Market disorderly price, how to get out of the fine line?

Good quality, but does the dealer buy it? 3 years ago, Huizhou Automotive Electronics Co., Ltd. began to the Chinese auto market research and development of independent brand products to market, encountered a thorny problem: "My quality first-class, but dealers do not accept!" On the market most of the car dvd price in 2000-3000 yuan, and Desay Sivi products prices far higher than this price band. The reason the dealer does not accept is simple: at such a high price, who will buy it? Desai Sivi has a 27-year history, the predecessor of Siemens VDO Asia-Pacific Center, process, scale and manufacturing capabilities have experienced a mature market test, they have their own development, manufacturing processes and products are confident. After years of cooperation with foreign capital, employees also formed a certain mode of work, such OEM work mode, is scrupulous completely follow the process. As Hu Chunwen, general manager of the China Aftermarket business unit, said: "Let our staff change before the quality of the control habits, to adapt to flexible or even the rules of the game after the chaos of the market, first of all is not easy." "There are a lot of competing products in the low price area of the market, and the fiery price war is on. As a new emerging brand, if you participate in this competition, there is no advantage. Therefore, in the initial stage of the brand establishment, Desay Sivi on the positioning to take the boutique route, to avoid the low-cost area of this chaotic complex market. On the quality and price, Hu Chunwen that: "Our products exceed the value of good industrial design and products will choose superior raw materials, and each product will undergo more than 150 rigorous experimental process, to provide adequate quality assurance products." In the marketing process, we through the constant user experience and the ' boutique ' industrial design concept propaganda, we have confidence that the so-called ' high price ' will eventually be recognized by consumers. "However, any positioning in the end to accept the test of the market, and in just entering the market time, the dealer worried about the problem did happen, the new brand boutique, at the beginning did not get positive feedback from consumers." Is there no market for our products? Hu Chunwen's team began to think about the problem. To find the core consumer rethink positioning, they did a new round of market research, found that many consumers are actually looking for high-quality car matching products, and the price they can accept. In order to verify this point, just began the domestic market half a year of Desai began to choose to face the consumer directly to do ground publicity. First, Desai wants to find the core target consumer. At the beginning of the market, Desay Sivi its consumers to the Volkswagen and GM owners, providing the car electronics that the owners of these brands are most satisfied with. Hu Chunwen revealed that "the public, GM in the entire industry, a relatively high share, last year, the new car, they accounted for about 20% *, if from the passenger vehicle's point of view, they accounted for about 26% *, we think this is a very major battlefield. "(with * data are derived from the Sino-Vapor Association) second, relying on the Internet, to expand the circle marketing. Since it is a boutique, like other high-end consumer goods, circle marketing is very important. Now veryYoung people who are willing to give their opinions often divide their fields with circles and labels, and Desai begins to look for opinion leaders in these circles. The way Sivi finds users is not the big hot microblog, the micro-mail, but the forum. Locked in the Volkswagen, GM owners, then go to the public and general brand users around the forum to look for those moderators. "At the beginning of 2012, invite them (moderators) to Desay, let them visit our entire manufacturing development process." "When we were at Siemens VDO, we were one of the world's four major research and development centers in Siemens, and our factory was ranked second in the world, and the moderators were very interested," Hu Chunwen said. Next, try the product, invite moderators to write evaluation. Because there is an understanding of the advantages of the original car, "they found that our products are completely different from the general product, our design style, the use of tonal, with the original car exactly the same, the content of the bus, the quality of the product, the convenience of use, convenient and very good." So they spontaneously post in their websites and groups. "Hu Chunwen said. Online transmission, under the line with the spread in place, offline channels should be fully prepared. Traditional dealers often have a lot of brands in hand, each brand he has a task. "They simply do not have the energy to help you promote the brand, with the consumer introduction, often can only say ' This is the original factory ' quality is very good ' these two points, certainly not enough. "Hu Chunwen said. So Desai began to build franchise stores, or stores in the franchise area to enhance the user experience of quality products. At the same time, in the Franchise shop standardization work hard, such as the Unified store image, store display design, standard words and training, so that dealers can more professional service for consumers. Marketing department will work further refinement, with the dissemination of fine image. For example, "Why is our industrial design so, what is the demand for our products, why should we do such research and development, why should we use such materials?" "To know, the beginning of the marketing department is very simple, is to make annual cost budget, in the industry magazine up to cast some soft wen, do some annual exhibition planning, some pop design." "And now that they've started to reach out to the end users, we're going to do some real market execution, to interact with the market and customers, to find out where the pain and demand point of the customer is." "Hu Chunwen said. The feedback of this series of actions is obvious, according to the dealer reflects, the customer comes, direct want this brand. Now, Desay Sivi has reached a very high market share in the general, popular brand rear-mounted multimedia navigation and entertainment system. Up to now, Desay Sivi's national sales outlets have more than 200, while in the first-tier city has established a unified standard image of the West Granville franchise has increased to 24. For the future of the franchise store construction, Hu Chunwen said "will be selected in the urban area of relatively large flow of people." He thinks that automotive electronics should be like consumer goods, not just a subdivision.