We have entered an era of low profit margins for goods, and all dealers and companies are clearly aware of this fact.

As an ordinary consumer, you should be aware of the price wars in various industries. For every electronic and electrical dealer or manufacturer, a price war is like a disaster. In China, The most mature home appliance industry is also about to decline.

Compared with the home appliance industry, the electrical industry has low entry barriers and high profits. Due to the trend of profits, many brand companies (such as Haier, etc.) have targeted the electrical industry, and more companies with no strength have also jumped in and blindly intervened. The market was once in trouble. In 2001, competition in the electrical industry began to become more intense, and new manufacturers continued to intervene. According to statistics from relevant departments: there are about 2,500 domestic manufacturers of switches and sockets, and about 900 have production license qualifications.

However, in the past two years, brand competition has become increasingly fierce. However, due to the blind intervention of many manufacturers, in order to maximize profits, they do not hesitate to use inferior materials to reduce production costs in order to achieve very low prices. To carry out sales, the quality of products is uneven, and the competition in the market appears chaotic.

With China's official accession to the WTO, my country's policy on the entry of foreign-funded enterprises has been greatly relaxed. A large number of foreign-funded enterprises have seized capital, technology, brands, etc. to seize China and directly enter the electrical industry (including sole proprietorships, There are also joint ventures, most of which involve technology provision or cooperation. Anyway, they are all interested in this big and fresh "cheese").

Why should Tiancheng Enterprises go against the trend? In fact, Tiancheng has always had its eye on China's electrician market and was always ready for the moment. Finally, after China's accession to the WTO, it immediately entered the electrician industry. To this end, the electrical industry is about to be reshuffled, and Tiancheng people are confident that they will become the big winners.

1. Market background analysis and competition analysis

ABD, CQ in Huizhou, BS in Shunde, etc. have greater influence in the national electrical engineering market. The market capacity pattern of various products is as follows: high-end products account for about 8%, and mid-range products account for 25%. Low-end products account for about 35%, and parallel imports account for 32%. In terms of brand operation, only ABD in Huizhou has a good market foundation, mature network, marketing system and its own brand awareness.

1. Market trend:

The market space has become narrower and narrower with the intervention of more manufacturers or trading companies, and profit margins have also shrunk greatly; over the past few years At present, the profits of various existing products have dropped by 10%-18%, and various brand manufacturers are adjusting their product structures and fully penetrating into the high, medium and low-end markets, which has intensified the competitive pressure in the electrical products market.

In addition, some powerful manufacturers (especially those with good market foundations, long business hours, and standardized operations) have gradually integrated the resource advantages of the electrical industry, and their product structures have become more intelligent and integrated. The direction of industrialization extends, and switches, sockets, wires, etc. are integrated together, boosting the marketing efforts of manufacturers.

2. Problems in development:

① The growth of the electrical products industry is closely related to the consumption levels of residents at all levels in China. With the general improvement of living standards, residents in various regions have The ability to buy a house is gradually increasing, and the market space has increased correspondingly with the increase in the real estate industry and consumption power; and the implementation of the Chinese government's housing reform policy has also played a strong role in promoting the growth of the electrical products market.

② However, no domestic brand can have a strong influence. Even the top three ABD, CQ and BS are difficult to reach an irreplaceable level;

③ Products The phenomenon of homogeneity is the most serious, and no one has core brand competitiveness; domestic manufacturers and product types do not have their own unique categories and characteristic advantages, but are extremely similar, and more of them are repeated imitations, especially The types and levels of consumers in the electrician market, as well as the growth peaks and valleys of each regional market, have repeatedly affected dealers and users' recognition of manufacturers and brands.

④The marketing strategies and methods used by various manufacturers and brands for market operations and dealers, contractors, and end users are outdated. They are more stubborn on price strategies, and the deductions and rebates of each manufacturer are roughly the same. Similar, it is difficult to have a breakthrough marketing strategy to enter the market.

