Brands must serve the mass consumer


At present, we must see the domestic economic situation and the status quo of the industry. At present, there are more low-income people in the country than high-income people, and low-income people also need to consume, and this is the largest potential city in China. It is called “China Light Capital”, not because there are many brand enterprises in Guzhen. High-end products are doing well, but relying on most of the small and medium-sized enterprises that produce low-end products to support the "lights" camp. However, many high-end products pay more attention to novel and unique designs, but often ignore product quality. Although high-end products have high profits, the market is not the biggest. The consumption of high-income people pays more attention to brands and styles. On the contrary, the quality requirements are not so high; on the contrary, the consumption of low-income people is to put quality at the forefront. For the majority of low-income people, their requirements for products are practical. If you spend 10 yuan to buy the products, you must reflect the value of 10 yuan. They are paying more and more attention to the quality of lighting products, and the price is no longer the only standard for them to choose lighting products. The brand is also an important reference indicator for their desire to purchase. Therefore, there is a great room for development to be a brand suitable for mass consumers. Even middle and low-end products require a strong brand to drive end consumption.

What does the brand mean? In the eyes of consumers, it means trustworthy. In the eyes of dealers, it means business opportunities, but in the eyes of some entrepreneurs, it means endless investment. Many business owners have used the metaphor of brand image: brand building is a bottomless pit. I believe that the process of brand building is the process of market development and channel construction, which is to take a step closer to the market than the competitors.

For the current domestic market, it is not impossible to make middle and low-end products a brand with market appeal. But to build such a brand, I want to do three things: first, to ensure the quality of products; second, to develop product prices suitable for mass consumers; third, to establish quality pre-sale, sale, after-sales service system. If you do these three things, I believe that the brands established by the middle and low-end products will have more initiative, and will also change the prejudice of the industry and consumers on the middle and low-end products.

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