From The Microwave Oven Industry Data To See The Two Giants Bickering Marketing Mistakes - United

Trigger a set of data

Trigger a set of data

Microwave ovens

Two industry giants fierce battle.

Glanz

Pointed out that the United States and the sham, but beauty is denied. Attention of the media focus

U.S. microwave

There did not conspire? America's why at this time threw out this hot "potato" mean?

Midea collective self-QF after the price reduction of a continuous decline, this year

Air conditioning

Industry as a whole the situation is not good, the stock market downturn, the domestic investor confidence, the United States of urgently needed a strong medicine for shareholders and investors to see the confidence. We leave alone the United States and the authenticity of the microwave oven sales data, but one thing is certain, there is a flaw in the data.

Order to improve the credibility of the data, the paper quoted "in the first half of data Yee." Familiar with Yee's all know, in June of data need to complete the acquisition in July, sampling, modeling, statistical analysis, the conclusion. June statistics out of the earliest was the end of July early August, while the semiannual reports and annual reports are also to postpone.

So there was a market research company in Yee Executive Director, Vice Chairman Lee Ki-cheung, said: Yee in June in the microwave oven market share statistics data is also among the first half of the microwave oven on the survey data is far from announced. This is no doubt this group of data to the United States a slap in the face. Reasonably beauty should not be guilty of such low-level error, because the United States and the heart to understand, there is no third party data will not make investors convinced. In fact, beauty has entered a marketing data errors.

Why is not any choice in the Yee

Home Appliances

Industry research group, or household appliances urban consumer report? Because beauty is also very clear that the results of these data can all be bought on-demand, and even the "experts" can afford to speak according to the needs of enterprises. However, the PRC, would not, in Yee has been set in the Chinese home appliance industry, the authority of the brand image.

Therefore, data marketing point of view, the US's current transmission is a failure. It is the wish to enhance investor confidence for the purpose, may actually confused the public's attention, lead to negative aspects of their own. Although this is because of the spoiler Galanz be the case in the United States that there should be predictable.

Microwave only if the United States of concern about the need to upgrade, then the objective was achieved. But the enterprise's brand image is Yi Shi Yang, believe their own businesses and the public argument. Here, the proposed study of beauty to Haier, Haier has an advantage, no matter how good it is said that he, however, do not attack it from rivals. Perhaps this is boss in style to do it.

"Kaemi" This war can be summarized in a way to avoid erroneous data marketing, first of all, publish their own data, not to attack opponents. Secondly, the analysis of competitors ready to publish data and the relationship of the worst possible case to be a forecast. Not to use a third party without the credibility of the data, otherwise, obtained after transmission through a lot of negative brand. Proper handling of data results against himself, can use non-disclosure, less disclosure, disclosure of some other way of scientific treatment, but not false.

When the time is appropriate and even part of the initiative to disclose adverse information on their own to win the public's trust, but to be used with caution, as emergency measures intended to do the worst. Authority of the data used to understand the logical relationship between the data, excluding negative results and highlight the beneficial results. Finally, the current survivors of major household appliances are the industry leader, do not use false data transmission, otherwise the results may be fatal.

by: gaga

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