Three years ago, when Changhong was still the "King of China's color TVs", Konka, as the "second" color TV company, was still far behind Changhong in terms of sales performance.

However, when we look at the "match" between Changhong and Konka from the perspective of CIS, "Asia Pacific" once predicted that Konka will definitely surpass Changhong. why is that?

In terms of enterprise size, financial strength, technical level, and product quality, Changhong is no worse than Konka, or even stronger. Three years ago, Changhong's Chinese market share exceeded 27%, leaving Konka in the dust!

But why was Changhong quickly surpassed by Konka and TCL?

We say that one of the important reasons is the failure in the CIS image strategy.

Changhong is a military industrial enterprise located in the inland, with traditional concepts, hard work spirit and advocating low-key publicity. Konka is located in the Shenzhen Special Economic Zone and has fully introduced CI as early as 1994. From the visual image to the concept spirit, it is in line with international standards. In terms of image strategy concepts, the two companies can be said to be very different!

Changhong's logo is "Electronics circle, rockets soar into the sky"; below there is a long string of pinyin letters "CANGHONG", large Chinese characters, very traditional and outdated; Konka's logo is the same as the English "KONKA" Brand new design, in line with international standards;

Changhong's products and product advertising slogans are "Changhong Red Sun Family", which has a strong sense of nostalgia and self-color; Konka's tit-for-tat slogan is: "Whoever rises, he is sun". It is a dynamic concept, a developing concept, and an objective concept. Internally, it is inspiring and enhances employees' morale and competitive awareness; externally, it has an image that is recognized by the public.

Changhong does not regard CI as one thing; Konka regards CI as a major event. This idea is gone, and it may be the key to success or failure in the competitive market.