When talking with friends about the phrase “success is reproducible,†it is necessary to copy the actions, behaviors, and modes of thinking of successful people. This is the most basic imitation, but now this theory is in international marketing from EMKT. Com. In cn learning, the marketing master Trout's positioning: Consumers remember the brand is the first brand that occupies the consumer's mind, to overturn this sentence, such as 2000 Sydney Olympic Games, Henan Taekwondo player Chen Zhong won the championship What is the runner-up that we can think of? Actually I do not know. Too many small and medium-sized enterprises continue to imitate and study the first in the industry's brands, but the first is difficult to be surpassed, and when the company develops to a certain stage, it increasingly discovers the positioning of big brands and brand planning. It is not suitable for the enterprise but leaves a scar on the company. In products, prices, channels, brands, there will be some inappropriate.
Product pain In the process of communicating with many building materials paint bosses, many employers have more ideas and understand that brands in their own industries are the object of learning. The first is how to do it. How do they do it well? Began to constantly study the first enterprise in the category, the product is also followed by the first to "research and development", and the final product has no soul, no style, no concept, no culture, had to associate with a word - " Unlike the four, the bosses are also distressed about why their products are the same as the first brand. Others are eager to sell and their products are indifferent and abandoned by consumers. This result deeply tells entrepreneurs that imitating is a method that needs to be done. Products need to be separated and categories need to be refined. Imitation can lead to walking under the feet of others without living space because people are original and you are plagiarism. And counterfeit. The first brand in all categories of building materials coatings has been accumulated through years of market accumulation. The products developed by the company are the result of in-depth understanding and testing of consumers. The products represent the market's development direction. The product design style that meets the needs of consumers and even part of the frontier is created by leading the consumer's buying behavior. Not only the product itself but also the internal sales staff will be able to speak in the process of product display and foil decoration. The promotion of the added value of products, while the small and medium-sized enterprises only see the overall appearance of the product and the materials used, but can not find the soul of the product and the connotation and culture expressed by the designer, and the added value of the salesperson to the product. The embodiment of the product is therefore only imitated in the product style and pattern matching, and there is a lot of intrinsic lack of things. In the end, the product itself cannot be compared with the first in the category, and it is more difficult to achieve the same effect in the process of product forming and sales, or even cause the consumer to negate the product, and it is deemed to be untrue. When Zhongli Creation made product differentiation, it studied the expression of the first brand of the category, researched the market mentality of consumption and demand points, and aimed at the market to differentiate the consumer groups that the products conformed to, allowing the consumers to feel the uniqueness and uniqueness of the product. Sex, without a layer of imitation, imitating what companies can do, studying what the market needs, and combining together to form the unique character of their own company.
Price hurts price is the most sensitive topic for small and medium-sized companies' brands. They want to increase their profit margins, but terminal prices cannot be raised. Terminals are still fighting price wars, and they worry that prices will increase during the process of price increase. Businessmen cannot accept it. At the same time, consumers do not purchase products. Since the first half of last year, the prices of most of the timber products in China’s timber industry have gradually increased. With the increasing frequency of global climate change, countries around the world are increasingly Further development of corresponding policies to reduce the extent of deforestation, forcing the furniture industry to intensify competition, and the most serious is the small and medium building materials coating brand, its own profit margin is small, if the price increases, the market can not accept, and for big brands, Due to large quantities and inventory, large profit margins, etc., the rise of raw materials cannot directly affect the terminal price, so small companies cannot afford to compete when competing against big brands! Lieutenant Genesis believes that the price can not directly compete with the big brands, and can use the characteristics of the consumer groups in their own markets. The competitors at the same level will do the opposite in the case of price increases, lower the terminal prices, and sell small profits and sell them first. The customers pull it up and occupy a larger market consumption space. Then the product category and price are separated, a profit product price and a competitive product price system are formed, and the overall sales increase is achieved, so that the profit space has a tendency to flow.
The age of the channel “the channel is king†has passed. It is not about how many franchise stores to expand and how many distribution channels will be established. The company can generate much sales. Blind expansion will increase the operating costs of the company. Large enterprises have sufficient Back-production and design capabilities can withstand large-scale production and showroom design for raids. For small businesses, it is difficult to accept sudden high product demand in an instant, and there is no guarantee that product quality will be higher at higher yields. It is impossible to control the image of the exhibition hall. Nowadays, in terms of the joining mode of many building materials coatings companies, in order to develop a distributor, many commitments and joining support are superimposed, and for the signing of cooperation between dealers and enterprises, great sacrifices and concessions have been made, and even made. The loss and purchase of the shares led to the company’s attempt to open an affiliated store instead of making a reverse sale, and coupled with the large amount of manpower, financial resources, and material resources, the company concentrated on investment promotion and did little to maintain the old customers. Wei, many of the existing franchisees are in the situation of losing money and “milk milkingâ€. The dealers are not supported by marketing planning and sales training. The dealers with ideas can earn money with their personal abilities. The good distributors are faced with closing down or passing on to other brands. The company is in the channel with a "pre-refilling and post-interruption" situation. In terms of sales volume, there is a situation in which more and more sales of channels are not seen rising. In the past, there was a situation in which the income and expenditure increased but the profits were not seen. Lieutenant Creations proposed a targeted solution for this, and customer relationship management (CRM) has become increasingly important and critical in the building materials coatings industry. In the entrepreneurial stage, the expansion of channels is the only path that must be passed, but the company has expanded to the stage of development. It is no longer the primary task of the company, but it is a good grasp of the channels of existing dealers, good corporate image, marketing and sales support work, so that the profitability of single stores is increased, so that existing dealers are confident to accompany the company has been going on, also More support and cooperation with the company's work and sales tasks. The investment promotion phase should go up to the strict and strict situation, find more high-quality distributors, and enable enterprises to have more high-quality channels for sound development.
