The Beijing Olympics has just come to an end. While savoring the excitement of the Olympic Games, we can't help but sigh the charm and progress of technology. This Olympic Games is not only a sports event in the history of TV broadcasting using full HD technology, but also 2015. In the year, China used digital high-definition signals instead of analog signals to start the front gun.
Among the many people watching the Beijing Olympic Games, the president of LG Electronics (China) Co., Ltd. is a very special one. He not only pays attention to the events, but also pays attention to the unique visual enjoyment that HD digital TV brings to the audience. In February 2008, LG Electronics launched the first true digital HD all-in-one TV in China, which provided a possibility for the Olympic full HD tour.
Through LG's friendly smile, we found that from the "chocolate" mobile phone, LG Electronics has a unique blend of fashion design and smart technology with distinctive brand features, making consumers more aware of the brand's uniqueness. .
World Integrated Marketing Master Don E. Schultz once said: "The control power in the market has undergone tremendous changes. Simply put, control has shifted from marketers to professional consumers." The magic weapon that enterprises surpass their opponents and pursue victory.
Every time LG's brand connotation evolves, it takes into account the changes in the market and consumer demand, and truly achieves "changing on demand."
From adaptation to incompatibility
In 1947, the founder of the LG Group, Renren, founded the Lucky Chemical Industry Corporation (Lucky), now LG Chem, which quickly occupied the Korean domestic market. In 1958, the "Goldstar", the predecessor of LG Electronics, was established. At the end, the group combined these two parts, called Lucky-Goldstar, when the Chinese name was Lexi Venus. March 1995 The Lucky-Goldstar Group officially changed its name to LG Group, and "LG" officially appeared.
At that time, various types of electronic products were just beginning to emerge. Being able to offer more competitive products at a more competitive price is the goal of many companies, and LG is no exception. With its outstanding comprehensive advantages, LG Electronics has been welcomed around the world, especially in Europe and America. This allowed it to complete the rapid rise in the early days of the venture.
In 1993, LG Electronics entered the beginning of China and continued its low-cost international expansion strategy. With the support of localized operation, it pursued cost reduction and low price. With this “low price expansion†strategy, LG Electronics quickly opened up the Chinese market. However, the profitability is not satisfactory.
Why is this happening? Consumers have near-urorative expectations for quality and design, and fashion factors have penetrated deeply into the consumer goods arena, and design has become a more important business driver. If LG's many products cannot be unified under one brand core, it will inevitably be broken by its competitors in the market. It is painful to think.
From tight to guiding
In fact, LG Electronics has long begun to explore the “changeâ€.
In 1997, LG proposed the slogan “DigitalLeader-LG†(Digital Guide LG) according to the new trend of technology development, which reflects LG's future business philosophy. But as time progressed, LG realized that pure technology leadership is not enough to impress consumers, how to achieve effective communication, and transform consumer demand into corporate value, becoming LG
Always thinking about the problem. So, in 2003, LG proposed "Let's Go".
Jin Shuangxiu, then the global CEO of LG Electronics, believes that consumer electronics products have completed the transformation from function-based to design-oriented. Under the leading idea of ​​design, LG Electronics products that used to be “sturdy, durable, but very earthy†have undergone earth-shaking changes. Wine red, paint process, and Tang dynasty became the exclusive term of LG, and LG's profit margins are also climbing.
However, the market is never lack of imitators, LG has encountered trouble - you push red, then every family will have a red flagship product.
At this point, for LG, just the change in appearance is not enough to dominate. True industrial design must be based on advanced smart technology. And "Stylish Design & Smart Technology" - this is what consumers want now.
In fact, as early as 1995, when LG Group officially changed its name, it conveyed the concept of “Life'sGoodâ€. At that time, the managers set LG's corporate goal to improve the lives of consumers. In the constant exploration, LG Electronics gave up the fuzzy definition of Life'sGood and gave a clearer answer: seeking breakthroughs in both design and technology.
Aware of this, LG began to gradually implement this concept into the product, and new products with beautiful appearance and technology core appeared. The “one touch red†chocolate mobile phone is a classic application of touch technology; the “left and right time†LG flat-panel TV not only requires a large-capacity built-in hard disk, but also has the function of shutting down the recorded TV program... If it is dazzling On the surface, fashion is a feature, then smart technology and elegant lifestyle are the essence.
From Lucky-Goldstar to LG, DigitalLeader-LG to Let'sGo, and from Life'sGood to Stylish Design&Smart Technology, every change in LG takes you one step closer to the consumer. The so-called outline of the goal, the success of any business can not be separated from a correct guiding ideology. As LG Electronics Global CEO Nan Wei said: "LG Electronics will become an internationally renowned brand with more market potential in more than 140 countries, LG Electronics hopes to allow customers to pay more attention to the product itself." For LG, all development Based on one point, it is the guidance of innovative change ideas, and meeting the needs of consumers is the core of business operations.
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