Chapter 129 Profit comes first: Mid-to-high-end brand positioning
“Sticky hook?” Wei Zetao looked at the three-dimensional drawing on the paper in front of him and seemed to understand the meaning.
One side of the picture is flat, with notes on the side. There is glue on the top, and the other side is in the shape of a hook.
Then, he immediately asked: "Yang Sheng, is this thing going to be hung on the wall?"
"Yes." After Yang Wendong sat down, he nodded and said, "Hang it. It's OK on walls, wooden cabinets and even metal fixtures
However, plaster walls like this are not suitable and may fall off over time.
The main purpose of this thing is to replace nails, so that you don’t have to hammer nails into the wall to hang something in your home, which is too troublesome, damages the wall, and is not beautiful. "
"This..." Wei Zetao's mind turned quickly, and then he said with some surprise: "Yang Sheng, the market for this thing will probably be very big! ”
“Of course. Yang Wendong smiled and said: "It's no smaller than a sticky note, and much bigger than a Rubik's Cube."
Aren’t you very curious why I require that the first floor of all factories be designed to be filled with injection molding equipment? For this reason, this product will be our next flagship product. ”
Wei Zetao took another serious look at the picture in his hand and said: "It's a very simple structure, but if you haven't thought about it, you don't have this awareness at all."
"Many little things in this world are like this. Yang Wendong smiled and said: "3M, which we cooperate with, has become a global giant by relying on these small things."
Wei Zetao nodded. He naturally knew 3M, so he asked again: "Then we, Changxing Industrial, are also preparing to learn Xi 3M, do you want to follow this development path?"
"No." Yang Wendong shook his head and said: "Changxing Industrial, my definition of it, is more like a parent company, a holding company, and Deli is the one. I am going to make various brands of small commodities.
Besides, a name like Changxing Industrial is not easy to promote in Europe, America and even Japan. People can’t remember this kind of name at all, but DELI’s English name is much better, like an English word. .”
"Indeed." Wei Zetao nodded and said: "The name Deli is better even if it is promoted in Hong Kong or other Chinese areas.
Has the patent for this thing been registered? We need to register it first. It’s safer to do it.”
“Registered,” Yang Wendong said: “I have registered it in all places in the world, even in poorer countries, unless there is no patent law, or there is a Warsaw Pact. There is no other way.”
Now that I can say that I am not short of money, the registered patent will naturally be registered globally.
“I’ve been worrying too much.” Wei Zetao nodded and said, “Yang Sheng must have been ready a long time ago.”
Yang Wendong said with a smile: "Patents are the foundation of our enterprise."
"Well..." Wei Zetao took the plastic adhesive hook, looked at it for a few times, and then asked: "Then we will follow this size. Do you want to do it?”
“You don’t need to consider the size.” Yang Wendong shook his head and said, “The size is important, but we need to consider the actual situation, such as where is this thing used in the kitchen? The sizes of plastic bags or kitchen utensils are definitely different, and hanging towels in the bathroom is also different, or hanging clothes in the closet, etc."
Wei Zetao nodded and said, "That means we have to do a lot. Different sizes of sticky hooks? ”
"Of course, hundreds or thousands are possible." Yang Wendong smiled and said: "In addition to practicality, we also need to consider aesthetics, so there are many varieties.
We give priority to practicality Just produce the most common ones first, and we’ll discuss the subdivided needs later.”
Wei Zetao glanced at the sticky hook in his hand again and said with a smile: “Indeed, even I want to get a few. I took them home and put them in the kitchen and bathroom. .
Once we launch it, there will definitely be a serious shortage of production capacity. It is estimated that it will be even more popular than last year’s plastic flowers.” The demand is much larger than the plastic flower market. "Yang Wendong said with a smile: "And legally, we can only produce this thing. There are many people who can produce plastic flowers. Now I am worried about the production capacity. "
Wei Zetao paused and said, "Yang Sheng, in fact, can this thing be outsourced?"
"Outsourced?" Yang Wendong was naturally familiar with this word. In his previous life, the mainland had developed industries. In addition to automobiles, A few products, such as heavy equipment, but everything else can be outsourced.
Even for several well-known home appliance brands in China, many of their core products, air conditioners and refrigerators, are outsourced.
Wei Zetao nodded and said: "Yes, our sticky mouse board was relatively simple before. It only needed people. As long as the problem of factory space is solved, it will be simple.
