Digit is the consumer brand move the right way the competitive way home.

<p> the new year has arrived!. New year, new weather, before the crisis for the world economy in 2010, we expect it to thrive.. Economic crisis, who's days are not fun, but home building materials industry in China ., it seems a bit different, to achieve a contrarian growth.. January 2009 -7 months, the majority of our business performance to pick up building materials, operating income and sales have varying degrees of recovery.. According to statistics, in 2009 the .first 7 months, China's building materials industry, the monthly growth rate of industrial added value were 18% or more.. </ P> <p> such outstanding performance, thanks in large part to the economic stimulus policies in China and 4 .trillion investment to stimulate domestic demand, promote the accelerated implementation of infrastructure projects, home building materials industry have taken advantage of by on the. "Spring Subway.". </ P> <P> <P> < .p> more necessary to the brand crisis Digit </ p> <p> In fact, the success of a company's business in addition to the impact of the environment, but also because the strength of its competitive ... Just think, .if not the state stimulus plan infrastructure projects, home building materials industry in the economic winter could be the flower blooming plum it?. Therefore, the opportunity to grasp, but the home building business but also to enhance their brand and competitiveness, so that when .their money in other people earn more money, others lost money, he himself can still profit.. </ P> <p> Today, China has entered a new business era, a new commercial era of competition has been from the previous .product-oriented, marketing oriented to become a brand-oriented.. This is a brand war era, this is the era of winning a brand.. </ P> <p> home building materials enterprises must also be branded l- .bit, enhance the brand.. On the one hand, as people improve the quality of life, the requirements of home building materials have increased, product safety, environmental protection requirements are higher.. And good brand image is the key to consumer confidence. .. In addition, all industry will be the final stage of brands.. On the current home building materials industry, large number of enterprises, the advantages of a leader is not obvious, such as the home market than the total capacity trillion yuan, Macalline ., actually billions of home sales had only a tiny fraction;. The three trees painted more than a billion in sales for the 170 billion market, also appears to paint too thin.. Home building industry is still quite a mixed bag, motley bunch of .industry.. </ P> <p> home building materials industry in China now roughly divided into three tier market structure: the first tier is the layout of a strong national brand, second-tier regional deep plowing of the local strong brand ., and the third tier of regional survival. many no-name mixed.. </ P> <p> get solar water heaters, for example, more than 6,000 manufacturers across the country, only Zhejiang Haining a place to gather nearly 700 .solar companies, solar water heaters distributed in all aspects of the industry chain.. Leader in the industry, such as Emperor Ming, the sun and other Hawker Hatt's brand in the forefront of the industry, its overall market share is not high, the industry's .top 10 solar energy companies is only about 20% market share.. However, the overall development of the industry and consumer awareness of view, miscellaneous small brands will eventually be eliminated, the industry concentration will increase the brand, the future will be dominated by .the big brands.. </ P> <p> and home building materials companies are also sweeping the brand building.. Advertising the tender for the CCTV shows the problem well: The meteoric rise of home building materials industry, Steal the traditional .mature industries - FMCG, automotive, home appliances the limelight.. Song of Four Seasons Solar Mu heavily bid 2.2 billion, 80 million trees a paint, home stores House had 72 million, Macalline tens of millions, the EU sent, nearly three million families .Po Boloni winning run.. In emerging industries, home building materials of the highest advertising bidders increases, an increase of more than 200%, far more than cars and related products and appliances increased 70% to 80% increase.. This indicates that the .home-building corporate brand strategy change: they are doing to enhance the brand and hope directly to consumers.. Because, for the home building industry, it is a low-interest, high degree of industry involvement, that people do not usually pay attention .to it, if necessary, will be invested until the very effort to understand, to choose.. Therefore, for this industry characteristics, most enterprises have become the industry brand, that is, industry distributors, competitors, well-known brands.. But .it is the ultimate target audience of ordinary consumers.. Therefore, home building materials enterprises are facing brand in the industry to the public from the enhance the brand.. The CCTV is the communications platform to enhance the brand of these enterprises is one powerful boosters ... </ P> <p> how the brand rose bit?. </ P> <p> Digit brand is so important, how to proceed?. First insight into