Hidden Champions: Heroes behind brand strategy
In this era of brands and fierce competition, some low-key but powerful companies are quietly rising to become "hidden champions" in their respective fields. They focus on market segments, value technological innovation and product quality, and maintain close contact with customers to meet user needs and occupy a leading position in a niche field around the world. These hidden champions are the heroes behind the brand strategy.
Focus on market segments and deepen the segmentation field
Hidden champions tend to focus on a specific market segment or niche rather than diversifying. By focusing on a single domain, they are able to concentrate their limited resources to delve deeper into the technology in that area and gain insight into changing user needs. This focused strategy has enabled hidden champions to establish a unique competitive advantage in their market segments and become leaders in their field.
Taking Siiico Precision as an example, this company focuses on the development of PET blowing molds to provide high-end packaging solutions for the beverage industry. Over the years, Siiico Precision has been committed to the innovation and process improvement of mold technology, so that the quality and performance of its products are far ahead of its peers. It is this strategy of focusing on a single field that allows Siiico Precision to occupy a leading position in the market segment of blowing molds and become a hidden champion.
Innovate and provide cost-effective products
Hidden Champion attaches great importance to technological innovation and product quality, aiming to provide customers with cost-effective products and services. They keep up with industry trends, constantly improve existing technologies, and develop more advanced and practical new products to meet the changing needs of users.
Anker Innovations is an award-winning hidden champion in consumer electronics. It pays close attention to users' new needs for smart hardware, and has launched a number of award-winning products through innovation. For example, the smart speaker it launched not only has outstanding sound quality, but also integrates an artificial intelligence assistant, which can control home devices by voice, bringing users a new smart life experience. It is this dedication to innovation that enables Anker Innovations to stand out in the consumer electronics space and become a hidden champion.
Close contact with customers Respond quickly to changes in demand
Hidden Champions maintain close contact with customers, always understand the changes in customer needs, and respond quickly. They collect customer feedback through a variety of channels, understand customer doubts and dissatisfaction with products, and improve product design and service processes in a timely manner. This close customer connection enables hidden champions to capture new market needs faster than their competitors and launch new products that meet them, giving them a leading edge in their market segments.
For example, Starlink Precision attaches great importance to interaction with customers. It organizes regular customer focus groups to listen to customer feedback on the product. As soon as a problem is identified, the technical team immediately sets out to improve it. It is this high attention to customer needs and rapid response that allows Starlink Precision to provide high-quality products that meet customer expectations and win the favor and trust of customers.
Participate in international competition and expand global market share
Hidden champions don't stop at their home markets, most of them are actively participating in international competition and expanding their market share on a global scale. By directly competing with international competitors, hidden champions are able to enhance their own strength and continuously improve product quality and service levels.
Anker Innovations is a hidden champion who has the courage to enter the international market. Its intelligent hardware products are not only sold well in China, but also exported to developed countries and regions such as Europe and the United States. By participating in the fierce competition in the global market, Anker Innovations has gradually improved the internationalization level of its products, so that its smart hardware has won a good reputation and market share in the world.
Product positioning is clear and communicates value rather than price
Hidden champions have a clear product positioning, and they convey to customers the value of the product, rather than the price factor. Although the products of hidden champions are usually more expensive, they can still win the favor of customers because of their excellent quality and excellent performance, reflecting a good price-performance ratio.
Taking Siiico Precision as an example, the price of its PET blowing molds is generally higher than that of its peers, but customers are still willing to buy. This is because Starlink Precision's molds have extremely high precision, long service life and high production efficiency, thus reducing the overall cost of use for customers. Customers value the long-term value of the mold more than the purchase price. It is this clear value-oriented positioning that has enabled Starlink Precision to win the trust of customers.
The key to the success of hidden champions in brand strategy is their focus on market segments, innovation to provide cost-effective products, close contact with customers, rapid response to changes in demand, active participation in international competition, global market share, and clear product value proposition. It is the organic combination of these strategies that allows hidden champions to meet the needs of users, occupy a leading position in their respective fields, and become the behind-the-scenes heroes of brand strategy.