Hardware companies set off a boom in cultural marketing to sell products and sell more culture

As a labor-intensive industry, China's hardware industry is facing rapid development. At the same time, it faces many difficulties. For example, many old brands are facing deteriorating conditions, brand loss, and even the survival crisis. Wang Mazi’s bankruptcies have shocked the industry. How can China's hardware companies break through the plight of Zhan’s existence and win development? Nowadays, regardless of the time-honored name, the giants in the industry or the developing hardware companies are paying more and more attention to “culture”.

Zhang Xiaoquan’s filming of the drama “Wang Mazi in the North and Zhang Xiaoquan in the South” is still shocking, and Wang Mazi’s bankruptcy has made this language a must. Zhang Xiaoquan also faces the fate of relocation. Zhang Xiaoquan, who had suffered a lot of pain, began to force. In order to expand production capacity, Hangzhou Zhang Xiaoquan Fuyang Hardware and Technology Park, with a total land area of ​​271 mu and a total fixed assets investment of more than RMB 100 million, has been put into operation. After it is put into production, it will become the largest and most versatile hardware and scissors manufacturing base in the knife and scissors industry in China. .

It is reported that Zhang Xiaoquan wants to create a cultural industry that belongs to his own brand. A 30-episode television series “The Gold Signboard” based on Hangzhou Zhang Xiaoquan has entered the stage of script writing. The national-level screenwriter is personally involved and will join hands with the Huayi Brothers. Shooting, for which they will leave 20 million yuan.

Yangjiang Shizi's "China's First Knife" and "Audio Museum"

With the decline of the old "Wang Mazi", the rise of the new generation knife king "Yangjiang 18". Eighteen sons of Yangjiang now exceed 300 million in annual amounts. Yangjiang Shizi also attaches great importance to cultural marketing. "Yangjiang Eighteenth" adheres to people-oriented, centers on the word "human", does a good job in the construction of corporate culture, and wins strength for business development. "Yangjiang Eighteen" compiled the history of entrepreneurship into a literary work - the novel "China's first knife."

In addition, Li Jihui, currently head of the Yangjiang 18 Group, is an enthusiast who has collected more than 500,000 vinyl records and hundreds of top-level audio equipment. Robert Harrie, editor-in-chief of the famous American sound magazine visited by famous people Called "The World's First Enthusiast." And he has already made his acoustic world of more than 2,000 square meters an "audio museum."

Li Jihui made his acoustic museum a business. He hoped to use the audio museum to bundle the world's first acoustic museum with Yangjiang’s 18 sons, giving the impression that he was thinking of the brain of the world's No. 1 acoustic museum. Naturally thought of Yangjiang 18 sons.

The hardware industry cultural marketing is everywhere in the hardware industry is an old and long industry. In ancient China, the cutlers were not in the 36th row and they have long been in non-mainstream positions. Once the military is out of order, no one will buy a knife, and experienced swordsmen will have to change course, thus also causing a fault in hardware and hardware. Today, whether it is in the market or at the show, the banner of a big hit cultural marketing is everywhere.

At the 2009 Cologne International Hardware Show in Shanghai, Shanghai Tianyuan brought several classical sculptures to the booth, which attracted many audiences and also demonstrated to the industry people the achievements and historical culture of field tools in tool forging. . In order to gain more flexibility, it was at his own booth that he invited two positions to male models, dressed up as ancient people, and played with performance art.

Prior to this, the beauty of Tianjin to sell wedding rooms to open metal theme bars to make cultural money news was stir-fried, it is reported that childhood grew up in the hardware heap, the hardware has the feelings of the boss wife is selling his wedding room six months ago, opened the money This hardware bar, let this whole body glowed with big cold metal, began to have joy and sorrow.

Conclusion: It is not a product but a culture. Good cultural marketing operations, coupled with the follow-up of products, will bring unprecedented opportunities for the development of enterprises.