How to market car audio and video electronics

In 2011, it was an extraordinary year for the automotive audio and video electronics industry. The auto market took a break from last year's blowout development, coupled with low technical standards and lack of technical standards and regulations, leading to a large influx of manufacturers. The price is a killer to win a certain amount of market share, which leads to manufacturers that have not been used (10,000 units/month or less) directly into the price war. While big manufacturers such as good helpers, Lu Chang, and Feige also had to deal with the stalker of small manufacturers, while vigorously developing new products with unclear directions for promotion, both large and small manufacturers seemed to feel more struggling than in previous years. It is predicted that the development of the entire industry will enter a mature stage and a shuffle year this year.

The author believes that the status quo is not so bad, but it is full of vitality. Although the rapid increase of manufacturers has caused many manufacturers to face the pain of competition, in the long run, it will undoubtedly have positive significance for stimulating purchases and expanding market capacity. On the other hand, after years of development, the industry has already bid farewell to the era of profiteering, and manufacturers will naturally feel tight if they hold on to profits.

According to statistics released by the National Bureau of Statistics, as of the end of 2010, the number of civilian cars was 40.29 million. Excluding the market share occupied by portable navigation and pre-installation, the current industry is generally optimistic that the use of audio-visual navigation electronic products is about 30%, which means that the industry's total capacity is about 12 million units, but the actual total sales and this number still There is a certain gap. From the above, we can see that the automotive audio-visual electronics industry has broad prospects for development. The new competitors enter in batches, the market capacity continues to expand; the 4S stores and post-installation circulation channels are unimpeded; mold technology and program technologies are maturing; product prices have begun to enter a downward path... All indications indicate that the automotive audio-visual electronics industry is still in a period of growth. Its development stamina and vitality remain strong.

After the 8th China Automotive Supplies (Zhengzhou) Fair, many manufacturers clearly felt that the entire exhibition had undergone subtle changes compared to previous years. Customers were concerned about the price, care about quality and service, and there were fewer products. Fight the brand more; quiet less manufacturers, engage in performance, conference marketing From EMKT. Com. Cn's manufacturers are more ... In the homogenization of DVD navigation products is getting more and more serious today, the brand symbol is more and more important, product power is gradually changing to brand power. The automotive audio and video electronics industry has clearly entered the era of big marketing.

In this era of big marketing, it is also faced with marketing dark areas. The 4S store channel has always been the focus of competition among manufacturers, but the 4S store channel that holds half of the market sales is not accessible to any one manufacturer. The new manufacturers can only hope to sigh. The reason why I attributed the 4S shop to marketing dark areas is because of the particularity of the industry. First, 4S stores are basically using their strong position of information and resources to complete sales, and owners lack the right to choose. Second, 4S shop channels do not have much marketing skills. Manufacturers only need to ensure the stability of products and do a good job of relationship with 4S stores. Again, the 4S stores lacked certain standards and transparency from the procurement of supplies to sales to after-sales services. The audio and video electronics sales model in 4S stores is quite Chinese, and many manufacturers love and hate the channel. At present, almost all manufacturers of car machine products boot screen using the original car LOGO, so many well-known companies in the industry so that the Trade and Industry Bureau investigated and dealt with, this is actually more to meet the needs of 4S shop channel business, manufacturers and 4S shop is Mutual "dark to send the youngsters", each to take the necessary.

The price of car products is not transparent in the 4S store, which is in sharp contrast to the fierce post-installation channel. However, the pattern of this icy twinning is slowly shrinking, and the balance is gradually tilting backwards. The reason is simple: the more mature the market, the more transparent, quantifiable the price, performance, and service of the product. Allowing the owner to ultimately benefit is the king of the winning market.

