a brief analysis of
brand products in the channels on the performance of two or three lines are often ignored. Importance particularly channel acceptance, directly affects the survival and development of the cosmetics company. Channel development, neither the dealer nor the Terminal shop, there are all sorts of reasons; channel maintenance, but brands in Terminal performance poor Terminal stores, dealers, manufacturers would have blamed each other, prevarication-public-public rational, Grandma said that great rational. But after all, the lifeblood of brand is available at the local level where, for cosmetic manufacturers, was only able to say a word: no way, brand vulnerable! in order to comfort themselves.
as Japan Shiseido as early as the beginning of 2004, came into the store channels in the country; in July 2010 l ' Oréal Paris Global CEO An Gong suddenly visited China From EMKT.com.cn, under compatible Tag Heuer: the next 10 years in China win 300 million consumers. Thus, two or three line brand if you do not receive brand to promote, to survive in the market environment will be more and more worse. Two or three lines of brand to realize their own brand of upgrade opportunities to many, the key is to accumulate strength, ready Tebito – exalted position available, a new generation for old people.
the body
according to the analysis of the world's leading management consulting firm McKinsey report, the fortune of the top 250 largest companies nearly 50% market value from intangible assets, and for some of the world's most famous companies, this proportion is even higher. Brand is certainly is an important component of intangible assets in enterprises, more and more businesses recognize that a strong brand can make the enterprise more justified. How from two or three line brand rose for line brand, build brand force! apart from has known of as possible more of funds strength, and production independent sexual, and and the team implementation force outside, author think can min two level jump:
from two or three line brand jump to "quasi line brand", build local market strong brand force
a, and model market of select
in model market of select in the, can from regional select, and customer tie, aspects to consider.
1, sample area--there is no best, only suitable for
many enterprises choose model when markets, tends to be looked at in the economically developed provinces and cities, such as the Pearl River Delta or Yangtze River Delta and the coastal developed areas, hope the borrower's purchasing power of the region itself, quickly achieve the market effect. But often fierce competition in the economic developed area of similar products, high cost of the operation of the market, enterprises ' blind to join, it is easy to make yourself in the market start cycle is too long, financial embarrassment of excessive pressure, in a dilemma.
model market to follow the "representation", "principles of operation" and "copy". Representation--mainly in the regional culture, economic consumption level; operational principles--in the details of the scheme is not empty, theory of light; copying principles--to facilitate the conclusion of, representative.
at the same time in the selected time, preferably in different areas, while starting two to three representative market. For example, good cosmetics market performance in the region, similar competing products did not cause local Super advantage, the region has strong local cosmetics shop or cosmetics chain store channel network.
2, sample reseller – not necessarily strong, only appropriate
enterprises in selecting model market, also to focus on the local distributor of integrated condition, because the dealer's ability to execute and to model markets for itself and implement effect are closely related, so many enterprises will be strong dealer as a model of market choice.
enterprise if you select very strong dealer as a model of market operation of the customer, so no matter what markets do eventually fill single unconvincing, but would have a negative effect to internal and external customers. So when you choose the model market to avoid selecting a strong dealer. Enterprises in the select model when you want to combine their strength in the market, and the actual situation of the markets and agents and terminals store Compatibility, recognition, similar brands such as degree of market power. Communicate fully, dealer subjective is willing to push the brand as the main brand, at the same time there are franchise team of service, together with the manufacturers of the established go step by step implementation of the programme.
