First, the industry reshuffle the author: Bring up the hardware industry, most people will think that this is a lower entry barrier industry, the fact is it? Xu Xu told us about the development of the industry.
Xu Zong: As early as in the western developed countries, hardware accessories belong to the capital and technology-intensive industries, while China’s hardware accessories industry is still a labor-intensive industry due to the general lack of funds and weak technology. The threshold for entry into the hardware accessories industry is indeed low, the strength of competing companies is mixed, and the elimination rate of enterprises is high. However, this also means that only those companies that are truly competitive can continue to develop and eventually become brand leaders, and the game rules for survival of the fittest play a role in the hardware accessories industry.
In the long run, the demand for the development of the hardware industry in the process of urbanization will increase in the next 20 years. From the recent observation, short-term due to the impact of international raw material prices, the competitive atmosphere in the hardware industry is relatively low, operators are in a wait-and-see status, it can be said that is in an industry reshuffle period, the next two years may have a large number of companies will Obsolete, of course, there will be a small group of companies will break out into a big brand. At this stage, we, Tianlu Company, are actively condensing the competitiveness of enterprises, actively promoting elements of publicity, and pushing brands.
Second, brand building can not be ignored The author: whether the hardware accessories industry is worth promoting brand? How does China's hardware companies look at brand building?
Xu Zong: We believe that brand building is of great significance to hardware companies. At this stage, China’s hardware product exports account for only 3% of total exports. This is not just the result of the low technology content of domestic companies. More importantly, it can be seen that domestic companies do not attach importance to brand building issues. Many hardware entrepreneurs have put a lot of energy on the increase in the number of products, this year, an increase of 15%, an increase of 20% next year... And in foreign countries, many companies can not increase the production of the product in 10 years, 20 years, While investing 10%-15% of the entire production cost into new product development and brand building, some even reached 20%. However, most domestic companies invest less than 5% of their production costs in this area. Compared to furniture and home furnishing industries, the brand promotion mode of 'hardware behind the scenes' is too simple, pure and conservative, and hardware companies have different bottlenecks that restrict the further development of the company.
Recognizing this situation, we must quickly adjust our strategy and increase brand building. So we integrated cartoon elements into our brand strategy and began to promote “story marketing†and use unique perspectives to activate the elements of brand building. Let our products enter the eyes of consumers with a unique perspective, close to people's home life, and try to realize the Slavery culture everywhere.
Third, the cartoon approach combined with story marketing, and strive to break through the author: Just now you mentioned the day slave company is promoting the "story marketing" model, please Xu told us about "story marketing" strategy?
Xu Zong: We are the first hardware company in the industry to launch “Story Marketingâ€. In our planning, “Story of the Story†is an enlightening story form that incorporates stylish and lively cartoon techniques to cut into corporate culture, internal management, and products. At the level of research and development, market development, natural, human, and scientific creation of the brand image of Tiannu, thus more effectively serving the dealers and the terminal market.
We created a pair of cartoon characters for the Slave brand. They are TITI and NONO. The Chinese name is Tian Tian and Nuo Nuo. It means that the client is heaven. This is a promise. They represent the brothers and sisters of a warm, lovable, energetic, stylish, and personally growing company. They have entrepreneurial qualities that are "pioneering, innovative, and struggling." Pursuit of dreams, high hopes for the Slave family We use cartoons to describe any aspect of business development, and of course we will continue to bring our humanistic care to the consumer's home life. "The material includes ten years of business accumulation, a summary of the operating experience and lessons learned by itself and its peers, and also the absorption of the operating philosophy of internationally outstanding companies. These are the materials we use to complete the "story of the story."
Author: Will the concept of "story marketing" be conceived in what kind of context?
Xu Zong: The motivation for our choice of “story marketing†is linked to the current situation. We must shape the brand image of “Tinu†as soon as possible. The technical standards of hardware products are currently approaching the limit. Brand promotion in this perspective does not have high standards. Recognition degree. To shape the cultural connotation of a brand, from the promotion of promotional products to the promotion of enterprises, which is the inevitable choice after the company's strength has grown to a considerable height. In our company's "very meticulous, warm million home" business philosophy, in line with the "people-oriented, harmonious society" concept. Under the circumstances of homogenization of marketing and homogenization of the market, it is directly connected with people's emotional nerves, and it can be used as a means of mobilizing people's hearts for the promotion of products. We are in an era where the market exceeds demand for information. Customers want more than just goods, and more focus on consumer experience. We believe that between the slaves and the consumers, not only the simple logic of production and consumption, but the warm production and happy consumption. So we chose the unique way of storytelling to build a brand.
Author: Please tell Xu to talk to us about Tiannu's brand strategic goals in the coming years.
Xu Zong: We believe that brands are synonymous with flags, images, gold content, productivity, and competitiveness. The brand also includes a lot of content, including services, reputation and so on. Behind the creation of the Tiannu brand, we need to use story marketing to shape the brand's east wind and use the brand building platform to integrate hardware accessories into the lives of the general public.
With the improvement of the living conditions of the Chinese people, the demand for hardware accessories will increase, and it will develop toward high-grade. There is a lot of room for the development of hardware. People are constantly pursuing higher quality, higher quality home products, which provides endless imagination for the development of hardware. Only according to the development direction of the market, we constantly design, develop and produce high-quality, high-grade hardware. Only in this way can our brand be pushed to one peak after another.
