A new brand has expired, how to get it into the market?

How to get a new brand into the market when it has expired? First, locking in the small market and seeking great development is a realistic strategy for new brands to locate in market segments. Although the niche market is small, it has a high market share, which is 100 times stronger than not being based on the mass market. Many new products are not accurately positioned according to their own strength and market conditions before entering the market, which makes it more difficult to enter the market. These markets are big, but the competitors are stronger and the competition is more intense. If small and medium-sized enterprises do not have enough energy to enter the market, they must do the following two things: 1, and reach the market segments with few competitors. 2. Be a challenger or follower of market segments. Second, focus on categories and reasonable pricing. It is often seen that some small and medium-sized brand products are very rich, but none of them have been recognized by the market. No matter how much investment and choices are given to consumers, it does not mean that we can establish a brand and occupy the market; It has been used too much to hit mature brands at low prices to achieve the purpose of entering the market. Can SMEs only make a fuss about low prices? The narrowing of profit space means the narrowing of enterprise's price manipulation space, and we can't win with low prices when setting product market prices. Therefore, the new brand of the enterprise should not have too many categories, highlighting one or two categories; The price follows the leader of market segments, maintaining the price system and maintaining reasonable profits. Third, lower the channel threshold. Under normal circumstances, new products will be marketed through various channels such as collecting agency fees, setting the first batch of purchases, and paying down payment. One is to choose powerful dealers, and the other is to quickly absorb funds and then put them into market operation. Although this model has obvious advantages, it is not suitable for all products, especially small brands with less advertising investment. Without advertising investment plan and terminal promotion support, there is naturally no bargaining chip that requires dealers to come up with more funds. However, many small and medium-sized enterprises ignore this point and still stubbornly hope to find the ideal dealer. Resulting in slow development of channels. Therefore, in terms of channels, the profit rate of small brand products may not necessarily arouse the interest of dealers. Mature brands have stable shipments, and dealers can make profits according to the volume, while new brands must use sufficient profit space and good market prospects in exchange for dealers to bear the market risks of new products. Conclusion: 1, the first batch of purchase quantity standard is not easy to be too high, and a small number of trial sales are encouraged to drive the market more. 2. Profit is one of the most important advantages of the new brand, and the channel price should give the dealer enough profit space. 3. For new brands, don't consider the standardization of channels first. For the purpose of entering the market to the maximum extent, expand through multiple channels, and then gradually standardize. Fourth, low-input terminal promotion Many enterprises are most afraid of mentioning promotion. This is a bottomless pit, and no strong strength is a taboo. However, if you don't mention it yourself, the dealer will. Consumers must also know about your products through publicity. Here are some suggestions for you. First, insist on doing "small advertisements" and put publicity materials directly in front of consumers. The second is not to invite full-time promotion, and learn to borrow other people's employees to become their own promoters. V. Looking for strategic cooperation and enhancing competitive strength Small and medium-sized enterprises should concentrate on what they are good at, and have a long-term vision. They can no longer adapt to the cruel competitive reality by relying on their own "efforts". Knowing how to cooperate with other enterprises is an effective means to promote the development and growth of enterprises. Therefore, new brands should cooperate with large enterprises, and don't be afraid that profits will be shared by others. Whether it is management, technology or joint influence, there will be quite good returns. Focus on brand marketing, R&D and production can be done by more professional enterprises.

