China sanitary industry has continuously called on all large enterprises do brand, creating global brand to compete with international brands, especially in the bathroom imbued with a strong brand building ceramics industry continues to rise, this will feel inferior bathroom is itching, the voice of the "brand" battles.
Not abandoning price road
In the market competition, the "money" is a very effective competitive weapon, have always believed in the concept of pragmatism consumption more Chinese people is the "price" as a magic weapon to win the competition, in the home kitchen areas are no exception. In recent years, a number of outstanding kitchen brand rise, have started to import brands feel the presence of threats. However, the domestic kitchen to imported brands bring also can only be described as a threat, even just a potential threat, but not really form a challenge, because the domestic kitchen products "cost-effective" yet ultimately get target consumer groups of widely recognized.
The so-called "price", is built on the same or similar product performance and quality on the basis of the price advantage, or it can be built on the same or similar prices based on performance and quality advantages. In short, the "price" you can get from two directions, price and performance quality. However, for the "price", currently in local brand in two mistakes that excessive pursuit of low prices and excessive product advancement.
Myth one: excessive low price. Many local community kitchen brand that low price is the price, excessive price advantage, for this at the expense of product quality and after-sales service quality performance for the price. You know, when users purchase products to product performance and quality is selective, will not easily to lower acquisition costs and the purchase of performance quality significantly different from the product. While walking into the low price of products will face misunderstandings more brutal competition, competitors and more and more, profit more and more thin, when an enterprise without money can only be made to continue to reduce prices in order to survive, fall into the trap of low price products ultimately inevitable trend of decline.
Myth two: excessive product advancement. In fact, this is an easy to self-satisfaction "cost-effective" errors. On the surface, local enterprises aim at international advanced production performance and quality is relatively inexpensive products that should belong to the high cost performance products. However, the more advanced product means that the target user group to purchase smaller, more such user on the product more critical, not only the product itself has advanced performance quality, but also have high-profile brand. And local enterprise products both for the time being also very difficult to catch up with international brands, hard to convince the user to purchase.
Secondly, here's the "price" of the main emphasis is on practical performance, brand value, and so for the time being not included in the count. As the Chinese kitchen and bathroom industry in a relatively short history, the brand and the market has yet to hoisting of normative, so most bathroom enterprises still at the manufacturing level, does not have the operation brand strength.
On foreign markets, the most important European and American buyers or China product quality itself, a low consumption power emerging markets more does brand level too much demand.
Therefore, either from the international market and customer requirements, the domestic market of the spending power, the national kitchen and bathroom industry's primary development phase, "price" or "affordable" is also a Chinese kitchen products main production direction.
Two legs, "price" does not mean not do brand
It should be noted that the pursuit of high performance-cost ratio products with properties, does not mean that the negative national kitchen brand strategy, which also contains two levels of meaning:
First, the development of national kitchen brand "gradient" pattern, apart from building to compete with international kitchen brand, brand value of winning domestic first-line brand, reserved for the "price" to win the second and third line brand, or even the OEM factory. Demands in different products to meet the domestic and foreign markets of different target groups.
Second, the development of "parity" brand. Brand does not necessarily mean expensive, taking the industry brand value among the best in the business, without exception, is to go popular price line: Wal-Mart supermarket industry, automobile industry of Ford, daily chemical areas of the Procter and Gamble, Coca Cola beverage industry and so on ... According to the social wealth distribution of "pyramid" structure, in the low-end market consumption capacity totals is the most significant. And kitchen products not kuaixiaopin, most consumers buy only a few times in life, "price" to win amount is sanitary brand right direction, the brand's competitiveness is considerable.
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