复苏进行时，品牌如何突围困境？

复苏进⾏时,品牌如何突围困境?Navigating through Recovery2020.4.16+主题1.从历史中学习2.赢得更⾼声量占⽐3.防范全球信息疫情4.充分利⽤⼴告预算5.疫情下的品牌建设回顾时间轴JANFEBMARCNYJan 22Hubei cities under lockdownJan 20Significant increase in cases in Wuhan, first overseas cases reported潜伏期爆发期控制期Mar 19First day with 0 local infection nationwideDec 31Chinese authorities treated dozens of cases of pneumonia of unknown causeJan 11China reported its first deathJan 30WHO declared global health emergencyFeb 11 Officialname:COVID-19Feb 13 More than 14,840 new cases in HubeiFeb 1 Over 10,000 confirmed casesDaily new casesFeb 3Gradual resumption of workThe situation continues to develop…Mar 25Hubei unlockedApr 8Wuhan unlockedMar 11WHO declaredCOVID-19 a pandemic疫情改变了什么？社交距离市场情绪⽣产停⽌⽣活侧重Learningsfrom the pastWin a highershare of voiceGuard against theglobal infodemicMake the most oftighter ad budgetsBrand buildingunder coronavirus从历史汲取经验⼀个世纪的证据Source: ASI Central, 20091920s1940s/50s/60s1970s1980s1990s•追踪了200家公司•在经济衰退期间继续做⼴告的公司⽐衰退前领先20%•减少做⼴告的公司仍处于衰退之中，⽐1920年的⽔平低7%•追踪⼴告投⼊和销售趋势•削减⼴告投⼊的公司的销售和利润双双下跌•这样的公司同样落后于保持⼴告预算的公司•在经济衰退期间和今后的数年间，做⼴告和积极推销的公司可以维持和增加销售额Harvard&Business&ReviewBuch en AdvertisingAmerican&Business&PressMcGraw-Hill&Research•分析了600家B2B公司•在经济衰退时期和接下来的三年中，保持/增加⼴告⽀出的公司业务增⻓•到了1985年，⼤量做⼴告的公司⽐不做⼴告的公司增⻓了275%MarketSense•平衡⻓期品牌打造与短期销售推⼴•Jif和Kraft•Salad•Dressing在经济衰退前增加⼴告⽀出后，其销售分别增⻓57%和70%2003年爆发的SARS疫情带来巨⼤⽽持久的业务推动⼒短短⼀年时间，京东从在北京销售硬盘驱动器和电⼦产品的实体店转型成为电商平台JD.com在SARS疫情最严重的时候，阿⾥巴巴团队被困在杭州的⼀套公寓中，决定从阿⾥巴巴的B2B业务拓展到淘宝，为3.3亿⽹上购物者提供服务由于疫情期间对于短信服务和⾼速⽹络连接的需求增⻓，中国移动在2003年的净利润同⽐增⻓9.1%从SARS疫情中学习Data Source: National Bureau of Statistics, PRC, Feb 20202003年爆发的SARS疫情对于消费品零售销售额增⻓的影响JanFebMarAprMayJunJulAugSepOctNovDec消费下降是理所当然的，在控制期后出现迅速回升的爬坡阶段IncubationNov,2002,– Mar,2003OutbreakMar,– May,2003Control,PeriodMay,– Jun,2003Stable,Period,Jun,– Jul,2003宏观数据：为经济恢复做好准备最初爆发六周后，中国的经济活动从最低点起逐渐恢复Source: Harvard Business Review, March 2020人货流动生产规模房地交易Source: Chinese Marketing Research Center, March 202070%的消费者看好中国的经济前景23.70%18.51%47.66%51.28%19.88%22.52%6.94%6.69%1.82%1%The rest of ChinaHubei, Guangdong,Henan, ZhejiangExtremely positivePositive but cautiousUnsureRelatively negativeExtremely negative69.79%Positive71.36%Positive我们在中国市场已经看到了消费复苏迹象Data Source: UnionPay Advisors, 2020Transaction value indexThe outbreak started getting mass attention30 days before CNYWork resumption delayedExtended holidayWork resumedWeek 1Work resumedWeek 2Work resumedWeek 3Work resumedWeek 420192020CNYWeekSpending started picking up at a slower rate“⻓期的品牌建设将受益于持续的⼴告曝光，尽管信息传递需要适当的调整”– Brian'Wieser，群⾢媒介集团全球商业情报总裁Source: CNBC, 2020营销投⼊的侧重调整：专注投资您的⽬标受众，突显品牌的可信度、社会关联性，⽐竞品赢得更多消费者的⼼智。Learningsfrom the pastWin a highershare of voiceGuard against theglobal infodemicMake the most oftighter ad budgetsBrand buildingunder coronavirus赢得更⾼“SOV声量占⽐”声量占⽐带来最终的胜利 –市场份额Share of Voice (SOV) %Share of Market (SOM) %SOV = SOMSOV > SOMBrands tend to growSOV < SOMBrands tend to shrink声量占比市场份额我们应该从何⼊⼿，提升声量？Source: eMarketer, 2020; Kantar, 2020; Forbes, 202020%每天花在移动互联⽹上的时间增加20%，从6.1⼩时增⾄7.3⼩时受欢迎