As for sticky notes There is no way to outsource, because there is no such industry in Hong Kong, and there is no similar one. We can only do it ourselves
But the main body of the sticky hook is made of plastic, which can be easily made by many factories in Hong Kong. As for the glue on the back of the sticky hook, it can actually be outsourced, but this is similar to the sticky mouse board. You can use people, and we can also do this. It doesn't matter. "
"Well..." Yang Wendong nodded and said, "You can consider it, but let's wait until later. "
"Okay. "Wei Zetao smiled and added: "Actually, there is an advantage to this. In the past, we made mouse pads and sticky notes. Because they were exclusive industries, except for banks and a few trading suppliers, there were basically no peers in Hong Kong. Known.
With the current scale of Changxing Industrial, this is not normal. Now that we are in the plastics industry, we will also have contact with our peers, which is also of great benefit to you in expanding your network. . ”
“That’s true. "Yang Wendong nodded. When doing business in Hong Kong, you should at least know a few more people, so that you can easily deal with any problems.
You may not necessarily use it, but you can’t live without it when you need it. In fact, he is going to attend the Liao Chong Hing Bank’s party next month and has the same idea.
It doesn’t hurt to know more people, especially those in higher circles.
Wei Zetao then said: "Then I will go to Lao Hong first. After finalizing the drawings, I will place an order for the mold."
"Okay." Yang Wendong nodded
...
Two days later, Wei Zetao and Hong Xuefei came to Yang Wendong's office together and handed over the samples they had made and related drawings.
After watching it for a while, Yang Wendong said: "The surface is still a bit rough. Can it be made smoother?"
"Yes." Hong Xuefei replied: "Plastics are also graded. Yes, just replace it with good ones, but good plastic particles are more expensive."
Yang Wendong nodded and asked: "What kind of particles are you going to use?"
"This..." Hong Xuefei glanced at Wei Zetao, and then said: "This needs to be decided by Yang Sheng."
"Use better plastic, the cost ratio is not high." Yang Wendong thought about it. Want to say.
Hong Xuefei asked: "Yang Sheng, how much do you hope this thing can carry?"
"It won't be very heavy." Yang Wendong said: "It's usually only a few kilograms. . ”
Many advertisements for sticky hooks in previous lives weighed several dozen kilograms, and even a large oil drum was hung underneath. But in fact, even if it has this ability, 99.9999% of people bought it back. Finally, I won't really use it to hang oil drums.
This kind of publicity is the result of extreme competition. Now that I have the patent rights, I naturally don't need to engage in such meaningless functions.
Hong Xuefei said: "If it is only a few kilograms, there is no problem with plastic. No matter how poor the solid plastic is, it can easily handle a few kilograms of pulling force.
But the glue requires a lot of effort. Be careful."
Wei Zetao replied: "I have called Qian Sheng and he recommended several 3M models. Glue, but he also said that no matter what brand of glue we buy, we need to do tests to verify it."
"Of course" Yang Wendong paused and said, "It's just that. What about the strength and longevity? After consumers buy our products, they should last for at least a few years.”
The previous sticky mouse pads and sticky notes were considered short-term products and were gone after they were used up.
The adhesive hook is obviously the other way around. If it falls off after a few months when pressed on the wall, the brand will be ruined. The temperature and humidity of different places must also be taken into consideration.
Wei Zetao replied: "Yang Sheng can rest assured that the glue industry has already had relevant standards to simulate the aging of glue and materials through continuous testing of high, low and high temperatures.
There are also relevant formulas. It may be possible to simulate the normal state after a month of operation in the laboratory.
3M also has these standards. Qian Sheng is already arranging to transport this information and books by air. Send it to us.”
"That's not bad." Yang Wendong was overjoyed. He actually knew that some special industries had life simulation tests, such as the most controversial new energy battery in the previous life.
It’s just that in this era, it’s not easy to find standards in this area.
Wei Zetao added: "If this is the case, we will have to purchase several more high and low temperature chambers from Japan."
"If you buy it, you still need to test it." Yang Wendongsi did not hesitate. : "Even if this test is completed and other verifications are needed in the future, it can be made into other products. It won't be a loss."
He has always attached great importance to quality.
"Okay, I'll let you know once I've calculated my needs." Wei Zetao said with a smile.
The boss is relatively generous in investing, which is also convenient for professional managers like them.
" Yang Wendong nodded, and then said: "By the way, there is one more thing. Let me tell you in advance. In the future, although the brand Deli may make relatively common products, it will also be sold in the market. They will all be mid- to high-end routes.
Its brand positioning is mid-to-high-end, and profit is the most important. Therefore, not only for adhesive hooks, but also for other products in the future, don’t just think about saving costs. The cost can be appropriately adjusted in terms of performance and appearance. Give way. ”
……
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(End of this chapter)