Chapter 833 Chaos in the domestic electrical appliance market
Sun Mingfan gave a very detailed introduction, and Liu Lang couldn't help but nod. Gemei Air Conditioning Factory has now occupied most of the national air conditioning market.
"If you want coolness, choose Gemei. If you want warmth, choose Gemei. Gemei air conditioner will make your home feel like spring all year round!"
This slogan of Gemei Air Conditioner is also well-known to every household and has become a classic advertising slogan of this era. Although it is not as magical as "When I see the oasis on the horizon, I will think of Oriental Qilova!", but Gemei Air Conditioner's
We hired big star Liu Xiaoqing to do the advertisement.
The marketing method of "Gemei Air Conditioning Factory" is very "cruel", that is, it invites popular celebrities to join in advertising. Liu Xiaoqing is the most popular celebrity in China, so Sun Mingfan spent 200,000 yuan to find him.
The endorsement fee of 200,000 yuan was a sky-high price in the 1980s. Two years ago, Li Jingtian of Jianlibao only spent 50,000 yuan when he invited the "Prince of Gymnastics" to endorse him.
"Gemei Air Conditioning Factory invited Liu Xiaoqing to be the spokesperson for a sky-high price of 200,000 yuan, setting a record...!"
This news was also published in the "People's Daily" and became the focus of discussion in society. Many people felt that this incident promoted the role of money and undermined the mainstream values of society and should not be promoted. However, some others felt that this incident
Things are normal, companies have money, and it is legal for celebrities to get money. This is a fair transaction in the market economy.
Social comments are very intense. Although there are good and bad, there is no doubt that the reputation of "Gemei Air Conditioning Factory" has been completely spread. Even if ordinary people cannot afford air conditioners, they all know the name of "Gemei Air Conditioning Factory"
, Sun Mingfan’s goal was achieved.
It can be said that "Gemei Air Conditioning Factory" became the pioneer of enterprises hiring big-name celebrities after the reform and opening up, and will definitely be recorded in the history of national advertising development. Of course, this trick was invented by Liu Lang, and no one can compare with him in terms of publicity skills.
It was Liu Lang who proposed the marketing strategy for Li Jingtian's Jianlibao to expand into rural areas, and Li Jingtian also made a fortune because of it.
Of course, Gemei air conditioners cannot develop in rural areas, so they must adopt a high-end strategy. Regardless of whether you can afford it or not, create a gimmick first to let the whole country know about it. This advertisement also worked. The year before last, the output of Gemei air conditioners was only six
There are more than a thousand units, last year it reached 7,000 units, and this year it is likely to exceed 8,000 units.
Not only Liu Xiaoqing, Liu Lang is also planning to find celebrities from Hong Kong and Taiwan to do endorsements, such as Liu Furong and Li Tianming. Finding these people is just a matter of words for him, and they will be happy even without paying them endorsement fees. But Liu Lang
The big boss of Shengtang Company, pleasing this boss is what all artists dream of doing.
Liu Lang no longer cares much about the "Gemei Air Conditioning Factory". Sun Mingfan's ability can completely lead the company to develop towards higher goals, and he is already doing it. He invested 3 million yuan to establish a company in Thailand in Southeast Asia a few months ago.
A branch factory has been established and is under construction. Once completed, it will be able to produce 3,000 air conditioners annually.
"Gemei Air Conditioning Factory" has become the first private enterprise in China to build a factory abroad. It has truly gone out of the country and gone to Asia, and maybe even to the world in the future.
The fundamental reason why Gemei Air Conditioning Factory can develop so rapidly, far behind other electrical appliance manufacturers, is that the factory has a completely independent air conditioning compressor, which is also the biggest asset of "Gemei Air Conditioning Factory". Now the entire
There is no second factory in the country that can manufacture such a compressor.
Many foreign companies have also built factories in China, such as Sanyo from the island country, Siemens from Germany, Philips from the Netherlands, etc. The technology of these companies is of course much better than Gemei air conditioners, for example, in terms of power, energy saving, etc., if you consider Gemei air conditioners,
When American air conditioners are placed in the European market, the competitiveness of both parties is not at the same level.
But this is in China, and price is the decisive factor. The production lines of Gemei Air Conditioning Factory are all produced independently. One production line costs more than one million yuan, equivalent to more than 100,000 U.S. dollars. The employees are all Chinese, and each person's salary is one yuan per year.
At more than a thousand US dollars, the total cost of an air conditioner is only more than 2,000 yuan.
The manufacturing costs of those foreign companies are much higher than that of Gemei air conditioners. Even if they build local factories and hire locals, the production lines are still made in China. With labor costs and various tariffs, a production line costs at least more than 400,000 US dollars.
The final product will not be less than RMB 6,000, which is about double the price of Gemei air conditioners.
And from the appearance point of view, because the Gemei air conditioner was designed by Liu Lang, the appearance style is very avant-garde. At first glance, it looks low-key for foreign brands.
The price is cheaper than yours, and the appearance is good-looking. Even if the performance is worse, ordinary people can't see the difference. Even government departments that are "not short of money" will buy Gemei air conditioners in order to support domestic products. Only those foreign-funded enterprises can
I buy foreign brands of air conditioners and sell five to six thousand units a year.
It is Gemei Air Conditioning Factory's completely independent patent that has created a near-monopoly position in the domestic market, completely suppressing foreign brands.
On the other hand, the situation is different for other electrical appliances. The domestic market is a free-for-all. For example, in the refrigerator market, a foreign company named Liebherr sold eight domestic production lines. The price of each production line is more than 300,000 US dollars. These eight companies
Using the same production line, eight brands are produced, such as "Qingdao Liebherr", "Nanjing Liebherr", "Capital Liebherr", etc., these eight companies
There is no difference in the performance of refrigerators, but the market is limited to those. More people buy this brand and less people buy that brand. So these eight companies started to make a fuss about the price. If you sell it for 1,500 yuan, I will sell it for 1,000 yuan.
Qian Er, if you sell Qian Er, I will sell Qian Er. I am completely making a fuss about the price. In order to reduce the price, I have tried every means, such as reducing the cost of raw materials or lowering the wages of labor.
Price war is a vicious cycle. These companies also did this in Liu Lang's previous life. At that time, many people thought this method was normal.
The result of a fierce price war is that those companies that cannot survive are eliminated from the market. In the end, only one or two companies are left, and they become the final winners.
It may seem like they are in trouble, but in fact they are going in the wrong direction. The correct path is the path taken by "Gemei Air Conditioning Factory", which is to develop its own products and rely on hard power to defeat its opponents.
In the previous life, there was no Gemei air conditioner, so many entrepreneurs thought that price war was a good way to occupy the market. But in this life, the Gemei air conditioner factory came into being, which gave many entrepreneurs a lot of inspiration.
After all, a strong enterprise is based on technology, so some far-sighted entrepreneurs began to secretly develop their own technology while engaging in price wars. Although they invested very little money, at least they took some action.