论坛 › 新疆 › 打造品牌的5个平常误区，99%的老板都在犯

9q13nh 发表于 2024-9-4 05:31:53

打造品牌的5个平常误区，99%的老板都在犯

<span style="color: black;"><strong style="color: blue;">点击卡片或上方蓝字关注</strong></span><span style="color: black;"><strong style="color: blue;">“</strong><strong style="color: blue;">Miss安娜</strong><strong style="color: blue;">”</strong></span><strong style="color: blue;"><span style="color: black;">作者&nbsp;</span></strong><span style="color: black;">|&nbsp;</span><span style="color: black;"><strong style="color: blue;">Miss安娜</strong></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">到了今天，品牌出海在跨境圈依然是最<span style="color: black;">火热</span>的<span style="color: black;">专题</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">总是有<span style="color: black;">非常多</span>传统工厂老板问我：<span style="color: black;">倘若</span>企业想要转型，想重点打造品牌出海<span style="color: black;">第1</span>步要做什么？是不是要有<span style="color: black;">非常多</span>的<span style="color: black;">宣传</span>预算？</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">80%的企业打造品牌<span style="color: black;">第1</span>步想到的<span style="color: black;">便是</span>投<span style="color: black;">宣传</span>，但其实是一种误解。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你这不叫做品牌，只是斥巨资打广告。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从“制造”到“品牌”的过程，需要<span style="color: black;">触及</span>选品、营销、市场，<span style="color: black;">乃至</span>创新思维等，才会<span style="color: black;">逐步</span>形成自有品牌。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那样</span>，品牌要出海，企业要<span style="color: black;">创立</span><span style="color: black;">那些</span>竞争壁垒？迈出<span style="color: black;">第1</span>步需要做<span style="color: black;">那些</span>准备？</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span>我过往的<span style="color: black;">有些</span>实战经验，分享以下几点，<span style="color: black;">期盼</span>能给到<span style="color: black;">大众</span>一点启发。</p><span style="color: black;"><strong style="color: blue;">Q:</strong></span><span style="color: black;">越来越多中国供应链转移去东南亚，<span style="color: black;">那样</span>，<span style="color: black;">针对</span>制造型企业<span style="color: black;">来讲</span>，除了转移生产地外，还有<span style="color: black;">无</span>别的解法吗？</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">Miss 安娜：</span></strong><span style="color: black;"><span style="color: black;">按照</span>企业微笑曲线来看，做简单的加工和生产组装的企业在<span style="color: black;">全部</span>产业链中是毛利率最低的，两端毛利率高的分别是产业上游的<span style="color: black;">开发</span>创新型企业和产业下游直接触达用户和市场的品牌型企业。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>中国实业想要摆脱毛利率日渐低下的困局，其实是有两条路<span style="color: black;">能够</span><span style="color: black;">选取</span>。</span></p><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/sRFpoRWEkBSYLkLCOHDZdYvqWM4gpMx5eDpwebvmG7nuc9EhJlG0YSvzODtiat2m1ibMlezlXnap1YOTFH01c4Hw/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">图 |&nbsp;企业微笑曲线</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一是像新能源汽车、半导体等重<span style="color: black;">开发</span>的高新技术企业的道路，正是政府过去<span style="color: black;">数年</span>所提倡并给予了优待政策的。二是注重售后服务的品牌企业道路。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">非常多</span><span style="color: black;">伴侣</span>会抱着“别人吃肉我喝汤”的<span style="color: black;">心理</span>，误以为这是战略<span style="color: black;">选取</span>的问题，但很遗憾的是，这并非是个体所能<span style="color: black;">上下</span>的。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">这是中国实业不可逆的趋势，是社会性的变革，行业的拐点。</strong></span></p><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/sRFpoRWEkBSm1w3xrVp1BljUskwLLLVibqy3Y70ujwPqIGThdHWJTJKicxjawKK0dI7BIkn5wth7HJjeHJicpjib6g/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">鉴古知今，19世界60年代的德国，在工业革命红利的下，<span style="color: black;">显现</span>了一大波的实体制造型企业，正如<span style="color: black;">此刻</span>的中国。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">后面随着德国人口红利的消失，德国的企业<span style="color: black;">同样</span>面临着<span style="color: black;">一样</span>的两个<span style="color: black;">选取</span>。一波是以车企为首的技术型企业，另一波是像双立人、西门子这种的品牌企业。直到今天德系企业在各行各业内依然有相当的话语权。</span></p><span style="color: black;"><strong style="color: blue;">Q:&nbsp;</strong>我是OEM工厂转型的企业，<span style="color: black;">无</span>专门的品牌营销团队，在0到1做品牌推广，有<span style="color: black;">无</span><span style="color: black;">有些</span>低投入高产出的<span style="color: black;">方法</span>？