The author has also been paying attention to the "Li Xiaolong Legend" broadcasted by CCTV. After all, because of Li Xiaolong, the English dictionary contains the word "Kungfu", and Chinese martial arts is famous in the world. Bruce Lee founded the "Jet Kune Do" and made it synonymous with Chinese spirit and strength. He not only realized the integration of Chinese and Western in martial arts, but also promoted the interaction of the two cultures, allowing Chinese culture to form a unique style and charm in the Western world. Jeet Kune Do, "cut" is interception, interception, "boxing" is the boxing method, "dao" is the road, style, and the English interpretation is "The Way of Intercepting Fist". The simple explanation is "the way to intercept the fist", which is the way to deal with enemy attacks. From the name of "Jet Kune Do", it also embodies the important technical idea of ​​this kind of practical martial arts - interception, which is to intercept the attack when the other side's attack (action) will not come out, and it is also the Chinese military's cloud: "crossing the river" It’s not good, it’s the meaning of hitting it! Li Xiaolong put forward the pioneering spirit of "can not be law, unlimited infinite", and is committed to the pursuit of martial arts. The technique is straightforward and simple, and has no form.
Seeing that these authors are very touched, can many companies in the solar industry use their essence to rise in a short time?
Current status of solar marketing communication
After nearly 20 years of development, the solar water heater industry has been fully recognized by consumers. The marketing of the solar energy industry is brilliant, and the history of continuous innovation of solar energy marketing is constantly being interpreted... In the early stage, everyone started the core component of the product - the vacuum tube concept war, the purple gold tube of Tsinghua Sunshine, the three executives of Huangming, The SQ high-efficiency tube of Mida, the yoga tube of the four seasons, and so on, you sing, I am on the scene, and there are even more speculations of four executives, three super tubes, three plus tubes, aviation tubes, etc. These concepts make many consumption The eyes are dazzled and unintelligible. From the current market point of view, only the Tsinghua Sunshine Zijinguan and Huangming’s three executives have left a deep impression on consumers. With the gradual maturity of vacuum tube technology, consumers have become more aware of it, and the ability of vacuum tube concept hype to drive sales has gradually disappeared. Solar marketing communication immediately entered the second stage - hot water war. The four seasons of songs that have been appealing to "hot water running up" are also making a fuss about collecting heat. The Four Seasons Mu Ge has rapidly changed, and the concept of a living water core has been launched to detonate the hot water war in the industry. From "selling solar energy" to "selling water", it will create a new driving force for the brand of the four seasons. This has caused some companies to follow suit, and various living water concepts have been continuously introduced. The concept of healthy hot water has arisen for a while. Just as everyone is digging into the concept of hot water transmission, the sun rain has taken a different approach and decisively introduced the concept of “heat preservation wallâ€. This undoubtedly opened the third stage of the spread of solar heat preservation. Many companies have begun to introduce "heat insulation clothing", "antifreeze wall", "heat insulation tile", "insulation wall" and so on. Now many companies report that solar energy has no concept to speculate, and it may be difficult for enterprises to develop in the future. After all, price war is not the advantage of medium-sized enterprises. Many companies are thinking about where to go? Some companies have consulted the author about this issue, and I have been thinking about how to find a blasting point in a short period of time, and quickly increase brand awareness and sales. Looking at CCTV's "Legend of Bruce Lee", I realized that the "Jet Kune Do" of marketing should be a better way.
Learn masters to defeat all
Bruce Lee in the TV always takes the initiative to challenge the masters of the various factions. It is not his reluctance to win, but he wants to study the opponent's routines in the battle and find ways to cope with these routines. Although he will be beaten frequently in the battle, he will never progress if he is not beaten. It is precisely because of Bruce Lee’s fearless danger that he constantly pursues the spirit of continuous exploration and makes him go further and further on the road of martial arts exploration. In this continuous improvement, he defeated the opponent who had challenged the defeat.
