Coquettish Rebirth

"As long as we publicize that our products are environmentally friendly... that's all right?" Ni Runfeng couldn't believe it.In his eyes, it should be difficult to enter the market of this developed country. Why does it seem to be easy to enter in Jia Hongjian's mouth? "Of course it's not just that. If we want to enter the markets of developed countries in Europe and the United States, of course we have to follow their rules and regulations. For example, hold various high-end environmental protection fundraising parties and invite various high-end people. You know Yes, the rich people over there like to label themselves as charity or environmental protection, as if they are really high-end. In short, we have to use various methods to get rid of the low quality of our Chinese brands We need to connect our brand with environmental protection and fashion. We need to buy our products not because our products are cheap, but because our products are cheap and environmentally friendly at the same time!" Jia Hongjian said.

But obviously Jia Hongjian also knows that such a matter is of course not simply classified as environmental protection, so you can sleep peacefully!Sony and Panasonic don’t care much about them. Later, their public relations came up with corresponding gimmicks, or they even created an environmental protection fund. When Jia Hongjian and the others wanted to invite European celebrities to the dinner party, they faced Rob people.Chi Guoguo's goal is to fight for our brand and our attractiveness. Will Jia Hongjian and the others be able to win by then?After all, we can't pretend that the other party doesn't fight back!

"On this basis, we need to localize as a whole. We can't simply think of an environmental protection strategy and eat it all over the world. Specifically, we need to base it on the market. For example, the European market. Our TVs It needs to focus on environmental protection while being high-end and rich in functions. If I remember correctly, the popular refrigerators in Europe seem to be the high-end refrigerators of 700-1200 euros, and the washing machines are also 900 to 99. High-end washing machines in Euros can sterilize 30% of bacteria when washing clothes. Therefore, our TVs must also be high-end. For example, 40-inch or even [-]-inch LCD color TVs are made with uneconomical methods, and then they are powerful and high-level. Specifically It can be said that the market can be first followed by the factory. The main thing is to first merge the design center of the company in Europe, grasp the market needs of Europeans, and develop products that meet their tastes. Similarly, Australia, New Zealand or the United States. We may have to push Suitable for young people. Promote environmental protection and anti-traditional concepts and the like. Everything must be localized, and everything must be adapted to local conditions... I don’t ask for the market to be opened in one or two years, I just want us to lay a good foundation! In the future, we can Step by step to adapt to the European and American markets!"

Hearing Jia Hongjian's words, Ni Runfeng understood what Jia Hongjian meant.All in all, Jia Hongjian is saying that now we want to deploy in Europe and America!It is not required to start making profits in one or two years like the layout in Southeast Asia.Instead, they continue to pour money into places like Europe and the United States.Developed the potential for a future explosion? "But what about the Asian, African and Latin American markets? Let's leave them alone? Are you really going to devote all your energy to developing the European and American markets?" Ni Runfeng asked with some confusion.He still thinks it is more cost-effective to encircle the city from the countryside!For the Chinese.The strategy of encircling the city from the countryside seems to be engraved in the brain, and it is simply natural and correct!Especially for entrepreneurs like Ni Runfeng who succeeded in following Jia Hongjian's previous strategy of surrounding cities from the countryside!

"The markets in Asia, Africa and Latin America still have a lot of mistrust of Chinese products, yes. Their market is not small. But the European market is even more so! The combined population of the United States and Europe is 10 billion, which is about the same size as China. In the third world countries in the world, if you want to find a market with such a large population, how many countries should you divide into? One and a half years, another year and a half after entering Xinmatai? Relatively speaking, the marginal effect of these markets is relatively low. If we enter directly, then it is easy to be defined as a low-end brand... Yes, I said that production capacity is everything, If you master the low-end market, you can besiege the high-end market. But this is not a textbook, it is not an axiom, and it is not enough to follow the scriptures, and changes must be made when appropriate..." Jia Hongjian explained.

"We already have a huge Chinese market behind us, and we have already occupied a large share, so in theory we already have a huge mid-to-low-end base compared to tlc. Even if we earn money from the Chinese market every year It is slowly decreasing, but this is more than what tlc earns from overseas every year. They will spend six or seven years working overseas, which requires a considerable investment. Although we have invested a lot, But the pressure will not be as great as them, we have a basic market. So what we are doing now is not to compete with them for the low-end market, but to say that when they compete for the low-end market, we will rely on the basic market we already have to go first Besiege the high-end market, first promote our own brand!

