Liu Chunhua: "Marketing" Should Be "Winning and Elimination"

Liu Chunhua, Vice President of Shuaikang Group, Ph.D. in Economic Management at Peking University, Ph.D. in Business Administration at Nankai University, Chairman of MBA Alliance of Ocean University of China, Executive Chairman of Shandong MBA Alliance, and Deputy Director of China Brand Federation. Visiting lecturer of 12 colleges and universities special invitation marketing, strategic and cultural teaching materials courses, management consultants of nearly 10 group companies such as Jinan Gaoxin Investment, Ningbo Heyi Shipping, Jiangsu Sheshan Bay, and Xi'an Xiehe Real Estate. He has been invited to participate in CCTV for many times. "Struggle", an exclusive interview with Tianjin TV's "Not for You" section.

"This is the worst time. It is the best time. It is a desperate winter. It is a spring of hope. There is nothing in front of us. We have everything in front of us." This is Dickens. The description of the First Industrial Revolution era in The Tale of Two Cities uses it to describe today's new economic era and reappraises it.

In 2012, the "Lewis Turning Point" approached, the demographic dividend was no longer, the debt crisis in Europe and America was still cloudy, and the world economy was at the bottom of the "L-shape". In this context, companies must be big and powerful, and one of the first issues they face is the transformation of marketing.

Ningbo's private economy is a barometer of China's private economy. Although the economic environment is not optimistic, Ningbo's private economy will also be affected by this kind of impact, but the "drought is the capital, the water is the capital", do business, forward-looking Or "third eye" is particularly important. The third eye is similar to Adam Smith's "Invisible Hand". Business managers should judge the development rules and trends of the market.

It is particularly important to examine the meaning of marketing at this time. There are 4P and 4R marketing claims, but its core must be different from the sales strategy layout and planning. If sales are tactics, marketing is strategy; sales are products, then marketing is a brand; sales is focused on market share, and marketing is more about managing consumers.

Taking the Shuaikang Group as an example, the market research conducted before marketing shows that the first requirement for the performance of the hood is the exhaustion effect of the fumes, not the noise and the no-wash-and-wash function. Therefore, the research and development of the product is based on the large suction function. . When the hood with a suction capacity of 20 m3/min came onto the market, orders flocked to the end of March this year.

The same is true for the research and development of Haier washing sweet potatoes washing machines that were well known to the marketing community. Farmers in remote mountainous areas complained that Haier's washing machine could not drain water. After Haier’s service personnel came to the door, they discovered that the farmers used to wash the sweet potatoes, and the soil was naturally more than enough, and the drainage pipes were blocked. However, Haier did not stop there, but continued to gain insights into the new needs of users. The development of washing machines for rural areas has been welcomed by many peasant consumers, and the sales volume has naturally gone up.

This is marketing. Your product is well sold even if it is not on the market. Just like Apple's mobile phone, before the product was not available, the magic of its performance on the market had already been rummaged. Buyers were waiting for it and they were already out of stock without sales. This benefits from Apple's marketing philosophy: R&D is wiki-rich and all fruit powders are involved in design. This approach of engaging consumers in design is also a unique marketing approach.

It can be seen that marketing can be changed to the other two words "winning and eliminating", that is, winning consumers. Before your product or service is listed, please research the needs of the market and understand the user's problems. This process is the process of paving the road. The more meticulous and meticulous this process, the more the sales of the back-end will become a matter of course.

It seems that there are experts in the marketing industry who say that the purpose of marketing must be to eliminate sales, not to appeal to the public. Instead, it is somewhat intrinsic.

1. How do you see the relationship between branding and marketing?

A: It can be said that the two are paved together. The brand was marketing before and the brand behind marketing. The best marketing is to make good use of good brand symbols and promote it to consumers' hearts. When consumers choose to spend time to recognize this product, investors choose to cooperate with this company.

2. Since its inception, Shuaikang has only focused on single kitchen products. How do you see this problem?

A: Professionalization will become the trend of future industry development. Specialization facilitates the operation of the enterprise's integration strategy, realizes large-scale production, and makes the integration of upstream and downstream industrial chains smoother. From the perspective of competition, specialization can operate in a certain area of ​​strategic objects with higher efficiency and better results. Industrialization forms economies of scale, and the potential for profitability of enterprises exceeds the prevailing standard in the industry and gains the right to speak. . Shuaikang will focus on one area of ​​kitchen and bathroom products, and make the products bigger, stronger, and better.

3, Shuaikang is a representative of the Zheshang brand. What do you think is the core of Zheshang's brand success?

A: The biggest characteristic of Zheshang is that it has the daring to endure hardship, dare to innovate, and be diligent and sincere. Zhejiang's enterprises are positioned high-end, and they are determined to be a century-old enterprise and meet the needs of consumers in the future. The brand is bigger and stronger by popularity and reputation. The core values ​​of Shuaikang are integrity, professionalism, and innovation. This is the driving force for Shuaikang's continuous efforts and continuous improvement. It is also the core of Shuaikang's success.

4. In 2012, how do you see the future development trend of the kitchen and toilet industry?

A: I think it can be summed up as a “5-in-2 effect”: industry specialization, channel diversification, performance personalization, supporting integration and brand concentration, and influenced by “Matthew effect” and “long tail effect” The industry will adopt the survival of the fittest and leave behind several outstanding brands, thus enabling the entire industry to develop soundly.