Marketing cross-border, does not only refer to the combination of ceramic brand and stone brand marketing, more is the stone industry from the marketing of the ceramic industry to identify some worthy reference, valuable strategies and tactics, to learn some new thinking.
Of course, the first thing to show is that the level of innovation and strategy of stone marketing is not inferior to that of the ceramic industry, but the stone of other mountains can be used to attack jade. In recent years, some marketing events and phenomena in the ceramic industry are worthy of observation by stone enterprises. Second, especially in marketing strategies such as event marketing, public relations communication, cultural marketing, terminal construction, overall home solutions, and network marketing.
We know that the competition in the two industries of stone and ceramics has been fierce. Every brand is trying to impress consumers through strange marketing methods. The marketing strategies and tools used are quite sufficient. Product skill data to convince consumers, find image spokesperson to expand influence, design event marketing to detonate attention, refine cultural attributes to promote brand level, build experience center to touch consumers, but the ultimate winners are only a few.
For the ceramics industry, if we start from the beginning of 30 years ago, we have gone through the era of supply and sales, which is in short supply, and the transition to the era of sales and sales, and then into the competitive period of today’s flowers, from the original The price war, the evolution of cultural marketing, the perfect atmosphere of the experience center, the branding of event marketing, the Chinese ceramic industry is gradually entering the period of decisive brand, the status of the stone industry is basically the same. It is because of the homogeneity of this gene that we have invented the comparability and reference. In the following content, let us take a look at what the stone can take from the ceramic industry, and what marketing innovations can be made to break the format.
First, what kind of marketing is used by the stone industry?
Don't underestimate a few tiles, there are a lot of articles to be done, and the ceramic market is also performing a variety of outstanding, basically some famous ceramic brands represent a certain marketing genre, such as Nobel's service marketing The cultural marketing of Dongpeng and the event marketing of Xinzhongyuan are all examples of the company's maintenance of certain marketing strategies. This has not yet been formed in the stone industry, and the specific elements that stone can be used in ceramic marketing can be seen. We will pass some preliminary comparisons in order to extract valuable reference points.
Event Marketing
The value and role of event marketing for corporate branding and product promotion is obvious to all. There is not much analysis here. There are quite a few differences between stone and ceramics in the strategic choice of news event marketing. Overall, the stone industry's big-handed event marketing is relatively scarce. Most of them are just some simple hype. When these strategies are displayed in the terminal, the sales support is still certain, but it is much more done, the creativity is pale and the sales are weak. It is also normal.
In the celebrity spokesperson, the investment in the stone industry seems quite embarrassing. Correspondingly, the event marketing of the ceramic industry tends to be big, although some strategies can not reach the fantasy situation in return, but overall, planning victory Event marketing has a representative meaning and marketing reference value. It is necessary for stone enterprises to make some promotion of the planning level, height and connotation of event marketing in order to achieve better promotion results. Here are a few examples of ceramic brands doing event marketing, and from simple reviews, in order to invent valuable creative points. One is the “Five Star Group Buying Tour†of “New Star Source Ceramicsâ€, “Thousands of People Buying Special Trains†and “Buying Ceramics by Aircraftâ€. In 2008, Xinzhongyuan Ceramics combined with the Nanchang Railway Bureau to open a tourist train, and let the owners of the ex-factory price, please purchase thousands of people from Jiangxi Province to go to Foshan to buy ceramics, take sightseeing tours, and provide round-trip tolls, accommodation, The one-stop shopping service of Surprise Trio combines product sales, brand promotion, ceramic culture communication and tourism. The activities synchronized with this are also “charter buysâ€. The new Zhongyuan charter transports the owner to Foshan to buy ceramics. You can enjoy five-star hotel accommodation, five-star hotel dining, five-star building ceramic exhibition hall, and continue to be in the country. The key cities were held, and the two major initiatives attracted the attention of the industry and established a very strong brand image and command. The height of planning is worthy of reference for stone enterprises, but the promotion of new Zhongyuan is still far from enough. When stone enterprises plan such large-scale activities, it is necessary to learn from experience and lessons.
