Sale expert Reese: The name of Lenovo is a tragedy

September 13, 2008

This is thin tall, carry small camel on the back, wearing hearing aid, look a bit emaciated old person, but, his cerebra is very powerful however. Moxa · Reese, the father of fixed position, the theory of ” of ” fixed position that he and Telaote establish ever was judged to be throughout history to affect the oldest idea to American sale by American sale society.

The core of fixed position theory of Reese is very simple, how ” contends for ” of a position in client cerebra. When he criticizes 50 bells to exit American market as a result of improper of brand fixed position ruthless. Look in him, make quietly only think oneself outstanding product more resembling is a kind psychedelic, the ” cerebra ” that enters consumer with the means of distinctive, focusing just is brand promotion road.

” Chinese entrepreneur ” : “China makes ” appear on the world is low cost, cheap all the time goods figure, what problem does it have on fixed position?

Reese: I like China to create this concept, make the future that is China, but not ” is cheap ” , want the production ” with costly ” . You manufacture a lot of pretty good furniture, price moderate, I do not think quality is a problem. The problem is, become richer and richer as China, the product becomes more and more high price. You cannot be one keeps rich already the state that carries low again. If China is made,raise price, global industry can transfer Vietnam, Indonesian, Malaysia to wait a moment. Germany once was one of the most expensive country brands on the world, but the product that this does not affect them is faddish the whole world.

If you want to undertake the brand locates, must ” accurate lock decides “(narrow) . Chinese company should find special product line, gift special name. Gong Niu originates in Austria, its country is big without Beijing, have 6 million population only, there is the business of 3.3 billion dollar in the whole world however, their product fixed position is energy beverage.

” Chinese entrepreneur ” : Can the English name of Chinese company brand be a major obstacle?

Reese: Have some of Chinese company brand, although had translated Cheng Yingwen, cannot make its brand more strong, understand hard to English country. England is international language, people already was used to British word, admire those audition to go up the brand that resembles English. Not be English word certainly, but must listen go up picture. For instance SONY, plain make smooth reading. The name of Lenovo is a tragedy, they bought the strongest brand on IBM world: ThinkPad, do not insist to use however. Chery(strange luck) it is a perfect name, but have a bit, it is close to) of Xue Folan of another brand Chevy (too.

” Chinese entrepreneur ” : Look in you, how should Chinese company hold the opportunity of Olympic Games sale, promote a brand value?

Reese: The important cornerstone of the brand depends on its credit spending. Chinese company becomes an Olympic Games to sponsor associate its credit can rise to spend on great rate. Become Olympic Games sponsor, can make people associates: Wow, they are the successful companies of be convinced making a person certainly. So I think, can become itself of Olympic Games sponsor, should be than them in this process specific what to do to have greater value. Essential is the correlation with have definite with Olympic Games itself. For instance VISA gets stuck, because you want to travel everywhere, need uses it.

” Chinese entrepreneur ” : Chinese enterprise suffers all the time tired at a difficult problem, it is the brand that makes diversity, still make the brand of simplification, do you have He Zhuan course of study to suggest?

Reese: Not be not to want diversity, formulate strategy of the 2nd brand however, cooperate the 2nd brand to undertake diversity. In fact the problem that this is not brand diversity, however when the problem of brand diversity. When Feng Tian rolls out high-end brand, created Ling Zhi of —— of the 2nd brand. Li Wei this when rolling out the brand that faces recreational dress, created ——Dockers of the 2nd brand. Resemble treasure clean company, have 21 the 2nd brand, every brand is annual sale reachs 1 billion dollar. Small company wants focusing, only big company ability pays close attention to the 2nd brand. Contradictory is, very much small company is eager to building the 2nd brand.

No matter be,associating still is strange luck, the essentials of fixed position has not been sure on certain level. ThinkPad is to associate there is latent capacity most in buying IBM item also is a best part, the product that rolls out Ideapad can be caused between consumer promiscuous, also can destroy effect to ThinkPad itself generation. And strange luck says on newspaper, should produce this year 40 to 50 line of the products. Why not QQ make it Where is the best small-sized car?

” Chinese entrepreneur ” : In principle of numerous fixed position, what is the law of the most fundamental a fixed position that you recommend to Chinese entrepreneur?

Reese: Remain focusing.