品牌的真谛2--产品时代已结束（The true meaning of brand, 2-- product era is over）.docVIP

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品牌的真谛2--产品时代已结束（The true meaning of brand, 2-- product era is over）.doc

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品牌的真谛2--产品时代已结束（The true meaning of brand, 2-- product era is over）

品牌的真谛2--产品时代已结束（The true meaning of brand, 2-- product era is over） Boys in Adidas shoes would talk about girls in a pile of boys; boys in Nike shoes would be with girls. Facing the mass market, enterprises should answer, what do we sell? To be sure, the enterprise is not selling standardized products, nor is it cheap and good products, but lifestyle or experience. The age of the product has come to an end, and the era of customers has begun. Enterprises can not think about the concept of products, customers do not need cheap products, customers need to change or enrich their way of life and life content, access to new or different life experience. [Adidass frustration] In 1936, the eleventh Olympic Games, Jesse Owens wearing Adidas Shoes Black American athletes won 4 gold medals The early bird catches. Since then, Adidas has swept the world, dominate for decades. However, in 1972, the first batch of Nike shoe market, Adidas has been frustrated. Wheres the problem? The designer doesnt know who the potential buyer is when he designs sneakers, Adidass shoe marketing executive said. That is, being unfamiliar with customers is the root of Adidass frustration. Although they have been making good shoes, they are not to the taste of the consumer. Adidas has launched the ClimaCool series of original ventilation, so that the whole community sports shoes impressed, but the sales performance has been flat, because the colors and styles too monotonous, the so-called world famous in high quality and durable, but not attractive. Survey asked, if a person is wearing a Adidas party, they will appear in what place? The boys answered, the boys in Adidas shoes will talk about girls in the boys heaps; the boys in Nike shoes are with the girls.. Whats interesting is that the customer doesnt know what he wants, or what the business can offer, but the customer has the right to make a final choice or decision. This requires enterprises to establish a systematic knowledge of the market, to