Durable Brand: Focus On Customer Needs

There are 28 entries in the modern Chinese Dictionary (Revised Edition) compiled by the dictionary room of the Chinese Academy of Social Sciences, but there is no entry for the word "brand" in the 2005.

We often mention this key word that can not be found in the Chinese authoritative dictionary. It can be seen that the brand is a real thing that is not easy to explain.

Some people say that brand is a strong symbol of a company, and also a manifestation of a country's economic strength.

But it is one thing to mark and embody. It is another matter to raise this logo and embodiment to the national economy, industry and enterprise pformation strategy.

As a matter of fact, our industry is now turning.

Therefore, the implementation of brand building in China should be similar to Sinopec, Lenovo, HUAWEI, Ping An insurance company.

In our industry, at least we should consider the annual sales volume of more than 10 billion yuan.

Of course, we hope that thousands of small and medium-sized textile enterprises can have the capital advantage and core technology like these companies, but this is just an expectation or even a fantasy.

Besides, brand building is also a double-edged sword. When the industry has made major mistakes due to various reasons, such as the three cyanamide incident in China's dairy industry, the lean meat essence of meat processing industry is often the most successful brand building enterprise.

In fact, from the rapid development of science and technology, new modes of production and new production are constantly emerging.

The rise of high technology has created a huge new market, which has eclipsed the former world famous brand.

For example, the development of digital imaging technology has dramatically reduced the technology, products and market of Kodak, one of the top 500 companies in the world.

The global financial crisis is changing the world economic structure and profit pattern. How many of the 100 year old shops that have been hammered out in the global structural adjustment have fallen or will fall down? For example, the three major American automobile companies, almost all the world's automobile brand name nets, their brand building should be top-level and unassailable. However, due to the mistakes in basic judgment and development direction, the top three companies are also hanging around the edge of bankruptcy.

Well, those worlds

During the past 10 years, especially in the past 3 years, the changing world economy has made people have a new understanding of the issue of brand building.

Over the past 10 years, the growth of domestic textile enterprises has relied on good international and domestic market environment and opportunities.

To put it another way, most enterprises grow by chance and resource-based, relying on the comparative advantage built on low cost.

At present, the plight of SMEs is precisely the result of past successful models.

To sum up this way of economic growth in one sentence, that is, the development centered on "low-cost manufacturing".

When the market environment and the supply of labor costs change, enterprises will be in crisis.

Looking forward to the next few years, although we appreciate the behavior of most enterprises in investing in brand building and channel construction, SMEs' choice of brand building itself may be a misunderstanding.

It is probably the essence of the economic pformation and self growth of small and medium-sized enterprises that they can pform from the opportunity growth mode of "low cost product manufacturing" to the "customer centered" competitive growth mode.