In the terminal market of the construction and ceramics industry, you can often hear similar words: brand promotion is useless and flashy. Our brand does not advertise in order to spend money wisely to strengthen product research and development, production and quality control. At the same time, it benefits consumers.
However, this is not the case.
On the one hand, although many ceramic construction companies (hereinafter collectively referred to as "manufacturers") do not promote their brands, they do not use the money saved to strengthen product research and development, production and quality control, nor do they benefit consumers. It just reduces your operating costs.
On the other hand, many ceramic tile dealers (hereinafter referred to as "dealers") are so eager and eager for brand promotion - in the terminal market research of China Ceramics Network ("Tao Xing China" National Ceramic Ceramics Market Survey ), when almost all the dealers interviewed talked about their demands for manufacturers, they all strongly hoped that manufacturers would strengthen their brand promotion.
Why do dealers want manufacturers to strengthen brand promotion but don’t do it themselves? Because brand promotion requires a lot of money.
So the question is, who should pay for brand promotion?
The brand belongs to the manufacturer and the dealer, but in the final analysis it belongs to the manufacturer.
The market is changing rapidly, and dealers may become someone else's dealer at any time, or be directly eliminated from the industry. At best, they only have the right to use the brand in a specific area; while manufacturers are always their own manufacturers and always hold the ownership of the brand. Since the brand belongs to your manufacturer, why should the dealer bear the cost of brand promotion?
I believe that a large number of dealers hold the above ideas. To some extent, this idea makes sense.
Based on this mentality, it is unlikely that dealers will bear the cost of brand promotion. This one.
In recent years, with the continuous rise of designers, e-commerce, decoration, fine decoration, live broadcast and other channels, dealers with traditional retail as the main sales channel are facing impacts from all directions, and their business is increasingly being affected by various Channels are blocked, or even directly squeezed and cannibalized by manufacturers.
The survival foundation that dealers were once proud of is collapsing at a speed visible to the naked eye. The survival and development of manufacturers can no longer be driven solely by dealer channels.
Under such a background, dealers who are in dire straits should not bear the main responsibility for brand promotion. This is the second one.
Whoever owns it is responsible for it, and the manufacturer should bear the main responsibility for brand promotion and bear the bulk of the cost of brand promotion.
But I have to say it again. Although the brand ultimately belongs to the manufacturer, dealers are not without responsibilities and obligations for brand promotion.
This can be illustrated by the analogy of renting a house.
Some landlords with a strong sense of service not only provide tenants with paid rooms, but also provide furniture, home appliances, etc. for free - many places do not provide televisions, refrigerators, washing machines and other home appliances or even beds when renting a house. , tables, sofas and other furniture, and assign dedicated personnel to be responsible for the sanitation of the entire building, so that tenants can live a better rental life. Such landlords will undoubtedly find it easier to attract tenants to their homes.
However, no matter how good the service-minded landlord is, it is impossible for the landlord to bear the water, electricity and other expenses and provide sanitation services in the room for the tenant.
Corresponding to the building ceramics industry, some strong manufacturers, on the basis of their own national brand promotion, will also participate in the regional brand promotion of dealers, that is, they will issue a certain amount of brand promotion subsidies to dealers, thereby allowing them to The dealer's sales work is easier.
In the same way, no matter how powerful a manufacturer is, it is impossible to fully participate in the regional brand promotion of dealers.
The manufacturer may provide cost support for advertisements on highways and urban roads in the city where the dealer is located; for advertisements in key locations of the home building materials store where the dealer's store is located, the manufacturer may also provide cost support... However, all advertisements by the dealer, How can manufacturers provide cost support?
Although dealers do not own the brand, they still have the right to use the brand in a certain area. And carrying out brand promotion will ultimately help dealers carry out sales.
Who benefits and who participates? Manufacturers should also play an active role in brand promotion and bear part of the cost of brand promotion.
In fact, in addition to bearing part of the costs of brand promotion, dealers should also take on the responsibility of brand after-sales service and building brand reputation, and transform the disappearing demographic dividend and traffic dividend into a popular dividend.At the same time, it is convenient to build a personal brand and IP.
Today, China has entered the era of inventory from the incremental era. The construction and ceramics industry has overcapacity and product and marketing homogeneity. Brand building has increasingly become the key for manufacturers and dealers to create differentiated market competitive advantages. As a brand The brand promotion part of the construction should not only not be weakened, but should be paid more attention to.
Both manufacturers and dealers should make fundamental changes: first, fully understand that the ultimate battlefield for market competition is not in channels, but in the minds of consumers; second, completely change their business ideas and work together to promote the C-side brand .
Only by breaking out of the barriers of industry brands, building consumer brands for the C-end, finding accurate positioning, and seizing consumers' minds can we fundamentally change the way we acquire customers, get rid of dependence on traditional channels and the drag of "price wars", and reshape manufacturers. A new life working together for a win-win situation.
(Author: Zhuifeng)
