Roshu: The Battle of Quality, the Battle of the brand.

Preface: I would like to use this literature to those who ignore product quality, one-sided pursuit of sales and brand rapid Dafa business or marketing people.

The old saying has cloud, 工欲善其事, prerequisite. Say is, to do a thing well, it is necessary to sharpen its tools or related preparations, if we extend to the brand building of enterprises, can also be understood as, to do a good brand, we must first brand some basic work to do a solid, so that the brand will have a good image and reputation.

As an important foundation of brand building, product quality has always been a key factor. All well-known product brands, have a good quality of identification, or is stable, or technical innovation and leading. And those who ignore the product quality of the enterprise, never had a long brand.

It's not a brand, it's a lie!

Flicker, is the Spring Festival evening a sketch appeared in the words, from this, then fire up, a lot of marketers through research, but also wrote a "cheat marketing" article, can be seen in the influence of the two words. "Consumers are used to cheat", "White cat black cat, can be fooled into the customer is a good cat", under the guidance of this idea, unconsciously, product quality construction is neglected, brand and marketing is gradually artificially stripped away. Brand more and more not correct, marketing more and more deformity.

In fact, marketing and branding are never separate two irrelevant elements. The brand finally through the consumer experience formation, marketing is to let the product reach consumer hands. There are problems in the brand, marketing nature to do difficult, marketing problems, the brand will be difficult to form, the two closely related, complementary, and form a closed circulatory system. (as shown in the following figure)

Once the Sk-ⅱ and Shengyuan, its marketing methods are listed as marketing reference and learning marketing case Classic, its popularity also rising, a moment known in the North and south, but today, one because the product contains too much lead, one is because of the hormone, leading to the brand gradually towards the end. Sanlu and classic Flooring has also been a glorious moment, but because of "melamine tainted milk powder" and the problem of counterfeiting led to the total disappearance of the brand.

The above list can not be called a complete brand, the complete brand is a century enduring, as aging, the longer the time, the more market value. Forget the quality, also to forget the product core function supply, ignoring the consumer purchase of the essential starting point. From the consumer's point of view, a product can not provide its core functions, into a "cheat type" of the product, it means that the product has lost the consumer's support and the market, its so-called "brand" will also be followed by the curtain.

Quality is the guarantee of forming brand.

A brand with a good reputation in the market, the quality of its products must be recognized by many consumers. Do a good job of product quality, that is, for the future brand building of enterprises has laid a solid foundation.

Shenzhen Fei-Tech Co., Ltd. is a face recognition and intelligent video recognition technology research and development, combined with production and sales supplemented by small and medium-sized High-tech Enterprises, from 07 onwards, FEI-technology has invested huge sums of money and a lot of scientific research personnel to new product development. and continuously applied for a number of patents, following the "face-pass" face Recognition products series, and put a huge amount of human resources to develop "face image+ V3.0" Facial recognition technology application to its most new product "popular" face recognition of the attendance machine. In the communication with the author, the author's memory is particularly profound is that its general manager said that sentence "in this competitive market situation, in order to seek a breakthrough in a new product market, we must have a strong product brand, through the brand to establish a loyal channel network and consumer groups, and product quality is an important weapon ".

Small and medium enterprises, when talking about brand building, many business owners think is very remote or need to spend a lot of money to do things. Regardless of brand positioning and the refinement of the core value, as long as the product quality, it means that the most important brand-building work has been completed.

Internal practice, Brand way

Practice outside, you can acquire a good ability. Similarly, to create a successful brand, you must also have to practice outside. Internal repair refers to the market/brand/price positioning, product quality construction, supply chain management and other information, external training refers to a unified image, excellent communication strategy, channel network strategy, consumer feedback information and so on. As shown in the following figure.

Repair the internal strength, practice Wei Gong, many excellent brand all become in this. When Zhang smashed the first refrigerator, determined to put good quality off, it was doomed to become an international brand Haier. When Apple is committed to technological innovation, to provide users with cutting-edge product technology and functional services, it is doomed to its brand will be popular in every corner of the world. When some of our enterprises are still playing the "national" or "advertising" the banner is expected to obtain consumer recognition, many foreign brands have passed to provide consumers with more reliable, more stable, better products to conquer our consumer market.