The promotion of sports marketing is also an event marketing strategy used by the ceramic industry. For example, after the Olympic Games project was selected, such as Huida and Mona Lisa, the brand will be widely promoted and promoted, and consumers will pay attention to the Olympics. , driving the brand influence. Marco Polo signed a contract to become the exclusive title of Dongguan New Century team, called "Dongguan Marco Polo Team", becoming the first domestic cement brand of the CBA League team, leveraging the strength of CBA to achieve brand leap; Italian pottery brought the hot Chelsea team to China; Health Fitness Ceramics not only participated in the concept and elements of the event in the brand policy, but also held a 20-kilometer torch relay ceremony on the opening day of the brand headquarters exhibition hall.
In addition, there are some classic event marketing pens, and at the same time integrate the sports, culture and other internal strategic connotations, such as the name design of Loulan Ceramics Pentagon showroom, to create a "China's ultimate building ceramic new coordinates" positioning publicity The China Building Ceramics Museum invested by Guangdong Weimei Group; the famous female host of Phoenix Satellite TV Luyu appeared in the 2007 annual distributor meeting of special ceramics; the new pearl 5 million yuan held the "New Pearl Ceramic Cup" National Designer Creative Design Grand Prix; Garcia sent a letter to Garcia to the 2000 industry, and sent a dollar to the US dollar.
Cultural marketing
Cultural marketing is currently an indispensable marketing meal for the home building materials industry. On the basis of a certain strength, enterprises will play a “cultural cardâ€. The brand needs cultural connotation, the product needs cultural heritage, and the consumer buys the floor not only to buy color and Thickness, compression, and beginning to pay attention to whether it is consistent with their own taste and personality. Stone enterprises do a lot of cultural marketing, and "stone culture" was once a key word in comparison to hot spots. However, these cultural marketing strategies and cases are relatively weak compared to the ceramic industry, and there are too few companies to try such measures. The diversification of strategies is not enough. The strategic value of cultural marketing cannot be fully explored. In fact, the foundation of stone products is fundamental. In addition to functioning well and doing well, it is also very suitable to be culturally branded.
The ceramic industry is not a classic in cultural marketing, but there are also some wonderful pens that are worth seeing. The new Oriental culture style of Dongpeng Ceramics brings together the oriental aura and the Western mechanics. It combines the temperament energy of the East and the West. "The oriental aesthetic tradition, the modern energy of the West and the fashion invention of the artist, thus converge into an unstoppable new oriental art model. "Look at Zhuangzi's "é€è¿œæ¸¸" on the vitrified bricks, and watch the "Qingming Shanghe Map" on the travertine stone, and Dongpeng fully reflects this culture and energy in brand promotion, product design and terminal sales, and In 2007, the China Ceramic Culture Festival was held; Aestheticism positioned itself to sell a visual experience of returning to history, not just a series of simple tile combinations, the naming of “Marco Polo†tiles and products bearing traditional cultural elements. The design and promotion have made Meimei go further. The “Chinese Building Ceramics Museum†invested and constructed by Weimei specializes in the collection, maintenance, discussion and display of cultural specimens in the ceramic industry. The contents of the museum will contain all the buildings and architecture for thousands of years. Relevant ceramic products, etc., strive to discuss the profound text accumulated in the development process of the ceramics industry. The traditional culture; the color culture of the Eagle brand is fully reflected in the shaping of the color space, conveying the charm of ceramics, the characteristics of the brand and the warm fashion of the home; Loulan Ceramics has a ceramic artist's studio in the headquarters of the Pentagon in the grand exhibition hall. He has successively engaged in several art exhibitions, combining ceramics exhibition halls and art galleries to seek for double repair of porcelain art; Zhongyuan Langgao's first domestic ceramic CD "Singing Ceramics" is regarded as the music culture marketing of ceramic industry. His masterpieces, and in the national context, the release ceremony of the "Singing Ceramics" CD and the essence of the stage play were held. The "Fire Dance Sunlight? Sunbird Original Ecological Musical Drama" of Sunshine Ceramics is a big drama system that the industry has never had before. Directors, music creation, lighting design, performance team, etc. are all big names. The four chapters of "Sun Lizan", "Jinyu Love", "Heaven and Earth Coordination? Everything Ecology" and "Totem" are differently appealing to Sunshine Ceramics. thought.
