Manual Coffee Grinder,Coffee Grinder,Manual Grinder,Coffee Bean Grinder Yongkang Lianyang Industry & Trade Co., Ltd , https://www.yklianyangs.com
To build a consumer brand test is the core competitiveness of the company. Compared with product research and development capabilities, brand promotion ability is more important for a furniture company, especially in this enterprise gap is not too big, there are still opportunities to win. period.
Many furniture companies are listed on A-share financing, and the capital environment of furniture companies has been greatly improved. Some companies are aware of the importance of creating a true consumer brand in the context of consumer upgrades, and have invested heavily in advertising to create a true consumer brand.
Some enterprises have increased their operating income due to their large advertising efforts. Its intention to gain a larger market share through capital advantages is obvious, causing huge market pressure on competitors.
So, can the furniture industry really have a consumer brand? Can the market size of furniture companies support a consumer brand?
How much funding is needed to build a consumer brand?
With the current market conditions, how much money is needed to build a well-known consumer brand?
A supplement company has a higher frequency of CCTV, and its advertising expenses in 2017 reached 514 million yuan; its 2016 advertising expenditure also reached 284 million yuan. This is only the advertising expenditure of a CCTV family. The financial report shows that there is a marketing promotion fee in its 2017 sales expenses, which together with advertising expenses totaled 1.374 billion yuan. This is the cost of forming a national impact.
The advertisement of an electrical appliance reached the level of intensive bombing in CCTV, and its sales expenses remained at around 16.6 billion yuan for two consecutive years.
At the beginning of this year, there was also a company in the furniture industry that started advertising at CCTV. The cost was 170 million yuan. The frequency of occurrence was not high, but it also attracted considerable attention. Looking at the company's operating income in the first quarter of this year, there is indeed a substantial increase.
From simple calculations, we can easily find that in order to form a certain popularity in the country, the advertising and related expenses are at least 200-300 million yuan. This is a starting point. Below this level, it is difficult to become a consumer. Brand.
Which companies in the furniture industry have this strength?
It is only possible for companies with an annual operating income of more than one billion yuan, a company with a net profit of more than 100 million yuan, and a large amount of cash to accumulate.
With this as a standard, there are not many companies in the furniture industry that can truly build consumer brands.
Some companies barely have this strength, but if they fail, they will cause the company to fall into a financial crisis and bring a major blow to the development of the company.
On the road of impacting consumer brands, many companies have suffered a heavy blow. The company has not developed, but has been devastated and has since disappeared from the market.
In terms of standards that can withstand shocks and can withstand a failure without having a fatal impact on the business, there are no more than ten companies in the furniture industry.
Therefore, some companies have an annual net profit of more than 100 million, and they have invested heavily in advertising, which naturally worries investors. Although from the report, the increase in operating income is rapid.
The creation of consumer brands is not done overnight. Nowadays, the market is fiercely competitive. Enterprises are vying for resources and scrambling for attention. If a brand cannot be promoted for a long time, it will soon be forgotten by consumers.
Some brands adopt a strategy of regularly repeating, making key delivery during key time periods, achieving less investment, giving people a deeper impression, and being a smarter way of doing more with less, can be used for reference.
Focus on forming a virtuous circle
To build a consumer brand, after you can step through the threshold of entry, the most important thing is to be able to form a virtuous circle: that is, with the release of advertising, both business income and net profit have increased substantially.
To achieve this, the first is that the quality of the product should be reliable and stand the long-term test of the market. If the product is flawed, the promotion may have a negative effect.
Some companies have been found to have a variety of violations after a large number of advertisements in well-known media, and the effect is negative. In order to extinguish the fire, it is necessary to invest a larger amount of money. This is a thing that is not worth the candle.
A large amount of advertising investment, the most important thing is to form a high-end image, and there should be appropriate sales volume support in the sales process. Large-scale advertising for consumers must be accompanied by sufficient capacity support. Some furniture companies have insufficient capacity, and after placing a large number of advertisements, they cannot meet the market demand, and there will be waste of advertising.
After the advertisement is put into play, a coordinated market action must be formed, which guarantees both the quantity of sales and the return of the price, and the output is far greater than the effect of input. The large amount of advertising expenditure can be maintained for a long time, forming a kind of A benign market cycle.
Enterprises that are good at advertising will undoubtedly gain a larger market share under the general trend of consumption upgrading, which has a crucial impact on the long-term development of enterprises. Enterprises that are not good at advertising will definitely be at a disadvantage in the market competition.
Conditional furniture companies should try to build consumer brands and improve their ability to control consumer brands. Now is the key stage for a furniture company to upgrade. The first-class enterprise must be a company that is good at dialogue with the public. It is good at shaping its own brand image. Only such a company will have the pricing power of the market and will have a long-term The development of stamina, in order to finally win in the endurance competition in the market competition.
To build a consumer brand test is the core competitiveness of the company. Compared with product research and development capabilities, brand promotion ability is more important for a furniture company, especially in this enterprise gap is not too big, there are still opportunities to win. period.