In the imaging industry, if the Kodak as dominating the world of the Dragon blades, today could be called before the sword, I'm afraid not Fuji. Founded in 1880, the Kodak Company is the world's largest photographic materials manufacturer, has dominated the world of traditional imaging industry's dominant position, accounting for about half of the world market. The Fuji is set up after the second world war, until the 1980s have influence, occupy second place in the world. The two sides of the product line includes civilian imaging products, professional imaging products, magnetic recording products, medical products, four series, mutual alternative very strong, so from the outset to their life and the fate of the enemy. Two companies have been very intense competition.
"Riding the Dragon, command of the world; and not, who can?" in the global market, from traditional imaging industry (chemical-photographic industry) in the battle of yellow and green, to the digital imaging industry's blue and silver (Kodak and Fuji digital shop logo colors are blue and silver) battle, Kodak, Fuji and this clash of the Shen weapon has lasted for dozens of years, the two antagonistic, close.
The so-called beat, after the entry into the Chinese market, Kodak and Fuji in the contend did not stop at the moment. Kodak first came to China, but the mid-1990s was a long time, the head of Chinese film has been the seat of a "green" Fuji. Fuji Film in China's market share was up to 70%, is a market leader in China's image, while the Kodak bright yellow flag, this time also can only be listed in the second square, and Japan's Konica and Germany of Agfa side by side. In the late 1990s, Kodak chance at beyond Fuji, has become the new King in the Chinese market. But in another emerging field of digital imaging market, "boasts the vehemence and Fuji, placing him on the losing side when compared to the Kodak still catching up.
98 Agreement: Kodak salted
Prior to 1998, the PC market in China is the world, and the Fuji with Kodak, Konica, Agfa and foreign brand, had to settle for Fuji's long shadow. Heart proud of the United States, of course, you cannot continue, always looking for opportunities to turn around.
A heaven-sent opportunity to finally come to Kodak. In 1998, the Chinese Government in the face of liabilities and losses accumulated nearly $ 10 billion, a touch of the collapse, photographic industry in China has no retreat, time delay, the entire PC industry lives. At that time, the Central Government's attitude is, if you want to joint-venture for the entire industry. But it seems has no intention of accepting Fuji this big mess, even when the Chinese Government to access Japan offered to meet with Fuji area concerned when it was turned down. The decision-makers at the Fuji is how to think about, we do not know, but one thing is certain, Fuji on the Chinese market growth potential and speed of the lack of enough confidence and thus underestimate the value of the business. Worse, Fuji does not even have to do this for any public relations activities, to reduce and eliminate the denial of the Chinese Government and caused some views and estrangement. It should be said that, since the Chinese evaded and denial of Fuji, has meant that it lost in the future of the Chinese market, although this time it is in China leads the photosensitive material market supremacy.
While business conditions and bad Kodak after repeatedly weigh, to the Chinese Government to olive has an unprecedented project — — enterprise on the way, the Government completed a almost the entire PC industry in China. The then Premier Zhu Rongji and Kodak CEO BAE before learn personally opened the curtains, Kodak input 10 billion (later appended to 12 billion), eat six factory, spanning six provinces 10 municipalities, industries, across Central and local government, "declared 98 Agreement" was born.
On the surface, Kodak in order to obtain the production rights in China have paid a very high initial cost; however than out of China photosensitive materials business laugh more sweet is on Kodak, it finally realized in Chinese localization of production and sales. In 1998, China color film import tariffs up to 67 per cent tariff determines the market price of imported films. China consumer shopping consider the primary factor is price, the companies whose products will have a lower price. Kodak production localization, avoid high tariffs, naturally get low-cost market advantage, which would have been in the same order of magnitude of the two rivals in terms of what it means. But the entire industry joint venture plan another result: 3 years, other foreign photographic materials enterprises may not plant in domestic investment. Kodak and Fuji China market competition, the entire industry joint venture plan implementation is on Kodak hold-down competitor critical strategic initiatives.
