Why domestic hardware companies "do not force" TV marketing

In recent days, CCTV advertisements for pre-sale have been seen as the "barometer" of the Chinese economy and the "wind vane" of the Chinese market. For a time, international companies and domestic brands have started fierce competition, and the momentum of a BMW has become a sign. , scared many SME owners.

Looking at the companies that won the bid for CCTV advertising in the past year, the top three industries are food and beverages, home appliances, finance and insurance, and the faster-growing ones are automobiles and tourism. New industries such as new energy and tourism are also eye-catching, while the hardware industry is rare. Participate in such a "gambler dinner."

Affected by many factors, the hardware industry is still bundled in the traditional marketing channels: exhibition marketing, word-of-mouth marketing, billboard marketing, etc. Although in recent years, hardware companies have also begun to get fashionable and gradually "test water" network marketing, but TV marketing In addition to bathroom hardware, people involved are still rare.

What led to the faintness of TV marketing for hardware companies? I think we can discuss the salient features of the hardware industry from the following two points.

Comprehensive competitive strength is not strong

Hardware and people's production and life are closely related, both hardware and hardware, it is not better than the floor, building materials and other industries, brand position is very prominent, hardware needs bigger and stronger process.

In recent years, China's hardware industry has developed rapidly through continuous technological innovation, and has formed major regional industrial clusters: Zhejiang, Guangdong, and Jiangsu, and a number of hardware manufacturers have emerged on the scale and quality. They are in technological innovation. The application of new materials has also begun to develop in the direction of high-tech, new materials, and special processes. In spite of this, due to the low barriers to entry and the large number of SMEs, the overall level of the hardware industry is not high, coupled with the current hardware industry has not yet formed a decent modern enterprise group, the competitiveness in the domestic market is still insufficient, how comprehensive strength Can you go to these hot-funded industry tycoons?

Moreover, apart from the discussion of enterprises, why do some hardware markets not share the same media as the Red Star Meikailong, Suning Appliances and other home appliance markets? It is understood that the formal hardware market was only established for more than 10 years. Experience the transition from disorder to order. Following the elimination mechanism of the market, everyone's fine calendars are invested in market management, facade design, and store investment promotion. They do not form a chain industry. The region also restricts its target customers, and doing television marketing may not increase the number of revenues.

TV marketing is not awesome

Although China's hardware industry does not have many TV commercials or TV commercials, it is not entirely "ignored." When TV media expands from pure promotion to overall marketing, many companies compete and our hardware industry has acted. . As long as you carefully replay all kinds of TV commercials, you will find that daily hardware, doors and windows companies, construction machinery and other hardware companies have also tried to use TV marketing.

Even some hardware owners directly use this kind of crazy bombing method of direct TV advertising to increase product exposure, such as “magic pots”, “special tools” and various magical stainless steel products in daily hardware. . However, the malicious exaggeration and publicity led to the Chinese Advertising Association classifying it as “spam advertising”. Not only did it fail to build a brand, but it caused a lot of trouble.

Because of this, these hardware companies that have done television advertising for many years stopped reconsidering whether TV broadcasts for many years had established a high-quality image for hardware companies, branded the company through quality products, and established corporate brand loyalty. Does it not rely on TV shopping, TV advertising this springboard, hardware companies in their own marketing areas, seeking their own brand competitiveness.

Right now, hardware companies are beginning to favor online marketing.

With the help of excellent internet services, we can create a high-quality information channel to help companies quickly occupy a broader market and become bigger and stronger. According to surveys, more and more companies, especially small and medium sized hardware companies, realize that informatization construction can bring huge economic benefits, and informatization has gradually become the lifeline of corporate development.

TV marketing, for the hardware industry, is a crucial period for the market to precipitate. In the face of difficult times of crisis and challenges, companies need to seriously think about how to invest limited resources into the largest output of publicity, and truly find a way to shape the “to power” corporate brand on the marketing road.