On October 10, 2020, Jinghao Medical’s brand strategy upgrade and new product launch conference was successfully held in Laidun Manor, Huizhou. At this conference, Jinghao Medical released a new brand strategic positioning, brand slogan, brand video and product strategic layout . Wang Min, the founder and chairman of Jinghao Medical, accepted an interview with reporters.
Reporter: Hello Mr. Wang, would you please introduce the development history of Jinghao Medical?
Wang: Jinghao Medical was established in 2011 and it has been nearly 10 years now. We have been focusing on the development, production and sales of hearing aids. In 2016, the company was recognized as a high-tech enterprise in Guangdong Province. In 2017, the company was recognized as a “Gazelle Enterprise” in Zhongkai High-tech Zone. In 2018, the company was listed on the NEEQ, becoming the first hearing aid company in China to be listed on the NEEQ. With years of OEM experience for major foreign companies, Jinghao Medical has accumulated enough technical force and mastered the core technology of producing hearing aids. From the end of 2018, the company plans to open up the Chinese market, assume the social responsibility of Chinese companies, and change Chinese hearing aids. According to the current situation of the market, a national brand of hearing aids that are truly affordable and well-used by Chinese people are made. This year is the first year of the Jinghao brand. We have invested a lot of energy, manpower, and funds to develop new products and expand new strategic layouts.
Reporter: What was the original intention of Jinghao Medical’s brand strategy upgrade?
Wang: The Chinese hearing aid market is currently in the initial stage of branding. The number of people with varying degrees of hearing loss in my country is between 70 million and 100 million, but the wearing rate is less than 5%. In addition to the issue of wearing awareness, the core issue is that it is difficult for Chinese people to buy satisfactory hearing aids. In recent years, Overseas brands, which accounted for 90% of the market share, have launched products for foreign hearing-impaired people due to their global development strategy. The core value of hearing aids is to promote “communication”, and there are huge differences in Chinese and English pronunciation, Chinese and foreign communication scenarios, and physiological structure. This makes it difficult for the expensive products to be completely suitable for Chinese people.
China’s creation is on the rise, and brand power is the mission of every enterprise. As a leading company in Chinease hearing aids, Jinghao Medical has been actively promoting the transformation and upgrading of the industry. In today’s critical period of independent innovation and development, Jinghao Medical hopes to use practical actions to explore more effective paths for the development of national brands and help China’s medical technology industry Take off.
Reporter: Next, where is the brand strategy direction of Jinghao Medical’s key layout?
Wang: At present, Jinghao Medical has two business lines, one is the production technology business mainly for overseas markets, and the other is the independent brand business mainly for the domestic market. The production technology business has continued the development direction of Jinghao in the past 10 years, producing hearing aids for international brands, and most of the products are sold abroad. Years of technical accumulation and proper management have helped Jinghao achieve good results in overseas markets. The hearing aids produced are of high quality and powerful.
Relying on years of technical accumulation and understanding of the needs of Chinese people, Jinghao Medical has launched its own brand new positioning “hearing aids more suitable for Chinese communication”, and has applied the world-wide mature technology for many years to the field of creating value for Chinese people. , To completely break the situation that it is difficult for the Chinese to buy satisfactory hearing aids. Next, we will launch the “Jinghao CLSE Product R&D Model” building plan, based on the three levels of Chinese language (C-language), Chinese scene (C-Scene), and Chinese ear canal (C-Ear) to establish accurate recognition The “C80 Chinese Capture and Analysis System” of 80 Chinese dialects has developed a “soundscape self-adjusting technology” that restores the scene of Chinese contextual communication, and created a “zero pressure and uniform ear-melting design” that makes Chinese people wear more comfortable and soft. Really create a hearing aid that is more suitable for Chinese communication.
