With the development of the automobile industry and the gradual maturity of the automotive electronics market, the car navigation market is gradually forming and the prospects are good. In addition, in recent years, the number of cars in various parts of the country has increased extremely rapidly, and the use of cars has increased, and people's travel habits have also undergone great changes. Wherever you want to have a car available, the situation of cross-city vehicles will be very common, and the demand for navigation by motorists will continue to increase due to the unfamiliarity of the road. In many countries, the use of car navigation systems has become more common. At present, GPS car navigation products in the domestic market are gradually becoming important devices in automobiles.
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2008 is an extraordinary year for the development of the automotive industry. Many people define it as the "Olympic Year of the Car Navigation Industry." The approach of the 2008 Beijing Olympic Games is an excellent development opportunity for the car navigation market. Beijing plans to install a GPS monitoring system for buses in the city by 2008. The estimated cost of the GPS system is about 1.92 billion yuan. It is predicted that around the Olympics logistics market, there will be 1 million vehicles that need to install navigation and safety monitoring systems. The GPS business opportunities released by the 2008 Olympic Games will be huge, which will stimulate the Chinese car navigation market.
In 2008, for the car audio and video navigation industry, it can be said that it is the watershed of the industry, which is the key point for manufacturers to become bigger and stronger, and is the focus of dealers to expand channel promotion. Of course, how do you make your business bigger and bigger? How can we better expand our sales channels so that we can stand on the side of the industry? Has become the focus of many businesses. In response to these questions, the author visited many colleagues in the industry and asked them the answers to these questions:
Hot spot one: grab 4S shop in the beach, get 4S shop to get the world
Due to the decline in the profit of the whole vehicle a few days ago, 4S shops are bound to seek a breakthrough in profits, and operating auto supplies has become their best choice. For the manufacturer, once the 4S shop chooses the product, it will not easily change the brand, it will become the loyal customer of the brand, and there is a fixed sales volume, the price is not sensitive, this is the most willing cooperation of the manufacturers. For manufacturers, in the case of fierce competition, 4S shop is a good safe haven, a fertile ground for brand growth, and a “blue ocean†for manufacturers.
However, as more and more manufacturers rush to the 4S shop and compete for this cake, the future 4S shop will surely form a state of being divided. In the end, the 4S shop has the world!
Hot spot 2: "outside" to "inside", win in the layout
Due to the continued appreciation of the renminbi, US subprime debt, export profits and sales will decline, and most of the export-oriented car audio and video companies have turned to the domestic market. In the past, I felt that the product line in the domestic market was long, the service was complicated, and the customer volume was not good enough. There was no foreign market with a large amount of individual products, less service, and simple customer communication, so I did not pay much attention to the domestic market.
“Outside†to “insideâ€, not only in terms of channels, products, services, prices, promotions, but also in the market circulation, product development, product line combination, and marketing and production management. To serve customers, we can truly become the big winner of the market, so the "outside" to "inside" wins in the layout.
Hotspot 3: "After" to "Before", the strategy refers to
As the proportion of audio-visual navigation installed in the vehicle is getting higher and higher, the share of the after-loading market will be squeezed, and the profit in the front-loading market is higher. Enterprises with stable sales volume, a group of strengths and high quality products will gradually be taken by the OEMs to achieve strategic transformation.
Hotspot 4: High-end hits the low end and competes for market share
First-line brands have seen or will be able to launch a second brand and compete with low-end brands for market share. They have advantages in brand, quality, channel and marketing. The entry of high-end brands into the low-end market will inevitably lead to market turmoil.
However, high-end brands entering the low-end market and achieving unprecedented success in the low-end market will also affect the value of high-end brands, which will have a negative impact on the long-term development of the brand in the future, and may not even support the high-end image. Possible outcomes will win the market and lose the brand. Therefore, balancing high-end and low-end brands for effective isolation can truly achieve two-legged running.
