In China, although Apple's new mid-Tucao, and a year more expensive than a year, but every year is to buy or explosion. No wonder Cook have mixed feelings: China is a magical market.
Dyson also issued a similar feeling. Dyson in 2012, officially entered the Chinese market, soon to accounting for 23.6% of the brand ranked first in China attention vacuum cleaner market. Dyson global turnover in 2017 increased by more than 45%, while the Chinese market growth rate is as high as 159%. Dyson even estimates that China will become the world's largest market Dyson.
China on these high-end, great design sense and sense of technology product demand, like a hole filled up. 2018 when Dyson released a product called Airwrap styler curling iron, did not expect a sale of the product was released robbed finished on Dyson Lynx official flagship store within 1 second. By the way, the price of which is the root of hair sticks 3690 yuan.
Tens of thousands of home appliances, why Chinese consumers favor only sell the most expensive Dyson?
01
Strategy Formulation
Dyson is a British well-known home appliance business, a lot of people put it on a par with Apple, because the two companies have a lot in common: one is product-driven, and second, the design is very strong, the third is the price is not cheap.
Dyson just how expensive it? I readily cut in the official website of a map. Dozens of pieces of selling Dyson blower 3000, dozens of pieces or even nine nine shipping hair curler sold lamp Dyson Dyson 4500, 4000 has sold a few hundred dollars. Really it is not expensive, only more expensive.
By James Dyson Dyson is the founder of the company in 1978, he founded the original intention of this enterprise is also quite interesting. He was a young man made a vacuum cleaner while cleaning the warehouse extremely crazy, then suddenly vacuum cleaner does not work, and there were all sucked into dust sprayed out, confused over the room.
Dyson vacuum cleaner does not work to take this business there complaints. Finally, I realized that inside a vacuum cleaner equipped with a dust collector, the dust collector is a one-time, full of to be replaced. He asked businessmen: "Why do not need no vacuum cleaner dust collector?" The merchant back hate him:. "You line your upper ah" Ever since, the head of the iron is really Dyson vacuum cleaner began his path of development.
After returning home, Dyson lamb, and even gave their own trolley factory sell, house specially developed vacuum cleaner at home. He is the company's number one technician, 5 years down to do up to 5126 prototype. Finally evacuated to develop a vacuum air pump, dust bags and can not continue to maintain suction Dyson vacuum cleaners.
Many people are Tucao Dyson are very expensive, but it's expensive nor is it one or two years, and has always been very expensive. Dyson technology first obtain authorization from the G-Force vacuum cleaner prices as high as $ 2,000.
As early as 2006, Dyson will try to enter the Chinese market, then it is for the Chinese market once launched a price of up to million stem cell phones, which claims to handle dry in 10 seconds. But the Chinese consumer market for this product does not seem to buy it, finally Dyson only playing with toys.
This is a question about the high price, someone once asked specifically Dyson founder James Dyson: "Why is the same product Dyson will be 10 times more expensive?" He asked: "Do you think makes you crazy solve a pain point You can be worth? "
This problem is more extended layer is how many people will solve this pain point to spend 10 times more expensive price. But from the point of view Dyson good growth momentum, the number quite a bit.
Dyson products for a certain level of consumption of the middle class to build, so also in China. According to Ali's big data show that China's consumer Dyson, a 93.9% higher level of consumer groups. 77.5% lived in a second-tier cities such as Shanghai, Beijing and so on, the user's degree or above the high side.
Meanwhile, China's growing middle class population base. According to the World Bank report, in 2010, the number of Chinese middle class is only 2000-3000 people. And to now, this figure has already exceeded 300 million, which is Dyson is a magical feeling Chinese market reasons.
As can be seen from here, Dyson brand strategy is to provide different products in the past to solve the pain points users to have a high level of consumption of the middle class.
02
Product strength to build
High R & D investment. Dyson is a technology-based company, each introduced a new product, we are behind the high R & D investment. 2017, Dyson spent £ 7 million each week for new product development, R & D investment accounted for 40% of profits. The company has 16,000 employees, engineers alone accounted for 6,000 people.
