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        Author: Release date:2015-12-16
        Years, along with social progress and development, health products industry increasingly fierce competition, want to have a place to live in in the industry, we must continuously improve brand visibility and reputation. Brand building, as the intangible assets of the enterprise, from time to time in the influence or promote the development of enterprises.
        Macro data show that the Chinese economy has entered a new norm, optimize the economic structure, in 2014 the scale of domestic disposable hygiene products market reached 68 billion 320 million yuan, brands but the brand concentration degree of uneven in quality, high. The first camp is relatively stable, Kimberly, Hitachi and other international brands still dominate, most manufacturers only in the low-end market melee.
        Small and medium-sized brands are limited to the capital, technology and talent and other resources, the hardware is difficult to compete with the big brands, so it is particularly important to enhance the brand competitiveness on the software. This brand image is the first.
        Health products industry is more and more attention to the design of product packaging, but the lack of brand awareness and brand building. In the end, health supplies brand image should be how to build it? Small series with this problem, came to the health products industry brand consultant - in the water side of the brand planning Co., Ltd., the process of creating the brand.
        Build "a soul" brand
        In the water side of the founder Lin Rukai said, the brand is not high, the market will speak. Focus on health products industry, a total of more than 6000 successful cases of them, still not regularly conduct market survey, research on the marketing ideas of major brands. The study found that most of the current market products are lack of "soul" of the brand, that is, only stay in the product design level.
        Brand image needs the support of the brand connotation and brand behavior. From the brand CIS system to improve the brand, relying on precise positioning and channel delivery, comprehensive consideration of the market, truly improve the competitiveness of the brand.
        Original is hard power
        More and more original faces in recent years on the market, but in the water is the founder of this wave of the first pusher. As early as in 2013 will be the original boutique concept into the health products industry, YISHION hand drawn creative combination of original culture, through the style of tactics and tailor made strategy, effectively enlarge the brand appeal point and image features, establish a texture has the recognition of brand image.
        Brand plagiarism, the same situation is not uncommon, in the vicious competition of health products industry is very prominent. So the most direct impact is the brand image is not significant, consumer cognitive disorders, can not form a sustained and effective brand promotion.
        And the original quality of the brand to enhance the difference has a pivotal role, through the application of copyright to protect the brand equity, effectively eliminate the brand plagiarism, shaping the brand personality and cognitive characteristics, unique in the market.
        Accurate market is the key to success
        The rapid development of the network, so that the brand or product elimination rate is higher and higher, consumers have their own criteria for the selection of the brand. In particular, the penetration of the Internet culture and the transformation of the young marketing ideas, and put forward new requirements for the brand and image building.
        How to maintain the brand in the Internet + era of heat and visibility, seize the 80, 90 after the mainstream consumer groups is a learning. For example, a brand of sanitary napkins for the target population, the young women into Sen, adorable, cool three camps, entrusted with the clear distinction and penetrate culture, create the distinctive characteristics of the youth culture community, to create online and offline sales interaction O2O model. This is typical of the Internet thinking and brand integration development model.
        So, in the brand positioning and market choice should be combined with the development trends and industry characteristics, social development flow, accurate delivery.
        postscript
        Brand, not a simple packaging design. The current health products industry is facing a transition, the brand competition should not just superficial, more critical brand awareness. How to build brand core system, how to enhance the differentiation of the original thinking through the brand, how to develop the model of the industry and industry trends, how to shape the brand image of the texture, the brand will be many brands in the context of the current industry restructuring issues to consider.
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