BenQ projector market success is to be ahead of the layout
"To sum up the BenQ projector can breakthrough a few years because it can be summed up as, BenQ on any new market can do the layout in advance. "BenQ's marketing headquarters projector Huang Zhenyu, senior product manager confident smile, it is another year The high growth.
High-speed growth in 2007, but also to see the projector BenQ projector market in China championship hopes, "We are already the undisputed champion DLP, only one of our goals is to do the whole market champion. "Huang Zhenyu said.
Layout ahead of time segments
In fact, the time goes forward, the projector of this product, whether it is commercial, or DLP, is that it was "unpopular", but when no one realized that the time, BenQ has become the first to eat crab people, two in a row across the river after the BenQ projector also received well-deserved honor.
2000, the BenQ projector began to cut into the market, when the industry markets everywhere jumped Japanese manufacturer's side. If the Japanese manufacturer BenQ positive choice and competition, input costs will be very high, and there was BenQ's channel partners in various strength was only ranked 10 or so, a frontal attack is obviously not a wise approach. In order to rapidly open up the situation, BenQ will focus on competition in emerging markets less bloody – the commercial market. BenQ present the report card in the commercial market is no doubt that the original choice is correct.
Same time, the DLP chip technology was limited to BenQ projector brightness and color performance of LCD and other products with the Japanese there is a gap, when the monthly sales of BenQ projectors 100 or so, however. Huang Zhenyu said, "Despite this, we determined, because the BenQ are always exploring new market demand, market segments to find new business opportunities. When most companies are concerned about the trade market, we chose the commercial market . "
However, due to DLP technology and the commercial market for the double limit, open up channels of BenQ projectors fraught. Therefore, BenQ BenQ projector at a lot of other product lines agents to join BenQ projector camp, Huang Zhenyu, said, "We are soiled with other product lines light up, though, that, friends, and can we come to these agents Today, all given a great deal of growth. They grow with us together to create a history of BenQ projectors. "
In fact, the market segmentation process is combined with their own advantages vendors, after analyzing the ability of competitors to find the Blue Ocean process. Different brands, different manufacturers, different channels based on the consumer products business will be different demands, the overall market is divided into different or the same group of independent market. What model can replicate only into its own characteristics, marked the mode of its own brand to succeed.
On the BenQ, the Huang Zhenyu be reduced to segment the market and refine goals, that is, emerging markets in the home accounts for 20% of market share, ranks among the top two in the commercial market, move into the top four markets in the industry. "We believe that good segments one by one, everything is possible."
Huang Zhenyu that projector manufacturers need to learn to find market segments. "Manufacturers have a keen mind, and strive to open up new areas. Once the new applications are developed, production would be tailor-made products. With the 'first step' time to ensure it possible to do the first segment 1. "He believes that manufacturers market segments only found it possible to formulate a reasonable product strategy, channel strategy and for the appropriate promotion strategies.
Product and market segmentation are not the only channel in the traditional channels are not optimistic about the case, BenQ decided to take the city agency to recruit non-professional channels of the projector. Huang Zhenyu said, breaking the total generation of the system, training city agency is BenQ innovation. Meanwhile, BenQ has also changed the traditional projector agent "is not opened in March, open to eat in March" natural thinking. Subsequently, a number of new channels to find BenQ began to seek new business opportunities, "There's a strong channel to do education, but also made a strong channel of LCD projectors, they value our BenQ is the value our business market success, they also need to add value, we continuously expand the channels. "Huang Zhenyu said.
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