LED small brands need to settle to grow

In the actual marketing campaign, big brands always have multiple advantages, eroding and even swallowing the market share of small brands. It is not easy to divide food from their mouths. It is a difficult war to seize their market share. But we also have reason to believe that no big brand is strong enough to completely monopolize the market, small brands can't fight and can't fight, but they must know how to fight. In the early stage, relying on comprehensive competitiveness, the development of Wu Sanchun, the deputy general manager of Fuxing Group's marketing, requires a long process. Especially in terms of cultivation, small brands still need to be strengthened. A brand wants to grow from small to large is not a one-off process. This requires a long process of development, especially the most important thing that small brands have to do at the beginning of their creation. I think it is the most important thing to find. Find product positioning. We often say big and full, small and specialized, so small brands must establish small and specialized product positioning, try to extend the product to the sub-segment, find the right category to do the fine work, but also make the product different from the famous brand. The characteristics of the product, in order to make the product have a selling point and be competitive. Of course, it is still not enough to make the product unique. You still have to do the quality and service consistently to attract repeat customers and absorb more customer resources. Small brands must learn to do the supporting role. The director of the lighting marketing of Ao Keshi, Jin Yunshan, is not only the protagonist to be a good show, but also the supporting role has to be outstanding, in order to win the full house. However, there is always such a time, the protagonist will let the supporting role grab the limelight, because the supporting role is more heart-warming and let us applaud. Everyone is eager to be the protagonist, so small brand essay products are also eager to build their own channels, and their own specialty stores are blooming everywhere. However, if they are to be the protagonist in front of the stage, they will invest a lot of money and energy, but they will not win the absolute market. The share, the end of the loss to lose money, is not worth the loss. Some brands have chosen such a marketing strategy, and they can make big business with a supporting role. Although the advantages of small brands are getting smaller and smaller, and the living space is gradually being compressed in some corners, every small brand will have a head-on idea. To achieve this ambition, I feel that small brands have to keep up with the development of the times. Keep up with the trend of market changes, and do a good job from a small place, do a good job, from price positioning to product stratification to improve the cost performance of products, and slowly improve their competitiveness. Even if you play as a supporting role, you can make your play more popular. Entering the market with product difference marketing, Sun Rijiang, director of lighting marketing at McGraw Blue, for many channel dealers, one thing that often makes them entangled is whether they want to be a single brand or a specific product. Of course, I hope that the dealer owner can do the franchise monopoly, but for the dealer, he certainly hopes to add more brands and products, as long as the added items can make money, and at the same time will not cause strong opposition from the original cooperative brands. The difference marketing requires sales personnel not to stare at the existing category dealers, looking for a big category platform to see if they have a chance. To say that McGraw-Blue is a product positioning, it is better to say that it is a difference. Nowadays, few people in the market do LED European-style modern lights, and they have seen this market gap. With our original advantages, we have entered the market with the product difference route. Guanya's eye-protection brand is taking the difference strategy. In the lighting brand, some big brands have invested a lot of energy in light sources and lighting products, but they have neglected or no small products at all, which undoubtedly gave the opportunity to Guanya. Guanya seized this opportunity and took the opportunity to win many dealers in the lighting market. Small brands need to be settled to grow. Zhao Desheng, general manager of Ou Wei Shi Lighting, is in the field of lanterns. There are no so-called first-line brands and second-line brands. All registered trademarks can be called brands. The key is that large enterprises have big business practices. Small enterprises have The small business model, in order to truly make the brand a good, based on the product power of the enterprise. When small business products have sufficient advantages, small brands can also be promoted to big brands. How to make products have advantages, the key is whether to have a core team, and whether the team has accurate positioning in product development ideas. The second key factor is whether the positioning of the company is clear. Some companies think that they have become a brand, they have already solidified in positioning, and have not really found their own positioning in combination with the actual situation. Therefore, I feel that the brand needs to be precipitated before it can really develop. You can only get the brand well by ensuring the product positioning, ensuring the product quality, style and customer service, and gaining customer acceptance. Brands also have the potential to develop into big brands. The network is also the central link of the growth of small brands. The general manager of Billion Electric has built a company, no capital and no brand, and there is no advantage in the industry. In order to open the market in addition to the most basic high quality, we have to take full advantage of the advantages of the network. Arranging salesmen or advertising in large numbers across the country is unrealistic for start-up companies. Instead, we should do some low-cost communication that we can do, and make full use of all available resources to pass on our good product information as quickly as possible. Target customers, such as using websites, blogs, Weibo, WeChat, etc., to edit accurate product information into Yongyong's story soft text for viral diffusion, can also bring certain promotion to the company's product sales, so that there is a need The customer came to the door. From the beginning to the present, Yitong Electric has been searching for target customers through the network. By understanding the target customers, the product information is edited into the information body that the customer accepts and likes, and everything is smooth. Talent is an important prerequisite for brand expansion Zhang Tiejun, general manager of Putian Lighting Appliance Marketing, feels that the survival of small business small brands is more difficult year after year, and the competitive pressure is getting bigger and bigger. In particular, the increase in labor costs has made small enterprises unable to recruit good talents, and the brain drain of small enterprises is much larger than that of large enterprises, which has made it difficult for many small enterprises to find advantages to improve their competitiveness. In my opinion, it is difficult for future customer resources to increase. Whether it is from a physical store or an online channel, SMEs do not have an advantage. Therefore, many small and medium-sized entrepreneurs now want to expand their market share, seek development first, then seek profits, and then seek stability. An important issue with the current small brands is the lack of money. Anyone is doing things for survival. For the sake of money, if employees don’t get paid in your business for a month or two, then they will leave. Now many SMEs are faced with financing difficulties and shortage of funds, then they It is even more difficult to retain talent and it is more difficult to develop. The construction of the team I think is essential for a company. The team composed of all kinds of talents can solve various problems for the enterprise, whether it is the positioning of the enterprise, the positioning of the production of the product, or the strength of the team will make the enterprise If you take a detour, you will have a hope to build a brand and become a big brand.

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