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So, although have high quality, also want to be good at be behaved adequately through all sorts of means, this is fourth · of horse of brand sale Great Master dragon of Lin Si spy is in " organic brand " the account that the enterprise offers to want be apt to to shape brand force with the sense organ in one book. Denmark Bang&Olufsen of business of top class sound, be one is good at using all sorts of sense organs such as vision, touch to experience aggrandizement consumer so the organic brand to high quality acknowledge.

Right Danish for, b&O is pronoun of high quality audio not merely, it or " Denmark is designed " example, it is a name that lets Danish royal family feel honorable. This designs domain bear the palm in industry countless companies, created in Denmark a lot of the first: It chooses high-grade timber the first times to make radio;1950 year roll out the century on; of the first television 669 time roll out;1978 of roller shift television the first times year, new York is contemporary and artistic museum is permanent 3 products plan that collected it... a company with invention commutator build up, final by fourth · of horse of sale Great Master the classic case that dragon of Lin Si spy chooses organic brand, from the whole world in dragon of Lin Si spy the place in highest brand picks 200 value " the sense organ is outstanding " in the brand, it lists the 8th, the apple is next to in electronic product.

Danish gene

This is one has company of dense district colorific, be located in Denmark the Sturr small town that population measures 15 thousand person, among them 1500 people work for it. It is for a time by two author pilot household company, already moved up to now 80 old. After appearing on the market 1972, on small town each year full dweller of 18 years old, a share that can get it is given. It is root of so deep implant in soil of Yu Dan wheat, so that its products plan history small like shrink edition Denmark commerce history, the standard of environment of will Danish household, Denmark furniture that includes Haosishi to use creed, be the rage is designed, distinguish the competitive strategy all at enterprise of Japanese electric equipment to cover even among them.

Father Peter Bang is born in a wealthy mercantile family, teenage period shows the interest of pair of radio technologies. After graduating as the engineer 1924, he went to factory of radio of an United States working 6 months time. Over, he mastered the latest technology of radio of research and development adroitly. After returning Denmark, hold good friend Svend Olufsen concurrently one case with the classmate experiment. The parents of Svend Olufsen is southeast Denmark Siteluer has the ministry to be in Quistrup near small town manorial. 1925, b&O company is formal on manorial attic practice.

The first product that they roll out is a radio, slippery iron Lu encountered namely after face city. Fail this just about, let them realize the value of the design. Fictionist Johannes Buchholtz described 1937 the competitive condition of radio market: "Although radio technology height develops, but it still is in infantile period. The style this year, next year with respect to outdated. All and clever head is thinking desperately, how to make this one product promotes. The engineer of the whole world sits before the table, repeatedly play new model. This is the competition that they say, brutal competition. Engineers always are cinch pencil and rubber, never satisfy, it is better, better, better to should be gone after. It is better, better, better to should be gone after..

The 2nd year, they develop the product that gives the first to have commercial value: Rectifier. It can make the radio relies on batteries power supply no longer, convert alternating current source. This product make a great coup, so that Olufsen should employ familial and manorial able-bodied person,will help press iron piece. The ready money that rectifier brings flows, let two people can continue not only the electric equipment radio with most popular at that time research and development, also let them have formal factory building. B&O China business extends manager Lin Junzhong to pointing to a piece of old photograph to say, "This is the first factory. Why be this style? Their parents thinks, the business of two youths is short-term action, build the plant into the style of the school. If the company breaks down really, can transform the school to sell go out. Can transform the school to sell go out..

In 20 centuries 30 time, their career advance rapidly. Peter Bang is dedicated at the technology, svend Olufsen is in charge of commercial promotion. In Dishini film of first mickey mouse is broadcasted later, b&O is the loudspeaker that the cinema makes, become in Denmark widely known. Two author take the value drive of the design seriously increasingly. The Beolit39 radio that rolled out 1939, the concept of the Y that fasten a gram car and skyscraper was drawn lessons from on the design, the mark is worn " design and function pay equal attention to " product philosophy is preliminary form.