Overall home solutions
The concept of the family itself has always been closely related to people's lives. According to Maslow's theory of hierarchy of needs, after satisfying the applicable effects of the foundation, people's needs are gradually increasing, and the appeal of emotions gradually exceeds the fundamental application effect on products. The full supply of the market, in addition to the quality of the producers, must strive to explore the cultural symbolic meaning beyond the product's own attributes, become a variety of cultural symbols, through the combination and mix, form a different style of home culture space.
It is this intrinsic connection that allows companies to find the basis of marketing, not only the real estate companies are fully exploiting the marketing value of “homeâ€, but also ceramics, stone, lighting, cabinets, paints, etc. are closely linked to “homeâ€. In the industry, more and more heavy products are brought to the enjoyment of the home by ordinary consumers, and the meaning of “home†is used to launch the marketing of “whole homeâ€.
From low-level housing renovation to home culture, the concept of home is no longer a simple house and a decoration that satisfies the basic practical functions, but a modern home space that represents the owner's taste and cultural aesthetics, "career", "space" and "home" The concept is also increasingly used in ceramics, stone, furniture, cabinets, lighting, paint and other industries closely related to the decoration of the home, in the ceramic industry, some companies have begun to try to extend from a single tile to tile space And bathing space, then upgrade to "joint tile and bathroom space", as well as the overall home. For example, in 2005, Ou Shennuo proposed “the whole solution of no bricks in the world?†Jin Yitao launched the “total space solution plan for tiles†in 2007; the new brand “I e home†ceramics launched by Bohua Ceramics expressed it straightforwardly. "Fashion Home" means; Dongpeng Ceramics' "Dream House" and Xinghui Ceramics' latest "Kai Le Tao" have the closest contact with the family; Ying Sanitary's "exquisite career?" More refined, more emphasis on taste.
At present, the stone industry is not very extensive in terms of the overall home, whether it is the naming of products, or the formation of an overall home solution to cover the needs of consumers, or to extend the product line, into the field of related homes, It’s just a few companies that are trying to do things like excellence. Companies such as Marco Polo explore the marketing value of the overall home by correlating segments.
Second, clever use of marketing four forces to make cross-border more perfect
Any brand will face two situations at the same time, one is the attractive market cake and the market scope with enough imagination space, and the other is the homogenization of fierce market competition and marketing skills. How to break through from many brands is the current The problem that domestic stone enterprises are unremittingly solving, the problems to be solved by enterprises of different scopes are different.
Especially for those companies that have not yet entered the stone market or have not yet developed their speed, or those that have introduced innovative stone products, how to overcome the breakthrough and speed in the existing market is a test. It is also a very interesting thing. Jiuzheng Building Materials Network believes that the rise of stone brands and the innovation of stone products are inseparable from the strategic line of marketing creativity as the core, marketing circulation and outlets as support, marketing performance as protection, and ultimately the driving force. "Marketing Four Forces" marketing system. From the marketing of ceramic enterprises, to the marketing of stone, and the marketing ideas of all building materials industry, they all run in such a framework.
