As an eye-catching tactic in the marketing of Internet companies, or when entrepreneurs talk about sex, it is understandable. Only product sales and operating income in different fields, different life cycles, and different pricing systems are completely incomparable. It is the more realistic marketing and business objectives to achieve the best in its own field and to excel in its own efficiency. Internet companies with high starting point, high consumption, high investment, high self-exposure, and low paid-in benefits are more likely to pay for their own expense-to-sale ratio and marketing output rate, market share, and real user evaluation and reputation.
From the perspective of the Internet, the development of the LED industry, the development of traditional enterprises and new enterprises, marketing channels and marketing models are very different. New companies must also integrate traditional marketing methods. In addition to doing Weibo, WeChat, and official website, Xiaomi will also Combine some traditional methods of communication, and learn more about Apple's online pre-sales and hunger marketing. The success of Xiaomi is only the high-end shine of Apple and Samsung. Other brands are dumb, the market innovation power and new products are insufficient, and the market for the low-end new products is lazy. If there are other new companies entering the market, the quality and function of the millet is not perfect, the same sense of crisis. The repair rate of Xiaomi and the acceptance of the middle and high-end people are always the shortcomings of Xiaomi.
Mobile phones have become fast-moving consumer goods, with one machine or even multiple machines. It is enough to upgrade at least three to five models per person for five years. The air conditioner is a durable commodity, household consumption, and real marketing. It can only be compared with the market share and coverage of a certain generation of products in the same period, as well as real sales figures. Selling 15 million mobile phones and 15 million air conditioners, market saturation and brand share are completely different. Cross-border fights can not bring the essence of marketing pursuit, but it is easy to breed complacency and stop.
Borrowing the opportunity to take advantage of the mobile phone market, Xiaomi is not the boss and the second child. Therefore, it is an alternative and tricky way to divert attention and attention. It is also a kind of marketing. The bigger master's majestic momentum has made itself, just like the recent Xiaoyang's success in taking advantage of Xiaomi and Lei Jun's millet soya-bean milk machine, which has been cloned by Xiaomi, driving the company's share price to rise continuously.
Modern marketing has been changing with each passing day, but customers and the market are our most solid foundation. In terms of substantive marketing, starting from an entrepreneur, it is easier to practice in the enterprise. Gree’s Dong Mingzhu started from the grassroots sales staff and spent the rest of his life dealing with the market, knowing the needs of the market, the needs of customers, the gap between the Chinese market and the international market, understanding the gaps and deficiencies, making up for and overtaking with technology and innovation. The products that came out were really connected to the market.
Simply advertise that your advertisement is good, the product is good, the technology is good, but you don't know where the market is, where the customer is, where the competitor is, what the market needs, what the customer needs, what the competitor is doing can be from Dong Zong In the simple speech, I have a good aftertaste. Good marketing must be played without vain, interlocking, and which ring is out of touch. It is just a happy golden egg of "very six plus one", which cannot be the real benefit and sales of the enterprise.
From the market to the market, with the spirit of physical marketing to do a good job in every aspect of marketing, our company will have the strength and truth-seeking of Gree, the flexibility and lightness of Xiaomi. Light marketing and light assets are also the new starting point of the marketing and investment community. The investment is low, the innovation is strong, the growth rate is fast, and the stamina is full. The pharmaceutical agent marketing and commissioning processing is the embodiment of the pharmaceutical field. Specialized pharmaceutical agency promotion companies are also the most growing value of the Nuggets in the market.
All roads lead to Rome, and essential marketing is indispensable. In the new year, let your own corporate marketing put on new wooden barrels, put the marketing water level and level up, do not Gree, do not make millet, marketing performance and benefits can also be sesame blossoming.
From the perspective of LED lighting industry, I have been in contact with different companies in the LED industry chain for a while. Many people have asked me about e-commerce, especially the manufacturers who do LED lighting. There are quite a few companies who want to do e-commerce (Tmall). After I exchanged some questions, I would probably answer that it is not appropriate to use B2C e-commerce for your company's genes (comprehensive factors) or not to focus on B2C now, but online marketing can definitely do it.
According to the analysis of Jiuzheng Building Materials Network, there will be a saying in the e-commerce circle that the future belongs to the traditional enterprise and understand the Internet. So I also say here that the future of the LED industry belongs to the enterprise with the culture of the Internet age.
Zhang Ruimin of Haier said that the growth of a company depends on the subversive pursuit of corporate strategy and organizational structure. This change is bound to involve people, so the role of stakeholders must also be transformed. To ensure the sustainable development of this business model, the key is to establish a corporate culture in the Internet era.
So what should be the LED marketing strategy in the Internet era?
First of all, we must understand the characteristics of this era. In this era, consumers are reduced to the whole person, rich people, rather than the previous target group. Exchange and transaction are promoted into interaction and resonance, and the value proposition of marketing from function and The differentiation of emotions is deepened to the corresponding relationship between spirit and values. This is the marketing concept of the current era. At this time, enterprises should shift the center of marketing to how to actively interact with consumers and respect the values ​​of consumers as the theme, identification and satisfaction. Their deepest desires and worries allow more consumers to participate in the creation of marketing value.
In addition to understanding the characteristics of this era, we must understand what the Internet can bring to our business. 1, can directly sell goods (this is a lower level of view) 2, can promote the company's brand marketing 3, collaborative consumers and customers to participate in the enterprise marketing value re-engineering.
