The future is the world of the brand

An inadvertent true feeling of the rising sun yanggang sang the voices of thousands of star-studded citizens, and a not-so-famous "in the spring" went to the Spring Festival Evening and spread throughout the whole land of China, and the rising sun yanggang sang from the street all the way In the Spring Festival Gala of 2011, the price soared, from the unknown in Momo to the national reputation, and some netizens jokingly said, "The rising sun has just won Wang Feng", and then the original singer Wang Feng appeared in "In the Spring", telling the rising sun that Yang could not Sing "Spring" and Wang Feng's songs in any form, and Rising Sun is waiting for their own original songs. Through this incident, several issues can be learned, one is intellectual property rights, the other is original ability, and the third is to see the power of the brand. Wardrobe brands should pay attention to drawing lessons, strengthen originality, protect intellectual property rights, protect their own brands, and do not make wedding dresses for Others. For example, a wardrobe brand in Shanghai has a related history. It has worked hard for a few years, and it has been registered by others. The season of the year is in the spring, and the company's annual plan has been launched in the spring. Learning brand promotion starts in the spring.

The future is the world of the brand

Starting early in the morning on January 17, 2011, a striking Chinese national image propaganda film was continuously broadcast on the outdoor large screen of Times Square in Manhattan, New York, and then broadcasted on CNN and BON (Blue Ocean TV). The 18-minute "Angle" began to be broadcast in foreign TV media such as Germany in February 2011. This is China's first test cry and began to show China's national image to the world, but like Hollywood and Japanese anime in the United States, it will take time to have a national culture business card that is deeply rooted in people's hearts.

This kind of top-down, starting from the national government, is working hard to create a new image of China, and is exploring the cultural business card that shapes China. This shows that in China, from the country to all walks of life, the future is the world of brands. The overall wardrobe has a strong brand awareness from the beginning, but the depth of brand awareness and brand operation operations need to be improved. In the stage of industry development and growth, we must pay more attention to brand positioning. From the beginning, there was a clear brand positioning. Through the focus effect, it was more suitable for the situation where the advertising cost was very limited during the development period. From the national government to various industries, in 2011, wardrobe companies invariably attached importance to brand promotion, and more groups began to enter the wardrobe industry. With the style of work of large consortia, this new brand promotion method will certainly be a big start.

The pattern determines the brand's future

The older generation often said that "one life, two transports, three feng shui and four personalities" determine a person's glory;

From the inside, the brand's positioning, the brand's concept, the core competitiveness of the brand, the brand image, the unique personality of the brand, and the brand's impression on consumers from the outside determine whether it is a century-old brand.

When it comes to the decision-making level of the enterprise, the positioning of the brand strategy situation is twofold:

The number one is the number one market share (amount of NO.ONE), such as Lenovo computers.

The qualitative first is high profitability. It depends on its own unique characteristics (ONLYONE at a certain point). It emphasizes creative design and uniqueness, just like the Apple series.

When deciding on a brand for an enterprise, the decision-making layer of the enterprise should combine all the resources of its own enterprise and the external environment for industry development to make a decision.

Situation 1: If the scale of the enterprise is large enough, and the market share is now among the best, capital, people, and technology have advantages. Entering standardized production or large-scale production, it will not affect production due to the doubling of temporary production The delivery time and quality will not affect the service quality of each system due to the doubled volume. Such enterprises can take the NO.ONE route.

Case 2: If the comprehensive strength of the company is medium in the industry and has a unique style in a certain aspect, such as strong product development capabilities, or strong marketing planning, or first-class service, etc., these advantages are amplified Zoom in again to make it unique in the industry or the strongest in this regard, which others cannot imitate. This is suitable for taking the ONLYONE route.

When making these decisions, all the origins are customer needs. Only products or services provided from the perspective of customer needs are popular and can go better and further in the market. It is understood that General Manager Xin Fumin of Siniman's overall wardrobe said: "Siniman is committed to becoming the world's largest panel furniture product production and sales center." This sets the tone. ONE). Siniman's future competitors are the predators who seize the highest market share.

Perseverance in brand promotion

Brand promotion is a long-term behavior, and we must persevere, and the current wardrobe companies need to improve their brand promotion skills. At present, there are three ways to promote the wardrobe brand:

1. Top-down branding

Because of the current situation of wardrobe brand enterprises, most of the enterprises are medium-sized enterprises, and the decision-making power of enterprises in brand operation still stays at the level of the company's CEO. The corporate executives who understand brand operation and brand promotion are rare, and it is these versatile corporate executives. The top-down brand promotion method helps him achieve this by recruiting experienced network promoters and planning talents. The initial positioning of the brand has achieved remarkable results in the early stages of industry development.

Second, the art industry has specialized

In view of the difficulty of corporate executives, or the lack of professionalism in brand promotion, you can recruit professional brand managers. It is true that the art industry has expertise and decentralization, and the brand manager is dedicated to operating. This requires that corporate CEOs know how to recognize and employ people, and at the same time they need to use people without hesitation. How to find a real brand manager is the key to the success of the industry.

3. Use external brain experts instead of bricks

In view of the fact that corporate superiors generally do not believe in the psychological role of subordinate abilities. Spend money to ask outside brand experts or planning companies to create a set of effective solutions for the enterprise to cooperate with the company's implementation. But this expert is not a "brick" expert. The expert must have practical experience. It is not the kind of universal plan that is modified from many plans and is suitable for all enterprises. Only a real understanding of the industry market, a perspective of the internal and external environment of the company, combined with the current development, and a plan made after a real market survey can help the company and achieve a real improvement.
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