Brand pain brand is the first sign of the enterprise, building materials coating brand entrepreneurs generally believe that the brand's popularity comes from the list of CCTV ads, a celebrity endorsement, recently saw a cupboard brand invited Daniel Wu as the image spokesperson There is no doubt about the strength of Wu Yanzu’s social entertainment media, but the question is: Is Daniel Wu a representative of home life? Entrepreneurs should not forget the characteristics of the industry and product characteristics. The European sentimentalist Jiang Wenli is one of the successful cases of brand endorsement in the industry. Small and medium-sized enterprises do not have to imitate the big brands to find image spokesmen. Enterprises should not do it when they do not have scale. CCTV advertising, big investment for the time being not to say, if the spokesperson can not be consistent with the corporate brand positioning will affect the development of corporate brand, CCTV advertising will bring the brand awareness of the company, but the dealer appealed to one of the wide audience. When joining, the company's existing hardware and software capabilities can parry. In order to do business positioning and brand promotion for a large number of building materials coating brands, Zhonghe Creation has placed special emphasis on positioning and market groups for corporate brands. After positioning, it strictly controls the channels and conducts scientific analysis on consumer behaviors of market consumer groups. Create innovative marketing models to identify what products, concepts and preferences are needed by the consumer groups, design promotion programs that meet all stages of the company through effective brand promotion routes, and achieve more effective and accurate delivery, so that dealers and market consumers can A time to recognize the brand and accept the brand, rather than a single mention of awareness and brand promotion.
The building materials coating companies have gradually changed their channel development and product positioning in the past. What is needed is for the company's chief executives to have a strategic vision that is far-sighted and far-sighted, to understand clearly what development stage the company is in, rather than to simply copy and copy. To create their own brand positioning, product features, marketing services and customer relationship management, and other operating models, to create a core profit model, you can face the market competition, at the same time more to analyze the current and future consumer groups, make a real For the 80s and 90s after the consumer groups like to buy and purchase environment, rather than a simple product promotion, to re-market positioning, consumer characteristics, lifestyle changes, I believe that in the future building materials coatings industry will certainly surpass the existing first The brand leads the market, because the future is an era of innovation and networking, and it is an era of younger, more personalized and intelligent coatings.
Product pain In the process of communicating with many building materials paint bosses, many employers have more ideas and understand that brands in their own industries are the object of learning. The first is how to do it. How do they do it well? Began to constantly study the first enterprise in the category, the product is also followed by the first to "research and development", and the final product has no soul, no style, no concept, no culture, had to associate with a word - " Unlike the four, the bosses are also distressed about why their products are the same as the first brand. Others are eager to sell and their products are indifferent and abandoned by consumers. This result deeply tells entrepreneurs that imitating is a method that needs to be done. Products need to be separated and categories need to be refined. Imitation can lead to walking under the feet of others without living space because people are original and you are plagiarism. And counterfeit. The first brand in all categories of building materials coatings has been accumulated through years of market accumulation. The products developed by the company are the result of in-depth understanding and testing of consumers. The products represent the market's development direction. The product design style that meets the needs of consumers and even part of the frontier is created by leading the consumer's buying behavior. Not only the product itself but also the internal sales staff will be able to speak in the process of product display and foil decoration. The promotion of the added value of products, while the small and medium-sized enterprises only see the overall appearance of the product and the materials used, but can not find the soul of the product and the connotation and culture expressed by the designer, and the added value of the salesperson to the product. The embodiment of the product is therefore only imitated in the product style and pattern matching, and there is a lot of intrinsic lack of things. In the end, the product itself cannot be compared with the first in the category, and it is more difficult to achieve the same effect in the process of product forming and sales, or even cause the consumer to negate the product, and it is deemed to be untrue. When Zhongli Creation made product differentiation, it studied the expression of the first brand of the category, researched the market mentality of consumption and demand points, and aimed at the market to differentiate the consumer groups that the products conformed to, allowing the consumers to feel the uniqueness and uniqueness of the product. Sex, without a layer of imitation, imitating what companies can do, studying what the market needs, and combining together to form the unique character of their own company.
