Chapter 129 Profit First: Mid-to-High-End Brand Positioning
Chapter 129 Profit 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 its meaning.
One side of the picture is flat with notes next to it, glue on the middle of the surface, and the other side is in the shape of a hook.
Then he immediately asked, "Mr. Yang, are you going to hang this thing on the wall?"
"Yes." After Yang Wendong sat down, he nodded and said, "It can be hung on the wall, on a wooden cabinet, or even on metal equipment.
However, lime walls like this are not very 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 at home, which is too troublesome and damages the wall, and it is not beautiful. "
"This..." Wei Zetao's mind turned quickly, and then he said in surprise: "Mr. Yang, the market for this thing will probably be very large!"
"Of course." Yang Wendong smiled and said, "It's not smaller than a sticky note, and it's much bigger than a Rubik's Cube.
Aren’t you curious about why I asked to design the first floor of all factories to be filled with injection molding equipment? That’s why this thing will be our next flagship product.”
Wei Zetao took another careful look at the drawing in his hand and said, "It's a very simple structure, but if you don't think of it, then you don't have the awareness at all."
"Many small things in this world are like this." Yang Wendong smiled and said, "3M, which cooperates with us, has become a global giant by relying on these small things."
Wei Zetao nodded. He was also familiar with 3M, so he asked again, "Then are we at Changxing Industrial also planning to learn from 3M and follow this development path?"
“No.” Yang Wendong shook his head and said, “I define Changxing Industry as more like a parent company, a holding company, and Deli is the brand I plan to use to make various small commodities.
Besides, a name like Changxing Industrial is not easy to promote in Europe, America, or even Japan. People simply cannot remember such a name. But the English name DELI is much better, and it sounds 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 communities.
Have you registered the patent for this thing? We need to register it before we make it to be on the safe side. "
"I have registered it." Yang Wendong said, "I have registered it everywhere in the world, even in poorer countries, unless there is no patent law or it is under the Warsaw Pact, then there is nothing I can do."
Now that I can say that I am not short of money, the patent I register will naturally be registered globally.
"I was overthinking it." Wei Zetao nodded and said, "Mr. Yang must have been prepared a long time ago."
Yang Wendong said with a smile: "Patents are the foundation of our company."
"Hmm..." Wei Zetao took the plastic hook, looked at it for a few seconds, and then asked, "Then should we make it according to this size?"
"Don't consider the size." Yang Wendong shook his head and said, "Size is a matter of fact, we need to consider the actual situation, such as where is this thing used?
If you are hanging plastic bags or kitchen utensils in the kitchen, the size will definitely be different. If you are hanging towels in the bathroom, it will also be different. Or if you are hanging clothes in the closet, etc. ”
Wei Zetao nodded and said, "That means we are going to make many different sizes of hooks?"
"Of course, it could be hundreds or thousands." Yang Wendong smiled and said, "In addition to practicality, aesthetics must also be considered, so there are many varieties.
We just need to give priority to practicality first, produce the most common ones first, and consider the segmented needs later."
Wei Zetao took another look at the sticky hooks in his hand and said with a smile: "Indeed, I also want to take a few home and put them in the kitchen and bathroom.
Once we launch it, our production capacity will definitely be severely insufficient, and we estimate that it will be even more popular than last year’s plastic flowers.”
"That's right. Although our products are simple and small in size, the demand is much greater than that of the plastic flower market." Yang Wendong said with a faint smile: "And from a legal point of view, only we can produce this product. There are many people who can produce plastic flowers. Now I am worried about the production capacity issue."
Wei Zetao paused and said, "Mr. Yang, can this thing be outsourced?"
"Outsourcing?" Yang Wendong was naturally familiar with this word. In his previous life, the mainland had a developed industry. Except for a few products such as automobiles and heavy equipment, everything else could be outsourced.
Even for several well-known domestic home appliance brands, many of their core products, such as air conditioners and refrigerators, are outsourced for production.
Wei Zetao nodded and said, "Yes, our mouse traps were relatively simple before, and they only relied on people. As long as the problem of factory area is solved, it will be simple.
We can’t outsource the production of Post-it notes because there is no such industry or similar products in Hong Kong, so we have to do it ourselves.