Our company in the solar industry has repeatedly studied the top 5 competitors in the industry, and has studied and explored their products, marketing planning, management, etc., and constantly summed up the successful experience, combined with their actual situation, In the market competition, we explore the advantages and disadvantages of each company to improve our business management.
In this way, the company avoids the detours of those enterprises, attacks the weaknesses of the industry in a timely manner, and seizes the mental resources of consumers in the previous time. It has risen in the industry and consumers. This is undoubtedly a good application of Bruce Lee's "not being able to have law, and infinitely limited".
A well-known planner once said that if a company wants to rise in the industry, you will be able to succeed by focusing on the top 3 research and focusing on their common weaknesses and using their own advantages to concentrate on attacks. Well-known planning master Ye Maozhong also said that the marketing stage is based on the product-centered era, the second stage is consumer-centric, and the third is to focus on competitors. The success of our solar industry company also fulfilled his words.
Knowing ourselves and knowing each other
It is not difficult to find that few companies in the solar industry are calmly trying to do the industry they are doing as a career. Most of them want to leave and leave. Many people did not carefully study the market and products, which led to hard work and return to liberation for decades and nights. Many solar energy companies are following suit, seeing what others are speculating, and then changing a little, and some even copy it, and the result is that a large amount of communication costs are not effective. Some companies have also conducted investigations and found that they have been making wedding dresses for others for a long time. There is no way to imitate without creativity.
As a large-scale durable consumer goods, solar energy is a kind of industrial products, which is quite different from fast-moving consumer goods. Industrial products are faced with downstream manufacturers and middlemen, which are very rational consumer groups; while mass consumer goods are faced with ordinary consumers like you and me, and they are a combination of many rational and emotional. Therefore, the author suggests that companies should do market research to understand the needs of our distributors and consumers. For the needs of dealers and consumers, SWOT analysis is used to analyze themselves and find out the difference between the company and the different media. Like water, it should be invisible. Put the water into the cup and make it into a cup. Pour the water into the cup and make it into a cup. Kick it and hit it, it will splash back. You have to grab a handful of water, and the water will yield, without hesitation. When you add pressure, the water will slip away. If there is nothing, whether it is true or not, it can't be restricted. The softer things are not afraid of attack. Once the company's dealers and consumers are integrated, let them truly trust, the company has no unsuccessful reason.
Pruning
Master Li, the master of Bruce Lee, once told him that the pruning of the main brain is the reason. Bruce Lee used this principle many times to create a direct and effective attack technique - Jeet Kune Do. Mastering Jeet Kune Do doesn't mean adding more things, but cutting off non-essential things. We talked about media communication above, which is a very important point. I understand that some companies have good products, no refinement of product selling points, or insufficient refining. Many companies think that their products are almost perfect, and they want to say anything. Later, consumers don’t remember anything. Selling points should follow the principle of pruning the main brain, we can look at the case.
Solar rain solar energy developed a patented technology for the phenomenon of poor solar thermal insulation, and proposed a unique appeal of the concept of thermal insulation wall. With the same sunlight and more hot water as the communication language, it quickly occupied the consumer's mental resources. Nothing is said like some companies, but pruning the main brain.
After the market research, dual-energy solar energy has faced the pain of dealers facing various pressures. It has launched “Distributor, are you tired?â€, which is displayed through exaggerated image advertisements, and many solar energy advertisements promise to help dealers become rich advertisements. In the end, I caught the attention of many dealers. In response to such a situation, the dual can introduce the secret to help dealers make money. It has achieved results in a short period of time and laid a solid foundation in one fell swoop.
The author can't help but think of a lecturer's story: the sun has great power, the source of all things, the sun can be blocked by our thin piece of paper. And the laser can wear a very thick steel plate. This is because the laser can focus. It is also the reason that people often say that "the nail is small, but it can wear the wall."
The key to marketing, the key is how we can better use our resources, abandon all useless tricks, and subdue opponents at a faster rate. This way you will soon become the "Bruce Lee" in the industry.
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