Breaking the competitive landscape first requires creativity
According to the original intention, "creative power" is to refuse to be dull, break the convention, break through the practice, make the marketing strategy more high, the marketing activity is more attractive, and the marketing selling point is more directional. In the current promotion of stone, it is also facing new product concepts and selling point refining issues, as well as innovative activities of promotional activities, such as products to "health", "waterproof", "wear resistant", "anti-fouling and easy to scrub" The routes of “tasteâ€, “fashion†and “entertainment†are all new selling points from the skills, and look for highlights from the life methods advocated by the company, in order to move consumers. At present, in addition to the above-mentioned product selling points, it is more innovative to refine brand value and product value from the aspects of lifestyle, cultural taste and consumer value. This differentiated creative strategy may assist stone enterprises to break. The existing competitive format gains a foothold and even exceeds existing brands.
Stone market spoiler execution is not completely determined, it is difficult to achieve
Creative planning is not only satisfied with the creativity and innovation of the strategy, but the most important thing is to implement the creative strategy into the fastest behavior. Only the move, the creative will be realized, and the strategy will be realized. For stone enterprises that fall into the stone market or launch innovative products, if they only scratch in the product and marketing, it is estimated that they will not get much benefit in this market, and even decline. For those companies that claim to be heavily invested, if such a strategy has been finalized, it is necessary to keep the implementation work going. Even if some stone companies have released their own words, if there is a lack of fulfillment, but the plan is on paper, and can not be specifically implemented in the skills, promotion and terminal, then the results may become "chicken ribs", increase the "stone The body is only.
Realize the penetration of stone brands through the spread of force to offset the impact of competitive enterprises
Spreading power is the first step to test the promotion plan and the value of the plan. At this stage, the company enters the stone market or enters the market with innovative products. If you want to gain the upper hand, you must make preparations for a protracted war. If the money is not properly controlled, It may aggravate the loss. Because of the request for profit, the product line of the floor does not have to be kept for a long time. Therefore, at this stage, the brand reputation is established with the lowest cost and the fastest speed, and the brand reputation is cultivated. Very important for competitors. This kind of communication is achieved by the first two forces. One is the topic of brand circulation and penetration, the other is media channel resources, the third is the level of interaction, and the fourth is the consensus of concepts, connotations and consumer needs.
As far as the stone market is concerned, whether it is the ground promotion channel, the Internet channel, or the real show, the spread of some big brands still adheres to the most powerful situation. However, as far as each company is concerned, everyone's strategy is quite limited. For example, there is no continuous interactive activity for the floor, the strength of the network news marketing is very weak, and the terminal display is lively and there is a great promotion. The attraction of space and theme sports is not advanced, which is an opportunity for companies in the new stone market.
Three-force ensemble enlarges the driving force
The final marketing plan and plan of the enterprise will not be satisfied with the low cost and achieve universal popularity. It is not only the customer's approval, but also the driving of the terminal sales. Everything is done to let the enterprise While gaining a reputation, it gained market share expansion and rapid sales growth. Whether competitors in the stone market can defeat their opponents and gain monopoly market share lies in the ultimate situation of sales.
The driving force originated from the previous creativity, fulfillment, and communication. Looking at the practices of some enterprises, in addition to the advantages of the original product and sales channels, it is important to make a fuss about the strategy of event marketing and cultural marketing. This is not enough. A battle for integrated marketing is inevitable, especially with the strategic marketing model, e-commerce and online marketing to establish a new competitive position, it is already an urgent matter. The stone brand left after this war is the oligarchy competition format that maintains the balance of the stone market.
For 1-2colors logo, we will use silk printing
For full color logo, we will print it with heat transfer printing ,
And we also make normal sticker for single color or full color logo
Of course, the first thing to show is that the level of innovation and strategy of stone marketing is not inferior to that of the ceramic industry, but the stone of other mountains can be used to attack jade. In recent years, some marketing events and phenomena in the ceramic industry are worthy of observation by stone enterprises. Second, especially in marketing strategies such as event marketing, public relations communication, cultural marketing, terminal construction, overall home solutions, and network marketing.
We know that the competition in the two industries of stone and ceramics has been fierce. Every brand is trying to impress consumers through strange marketing methods. The marketing strategies and tools used are quite sufficient. Product skill data to convince consumers, find image spokesperson to expand influence, design event marketing to detonate attention, refine cultural attributes to promote brand level, build experience center to touch consumers, but the ultimate winners are only a few.
