Because education is a very rigorous undertaking, such products need a sense of rigor, even seriousness and authority. It must be accurate, authoritative and credible, which is the brand of BBK education.
What about children's products? A long time ago, I went to the mall to buy gifts for my children. I couldn't think of any brands and products, so I had to go to the toy city to choose. Therefore, our team is determined to be a children's leading brand that Chinese people yearn for: when parents buy gifts for their children, children can blurt out a brand when they want gifts. This is our initial intention to do this.
Children's products can no longer use the brand BBK, because BBK stands for educational electronic products. Look at the smiling face on the little genius logo, and you will know that it is the positioning of happy sunshine. This is the relationship between category and brand in our internal strategic thinking.
Word of mouth first
Building a brand in the field of consumer electronics needs long-term development. When choosing the little genius brand, our team has reached an agreement, and the first thing is word of mouth. At the end of 20 10, Xiao Tiancai didn't know what products to focus on, but the strategy was clear: Xiao Tiancai didn't pursue sales before encountering large-scale categories, but he had to win the reputation of consumers first.
Before 20 14, I made a little genius morning education machine and a children's tablet. It has a good reputation, but the sales volume is not large. You may not be familiar with it. It lasted for several years. "Little Genius" brand can't launch a large-scale action, and has been looking for opportunities, not blindly. It was not until 20 15 that we discovered and started to make the category of "telephone watches".
In fact, we began to analyze this market on 20 13. Why did you choose this category? Before we operated this market, no one was called a "telephone watch". The explosive growth of a category must have hit the repressed demand. Demand determines everything, and products that meet the demand can have a foundation that is widely accepted by consumers.
telephone wrist watch
Why is it called a telephone watch, not a positioning watch? When analyzing this product, we also PK many times internally. This product comes from the demand for "safety"-parents are afraid of losing their children, but in the long run, we think this is wrong-will this demand disappear if the law and order in China improves? Finally, we confirm that the core of demand is communication, and communication is everyone's basic demand now and in the future. Therefore, the core demand of telephone watches is that there are no products to solve children's communication in the market, and solving children's positioning and safety is a supplementary demand for icing on the cake.
The core function of a telephone watch is simple-you can make a phone call and locate it, but the most important thing is the quality of the product, which is also the core of BBK's success for so many years.
Share an episode. Our original plan was to make products from April 2065438 to April 2005, and the "May Day" kicked off, and the products went on the market, and all the advertisements and channels were launched. However, we found that there was a software BUG in the product, which would lead to the inexplicable collapse of 1.5‰. We stopped all production and delivery, but the advertisement was arranged and could not be withdrawn. In May and June, the terminal was out of stock, and advertisements were still burning on TV. There are many arguments at the terminal. The consumer didn't know the reason, and thought that you should have the goods to sell after advertising, but our products were two months late.
The basis and premise of everything we do is good products, and all marketing is icing on the cake. Whether the product can meet the demand and whether the quality can represent the top level of the industry is the most important. We also have products that sell well without advertising at all, because consumers buy products instead of brands or advertisements, and they buy products to solve their problems.
From 0.5 to 1
For the key cycle of industry development, an image metaphor is "from 0.5 to 1". Because most enterprises have limited risk tolerance, it is very important to go from 0.5 to 1. What is 0.5?
For example. BBK point reader was officially put into operation in 2008, but in 2002, we focused on this technology and product, and we also considered importing it from the United States. Until 2007, we felt that copyright, supply chain, technology and cost were all mature and everything was under control. Then we tried it in the summer of 2007 and found that it was 0.5. After a series of analysis, we found that the telephone watch should reach 0.5 at 20 15. Since it reached 0.5, we didn't hesitate.
When I was a little genius brand, I told the team, "As long as the little genius gives us 10 years, we will definitely have a good opportunity. The key is that when 10 can't come, it will die at the end of the ninth year. " BBK's corporate culture is: I would rather miss an opportunity than seize an unreliable one. As long as the enterprise lives long enough, there are always opportunities.
Sb.' s duty/part/obligation/work
Strategy can make an enterprise "do well", but corporate culture can make an enterprise "do for a long time". Any century-old shop is the inheritance and success of culture, and culture plays a fundamental role.
At the implementation level of category strategy, the bearing of corporate culture is very important. Success may be accidental. If the category strategy can be used many times to succeed, it has its inevitable logic, or it is an inevitable key factor. In BBK, I think this key factor is the dominant force of culture in the whole system. At the critical moment, it is the values that give us the criteria for decision-making. The only possible secret to the success of all BBK products is the culture of "responsibility" and "normality".
"Duty" is two sentences: First, do the right thing; Second, do things right.
The consumer electronics industry is developing very fast, and the telephone watch is a new category, and the industry is mixed. However, our quality standards are not relaxed at all. All raw materials for children's products must be certified by the European Union, and many quality items and testing items are not available in most industries, which are very strict. Quality standards will even make it difficult to re-study the supply chain. It is not a question of cost, and it may not be built at the same time. This is our self-discipline.
Genius, all telephone watches should be waterproof now. Now Y02 and Y03 are IPx7, and IPx8 is coming soon. The requirements for R&D, manufacturing and quality are all-round, and the difficulty is multiplied.
Whether the establishment and self-discipline of this quality standard can form an industry standard is very important. Enterprises should have a pattern and height, and devote themselves to the healthy development of the industry. They should look back at what they did today in 5 to 10 years, otherwise they are short-sighted. The important thing is, after giving 10 years, you are still doing so well, really well.
From 0.5 to 1, we can only say that we won the first step of the Long March, and now it is the locomotive. How to achieve 2 or even 3 from 1? We believe that it is still necessary to rely on product innovation to make products better and better, don't look back and don't focus on market share.