Chapter 526
Saturation Marketing
Chapter 526 Saturation Marketing
In May 1994, on the eve of Labor Day, an advertisement with a news-like feel was launched.
An advertisement broadcast during CCTV's weather forecast commercial break attracted the attention of a large number of viewers.
In various extreme environments such as polar ice fields, desert storms, and humid rainforests, a rock-solid television set is placed.
Amidst the sounds of wind and rain, a military green tank rolled past.
The enormous size difference makes one worry about the fragility of that television set.
But the thin television set remained perfectly still, and the picture was still clearly visible.
The camera zooms in to reveal the internal structure of the television set.
Inside the cathode ray tube, a sophisticated military-grade voltage regulator chip is operating stably.
At this moment, a deep male voice narrated.
"A lifespan of 3 hours is its promise to the times. Rockstar TVs define durability for the home with military-grade standards!"
The final version features the Rock logo and slogan.
The male voice suddenly rose in pitch: "A rock, a vital pillar of the nation, a cornerstone of the family!"
This is the first time that all Dongguo application products have adopted the concept of military-grade standards.
While competitors like Panasonic and Sony were still using celebrity singing and dancing as promotional material, Changhong had already welded military-grade standards onto itself.
In Guangdong Province, a young couple preparing for their wedding are choosing home appliances.
"How about we go check out the Panshi TV? CCTV is advertising it, so it must be real. It's a TV that even a tank can't break!" the young woman said excitedly, linking arms with her fiancé.
She was overjoyed, imagining her future life: "I should buy sturdier home appliances, so that when I have a baby, I won't have to worry about him accidentally breaking the TV."
Her fiancé nodded repeatedly, agreeing, "Yes, you've thought of everything. We'll do whatever you say. Where can we buy a Panshi color TV?"
The young girl exclaimed excitedly, "I know! A new dealership opened on Beijing Road that sells Haiyan brand sauna folding bath tubs. They're the same company as Panshi TV, and they also sell TVs! Haiyan brand is of super high quality; my aunt uses it every day and it's never had a problem."
"It's built to military standards, so it's definitely durable."
The two took a bus to Beijing Road.
A long queue had already formed at the Haiyan brand dealership at the corner of the crossroads.
Large banners are still displayed in front of the dealership.
Buying a TV without buying a rock-solid one is a gamble.
A single TV, passed down through three generations, remains even after the family is gone.
[One of the three essential items for a wedding is a Panshi color TV]
The eye-catching banners and exaggerated slogans made the engaged couple giggle.
"That's hilarious! The rock has been passed down for three generations, and even after the people are gone, the TV is still running!"
But I have to say, this slogan really hits home.
A television set is not cheap, especially a Japanese brand.
Taking mainstream 21-inch color TVs as an example, Sony and Panasonic's prices are positioned between 3500 and 11,000.
Some earlier models or those with higher tariffs cost well over 1. Clearly, their target market is primarily wealthy families in East Asia.
In the simple mindset of ordinary people in Dongguo, spending so much money to buy a color TV means that the longer it lasts, the better.
The fiancé touched the wallet on his wrist, his expression a mixture of excitement and trepidation.
Domestic color TVs should be cheaper than imported ones, right? I wonder if 2000 yuan is enough.
If it exceeds 2000 yuan, he might have to consider Japanese brands.
After all, brands like Panasonic and Sony are well-known and have many dealerships, so if something goes wrong, you can find someone to help you.
The queue was very long. The young couple held hands and watched the customers happily carrying color TVs out of the store.
Unable to resist, her fiancé asked a middle-aged woman with curly hair and wearing leggings, who had just come out of the store, "Auntie, how much is a Panshi TV?"
My aunt's eyes and brows were full of joy, and she raised her voice, "1500! If you buy a color TV and a Haiyan brand sauna tub at the same time, the package price is only 2100!"
I go! !
Upon hearing the price, the people in line went wild.
"How much? Only 1500?"
"The Haiyan brand folding bathtub costs eight or nine hundred yuan on its own. This package deal is over four hundred yuan cheaper!"
"I want one! Do you have any left in stock?"
Seeing that a small disturbance was about to occur in the queue, the store manager of Xinshao store quickly sent staff to maintain order.
Wearing red vests emblazoned with the Changhong factory logo, and speaking in Cantonese-accented Mandarin, they loudly proclaimed, "Don't worry, we have stock, everything we need! We have a whole warehouse full of goods. We guarantee everyone can get some!"
The customers, eager to buy color TVs, chattered amongst themselves: "Will you really have any in stock? You're selling them so cheaply, are there any quality issues?"
The dealer's staff patiently replied, "See? Our store is right here. We're affiliated with Haiyan brand. We offer a three-year warranty on everything from folding bathtubs to color TVs."
Based on the good reputation of the Haiyan brand and attracted by its extremely competitive prices, customers lined up in long queues under the scorching sun, waiting to enter the store and snap up the products.
In a teahouse not far from the dealership, two short men in black suits were coldly watching the scene unfold.
"Mr. Ju, the Rock Series color TV is priced at 1500. Will this affect our market?"
“No way!” The Japanese man with a middle parting said confidently. “First of all, we are targeting middle-class and wealthy families, whose recognition of our brand far exceeds that of Pan Shi.”
"Secondly, we have conducted a survey of color TV manufacturers in Dongguo. The cost of producing a TV set for them is no less than 1500. In other words, after deducting the profits and costs of all parties, Panshi Color TV is simply losing money to gain publicity by setting this price."
"Thirdly, Panasonic has the most advanced technological reserves in the color TV industry. Panshi color TVs are just products of a state-owned factory in a county in Liaoyang Province. They cannot possibly be better than us."
"And most importantly, the most crucial element of a color TV is the picture tube. If we cut off the supply of picture tubes, we can influence their production!"
Two Panasonic employees from Japan looked at each other and smiled confidently.
They really liked this open, red ocean market, using Panasonic's brand reputation and technology to launch a devastating attack on the Japanese color TV market, like sweeping money away with a broom.
It is foreseeable that they will be promoted within the group based on their outstanding performance in the East Asian market.
At that time, there were hundreds of home appliance companies of all sizes in the entire Dongguo market.
Some companies are only well-known in their local county and never expand beyond the city.
In the eyes of Japanese home appliance companies that almost monopolize the market, the newly launched Iwashi TV is just like other unknown TV manufacturers, unable to make any waves and not worth paying attention to at all.