Local brand survival tips

The national strong brand is well known, has strong coverage, strong capital and strong market aggression capabilities. In the face of such a nationwide strong brand, how should local brands survive?

No matter big brands or small brands, big battlefields or small battlefields, if they are unique, they will definitely become winners.

Nostalgic milk is a local brand in Ganzhou, but it faces nationwide competition because its opponents are not only Luzhou local products and brands, but also powerful Wahaha and Robust. How to do?

After conducting an in-depth study of the Chuzhou region, Ye Maozhong’s and Suiyu milk found that Cangzhou, Hebei Province, is one of the most severe high-fluorine areas in China. The water contained excessive amounts of fluorine, which seriously endangered the people’s health in the region. Everyone knows this. Therefore, we propose that the villagers should launch a “nostalgic fluoride-reduced milk” for high-fluorine hazards. Its unique position will make the nostalgia successful.

It is also crucial that the differential market that Squire Milk finds is small enough that small players such as Wahaha and Robust have no interest in contending with you. Homesickness can make a difference in this land. king. Squire milk successfully made a big fish in a small pond.

Now the homesickness is not only a fire in Zhangzhou, but also a well-known brand in Hebei.

The war that each brand wants to fight is not the same. Big fish in the pond is naturally awe-inspiring, but after all, it is just a matter of honor for a few brands. If you can't make big fish in a big pond, then you might as well make a big fish in a small pond.

Some local brands have a long history and often have unique emotional connections with local consumers. Just like the hero milk powder in Jiangxi Province, nurturing generations of grandfather generations and father generations, this emotion has great market value. So many years ago, Ye Maozhong made an advertisement for the hero milk powder. Around this episode, he stunned the Jiangxi people and played a very good market effect.

The foundation of the local brand's survival is related to a place's habits and traditions to a large extent, but in the final analysis, a strong sense of identity in one's hometown is the most crucial link for maintaining local brands and consumers.

As for the local specialties, they have almost become local business cards, just like the famous dishes in the southwest. Although they are not accustomed to eating, guests can come and there is a point on the plate. The most powerful native products, although local brands, have also succeeded in breaking through and become national brands.

This method is less costly and close to local consumers and more convincing than a big star.

For example, the writer Er Yue River in Nanyang, Henan Province, told Nanyang people that he wrote “The Emperor Kangxi Emperor” because he had been eating a certain brand of fermented bean curd for so many years, and he was particularly appetizing, so his inspiration continued and his work was repeated. Do you say that Nanyang's people can not thank the brand of bean curd it? For the February River, the brand's fermented bean curd must not be allowed to disappear in the market!

In Dali, Lijiang, Yunnan, high-end beer is imported brands, strong taste, not suitable for Yunnan. Some companies have found the opportunity to introduce high-end beer with the same price as imported beer. It is a popular wine because it has a light taste and is very popular. It is very popular in the evening market and high-end restaurants. It is a matter of fact that it is a matter of supplementing and replenishment. The current "snow and snow" is almost equal to Budweiser.

The success of a nationwide brand expansion often leads to consumer trends in the entire market. Smart local brands don’t need to innovate. They don’t need to find new ways. They just need to follow suit in a timely manner. The first speed will catch the car and it will still be able to fire.

Piracy is an extreme example.

In the past, there was a small pickle company that had been trying to invent innovations at home, but the product market that was researched was not to buy it. We suggest that it adopts a follow-up strategy and does not need to create inventions. It only needs to imitate and follow. What varieties are popular in the society, what kind of varieties you follow, olive fire, and simmering immediately stand up to olive dishes. Others are not afraid of being hot. Now that it has grown into a very decent enterprise, it is ready to advertise on CCTV.

The key to a ride is to imitate things, speed is fast, and prices are low.

Local brands have a small sales radius. Most of the markets are at their doorsteps. They keep their guards and they have to keep their guards. Otherwise, there is no way to live. Therefore, if local brands face competition, they will desperately serve if they have no other means of differentiation. Most of the national brands can't meticulously brand their products to every place. Local brands can make use of database marketing tools to upgrade their services, and then powerful brands can hardly take consumers away from you.

As the saying goes: Strong dragons are hard-earned snakes. Although Tsingtao Brewery is the No. 1 brand of Chinese beer, it is also being driven into the rural market by fooling around in Guangxi. As a land snake, it is not as big as a strong dragon. It is better than a geographical person. As long as you are good at judging the situation, you will not be afraid of the strong dragon to swing the tail.

Of course, there are differences in the better, such as milk, local brands can be fresh as a selling point, because the fresh milk transport radius of only 300 kilometers, local brands as long as intensive cultivation, there will be their own survival and development space. For example, there is milk in Ningbo that “the freshness of the door”, Nanjing milk “fresh zero distance” is the way for local brands to survive.

If the big brand is big fish, the local brand is small shrimp. Many "shrimp shrimp" rely on unique service methods and differentiated market positioning.

In short, if you cannot make a big fish in the existing market environment, you should also make a strong and happy shrimp.