Li Guangdou, Master Of Technology, Is Not As Good As Leading In Technology.

Li Guangdou: CCTV brand consultant, famous brand strategy

In 2008, Hitachi, Panasonic, SONY, Toshiba, Fujitsu, SHARP, SANYO motor and NEC of Japan's 8 major electrical appliances manufacturers all suffered serious losses. The total net loss after tax was about 2 trillion yen (22 billion 300 million US dollars).

Among them, Hitachi, Panasonic and NEC ranked 700 billion in the third tier with losses of 700 billion yen, 380 billion yen and 290 billion yen respectively.

Toshiba has lost about 280 billion yen, and Sony Corp is losing about 150 billion yen. This is the first time that Sony Corp has made losses in the past 14 years. It seems that it is back to the age of Internet bubble collapse, and there are a lot of flavors of "struggling for decades to return to the liberation of the night".

Why did the Japanese electrical appliance enterprises, who once smiled and proud of the world?

Technology -- the "Xiao He" of Japanese electrical appliance enterprises! "Technology SONY" is a condensed generalization of Japanese electrical enterprises, and also a banner of self display by Japanese entrepreneurs.

It is through continuous technological innovation to create electronic equipment, so that Japanese companies in the 70~80 decade of the twentieth Century replaced the leading position of the United States, and in the next 10 years, Japanese companies have been lying on the big bed of technology resources accumulated on the bed.

However, when Japanese electrical manufacturers rely on one after another technology to take the position of the powerful person in the global electronic products, they also lay the foreshadowing for themselves to fall into the quagmire of technological maniac.

These technology leading enterprises need to consider the question: what is the need of consumers? Is it necessary to shift from technology leading enterprises to market leading enterprises?

There is such a story: there is a restaurant business is very good, every day is crowded, and when the boss is old and wants to retire, he finds three managers.

The boss asked the first manager, "do you have chicken or egg?"

The boss then asked the second managers: "chicken or egg?" the second managers answered with a ready reply: "there are eggs first."

The boss called third managers again and asked, "chicken or egg?" third.

The boss laughed and promoted third managers to the general manager.

The third managers gave the marketing answer to this proposition, that is, the customer's demand is always the first.

So, you don't have to indulge in how advanced your technology is, and you don't have to be narcissistic about the quality of your products. In your eyes, Xi Shi may be the East eye of the consumer. Who has touched the hearts of consumers, who is Xi Shi in the eyes of consumers.

Everything is based on the needs of consumers.

Then what is the Cupid arrow that touches the consumer? Is it technology? Yes, technology is very important.

But is it just technology? No, technology alone is not enough to impress consumers. Consumers need more fashion, personality and taste.

In 2008, sales of traditional mobile phone brands, including NOKIA, Sony Ericsson, Motorola and so on, declined. Perhaps only one company laughs at Apple.

The company, which broke into the mobile phone market by iPhone at the end of June 2007, completed the sales target of 10 million units in two months ahead of schedule in 2008, contributing 39% of the company's sales revenue.

In 2008, Apple Corp's cash reserves stood at US $24 billion 500 million.

Apple's iPhone has become a popular star in the mobile phone market.

Why can Apple stand out? Because iPhone is not only a technology product, but its fashion, personality and fashion have become the spokesmen of fashion consumers.

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Nowadays, the consumption of mobile phones is becoming more and more fashionable. The personalized and fashionable development of notebook computers has become an irreversible trend. The innovation and fashion of small household appliances are becoming more and more popular.

Fashion has become a new trend of consumption nowadays, and Japanese electrical appliances enterprises seem to be moving in a purely technical stage.

Compared to the cold feeling of technology, personality fashion is integrated into emotional factors.

"Convincing people by reasoning" is now hard to convince consumers, and on this basis, we should add "moving with emotion".

Because consumers are emotional, in the era of excess economy, if the cold technology products are not attached to the feelings, it is very difficult to touch the hearts of consumers.

Just like now, most people like stars change from "strength faction" to "idol faction".

In the past, most of the idols in the minds of people were the most powerful professionals in various fields. They were worthy of the name of the "strength faction". Now people are following the star style idols. Fans treat their idols without any cost or recklessness.

In fact, idols are just a kind of perceptual products, they have touched the hearts of consumers.

In the era of emotional consumption, when products turn from "old scholars" to "fans", they will be able to laugh at eight party visitors.