</span><strong style="color: blue;"><span style="color: black;">Miss 安娜：</span></strong><span style="color: black;">品牌人之间有句俗话：“没钱你做什么品牌？”这句话放在20年前是成立的，但这句话放到2023年更<span style="color: black;">大都是</span>品牌操盘手的自我调侃。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">为何</span><span style="color: black;">这般</span>说？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以往<span style="color: black;">咱们</span>做品牌，起盘<span style="color: black;">一般</span><span style="color: black;">仅有</span>高举高打一条路<span style="color: black;">能够</span>走，谁在线下、纸媒和电视台铺的<span style="color: black;">宣传</span>多，谁就能成功。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">据美国Statista的数据<span style="color: black;">表示</span>，2022年谷歌Pixel在美国的电视<span style="color: black;">宣传</span>中排名<span style="color: black;">第1</span>，7天就烧掉了2644万美金来推广它的手机。“超级碗”<span style="color: black;">时期</span>一个30秒<span style="color: black;">宣传</span>的成本<span style="color: black;">更加是</span>高达650万美元。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">像<span style="color: black;">咱们</span>这种刚起步的小品牌，<span style="color: black;">乃至</span>是“白牌”，难听点说，入场竞争的资格都<span style="color: black;">无</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">咱们</span>必须承认的是<span style="color: black;">，</span></span><span style="color: black;"><span style="color: black;">海量</span>的<span style="color: black;">揭发</span>确实能更快的触达消费者，形成记忆，从而达到转化的目的。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但<span style="color: black;">此刻</span><span style="color: black;">已然</span>有了<span style="color: black;">非常多</span>低成本、成熟的品牌营销<span style="color: black;">方法</span>，更适合新创品牌采用。&nbsp;</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/sRFpoRWEkBSm1w3xrVp1BljUskwLLLVibROdccibHENswlcsLVF4GuWAoYtr8PnSz6rkQmSiaAIian54vBAdGIZ8vg/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">日前</span>在美国大码泳装市场份额占到10%，年<span style="color: black;">营销</span>额7亿以上的CUPSHE（卡佩希），<span style="color: black;">便是</span>一个从中国实打实0到1出海成功走出来的品牌。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">CUPSHE是怎么做到的？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">首要</span>是基于美国<span style="color: black;">肥壮</span>女性人群每年<span style="color: black;">提升</span>20%的增长率，<span style="color: black;">而后</span>极度聚焦于“女性大码泳装”这个细<span style="color: black;">归类</span>目，将用户差异化做到极致。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">选取</span>大于<span style="color: black;">奋斗</span>，从女装杂货铺到大码泳装起步，细分<span style="color: black;">才可</span>快速成王。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其次<span style="color: black;">亦</span>离不开其DTC线上营销+强内容策略。<span style="color: black;">按照</span>similarweb数据，CUPSHE官网的流量有59.1%来自社交<span style="color: black;">媒介</span>，其中Facebook占51.03%，YouTube、Pinterest、Instagram则分别占34.33%、7.46%和2.94%，由此可见，Facebook是CUPSHE布局社媒营销的主阵地。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">此刻</span><span style="color: black;">非常多</span>从0到1出海<span style="color: black;">快速</span>取得突破的企业<span style="color: black;">必定</span>不是<span style="color: black;">经过</span>传统的<span style="color: black;">途径</span>去做做推广，而是像SHEIN、CUPSHE<span style="color: black;">同样</span>在做社媒营销。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">无</span>大变化就<span style="color: black;">无</span>创业者的商机，资源永远是在剧变中<span style="color: black;">才可</span>重新分配。</strong></span><strong style="color: blue;">社媒新的流量增长，本质是把客户重新分配的过程。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">社媒营销里面<span style="color: black;">能够</span>分为红人营销、活动营销和事件营销，我在前段时间发的一篇关于社媒推广的<span style="color: black;">文案</span>里面有<span style="color: black;">仔细</span>的<span style="color: black;">说到</span>，<span style="color: black;">这儿</span>就<span style="color: black;">再也不</span>赘述，感兴趣的<span style="color: black;">能够</span>直接点击链接去看。<span style="color: black;">（</span><a style="color: black;"><span style="color: black;">点击此处查阅</span></a><span style="color: black;">）</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">做品牌要不要花<span style="color: black;">非常多</span>钱去做<span style="color: black;">宣传</span>这个问题，从我创立品牌这7年的结果来看：是要花<span style="color: black;">非常多</span>钱，但<span style="color: black;">亦</span>没想象中的<span style="color: black;">那样</span>多，从投产比来看，还是很划算的一笔买卖。