Totem：2024年中国经济增长框架研究报告-经济衰退期的品牌定位策略、品牌策划模板及案例（英文版）（41页）.pdf

1、2024FRAMEWORKS FOR GROWTH IN CHINAMINI-REPORT#5FRAMEWORKS FOR GROWTHSTRATEGIES FOR BRAND POSITIONING DURING RECESSION,BRAND PLANNING TEMPLATES&CASES.POSITIONING FOR RECESSION IN CHINAGoing into the pandemic,there was a great deal of expectation for a recession.But,the downturn didnt happen at that t

2、ime.In fact,for a wide range of consumer brands(selling physical products),it was a massive boom.At that time,when people were locked down,demand for physical products,was pulled forward during the pandemic.Online gained further ground during this time,leaving physical retail and services,travel rel

3、ated consumption steps behind the trend.With a general re-opening,we are now seeing a pull-back in demand for many of the big winners from the pandemic.Demand has been shifting toward services,entertainment and travel.Offline retail has regained some sales back from online.With recession starting to

4、 bite in China(as in other markets globally),brands will need to take a careful look at positioning,pricing,as well as overall competitive sustainability-as strategies to endure much tighter conditions with consumers.STAGE 1POSITIONING FOR RECESSIONSTAGE 1 There is a down-shift in consumer demand(an

5、d sales volume for brands).Marginal players-with weak positioning and/or financials-may dropout of the market,together with a wave of consolidation(M&A).Brands must assess/implement:-Impact of downturn on category -Risk assessment;burn rate,CAC vs LTV-Top-of-funnel vs Bottom-of-funnel evaluation-Adj

6、ust(cut)marketing spend STAGE 2 A weak market with changing,uncertain conditions,defined by general malaise and pockets of growth/optimism(with niche consumer groups relatively better off).Brands must assess/implement:-Strong loyalty(repeat-purchase)incentives-Understand/respond to customer sentimen