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Many companies share a common frustration: Their products match competitors in key performance metrics—air output efficiency, energy consumption, stability—and even excel in certain areas. Yet the market response baffles them. Competitors receive waves of orders, their production lines humming with activity, while their own products gather dust in warehouses. The root causes of this disparity lie in deeper strategic gaps.
1. Brand Building: The Invisible Divide in Market Trust
Brand equity is the cornerstone of market dominance. Atlas Copco, for instance, has spent decades investing in R&D and aggressive marketing to build unshakable trust. In large-scale industrial projects—such as automotive factories—clients often default to Atlas Copco due to its brand reputation. A leading car manufacturer, despite having multiple qualified options, chose Atlas Copco for its new plant, prioritizing long-term reliability and post-sales support.
The SME Trap: Smaller brands, even with comparable products, struggle to gain visibility. Buyers gravitate toward established names, fearing quality risks and inadequate售后服务. Without brand recognition, SMEs remain trapped in a cycle of obscurity.
