Second Line Brand Promotion Tips
Using the same raw materials, the same
Technology
When the same product is produced with the equipment, the difference between the cold and the hot and the difference between the high and low price are generated because of the different brands and different markets, and the distance between these differences is always very large. This is the brand value of the product.
In any industry, the products of second tier brands will be left out in the cold. They can not only become consumers' first choice objects, they can not sell the price of first-line brand products, and even consumers' suspicions.
Second, if the second line brand can not get the brand value enhancement, the environment that will continue to exist in the market will be more and more.
Second line brand
It is not impossible for a product to change such a destiny, but it is necessary to foster strengths and circumvent weaknesses.
Xu Sunxin believes that the promotion of the value of second line brands should start from the following aspects:
First, we need to "despise the enemy's strategic thinking".
在一次行業協會的座談會上,一家有近十年歷史的小企業老板問筆者“企業該先做大還是先做強?”這樣問題曾經也引發過不少人的爭論,而在筆者看來這種問題應該屬于無聊的范疇,對于中小企業來說,往往是風景年年依舊,既不大也不強,難道是因為不知該做大還是該做強而影響企業發展嗎?當比者反問那個老板“你有沒有想過在多長時間內在當地做老大?”該老板直搖頭說“那太難了!”至此,大家應該看出這位老板缺了點什么?那就是缺少做大事的心態或說缺少霸氣,連做個區域老大都不敢去想的老板,還談什么“強”與“大”呢?二線品牌企業去戰勝一線品牌企業的確有困難,而且是很大的困難,但這種困難對二線品牌來說,除了放棄就無法回避,因而中小企業的老板面對一線品牌表現出“有點狂妄”是必須的。
The promotion of brand value is like the solution to all problems. It is not enough to have a strategy, and there must be feasible tactics.
Two, we need to seek breakthroughs in local areas.
Second line brands are obviously not able to compete in the nationwide market with the first line brands, while the first line brands are weak on the surface, which is the space for the upgrading of the second line brand value.
This phenomenon is everywhere in the market, that is, the first line brands elsewhere become a second-line brand. Elsewhere, the second-line brand has become a first-line brand. This phenomenon has told the second line brand that "opportunity is still there."
How to choose a breakthrough area for the second line brand? We should pay attention to several aspects. First, we should take a look at the length of time that the first-line brand operates in the area. The long time can explain that the market is doing well, otherwise the second line brands have the opportunity to surpass it; the second is to see where the front line brand is located in the flagship store in the area. If the first-line brand occupies the best location in the area, it means that the local people will recognize its brand value, whereas the second line brand will have the opportunity to surpass it.
It should also be noted that this advantage can be dynamic, and it will change due to the reasons other than the first-line brand, such as store location adjustment, Street store demolition and so on. The second line brand can replace it in such an opportunity; third, the area ignored by the first-line brand, and the strong strength of the first-line brand often makes the offline industry unable to attend to it, so it will leave the regional gap. The second line brand chooses such a region which is easier to be more acute; the fourth is to consider the convenience of management, and whether the target area can bring convenience to product pportation and channel management, and the headquarters must ensure that the regional model is under tight control.
The fifth is to consider the radiative force of the region. The quality of the selected area can be divided according to the size of the city. The radiation power of the big cities is stronger than that of the medium-sized cities, and no "rural encircling the cities" is advocated.
In short, the choice of the region is to find a weak part of the first-line brand, but also conducive to the late development of the second line brand. The second line brand can earn a small price to win the market.
Three, we must seek
chain
Breakthroughs in business models.
After choosing a breakthrough area, the choice of franchisees and distributors is also a key link. As a battleground to launch attacks on front-line brands, franchisees or distributors are commanders of front-line battlefields. Therefore, they must be a strong and resourceful Generali, and at the same time should be able to get close to the franchisees or distributors of the first tier brands in financial resources and have the ability to compete in the terminal.
Therefore, the key to regional breakthroughs lies in the breakthrough of candidates.
At the same time, as a competition with the front-line brand, the chain operation mode of the manufacturers must be special, because not only the franchisees and distributors want to defeat the first-line brand, but also the purpose of the manufacturers. Increasing investment in brand promotion in such a region and covering the front line brand on the momentum are the basic conditions for the boss.