In this way, even if they occupy all the low-end market, as long as we hold the Chinese market and the markets of developed countries around the world, the total market will be 30 billion. Are we afraid of them?They master 30 billion low-end, our 30 billion low-end mixed high-end.Then what they will face next is the difficult process of gnawing the bones, which is the painful process of brand promotion, which they are not familiar with!But we want to attack their field, attack their low-end market for price competition or something, but we are quite familiar with that!Not to mention that if we succeed in occupying the high-end market, then our brand awareness will be far higher than theirs! "

That's right, what Jia Hongjian did was actually a misplaced competition.He knew what the future course of the tlc group would be. It was nothing more than encircling the cities from the countryside as Jia Hongjian said, and it was nothing more than occupying the low-end market and then slowly attacking the high-end market.However, Jia Hongjian's theory that the overlord of the low-end market is slowly besieging the high-end market is based on the fact that high-end brands are unwilling to lower their value!Just like Apple's iPhone is desperately unwilling to pay 2000 yuan for a mobile phone, they don't want to take off their clothes and fight in the mud with Chinese-made mobile phones.Apple is a gentleman, wearing a suit and tie and drinking coffee!Our domestic manufacturers drink Erguotou and eat garlic.Walking around the streets shirtless all day long!Can Apple be willing to fight with us?

However, what if the "apple" itself is a gentleman who has been turned into a gentleman by a friend who used to eat garlic shirtless?What if such a gentleman didn't mind taking off his clothes and ending up wrestling in the mud with low-end manufacturers?Who will lose then?Generally, this kind of gentleman manufacturers and high-end manufacturers are used to eating excess profits. They have long been used to selling 50 yuan in bundles with "brands" and selling them for [-] yuan. Let them compete on low-end prices purely without relying on brands. They are all worthless!But Changhong is different!Changhong was born rolling in the mud, would he be afraid of price competition?For Changhong and Jia Hongjian, since we came from price competition, it would be best if we could sell brands and make more money.We are not afraid of price competition!

And in this case.As long as Changhong, with the help of Jia Hongjian, takes the lead in overcoming the stage of brand climbing, then Changhong will have product lines ranging from high-end to low-end, but tlc only has mid-to-low-end product lines!In this situation.Chang Hong took the lead in cutting off the Hu.Then the two sides attacked.Who can win more?Don't forget that both tlc and Changhong are produced in China, and the cost is not much different in fact!Under such circumstances, Jia Hongjian felt that he could take TLC down in the Chinese market.Then you can put tlc down in the third world country!Don't forget that worshiping foreigners and foreign countries is not only in China, but also in the vast third world countries!

"Okay... I'll think about this..." Ni Runfeng seemed to be a bit reserved, as if he didn't trust Jia Hongjian unconditionally.However, it is understandable that such a move by Jia Hongjian was too shocking, as if it completely violated the Chinese philosophy of war.But what Ni Runfeng didn't know was that Jia Hongjian did have a case source for such a move--Hai Er!Although the impression of Haier to the domestic people seems to be that it has become an international brand without knowing it.But in fact, Haier's route is not purely encircling the city from the countryside!Haier began to enter the US market in 99. Can anyone believe this?In history, Haier did not care about the low production cost in China, and directly built factories in Italy and the United States, and used the high local labor force to produce household appliances. Can you believe this?But they really did a good job!By 2012, about 25% of the Haier Group's annual sales were provided by overseas markets!From a certain point of view, it seems strange that Haier goes both ways and violates many "theorems" of "economists", as if success is incredible!

But Jia Hongjian knew the secret, especially the secret of designing such a similar route for Changhong. Haier did this in history because Haier felt that an unknown brand entered a market and sold it at a low price. Selling is the easiest way to gain a part of the market and popularity.Moreover, Chinese products are indeed cheap, and the manufacturing cost is indeed low.But the low cost in China is not the same as that of Haier!Can't foreign manufacturers come to China to build factories?At that time, the cost difference between everyone will not be too big. If foreign manufacturers start a price war to strangle Haier, what will Haier do?Therefore, Haier's choice is to create a brand first, and pull everyone to a similar starting line. Big brands compete!

Jia Hongjian’s reason for choosing this road is different from that of Haier. If he wants to choose a purely rural environment to encircle the city, he will first choose to manufacture TV sets of almost all brands in the world, just like the microwave ovens, and then cultivate After its own strong production capacity has fully reduced the cost, it will be dumped all over the world by virtue of its ultra-low cost and ultra-high production capacity.But the problem is that now that tlc is competing, Jia Hongjian wonders if tlc will come up with something through the large-scale foundry in Shuchuan!If Li Dongsheng from tlc figured out Jia Hongjian's way and started various OEMs, then in the end, everyone would be fighting with brothers from the same school, and all ways would be exactly the same!This competition is very uncomfortable!Therefore, what Jia Hongjian chose was to compete in a dislocation, and he simply did not follow the path he had exposed.Of course, such a method of misplaced competition is tantamount to deliberately putting aside the easy things to do, and chewing the hard bones first.Of course, the difficulty is great, but the greater the difficulty, the greater the risk and the greater the reward!

As long as it succeeds, even if it succeeds a little bit, it can generate an unequal competitive advantage over TLC, and at the same time create an unequal advantage in information!While disrupting the opponent's pace, it can further enhance your own advantages!It's a bit like a person who knows that his brothers in the same sect are about to compete in martial arts, so he should learn some kung fu from other sects in advance!It is true that it is difficult to learn kung fu from other sects, but as long as you can master a few moves, it is easy to surprise your fellow disciples and make them stunned and do not know how to deal with it! (To be continued..)