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The end of traditional mass  What are the current challenges to the house-hold names such as Coco Cola & Tide? the following article, is from the brand Channel of Interbrand, expressed that traditional main stream market for mass brands is diminishing, along with the low market in that economical brands compete is extending, since the qulity & emotional identification offered by different mass brands have been indistincted for years, while the upper market for premium brands is growing due to the prospering economy & increasing demands for self-esteem & compensation from the independent and hard-working young people. I believe that this is a trend, especially in the mature markets, i.e., US & Europe, whereas the mass market size is still very huge and soaring in the developing area, China, India & Latin American, while it goes diversifying & segmented continually. Its also interesting when I read my friend, Jack Yu, the brand consultant in Shanghai Foresight Consulting Company, who wrote something lately about a brand Forum held in Shanghai as follows
Moreover, the trend is indicating prominent switch of approaches to build brand that have been lasting for decades with the traditional successful mass brands, which are welcome and learnt by Chinese marketers as a classic textbook, including me. Its very good that I have organized the structure and mind set of brand management from traditional consumer brands, but, dons forget what kind of environments that the previous brands was growing within, supermarkets, consumers that easy to satisfied & educated, powerful cable televison....should we consider what have changed to the fundamentals during recent years? distribution channels, consumer needs, media influence? therefore, any new consumer insights and best pratices applied in China market? I suppose that its very interesting and challenging to track the effective brand marketing and operation happened to build a strong brand in China, no matter which is a value, mass or premium brand.
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