For the ceramics industry, if we start from the beginning of 30 years ago, we have gone through the era of supply and sales, which is in short supply, and the transition to the era of sales and sales, and then into the competitive period of today’s flowers, from the original The price war, the evolution of cultural marketing, the perfect atmosphere of the experience center, the branding of event marketing, the Chinese ceramic industry is gradually entering the period of decisive brand, the status of the stone industry is basically the same. It is because of the homogeneity of this gene that we have invented the comparability and reference. In the following content, let us take a look at what the stone can take from the ceramic industry, and what marketing innovations can be made to break the format.
First, what kind of marketing is used by the stone industry?
Don't underestimate a few tiles, there are a lot of articles to be done, and the ceramic market is also performing a variety of outstanding, basically some famous ceramic brands represent a certain marketing genre, such as Nobel's service marketing The cultural marketing of Dongpeng and the event marketing of Xinzhongyuan are all examples of the company's maintenance of certain marketing strategies. This has not yet been formed in the stone industry, and the specific elements that stone can be used in ceramic marketing can be seen. We will pass some preliminary comparisons in order to extract valuable reference points.
Event Marketing
The value and role of event marketing for corporate branding and product promotion is obvious to all. There is not much analysis here. There are quite a few differences between stone and ceramics in the strategic choice of news event marketing. Overall, the stone industry's big-handed event marketing is relatively scarce. Most of them are just some simple hype. When these strategies are displayed in the terminal, the sales support is still certain, but it is much more done, the creativity is pale and the sales are weak. It is also normal.
In the celebrity spokesperson, the investment in the stone industry seems quite embarrassing. Correspondingly, the event marketing of the ceramic industry tends to be big, although some strategies can not reach the fantasy situation in return, but overall, planning victory Event marketing has a representative meaning and marketing reference value. It is necessary for stone enterprises to make some promotion of the planning level, height and connotation of event marketing in order to achieve better promotion results. Here are a few examples of ceramic brands doing event marketing, and from simple reviews, in order to invent valuable creative points. One is the “Five Star Group Buying Tour†of “New Star Source Ceramicsâ€, “Thousands of People Buying Special Trains†and “Buying Ceramics by Aircraftâ€. In 2008, Xinzhongyuan Ceramics combined with the Nanchang Railway Bureau to open a tourist train, and let the owners of the ex-factory price, please purchase thousands of people from Jiangxi Province to go to Foshan to buy ceramics, take sightseeing tours, and provide round-trip tolls, accommodation, The one-stop shopping service of Surprise Trio combines product sales, brand promotion, ceramic culture communication and tourism. The activities synchronized with this are also “charter buysâ€. The new Zhongyuan charter transports the owner to Foshan to buy ceramics. You can enjoy five-star hotel accommodation, five-star hotel dining, five-star building ceramic exhibition hall, and continue to be in the country. The key cities were held, and the two major initiatives attracted the attention of the industry and established a very strong brand image and command. The height of planning is worthy of reference for stone enterprises, but the promotion of new Zhongyuan is still far from enough. When stone enterprises plan such large-scale activities, it is necessary to learn from experience and lessons.
The promotion of sports marketing is also an event marketing strategy used by the ceramic industry. For example, after the Olympic Games project was selected, such as Huida and Mona Lisa, the brand will be widely promoted and promoted, and consumers will pay attention to the Olympics. , driving the brand influence. Marco Polo signed a contract to become the exclusive title of Dongguan New Century team, called "Dongguan Marco Polo Team", becoming the first domestic cement brand of the CBA League team, leveraging the strength of CBA to achieve brand leap; Italian pottery brought the hot Chelsea team to China; Health Fitness Ceramics not only participated in the concept and elements of the event in the brand policy, but also held a 20-kilometer torch relay ceremony on the opening day of the brand headquarters exhibition hall.
