Marketing is higher than the product, reflecting the firm's strong utilitarian mentality, always trying to make a quick profit, always trying to get a full pot of it when it comes on the market; lack of attention to products and technologies, or insufficient input, has directly prevented “chinese manufacturing” from competing with international brands for a long time and has to follow a low price route
On 20 july, the official microblogging of hammer technology wrote: “the last ten days, perhaps the hardest ten days since hammer technology was founded, have been worse than the worst results planned.”
In the background, the hammer phone was recently exposed to a number of product defects, such as “bracking of screen borders, leaking light, stains inside the camera, incorrect pre-positioning of the camera, physical keys collapse or glide, inconsistent thickness of backcaps”. The media pointed to the weakness of the hammer product, which responded slightly to the lack of capacity. It is clear that the “quiet talk” of ponytails is intended to divert public attention。
Previously, the hammer phone had its own “second best smartphone in the world”。
It is also surprising that the founder of hammer technology, ro yongho, claims that the hammer plans to “refurbish the problem mobile phone back to the factory and sell it at a discount”, which means that the hammer phone that consumers will buy in the future may be a refurbishment product. This is clearly not the solution. It was suggested that roh should use the hammer that hit the siemens fridge that year to smash all the hammer phones。
In fact, as early as may, when the hammer phone was put on the market, official media such as xinhua network wrote criticisms of the hammer and even of mi, “there is nothing of its own except to be used as a ploy”。
Before the hammer phone was put on the market, it became clear that yong-ho realized the importance of the product and deliberately conveyed his image of the craftsman's spirit to the public. The presence of that tireless craftsman in the sunset (in fact, he himself) has impressed many. The essence of the “worker's spirit” is that it is product-oriented, which is the same thing as the “industrial spirit” advocated by the air-constructor, dong myung joo。
Unfortunately, the old luo's “worker spirit” looks more like a show, essentially an alternative expression of old luo's marketing strategy. In other words, the “worker's spirit” is a lie and marketing promotion is real, otherwise it is not possible to explain why a two-year product can easily expose so many low-level defects。
The same is true of the fact that, over the past two years, “ro-market” has not been idle for a moment, most interestingly in a microblogging published on 29 april 2012 that “when we launch the first machine, you will no longer have to buy a mobile phone for the rest of your lives, and i will send it free until you no longer need to contact anyone alive”. It is clear that old rowe did not devote himself to his first product。
It is, of course, too early to conclude that the hammer has failed, but at least it did not start successfully. Under the term “primary effects”, the hammer would then have to devote enormous effort and financial resources to correcting the perception of it。
Some say that old lo sells not products, but love, which is certainly romantic. The question is, is it more cost-effective to pay $3,000 for a lover than to download an inspirational film online
I am so tired of telling the story of yong-ho and his hammer phone, which is meant to show the simple truth: business is first, marketing is second。
To date, most enterprises in china remain “market-led” rather than “technology-led”. Marketing takes precedence over the product, reflecting the firm's strong utilitarian mentality, always trying to earn money quickly, and always trying to get a pot full of it as soon as it comes on the market; the lack of attention to products and technologies, or the lack of investment in them, directly results in “china's manufacturing” being unable to compete “symmetrical” with international brands for a long time and having to follow low-price routes。
For a long period of time, chinese enterprises have a marketing mentality of worship, fearing that their products will be inferior to others, and fearing that the marketing will be small. The time has come to throw it into the pacific. A chinese consumer’s purchasing power has become more common than it was 10 years ago. Second, from the perspective of social benefits, offsetting volumes and upscales with low-quality, low-priced products is a huge waste of resources, low-end products are bought cheaply, energy is spent, life is short and consumer experience is poor。
The relationship between product and marketing is that the product is the product, the marketing is the end and the end is not reversed. China’s enterprises must therefore change their mindset, build international business thinking, abandon low-end competition, shift to a strategy of refined products, win markets with good products rather than hit them with low prices; and make good products, do research and development, do not play with flowers, let alone treat consumers as fools。
Whenever consumers buy your products, not your advertising or your feelings, there can be no market without good products. If that is not clear, then there are only two possibilities: one, to pretend clearly, and the other, to be unable to make good products. The problem is that he thinks he can change that rule。
Responsible editor: zhang dei
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