With the intensification of market competition, it has become more and more difficult for small and medium-sized lighting enterprises to survive in the competition. Therefore, the brand roads of small and medium-sized lighting enterprises must be fine-lived, and they must be small and big, to avoid the huge hardships. Opportunities can be used for four or two.
Compared with large-scale enterprises with strong strengths such as Lenovo and Wahaha, creating their own brands is not enough for small and medium-sized lighting entrepreneurs. In recent years, with the popularization of brand knowledge, SME owners have gradually realized the necessity of creating a transformation from Chinese manufacturing to China, and also realized the important role of brands in product sales and profits, but whenever faced with stretched When there is money and a flood of homogenized product markets, there will always be a feeling that there is no way to start, and people can’t wait.
Small and medium-sized lighting enterprise road: It is a big business to build a brand with small blogs. We must first do a good job of product, and do branding is not advertising? Where can I advertise? Such remarks appear in the circle of small and medium-sized enterprises. The biased views on brand building will inevitably affect the growth speed and growth cycle of a company. There is no good brand concept and feasible ideas. SMEs rely on hard and hard Large enterprises and big brands can compete against each other. It is difficult to be a car, but it is not a small and medium-sized enterprise that lacks funds and is less entangled. What is the way out for the SME brand? The author summarizes the eight words to be small and big, and to make a living, to talk about the following points:
First, start small, deep digging, do small and beautiful Ma Yun once said in a small and beautiful speech: I went to Japan a few years ago, (see) a small shop, a card hanging at the door When I said that the store was established 147 years ago, I was very curious. I ran in and saw it. It was a small shop selling pastries. The old lady said that we have opened this store for 147 years, that is, two couples, one child, and the Japanese king also bought our cakes, and the mouth of the mouth is filled with a particularly happy smile. I believe that if companies want to do better than to be bigger and happier, it is more interesting to be a small business. Everyone should have heard of this remark. From a small point of view to a deeper exploration, it is a small and beautiful core appeal. The author believes that this remark should not only make e-commerce sway and gain, but traditional SMEs should learn from it. It is suitable for your own nutrients, so that the market of homogenization is rampant. If there is anything in the market, I will imitate what it is. Adding Taiwan equipment will do. Many small and medium-sized enterprises sit in the cottage and send themselves to the grave. I have seen some small enterprises have dozens or even hundreds of product categories, which is many times the product category of many large enterprises. However, the marketing strategy, personnel structure and channel promotion investment that can be matched with its huge product line are nothing. This makes the author very shocked. The small business is small in strength. It should focus on the limited power to build a star product, and it will be surprisingly true. If you do not shrink the product line and focus on creating explosives in the case of weak potential, the outcome will be abandoned by the market ruthlessly. SMEs should focus on small, create special and special small products, and dig deep into the shape. With the irreplaceable top-level explosions, you can make a big difference.
Second, make good use of integration, and make small investments and big gains.
If the branding metaphor becomes a girl's introduction, planning is to position the girl's style, the design is to beautify the dress, and the promotion is to introduce the understanding and deep communication. If there is no communication promotion, only the planning and design, the beautiful girl may be afraid. It’s also a matter of wording, so brand communication is crucial for companies to shape their brands. But for SMEs, the first thing they face in promoting brands is the cost and communication strategy. I know that advertising costs are wasted half, but I don't know which half it is. This Hamlet-style question has been plagued by many advertisers and media people. Open source and throttling are the foundation of the enterprise. This is especially true for small and medium-sized enterprises. One dollar can't wait to be split into two, in the context of advertising flooding. It is necessary to effectively adjust the marketing promotion strategy, maintain the low-cost promotion costs, and ensure the quality marketing effect. The author believes that SMEs should focus on the strategies of precision advertising, accurate public relations, and new media self-operation in promotion and promotion. On the one hand, try to avoid the big media golden section, find the media suitable for its own products, allocate the limited advertising expenses according to the marketing solar terms, integrate the second-rate and third-rate regional media, intercept some of the audience of the TV, strengthen the advertising creativity, and cause word of mouth. On the other hand, we will establish a high-executive marketing and promotion team to make face-to-face precision promotions between terminals and consumers, and implement planned promotion activities in crowded areas such as parks and communities, and jointly undertake various public welfare activities. Exposure and social image; the third aspect, we should establish our own media Platform, collect consumer fans, build a member library, and prepare adequately for mobile precision marketing. On the traditional Internet, give full play to the propaganda power of the online community, cause topics and increase influence. Traditional industries should be organic with the Internet and mobile Internet. The combination, extensive analysis, research, and adoption of various new ideas and new models "for example, the O2O model of successful cases, online and offline closely linked, organic interaction" to ensure that in the new business environment will not fall behind, that is, When SME owners find that their own propaganda and promotion funds are insufficient, they must be adjusted from the strategy to avoid hard-hitting and rational matching with the promotion of channel resources, which will inevitably be more effective and less effective.
Third, the rural encircling the city, driving the big market with small market and encircling the city is the great marketing strategy of Chairman Mao. For the weak Eighth Route Army at that time, it is suitable. For now, this strategy is also suitable for SMEs. The market strategy, most SMEs in China start from the family workshop, the boss can stand on the strategic height to see the market is very few, often the strategy is to take a step by step, there is no clear direction and promotion plan, this is bound to Let SMEs expand blindly without basic skills, and finally lose down. The author believes that brand building is not only to build corporate brands and product brands, but more importantly to build market brands and form brands from point to point. The radiation area will eventually go to the whole country. SMEs should start to plan the market layout from the regional star model market. Do not blindly expand the tail in the regional market. The impulse must be punished. SMEs should follow the market rules and start from a small age. , establish a brand base, when the brand of your own business is based on
Speaking of the fundamentals, the way out for small and medium-sized enterprises must be detailed in their own lives. They must be small and big, and they must avoid the huge hardships and the opportunity to be able to make a big difference.
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