Silk Enterprises Should Pay Attention To Six Problems When Making Brand

Based on this background, many enterprises began to adopt the strategy of "internal and external improvement" to enhance the competitiveness of enterprises and occupy the domestic market.

What problems should enterprises pay attention to when pforming into domestic brands?

Recently, Wu Li Feng, chairman of Beijing Keri Garments Co., Ltd., who has considerable experience in silk brand marketing and brand building, has made his own views.

To revitalize China's silk industry, we must also make a brand, not just a product.

I have always believed that the best silk brand in China should be born in China, and the silk industry is China's most likely to be the world's brand.

Because changing positioning is harder than starting a business.

If the overall strategy of the company is not adjusted, the positioning of the brand must not be changed easily.

For example, people often ask enterprises: "what products do you have?"

The enterprise replied, "there are both."

Again, "which is the strongest?"

The enterprise replied, "they are all right."

This is wrong.

Making a brand is not just a product. For an enterprise, products can be and can be done well, but the brand must be specialized, refined and unique.

Making a brand is like giving birth to a child. Every child has different natures and must be trained in different ways.

Brands can not be priced like OEM, according to the cost of production.

Generally speaking, the settlement price of goods is formulated as follows: supply settlement price = cost (including inventory risk) +20% ~ 30% profit plus tax, and the way of making retail price is according to the acceptable price of the market (the price expected by the customer).

The cost of circulation is a very important cost. Many foreign trade enterprises may not understand this.

Why?

Because consumers feel the first sense of products and pricing will be, if this is a good product, how can it be so cheap?

It may be a fake.

Therefore, when pricing, we must take into account the market price that consumers can accept. This also requires a reasonable judgement of the value of the product, rather than just considering the cost of product processing.

Unified commodity prices are conducive to the cultivation of customer loyalty. Retail prices in different regions are different. Casually discounting sales and handling inventory casually are the main reasons for many brands' failure.

The brand should carry out the national unified retail price, unified promotion and sales promotion, advance notification, cut the label and cut the cards to deal with the stock.

Some silk brand shops soon closed and closed, which greatly affected the corporate image.

The most important reason is that they do not know silk and do not know the silk industry.

Therefore, in order to make brand planning, we must find experts in the silk industry and do not need to spend so much money.