2012 to 2015 is a marketing panic and confusion period for traditional companies, and 2016 to 2018 is the exploration period for new marketing. Beginning in 2019, it entered the first year of new marketing.
First, vigilant destructive, heavy new technology
Be wary of the destructiveness of new technologies to “trends, industries, and industrial chains”, re-invent new technologies, and complete the rebirth of brands.
(1) Future trends of 12 new technologies
The McKinsey Global Institute publishes a research report that announces the next 12 disruptive technologies that could change lives, businesses and the global economy.
1. Mobile internet. Applications include wireless technology, small, low-cost computing and storage devices, advanced display technology, natural user interfaces, and advanced but affordable batteries. Can be used to improve labor productivity, remote monitoring systems, and reduce the cost of treating chronic diseases.
2. Automation of knowledge work. Intelligent software systems replace manual processing of customer service calls.
3. Internet of Things. A sensor is embedded in the object to monitor the flow of the product in the factory.
4. Cloud computing. Vendors can provide services through network collaboration and enhance their competitiveness.
5. Robotics. In the future, robots will develop more sensitive, smarter, and smarter, and can do things that were previously considered too detailed or not economically viable. If used in medicine, the robotic surgery system can reduce the risk, and the prosthetic limb can restore the limb function of the amputee or the elderly.
6. Automatic or semi-automatic navigation and driving vehicles. In addition to convenience, it can also avoid serious traffic accidents and save 30,000 to 150,000 people.
7. Next generation genomics. Complete genome sequencing at a fast, low cost, advanced analysis for synthetic organisms, treatment of disease, development of agriculture, and production of high-value substances.
Other technologies ranked 8th to 12th include energy storage, 3D printing, advanced materials that are stronger and more conductive, oil and gas exploration and discovery, and renewable energy.
Big Data is not listed as an independent technology in the report, McKinsey explained that big data is the cornerstone of many of the 12 technologies. Big data usage is indispensable, including automation, robotics, and genomics.
(2) Destructiveness of new technologies to the industry
New technologies have two implications for the destructiveness of the industry. First, the application of new technologies in the industry is very destructive to the industry. Such as new materials, new processes, new packaging, new features; second, non-industry new technologies, but have a significant impact on consumers’ lives and work. Such as e-commerce, online payment, social media, voice technology, face recognition technology.
The emergence of digital cameras is extremely destructive to the SLR camera and film industry; the emergence of smart phones is a non-industry disruptive damage to digital cameras; the popularity of cloud storage technology is the beginning of mobile hard disk disaster; mobile phone battery When there is no charging for 5 days, it is the beginning of the charging treasure disaster; after the scanning code unlocking technology appears, the sharing bicycle has subverted the bicycle industry; the mobile terminal meal technology appeared, and the takeaway platform subverted the instant noodle industry. Therefore, we must be alert to the application of new technologies, both within the industry and outside the industry, especially the next 5G information technology and the scale of the Internet of Things.
For the liquor industry, mechanized koji, intelligent brewing and biotechnology, smart tweaking, filtration and quality testing are all new technologies in the industry. Many wineries have been applied, and you can’t stay in the attention stage. Similarly, Intelligent production systems, blockchain technology that traces the production process, VR, AR technology that can restore the value of the product, new media technologies that interact with users, and new social e-commerce technologies should be concerned, learned, and applied.
For the apparel industry, light-emitting diodes (LEDs) and sensors can be woven directly into textile-grade polymer fibers. This process can be used in new wearable technologies for optical communication and health monitoring. Have you paid attention? For the jewelry industry, have you evaluated and experimented with the reality and application prospects of 3D printers and new technologies for artificially cultivating diamonds? What is the attitude of consumers to artificially cultivating diamonds? Do you communicate with mobile internet technology?
From an industry perspective, whether it is continuous new technology and destructive new technology, whether in the industry or outside the industry, the brand must be heavily invested and first applied.
(3) Destructiveness of new technologies to the industrial chain
From the perspective of the industrial chain, the four links of production, circulation, retail and consumption all have the scale application of new technologies. Do not wait and see, but should first practice and explore, constantly try and try, and seek certainty from uncertainty.
