Beautiful, Big Boss not beautiful?

As an integrated stove pioneer, the United States and large successful listed A-shares, should be the unified industry is the perfect opportunity. But the United States seems to have missed out on a great opportunity to upgrade from industry brands to consumer brands. Compared with the first brands such as the nine-Yang, Prao and AIA, the pioneer of the United States seems to be drifting away from the leader ... And the Up-and-comer, the Martians and so on it formed catch-up and beyond the potential, the United States in the end should do?

Beautiful, Big Boss not beautiful?

Shi Zhang Qiang, Zheng

The mention of the integration stove seems to be the most significant, but at the moment the primacy seems to be getting blurry. More importantly, even the industry category of the term is increasingly differentiated, environmental stoves, integrated environmental stoves, integrated stoves, such as smoke-free stoves is to let consumers dizzy upset ...

2003, in the traditional cooking industry for many years but has been in the edge of the state of Zhejiang United States large group was forced to develop a set of gas stoves, range hood, disinfection cabinets, storage cabinets, ovens and many other functions and human intelligence control in one of the focus of cigarette products, the United States named as an integrated stove, Using their words is to break through the traditional design limitations of the cooker, its outstanding function is more than traditional cooking stove, its biggest feature is energy-saving and environmental protection integration, but the shortcomings are also obvious, the suction is not strong, sanitary cleaning inconvenient, more deadly the existence of safety and fire hazards.

But there is no better choice than the beauty of the big, seems to have found a lifeline, combined with the ugly appearance of the integrated stove, bulky volume, safety and relative to the traditional mainstream of cigarette sales brand lower prices, it is doomed to go only three or four-level rural township market, which is undoubtedly staggered fotile, the boss, Siemens, such as the main city market, Plus the United States and the big stick, a few years past, the situation gradually opened, but also attracted Jiaxing, Shaoxing and Zhongshan and other traditional outlets of the Non-mainstream brand and small factory wind into, a time seems to be unlimited ...

The pain of the leader?

However, the development to today, a time seems to be the endless integrated stove industry, but few big-name entry, basically small and medium-sized enterprises stationed mainly. Fotile, the boss and other kitchen bosses are seemingly "slow reaction", is it unintentional or premature?

In practical terms, the market demand for integrated stoves is not particularly large, most consumers do not understand or do not know the advantages of integrated stoves, and even do not know that there are integrated stoves such products, which also with Jiaxing, Shaoxing and Zhongshan, and many other enterprises focus on the manufacture of brand operation has a great relationship. Therefore, faced with limited market share and technical security hidden trouble, traditional kitchen and kitchen electrical products of large enterprises have chosen not to enter or wait, and some "small ship a good turn" of small and medium-sized manufacturers in the absence of a better choice of time to have the spirit of milk is the mother of the suboptimal choice strategy, first done, to seize the market opportunities, Pioneered the integration of the beauty of the major first.

Although through their own first-hair advantages, technology leadership, the flat channel and the use of "before the goods" Sales strategy and other factors occupy the market's first share of the integrated stove, but the latter continue to erode its share, to bring great pressure. The current entry of the manufacturers to the emerging small and medium-sized enterprises, the national scope is about hundreds of families. But the real from the accessories to complete independent production of domestic less than 10, really have the right to speak only about 5-6, and the product's technical principles and standards are not completely unified.

Industry is uneven, the standard is missing, the industry boss from Gu, big brand wait and see become the industry reality pain.

And more painful is, as the industry pioneer of the United States big two pain, one brand is not dominant, the second is the technology is not mainstream.

Plus the beauty of congenital lack of doing the boss posture, the mind and pattern and the mentality of advancing with the times, not willing to share with the industry and together, and the first generation of technology, and clinging to the industry to join hands with the big category to do strong brand, which has become a missed opportunity of the greatest pain of the United States.

If the previous missed the industry's best opportunity to work together, there are listed when the mouth of this unified industry, then, see the listing of the great opportunity to go, the United States and the last time the old unification industry opportunities are no longer seem to have.

