Research on the Causes of Lack of National Brands in Labor Protection Products Industry

Five years ago, Honeywell bought Sbraryan for more than a billion dollars. In June of this year, Kabite, who was once at the forefront of the fall prevention industry, was also acquired by 3M. When major international companies, with their large scale and overall strength, frequently shot, they were able to inject a single product category that was originally invincible and independent. In the middle of the middle of the century, if ethnic enterprises in the labor protection products industry are still turning a blind eye, this is our real crisis.

The companies we interviewed have a lot of leaders. When asked about the brand's views, there are two different arguments. One is that existing customers and businesses are relatively stable, and there will not be major fluctuations in the next few years. It is believed that high-quality products are the key to winning customers' success and are satisfied with the current development of the company and are satisfied with the brand's development. Build it naturally. There is also an ambition to open up a business and vowed to build its own brand into a century-old shop. We do not care about these two views. This article is based on the status quo of the industry, and a brief analysis.

In recent years, some national brand enterprises have stepped up their efforts in propaganda, and they believe that in the Internet age, it can capture the commanding heights of Internet users. There is no doubt that pursuing high traffic in the era of traffic is king, but tens of thousands of data need to be established on the basis of the overall data of the industry to justify this, I am afraid that many people will ignore. The other part of the company holds the opposite attitude and is extremely repulsive to the Internet. This has a great relationship with some integrated platforms such as Ahmou Baba and Jingou.net, which are used as a powerful weapon to open up territory. When you are instinctive Phone sales are rejected. All recommendations from the Internet and the phone will be blocked and companies will not receive the latest network information. For the phone recommendation, my suggestion is: If the call recommendation service has not been touched within one minute of the time you haven’t even provided valid information, then it will be rejected. In this way, not only new opportunities for young children, but also opportunities for enterprises, can not say, which phone, there is a good idea you need it?

There is a lack of national brands in the labor protection products industry. First, it is related to the company’s own vision. The other, I am afraid, is lost in the middle of numerous platforms and choices, and is at a loss. Let's take a look at the brand strategies of big international companies.

The biggest advantage of large international companies is their size and overall strength. At the same time, this is also their burden and their inherent weakness. Someone said: "Do you think big brands will be willing to only do a single product?" A word points to the key points of large companies: large scale, it is difficult to take the initiative to abandon their own business and make their own scale. On the contrary, Chinese companies, as latecomers, can form an absolute partial advantage in an industry they are involved in, or even in a certain product of an industry, thus dissolving the leading companies point by point. In that case, what we lose will be just a shackle and the whole world will be obtained.

For the creation of national brands, I think the following points are worth learning:

One, not blindly cross-brand development

If you only produce safety shoes, don't try to do protective gloves. Not to mention that interlacing is like every other mountain. In the mind of the user, he can only remember the top three and the top five in every category. This is just like Galanz did the microwave oven to do other things. It not only distracts itself. The strength of the advantages is giving the competitors opportunities. When Wong Lo Kat and JDB’s disputes are still raging, they can also give us some caution.

Second, even if the development also has to play another brand

This is in line with Galanz. The users who do good gloves have already had a preconceived notion. In his mind, your brand is in another category. If you use the same brand to do another, you can't do it. Into the inherent structure does not say, also part of the existing brand has been split, even in the user's mind, you have established a brand image will also be discounted. There is no such thing as a case in which we believe that we are both prosperous and glorious. Do you think that if you do shampoo success, you will be able to do a good shower gel? The answer is no. Especially in the labor protection products industry, rigorous and safe is the best pronoun for interpreting product brands. I believe many users do not believe that a well-known brand company can make products of every category into quality products. At least I am skeptical.

Third, give a close-up of existing brands

Xia Shilian said I use black sesame seeds and black hair. Rejoice that I let your hair supple. Head & Shoulders said I went to crumbs... In the labor protection products industry, the appearance of the product itself does not have any degree of identification. It is easy to confuse safety shoes and gloves without brand labels. I have yet to see which company’s advertising can do some breakthroughs in this area. If you as a safety shoes to the latest design ideas, the best designer as a breakthrough, why not try to give the designer a big close-up on the ad page: handsome fortitude appearance, holding the pen's slender hands, sketched out ingenious on white paper The design plan, all kinds of safety design concepts should be, this should be a great pair of safety shoes, stylish atmosphere, performance, safety and comfort......

With the post-80s era on the stage of society, people will pay more and more attention to their own safety and security in both work and life. Labor insurance products will also emerge on the road to civilian use. Similarly, as a commodity, labor insurance products are also inevitably inevitably high on the road of brand building and similar companies. In the process, who can take advantage of the opportunities ahead of schedule? Who can compete with the crowd? As the only professional in the labor protection industry Platform, we hope to witness this process and hopefully, with our help, this day will come soon! 【Ice at the time of editing】