|
China's detergent industry in the past 10 years, especially over the past five years, both the number of products or product categories have made remarkable progress. However, with the washing industry increasingly low barriers to entry, competition, and the comprehensive in-depth, price to become the industry's most sensitive nerve. Between enterprises of the most effective means of competition is the price war is simply the cost of Competition, causing severe homogenization, with emphasis reflected in several aspects: ? price-sensitive increase, that is, when customers do not feel the difference in the comparative circumstances, usually pay more attention to product price; ? customer loyalty down, that is when the customer no apparent preference for selective cases, usually based on promotional or purchase the convenience and frequent replacement of suppliers; ? financial performance declined, that is, when the number of competitors in the market competing for limited circumstances, each company's revenues and profits recession is inevitable trend. The past two years, foreign brands a comprehensive counterattack, to Procter & Gamble, Lever turns represented by lower prices of foreign brands, and local brands in the second and third lines of the exchange that started the low-end market, while a huge amount of advertising on CCTV, and build barriers to the dissemination. At the same time as the global trend of economic integration policies and regulations in-depth as well as some reasons, the washing of the production costs of enterprises such as energy, raw materials, labor, and transportation have been rising. Local brands to withstand a foreign brand with the dual pressures of the market environment. Before dawn, the darkness will deposit, Jiang Nu hair blow retreat before the plot edge, made the brand an international brand in the face of severe pressure was not a bad thing, the history of the army has never been Yongsheng. The disadvantaged position of the local brand market, but you can alert the national brands, find the gaps and problems, therefore, China's domestic enterprises, one side is an abyss, while the other side it is hoped. Local companies have retreated to a turning point, from the industry perspective, new technologies, new applications, so that new marketing model, are in deliberation and preparation; from a market point of view, once the reach the critical point, the new market structure will be further subdivided, the existing competitive situation subsequently be broken. But our local brands how to break the deadlock, out of a road belonging to its own characteristics? First, technological innovation to improve the professional standards of local brands. Technological innovation is to promote economic development and social progress of the decisive factor. We need to detergent industry, including from the surface-active agent and other functional additives raw materials to end product must make great efforts to improve product quality, strengthen technological innovation, proactive use of new materials, new techniques, new equipment, increase research and development efforts, enhance the technical content, thus enhancing the professional standards of local brands. The whole industry should further promote the enterprise-centered technology innovation system and operational mechanism, speed up technological progress, and achieving a second technical advances. At the same time support the enterprises to establish technology center, and with the industry to play a National Engineering Research Center, Key Laboratory of the role of major professional and scientific research institutes combined; to encourage industry-oriented, community-oriented small and medium enterprises, network technology intermediary service system-building; create an enabling role played by human capital, technological innovation incentives, a large number of familiar with the market rules, good management, the courage to blaze new trails in technology leaders and entrepreneurs, according to the national industrial policies, improve and implement the countries for technical innovation incentive policies to accelerate the transformation of innovative technologies, increase the intensity of technological upgrading of enterprises. Second, to create differentiated competitive advantage. Nature of the market is competitive! Primitive is the differentiation of competition! It may be personality differences, the difference is possible is unique, it may be a unique high-value. Chinese companies to form the real core competitiveness, we must develop our own competitive differentiation and advantage, in the entire industry value chain, each link can produce the ability to differentiate the different enterprises in different sectors of the differences in capabilities are different from The. But the key to see whether such a differentiation strategy to deliver value to customers, allow customers to agree, there is no difference between the value of the customer who does not make sense. Only high value-added can bring high profits. Products homogenization times, ability to achieve competitive differentiation, and thus the creation of high value-added products, is the enterprise in the competitive strategy, we should give priority to aspects. Domestic washing companies try to jump out of the morass of homogeneous competition, whether it is possible from the consumer research to find some new ideas. (1) from the detergent of the emotional needs of departure to allow consumers to experience the feeling of a clean, natural fragrance experience a more gentle, more moderate feelings of care and value for money experience. (2) to find more innovative product concepts! More penetration of products selling point: environmental protection (excluding fluorescent whitening agent, etc.), bacteria, mold, color, baby-specific, underwear and other special products. (3) whether it is available from the sales channel marketing strategy, be innovative, open up a new Group buy the market, large packaging market. Third, the accumulation of brand equity, so the brand products conform to your ideas and emotions of potential customers. The current washing products market, brand positioning functionality can be said that the core strength of product competition. However, the brand's long-term development and planning perspective, how