Based on my years of marketing experience, brand building does not mean how strong a manufacturer is, how good the quality of my products is, and how good the market is for my products. To make a brand stronger and bigger, we need to integrate various factors in marketing and management. In other respects, many professional marketing management courses have talked too much and are better than me, so I won't talk too much nonsense. I'm here to talk about market demand based on my practical work experience. Well, let's take BBK as an example. It is also a private enterprise, which started late in the industry. Its three sub-products, AV products, e-learning products and cordless phones. In the third year of BBK's establishment, the competitors of the three products all have famous brands in China. The competitors in audio-visual products are mainly Shinco, Malata and Aiduo, and the cordless telephone is TCL, which was also found in e-learning products at that time. I can't remember clearly. At that time, the competitive environment was many times worse than the current electric vehicle industry, but in just two or three years, all its products ranked first in the country. Why? It's very simple, because BBK and Jiuyang are good at marketing and know the market demand. What is the market demand? The market needs consumers to recognize your products. How to make consumers recognize your products? Advertising, the best media, CCTV, to put it bluntly, it is unrealistic for a company that has just entered the industry to sell its own factory and may not be able to advertise on CCTV for half a year. What's the best way? The best way is to promote your products at the same time through a large group of distributors with good quality or high loyalty to the enterprise and good capital, and then consumers can own them. The market needs dealers. What kind of group is the dealer? Most dealers operate in the form of mom-and-pop shops, with several shops and three or more salespeople, and most of them are relatives and friends. Men are responsible for purchasing and sales, while women are responsible for accounting and chores. Usually the saliva is 10 for a 20-dollar flight. When you talk to him about the prospect of a new product or brand, his first consideration is the immediate survival problem. When you talk to him about policies, he thinks about how to get more support from you. Dealers are such people. They can't help it, because their money is hard-earned money accumulated point by point. The pressure of life doesn't allow them to have more prospects, they are only eager to earn more money. Many manufacturers' business personnel always describe the bright future of the market when they talk about goods and policies with dealers. What kind of development will there be after making my car, and how much support will the manufacturers have? But think about it, is this useful? How useful is it? Did the dealer listen? What is the premise of your manufacturer's support? It's based on sales. What can you do to support him if you don't sell the car? The dealer listened to what you said and the goods arrived, but the dealer pushed them carefully, especially when there are more than two brands in his hand. Is he mainly selling your products? The answer is no, most of them have no main push! What are the dealers waiting for at this moment? They are waiting for your manufacturer's action. Take the advertisement promised by the manufacturer as an example. Most manufacturers and dealers will pay 2 1 plus 5 for this fee, and dealers will pay in advance before reporting the sales volume. How many dealers will advertise at this time? Rarely, because dealers are thinking, "You dare not invest in your manufacturer's brand first. Why should I invest first?" "Some dealers have done enough sales, the expenses of the manufacturers have been met, and the dealers have also got the money. However, the advertisement has never been done, because the money has already reached the dealer's pocket. What is the use of manufacturers' fees for the market? Some manufacturers do have some courage. The advertisement was done first, but it was not strong enough to arouse consumers' desire to buy and arouse the enthusiasm of dealers. Finally, they lost money and the market. When marketing new products and brands, the biggest demand of dealers is not the policy of verbal commitment, but that enterprises can give them a shot in the arm to arouse the sales accumulation of dealers and make them feel that they have no worries about doing this market. Let them truly realize that enterprises and distributors are together, and working people need to find a good boss. What's more, the bookmaker takes his hard-earned money to make a market with you, and the scholar will die! In the current electric vehicle industry, consumers' brand awareness is very vague. As long as there is a dealer in the market, as long as his store location is not very bad and people are not very stupid, he can sell cars. The key question is whether the dealer is willing to sell your car. At present, most electric vehicle companies have a big gap in the national market and many blank markets need to be developed. At this time, what enterprises should do is not to make the market smaller and deeper. Instead, we should do more sales outlets, adopt extensive marketing and develop outlets as the first priority. It's no use asking salespeople to talk about prospects and policies with dealers. What is important is to build momentum, so that dealers can deeply understand, rather than feel, the strength of your enterprise, its determination and courage to make a market, follow you right and make money, and then make your brand bigger and stronger through a perfect marketing management system. In short, only by grasping the needs of dealers can the market have a good start! Off-topic 1: Electric vehicles, as a new type of means of transportation that saves money, effort and time, have attracted the attention of the people all over the country since their listing. With the stability of electric vehicle quality and the extension of mileage, the application scope will be wider and wider, and the people's demand in this respect will be deeper and deeper. The electric vehicle industry will have unlimited business opportunities. In the next three to five years, there will be a "China Famous Brand" among electric vehicle brands, and enterprises with billions or even billions of assets will appear. Off-topic 2: It is not too difficult to develop into an industry giant. The present situation is the best time to create a hero, so what are we left to do? Find the right target, clear your mind and open up the national market. For example, we can go to some big cities where electric cars are forbidden, regardless of these. What is the market share of China's big cities with a population of more than one billion, which is not enough to affect the overall market? Once a company's products have a market distribution rate of 70% in the whole country, the next thing to do is to establish a perfect sales system and a marketing strategy that adapts to the market. Dealers pay in advance, companies circle money to expand production, as well as OEM and merger to expand production. When CCTV and local advertisements are bombarded strongly, it is normal for money to hit the market. Consumers are tired of advertisements, but they will recognize them when they buy things. There is nothing they can do! The more consumers buy dealers, the more eager they are to sell them. Enterprises are strong in marketing to dealers, and dealers are willing to cooperate with corporate policies. Just like Gree's dealer factory wouldn't let him do it, he cried and scolded his mother. At present, the franchise transfer fee of a county in Gree is 1 10,000, and few people have sold it. Such a virtuous circle, it is possible to make international brands, hehe!