In addition, there are some classic event marketing pens, and at the same time integrate the sports, culture and other internal strategic connotations, such as the name design of Loulan Ceramics Pentagon showroom, to create a "China's ultimate building ceramic new coordinates" positioning publicity The China Building Ceramics Museum invested by Guangdong Weimei Group; the famous female host of Phoenix Satellite TV Luyu appeared in the 2007 annual distributor meeting of special ceramics; the new pearl 5 million yuan held the "New Pearl Ceramic Cup" National Designer Creative Design Grand Prix; Garcia sent a letter to Garcia to the 2000 industry, and sent a dollar to the US dollar.
Cultural marketing
Cultural marketing is currently an indispensable marketing meal for the home building materials industry. On the basis of a certain strength, enterprises will play a “cultural cardâ€. The brand needs cultural connotation, the product needs cultural heritage, and the consumer buys the floor not only to buy color and Thickness, compression, and beginning to pay attention to whether it is consistent with their own taste and personality. Stone enterprises do a lot of cultural marketing, and "stone culture" was once a key word in comparison to hot spots. However, these cultural marketing strategies and cases are relatively weak compared to the ceramic industry, and there are too few companies to try such measures. The diversification of strategies is not enough. The strategic value of cultural marketing cannot be fully explored. In fact, the foundation of stone products is fundamental. In addition to functioning well and doing well, it is also very suitable to be culturally branded.
The ceramic industry is not a classic in cultural marketing, but there are also some wonderful pens that are worth seeing. The new Oriental culture style of Dongpeng Ceramics brings together the oriental aura and the Western mechanics. It combines the temperament energy of the East and the West. "The oriental aesthetic tradition, the modern energy of the West and the fashion invention of the artist, thus converge into an unstoppable new oriental art model. "Look at Zhuangzi's "é€è¿œæ¸¸" on the vitrified bricks, and watch the "Qingming Shanghe Map" on the travertine stone, and Dongpeng fully reflects this culture and energy in brand promotion, product design and terminal sales, and In 2007, the China Ceramic Culture Festival was held; Aestheticism positioned itself to sell a visual experience of returning to history, not just a series of simple tile combinations, the naming of “Marco Polo†tiles and products bearing traditional cultural elements. The design and promotion have made Meimei go further. The “Chinese Building Ceramics Museum†invested and constructed by Weimei specializes in the collection, maintenance, discussion and display of cultural specimens in the ceramic industry. The contents of the museum will contain all the buildings and architecture for thousands of years. Relevant ceramic products, etc., strive to discuss the profound text accumulated in the development process of the ceramics industry. The traditional culture; the color culture of the Eagle brand is fully reflected in the shaping of the color space, conveying the charm of ceramics, the characteristics of the brand and the warm fashion of the home; Loulan Ceramics has a ceramic artist's studio in the headquarters of the Pentagon in the grand exhibition hall. He has successively engaged in several art exhibitions, combining ceramics exhibition halls and art galleries to seek for double repair of porcelain art; Zhongyuan Langgao's first domestic ceramic CD "Singing Ceramics" is regarded as the music culture marketing of ceramic industry. His masterpieces, and in the national context, the release ceremony of the "Singing Ceramics" CD and the essence of the stage play were held. The "Fire Dance Sunlight? Sunbird Original Ecological Musical Drama" of Sunshine Ceramics is a big drama system that the industry has never had before. Directors, music creation, lighting design, performance team, etc. are all big names. The four chapters of "Sun Lizan", "Jinyu Love", "Heaven and Earth Coordination? Everything Ecology" and "Totem" are differently appealing to Sunshine Ceramics. thought.
Overall home solutions
The concept of the family itself has always been closely related to people's lives. According to Maslow's theory of hierarchy of needs, after satisfying the applicable effects of the foundation, people's needs are gradually increasing, and the appeal of emotions gradually exceeds the fundamental application effect on products. The full supply of the market, in addition to the quality of the producers, must strive to explore the cultural symbolic meaning beyond the product's own attributes, become a variety of cultural symbols, through the combination and mix, form a different style of home culture space.
