Hardware industry network and traditional marketing side by side

Small to toilet paper, soap box, large TV sets, air conditioners; from a diamond of more than 100,000 yuan, to spending millions of dollars a year on one person; spikes, dollar bills, points for gifts... various concepts of online shopping, Has become an indispensable part of our lives.

Some people think that this is a kind of subversion. It is changing the concept of shopping, lifestyle, and even behavioral behavior with the speed of light.

Insiders pointed out that a successful company will continue to discover new types of marketing channels. In the future development, online marketing will be a major trend. It will become a powerful tool for hardware and building materials companies, allowing enterprises to develop even more powerful for enterprises and customers. Create more value.

In fact, in the home hardware and building materials industry, online marketing seems to have become a trend that has to catch up, more and more companies are joining the army of network marketing, in order to obtain the leading competitive advantage in the future competition.

According to statistics from Taobao, 18 to 35-year-olds are the mainstream consumers of online shopping. The reason why they choose online shopping is very simple, convenient, fast, cheap and can buy more personalized products.

In addition, online shopping brings more changes to social consumption patterns and people's lifestyles. The above-mentioned week said that she used to walk at least once a week, but since the beginning of online shopping, the frequency has been gradually reduced from once a week to once a month, and it has only been two or three months before. Even if you go shopping, you will never see anything you like. Instead, you go home and search online to see if there are any fancy goods. Today, even buying soy sauce, she is used to comparing prices online.

“Online shopping is definitely gradually changing people’s habits.” A staff member at Taobao said that because most people are busy and stressful at ordinary times, shopping on weekends is actually a way to relieve stress. Even if you love shopping, you don't necessarily have time to go to the mall every day, and you can buy what you want. The emergence of online shopping has broken people's traditional shopping methods. As long as you are willing, special re-personalization can be purchased, and there is no time and geographical restrictions. In addition, going out shopping also requires troubles such as driving difficulties and parking difficulties, but it will never happen on the Internet. “The convenience and quickness of online shopping is certainly a good choice for the busy life of modern people,” said the staff member.

Tao Qi's online marketing

According to statistics, by the end of 2009, China had 338 million netizens and 87.88 million netizens. In 2009, the online shopping market transaction volume was close to 250 billion yuan, an increase of 93.7% year-on-year. The scale of online shopping transactions has accounted for 1.98% of the total retail sales of consumer goods. It is expected that this figure will reach 5% within five years.

This piece of online shopping is rapidly expanding. Internet marketing has also attracted the attention of ceramics and sanitary companies. It will also become a new battleground for ceramics and sanitary companies.

"According to our investigation, over the past two years, home appliance online shopping has grown at an annual rate of 300%. Since home appliances are so popular on the Internet, then what about ceramic tiles? After 80 years as the main consumer of the Internet, it is imminent to buy a house for marriage. For this love of online shopping Can groups also guide them to buy bricks online?"

For ceramics and sanitary companies how to carry out network marketing, as well as ceramics and sanitary ware companies to carry out network marketing market scenarios, senior lecturer Mo Dinghong of Guangdong University of Electronic Science and Technology, Guangdong Nanhai Institute of Information Technology has a few years of research. In addition to the status of a university lecturer, his titles include "Founder of Foshan Ceramics Network Marketing Center", "Internet marketing training lecturer", "The first person of hardware building materials network marketing", and served as a number of well-known ceramic enterprises network marketing consultant .

Mo Dinghong pointed out that home appliance online shopping is growing at an annual rate of 300%, while the ceramic industry's growth is only 15%, and the share of the transaction volume of 250 billion yuan is less than 10%. This shows that the ceramic industry's network marketing Still a blank, there is no monopoly brand, the market is still very large. In addition, the ceramic industry traditional sales model is too costly, and the low cost of network marketing makes it easier for businesses to make profits.

In fact, online marketing has become an effective channel for exporting ceramics. According to the statistics of September 1, 2009, in foreign countries, the daily traffic of the US Kohler website has reached 24,600, of which 22.4% are viewers outside the homeland. In China, the daily traffic of a foreign trade company in Shenzhen can reach 660 people, of which 99% are foreign visitors.

In spite of this, he believes that the development of online marketing for domestic ceramic companies is still in its infancy. Foshan Ceramics Network Marketing Research Center has conducted investigations on 50 domestic and foreign foreign ceramics companies. The majority of domestic foreign trade websites are far away from foreign countries. Even well-known ceramic companies in the industry are still unprofessional.

For the current domestic ceramics and sanitary companies why most did not make full use of network marketing as an effective channel, Mo Dinghong gave several interpretations.