How to get new brands of condiments into the market? Brand: spread and amplify sound. In the condiment market, which has always been conservative and low-key, whoever makes a sound first and has a loud voice will firmly occupy the favorable position of consumers' psychological ladder. In soy sauce, vinegar and other products with serious homogeneity, there is no choice but to be a brand. A humble bottle of soy sauce in the corner of your kitchen can sell more than one billion a month. In the eyes of traditional people, this is impossible, but Haitian soy sauce has done it. Haitian Soy Sauce, as a brand, has taken a big communication route and quickly established its own high-grade soy sauce image. Heinz of the United States wholly acquired Guangzhou Delicious Source Company; In addition to Amoy, Danone of France also added the old name seagull. Nestle bought 60% shares of Sichuan Haoji, the world's largest chicken essence production base, after acquiring Shanghai Taitai Le. Unilever's sigh and Le Jia's great efforts in the Shanghai-centered region; Lee Kum Kee and Kikkoman also gambled on the condiment market in China with huge investments. Behind these foreign capitals, the main reason is that the brand concentration of China condiment market is not enough, and there is an opportunity. Local enterprises and brands should strengthen this awareness, act early and take the initiative early. Category: Numerous marketing facts have proved that no matter how hard you spend, it is not as fast as finding a category market. When a new category market develops, it means the birth of a leading brand. This is true from Tianjin Limin brand garlic spicy sauce, which sold well in the north in the early years, to the first small bowl of "Kawasaki" hot pot material, and then to Laoganma spicy sauce in Guizhou. These products, without any advertisements, sell like their own legs. This is the power of categories. There are a lot of blank spots in this category of condiments, and there is a market for foreign salads. Why don't people worry about what they were born to eat? In today's society, the population is widely mobile, and all tastes can find its market in every economic center city, showing the characteristics of "the more local, the more ethnic". Therefore, there are many opportunities, depending on whether you can see and seize them. Specialization: the improvement of consumers' brand awareness also makes the division of labor in the industry more and more specialized. For example, when it comes to black soy sauce, people naturally think of Haitian, umami soy sauce, fresh oyster sauce, Lee Kum Kee and compound seasoning, and when it comes to pickles, they naturally think of Liubiju. So, when it comes to your business, what do you think of? Taking the professional brand route, conquering consumers with professionalism, improving loyalty and opening up market breakthroughs are the best ways for enterprises to grow rapidly. In the crisis of shrinking market share, Shanghai Sigh Soy Sauce resolutely reformed the original production line, reducing the original ten varieties to three, and making every effort to improve product quality and cooperate with market promotion. Soon, "Sighing Soy Sauce" gained a firm foothold in the market and its sales increased steadily. Star: Seasoning enterprises can only open the gap and establish their position in the market if they dig out star products from your many products, mobilize all the resources of the enterprises to promote them and build sharp knives. The typical representative of this aspect is "Straw Mushroom Soy Sauce" of Foshan Haitian Soy Sauce, which is specially designed by Haitian Ye Wei for Sichuan cuisine, Guangdong cuisine, Shandong cuisine and other major cuisines. In the advertisement, it strives for distinctive quality-the dishes made are bright in color. Haitian's "grass grows like grass" is also highly recommended by catering chefs in major hotels. Driven by star products, Haitian expanded its business and its brand was in full swing. High-grade: With the development of consumer groups from "full" to "good" and tastes from "fragrant" to "delicious", high-grade spices such as cloves and sauces have entered ordinary families, and high-grade spices are the result of the improvement of residents' lives. The market capacity of medium and high-grade condiments has been further expanded. On the other hand, as the market moves from local to the whole country, it also needs the high profit space of middle and high-grade products to support it. Take soy sauce vinegar as an example. Freight alone is a big expense. If it is just a popular product, there is no way to compete with local brands in other provinces. It has become a trend for condiment enterprises to develop into medium and high-grade products. In recent years, the product prices of major manufacturers in Haitian, Vista, Delicious Fresh and other industries have also been adjusted many times, and the development route of high-grade products has taken shape. Convenience: In the fast-paced life, time cost has become an important factor affecting consumers' buying behavior. In order to adapt to the fast pace of people's life, various convenient and quick condiments are becoming more and more popular. Onion juice, garlic juice, spicy oil, tomato sauce and other products meet the needs of people to eat cold dishes or mixed vegetables. Instant mutton seasoning series conforms to the wishes of people who love instant mutton in winter, and various convenient seasonings provide people with ideal seasoning products in four seasons. Convenient condiments have become the wardrobe trend pursued by most young people in modern society, and there are still many potentials to be tapped in this respect. Functionalization: delicious and healthy. People began to pay attention to nutrition and health care function in the choice of edible condiments. Using hybrid thinking, functional condiments can be created, such as Chen Zi vinegar, multi-dimensional soy sauce containing multiple vitamins, vegetable sauce with high nutritional content, mushroom chicken juice and so on, which are favored by consumers. With the enhancement of health awareness, the nutrition and delicacy of condiments have been linked with health care. Small condiments reflect the taste of the market, and people's lives are no small matter. There are big articles in small condiments, and with the emergence of a number of strong brands, this market will become lively. Introducing various flavors and expanding the market will be the next important task for every enterprise.

How does the new brand of lubricating oil play the role of market refining brand soul-core value?

The main reason why consumers are willing to spend more money on a brand is determined by the association of the brand in consumers' minds. Consumers can associate all the information of a brand, deeply touch the inner world of consumers, and produce positive, beautiful and pleasant psychological experience. Consumers will recognize, like and even fall in love with this brand, and naturally they will be willing to buy, buy more and spend more money on this brand. At the same time, we call the most powerful information that touches consumers' inner world brand core value. Therefore, brand core value is the main part of brand assets, which allows consumers to clearly identify and remember brand interests and personality, and is the main force driving consumers to identify, like or even fall in love with a brand.

