Experience is the key
In the past, enterprises to create brand, mostly to provide consumers with material interests in the product function, design, quality, price to meet customer needs. With the seller's market into the buyer's market, consumers to brand as a choice of products and services standards, pay more attention to interactive, user-friendly service consumer experience, customer brand awareness will directly affect the fate of the enterprise.
Internet underdeveloped era, the relationship between business and consumer is based on information asymmetry. With the Internet, the rules of the game changed. Consumers mouse point can be more than the price, than the quality, than the style of all product information, consumers become more and more initiative and the right to speak. Therefore, in the mobile Internet era, the product user experience is becoming more and more important.
Mobile Internet era, product quality and price is not the primary consideration of consumers. They are considering the experience, and a large part of the psychological experience. For example, many girls now buy LV, from the quality and price to measure, she certainly feel worthless. But if the LV represents a status and social status, then she felt the value, because "the price is inherent in value." Therefore, the traditional brand in order to successfully evolve, and ultimately depends on whether it can shape with the user value of the brand culture, and make it fused.
Word of mouth transmission success or failure
Mobile Internet era, those who have a good reputation, and actively interact with Internet users, will be more likely to win the consumer. Mobile Internet has changed the way past brands rely on strong media to communicate with their audiences. Many companies through the traditional media every day stressed that "my product is very good, how high my quality, my service more excellent", today, this kind of Wang Po selling melon-style traditional advertising information is basically directly removed by consumers or shielded The.
Business attempts to control the media, buy media to do the way to spread and promote, not knowing that you buy the media is gradually losing its influence. By the bombing of advertising is also no use, and exposure to social media, people believe that the spread of the reputation of friends. You are not important, it is important that Internet users think you are, the collective consensus of Internet users determines the fate of the brand.
Consumers have completely entered the "central era". Consumer judgments are increasingly no longer rely on a single media and channels, a single and monopoly of the information channel on the consumer's influence gradually weakened. Consumers are now more likely to judge any of the media or channels, consumers have a lot of social media, microblogging, WeChat will play an increasingly important role.