Today it seems that this agreement is to lay the Kodak in China's victory in the first pillar. Through modification of the cooperative enterprise, coupled with the camera in Shanghai, punching machine factory and research and Development Center, Kodak in China formed from civil, professional, magnetic recording to medical series production system. Return to China in 2002, Fuji, Kodak film in China's market share had risen to 60%, and Fuji in the Chinese market is reduced to a second line of the brand, not only with Kodak to contend with, and China lucky, Japan Konica, Germany Agfa, and other manufacturers compete for the remaining 40% market share.
Channel strategy: Fuji chess a transmission
Kodak: channel minimum
In the sales channel strategy, Kodak generally use vertical marketing system, short sales channel: set up a factory in China — regional distributors-retailers. 98 Agreement, Kodak is able to scale to direct a film produced in China. In this way, the film from factory to sales to final consumers, through channels is very short. While in the channel width, select the number of resellers of Kodak and not many different types of products from different professional company agent, dealer render professional features. Kodak in many of China's major cities to establish an Office, the Office directly to the marketing department to set up according to the different products in different product Department, responsible for the district town of product-related work. In General, from the factory to sales to final consumption
, Or in the entire market logistics management, the Kodak Company are carried out effectively.Fuji: Poker
Fuji in most products also adopts vertical marketing system. But the length of the sales channel, Fuji and Kodak markedly different, using longer sales channels: Japan manufacturer-distributor in Hong Kong and Macau – China region agent — the primary urban agent — retailers, Fuji sales in China, with the exception of a few of the products is in Singapore production, vast product from Japan in situ production. Select the resellers, but also different with Kodak. Hong Kong Fuji photographic equipment co., Ltd., Fuji in China, Hong Kong and Macao General Agent, is its exclusive distributors, regional distributors in China, in addition to medical products and a few other products, professionalism is very strong and because professional medical company proxy, other products did not like Kodak as strictly according to different product selection professional agents, most of the distribution of a company.
Fuji and Kodak in channel strategy in the other big difference is that the vast majority of Fuji in China, Hong Kong and Macao by which the agent is responsible for, do not directly involved. In this way, Japan Fuji company does not directly contact the dealer in China, market development work also consists of distributor's Office. Fuji in this way, although you can save resources, but the disadvantages are also obvious, that is, they cannot fully grasp all the work, because the agent is not always consistent with their own. Therefore, relatively speaking, Fuji and China ties at all levels of the dealer is not tightly, in recent years in the creation of image shop results than Kodak.
From a comparison of the two companies is not difficult to see, Fuji sales channels for longer on the market for logistics management, anyplace to Kodak, Fuji objectively there are two negative effects. On the one hand, the product after a long channel, multiple transhipment, Fuji Corporation products are not very good control, to counterfeit products. On the other hand, several different types of products from the same dealer, and Kodak are separated by three industry companies. Thus, Fuji that dealers may pay attention to the seller, and not on relative best-selling product support is not enough. In recent years, with the popularization of digital products and CD-ROMs, Kodak's achievements are much better than Fuji.
Promotion policy: Kodak frigates
Fuji: low attack
98 Agreement, in the face of negative market in China, Fuji's protest has never stopped. In order to break through Kodak's local advantage, in 1998 after several years, and Fuji number minor and Chinese enterprises cooperation established right in the factory. But the results let Japan human despair: each time Kodak are based and the Chinese official "98 Agreement" for complaints, forcing the Fuji closes factory.
Failed to achieve production localization, Fuji has changed the attack strategy, select the price war. To price first to try to reduce costs, Fuji started using in truly photographic, Zhuhai Branch as the forward positions, the large-scale smuggling of film, trying to evade payment of customs duties of low prices to impact Kodak, highlight the tools market. Smuggling to the film helped Fuji's busy, get a 60 per cent of the tariff, say that it is accounted for the majority of cheap. Subsequently, Fuji in the Chinese market price movement began full-scale production.
