How Does "Made In Zhejiang" Quickly Enter "Zhejiang Brand"?

Speaking of the brand of Zhejiang manufacturing industry, this is a problem of cliche, but it is still faced with a small number of people, but it is still faced with the situation of fewer people. Recently, there are several consultations from Zhejiang manufacturing enterprises, small manufacturers with just starting, and the large scale enterprises in the local industry, and the problems are basically similar, which are all puzzled about the marketing problems.

Manufacturers or manufacturers of upstream accessories.

In communication, I joked that "Zhejiang manufacturing industry makes people afraid", because they do not seek high profits, they can reduce prices to others.

In fact, the price is not only their pride, but still a powerful weapon in their competition.

But at the same time, the price is a double-edged sword. At the same time, it has made Zhejiang manufacturing industry "lose eight thousand" and "Zhejiang manufacturing" or "Zhejiang brand".

In the process of contacting several manufacturers, the author finds that the reasons why Zhejiang makes it difficult to turn around are various.

First, only processing profits, not seeking brand premium.

For a long time, the manufacturing industry in Zhejiang only produces and does not operate brands, earning a small amount of processing fees and occupying the market by small profits and quick turnover. This is the root of the vast majority of Zhejiang manufacturing enterprises becoming the brand processing factories of other provinces.

Many brands in the market are separated from the enterprise, the market and the processing. That is, the enterprises may be registered in Shanghai, Guangdong or abroad, and the products processing plants are located in Zhejiang, where products are sold elsewhere.

Zhejiang manufacturers are accustomed to this simple practice. At the same time, we can see the frustration behind this habit, that is, the vast majority of manufacturing enterprises are seriously lack of talents, and many industries are copied from family and village. Therefore, those who have mastered excellent technology can not grasp the soft technology of market operation.

Such manufacturers should also say that they have a good mentality. They are willing to give more profits to the channel operators to earn money, but the enterprises run under the influence of this mentality can never escape the confusion after "making the first pot of gold."

The two is only product profit, not brand image.

The most typical problem is the production of a large garment enterprise in Zhejiang.

The three is the attention of all parties, but the scenery remains the same.

In recent years, the brand of "made in Zhejiang" has not only been repeatedly discussed by industry experts and scholars, but also has been attached great importance to the brand building of manufacturing industry in Zhejiang's official institutions and trade associations. However, there is still a big gap between reality and expectations of all parties.

A summary of the latest official data shows that the problems and gaps in the development of trademark brand in Zhejiang are as follows: - the global brand network -1. has low utilization rate of independent trademarks, and its trademark brand strategy is single and heavy.

Although the above phenomenon is not absolute, it can be said that it is a common phenomenon in the "made in Zhejiang" industry.

The reason why some enterprises will consult experts is undoubtedly a conscious improvement. Because of the long-term processing practices, these enterprises feel inadequate when they are going to operate channels and terminals, and are not familiar with brand building and brand management.

When trying to process the subsequent market operation, the brand promotion and the pulling sales role of competitors will make the enterprises from Zhejiang manufacturing industry feel the pressure of competition stems from the lack of brand.

It is difficult to change the status quo of "made in Zhejiang" brand, because it is impossible for many enterprises to completely reverse their thinking in the short term. That is why many people have done less for many years.

Therefore, the way to solve the problem is not to "constantly inculcate how important the brand is to the enterprise".

The author believes that changing the status quo of "Zhejiang made" brand loss should start with behavior guidance, that is, no longer theoretical and oral or document instillation and emphasis. Instead, it is planned by the competent department of the government and implemented by industry associations. Leading enterprises in various industries take the lead and adopt the practice of regional brand promotion. For example, Yongkang hardware and Shengzhou cooking utensils, one or two trademarks can be registered. The ownership of the trademark is in the industry, and all small and medium-sized enterprises meet the conditions of use.

At the same time, it can also be a trademark of a large scale enterprise to open up small and medium-sized enterprises and set up access conditions.

This is the same as the regional brand of Fujian tea, setting up appropriate access conditions for enterprises to use.

However, there are still many loopholes in the management of regional brands in Fujian, such as Tieguanyin, "politics and work", "Tanyang Fu", and so on.

The regional brand of Zhejiang's manufacturing industry can be perfected on this basis. The enterprises should pay for the use of the enterprises in the promotion of regional brands. The government will give enterprises a certain proportion of subsidies in the early stage, and even the government will set up special funds to support the regional brand promotion, so as to ensure that the regional brands can start in the market.

Taking into account the financial strength of SMEs, paid use needs to refine rules, and the corresponding promotion costs can be borne according to the proportion of products sold.

Through behavior guidance, "made in Zhejiang" quickly entered the "Zhejiang brand".