Xu Zong: As early as in the western developed countries, hardware accessories belong to the capital and technology-intensive industries, while China’s hardware accessories industry is still a labor-intensive industry due to the general lack of funds and weak technology. The threshold for entry into the hardware accessories industry is indeed low, the strength of competing companies is mixed, and the elimination rate of enterprises is high. However, this also means that only those companies that are truly competitive can continue to develop and eventually become brand leaders, and the game rules for survival of the fittest play a role in the hardware accessories industry.
In the long run, the demand for the development of the hardware industry in the process of urbanization will increase in the next 20 years. From the recent observation, short-term due to the impact of international raw material prices, the competitive atmosphere in the hardware industry is relatively low, operators are in a wait-and-see status, it can be said that is in an industry reshuffle period, the next two years may have a large number of companies will Obsolete, of course, there will be a small group of companies will break out into a big brand. At this stage, we, Tianlu Company, are actively condensing the competitiveness of enterprises, actively promoting elements of publicity, and pushing brands.
Second, brand building can not be ignored The author: whether the hardware accessories industry is worth promoting brand? How does China's hardware companies look at brand building?
Xu Zong: We believe that brand building is of great significance to hardware companies. At this stage, China’s hardware product exports account for only 3% of total exports. This is not just the result of the low technology content of domestic companies. More importantly, it can be seen that domestic companies do not attach importance to brand building issues. Many hardware entrepreneurs have put a lot of energy on the increase in the number of products, this year, an increase of 15%, an increase of 20% next year... And in foreign countries, many companies can not increase the production of the product in 10 years, 20 years, While investing 10%-15% of the entire production cost into new product development and brand building, some even reached 20%. However, most domestic companies invest less than 5% of their production costs in this area. Compared to furniture and home furnishing industries, the brand promotion mode of 'hardware behind the scenes' is too simple, pure and conservative, and hardware companies have different bottlenecks that restrict the further development of the company.
Recognizing this situation, we must quickly adjust our strategy and increase brand building. So we integrated cartoon elements into our brand strategy and began to promote “story marketing†and use unique perspectives to activate the elements of brand building. Let our products enter the eyes of consumers with a unique perspective, close to people's home life, and try to realize the Slavery culture everywhere.
Third, the cartoon approach combined with story marketing, and strive to break through the author: Just now you mentioned the day slave company is promoting the "story marketing" model, please Xu told us about "story marketing" strategy?
Xu Zong: We are the first hardware company in the industry to launch “Story Marketingâ€. In our planning, “Story of the Story†is an enlightening story form that incorporates stylish and lively cartoon techniques to cut into corporate culture, internal management, and products. At the level of research and development, market development, natural, human, and scientific creation of the brand image of Tiannu, thus more effectively serving the dealers and the terminal market.
We created a pair of cartoon characters for the Slave brand. They are TITI and NONO. The Chinese name is Tian Tian and Nuo Nuo. It means that the client is heaven. This is a promise. They represent the brothers and sisters of a warm, lovable, energetic, stylish, and personally growing company. They have entrepreneurial qualities that are "pioneering, innovative, and struggling." Pursuit of dreams, high hopes for the Slave family We use cartoons to describe any aspect of business development, and of course we will continue to bring our humanistic care to the consumer's home life. "The material includes ten years of business accumulation, a summary of the operating experience and lessons learned by itself and its peers, and also the absorption of the operating philosophy of internationally outstanding companies. These are the materials we use to complete the "story of the story."
Author: Will the concept of "story marketing" be conceived in what kind of context?
Xu Zong: The motivation for our choice of “story marketing†is linked to the current situation. We must shape the brand image of “Tinu†as soon as possible. The technical standards of hardware products are currently approaching the limit. Brand promotion in this perspective does not have high standards. Recognition degree. To shape the cultural connotation of a brand, from the promotion of promotional products to the promotion of enterprises, which is the inevitable choice after the company's strength has grown to a considerable height. In our company's "very meticulous, warm million home" business philosophy, in line with the "people-oriented, harmonious society" concept. Under the circumstances of homogenization of marketing and homogenization of the market, it is directly connected with people's emotional nerves, and it can be used as a means of mobilizing people's hearts for the promotion of products. We are in an era where the market exceeds demand for information. Customers want more than just goods, and more focus on consumer experience. We believe that between the slaves and the consumers, not only the simple logic of production and consumption, but the warm production and happy consumption. So we chose the unique way of storytelling to build a brand.
Author: Please tell Xu to talk to us about Tiannu's brand strategic goals in the coming years.
Xu Zong: We believe that brands are synonymous with flags, images, gold content, productivity, and competitiveness. The brand also includes a lot of content, including services, reputation and so on. Behind the creation of the Tiannu brand, we need to use story marketing to shape the brand's east wind and use the brand building platform to integrate hardware accessories into the lives of the general public.
With the improvement of the living conditions of the Chinese people, the demand for hardware accessories will increase, and it will develop toward high-grade. There is a lot of room for the development of hardware. People are constantly pursuing higher quality, higher quality home products, which provides endless imagination for the development of hardware. Only according to the development direction of the market, we constantly design, develop and produce high-quality, high-grade hardware. Only in this way can our brand be pushed to one peak after another.
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