Weak brands don’t want to be a new start every day. After all, not so much capital can make us toss over and over again, and there is not so much time for us to start from scratch again and again. So, how should weak LED lighting companies learn from it and then do marketing?
LED lighting companies: How do weak brands do marketing?
Don't be a new start to me (perhaps you have), it seems to be similar to the operators of the weak brands. We hope to find a territory that can be used for survival, persistence and development in the straits of complicated and strong enemies. We hope to play a game in a market to create asymmetrical competitive advantage. I hope that it will be strong again and again. In the opponent's struggle, win a beautiful battle with weak and strong.
Of course, we also hope that yesterday's or today's detours will be straightened tomorrow. Yesterday or today's defeat can be reversed tomorrow. Yesterday or today's marketing strategy can be verified as correct tomorrow, yesterday or today's investment can The rewards that will generate returns tomorrow or today will become strong tomorrow.
But I and my "Worm Brands How to Do Marketing" book are mainly dedicated to vulnerable brands, and they don't want to be a new beginning every day. After all, not so much capital can make us toss over and over again, and there is not so much time for us to start from scratch again and again.
The thing we have to do is to start the marketing strategy of letting ourselves survive and develop. It is to try to ensure that we are on the right track of marketing, that is, let our own marketing and action of yesterday and today be tomorrow. Develop and grow extra points.
Strong weakness It is understood that Hengan is a champion of China's tissue paper and maternal and child hygiene products industry. It has at least two to three national brands in almost every segment, such as dry/wet wipes. The field has brands such as Xinyin, Yixin, Pinuo, etc. It has seven-space space in the field of sanitary napkins/pads, Anle, Anle and other brands, and has brands such as Anerle and Anerkang in the diaper/diaper field. .
Such a brand structure is easily reminiscent of P&G. In fact, Hengan, which currently has an annual revenue of 20 billion yuan, is the P&G of China's household paper and maternal and child hygiene products industry.
But what makes every weak brand or its company happy is that even Hengan, Procter & Gamble, or champion-level companies like Hengan and Procter & Gamble, are still following the trend from scratch, from small to big, from weak to Strong growth path. Their past experiences and what they are doing now are both inspiring the weak and the weak behind them, and suppressing and forcing the weak to seek ways and paths that can really help them stand out.
Take Hengan as an example. When it is used as a diaper, it faces the powerful opponents of P&G's Pampers, You Nijia's Mommy, and Kimberly's curiosity. When it is used as a sanitary napkin, it is also facing P&G's Hu Shubao, You Nijia's Sophie, Johnson's delicate and so on are great enemies.
But Hengan’s achievements today are obvious to all. Take the seven-dimensional space of the sanitary napkin brand as an example. It relies on the market segmentation and positioning of young women aged 18-30, with the echelon-style product line planning and structure of the girl series, princess series, etc. And the pink, purple, light blue and other dreamy colors constitute a product packaging experience with strong sense of experience, with the youth, fashion, vitality communication appeals seamlessly connected with the main consumer groups, with the sponsorship of the first super in 2004 Female voice and a series of cooperation with the new media Tencent QQ, the first to eat the nature of crabs, the channel and the intensive cultivation of the channel to the county-level market, and other strategies and actions, as well as the construction and optimization of the two teams of dealers and sales teams. It is hard to grow into the leading brand in the sanitary napkin market in China under the eyes of strong enemies such as Shushu, Sufi and Jiaoshuang.
However, there are no strong ones who do not leave opportunities for the weak behind them.
Even the invincible P&G or the mighty Hengan, in the markets they have crushed, there is no shortage of grass-like brands to grow into a living example of towering trees. For example, in Procter & Gamble's Heng'an Seven Degrees Space, An Erle, and the local brands of Hengan and P&G in the regional market to establish a competitive advantage, the freedom point of the Sichuan and Chongqing markets and the ABC of the Guangdong market.
Becoming the next strongest Perhaps we are starting a marketing strategy to keep ourselves alive; perhaps we are clenching our teeth to keep ourselves going; perhaps we have found a base that can be adhered to and rooted; perhaps we have already started The reversal of strong and weak swaps is a dream of becoming a weaker fighter or a next strongman. However, every weak brand wants to move in the right direction. The right marketing on the road.
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