In view of this, aftermarket marketing is particularly important, but in fact many manufacturers are still obsessed with the high profits of 4S stores, I repeatedly warned those who put all the chips in the 4S shop channel manufacturers, it will give you a burst of pleasure, but this It's not long-term. It may be someone else who enjoys the pleasure tomorrow. After the pleasure is finished, you will collapse. This is not an exaggeration. The industry has no shortage of such cases. 4S stores do not exist in marketing, can only be said to be sales, only the post-installation channel has more marketing skills, so the original pattern of many manufacturers light planning heavy sales is slowly evolving. In fact, manufacturers do not need blindly obsessed with the 4S shop channel, especially the new small manufacturers, and do a good job of basic skills, after the killing to open a bloody road, 4S shop will be self-confessed, otherwise it can only be thankless, Stealing chickens does not erode one meter.

Recently, in the clarification of his rumors of being acquired, Ouhua believes that Ouhua is indeed a dynamic and constantly innovating company. Winning innovation will also cut itself off from innovation. This is not an alarmist. The industry has such a precedent. Marketing needs to be pragmatic and play can not be evasive. When the industry enters the era of large-scale marketing, there will be some companies smashing the Pyla banner, and the monthly sales of several thousand units boast that they are the industry leader. This is actually harmless, but the reality is that the more advertisements they make, the more the sales volume declines. The deviation is enough to cut off their own future. It can be imagined to feed the duck by feeding the pig. Newman rummaged last year and quietly this year. The author is not trying to curse which company, but also does not want to count down the advantages and disadvantages of the industry companies in marketing, but just to point out: Marketing needs long-term flow, companies need long-term development.

Some time ago, I talked with my friends about the status quo of the industry, and my friends felt that they could not do anything about the current status quo. The dual-brand dual-price operation also tried, the new products spared no effort to promote, the product models were basically developed, and the terminals and media advertisements were also done. ...but the market does not buy it, and friends feel sad about the status of the industry. The climax of the development of the industry has a trough. The Excelle of the year before last year's Kaizheng was the dark horse of the market this year. But if you blindly blame the market for the off-season, it's too superficial. In fact, when marketing everyone adds, we need to do subtraction. Whether it is the "car networking" host, or back-end service host, or on-board computer, from the second half of last year to this year, this gust of wind blows very fierce, and even some manufacturers clamour to do the industry first, it seems that these new products are to the traditional video Navigation of the product's life. But there are also smart manufacturers only including the wind, not rain, I only praised the latter, not the author of the old conservative, but based on the development of the industry, the traditional audio-visual navigation is still the mainstream of the industry, its life cycle is as low as two or three years, Forty-five or five years, on the current situation, it is difficult for enterprises to put too many resources on the promotion and sales of new products. It is difficult, of course, for companies with too much money to be different.

Back to the question, the price of traditional audio-video navigation scores can't be seen clearly on the eyes and nose. How to maintain brand profits, the author believes that at any time consumers have low-price needs, they will have high value-added needs. Dual-brand operation can solve this problem well. The key issue is whether your two brands are operating separately. How much space does the owner have? In order to cope with the pressure of price cuts in the first half of this year, Company A decided to develop a new system to be listed at a low price, but saw that the sales volume of the original brand dropped step by step. The R&D of the new series of products was just on the agenda, and finally it was unable to withstand the pressure of price. The series didn’t show up. The old brand’s products were significantly reduced in price. In the face of price pressure in the first half of the year, Company B decided to develop a new product for the “Android” system. Nearly half of the company's human and material resources were devoted to promoting sales, but the traditional audio-visual vehicle products stagnated, and the result was dismal. The situation of A and B companies is very common in the current industry. They are either gunning or they are too hot.

The reality of market competition is this, there are too many uncertainties, if you can use the common sense, the marketing will lose its fun and challenging. The same is true of the automotive audio and video electronics industry. With the continuous expansion of market capacity and the continuous maturation of technology, the era of large-scale marketing is bound to come. As the marketer of the industry, we need to be cautious and thoughtful in order to promote healthy and healthy development of the industry.