World War II into a brand of Chinese ceramics fixed cycle of price wars
Ceramics has not yet cleared the smoke a price war, the brand battle it everywhere. Tao enterprise chiefs seem to have the default one truth: winning brand. With their own brand, it means that market and high profits, it is indeed also a lot of famous enterprises home and abroad have been tested. Outside the Coca-Cola, McDonald's, Microsoft, there Haier, Lenovo, Robust, they both are the leader in brand management. In contrast, today ceramics market, Dongpeng, CIMIC has launched the "China blocks Wang", Tangshan, "Hui-up" won the well-known marks, gold four-dimensional image into a new CI, camping on the beach, but want the system, according to East High; aesthetic and Joining the media performance, showing the unique features of her noble charming … … they did not previously have been simple acts of an advertisement, promotional activities, but a carefully planned professional companies, and through a variety of media and activities, for the three-dimensional , sustained and broad penetration of brand appeal.
Upgrade to the brand from a price war, war, some ways, is an improvement. For the present, China's ceramic industry brand war, as a participant in the war, the author has the following experience.
Brand war several errors:
1. The war is equivalent to the brand advertising campaign
Brand is a service or a product to the consumer demands of the core of the quality and commitment, it concentrates on the product's quality, service, taste and even culture. The ad is only a means of disseminating information. Needs of business and product promotion, advertising can bring high-profile, create brand, but advertising can not make products with inherent qualities and charm. Some bosses on the simplistic view that, as long as the large cast advertising, indiscriminate bombing, and can create brand-name effects, enhance brand image, leading to increased sales. But often it did not, or little effect. The reason is that they ignore the quality of the product, service, innovation and so under the more effort.
2. That the "high grade, high price" is the brand, market positioning allowed
Many people hold this idea, like the ordinary price, popular style is the popular and dependable, low-end. Now some companies to create brand once, they insist the idea of holding a "fine", "Need" in order to enhance their brand. In fact, they do so, first of all in terms of quality from the product itself, not always to a qualitative leap, and some just look and packaging improvements. This first one is the lack of integrity for consumers; Second, dilute the original brand image; Third, improve your level, it also means that your target market has changed, and in new target markets You also do not yet have characteristics and advantages. So we often see a lot of brand new birth is often short-lived.
3. Pattern 100, the image of a lack of coherence
There is a ceramics company in 1996 began to import CI, has invited three advertising companies. The first design image of a CI and the spread over a year, the result did not feel good, so he hired a second. Second to meet the owner's mentality to a drastic improvement, and then spread into large sums of money, the effect seems to be better. More than a year, feeling someone else's image and grades are improving, we are still familiar faces, not, have to mention. This time is not an outside, and the price was too high, simply do what. Ever since the new design is varied, almost every ad is a new layout. Advertising are not wearing clothes, often for, that other people envy you ah? In fact, people already do not know you!
4. The lack of basic market analysis, haphazard
"No research, no right to speak," Similarly, the lack of market infrastructure, lack of a carefully planned advertising aimlessly only his money failed to be implemented.
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