How to maintain the leading position in the regional market

After obtaining the market advantage, the hardware and electromechanical brand is still in the status quo? Are you still cautious about your heart?

The difficulty for the leader lies in how to maintain this lead and see the crisis.

How does a strong brand in the regional market respond to the siege of competing products and stay ahead? Use brands, products, channels, terminals, organizations, etc. to create a strong hardware and electrical machinery brand in the regional market!

In a regional market, no matter how strong a brand is, there are potential risks. There are direct attacks from the evenly matched players, flank attacks from the challenger, and guerrilla harassment from guerrillas.

If a strong brand cannot correctly face the siege of a competing brand, it will be unknowingly eroded by competitors. Faced with such a situation, how should a company or regional helmsman do a good job of defensive work for its strong regional market?

Defensive warfare must be a systematic warfare. Traders in the regional market must use a systematic and comprehensive mode of thinking to lay out and build their own hard-won, strong market position on brands, promotion, channels, terminals, product lines, markets, and capital. The integration of key elements such as organizations, organizations, and business models does not leave gaps for competitors, so as to prevent them from finding obvious and major destructive attack points and create a general blockade and iron drum market.

A good brand is alive. He represents a quality, a spirit, a belief in the founder of a brand!

Inadvertent brand loyalty build

In the regional market offensive, there is nothing more difficult than inciting consumer brand loyalty.

However, many of the strong brands in the regional market have, after achieving a strong regional position, instead neglected the building of brand loyalty. The most obvious behavior is the reduction in the compression of public relations in strong regional advertising.

For a brand with a leading position in the regional market, no matter when it is necessary to strengthen the brand's position in the consumer's mind, how can this market lose? The most likely mistake for market leaders is to think that the market leader can cut the cost and frequency of promotion, and the change of market position often starts from this kind of reduction. Diversification of brand promotion methods, brand promotion activities must be perennial and institutionalized, try to establish exclusive cooperation with the dominant media in the region, and create obstacles for the competition product market and brand promotion.

Advertising and public relations is absolutely a secret weapon to defend the brand's status and ensure that the brand is loyal. Regardless of consumers or channels, after a brand gains a strong position, a brand remains an indispensable resource for consumers and channels. It is generally not to be abandoned by consumers and channels. Any brand as long as it seizes both hands of consumers and channels, it will never let competitors take advantage of it.

Multi-product price blockade high possession

The leader of any regional market brand, after having leading edge, can block the competition brand by maximizing product line stretching. Strengthen the breadth and depth of the product line in order to maximally block competitive brands. At this time, the product's strategy should be transformed into "a series of confrontational single products, to achieve product serialization breakthrough." Completely shield competitors' brands with the largest market share and the most active brand performance.

In fact, the emergence of the strong, there must be a number of brands for competitive siege. Therefore, in order to strengthen the product line aspect, product series break through, we must grasp the progress of product development and product development strategy.

The specific approach is as follows:

First, the product line is rich and combed: After the leading product successfully becomes a leader, it must be able to exert its energy of “one person gains the right and wins the dog”. The focus is on combing, enriching and effective combination of tactical products and image products, and at the same time, pay attention Can't make their products "fight" and consume their own resources;

The second is to seize the upgrading of leading products in a timely manner: The decline of a brand is often due to the aging of its leading products, or the failure to keep up with the upgrading, and is replaced by competitors' seizing the opportunity. The law of product upgrading: When the vitality of the leading product is most prosperous, it is necessary to begin cultivating products that will be upgraded and upgraded. Old products mature, new products grow, and old products are not allowed to decline. New products are still being cultivated. in.

Shielding channels, Kenbi Kiyono

After obtaining a certain market position, the regional market must adopt the strategy of “shielding channels and clearing the borders” to consolidate its own market position. “As long as the channels are in place, the positions will be in place”.

The specific approach is as follows:

First, channel classification management and hierarchical management: According to the type of channel, the level of each channel (core outlets, key outlets, image outlets, and general outlets, etc.), import different and matching cooperation models, management methods, and benefit distribution, etc. To form a clear design of the benefit chain structure, strengthen market price management, avoid market chaos, and establish a stable and sustainable cooperation model;

Second, to build a strategic alliance: distributors and core terminal stores often have core channel members in these channels. Their sales and market influence are relatively large. Strategic alliances are established as long as the company forms a strategy for the core channel members of the market. Alliances, competing products will be difficult to enter the market.

The third is to establish the image terminal: to build image terminals (special stores, image stores) in the regional market and establish a benchmark image. New, self-defense is the best defense

When product and marketing thinking is solidified and formatted, it is difficult to break through the final thinking line. Therefore, in the process of brand building and development, we must learn to self-denial, which is the law of the development of things.

Multi-product, multi-channel, and marketing teams have increased dramatically, and management complexity has grown geometrically. Establishing an efficient execution system and maintaining strong execution power are the key to the continued growth of strong brands in the region, and also the indispensable key force for market defense.

First, everything is market-centered. After many brands have achieved success in the regional market, they are prone to have a small and quiet peasant mentality. Crisis awareness, management power, team execution, and service capabilities have all weakened. Many regional markets have fallen, not because of external factors but because of external factors. There is a big loophole in the management of the regional market, giving opponents an opportunity to take advantage of it.

The second is the division of labor among specialized organizations. For example, establish a channel operation organization with separate brands and independent operations and independent cores to realize the management of market management, information feedback, market investment and brand management professional teams.

Third, unified policy control and unified market management. Mature enterprises are more strategic and systematically winning. Therefore, only a strong unified management of regulatory capabilities can maintain the coordinated development of the overall market.

Effective defense must begin at the beginning of the offensive, and it must be decomposed to every level of market development and maintenance, taking offense and taking the initiative. It would be too late if you wait until the opponent’s troops are approaching the city to start passive defense.

In short, for a regional market leader brand, it is extremely important to establish a strong defense system. Of course, we must also clearly understand that passive defense cannot be successful. Therefore, establishing a defense system must be an initiative. Systematic and dynamic system engineering.