How to break the survival plight of small and medium enterprises? Lake Electric Co., Ltd. founder, chairman and CTO Ni Zu root view, only insight into consumer demand, to fill the gap before there is more hope.
Figure: Lake Electric Co., Ltd. founder, chairman and CTO Ni Zu root
'Why do you think so? Brand awareness is one of the factors consumers consider when purchasing a product, if SMEs follow the international and domestic brands to do homogenization of products, there is no chance of survival.' Ni Zu root further analysis Road.
In this context, differentiation is an important development path for small and medium-sized enterprises to strive to build.And the key to achieving differentiation lies in innovation, for customers to solve the immediate pain and the potential demand for the future.
Lake with their own products a perfect interpretation of what is 'differentiated innovation'.
For example, entering the field of vacuum cleaners, in the face of the disadvantages of heavy, bulky and inefficient motors, Lake spent six months successfully developing the first vacuum cleaner motor in China with a rotational speed of 33000 rpm. The motor weight was reduced by 30% For example, for high noise cleaners, vacuum cleaner suction low technical difficulties, Lake noise reduction in the national standard of 84 db on the basis of 10 decibels, and upgrade to develop a 450W 100000 rev digital motor.For another example, For the vacuum cleaner can not rub the floor, pet hair is not easy to clean these two pain points, launched this year's National Day Magic M9 suction wireless pet vacuum cleaner, the suction power, suction efficiency, vacuum and other performance indicators broke the world record.
With its product innovation, Lake gradually come to the fore in this area.In 2011, Lake launched the first generation of "clean whirlwind" - can be rubbed vacuum cleaner, in just two years, we achieved 15 % Of the market share, came in second.Later, the second generation of 'clean Tornado' market, and after two years, Lake was the boss of the domestic vacuum cleaner market position, accounting for 19% of the market More worth mentioning is that from 2011 to 2015, the average unit price of the best-selling products from the Lake vacuum cleaner has risen from 1588 yuan to 2199 yuan, the image of its high-end brands are gradually clear.
Figure: Lake Electric Co., Ltd. founder, chairman and CTO Ni Zu root
'We insist on enhancing the value, not to reduce costs.Lake in the process of brand building, into the most basic idea of an industry is that we must create unique value for consumers,' Ni Zu root said.
In addition to continuous innovation in the field of vacuum cleaners, to stay ahead of the Lake in the air purifier and water purifier products on the layout, is also abide by the originality and leadership of the brand-building principles, such as Lake into the field of water purification, the introduction Biyunquan brand, did not choose the traditional kitchen-style products, but another way to open up the high-end stage reverse osmosis water purifier this sub-market, which broke through the traditional water purification products as a functional purification equipment, No heating function, poor user experience and other limitations.
Air Purifier is also the same. 'We are grasping the two major issues of air quality in China: one is due to haze PM2.5; the other is due to decoration formaldehyde pollution from the two into the research through research , Launched four core performance indicators of 'magic net' series of products, the amount of clean air required by the new national standard, and the total amount of formaldehyde purifications in 2015. All of them have achieved the leading level. "Ni Zu-gen told China Household Grid Network reporter.
Finally, Ni Zu root said that the next step, Lake should continue to give play to its core technology, adhering to the green health, energy saving design, good channel expansion and category expansion, enhance their own brand's competitive advantage, with more added value, better User experience to meet consumer needs.