Philip Ketele of international sale Great Master points out the country: \”Face the market of intense competition, a company must seek the specific means that can make its product diversity is changed hard, in order to gain competitive advantage. In order to gain competitive advantage..
Industry has a popular view: Top-ranking enterprise does culture; Minor enterprise makes a brand; Small-time enterprise makes a product. Let a product make a brand, gift for the brand culture, it is the successful line of all and well-known company. In the product increasingly coessential change today, enterprise more and more make difference in the respect such as the price, quality, channel, sales promotion hard. Alone is literate can gift the connotation with unique brand and individual character, enhanced consumer to be spent to the good impression of the brand with the United States praise degree, in order to form oneself competition advantage.
In whole spin industry, be engaged in the company countless of textile production, sale, but the success is won in wanting to be able to compete in intense market truly, must want to walk out of the advantage way that diversity of a product changes, the market that just can get utmost in finite market size is had rate.
Company of billow Sha group is a company that basically pursues textile production, sale, depend on the modernest government dominant position, the lowest that realized manufacturing cost is changed, created textile group benefit best situation, a list of names posted up of actual strength of industry of male all the time house head, be the champion.
Brand culture strategy — the first gun that makes good competition fight
Enter the new level that the brand competes as spin industry, each enterprise also passed the brand construction of oneself to gain regular income inside period of time, but as increasing brand found, spin industry was entered coessential spend brand competition \” bottleneck period \” . Pure brand construction cannot have made a magic weapon that acquires market dominant position, the connotation culture that explores brand oneself became an enterprise to be in in pursueing brand strategy cannot evasive problem.
Culture is the blood of the brand, the highest state that the brand develops passes brand culture to consumer namely, the purpose is to make consumer is when consumer goods and service, can produce the attributive move on a kind of psychology and affection, form brand loyalty to spend. The competition that says prospective company with its is brand competition, be inferior to saying is culture competition.
Billow Sha ever also encountered bottleneck period in the development process of the enterprise, to extend the development space of oneself, the enterprise rolled out brand strategy program, improve the culture grade of the product, establish the brand culture of oneself, raised the additional cost of the product, promoted the image of the brand, walked out of the road of a poor dissimilation, completed the transformation of sale mode successfully. Position was won in intense market competition, become the person above average in the industry. Before 2008 8 months, \”Billow Sha \” implementation foreign trade exports the specified number 3000 much dollars, grow 40 % above compared to the same period. 1 2