Indeed, the United States and large integrated stoves, although the industry's pioneer and leading brands, but has long been in a "strong sales, weak brand" situation, the United States and large integrated stoves in the minds of consumers, reputation is quite low. And look at the entire integrated stove industry, in addition to the industry, the general consumer has long been in the integration of the new things, the hazy state of the old, as the industry boss of the United States, neither in the initial stage of their own new products properly positioned, nor do the necessary market education and promotion, More did not set up a good industry norms and standards, and even ignore the design of the product itself to bring a series of hidden dangers, but blindly on the channel on the extensive management, so that the integration of stoves this can revolutionize the new field of kitchen electric industry has been in the awkward position of flattening ...

On the contrary, look at the soya-bean milk machine industry, Prao, Bath PA industry, integrated ceiling industry AIA is how to be the eldest, perhaps the greatest enlightenment to the United States. In particular, with the United States and the city almost with friends, with the same place in Jiaxing, one in Haining, one in sea salt, one is the integrated ceiling, one is the integrated stove, is the industry pioneer, are listed companies (AIA has passed will be listed soon), but the final result is that one is the real first brand, industry recognized leader, One is the industry's first sales, the comprehensive index from the first brand is still quite vague, the Martian, yogurt, da Zheng, Prao, plate Chuan, Sen song, and so on after the comprehensive advantages have become more and more obvious.

The boss is not beautiful?

Perhaps from the outset, the United States has never wanted to be the eldest, or do not know how to be a boss.

The first United States and the advent of the major integrated stoves in the past 10 years, when the United States launched this innovative product, but completely ignored to the product differentiation positioning, and almost do not consider to promote their own unique selling point, but to do business with businessmen in the market to sell products and find agents, Even after the spread, but more still is the wangs sell melon-like self to show off, rather than awaken the consumer's health awareness, also failed to show his products and traditional range hood environmental performance differences, so that consumers even in the CCTV program encounter "Beauty Big", also can not produce interest and goodwill to the environment, Did not play any role in the market education.

In fact, market education is to awaken consumers to the way of life and change, from the psychology of consumers to develop and develop product sales market, and "beauty" has not done in the past decade, may have never intended to do so. And a clearly differentiated innovative products, while its selling point is very consistent with the potential needs of consumers, not to carry out the market education but to do extensive sales, is tantamount to thirst, in vain gave up a large can be a broader potential market. This should not, in any case, become the strategic logic of an industry pioneer with high technical barriers and financial strength at the beginning.

In the market positioning, the United States also did not play a good lead role.

The first market of the United States large integrated stove products, because of its special technical treatment, the need to ensure a certain amount of space, "the vast majority of people only when the new house decoration will buy integrated environmental protection stoves," because "the oil fume down the front of the need to decorate the early design of the vent, the need to change the traditional cabinet cabinet structure", " Renovated homes are unlikely to be overhauled. Therefore, from the installation level, so that the integration of the stove with other building materials products as a category, making the original has a very rich characteristics of health appliances has become a targeted object, squeezed into the building materials terminal. And based on the performance of this function and the United States and the industry boss of the disregard of their own, integrated environmental stoves production enterprises exclusively to the product into the building materials market consistent orientation, so that this product to the building materials market squeeze. The manufacturers are guided by this understanding in the face of China's "410 million families" of the mega-cake, but can only wait for consumers to buy a house or once again decoration, so in the integrated environmental stoves industry there are not a few smaller dealers, building materials business are also worried that this product is not necessarily good to sell, In the current strict macro-control of the special period of this situation is more serious.

The product has a profound understanding of the enterprise can do a good job in the market, integrated environmental protection stoves are no exception. In fact, many people in the industry, in addition to the integration of environmental protection stoves are "building materials" in a product, will also think it is "kitchen appliances", and the most critical "health" word is not mentioned, which also from the side of us to see the United States is the positioning of the various enterprises to come into the adverse effects.

And more importantly, the United States from the outset to define the wrong "integration stove" this category name. and from the actual function and value, the integrated stove is included in the smoke machine, cooker and disinfection of the cupboard and other integrated products, but in the name is called "Integrated stove", make a lot of consumers think is just a kind of cooker, plus Fang too, boss, Shuaikang, such as mainstream smoke machine, cooker brand and did not produce and sell this product, Led to the current target, the integrated stove is always a marginal product. Imagine, if the integrated ceiling of the founder did not put the integrated ceiling called integrated ceiling and called the integrated Bath PA, will have AIA today's integrated ceiling first brand and the first stock?

