Network brand Construction common misunderstanding: where tomorrow?

Source: Internet
Author: User
Keywords direction network brand misunderstanding where but

In the Asian financial turmoil of 1998, as a "world factory" in China, there have been a number of enterprises from foreign trade or OEM to their own brand building, the brand of the upsurge in a large extent to promote the rise of Chinese brands, such as many Fujian brand began to rise, once CCTV sports channel was dubbed Jinjiang Channel. However, with the development of China's market economy and the strengthening of brand building awareness, in many category markets have a relatively strong local brands, so in the Chinese market to build the brand of capital threshold is more and more high, and even a lot of enterprises sigh that "do not make the brand die, do brand death."

With the onset of the global financial crisis of 2008, many of China's export-oriented enterprises to the brink of survival, the foreign trade market has received a huge impact, at the same time the domestic raw material prices, labor costs rise, RMB appreciation and many other factors, the survival and development of export-oriented enterprises have encountered a major crisis. It is based on such a crisis and the development of China's network sales market, many export-oriented enterprises began to switch to network brand building.

Export-oriented or OEM-type plants can produce products of reliable quality, but the lack of sufficient funds in the traditional media channels for brand promotion, but also do not have enough funds to carry out large-scale traditional channel construction, and the development of network sales channels, on the one hand, the cost of brand marketing communication is lower, At the same time, the cost of channel construction is also cheaper, and the return period is effectively shortened. Therefore, through network channels to achieve brand building and product sales of organic combination has become a number of export-oriented brand ideal outlet.

For example, the clothing field of Spokane, No. 0th Male, bags in the field of wheat bags and other brands are based on network media to achieve gorgeous turn of the foreign trade-oriented enterprises. However, most of the export-oriented enterprises in the construction of network brand is still in the exploration stage, so there are many misunderstandings, the main performance:

Misunderstanding one: Network brand construction short-sighted. By virtue of "reliable quality" + "low price" advantage, the trademark as a brand. But ignore the brand value localization and the brand image construction, thus could not establish the sentimental value association with the consumer. In fact, in the Chinese market, "reliable quality" + "low price" products are many, when many such enterprises into the network channels, how to achieve differentiated competition? has become a core issue.

Myth Two: Goods oriented rather than brand oriented. Completely to the market demand-oriented, as long as the product can buy the more the better, and regardless of product style differences and consumer groups. Thus to the network consumer cognitive confusion, lack of clear brand image recognition and product style recognition, so that consumers under the loyalty.

Misunderstanding three: the extensive network advertising. In the absence of brand overall planning and product planning under the premise of blind publicity. And the propaganda demand is messy, even long-term "price advantage" as the core propaganda point, over time, don't talk about what brand building, this is just a network stall just.

Although the electronic Commerce innovation integrates the brand marketing and the product sale superiority to bring the new brand construction time, but lacks the brand overall plan the network sale is not the export enterprise's sustainable development road. In order to realize the gorgeous turn of the export and to establish the sustainable brand in the network channel, we must adhere to the brand strategy-oriented network marketing strategy and the consumer value-oriented communication strategy.

Finally summed up: Network channels can build a competitive network brand? This is beyond doubt, but decisive, the idea of the way out, of course, if you do not have ideas, please contact us, ideainside: this SAMLL but smart Company will provide you with a full range of network brand building services.

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