The strategy of creating explosion models for labor insurance products

Rees said in the "Origin of the Brand", "Consumers think in terms of category and express it in brand; if the category disappears, the brand will die."

The start-up of an enterprise must inevitably choose a category that has a greater chance of survival and is more likely to explode in order to open the market.

A company, a product quickly occupy the market, is a coincidence, or the logic behind it?

1

| saturation |

There is no brand category is the opportunity

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The CM Chaomei mask began with the SARS epidemic in 2003. The exclusive hospital was Xiaotangshan Hospital in Beijing; Ditan Hospital; Beijing Infectious Diseases Hospital; General Logistics Department of the Chinese People's Liberation Army; and 030. China and Japan Friendship Hospital and National Emergency Rescuers Reserve. The center began to supply anti-SARS masks and a market for protective masks emerged as a leading company.

Prior to this, the category market has grown, but there are not enough brands that are deeply rooted in people's hearts. As a result, CM took advantage of the United States to take off. According to the founder’s description, other types of daily necessities have been used until the use of a respirator-type mouthpiece, resulting in a qualitative leap in corporate value.

Before CM Chaomi, Chuangchuang, etc. appeared before these brands, these categories were filled with surplus markets occupied by foreign brands in the country.

Before these brands appeared, the remaining markets still had a huge customer base, and the establishment of the brand captured the big market of the category.

| Strategy One |

Category selection is the first strategy for entrepreneurship. Market opportunities are brought about by categories. Only in large ponds can we raise large fish. This is the importance of category selection.

2

| Reproducible |

Product standardization is a prerequisite for development

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Masking materials may vary before 2009. However, dust-proof and gas masks are not the best. One layer of cloth also affects the ease of breathing. The standardization of layered cloth that is consistent with international brands may be difficult to meet due to reasons such as production costs and raw material supply.

To compete in the market, we must adopt a standardized production process. Loss of high-cost, high-risk factors can guarantee product standardization. CM Chaomei passed the testing standard GB2626-2006 in 2009, which is KN95. In 2010, the company introduced a series of German meltblown nonwoven fabrics to manufacture its own masks.

Four layers of protective materials have gradually become the industry consensus. The production process has also rapidly spread. From the original semi-manual production, each process is gradually controlled by the production stream. The stability of product quality is guaranteed. The company's operations and development can be guaranteed.

| Strategy 2 |

From a business perspective, products cannot be standardized , affecting product control, normal operations, and overall management. For enterprises that are determined to be bigger and stronger, they are the only way to go.

3

| Expandable range |

Broader and more universal

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Whether it is civilian or industrial protective masks or medical use, the use of masks can be said to be a bit of life. It is very easy to open the market. For example, we often see “College students selling masks, and investing 10,000 yuan a day” in the usual hazy days, especially in winter.

Characteristic categories should take into account the degree of acceptance of customers, innovations in the appearance of masks, innovations in filter materials, etc., which can fully take into account the needs of users. This may be a key factor affecting development.

Another example is Chuangchuang's innovation in facial fitting materials and appearance. Injecting traditional masks into technology and fashion concepts.

| Strategy Three |

When selecting a category, we will not choose a category that is particularly unpopular. The popularity of a product is the starting point for choosing a category. The category does not grow, the company grows up, and the choice is greater than the effort . Anyone can be accepted more widely and widely.

4

| Awareness |

Do you need education market

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Innovation is not necessary to completely create a new category. It is wise to choose products that are rare but not too novel. After all, "the cost of the educational market needed for products made out of thin air is too high." In terms of category selection, both the market and the consumers have heard and are familiar with it. However, there are not many people who really understand the classics or the competition for this category is not fierce.

If you choose to do a single item category, the first condition to consider is whether you need an education market.

| Strategy Four |

Many entrepreneurs believe that to do a brand new category, there is no competition, do not have to grab the site with others. But a brand new category is both an opportunity and a risk . It needs to be marketed and operated by consumers in an entirely new market. This cost is very high.

5

| Cost factors |

Small and beautiful, low cost is an advantage

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In the future, large-scale enterprises should gradually turn their attention to the operation of single products.

Specifically for online products, giving the physical market a sense of freshness and hunger. It is easier to obtain effective product promotion data by selling or pre-selling online. Analytical data feeds back on individual product costs, inputs, and market demand. Big-name companies are concerned about smaller and more detailed, which is necessary for refined development.

| Strategy Five |

In the face of severe homogeneity, competition is also increasing, and expansion is becoming more and more difficult to do. Focusing on single products , reducing costs, focusing on input and output, and meeting market trends , the return on investment will be shortened. Even if there is a problem, it can have the advantage of "a small boat and a good turn".