Brand has a core value that excites consumers, which is the main motivation and reason why consumers are willing to pay a premium, such as BMW's "driving pleasure, unique lifestyle", Samsung's "e-era leader, fashion" and Longines' "elegant personality".

Core value is the ultimate pursuit of brand and the source of brand marketing communication activities, that is, all value activities of enterprises should be carried out around brand core value, which is the embodiment and deduction of brand core value, enriching and strengthening brand core value. The central task of brand management is to clearly plan and outline the core value of the brand, and we must unswervingly adhere to this core value in the process of brand building in the next ten, twenty or even hundreds of years. Only in the long years, can we do this with extraordinary determination, and will not be disturbed by any troubles, so that every marketing activity and advertising fee of the brand will be added to the brand, so as to convey the core value to consumers or remind consumers to link it with the core value. Over time, the core value will be deeply imprinted in the minds of consumers and become the most infectious connotation of the brand to consumers. Core value is the main driving force to enhance brand perceived value and premium ability in consumers' minds.

Adhere to strategic positioning

Brand strategic positioning refers to the association of brand intention in consumers' minds, and core value is the main content of brand strategic positioning. All the information conveyed by the brand to consumers should not conflict with the strategic positioning of the brand. Enterprises with mature brand management attach great importance to this point. For example, the strategic positioning of IBM notebook computers is "business first choice and strict authority", so IBM's sponsorship of concerts is strictly limited to elegant music, and it will never engage in pop music or rock music. Although sponsoring pop music and rock music can be more widely spread, the brand awareness can be greatly improved. If IBM is bolder and chooses Chris Lee as the spokesperson, its popularity and sales will be greatly improved in a short time, but the side effects will be very great, because truly tasteful business people may reject IBM from now on. Therefore, IBM will never choose Chris Lee as its spokesperson.

However, in the actual brand building process of most China enterprises, marketing communication deviates from brand strategic positioning from time to time. For example, many appeal points that look pleasing to the eye can play an immediate role in promoting sales, but they cannot promote the effective transmission of brand strategic positioning and enhance the overall value of the brand. The market performance of home appliance brands in China can be described as "smart". They are "innovating" every day and new concepts are flying all over the sky. The air conditioner is nano, negative ion and antibacterial, and the color TV is online, variable frequency and green. Concepts are often heated up. China's home appliance brands seem to be very innovative, constantly creating concepts and hot spots, but in fact, they have picked up sesame seeds and lost watermelons. There is no organic connection between different concepts, nor does it reflect the strategic positioning of the brand. Therefore, the propaganda of every different concept and hot spot does not convey the essence and pursuit of the brand consistently, and cannot contribute to the strategic positioning of the brand. Such conceptual marketing and selling points, which look lively at one time, can also create better sales performance and even sales miracles in an instant. But after several years, I found that the overall value of the brand did not rise.

The overall situation and ultimate goal of building a strong brand-engraving the brand strategic positioning in the depths of consumers' minds and transforming it into clear and personalized associations. Only by keeping this fundamental overall situation and ultimate goal in mind, transcending the conventional marketing communication, and using the brand identification system to command all marketing communication activities to the letter, can we build a strong brand. Therefore, we must resolutely give up the plan that is very good from the perspective of pure tactical marketing, but it is inconsistent with brand awareness. For the ultimate goal, it is the core rule of any strategic success to give up what does not help to achieve the ultimate goal.

Has estelle entered the China market? The strong alliance between Aurora Group and ESTEL, an Italian high-end office furniture brand, marks the official entry of ESTEL brand into Chinese mainland market. Both parties will make joint efforts to bring world-class design and distinctive Italian model to China customers. Thanks for your support. I hope my answer is useful. Please ask questions, thank you again!

How to market a new brand? Ladies and gentlemen, thank you for your's vigorous publicity.

How can a new brand face bankruptcy? Your question is so evil that it is difficult for ordinary people to tell you! It's hard for ordinary people to understand! You have to pay back when you get out, benefactor. Please be safe!

How to market new brand liquor? High-end and low-end wines depend on the brand. As a brand, high-end wine is about face; As a brand, low-grade wine is about popularity and popularization. If it is a mid-range wine, you must take the hotel channel. And the cost is high, I suggest you be cautious. I have worked in Beijing Shengchu Marketing Consulting Company for 3 years, and I am too familiar with the brand operation of liquor.

If the new liquor brand can operate the market as effectively as melatonin advertising, no one will worry.

How is the juice market now? What is the development prospect of a new brand? I hope netizens will analyze it in detail. Now the fruit juice market in China is still in its infancy, and the market prospect is still very broad. Now we can only see Huiyuan juice and Qianzhihui juice in circulation, but they are common in catering channels and rarely seen by other brands. So there is still a lot of room for development in the market.