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">做品牌更重要的是底层<span style="color: black;">规律</span>与<span style="color: black;">办法</span>论，这两个对了，冤枉钱少花了，成本自然就下来了。</span></p><span style="color: black;"><strong style="color: blue;">Q:&nbsp;</strong><span style="color: black;">说到</span>出海品牌，<span style="color: black;">大众</span>脑海里<span style="color: black;">马上</span>会想到的是像Anker、Outer、SHEIN……这类ToC的企业，那是<span style="color: black;">仅有</span>ToC的企业才会做品牌吗？<span style="color: black;">倘若</span>我是ToB企业，像机械、医疗器械、包印行业、定制类的行业能做品牌吗？</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">Miss 安娜：</span></strong><span style="color: black;">当然<span style="color: black;">能够</span>，其实在同一个行业内，<span style="color: black;">亦</span>会<span style="color: black;">同期</span>有ToC和ToB的品牌，<span style="color: black;">例如</span>：富士康和苹果。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">富士康说，做手机就来找我，我是富士康。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">苹果说，买手机就来找我，我是苹果。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我自己<span style="color: black;">亦</span>有操盘ToB的品牌，我服务过的大部分企业<span style="color: black;">便是</span>做ToB业务的，有些<span style="color: black;">乃至</span>还是半成品工厂。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">咱们</span>说到品牌，ToC企业能列出一大堆，一问ToB<span style="color: black;">好似</span>确实没想起哪家。但ToB企业中<span style="color: black;">亦</span>出了像富士康，Intel（英特尔）等等<span style="color: black;">把握</span>行业话语权、几近垄断的品牌。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那半成品工厂呢？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">半成品企业的品牌<span style="color: black;">更加多</span>只是不为普通消费者所知。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">举个例子，瑞幸、星巴克、喜茶<span style="color: black;">大众</span>应该都有喝过，但<span style="color: black;">必定</span>没多少人留意过手上小小的杯盖。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">它们都出自同一个半成品B端品牌恒鑫生活。这家企业去年<span style="color: black;">已然</span>递交IPO。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/sRFpoRWEkBSm1w3xrVp1BljUskwLLLVibzbREibUiaLUb2pJMB5EeTbRdEf6cATOZGicBeXz5gqF1wzsgERhB2ORrA/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我总结了下ToB企业做品牌，<span style="color: black;">重点</span><span style="color: black;">经过</span>功能、理性、专业度来<span style="color: black;">创立</span>品牌认知。在<span style="color: black;">商场</span>社会<span style="color: black;">基本</span><span style="color: black;">无</span>事实<span style="color: black;">仅有</span>认知。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">而品牌=生意+心智的双重增长。OEM<span style="color: black;">便是</span>生意，而品牌还<span style="color: black;">能够</span>抢占用户的心智，从而有溢价能力。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">亦</span><span style="color: black;">便是</span>说，即使您是ToB/半成品的企业，您做品牌那刻的<span style="color: black;">起始</span>，您会比OEM有更加大的谈判话语权和溢价能力。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">我经常和<span style="color: black;">伴侣</span>开玩笑说，<span style="color: black;">咱们</span>这些ToB的企业都太实在了，一心全扑在技术上，<span style="color: black;">引起</span>遇到瓶颈了，<span style="color: black;">亦</span>找不到人交流的<span style="color: black;">办法</span>论。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">倘若</span>说ToC品牌是卖概念，ToB品牌<span style="color: black;">便是</span>卖技术。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">ToB品牌重行业内传播、深度沟通，ToC则追求<span style="color: black;">公众</span>传播、覆盖广。</span></p><span style="color: black;">有个有趣的现象，ToC品牌出<span style="color: black;">此刻</span><span style="color: black;">公众</span>视野<span style="color: black;">一般</span>是在打<span style="color: black;">宣传</span>，而ToB品牌<span style="color: black;">常常</span>是在做公关时才<span style="color: black;">显现</span>。</span><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/sRFpoRWEkBSm1w3xrVp1BljUskwLLLVibm0lWsJYw8uf28YoRqPu227XTzib6DlickeibAofsHzJYj3sQZNj1WdLcw/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/sRFpoRWEkBSm1w3xrVp1BljUskwLLLVibhTKu6OAtQU5fia5A6VJaml197ZzwMFJ9lorlFibf4ju7gIaQvpD3tSCg/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;">Q:&nbsp;</strong><span style="color: black;">区别</span>行业之间有<span style="color: black;">无</span><span style="color: black;">有些</span>统一的出海路径可复制？</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">Miss 安娜：</strong></span>无论是什么行业，<span style="color: black;"><strong style="color: blue;">品牌=定位+内容+营销</strong></span>，这个底层<span style="color: black;">规律</span>是不变的。