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New Year's Day is approaching, looking back in 2010, in order to compete for a huge market share of 1.3 billion, each company has tried its best to make a total of one-time sales of the stage blossoms, and hardware companies are no exception. In the face of fierce market disputes, hardware companies have boldly made innovative practices again and again. In order to complete the brand upgrade and positioning transfer, it is really a beautiful marketing upgrade.
Experiential marketing - behavioral psychology and double interaction
I believe that people who have participated in the hardware exhibition will encounter such a situation: in front of a booth, several staff members are showing the shocking effect brought by the brand's tools. Many viewers can't wait to experience the experience. This is actually Experiential marketing.
Experiential marketing is a popular marketing method in the hardware market in recent years. By 2010, experiential marketing has gradually matured.
In order to differentiate the operation, some brand building materials merchants have opened the home experience hall and living hall of the bathroom brand culture, and arranged the storefronts and exhibition halls into simulated home halls, integrating products, including related accessories and accessories, to make consumers Feel the same when you visit, thus promoting consumer demand for purchases.
Indeed, as a novel marketing approach, experiential marketing gives consumers a more sensory experience. Through sensation, listening, use, participation and other means, fully stimulate and mobilize the sensory, emotional, thinking, action, and related sensibility and rational factors of consumers, attract consumers' attention, and tap the potential needs and expectations of consumers. Enable consumers to identify products and loyal to the brand through a pleasant experience and experience.
Group purchase - online and offline
Online, group buying websites become popular; offline, various group buying activities are prevalent... In 2010, group buying became one of the most popular keywords. In the key words affecting the Chinese hardware industry in 2010, “group purchase†also has a place.
First of all, at the 18th China International Hardware Fair held in Guangzhou from September 10th to 12th, the abrasives and abrasives enterprises participated in the exhibition for the first time. The organizing committee also specially set up a special area for abrasives and abrasives. At the 19th China International Hardware Fair to be held in Shanghai in March 2011, Taiwanese companies also made their debut.
Secondly, in terms of event marketing, hardware entrepreneurs based on the region also played “group purchase†cards, represented by regional leading enterprises, and gathered regional advantageous enterprises and products to “locally introduce famous products and display in the form of local famous products. Regional style."
Not long ago, with the selection of materials and fine workmanship, the design of the time-honored top solid hardware launched a winter surprise group purchase - 11 heavy gifts, value 10,800 yuan top solid cabinet body 1 fold spike and other activities people are eager to try.
Not only that, but in November, Beijing’s hardware group was bought together. Totem Baojia's first furniture group buy "Give Power Group", with a combination of seven furniture golds that are comparable to the industry's top configuration, to open a feast of furniture group purchase. On November 13th, the 1000-member group purchase of building materials and furniture appliances was held in the China Hall of the Nikko Hotel in the new century. On the 14th, the purchase of Knightl furniture group, Kohler sanitary ware group purchase, 20th AO Smith and other kitchen and bathroom appliances group purchase, 21st home warehouse storage base group purchases are also in full swing.
Weibo - marketing innovation weaving "bib"
Once upon a time, hardware companies began to keen on "weaving the collar" and became a microblogging control.
On December 22, Shuaikang launched the “Seven Treasures†overall kitchen concept and opened Weibo, trying to re-establish trust relationship with consumers through community communication on the Internet, and make more interactive marketing promotion for its kitchen “Qibaoâ€. It can be said that the kitchen and bathroom enterprises are the first to catch up with the trend.
Different from kitchen and bathroom, Xiao Bian searched on Weibo, Haier Electric, TCL, Suning Tesco, Wuxing Electric, Taobao Home Appliances, Gree Air Conditioning GREE, Chigo Mall and other home appliance companies have been playing in Weibo. . For example, Wuxing Electric has tens of thousands of "fans" and sent more than 600 microblogs; Suning Appliance (view map) 20th anniversary celebration live broadcast on Weibo and draw lots, which attracted more than 3,000 at once. "Fans".
Experts pointed out that although the rapid linkage of Weibo has brought huge imagination to the marketing of enterprises, considering that the current communication subject of Weibo is more concentrated on the interaction between enterprises and media people, can it really pull and There is still some distance from the consumer interaction.
