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Xiamen Heyue Century New Material Co., Ltd.
Add：No. 2886 Plant City Chi Ping Road Tongan Industrial Zone Xiamen
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Diaper cake tempting industry |
Public date:2014-9-30 Hits：2105 |
Last month, the newspaper reported that since the end of last year, including some foreign trade companies, including a number of "newcomers" have joined the diaper industry, want closure eat this "big cake." But the "forerunner" experience has shown that it is not easy to eat this cake. What are the hidden reefs diaper industry? Industry, how should the new army to avoid these reefs it?
Marketing
Select dealers is critical
It is reported that, A company in 2012 preparations, officially entered the domestic market in 2013, with a total investment 30 million yuan last year. Mr Yip said the lessons, in addition to the intense competition in the external environment, the greater the problem himself, highlights in marketing. The company has distribution channels in second and third tier cities in Guangdong, Fujian, Jiangsu, Zhejiang and other provinces of the spread, and soon spread channels, each province, the cost of monthly staff is spending a lot of money, in addition, advertising and investment campaign costs can not save, then need sustained investment, the company funding constraints, lack of stamina.
"By 2014, the company strategically adjusted to regional sales, taking consistently good ideas, survival and development after the first and last year was mainly stretched too far beyond the scope of the ability to control. In some aspects on funds boondoggle. "Yip said.
Administration Manager Wuli Heng Wu Qiping said diaper production technology, equipment is very small differences exist, the key lies in the use of materials and marketing, whether real choice tier suppliers, whether mastered quality dealers.
Regardless of the final product to a traditional or baby super stores, manufacturers of products to be rolled out in the market, dealers inseparable part, which is the key to life and death, infant Whisper stand out in 2011 that a competition, with his strong marketing team are inseparable, because the company's operating personnel are industry veteran, with more high-quality resources, and in the course of operations in a number of other people easily circumvent stepped on mines.
As a direct distributor of consumer-oriented retail outlets or carrier, product sales and product revenue and product quality, like themselves, have a decisive role. However, the dealer standing on the angle, they also have their own calculations. For example, certain areas are more representative of the dealer, if the agent has a good brand and product sales, but this time there is a new brand to enter the area, but also to find the dealer, then the dealer will readily agreed, but He will not push this new brand is very positive, because the former agent of the brand has been pushed too good, and this time he is pursuing high profits, and thus, a new brand to give a greater profit sharing, so the new brand to enter a new market need for greater pay.
Quanzhou health supplies industry associations sponsor has Kosa noted that the product sold is good, with the distribution of a great relationship, and thus for the quality of corporate marketing team is a great test, the team has the right to judge whether the idea for the dealer can No brand dealers find themselves behind this is very critical.
Brand
Can play the "emotional needs" card
It is reported that, in order to create a certain brand of environmental protection, life, inspirational, educational matter full of childlike innocence of education through 3D animation type "Baby Plan" Cool Bear odd animation, good Chiron, cool gram birds and other roles are a brand family of brand image, each image are integrated into a unique cultural personality, they are lovely life has a distinct personality, the audience, consumers can learn through their brand.
"Culture is an important support for enterprise spine, there is no proper guidance of cultural ideas, all in vain." PROCEEDINGS former executive vice president of a brand, said the focus in 2013 will be the development of a certain brand of steering corporate, brand culture, strengthen and improve, Investment is an important step for the animation company implemented the strategy of brand culture. Compared to celebrity endorsements, animation production costs more savings and better results. In addition, the construction of a sterile, clean room, the introduction of testing equipment, product quality as a breakthrough, with the public welfare activities to spread the love of culture, so that consumers know themselves.
Reporters visited learned that the current publicity diaper industry is more creative and rational, and establish communication with consumers as possible. Technology Co., a brand of women and children diapers in the package, adds more creative designs.
Insiders pointed out that, along with economic development, consumer demand increasingly differentiated, personalized, diversified, the proportion is increasing emotional needs, especially in the face of the consumer is infant and the mother of these two special groups, emotional needs becomes more important, so that the baby and mother experiences in the process of buying the product in the brands they love. Unique brand of personalized services, make the brand baby and mother feel good, so remember the brand, becoming the brand's loyal customers.
Throughout Chinese pregnant baby market, the lack of practicality brand, shopping geographic limitation, product structure is relatively simple, the existing price system is irrational market overall maternal status quo. How to tap the market potential and to maximize the industry to overcome the limitations is that many investors are facing baby products.
Business Model
Could be considered "asset light"
Insiders pointed out that new entrants in the industry compared with competitor companies, it might have an advantage, because it is often time to enter the good pulse, explore good road, and no shortage of billions of dollars of capital investment. In addition, foreign trade enterprises to walk, there is a complementary material advantage "legs" at home and abroad, for example, the use of certain materials production of domestic products have been out of fashion, but they still can be used to produce export products. In addition, most of the export business make money, desperate to enter the domestic market compared to investors, can be done "to the east west light does not shine", the pressure will be relatively smaller.
Reporters learned that a certain brand dealer's appreciation will just ended, thank thank dealers and none will be in addition to, there is a purpose is to allow them to visit the company, about the company's strength, because, while dealers in emphasis on affordable, also consider the strength or credibility of manufacturing enterprises.
In the industry view, new entrants investors may wish to do first market orders to other production enterprises, such as a good market response, and then put into the construction of the production base of the industry, there are a number of brands, is so taken manner.
"After all, brand new entrants in the production will be more mature, it is not easy to immediately, especially in the case under the funds are not strong," industry sources said that in the case of sufficient funds, although easy to open up the company However, the product must be sold in order to survive, sales once the problem, it will be difficult to maintain the production line, while continuing to invest, the greater the pressure. |
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