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Logistics Brand Breakthrough

2012/3/11 15:31:00 8

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Today, with the development of market economy and the increasing emphasis on efficiency and service, the logistics industry has been developing unprecedentedly.

However, in the rapid growth of logistics, especially the express industry, it also faces many problems and challenges, such as the cost of doubling growth and the increasingly fierce competition of terminal price, the contradiction between the higher demands of consumers and the extensive characteristics of the logistics industry, the high efficiency of core competitiveness and the complexity of traffic control procedures.

How to face these complicated situations and achieve breakthroughs in industry competition has become a key issue for the logistics industry to ponder.

The gorgeous turn behind the brand

How to build

Consumer

First class logistics brand in mind, and cultivate very high consumers.

loyalty

It is the ultimate goal of every enterprise.

At present, China's logistics industry is still in the stage of price mixing, or hand to hand combat, which not only consumes enterprise resources, but also consumers can not experience higher quality services. In the long run, many enterprises are plunged into vicious competition and can not extricate themselves.

How to make the logistics industry enter the blue ocean, brand building can be regarded as the way to break through the logistics industry.

Every industry has to go through it.

product

The three stages are stage, brand stage and standard stage, and China's logistics industry is still at the stage of product development, which is characterized by low added value, low loyalty, poor ability to resist risks and weak competitiveness.

With the serious homogenization of competition in the logistics industry, price has become the only yardstick for consumers to choose services. This situation has led to many problems in the process of development, and the key to solve these problems is to create brand names.

For the logistics industry, products are placed on the market for what they want to sell, while the brand puts the things they want to sell in the minds of consumers, so that consumers can consider not only the price while choosing, but also the comprehensive consideration of service, speed, safety, brand image and customer complaints.

The operation mode of the logistics industry can be said to be a parasitic mode. Many times it is a form of expression after the development of other industries, so the brand awareness is still very backward. But under the seduction of the industry profit and development space, many enterprises have participated in the competition of logistics industry, and once there is a blowout. At the same time, the increasingly fierce competition in the industry has accelerated the brand process of the logistics industry.

The author thinks that there are three ways to establish the brand of the logistics industry.

channel

Market segmentation

Sort out the resource characteristics of enterprises, and locate their USP (unique sales proposition) through brand segmentation.

Take the analogy of the automobile industry, for example, "BMW is driving the pleasure of control, speed and passion", "Mercedes Benz is riding comfort", "Audi is shaping precision instruments" and so on.

The same is true for the logistics industry to create high-end brands. Now everyone is doing the same business, providing the same services, and the homogenization of market competition is serious. After market segmentation, enterprises can establish their own professional market.

Many enterprises erroneous believe that making market segmentation means reducing the market, but in fact, it has the possibility of expanding the market, which is what we often say, "maybe give up more."

It is a qualitative change from small fish, shrimp to small market predators in big markets. No brand is strong in all aspects, but to survive in the market, there must be at least one unique and exclusive.

Market segmentation in brand building is also to meet the different psychological needs of consumers. The smaller the public is, the more current the logistics companies are not fighting to kill each other on the price battlefield, but seek ways to stand out in the niche market.

Every customer demand can be refined into the core competitiveness of enterprises. For the logistics industry, it includes "safety, speed, service, integrity" and so on.

Two, cross-border cooperation

The industrial layout has become the trend of the rise of the logistics brand, and takes advantage of the characteristics of the logistics industry to participate in the cooperation of the related interests.

This way of grouping operation can not only reduce costs, but also create new profit channels. At the same time, it can also enhance the enterprise's ability to resist risks. In this regard, the related industries such as e-commerce, agriculture and so on have emerged.

Logistics network is the foundation of logistics industry. In recent years, due to the strong support of local governments, the construction of logistics parks and airports has been developing in scale. At the same time, it has also given many logistics enterprises the opportunity to enter "industrial real estate", thus further expanding the capital strength of the logistics industry.

In addition, the construction of network channels has provided a more powerful platform for warehousing and pportation, shortening the time of logistics and pportation, improving operational efficiency, and thus reducing the cost of enterprises.

As a form of property, "industrial real estate" is also a huge wealth. It can increase profits for logistics enterprises, whether land value increment, storage rent, management cost and supporting services.

Therefore, whether they are logistics enterprises themselves, e-commerce and logistics parks, they are all stakeholders. They can build multi brand strategy through brand integration, and form a more complete enterprise empire. It is like "P & G" and "GE" model of auto industry.

This multi brand strategy is more defensive in strategic arrangement, not necessarily all brands have good profits, because they may be responsible for blocking their opponents. Under the current homogenization of logistics industry, the multi brand strategy is undoubtedly "tactical choice without enemy and me".

Three, technological innovation

The emergence of e-commerce can bring a new revolution to the logistics industry. It has pushed the logistics industry to the public view and made it more close to consumers, and more directly facing the looting of consumers.

Modern logistics is a capital and technology intensive industry. Especially modern electronic information technology and communication technology, such as GPS, RF, EOS and Internet, have gradually become the necessary technology of logistics global brand network.

In the process of upgrading traditional industries to modern industries, the power of technology is very important. Whoever can innovate can occupy the market and win consumers.

Jobs of Apple has gone, but he has brought many enterprises into deep thought, making "innovation and technology" a blow to Chinese enterprises. This attack not only aroused Chinese consumers' crazy pursuit of apple, but also aroused the "innovation and technology" road of Chinese enterprises.

In the face of homogenization, vicious price war and extensive management mode, the brand of logistics enterprises can be said to be a long way to go. But "innovation and technology" is absolutely the sword of the breakout of logistics industry. In the complex competition, we constantly break away from the siege of our competitors and welcome the consumers' favor.

Of course, before this, the large-scale shuffling of the logistics industry is inevitable. After this round of shuffling, some small logistics enterprises will be out first, which is itself a game of big fish eating small fish, survival of the fittest, survival of the fittest.

After this round of fighting, the logistics industry will go further towards specialization, differentiation, capitalization and technology.

The brand stage is the pre standard. In order to stick to the brand, the enterprise will constantly conduct quantitative management of its behavior, which will lead the industry into the fine era, that is, the standard era.

It is not just the logistics industry. Any industry needs industry leaders to set standards, and industry members can dance under this standard.

The standard also shows that the industry has a real sense of development, but also provides consumers with clearer and clearer indicators. Only in this way can the whole industry compete well and make great progress.