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Shishi, The Size Of The Brand, Close Cooperation And Mutual Assistance.

2011/6/4 13:36:00 50

A few days ago, Shishi's business sector survey showed that in 2010, there were 17698 registered trademarks in Shishi, and the total number of registered trademarks was second in Fujian.

Li Yishi, director of the registration section of Shishi industry and Commerce Bureau, said that the enthusiasm for trademark registration of small and medium-sized brands is expected to rise this year.

"More than half of the 48 companies recently applied for well-known trademarks are small and medium-sized enterprises. This phenomenon is" rare. "

And scale and

Brand advantage

Compared with big brands, small brands have small orders, few stocks, quick response, and obvious advantages of flexibility.

But it is undeniable that small brands are still in a relatively weak position, so they have to work hard on channel innovation and design speed.

"The market of first and second tier cities is too saturated, and the channel sink is very serious. What we are looking at now is the terminal expansion of the three or four tier cities."

A business owner of Shishi Bao Gai Town, a large and medium-sized brand, said that with the increase of per capita disposable income in rural areas, the consumption power of the three or four tier cities in the mainland should not be underestimated.

However, in order to further improve the market share, the big brands with strong brand position and cost advantages have begun to lay out the three or four line city market, which undoubtedly makes the development space of small and medium-sized brands be squeezed.

According to the survey, at present, the sales share of "star brands" such as XTEP, Anta and Fugu bird has occupied 53% of the two or three tier cities in the mainland. "The speed of big brands entering the mainland market is very fast, but this does not mean that the small and medium-sized brands can not be divided into one cup", "different brands".

consumer demand

A healthy market segmentation has been formed to maximize heterogeneity and provide development space for all brands. "

A Shishi Economic Bureau official said.

For small and medium-sized brands, the market and brand's mutual exploration cycle is longer, and needs a period of running in with each other. "Small and medium-sized brands must go through a" growing period ", how long this time is, and closely related to the development ideas of enterprises, relevant supporting policies and the external environment of the market, and the three are indispensable.

When it comes to brand development, Li Yishi believes that the establishment of big brands takes a long time, and has the ability to operate, maintain and extend mature brands. For small and medium-sized brands, it is not difficult to catch up with them in a short time.

Small and medium-sized brands are like "birds of early flying, fledgling", in particular, need to learn the successful experience of "big wings".

What is more valuable is that in the cognition of Shishi entrepreneurs, large and small enterprises are "brothers".

This is somewhat out of line with our usual notion that "peers are friends," but some of the big brands of Shishi did break this secular bias.

"We are in production technology, operation and operation.

Brand upgrading

And many other aspects, such as maintenance, have been supported and inspired by big brands such as rich birds, and so on.

In contrast, Li Qijun, an auspicious bird executive who can only be regarded as a small brand, said that with the help of a brother enterprise, the company's products made the best of casual women's shoes from the original small brands, many of which benefited from the mutual help mode of "close dialogue" of such brands.

It is understood that not only the friendship between rich birds and auspicious birds has been passed on to the industry, but there are many large and small brands in Shishi.

Comment: the strength of an industrial cluster depends not on the independence of several enterprises, but on the development of all enterprises.