The destructiveness of new technologies to the industrial chain is mainly reflected in the trend of “de-intermediation”. Manufacturers can directly connect to a large number of C-ends, or connect with C-sides by means of platform vendors. In this context, the industry Internet is booming. In 2019, it was hailed as the first year of the industrial Internet, forcing a large number of middlemen, distributors, and retailers to transform into service providers.
If 5G is widely used, the Internet of Things era is coming. Unmanned factories, autonomous driving, unmanned smart terminals, and AI intelligent service robots will have a huge impact on production, distribution, retail and consumption.
Whether it is a brand, a manufacturer, a distributor or a retailer, consider a real question: Is it to set up a new industrial value chain, or join a new industrial chain formed by the giants? Is it the heavy industry Internet, or is it one or more of the industrial chain (industry R&D chain, product supply chain, customer relationship chain), anchoring key values, establishing technological advantages or market advantages? Regardless of the choice, you must focus on new technologies such as smart devices, mobile internet, cloud computing, and big data mining technologies.
ZARA optimizes the “product supply chain” and becomes the organizer of the new industry chain of the garment industry; with the C2M personalized customization platform, Cooltech Group has become the leading enterprise in the scale of individualized production; it has become a new industry for young people with pure “product development chain”. The organizer of the chain; the child king becomes the new industry chain organizer of the maternal and child industry by virtue of the customer relationship chain; Haier Group uses the new technology to turn the traditional distributors, retailers, users, and manufacturing platforms, maker platforms and capital platforms The scale is organized to develop the industrial Internet of the home appliance industry.
Second, with the help of new technologies, foster “user power”
In the past, enterprise development was generally driven by three forces: brand power, channel power, and communication power. Nowadays, a user force is added.
(1) Brand power, channel power, communication power and user power
Brand power refers to the power of brand driving, including brand positioning and brand packaging. Channel power is the power of the channel, force agents and distributors, and heavy storage. Communication power is the power of communication. Through media and activities, it conveys the value of the brand and the value of the product to users and society.
User power refers to the power of user drive. In the era of mobile internet, market sovereignty has shifted from “vendors” to “users.” The rise of consumer sovereignty, consumers are not only consumers, but also become brand spokespersons, self-media, product participants, consumers and many other new roles.
The development of user power is to compete for the C-end, to please the users, to make value contributions for the users, and to establish a supply-demand relationship with the users. The new technologies used are almost non-industry, such as mobile internet technology, community technology, self-media technology, online payment, voice technology, face recognition technology, AR, VR, and so on.
(2) How to seize the C-side and cultivate user power?
1. Manufacturers, brands, retailers, and platform vendors are all occupying the C-end.
(1) Personalized customization and flexible production. This is the practice of manufacturers to seize the C-end.
(2) Connect the consumers with scene-based copywriting and interesting and fun marketing activities, and let the product become the consumer’s “emotion, friendship, and taste” expression props. This is the practice of brand owners to seize the C-end.
2. Retailers seize the C-side approach.
(1) Box Ma Xiansheng seizes users with e-commerce technology architecture and offline intelligent experience.
(2) Jingdong and Amazon use cloud computing algorithms to seize users with cost performance.
(3) The little red book and the child king seize the user with the high stickiness of “social + service”.
(4) Gathering and powder-like life to seize the treasure mother in the name of developing consumers.
3. The practice of platform vendors.
Platform companies such as Tmall, Alipay, and Qijia Decoration Network have competed for consumers with the technical means of the Internet and the intelligent experience.
Brand vendors compete for the C-end is to establish a C2M business model (from customer to production), to achieve personalized production, reduce intermediate links or turn intermediate circulation (agent, distribution) and retail links into service providers, deep service users.
Retailers compete for the C-end, which is to cross-border operations to meet the “user’s demand chain.” With the help of online and offline experience, users will be privatized, customer relationships will be deepened, customer relationship chains will be built, and users will be deeply served.
Third, the traditional industry can be redone again
The new technology has two sides, both destructive and empowering. With new technologies, many industries are able to redo and achieve great success. Companies that have re-introduced the industry have redefined the industry, and the technologies that these companies rely on include natural science and technology, as well as new marketing techniques.