Based on the above statement, the return to the LED industry, the traditional marketing strategy must be changed, the original business model has lost its competitiveness; the entire social business ecological structure is undergoing major changes, and this change is continuous In the destruction of the original set of old commercial systems (this is less and less from the lighting city to the passenger flow, many lighting stores close the door can be reflected), why is this situation because consumers are changing, His purchase behavior is changing, and this change is almost irreversible, and if the enterprise does not understand the flexibility at this time, I exaggerate to say that you are waiting for death, one day in the future, your business must be Will be eliminated by the industry.
Since we must make changes and must be included in the height of strategy, it is not just a simple Tmall shop, but a systematic project. Here I will talk about personal opinions and point out that some must be solved. problem.
First, the first-hand project Our team in the LED industry chain to promote the service package, encountered such a situation, we have done no effect before, will not intend to continue to go online channels within 2 years. For him, my attitude is to understand the grievance of the boss, but can not understand the boss's ignorance. If there is such an attitude to face the market, perhaps in the near future, the company will not be found in the market. How is this phenomenon caused? For those younger than 30 years old, they may actively participate in the construction of online channels. Most people over the age of 40 will have resistance. The reason may be that most of them are based on their own environment. Instead of proceeding from the needs of the entire external environment and the development of the enterprise, we will carefully analyze the current market situation.
The author has instructed the boss of the traditional enterprise to have a very strong executive power. It is determined that the marketing strategy of the Internet era must be changed, and the commander should be personally commanded, and the identified things should be quickly tried and quickly tried and tested. The company established small steps and quick trials and errors. This kind of operation mechanism, this enterprise network marketing project will soon be done.
In the LED industry, I also encountered a hesitant boss. It is easy to be influenced by the outside world. I lacked independent opinions. It’s hard, I’m interested, I’m interested, everyone’s feelings, went to bed, and finally found out. Always abnormally unable to find the vagina;
Repeatedly and repeatedly, after a few days, I repented. Obviously, this kind of enterprise project is very difficult to do.
During the consultation period, I also encountered very good companies, such as Guangmingyuan of Heshan. The hard power and soft power have a good foundation. The soft power is mainly about corporate culture and their personal style. I personally feel this. I think that among all the enterprises I have encountered, the company has done the best in corporate culture. In terms of corporate culture, Hong Yannan, chairman of Guangmingyuan, has admired me, like Guangmingyuan. Enterprises, just lack a good operational team, the other aspects of the conditions are very good.
Here I would like to say another small detail, the attitude of these three companies to the partners, the first and the third is to make the author feel very comfortable to cooperate, whether it is the boss's generosity, contact or cooperation negotiation The degree of cooperation makes us feel a kind of sincerity and respect. We are currently doing service on behalf of the company. It is a cooperative relationship with the enterprise rather than a simple trading relationship. The other one is not doing so well. There will also be some impact.
Here are a few examples. In summary, it is the boss’s awareness and acceptance of the Internet, and whether there is a systematic understanding of this strategy. This problem cannot be solved, and there will be many unnecessary troubles later. Communicate the obstacles above.
Another point is that the boss must not only understand, but also learn to decentralize and participate, but it is not an intervention!
Some people in the LED industry have complained to me about the operation of the company. We want to go to Tmall and ask the boss for a batch of goods. The boss will directly ask a question, can you guarantee that it will be sold out? This problem can be difficult for it. The result can be Imagine it. Sometimes there are some situations, a promotion is done online, an approval process is down, and a month has passed. What does this activity do? The root cause of these problems is not done well in the first-hand project. Since it is a strategy, it must be implemented from top to bottom. It is possible to use the systematic method to import.
Second, grasp the strategy adopted at different stages Many companies mistakenly believe that doing online marketing is simply selling goods through the store online. In today's increasingly popular online marketing and increasingly important network distribution channels, the development of the company's channels requires three stages. The first stage is the stage of completely relying on the traditional channel; the second stage is the stage where the network channel coexists with the traditional channel, which is a transition period; the third stage is the pure network channel stage, and the third stage needs For a long time, when the whole society enters the Internet era, the status of traditional channels as middlemen will gradually disappear. At that time, network channels will likely become the only sales channel for enterprises.
There are many traditional channel distributors who have seen this and they are gradually transitioning to online distributors.
Based on this situation, companies should make their own comprehensive genes to make judgments. At this time, the operation should decide which marketing strategy to use, OEM strategy, network investment strategy, two-line marketing strategy and B2C direct strategy, usually if it is a factory. In terms of his own product attributes, comprehensive competitiveness and financial strength, team situation and other factors, I would suggest what kind of network marketing strategy he should choose at the moment.
Most factories I don't recommend to consider the B2C strategy first. Retailing is too small for a factory. The contribution of the first 20 is not enough. The sales of 80 are still contributed by OEM customers, channel vendors and other big customers. The first strategy to consider should be how to find its own long-term customers through the Internet. Adopting OEM strategy and network investment strategy is the first choice, followed by B2C, which is retail.
Here, I would like to mention the industry representative company Yiguang. Under the leadership of Wu Zhengyi, I will cooperate with the big lighting as the main media. In just a few months, I won more than a dozen provinces. Envying peers to envy and hate; this offline conference marketing combined media online and offline communication marketing mix has achieved very good results in channel investment strategy, guiding the voice of the industry's public opinion and enhancing the visibility of enterprises in the industry.
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