Grainger: The Nourishing Method Of Invisible Champion

Instead of setting up obstacles to prevent competitors from joining the competition, it is better to allow the design of the invention to be licensed to peers at preferential prices, so that peers can recognize Grainger's technological innovation and authority in the market.

With "sparse" instead of "blocking", we can reduce resource waste and divide work and cooperation.

In the western region of Chengdu, Sichuan, there is a Grainger electric appliance company, a company with congenital subversive cells and innovative genes, destined for its dark horse role and praised by the industry as the "apple" of the Chinese household electrical appliance industry.

From the first day of founding a company, Grainger was based on product innovation and

Source of innovation: dissatisfaction from users

Before contacting this enterprise, we have a vague understanding of the range hood. We only know the basic functions of the range hood, and the hood is all suspended and divided into European style and Chinese style.

And the first meeting of green, the task identified is to find a breakthrough in the innovation of lampblack products.

After some market research, we found that the closer the suction hood is from the pan, the better the effect of the lampblack. The distance between the existing hoods and the hoods is generally around 50cm. If we want to get closer, we will have to move down the whole as a whole, so that the head of the cooker will hit the cover.

At the same time, the principle of the exhaust hood of the European range hood is designed according to the European dietary habits. They are good at frying, spreading and little oil fumes, while the Chinese like to stir fry and produce smoke. Therefore, the European cooking hood is quite deficient in the eating habits relative to the Chinese family, while the Chinese style hood is simple in structure and the smoke exhaust effect is even less satisfactory.

Then combined with the daily maintenance of the smoker, we summed up the three dissatisfaction of the consumers, which are the hood of the hood. After the oil fume out of the pan, it is fast and unclean; the inner wall of the smoke pump is difficult to clean.

After finding that the consumers of the existing products are not satisfied, we have a creative meeting with the developers of green.

After several rounds of discussions, we have put forward a bold idea to turn hoods from hoisting to hanging, and at the same time, increase the degree of satisfaction of consumers' attention to the soot absorption rate and ease of cleaning.

After a common technical research with the Chengdu Aircraft Design Institute, a side swirling hood was born.

The revolutionary product of this kitchen electricity industry is one side slant hanging on the wall, closer to the cooker, and more beautiful, and also saving kitchen space; the two is to use the swirling device to make the smoking mouth close to the stove but not to extinguish the fire; three, it can completely separate the oil and the smoke through the unique swirling device, so as to achieve complete air purification.

The technical inspection of the relevant departments of the state shows that the net suction rate of the green sucker hood is 99%, while that of the ordinary range hood can only reach 70%.

{page_break}

For the technical and marketing personnel of the green grid, swirling technology is well understood and can also be different from competitors' products. However, this technology demand is difficult to achieve the accuracy and practicability of product information dissemination in specific promotion, so we must find another way.

The project team once again entered the state of divergent thinking.

We inspire you to find breakthroughs from two aspects of the final result of the product: if the hood does not suck the soot effectively, then the kitchen will be full of fumes. What is the first move in the kitchen? What is the first move? Everyone answers that it is a muzzle or a breath hold. Instead, suppose that a good cooking fume hood completely absorbs the kitchen fume, then what will happen?

We further asked, what is the first thing to do when a person is in a fresh air? Everyone is silent. He doesn't know who suddenly shouted out: breathe deeply! Yes, we have changed the word "Hu" to "attach". It is easy to understand from the literal aspect. Deep attachment, absorption of fumes, deep suction smoke hood can help consumers to breathe deeply in the kitchen, clear and straightforward, and conform to the logical result of the product.

Therefore, the green gas suction hood is suitable for the consumption scene pleasure experience. We have directly designed the core technology named "swirling flow" directly into a circular pattern logo, which is pasted on the product surface: swirling technology is used to make the kitchen healthier.

Collaborative competition: charging bridge fees to peers

Having completed the innovation of product technology and brand demands, will it be possible for the green company to throw off its arms and enter the market in a big way? We are soberly aware that as a small enterprise that has not yet been able to occupy the resources required for competition, it is a wise move to jointly make "pie pie" with other people's strength and achieve the "co prosperity" competition through cooperation.

When the patent applications arrived, the green company threw some olive branches to some small and medium-sized home appliance enterprises in Guangdong and Zhejiang, and introduced them to the market opportunities and research results they found in the field of lampblack machines.

They all felt very reasonable when they heard it, believing that this product had a good market prospect.

At the same time, we honestly tell you that enterprises are not able to monopolize the market at present. They hope to join forces with their counterparts and use the power of everyone to do the market of side suction hood.

At first, people did not understand Grainger's behavior.

We have repeatedly told them the idea that instead of setting up obstacles to prevent their peers from joining the competition, it is better to allow the design of the invention to be licensed to their peers at preferential prices, so as to eliminate the idea of independent development and design, so that peers can recognize Grainger's technological innovation and authority in the market.

As long as green enterprises have the strength to continue the development and design of new technologies and new products, they can walk in the forefront of the industry. The research results in the future can still provide preferential prices to partners. This cooperative competition is far more economical and effective than that of everyone.

Faced with this brand new concept, partners have been moved by the family, "making money with everyone", "sharing interests", and jointly shaping the rules of the game conducive to the industry, grasping the initiative of competition, becoming the consensus of the side suction hood company.

{page_break}

Sales promotion: stir fried chili without smell.

The market competition pressure of deep sucker hood is solved, and the problem of sales promotion is placed in front of us.

If the concept of deep suction was born as a nuclear bomb that broke through in the Grainger market, we must find a "hit point" for it if we want to give full play to the power of the nuclear bomb, otherwise we will not be able to produce the value and significance of nuclear warhead.

Gome, Suning and other professional electrical KA stores have become the mainstream consumer formats of current electrical marketing, but this can not be seen for a new product. Even if entering, the popularity is not high, which will definitely affect product sales.

How to solve these problems? The conventional ones are: first, advertising, movie, plane, and network to blossom in full. In less than two months, Grainger's brand awareness will rise straightly and even become a household name. It is possible that the question is how much money Grainger should invest in it. How much success is there? Two, it is a series of terminal promotion activities across the country, which also requires a lot of input.

Of course, there are other ways, such as public relations activities, event marketing, etc., but what is the core focus of these communication tools? Why can you use three inch tongue to move the hearts of consumers?

The most effective way is the simplest.

Back to the root of the problem, who needs the deep hoods?

Because they have been endanger for a long time by traditional lampblack exhauster.

So, we pilot in Chengdu, to the 160 residents in the city for more than two years of the community launched a vigorous "kitchen ban smoking, old for new" campaign.

The way of activity is very simple. Make a demonstration at the community gate, invite community residents to stir fry chili.

Consumers add enough oil to the pan, open fire, and fry repeatedly with a deep suction hood.

The "golden standard" for testing the effect of smoke exhauster is quietly spreading among consumers.

What is more worth mentioning is that the production of this standard has made the scene experience in the big stores as the theme of "stir fry chili", and consumers have taken this as the new standard and requirement for judging and selecting the range hood.

As the leader of this standard, green has become the focus of attention of consumers.