Community Marketing Leads New Hardware Industry Marketing

There are many online marketing methods. What kind of network marketing do hardware companies choose? Mould network CEO Luo Baihui said that the types of Internet marketing that are popular internationally include: search engine marketing, brand online advertising, external links, online advertising alliances, and e-mail marketing. E-magazine marketing, these kinds of marketing methods will affect the impact of different companies. Whether it is traditional marketing or new operations, some basic theories, tools or methods are often universal, such as topic marketing, event marketing, word-of-mouth marketing, one-to-one marketing, database marketing, etc., and played in the new marketing system and case. The key role is even played as a core point.

2010 Focuses on New Marketing Events in New Weather Hardware Industry

In the context of the financial crisis, the building materials hardware industry in 2009 for the first time in a decade of rapid development ushered in a deep level adjustment, opportunities and challenges, success and pain coexist. Some brands are still developing at a high speed, showing a majestic momentum. Some brands have shown a decline and the outlook is worrying. In 2010, just as the beginning of the year, the building materials hardware industry has witnessed a series of remarkable events. These events include the launch of heavy-weight products, the upgrading of customer services, and the launch of major marketing activities. Through these events, it can be seen that Companies in the same industry in the layout of the layout of the extraordinary.

1, sword refers to e-commerce

At 1:30 pm on January 10th, 2010, TATA launched a massive presidential signing event across the country. In just one hour, a total of 8,000 sales were signed and sales reached nearly 100 million yuan. However, such a prosperous presidential signing event was announced as the last time it was sealed. Saying goodbye to the president’s signing and sales, TATA is busy planning to launch online stores across the country. It is reported that at 1:30 pm on March 21, 2010, 170 TATA nationwide online stores will be on-line and trial operations will start. In order to celebrate this milestone in the history of home development in the country, the company’s headquarters has launched the National Grand Tournament event to book a “big fight” event.

TATA has always been the forerunner in the network marketing of building materials hardware industry. Through repeated experiments and the construction of network infrastructure in the early stage, combined with the characteristics of hardware companies and TATA's strategic planning, TATA has developed a new e-commerce model that is different from traditional website marriage and online shopping. It has opened up new channels for corporate marketing and achieved an organic fit of online qualification booking and store sales.

2. "One Million Forest" Plan

The well-known environmental protection paint brand 3A green paint cooperates with the International Climate Organization and the China Greening Society and becomes the “loving partner” of the “Million Forest” project in the paint industry. This is the first domestic paint brand to carry out this type of innovation after the “Kai Rui Tan” and “Shenzhen Development Bank” became loving partners. It is also the only famous brand in the entire building materials industry to join hands with “Million Forest” activities.

The "Million Forest" project was jointly initiated by the climate organization, the China Greening Society and the United Nations Environment Program (UNEP). It aims to promote low-carbon life to the public and supports the western region through a donation activity of 5 seabuckthorn trees for 5 dollars. People in poor climate areas improve the local ecological environment and increase income. Through this activity, poor families will receive seabuckthorn saplings free of charge, and their income will be owned by the farmers. The World Climate Organization was initiated by the original British Prime Minister Tony Blair. The well-known movie star Li Bingbing served as the promotion ambassador for the Asia Pacific region. 3A Paint is the first paint brand that has reached a love partner with the China Green Society and Climate Group. The three parties will also hold a grand cooperation launch ceremony in January 2010 to call for more people to pay attention to low-carbon and environmental protection. , especially the environmental protection and low-carbon awareness in the home environment.

3, three-dimensional marketing model

Recently, Ausman's 2010 strategic annual meeting was held in Kaiping and proposed the plan of “cultivating and cultivating teamwork to build a new model of three-dimensional marketing”. It aims to create a bathroom brand with leading edge and climb the peak of the sanitary ware industry. Ausman Sanitary Ware is implementing strategic plans such as marketing channel integration, specialization, and brand dominance.

In the marketing work in 2010, Ausman will focus on brand building and retail channels. On the one hand, it will introduce professional brand consultants to carry out brand planning and brand promotion, to enhance brand awareness and create star products; on the other hand, Siman will work closely with national distributors such as Red Star Chiron and Home Furnishings to develop diversified and grouped channels including engineering, home improvement, community, community, etc. to help distributors open up sales channels and achieve The Siman brand and products can be extended to all corners of the country.