Hotspot 5: The low end enters the high end, and the spoiler
After gaining market share, the low-end brands concluded that they only earned a modest profit. They were not willing to see others eating meat. They could only drink soup and bones. Secondly, they saw high-end brands entering the low-end market. Grasping the market share will inevitably move to its own "cheese." Based on the temptation of profit, the cake is eaten by people, and it will definitely seek a breakthrough. High-profile entry into the high-end is one of their choices. Entering the high end, they will take the usual method - price war, and be a spoiler.
However, the low-end entry into the high-end needs to consider the problem. First, whether the brand is accepted by consumers is the biggest problem; secondly, whether the product grade can support the high-end image; again, whether the technological innovation and quality precipitation can meet the market demand. .
Hotspot 6: The channel is flat, and whoever lives in the end
Under the spur of the A brand, all the most influential agents in the country have been “one size fits allâ€, and when everyone is still talking about whether A is successful, the channels are quietly changing. The author believes that channel flatness is the general trend, but the way to choose flat is different. There are two ways to flatten the general channel: one is like the A brand, the agent directly controls the market, and the other is the indirect control of the market by agents, such as step by step, turning the agent into its own sales team.
The channels are flat, and the agents are cut. The manufacturers have to do not cause the agents to collectively counter water, so that the agents feel that they have crossed the river to break the bridge and form a double-losing situation. Instead, they should first seek momentum, take advantage of the situation, and persuade the agents to achieve a win-win situation.
Hotspot 7: Terminal competition, quantity and quality who is more important
The agent is a bridge to make the goods reach the terminal. The real part of the sales is the terminal. The terminal makes many products be returned to the “original shapeâ€, and the sales volume will determine the competitiveness of the manufacturer's products.
The more the number of terminals, the more opportunities for sales, the quality of the terminal determines the sales volume of the products, so the number of terminals is large, and the quality is the ideal state pursued by the manufacturers.
The terminal mainly has four aspects of work: terminal expansion; terminal display; terminal maintenance; terminal promotion. If you do a good job in the four aspects of the terminal, and in the case of a reasonable terminal layout, the terminal should not only be large, but also good quality, in order to reflect the company's sales strength.
Hotspot 8: Product differentiation, blue ocean rendering
Whether it is high-end into the low end, or low-end into the high-end, in the special car, I believe that can not be simply divided by "high" and "low", but should be divided according to the model, there are three main products: first It is a model of less than 100,000; the second is a model of 100,000-300,000 yuan; the third is a model of the original car that has special functions (using a bus protocol to control the sound system).
The technical content of the products of the first and second types of vehicles is not high, and more and more manufacturers are competing for this market, which will surely be a “red seaâ€; the products of the third type of vehicles are controlled by a few bus manufacturers because of the bus protocol control. In the hands, the competition is not big, it is the real "blue sea."
Hot spot nine: price war, it is inevitable
As manufacturers continue to cut in, new entrants attract customers at lower prices; high-end brands cut into low-end products, inevitably in order to compete for market share, in order to rapidly expand market share, pick up the price of weapons in the market, low In order to fight well, the end brands are discounted by discounts; low-end brands enter high-end products and compete with high-end brands because they have the advantage of cost, and they can directly “shoulder†in price to ensure their profits and form in the market. You hit my head, I am yelling at the end of your competitive situation, the price war is inevitable.
Hotspot 10: homogenization, how to break through
There is one of the biggest features in the car audio and video navigation industry: the solution is the design company. The design company's solution has a quick advantage. One drawback is that the solution company sells the solution to the competitor. That will inevitably lead to product homogenization, products without personality, no innovation, and no core technology.
In the case of product homogenization, there are three ways to solve: First, marketing innovation, winning by speed. The second is to master the vehicle bus protocol, to do the products that ordinary competitors can't do, to enter the "blue sea"; the third is to study the second core technology, mainly referring to the fashion of the panel and the humanization of the operation interface, such as Samsung doing mobile phones, Win with fashion and function.
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