Regardless of how it is used to the promotional advertisements on TV and newspapers, the micro-blog "soft promotion" of hardware merchants really makes this year's promotion shine.
Experiential marketing - behavioral psychology and double interaction
I believe that people who have participated in the hardware exhibition will encounter such a situation: in front of a booth, several staff members are showing the shocking effect brought by the brand's tools. Many viewers can't wait to experience the experience. This is actually Experiential marketing.
Experiential marketing is a popular marketing method in the hardware market in recent years. By 2010, experiential marketing has gradually matured.
In order to differentiate the operation, some brand building materials merchants have opened the home experience hall and living hall of the bathroom brand culture, and arranged the storefronts and exhibition halls into simulated home halls, integrating products, including related accessories and accessories, to make consumers Feel the same when you visit, thus promoting consumer demand for purchases.
Indeed, as a novel marketing approach, experiential marketing gives consumers a more sensory experience. Through sensation, listening, use, participation and other means, fully stimulate and mobilize the sensory, emotional, thinking, action, and related sensibility and rational factors of consumers, attract consumers' attention, and tap the potential needs and expectations of consumers. Enable consumers to identify products and loyal to the brand through a pleasant experience and experience.
Group purchase - online and offline
Online, group buying websites become popular; offline, various group buying activities are prevalent... In 2010, group buying became one of the most popular keywords. In the key words affecting the Chinese hardware industry in 2010, “group purchase†also has a place.
First of all, at the 18th China International Hardware Fair held in Guangzhou from September 10th to 12th, the abrasives and abrasives enterprises participated in the exhibition for the first time. The organizing committee also specially set up a special area for abrasives and abrasives. At the 19th China International Hardware Fair to be held in Shanghai in March 2011, Taiwanese companies also made their debut.
Secondly, in terms of event marketing, hardware entrepreneurs based on the region also played “group purchase†cards, represented by regional leading enterprises, and gathered regional advantageous enterprises and products to “locally introduce famous products and display in the form of local famous products. Regional style."
Not long ago, with the selection of materials and fine workmanship, the design of the time-honored top solid hardware launched a winter surprise group purchase - 11 heavy gifts, value 10,800 yuan top solid cabinet body 1 fold spike and other activities people are eager to try.
Not only that, but in November, Beijing’s hardware group was bought together. Totem Baojia's first furniture group buy "Give Power Group", with a combination of seven furniture golds that are comparable to the industry's top configuration, to open a feast of furniture group purchase. On November 13th, the 1000-member group purchase of building materials and furniture appliances was held in the China Hall of the Nikko Hotel in the new century. On the 14th, the purchase of Knightl furniture group, Kohler sanitary ware group purchase, 20th AO Smith and other kitchen and bathroom appliances group purchase, 21st home warehouse storage base group purchases are also in full swing.
Weibo - marketing innovation weaving "bib"
Once upon a time, hardware companies began to keen on "weaving the collar" and became a microblogging control.
On December 22, Shuaikang launched the “Seven Treasures†overall kitchen concept and opened Weibo, trying to re-establish trust relationship with consumers through community communication on the Internet, and make more interactive marketing promotion for its kitchen “Qibaoâ€. It can be said that the kitchen and bathroom enterprises are the first to catch up with the trend.
Different from kitchen and bathroom, Xiao Bian searched on Weibo, Haier Electric, TCL, Suning Tesco, Wuxing Electric, Taobao Home Appliances, Gree Air Conditioning GREE, Chigo Mall and other home appliance companies have been playing in Weibo. . For example, Wuxing Electric has tens of thousands of "fans" and sent more than 600 microblogs; Suning Appliance (view map) 20th anniversary celebration live broadcast on Weibo and draw lots, which attracted more than 3,000 at once. "Fans".
Experts pointed out that although the rapid linkage of Weibo has brought huge imagination to the marketing of enterprises, considering that the current communication subject of Weibo is more concentrated on the interaction between enterprises and media people, can it really pull and There is still some distance from the consumer interaction.
Regardless of how it is used to the promotional advertisements on TV and newspapers, the micro-blog "soft promotion" of hardware merchants really makes this year's promotion shine.
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