Fuji announced through the media, to the outside world, to take advantage of Kodak and the Chinese Government's "98 Agreement" expires, as well as China's imminent accession to the WTO, the WTO and the two sides face the market environment will be more equitable opportunities for breakthrough in China on Kodak photographic materials market a comprehensive response.
In early 2001, a famous scenic spot in Shanghai the Bund, all photography point suddenly a night full of "change color", Kodak bright yellow all disappear, replaced by Fuji green. This course cannot be separated from the Fuji Film price reduction credit, in profits similar cases, the dealer of course like to seller. Information on the display, press the normal foreign trade, import color volume of CIF per volume $ 1.3, plus 17% value-added tax, dealers and distributors of profit, the retail price of imported civil film not below the minimum $ 15. In the Shanghai Metro, Carrefour hypermarket, a roll of Fuji Film average price is only $ 13, compared to past a full drop of 5 ~ $ 6. At the same time, the Fuji suddenly at storm also swept the Beijing, Guangzhou, Tianjin and other big cities.
Kodak: the sales made through
The price trend for Fuji, old rivals Kodak said, "Kodak," never participate in the price war, malignant price war on the PC industry. However, Kodak does not come from the opponent's menace, it adopted the strategy is to do the selling. Kodak think China PC market is still great to explore space, and have implemented the "9.9 million when the boss's help industry loan project plan," "camera" and "seeding plan Studio plans." Kodak
With "seeding" the camera as an example. At the end of 2001, Kodak in addition to Beijing, Tianjin, Shanghai, Jiangsu, Zhejiang, Fujian, Guangdong seven provinces outside the region started to push the "camera" sowing plans. Kodak to these regions launched market price to $ 99 "seeding" the camera without the need for batteries, simple operation, specifically for the use of the camera does not understand customers with convenient, bundled 4 Kodak film. "Seeding" the camera than the camera slightly larger volume, increase the camera's robustness and quality control in accordance with 6 δ standards, even in conditions of hard place equally able to shoot a good picture of good quality. The "plan" on the one hand the camera to sow better fulfilled "just need to gently press the shutter button the rest of the reasons for Kodak to complete the" Science and technology, on the other hand, for the development of Western China, Kodak secondary urban development has horns, Kodak products to the every corner of China.
A year later, Kodak in the Chinese market color rush spread shops have grown to more than 8000, in the second and third line cities set up the unified Kodak logo, uniform shop, unity
Regulations of 5000 home Studio, "seeding" camera sold 100 million units, Kodak China Civil photography product sales ratio increased by 20% in 2001.Advertising strategy: both sides have equal shares
Kodak: warm moment
Kodak never emphasized their colour saturation, the fine particles, and these indicators are used in the life of the wonderful, unforgettable moments hit with consumers, the presence of the "warm" moments that give you eternal memory is on Kodak film persistent topic, whether it is "string up life every moment" and "is this moment" is the theme of focus. In Kodak's ads, often some kids, dogs, and friends of the lens, full of warm family atmosphere, the friendly and warm family images, Kodak wants to shape the brand image, the family has deep plot people are more willing to let the Kodak to show "this moment ..." family warm.
Kodak is precisely through publicity this unforgettable moment to impress consumers mind. "This is on Kodak moment, don't let it slip away," and "Kodak bunch up every moment", in the one of the moving image, these advertisements etched into the minds of consumers, consumers naturally to enjoy happy moments and "Kodak," this is the name of the contact. We can say, "Kodak: bunch up every moment" have let the pictures become the best of the 20th century.
Fuji: celebrity advertisements
And Kodak film positioning in the home market, Fuji Film attaches great importance to the youth market, harder to establish high-margin consumer brand loyalty.
