Cosmetics brand OEM how to break through the existing control open up a new prospect market!
Branding is an enterprise strategic behavior, must find enough reason, or is there is an opportunity, in the industry or yourself in one area has a unique ability, can break through the existing brand control of the market situation.
1, lineage existing trade experience, to sell as marketing OEM.
today's market, already has ended The Times of the shortage of demand, into the era of the buyer, the simple product marketing was replaced by the brand marketing. Brand marketing is a striking feature of market segmentation and market positioning, select a specific customers as their marketing goals. Marketing refused to are 'newcomers', but must have a choice to give up. Marketing emphasis on price stability, oppose 'meager profit but high turnover. Even large orders, as long as play a role in the channels, the price must be consistent. While these for OEM business people are hard to accept. Because he has difficulty due to a big customer demand more affordable prices to the business. He think impassability, the economics of the one thousand 'meager profit but high turnover', this article through his years of practice have proved successful truth is there anything wrong place. Not be touching the wall in the market, he is not willing to correct their own ideas. '
2, fan of board in European and American civilization, psychological behavior on the stick to the original product forms.
most OEM enterprise in production management, quality control has solid foundation. Especially accept Europe and the United States foreign trade orders of enterprises has long been contact with the economic developed countries, more than the average Chinese boss to come into contact with the culture of developed countries, the us and European culture, advanced production management level have a more profound understanding and the respect. Most of them are developed countries in Europe and the us grown up under the strict production standards and quality control, that is affected by this standard, and wholeheartedly agree with these more advanced scientific management requirements. When viewed with a n experienced person mind on management level of the domestic production is still in low-level counterparts, unavoidably have a sense of superiority, psychological quality of their products more trust, don't want to go to the specific investigation of the particularity of the domestic market, according to the actual needs of domestic market characteristics, to reform the product. As European and us companies place orders to them for their very critical quality control, production process management, strict inspection, they also require market subject to their own product standards, because she represents the progress and civilization.
so many OEM business to the domestic market, is often just the product's trademark make some adjustment, or the original mold, the original quality, direct product sales to the domestic market. The result or the specifications, style is not in conformity with the domestic market and not accepted by the market.
3, high honor and achievement cause unable to define its role correctly, and the lost of decision-making.
OEM transformation most enterprises have finished the first bucket of gold, has a solid capital accumulation. The government and the media does not know how to distinguish between such by receive orders to accumulate wealth of enterprise and own brand in the domestic market to earn money what's the difference between enterprise, they are referred to as the marketing experts.
in fact, according to the professional perspective, the OEM enterprise is at best brand of a factory or workshop in the developed countries, the ability to learn by just the products of the production management ability, its sales are simply sell, and make your own brand, marketing are two different things. If ready to enter the domestic market run its own brand, the enterprise boss, in essence, when one student is needed. To learn new knowledge in addition to the innate in the brain OEM mode.
4, after the first product sales, can't import the big sale.
marketing is a system engineering, it is the product of the integration of internal and external resources, it need to pay attention to, such as product, price, channel, public relations, sales, marketing, logistics and so on various factors, the relationship between the equilibrium marketing is the integration of a variety of factors in the system. Only product strategy including product's core interests, form, value, quality, packaging strategy, portfolio strategy and brand strategy, but the content is based on the market positioning on the basis of. There is no clear market positioning, product positioning is not established, other content won't be able to launch product strategy. And market positioning is the precondition of market segmentation, market segmentation is the premise of a large number of internal external environment research, which includes demand characteristics, scope of demand, competition, industry structure, product life cycle cost and enterprise skills, funding sources, a variety of factors including macro environment study, is a system of systems, these factors affect marketing success from different angles.
OEM manufacturer habit is to skip the first two stages directly from the beginning of the product strategy, focus on how to promotion.
cosmetics OEM and mutually contradictory, under its own brand name companies to do their own brand is not easy but not impossible, to the point, before to create their own brand, must want to understand the industry of brand operation, mining space for its own brand growth, brand strategy planning to win, not only by the whim of a blind horse, and it is best to pay attention to the primary and secondary, more legs to walk.