[China Aluminum Industry Network] With the further implementation of the “restricted purchase order†of real estate, in 2011, the decorative building materials industry encountered an unprecedented cold winter. Some aluminum extrusion companies have been in deep trouble, but those with higher brand awareness have achieved a lot. As the barometer of China's construction of windows, doors, windows, and curtain walls, the 2011 China Door and Window Exhibition, this year's scale has shrunk from last year. In contrast, the foreign brands participating in the show were even better, and this year's show formed a brand scale.
A few years ago, China's aluminum extrusion companies were keen to establish and build brands. Therefore, “Chinese brand productsâ€, “exempt inspection productsâ€, and “China's well-known trademarks†have become the pursuit goals of aluminum extrusion companies. It seems that they have these titles. Is the brand or brand. However, after the "Sanlu milk powder" incident, many companies lost confidence in building brands and no longer valued the brand.
By the end of the year, when the marketing planning department of the company formulated the brand marketing plan for the next year, it felt resistance. Now business owners are talking about the brand. Popular words such as “brand positioningâ€, “brand planning†and “brand strategy†can be seen in various training materials, marketing plans, and corporate development planning reports. Company executives also often mention these popular words to show that they are not outdated. For foreign brands, everyone is not unfamiliar, who will casually say the names of brands such as KFC, McDonald's, Bao Jie, Nike, the United States also has the United States, Haier, Galanz and other well-known brands. These brands all have one thing in common: In addition to being fast-moving consumer goods, they have been operating in the brand market for many years; they have a complete brand management module; brand building has also been integrated into the construction of corporate culture; and the brand has implemented full-person management from Brand positioning, profit model, channel strategy, marketing promotion and brand management have all been phased in policy positioning and implementation specifications. In the domestic building materials industry, well-known brands like this are very few. However, in foreign countries, there are not a few brands that are familiar, including Vicat, Noto, Rocky, Aruk, and Power. In fact, no business owner will say that he does not pay attention to brand building, but very few really value and put into action. Many companies often enter the brand misunderstanding because they do not have a comprehensive understanding of the brand.
One of the brand misunderstandings: The brand is advertising Many building materials business owners understand the brand's role according to this idea. They often think that: companies need to open their reputations, build brands, increase brand reputation, and position themselves in the industry. Just invest money to advertise. Now the number of media has increased a lot and the price has gone up. This means that the effectiveness of advertising has been diluted. Only when the company sets its brand planning on advertising investment, the limitation is too small. Promotion of public relations, event-related hype, involvement of industry associations, and maintenance of media relations must increase investment. This is also the focus of brand development. In the building materials industry, branding, sales, and production are the “troikas†for corporate development, and the corporate boss is the commander. In most cases, the boss's focus is on sales or production: sales go to catch production; production goes to sales. Only if you can't sell you can think of the brand. The facts show that: first-class companies do brand; second-rate companies do products. In building materials companies, most companies are doing products. The development of a company's brand must be valued to develop.
The second misunderstanding of the brand: The brand is an excuse for poor sales The sales staff of the building materials industry believes that the company's brand is doing well and its popularity is high. There will be such honor certification. In the process of market sales, because the company’s brand awareness is not as good as that of its rivals, many projects are snatched away by opponents. Of course, the ability of opponents to take away projects is also on their own. Many companies hold a negative attitude toward brand publicity, and believe that brand promotion may not necessarily exceed their opponents in terms of sales.
In building materials companies, sales staff think that the promotion of publicity will increase sales costs, and will affect their own income, so they often reduce promotional costs. In the eyes of employees, branding is a matter of the company, a matter of the boss, and a good excuse for sales performance. From the point of view of the company's sales expenditure, it is unrealistic for the sales staff to spend the cost of branding from their own interests. Sales staff will not really value corporate brands, but will only strive for short-term benefits.
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