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Corporate brand shaping is an inevitable trend in the development of in
2023-9-7 17:51:08
1. The market competition is becoming increasingly fierce and prices are getting lower. In the industrial product market, it is difficult to imagine how many Chinese enterprises can rely on to gain an advantage in market competition without price competition means, because the quality and performance of their products differ greatly from foreign companies. It is also difficult to predict that if Chinese enterprises use skilled "price wars" in "conquering cities and territories" and fail, Will some companies become vulnerable to competitive risks.

In the international market, Chinese enterprises have also failed to shake off the long-standing image of "cheap products", and most industrial products cannot go abroad. They can only compete in the Chinese market for prices and wait for foreign industry giants to enter; On January 1, 2007, China will fully open its market. The public opinion generally believes that at that time, the business environment of Chinese enterprises will shift from internationalization of the domestic market to localization of the international market. This means that if Chinese enterprises rely solely on the "price war" as a "novelty", they will not only find it difficult to make progress, but also face significant survival pressure.

To get rid of the situation where Chinese companies can only rely on "price" to compete in the market, they must manufacture products with superior technological content. A research report from Harvard University points out that 90% of successful international companies have their own core technologies. Taking the field of electronic information technology, where the "price war" among Chinese enterprises is relatively fierce, as an example,

From this, it can be seen that the gap in core technological innovation capabilities makes it difficult for Chinese enterprises to enter the ranks of "high-end products". They can only follow the footsteps of foreign enterprises and use "price wars" with strong "killing power" and "self harm power" to attack the "low-end market".

With the progress of the times and the improvement of China's market economy, the active participation of Chinese industrial product enterprises in domestic and international competition has become a "distant arrow". Under this trend, the "price war" model will inevitably come to an end, both subjectively and objectively. However, if China's industrial products enterprises can truly occupy a place in the domestic and international markets by firmly relying on price to fight for the market's survival strategy.

At the same time, international marketing master Milton Kotler pointed out when discussing China's industrial product manufacturing industry that "when high-quality products enter developed markets, there is little control over quality and price. Chinese enterprises need to obtain 30% profit from the brand instead of 10-15% market processing fees.

Undoubtedly, branded products can be sold at higher prices and still have strong competitiveness, which is the charm of being a brand.

2. Products cannot last for a long time, only brands can last forever

In the past, we believed that a product was good and could last for ten or twenty years. A typical example is that Shanghai Volkswagen's "Santana" has been selling for 20 years, which is a myth. However, today we find that the era of products has passed, and products cannot guide the market in the long term. However, the market can be shaped by brands.

3. Lack of brand, unable to become a century old enterprise

For most industrial product enterprises, the focus of marketing is on how to "win" customers, rather than how to "own" customers for the long term. The purpose of relationship marketing is to link the three aspects of service, quality, and marketing, so that winning customers and retaining customers are interrelated. However, the orientation of relationship marketing is to integrate service, quality, and marketing, while customer service and comprehensive quality decision-making are based on brand marketing strategies.

World renowned market strategist Jack Trotter pointed out in his analysis of the significance of future market brands: "There are two types of competitors that are successful. One is strong brands and the other is large brands. These companies can seek benefits worldwide; the other is specialized or well positioned brands. These are some small competitors." It should be said that Mr. Trotter pointed out the inevitable way out for the internationalization of Chinese industrial products enterprises.

4. The fact that domestic companies shape their brands exists

Many industrial product enterprises have begun to focus on brand communication and construction, and have proposed that enterprises should operate based on the two main themes of "product" and "brand". For example, advertisements for many enterprise brands such as Yuchai Power, Shifeng Engine, Bosch, etc. frequently appear on CCTV, becoming the vanguard of industrial product brand marketing. This sends a strong signal to us that industrial enterprises are gradually entering the era of branding. Shandong Shengduo Chain Co., Ltd. will adhere to the concept of shaping the brand and creating value, and has been committed to the construction and development of the Shengduo brand.

5. The market is becoming increasingly standardized, transparent, and rational

After joining the WTO, the market has become increasingly open, leading to a higher degree of liberalization. More and more foreign-funded enterprises and private economies are bound to join, and competition will become increasingly fierce. At the same time, as China's legal system becomes increasingly sound, the survival space for sales oriented enterprises that mainly use illegal means such as personal public relations is becoming smaller, relationship marketing is weakened, and the level of rationality is becoming higher. At the same time, the market will also become more standardized and transparent, further strengthening brand awareness. Therefore, brand competition is a higher form of enterprise competition and a trend of social development.