Ending West's dominance in the power tools market

[Mangus Ortus Novem]

I guess the gridlock/bottleneck, or whatever, in innovation and marketing/image making is being slowly overcome.

China's new venture capitalists/innovators/visionaries are realizing the world is wide open and China has resources... money, know-how, industrial base, logistics, labor...

They just need to go out and explore.

It is all in communication and branding zone now. Human and technical infrastructure is world class now.

The Chinese companies need to engage the world with confidence and foreknowledge that those casting your products in bad light are just afraid.

Engage the customer. The customer determines. The cutomer rules.

Building brands takes time. After the momentum of a couple of key brands is created the rest can build upon that.

World has shrunk.

After capturing homemarket the only way is going out and never looking back.

 

[empirefighter]

Sometimes，the slowing economy and tougher days has good side. The government will make stronger determination to force the companies to upgrade themselves， We see the central and local goverments in China push the companies upward. The China Industry 2025 plan is executing ，the future is optimistic.

 

[Götterdämmerung]

There are indeed some really great products coming from China recently. The problem most Chinese brands are, they don't understand the importance of local marketing and branding. My friend who owns one of the top five branding company in Germany has helped a few Chinese company to overcome this problem and the companies are doing very well once the packaging, branding and marketing gets a makeover.

If you guys know a Chinese company that wants to get a face lift for the European market can contact me and I will be glad to make the contact to my friend's company.

 

[kuge]

There are indeed some really great products coming from China recently. The problem most Chinese brands are, they don't understand the importance of local marketing and branding. My friend who owns one of the top five branding company in Germany has helped a few Chinese company to overcome this problem and the companies are doing very well once the packaging, branding and marketing gets a makeover.

If you guys know a Chinese company that wants to get a face lift for the European market can contact me and I will be glad to make the contact to my friend's company.

u r a good connector!! is that your core biz?

 

[AndrewJin]

There are indeed some really great products coming from China recently. The problem most Chinese brands are, they don't understand the importance of local marketing and branding. My friend who owns one of the top five branding company in Germany has helped a few Chinese company to overcome this problem and the companies are doing very well once the packaging, branding and marketing gets a makeover.

If you guys know a Chinese company that wants to get a face lift for the European market can contact me and I will be glad to make the contact to my friend's company.

You have the mood to smile here!

 

[Götterdämmerung]

You have the mood to smile here!

u r a good connector!! is that your core biz?

It's a win-win deal!

 

[Mangus Ortus Novem]

The Dragon must chart his own course in global life. The Chinese are creative and innovative civilisation.

We must learn from others, respect their achievements and adpat/maker our own with Chinese Charachteristics.

Most important thing is to respect the achievments of others and learn everything from it.

That is the Way of the Tao.

 

[Götterdämmerung]

The Dragon must chart his own course in global life. The Chinese are creative and innovative civilisation.

We must learn from others, respect their achievements and adpat/maker our own with Chinese Charachteristics.

Most important thing is to respect the achievments of others and learn everything from it.

That is the Way of the Tao.

You are correct as to show the uniqueness of Chinese culture, but Chinese companies also need to make it understandable for their potential costumers in Europe. You see that even foreign companies adapt to Chinese consumer preferences in order to be successful, why would it be different when you come to our market?

There must a a fine tuned balance between Chineseness and consumer preferences in the target market and that's why particularly medium sized companies with a limited marketing budget needs to understand this in order to succeed.

 

[Mangus Ortus Novem]

You are correct as to show the uniqueness of Chinese culture, but Chinese companies also need to make it understandable for their potential costumers in Europe. You see that even foreign companies adapt to Chinese consumer preferences in order to be successful, why would it be different when you come to our market?

There must a a fine tuned balance between Chineseness and consumer preferences in the target market and that's why particularly medium sized companies with a limited marketing budget needs to understand this in order to succeed.

Kind sir/madam, a very constructive feedback in a very long time here. I can only thank you for this.

China must learn to speak the Language of others as others speak the language of China in China.

If this is your kind message, then it is most valuable feedback.

The biggest challenge for China and Chinese people is communication. China and Chinese must master the art of coummunication. It is a bigger challenge than putting rover on the moon.

Thank you and bless you!

