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Clarify the brand positioning of Qianchuan Wooden Doors, improve service quality to win the market — Speech by General Manager Feng at the 2012 Qianchuan Business Annual Meeting

　　On the morning of January 10, 2012, the marketing-themed training "Positioning Wins the World" led by Feng Li, Marketing Director of Chengdu Qianchuan Wood Industry Co., Ltd., kicked off at the 2012 annual meeting of Qianchuan Wood Industry. More than 300 dealer representatives from across the country gathered at the venue to share the cutting-edge marketing concepts and practical marketing experience brought by Mr. Feng, preparing for the arrival of 2012.

　　During the training, Mr. Feng combined the valuable experience he accumulated over the years leading Qianchuan's marketing center in the national market with the latest marketing theories in the industry. He deeply and thoroughly analyzed the problems and confusions dealers face in the market and provided comprehensive answers using methods he summarized from frontline marketing.

　　In his speech, Mr. Feng summarized several key issues for the dealers:

　　The price war has shifted from products to channels, and terminal competition is becoming increasingly fierce. How can we break through?

　　Despite overwhelming advertising bombardment, it is difficult to attract consumer interest. How can advertising be effective?

　　Differentiation is very important, but how can effective differentiation be achieved?

　　Just after achieving a little success, competitors immediately follow up. How can we maintain a sustainable competitive advantage?

　　Besides the "losing money to gain attention" price war, are there other methods?

　　After raising these questions, Mr. Feng gave a wonderful explanation to the dealers present using the positioning theory of the famous American marketing master Jack Trout: "Positioning means making your company and products stand out and form core competitiveness; for the audience, it means clearly establishing the brand."

　　Mr. Feng mentioned that marketing is war. Using the theory from American famous marketing strategists Al Ries and Jack Trout's "Marketing Warfare," he explained: "The essence of today's marketing is no longer serving customers because all companies follow the same principles; marketing has become a war, a battle against competitors on how to win with intelligence, skill, and strength." During the explanation, Mr. Feng vividly cited the example of the popular Apple iPhone becoming the global phone leader through continuous software upgrades, emphasizing the importance of improving customer service and clearly explaining the marketing bottlenecks faced by dealers.

　　Mr. Feng also emphasized that the essence of business competition is a battle for consumer minds, not just market competition. At different stages of market development, marketing focus changes according to the competitive environment. In the factory era, competition was about production capacity; in the market era, the focus was on mastering market resources and occupying markets and channels beyond production; in the ultimate stage of competition, mastering production and market is no longer enough to win consumers, and competition has entered the stage of directly competing for consumer mind resources.

　　At the end of the speech, Mr. Feng reiterated that positioning is both the starting point and the end point of strategy. He hopes that Qianchuan's dealer friends can clearly define the positioning of Qianchuan products to lay a solid foundation for the 2012 market.

　　(Mr. Feng delivering a wonderful speech at the 2012 annual meeting)