At the same time, we were also surprised to find that, regardless of whether they are promoting brands or not, although their publicity methods are different, they have one thing in common: they carry out They are all additional functional demands other than safety. Although they have dazzling features (such as "it feels really good" and "high quality creates value", etc.), they ignore the fact that "safety is the foundation of ground-cutting electrical products." The safety performance of electrical products is First in line. You know, according to a report and analysis by a Hong Kong newspaper: more than 80% of household fires in various countries around the world are caused by the inability to use electricity safely. And in the safe use of electricity, the most prominent one is the use of inferior or unqualified electricity. Electrical products with high safety performance.

2. Carry out market segmentation and find unique selling points (USP)

The specific definition of a unique "selling point" or "rhetoric" is: 1. The product is first proposed or Unique; 2. The selling point is easy to spread; 3. The selling point is easy to impress the target consumer group and can bring certain benefits to consumers.

Sometimes a unique selling point can be an advertising slogan, or it may not be; for Wahaha pure water, "I only have eyes for you" is an advertising slogan, but it does not constitute a unique selling point; Haier air conditioner's "Smart Eyes" is a new air conditioner unique selling point. Therefore, choosing accurate selling points is the core issue of the entire advertising planning. The selling points must not only be unique, but also straightforward. Of course, it would be better if they can impress people. Looking at all the products on the market, their best-selling, in addition to quality assurance, is extremely important to the accurate selection of advertising selling points.

After rigorous market research, Tiancheng Electrician’s unique selling proposition is indeed a difficult problem. How to choose a unique selling point? We started brainstorming, continued market visits every day, and continued market segmentation. Although we have made it clear that we should make a fuss about safety, and we also understand some of the technical features of its products, and have come up with various solutions, we have been unable to achieve a dominant breakthrough, and the entire planning activity has fallen into a dilemma... Is it really true? Is there no other way?

As time goes by, we are getting more and more clueless; when I am in trouble, I usually have a habit of temporarily letting go of the problems I am thinking or facing and reading books other than the problems. Or other ways to clear your mind and clear some inherent ways of thinking. We proposed to go to the production line and have in-depth communication and discussions with the technical staff. After the person in charge of the technical department introduced some of the technical features that we had learned about before, he casually mentioned that Tiancheng Electric’s products contain imitation porcelain flame-retardant thermosetting materials, which have been repeatedly tested by Japan’s Tiancheng Silicon Valley Research Center and tested by authoritative organizations. Has good flame retardancy. "Not afraid of fire," Mr. Xiong Lingyun, deputy general manager of Tiancheng Marketing, blurted out. This really speaks to the truth. What is the most intuitive way to express electrician safety? I think there is nothing more intuitive and credible than "not afraid of fire". Consumers are indeed at a loss with so many electrical products on the market today, and they cannot tell which product has better safety performance. Electrical products are not afraid of fire. This can be seen and verified with their own eyes, and it is easy to convince consumers. . At the same time, it has removed some obstacles for the promotion of our Tiancheng brand and established a real unique selling point (so far, other electrical products, including the more well-known ABD, CQ, and BS on the market, are temporarily out of reach. ).

3. Brand planning and positioning

Now that we have the product and unique selling points, we start planning and positioning the brand.

Modern advertising places great emphasis on establishing a company's brand image. In the numerous market competitions, whether a company can become a brand depends not only on its intrinsic quality, but also on whether it can establish a brand through advertising and corporate visual image. Unique brand image. To this end, we have comprehensively integrated Tiancheng Electric’s brand image and given it new connotations.

1) Brand name:

"Tiancheng" is a name that is easy to read, remember and spread. It conveys a corporate spirit with "integrity" as its mission. , gives people a sign of confidence and is very brand friendly; while the English "TICON" has more imagination, can be connected with technology, has the flexibility of development and extension, is simple and easy to read, and has the grand style of an international brand.

2) Brand vision:

Brand vision is not designed by sitting in the office, but must be tested and investigated from the outside in to consumer image expectations, and the integration of image power First, we must study the image power of competitors and the image expectations of target consumers. Instead of pure art design, the current visual image in the industry is generally poor and varied, without unique and powerful visual effects.

