The specialty is good but it's not big, it's strange

There are many very good native products that have been done for many years or not. What is the reason? What are the key buttons for changing from a “small” specialty to a big brand?

It is good to establish special specialty products with special concepts, but it is not so big. The problems often lie in the concepts, and they are the “special” characters that do not deal with the special products.

"The height determines the horizon, and the angle changes the concept." The specialty must be large, and the idea of ​​a big specialty must be established, that is, the concept of big food and pan-food, and the specialty product cannot be treated only as a specialty product.

Specialty products generally have history and traditions, strong product features, and some also form an inherent marketing model and consumption model. If companies only do business in accordance with consumption customs and marketing models, they rely on the purchase of local organizations and enterprises, the gifts of visiting friends and relatives during the year, and the early adopting of foreign tourists to run specialty products. This is a specialty product under the concept of purely specialty-oriented products, not large. The concept of specialty products, that is to say, not the concept of big food, the market must be limited.

The idea of ​​establishing a big specialty cannot stick to the authentic and original ecology, and it is necessary to quickly digest the product. Eliminate the inconvenient storage and inconvenience of all products. To enable products to be quickly consumed in multiple scenarios, multiple times, and multiple times.

All local specialty products that have gone far in their legs have been rapidly digested with product ideas and packaging.

British Lipton tea is faster than Chinese traditional tea, and Jiaduo Herbal Tea and Xiangpiaojiao Milk Tea are relatively fast compared to the street-shop sales model. Imagine that jujube tablets are faster than traditional fresh dates.

In the north and northwest regions of China, the special product "Shumian" requires "triple cooked" when it is produced. It is very troublesome. Today, it has been developed into a "convenient simmer noodles", which can be eaten with hot water and become a diabetes favorite.

Now the old Beijing Sour Plum Soup is bottled, and the canned gourd juice is bottled for sale. Sachimar has its own small package. “The donkey is rolled” is wrapped in sugar paper. The Zhoucun Wu Dalang bun has a brand bag... The next one may be Xiaoshan radish, Gaoyou fragrant chicken, Yili horse meat.

The same is true of the so-called "authentic" local specialty products, which must be broken. Including the authenticity of taste, authenticity of product form, authenticity of consumption style.

Canned Wanglaoji and Jiaduobao are obviously not authentic compared to local street tea shop. The spicy beef and spicy dried tofu of Sichuan snacks are obviously not enough for the Sichuanese. A sub-packaged Guifaxiang twist is obviously losing its "characteristics" compared to the traditional high-spirited Tianjin Hemp flower. These "not authentic enough" are all designed to meet the needs of the wider national consumer population and to make sales in a wider geographical area. For the consumer, nothing can not be changed.

The top-level design and master strategy for resource seizing boss Ai Lisi said: "If a small company wants to be a big company, then it must follow the 'big' rule. Do not look at yourself as a small company. Focus on foreign countries. Globally, it will develop to national and global markets; at the same time, we must do it in a small space to make ourselves more focused than our opponents."

To do business, one must have a big idea, and the other is to have a bigger path and method. This is the top-level design.

There are three most important principles for the establishment of local specialty enterprises.

The first is to learn to give up, there is something to be found, the willingness to give up, great wisdom also;

The second is to focus on resources, with a strategy of ten, and tactics on the tenth, which is the only way for SMEs to win;

The third is to grab the boss, the boss is a strategic scarce resource, who rises, who is the sun.

I found that the smaller companies are, the more ideas there are and the more products they have. More than refined, scattered but not strong, attack everywhere, hit the wall everywhere. This is a common misconception and strategic misunderstanding of local specialty companies. The annihilation of many small and medium-sized enterprises is often not starvation, but is dazzled by the opportunity to die!

The resources are right in front of you. The special product is your best blue sea market. Concentrate on the resources and focus on the resources. Work hard on the local specialty products. Do the big fish in the “small” pond first, and then go to the sea in the big river.

The specialty market is a strategic opportunity market. Many categories don’t have the first place. Entrepreneurs must cherish the strategic opportunities contained in the category. Whoever takes the lead in creating category brands and represents the category brand will get the “survival of the first, the strongest”. The stronger "the advantage.

Take Shanxi's mature vinegar as an example. In the local area, Donghu, which is favored by consumers, is far less powerful than the Zilin in the foreign market. What are the reasons? Because Zilin has taken the lead in representing the Shanxi Vinegar in the foreign market, it is needless to say that Zilin has much greater potential for development than Donghu. Such as “Longkou fans, Long Dazao” and “Wujiang mustard – authentic Fuling mustard” have successfully transferred the regional brand advantage to the corporate brand. This is a wise move to seize resources as the boss.

It is not a special product, it is not a pattern, and it is a wrong idea. From local specialties to big specialty products, consumers' minds need to be broken. It also requires the opening of business operators' concepts and ideas.

The vision determines the way of thinking and the concept determines the method. No food is national in nature, and the scale of production of local specialty products will be enlarged. When products and brands are promoted throughout the country, they will grow into excellent food companies.