About force to create products here at Dyson Dyson product of a network of red hair dryer, for example expanded introduction. The first hairdryer as early as 1890 it was invented. Hairdryer principle is very simple, to the circuit stuffed responsible for blowing an electric motor coupled with a resistance wire heating it.
Many domestic enterprises believe that this small appliances like hair dryers technological content is not high, no need to waste funding for research and development. Many well-known enterprises in order to save often when new product introductions will choose OEM model.
The Dyson is how to treat hair dryer this product do?
After the product project, Dyson's research and development center set up 103 large R & D team of engineers, four years invested 50 million pounds, more than 600 during the design prototype, just to be able to do a hair dryer.
Dyson crazy? How to invest the time and energy are hair dryer above technical content! Dyson certainly not crazy, because behind these practices is that it identify the user's needs are ignored by other businesses capture technology.
Insight into customer needs. Dyson access in the face of the BBC, Dyson product development revealed the secret. Of course, he put it very succinctly, that is: first, to find a commonly used items; second, people use it to analyze the impact of the pain points; third, to spend on solving pain points. Dyson said that the previous two is the insight into the needs of users.
First, find the core requirements. We think about: "What usually encounter problems when using a hairdryer it?" A big problem is that there is a hairdryer slow wind speed, in order to be able to dry hair as soon as possible, only to increase the resistance wire heating outlet temperature. However, if the temperature exceeds 160 degrees, it will damage hair. Since the blower motor performance is not good, to improve the power of time will have a huge noise.
Dyson through the analysis of traditional products, find the product development direction: to build a Kuaisuganfa, hair care, mute lightweight hairdryer.
Second, find the core user. The hair dryer is intended for a certain spending power of the value of female hair. Dyson Before the project to do a very comprehensive user research. Dyson made in user research, and found that there actually is a huge opportunity. These users willing to solve the injury this pain point, pay higher than the price of traditional products.
Eventually, after identify the core needs and core users, Dyson hairdryer product positioning out: In order to have some spending power of consumers value the hair of female development of a Kuaisuganfa, hair care, and hair dryers mute.
Product development. When the hair dryer to create Dyson faced with two difficulties, one Kuaisuganfa, hair care; the second is muted. Behind solve these two pain points is a series of investment.
First, dry hair, hair care. To solve this problem, rather than the traditional approach as simply increased by increasing the speed of the wind outlet air temperature is way blown hair. How to improve the speed of the air outlet, this difficulty is the motor speed.
Traditional blower motor only 25,000 revolutions per minute, and a huge volume, to achieve the effect you want Dyson, Dyson to focus on the development of motor above. Eventually, through a series of efforts, finally developed V9 Dyson digital motor. The motor is very light, weighing only 49 grams, a diameter of 27MM, blades 13, the rotational speed was as high as 110,000 times per minute, the speed is four times the conventional motor.
Second, muted. While solving the problem of wind speed, but Dyson but came to a halt in the silence of this feature. In order to Kuaisuganfa must be increased motor speed, but a motor speed increase, it will have a very big noise. They then designed hundreds of proofs still did not pass, finally asked the engineer to the Dyson can give up this feature, however, Dyson was decisive:. "If you can not come up with an epoch-making product, I prefer to design thrown into the garbage."
Finally, Dyson inspired in bats: Since it was not possible to reduce the speed, so I simply further enhance the speed, to improve the sound frequencies inaudible to the human right high-frequency range. Interestingly though, when the first product developed, and humans can not hear the noise caused by such a high-frequency band, but the family dog could hear ah. Later, when the iterative Dyson also taken into account the needs of the dog. Further enhance the speed, and now the dog can not hear.
After hundreds of iterative adjustment of four years, up to 2990 yuan price of the Dyson hairdryer Supersonic in 2016 the market.
Many people think Dyson sold well because they sell expensive premium brand, it usually is only 50 yuan, 60 yuan hair dryer Dyson hand to be able to sell 3000. There is absolutely not the case, and ultimately to the consumer is not able to attract brand, still have to return to the product itself.
