Customers often complain about how bad the industry is and how bad the market is, so the company will never grow big. So, let's take a look at the market situation of China's sockets in 2009:

The market capacity is 12 billion. For 400 million families, each family consumes 30 yuan per year. You can't say it's big, right?

Eight years have passed, and today the market is only 14 billion. You can’t say it’s growing fast, right?

There are hundreds of socket companies in Cixi, Ningbo, where Bull is located, and thousands across the country. You can’t say the competition isn’t fierce, right?

Most of the retail prices of bulls range from 25 yuan to 100 yuan, but many small businesses only sell them for 5 to 10 yuan. You can’t say it’s not confusing, right?

If you were dealt such a hand, would you insist on building a brand?

Marketing guru Lu Changquan wants to tell everyone: There is no bad industry, only bad marketing. Bull Socket is a typical case of big marketing in a small industry.

According to the listing materials submitted by Bull Group on September 28, 2018, from 2015 to the first quarter of 2018, Bull Group’s net profits were approximately 1 billion yuan, 1.407 billion yuan, 1.285 billion yuan, and 3.86 billion yuan respectively. 100 million yuan, with an average monthly net profit of 100 million yuan!

How to define brand value?

Why are bull sockets three times more expensive than ordinary sockets?

Bulls’ Mr. Ruan said: “Our shell material is good, we use all new brass, and there is one more copper wire in our connecting cable than others.”

Right but wrong. This is a misunderstanding. We are always used to telling consumers: our materials are good, sufficient, and genuine.

We are not in the business of processing materials. We should communicate the value of the product. For example, you can say that this year’s door is a 5A-level protective door, or that this year’s door is stronger and can be used for 5 more years.

So how do we find the differentiated value of the Bulls?

Have you ever thought about the following questions?

Why do men buy more sockets at home?

Why are sockets always placed in a corner?

Why do family members rarely clean around the sockets when cleaning?

Because: Afraid! So the pain point of the socket is: unsafe.

So, can the Bulls solve this pain point?

Ruan Liping, Chairman of Bull Group

Bull’s President Ruan said: Bull’s shell material is good and is made of flame-retardant engineering materials. So we define it as: the first level of protective armor - two-way flame retardant shell, 650 degree high temperature fire protection!

Mr. Ruan said: The bulls are all made of new brass, which is flexible when plugged in and out. So we define it as: the second layer of protective armor - strong elasticity, which will not loosen after 5,000 plugs and pulls.

Mr. Ruan said: Bull’s connecting cable has one more copper wire than others. So we define it as: the third layer of protective armor - low resistance and heat reduction, no heat when powered on for a long time.

In this way, we directly position the bull as: the bull safety socket. The support point of the safety socket is: triple protective armor and safety. What are the ultimate benefits of security? Protect electrical appliances and protect people.

At this point, the value of Bull’s products has been clearly communicated to consumers.

How to build channels?

The most difficult thing about outlet marketing is channels.

The 200 billion beverages are sold through three main channels: restaurants, supermarkets, and small shops.

However, 12 billion small sockets are scattered in various terminals and wholesale markets: hardware stores, lighting stores, electrical appliance stores, home appliance stores, electronic stores, office supplies stores, department stores, large supermarkets, Commissaries, Taobao, Tmall, JD.com...

There are sockets everywhere. This may be one of the categories with the smallest market and the most dispersed terminals so far.

How to reset to whole?

Only by selling slow-moving consumer goods in the form of fast-moving consumer goods can we leave our competitors far behind. Provincial agents were abolished, dealers were set up in cities, and dealers were transformed into dealers, with deep distribution to various terminals.

It sounds easy, but it is difficult to actually take action. After all, these old dealers have been following the Bulls for so many years. If you want to ban them, they may go on strike. what to do?

I persuaded Mr. Ruan to start pilot projects in Beijing and Shandong, and Beijing changed from one distributor to 14 distributors, delivering for various retail terminals. That year, both Beijing and Shandong doubled their sales. In this way, the company gained confidence, and in the following three years, it established a nationwide in-depth distribution service system.

Teacher Lu said: Brand is the king, and channels are the king of kings. If branding is a job of publicity, channels are a job of communication. Brands make people happy to buy, and channels make people happy to sell.

Now that we have the brand and the channels, let’s talk about communication.

How to achieve breakthroughs in communication?

Many companies in China usually hire a planning company to refine their selling points, create an advertising slogan, design a logo and a picture album. In Teacher Lu’s view, this is at most a solution to the communication of brand value.

When it comes to channel marketing, I feel very entangled and don’t know how to start; when it comes to brand communication, I feel even more entangled and afraid of risks.

At that time, Teacher Lu’s communication strategy for Niu was: stand upright!

What does it mean?

● CCTV’s 3 million to establish the first image: to the sky!

● 10,000 shop signs will be posted on the terminal, immediately!

10,000 store signage design diagrams

The total *** investment only cost 10.5 million in communication expenses, which was really impressive for Bull, which had a sales volume of 500 million that year. rare.

However, the step from production and sales to brand marketing is too difficult, just like letting an entrepreneur go bungee jumping. Although he also thinks it is safe, he just doesn't dare to jump.

So when it came time to shoot a commercial, Mr. Ruan hesitated. As a marketing consultant, Teacher Lu not only tells companies the right direction, but also takes into account the psychological endurance of entrepreneurs.

"Mr. Ruan, let me use three-dimensional animation to help you make a commercial at the lowest cost. It only costs 150,000, and it is a cost quotation, so I won't make you a share of the price difference."

When Mr. Ruan heard such a low expenditure, he hesitated and said: Okay! This is a 10-second announcement that was broadcast on CCTV for a short time in 2010. The format is similar to a public service announcement.

The first scenario: An old-fashioned power strip leaked and caught fire, and later the entire building caught fire.

The voice-over is: Electrical fires are as fierce as tigers.

Second scene: A delicate bull socket flies into the frame, and a female hand calmly inserts the electrical connector into the socket of the bull socket. At this time, the whole city lights up.

The voice-over is: Please use a bull safety socket! Protect electrical appliances and protect people.

It’s very simple! ?

Because it’s complicated and there’s no cost!