It is precisely because the favor of the youth market, Fuji Film selection of spokesmen have always been the region's most popular idols. In Korea, the original Fuji film advertising film the hero is Korea's first female star Kim Hee Sun, because like the 2002 World Cup, Fuji Film to Korea star Lee Dong-gook appeared new ads. In China, Hong Kong movie song star Aaron Kwok, with its youthful, dynamic image, Fuji selected as 2001 brand advocate. Fuji company invested more than 10 million dollars in production costs. In the film, Aaron's image was very special, and dancing like the astronauts and robots, hairstyles and resembles the "Elvis Presley", give the avant-garde, fashion, science and technology and intelligent feel so refreshing. The film festival has starred in the Mainland, has unlocked a new fashion trend, sales of the Fuji Film.
2002 national day, the new version of ads appeared on stage at the Festival: 100 changes in the sense of King Aaron side makes a charme "ad days after" tengyuanjixiang, let the already strong communication power adds some magic. Hot star mix, unique 4th color layer products and must leave and holiday advertising campaign to attract millions of believers of warm Chase and deference, as well as super jump General celebrity advertisements.
Public relations strategy: Kodak to Excel
Kodak: we demeanour
Kodak superb public relations strategies and initiatives has been the people. "98 Agreement" is on Kodak China PR in the history of the most brilliant page, but this example is not accidental, Kodak CEO's Chinese name, Dragon @ at Kodak and Kodak camera successfully resolve the crisis, are a continuation of the Kodak public relations strategy.
Kodak camera crisis defused in particular reflects Kodak's members. The crisis is still in the embryonic stage, Kodak is keen to take appropriate action to make the crisis should not be allowed to develop, always at a controllable range. In 2002, Kodak announced the recall DC5000 zoom digital camera because the camera because the design flaws that may result in leakage of dangerous, then as long as the landing on the Kodak Web site company in China, in the Home can see this message. Kodak in dealing with such a crisis that other multinational corporations or by means of ratio of domestic enterprises wise. After the find issues immediately in accordance with international practice announced product take back, faced with the press's attitude is to Frank, they even will Kodak explanation sent directly to all of the associated press, in fact, many journalists were also unaware of. But Kodak know that paper could not hide, Kodak's active fire has many reporters mention does not hold. So its quality accident spread will minimize. At the same time, Kodak's mastered the uniform diameter, spread initiative, not because of the bias of communication and media led to the emergence of a crisis.
Fuji: award-winning out stunning resort
Relatively speaking, Fuji in PR will be inferior to many in this area. First 98 Agreement before the mistake and the Chinese Government to make good opportunity, then repeated the stunning resort, to the Government, but the prospect of a peer.
13 November 2001, lucky lead, the great Hall of the people in Beijing held a joint commitment ceremony, to all consumer guarantee "as a legitimate corporate citizen, comply with national laws and regulations, not smuggling, counterfeiting, not to the smuggling and counterfeiting to provide products and convenience. "At that time, Kodak, Konica, Agfa, and other manufacturers have arrived at the signature, Fuji sent a man to the venue, but no signature. It is said that lucky had previously contacted with Fuji, Fuji has agreed to participate, provided that you must modify the "joint commitment", "smuggled" to "we will not knowingly smuggling".
Fuji of this error is severe, as today's China National photographic materials industry only pick the banner of enterprise, lucky development always involved with Chinese Government officials sensitive nerves. Moreover, during the Chinese crackdown on smugglers was achieved in 2001, launched by lucky this joint commitment of the Government coat color is quite heavy, but surprisingly, Fuji has almost "brutal" attitude. Needless to say, the Fuji is the peer associated Government were offended.
