This article is from the WeChat public account: Understand notes (ID: dongdong_note) , author: understand understand Instance, the subject map from: IC photo
Gree plans to invest 1 billion to enter the medical industry! BYD “the world’s largest mask production”! Foxconn (Industrial Fulian) Open mask production line! The news burst out one after another, making masks that were not valued in the past instantly become “hard currency” on the market.
Now, the new forces of masks are very lively, Wuling, BYD, Foxconn, OPPO, vivo, Haier, Midea and Gree have entered the game …
Understand notes. An analysis from an industry profile found that there are currently about 2,000 mask manufacturers nationwide, but most of them are small and medium-sized enterprises, and 100,000 masks per day are considered large factories. Facing the new forces of masks entering the medical consumables market across borders, do these companies have their own moats? Is this market like an undefended city that is hard to stop the destruction of new forces?
The answer is obvious.
What brand is your mask?
“What brand of your mask?” Except for a few people who buy brand masks such as 3M and Honeywell, most people are probably more difficult to answer this question. Because there are too many mask brands and models, it is good to use them in the absence of market supply.
But with the sale of Gree ’s 5.5 yuan KN95 masks online, Dong Mingzhu shouted “Good masks, Gree made”, a mask dealer said to understand the notes, the real catfish is coming, those who are still disregarding the brand Traditional mask companies will pay for their brands.
Understanding notes, once communicated with the owner of a mask factory on brand power,It feels like the two parties are not always on the same channel:
“Which consumer groups are masks sold to?”
“It’s all dealers, it’s not enough for me to sell to individuals.”
“Is your brand of masks yours?”
“What brand, now it’s hard, work overtime every day to produce more.”
“Have you ever launched a brand?”
“It’s very important to put on the market. To improve the relationship between dealers, masks don’t worry about selling now.”
As the industry insider, Chen Hongyan, the secretary general of the Medical Devices Branch of the China Pharmaceutical Materials Association, is blind to the brand of traditional mask companies, but can’t do anything in his heart. Because of the small scale of traditional mask companies and the low quality of their bosses, the mention of brand building is in their opinion a costly purchase and purchase, which they are afraid to avoid.
“This epidemic is an excellent image publicity for mask companies. If the company is committed to brand promotion, no matter which hospital you provide your masks to, or if you want to provide centralized delivery to the couriers or community workers, Can have a certain impact in the market, but now it seems that no one has this consciousness. “Chen Hongyan said with regret.
The brand limitation of this mask company, because in the highly homogeneous competition, manufacturers are not in direct contact with consumers, but passed through layers of distributors, which causes mask brand power to disappear. There is no intention to build a brand moat.
In contrast, the new forces of masks. Although these companies have built or remodeled their production lines in a short period of time, some have not even obtained the relevant medical license and can only produce the most common civilian-level masks. In publicity, great efforts were made.
“What the people need, Wuling makes it!” This slogan of SAIC-GM-Wuling became popular before the masks went offline.
In the specifications of the masks, Wuling chose disposable protective masks. This kind of mask is relatively simple in production process and is the one with the highest demand. Each mask is clearly printed with Wuling’s standard.Chi.
The establishment of a corporate brand has long been said as a rotten story. However, in the mask industry, no one seems willing to drink this bowl of chicken soup. Made in China covers more than 50% of the global mask production capacity. However, there are very few Chinese companies on the global mask list.
Because of this, after letting the new forces of masks enter the market with the power of the brand, found that the degree of market acceptance is extremely high. Under the high demand, the market and channels can be quickly opened. BYD has even launched its own masks in its official mall. Only certified owners can use points to redeem and play a beautiful brand marketing card.
On the one hand, it is a dealer model, which makes traditional mask manufacturers lack the motivation to build a brand. When it comes to money, who would like to invest in brands with unknown effects?
“Mask companies have been soaking in warm water for too long.” Chen Hongyan believes that at present, traditional mask companies are thinking the most about how to expand production and make money, not how to increase corporate social and brand influence.
The new force of masks cannibalize upstream and downstream
After the moat of the brand has been rendered useless, the only thing that can stop new market entrants is the product technology and the upstream and downstream industry chain. However, for the production of masks, its technical content is almost zero in the eyes of home appliances and car companies.
Wuling completed the mask production capacity conversion in 10 days. It is estimated that the daily production capacity will be 1 million pieces. BYD will use it in a shorter time, only 9 days, and the daily production capacity is expected to reach 5 million pieces.
Disposable masks consist of three layers of cloth: the outermost layer is a non-woven fabric that isolates external liquids; the middle layer is a meltblown cloth that isolates and filters viruses; the inner layer is a non-woven fabric that absorbs sweat on the skin. In addition, the fittings of masks are mounting ears and metal beading. Compared with large industrial manufacturing products such as automobiles consisting of thousands of parts, manufacturing masks is not difficult for these companies.
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