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Steinway: piano to become a brand name of the artist by big tree
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Steinway: piano to become a brand name of the artist |
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Business,Business News,Business Opportunities
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"The Steinway piano feel very good, but compared to my name in the piano playing feel better." Humorous young pianist Lang Lang expressed his joy . To his name this piano brand called "Lang Lang" is the Steinway piano specifically for the Chinese market as a piano brand.
Steinway piano in the piano's dominance of the industry can be proved with the following figures: more than 90% of the world famous pianists using only Steinway piano concert; the world famous Concert Hall has more than 2000 Steinway & Sons Piano for artists to use; from 2003 to 2004, the Steinway piano in the music at a rate as high as 98%.
But Steinway piano easily tens of thousands of dollars the price, for those who study young people as the main purpose, or an unattainable luxury. Steinway Piano's Global Technology Services Minister John A. Patton said, Steinway introduced specifically for the Chinese market, Lang Lang Piano, is to expand existing youth piano market in China.
With the "Lang Lang" expand the market
Hundred years of development in Steinway's history, with an artist's name to name a brand, this is the first time. John A. Patton told reporters that the idea is not for Shitanweiti out first, but by Lang Lang's father, proposed by the Steinway think this is quite creative, so they accepted this idea, Lang Lang is also participated in the design of the piano.
"Lang Lang high profile in China, he is the idol of many Chinese young people, to his name can help Steinway piano brand brand-name recognition in the Chinese market." John A. Patton said. "Lang Lang" piano made in China, by German technicians monitor the quality of the whole, to ensure that every Steinway piano in line with the standards, by Steinway's sales network sales.
Although Lang Lang Steinway piano is a popular brand, but Steinway is still very deliberately emphasized the brand's "giants" background. John A. Patton told reporters that followed the Lang Lang Steinway piano many patented technologies and quality requirements, Steinway's strategy is to ensure that Lang Lang piano piano in the same grade make the best of the brand.
Lang Lang Piano Steinway piano not only adopted many of the patented technology and quality requirements, and shared Steinway's sales channels and after-sale service system. Pianist Lang Lang is now mainly sold in China, but does not rule out the possible future sales in foreign countries, and this is a Steinway & Sons to expand local markets in a new attempt.
Also hopes to train a large number of Steinway & Sons piano users Lang Lang is able to buy them a few years after Steinway & Sons piano. John A. Patton told reporters, Steinway commitment to customers now buy Lang Lang piano, in a few years to upgrade if you want to buy Steinway piano, you can buy with the bright piano before, get a discount.
Require dealers to specific
Artists to promote the brand through the improvement is built Steinway piano's dominance of the industry an important way. 1400 Steinway artists worldwide. These are sponsored by only playing Steinway artists, blown away by their Steinway laid the Steinway piano in the piano industry's top position, while the Steinway little advertising.
In addition to superior technology and quality, the John A. Patton believes that good policy is also selling the policy and after-sales service to maintain Steinway piano in the piano industry, the status of the important reasons. Steinway & Sons in one place only to find a dealer, from the exclusive Steinway piano dealers in the area of sales, but dealers can sell Steinway. This distribution policy will ensure that the Steinway & Sons and dealers to maintain a close relationship, to provide consumers the best sales service.
80 to the 20th century, Steinway & Sons has encountered a new problem, that is, sales of Steinway & Sons Steinway & Sons dealers not only survive, they would like to also supply other brand of piano. This is the Steinway & Sons would like to see the phenomenon, they want to sell Steinway & Sons Steinway piano dealers only.
Finally, the Steinway found a balance between the interests of both programs, development of demand for different levels of piano, including piano and later the Boston Essex pianos. The brand of quality steel piano is lower, but still with the grades of piano in maintaining the best quality, the three brands has formed a brand pyramid.
John A. Patton said that the brand pyramid, the Steinway & Sons as a flagship product, the main role is to establish a brand image, while the other two brands were used to obtain market share. In China, gaining market share in this responsibility falls on the "Lang Lang" brand who has, share the brand and after-sales service system Steinway & Sons. I am China Product writer, reports some information about tappets , muffler universal.
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