Beware of the aging brand industry
China\\ s solar water heater industry, only a short history of three decades, we should say the sun is a very young industry. However, that is, in this sunrise industry, there are a number of solar water heater business has begun to show signs of aging brand, the lack of proper living in the spirit of sunrise gas industry and energy, showing a slack, lax, stagnant, and those action large, high-profile work, activities, and strong compared to the same industries and enterprises, these companies appear to be age.
Aging performance of the brand
Around the solar water heater industry in the aging brand, you will find nothing less than the following situations: management ideas and business strategies obsolete, the lack of innovation; ignore the brand communication, the role of promotion, very little to do promotion, no new ideas or ways to promote ; advertising fits, drill no functional demands of confinement; will not be effective use of existing resources to integrate marketing, can not form together; channel aging, poor communication companies; dealers wait for customers, rarely take the initiative to do the activity, doing promotion; products replacement is not timely, the appearance and function is not new; the image of the old store, promotional materials out of date.
These problems occurred in the longer established companies, in fact, a long history to the enterprise is not entirely good, it may become a stumbling block, because the business for many years and the idea of ??settling down to manage the various systems in the late change is difficult, if these new systems and the current conflict situation, they will inevitably delay the development of enterprises back.
Enterprises have the life-cycle
United States is very influential management expert Charles Keaidisi an Iraqi being touted in today\\ s theory: corporate life cycle theory. Aidi Si that the company is a living body, has from conception to birth, growth, aging and then death of the life cycle. We already know the product life cycle, in fact, enterprises have, but usually the life cycle longer.
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Ai Disi the corporate life cycle is divided into 11 stages: incubation period, infants, toddlers, adolescence, early prime, prime post, stable, aristocratic period, pre-bureaucratic, bureaucratic phase, death phase. According to this classification, we talked about the emergence of corporate brand aging stage of stable and generally range between pre-bureaucratic.
Stable is the company\\ s turning point, the performance curve in the diagram is to develop on the apex. Although the company is still thriving all look, but doing things more and more tend to be conservative, easy to meet the status quo, it seems that there are no major problems, but the decline is quietly germinating seeds. The period is the essence of the word aristocracy – mediocre. To this stage of the business has no entrepreneurship, no longer have real long-term goals and career pursuit. To the bureaucracy of the early problems began out of the water, and become more worse, internal and external conditions are not good, business recession seriously.
Aging has emerged brand companies do is, with reference to Ai Disi theory, to identify their current stage of business, analyze the extent and causes of the problem, and then actively and rapidly develop countermeasures to prevent the aging brand, the problem in time control and to be addressed.
Why aging brand
Brand is the root cause of aging rigid ideas, with little or no attention to market dynamics, there is no ability to grasp the market trends, out of touch with the times. This lack of long-term development of business ideas, and innovative ideas do not just try to maintain the current size or profit, without doing more and better ambition and motivation, the results of slack in brand building, promotion of communication, the terminal building, channel optimization to attract talent, etc., all kinds of problems await.
Early suppression system business vitality. Although in recent years, rapid development of solar water heater industry, also tend to regulate the operation, but because the industry is starting from the grass-roots industry workshop, when the business is often consciously or unconsciously adopt extensive management system is not perfect, if there are loopholes management methods and systems improvement in the later failure to make timely updates, they tied the development of enterprises so that enterprises lack vitality.
Follow the trend of imitation is serious. Electronics industry, cottage style popular in the solar water heater industry, so, too. Whether it is product development and design, product selling, or advertising creative, marketing, many companies see how others do it, they will follow to imitate. Go back with the others, even if only a half step behind, will eventually go backward. Wise to have faith and courage, the initiative attempts, innovation, management and marketing to form their own routines.
Keep up with rapidly changing consumer business trends. The idea is now very active, advocating new things, new experiences, which makes today\\ s rapidly changing consumer trends, consumer products today, like, may lose interest in a few days, mobile phones, MP3 and the like frequent upgrading of electronic products well to verify this. Overall, consumers are now like new, fashion, entertainment-oriented things, and innovative ideas is that they always the same psychological expectations. Even the large purchase of , consumers have a similar look, hope in the product design, feature set, in areas such as marketing a new breakthrough. Obviously, if the solar water heater company also ignore the current consumer trends, closed-door production, put on the market of consumer products is likely to be neglected.
