InFocus InFocus, which was aggressively expanding the Chinese market four years ago, encountered the same difficulties, mispredicted product positioning, and high-profile marketing strategies that failed to avoid the defeat. Today, InFom, who has returned for four years in silence, has a few more beginners' mindsets, but he also harbors a renewed understanding of the Chinese market and confidence in killing a “back horse†in the Chinese market.
Insufficient know-how
Born in 1986 from InFocus InFocus of Oregon, USA, the company launched the world's first TSTN LCD projection panel three years after its establishment and became a veritable winner.
Subsequent InFocus is all the way through the world. The world’s first data projector, the world’s first multimedia LCD projector, and the world’s first multimedia communication platform based on the Windows architecture... behind a series of achievements, InFocus turned out to be Digital display leader, leader and technology pioneer.
Just this success and luck failed to replicate in the Chinese market. InFocus entered the Chinese TV market in a high-profile manner in 2013 and was overly optimistic about the market demand. It has successively launched 40, 50, 60, and 70-inch InFocus TVs with the characteristics of the product at the time. However, it infringed on its professionalism. A mistake made. Due to the lack of in-depth study of the Chinese market, the product and market demand are out of touch and the planned sales target cannot be completed.
At that time, China's 3C market ushered in a golden era of development. The rapid spread of the mobile Internet has created a huge market demand, and it has also stimulated the barbaric growth of hardware and application markets. Under this background, a large number of foreign-funded manufacturing enterprises have flooded into the Chinese market. However, the rapid development of the 3C industry will inevitably be excessively impetuous. The market leverage is an unavoidable market law, and InFocus is one of them.
There is an old saying in China that “you must know shame and be brave, but you should not know enough to make a comeback.†The returning Filipino is bound to learn from the lessons of four years ago, whether in terms of market strategy or product layout.
Different return
In the past few years when the Chinese market disappeared, InFocus has not forgotten its original intention. On the one hand, it continues to plunge ahead in the fields of business projection and commercial whiteboards. On the other hand, it focuses on research in the Chinese market.
What makes InFocus proud is that more than 120 of the Fortune 500 companies are using InFocus products and technical support, further consolidating their position in the professional market. As of now, InFocus already has more than 240 patented technologies, has enough right to speak in the field of large-screen display, and ranks among the industry standard makers. Technology is the eternal explorer, especially in the context of a new round of technology worship in the Chinese market. The right to speak in the big screen area is a stepping stone for InFocus to re-expand the market.
Based on the huge demographic dividend, China has become the most important 3C consumer market in the world. The attitude toward the Chinese market has become a watershed for brand growth. In particular, with the rise of independent brands, more and more “overwhelmingly†overseas brands have lost their cities in the Chinese market. Even the giants have not escaped, typically Samsung in the mobile phone market. The InFocus who knows the Chinese market is certainly aware of this change. The biggest change in the return of crouching is the attitude towards the Chinese market.
From the perspective of the latest product trends of InFocus, both the product size and pricing are focused on the integration of Chinese colors and American brand genes. Both because of the respect for the Chinese people's life habits and consumption concepts, but also to follow the rising consumption patterns, and then re-planning the design ideas. Taking the intelligentization of television as an example, the InFocus InFocus TV with four years of dormancy highlights music and other functions with the theme of “turning on the TV, which is the sceneâ€. It strives to create a sense of presence and is intended to fit the attitudes of young people today.
Lock in the young market
One of the keywords that can't be ignored in InFocus's new marketing strategy is "young people." Unlike the four-year-old high-flying campaign, after the return, InFocus has chosen to target the young market and improve audiovisual capabilities. Even more shocking sound experience and picture texture. From audiovisual functions to film and music content, we have created a sense of presence that is closer to the pain points of young people and inspired young people to resonate. 32" & 40" & 50" Multi-Dimensional, Visual, Color, Grayscale, Noise Reduction, Dynamic Adjustment... Fine-tuned HD LCD screen with fine detail quality; InFocus InFocus 40-inch and 50-inch products with JBL "Golden Ears" greatly enhances the sound quality of InFocus's InFocus TVs. At the same time, they use Galaxy Kiwi Service and National K Songs to open the TV to enjoy the cool play scene anytime and anywhere.
For the accurate control of the young market, it is probably the intricacies of InFocus's meticulous research on the Chinese market, including product rejuvenation, operations, and channel diversity. It embodies an attitude of “playing†that is full of affection, full of enthusiasm and freedom of American culture.
What is most worth mentioning is the emotional resonance of InFocus brand with young people. The popularity of “China's Hip-Hop†triggered the outside world’s focus on contemporary youth culture, and thus opened up the inner world of young people. Or being influenced by Hollywood blockbusters or being immersed in the Internet for a long time, children born after 90 years are more interested in street culture than their predecessors, have a street dance with music on the street side, or often come to the feeling of LiveHouse. The instigation of the scene has become the life style of many young people.
It is precisely because of this that young people's pursuit of the trend and American culture has become another focus of InFocus in the Chinese market. The InFocus InFocus brand concept represents young people's emotions, and carries personality traits such as independence, freedom, rebelliousness, adventure, playfulness, chicness and gracefulness, which coincides with the emotional sustenance of young people today.
At the same time, young people are still the main force of consumption upgrades, practitioners of the new middle-class consumption patterns, and the inspirations of InFocus coincide with the concept of young people.
Bright Sword Double 11 Eve
Selecting to go public before the double 11 indicates that InFocus is ready to participate in the most fierce battle in China's e-commerce platform.
In the more than 20 days before the double 11 war, domestic and foreign home appliance brands have already begun their battles, a series of new product launches, and one after another discount promotion. As the "new recruits" of the TV market, the pressure of InFocus can be considered. And know. The answer sheet given by InFocus is the three first-time discounts for sincere new products and sufficient efforts.
On October 19th, InFocus’s InFocus flagship store launched on Tmall, and began selling three InFocus InFocus TVs, which were equipped with 32-inch, 40-inch, and 50-inch screens. It is self-evident to regard the ambition of the young market.
For four years, InFocus has never stopped the research of human audiovisual experience. This initial heart has also been brought to the Chinese market, bringing more choices to young Chinese consumers. At the same time, as an international brand focused on large-screen displays, InFocus apparently tried to replicate the myth of overseas markets in China, and this ambition has never been concealed. In any case, the return of InFocus is not a bad news. It will bring young people a diverse field experience, which is a cost-effective young lifestyle.
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