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How Can Enterprises Get Out Of The Boutique Line In The Market Price?

2014/2/12 12:25:00 31

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good quality, but < a href= "http://www.91se91.com/news/index_c.asp" > distributor < /a > is it bought? /p >

Less than 3 years ago, DESAY Huizhou sew Automotive Electronics Co., Ltd. began to launch its own brand products aimed at China's automobile aftermarket to the market and encountered a thorny problem: "my quality is first-class, but dealers do not accept it." p

most of the vehicle DVD prices on the market are between 2000 and 3000 yuan, while the price of DESAY West is far higher than the price band.

The reason why the dealer does not accept it is simple: who buys it at such a high price?

DESAY P has a history of 27 years. Its predecessor is a center of SIEMENSVDO Asia Pacific. The process, scale and manufacturing capabilities have been tested by mature markets. They are confident in their R & D, manufacturing processes and products.

After years of cooperation with foreign investors, employees have also formed a certain mode of work. Such a OEM mode of work is to do everything in accordance with the process.

As Hu Chunwen, general manager of DESAY West China post sales unit, said, "it is not easy to make our employees change the habit of habit control before they are able to adapt to the flexible and changeable game market."

There are many competing products in the low price zone of P market, and the hot price war is coming one after another.

As a newly emerged brand, if we take part in this kind of competition, we have no advantage.

Therefore, in the early stage of brand building, DESAY seaway has to take the best route and avoid the complicated and complicated market.

on quality and price, Hu Chunwen thought: "our products are worth the value. Good industrial design and products will choose the best raw materials, and each product will undergo more than 150 rigorous experimental processes to give the product full quality assurance.

In the marketing process, through continuous user experience and boutique industrial design concept, we are confident that the so-called "high price" will eventually be recognized by consumers.

however, any positioning will eventually accept the test of < a href= "http://www.91se91.com/news/index_s.asp" > market < /a >, and during the time when the market just entered, dealers worried that the problem did happen. The new brand product did not receive positive feedback from consumers at the beginning.

is there really no market for our products? /p >

The team of strong > Hu Chunwen began to think about this problem.

.

find the core consumer /p >

P, a new round of market research, found that many consumers are actually looking for high quality car accessories, and this price is acceptable to them.

In order to verify this point, DESAY West Wei, who just started the domestic market for half a year, began to choose to do direct publicity to consumers.

first of all, DESAY West Wei should find the core target consumers.

.

At the beginning of the market entry, DESAY P narrowed its consumer scope to public and general car owners to provide the most satisfying automotive electronic products for these brand owners.

Hu Chunwen said, "the public and GM share a relatively high proportion in the whole industry. They accounted for about 20% of the new cars laid off last year *. If they account for about 26% from the perspective of passenger cars, we think it is a very important battlefield."

(the data with * are all derived from China Automobile Association) .

secondly, relying on the Internet, developing circle marketing.

.

"P >, since it is a fine product, like other high-end consumer goods, circle marketing is very important.

Nowadays, many young people who are willing to express their opinions usually divide their fields in circles and labels. DESAY West Wei began to look for the opinion leaders in these circles.

DESAY West way to find users is not a hot micro-blog, WeChat and so on, but a forum.

The public and GM owners are locked in, so go to the public and general brand users forum to find the moderators.

"in early 2012, we invited them (webmasters) to DESAY West to let them visit our entire manufacturing process."

Hu Chunwen said, "when we were in SIEMENS VDO, SIEMENS was one of the four largest R & D centers in the world, and our factory ranked second in the world.

next, try products, invite moderators to write evaluation.

Because they understand the advantages of the original vehicle, "they found that our products are completely different from the general products. Our design style and use of the tone are exactly the same as that of the original car. The contents of the bus, the quality of the products, the convenience and convenience of using are all very good.

So they spontaneously posted in their websites and groups.

Hu Chunwen said.

online communication, offline matching .

when the online communication is in place, the offline channels should also be well prepared.

traditional dealers often have many brands in their hands, and each brand has its own mission.

"They have no energy to help you to promote the brand. When you introduce them to consumers, you can only say," this is the original factory "," good quality "these two points, certainly not enough.

Hu Chunwen said.

DESAY West Wei began to build a franchise store, or a franchise area in the store to enhance the user's sense of quality product experience.

At the same time, we should work hard in the standardized operation of franchised stores, such as unified store image, store display design and standard training, so that dealers can serve customers more professionally.

the marketing department will further refine the work and cooperate with the dissemination of quality images.

For example, "Why are our industrial designs like this? What are the needs of our products? Why do we need to do such research and development? Why should we use such materials?"

you must know that the work of the marketing department at the beginning is very simple, that is, to make annual cost budget, to invest some soft articles in the magazines of the industry, do some annual exhibition planning, and some POP designs.

"Now, they have begun to contact the ultimate users, we will do some real market implementation, to interact with the market and customers, to find out where the pain and demand of customers are."

Hu Chunwen said.

The feedback of this series of actions is obvious. According to the dealer, customers directly want the brand. P

Now, DESAY Sewell has achieved a very high market share in the general purpose, Volkswagen brand post multimedia navigation and entertainment system.

up to now, there are more than 200 national sales outlets of DESAY's West Wei, while the DESAY Wei Wei a href= "http://www.91se91.com", the franchise store < /a >, has been increased to 24 in the first tier cities.

For the construction of franchise stores in the future, Hu Chunwen said, "people will choose places with larger traffic volume in urban areas."

He believes that automotive electronics should be like consumer goods, but not just a subdivision.