Throughout the United States for nearly a decade of marketing process, not only did not play the industry boss should have exemplary effect, and even to the big bully small, bully suspicion.

With the advent of the United States and large integrated stoves, many manufacturers have seen a huge potential gold mine. 2003, Prao began to conceive, research and development of environmental stoves, 2006, the first side of the domestic smoke exhaust machine national patent, 2009, Prao Environmental protection stoves listed. July 2009, Prao played a "green stove, Prao" slogan, with its strong brand operating ability and superb marketing ability to enter the industry of environmental protection, a move, not only caused by the traditional range of smoke machine shock, but also let the original integrated stove industry in an uproar. has been integrated stove industry leading enterprises to pose as the United States and large integrated stoves then the original advertising language "Good Life sharing" to "environmental stoves, the United States to make", so rapid the trend of the pace of follow, but also let the United States in the same stage two advertising communication language, one is to imitate the Prao "environmental stoves, the United States made, There is also a "good life sharing" that has not yet been changed.

Regardless of the advertising language is superior to the inferior, this should become the industry benchmark of the United States and the next generation to rob the industry leader of the slogan, but from this one side is enough to reflect the United States in the brand image positioning and brand building, brand communication on the weakness and inaction.

From its own brand positioning, whether it is the original "environmental stoves, the United States and large-build", "the United States and major integrated stoves, fume down row," a better life, the United States to create ", or today's" leader of the new era of integration stoves "," fear of soot, with the United States big "," there is big, home more Beautiful " If it is not a name to point out that it is the United States and the different stages of the advertising language, I am afraid it is difficult to have consumers can see so completely different tone different styles of different points of advertising language are representative of the same enterprise. Even at the same stage, the United States also habitually used a variety of different spread point of the advertising language bombing, and the bombing of the end of a half-day but still did not let consumers find out who is the United States? What value can I bring?

This kind of unintelligible marketing logic, in addition to once again revealed the United States in the spread of the poor, but also reflects the beauty of the product to understand the extreme ego and representation.

Back to the position of the industry boss, the United States with this kind of unintelligible communication way again to the industry a wrong guide. With the emphasis on marketing and the increase in capital investment, the United States in recent years also began to pay high prices in the CCTV ads, and advertising language as the fog of advertising also failed to make the United States big brand any improvement, but let the whole industry chaos into a porridge. Wind field, plate Chuan, the United States Hope, Sen song and so on a wide range of integrated stove brand also appeared in CCTV, and in the face of the image of the spokesperson is afraid to fall down the section, endless, "Aotian" please Wenli endorsement, "wind field" Please Jiang, "" "Hao Endorsement," "Hkust" please mai Yili endorsement, "Fu Teng Bao" Please Korean star King Zhixi endorsement ... A small integrated stove industry set off the advertising endorsement of the wind has been no less than the entire household electrical appliances industry. But what about the effect? To the end still no one knows nobody, become an industry ning people to amuse themselves.

And as the inventor of the integrated stove product, should have the most authoritative technical discourse right and the quality discourse right, does not say that represents the profession the highest standard, at least also should be reassuring the high quality, the high quality product. But the beauty of the big even the most modest requirements can also be ignored. Because the product exists design flaw, causes the United States big integration stove to appear the congenital security hidden danger, according to the relevant data shows many causes the United States to cause the fire and the gas explosion and so on. In addition, the lower exhaust smoke technology is accompanied by the burning is not sufficient unnecessary energy consumption too large, two pollution, not easy to clean and so on a series of incidental defects, so that the advantages of the integration of the product itself greatly discounted, even to the consumer to bring possible security threats. And the United States not only to make more outstanding technical improvements and product continuous innovation, and sometimes deliberately avoid such problems, it is against its industry boss should have the status and style. This also for its ability to become the industry's real boss buried the biggest hidden trouble.

What do you need to be a real boss?

