Regardless of whether we admit it or not, at present, the sales season of the lighting and lighting industry is unstoppable.
The complaints about the decline of the market during the Guzhen Light Fair were temporarily swept away.
There used to be such a view: to do the market in the peak season and to make the brand in the off-season. Many people find it reasonable, but it is actually very ridiculous. On the surface, it seems to be an excuse for “time theoryâ€â€”an excuse for self-proclaimed busy business owners. "I am busy in sales during the peak season. You let me do the brand. Isn't this a nonsense? As for the off-season, I don't have anything to do anyway, doing brand impact on the market, or simply doing brand play, of course!"
And slow! I think your idea is very dangerous. We call the brand a strategy because it has the long-term planning and continuity of operation. Instead of doing a cold and a cold brand, simply do not do it!
Some people will ask: Why? Actually, the reason is very simple. Since the brand strategy is a long-term strategy, its core value is to gradually improve and steadily improve. It is like a sapling. To grow into a towering tree, it must be constantly watered and fertilized, pested and wormed. When it encounters a storm, it needs support and assistance. Any ideas and practices that are quick and profitable will cause the brand to suffer damage or even die!
Some people will think that since the brand is so fragile, what do I have to do? This is the key to the problem. Compared with the brand, the product is actually more fragile; compared with the brand enterprise, the brand is not more vulnerable. The reason why we carry out brand building is actually to enhance the competitiveness of enterprises and enhance their ability to resist risks.
We all have this experience: the same is the mobile phone, the function is exactly the same, the brand mobile phone is tens to hundreds of dollars higher than the mobile phone that is not the brand, but the buyer is eager to go; the same is the lighting product, NVC and Sanxiong · Aurora can be The best-selling whirlwinds in the market! Why? Just because they are brands! Their popularity is well known, their product quality has been recognized by the world, their after-sales service has been deeply rooted in people's hearts! This is the end of the matter, you are not satisfied!
Isn't the brand only prevailing at the consumer? It's not that simple! In the upstream supplier, if NVC adopts quarterly settlement, many suppliers have no opinion; in special circumstances, after three months, Half-year settlement, suppliers can also accept. Downstream dealers, not only to pay for the goods, but also to queue long. If NVC goes to the bank for loans, 50 million is not a problem, and an unskilled small and medium-sized enterprise, who has to borrow 1 million yuan, has to ask Grandpa to tell his grandmother. Why is NVC so cow? Because it is a big brand? Why don't you cow? Because you don't even have a brand! We can easily see that the brand is not only a gold-plated straw, but also a reputation for credibility!
Since the brand is so popular, why not everyone do the brand? This question can be answered by a three-year-old child, but a 40-year-old may not be able to answer it. Simply put, brands need time, from three to five years, and many years to hundreds of years; brands need to be forward-looking and need core ideas, otherwise they are destined to be short-lived brands; brands need to invest, and they are planned, step-by-step, and lasting. The investment, the quick success and the near benefit will inevitably have to suffer; the brand can not overdraw the credibility, otherwise it will be planted!
If, as some people nowadays say --- sales in the peak season, branding in the off-season, I dare to assert that the brand you do out is not like a brand! Why? Because in your eyes, the brand is not the core and direction, but It is a dispensable thing, it is an embellishment! When you use the brand as an embellishment, the value created by the brand is dispensable.
The difference between people is just that.
This is the significant difference between you and TCL, NVC and Sanxiong Aurora!
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