"Familial author needs to form original design concept with the tentative idea by his life, to 20 centuries 30 time, the company had professional stylist, the concept that they offer has competition ability more, help firm owned market share. " Tuer Manduoni says B&O president and presiding apparitor. The design style of this phase B&O, more it is to satisfy the taste of this locality market. He says: "Be in Denmark, the home and building are very main. People is used to decorating a building, buy cost of the place on things of furniture, home appliance to immeasurable. Because Danish companionate metropolis arrives home even commerce please li of be a guest, have a comfortable fine the home is very principal, should use as especially recreational television, acoustics. Should use as especially recreational television, acoustics..

From the design of market of this locality of lay particular stress on, to apply to the global market, design that has general lifetime value, one still is experienced to change among. 20 centuries industry of electric equipment of 60 time Japan rises, be in cheap and practical besides, design with bright Japan alone pace all corners of the country, market share exceeds 70% . Right now, after B&O had entered Sweden and British; World War II, entered the United States, Australia early or late with the means that cooperates with agency. Exterior competitor, force it to make a change. To contend for market share, it introduces the free stylist such as Yagebu Yangsen, will define through indefatigable effort " Denmark designs a style " , part with area of Japanese product entirely different thereby.

Two author begin to master principle of a product: "Honest music returns. " they hold this kind of notion: Enter auditive music to experience through loudhailer, the influence that should be not restricted by the technology, want to reproduce musical natural state with high fidelity technology. This one idea, let " psychological acoustics " the main factor in making design and test process. Explain to the client " high fidelity technology " noun of this kind of science and technology, make a person drowsy not only, do not please easily also painfully. Serve as bridge in order to design, b&O was found knowledgeably settle way -- communicate item characteristics with visual figure, make devoted to the image that it communicates, it is the product of advanced science and technology that people place accepts easily.

Design a kernel

· forest Si Telong is in equestrian man " organic brand " whole world of the analysis in one book the general character with top class successful brand: They used the sale method of organic brand mostly, innovation goes brand-new " 5 dimension " organic world, from vision, hearing, taste, touch and feeling, let a client maintain faithfulness to spend to the brand. Look in him, what distinctive outward appearance or other sense organ experience pair of products is immanent high quality, can have strong suggestion effect, so the sense organ of user of can conscious aggrandizement learns clever business, this namely why the place that can such aggrandizement designs B&O, be called by people accordingly even " visual company " , its brand description states so: "The design is the core technology that we make everything. We relate the story of originality, product and brand through the design. We relate the story of originality, product and brand through the design..

Then, in this acoustics industry " the vision is fastened " company, go up to replace lumber with aluminous material character in product ability, let people realise it can intuitionisticly " aluminous finishing technology " the base of; conic loudhailer and its massiness, with reduce floor and ceiling echo, those who realize 360 degrees of even diffuse " acoustics lens technology " contacted, had not heard voice, what consumer can feel sound equipment from the exterior is distinctive.

Go up in tactile design B&O is same very elaborate, the remote controller of B&O is done heavily of purpose and bear fruit, have feel very much, this kind build of purpose " grave feeling " outspread also arrived in all product line of B&O, arrive from the phone mike, over the earphone product with general even lightsome pursuit. To consumer " psychological acoustics " research lets B&O know very well, the sense organ such as vision and touch also can affect aural experience like the experience.

In B&O, a product begins from selection of subject, by design, research and development, select material, make, the working procedure such as image sound test, wear test, the time that around needs, short criterion a year, long criterion 34 years. Advance an idea by stylist normally, trend of feasibility of measurable to easy of color appearance, user, science and technology, trend chooses one by one, till the model is affirmatory. The creation freedom to respect stylist and artistic measure, administrative layer does not have modification right to designing model case, can choose to accept only or deny, only stylist just has the right to be made to the model revise. This kind of enlightened collaboration means attracted a lot of artists, stylist. But B&O never easily stylist of freedom of invite applications for a job.

Although with unique design the style is celebrated, b&O does not have special stylist group however. It has the free stylist of a lot of long-term cooperation, than as above century 80 time create the Yagebu Yangsen that gives a lot of classical designs, on century the following presiding stylist defends 80 time greatly · Louis. But they are not hired by company interior, the company sets technical position, to free stylist people undertake " design administration " . The limitation that stylist need not be set by company interior, can draw the newest inspiration, eye shot and design concept from the outside. "This work is very delicate, must be in give the balance is searched between direction and freedom. " Tuer Manduoni says.

