Export-oriented enterprises: clearly understand the brand

Closer to our national leaders, in addition to busy the Olympics, busy disaster relief, busy stock market, another thing that makes them sleepy is the many export-oriented enterprises at the crossroads, life and death, Shandong, Zhejiang, Guangdong and other countries. Several strong provinces are the hardest hit areas. General Secretary Hu Jintao went to Qingdao, Premier Wen Jiabao went to Guangdong, and Vice Premier Wang Qishan went to Yantai. Where is the export-oriented enterprise? Transfer to domestic sales! The question is how to turn?

In the past ten years of marketing from FromEMKT.com.cn in the actual combat and consulting planning career, one of the keywords that I said and listened to more people is the brand. Since the year before, I have been receiving a lot of consultation calls from domestic business owners who have turned to domestic sales. This year, there are more. They only have one purpose for me. The export can’t be done, and they are forced to switch to domestic sales. Station is to be a brand, to be a brand is to ask a spokesperson, to advertise, I am speechless.

Don't be fooled by the brand appearance

In the years of marketing practice, I have created a lot of industry wins and sales miracles, and also helped many companies to achieve unexpectedly high-speed growth, but behind the success is not just the issue of branding. I often use an example to illustrate that the use of computers is becoming more and more foolish. Three-year-olds can get started in a few minutes, but what is behind the simplicity? It is a complex operating system! That is the crystallization of the collective wisdom of a group of more innovative and intelligent people in the world.

Similarly, branding seems to be really simple. If it is really simple, if you burn money, you can solve the problem. If you ask a spokesperson and make an advertisement, you can solve the problem. Then why are the world’s strong brands that have lived for a hundred years? What about Coca-Cola and so on? Why are China's Haile and so on?

When talking about this issue, the Giant Group and the Grain Dojo are good examples. Is Shi Yuzhu’s melatonin really louder than the brain gold of the giant era? Is it true that the melatonin of melatonin is more valuable than the DHA of brain gold? So why is brain gold defeated and melatonin won? Is the non-fried instant noodles at Wudao Daochang really annihilated by the fried uniforms and Masters such as Master Kong? Is the Giant Group and the Grain Dojo really because of the break of the capital chain?

Many entrepreneurs have been stunned by the success of many brands. What is more frightening is that when many brands fail, many entrepreneurs do not have a deep insight into the reasons for the failure. It is time to deeply reflect on the practice of branding for branding.

Brand capital is the avenue

In fact, the success and failure of a brand is not accidental, and there are rules to follow. Why is Coca-Cola's junk drink still popular in the world when it is crowded like a street mouse? Why can Google grow into a quasi-world brand in just seven or eight years?

Shi Yuzhu can answer these confusions very well. Shi Yuzhu is not good at understanding the inner hearts of consumers, nor is he better at advertising. After Shi Yuzhu paid hundreds of millions of tuition fees on the original giant group, he only learned one thing. That is the operating model of the brand by capital. When the white gold was in the fire, Shi Yuzhu sold the brand instead and exchanged a lot of cash for the bank's equity investment. The development of the journey game, entering the online game industry, locked the overseas listing target from the beginning.

There is a joke that says that when a big-name operator smugly boasts the power of his brand at the wine table, an internationally renowned banker next to it scornfully responds that I don’t have a brand, but I can buy you. come. Now this is no longer a joke, but a problem that many domestic companies have to face up to. The once strong Robust, was it strong after being acquired by Danone? After the little nurse who was once very hot was acquired by L'Oreal, how is it? Recently, news of good children and many other domestic brands being acquired by foreign investors has been constantly coming. We have to face up to it. In the face of capital, how big is the power of the brand? Recently, a big reporter interviewed me and said that after Yuxi was acquired by L'Oreal, it began to focus on the low-end market. The result is not good. Now it is necessary to re-attack the high-end market. The problem is that it is easy to go down the mountain. It is easy to go up the mountain!

In addition to the basic skills of brand marketing, the development of modern enterprises is equally important for the application of capital.

The combination of industry and finance is the goal that many advantageous enterprises in China are striving to achieve. That is to say, it is necessary to lay the foundation for industry as a financial and capital to build value for industrial value-added. Modern superior enterprises can only achieve leapfrog growth in a short period of time through the path of integration of industry and finance. For any enterprise that wants to become bigger and stronger, it is necessary to study how to obtain the support of others, how to get the favor of capital, and how to get the people's heart to the back of the enterprise, brand and products. We are very clear that building the general trend and starting from the details is the key to marketing success and capital support. If you want to be faster and more successful than others, you must do more than others, or subvert industry rules, or lead. Industry rules, we firmly believe that only by taking an unusual path can we create extraordinary miracles.