The plight of aging out of the brand
The problem of aging industry brands which are present, Matsushita Electric, Tsinghua Tong Fang, Wahaha, Confucian banquet of wine, the aging trend of the brand Jianlibao have or have already gone. However, if the brand of aging in this sunrise industry of solar water heaters, spreading, there will be \"the industry is not old, enterprises will be bad\" bad situation, in turn, affect the results of business recession healthy and sustainable development of the industry. For the individual enterprise, the brand of aging great harm, will lead to decline in business efficiency, reduce profits, not long-term development, and eventually abandoned by the market, toward extinction.
So, how to resist aging brand it? The final analysis, the core needs to be the word: innovation. Solar water heaters should reflect the spirit of enterprise, timely diagnosis of the problem, in terms of ideology, both hardware and innovative ideas to abandon the old-fashioned brand of gas, to the younger, maximizing the life cycle.
1) innovation in terms of ideology
According to industry development status and market conditions to adjust the direction of the development of long-term strategy. Believe that innovation has sufficient vitality to business, strong competitive forces, not afraid of change, as long as is necessary should be \"frustrating\" for something to do renewal. To take steps in the idea innovation will lead to innovation-linked reaction, management ideas, production technology, branding, terminal building, channel optimization, a difference in all aspects of the formation of the overall progress of the situation.
2) development of new products
In market research, based on the latest consumer trends, develop new products to meet consumer demand and eliminate unwanted products. Introduction of advanced fashion design, designed in the appearance of the product, product packaging, feature set on getting younger, fashion-oriented. Product is the most direct voice for consumers, product popularity, companies will naturally be recognized.
3) update the brand image
Brand image of the reforms include the replacement of trademarks, updated promotional materials, decoration stores, improve the business environment. Although the trademark is not free to change, but out of date if it does not show there some ideas, it is necessary to replace. Publicity materials also need to change the layout or the appropriate forms, or too boring single, the lack of audience appeal. The store represents a company\\ s \"face\", the need for regular maintenance, well-set lighting, reasonable place prototypes and display products, to customers a fresh experience for them to create a more comfortable shopping environment, but also enhance the brand style. Create a favorable environment for production and office is also very important, you can enhance corporate leadership in the government, consumers, dealers and visitors to the image.
4) Regular communication to promote the new normal
Adhere to disseminate promotional activities carried out without interruption, such as soft paper through newspapers, Internet and other media – global brand network – time dynamics of foreign communication companies; launch a new marketing campaign rally in the market; increase the amount of advertising, and timely use of new advertising creative; not only engage in promotional activities during the festive season, but also make full use of the hot spots, and company-related events from beginning to engage in activities, so that the terminal fully mobilized; to carry out public action and to spread. Also can be used to invite media to attend the meeting, held a press conference and other forms of communication. Business in public, \"continued torment\" energy also emerged.
5) enhance communication between manufacturers
One of the reasons leading to brand the aging is poor communication between companies and distributors, is no insight, no execution under, even the communication is not smooth, brand vitality come from? So to fully communicate with the dealer, on the one hand to the distribution commercial time to communicate the company policies, developments, understand the market through distributors on the other hand, the formation of good communication channels to ensure two-way information flow, increase market sensitivity and speed of joint responses.
6) careful selection of voice
Another noteworthy issue is the spokesperson. Hire stars, celebrity as a spokesperson is a common image of the solar water heater industry promotional tactics, but improper operation is not only no good effect, there will be drawbacks. Popularity is not high, scandal-ridden or criticism by the voice, to a certain extent, affected the development of enterprises, so be careful when choose its representatives.
Before the problem completely exposed, recognizing the importance of innovation, and thus to take measures to effectively prevent aging brand, then the solar water heater business can be like McDonald\\ s, Microsoft, Nokia has a long history of these only, but also vibrant businesses, long-lasting standing in the vibrant solar water heater industry.