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Hong Hanqing, general manager of BenQ's marketing headquarters in China: BenQ projector light up in China
Hong Hanqing, general manager of BenQ's marketing headquarters in China: BenQ projector light up in China
Two years ago, in 2008, when just assumed Renming Ji Hong Hanqing, general manager Acer Aspire 1410 battery of marketing headquarters in China, he once had clearly shouted, "BenQ projector to reach the Chinese market within two years of the first" rhetoric, now, time to go over more than a year, the championship title has seemed just around the corner, but the next target is the enterprise and no one has annual sales of 150,000 units.
The first target market unchanged
Sichuan, Jiuzhaigou. BenQ projector National Dealer Conference 2010 April Ruqierzhi in early spring. Hong Hanqing General Assembly in the channel to the projector business unit high marks, and joked, "When I first came to China when BenQ, Huang Zhenyu, director did not know the cause, but yellow with a one year paid out of the respondents were." BenQ projector through the efforts of the four quarters in 2009, the BenQ got three quarters of the sales championship, although annual figures, China BenQ eventually landed second place market share position, which BenQ also means leaving a huge space to grow there.
CBI: the projector in this area finally has a Chinese brand infinitely close to the market the first place, it should also have a dream when you are just arrived BenQ targets. Now seems closer to this goal, BenQ projector ready yet?
Hong Hanqing: When I first came to China, BenQ, really felt that the various product lines, projector this line is most likely, the first base very well. I design and manufacture from the upstream to the channel sales are very mature. Moreover, the projector of this market, the gap between the top few are not large, may be the difference between the first and second zero a few Dell Inspiron 8000 battery percentage points, and then a small gap behind, which said that we have the opportunity to get first .
BenQ have to down to earth this year, bring it Take the real champion. Therefore, in sales, I am not exaggerating one, completely open. BenQ in 2009, annual sales volume is 90,006 more than 1000 units. The first quarter 2010 sales figure is 23,892 units, this number is accurate to single digits, the media, and research institutions, and even the end of the year not change.
2010, BenQ projector will adhere to this market further, goals will not change, of course, towards the league title away to.
CBI: forward to the championship, it is necessary to develop their own strengths, and added a short board. In the past, BenQ projector to the impression that the industry has been a strong commercial market, but the education market is very general. In the occupied half of China's projector market share of the education market is the lack of competitive enough is BenQ's short board?
Hong Hanqing: In the past, BenQ projector is a strong retail business, and in the education market is relatively flat, which means that the largest market, BenQ have the greatest potential. BenQ said the past we sold cheap, but in fact in 2009, to enhance our sales figures also raise the number below the margin, indicating that BenQ projector also increase the overall value.
This year, BenQ must be two in education and business markets to enhance competitiveness. We will maintain the business market in the first place, but also to gain access to education, the top three industries. Also in the emerging domestic and short-focus market, will increase returns. Market segments, the BenQ will pursue market share of high margin home machine first, and high margin differentiated market share short focal program first.
Channels maintain the composite model
BenQ channels participate in both the General Assembly of the agents have been following the city on behalf of BenQ, but also the national distributor Digital China. BenQ coexistence of multiple channels model good grasp of the complementary relationship between the various channels, not only provides a good channel for policy, but also to establish a good brand image.
CBI: BenQ projector channel structure can be replicated in the industry HP pavilion zd8000 battery level high. In the Chinese market, projector manufacturers often use the total generation of models, while BenQ is always on behalf of the City on behalf of the co-exist with, and contains the total generation of the industry, so for the channel structure, we first is how to design, and now is how to management?
Hong Hanqing: Indeed, BenQ is the first system of channels with the city on behalf of projector manufacturers, long time ago we have a complete distribution system. Later, in the city on behalf of the system, improving the construction of the succession above the introduction last year, China's largest state on behalf of Digital China, to seize the high-end market, the channel response is good, but not the original conflict in the city on behalf of the system. Now, by the
To do in professional education classes in the capital through the Shanghai Chinese teachers with the introduction of short focus combination of education with a whiteboard solutions, the capital of China should be our teacher programs the total generation of short focus.
In 2010, the BenQ projector or the implementation of the city on behalf of the whole sum of the agent on behalf of Digital China policy. Can be said that the current channel BenQ solid, according to different regional characteristics, BenQ allocation according to actual situation. BenQ projector for now the channel in the region is very strong, and very harmonious relationship between the agents, due to good sales, the recent phenomenon is out of stock.
In the code we have chosen to cooperate with God early, some do not trust the city on behalf of the Council, but the co-down, we found many advantages, God of our code to make up for deficiencies in the high-end market, but also improved our time playing some of the competitiveness of large single .
CBI: We issued this year to force in education, and also enhance the overall objective, whether the pressure channels bigger? Another product of the average price decline, whether the channel gain influence?
Hong Hanqing: this year's goal to be unbundled in 2010, our goal is 15 million IBM ThinkPad T41 battery units. One part of the city on behalf of the account for 110,000, which is actually run from our product portfolio to complete should be no problem, I mentioned earlier the first quarter of sales, in fact, completed the well, if not for the upstream chip DLP out of stock due to, the sales will be better. This means the increase in channels is very promising.
In addition, we will lead this year's sales channels to a greater number of value-added products, Moreover, last year we improved gross margin rate in excess of the sales growth, so that aspects of this city on behalf of the pressure impulse will not be great.
Future product portfolio well
New year, new development. BenQ projector by the agents in this release by the General Assembly a strong signal display, BenQ's full line of new products next to launch will be more sharp: on the one hand, BenQ line of products will be upgraded 3D functions, and thus does not increase the user cost based on make 3D a standard projector, allowing users to enjoy exciting visual experience; another example to support full HD 1080p display highlighting engineering machines, and the combination of short focus and wide-screen projection products soon-to-market characteristics, even with the short Whiteboard function Coke projector, Led Projector and more types of the future can be seen.
CBI: We set a sales target of 15 million, then the interface from the upstream and downstream, including product mix, channels of confidence on all sides needs to have some growth, I know that in Taiwan last year because of the reasons for the design, resulting in BenQ projector at home long interrupted, these aspects of objective factors that could limit the final result, how can the resources of effective combinations?
Hong Hanqing: BenQ will do our utmost to make up for lack of play BenQ's strengths. First of all, the product mix, BenQ projector product line is now even more abundant in the domestic, commercial, education and other fields related products have to compete with other brands, in addition to the field of engineering machine can not contend with the old factory, but the other three a field of BenQ projectors are not afraid of any rival product.
In product innovation, cost-effective business machine in succession above the innovative new products, short-focus from 0.6 to 0.3 short-focus, short focal distribution of the most complete product on the market, in addition to any manufacturers Epson Short coke products and BenQ can achieve the same level. In addition, GP1
Pocket LED Projector release of the first year of opening the LED, even in the triple winners of the annual product evaluation. This year, we will launch full HD 1080P highlight models and 3D features full line of product upgrades.
In technological innovation, first, BenQ will be a highlight works full HD Sony VGP-BPL2 battery 1080P machine, and second, BenQ will do a short focus and wide combination of three innovative education whiteboard applications, the four models are BenQ's education to the LED areas of development, and the same time let 720P and 1080P models become more popular, more popular.
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