consumer demand.. Consumer demand for home building .what?. Industrial products is cold it?. The most important in the economic cold wave of 2008, Japan 8 big electronics manufacturers Hitachi, Matsushita, Sony, Toshiba, Fujitsu, Sharp, Sanyo and NEC are heavy losses, the total net loss after .tax is expected to reach 2 trillion yen (.22.3 billion).. Among them, Hitachi, Panasonic, and NEC will be the loss of 700 billion yen, 380 billion yen and 290 billion yen ranked the top three.. Toshiba is possible loss .of 280 billion yen, and Sony could face its first loss of the past 14 years, it can not help but think of the age of the Internet bubble collapsed.. </ P> <p> past was windy Japanese electronics companies of .the world, why internal forces in the crisis have lost, can not stand the cold wave of the invasion?. </ P> <p> technology - Japanese electronics companies, "Xiao"!. </ P> < .; p> "technology Sony" is a Japanese electronics company people of a condensed summary of the Japanese self-entrepreneurs to show off the banner.. Due to technological innovation through the continuous manufacture of electronic equipment, so that Japanese companies 70-80 .years in the last century to replace the United States.. However, when the Japanese electronics manufacturers are relying on a yet another new technology onto the global electronics strongman position, but also for their falling into the quagmire of Lunatic Fringe foreshadowed.. < ./ P> <p> these leading technology companies need to think about is: What consumers want in the end?. Is not necessary from a technical leader in enterprise transformation to a market-leading enterprise?. </ P> < .p> have such a story: </ p> <p> a restaurant business is good, crowds.. Boss older, you want retirement to look for the three managers over.. The first manager, the boss asked: " .first, the chicken or the egg?. "The first manager of thought, replied:" chicken. ". Second manager, the boss then asked:" first, the chicken or the egg?. "The second manager ., confidently replied: "egg.." The boss called to the third manager, asked: "first, the chicken or the egg?." A third manager, calmly said: "The first point of the guests chicken .to chicken; customers first point of the egg to the egg.. "</ P> <p> boss laughed, and then promoted to the third manager to general manager.. </ P> <p> third .manager of the proposition gives the answer to marketing, this is - the needs of guests is always first.. </ P> <p> So, do not indulge in how advanced the technology, not how narcissistic quality in their products. .. Beauty in your eyes is perhaps the eyes of consumers Dong Shi, who moved the hearts of consumers, the eyes of the beholder who is the consumer.. Everything from the consumer demand is operating, but also the fundamental position the brand rose.. .</ P> <p> consumers 丘比特之箭 what is moved?. </ P> <p> consumers 丘比特之箭 what is moved?. Is the technology?. Yes, technology is important.. .Just technology?. No, technology has not moved only by consumers, consumers need more.. Consumers are more fashion, personality, taste.. When Nokia, Sony Ericsson, Motorola and other traditional mobile phone brands have emerged in the sales downturn.. .Only one company may laugh out loud - Apple.. This was the end of June 2007 into the mobile phone market with iPhone profitability is amazing to win 1% of the market share of 20% of industry profits.. Apple's iPhone, is becoming the .star of the cell phone market.. Apple Why stand out?. Is because the iPhone is not only a technology products, it is fashion, personality, fashion, represents a new way of life, who seems to have become fashionable consumer spokesperson.. .</ P> <p> to create a way of life has become now the consumption trend.. Compared to the technology gives the cold feeling, to create a way of life is integrated into the emotional factors.. "Reasoning" .is now very difficult to empowering consumers, on this basis should add "to love moving.". Because consumers are reasonable, and it is emotional.. In the surplus economy, the cold technology products on the emotional attachment if you do not ., it can not move the hearts of consumers.. </ P> <p> As most people now like a star from the "Strength" to "idol" into the same.. The past, people were mostly idol .most powerful in all areas top professionals, is a veritable "Strength", and now it is the star to follow the flavor of the "idol.". Fans, regardless of cost to treat his idol, reckless love.. In .fact, the idol is an emotional product, he touched people's hearts.. </ P> <p> Therefore, home building materials also need to position the brand's rise from selling products to selling lifestyle.. The product for consumers to create .a better life.. Example, people who went to IKEA to create a way of life will be intoxicated by it, can not wait to move everything inside the home.. At this time, consumers have been indulging in the lifestyle you are creating, .while ignoring the price of the product itself, etc., but also enhance the product's premium capacity.. </ P> <p> brand does not rise position, no chance to compete.. To go beyond the competitors or position is .the key; to continue to meet consumer demand or place is the right path.. To constantly better ourselves, to maintain a lasting lead or bit is the way out.. </ P>..