In the home industry, there are six typical marketing models, traditional and emerging, which have been or are working for home furnishing companies. They are: media advertising, affiliate marketing, event marketing, entertainment marketing, e-commerce, microblogging marketing. These typical marketing methods are actually different forms of advertising, and promote their own brands through different forms.
Whether it's the floor, the cabinet, or the wardrobe industry, there are a lot of advertising cases that can be found. Traditional media advertisements and emerging online advertisements, as well as product placements, are spread on major media platforms, bringing attention. At the same time, it also brings huge business opportunities for home businesses.
Floor, cabinet, wardrobe, home advertising big carnival
6 major marketing models, all broken down in home furnishing companies
The most traditional way of marketing is media advertising. In 2009, one of the leading companies in the cabinet and wardrobe industry, Ou Pai spent 200 million yuan to buy advertisements in CCTV; in 2011, Ou Pai also occupied the gold advertising period of the Central Radio Station "China Voice", triggering a new round of advertising. Big battle. In this round of marketing, Europa relied on its dominance of billions of years of annual sales, and further increased the marketing cost of the company by increasing advertising investment, so that the second brand of cabinets could not follow up. Le Yijia wardrobe throws heavy gold in the CCTV-3, CCTV-7, CCTV-10 channel of CCTV in 2013, and the first wave of advertisements was bombarded simultaneously by 3 channels.
Affiliate marketing, there has been a period of time, various alliances, consortiums filled with the home industry, such as the Champions League, Jingpai furniture alliance, three-layer solid wood complex, etc., this group of heating marketing model was once highly praised by the industry.
Event marketing, the 2008 Olympics, the 2010 World Expo, the Asian Games, and the 18th National Congress in 2012, such international events will attract the attention of the media and the public for a long period of time. Many home furnishing companies also rely on such Activities to carry out marketing activities.
Entertainment marketing, more and more home enterprises began to cross the entertainment industry, Jiajule kitchen cabinets invited Lin Zhiling endorsement, Zhejiang Shiyou floor teamed up with Zhejiang Satellite TV "China Dream Show", practicing corporate social welfare. Jay Chou led the life home Baroque floor star concert to shine in Yichang. Some companies have begun to play entertainment and implant marketing, and implant their products into movies, television, online short plays and so on.
E-commerce, there are reports that as of the end of December last year, China's Internet users have passed 500 million. With the full arrival of the Internet era, the home industry has renewed many new marketing methods, such as e-commerce, such as online group purchases. The leading boss of the wardrobe industry, Sophia Wardrobe, has its own dedicated website construction platform, and also launched a future wardrobe that can be controlled electronically with ipad, even if it is just an advertising gimmick.
Weibo marketing, Weibo is the Internet “new upstart†that has recently emerged and gradually replaced the SNS social networking website. The major portal websites have announced that the number of users has exceeded 100 million. Such a large user base has spawned the “microblog marketingâ€. Floors, cabinets, and wardrobe companies have started their own official Weibo, getting fans' attention and interacting with fans.
Home advertising is too burning, new media advertising is becoming a trend
With the European party burning money, the vast majority of cabinet companies can not afford to burn; like the living home to do star concerts, many companies can not afford; with Sophia competition technology electronic products, the general wardrobe enterprises can not do. As the cost of home advertising marketing continues to rise, some industry insiders admit that first-line brands may become the "culprits" of this phenomenon.
In order to stagger the advertising and marketing methods of “burning moneyâ€, the home industry should take a different approach and take a different approach, and firmly grasp the “micro-marketing†forms such as “Weiboâ€, “WeChat†and “Micro-Movieâ€. The small "cost" in exchange for the biggest advertising effect. By adopting the system's new media combination strategy, the system planning and re-enacting the poor implementation strategy for home enterprises, brands and products can be quickly launched in a short period of time, and the credibility and brand influence of the company will be improved in a short period of time. Achieving the effect of double promotion of brand communication and product sales is a new trend of low-cost investment and high-output marketing marketing.
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