Gift companies need to build a brand? Since the existence of the gift industry, there has always been too much debate and confusion about the brand: in the end the gift industry is likely to form a brand? How to form a brand?
What is the brand's stumbling block? Before we discuss this issue, let's review the basic demand chain of the gift industry: manufacturer production → sales by agents or professional gift companies → enterprise purchases with gift needs → consumers get free.
In this demand chain, the former is the manufacturer and the agent or professional gift company belongs to the channel business, and the latter is also the enterprise purchase and the consumer belongs to the buyer or experiencer. Even if the former thinks that the products they produce or sell are brand products, their persuasion power is still far from enough; the latter's feelings or recognition is crucial.
However, the purchaser really cares about the gift brand purchased, or does it care whether the purchased gift is a branded product? When consumers get or use the gift, do they really care whether it is a branded product? The author believes that both the purchaser and the consumer must be concerned about whether the product they obtain is a branded product. The difference is that the buyer is paying more attention to the price of the product. No matter how big a brand is, when the price of its product exceeds its own budget, the brand can only give way to the price, while the brand product has less room for bargaining, usually. The fatal flaws that are difficult to satisfy the various complex requirements of the purchaser have caused the brand products to be difficult to establish in the gift industry. The greatest virtue of the gift industry products is that the price space design is very humane and usually sets a higher market. The retail price, and then give a lower supply price, this way, the buyer's specific handlers can take into account the interests of all parties, to do a very beautiful thing, consumers can not verify and compare the gifts they get Price, which is why purchasers are happy to choose non-brand products as one of the important reasons for gifts.
Consumers are in a passive position. Although purchasers will also consider their feelings, the reaction of most consumers is that they are gifts that are freely available and are too lazy to be true children. Therefore, their right to speak is also minimal. However, the situation has slowly changed in the past one or two years. The industries with huge demand for gifts represented by mobile communications, banks, etc. have used brand products such as Shuangliren, Mickey, HALLOKITTY, etc. as their points redemption gifts, especially the online shopping malls of banks, from household products to digital IT, Not a branded product.
How does the gift industry product brand form why so many well-known companies invariably choose branded products as their gifts? First, consumers are more and more critical; Second, companies pay more and more attention to the feelings of consumers; so companies can no longer fool consumers as easily as they used to, and branded gifts can truly reflect the company’s sincerity. Awe of market and consumers.
So what kind of brand products will be used as a gift for business procurement? Only when your brand audience and purchaser's consumer groups are the same, or when your brand audience is a potential customer of the purchaser, your product will be selected by the purchaser, and your brand will be purchased by the purchaser. Accredited.
This is also the only standard in the branding of our gift industry.
How is the gift industry product brand formed? In the author's opinion, the initial formation of the brand is nothing more than the frequent appearance of the face, the formation of memory, that is, brand experts often say the brand awareness; there is a "big money", that is, relying on consumers to trust the shopping path or take and well-known The brand tying method quickly achieved consumer recognition, which is what brand experts often say.
The timely emergence of banks and TV shopping has played a role in the establishment of gift brands.
If you are a bank *** holder, you will notice that the bank *** is trusted and precisely positioned by its strong consumers, and through the points redemption, online shopping malls, mail order, and other forms of consumer products There has been a tremendous change in the way of acquisition. When an unknown product is often on the bank's bill for a long period of time, often even on a long-term basis, based on trust in the bank, this repeated visual stimulus will soon spawn a new brand.
What's more interesting is that when I saw an unknown product selling its products through TV shopping, she sent a set of dual-purpose cutters. You think about it, the gifts that my products are sent are all Zwilling tools. It can be seen that there are many "bulls" in my product brand. You don't know that you can only show that you are ignorant! Zhen Nai is a "wonderful idea" also.
After all, the highest level of branding is brand loyalty. This is the proposition that we should give our gift people a deep thought.
What is the brand's stumbling block? Before we discuss this issue, let's review the basic demand chain of the gift industry: manufacturer production → sales by agents or professional gift companies → enterprise purchases with gift needs → consumers get free.
In this demand chain, the former is the manufacturer and the agent or professional gift company belongs to the channel business, and the latter is also the enterprise purchase and the consumer belongs to the buyer or experiencer. Even if the former thinks that the products they produce or sell are brand products, their persuasion power is still far from enough; the latter's feelings or recognition is crucial.
However, the purchaser really cares about the gift brand purchased, or does it care whether the purchased gift is a branded product? When consumers get or use the gift, do they really care whether it is a branded product? The author believes that both the purchaser and the consumer must be concerned about whether the product they obtain is a branded product. The difference is that the buyer is paying more attention to the price of the product. No matter how big a brand is, when the price of its product exceeds its own budget, the brand can only give way to the price, while the brand product has less room for bargaining, usually. The fatal flaws that are difficult to satisfy the various complex requirements of the purchaser have caused the brand products to be difficult to establish in the gift industry. The greatest virtue of the gift industry products is that the price space design is very humane and usually sets a higher market. The retail price, and then give a lower supply price, this way, the buyer's specific handlers can take into account the interests of all parties, to do a very beautiful thing, consumers can not verify and compare the gifts they get Price, which is why purchasers are happy to choose non-brand products as one of the important reasons for gifts.
Consumers are in a passive position. Although purchasers will also consider their feelings, the reaction of most consumers is that they are gifts that are freely available and are too lazy to be true children. Therefore, their right to speak is also minimal. However, the situation has slowly changed in the past one or two years. The industries with huge demand for gifts represented by mobile communications, banks, etc. have used brand products such as Shuangliren, Mickey, HALLOKITTY, etc. as their points redemption gifts, especially the online shopping malls of banks, from household products to digital IT, Not a branded product.
How does the gift industry product brand form why so many well-known companies invariably choose branded products as their gifts? First, consumers are more and more critical; Second, companies pay more and more attention to the feelings of consumers; so companies can no longer fool consumers as easily as they used to, and branded gifts can truly reflect the company’s sincerity. Awe of market and consumers.
So what kind of brand products will be used as a gift for business procurement? Only when your brand audience and purchaser's consumer groups are the same, or when your brand audience is a potential customer of the purchaser, your product will be selected by the purchaser, and your brand will be purchased by the purchaser. Accredited.
This is also the only standard in the branding of our gift industry.
How is the gift industry product brand formed? In the author's opinion, the initial formation of the brand is nothing more than the frequent appearance of the face, the formation of memory, that is, brand experts often say the brand awareness; there is a "big money", that is, relying on consumers to trust the shopping path or take and well-known The brand tying method quickly achieved consumer recognition, which is what brand experts often say.
The timely emergence of banks and TV shopping has played a role in the establishment of gift brands.
If you are a bank *** holder, you will notice that the bank *** is trusted and precisely positioned by its strong consumers, and through the points redemption, online shopping malls, mail order, and other forms of consumer products There has been a tremendous change in the way of acquisition. When an unknown product is often on the bank's bill for a long period of time, often even on a long-term basis, based on trust in the bank, this repeated visual stimulus will soon spawn a new brand.
What's more interesting is that when I saw an unknown product selling its products through TV shopping, she sent a set of dual-purpose cutters. You think about it, the gifts that my products are sent are all Zwilling tools. It can be seen that there are many "bulls" in my product brand. You don't know that you can only show that you are ignorant! Zhen Nai is a "wonderful idea" also.
After all, the highest level of branding is brand loyalty. This is the proposition that we should give our gift people a deep thought.