Through long-term market research and testing, we found that among the many colors, yellow should be the most eye-catching. It can give a fresh feeling and catch the eye, so as to attract consumers' attention. and attention; at the same time, yellow symbolizes vitality and youth, which is consistent with the Tiancheng brand at the beginning.

2) Brand design:

Brand design is the objective basis for brand operation. In order to better integrate local culture with internationalization and strengthen brand management, we designed it The new corporate VI image was fully introduced in June 2002. The new VI emphasizes people's visual experience and cultural connotation. While adding new design elements, it also provides a new interpretation of the Tiancheng brand's positioning, business philosophy and corporate culture.

The Tiancheng brand visual symbol is formed based on the trademark. It mainly includes brand logo (LOGO), company name, brand-specific fonts, standard colors and standard combinations, etc. It shows the profound connotation of Tiancheng Company’s inheritance of tradition, superior quality and enterprising spirit. At the same time, it is the emotional link between the company and its employees, the brand and consumers, and the brand and dealers, giving them a consistent sense of identity and belonging. feel.

In terms of styling, we adopted a balanced, upright, and unpretentious "TICON" that can fully reflect the modern and international sense. The spatial distribution of letters and letters has also been specially adjusted to make it more efficient and stable corporate characteristics.

Color is an important factor in visual image design and plays a strengthening role in shaping the overall corporate image. Blue represents depth and depth, not superficiality, symbolizing the steady development of the enterprise. Red represents active thinking, enthusiasm and unrestrainedness, and also reflects that Tiancheng stands out from competitors and is proactive.

3) Brand packaging design:

Packaging is a continuation of the production of goods. Only through packaging can goods enter the circulation field and realize their value and use value. Packaging has become the direct carrier of the brand. .

We did not dare to neglect the brand packaging design. After investigation and psychological analysis of consumers, the visual basically adopted the yellow tone of the brand’s visual power, and used the gradient colors of yellow and red. , forming an absolute visual impact to achieve the purpose of eye-catching. The design of packaging must not only consider aesthetic factors, but more importantly, environmental factors must be considered. When environmental factors conflict with aesthetic factors, environmental factors should be considered first (in other products such as Qumei, Kodak, etc., eye-catching yellow is used. ). In fact, this has been proved. Once Tiancheng Electric was launched, the market response was very strong, which greatly improved Tiancheng's brand image and established Tiancheng's high-end image in the same industry. At the same time, Tiancheng will adhere to this design concept and implement it in new product packaging to establish Tiancheng's unique brand power.

4) Brand core competitiveness:

Technological innovation catching up with international standards is Tiancheng’s core competitiveness.

As the times continue to advance, people's living standards continue to improve, and technological products also need to be upgraded to follow the pace of the times and life. Technological innovation has become an important part of industrial upgrading. Tiancheng has been committed to the digitization and informatization of electronic products, and has now formed a scientific research system that is in line with international standards: Japan's Tiancheng Silicon Valley Research Center, Hong Kong Digital Application Research Center, and Dongguan Digital Technology Research Institute. Japan's Tensei Silicon Valley Research Center enjoys a high reputation in the field of global electrical and electronic product development; at the same time, the company has invested heavily in hiring Dr. Kazui Tetsuda, a well-known expert in the world, to preside over Tiansheng's product research and development work. If you master the leading international technology, you can have unimpeded access to the global market and lead the way.

5) Brand positioning:

As market competition intensifies and profit margins decline, manufacturers of high-end products gradually launch mid-range products or low-end products to win more market share. For example, the ×× series produced by CQ OEM directly enters the mid- to low-end market; there are also manufacturers launching high-end products.