其中“定位”<span style="color: black;">便是</span>品牌出海时企业的核心。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">简单<span style="color: black;">来讲</span>，<span style="color: black;">便是</span>要聚焦于单一<span style="color: black;">途径</span>、单一市场、单一品类做突破。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">打造品牌力注定会是一场<span style="color: black;">很久</span>战，<span style="color: black;">因此</span>出海的<span style="color: black;">第1</span>步<span style="color: black;">便是</span>要找准赛道和市场。</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span><span style="color: black;">能够</span>将市场类型大致上分为两种：<span style="color: black;">第1</span>种是发达市场；第二种是新兴市场；</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从各方面发展来看，可能大部分人会<span style="color: black;">选取</span>发达市场，毕竟流量和热度在那了，相对<span style="color: black;">来讲</span><span style="color: black;">亦</span>会比较有<span style="color: black;">优良</span>。<span style="color: black;">例如</span>北美、西欧、日韩、澳洲市场，尤其是在线上消费这<span style="color: black;">一起</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">但流量成本<span style="color: black;">亦</span>被提得很高。<span style="color: black;">因此</span>我比较<span style="color: black;">意见</span>在这些市场上，<span style="color: black;">能够</span>先重点去抢占一部分<span style="color: black;">青年</span>、低收入的人群，<span style="color: black;">能够</span>主打卖货，做<span style="color: black;">有些</span>高性价比的<span style="color: black;">制品</span>、<span style="color: black;">明显</span><span style="color: black;">制品</span>的功能、创新点。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当然，<span style="color: black;">亦</span>有的人会更加看重新兴市场。<span style="color: black;">为何</span>呢？</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">由于</span>东南亚、印度、东欧、中欧、俄罗斯、中南美等市场出海<span style="color: black;">潜能</span>相对更大。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">但<span style="color: black;">危害</span>是会面临着<span style="color: black;">基本</span><span style="color: black;">设备</span>差、成交效率低以及用户消费力不足的挑战。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对</span>中国企业<span style="color: black;">来讲</span>，城市新中产、本地相对高收入人群是主力军，尤其是对<span style="color: black;">哪些</span>单价较高的<span style="color: black;">制品</span>。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">总得<span style="color: black;">来讲</span>，发达国家主攻下沉市场，主打高性价比<span style="color: black;">制品</span>，主攻销量。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而新兴市场则可<span style="color: black;">做为</span>品牌企业主攻的阵地，拿出<span style="color: black;">自己</span><span style="color: black;">优良</span><span style="color: black;">制品</span>，主攻新中产、高收入群体去打响品牌战。</p><span style="color: black;"><strong style="color: blue;">Q:&nbsp;</strong>都说品牌打造分为三个<span style="color: black;">周期</span>：以流量换销量、升级供应链、用户导向型。但<span style="color: black;">此刻</span>又在讲讲“品牌本土化”，到底<span style="color: black;">区别</span>的<span style="color: black;">周期</span>应该怎么导入品牌本土化？</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">Miss 安娜：</span></strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;">第1</span><span style="color: black;">周期</span>：以流量换销量。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">指的是依靠中国最多款式、最一手的价格铺货，一旦赌上爆款就快速做大规模。这个<span style="color: black;">周期</span>的服装出海企业供应链能力弱，用户体验差<span style="color: black;">引起</span>复购率低、用户留存低，企业很容易抵达天花板，2-3年时间随着流量成本<span style="color: black;">提升</span>，拉新就玩不转了。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">第二<span style="color: black;">周期</span>：升级供应链，尝试自主<span style="color: black;">研发</span>设计。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而这个<span style="color: black;">周期</span>的挑战<span style="color: black;">便是</span>前端<span style="color: black;">营销</span>和后端<span style="color: black;">制品</span><span style="color: black;">研发</span>和供应链管理协同效率低，爆款<span style="color: black;">显现</span>少就会<span style="color: black;">引起</span>库存成本<span style="color: black;">提升</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">第三<span style="color: black;">周期</span>：用户导向型。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">是以细分用户群体为中心，围绕用户在特定场景下，面临的尚未得到满足的痛点，<span style="color: black;">创立</span>自主<span style="color: black;">研发</span>设计团队，创造<span style="color: black;">处理</span>痛点的<span style="color: black;">制品</span><span style="color: black;">方法</span>。并且塑造品牌故事和丰富品牌内涵，<span style="color: black;">提高</span>国内供应链效率<span style="color: black;">同期</span>，还要把重要市场本土化。