First of all, foreign trade network marketing is a new and highly practical cross-disciplinary, including how to plan a foreign trade website that can bring orders, how to choose and use foreign trade B2B platform, how to make full use of email marketing, blog marketing, foreign trade ebay platform , search engine marketing and other aspects of the development of overseas markets, and most of the current ceramic sanitary companies have not received systematic training.

In addition, there is limited understanding of foreign trade network marketing, and it is not recognized that foreign trade network marketing is the most cost-effective way to develop overseas markets. In addition, it has insufficient funds and manpower, and it does not have the formulation of an integrated marketing strategy for foreign trade networks. Executive ability. Furthermore, there are few successful cases of foreign trade network marketing. Although some Tao enterprises have achieved greater success, they have less publicity and fewer case studies. “Maybe one or two influential companies are needed in this area. Great success, and widespread publicity, other companies will follow suit.”

In the opinion of Modinghong, in fact, many foreign trade personnel are also aware of the prospects of network marketing. They have also tried under the encouragement of network marketing providers, but due to the lack of system planning and selection and evaluation mechanisms, the network Most of the marketing is not effective, and the input-output ratio is not high. Therefore, this channel can only be abandoned in the end. ”

However, the fact that domestic and foreign ceramic companies have succeeded in network marketing shows that network marketing has become a new battlefield for the competition of ceramic enterprises. Enterprises that have mastered and used them effectively will win in the era of network economy. When most enterprises have already been effectively launched, companies that follow suit will often pay more and the effectiveness will decrease. This is almost It is a common feature of every new channel.

"Using the Internet to promote the way, each industry will have its problems, but it will have its way to solve. Since other industries can launch a successful marketing model, the ceramic industry is OK. Huge network of consumer groups to ceramic companies Internet marketing provides a vast space, but at the same time, the cross-temporal nature of online marketing is undoubtedly a 'heavy bomb', and it will have a huge impact on the overall marketing in the future.” Modinghong said.

The hardware of building materials companies in the future

In fact, for home hardware and building materials companies, the rising prices of raw materials, the increase in labor costs, and the instability in sales have become important issues that have to be faced. How to break through the difficulties has become a top priority for the home hardware and building materials industry.

In fact, more and more material suppliers have opened online stores, and more and more suppliers have joined the e-commerce platform of the home hardware and building materials industry. A corporate source stated that Internet marketing has a powerful role. In participating in online marketing activities, the cost of a company is reduced by about 40%, but revenue and brand promotion are not less than traditional markets, and even in some respects have exceeded the brand. The sum of several storefronts. Some hardware and building materials companies also stated that in today's environment, companies must strengthen the innovation and investment in marketing methods. At present, home hardware and building materials enterprises have opened up innovative marketing thinking and upgraded marketing concepts. With the advantage of online marketing, the platform has become an inevitable choice.

Nowadays, the most common use of the Internet as a tool is to set up a platform. The most common form of online marketing is to establish a corporate website so that companies can build a "base area" on the Internet. Hardware and building materials companies often have their own corporate websites, and may then promote and sell products through third-party e-commerce websites, while a small number of manufacturers have discovered a gold mine hidden in the field of home hardware B2C. ——The online supermarket of hardware and building materials, the online sales of hardware and building materials, and the online hardware and building materials market for booths have established a time-saving trading platform for consumers and hardware and building materials companies. All of this is nothing more than building a trading platform for the company's products to display and trade.

Baidu and other search engines not only affected more than 300 million Internet users, but also had a profound impact on the target consumer groups of hardware and building materials. Most of the 70- and 80-year-old buyers had purchased related hardware and building materials before. More and more people have become accustomed to searching for information related to hardware and building materials, such as ceramic brands, ceramic tile prices, floor rankings, and kitchen and bathroom brands.

In the household consumption survey conducted by the Beijing Morning Post in March 2009, 15% of the interviewees chose the “Introduction to the Internet” in their survey of “How do you understand the brand of hardware and building materials?” Today, online shopping hardware and building materials, participate in the collection and collection activities organized by large-scale home websites have become a kind of buying method that young people are keen to try. The number of Chinese netizens has leapt to the top in the world, and it is believed that no one media can be compared with the influence of the Internet in modern people's lives. Therefore, the effect of hardware and building materials companies through Internet marketing on the promotion and promotion of the Internet is not tolerated. ignore.

On the road to online marketing, whoever succeeds first, it will be able to gain a leading competitive advantage and keep opponents far behind in the new marketing era.