Where is the way of the brand upgrade?

For a long time, brand upgrading has been regarded as an important brand strategy and tactical means for enterprises to establish and maintain brand assets, which is also well understood by coating enterprises. At the beginning of 2019, it was decided by internal consultation to upgrade the brand logo, products, stores and services. This is the second time that the company has announced a brand upgrade. The last official upgrade was 16 years ago. Where is the way of the brand upgrade? As you can see, Maxus is not the first coating company to announce the brand upgrade, and certainly will not be the last. On June 10, 2016, the government issued the opinions on giving full play to the leading role of brand to promote the upgrading of supply and demand structure. The opinions proposed that brand is a comprehensive reflection of the competitiveness of enterprises and even the country, and represents the upgrading direction of supply structure and demand structure.

To give full play to the leading role of brand and promote the upgrading of supply and demand structure is an inevitable requirement for the in-depth implementation of the concept of innovation, coordination, green, open and shared development, and an important measure to accelerate the transformation of economic development mode from the extension expansion type to the intension intensive type and from the scale speed type to the quality and efficiency type in the future. With the release of the opinions, companies such as cabaret, digital color, Waco, Cadbury and Sanyin paint have redefined their brand image in succession. Before 2016, companies such as nippon, Dulux, sankeshu and zhanchen group have upgraded their brands in an all-round way. Throughout the time line, the upgrading time of these enterprises is relatively concentrated, the time periods are 2014-2016 and 2018-2019 respectively. If the time frame is expanded a little bit, it will be nearly ten years. Why are coating companies so keen on brand upgrading? From the perspective of market and industrial development, maybe national policy support is one of the influencing factors.

In addition, there are four important reasons: first, the positioning of the enterprise has changed, and the brand image of the brand needs to be reshaped in accordance with the overall strategy of the enterprise; second, the current design trend has changed, and the brand image needs to be adjusted according to the trend, Keep fresh, keep pace with the times, and pull in the distance with consumers; thrid, the brand logo is not enough extensible, so it needs to design a set of images that can be well used in multiple dimensions and can well reflect the core value and characteristics of the brand; fourth, to maintain the distance with competitors, seize the market, and resist the threat of competitors. As stated in the opinion, with the economic development of China, the income of residents has increased rapidly, the middle-income group has continued to expand, the consumption structure has been upgraded, consumers have put forward higher requirements for the consumption of products and services, pay more attention to quality, pay attention to brand consumption, and generally show the characteristics of personalized, diversified, high-end and experiential consumption.

Therefore, to comply with the national call and promote the brand building and upgrading in an all-round way is conducive to the coating enterprises to quickly open up their popularity in the market, seize the consumer demand and consumer pain points, and enhance their core competitiveness. Therefore, the upgrading of the brand can also be said to be in response to national policies. The first three reasons mentioned above may be the main reason for the overall upgrading of the brand. According to the official micro introduction, this brand upgrade aims to create a new brand image of "young vitality, fashionable personality and internationalization". Where is the way of the brand upgrade? The first step to upgrade the brand is to update the logo image. It is understood that the new logo has been meticulously designed and optimized in font, with a more round and friendly shape; in color, it adopts the young and fashionable Fuchsia magic sea blue and the creative and new vitality orange ribbon, inheriting the main color of the brand. In the form of expression, once the new logo changes the previous design, the original Chinese English mixed logo with less emphasis is directly divided into two versions.

The English version is used in the overseas market, while the Chinese version strengthens the Chinese logo, continues the brand elements, establishes a strong visual impact of the brand, and highlights the company's vision of moving from a national brand to an international brand. This is one of the biggest changes in the new logo of the company. As a whole, the new logo contains the spiritual connotation of beautiful paint and generation by generation, which shows the concept of providing a better home life for the society and human beings. In terms of product image upgrading, the packaging image of the products of Maxus removes the mix of elements and adopts the minimalist scene design to make Maxus closer to consumers, more trustworthy and more international. In terms of store image, we propose to build a store image that conforms to the brand DNA and product attributes of the company. For this reason, we have spent a lot of money to upgrade the store, create a unique brand gene, and make the overall positioning more young and fashionable. Combined with the use of the brand color, we have created a unique brand space, so that the overall image not only retains the brand precipitation, but also gives a sense of international brand experience. The upgrading of brand image means the re upgrading of service. Therefore, in terms of service, Maxus upgraded the 8848 service system to the artist service system. The brand new service system - "product supply chain, information management, technical service, business support, platform building, operation management" constitutes the six pulse sword of the service, which is more specific, more efficient and more in line with the needs of the new era.

Where is the way for the new upgraded stucco? In the brand-new and upgraded image, the choice of mettux is simplified, but it is more creative and visual impact, not only in line with the current consumption trend, but also highlights the strategy of mettux's detailed development. It is reported that in the latest battle plan, the retail business unit, overseas business unit, engineering center and home decoration and centralized purchase business unit set up by Maxus for each market segment will continue to jointly build into a "three-dimensional global marketing network". Art paint, as the black horse business of artists, will continue to be the strategic focus of artists. Just at the beginning of 2019, the art paint of painters has set off a vigorous investment promotion war all over the country, and the dealers' conference has been held in full swing, one after another. In the past two years, the performance of the art paint of Maxus has grown by more than 300%, and the number of stores has increased geometrically. In addition, in 2018, the channel of mettux home decoration company increased by more than 60% year on year, and the engineering channel increased by more than 50%. Obviously, the systematic strategy of "product + service + mode" is creating more profit points for the company. Where is the way of the brand upgrade? In addition, when communicating the concept of new brand image, Maxus repeatedly mentioned the word "internationalization", and the logo was also divided into two versions, Chinese and overseas. Thus, it can be seen that the intention of "internationalization" of mettux is quite obvious. In an interview with Huicong paint.com in 2018, Jia Hongtao, executive vice president of Maxus group, once said: "in the future, it is an inevitable trend for paint companies to go to sea and operate transnational businesses.

In response to the "belt and road" policy call, mettux is focusing on promoting the development around the belt and road countries. When the right time comes, it will consider overseas plant construction and radiation to surrounding countries, which can also appropriately reduce costs, understand local needs and meet the needs of corresponding customer groups. In the future, we will vigorously expand the overseas market, participate in global market competition, and become a Tu enterprise that is no inferior to other excellent foreign brands. " According to the reporter, it has been more than ten years since the company went to the overseas market. During this period, it has always followed the steps of "market first, then factory", and its three-dimensional global marketing network has achieved results. Today, Maxus has reached strategic cooperation with enterprises in more than 60 countries. Its products are exported to more than 80 countries. It has 2000 exhibition centers and 15000 image stores around the world, and its market scale of tens of millions is gradually emerging.

It is worth noting that, although the pace of overseas expansion of Maxus continues to accelerate, at present, it has not set up a factory in any country other than China. With the continuous development of globalization of China's local coating enterprises, whether the company will build factories abroad, which country the factory will be located in, and the "internationalization" process of the company will attract a new round of attention. Postscript: in the process of brand upgrading of coating enterprises, the speed of updating and iteration of the development form of coating industry has been accelerated, which may be as Zhang Ying, vice president of Guanghua School of management, Peking University, said: industrial upgrading is actually a push for brand upgrading, which in turn will promote industrial upgrading. It can be predicted that under the influence of the new consumption mode and the policy call, there will be more coating enterprises entering the way of brand upgrading, and the development of coating industry will be more predictable.