Analysis of the New Route of Brand Communication in the Post-epidemic Period -- Take the Outdoor Camping Brand TOREAD as an Example

Abstract

In the post-epidemic era, the restrictions of the external business environment and the traditional communication methods of many brands have kept the brand from gaining and maintaining customers. At the same time, the communication of some "outdoor camping" brands has won the favor of more and more audiences, which hides their precise positioning for the concept of outdoor leisure lifestyle and the rise of minority cultural circles. This is exactly the opportunity for the growth of outdoor camping brands. Focusing on the local perspective, from the ups and downs of China's own outdoor camping brands, domestic local outdoor camping brands have penetrated into public life, which also represents the return of contemporary Chinese aesthetics. In the post-epidemic era, with consumption upgrading, the role of consumers has gradually changed into an important node in brand production and communication. They need to find a breathing space in their limited life. In this space, the consumer brand that best meets the audience's psychology makes them yearn for it. Based on this, brand development should be studied from the internal and external environment and consumer concepts. Nowadays, the competition of brand communication is not only the competition between products but also the development of brand communication through such countermeasures as increasing the added value of the brand, accurate positioning of the audience at all levels, and respecting the co-creation value of consumers' psychology.