subject: Dong Ling: "drink" Home Appliance Industry, Beach-goers - Soybean Milk Machine, Small [print this page] Appliances Extensive use of modern family life is a symbol, from the late 80s, all kinds of home appliances to not contain the momentum quickly into family, to provoke the Chinese people living hero. After nearly 20 years of development, population penetration rate has reached a considerable degree of home appliances,
Microwave ovens , Cooker So the original non-need sales of home appliances are also being increased year by year, various household appliances greatly facilitated the use of basic necessities, improve the quality of life. However, the inventory of existing appliances when found, and one of the most important part of people's lives, "drink," related to home appliances, but also very few.
Main reasons for this situation there are two points, one People used to buy bottled drinks, making drinks for his rather vague concept; second, the current consumer electronics market, choice of drinking either single function appliance, or operating complex In today's fast-paced life, people use lack of time and patience.
Then, following the microwave oven, induction cooker and other non-essential appliances hot after the closely related with people's lives, "drink" could be the next appliance family favored by the people, and blitz the "lucky" mean?
Now talking about "drinking" when people's first association appliance power may be
Soymilk . The PRC, according to research statistics, the country ended 2007 with about 80 brand soybean milk. A few hundred dollars of soybean milk products actually can be made of a small value of billions of dollars, tens of millions of Taiwan's industrial production while most of Yang and DF-nine most representative characteristics of the two brands.
When the markets demand for milk, soybean milk machine in the absence of birth before the people is how to meet the needs of the soy milk? Only one channel can get soy milk: tofu manufacturing process produces a by-product, usually in the workshop farms can buy soy milk tofu, soy milk or a small number of proprietary production of small workshops. The lack of an average family used to make soy milk specialized machinery and equipment. In fact, the market has been there for home made soymilk machines?? Mixer. Philips
Small appliances Visibility is high, and very early series production soybean milk, fresh juices, grind and mix functions into one powerful product. The question is not easy to understand a product name?? Mixer. As a typical imported goods, it is difficult to understand Chinese consumers what mixer is used in the end.
Some extent, 9 Yang did not invent the milk production of household machines, but only to make soy milk mixer features separate isolated and improved product design, more importantly, easy to understand from a name?? Soymilk. Marketing in the tube to create a new class called. 9 Yang functional complex in the isolated western mixer features a single product, and is independent of the formation of soybean milk industry, was a great success. This confirms the philosophy less is more truth!
And Dong Ling's come from behind is completely "opposite" and "experiential marketing" result. Soymilk in nine categories Yang has become a symbol of time, the position has been fully consolidated, its functionality is proven, its quality is familiar to everyone. Catch-up to replace the leader only by two strategies: First, to provide the same value in the context of consumers to buy lower cost; second, to improve the performance of consumers to provide products higher than the leader value, This value must also be perceived to be the consumers quickly. Alternatives should first focus on its leading brand users. Early consumers may have a variety of discontent, they are looking forward to new products, new brand of replacement. Catch consumers must identify alternatives for the evaluation of the quality of the most important values, and investment to achieve them.
So, Dong Ling found the quality of consumer evaluation of alternatives to the most important values what is it? The answer is taste, rich flavor, soy milk sticky feeling. Whether bought milk from farms, or other brand Soymilk production of milk, taste is relatively thin, relatively light, color in white. Rich milk showed slightly yellow color, beans, Hong strong, sticky taste. Milk products more than consumers about the emotional experience constitutes the most important assessment of the value of soybean milk quality standards.