 

[Götterdämmerung]

Kind sir/madam, a very constructive feedback in a very long time here. I can only thank you for this.

China must learn to speak the Language of others as others speak the language of China in China.

If this is your kind message, then it is most valuable feedback.

The biggest challenge for China and Chinese people is communication. China and Chinese must master the art of coummunication. It is a bigger challenge than putting rover on the moon.

Thank you and bless you!

Indeed, communication is an art form and it takes time to master. Even native speakers don't master communication in their own language all the time, otherwise marketing and branding companies wouldn't have reason for existence.

 

[Mangus Ortus Novem]

Indeed, communication is an art form and it takes time to master. Even native speakers don't master communication in their own language all the time, otherwise marketing and branding companies wouldn't have reason for existence.

Then you and I are on the same page. Communication is the key for China. This has been the biggest weakness for a long time.

 

[TaiShang]

There are indeed some really great products coming from China recently. The problem most Chinese brands are, they don't understand the importance of local marketing and branding. My friend who owns one of the top five branding company in Germany has helped a few Chinese company to overcome this problem and the companies are doing very well once the packaging, branding and marketing gets a makeover.

If you guys know a Chinese company that wants to get a face lift for the European market can contact me and I will be glad to make the contact to my friend's company.

I agree about localization. Oftentimes, localization is understood as having a website in that language and a local manager to run the business. I guess it is the entire culture thing; the product must embody the local context from content to packaging.

There is also a difference between mass-market products (like toothpaste) and specialized products (like power tools). I guess the more specialized you get, the easier it is to find your real target population.

Building a brand for a mass-market product like Coke is really the ultimate success in localization.

 

[Hamartia Antidote]

This one is corded

ok, this is something new and cool..but it wont work on thick trees

I like these videos because they are a good representation of typical homes in America. It also is a good example of American home based consumerism. American homes are filled with these little machines to make day to day life easier. Some are for outdoors while others are indoors (eg. kitchen appliances, entertainment systems, "smart" items like thermostats and lighting).. Manufacturers are constantly trying to improve products like the "jaw-saw" by WORX.

 

[Hamartia Antidote]

I've heard of Worx brand but it's not considered a high end product at least in Canada. The way things work here is that they need to sponsor home renovations shows that show the trades workers using their products on TV.

I've never used a Worx product but from what I hear from friends who are in trade business, the reason they would pay more for expensive tool is if the vital parts are not made of rubber or plastic. They want to see manufacturers use metal. They used to purchase DeWalt but now many trades people are buying Milwaukee. DeWalt shot themselves in the foot by using cheaper plastic and rubber parts to replace what was once metal parts.

It's hard for a manufacturer to compete if people are willing to pay a lower price for a plastic product (just look at all the plastic on the shelves of HomeDepot and Lowes). These are average consumer grade (like WORX) not professional grade. DeWalt should never have touched it's established line. It should have created a new lower tiered brand name that targeted the HomeDepot/Lowes consumer market.

Dumbing down your product is a great way to sabotage your reputation. Even Mercedes took a hit when their low end C class in the '90's had people in their 20's as their target. It was considered junk and people complained. Now they wonder why those same people (who are now older) have no interest in buying their upper end cars. Same was for Audi for years.

 

[Mangus Ortus Novem]

I agree about localization. Oftentimes, localization is understood as having a website in that language and a local manager to run the business. I guess it is the entire culture thing; the product must embody the local context from content to packaging.

There is also a difference between mass-market products (like toothpaste) and specialized products (like power tools). I guess the more specialized you get, the easier it is to find your real target population.

Building a brand for a mass-market product like Coke is really the ultimate success in localization.

Tai Shang, you are absolutely correct. But we do not have reinvent the wheel here either.

We must learn from the successful marketing and branding campaigns of others.

The goal has to be shorten the timeframe form maket to cash and reivest in the developing the brands.

Japan and SK went through the same cycle. JP took longer. SK learned from JP and shortened its timeframe. Chinese companies must analyse and learn.

Coke was a success at home first. Then after the WW2 with american domination of the west, it became easier for Coke to capture market.

Chinese companies are going out through M&A. Therefore, they autmatically inherit market share.

What is most interesting is how the mailand companies position and brand their homegrown products overseas.

Shall we start a PR, Marketing & Branding Company together?

Just kidding...