I have been engaged in liquor marketing for many years, and now I work as an unknown marketer in Shanyanwang Liquor Industry in Liaoning Province, and I have no amazing marketing theory. However, I have struggled in the first-line market for a long time, and I have witnessed the fall of countless agents and the rise of countless agents. Today, I use my poor writing style, avoid professional language, and take out my years of experience without reservation, hoping to bring a little help to countless friends who are interested in entering this circle.
what is a brand? Let me explain a little: brand and trademark are a pair of concepts that are easily confused. They are both related and different. In the marketing practice of enterprises, the basic purpose of brands and trademarks is to distinguish the source of goods, to facilitate consumers to identify goods and to facilitate competition. But the brand is not completely equivalent to the trademark, which belongs to the legal category and the brand belongs to the marketing concept. Simply put, any legally produced enterprise has its own brand, but the brand's popularity and recognition are different.
first of all, when choosing a brand, don't blindly believe in big brands, and don't simply consider the problem from the consumer's point of view. That's too limited. You should stand from the merchant's point of view. A product sells well in the market. On the surface, it seems to be drunk by consumers, but in fact, it is sold. The consumer's consumption process is all guided by the seller. Whether the product can be sold is only one aspect. The brand support is only one aspect. Whether the promotional items are attractive or not is on the one hand, whether the profits of each sales link are reasonable and whether the distributors are proactive or not, and whether your whole service system can satisfy customers is on the other hand, which determines the way out for the brand. Even if the brand support is weak, other aspects can do well and have the same opportunities in the market. For businessmen, brands that can make money for themselves are all good brands.
choosing a brand is just like tailoring it to your own needs, and what suits you is the best. If you have abundant funds and strong local social relations, you can choose a first-line brand to play, otherwise don't try it lightly. The first batch of these big brands will cost millions. Even if you reluctantly cooperate in the early stage, the amount of tasks that follow will make you breathless. The unequal right to speak will only make you obey. If you are not careful, you will cancel your agency right and eventually make a wedding dress for others. There are also some brand-name product development (buyout) products that are not discussed here, because the form of cooperation between the developer (buyout) and the enterprise is doomed that they are unlikely to focus on the market, and basically there will be no long-term operation planning, so the choice should be cautious.
In addition to these first-line brands, there are relatively small brands that are not well-known. These small brands can be roughly divided into three types:
Simply selling products: manufacturers try their best to reduce costs, and for them, prices are always greater than quality. This kind of manufacturers have the strongest sense of crisis. An important psychology of consumers is to be greedy for cheap rather than buying cheap, which is the most basic consumer psychology. They can't grasp how they can not be eliminated by the market.
people who sell products under the guise of making brands. Most of these manufacturers have their eyes above the top, and their ability to talk is greater than their ability to do it. They just cheer up, encourage and cheer for their agents. They really have no idea, no ability to do it, and no courage to vote.
iii. those developing brands. What is a developing brand? It refers to those enterprises that have accurate market positioning, clear goals, standardized management, unified price system, clear marketing ideas, strong execution ability of sales team, awareness of investment and always carry out brand operation, although the scale is not very large at present and the national popularity is not high. The marketing idea of this kind of enterprises is mainly to focus on the target market through "focusing" and "gaining momentum" to make themselves a regional strong brand; It is better to be a big fish in a small pond than a small fish in a big pond.
For novices who don't have much money, have never been a liquor agent or a sales network, those developing brands are undoubtedly the best choice. Developing brands are just like developing countries. Why are some multinational enterprises willing to cooperate with developing countries is because there are more and greater development opportunities! A developing brand is like a blue chip stock, which has a large development space and a fast growth rate. Only by cooperating with such enterprises can it gain the most. The old village head is such a typical example. In a few years, it has grown from a little-known regional brand to a national brand. Through the cooperation with manufacturers in the early stage, the agents are now well-known in the local business circle.
then how to correctly identify developing brands? It is far from enough to know manufacturers only by internet and telephone. It is necessary to conduct in-depth field investigation and analysis, and it is not difficult to identify developing brands. The investigation of manufacturers is nothing more than the following two aspects:
1. Tangible: the production procedures of enterprises, workshops, pits, warehouses, office environment and production environment, etc.
2. Intangible: corporate culture, brand culture, marketing concept, operation mode, attention to you and various market support. Tel: clothes are like qi ling, clothes are like San San.