Company headquarters has one place to be called " originality is feudal " space, it is division of all stylist, originality, engineer and administrative layer every week the place of 5 regular meeting. Tuer Manduoni says: "A good stylist, want to have good design capacity, with the ability that the person gets along, more important is the advanced technique that understands B&O, understand the requirement of the user truly. " his complement says: "The stylist that has talent is very much, but should find have originality, loyalty, each other can arise ' chemical reaction ' special difficulty. " to B&O, the design is a kind of language. Change character, designing itself is not a purpose, it is a method only. Have a design only, can not bring up the international fame of a brand. Without radical point of view or concept, in that way design is peripheral, brief.

How to let a product be in the first times stay to the person " top class " impression, easy to do distinction at other trademark?

If riverside thinks,B&O Asia-Pacific area carries out trustee wheat, this is attributed to a design not only, also result from the high grade select material, craft that make and the attention that experience to the user. After the design is affirmatory, engineers can choose to suit to behave the material that designs a concept most. Aluminous material is used in the product, already became the one big distinguishing feature of B&O.

1980, it still built an important loudhailer acoustic quality to check a center -- the electric sound measurement with the at present largest scale on the world place " room of Cube cubic metre " . In enter " torment room " before doing temperature, sootiness, consistence and safe test, the product returns meeting reference to be comprised by average consumer " group of seeing and hearing " the evaluation that give out.

So, this wheat is like the enterprise that riverside worked a few years, it is a company that designs dominant after all, be still the enterprise of dominant of a technology?

Mai Repu expresses: "Consumer pays attention to the exterior of product beauty very much, but the technology of the kernel nots allow to ignore however. Be just like farad benefit racing bicycle, outside dazzle cruel, but engine also is the most marvellous. We spent many painstaking effort on products plan, but the manpower material resources that is thrown to technical innovation is more. Come in our inn, what consumer sees is outside design, this is accepted very easily, this is crucial the first step. Later, we should spend more time to explain to them our technology is a tip likewise. " he is summed up finally, "I am willing to call its the company of technical dominant more. "I am willing to call its the company of technical dominant more..

Be in a few weeks before, tuer Manduoni went to a company the biggest originality workshop, the controller over there told about the design process of new remote controller to him. These design personnel to just came back from Italy, visited 5 local other peoples, filmed a lot of photographs are mixed video. These data, recorded Italian family to see the use of the condition of TV and remote controller.

For instance, when the family watchs TV, who is dominating group action, who accuses a remote controller in the palm, what use a habit to wait. This remote controller has 4 button only, although do not go seeing it, also know the function that controls up and down. The biggest breakthrough, it is to be able to control the electrical appliance such as plane of acoustics, TV, sport, air conditioning, curtain, put the user from the solution in one pile remote controller. It communicated another product principle well and truly -- " production requisite, and absolutely not complex. And absolutely not complex..

Embrace light user

Use particular visual language, b&O becomes the first to disentomb " by what design dominant, domestic entertainment equipment " high-end market. 1968, b&O offers such an advertisement terms: "Be savoured for those considerations and quality first the person at the price " . Have the product sale as a kind of lifestyle, point a flock of numbers not much, but more the target of internationalization consumes a group. They had gotten good education, have comfortable house and car, already grade has the life attitude of ego drive again, before wide screen TV makes fashionable trend, they are willing to be the frequency that acquires high quality and video equipment to give more money, this kind of fixed position also did not change up to now.

In B&O market of exclusive and top class acoustics is as long as 40 old later, go up century 80 time, nakamichi of company of the road in acoustics of Bose of Spanish Luo Wei, United States, Japan announces to march in succession market of high-end image sound.

When those, the B&O obverse side that two old familial strike with the palm of the hands control to fall is faced history on the most serious live the crisis. Company management layer pays attention to lordliness to savour only, those who ignore consumptive group is proud, make product and market serious be out of line. Especially, the product is deposited in storehouse, cause content to shed efficiency low, a lot of clients are borne hard await for long, turn and buy other brand. This span is close crisis of 10 years, of its degree deep, make for a time the outside thinks company of this old brand will be designed from international industry disappear on arena.