can we extend the product life cycle, not staged, "each leading the trend in 2023," the history of a tragedy? This requires us to use the development and strategic vision, brand equity in the accumulation and expansion of efforts in that field. The accumulation of brand equity is a long continuous process, can not stand still, but not blindly follow the trend of a sudden. Enterprises to combine their advantages in resources, product advantage, market dominance and other elements of the brand asset accumulation and integration. In the brand equity accumulation process, establish the brand of care, confidence, honesty, love the core idea is very important to tie in with the functionality of product positioning, product number of consumers to establish a good faith between the relationship. Marketing is not only to meet consumer demand. It should also be leading consumers to the concept of process. We have not deny this fact: that the local companies has gone through the product quality, product marketing, brand marketing in different ways at different stages of the competition and after tempering. Not only to compete with multinational corporations face to face, but also is entirely possible that the market segments occupied a superior position. Small is Big, David and Goliath. Fourth, strategic innovation, and shoes. Strategy was not on the current talk about the future, but focus on the future are talking about now! Empathy, which means to break the balance, to break the routine, self-denial. Strategic Innovation is the most direct expression in a particular area can industry technology, management or process included in the industry to develop standards, and it means that the results of strategic innovation available to the entire industry generally agree that, while it is strategic innovation can be translated into effective the best way. Establishing standards actually take the initiative to establish a game guidelines, through the establishment of standards to gain competitive advantage. The development of industry-standard specifications, under normal circumstances and can not participate in the development of the enterprises of direct economic benefits, because it is not possible to standards and restrictions on a company's standards, and it is more meaningful is to brand capital a great value. Consumers will feel that to participate in industry standard-setting enterprise, its strength and brand some are industry-leading, which is a most brilliant forms of competition. Fifth, in order to cope with the spirit of competition, Liang Jian. "Ancient Swordsmen and master their territories, assume that this is the best in the world rival swordsman, how do you know that losing that? Is turned away, or beg for mercy? Of course not retreat, or else how can you when the swordsman? That's right, knowing that was a dead , but also sword scabbard, and is called Liang Jian, without the courage to do when you swordsman. "This is the TV drama" Liang Jian "inside passage, I like, not like the kind of battle each other for pride, but rather like the kind of dare to face the difficult murderous, dare to face challenges with courage and daring vested with the pursuit of victory. This spirit is the embodiment of wisdom and courage, dedication and persistence is the integration, but also in the face of difficulties and risks and the harsh reality of the challenge! Homogenization in the commodities the growing competitive environment, in the brand competition has become a corporate trend of conventional weapons, we also need to have this "In addition to market a want nothing, nothing to cherish in order to market a" spirit of the Liang Jian. Because the opportunities will always favor those who are prepared! Markets are always left to take the initiative to attack the enterprise! Sixth, to enter the high-end market. The current low-end market, intense competition, low profits, low business costs and then held down a low, there is no guarantee in this market to become long-term winners, in the price war Gaode a mass of bruises, even win, but also won the very tragic. Apparently not willing to stay in this business situation, we are pleased to see that some of the industry leading companies, when they in size, self-confidence, experience and strength on both the accumulated time, we began trying to profit from the low-fat high-end transformation, but there are more enterprises have realized the importance of creating high-value products, but it is hard to find coping strategies. Because of the high-end transformation, not just change the product so simple, it would involve a large number of management issues, including strategic, marketing on the pricing on the supply chain, customer service, and leadership on, financial and so forth. Including how to understand the high-end customers, they low-end customer requirements What are the different? How to communicate with these high-end customers? How to meet them? How to retain them? How should the company change their distribution channels? The supply chain, what the new requirements? To strive to high-end clients, what kind of talents? ... ... Any one of the problem is not solved properly, can not be realized by a complete shift in the low to high, all will affect the company's competitiveness. Of course, this transformation is not to be completed shortly, the company has a solid foundation in addition, you also need patience. For this strategy, we do not comment, only to give good wishes! Ideas determine a way out, strategic decision success or failure. China washing business only by fully understanding and correctly grasp the development direction of the pattern of competition, the need of intense and brutal competition, fully integrated enterprise resource need to operate and develop constantly to find, discover and strengthen their own competitive advantage and make good use of their competitive advantage lay a solid foundation to enhance their strength, to build on this in competition, cooperation and development, and strengthen itself, so that the brand Evergreen, the market grow on, business forever. I am an expert from AaaNiMHBatteryCharger.com, while we provides the quality product, such as China li poly battery , golf cart battery chargers, aaa nimh battery charger,and more.
Related Articles -
China li poly battery, golf cart battery chargers,
|