4, low-carbon offensive in full swing

Low-carbon, energy-saving, emission reduction, environmental protection, and health have all become popular keywords in 2010. Many hardware companies have successively launched low-carbon actions to promote low-carbon environmental protection, such as some ceramic tiles that can absorb carbon dioxide in the air. The floor, on this occasion, was tagged with "Responding to the spirit of Copenhagen" and "Low-carbon environmental protection" in order to gain more attention.

The so-called "low-carbon" household products are also faced with such an embarrassment. Standards have not been determined, and products and manufacturers are the first to go. Many manufacturers or distributors have not even made the concept of “low-carbon” clear. How can consumers be convinced? In a commercial society, there is nothing wrong with marketing tips, but there is no need for quick success on this topic. The environmental protection and low carbonization of household products is a long process, and we have time to do a bit more clearly. "Low-carbon" is now very hot and very fashionable, but doing low-carbon home products should not just go through the motions and shout slogans. Whether it is the promotion of a product or a propaganda culture, truly improving and realizing brand value is far from being a two-time event, but it is a belief and persistence in the industry's low carbonization.

5. Product placement

The recognition of hardware companies for advertising is relatively low, but the overall development of the hardware industry is relatively good. Some hardware companies began to learn new marketing methods and spread the brand. Hardware companies are optimistic about the online business, with the spread of online advertising has become a trend. Because online trading time is short, the cost is low and the effect is fast. But there are also drawbacks, and there are more uncontrollable things. In general, SMEs prefer to trade online. However, for large companies, because implanted advertising is a more covert method of information dissemination, through embedded advertising, consumers' memory and awareness of the brand's products can be consolidated.

After the reforms and opening up, China has opened its arms to the world. Although there is still debate over whether foreigners account for China’s cheapness, there is no disagreement that foreign-invested companies do teach many international management and operating knowledge of Chinese hardware companies. The company is in line with foreign teachers and international standards. Nowadays, some Chinese hardware companies have embarked on the journey of going out.

Community Marketing Leads New Hardware Industry Marketing

Network community is a kind of virtual society unique to the Internet. The community mainly aims to communicate with each other through gathering visitors with common interests into a virtual space. According to statistics, 43.2% of Chinese netizens often use BBS and discussion groups, and their popularity exceeds instant messaging, second only to Email. Die Network CEO Luo Baihui analysis that when the network marketing has become the most popular one of the most popular marketing methods, hardware companies seeking development, in order to reduce costs, online community should be the preferred marketing method, it can save time, cost less, direct customer accuracy.

According to the survey of Die Baihui, CEO of Die and Mould.com, the effective browsing time for Internet users staying on the three major portal websites only accounts for 19% of their total online time. The rest of the time is spent on community-type websites such as professional forums (BBS). Blog community services, discussion groups, chat rooms and dating communities. At the same time, with the huge and continuous growth of Internet users, and the gradual maturity of Internet usage and consumption habits, the online community has gradually demonstrated a powerful marketing function. Through the online community platform, hardware companies can search for consumers and disseminate objects in a wider range of areas, and bring together dispersed target customers and audiences. Each consumer individual can become a salesperson of branded products. The transfer of experience and the use of feelings can all affect another group of consumers, using new Internet access and tools to create word-of-mouth communication effects, and achieve timely information transmission in the increasingly obvious consumption patterns (demand-search-action-sharing). Give back, promote some kind of communication and sales behavior.

According to Luo Baihui's long-term observation and analysis, although there are currently community-based converged websites such as Qihoo and Daqi that have launched community marketing services, they have not yet reached a scale, and they have not achieved such scale as brand online advertising and search engine marketing. For users, this platform has certain limitations. On the one hand, there is a serious imbalance in the overall composition of Internet users. Most of the traditional industry practitioners have not yet developed the Internet usage and trading habits, let alone to the community (BBS). The number of groups is estimated to be even smaller; at the same time, this marketing system needs to be improved, more cases need to be made, and more extensive marketing campaigns must be conducted in order to promote applications. However, in the last year or two, community marketing as an independent marketing tool, its limitations are obvious. Perhaps businesses such as autos, real estate, and FMCG may adopt some strategies in the community. Then, when some large corporations implement social security, the community will become a big target of their choice.