In terms of brand positioning, Tiancheng Electric will lock in the strategy of high-end image, directly compete with many manufacturers for the market, and establish the strong image of Tiancheng international brand (both dealers and consumers have an intuitive impression : "Tiancheng Electrician is good, but the price is a bit high!" This perception has two meanings: First, the product price is too high for consumers' purchasing power, and more importantly, from the perspective of cost-effectiveness, Tiancheng, as a cutting-edge brand, can afford high prices. Price. This price system successfully realizes and maintains Tiancheng Electric's brand positioning); Tiancheng Electric also launches medium and low-price products to grab a large market share.

Tiancheng Electric Co., Ltd. is provided by the technology of ゲィセichi Co., Ltd. with more than 40 years of product research and development history. It has basically formed a technical expert representing responsibility and innovation to provide consumers with high-quality products and bring more benefits. Come to a comfortable, convenient and fashionable life. The concept of "advocating a fashionable new life" connects life with high technology, and strives to expand and enrich Tiancheng's brand connotation, making it more approachable and humane.

6) Price strategy:

In terms of price, Tiancheng’s high-end products will be comparable to the mid-to-high-end products of other brands, with not much difference (more than the top three domestic brands ABD , CQ, SB, etc. are 5-10% lower and about 10-20% higher than ordinary brands); the prices of Tiancheng's mid-to-low-end products are comparable to those of ordinary brands, and are extremely price competitive.

4. Tiancheng Marketing Channel Strategy

At present, the cities with fierce competition in the electrician market are Beijing, Shanghai, Guangzhou, Chongqing, Shenzhen, Fuzhou, Kunming, Qingdao, Hangzhou, Dongguan, Chengdu, Wuhan, etc.

1. Enter the terminal retail market (including professional lighting stores, large shopping malls, large supermarkets, hardware stores, and specialty stores) by sponsoring house signs, light boxes, display racks, banners, and arches in the form of appropriate The method mobilizes the terminal market to actively promote Tiancheng products (promotional ladies, special displays at the counter) to form brand tension.

2. Enter the engineering market (including decoration advertising companies, construction companies, hardware wholesale markets, and design institutes). Since market conditions vary from place to place, Tiancheng will take the form of a product general agent* ** Entering the market with the same development: On the one hand, it can promote the integration of resources between Tiancheng and the general agent to achieve the purpose of brand management' target=_blank> strong brand; on the other hand, Tiancheng regards the general agent as a strategic partner for the company's sustainable development , Tiancheng and agents are closely related to the same interests, and share the huge profits brought by the brand together. Tiancheng will focus on the management and operation of the brand.

And a four-level distribution system has been adopted for this purpose.

A. Provincial-level general agent, general distributor (responsible for jointly developing product investment, sales and brand promotion work in the province with Tiancheng)

B. Prefectural-level general agent, general distributor Distribution (responsible for developing product sales and brand promotion work in the region with Tiancheng)

C, first-level agent, joint distribution (responsible for local product distribution and brand promotion work) are mainly for those who have certain qualifications Media companies, decoration companies, trading companies with resources and advantages, or hardware, electrician, and building materials sales stores with extensive sales networks.

D. Special distribution and general agents (those who are interested in Tiancheng Electrician and have certain sales network radiation capabilities can purchase goods directly from manufacturers in the early stage of market development, and later from local first-level agents Or the general agent to purchase goods, or if the sales force is very strong, you can also cooperate directly with the manufacturer)

5. Tiancheng advertising strategy

Promote image positioning:

Japanese Tiancheng Electricians are safe and not afraid of fire

Target consumer positioning

1. General consumer group: The brand recognition rate of this consumer group is very low, basically in the terminal market, promotion The products recommended to him by the personnel and the experiential experience (the main factors that influence him are price and quality assurance) make him make a temporary decision on which brand to choose.

2. Special consumer groups: successful people aged around 25-40 years old. They pay attention to brands in everything. A small number of them have stubborn buying habits of brand-name purchases, but a considerable number of them mainly rely on promoters. The products recommended by the customer and their experiential feelings (the main factors that influence him are the brand’s popularity and style).

