Currently, most cosmetic processing factories primarily handle manufacturing. For cosmetic OEM manufacturers to stand out from the competition, they must find a breakthrough in branding. The process of an OEM company creating its own brand is essentially a transformation from a production-oriented enterprise to a brand marketing-oriented enterprise. The key to success lies in the company's ability to quickly cultivate and establish the marketing capabilities necessary for market competition.
I. Key Misconceptions in Market Competition Decision-Making
1. Overemphasizing one's own advantages in technology R&D, equipment capacity, manufacturing costs, and corporate reputation, often taking the advantages of upstream links in the value chain for granted as an inherent brand competitiveness or a comparative advantage over competitors. This understanding leads to many blind and hasty decisions with far-reaching consequences.
2. Believing that marketing is a product-centric competition, believing that the product is the protagonist of market competition, and that product quality determines victory, and being confident that with a good product, coupled with financial support and marketing planning, a good product will inevitably win. This understanding leads to prioritizing product over planning and distribution channels over branding.
II. Two Key Factors Concerning Brand Success or Failure Forgotten at the Marketing Operation Level
1. Neglecting Market Research and Analysis. 1. The role of market research has not been fundamentally elevated to a level of rational understanding. The probability of brand failure is self-evident. It is understood that many cosmetic manufacturers in the industry invest millions or even tens of millions of yuan when creating their own brands, but the vast majority of these companies have not conducted market research and analysis. They make marketing decisions and implement them based on experience, intuition, and judgment, which is truly unexpected.
2. Lack of brand positioning. Many cosmetic manufacturers often equate product function and concept differentiation, price and channel differentiation with brand positioning. The direct consequence is that they don't know "who to sell" their products to. Undoubtedly, brands without clear and precise positioning are almost always mediocre and homogeneous brands, with no future.
The path to creating independent brands for cosmetic OEM companies is long and arduous. If cosmetic manufacturers can establish brand awareness, clarify misconceptions about brand creation, and earnestly follow the basic principles of market research and brand positioning, market sales will not fall into difficulties.