Experts say: how to build own brand?

The host of this issue: Xiaoqing

Company representative: Bin Yong Zhang, President of Foshan Bin's Electronics Co., Ltd.

Company representative: Yangliu Nantong Sanxin Electronic Technology Co., Ltd. Foreign Trade Sales Minister

Enterprise Representative: Lu Yong, General Manager of Wuxi Zhensheng Knitwear Co., Ltd.

Questioner: Huang Guogen, General Manager of Dongguan Jianyangda Electronics Co., Ltd.

Questioner: Li Chaoqing, General Manager of Foshan Xinjianwei Hardware Products Co., Ltd.

Question 1: How to build our own brand?

Huang Guogen: Now some OEM companies have started to make their own brands. Everyone knows that the benefits of making their own brands are higher than the profits of OEMs, but the investment is relatively large. How to start preparing for your own brand?

Bin Yongzhang: With the continuous increase of labor costs, the cost of OEM is getting higher and higher, and the profit is constantly diluted. It is the general trend to be an independent brand. Our company produces earphones and was established in 2000. From the very beginning of our establishment, we have the awareness of being our own brand and established the BYZ brand, which has a history of more than ten years.

Building a brand is an accumulation process and a long-term process. We also build our own brand from scratch. In the case of insufficient funds, the expectations for the brand can be lowered and the investment in brand building can be continued. Our approach is to invest in brand building every year. If we earn 500,000 yuan this year, we will invest 400,000 yuan into brand building and accumulate it little by little. The company now has five self-registered brands "BYZ", "TZY", "Tongzhiyin", "BINSHI" and "Binshi", each of which meets the needs of different consumers. A brand like "Bing's" has invested five or six million yuan in product development and design before its official launch.

Creating an independent brand is a systematic project, which requires certain processing and manufacturing capabilities, a supporting supply chain, and the establishment of its own sales channels. Although some marketing and publicity methods can greatly promote brand promotion in the short term, in the long run, brand building needs the support of research and development, production and sales.

We have a certain foundation in production and manufacturing. From research and development to injection molding, mold opening, molding, to finished product manufacturing, semi-finished product processing, and testing, we have achieved one-stop control and can better control products. quality. For the developed samples, we will first check whether they are reliable or not, and then take them out to make earphones, or trial production in small batches, verify them first, and then test them in large batches. After the public test, we will improve it when consumers give feedback. Finally, this product can be mass-produced.

After laying the foundation for manufacturing, since 2008, the company has continued to increase investment in advertising, including going out to participate in exhibitions, but also using its own brand to participate in exhibitions, which is equivalent to advertising and promoting its own brand to worldwide.

Products exported overseas must be able to accept the test of various foreign standards. We have made minor modifications to the product to suit the cultural needs of certain countries overseas. For example, consumers in Muslim countries have their own living habits, and we will take these living habits into account and produce products that adapt to their culture. If you can respect the characteristics of different cultures around the world, your own brand will be easily accepted by local people.

Our business was basically OEM, and then it gradually decreased to 60% or 70%. Now, the proportion of OEM is decreasing year by year, and the sales of our own brands have been increasing. rise. Our goal is to be a century-old enterprise. When competitors withdraw from the market, we still exist, so we treat our own brand as a long-term job and do not pursue quick success.

Question 2: Where does the unique selling point of the product come from?

Li Chaoqing: When selling to overseas customers, it is necessary to introduce some unique advantages of the company and the unique selling points of products to them. If you don't want to get involved in a price war and don't mention the price, where can the company's core competitiveness and the unique selling point of its products be found?

Yangliu: The unique selling point is what sets it apart, not necessarily because of its low price and not necessarily because of its large scale. And we try not to highlight the price, not to say that the price/performance ratio of the products we provide is the best. Than

For example, Gree, we say that the air conditioner is made by Gree. It emphasizes that its unique selling point is product quality, but from the price point of view, the price of Gree's air conditioner is not low. Unique selling point does not mean that your price should be low, your price-performance ratio should be high, and your scale must be large. It is not the case, it is to find the place where you are different from others. This is the key.

Lu Yong: Our company was established in 2000 and is a company integrating industry and trade. In the current situation of this industry is not very good, we can still develop. The main reason is that the company is not very large, it can respond quickly, and it has a strong ability to communicate with buyers.

I used to think that the three aspects of product quality, price and delivery time are very important. But when we slowly turned to the European market and contacted European customers, we found that they not only pay attention to the price and quality of the product, but also pay attention to the extension of the product, such as social responsibility, which is also a very important evaluation and evaluation condition. We recently won an order because we attach great importance to social responsibility. After we communicated with customers, we learned about their requirements and worked in this area for almost two years before we got this order. Unique competitiveness can be multi-faceted, and the most important thing is to see the needs of buyers.