SME Brand Long March

If the wolf and dinosaurs decide, can wolves conquer dinosaurs?

This scenario is not a scene in a science fiction movie, but something that happens to every Chinese.

Big international enterprises are dinosaurs, big domestic enterprises are tigers, and domestic small and medium-sized enterprises are wolves.

The tiger is already king of the forest, but the tiger is even more powerful than the tigers. Dinosaurs and wolves are the desperate outlaws.

When dinosaurs enter China, they mainly deal with tigers. Tigers mainly deal with dinosaurs. They are mainly unidirectional operations.

Wolves, however, need to fight for both sides, not only to prey on the tiger side, but also to prevent the trampling of dinosaurs.

This is a battle of great disparity. It is a fight between the weak and the strong.

Comparing tiger with dinosaur, we can see how amazing the disparity of power is: the total assets of China's greatest Haier are only 1560 of GE (Haier's total assets of 800 million US dollars, and the common assets of the same period are US $about 400000000000). China's greatest Lenovo ranked third in the world in 2002, with a turnover of HK $20 billion 200 million, which is the pride of Chinese, but that is only about 6% of the total HP's gross income of 40 billion 400 million US dollars before the merger, which is about 3% of the total HP's gross income after the merger.

The tiger is still so, not to mention a wolf.

This is a life and death struggle, only the winner's smile, no loser's tears.

But is there no chance for wolves to win?

Can wolves not plunder the bone of their own?

No

Dinosaurs have the living methods of dinosaurs, tigers have the living methods of tigers, wolves also have wolf's living methods.

Then, what is the living method of wolves?

It is a small fight, but a weak victory. It is a win win battle. In a word, it is the war of overrun.

The strong are not strong enough to be invincible.

As long as there is such a weakness, everything becomes less fixed, and there is the possibility of being defeated by the weak.

The weak are not weak enough to fail, but weak ones have their strong points.

Because of this strength, we can not say that the defeat has been decided, but we can say that we have the possibility of defeating the strong.

The key is how to pform the strength contrast between strength and weakness, how to find the pivot between strength and weakness by weak strike. In many cases, all of our efforts are to find such pivot points, which subtly change the strength contrast between strength and weakness, so that the relationship between strong and weak becomes less absolute and another possibility is reached.

So, where is the survival of small and medium sized enterprises?

What is the strategy of achieving victory by weakness?

What this article wants to discuss is a strategy and method for an enterprise to become a strong brand from the following aspects: looking for a position, setting up a brand, carrying out attack and defense with strong enemy, and finally expanding the fruits.

First, the beginning of victory.

Find a position for yourself and skillfully build a brand banner.

The marketing circles are now in the fashion of "winning the battle end". I think it is better to say "winning the battle" than "winning the battle", which seems to be the best way to tell the essence of marketing.

The art of war of Sun Tzu said, "before the battle, the number of the victors in the temple will be counted."

It is not enough to win a lot.

That is to say, winning a battle is actually decided at home.

The same is true for brands. Whether the brand can be established from scratch or not, and achieve the success of the Long March, 98% is done at home.

All competitions start from the starting point.

The starting point is "gene", and implementation promotes "growth".

At the beginning stage, we can find the product's innovation and product concept, and find out its own "gene", even if it is "a little bit different in form", it can also help enterprises achieve a glorious paradise.

In fact, the difference between the Olympic champion and the runner up is the key "a little bit". The difference between the great scholar and the bad man is the key "little bit".

What is the starting point?

What is a gene?

The starting point is market opportunity; gene is product.

1, find a position.

Market blank.

The loveliest thing about the Chinese market is that many other industries are still in the primary market.

The biggest characteristics of the primary market.

There are many gaps in the market.

This blank point mainly includes three kinds:

First, it is the blank of the new industry.

There are two possible gaps in the new industry. One possibility is that the industry has not yet appeared before. It is a brand new industry or product category. The other possibility is that although the industry already exists, there is no one.

Brand takes the lead in this category, and it can also be regarded as a new industry.

Secondly, regional blank.

Many major international brands, such as Coca-Cola, and so on, are mostly in large and medium-sized cities, but for the vast number of towns and villages, they are unable to catch up. This gives the Chinese enterprises many opportunities such as cola, Wahaha, K and so on.

They went deep into the two or three line market and made great progress.