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>品牌本土化其实是在找到了用户群、特定场景，有了<span style="color: black;">开发</span>能力和<span style="color: black;">制品</span>力之后，在第三<span style="color: black;">周期</span>的竞争，需要做您本土化的品牌故事，丰富品牌内涵的时候才需要去做的。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">从0到1要聚焦，从1到10必须点线面发展，<span style="color: black;">周期</span><span style="color: black;">区别</span><span style="color: black;">办法</span>就<span style="color: black;">区别</span>。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那说回品牌本土化，其<span style="color: black;">重点</span><span style="color: black;">指的是</span>品牌内容的本土化、传播<span style="color: black;">途径</span>的本土化、<span style="color: black;">制品</span>风格本土化这三个方面。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如在品牌内容侧<span style="color: black;">非常多</span>人误以为本土化<span style="color: black;">便是</span>翻译，其实本土化<span style="color: black;">不仅</span>如此。</span></p><span style="color: black;">简单点<span style="color: black;">来讲</span>，本土化<span style="color: black;">指的是</span>使<span style="color: black;">制品</span>“入乡随俗”的过程。</span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">区别</span>的国家，<span style="color: black;">乃至</span>同一国家<span style="color: black;">区别</span>地区或民族势必会存在多种<span style="color: black;">区别</span>的文化。而冒犯当地文化则是做品牌出海最不可触犯的禁忌。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>2019年宝格丽上线猪年新春<span style="color: black;">宣传</span>语中，<span style="color: black;">运用</span>“猪”的谐音单词“Jew”。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">发布了“Jew事顺利”、“掌上明Jew”等四字<span style="color: black;">宣传</span>词。&nbsp;</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/sRFpoRWEkBSm1w3xrVp1BljUskwLLLVibwF4JRCRibDz9ia9RibFxJg3hROpQG0sica94fyd9NFUaicdUaAicfRegqxPA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">针对</span><span style="color: black;">咱们</span>中国人<span style="color: black;">来讲</span>，可能会认为这种“谐音梗”非常巧妙。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">可在英文中，文案里的“Jew”在一方面<span style="color: black;">能够</span>视为珠宝“Jewerly”的缩写，另一方面<span style="color: black;">亦</span><span style="color: black;">能够</span>理解为犹太人的缩写。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">亦</span><span style="color: black;">便是</span>说该文案容易让人把犹太人与猪联系到<span style="color: black;">一块</span>，让人误认为该<span style="color: black;">宣传</span>存在种族<span style="color: black;">卑视</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">况且</span>尴尬的是，还有网友指出犹太人不吃猪肉。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">最后</span><span style="color: black;">引起</span>宝格丽遭受到了种种舆论压力，大大影响了品牌名誉。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">因此</span>，当决定出海前<span style="color: black;">首要</span><span style="color: black;">必定</span>要做的<span style="color: black;">便是</span>：提前<span style="color: black;">认识</span>当地文化，洞察当地市场。做到针对<span style="color: black;">区别</span>地区制定<span style="color: black;">区别</span>的营销创意，实现“一地一策”。</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌打造是一个正确而艰难的事情，是既有短期业绩增长，<span style="color: black;">亦</span>有战略<span style="color: black;">长时间</span>主义。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>您关注品牌打造，<span style="color: black;">那样</span>会<span style="color: black;">发掘</span>在中国不缺乏生产型人才，<span style="color: black;">亦</span>不缺乏<span style="color: black;">营销</span>型人才，但很缺乏品牌型人才。而一切在网上免费获取的信息<span style="color: black;">已然</span>非常滞后，<span style="color: black;">乃至</span><span style="color: black;">非常多</span>并不是海外品牌打造的实战<span style="color: black;">办法</span>分享，<span style="color: black;">更加多</span>只是传统大品牌的打法。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在同一个事情上，“做到”与“<span style="color: black;">晓得</span>”的人是完全不<span style="color: black;">同样</span>的水平。</span></p><strong style="color: blue;"><span style="color: black;"><span style="color: black;">因此</span>最有价值的信息<span style="color: black;">必定</span>是与拿到结果的人面对面交流，<span style="color: black;">经过</span>私域的圈子<span style="color: black;">才可</span>获取。</span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">&nbsp;业绩增长三剑客外贸总裁班</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">10月19日&nbsp;→ 10月21日</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">业绩下滑？</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">增长停滞？</p>

