Paint small and medium-sized enterprises to learn to "small and broad, fine to live"

China Paint Network
News: Compared with Lenovo, Wahaha and other large enterprises with strong strength, to build their own brands for small and medium-sized entrepreneurs, the total feeling is out of reach. In recent years, with the popularization of brand knowledge, small and medium-sized enterprise bosses gradually began to realize the need to create a transformation from Chinese manufacturing to China, but also aware of the brand for product sales and profits of the important role, but whenever faced with the tight capital and the proliferation of homogenized products market, there will always be a "blind people feel like nowhere to start" feeling, people can not adapt.
"building a brand is a big business thing, we do a good job of products and then say", "to do brand is not advertising?" Which has the money to advertise!", such remarks in the circle of small and medium-sized enterprises there is no shortage of appearance, to shape the brand's biased views, will inevitably affect the growth rate and growth cycle of an enterprise, there is no good brand concept and feasibility of thinking, small and medium-sized enterprises simply rely on hard to fight with large enterprises, big brands, is the arm when the car difficult, but not lack of funds, small and medium-sized enterprises really can not highlight the heavy siege? Small and medium-sized enterprise brand way out of what exactly, the author summed up as eight words "to small broad, fine to live", talk about the following points:
Ma Yun in the speech on small and beautiful said: "A few years ago I went to Japan, (see) a very small shop, the door hung a card said that the shop was established 147 years, I am very curious, ran in to see, is a small shop selling cakes." The old lady said that our shop has been open for 147 years, that is, two couples, a child, the Japanese king also bought our pastry, (in the corner of the mouth) full of a particularly happy smile. I believe that companies want to do better than to do bigger and happier, to do small business more taste. ", we should all have heard of this statement, from a small point of view, to the depth of exploration, is a small and beautiful core appeal, the author believes that this speech should not only let e-commerce have touch, have harvest, traditional small and medium-sized enterprises should learn from it suitable for their own nutrients, so that homogenization of the flood of the market "excellent life", "what the market I imitate, plus Taiwan equipment on the line", many small and medium-sized enterprises sitting in the "shanzhai express car", sent to the grave. The author has seen some small business product categories reach dozens or even hundreds of kinds, is many times the product category of many large enterprises, but can match its huge product line marketing strategy, personnel structure, channel promotion input is a hair, which makes the author very shocked, small business strength is small, should be limited strength, should focus on creating star products, just out of the ordinary, in order to truly live. If in the case of thin force does not shrink the product line focus to create a "burst", the outcome will be ruthlessly abandoned by the market, small and medium-sized enterprises should be from a small point of view, to create a "special new" small products, vertical digging, plastic with irreplaceable top burst, in order to small and broad.
If the brand-building analogy to become a girl introduction object, planning is for the girl style positioning, design is beautifying dress, and communication promotion is the introduction of awareness, in-depth communication, if there is no spread, only planning design, and then beautiful girl I am afraid to wait for the word, so brand communication for enterprises to shape the brand is very important, but for small and medium-sized enterprises, the first face of the brand is the cost and publicity strategy of the difficult question, "I know the advertising cost wasted half, but I do not know which half." "This Hamlet-style question has been bothering many advertisers and media people, open source, saving is the fundamental enterprise, for small and medium-sized enterprises, even more so, a dollar hate to spend in half, in the advertising environment, the need to effectively adjust marketing promotion strategy, maintain low-cost promotion costs, to ensure high-quality marketing results, is Wang Dao, the author believes that small and medium-sized enterprises In publicity and promotion should focus on precision advertising, accurate public relations, new media self-employed strategy, on the one hand, try to avoid the golden segment of the big media, looking for suitable media for their own products, the limited advertising costs according to the reasonable distribution of marketing, the second-rate third-rate regional media with integration, intercept some audiences, strengthen advertising creativity, cause word-of-mouth dissemination; On the other hand, the establishment of high-execution marketing and promotion team, do end-to-consumer face-to-face precision promotion, in parks, neighborhoods and other crowd-intensive areas have planned the implementation of promotional activities, jointly undertake various public welfare activities to improve exposure and social image; Third, we should set up our own self-media platform, collect consumer fans, set up a membership library, make adequate preparations for mobile precision marketing, in the traditional Internet, give full play to the propaganda power of the network community, cause topics, improve influence, traditional industries should be organic combination with the Internet, mobile Internet, extensive analysis, research, adoption of new ideas and new models" The success story of the O2O model, online and offline closely linked, organic interaction" to ensure that in the new business environment will not be left behind, said that fundamentally, when small and medium-sized business owners find their own publicity and promotion of insufficient funds, must be adjusted from the strategy, to avoid hard, reasonable matching of promotion channel resources, will certainly do more with less, to small and broad.
National surrounding the city is Chairman Mao's great "marketing" strategy, for the then weak eight-way army, in the fit, put in the present view, this strategy is also suitable for the market strategy of small and medium-sized enterprises, China's majority of small and medium-sized enterprises from the family workshop, the boss can stand at a strategic height to see the market is very few, often the implementation of the strategy is to take a step by step, there is no clear direction and promotion plan, which will inevitably make small and medium-sized enterprises in the absence of a good basic work, blind expansion, and ultimately failed. Down, the author believes that shaping the brand is not only to build enterprise brands and product brands, more important is to build market brands, from the point to the surface of the formation of brand radiation zone, and finally to the country, small and medium-sized enterprises should start from the creation of regional star model market to plan the market layout, do not in the regional market just have a starting tail blind expansion, impulse must be punished, small and medium-sized enterprises should follow the market law, start from small, establish a brand base, when their own brand base in the country. I believe that corporate brands have long been famous.
Speaking of the fundamental, small and medium-sized enterprise brand road to be fine everywhere, to small and broad, to avoid the huge hard war, the opportunity, in order to four or two kilos.