There are many excellent manufacturers of film and television equipment in China, and the products they produce are also excellent. However, it is still very difficult to open up the market. Is it because of poor marketing? Or are there other reasons?

The difficulties faced by excellent Chinese manufacturers of film and television equipment in opening up the market may be caused by the following reasons:

• Insufficient brand awareness and influence:

• In the international market, some European and American brands have a long history and have long occupied a dominant position. They have established a strong brand image and reputation in the hearts of consumers and professional users. In contrast, Chinese manufacturers started late in brand building, and their popularity and influence are limited. Users lack understanding and trust in their products and are more inclined to choose familiar international brands.
• In terms of brand promotion, Chinese manufacturers may be limited by funds, resources, or experience and lack sufficient investment in advertising, participating in international exhibitions, and holding promotional activities, making it difficult to effectively increase brand exposure and awareness.

• Technical standards and certification barriers:

• There are various international technical standards and certification requirements in the film and television equipment industry. Some high-end markets have strict regulations on product technical indicators and quality certifications. Chinese manufacturers may lag behind in technology research and development and standard docking, and their products may be difficult to meet all high-standard requirements, resulting in limited access to certain markets.
• In some international markets, there may be technical barriers or trade protection tendencies for local products. By setting up special technical standards or certification procedures, the difficulty for Chinese products to enter is increased.

• Limited market channels and sales networks:

• Establishing a wide and effective sales channel and network requires a lot of time, capital, and resource investment. Internationally renowned brands have established a mature and complete global sales system after years of operation and have established close cooperation with various distributors and retailers. When Chinese manufacturers enter new markets, it is difficult to quickly build their own sales channels and are at a disadvantage in product distribution and market coverage.
• For some specific professional market fields, such as large film and television production companies and radio and television stations, Chinese manufacturers may find it difficult to directly enter these key sales channels due to the lack of long-term cooperation relationships and market foundations.

• Problems with product positioning and differentiated competition:

• Some Chinese manufacturers are not accurate enough in product positioning and fail to fully explore the unique advantages and selling points of their products, resulting in a lack of distinctive features for their products in the market and difficulty in forming effective differentiation from competitors.
• In a highly competitive market, if the innovative features, performance advantages, or cost-effectiveness of products cannot be highlighted, it will be difficult to attract customer attention and choice, and it is easy to fall into the dilemma of homogeneous competition.

• Imperfect after-sales service system:

• Film and television equipment usually requires professional after-sales service support, including installation and debugging, maintenance, and technical consultation. When Chinese manufacturers expand into the international market, due to problems such as insufficient layout of after-sales service outlets, slow service response speed, and uneven technical personnel levels, they may not be able to provide customers with timely, efficient, and high-quality after-sales service, affecting customer satisfaction and product reputation.
• An imperfect after-sales service system will increase customers’ worries about using products and reduce customers’ willingness to purchase products. Especially for high-priced and complex film and television equipment, the importance of after-sales service is even more prominent.

Poor marketing is only one possible factor, but not the only reason. To successfully open up the market, Chinese manufacturers need to make comprehensive efforts in technology innovation, brand building, market channel expansion, product positioning, after-sales service, and other aspects to gradually enhance their market competitiveness and brand influence.