Export companies quickly rise shortcuts

Based on years of experience in marketing and cross-industry consulting, I have developed my own unique perspectives and consulting models for the strategy, brand, marketing, model breakthrough strategy and system planning of the “export to domestic sales” consulting project. I think:

First, the core of strategic planning is: outstanding. Out-of-class refers to the inherent limitations of the industry. It uses a unique business model to solve many of the industry's existing seemingly unsolvable dilemmas; it is necessary to be ahead of the place where you are better at doing it. People are right. Only by excelling can we stand out from the crowd and let the world look and admire. Haier is jumping out of the competition of industry products, so that services are ahead of the competition and people are caught.

I believe that if the project itself cannot become a big news in the industry, it will not attract much attention. It is a waste of resources. When it was born, the body shop became the focus of attention, and the overall operating cost was extremely low. The starting line is destined. Look at the focus, home, which is not the focus of the industry? Similarly, when we help companies to switch from export to domestic sales, the first task is to clarify the difference strategy is the truth, so that the business model itself produces such a subversive shock.

Second, the core of brand building is: noble and not expensive. In today's homogenization of products, there is no advantage in terms of products alone. Consumers are not buying a drill bit, but wanting a hole. The deeper desire is the beauty of the living room and the enjoyment of being. Brand is just a tool for value transfer. Everyone has a scale in their hearts. It is always worth the money to really impress people and motivate people to buy. Without a sense of nobility, you can't look up, you can't make people have a huge desire; the price is much higher than the value, and the law of value is violated, so you can't quickly increase sales and profits. Is ZARA noble? But is the price really expensive?

I believe that the brand is a mixed-race child with functional value, emotional value and self-expression value. The brand is only the value carrier. Only multi-value innovation can create a strong brand. The big advantage of the export enterprise is that the product is good, but the light is good. The products are useless. Good products still need good brands to fly in. Therefore, the core of our brand planning for export-oriented enterprises is to create a huge gap between the perceived value of customers and the actual price, because both value and price are In contrast, in accordance with the principle of relativity, a chair may only sell tens of dollars in the store, but the same chair, if used by Princess Diana, may sell a price of 100,000 yuan.

Third, the core of marketing is: customer monopoly. The ultimate goal of marketing is to achieve a more thrilling leap. Another way of selling products is to buy customers, but the one-time purchase of customers does not bring much profit to the company, only the uninterrupted purchase of enthusiastic customers of enthusiast level. In order to bring sustained and stable profits to the company. The purpose of issuing cards is to understand customer information. The purpose of mass issuance is to choose their own VIP customers, which are their continuous profit sources.

I believe that only for a small number of people and a few regions, but may get a bigger market; sell to everyone, who may not buy you in the future; the national blind distribution, huge inventory and logistics costs, will gradually devour profits Drop it.

Things can be clustered, people can be divided into groups, and based on the common subdivision of lifestyle, can we lock in more valuable customer groups, and help more export-oriented enterprises to get out of the trap of low profits and truly become brilliant!

Fourth, the core of rapid breakthrough is: pattern integration. In the process of rapid development of the enterprise, it is generally necessary to go through three different model stages: the former stage, the borrowing of other industry models, and the grafting of the model to borrow the successful experience of other industries into the industry, the goal is to be different; second Stage, optimize the industry model, re-establish standards on the basis of the industry, the goal is industry leadership; the third stage, integrate resources, become the industry benchmark and banner, get support from the same industry and the public, get consumers and interests Body identity.

For many export-oriented enterprises, to achieve rapid breakthroughs, it is necessary not only to deeply understand the success and failure cases and experiences of the industry, but also to understand the advantages and disadvantages of the industry model, and more importantly, how to learn the stone of other mountains. Attack jade. The success of countless leaders has given us many successful lessons. For example, Haier relies on creating quality control standards and soft text communication to create a new pattern of home appliances; Meteorium relies on creating a gift segment to create a marketing miracle for health products; TCL mobile phones rely on the world's top Gems mobile phones, linking communication tools with luxury goods, became the beginning of Chinese local brands to impact foreign brands.

I believe that export-oriented enterprises must quickly make breakthroughs and make a difference in their industries. They must follow different strategies from other companies and use the successful experience of other industries to operate the industry. To become a stable brand after breakthrough, we must become The industry's standard setters build a strong potential, occupy the industry and consumer mental model, who can take the lead in refreshing the standard, who will win the world. Take a look at Microsoft, look at GOOGLE, see Huawei, look at Mengniu, and then look at Wang Laoji, without exception!

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