Dr. Cao Hu: in terms of challenges, just like all times, they are the best times and the worst times. The key is that you know how to deal with it. As the challenge of marketing, it is very obvious that the whole economic environment is in the age of stock, the growth is declining, and the marketing efficiency is decreasing due to the environment. Many proven marketing models, such as big channel, big distribution and explosive products, are not as successful as they used to be, that is, the marginal revenue is decreasing. As the media is highly fragmented and consumers choose to diversify, the investment cost of marketing will increase. On the one hand, the reduction of revenue, on the other hand, the increase of cost will make enterprises have to change their marketing methods, change their marketing portfolio, and optimize our market segments.
Another challenge is that now new consumers have entered the market, that is, after 95, after 00 and so on. Their preference for brands, shopping selection criteria, shopping motivation, channel selection and media selection are different from those in the past, which leads to many enterprises not adapting, which is another challenge.
But where are the opportunities? The opportunity is that this is a strategic window period for us to build our brand. Why? Because the new generation of consumers enter the market, if we can catch them in relevant categories, grasp their brand preferences, and cultivate brand habits, then in the next five to 10 years, it will become very important for many emerging brands.
Just like many consumer goods, fashion products and beverage products, such as liquor and beer, new consumer tastes have not been finalized, and there are still a lot of opportunities to accept new brands. At this time, how can we capture him and use new products and demands to cultivate his brand consumption habits is a great opportunity for enterprises.
In addition, after global integration, global markets and global products have expanded market boundaries and space. In addition, marketing technology and data technology have brought a lot of customer data, which enables us to understand and understand customers more comprehensively than ever before, and more directly cooperate and interact. So digital marketing technology has brought us unprecedented opportunities and opportunities to help us better understand customer and customer interaction and enhance brand loyalty.