IT manager world: Beautiful can 4 problems of Chinese

September 13, 2008

　Those who face the rival such as Suo Ni, Ni Kang chase, how can beautiful be China further outspread market, banner at adversary?

Li Yunjie / civil

When small Ze Xiushu 3 years ago from beautiful can when Singapore company comes to business of China of Beijing in control of, he discovers beautiful can be in China outback trademark is well-known degree those who compare forecast is a lot of lower. Beautiful can have obtained the NO.1 of market of global number camera at that time, and what market of Chinese number camera is in old position is company of digital tycoon Suo Ni.

After a year, this beautiful can be in-house ” sale wonder ” brought brand-new change to Chinese market. Small lustre interiorly is popularized ” complete a sale ” , beautiful can the market of digital camera is had rate is very rapid exceeded Suo Ni, become the person that precede. Consume survey center according to Internet (ZDC) is right the investigation of market of camera of number of the 2nd quarter shows this year, beautiful can carry off the market of 33.9% pays close attention to portion, rank head of a list of names posted up, be far ahead alls alone at ranking second the Buddhist nun (the attention portion of 20.1% ) and rank tertiary Ni Kang (the attention portion) of 13.9% .

However, small Ze Xiushu is not relaxed. The reason has 2: It is the globalization enterprise that beautiful can regard a battalion as to receive 75%~80% to come from overseas market, the battalion of Chinese market receives portion to be less than 3% . 2007, beautiful can (China) when holding water 10 years, the sale of 1 billion dollar achieved in Chinese market, and made taller target — to 2017 sales revenue is achieved those who take the whole world is 10 billion dollar, close 20% . Should come true ” grow 10 10 years times ” target, beautiful can must keep annual the increase rate of 30% . 2 it is digital camera market competition is increasingly intense, do not satisfy Suo Ni, Ni Kang at market current situation, competition ability promotes in effort, suffer consumer to pay close attention to scale to rise sharply. ZDC investigates data to show, force of Suo Ni of market of Chinese number camera unplugged the head prepares first half of the year 2008, in taste a brand newly to pay close attention to beautiful exceeds on pop chart can.

Below the pressure of interiorly growth and exterior competition, if why wait for a respect to make beautiful can fast gain ground change and maintain in layout of product promotion, channel to if why wait for a respect to make beautiful can fast gain ground change and maintain in layout of product promotion, channel,precede continuously advantage?

　　 How to permeate to public marketplace

On May 8, 2008 9 when, beijing Olympic Games ” auspicious cloud ” torch ascends a Mount Everest successfully. Fix eyes upon in this common people, heart-stirring hour, the beautiful that not regular meeting notices people to mountaineer team member ascends Mount Everest accordingly can camera, however to beautiful can for, this is the one large window that the market popularizes and opportunity. Soon after, beautiful can be held in the city such as Beijing, Wuhan, Guangzhou, Shanghai in succession with ” the brigade of high-definition conquer of Canon 2008 of summit summit · ” the seminar that gives priority to a problem, awangluobu mixes high mountain cameraman assume this Mount Everest to deliver direct seeding to film XH G1 of can professional high-definition camera becomes the beautiful of the task the leading role of the seminar.

Beautiful can (China) set professional market department, this group often can be mixed the organization such as school of the media of a few more influential force, photography or association is contacted closely, seek such opportunity, transmit beautiful through similar activity or lecture can consequence. Besides annual the make one’s rounds that routine holds exhibits an activity outside, when a few big activities, assembly or match, beautiful can professional group also meets professional to these personage offer professional lens first class video equipment or have a machine maintain, maintenance service.

For instance, during the Olympic Games, beautiful can although not be Olympic Games sponsor, but beautiful can be as pretty good as the relation of sports reporter, a lot of professional cameraman, what their majority uses is beautiful can camera. Beautiful can pass sports press photographer and the professional cameraman that come from global each district to provide overall support, the instant that makes they film those make a person touch on the Olympic Games, will deliver beautiful with this can consequence. “Beautiful can hope to pass the service of pair of a few professional personages and orgnaization, OK and indirect ground is right beautiful can reach promotion action since the product, because they are met,experience beautiful can the high-definition picture that camera takes. ” small Ze Xiushu says.

Beautiful can these act not only for market of deep ploughing major. “Beautiful can have very strong acknowledge to spend inside professional domain, the crowd of a few major, a few have a fever the crowd likes fine very much can product, however, how can make through this group of people beautiful can this brand undertakes osmotic to common masses market, it is the business that beautiful is doing now. ” look in small Ze Xiushu, these professional crowds and have a fever the crowd is this domain is medium ” opinion cacique ” , they should be very influential force to whole public marketplace.

Professional market still is small numerous market after all, the public market ability with only broader support props up a beautiful can develop quickly continuously. Beautiful can be in Beijing, Shanghai, Guangzhou to wait for the public marketplace of central city to have certain brand force, but, to the public marketplace of vaster area, be in especially 3, market of 4 class city, beautiful can famous degree not quite tall still. For this, beautiful can cost heavy gold to invite the star of big shop sign such as dragon to become product spokesman. The advertisement everywhere that takes watch for a chance into dragon hand now is visible, invite ” the eldest brother that become dragon ” Dai Yanjia can EOS sheet opposes strategy of product of camera whole set, it is this year beautiful can of market strategy the first mark heavy artillery piece. And begin before 4 years, beautiful can choose Mo Wenwei to become fashion kind the spokesman of small-sized number camera. “These star are not professional photography personage, their star effect is more influential to the masses force. ” small Ze Xiushu says.

　　 How to answer adversary to challenge

“The video still firm that beautiful can use spreads the traditional inside story that go up in the market, publicize channel and outdoors advertisement through professional media, and propagandist effect arrives since all sorts of professional lectures and match. ” analysis of a professional personage says, “As the consumptive attribute of digital camera year after year is strengthened, this kind small numerous promotion pattern is clear strength is insufficient, beautiful can be right more wide for numerous public marketplace, those who lack is very distinctive brand image. Those who lack is very distinctive brand image..

This major personage thinks, gain ground as what count a camera turn a tide, digital camera presents diversity to develop way, professional product and the bounds that consume kind of product also begin faintness. Nevertheless, to relatively professional personage, when they are buying camera, more meeting can be mixed in beautiful the choice between Ni Kangzhi; And to consumer of common in a popular style, when buying digital camera, constant regular meeting takes Suo Ni and beautiful to be able to be compared. Compare Nikang and Suo Ni, beautiful can the largest dominant position is product advantage — product line is very long, high school is small upright product is relatively overall. From beautiful can before make one’s rounds is exhibited and popularize an activity to look, basically also give priority to a problem with the product. The product line that what beautiful can pay attention to is support number camera will be enclothed in the round most large-scale consumes a group. In the meantime, continue to be in ” professional ” fluctuation kongfu.

Under photograph comparing, suo Ni takes education brand loyalty seriously to spend more, undertake to all fronts product integral market guides, suo Ni is ambitious to the conduct propaganda of integral figure the conduct propaganda at single product. Can prospective beautiful hope to image of what kind of brand shape to consumer? Small lustre think beautiful can hope to reflect ” high grade, high quality, specifications is very advantageous ” figure. Its sale accuses seeking a site still is professional perspective, whether can such professional flavour accord with general popular taste?