"Cake Big"--from the functional point of view, the integrated stove is a very competitive product, but the product is competitive, does not mean that in the market there must be competitive ability. At present, the integration stove is still a market growth period, overall brand strength is weak, more need to constantly improve the quality of products to strengthen the core competitiveness, at the same time as the industry leader, it is necessary and responsible for a clear and clear market education, the integration of the difference between the products to promote the advantages of the product to the public to get the correct understanding of consumers.

Second, innovation wins the future. The development of the integrated stove will need to integrate more products and have more powerful functions in the future. To adapt to the development of the Times, to meet market demand, a good product of innovation. In this fast-changing era, many enterprises in the development of the impetuous arrogance, or for the short-term benefits of ignoring the stability of the foundation, these are not desirable. Only the product is good, and can continue to upgrade, enterprises can flourish. At present, whether it is a side suction row integrated stove, or the use of fluid diaphragm of the lower exhaust integrated stove, from the shape and function, the product homogeneity of various manufacturers have been very prominent, even the product selling point is almost the same, and the United States and large sheet metal technology is very good, its own is also the pioneer of the integration stove, coupled with the listing of sufficient funds to melt, There is no reason to lag behind other competitors in product innovation.

Look at the integrated ceiling of AIA, 56, in the Kam-kun strategy to aid, has always insisted that the marathon product innovation and marketing innovation, continuously leather their own products, constantly let each other imitate the old products, and then constantly drag opponents along with the development and sale of new products, fully grasp the opportunity and rhythm of industry competition, Let the opponent's imitation and the following disturb their own development rhythm, at the same time together to make a category, and incidentally completed the consumer education.

Thirdly, the channel integration is the urgent task of each integrated stove enterprise. As the integration of the stove relative to other industries started late, immature development, market awareness and low loyalty. Although, some well-known enterprises in the industry has launched brand marketing, its brand building is still only in the low-level, not like home appliances and other industries in the brand operation is obvious. Overall, the national market for the integration of the brand building is in a turbulent transition phase, but some brands in the market development in front, some manufacturers to win the initiative, occupy the market share. How to build a new tradesman system which is no longer difficult to sell goods becomes the top priority of competing brands. Kam-kun for AIA, Raleigh and other industries the first brand design of the new tradesman = traffic * Number of stores * turnover rate * (Customer per unit + customer price + Customer single effect) * Customer Hair rate * (Customers rate + customer turnover + Customer repeat purchase rate system and tools have been validated as the most effective methodology for terminal business forces.

Finally, accurate and clear brand positioning and effective soft communication promotion. The United States as a pioneer in the field of integrated stoves, the industry boss this card has not been used in place, this is a pity, but at the same time is a chance, how to clear their own unique selling point under the premise of this card playing loud, playing just right, playing wonderful, can be not rigid, non-mandatory, non-perceptual "soft three-not" Principles and infiltration, interactive, sharing the "soft three" means to transfer as the industry boss of the United States and the big marketing and brand ideas, methods and ideas, which gave the United States a very broad imagination space, which is also the last chance of beauty. Once the side too, the boss, Siemens, Shuaikang, Vantage, such as the five major mainstream brands marching strong entry, leaving the United States as the eldest brother of the opportunity to almost no. And in the current overall household building materials market downturn in the environment, a lot of meaningless and burning money hard to spread is unnecessary, for the target consumer group and Target region market, how to use the current new media and strong penetration of soft media design series high reach rate, depth impact of soft transmission, It is the most urgent and practicable way to popularize the core value of the United States.

The United States still has a big boss of many outstanding potential, the current important is how to really get rid of the inherent inertia of thinking, out of the marketing stereotypes, to find the best strategic path and marketing methods, so as to truly become the focus of the industry's real leader and benchmarking. As long as you find the road, you are not afraid of the road far, also will not be far!

(the founder of Shanghai Jin-kun Culture Development Group, Shanghai Modern Service Federation, the Secretary of the Special Committee, Zheng Department of Shanghai Jin-kun culture Development Group Senior Consultant, Shanghai Jin Kun Marketing Consulting Co., Ltd. home building Materials Center Manager, Welcome to Exchange, Tel: 135-645-23456, E-mail: shizhangqiang@sohu.com)