Third, it is the blank point of consumer demand.

On the Chinese market, there are still some consumer needs not being met, and such a demand gap is also an opportunity.

Over the past two years, music phones, mobile hard drives, MP4, xylitol and so on have all been discovered because of new consumers.

Demand is the only reason why the fire is so intense.

Yako V9

The yak V9, which I once participated in, is a classic case of finding opportunities.

As we all know, the candy market has always been a strong brand. As a small brand with only a cognitive rate of 3%, the opportunity for yako is very high.

A market survey found that 87% of consumers thought they had bought vitamin candy, but there were few functional candy in the market at that time.

What does this mean?

For vitamin supplements, this demand existed before yak.

It happened that there was SARS incident, and an incident gave birth to a business opportunity.

After the end of SARS, people formed the concept of "replenish vitamins and improve immunity". The demand for vitamin products in the market was unprecedentedly high, and many vitamin products were sold out or even sold out.

Orangeate, queer, daily C set off a vitamin supplement boom in the beverage industry. Orangeate alone made about 2 billion yuan in the market.

With the growth of happiness, Shi Erkang and gold partners, SARS is growing rapidly.

Vitamin supplementation.

All this shows that vitamin candy is very likely to form an independent market.

And in the formation of any category market, it also means that the birth of a leader brand may be crucial to see who sees the opportunity and seize the opportunity.

So yak V9 was born and made a great success - candy containing 9 vitamins, two capsules a day can supplement the body's 9 vitamins a day.

Why can a very weak brand do this?

The reason is that in the general trend of SARS supplementation, we found the market opportunity of vitamin candy as a blank market. When we first grabbed this position, we entered the unbounded environment.

2, borrowing trends

The so-called "general trend of the world, vast and mighty, shun those who are prosperous, and those who go against it" will create a new brand and conform to the general trend of consumption and learn to take the initiative to take advantage of it.

Active borrowing refers to the initiative to find social or consumer trends, and take the initiative to combine it with product innovation or brand to create a new market opportunity.

There are many social trends, such as environmental protection, health, sports, nutrition and so on, which can be used actively to create brand names.

The following is a case of active borrowing.

Red internet cookies

When we were involved in planning "red", the biscuit industry was relatively mature, Danone, nambek and Kangshifu.

Where is the chance of red biscuits as a new brand?

According to the data, more than 7 of the Internet users like to eat snacks on the Internet, which indicates that the number of people consuming online food is large. The average weekly Internet time is 14 hours per week. The average number of Internet users snacking on the Internet is 1.5 times a week, and the frequency of Internet users eating snacks is higher than that of 55% users.

The network food market has huge capacity.

Biscuits have entered the Internet age.

And the Internet and biscuits, such a huge market, is still a blank, a virgin land, right, the first Chinese "Internet biscuit", led the Chinese cookies into the network gold rush era.

As a result, the "red rice meal" was born.

3, market (consumption) upgrading

Market upgrading is the opportunity. It is the opportunity for new products to subvert the market and industry to rearrange the seating capacity.

As a new mass market, China's structural displacement within the overall consumption sector will bring about a jumping wave of consumption.

This is an immature feature of the Chinese market which provides opportunities for latecomers.

We can not wait for the opportunity to come to the door, but we should take the initiative to grasp the opportunity to upgrade the market, take the initiative to change the product strategy to cater for it, so that we can really not lose any opportunity.

TCL has adopted this tactic many times and has achieved great success.

TCL used to make telephones. When it wants to intervene in the TV industry, the oligopoly pattern has basically taken shape, and the traditional market has been saturated.

But this time coincided with the rise of large screen color TV, TCL took the high-end large screen color TV as the breakthrough point and began to subvert with the image of the innovator.

Color TV industry;

We should remember one conclusion: when the industry is upgrading or pforming, the industry will be redefined and people will accept subversive minds.

Although TCL is a latecomer in the color TV industry, it starts with the brand new image of the innovator, occupying the minds of consumers at the very beginning.

4, Qiao tree brand banner

When a new brand has just started a business, there is no money to advertise, no money to be a marketing master, or even a big investment promotion.

Create a new category

The most effective, productive and quickest way to create a brand is to create a new product category and make its brand the first brand in a brand new category.

"No competition is the best competition", once you become the first in a new category.