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News: It is well known that in ancient times, the largest and most powerful Hui and Jin merchants, is the most famous business gang in ancient China, when there was no television, newspapers, the Internet, communications are not so developed. So how do they make brands?
1, word-of-mouth dissemination: "there is word of mouth" everyone's mouth is a living monument. In my personal opinion: "people" is one of the world's largest media, a person through the close population of the transmission of a business service satisfaction, product satisfaction, reputation satisfaction is the most credible.
2, cultural shaping: to hui merchants, for example, Hui merchants have been brilliant for 400 years, and these 400 years of precipitation of the "emblem merchant spirit" perfectly shaped the corporate culture presented to the public.
people make full use of the information transmission exchange and cultural shaping between people to build their own brand.
brand concept has not received enough attention compared with the brand and sales volume of Chinese business operators before the 1980s. Today, more and more means of communication, brand management and promotion concepts from the mid-1980s in China began to be valued, to the sun god, triangle, Wanjiale, Marlboro, Shanghai Kaifei, Yan dance, Haier, Qingdao series, Ariston series and so on, increased year by year. It has also sparked a long debate about whether brands matter or sales matter.
first of all, whether you're based on sales or brand, you have to have strong products as a base point. If your product doesn't even get consumer recognition, where do you start with sales and brands?
but a business is not just to do a good job of products on it, if you have money, you have to do brand. If you don't have the money, you have to be a brand. Then someone's going to ask, how do I make a brand without money? How do I advertise my brand? To borrow mr. Ye Mao-zhong's words, "Without money you have to be creative, and creativity will change your destiny". This sentence can also be applied to corporate brand building.
April 1985, Haier Group CEO Zhang Ruimin received a letter of complaint about the quality of Haier's refrigerator. Zhang Ruimin went to the factory warehouse, put more than 400 refrigerators, all checked, found that 76 refrigerators are not qualified. The resulting "Hail hit the refrigerator" incident, which everyone had heard of.
1986, due to product quality clearance, Haier refrigerator in Beijing, Tianjin, Shenyang, three major cities, a fire, the market appeared to snap up the phenomenon.
1996, Haier Group and Beijing Red Leaf Computer Animation Co., D.C., spent 6000W to co-produce "Hail Brothers."
1, Haier products selling is no accident, absolute product strength is our core competitiveness. But an enterprise is not just to do a good job of the product on it. 85 years of China just reform and opening up, Haier at that time owed the village brigade 1.47 million, the lack of goods caused the market is very good, as long as the product can still be used, you can
to send the factory door, and absolutely there is a market, absolutely sold. Haier chose a more appropriate approach at the time, and the authenticity of the incident through the media retelling at the time so that consumers have a degree of trust in Haier and reached the promotion of their own brand. (Media credibility was still very high in the 1980s)
About "Hail Brothers" China's highest commercial value of an animated film, can be said to be Haier under a considerable game of chess. Although Haier did not get direct economic benefits from it, but the animation also affected 80, 90 generations, Haier brothers impressed in the hearts of people, people choose to buy an item, subconsciously choose what they are familiar with. For the future Haier Group brand building has done a lot of paving.
2, you can say, "I don't have that much money for paid advertising." What about the free one? In the Age of the Internet, you can still make your business bigger with the Internet as a platform. The Internet is a platform that not only increases the distance between people, but also spreads infinite possibilities.