All of the above will eventually become ineffective communication, or even counterproductive.
40. Some thoughts after Double Eleven. Recently we have seen retail sales, in general, begin to soften, and the consumer bubble has gone from the peak of ignorance to the valley of despair.
Entrepreneurs are beginning to enter a period of reflection: why did I rush so fast before? If I do it again, I may be slower, and start to find my original intention, find my own users, find values, find mission vision values, cultivate internal strength, and look inward.
Brands who have long wanted to understand these things have already thought through these things a year in advance. They are not in a hurry, and the wisdom after going through the cycle can overcome all the anxiety of the downturn.
Do your own thing well, polish your internal strength, accumulate assets and barriers, maintain anti-fragility, have the ability to self-generate, and prepare your internal organization, nothing is a big deal.
After all, it used to be about speed, efficiency, and crowd tactics, but now that the tide has faded, we can see the essence clearly.
When the next tide comes, people will still follow the direction of the tide to crowd and rush. This is human nature, but there will be a group of people who will always follow the direction of the North Star. There will be their own perseverance, social responsibility, and Faith, there is the yearning that people will not worry and maintain peace of mind.
Our era is the fastest and slowest era, the era where you can earn money while standing, and the era where you can be seen with your heart. On the contrary, I think it is the best era.
41. 2021, Brand=Purpose.
Continuing from the previous article, since we put forward the mission and original intention of "achieving a good brand in China" in our article last year, we have been thinking: Who are our users? Who is our knife friend?
As we operate year after year, we clearly see that our club gathers a group of new brand traders who represent the future of China——
They are not "traditional creatives" who stick to existing theories, but "new marketers" who have the courage to explore the unknown;
They are not "sellers" who only strive for traffic and sales, but hope to be able to grasp the brand with the left hand and the performance with the right hand, and create future "traders" from 0 to 1;
They are the main force of new brands and new marketing in China. Every day, they are using their own hands to build a good brand in China and are "brand believers".