Is it difficult to redo the traditional industry? It is also difficult, not difficult! The hard part is the insight into new technologies and new needs. It is difficult to find answers in the constant exploration of trial and error. It is not difficult, it is to follow up quickly. Box Ma Fresh uses the e-commerce technology and offline intelligent distribution technology to re-do the fresh industry, the first to eat crabs, it is difficult; and super species, Su Xiansheng, fresh legends quickly follow up, it is not too difficult .
(1) What is the logic that traditional industries can redo?
First, the new technology has brought new convenience and laid the foundation for the restructuring and optimization of the industry. Internet technology has brought convenience to information transmission, and PC e-commerce has emerged. When online payment of mobile internet technology appeared, it has spawned the emergence of smart phones; smartphones have spawned mobile e-commerce and social media; social media has matured and spawned Social e-commerce and content e-commerce. When these mature, the society enters the intelligent business, consumers can become consumers, take-out, Haitao, purchasing are the optimization and restructuring of traditional industry elements. Like dominoes, new technologies have become the soil of new species and have become the soil of new marketing. With new technology, whether it is continuous or destructive, you can redo the traditional industry.
Second, the new demands of consumers born by the times. Teacher Liu Chunxiong said that the new demand mainly comes from two aspects: First, the needs of the new generation, each era has a new generation, but the new generation forms an independent market, and has sufficient purchasing power, now the most prominent; second is new The appearance of the scene. If the upgrade has a trajectory to follow, then the new scenario may not have any reference, including foreign reference and domestic reference. The above two needs have broken the industrial pattern of the past.
(2) How to redo the traditional industry?
1. Comprehensively use destructive new technologies to transform the industry, transform the industrial chain and production system, and establish its own advantages in certain aspects. Most of these destructive new technologies are non-industry, such as smart machines, mobile Internet, cloud computing, big data, and only a small part of the continuous new technology in the industry.
Haier in the home appliance industry, ZARA and the cool group in the clothing industry, the child king in the mother and baby industry, Haidilao and Xibei in the catering industry are all typical cases of reworking the traditional industry with new technology, but their hair The point of strength is different from that of the industry. With the help of new technologies, Haier has made the enterprise group a huge maker platform for sharing and sharing, and transformed the game relationship between manufacturers, enterprises and employees into a cooperative and shared relationship of interests; ZARA uses new technology to transform The industry’s supply chain has become the organizer of the new product supply chain in the apparel industry; Cool has transformed the production line with new technology, established the C2M intelligent personalized production system, and turned the original distributors and agents into service providers. Serving the users together; Kids Wang and Haidilao and Xibei are all building a network of online and offline integration with new technologies, creating a solid “customer relationship chain” within the community and customers. .
2. Utilize continuous industry technology, heavy new marketing connection technology, new communication technology and scene marketing technology.
Small pot of tea and Hubang spicy sauce, the first is the use of new packaging technology, changed the product packaging specifications, packaging style, to provide users with a solution to the use of the scene; Second, the new marketing community connection technology, media fission propagation technology , scene marketing access technology.
These traditional agricultural and sideline products are difficult to produce destructive new technologies in the industry. It is a good method to change the packaging specifications, change the packaging style and extend the shelf life by using new continuous technologies. For example, honey products can be used to transform bottled products into toothpaste-type bagged products, or to transform liquid product forms into solid crystal products, similar to white rabbit toffee. Wuzhou’s beef candy, mother beef stick is the reason.
Don’t underestimate these small technologies, change the packaging and product form, you can adapt to more usage scenarios. Micro-innovation can redo the industry again.
If the answer tea borrows big data processing technology and printing technology to succeed, then the success of Jiang Xiaobai, Li Du, fresh tea drinking tea and Nai Xue の tea in the wine industry is borrowing the new marketing social virus. Communication technology and scenario marketing techniques have been a huge success.
Undoubtedly, the success of each company is the result of a combination of factors. The era of the Internet of Things is coming soon. We must deeply understand the subversion of new technologies to the industry and society, and the subversion of user life and production methods. When the user’s production methods and lifestyle are subverted, the new marketing is reborn with the help of new technology. Therefore, we must learn to use the soil of new technology to make new marketing bear new fruits.