But the main body of the sticky hook is made of plastic, and many factories in Hong Kong can easily make it. As for the glue on the back of the sticky hook, it can actually be outsourced. But this is similar to the mouse trap, and we can use people to do it, so it doesn’t matter.”
"Hmm..." Yang Wendong nodded and said, "It can be considered. Let's talk about it later."
"Okay." Wei Zetao smiled and said, "Actually, this has an advantage. We used to make mouse traps and sticky notes. Because they were exclusive industries, apart from banks and a few trade suppliers, we didn't know any of our peers in Hong Kong.
With the scale of Changxing Industry today, this is not normal. Now that we are in the plastics industry, we will have contacts with peers, which is also very beneficial for you to expand your personal network. "
"That's true." Yang Wendong nodded. To do business in Hong Kong, you have to get to know at least a few people, so that it will be easier to deal with any problems.
He may not necessarily need it, but he cannot do without it when he needs it. In fact, he is planning to attend a party organized by Liao Chong Hing Bank next month and he also has this idea.
There is no harm in knowing more people, especially those in higher circles.
Wei Zetao then said: "Then I will go to Lao Hong first. After the drawings are finalized, 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 looking at it for a while, Yang Wendong said, "The surface is still a bit rough. Can it be made smoother?"
"Sure." Hong Xuefei replied, "Plastics are also divided into grades. Just replace them with good ones. But good plastic particles are more expensive."
Yang Wendong nodded and asked, "What particles do you plan to use?"
"This..." Hong Xuefei glanced at Wei Zetao, then said, "This requires Mr. Yang to decide."
"If we use better quality plastic, the cost won't be high." Yang Wendong said after thinking for a while.
Hong Xuefei asked, "Mr. Yang, how heavy a weight do you want it to hold?"
"It won't be very heavy." Yang Wendong said, "It's usually just a few kilograms."
In the past, many advertisements claimed that sticky hooks could hold dozens of kilograms, or even a large oil drum could be hung underneath. But in reality, even if it had this capability, 99.9999% of people would not actually use it to hang an oil drum after buying it.
This kind of publicity is the result of extreme competition. Now that they have patent rights, they naturally do not need to develop such meaningless functions.
Hong Xuefei said: "If it's just a few kilograms, plastic will be fine. Even the worst solid plastic can easily handle a few kilograms of pulling force.
But when it comes to glue, you need to be very careful.”
Wei Zetao replied, "I have already called Mr. Qian and he recommended several 3M glues, 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, "Strength is easy to test, but what about lifespan? Our products should be used by consumers for at least a few years after they buy them."
The previous mouse sticky boards and post-it notes were all short-term products that would disappear after use.
The sticky hook is obviously the opposite. If it falls off after a few months when pressed against the wall, the brand will be ruined. We also have to consider the temperature and humidity in different places.
Wei Zetao replied: "Don't worry about this, Mr. Yang. The glue industry has already had relevant standards. Through continuous testing of high and low temperatures and high humidity, we can simulate the aging of glue and materials.
There are also relevant formulas. It is possible to simulate the normal state after several years by operating in the laboratory for one month.
3M also has these standards, and Mr. Qian has arranged to send us the relevant materials and books by air. "
"That's good." Yang Wendong was delighted. He actually knew that some special industries had life simulation tests, such as the new energy batteries that were the most controversial in his previous life.
But in this era, it is not easy to find standards in this regard.
Wei Zetao added: "If that's the case, we'll have to buy a few more high and low temperature boxes from Japan."
"We still need to do the test before buying it." Yang Wendong said without hesitation: "Even if this test is completed, other verifications will be needed in the future, and we can still make other products, so it's not a loss."
He has always attached great importance to quality.
"Okay, I'll let you know after I've calculated the requirements." Wei Zetao said with a smile.
The boss is quite generous in investing, which is convenient for professional managers like them.
"Yang Wendong nodded, and then said, "By the way, there is one more thing. I want to tell you in advance that in the future, although the Deli brand may produce relatively ordinary products, it will also take the mid-to-high-end route.
Its brand positioning is mid-to-high-end, and profit is the most important thing. So when making other products, not just adhesive hooks, don’t just think about saving costs. Costs can give way to performance and appearance. "
……
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(End of this chapter)