10 Deadly Mistakes In Home Textile Brand Management

The "brand ten difficulty" of Nantong home textiles is the result of lack of brand awareness.

Nantong, one of the most developed second tier cities in China, ranks thirtieth in the comprehensive competitiveness of the country. It is a famous town of construction. Shipbuilding, hardware and electronics are well developed. Most people do not know that Nantong is still the largest in China.

Industrial base, where we collect 40% domestic textile products, including R & D, processing and supporting enterprises, and 20% of e-commerce sales are directly or indirectly from Nantong.

However, such an industrial base at the top of the domestic and international scale, there is no large home textile brand enterprise, the largest home textile enterprise annual turnover is not more than 500 million, on the contrary, the number of registered brands is more than 40% of the domestic textile industry.

So why do we occupy the right place, build an international metropolis in Shanghai, and rely on the Yangtze River Delta? Why is the brand not colorful?

Shen Jian describes the ten difficulties in considering the appointment of virtuous talents: two is to know others, two is to know others but not to actively promote them, three is to raise people but not to make good use of them, four is to use people but not to trust them all the time, five is to deny valuable moral character because of small disappointments, six is to erase great merit by small faults, seven is to cover up his overall goodness because of minor faults, eight is to harm honest and upright people because of attacks by evil and evil people, nine is disturbed by formal evil laws, and ten is to disappoint virtuous men because of slanderous jealousy.

These ten difficulties can not be eliminated. The virtuous ministers can not be used.

This paragraph has a strong vigilance, for enterprises, it is not so easy to understand.

All business leaders know that knowing others is the most important thing to manage, but the failure and ruin of all enterprises are not caused by improper use of personnel.

It can be seen that knowing does not mean that we can do it.

We might as well observe how many leaders around us can truly understand people, good people, and do not always believe in small faults.

Ten hard to say is applicable to the management of enterprises. It also has important implications for brand management.

Brand is the same as employing people. It is hard to get good or bad results in the short term. We must be good at choosing, insisting, and controlling precipitation in the long run.

At the level of brand management, there are several wrong ideas or practices that are very lethal. Let's call them "ten difficult brands".

1, the lack of brand awareness, that the brand is nothing.

There are often misunderstandings in the leadership of sales or technical origin. This is the "first difficulty". Nowadays, if the brand is to win the world, it will be hard to make it bigger and stronger.

2, start with brand awareness but can not insist on doing things with subjective wishes.

We need to regard the brand as an inertial thinking and regard him as the source and starting point of our thinking.

3, regard the brand department as a subordinate organization in sales or other departments.

Brand departments need independent thinking and discourse power. If they become subordinate organizations of sales department, it is very difficult to maintain their independence of thinking.

4, attracted by the immediate benefits, not adhering to the brand rules and principles.

Most of the time, because of some attractive marketing activities, the rules of brand are ignored. This is a loss of gain.

5, short term sales target requires brand, which leads to marketing activities deviating from the original intention of brand experience.

In most cases, there is a contradiction between brand interest and short-term sales target. Blindly emphasizing short-term sales will inevitably lose brand experience and brand accumulation.

6, in the short term can not see the return, easily give up branding.

Thinking.

Looking at the long term and adhering to the brand management thinking will bring huge rewards in the near future.

7, we can not stick to a brand proposition and constantly change to find a better one.

Is there any better way? Is this direction right? The spirit of excellence is right, but the brand is something that needs to be accumulated and persisted.

8, frequent replacement of brand managers, leading to the change of brand direction.

In the short term, it is not easy to see the effect. Substitution is an easy measure for business leaders, but many cases have proved that frequent substitution is the worst decision.

9, people can not trust, impose personal preferences and wishes.

If all things are to be imposed on their own wishes, then the structure of the enterprise is simple, and the boss plus a number of executive personnel will do.

Brand is the thinking system and system engineering. Too much external force intervention will only produce negative effects.

10, the interest maximization thinking, the lack of brand precipitation, the spirit of a hundred years of brand.

Diversification, investment in other areas of high returns, this is a normal logical thinking of businessmen, but we need more entrepreneurs, and have a hundred years of brand spirit.

"Employing" and "

"They are all important issues in the operation of enterprises, and also the arduous challenges faced by business leaders.

For a clothing brand home textile enterprise, "unique vision, judgement and anticipation" is important and valuable, but "trust, persistence, precipitation" is the greater wisdom of business leaders.