It is this intrinsic connection that allows companies to find the basis of marketing, not only the real estate companies are fully exploiting the marketing value of “homeâ€, but also ceramics, stone, lighting, cabinets, paints, etc. are closely linked to “homeâ€. In the industry, more and more heavy products are brought to the enjoyment of the home by ordinary consumers, and the meaning of “home†is used to launch the marketing of “whole homeâ€.
From low-level housing renovation to home culture, the concept of home is no longer a simple house and a decoration that satisfies the basic practical functions, but a modern home space that represents the owner's taste and cultural aesthetics, "career", "space" and "home" The concept is also increasingly used in ceramics, stone, furniture, cabinets, lighting, paint and other industries closely related to the decoration of the home, in the ceramic industry, some companies have begun to try to extend from a single tile to tile space And bathing space, then upgrade to "joint tile and bathroom space", as well as the overall home. For example, in 2005, Ou Shennuo proposed “the whole solution of no bricks in the world?†Jin Yitao launched the “total space solution plan for tiles†in 2007; the new brand “I e home†ceramics launched by Bohua Ceramics expressed it straightforwardly. "Fashion Home" means; Dongpeng Ceramics' "Dream House" and Xinghui Ceramics' latest "Kai Le Tao" have the closest contact with the family; Ying Sanitary's "exquisite career?" More refined, more emphasis on taste.
At present, the stone industry is not very extensive in terms of the overall home, whether it is the naming of products, or the formation of an overall home solution to cover the needs of consumers, or to extend the product line, into the field of related homes, It’s just a few companies that are trying to do things like excellence. Companies such as Marco Polo explore the marketing value of the overall home by correlating segments.
Second, clever use of marketing four forces to make cross-border more perfect
Any brand will face two situations at the same time, one is the attractive market cake and the market scope with enough imagination space, and the other is the homogenization of fierce market competition and marketing skills. How to break through from many brands is the current The problem that domestic stone enterprises are unremittingly solving, the problems to be solved by enterprises of different scopes are different.
Especially for those companies that have not yet entered the stone market or have not yet developed their speed, or those that have introduced innovative stone products, how to overcome the breakthrough and speed in the existing market is a test. It is also a very interesting thing. Jiuzheng Building Materials Network believes that the rise of stone brands and the innovation of stone products are inseparable from the strategic line of marketing creativity as the core, marketing circulation and outlets as support, marketing performance as protection, and ultimately the driving force. "Marketing Four Forces" marketing system. From the marketing of ceramic enterprises, to the marketing of stone, and the marketing ideas of all building materials industry, they all run in such a framework.
Breaking the competitive landscape first requires creativity
According to the original intention, "creative power" is to refuse to be dull, break the convention, break through the practice, make the marketing strategy more high, the marketing activity is more attractive, and the marketing selling point is more directional. In the current promotion of stone, it is also facing new product concepts and selling point refining issues, as well as innovative activities of promotional activities, such as products to "health", "waterproof", "wear resistant", "anti-fouling and easy to scrub" The routes of “tasteâ€, “fashion†and “entertainment†are all new selling points from the skills, and look for highlights from the life methods advocated by the company, in order to move consumers. At present, in addition to the above-mentioned product selling points, it is more innovative to refine brand value and product value from the aspects of lifestyle, cultural taste and consumer value. This differentiated creative strategy may assist stone enterprises to break. The existing competitive format gains a foothold and even exceeds existing brands.
Stone market spoiler execution is not completely determined, it is difficult to achieve
Creative planning is not only satisfied with the creativity and innovation of the strategy, but the most important thing is to implement the creative strategy into the fastest behavior. Only the move, the creative will be realized, and the strategy will be realized. For stone enterprises that fall into the stone market or launch innovative products, if they only scratch in the product and marketing, it is estimated that they will not get much benefit in this market, and even decline. For those companies that claim to be heavily invested, if such a strategy has been finalized, it is necessary to keep the implementation work going. Even if some stone companies have released their own words, if there is a lack of fulfillment, but the plan is on paper, and can not be specifically implemented in the skills, promotion and terminal, then the results may become "chicken ribs", increase the "stone The body is only.
