How to cultivate the brand of commercial enterprises under the new situation.

Under the new situation, how to cultivate key brands, improve brand marketing level and ensure the sustainable development of the industry has become an important topic that tobacco commercial enterprises at all levels must start to study in depth. The author talks about some understandings and thoughts on cigarette brand cultivation under the new situation. Creating a fair market environment is the focus of brand cultivation, and brand cultivation is the top priority of tobacco commercial enterprises. At present, the outstanding focus of brand cultivation of commercial enterprises is to create a fair and competitive market environment for brand development. The author believes that the key to creating a fair competitive market environment lies in establishing and perfecting the introduction and withdrawal mechanism of brands. The first is to formulate evaluation criteria for brand introduction and exit. Which brands can enter and which brands should exit, commercial enterprises should formulate medium-and long-term brand development plans, define the direction of brand development, closely focus on the development goals of "532" and "46 1" proposed by the State Administration, combine the characteristics of market consumption in the jurisdiction, take market recognition as the main criterion to measure whether brands are marketable, and take retail customers' opinions and consumers' tastes as the guidance for brand cultivation. Select the key backbone brands and potential brands that are marketable in the local market as the cultivation objects, make clear which are key varieties, which are auxiliary varieties and which are reserve brands, and try to promote them step by step as a whole. On the basis of the medium-and long-term brand development plan for the next 3-5 years, the brand cultivation work plan for the next year will be formulated at the end of each year, and the medium-and long-term brand development plan will be revised and adjusted continuously. The second is to introduce a moderate competition mechanism. As far as the competition subjects are concerned, not all brands (specifications) are allowed to participate in the competition, but all brands (specifications) that meet the brand development plan of the region should be encouraged to participate; As far as competition is concerned, cigarette brands of industrial enterprises should compete around key points such as style, characteristics and quality to avoid unfair competition. Several problems to be solved in brand integration and replacement For commercial enterprises, the essence of brand cultivation is brand integration and replacement, that is, the process of promoting the expansion of key backbone brands and the contraction of non-key backbone brands. It can be predicted that some new brands unheard of by retailers quietly stepped onto the counter in this process, while some urgent brands that were once sold in the market gradually disappeared. In this process, several difficult problems that need to be solved before commercial enterprises are: what should retailers do if they can't get the cigarettes they want to sell? What should retailers do if they can't sell their cigarettes? What if consumers can't buy the cigarettes they want? By solving these three problems, brand cultivation will be successful. The reasons for these problems are as follows: First, some retailers do not understand the development policies of the tobacco industry. The dependence on some non-key cigarette brands (specifications) is too high. Due to the need of cultivating big brands, some brands (specifications) with no development potential will inevitably be replaced by strategic brands with development potential. Before the integration, some brands (specifications) may be best-selling and tight brands in some markets, and some retailers rely too much on them. When the supply decreases due to the need of integration and replacement, there is a contradiction between supply and demand. For example, Hongmei brand in hongta group was once the largest cigarette brand in China, and Hongmei (soft yellow) specification has been one of the four most popular cigarette specifications in Baise market in Guangxi in recent years. However, from the development trend of national cigarette brands, due to the low structure, it is not conducive to continue to develop into a big brand under the new situation. hongta group will make full use of Hongtashan and Yuxi brands to attack "532" and "46655". Secondly, some retailers lack the necessary skills to launch new products. Generally speaking, the terminal construction of cigarette retail enterprises is still at a low level, and the phenomenon of new products dying after being put on the shelves is more common. Many retailers lack the necessary brand promotion knowledge, brand culture, characteristics and selling points of new products, and also lack the initiative to introduce them to customers, resulting in no one being interested in new products. The failure to sell the purchased cigarettes virtually harms the economic interests of retailers, naturally discourages the enthusiasm of retailers to buy again, is not conducive to the growth and expansion of new products, and also reduces the loyalty and cooperation of retailers to tobacco companies. Third, it takes some time for some consumers to change their consumption habits. Some consumers have formed relatively stable cigarette consumption habits, have a preference for a certain cigarette product, and are often unwilling to try other cigarette products, so it is difficult to change the original consumption habits in a short time, and it takes some time to accept new cigarette products. When their original cigarette products are delisted due to the need of brand integration, if retailers can't actively introduce new substitute products for them, the satisfaction brought by their original preferred cigarette products will disappear, and consumers often complain that they can't buy the cigarette products they want. The countermeasures of brand cultivation of commercial enterprises are mainly to analyze the causes of the problems from two aspects: retailers and consumers. In fact, "customers are never wrong, and it is our fault to think wrong." From a deeper perspective, this is a manifestation of our tobacco commercial enterprises' unsound work. Therefore, the author thinks that tobacco commercial enterprises can solve this problem by strengthening the following aspects: First, strengthen the study and publicity of industry policies and improve the brand cultivation awareness of marketers and retailers. On the one hand, marketers should strengthen their study of industry development policies. On the other hand, we should pay attention to the publicity and explanation of retail investors. Make full use of online ordering platform, SMS platform, newspapers and magazines, centralized training for retailers, on-site visits by account managers, etc., to publicize the development principles and policies of tobacco industry to retailers, and effectively improve the enthusiasm and initiative of retailers in brand promotion. The second is to strengthen the training mechanism and improve the brand cultivation skills of marketers and retailers. On the one hand, it is necessary to strengthen the training of brand cultivation knowledge for account managers, so that they can master the brand cultivation theory in modern cigarette marketing management; On the other hand, it is necessary to strengthen the training of retailers' brand cultivation skills. The third is to dynamically track consumer behavior characteristics and scientifically guide consumer demand. In the process of cultivating brands, commercial enterprises should take consumers as the support point and improve the marketing service level. Based on the information provided by account managers, telephone booking staff and market information staff set up in some areas, this paper studies the relationship between different ages, economic income, lifestyle and brand target consumers, as well as the relationship between consumer behavior and detailed factors such as taste and packaging. Fourth, deepen industrial and commercial cooperation and strengthen brand tracking and evaluation. Commercial enterprises should strengthen communication with the industry, in addition, commercial enterprises should evaluate brand cultivation in time. Strengthen the maintenance of key backbone brands with high market recognition and good growth, and promote their rapid growth; For cigarette brands whose sales performance declines, consumers are unwilling to buy and retailers are unwilling to sell, they should stop cultivating and let them withdraw from the market after digesting the inventory in time. Through evaluation and maintenance, the supply of goods is closer to the real needs of consumers in this area. To sum up, the brand cultivation of commercial enterprises has two central contents: one is to create a fair competitive market environment, and the other is to properly handle the problems brought about by brand integration and substitution. The former mainly solves the problem of industry satisfaction, while the latter mainly solves the problem of retailer satisfaction and consumer satisfaction. Only by grasping these two central contents can we win "three satisfactions" and promote the healthy development of key backbone brands. It is the key to realize the sustainable development of tobacco industry to cultivate key cigarette brands and become bigger and stronger. Therefore, only by further unifying thoughts, raising awareness, combining with reality and focusing on the long-term, can we constantly overcome the difficult problems in the process of cultivating key backbone brands and lay a solid foundation for cultivating key backbone brands to a new level.