Insight
Four To-Do's for Businesses Facing New Crown Pneumonia
There is a line in Shakespeare's famous book, Macbeth, which says that no matter how long the night is, the day will come.
The epidemic will eventually end, and what can your business do in the meantime? How many of the four to-do's have you done? How can you take advantage of this time to maintain and improve the quality of your business when foreign affairs are at a minimum? When the epidemic is over, the wisdom of business leaders will be put to the test.
Every year after the Lunar New Year is often a critical time for enterprises to start their branding projects, and Process is often in this time to respond to the needs of the enterprises, and launch the branding project planning in full swing for a short period of half a year, or a long period of one to three years, which is an exciting and hopeful time; however, this year, faced with the ferocious epidemic at the beginning of the year, which firstly affected the Asian region, and then fell in all parts of Europe and the United States, it greatly affected the original annual planning of the enterprises, and some enterprises were busy dealing with work stoppages or problems with the supply of raw materials, and suspended the original planning projects. This has greatly affected the annual planning of enterprises. Some enterprises are busy dealing with work stoppages or raw material supply problems and have stopped their original planning projects, while some enterprises have also stopped their original planning projects due to the huge increase in orders as a result of the demand of the epidemic....
This makes us wonder whether branding is more important than a mountain or less important than a feather in the cap of an enterprise. In the face of the epidemic that will eventually end, should we stop completely or do something more proactive to build up our brand equity?
I once traveled to Okinawa one winter, and the sea breeze was strong and the people were few and far between. One thing that struck me in particular was that a lot of places were under renovation, including roads and stores. The local government took advantage of this time of the year to maintain the roads. For store and lodging owners who feel that their business is not sufficient to cover their costs, it is better to take advantage of this time of year to carry out renovation work instead of closing down their stores. When the new peak season arrives, they can also take on a new look, which will increase their value and boost their business. This is the reason why you can see many stores under renovation and roads under maintenance.
In this off-season when the crowds are sparse, regroup and enter the market in the best shape to win the competition in the next year's peak tourist season.
In the face of the new coronavirus, like Okinawa in winter, this is the time when most markets are in the doldrums. How to maintain and improve the quality of the industry at a time when foreign affairs are at a minimum. When the epidemic is over, it will be a test of the wisdom of business leaders to make an all-out effort to come out on top.
ProcessPro Brands suggests four to-do's for corporate brands in the midst of a tough market winter:
I. Corporate Social Responsibility and Brand Image Building
From the national mask-making team, which has been fully engaged in the production of masks since the beginning of the epidemic, to the recent hot topic of LVMH putting all of its perfume production lines in France into the production of cleansing agents, and GUCCI's ready-to-wear production lines fully engaged in the production of masks to provide healthcare workers. During the spread of the epidemic, many corporations have joined various epidemic relief teams, contributing what they can. The sentiment of taking from the community and using it for the community greatly enhanced the positive image of the brand in the market and built up a favorable impression of the brand among consumers, which will help boost the performance of the company in the post epidemic consumer phenomenon.
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II. Promotion within the corporate team
During the epidemic, many industries were impacted, both in terms of supply chain and market stagnation, and faced slowdowns in manufacturing and sales.
This is a time when companies may face reduced business volumes and an unsettled workforce. Take advantage of this time to improve internal systems or organize internal staff activities, the content can be focused on professional training, team-building planning or to stabilize the mood of the staff. It can improve the ability of employees and at the same time, cohesion of the team centripetal force.
Among Prosperity's clients, some enterprises take this opportunity to carry out employer brand planning, taking this opportunity to carry out internal training and image renovation, which they usually cannot devote themselves to due to their busy business schedules, so as to enhance the sense of identification of the corporate team with the company, and at the same time, sort out the existing brand values and concepts, so as to further create a brand image for the future of the enterprise in the re-launched market.
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Researching market dynamics and adjusting corporate direction
The epidemic has brought about changes in the market and changes in consumption patterns. Various online industries have become the black horse that grows against the trend because of the various conditions of physical consumption. In the face of a variety of new forms of consumption patterns, bringing new opportunities and at the same time testing the ability of evergreen enterprises to respond. From the US-China trade to the new coronary pneumonia, in this turbulent era, the so-called "everything changes" has become a new definition of unchanging. Can enterprises adapt to market changes and adjust their direction to face this ever-changing market?
Among the countless rebranding projects created by Process, those evergreen enterprises that can successfully survive and even grow in scale are those that are able to take advantage of the current situation and make efforts to rebuild their old brands.
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Adjust the brand communication strategy by recognizing the future trend.
Market changes are generally categorized into short-term fluctuations and long-term changes. In this epidemic, different industries are facing different short-term and long-term changes in the market. In the face of long-term changes, companies need to adjust the overall direction of their brands; for short-term changes, brands should start adjusting their brand communication strategy and marketing at the lowest point in the market brought about by the peak of the epidemic. When the market enters the recovery period, the new strategy will be used to quickly connect with the market and make up for the shortfall in the first two quarters by charging ahead in the third and fourth quarters. Among Process Shanghai's clients, some corporate brands are already actively planning their campaigns for the second half of the year. From the upcoming Dragon Boat Festival project to the Mid-Autumn Festival gift box design. At the same time, there are also clients who have adjusted their communication strategy and contact point layout in response to market changes. At the moment of downturn, we are ready to go, and when the epidemic is over, we will be the first to take the lead.
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