——About the success and reflection of Lear 998 and Songke Yinlong/New faces appearing in Guo Jianwei's electrician market, it has undoubtedly brought fresh air to the electrician market. With the development of the overall home, switch companies have a new opportunity, because home lighting must look for switch manufacturers OEM as a package. All the new and old electricians have made great efforts to sharpen their horses and sharpen their swords. This has inspired the author's reflection on the operation of Lier 998 and Songke Yinlong.
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Product strength and price force dominate the past
998 (Zhejiang Lier) and Yinlong (Guangdong Jinli "Songke" brand, now SOK) are the serial names of the two switch socket products.
Lier 998 in 1999 and Songke Yinlong in 2001 are popular electric products in the Harbin market, and they are also the classic battle of the author. The success factors of both products are actually the same. The main analysis now is:
First, the development, design and innovation of electrical products are slow and the direction is uncertain.
In 1998-2001, it should be said that there are not many electrician brands in Harbin market, and there are few products innovations. At that time, Matsumoto B6 and later TCL K40 should be typical representatives. At that time, everyone was only faintly aware that the slab was a trend, and the demand for home decoration was gradually increasing.
As for the comparison of product design, there are bosses at that time, "Shengsheng" and "Feimai", "Gleima", "Dan Ri", etc., but they have not set off a lot of waves.
The introduction of Lear 998 is a stone-shattering experience. The peers are waking up like a dream. It should be said that Lier 998 pioneered the appearance design of electrician products, created the era of electrician product design, and completed the electrical products from electric materials to decoration. The historical turning point in materials has subverted the traditional understanding and concepts of electrical products.
The design of Yinlong combines the arc of Matsumoto (True and Beautiful), the fluorescent slab of TCL and the color style of Qisheng, and the pricing strategy of the product is very successful, which highlights the cost performance and gives the product a second advantage.
Therefore, in terms of product strength, Lear and Pine can take the lead.
Second, the brand is not very mature. There are few manufacturers and agents who actually carry out market operation and brand promotion, and the competition is not intense.
During that period, there were a few major events: Qisheng launched a price reduction storm and attempted to reshuffle the industry. Matsumoto followed suit, and Deng Zhenqiang left to create a true, good and beautiful world. The world was very chaotic, and TCL turned beyond the real hegemon.
However, there were few in-depth distribution and terminal strategies in that period. In Harbin, there were only a limited number of TCL, Flying Eagle, Langeng, and Taili. Therefore, the author led Li Shaofu, Zhang Gaoting, Yin Zhuorui, Zhou Shangting, Zhang Lixin and Sang. Jingxian's Lier team and Yin Zhuoru, Zhu Guoqiang, Si Haifeng, Wang Hongyan's Songke team, everyone eat together, live together, work hard, go deep into the market for intensive work, in the customer, terminal display, price management, promotion Sales and service have made great efforts and achieved great success.
In the competition, the Lear team and the Songke team won the respect. The achievements of the two teams in the distribution channel are inseparable from the marketing operation of the system. This is also the success of the author’s marketing strategy. The main success factor is still in the number of brands, the competition in the marketing operations of manufacturers is not as intense as today. It also shows that at any time, the market operation must be formal and systematic, and the green forest grass must not beat the regular troops.
Therefore, Lear and Song can occupy the environmental advantage and seize the opportunity.
Third, the product price is opaque, there is no industry benchmark.
Lier 998 was the most expensive hot-selling product in 1999. It was mainly due to the appearance advantage of the product and no competitors. The appearance advantage of the product supported the high price of the product. Comparability.
As mentioned above, Songke Yinlong is based on Lier 998, highlighting the excellent cost performance, and it was successful in 2001.
That era is definitely a time of profiteering. From this point, it is also proved that the initial stage of development and the stage of development are the most profitable time. Wholesale earns nearly 30 points of gross profit until now.
In the aftermath, in 2002, the author summed up a theory, that is, the "three-factor analysis method": brand power, price power, product power. The three elements do not occupy the inevitable death, and the more elements they occupy, the more successful they are. Lier 998 is the product of the product, because it is the earliest innovative product, its success is explosive, belonging to the blowout market. And Songke Yinlong occupies two products of product strength and price, success is inevitable, but it is listed in the development period of product appearance breakthrough, half a beat later, the market performance is like a hot bull stock.
Manufacturing power and marketing power to win the future. Today, the electrician market has undergone tremendous changes.
Let's talk about playing the product. Now the design of the product is varied, and the materials that can be used are used. People can come up with it. There are countless metal, leather, diamond, pattern, cartoon, football, and so on. It is almost impossible for the current electrician market to develop a blockbuster product. The cruel truth is that your product may not be successful if it has its own characteristics, but if there is no feature, it will only be a dead end.
To be honest, the innovation of the appearance of electrical products is earlier than that of mobile phones. You can think about what kind of mobile phone you used in 1998. Although the development speed is faster than mobile phone products, it will not promote and increase market capacity, because products such as switch sockets do not need technological innovation at all, and customers can not enjoy the fun of technological innovation. People can give up the mobile phone that is currently used because of a new mobile phone. Have you seen it changed to a switch because of a beautiful switch?
Let's talk about the price, the price-dependent products are the eternal Chinese market, because the working mass constitutes the backbone of social consumption, and such products are represented by the Wenzhou school, their market share has not only shrunk, but demand has instead Increasingly large, because the price of their products is getting lower and lower, the quality of the products is getting better and better.
Finally, to talk about branding, now there are fewer wolves, and today’s investment is ten times more than in the past, and the effect is only doubled in the past. For example, the brand image, the whole set of VI hundreds of thousands. The terminal display not to mention the full reimbursement of the manufacturers, what aluminum alloy, PVC, crystal engraving materials are used, and the sale of jewelry is no different (remember to buy wood and glue all day long have to cry). Talk about the customer, now the factory office is not drinking or playing, today's banquet to travel tomorrow, even business representatives have a small monthly hospitality index. Let's talk about promotion, TV, computer, mobile phone, notebook, car, and it is estimated that there is a quick buy for the house. Now that you want to occupy a place in the market by brand, you must rely on the strong strength of the manufacturer and deep marketing skills.
The era of profiteering has passed, and the price of products has become more and more transparent. Manufacturers are also good agents, profits are getting lower and lower, and the cost is getting bigger and bigger. All this shows that the industry has reached its peak and has entered a mature market stage. The era of Lear 998 and Songke Yinlong can only be left in memory, leaving us with more challenges now, and hope that we can discover new market opportunities and achieve greater success!
(The author’s point of view does not represent the position of this newspaper)
â– Personal profile:
Guo Jianwei, born in Northeast China in 1974, debuted in 1995 and entered in 1998. I have worked as a salesman, branch manager, marketing director, marketing consultant, tossing a small workshop and opening a store. Individuals advocate practical marketing, and pursue simple and effective.
Editor in charge: Lu Zuhui layout design: Lai Xinchao Art Director: Peng Anjun
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