Marketing: China's marketing in the past 35 years of reform and opening up

Core tip: Marketing exists only in the market economy, but not in the planned economy The difference between the two comes from their attributes: sales is physical, marketing is emotional Sales can only fill the planned economy, man-made planned material needs Marketing is constantly creating a free market economy in which consumers are not satisfied and found with material and emotional needs In the past 35 years of reform and opening up, China's marketing has kept pace with the reform In the years of "crossing the river by touching stones", Chinese marketers have applied international marketing theories in China Which is the price of Dajin diatom mud Recommended brief introduction: which is the price of Dajin diatom mud? How to buy genuine diatom mud? Guangdong diatom mud agent suggests placing a basin of cold water in the air conditioning room, so that the diatom mud wall can breathe effectively The feature of the breathing wall is obvious When the indoor air is dry, the diatom mud wall will release the absorbed water quickly Put it out to help regulate the indoor dry humidity It is suggested to place a basin of cold water in the air conditioning room, so that the wall of diatom mud can breathe effectively The feature of the wall that can breathe is obvious When the indoor air is relatively dry, the wall of diatom mud will absorb the water Paint Home News: only the market economy can have marketing, and the planned economy can only have marketing without marketing The difference between the two comes from their attributes: sales is physical, marketing is emotional Sales can only fill the planned economy, man-made planned material needs Marketing is constantly creating a free market economy in which consumers are not satisfied and found with material and emotional needs In the past 35 years of reform and opening up, China's marketing has kept pace with the reform In the years of "crossing the river by touching stones", Chinese marketers have made full use of their talents and created many miracles of Chinese marketing in the process of applying international marketing theories in China Also created a generation of active in all walks of life in marketing personal heroes For a period of time, in some fields, the strategic loss of multinational companies in the Chinese market, or the strategic contraction of some markets, immediately appeared the argument that multinational companies encountered the "Waterloo" of Chinese marketing in the theoretical circle, so there was often the argument that Chinese marketing exceeded multinational companies, which made Chinese marketers more encouraged to compete in the market However, 35 years after China's reform and opening up, when we take stock of China's marketing achievements, we find that China's marketing achievements are so pale! The world's largest market is being carved up by multinationals Almost all Chinese brands in many industries have fallen into the Japanese market and become foreign brands acquired, controlled and named by multinational companies China has made the world's largest market, but the owners are multinational companies! More than 90% of the brands and markets in the chemical industry are controlled by multinational companies And P & G, known as "marketing military school" and "toilet revolution", is using the low price and low-end market tactics of Chinese companies to attack the second and third-line brands in China's washing industry They even learned the Chinese style of going to the fair, using the "Caravan" tactics to clean up the competitors to the sixth level or even lower market, and gradually cleaned out the Chinese companies in the washing industry Unilever and Johnson & Johnson, the multinational companies in the same industry, are also taking M & A and other ways to murder the brands of Chinese companies, actively help P & G to achieve its goals and seek to form an industry form of oligopoly At present, China toothpaste belongs to Unilever, and Dabao cosmetics belongs to Johnson & Johnson More than 80% of the brands and markets in the edible oil industry are divided up by multinational companies Most of the edible oil brands that consumers can call out have been controlled by multinational companies Only a few low-end markets are left to Chinese companies to compete for the last bits of leftovers, so that "gutter oil" is produced by Chinese companies One third of the instant noodle industry's profits were taken away by the Japanese company Master Kang There used to be many instant noodle brands, but now only white elephant, jinmailang and COFCO can see them in the first, second and third tier markets Other local instant noodle brands have been compressed to the market below the fourth line, fighting fiercely in the township, town and village markets Carry on the survival game of "kill a thousand enemies and self damage 800" The price of meat products on the Chinese table is set by multinational companies Shuanghui, China's largest meat product company, has been acquired by Goldman Sachs The food and beverage industry is dominated by multinational companies The so-called national brands "Wahaha" and "Huiyuan" also escaped from the hands of multinational companies under the interference of external forces, but most of the shares are still in the hands of multinational companies The "little fat sheep" in the catering industry known as "the first share of Chinese hotpot" has been acquired by yum China's dairy industry collapsed because of over marketing and over overdraft First of all, the melamine incident occurred Then, under the pressure of survival and profit, some unscrupulous Chinese dairy companies began to fake their brands and a large number of fake foreign brand dairy products appeared After the foreign brand's coat was stripped, the dairy products which exposed the face of the local brand fell again The dairy products of multinational companies have become seriously scarce products, and the price is several times higher than that of local brands! The recovery of local dairy brands is still far away Because of the shortage