With the globalization of China's electronic cigarette manufacturing industry, brand going global has become a necessary means for manufacturing enterprises to gain long-term market and discourse power. However, the market environment has undergone drastic changes, and e-cigarette manufacturers need to pay serious attention: the new transformation is that 2023 is the year for products to go global, and 2024 will inevitably enter a new stage of brand competition for going global. Why is this?
First of all, the era of earning fast money, which has become accustomed to it, is about to pass. In the past, with wild growth, most e-cigarette manufacturers were accustomed to making quick money, and there were many companies that did not like to invest in branding and long-term thinking. This is the current mindset of most Chinese e-cigarette manufacturers going global. However, whether it is a product brand or a manufacturer brand, they are entering a turning point in the process of transitioning from product output to brand output, upgrading from product driven overseas to brand driven overseas, which is sending a signal of a watershed change.
Secondly, the export of electronic cigarette manufacturers' brands is definitely a long-term investment process. In the past, it was easy to obtain an order by exporting products, but now the stage of exporting products has passed. It is no longer as easy to obtain orders with just one product, but more important to deepen the construction of brand going global and enter the stage of brand going global. Especially in the situation where products pile up like mountains and go global, brands will become the key factor for many overseas channel merchants to make decisions and cooperate.
There is an inevitable connection between brand going global and global compliance. 2024 is also bound to be an important turning point for global e-cigarette compliance, and a period of mature business atmosphere. At this time, it is even more necessary to compete with brands, in terms of their integration ability and influence on the channel side!
So, how to do a good job of brand going global?
Firstly, market research should be conducted to gain a deeper understanding of the target market's culture, consumption habits, competitors, and channel relationships, in order to develop targeted market entry strategies. In the target market, clarify the brand's positioning and value proposition, so that it has a unique position and brand value in the market.
Secondly, electronic cigarette manufacturers need to do a good job in brand promotion. The essence of brand awareness is to have a long-term investment awareness, rather than the idea of making quick deals and making quick money. The establishment of brand image and market influence cannot be achieved overnight. Create differentiated value that differs from competitors, or provide users with a reason for continuous attention/not leaving, to maintain user loyalty to the brand. As a localization promotion, we need to delve into several key points: the core dissemination of enterprise value, quality dissemination, and effective scenario based thinking.
Electronic cigarette manufacturers need to have clear positioning thinking and promotion awareness in order to gain brand market penetration when going global. The brand's awareness of going global has not been awakened enough, and it is precisely because few people are doing it that they are in a hurry to do it! Don't miss the first step when brands go global.