The independent brand of electric business is mirrors

The influence of the brand can be measured from different angles; as the bearer of brand influence-enterprise or product, is the key to the formation of the brand, different types of enterprises and product mix, in the process of brand shaping the path difference is very large, so many enterprises so-called brand-building plan becomes water month, Flowers in the mirror.

Where does the brand come from

When it comes to brands, we must first say the carrier of the brand, enterprise or product; In the process of brand formation and dissemination of media is only a means, can not be a fundamental; from the development experience of online and offline retailing, there are two kinds of brands, one is the enterprise brand is consistent with the product brand, the enterprise can control the production and manufacture of products, Marketing and other links, enterprises and marketing products, also in the formation of corporate brand awareness, and product marketing better than direct corporate brand operation, such enterprises generally have less product category, the brand is very high concentration, a product is recognized by the market will be driven by similar products and corporate brand formation, such as Lenovo , millet, are such enterprises, millet is the Internet era brand to build excellent case, relying on a single category of millet products, the formation of high school degree and market awareness of the brand communication, supplemented by hunger marketing methods, focus on strengthening the product itself hardware and software properties, Quickly enhance customer loyalty to the brand with the help of a highly market-renowned Apple brand but the early promotion of investment will be relatively high; the other is the enterprise brand is larger than the product brand, product brand and corporate brand inconsistency, such enterprises are generally retail category, enterprises as a product retail channels generally do not participate in upstream production and manufacturing, And just a "million-goods store", a large number of products and a variety of brands make it difficult to form a single show of the situation, such as Jingdong or traditional retail in Wal-Mart, Carrefour, etc., after years of operation their brand is still the brand of enterprises, a single product brand on the corporate brand has little influence.

The function of the Independent brand

The brand appears in the form of social influence and will eventually be used for product sales. The common sense of the independent brand has two functions, one is through the independent brand to promote the Enterprise brand; second, in the form of its own brand, to supplement the product line, to enhance the gross margin; for the first application in the field of electrical business, there have been two levels of differentiation, some of the vertical type of electric dealers tend to the brand of operation, that is, focus on a single category products, And the product brand is consistent, some similar with the traditional manufacturing enterprises, the electric dealer itself may participate in the upstream production can also be custom-made in the form of OEM products, such as some vertical type of electricity business such as crack silk, Han Mishe and so on; the other is to try to rely on retail channels and marketing of the dual means to form the influence of their own brands, The enterprise itself is the sales platform of many products, most of the products are provided by the suppliers, the independent brand in the form of OEM, such as when the establishment of the own brand, in 2011 years or so began to operate, 2013 declared failure; The reason for the failure is the channel problem, because the platform is rich in And many products have market visibility, or reasonable price, in the external procurement of products covered by the price range and market influence of the situation, blind online own brand is difficult to attract; the buyer group of the electric business whether individual or enterprise, the product attribute that pays attention mainly is the price, the product market occupies, the performance and so on, For non-technical or standardized products, market share and price is often the primary factor of consumer choice, its own brand can not be supplemented by a missing price range but only repeat the case, it is difficult to form a bright spot to attract consumers, some enterprises in this regard to spare no effort to promote, spent a large number of promotional costs, But the results are minimal, such as the domestic wine field, annual consumption of tens of billions of dollars, online, offline channels after years of operation there is no one enterprise can cultivate a higher market visibility of the product brand, the current market of higher visibility products are products of the original brand, such as Ben Fu, la-Phillips series, although the market visibility is very high , but the product brand does not form a consistency with the corporate brand of any alcoholic retail company.

Companies that define their own brands as complementary products and raise margins tend to have greater operational space, this is in the enterprise development to a certain stage, product sales, the user relatively stable premise, through the on-line independent brand to extend the long tail products, do not bear the pressure of sales; Enterprises generally define their own brands as high margin products, Under the existing electricity quotient competition pattern, the sales, the gross profit, the brand three aspects are difficult to form the stable relations, or said three cannot have simultaneously, the enterprise often obtains only on one hand the benefit.

Therefore, for the non-branding of the operation of the retail enterprises, it is unrealistic to rely on independent brands to form corporate brands or occupy sales, gross profit and brand interests, not to say that there is no successful case but to deny the practice, but from the market, consumers, product attributes and other aspects of the scope of the operation of such products are limited, Even if the formation of a certain market influence, input-output ratio is unbalanced, the basic is not worth the candle. Enterprises can not for the brand to do brand, based on the market and consumer demand, supplemented by reasonable marketing means to fame and fortune.