It is much more than simple hair dryer for hair dryers demand, but how do not hurt the hair. The user demand has not been met, there Dyson hairdryer good solution to the user pain points. After resolving this gives the user demand satisfaction is very, very high, so they are willing to pay high fees.
I brush Buy online comments Dyson hairdryer, it was found that with such high prices, some consumers say no too expensive, it is actually really say fragrant. (This also indirectly shows that the Chinese stealth Tyrant is really multi-ah.)
Focus on design, to meet the psychological needs of the user. Dyson technical strength is very strong, of course, is also very strong product design capabilities, Dyson launched Each product has ultra-high value of the Yen. Dyson appeared before a hair dryer, hair dryer looks like the pig Page decades actually have not changed too!
Dyson hairdryer appear to break the routine. It uses a hollow design, the design of the main components in the bottom of the handle, so that it does not grip top-heavy, more effort. Meanwhile, in order to cater to female consumers, above the outlet which also added a pink dotted circle, at the same time with a black matte body looks very sense of quality.
Dyson series of products to meet the rigid requirements such as user Kuaisuganfa, it also focuses attention on non-rigid product design needs in this area. Dyson to launch this product design sense, one is saying the image of high-end products do match, the second is to meet consumer psychological needs of user groups for high-end products: your home products since I have spent a considerable price to buy , this product must be good-looking.
Since Dyson focus on design, it has been the home of many product exposure opportunity ordinary products do not have. Many families will own a Dyson vacuum cleaner to be proud of. As in the past we finished cleaning health, cleaner certainly will be shelved. But Dyson vacuum cleaner is not the same, because it is ultra-high color value, many people will deliberately mounted a shelf on the wall for it, put it in the living room of the most conspicuous place, at this time it has become an art of a industrial products products.
03
Growth model
Attract professional users. Why Dyson hair dryer will fire up? Initially due to its superior wind, attracting a large number of Dyson hair stylist started using the product, and many will even have a salon hair dryer Dyson to flaunt their professional and identity.
At the same time, Dyson is still very effort to launch a promotional program for the hair stylist. Under such an offensive Dyson coverage in the barber shop is also becoming more and more widely. Because of the small things it looks very eye-catching, people will go haircut for this peculiar shape and can Kuaisuganfa curious, and ultimately to further understand the Dyson products.
Users Active Sharing exposure. We shared or discussed on social media stuff, it is able to represent their image and what the pursuit of life, so we usually share some grades of high-end atmosphere on the looks of things.
The Dyson products are high-end user-oriented and unconventional enough product, these features perfectly fit the user wants to share obtained by the kind of superiority and satisfaction. So it can be spread low-cost but spontaneous, self-realization subscriber growth.
Strengthen brand marketing force. Sought by Dyson in the UK, a very important reason is that the Queen is a fan of Dyson, Dyson vacuum cleaner and even became a Queen's Buckingham Palace. Use the Queen of England, for the group of middle-class consumers, it is the best publicity.
After coming to China, Dyson continued to emphasize their high-end properties through marketing. Dyson will often hold a number of activities, such as two-eleven in 2016, Dyson and Lynx Laboratory done on a theme of "Aspect technical content of the" topic live Secret Dyson laboratories to the audience , this live one hour more than 20 million people watched. And, within 24 hours after the live broadcast, fans Dyson shops increased by 12%. 2018 Chinese New Year and Jingdong jointly organized the "science and technology, innovative achievements in the New Year" program; by means of well-known video site KOL microblogging to create topics, to share feelings and so on.
Dyson series of revenue activities are conveyed to us using the Dyson product, high quality of life for the pursuit of this idea. It is no longer a simple hair dryer to pay more as a way of life is in pay.
Epilogue
A mature technology of small household appliances what Dyson will be able to sell in the millions? Consumer groups are neither crazy nor Dyson brand influence, but the product itself.
Human beings want to pursue a better product this demand will never change. No word love this quote: tech innovators deserve a higher premium.