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">供应商不<span style="color: black;">协同</span>？</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">品牌打造无从下手？</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">欢迎来到「业绩增长三剑客」！</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">课程内容</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">01</strong></span><strong style="color: blue;">&nbsp; 从0-1打造品牌</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">品牌复利增长的底层<span style="color: black;">规律</span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">品牌复利=生意+心智的双重增长</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">全面拆解品牌跨境布局的机会点、切入点</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">企业<span style="color: black;">怎样</span>系统化建设品牌、实现品牌<span style="color: black;">有效</span>率增长</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">非线性、非理性的用户决策<span style="color: black;">行径</span></p>

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">品牌系统化打造<span style="color: black;">办法</span>论</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">揭秘<span style="color: black;">区别</span><span style="color: black;">周期</span><span style="color: black;">怎样</span>梳理打造品牌</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">品牌传播:营销大渗透、<span style="color: black;">途径</span>大渗透</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">0到1:实战落地<span style="color: black;">过程</span>SOP</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">四感原理打造品牌:存在感、参与感、幸福感 、优越感</p>

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">品牌S2B2C<span style="color: black;">商场</span>模式</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">怎样</span><span style="color: black;">研发</span>代理商</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">品牌方与代理商的分工和关系管理</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">分销价格体系<span style="color: black;">创立</span></p>

