To Make A Brand, We Must Make Ourselves To Win The Market.

In the 90s of last century, the state gave many policies to the coastal areas, and the economy in these areas, especially the special economic zones, has been developing rapidly.

However, some enterprises use local preferential policies to carry out unfair competition and squeeze regular enterprises. Their behavior is also lack of brand awareness.

For example, Fujian, Guangdong, where many small businesses that produce candy only compete in products, ignoring brand building.

When we were young, we bought candy, talking about how much money we made from a candy, then how much money we made from a bag of sweets. Now, candy companies in some places produce candy that tells us how much money they make from a box of candy, no matter what the bag is, the profit is very thin.

These small businesses produce tens of thousands of boxes a day, and they earn only one hundred million and twenty thousand of their profits per box of two yuan per day.

The result of this situation is the collapse of state-owned enterprises.

The candy sold in supermarkets is basically produced by township enterprises.

There are many such candy factories in Fujian and Guangdong.

They have extensive wholesale channels, do not advertise, nor do brands, and directly penetrate the national market through channels, whether in cities or counties, where I sell candy everywhere.

Because of the low cost of promotion, these enterprises have priced their products very low, resulting in fierce competition.

I once met a boss of a candy business in Dongguan. He proudly said to me, "I used cheap tactics to drive out the Tai Gu sugar industry from the mainland.

Swire is a very large company in Hongkong. Half of Coca Cola Co's operations in China are managed by Swire.

This company even drove the Tai Gu sugar industry out of the mainland, so that the only sugar left in the mainland was sold in the mainland.

I remember when I was shopping in the mall before the Spring Festival in the late 90s of last century, there were so many sweets in the supermarket that there were many brands.

Now we go to the supermarket, but we can't see so many varieties and tricks. Why?

Price wars have prevented businesses from making money. Many companies simply quit.

In this case, the candy left on the market, though cheap, is a medium and low-grade product.

Good brands have been squeezed out.

Are the people really benefited?

I once asked those companies that made candy: you did so to squeeze out foreign enterprises, and the rest of the local businesses were fighting.

So what are you going to do to grab the market and what to do with competition?

He said I would also like to make a brand, but now my price is too low. If we want to make the price of the brand need to be promoted, the price will increase, and the product will not sell. Now we have no future to make the brand.

Then what shall I do?

They changed sugar paper for three months, which was wrapped in paper, which was wrapped in glass. Looking at the green, it was packaged with different effects. This is "changing the soup without changing the medicine".

The candy produced by state-owned factories, such as cow dregs and villain crisp, is still a consumer favorite for many years.

The new sugar you change sugar paper, the market is bigger, consumers still do not feel like those old candy brands.

But the old candy brands, the last brands have been lost, and the new candy is in a mess. This is caused by the imbalance in various regions.

One is policy imbalances, the other is unbalanced development.

Why do some enterprises have to do in villages?

Because there are many policies to encourage and promote the development of local enterprises, the development of these enterprises will affect the interests of other enterprises.

In this way, other brands can not afford to do so, nor can their own brands be able to do so.

This is the consequence of the low price strategy in the Chinese market.

Brands always follow suit and lose market opportunities. Fujian, Zhejiang, Guangdong and Sichuan still have many low price phenomena. All kinds of products are available, so we grab others' market in export.

For example, our travel shoes, leather shoes, clothing prices are very low, some leather shoes are only a dozen yuan, a total of two dollars for exports.

The quality is not inferior to that produced abroad, and the brand is still used as a famous brand abroad.

But this low price strategy makes us always a processing plant in the international market.

Others have brands, others earn profits, and we can only earn some processing fees. How do we make brands?

Recently, some enterprises have come to realize that they should turn the market to the domestic market and make their own brands. The price of a pair of shoes can also be awarded to tens of dollars.

Although some marketing behaviors are relatively primitive, they have finally crossed the brand road.

In Fujian, some shoe making enterprises make brand advertisements for products, mainly based on brand recognition or concept.

It can be said that the first to do this type of advertising can also occupy a certain share, because at that time, consumers mainly accepted foreign brands, which were brought to the consumers with some desire and interest because of the concept of foreign countries, and the interests of the concept were mainly caused by the interests of the products. Later, a lot of enterprises began to follow such advertisements.

In fact, the market is dynamic. Today, if we want to make a brand, we need to choose our brand identity group according to the current market situation. The interests and desires of the group can not be used in the same way, but the present phenomenon is following the trend.

Reducing the cost of products is just using the price of products to beat others' brand prices. I have seen many similar enterprises, where the workers are generally not very old, and they are also 20 years old.

Some enterprises pay wages on an annual basis, that is, they manage to eat and control, live a month off, and even work for 16 hours a day, thus forming a low price processing market.

The existence of this market is because we have cheap labor force, which has many hidden dangers in itself.

Before and after the Spring Festival every year, the price of train tickets increased. A large group of railway pport targeted at low-income workers. They also had one thousand or two thousand yuan of extra money a year.

Such a rise in price, some home distant train ticket is five hundred or six hundred yuan, hundreds of dollars to return home, earned money went to a large piece.

So these people simply don't go home in the new year, and go back in a few years.

Although it controls the flow of people in railway pportation, it has also caused many people's grievances.

But the enterprises that these people are in are happy. If the workers do not go back during the Spring Festival, they will be allowed to work overtime and produce more products.

What does the business do?

It's a low price strategy.

Finally, some domestic enterprises were hit and foreign brands were also attacked.

Domestic brands are being killed, foreign brands can't get in, or they can run into other countries' markets and run their own export markets.

This is a question worth pondering.

There are too many ways to satisfy the desire for brand value, which results in no desire. Chinese enterprises want to develop, they need to make brand names, and enterprise groups always have to be divided into layers, processed and branded.

Now we are unable to divide the levels. Those who want to make brands can only aim at a very small number of people.

Most of the famous brands we buy now are single run goods. Why?

China is a big processing country, and there are many market opportunities for Chinese enterprises. The consumer psychology of Chinese consumers is rather deformed to brand names, which is both sensitive to famous brand products and sensitive to price.

Our desire for ability has not yet reached such a large space abroad.

In China, a boss is wearing a fake and everyone thinks it is true. A migrant worker is wearing a genuine product and everyone will think it is false.

Therefore, there are a large market for many running goods, and they fill many market space with desire.

In this way, many domestic products will encounter more resistance if they want to upgrade their brands.

Another phenomenon is that if a new product brand enters the market, it is bound to invest heavily in the promotion, and it is hard to endure the low price. Therefore, some enterprises feel that it is easier to directly copy foreign brands, which can not only achieve sales volume, but also gain a certain profit because of the cost savings.

Coupled with the imbalance of regional policies, you are doing brand in this area. If you want to do another area, intensive consumption on the other side will make other forms of Marketing Act in a rush to fill the market space. It is impossible for your brand to pass.

The influence of the region is so great that we must consider everything if we want to do something.