Based on the CLSE model, we have developed three series of products, Jinghao·Gong, Jinghao·Shang, and Jinghao·Yu, named after the ancient Chinese pentatonic pronunciation “Gong Shang Jiao Zheng Yu”. Chinese culture has a long history. There were pentatonic scales in the Spring and Autumn Period more than 2,600 years ago. In ancient times, music was not purely for entertainment, and another important function was to use music to relax the mind and body and to nourish the body and mind. Jinghao hearing aids also hope to use the product name to convey traditional Chinese culture and to convey blessings to the hearing impaired. Wearing Jinghao hearing aids is like listening to a piece of beautiful music, cultivates the heart, keeps the body healthy, and has clear eyes.
Reporter: Will the Jinghao medical strategy upgrade this time bring you a different brand image?
Wang: In addition to the brand positioning upgrade, we also introduced a brand new slogan at this conference. The category of hearing aids is very special. Most of its users are elderly people, but its buyers are often their children and family members. Not only to solve the hearing problem at the technical level, but also to create value for them from the emotional level, through Jinghao hearing aids to promote family communication and deepen mutual feelings.
After in-depth understanding of the physical and psychological needs of Chinese hearing loss groups, we put forward the brand slogan of “accompanied by voice”. It not only represents the regaining of the hearing experience of hearing-impaired people, but also conveys a warm call for happiness to every Chinese family, and it is a public welfare caring advocated to the whole society. Using technological innovation to serve users and to infect society with positive emotions is an aspect that every hearing aid company should focus on. I believe that under the leadership of Jinghao Medical, more national brands can embark on the road of providing all-round services to the Chinese and jointly promote the development of the industry.
Reporter: What is the position of Jinghao Medical’s scientific research and technical strength in the industry?
Wang: Jinghao Medical has nearly 10 years of experience in technical production for overseas brands, and has mastered advanced production technology. Its products are sold to more than 80 countries and regions around the world, and it maintains close partners with many top giants in the industry Relationship is also China’s first hearing aid company listed on the New Third Board. I can say frankly that Jinghao has become the top national brand in this field.
In 2017, we introduced automated equipment to assist our production and increase our production capacity. At the same time, we also introduced a lot of talents. Many of the production departments are invited from Sony, TCL and other large companies. We know how to efficiently operate production. Talents.
We have more than 100 patents, and we are also actively seeking cooperation with top domestic and foreign research institutes, scientific research institutions, artificial intelligence teams, etc., to jointly overcome digital signal processing, develop hearing aids that are truly suitable for Chinese communication, and fill the gap in the Chinese market.
In order to meet the increasing development needs of enterprises, our first phase of the industrial park, which covers an area of about 16,000 square meters, is about to be put into use, and has the production capacity to meet the market’s demand for hearing aids.
Reporter: Has the epidemic in the first half of the year affected Jinghao Medical? Will it affect the new strategy?
Wang: This sudden epidemic has spread to the world, and the impact on export-oriented manufacturing will indeed be greater. However, thanks to Jinghao’s forward-looking product positioning and layout, although the epidemic has led to a decline in the purchasing power of overseas consumers, Our main overseas OTC hearing aids, on the contrary, are very popular with consumers because of their affordable prices and complete functions. Therefore, our performance is steadily improving.
When the epidemic just broke out, we received strong support from the Huizhou local government and industry associations to promote our resumption of work and production in an orderly manner, and maintain very good communication with overseas customers. Crisis is an “opportunity” in crisis.
With the upgrade of brand positioning, we will successively launch hearing aid products that are more suitable for Chinese communication, and develop strategic cooperation with multiple medical device channel providers across the country. At the same time, we will gradually deepen the penetration of e-commerce channels. I believe this will definitely be us. An important turning point in moving to the Chinese domestic market to create high-quality domestic brands.
In the future, we will invest more energy in the Chinese domestic market, continue to improve the technology of hearing aid research and development, innovate and develop, manufacture hearing aids more suitable for Chinese communication, and build a national brand belonging to China.
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