With these four magic weapons, "small" specialty can also become a big brand!

China has a vast territory, vast territory and abundant resources, and its unique historical traditions, folk customs, regional landforms and other factors have created specialties with strong regional colors, including food, drinks, local products and so on. Relying on this "specialty" label, a number of far-sighted enterprises have gone abroad and become famous specialty enterprises all over the world.

However, we can see that there are more specialty enterprises, which are difficult to move forward, crawling and rolling in regional public brands for many years, and have not been able to go out. What are the advantages and disadvantages of our regional specialty enterprises in making use of regional public brands? what is the key for enterprises to change their products from "small" specialties to big brands?

1. The advantages and disadvantages of regional public brands.

There is a brand-building path called regional public brands (including geographical indications products), which is popular in many places. In my opinion, over-reliance on regional public brands is a major misunderstanding for specialty enterprises to do brands!

What is the regional public brand of agricultural products? It refers to the agricultural product brand with the regional concept of brand reputation shared by relevant institutions, enterprises and farmers in a specific region. For example: Yangcheng Lake hairy crab, Gannan navel orange, Xihu Longjing Tea and so on.

Agricultural products grow with natural resources and have their natural regionality. therefore, it is naturally reasonable for operators in the region to join hands to build a shared brand for the same specialty and common interests. First, there are many people, great strength, high enthusiasm, and the effect is relatively fast. Second, the government and associations also have the initiative to facilitate support and promotion in terms of policies and resources. Third, the brand is done, the promotion of the economy of one side can be radiated to the face, not limited to a certain enterprise.

However, this brand approach has an inherent weakness, that is, when the brand is built to be effective, that is, when the problem arises, the more obvious the brand effectiveness is, the more prominent the problem will be. In recent years, the "hot" Yangcheng Lake hairy crab brand is the best negative example.

"Yangcheng Lake" brand is registered as a trademark by Suzhou Crab Industry Association, which is the actual owner of the trademark, but crab farming is a scattered farmer, the association does not operate specifically, and the brand owner is separated from the product operator.

Every year, authentic Yangcheng Lake hairy crabs have not yet been caught, and fake Yangcheng Lake hairy crabs have been sold in major supermarkets and many stores under the name "Yangcheng Lake hairy crabs". "the number of fake crabs is at least 5 to 10 times that of real crabs, and the ratio of real to fake crabs in the country is more than 1: 10." Yang Weilong, president of Yangcheng Lake hairy crab industry association, said.

If you embed common origin names such as "Yangcheng Lake" and "Changchun Songhua River" in the brand name, you can't stop the use of "Yangcheng Lake" and "Changchun Songhua River" even with more legal means. Because such a common name cannot be exclusive to an enterprise. Using non-exclusive names as trademarks and brand names is a natural drawback in regional brand work!

Who owns, who manages, who will cherish. In the regional public brand, the brand owner is separated from the product operator, in the end, the lively thing is lively, did not achieve the goal of being a brand. Now, following the Yangcheng Lake hairy crabs, Wuchang rice is repeating the same mistake: comprehensive promotion-- nationwide crackdown on counterfeiting-- all injured. The vice mayor of Wuchang City led a team of undercover visits to fight counterfeiting across the country and was nearly beaten, which was obviously not the original intention of being a brand.

2. Take advantage of the regional public brand to be the commercial brand of the enterprise itself.

If you only do regional public brands, you will fall into the brand Commons, such as buses, anyone can hitchhike. What shall I do? From the region, higher than the region, to create categories, to borrow the benefits of regional public brands, to do their own commercial brands.

New Zealand Jiapei Kiwi and Lenovo should learn from the relationship between regional public brands and commercial brands. The government sets up the stage, enterprises perform, and then the government gradually withdraws, allowing enterprises, that is, companies, to take the lead and act as protagonists, allowing enterprises to operate commercial brands and act in accordance with market rules.

After the rise of kiwi fruit industry in New Zealand, there has been a situation of competition among many companies, and the phenomenon of bargaining is serious. Seeing that the situation got out of hand, the New Zealand government came forward to set up the New Zealand kiwi sales Bureau to manage the market with administrative power, but the loose structure is still not very binding.

Fruit growers learned from the bitter experience and finally decided to set up New Zealand Kiwi International Marketing Company, which is owned by 2700 kiwi fruit growers in New Zealand. The marketing company stipulates that New Zealand kiwi can only sell products under the same brand through this one company. If any fruit grower violates the rules, the company has the right to sue in court and impose severe penalties. This measure completely changed the chaotic situation in the market, and Jiapei kiwi fruit has since embarked on the brand road of world-famous high-end fruits.

3. The four key points to get out of the regional public brand and change from a "small" specialty to a big brand.

Folai Brand Marketing Consulting, which has focused on brand agriculture for 15 years, has summed up four key points of success in helping regional public brands and landmark products create brands and increase sales.

First of all, enterprises should establish the concept of large specialty products and do a good job of top-level design. Break through regional public brands and build corporate brands. "height determines the field of vision, and the angle changes the concept." If specialty products want to become bigger, we must establish the concept of large specialty products, that is, the concept of big food and pan-food, and we should not treat specialty products only as specialty products. If a small company wants to become a big enterprise, then it should follow the law of "big". Don't think of yourself as a small company, but focus on foreign countries, focus on the world, and develop to the national and global markets. To be an enterprise, one is to have the ideal of becoming bigger, and the other is to have the path and method to make it bigger. This is the top-level design.

Second, a regional public brand and landmark products are best operated by one company rather than multiple companies. And the main body must be the company rather than the government or industry organizations, let alone scattered growers. Of course, the shareholders of the company can take various forms, and it is necessary to take into account the interests of all parties in the place of origin and mobilize the forces of all parties.

Third, a company focuses on building one brand rather than multiple brands in one region or landmark category. You have to focus to get bigger. For example, Yangcheng Lake only allows one company to operate one regional public brand, and other lake hairy crabs can be built by other companies to explore and spread the excellent internal and external quality of Yangcheng Lake hairy crabs. Differentiation will achieve different brands.

Fourth, a good product name will make the brand get twice the result with half the effort. Use a scientifically named brand name. Abandon the practice of "Yangcheng Lake hairy crab" this kind of origin name + category name as the brand name. Bamboo leaf green tea, Wujiang mustard, Zhongjing mushroom sauce, Longda fans and other brands are very successful excellent brands coming out of superior producing areas, which are worth using for reference.

It's not because it's a specialty, it's not enough, it's the wrong way of thinking. From local specialty to large specialty, we need not only the breaking of consumers' minds, but also the opening of operators' management ideas and ideas. Vision determines ideas, ideas determine methods. Break through the regional public brand, make good use of the four magic weapons, build their own corporate brand, and move towards the whole country.