How Can Smes Publicize Better? Adopt No Branding Strategy

Any enterprise, regardless of its own conditions and conditions, blindly striving to create famous brand is likely to be counterproductive and outweigh the gains. Especially for some small and medium-sized enterprises with poor strength, if they take their own strength and adopt the strategy of no branding, retreat in order to win the market will be a good strategy for their survival and development based on the market.

The non branding strategies adopted by SMEs include not using trademark strategy and adopting retail trademark strategy.

The reason why a commodity can not use a trademark is partly because the products of some enterprises are difficult to form "product differences", or the quality is difficult to guarantee and measure, or consumers do not require quality recognition, such as electric power, ore, iron and billet, so that the possibility of using trademarks is greatly reduced. The other is the commodities that people often meet in daily life. They do not need special expertise to distinguish true from false, good or bad, such as clothes, food, beverages, etc., or they can not use trademarks.

Such products do not use trademarks, so that the production enterprises can save the cost of trademark design, registration, advertising, use, protection and other related expenses. The cost of packaging is saved by simple packaging, thereby reducing the cost of products. The same quality of goods can reduce the selling price by 20% to 40%.

In this way, large scale production of enterprises, small profits and quick turnover, low price competitive advantage can enable enterprises to get better economic benefits.

Two big retailers in the United States, WAL-MART and Kmart, have launched the bulk sales of unbranded commodities in recent years. They require consumers to shop in boxes, or in bulk. The goods are limited to no brand, or even without formal decoration. They are quite cheap and sell well.

This method is popular among the 35 retail stores in the United States, and 10 of them sell such a trademark free mass product. This fully shows that the strategy of not using trademark is still alive in a certain range.

After all, low cost and low price are one of the main goals pursued by many producers, sellers and consumers.

The main body of our consumers is still a large number of working-class and farmers. On the one hand, they want to keep up with the trend of consumption, but on the other hand, they are very embarrassed. So cheap and good quality products become their first choice.

Retailer brand

Retailer brand is the product of the development of commercial competition to a certain stage.

It is a competitive strategy adopted by retailers to highlight their image, maintain their competitive position and make full use of their intangible assets and advantages.

The specific way is to understand the consumer information, put forward the design and development requirements of the product, and choose the production enterprise to produce, and then use the retailer brand to push the product to the market.

In foreign countries, retailer brand has been used for decades.

For example, the lion group, the largest retail group in the UK, has more than 800 suppliers producing St. Michaels, which sells a brand of Saint Michaels in its nearly 1000 chain stores.

The combination of mass production and large-scale retailing makes Ma Shi group the most entrepreneurial enterprise in Europe. It makes the relationship between manufacturers and retailers establish an accomplice.

At present, China is developing large and medium-sized retail enterprises and chain supermarkets on the one hand. On the other hand, small and medium-sized enterprises with large production capacity are idle.

The increasingly fierce market competition will force manufacturers to gradually use the brand of retailers, and retailers must have mass production enterprises to produce their own brands, which will create favorable conditions for retailers to cooperate with small and medium-sized enterprises to form a new combination of production and circulation.

Applicability of non brand goods

In the absence of trademark brand, there are some successful examples in China. For example, Shanghai fashion group has set up no brand sewing stalls. They have found out that wage earners want to improve their dress standards, keep up with the new trend of the times, and hope that they can have a reasonable price to prevent manufacturers and shops from cutting the knife. They buy high-quality textile fabrics, design new clothes, set up tailoring and clothing windows, and offer fashionable costumes with distinctive personality.

Retailer brand has just started in China. It has been reported that since opening retailer brand in Shanghai in 1987, it has launched a series of licensed products. Among them, the open brand shirt has won the honor of "China's top ten famous brand shirts", and the open brand sweater has been awarded the title of "China's famous brand product".

In Huating, Shanghai, Yi ddan placed its own brand in the prominent position of the store. Nearly 6000 of the 1 / 3 products in the city of Shanghai shared a common brand called "co Kang".

The Wangfujing department store in Beijing also has its own brand "beauty" fashion, produced by Wangfujing beauty fashion company.

Business giants such as Shanghai first department store and Hualian Group have also launched their own brands.