In July 1991, company old some manages a layer by new, place of group of rich go-getting management is replaced. After Knudsen holds the position of CEO, take strong reform move in time " blow up bit of plan " . They spread out radical company to recombine, dug afresh " the system is compositive " product advantage. "From product, client experience, sale arrives competition, each pace wants set standard. In each link that sale, sale, content sorts, we need to know where the standard is, where is difference, go making up for difference next. " Mai Repu says, this is what acquire from inside failure is important one class.

They no longer in order to open the way of more shop, get the growth that sells outstanding achievement, spread out intensive cultivation however. 1994, from Australia cent sells channel to begin, traditional much brand exhibition hall is place of single brand inn to replace gradually, storefront makes the one part of brand image. Be opposite especially of salesperson of a gleam of " investment " , mix besides the filtration before entering office groom, the move that has had even is installed savour and sell a style. Agency subscribes to technically for salesperson of a gleam of the commercial magazine with this the most authoritative country, requirement topic of their perusal commerce, can chat with client freely. The salesperson should identify the consumptive demand that gives individuation not only, be good at illuminate even, " demand " turn a course into clipping, the proposal of wisdom.

A lot of clients are attracted by the design style place with concise exhibition hall, their entwine salesperson, the skill; that wants to know to conceal complex electrical wiring or they are displayed to be used by shop a certain gadgety attracted, in wanting to copy copy word for word to reach his home. These methods, collected client data to offer a condition better for salesperson of a gleam of. Final, it is located in 4 kinds of targets to consume surely group: The adolescent that growing, young couple that establishs a family, wealthy family and ash send a group. The company is in charge of the personnel that the market popularizes thinking, such classification are not to change client label, just understand the requirement of different client better to invite agency.

Along this train of thought, b&O gets used to the age requirement of rapid change, from loudhailer of original business of 3 big core, television, player, patulous carry acoustics and digital product to the car, enclothed a person thoroughly to arrive from the family on the road, live to acoustic image sound from the vision. 2005, b&O is on Ao Di A8, made the first harness an animal to cart record sound. Mai Repu says: "Che Zaiyin rings is a kind of response to the market. We are original and dedicated equipment of Yugaopin's simple domestic movie sound, car itself is a good place that hears music, consumer likes outdoors to enjoy music, we put acoustics to the car. " at present, 15% what the car carries acoustics to hold company portfolio, television, loudhailer, player and other frequency equipment are held 85% what remain.

Although the car carries acoustics place to hold proportion not quite, but in Chinese market it is having unique sale value however. Having the Mai Repu that has an insight into deeply to say to market of big China region: "Be in China, I hope I am Luyiweideng, Lanbojini more or the sale manager of labor person. " he discovers, "Be in China, the crowd that buys car of a person of extraordinary powers may like our product, people likes the sound with bulk, dimensions, great power, resemble Russia a bit. " because such, b&O sells channel in Chinese cent, specific aim ground made sale policy -- hotel of class of more ground and luxury brand, star cooperates, obtain the acknowledge of consumer with this.

This year May, the new fund earphone that just appears on the market in China, sound box base that designs for the apple only, the mark is worn B&O came true from the core user transition to light user. The Beosound8 of sound box base that designs for the apple only, be " introductory form product " . It attracted an apple successfully vermicelli made from bean starch, adolescent and white-collar. Since overseas appeared on the market in November 2010, already work off more than 25 thousand, make this brand " history on best-selling acoustics product " . It overturns sexual design, gasp in admiration in what win artwork besides, also proved old brand gets used to the ability of new era.

Today, b&O has 500 thousand users in the whole world. Look in Tuer Manduoni, does this giant group have a few to nod: jointly? Quilt Scandium of  of accept of chasm of  of call on of  of horsefly Li leap up surnames Ji Wanhuan artful? of  of crucian carp plaque they are interested in; to culture mostly they have more TV channel normally, but watch fewer program only however. What B&O headquarters is thinking is how these information structuralization -- it is better to become a kind, the tool that knows existing client group. Headquarters encourages what agency participates in consumer to buy a database, look in them, once be opposite,the understanding of consumer arrives certain level, each agency will be benefited from which. Anyhow, again high quality product also needs to let consumer can be experienced truly and experience.