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Chinese zippers focus on quality and brand
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(Summary description)The brand strategy of Chinese zipper is in full swing. Has it really left the most basic quality problem and entered a higher level of consideration? In fact, no matter the opinions of industry expert
Chinese zippers focus on quality and brand
(Summary description)The brand strategy of Chinese zipper is in full swing. Has it really left the most basic quality problem and entered a higher level of consideration? In fact, no matter the opinions of industry expert
- Views:53
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The brand strategy of Chinese zipper is in full swing. Has it really left the most basic quality problem and entered a higher level of consideration? In fact, no matter the opinions of industry experts or the cognition of downstream manufacturers, the overall quality of Chinese zipper still lags far behind that of international giants, especially in the stability of product quality.
Regarding the understanding of quality and brand, there are eight misconceptions in Chinese zipper enterprises:
I. I think that when a brand is just created, quality is not the key. Only with a certain brand influence can we focus on product quality.
In fact, the quality of products is the lifeline of the brand, whether it is in the stage of brand start-up or in the stage of growth and maturity. Brand and quality are the relationship between “fur" and " skin". How can skin be attached without hair? It is the relationship between “tree" and “root". Trees with unstable roots will not survive.
II. It is believed that the scale of enterprises is different and the requirements for brand and quality are also different.
Regardless of the size of the enterprise, the core of the brand is the same, and the emphasis on quality should be the same. Consumers will not lower their standards for this product because it is produced by small and medium-sized enterprises. On the other hand, large enterprises have brand advantages. If small and medium-sized enterprises want to catch up with him, they should use stricter standards to demand brand and quality. You are responsible enough. You are always behind people
III. Pay attention to brand but neglect of quality. Enterprises blindly pursue the brand's external reputation while ignoring that quality is the foundation of the brand.
To be a famous brand and a famous brand enterprise, quality is the core. Quality should be what the brand pursues and possesses. If the brand lacks quality, it becomes nonsense. The relationship between good brand and quality is basically proportional. In order to develop a product or brand for a long time, in addition to relying on increasing innovation, it is also indispensable to improve its own quality.
IV. Pay attention to quality and neglect brands.
This kind of situation usually occurs in technology-driven enterprises. The leaders of enterprises may be technical experts, so they have extremely strict quality requirements and strive to produce perfect products. This in itself is not wrong, but if one never pays attention to cultivating one's own brand through other levels, one can only become an excellent processing base in the end.
V. it is believed that the so-called quality is only the use quality of the product itself, ignoring the extension of quality and unable to form a brand.
Quality should be a complete concept, from the quality of the product itself to after-sales service. Only formal brand products can fully realize this integrity. Quality means not only that there is no problem in the use of products, but also that it is an all-round concept, including functions, characteristics, reliability, durability, service, high-quality appearance, etc. Only when these aspects are complete can they be called high quality.
VI. Brand positioning and publicity is higher than the actual quality of products, ahead of the market.
Famous brand means that the quality is excellent and stable and must always meet the expectations of consumers. Once the consumer thinks that your product does not meet his expectations, it will be easy for the consumer to lose faith in the brand, and may never buy your product again. Therefore, it is risky to walk in front of the market.
VII. Only pay attention to the production quality of products and ignore the quality prevention.
Good quality construction should focus on prevention, not supervision. Only when a perfect quality prevention system is established can the product quality of the entire enterprise and even the industry have a good guarantee, and the brand will naturally follow suit. Therefore, the advanced quality management system should play the role of fire prevention, not fire fighting. When fire fighting is needed, the brand protection function is a kind of crisis protection! This is very unfavorable to the long-term development of the brand.
VIII. Pay attention to product quality, but ignore technological innovation or cost.
If there is no technological innovation, the same product, quality and brand will be eliminated by the market sooner or later. On the contrary, if we do not consider the production cost of products and blindly pursue the technical content of products, we cannot meet the needs of the market.
In the 1950s and 1960s, Japanese enterprises faced the same situation as today's Chinese enterprises. They were the image of low quality and low price in the international market. The same was true of the original Japanese zipper enterprises. However, through technological innovation and quality improvement, they finally embarked on the road of brand internationalization. Their development process is worthy of our reference.
The top priority for China's zipper enterprises is to stick to scientific management and ensure the manufacturing accuracy and quality stability of their products in order to truly build their brands. Enterprises should realize the service to consumers in their “endless pursuit of the world's first quality, speed, service, innovation and cost".
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Address: Huiyuan Zipper Industrial Park, No. 198 Yucao Road, Baimao Industrial Zone, Changshu city
Tel：0512－52520000 52521911 Fax：0512－52523721 E_mail：hy@sdszipper.com
Copyright：Jiangsu Huiyuan zipper manufacturing Co., Ltd. All rights reserved
Jiangsu Huiyuan zipper manufacturing Co., Ltd. All rights reserved