Not long ago, our reporter was informed that TNC invested 4 million yuan in special funds for brand building. This move has made TNC an electrician brand that started with manufacturing advantages and has received much attention from the industry. Why did TNC invest heavily in building brands at this time? What are the characteristics and experiences of the construction of the TNC electrician brand? What role will this brand building play in the development of TNC? ......TNC Marketing Director Yu Yu introduced the relevant content of TNC brand building to the reporter in detail, and profoundly expounded TNC's unique brand values.
The brand building of the system rushed into the market for three years.
Reporter (hereinafter referred to as the following): The TNC brand seems to have a very clear positioning. Although it is a brand that has just been established for four years, it has been consistently committed to the production and sales of steel frame type switch products in these four years. In the end, it was the strongest in the segmented market and became the first brand of China's fourth-generation electrician products. What is the purpose of TNC reshaping the brand this time? What changes will be made to the remodeled TNC brand?
Yu Yu (hereinafter referred to as Yu): TNC's brand building action can be said to have been brewing for a long time. Since its inception, TNC has paid special attention to brand building. As you know, we have established our own brand image in the industry. With the product positioning of the steel frame switch, the TNC brand has become the fourth in China. Synonymous with "generational electrician products", the sales volume has also achieved double growth for three consecutive years, all of which shows that the TNC is taking the right path.
It is based on such a clear direction that we must carry out brand building work systematically and efficiently. Now for a brand enterprise that produces end products, the brand is no longer a simple concept. It has been sublimated into a system. If you don’t brand today, it means that the whole company does not have a systematic strategy. May have effective tactics and eventually occupy the market
In July of this year, TNC officially introduced a famous domestic brand planning company, and launched a special fund for brand building of 4 million yuan, from market diagnosis, strategic planning, integrated communication, brand image, channel promotion, terminal construction and other multi-faceted and multi-angle The brand system construction will not only create a more professional image for TNC, but also further deepen the brand connotation and prepare for the upcoming peak season market. After four years of hard work, we have stepped into the forefront of the domestic second-tier electrician brand. What we need to do now is to achieve the goal of becoming a domestic first-line electrician brand within three years through a series of system construction.
China's lighting industry has entered the peak period of brand building. The current competition is not simply product competition, but an industry chain competition. Who can grasp the key factors in the market, who will eventually win. After the brand building of the system, TNC will enhance its overall competitiveness to achieve its corporate goals.
Flexible brand strategy brand building can not ignore the foundation
Reporter: As you just said, the brand of TNC is a system, but the brand is a vague concept for many companies. Some even think it is a trademark. The performance of various electric companies in the market is very different. Some have a strong voice and frequently advertise, while others seem to be silent, and they are quietly working in the market. May I ask Yu, what do you think is the most important thing to do with a brand? As the first brand of steel frame switch, TNC has made a detour in the brand building in recent years. What kind of gains have it made?
Yu: The brand formation model is divided into three stages: brand recognition, brand experience, brand trust, but in the actual brand building process, we found that it is not the most effective to follow this model. If you let an ordinary consumer write the names of five switch products, I think few people can write them now, so why don't we skip the first link and go directly to the second link, and even integrate the third link? The second link? At present, while trying to improve brand awareness, TNC also attaches great importance to the consumer experience. Having said that, I want to explain that the brand is flexible. Many factors such as the industry background, the consumption environment, and the characteristics of the company restrict the brand from being able to find a benchmark.
This requires a brand to have a true, comprehensive and profound understanding of itself, its opponents and the environment. Some companies don't advertise, maybe because companies know that they haven't reached the stage of popular propaganda, and they have to allocate the limited resources to the most effective arrangement. Some companies do more advertising, it may be that the brand needs to be from the industry brand to the public. Brand transition. Therefore, branding has different key points for each company, so it presents different brand personality.
Branding should be flexible, but it should be built on a scientific and systemic framework, rather than whatever it is. TNC has also gone through many detours as a brand, mainly because there is no system system, and many basic things are neglected. For example, TNC's system brand building must first start from the most basic things, start with a large number of market research, and develop a brand strategy through scientific methods. I think this can be used by many companies.
In fact, at present, domestic electric power companies do not have a particularly strong brand, which is directly related to the industry characteristics and maturity. It can be said that since there is electricity, there is a switch, but until now the country has not made a clear classification of the switch products, such as switches are classified as building electrical accessories, which is indeed a very embarrassing situation for the electrical switch industry. .
Unique brand values ​​"Good things to share with the enemy"
Reporter: Many people in the industry know that TNC has said this sentence: "Good things should be shared with the enemy." This sentence reflects the unique brand temperament of TNC. Many people may have a deep understanding of TNC because of this sentence. impression. However, everyone may have a different understanding of this sentence, then ask Yu, what is the purpose of TNC saying this sentence? How does the TNC perform?
Yu: Sharing is Tianlang's unique corporate culture. Most of Tianlang's employees are younger generations of “80sâ€, while consumers are also young people. Some people say that “80s†are often too self, but Tianlang It is the concept of “sharing†and the concept of “win-win†to unite our employees and form a good team atmosphere. And as you can see, the culture of “sharing†of Tianlang has also extended to our market. We have to share the “good things†of steel frame switch technology with our competitors and share them with the whole industry. Our aim is to rely on the strength of the whole industry, large-scale production, and the most safe and stable switch products that are in line with international standards, and enter the ordinary people's homes in China at the most affordable price. It can be said that this is also an important connotation of the TNC brand.
We advocate the large-scale production of the whole industry, so that the steel frame type switch completely replaces the switch of the third generation plastic back plate, becoming the mainstream of the market and completing the upgrading of the industry. Therefore, we say that the steel frame type switch is not a patent of TNC. We are willing to share technology with our competitors. This is a mission and a responsibility.
Now, in addition to the R&D and production of the self-owned brand TNC, we also OEM and ODM for many competitors, which makes many competitors become our close partners. We have a common goal: to put the fourth generation of Chinese electrical products. Steel frame switches are bigger and stronger, so we must be "good things to share with others."
1
Pentax Camera Battery, Pentax Digital Camera Battery, Camera Battery
BETOP TECHNOLOGY CO.,LTD , http://www.betopparts.com