After the "poisoned milk powder" incident, there were some domestic brands. In the face of Chinese people questioning the quality of domestic products, they instinctively launched a new marketing strategy - quality strategy. In addition to the Chinese dairy brand, is it necessary for other domestic brands to “revise†the marketing strategy and focus on quality?
In the world of marketing, the relationship between “quality†and “brand†is not great. Enterprises believe that high quality products can win the market, and consumers think so - this is actually a double misunderstanding. It is logical to use product quality as a condition to win in marketing, and it also meets the marketing instinct of marketers. However, this is basically an incorrect marketing instinct.
Product quality is to send qualified contestants to the competition venue. As for whether or not to win, it depends on the consumer's perception of product quality and whether there is a correct marketing strategy. Quality is not a key force in the success of a marketing strategy. Of course, there is nothing wrong with emphasizing quality control. Companies should provide high-quality products, but producing high-quality products and making consumers think that this is a high-quality product is two different things.
Marketing instinct - good quality, large sales
Every year, the United States has a consumer appraisal agency that conducts comprehensive tests on various models, including: road testing, engine performance, seat comfort, braking capability, fuel consumption, and operational performance. Then, according to the comprehensive quality, different models are graded. In the one-year ranking, the better quality is the Volkswagen Jetta. However, in the sales rankings of the year, Volkswagen Jetta ranked 12th. If the quality is good, the sales volume will be large, obviously this instinct in the automotive field is not established.
Motorola is the world's leading model of "total quality" management, implementing Six Sigma accurate quality control, with only 3.4 errors per million in production and management. On this earth, there is no longer a more stringent quality control system. But all the emphasis on quality can't stop Nokia's robbing of its mobile phone business. Compared with the pure product line of Nokia, with its dedicated image, the successful disintegration of Motorola's mobile phone is the leading edge and quality advantage of the category pioneers, and has become a brand with a large global mobile phone sales.
Is the quality of Motorola really not as good as Nokia? This was not the case in the 1990s. However, the friends around me now think so. “Quality†has become a consumer's reward for leading brands. Quality is only a leading brand. (Closer, Motorola has to split its mobile phone business, it seems that it really can't stand Nokia's offense.)
Distinguish the concepts of “operational efficiency†and “marketing strategyâ€
“Operating activities are the basic unit of competitive advantage. Improvement of operational efficiency is a necessary condition for obtaining excellent profits, but it is not a sufficient condition. Only when a company can establish a long-term differentiation can it win the competition.â€â€” - Porter has drawn a clear line between the quality control of production management and differentiated marketing strategies.
There is nothing wrong with improving operational efficiency and producing higher quality products, but this is not a marketing strategy. Because ensuring product quality is the basic bargaining chip for companies to compete. Commitment to product quality is also the responsibility of the company to bear. There is no commitment to quality, and companies and products are superior. It doesn't exist anymore. If you promise quality, you can defeat the possibility of leading brands.
In the early 1980s, the late brand of many computers in the United States launched an attack on IBM. AT&T compared it with IBM in terms of speed, scalability, graphics capabilities, compatibility, etc., and got a 5:0 score. Texas Instruments has released "Texas Instruments Dare to Compare" to compare the advertising titles of IBM business computers. When IBM introduced new models two years later, fear shrouded Silicon Valley. Companies that have tried to attack IBM with quality have fallen. On the contrary, Apple, which focuses on personal computers, and DELL, which sells directly on the phone, have achieved long-term success.
Fortunately, China's "Advertising Law" expressly stipulates that advertisements are not allowed to attack and depreciate competitors. Otherwise, our company is expected to arbitrarily attack the leading brands of the category and waste money, instead advertising the leading brands.
To improve product quality, only when competitors are significantly behind in operational efficiency (cost and quality), there is a chance of winning. When the operating efficiency gap between enterprises and enterprises is gradually narrowing, the possibility of winning by quality is negligible.
In the 1990s, the domestic appliance brand began the “learning benchmark†campaign. TCL proposed the goal of “Samsung of Chinaâ€. However, after so many years of imitative learning, TCL is still TCL and has not become the second Samsung. On the contrary, it fell to the top five in the recent color TV sales rankings.
Similarly, other domestic appliance brands under the “teaching†of multinational management consulting companies have also “learned benchmarks†to see the same books and do the same. After more than a decade, no company has stood out, but the division between brands has become more blurred. Still washing Haier on the side of the ice, the top five color TV competition. The quality strategy has not saved China's home appliance companies.
“Leading one step, Shenhua Electricâ€, why is the “leading†Shenhua washing machine not found in the market now? "We have been working hard," Aiduo really worked hard to produce, but it was relentlessly abandoned by the market! "Good air conditioning, Gree" is actually not a magic weapon for Gree to win. Focusing on and "leading the world" is the foundation of its founding. Changhong’s “from bigger to better†in 1998 did not stabilize its market position. The "gold quality, the world" of Jinli mobile phone can not establish a unique strategic positioning. In the future, Nokia will further squeeze the market share and further pursue the "cottage".
Marketing instinct, not trusted
We admit that the event marketing of the “Konka PK Japan and South Korea brand†we planned 2 years ago highlighted the quality and performance of the products. At that time, it was favored by the media and achieved a stage of sales, but it did not form a lasting Sales force.
Audi once made an advertisement. In order to prove the quality and performance of his car, he instinctively compared his car with Mercedes-Benz and BMW. In the words of German car experts: Audi's quality and performance are better than Mercedes-Benz and BMW. . Who will believe it? Consumers don't believe it, and the market doesn't believe it.
At present, domestic cars emphasize "quality", which is actually the helplessness of the lack of brand strategy. Geely's "quality is superior", the hippocamin's "quality, jump", Jinbei car's "high quality", ZTE's "create high quality", Chery's new qiyun's "more skinny" and other words, take "quality "It's not wise to compare quality with a powerful Japanese car. Use a slogan from ZTE. Do you believe it?" Consumers will be confused: Since quality is so good, why is there no sales? Toyota told consumers at this time, saying: "The truth of quality comes from a factory with more advantages." It completely denied the advertising rhetoric and efforts of the above-mentioned domestic cars. This is Toyota playing a beautiful defensive battle.
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