Since last year, the “intel” company, which has rarely been placed in the mass media in China, began a large advertising campaign and outdoor show, proposing the selling point “to measure the superior performance of a computer, see whether the configuration of the intel processor”. Break the previous only to computer manufacturers to give rebates consistent style, at the same time because the concept of Pentium is deeply rooted in the hearts of people, but also make ibm’s processor plan is far away (previously ibm has said to spend huge amounts of money to enter the processor market); at the same time in the CCTV appearance of the app company (Asia Pulp and Paper Co. (Asia Pulp & Paper Co., Ltd. – the largest pulp group company in Asia), which also appeared on CCTV, has also launched the advertising slogan of “quality paper product logo”, and has become the secret weapon of international companies to aggressively occupy the market with standards and logos.
Microsoft’s integrated communication strategy when Win95 was listed, the cost of investment was hundreds of millions of dollars, compared with the CCTV bid is just dwarfed by more than carry on, but in the past few years, Windows operating system has dominated more than 80% of computer users, Windows has become the standard configuration of personal user operating system. The standard, so to speak, is the magic stone of future business competition.
Standards Civil society organizations take the initiative to collaborate
“Chinese dental prevention group approved”, “China Medical Research Association recommended”, “China Nutrition Association solemnly recommended”, “China Association of the Elderly honor Products” …… In order to seek market maximization and establish customer loyalty, the manufacturers spare no effort to carry out standard synergy and establish the prestige and standard of the industry in the name of NGOs and non-profit organizations outside the regulations.
The main reason for the proliferation of civil society organizations is also that the current speed of legal improvement lags far behind the speed of market development, as well as the success of industry constraints in developed countries to learn from. As NGOs gather the best enterprises in each industry, they have extremely strong binding force on the whole industry, and also promote the improvement of laws and regulations as soon as possible.
In the current market environment, industry standards have become a sharp edge, on the one hand, the active participation of large enterprises, on the other hand, is not accused of means of malicious competition, undermining the purity of civil organizations, making the market order more chaotic.
How to regulate industry associations, the establishment of a truly impartial standards system, will be the main task of the relevant state departments.
Standards Wearing a trump card for enterprises
Or take Microsoft as an example, the early stage of the business is to achieve the marketability of the product with the help of ibm and other famous enterprises, and the establishment of the computer user operating standards so that Bill became – Gates became the world’s software king.
There is also a similar case in China, with the Chinese network real name “3721” as the main product of the Beijing 3721 company, has begun to be called “the revolution of Internet access” in the industry of the Chinese way of Internet access. According to the president of the company, Zhou Hongwei, at the beginning of the business, he was laughed at by many professionals. But the market is a hero by the users, the daily usage of up to 80 million users and the simple and convenient way of using the Internet make “3721” Chinese way of accessing the Internet a new standard that deserves to be called, and even some official organizations have begun to covet this big piece of cake.
Shenzhen Tencent, which also focuses on the Internet instant paging system (oicq), has become the world’s largest Internet paging station. And it has made the instant paging industry a major hotspot of the network.
A typical example of product quality as a standard is Haier “anti-electric wall” electric water heater. When Haier’s unique “anti-electric wall” patented, Haier is not satisfied, but actively apply for and advocate “anti-electric wall” technology to become the industry standard for electric water heaters, trying to occupy and exclusively enjoy the supreme position of electric water heaters in the next few years, called people can not underestimate. By extension, the establishment of cell phone color screen standards, the establishment of automotive safety standards and other market space is huge.
At present, many domestic enterprises, in addition to product quality will take the initiative to establish their own service standards, to the home appliance industry Haier, Xiaoyu, Chunlan, etc. as representatives, so that value-added and value-added services become the strongest competitive edge at the beginning of the new century.
In the food industry, from production process to quality inspection, industry standards have become more and more standardized and strict, while also forcing enterprises to make continuous progress in order to develop and grow in the fierce competition.
Summary: Starting from the 3c (national compulsory certification system) to the strict constraints of the industry, standards will become the main direction of competition for enterprises in the future, while the proliferation of private organizations will undoubtedly make the establishment of standards more detailed. How to be unique and become the market leader, the position of industry standards will be more prominent.