforms, and there are many of them, although they are still in their infancy, but Fang Yi believes that it is only a matter of time before a website stands out and perfectly replaces Taobao in another world.

Mr. Li didn't care about Fang Yi's words, if he said that online sales could increase sales, he believed, but if he said that online sales would be equal to the physical sales transaction volume, and even surpass the entity in some industries, that was to kill him and didn't believe it, some things, as long as you don't see it with your own eyes, it is a fantasy.

Fang Yi didn't care, and directly bypassed the topic, "Let's continue to talk about the difference between the brand and the market!"

Mr. Li shook his head, "There is nothing to talk about, the market is the brand, the brand is the extension of the market, the two are essentially the same thing, I think they can't be talked about separately." ”

Fang Yi also shook his head, "I don't think so, brand refers to the company's name, trademarks of products or services, and other intangible assets that can be different from competitors' logos, advertisements and other intangible assets that constitute the company's unique market image."

In terms of meaning, brand is a product that contains two levels of meaning, one refers to the combination of product name, term, mark, symbol, design, etc., and the other is a series of added value of the product, including functional and psychological interests, such as: the utility, function, taste, form, price, convenience, service and so on that the product can represent.

Conceptually, the main body of the brand concept is the brand. The brand concept is the core component of the brand and is a bright spot in brand communication. The brand concept not only comes from the quality of the brand's products, but also restricts its products. A brand is fundamentally different from other brands because it has a concept. A brand concept is a concept that can attract consumers and build product loyalty, which in turn creates a dominant position in the market for customers. The brand concept should include both the core concept and the extended concept.

It is necessary to maintain the unity and integrity of the brand concept, including the business areas of the enterprise such as the industry, the main products, etc., the corporate image is transnational or local, etc., and the corporate culture is rigorous, enterprising, conservative, wolf, and finally includes product positioning, high-end, mid-range, low-grade, product style, fashion, trendy, dynamic, etc.

All in all, the brand is a kind of identification mark in the shopping mall, a spiritual symbol of the product, a value concept of the enterprise, and the core embodiment of excellent quality. The process of cultivating and creating a brand is also a process of continuous innovation of enterprises, and they have the power of innovation in order to be invincible in the fierce competition, and then consolidate the original brand equity, and participate in the competition at multiple levels, angles and fields. ”

"Be invincible, invincible, invincible in the fierce competition. Mr. Li muttered these two words, and then shook his head slightly, "You are too full of words, look at the world, that company dares to say that it is undefeated, look at the world, who can really be undefeated?"

"Of course, there is no undefeated company, with the development of the market economy, Mr. Li, you will see more and more undefeated business myths in the future. Fang Yi said confidently.

Mr. Li smiled and didn't want to continue the topic, "I understand what you mean, the reason why Yan Ruyu wants to raise money is because you want to build a corporate brand for Yan Ruyu, so can you tell me how you want to build a brand for Yan Ruyu, and what kind of brand do you want to build?"

"Absolutely. Fang Yi said without thinking: "The shaping of product brands is inseparable from the specific work of marketing, including understanding the market situation, finding out the product concept and brand concept, and most importantly, the support of marketing expenses and the support of consumers." ”

Mr. Li nodded slightly and motioned for Fang Yi to continue.

Fang Yi continued: "Let's talk about the market situation first, I need to conduct in-depth market research, to understand the psychological needs of consumers for the brand, brand building must first carry out brand positioning, that is to say, the company should clarify what the core value of the brand is, what benefits can it bring to consumers, how to reflect the company's corporate culture and product characteristics? ”

Mr. Li interrupted: "This requires a lot of money. ”

Fang Yi: "Where is this, if we don't need money, what are we going to do with financing? In addition, I also have to do market segmentation to highlight the brand personality."

This is especially important for enterprises in the growth and maturity market, because there are many similar products on the market, the competition is very fierce, and some companies already have a strong brand advantage, therefore, it is also very important to segment the market, find out the specific market and brand characteristics, and make the brand highlight the personality. ”

Mr. Li's face was a little serious, "What about the product concept?"

Fang Yi: "Just to say! Product concept is to find and maintain consistency with consumer needs from the product characteristics, find out the product concept, meet the desires and needs of consumers, determine the product concept and brand concept is an important job of brand promoters, product concept is the product function that can bring benefits to consumers, the brand concept will have a deeper connotation, more is the embodiment of corporate values, product personality and characteristics. Brand building cannot be separated from the concept of the product, and the brand concept must have some connection with the product concept. For example, the shampoo "Rejoice" of the cleaning company that we are familiar with, the product concept is to make the hair softer, and the brand gives us the feeling of confidence and flowing. Speaking of this, Fang Yi stopped.

Seeing that Fang Yi didn't say anything, he immediately became anxious, "Why did you stop?"