of milk sources, hormone milk and antibiotic milk have been exposed in large quantities, and the whole industry has lost the basis of credit The automobile industry is divided by Europe, America, Japan and South Korea Even China's official official official vehicles are foreign brand cars! And no matter what country's brand! So that when the Anti Japanese sentiment is intense, and the wave after wave of boycotts of Japanese goods happen, the people actually find that Japanese brand cars are the most in buses However, China's neighbor South Korea insists on the development and use of its own brand, thus achieving several internationally renowned automobile brands China's huge number of buses has given up the chance to create a number of national automobile brands Haier, a brand that Chinese people are proud of in the household appliance industry, although the sales volume of white household appliances has been the first in the world for many years, it is in what Zhang Ruimin called "profits are as thin as knives!" Industry Haier, Midea, Gree, Hisense, TCL and Konka are some excellent brands in home appliance industry The main businesses are struggling to compete under the current situation of extremely low profit As the world's largest paint production and consumption country, China's paint industry and the sum of the profits of thousands of Chinese companies are only in balance with several multinational companies, such as Japanese brand "Nippon", British brand "Dulux" and Germany and the United States The high-end products, high-profit products and high-end technologies in the paint industry are almost in the hands of multinational companies What's more embarrassing for China's marketing is that the sum of profits of tens of thousands of Chinese tea companies in the tea industry is not as much as the "Lipton" tea brand under Unilever The funny thing is that the high price brands and the high price tea in the tea industry are all Chinese companies! There are still some things that happen quietly without brands, including our domestic water Many cities have been drinking foreign water for many years In the industries that Chinese companies consider themselves to have leading advantages, it is finally found that multinational companies are not willing to enter For example: solar energy Or multinational companies are quietly controlling China's traditional industries with historical accumulation through the hands of capital For example: white wine With the disappearance of China's demographic dividend, China is rapidly entering the middle class era, the cost advantage is being transferred to all parts of the world, the large use of robots, the manufacturing industry in the United States is rapidly recovering, and China's dream of world factory is gradually waking up The story of "can't refuse to make in China" performed in American consumer life now finds that the winner is not a Chinese company Because Chinese companies only occupy the lowest end of the industrial chain, production and processing links And this price advantage is being replaced by factories around the world The growth rate that once made Chinese enterprises proud is not the outstanding marketing management of Chinese companies, but the growth in the process of overall market growth If the growth rate of some companies is below the average growth level of the industry, it is not only a 30% increase, but also a retrogression Because these seemingly growing companies don't get the status of the industry, don't get the market voice, don't get the brand It only fills in the natural gap and obtains the growth of low-quality production scale, which becomes a burden when the industry grows slowly The phenomenon of rapid growth of industry average appeared in the end of last century and the beginning of entering WTO in the 21st century The large-scale demand of the market just opened up can not be met, and companies are driven by the reverse market growth Large scale and large-scale blank market needs to fill the demand Companies with extensive growth have emerged many industries, but today, most of them have disappeared There are only a few left! In the past 35 years of China's opening up, we deplored the fact that most Chinese enterprises still rely on huge market and low production and processing costs for their marketing work, which has nothing to do with brand marketing! Consumers don't perceive the emotional or other values beyond Chinese products What they perceive is the value of physical and functional attributes, and consumers will be very concerned Product quality and inspection standards must reach a higher level, and the price is also very low So there is a life experiment like "if Americans leave Chinese products", the result seems that Chinese products have won, but in fact, they only rely on short-term low cost, low added value and low profit to earn a short-term market share Today, if Americans do the experiment of whether they can leave the low-cost products, they may take the products made in Mexico or the United States as the subjects Key words: marketing children's paint is unhealthy, anti toxic, formaldehyde concentration is 1 times higher than the national standard, interview with general manager Chen Huiting of Huilong paint, similar information, Jiangsu Changzhou, Mr Xu: the other side of terminal marketing of non-toxic home decoration alliance, how to do marketing in the era of big data, problems faced by coating enterprises in the era of mobile Internet, etc Three levels of marketing of paint enterprises Jinfeima paint's presence on CCTV, strong advertising coming Jotun Paint's entry into the global paint market, IFS's strong technical support Paint sales become a problem, and the market is not optimistic Architectural paint marketing should be innovated Domestic paint enterprises' marketing laws should be grasped The triple thought of paint marketing should be grasped to create deep-seated marketing Home of coatings is specialized in coatings, diatom mud, paint coating, coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, fire retardant coating decoration knowledge and decoration renderings,