In early 2003, Fuji's use of Zhuhai Branch company to carry out large-scale smuggling of insider was revealed. At this point of Fuji, should urgently take the crisis public relations strategy
A brief, and strive to calm the crisis, the crisis may damage reduced to the minimum in order to keep their hard years of the Chinese market. But unfortunately, its for smuggling has been an open secret, Fuji has taken no crisis public relations strategy, but it's in Zhuhai Branch event, after the affair to push a completely their own. The evidence clearly, the Chinese Government has already responded, Fuji's film dealing with the aftermath of THA way is undoubtedly a serious error. In has joined the WTO in China, Fuji's current smuggling events though won't make Fuji exit China market. But there is one thing, the next Fuji products to enter China, you may pay more than ever.For lucky: Fuji again disappointed
29 October 2003, the great Hall of the people, "98 Agreement" only "slip through" — lucky official and half Chinese film market of Kodak entered into equity transfer agreement. Kodak to 4500 m in cash and to provide a set of products for color production line and production of latex related production technologies for lucky film 20 per cent of the shares; at the same time, the Kodak warranty will continue to provide $ 5500 lucky funding and technical support for the renovation of an existing piece of lucky and the coating production line, and lucky will pay a certain fee for transfer of technology, and Kodak has paid dividends in shares, the cooperation period of 20 years. This joint project with other Kodak global joint venture cases completely different, Kodak no longer insist on three principles: "51% holding, use Kodak trademark and control management".
2001 "98 Agreement" expires, Kodak obvious feel from competitors — Fuji, Agfa, Konica, comeback of competitive pressure, in addition, the world's top brand film producers — fulan, company Shantou huatian rich secret sneak into China, provocation and more at a film is aroused Kodak vigilance.
This success with lucky sign 20 years of strategic partnership contract, actually is on Kodak in "98 Agreement" after the competitors are forming new blockade, especially successfully contain the Fuji in the Chinese market pace. Photosensitive materials require large amounts of frontloaded, new plant investment recovery speed is much slower than the merger of existing plant, a joint venture with lucky, Fuji to further develop the Chinese market, investment in new plant is the only choice. Kodak Company Chairman of the Board and CEO Deng Kaida admits that this cooperation is the "98 Agreement" exclusive strategy of a continuation.
If the joint venture is on Kodak, lucky winners, the biggest loser is Fuji. Prior to this, Fuji has been a joint venture with lucky negotiations. As long as the joint venture agreement with lucky, lucky not only relying on Fuji regain the Chinese Government's favor, but also in Kodak's "98 Agreement" expires, relying on the lucky get in the Chinese market a huge production base and the tremendous potential of the sales channel, which killed two birds with one stone.
Fuji Corporation 2001 announced through the media, to the outside world: Fuji to Kodak and the Chinese Government's "98 Agreement" expires, and the WTO sides facing market environment will be more equitable opportunities for breakthrough in China on Kodak photographic materials market a comprehensive response. This year, lucky and Fuji JV has almost a foregone conclusion, but the ultimate stake for various reasons. In September 2003, again outgoing Fuji and lucky joint negotiations down the curtain of the message. Unfortunately, on the eve of the red carpet, Fuji or chose to give up. The reason may be the Fuji unacceptable lucky "lucky holdings, lucky brand, lucky has the right business decision" three principles, and 20% of the shares of Fuji, perhaps there is nothing, Fuji believe China one day to completely open up the market, they may prefer to wait several years to be 20-year agreement to bundle!
A month later, Kodak has solemnly in the joint venture book signed his name. At that moment, Fuji the feel? only Fuji itself, knowing.
The decisive test for digital: both sides
98 Agreement tied a Fuji in the hands of traditional imaging industry, market share, see attenuation, the former Overlord to rethink their way. Digital business is Fuji sniper opponents of a trump. The Internet boom in the popularity of digital cameras in the world, its accuracy, functionality, application scope has become an increasingly widespread, to traditional photographic industry impact of large can be imagined. Analysts, information technology and Imaging Science early start fusion, difficult to distinguish, digital technology replacing traditional chemical imaging industry is the trend.
At Kodak, lucky joint venture, Fuji in the Chinese market visible shrinkage of the traditional image front and more from digital domain. Fuji printing caikuodian Street is significantly reduced. In 2001, in the "hard times" was suffering after three years of Fuji in the digital imaging market sounded the clarion call of the counterpunch. Fuji hope through impact digital market, able to reverse the passive situation in China, because this is an emerging area, Kodak in the Chinese market share did not get much much initiative. Global digital camera, Fuji on the market share of 20%, the second, also located on the Kodak.