In terms of product appeals

Safety performance demands - safe and not afraid of fire

Advertising strategy:

1. Hard advertising :

Large-scale outdoor billboards (located in good locations with relatively concentrated crowds in regional markets), TV (local mainstream TV stations mainly broadcast corporate image advertisements or regular hard advertisements, supplemented by graphic and text information advertisements) Cooperate with large-scale theme activities), radio stations (use the radio station with the highest local listening rate to broadcast corporate image advertisements or cooperate with corporate large-scale theme activities), newspapers (image advertisements or cooperate with large-scale theme activities and the promotion of corporate soft articles), bus bodies (corporate Image advertising), banners, flags (to expand Tiancheng’s coverage and quickly expand and consolidate the brand’s image at a relatively low cost), etc.

Theme activities:

On the one hand, carry out product promotion and display activities (discounts, bundled sales, buy one get one free, joint brand promotions, etc.). For example, jointly with local decoration advertising companies, When purchasing Tiancheng electrical products, please ask the decoration company for a discount. Owners who choose Tiancheng products for decoration at the decoration company can settle at the most favorable price).

On the other hand, public relations activities (including sponsoring public welfare undertakings, supporting sports, and promoting social issues) are used to attract media attention to the development of the company and to increase the company's reputation and popularity in a short period of time. (Tiancheng will consider jointly hyping up corporate and individual integrity crisis issues with the media).

Advertising market strategy:

Adopting a differentiated market operation method and integrating brand promotion through cooperation with regional general agents has several significances:

< p>Inject new marketing blood into the company, and as a cooperative general agent, think more about how to promote Tiancheng Electrical Products and establish Tiancheng's brand image. It provides the regional general agent with an in-depth and comprehensive understanding of the local market, which can shorten the company's investment in manpower and material resources for investigation, and can seize opportunities faster and quickly occupy the regional market (numerous examples have proven that the 1+1 promotion model is The most effective ones, such as Business Connect Pocket Computer, Adhesive Eye Mask, etc.). [*Note: 1+1 means the combination of manufacturer and general agent. ]

In the process of advertising, Tiancheng Electric focuses on a unified brand style: the main creativity strives to conform to the brand image; in addition to strictly implementing VI standards, the POP system emphasizes neatness and unity; buy one get one free Giveaways should be as relevant to the brand as possible. All advertising activities must adhere to unified strategic principles.

Co-promotion with brands is an internationally popular way of displaying brands. Tiancheng will set a brand example in this aspect and carry out joint promotions with well-known domestic and international brands in the national market; in the eyes of Tiancheng people, although promotion is a conventional marketing method in the industry, it cannot be simplified to increase sales. Success High-quality promotions are also an effective way to add value to the brand

6. Industry dark horse, sure to win

We are working non-stop to do our best in a short time After completing professional marketing plans such as "Tiancheng Electric Brand Integrated Promotion" and "Marketing Management System", after intense and systematic planning, Tiancheng Electric began to make its national debut in June.

In order to allow the brand promotion work to proceed smoothly, we chose Z city as a model market for Tiancheng Electricians. We only invested a small amount of advertising, including a series of popular science articles on electrician safety indicators. Through advertisements on the page and on-site promotion activities, the target consumers responded enthusiastically to "Japanese Tiancheng Electricians are safe and not afraid of fire", and they all requested to replace Tiancheng Electrical products. For a time, citizens could not buy Tiancheng Electricians, and many agents came to their doorsteps. I strongly requested to be the sales agent of Tiancheng Electrician, which enabled Tiancheng Electrician to sell its products to more than 75% of the hardware terminal retail stores in the city in a very short period of time. Tiancheng Electrician became the focus of discussion among consumers and agents. In just two or three months, Tiancheng Electric's brand awareness in the region quickly ranked among the top five in the industry. The product mention rate was much higher than that of the well-known ABD, and BS. Its performance also improved by leaps and bounds, soaring all the way. The entire industry is impressed; we have reason to believe that Tiancheng Electrician will soon set off a "Tiancheng Safety Cyclone" across the country and become a dark horse in the industry