subject: Mu Gang: 2010 Implementation Of The Strategy Of Attacking Urban County And Stability [print this page] 3 29, held in Shenzhen Konka "2010 Konka net sharp LED II world debut" press conference. Konka announced at the meeting site LED98, LED97, LED88, net sharp TV96, TV86 and a series of sharp television network. The following is a Konka Group Vice President and Division President, Mu multimedia marketing site just released a speech.
Distinguished leaders, distinguished guests, dealer friends, the news media and friends:
Good afternoon! First let us briefly review
LCD TV In China, nearly five years of booming growth period which, Konka nearly 3 years every step: in 2007 the 36 series sport high-definition, in 2008 into the National Olympic Sports Center, Water Cube, the 08 Series
Olympics Collector's Edition 2009, 80 series energy-saving LCD and 1.99 cm LED88 series and so on, have a milestone, but basically are "points" on the breakthrough. Today, we will see will be the "face" on the outbreak. We like to open
Car Like development, five series of dozens of products overall appearance, but also an open platform for creative release. We have to prove to the world that has complete control of Konka LCD TV technology, grasp
Internet TV Direction of development; we have basically completed the transition and the distribution chain, in the LCD TV industry stand firm; in the LCD TV into the mature stage
TV Into the era of large liquid crystal, or "golden years", well prepared.
Konka Group Vice President and multimedia
Marketing Division President, Mu Gang Next, I'd like to tell a story. We are a customer in Fujian, operating Konka 15 years, he more than ten square meters from a store today has grown to a more than 1000 square meters, the annual
Sell Billions of dollars of home appliances shopping. Regardless of age or LCD flat-panel CRT era, regardless of the peak is still in the development of Konka was in the doldrums, no matter for a three or four branches, general manager of, or even whether he is making money or losing money, has been a unique situation Konka bell, never betray. Konka by management for his son to college, until now prepared to pass the family business his son, let him continue to operate Konka. He said all of this because the feelings of Konka, Konka indispensable just like their relatives. The customer is the brother of Putian City, the total coach Fu Xiao Weimin Xiao. (Please Laoxiao stand up we know it). In fact, he is a Konka ordinary dealer, but this really moved me distributors, so we have a lot of dealers. In my opinion, he is our family a member of Konka, Konka is to honor people. On behalf of the Road soon as Konka sincere thank you!
Indeed, this year is the 30th anniversary of Konka, Konka rely on 30 years of success? I think we play a good addition to products, more professional things, that is, recognition and support of customers. In other words, on the one hand we have diligently sought after color TV technology achievements of 30 years of TV experts; the other hand, we use 30 years and all of you to establish the relationship between friendship and co-existence. I think this is where Konka's core competitiveness.
Was said, Konka years, relatively restrained. Indeed, Konka has always been adhering to the "Accumulate" concept and "Ne was made sensitive to the line of" tradition. Then, starting in 2010, we have to alter the full force, and full-scale attack.
We have to change? Of what changed? I think there are three, first-round leader in product strategy; second all-out offensive marketing strategy; third is to create a new sub-brand to achieve the brand young, international.
Comprehensive product strategy consists of two leading content. Konka standing technological frontier, more differentiated, the latest look and capabilities of products Konka starter; market, Konka manufacture products at the lowest cost, or a market launch of each
Price war Konka take the lead by playing.
All-out offensive marketing strategy also includes two elements, we call two-lane operations. The first line is the value of war, offensive based on the value of leading products, innovative marketing, holding high hit up the value; second line is the price war, prices based on cost leadership campaign, struggle to dominate the market. Complemented by value-based prices of offensive attack.
On the brand of young, international. LCD-based big era, products and technology changes, consumers and consumer behavior has changed, prompted us to communicate with consumers the interface must be changed. We will launch a new range of advertising, promotion, packaging, achieve brand younger and internationalization.
Above three points is the main content of external change. What do we do? In short, we are heavily in LED television distribution, and have advantage of previews; our overall innovation in network television, set a new standard; we have the largest scale and can create the largest size module factory in Kunshan Konka, we and upstream resources the depth of cooperation and alliance, which is to protect the resource supply and application of low-cost key. Will be released today, and the products listed in this year, will prove that I said these three points. From this point on, I just said, "Accumulate," "Ne was made sensitive to the line," it does not seem to change the tradition.
Corresponding to the above three strategies, for 2010, specifically, for three levels:
Product level: LED-based standard-based, low-end and network television trend differences, we need to do Internet TV, LED TV pioneer and popularizer. Specifically, in 51, make sure that there are three series of 28 new network series of sharp market, phasing out the first generation of LED TV (that is, the network functions without LED TV); has been planning for this year's new products will be listed more than 8 a series of 54 sections fully replace the existing mainstream products. 2010, we are to achieve six million units of remedial objectives, which network television two million units, net sharp LED150 million energy-saving LCD 2 million units. Meanwhile, based on extensive product line, we will further implement the sub-channel product strategy to customers in the county exclusively for the traditional two series 10 models specifically for models in the product market, with the city of Gome, Suning separate and protect client profits.
Customer level: implementation of the "offensive county, stable city" policy. 2010 county customers to achieve the income share to 85% and over, accounting for control of the U.S. Suning 15% or less, that is to upgrade the county and township-level customers is our top priority, but also carry the main offensive marketing strategy. Specifically, the county-based markets to improve customer efficiency, the progressive development of 100 white
Mu Gang: 2010 Implementation Of The Strategy Of Attacking Urban County And Stability
