Exploring the Four Schools of Private Brands at the 134th Canton Fair!(2)

In the 9.2 and 10.2 exhibition halls where electric tools are concentrated, the number of Chinese private brand booths is increasing and will become the most eye-catching type of booth. The exquisite booth design, unified brand image, and diverse product types reflect a more upscale image than factory and trading company booths. According to the author's rough statistics, there are more than 40 private brand exhibitors.

Firstly, let's talk about the background information of the establishment of self owned brands by trading companies. As market information becomes more transparent and factory strength becomes stronger, the production space of traditional trading companies becomes smaller and smaller. Some enterprising bosses are starting to consider how to develop the enterprise in the future. Establishing self owned brands has become a choice for many companies engaged in traditional trade, and Power Action is one of them.

Unlike brands established by manufacturing factories, the brand sects established by start-up trading companies have the following characteristics advantage.

1. Compared to other sects, the founders of this type of brand business have a broader perspective, attach more importance to the brand, and are willing to spend money on brand building;

2. Consistent emphasis on personnel and company management;

3. Having a certain level of professional personnel, such as procurement, technical, and quality personnel;

4. More familiar with the supply chain and products, making it easier to build longer product lines;

5. Familiar with international trade rules, with relatively abundant funds;


Disadvantages

1. Previously, the main business was OEM, which resulted in a lack of understanding of the brand, including brand positioning, product positioning, brand operation, marketing, etc., resulting in poor brand operation capabilities;

2. When the product positioning is different from the previous product positioning, the professionalism of the product is not strong;

3. There is a shortage of product professionals, especially those with experience in selling brands overseas;

These problems mostly exist in small brands, and for some rapidly developing and influential companies, they have gradually solved these problem points.