With these special factors and requirements, these areas can also be operated by the manufacturers as direct battalion areas or by the way of manufacturers' joint operation, and they can operate the regional market with large investment and pursuit of large output.
{page_break}
The four is a breakthrough in brand promotion.
Almost all first-line brand products are familiar to consumers. Second line brands must have the momentum of the eldest brother if they want to become the boss. Advertising investment must go beyond the first-line brand in this local area.
As a first-line brand, it is hard to resist the local brands' provocation, because all the operation links of the first-line brand are very planned and procedural, so it is difficult to make temporary adjustments to a certain area.
Of course, the biggest threat to the second tier brand competition is not the counterattack of the first-line brand, but the heroic spirit of the second line brand. The second line brand is hard to change because of its long neglected advertising investment.
On this issue, the second line brand should take a far sights. The investment of brand promotion is not for immediate interests, it is not for immediate pursuit of sales, but for robbing a long occupied territory.
After obtaining the highest point of the regional market, the promotion of this model will drive the image of other regions to be established, and the second line brand will gradually expand by blocking the market of the first-line brand.
The five is the breakthrough of offline sales promotion.
The promotion of online second brand often does not talk about brand image, but takes the premise of "reducing cost". It usually adopts some practices such as DM leaflet, roadside hanging small banner advertisement, wall branding advertising, website posting, salesman errands, conference marketing, ordering meeting and so on. It even considers it a direct marketing of "point to point", and promotes it as a successful experience within the enterprise.
Because the second-line brand does not put traditional media advertisements and large outdoor advertisements into practice, the brand image is belittled by the enterprises themselves, which leads to the difficulty that the high-end customers can identify with the second tier brands.
To become a first-line brand, the second line brand must be reformed in the promotion of terminal. The practice of saving money that is harmful to the corporate image should be abandoned, and online activities can be combined with traditional media advertising as much as possible to win the recognition of consumers by enhancing brand image.
Do not superstition the so-called "no money to do the same brand", a product and a company if there is no good image, where to brand?
The first brand and second line brands mentioned in this article refer to relatively mature industries. For some immature industries, such as integrating environmental protection stoves, water purifiers, housekeeping services and other industries belong to immature industries, there is no real brand in the industry.
People with a certain capital strength who want to intervene or have corresponding strength in the industry are easy to make big brands.
- Related reading
- Investment leisure | South Korea Seoul Cross Stitch Anti Sticking High Heel Shoes
- policies and regulations | Indian Government Encourages Exports Of Shoes And Clothing
- Investment leisure | Total Export Volume Of Shoe Making Machinery In Italy Declined
- Investment leisure | A Gangster In Philippines Killed The Chinese To Steal Shoes.
- policies and regulations | "Grey Customs Clearance" Promotes China'S Shoe Enterprises To Invest In Russia
- News and information | Delcam&Nbsp; CRISPIN Releases New Version Of Footwear Digital Design And Manufacture
- News and information | Red Dragonfly Hosts Green Celebration To Promote Environmental Protection
- Distributor Training | Jill Reaches The Focus Of Marketing To The Terminal.
- News and information | In The First Two Months Of This Year, The Footwear Industry In Chengdu Maintained A Relatively Fast Growth.
- News and information | Zhejiang Awarded Certificate Of Enterprise Laboratory For Four Shoe Enterprises
- Shoes Show "Love Is Hard To Open At Heart."
- When Shoe Companies Encounter E-Commerce
- Shoes Enterprises Open Large Stores In "High Mu Yield"
- Textile Industry: Efforts Should Be Made From Structural Adjustment.
- A "CNC Loom Street" Appeared In Dalang Town.
- China'S Textile And Apparel Industry: It'S Time To Turn "Olive" Into "Dumbbell".
- Shenzhen Textile "Foot In" Glasses Market &Nbsp, Stock Price Performance Strong.
- May: Weaving Plate Is Relatively Strong.
- Jiangsu Three Friends: 6 Years Of Fraud Road Is Very Difficult.
- Sichuan Textile Will Have Stronger Vitality And Competitiveness.