In fact, Fuji's counterattack Overture as early as 1999 is played. In early 2000, Fuji developed "magic hand" digital printing system successfully landed in China's digital printing market. To September 2002, Fuji claims that more than 300 "magic hand" device into mainland China, in line with the rapid growth of digital cameras, and later to an annual investment of $ 100 million RMB, in 3 years 1000 owns the equipment of Fuji digital printing shop to rapidly seize the high ground in emerging markets. In Chinese market, Fuji knew no longer lost, otherwise will result in the overall outcome of all exports, since lost the Chinese market may mean lost the future.
Fuji digital market in China is a full
Thunder, however first proposed the concept of Kodak digital seems to become outdated. Until March 2001, Kodak in Shanghai launched their own digital printing services. Then, Kodak and Fuji to the side of the propaganda war, and convince the League's big print shops and new investors to join their digital printing to a network. To reverse in the digital market disadvantages, Kodak began using powerful influence and appeal, omae, expand "anti-Japanese" jujizhan. In this process, Kodak still insist on playing his usual brand — localization strategy, and domestic manufacturers Alliance, and actively seek and localized sales channels. But relative to the Fuji is also a Grand launch of localization operations, Kodak skillfully leverages the Chinese national complex, establish their own Union local enterprise common image of the "war".In 2002, in Fuji publicity drum woes, Kodak's catch-up efforts have begun to increase. At the end of this year, Kodak's digital printing network has been formed, with 1300 family Kodak store can provide digital photo print service. At the same time, Samsung, Nokia, Lenovo, Intel, Netcom, Bank of China, and other industry leader also have participation to Kodak digital network construction. From digital, Kodak's digital printing shop now has more than Fuji, Fuji sell digital printing system is still more than Kodak; technically, Kodak's printing system provided by a third party, and Fuji has considerable disparity compared.
In December 2003, Kodak China announced jointly implemented with IBM PMG3 Kodak self-service digital printing station, IBM digital printing station with hardware devices and three years of maintenance and technical support, Kodak is responsible for the software and platform structures. In 2004, this self-service digital printing system in China "innovating around", effectively alleviate the shortage of Kodak digital equipment. At the same time, the Kodak further cooperation with Nokia is also in progress, the new Nokia 7650, 3650 and 6600-type mobile phone will built-in Kodak special software, mobile phone photographs can instantly through MMS transmission to Kodak digital printing website print into photos.
In the face of Kodak's step by step press, Fuji has taken a tit-for-action. In cooperation with IBM announced Kodak, Fuji in Beijing shows digital photofinishing products Frontier350, trying to get back to the digital printing market. This device is priced at 118 million, you can purchase, loan and lease to the device, and at the same time as Fuji Special shops. In order to support partners, Fuji has not affiliate fees, also give the value of 10 million renovation, consumables and advertising. And join the Kodak store, in addition to the purchase of equipment, but also pay for affiliate fees. In addition, the original by agents of the Fuji also sell products specially established Fuji branch, China printing system for production, sales, and support the business objectives is three years in Beijing, Shanghai and other development 1 unmatchable shop.
Traditional imaging industry yellow, green, war has not yet been finally removed anyway, in the digital imaging market, Fuji and Kodak's silver, blue, the battle has just begun. In the field of it high, in fact have to clash with the highest number of benefits or dealers and consumers. Kodak, Fuji numerous rounds of competition will help break the party's monopoly on the market, to some extent to the strength of the restriction, thereby allowing the dealer and the consumer in this competition, to a maximum price for a full range of services.
In 2004, in the digital imaging market high-speed promote background, traditional imaging market shows further global downturn. Kodak, Fuji has published financial reports show that profit render continues to fall, the main reason for this is that traditional Imaging ecofriendly and rapid growth in digital marketing business. With digital products in the proportion of both business and it can be inferred that the main battlefield of the future, this extremely whiz's rivals will certainly be exciting continuous play. Who will be laughing in the end, or let the Kodak and Fuji told us.
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