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Shanzhai Is Flooding &Nbsp; How Should It Be Protected?

2010/8/10 17:11:00 49

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"To be a pleasant goat, we must marry grey wolf".

The animated cartoon "pleasant goat and grey wolf" swept the whole country by the overwhelming trend of the world, and Dongguan enterprises smelled business opportunities.

After several months of negotiations, Dongguan GFA Shoes Co., Ltd. finally authorized the production and sale of children's shoes with "pleasant goat and grey wolf".

However, genuine shoes are not yet listed.

Pleasant Sheep

Children's shoes

There are many such incidents in Dongguan. Now it is not the whole country to talk about Shanzhai, but the whole world is talking about Shanzhai.

Spreading, eroding, moving, copying, infect...

Shanzhai

There is no end to the way; Shanzhai is full of poison.

Some people say, "Shanzhai is a kind of".

innovate

"It is a fallacy.

If poor imitation can also be regarded as innovation, why should the state invest huge amounts of money to support innovation? It is more convenient for the country to pay the heavy responsibility of industrial innovation to the Shanzhai. The strongpoint of Shanzhai is to spy on the innovative achievements of the regular manufacturers in the dark, and then produce the specious complex products, with the fancy cloak to deceive the public. Finally, through various channels, they pour out their hands, counting the banknotes, and at the same time, trample on intellectual property, product quality, tax liability and user commitment.

In spite of these negative effects, in fact, Shanzhai products can be "preemptive", mainly because the cottage products can quickly capture the market opportunities and enter the circulation field quickly, which is worth considering seriously by shoe companies. Forgery and plagiarism in the serious homogenization of products today is nothing new.

Rampant rampaging also exposes some marketing problems of enterprises. In addition, enterprises must continue to innovate and fundamentally distance themselves from rivals.

National brands become the biggest victims of Shanzhai chaos.

Foreign brands and cottage products have a more obvious degree of separation, and also have buffers in their domestic market and other markets in the world, so they are less affected by Shanzhai.

Many ethnic brands are hard pressed to survive under the exclusion of foreign monks, and are more embarrassed when they encounter the trouble of Shanzhai.

However, unlike foreign brands, the Chinese market is the base of national brands. They have no retreat and must fight duel with Shanzhai.

The popular saying is that "bare feet are not afraid to wear shoes". Shanzhai is a business without a brand. If it gets cheaper and falls down, it will also be a smart ride. But the war of national brand's Shanzhai is related to survival, so there is no need to lose.

How to avoid "plagiarism": marketing begins before "research, production and marketing".

This is the most essential difference between "marketing" and "selling".

In the traditional "sales promotion" system, it runs according to the process of "research, production and marketing".

Market involvement usually begins after products come out, such as market planning, marketing, advertising planning, sales support, channel support and so on.

So many problems seem to be marketing problems, but because marketing personnel intervene too late, it has not much significance, most of which is playing the role of sales support, become a "logistics force", but can not play the "general staff headquarters".

Why should marketing start before "research, production and marketing"? Because the core work of marketing is product.

market

(ProductMarketing) several other market functions are in line with its work.

The product marketing department is responsible for the innovation of new products and the life cycle management of the old products. What products the enterprise wants to develop is not determined by the R & D department, but is determined by the product market department, that is, according to market demand and competition status, what products should be decided on the next step, rather than what products will be sold in the market and what products will be developed, or depending on the technology and preferences of the R & D department.

Of course, for those companies that still stay in the "plagiarism stage" and provide popular products, there may be no need for R & D departments, so long as there is a technical department responsible for "plagiarism" products, so these enterprises do not have to do marketing work.

Therefore, the enterprise must make full paving before the input of the product, including the main direction of the product, the anti-counterfeiting authentication and so on, and give the consumer a sober cognition, so that the "Shanzhai" can be avoided from the source.