Realize the penetration of stone brands through the spread of force to offset the impact of competitive enterprises
Spreading power is the first step to test the promotion plan and the value of the plan. At this stage, the company enters the stone market or enters the market with innovative products. If you want to gain the upper hand, you must make preparations for a protracted war. If the money is not properly controlled, It may aggravate the loss. Because of the request for profit, the product line of the floor does not have to be kept for a long time. Therefore, at this stage, the brand reputation is established with the lowest cost and the fastest speed, and the brand reputation is cultivated. Very important for competitors. This kind of communication is achieved by the first two forces. One is the topic of brand circulation and penetration, the other is media channel resources, the third is the level of interaction, and the fourth is the consensus of concepts, connotations and consumer needs.
As far as the stone market is concerned, whether it is the ground promotion channel, the Internet channel, or the real show, the spread of some big brands still adheres to the most powerful situation. However, as far as each company is concerned, everyone's strategy is quite limited. For example, there is no continuous interactive activity for the floor, the strength of the network news marketing is very weak, and the terminal display is lively and there is a great promotion. The attraction of space and theme sports is not advanced, which is an opportunity for companies in the new stone market.
Three-force ensemble enlarges the driving force
The final marketing plan and plan of the enterprise will not be satisfied with the low cost and achieve universal popularity. It is not only the customer's approval, but also the driving of the terminal sales. Everything is done to let the enterprise While gaining a reputation, it gained market share expansion and rapid sales growth. Whether competitors in the stone market can defeat their opponents and gain monopoly market share lies in the ultimate situation of sales.
The driving force originated from the previous creativity, fulfillment, and communication. Looking at the practices of some enterprises, in addition to the advantages of the original product and sales channels, it is important to make a fuss about the strategy of event marketing and cultural marketing. This is not enough. A battle for integrated marketing is inevitable, especially with the strategic marketing model, e-commerce and online marketing to establish a new competitive position, it is already an urgent matter. The stone brand left after this war is the oligarchy competition format that maintains the balance of the stone market.
For the measuring requirement of some industry, Wintape offers long surveyor steel tape measure and the product is available for more length versions. The built-in strong spring enables smooth extension and retraction. The low glare blade makes the number reading clear and it bears measuring units in meters. The stainless steel tape has passed ROHS,En-71 and 6P environmental test. It is green and non-toxic.
Long tape measure can satisfy long distance measuring and industrial measuring. We adopts vinyl coated fiberglass tape, for it is non-stretch and waterproof, which makes it workable in wet condition. The high flexibility of the tape has endowed high accuracy and durability of the product for long time use. ABS plastic case is to protects the retracting spring system and the whole construction. The case can be customized on the color and logo printed as well.
About Material
The tape measure is made of ABS case, PVC coated fiberglass. All the materials are eco-friendly, which pass ROHS and EN-71 tests. The lead content is less than 5ppm.
About Case Color
Standard colors are yellow and blue, yellow styles are in round shape, blue style is in crossing shape.
Other colors can be customized according to pantone code.
About Custom Logo
Custom logo is available.For 1-2colors logo, we will use silk printing
For full color logo, we will print it with heat transfer printing ,
And we also make normal sticker for single color or full color logo
About Tape Colors
Standard tape colors are in white and black.
About Tapeline Size and Measurement
The standard length is 10m/33ft, 30m/99ft, 50m/165ft and100m/328ft
Tape width is 13mm.
Scale Measurement is cm on one side, inch on the other side
100 M Measuring Tapes,Measuring Instruments,Fiberglass Measuring Tapes
Wintape Measuring Tape Company , https://www.wintapetape.com