The key to brand success lies at the source

In the forum of CEConlines "From Made in China to Brand in China", the keynote speakers and specially invited representatives of outstanding companies further discussed issues such as successful brands made in China. All the guests also actively Questions to the special guests, after more than an hour of lively discussion, the audience and the guests who participated in the discussion exchanged their views with each other and gained a lot.

Guests participating in the on-site interactive discussion:

Mr. Wei Gang, General Manager of Overseas Marketing Department of Xiamen Mengfali Technology Group Co., Ltd.;

Mr. Lin Yunsheng, Deputy General Manager of Yao Ming Ribbon Jewelry Co., Ltd.;

Buyers Representative, Decathlon Product Development Director, Ms. Feng Huanhuan;

Supplier Representative, Mr. Liu Xiaofan, Director of Brand Management Center of Red Group;

Mr. Li Guangdou, Brand Strategy Expert;

Global Sources Corporate Affairs President Jane "CEConline" Publishing Mr. Pike is Mr.

Pei Kewei: All in all, it is necessary to pay great attention to the needs of consumers and the lives of consumers, so back to the iPhone, such a simple machine has changed the entire music experience, so I think this is a comparison Success factors. Next, I want to ask suppliers and buyers, what do you think? From your supplier's standpoint, what is the most impediment to their brand development? Don't know what you have to share? That's the main challenge and question, where are you in developing your own brand?

Lin Yunsheng: Thank you Mr. Pei. We gave a lot of examples today, because I was walking outside. I asked my friends from abroad. My friend in New Zealand likes coffee very much. He said that the worst coffee is Starbucks. Coffee, I asked him what's the best coffee? He said I don't know, I said that the best drink in the legend is cat shit coffee, so why do so many people especially like the worst coffee shop to drink coffee? It is because what we want is an experience, an atmosphere to really experience.

We agree with this very much. In fact, before we set up factories and entered this field, we must not look at how low our suppliers are. The strategy we insisted at that time was our reasonable positioning, reasonable profits, What we pursue is the price/performance ratio of the product, so we endured it, and slowly we found that many other companies, at the beginning, said that Yao Ming webbing was sold at such a high price that you would die. As a result, after half a year, we not only did not die, but also did More, because in addition to the reasonable pricing of products, we also help them think more from the perspective of buyers. Our news is faster, the products are more complete, and the quality is better, so that our products are competitive.

The price is the same, we have the service and the quality. Just now, Mr. Li said that different mobile phone products are more about the product design itself. We not only understand the needs of customers, but we also know this demand. Such drawings can be realized in production, so we bridge the two aspects from production to use. This is the core value.

In fact, in the field of webbing, the biggest challenge for us is ourselves. Looking at the world, there are many predecessors, good methods to refer to. But webbing has few success stories. We have a very open mind, we have organized a global webbing alliance with the second and third largest companies in the world, we invite them to visit our company, all are open, everything can be seen, and all sales teams introduce them to us How and why? We are not afraid, because this piece is inherent in our company, and we are used to doing it, while other companies can only simply copy one or two of them, and they can't do it.

So we are not afraid of being moved or copied, so we often encourage our team, I say that our competitors are not others. If the buyer's executives talk to me for half an hour and are still talking about prices, in a sense, I don't think we need to spend too much time researching them. What is it that we can stand taller than them and do better than them?

I hope that our entire sales team can really sell our products, really understand our customers, calculate all product lines clearly, and calculate the entire input-output ratio. Of course, we have also been very successful and have been fortunate enough to break into some of the top brands in the world.

In 2009, the world's largest competitor sued for dumping, but in 2010 we succeeded in anti-dumping, which can be said to be China's most successful example of dumping and anti-dumping with foreigners in the past 10 years. Now that we enter the US market, our efforts are even greater.

In other words, at least in the Walmart market, the 40-60 million annual share is here. So I think that if you cultivate the internal strength of the enterprise, then add some thinking, and add some advice from Mr. Li, you will succeed more quickly. A sentence I often share with the team is that the key lies in the source. If we do a good job in the source, we can do great things.

Pekewei: A very important point is transparency. I have also read a lot of brand analysts, that is, brands cannot pretend. What about Miss Feng?

Feng Huanhuan: Actually, I agree with Mr. Lin very much, because what you said is very suitable for us to buy home and then define a very good supplier for this supplier.

Speaking of obstacles, the biggest obstacle I would like to borrow a word from Mr. Li is innovation. For our current enterprise, the biggest obstacle may be innovation. This innovation may not only be a product innovation, but also an innovation in the way of thinking. In the process of developing suppliers, many suppliers told me that they hope to only make these products, and you can just give me the list. But I think, if I have a new product in the future, how can I make it for you? If a company can tell me its future plans, where its changes are, and where its future market is, I can even give it a ten-year or eight-year business plan, so I think the biggest obstacle is innovation.

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