Price hurts price is the most sensitive topic for small and medium-sized companies' brands. They want to increase their profit margins, but terminal prices cannot be raised. Terminals are still fighting price wars, and they worry that prices will increase during the process of price increase. Businessmen cannot accept it. At the same time, consumers do not purchase products. Since the first half of last year, the prices of most of the timber products in China’s timber industry have gradually increased. With the increasing frequency of global climate change, countries around the world are increasingly Further development of corresponding policies to reduce the extent of deforestation, forcing the furniture industry to intensify competition, and the most serious is the small and medium building materials coating brand, its own profit margin is small, if the price increases, the market can not accept, and for big brands, Due to large quantities and inventory, large profit margins, etc., the rise of raw materials cannot directly affect the terminal price, so small companies cannot afford to compete when competing against big brands! Lieutenant Genesis believes that the price can not directly compete with the big brands, and can use the characteristics of the consumer groups in their own markets. The competitors at the same level will do the opposite in the case of price increases, lower the terminal prices, and sell small profits and sell them first. The customers pull it up and occupy a larger market consumption space. Then the product category and price are separated, a profit product price and a competitive product price system are formed, and the overall sales increase is achieved, so that the profit space has a tendency to flow.
The age of the channel “the channel is king†has passed. It is not about how many franchise stores to expand and how many distribution channels will be established. The company can generate much sales. Blind expansion will increase the operating costs of the company. Large enterprises have sufficient Back-production and design capabilities can withstand large-scale production and showroom design for raids. For small businesses, it is difficult to accept sudden high product demand in an instant, and there is no guarantee that product quality will be higher at higher yields. It is impossible to control the image of the exhibition hall. Nowadays, in terms of the joining mode of many building materials coatings companies, in order to develop a distributor, many commitments and joining support are superimposed, and for the signing of cooperation between dealers and enterprises, great sacrifices and concessions have been made, and even made. The loss and purchase of the shares led to the company’s attempt to open an affiliated store instead of making a reverse sale, and coupled with the large amount of manpower, financial resources, and material resources, the company concentrated on investment promotion and did little to maintain the old customers. Wei, many of the existing franchisees are in the situation of losing money and “milk milkingâ€. The dealers are not supported by marketing planning and sales training. The dealers with ideas can earn money with their personal abilities. The good distributors are faced with closing down or passing on to other brands. The company is in the channel with a "pre-refilling and post-interruption" situation. In terms of sales volume, there is a situation in which more and more sales of channels are not seen rising. In the past, there was a situation in which the income and expenditure increased but the profits were not seen. Lieutenant Creations proposed a targeted solution for this, and customer relationship management (CRM) has become increasingly important and critical in the building materials coatings industry. In the entrepreneurial stage, the expansion of channels is the only path that must be passed, but the company has expanded to the stage of development. It is no longer the primary task of the company, but it is a good grasp of the channels of existing dealers, good corporate image, marketing and sales support work, so that the profitability of single stores is increased, so that existing dealers are confident to accompany the company has been going on, also More support and cooperation with the company's work and sales tasks. The investment promotion phase should go up to the strict and strict situation, find more high-quality distributors, and enable enterprises to have more high-quality channels for sound development.
Brand pain brand is the first sign of the enterprise, building materials coating brand entrepreneurs generally believe that the brand's popularity comes from the list of CCTV ads, a celebrity endorsement, recently saw a cupboard brand invited Daniel Wu as the image spokesperson There is no doubt about the strength of Wu Yanzu’s social entertainment media, but the question is: Is Daniel Wu a representative of home life? Entrepreneurs should not forget the characteristics of the industry and product characteristics. The European sentimentalist Jiang Wenli is one of the successful cases of brand endorsement in the industry. Small and medium-sized enterprises do not have to imitate the big brands to find image spokesmen. Enterprises should not do it when they do not have scale. CCTV advertising, big investment for the time being not to say, if the spokesperson can not be consistent with the corporate brand positioning will affect the development of corporate brand, CCTV advertising will bring the brand awareness of the company, but the dealer appealed to one of the wide audience. When joining, the company's existing hardware and software capabilities can parry. In order to do business positioning and brand promotion for a large number of building materials coating brands, Zhonghe Creation has placed special emphasis on positioning and market groups for corporate brands. After positioning, it strictly controls the channels and conducts scientific analysis on consumer behaviors of market consumer groups. Create innovative marketing models to identify what products, concepts and preferences are needed by the consumer groups, design promotion programs that meet all stages of the company through effective brand promotion routes, and achieve more effective and accurate delivery, so that dealers and market consumers can A time to recognize the brand and accept the brand, rather than a single mention of awareness and brand promotion.
The building materials coating companies have gradually changed their channel development and product positioning in the past. What is needed is for the company's chief executives to have a strategic vision that is far-sighted and far-sighted, to understand clearly what development stage the company is in, rather than to simply copy and copy. To create their own brand positioning, product features, marketing services and customer relationship management, and other operating models, to create a core profit model, you can face the market competition, at the same time more to analyze the current and future consumer groups, make a real For the 80s and 90s after the consumer groups like to buy and purchase environment, rather than a simple product promotion, to re-market positioning, consumer characteristics, lifestyle changes, I believe that in the future building materials coatings industry will certainly surpass the existing first The brand leads the market, because the future is an era of innovation and networking, and it is an era of younger, more personalized and intelligent coatings.
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