In today's automotive film market, competition is becoming more fierce and diversified. On the one hand, product innovation has become the direction pursued by many brands, attracting consumers by constantly developing new technologies and launching unique products; On the other hand, price competition is also extremely fierce, trying to quickly capture market share with low prices. This raises a highly controversial topic: should brands focus more on product innovation or price competition in the car film market?
With the increasing diversification of consumer needs and the changing market environment, this problem is becoming more and more prominent. Some brands believe that innovation is the way to stay in the long term, and continue to invest a lot of resources in research and development, striving to impress consumers with excellent quality and uniqueness. Others, on the other hand, believe that price is the key factor and use low price strategies to snatch customers. This divergence not only affects the brand's development strategy, but also has a profound impact on the future direction of the entire automotive film industry. So, in the face of such a controversy, how do professionals in the industry view it? Let's walk into the professional film manufacturer of the 34th Beijing Yasen Exhibition, an international brand from 1979 - Ray-Ban LETBON, to discuss this topic in depth.
Question 1: How should brands balance product innovation and price competition in the car film market?
Answer: The car film market is experiencing the trouble of involution, and brands are facing the dual requirements of innovation leadership and price competition. For example, consumer demand is gradually diversifying, the rise of e-commerce platforms has made online channels an important purchase channel for car owners, and today's continuous progress in science and technology, new materials and technologies are constantly emerging. The automotive film industry has ushered in new development and opportunities, but the market competition is becoming more and more fierce, the price war is escalating, the product quality and service level are uneven, and even some bad enterprises do not hesitate to adopt low-price competition strategies in order to compete for market share, shoddy, and damage the rights and interests of consumers. In the face of such a market environment, we have deeply analyzed the root cause of the problem, and believe that brands need to find a balance between the two, and have come up with a practical competitive plan.
On the one hand, through continuous product innovation, such as the launch of new products with advanced film technology, the optimization and improvement of performance and cost performance, the supply cooperation with mainstream automobile OEMs, and the strengthening of support and supervision of authorized stores. On the other hand, a reasonable price strategy can ensure the market competitiveness of the product and attract more consumers. The most important thing is that as one of the auto parts, the quality of after-sales service has an important impact on the brand image and consumer loyalty, Ray-Ban has a perfect after-sales service system, and has been improving service quality and efficiency, taking the lead in finding a way out for the healthy development of the industry.
Question 2: What are the main technological innovation trends in the current car film market?
A: The main technological innovation trends in the current automotive film market include the application of nanotechnology and the development of intelligent and personalized products. These technological innovations not only improve the performance and quality of products, but also bring a better experience to consumers. For example, our window film production technology has gone through five generations, and the production process has developed from coating and composite technology to dyeing process, vacuum thermal evaporation process, vacuum magnetron sputtering technology to nano ceramic technology, so as to realize the full encirclement of the demand for oil car and tram film, and continuously improve the technology; Our product line has evolved from thermal insulation films to automotive protective films with different performance dimensions.
Question 4: In the face of industry involution, how should car film brands respond?
Answer: In the face of industry involution, car film brands should stick to the bottom line of quality and avoid falling into the quagmire of low-price competition. Consumers have limited awareness of car film products, and it is easy to focus on price and ignore the importance of product quality and service. To a certain extent, this concept of consumption has contributed to low-price competition and the proliferation of inferior products.
At the same time, brands should increase R&D investment and promote product innovation and technology upgrading to enhance the core competitiveness of products. As a pioneer in the industry, Ray-Ban firmly believes that only by maintaining its original intention can it win continuous favor at a time when car film is gradually homogenized and undesirable competition is intensifying.
In addition, brands should also strengthen the construction of after-sales service system to improve consumer satisfaction and loyalty. We have been rooted in the market for more than 40 years, both product quality and brand management philosophy have pursued long-termism, and in the future, Ray-Ban will also provide more refined, more personalized and unique products and services.
