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2008 6 early
Galanz microwave oven
General Manager Liang Hongsheng an interview in Beijing, said steel and additional costs, forcing alteration in product Galanz
Sell
Pattern. Galanz is the high proportion of the original product was 55%, 45% of low-grade products, and in which the introduction of high-grade products, high-end products and low-end products in the ratio of 7:3 has shown a pattern, and this proportion With rising costs and sales will also change.

In fact, we believe that the action from the outlook of the brand, even if raw substance prices do not ascend, Galanz should also fully aware, step at step to raise prices and push up the price of the brand heart, out of
Price war
Quagmire.

Trial making in 1993 microwave oven, microwave chief of the world today, Galanz price growth is also a cruel history of the lesson. Galanz With manufacturing avails, with the overall price mastery, scale advantages, always the way via the trials, accounting because almost 60% of domestic microwave oven market, occupying up to 40% multinational market share. Along the path, can be depicted for "an million soul to fame", cruel world of microwave ovens.

Today, we are amused to penetrate that Galanz is changing to high-bring ... to an end advance. In truth, the brilliant Galanz ought corner behind early in November 2006, Galanz withdraw its three independent sales company (microwave oven sales company,
Air conditioning
Sales enterprise and living selling electrical productions), sales in China set up Galanz Corporation. The elemental structure readjustment, Galanz namely the official statement: Adaptation business from the "earth factory" to "world mark" evolution of strategic transformation; the newly named common manager of sales
Han Wei
That: Before microwave ovens, air-conditioning sales, the usual "amount combat" is too uncomplicated, set up headquarters will be relinquished, and not the blind pursuit of economies of scale.

The saying goes, a leopard change its spots. We believe Galanz strategic transformation of this year naturally experienced numerous hardships, but also made in tall and cheap ratio of 7:3 shows the results; and 51 this year, after correction in product mix, Grand official average price of microwave ovens from the elapse 450 yuan to 588 yuan a successful upgrade.

Glanz from the "price butcher" to "agreeable deeds", the brand experience
Marketing
The "bunker bombard" to "bird cage economic" process of change. This price war for many caught in marsh of China's brand, it is a good instance.

Price war
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Warfare-oriented "bunker bomb" sale prototype is familiar to Chinese enterprises, meantime the "birdcage economy" is nameless. The so-called "birdcage economy" ashore the eight words?? Adjust, consolidate, enrich and amend. A company in brand marketing, it is needful to take on alter stages of different marketing models. "Bomb bunker was" understandable, and should be said that the brand alternative for the fast rise, but the fatal enterprise of the "bunker bomb" in a kind of accustomed considering and action. Clearly location an more many brands siege by bombing, thumping up one after variant, "bunker" ranks among the industry's guiding brands have been not bombing, when fried, but not understand how to turn approximately in time, the occupation of their local markets have been " modify, consolidate, enrich, improve, "and finally won and lost, even at the expense of himself. Good "fried Fortress" brand may be a smash hit, but it is often short-lived, it is difficult to transform actually good brand; only good from the "bunker bomb" timely conversion to a "bird cage economy" brand, it may Changsheng not bad.

Chunlan air-conditioning, in the last century has been incomparably glorious 90's, but then they use the restricted energy companies to diversify business, today's Chunlan climate conditioning has been forgotten in the edge, while the stock was halted, facing retirement City perils.

Yake candy, in 2003, attach with an innovative central
TV
Taiwan's advertising bombardment, quickly became popular in the industry in 2004 is second. But business is not started later the founding, consolidate its rank accomplished in the field of vitamin candies, but promptly fired a dental benefits of xylitol, tick, tock drop jellybean, etc., and eventually to brand a difficult position.