Dyson's success philosophy is understood by many brands, but it is impossible to learn, and to achieve a brand like Dyson means that it will have to pay a high price.
If asked why you bought Dyson, many people will say that it is high and expensive, which is obviously not a convincing reason, but it perfectly explains the user's loyalty to his brand.
01 Dyson's philosophy of success - subversion
The same product, why can Dyson sell for ten times more than similar products? Dyson's answer is - subversion.
James Dyson once shared the secret of his success in an interview, that is, to find the pain points that others ignored and spend energy to solve them, which is the subversion that Dyson has carried out on the product side.
In 1978, 31-year-old James Dyson is the father of three children, when using the vacuum cleaner, he found that the vacuum cleaner was blocked halfway through use, and also made the house dusty, complained to the merchant only to find that the brand side in order to sell the vacuum cleaner consumable dust bag to make a profit, the delay did not solve the problem that the bag vacuum cleaner dust net is easy to be blocked and the suction is weakened.
Therefore, Dyson decided to break the industry convention and develop his own production. If you want to solve the pain points of the use of vacuum cleaners in essence, you must solve the problem of motors and dust bags, which can only return to the aerodynamic level and remodel. In 1993, Dyson launched the "DCO1", a vacuum cleaner priced at up to £200 in the UK, which quickly swept the market.
At this time, if someone asks Dyson why it is so expensive, then you think: How much is a pain point that makes you want to stop?
02 Dyson: Bought by Chinese to become the richest man
Whether it is Tmall, JD.com, Suning or Pinduoduo's Double Eleven War Report, Dyson's name is among them. I have to say that Dyson is really hot in the country. Founder James Dyson became the richest man in the UK in 2019 with a net worth of $13.8 billion, and many netizens jokingly called "Dyson was bought by Chinese to become the richest man".
Dyson's biggest profit comes from China, Chinese consumers contribute more than 70% of their revenue, relying on high-priced vacuum cleaners and hair dryers every year, dyson companies earn tens of billions of dollars of property from China every year.
Of course, the annual income of tens of billions is not obtained by high premiums, and the heroes behind this are also motors.
A small motor makes Dyson billions a year, and when asked about the value of this motor, Dyson's answer is: £350 million.
It can be said that Dyson's success is based on motors, in 2004, Dyson launched the first generation of digital motor V1, and began to use in hand dryers; 5 years later, V2 motors accelerated the innovation in the field of vacuum cleaners. It turns out that good technology is popular all over the world.
In motors alone, Dyson holds more than 1,000 patents worldwide. Since 1999, Dyson has invested more than £350 million in the design, development and manufacture of digital motors, with a total production volume of more than 50 million digital motors. It can be said that in the past forty years, Dyson has honed his motor technology to the extreme. Almost every dyson product is inseparable from the support of self-developed motors.
03 Top-down marketing makes Dyson synonymous with light luxury
Why users pay for high-premium products is nothing more than the ultimate experience and light luxury attributes, the former belongs to the use of utility, the latter is derived from psychological effects. The ultimate experience needless to say, and the light and luxurious attributes have to serve Dyson marketing to do really well.
The first step is to find the user group, whether it is a vacuum cleaner, a hair dryer or a curling iron, Dyson found the user group when it was listed, and the development of "her economy" allowed Dyson to follow the trend.
Female group is the direction of Dyson marketing, young women's consumption characteristics present "pleasing" to "pleasing to themselves" of the transformation, before, most of the technology products are linked to men, but the emergence of Dyson to fill the gap of female technology products, high prices, the ultimate experience, so that it has become synonymous with elegance and nobility.
The second step is the sharing of word-of-mouth communication, remember that when dyson curling rod was listed, the technology account on the online media, Weibo, and public accounts released the news for the first time. Immediately after, some grass numbers forwarded comments, gradually detonating the topic, and the spread of marketing numbers made Dyson curling irons from straight male technology circles to female fashion circles. The use of more Internet celebrity bloggers, big V soft text promotion, so as to achieve the effect of accurate delivery, each blogger, big V fan group has its own inherent characteristics. According to different needs, corresponding marketing means can be made.
The third step is top-down marketing, in fact, behind Dyson's success, the middle class is a force that cannot be ignored. Dyson's success in every country presupposes that the country's middle class already has sufficient purchasing power. Another success of Dyson's branding is that through top-down word-of-mouth communication from the elite to the general public, Dyson's products have a light luxury attribute, and consumers are willing to pay for it.
04 Dyson's success without chicken soup Dream of building a car has also been sparsely broken
Dyson's development is not only chicken soup, at the same time as china's double eleven report card, the dream of making a car has also been diluted.
Dyson had ambitious commitments in 2017 to launch electric vehicles in 2021, however, in October 2019, Dyson officially announced that the car project was officially cancelled due to "no commercial feasibility", "no buyer" and "market non-recognition", etc., survived the site selection storm, survived the research and development difficulties, and invested 500 million pounds... Still didn't change the ending of the halfway exit.
A good car dream, why does this result occur? Because it costs £150,000 (about 1.29 million yuan), the high price restricts its sales channels and has to make Dyson cars "stillborn".
In fact, Dyson has also seen similar things in the process of development, once launched a drum washing machine, but this washing machine was released five years after the sale of the production cost is too high and went down the market. Dyson's car project has a similar fate to this washing machine, but the auto product has not been officially mass-produced and sold, and it has been stopped.
Of course, Dyson has not given up on the efforts in the car, more than 500 R & D members of the Dyson automotive project will continue to develop the work, in this regard, Dyson will once again invest 2.5 billion pounds (about 21.5 billion yuan) in the research and development of solid-state batteries. Although it was a compromise, Dyson did not give up the dream of building a car, but just changed his way to gain a foothold in the automotive field.
05 Let invention meet the future
"Let invent, foresee the future", this is the theme of the Chinese edition of James Dyson's new book "Invention: James Dyson's Creative Journey", which also explains Dyson's development very well. In Dyson's philosophy, contrary to immediate, effortless success, he found the first principle of product and industry and was willing to work hard to stick to it for years to come.
In our eyes, the high pressure and expensive are the incremental performance of Dyson in the stock market, through mining the user pain points of the stock market, to innovate the design and technology to improve the user experience. Simply put, dyson has done the ultimate in ignoring places.