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">品牌资产金字塔的搭建</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">辨识品牌、记住品牌、认可品牌、产生购买倾向</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">品牌资产金字塔: 品牌使命愿景价值观，品牌的核心价值，品牌个性，品牌独特性资产</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">02</strong></span><strong style="color: blue;">&nbsp; <span style="color: black;">有效</span>拓客与业务成交</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">最新海外社媒玩法</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Facebook、TikTok、YouTube等社媒正确布局</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Linkedin、Google、Facebook零成本自主获客<span style="color: black;">办法</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">领英六度理论<span style="color: black;">研发</span><span style="color: black;">精细</span>客户</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">解密海外红人带货: KOL和KOC的合作模式</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">全域引流+裂变式营销设计</p>

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">有效</span>谈判客户</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">营销</span>冠军6-3-1法则</p>

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">业务成交六大链路</p>

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">让客户<span style="color: black;">没法</span>拒绝的谈判秘诀</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">大客户的识别与背调</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">客户<span style="color: black;">爱好</span>什么样的业务员?</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">营销</span>冠军团队的搭建与管理</p>

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">03</strong></span><strong style="color: blue;"> 增长三剑客</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">业绩增长钻石模型</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">正向外贸布局(<span style="color: black;">制品</span>、团队、<span style="color: black;">途径</span>、供应链)</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">老板必须<span style="color: black;">晓得</span>的跨境电商<span style="color: black;">途径</span>布局!</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">阿里巴巴国际站、美国亚马逊、Temu、TIKTOK</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">东南亚电商、独立站的运营核心</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">企业自我诊断与年度经营规划</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">企业家“面对面”共创</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">跨境电商企业家头脑风暴</p>

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">适合人群</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">跨境电商创业者</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">外贸企业家</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">工贸一体企业负责人</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">品牌主理人 / 操盘手</strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3天1夜全面分享从<span style="color: black;">办法</span>论到实战案例再到落<span style="color: black;">地区</span>法 ，不仅是单向输出，<span style="color: black;">更加是</span>双向学习。报名请联系助教Tina，提前占座。</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;">长按识别添加｜</strong></span>助教Tina<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Miss安娜，业内人<span style="color: black;">叫作</span>“女海王”（品牌出海女王），广东吉拓户外董事长，美国户外露营行业Top10品牌创始人，现聚焦大户外行业生态打造。过去十年不幸把青春赔进了品牌出海/跨境电商，同龄人在酒吧看月亮，我在屏幕看美国的太阳，吉拓创业7年熬瘦了40斤。关注跨境电商创业、品牌出海风向，在<span style="color: black;">这儿</span>与十万工厂主<span style="color: black;">一块</span>洞察跨境电商。</p><span style="color: black;">
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j8typz 发表于 2024-10-28 08:44:41

我们有着相似的经历，你的感受我深有体会。

查看完整版本: 打造品牌的5个平常误区，99%的老板都在犯