对于中国中小企业来说,主要有两个方面需要注意:产品创新:速度。如果要做品牌,就得进行创新。市场并不是一块铁板,看似成熟的市场,里面也有一定的机会;看似强大的对手,其自身也有破绽和软肋。关键就在于能否发现机会,这比学习市场营销还重要。任何一个行业,如果想要做得比竞争对手好是很难的,但如果要做得和竞争对手不一样,相对比较容易。这个“不一样”就是产品创新,比如雅客做维生素糖果,银鹭做花生牛奶。在市场上,做品牌和产品创新必须同时进行。如果雅客做和其他企业一样的产品,也就没有只用2000多万元的 For SMEs in China, there are two main areas that need attention: product innovation: speed. If you want to brand, you must innovate. The market is not an iron plate. It looks like a mature market. There are certain opportunities in it. A seemingly powerful opponent has its own flaws and weaknesses. The key lies in the ability to find opportunities, which is more important than learning marketing. It’s hard for any industry to do better than its competitors, but it’s relatively easy to do something different from competitors. This “not the same” is product innovation, such as Yake made vitamin candy, Yinlu make peanut milk. In the market, branding and product innovation must take place simultaneously. If Yake is doing the same product as other companies, it will not use more than 20 million yuan.