Bathroom hardware eliminates chaos

With its own bathroom brand, it means the market and high profits, which have indeed been verified in many domestic and foreign enterprises. Outside Coca-Cola, McDonald's, Microsoft, there are Haier, Lenovo, Robust, and they are both the leader in brand management. In contrast to today's ceramics market, Dongpeng and Simek have successively launched the "Chinese Brick King" and Tangshan "Huida" has won a well-known trademark. Jin Siwei has introduced a brand-new CI image, encamped on the beach, and wants to heighten its height according to East China; aestheticism and the media have combined performances. This shows her unique and elegant style.... Their actions are not just a pure advertising campaign or promotion. They are carefully planned by professional companies and are conducted through a variety of media and activities. , with a wide range of penetration of the brand appeal.

From a price war to a brand war, from a certain perspective, it is a kind of progress. For the current brand battle in China's ceramic sanitary industry, as a participant in this war, the author has the following experience.

1. Equivalent to brand warfare advertising campaign

Brand is a kind of service or a product's most core quality appeal and commitment to consumers. It enriches the quality, service, taste and even culture of such services and products. And advertising is just a means of disseminating information. Enterprises and products need to be advertised, advertisements can bring high reputation and create brand effects, but advertisements can not allow products to have intrinsic temperament and charm. Some corporate executives simply believe that as long as the big investment in advertising, bombardment bombardment, can produce a brand-name effect, enhance the brand image, which will bring about an increase in sales. However, it is often counterproductive or has little effect. The reason is that they have neglected more efforts in product quality, service, and innovation.

2. Think "high-end, high-priced" is a brand name, market positioning is not allowed

Many people hold this idea, as if ordinary prices, popular style is a big road, low-grade. Coca-Cola is a brand name, but its drinks only need two or three yuan a cup, McDonald's is only twenty or thirty yuan can also be enough to eat meal, do the button manufacturers is not always out of the head, the manufacturer of suits is not born high on him. First class, I can't see it. Nowadays, for some companies, if they want to create a brand, they have to get a "boutique" and "grey" to enhance their brand. In fact, in doing so, first of all, not all of them have made a qualitative leap in terms of the quality of the product itself. Some of them are only appearance and packaging improvements. In doing so, one of them is lack of trust for consumers; the other is to downplay the original product image; Third, while you upgrade the level, it also means that your target market has changed, and in the new target market , You haven't got the features and advantages yet. So we often see that many new brands are born, and often they are short-lived.

3 full of tricks, the lack of consistency in the image

There is a ceramic company, which started importing CI from 1996 and has invited three advertising companies. The first family designed a CI image and spread it after more than a year. The results did not feel very good. So they invited the second family again. The second company caters to the boss’s mentality and comes to a drastic improvement. It then invests a large sum of money. The effect seems to be better after more than a year. It feels that the image and grades of others are improving. We are still old faces. No, it’s not. Have to mention. But this time it is not for the outside. The price is too expensive. As a result, the new design is even more varied. Almost every advertisement is a new layout. Advertising is not wearing clothes, often changing, thinking that others envy you? In fact, people do not know you for a long time!

4. Lack of basic analysis of the market

"Without investigating and researching, there is no right to speak." Similarly, lack of basic analysis of the market, and lack of meticulous planning, aimlessly placing advertisements can only be a detour to their own money. Some companies do not have any information on their own advertising, do not know how to vote, where to vote, how much to vote, or according to the views of various distributors, where to make a street sign, which bus to be a inkjet; or in the industry Make a few color pages in magazines or newspapers; or you can earn face and do your homework.