industry reshuffle ahead of it?
From the \"feudal infighting\" to \"brand world\", the solar water heater industry reshuffle ahead of it?
From the \"feudal infighting\" to \"brand world\", the solar water heater industry reshuffle ahead of it?
A few days ago, a reporter called me and said that a reshuffle ahead of the solar industry reports, and asked me why I shuffle in advance. I ask that reshuffle ahead of you, in fact, as early as the solar industry reshuffle in 2008, the basic conditions have been met, mainly from the analysis under the following aspects:
First, the sun, rain, Emperor Ming and other brands into the product of the era of mass production assembly line.
Sun rain solar water heater in 2007 Phase III expansion project has been completed by 2008, achieve a large-scale solar water heater production line, with four seasons Mu-song, Sang Le, Li Norit and other enterprises to follow up, there industrial system to establish early ers. In this way, the solar water heater industry, product brands into the era of mass production assembly line, the rapid expansion of production capacity, because it is standard operating line, high quality, low cost, these companies brand prominent. In contrast solar SMEs, most remain in manual operation, and even family workshops, as well as OEM assembly only, in the past is no longer the strategic advantages of low-cost, and quality can not keep up, the industry division gradually.
Second, the solar industry to strengthen brand awareness, brand began a major front-line public relations competition.
In 2008, two major events of common concern to the Chinese people, a major earthquake in Sichuan, one of Beijing Olympic Games, two things in the solar industry has also become an occasion to focus on marketing communication point.
5.12 earthquake, the sun, rain, Four Seasons song Mu and other enterprises to respond the same day, organized for charitable fund-raising staff, followed by donations, Tempe, Sang Le, Norit, Qinghua Sun, star, Pete, etc. companies have also make a donation to the disaster area. Including sun, rain, seasons Mu-song and other companies, according to disaster characteristics of the actual situation and their own businesses, donated by the solar shower room wide media attention.
For the Beijing Olympics, as a world-renowned sports event, the solar industry\\ s big brands are also an issue in it, the sun rain solar launched a unique Olympic marketing, selection and Paralympic cooperation, carried out in the world Paralympic cheering group activities, then hired as the most talked about Jin Jing Paralympic cheering group of ambassadors, the Paralympic Games through wide publicity to call public attention the disabled, and carried out in the national market, global volunteers, including cheering sea election activities, by CCTV News Network reports, and by major national media follow-up reports can be said to make a great media exposure, corporate public image and brand reputation has been greatly enhanced, and establish a good image of corporate social responsibility. Emperor Ming, Qinghua Sun, Tempe and other enterprises construction or design of some Olympic venues hot water projects, and targeted to the media, to enhance the brand image.
In addition, the sun to rain heavily 102.8 million winning bidder \"News Network\", \"Focus\" and other prime advertising time CCTV, China\\ s new energy industry\\ s first successful CCTV prime-time advertising business, to a certain extent, to accelerate the solar industry The branding process.
However, the industry\\ s most small manufacturers of solar, low-cost competition in the red sea is dying, only in \"life\" state, there is no brand awareness, not to the strength of a large public relations.
With this large public relations, mass, through the mass media, the minds of consumers with brand-name companies for solar division is increasingly obvious.
Third, from the small solar manufacturer\\ s own point of view, companies do not build the brand into the corporate strategy level, only to sales and marketing.
With industry experts and entrepreneurs that solar energy solar energy market, everyone with a \"disorder\" word to sum up, spend tens of thousands of dollars to buy a set of equipment, hire a few people can produce solar energy, and some even include the host, accessories All are bought from somewhere else, you own a brand into the market. This value is nothing more than a small manufacturer of solar fast-growing market, just want to reap the benefits from a share, there is no long-term planning of the enterprise, not to mention the brand-building.
Current so-called \"no-name\" manufacturers, as long as the changes in business strategy, brand building into the corporate strategy level, and gradually enhance the brand, the same can go to the \"regular\" team, like many cottage phone to mobile phone into the same brand.
Zhicheng Smart brand marketing from years of practice, that \"building the brand in sales\" theory: the essence of the brand relationship is the brand owner and brand user mutually beneficial relationship. This relationship is to lead and build through the sale of; spread to expand the relationship, relationship marketing, services to promote relations, public relations perfect relationship, which is a systematic project.
Therefore, SMEs are not in the sales of solar energy building the brand, but for sales and marketing, relying solely on price wars, promotions and other means, only farther away from brands.
Fourth, from the terminal cognitive, agents and consumers increasingly strong brand preference.
The above points reflect the market, is the solar brand product quality has improved, but not much higher prices than brand-name. Solar energy brands, both from the quality or service, and brand influence, far better than brand-name manufacturers, brand-name only is no longer so obvious price advantage, therefore, must consider the long-term channel agents to choose from the brand the product.
Zhicheng Smart has been that no one alive is to buy things, and he bought things for his better living, marketing should follow this principle: not to sell products, but to bring value to customers, to meet the demand ( including his explicit demands and implicit demands). Therefore, Zhicheng Smart has been advocating the \"theory of life, who\" make people look at when people do not simply as a symbol of consumption (consumer).
Agents are willing to operate the brand product, that is, market orientation at work, because the customer has to buy brand products. The customer, regardless of the quality brand name products or services are guaranteed, and the price is not too high, in which case, the brand products by the market is inevitable, which is the market performance of the solar industry shuffle, shuffle will With the development of brands will gradually accelerate. As consumer electronics market, as the solar market will be from the \"feudal infighting\" to \"brand world\" changes.
Therefore, shuffling work, beginning as early as three years ago, and only in 2010, focused on the outbreak of it. Any time there will things change. The reshuffle, must start small businesses.
Of course, the idea for which there are small businesses, is not no chance to find the company\\ s main market, firm to brands, products do a good job and strive to become a strong regional brand, or to become a strong regional Engineered Products brand, is also a good opportunity.
Author:
New energy industry brand marketing expert, Zhicheng Smart marketing plan, the chairman of the \"new marketing\" Council Committee of Experts, \"sales and marketing,\" Marketing Expert Committee Panel of Experts, a number of media and professional website freelance writer. Is a \"living person concept\" is an advocate, that \"the construction of the brand in sales,\" the actual brand marketing theory.