Li Yongxian, director of door and window promotion

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Brands have been a hot topic in all walks of life, probably stimulated by some high-end brands, and many enterprises regard brands as " Duckweed in the water "& quot; Straw "e;. Of course, a high brand image is conducive to the development of enterprises, but the simple concept of playing with brands is difficult to break when the industry is in a downturn. Facing heavy pressure, how should aluminum door and window enterprises play with brands and break the dilemma

in the aluminum door and window industry, the so-called brand operation is indeed used for several tricks. First, the exhibition hall is getting larger and more luxurious. Second, a large number of hard advertisements are put in, from the initial enthusiasm for joining industrial exhibitions to the subsequent large-scale outdoor advertisements, and then to the projection and discharge of visual advertisements. Third, various terminal promotion campaigns are carried out, which are nothing more than various forums, salons, banquets and tours that attract space planners, or various promotions, Star support, President signing, and so on. High price, deep discount, and rebate have become popular tricks in the form of brand terminal operation

all these rough tricks not only increase the operating cost, but also severely overdraw the brand reputation and lowered the brand image by excessive promotion without tricks. In a detailed calculation, a large amount of capital invested in brand is actually consumed in the implementation key without cost to users. This capital must ultimately come from sheep, which should be borne by consumers, and what should be more worrying is, Even if they can sell at a relatively good price, many brand aluminum door and window manufacturers may not be able to make a profit. Under the general trend of overcapacity, product homogeneity, fierce competition, and clear information, many brand enterprises are falling in price and volume, and are unable to move

few enterprises in the aluminum door and window industry are really making brands now. Most of the so-called brand operation is just copying the operation form of franchised stores, and many franchised stores with different brands simply can't see any difference. They can all be used as they are by changing their names. There is no trick in this form of branding, which is so simple that a large number of brand enterprises that have no appearance and are confused are being beaten back to their true colors




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