Experts talk about winning strategies for ceramic companies' network marketing

I. Analysis of Internet Marketing Environment By the end of 2009, China had 338 million Internet users and 87.88 million Internet users. In 2009, the online shopping market transaction volume was close to 250 billion yuan, an increase of 93.7% over the same period last year. The scale of online shopping transactions has accounted for 1.98% of the total retail sales of social consumer goods, and will reach 5% within five years. Online cake shopping is rapidly expanding, and online marketing has become a new battleground for the competition between ceramic enterprises.

For the large and highly potential consumer groups on the Internet, how to formulate appropriate marketing strategies and occupy a proper market?

Second, the home improvement market strategy 1, online shopping new B2C business success stories continue to emerge, where customer Eslite established two years of network sales of clothing 600 million, Jingdong Mall online sales of household appliances in 2010 is expected to reach 10 billion.

At present, many dealers have tried to sell tiles on the Internet, and some have already reached millions in annual revenue. However, more Tao enterprises have adopted an evasive mentality for this channel because they fear that online low-price sales will impact offline channels. In fact, other industries are the same distributors under the wireline, but they adopt more flexible solutions. For example, Li Ning's sales on the Internet have reached 200 million. Skyworth, Changhong, and Hisense are using B2C and C2C platforms to promote sales. Online sales account for more than 10% of total sales. In my opinion, the channel conflict is not unsolvable, and the case that ceramics enterprises have emerged with annual sales of 100 million yuan is believed to be just around the corner.

2. Group buy group purchase has been pursued by consumers because of its affordable price, thus forming an effective sales method. Xinzhongyuan held group purchases in 28 cities in 2008 and held in 103 cities in 2009, proving the commercial value of group buying. The key to the success of organizing group purchases is to have a certain reputation, the planning and organization of manufacturers' systems, the formulation of prices, and the strength of publicity. From the perspective of online marketing, how to use the lowest cost, summon enough target customers to participate in group purchase.

3. The key to the success of the community promotion community promotion is the ability to organize effective resources such as home improvement companies, designers, construction teams, and complementary building materials businesses, and complement each other to jointly develop the residential market. In addition to other mutually beneficial policies, corporate websites can also serve as a platform for resource exchange. That is to say, the relevant institutions that cooperate with the company are introduced on the corporate website to bring business opportunities to the partners. For example, the Nippon Paint website can find information on the paint master.

In addition, through the display of the company's website model results, decoration knowledge, organization of complementary product group purchase, promotion of corporate brand, free measurement and design, and targeted network promotion, are conducive to the development of the residential market.

4. Offline purchases Objectively speaking, whether it is now or in the future, purchasing in physical stores is still the mainstream. However, this does not mean that Internet marketing cannot play a role. One of the tea wholesalers that I once served, 90% of the customers he traded on the store, came to his store to promote transactions through the promotion of his website.

Therefore, the key lies in the fact that the corporate website has practical content, and the address of the physical store, plus the powerful promotion of the website and the planning of offline activities, can bring customers to the physical store.

Third, the engineering market strategy engineering market has the characteristics of relationship marketing, does not seem to be suitable for network marketing. However, the Internet is oriented to the entire country, and the vigorous development of network marketing can bring more business opportunities to the company. A company in Guangzhou that provides manufacturing and manufacturing project management services has annual sales of tens of millions and its customers are 100% from the Internet.

The key to success is to consciously conduct online marketing for the needs and characteristics of engineering customers. For example, the company's website displays project cases, cost-performance advantages, quality systems, etc. It analyzes the customer characteristics of the project based on search engine marketing, online advertising, and soft-text marketing. In this respect, most ceramic enterprises still lack systematic consideration and operation.

IV. Cooperation Strategy 1. Cooperation Background Distributors, home improvement companies, designers, construction units, and complementary manufacturers not only themselves are buyers of ceramic products, but also influence consumers’ purchasing decisions to varying degrees, and thus each enterprise passes each Ways to establish cooperation with these institutions. Internet marketing can also play an important role in different ways.

2. Dealer Development and Maintenance Regarding investment promotion, no matter whether it is traditional media, telephone visit or online media investment, many investment companies have no corporate website or even too simple, which not only affects the corporate image, but also can not give full play to the advantages of the enterprise. come out. Therefore, we must first attach importance to the construction of corporate websites and the writing of foreign investment documents. On this basis, investment promotion through traditional media, softtext marketing, search engine marketing, and industry portal advertising can improve the effect of investment promotion. If you plan to increase online sales, you also need to develop online dealers. If Li Ning has nearly 20,000 sellers, it will have an annual sales of 200 million yuan. With regard to the maintenance of dealership relations, the current sales of apparel, household appliances, home furnishing and other industries have surpassed physical stores. In the ceramics industry, many dealers also attach great importance to online marketing, but they are obviously unable to do so due to limitations in their experience, talents, and policies. Therefore, if it is possible to establish an online marketing system that can increase sales for dealers, this is the key to attracting dealers and maintaining loyalty.

3, designers, decoration companies Some powerful companies through the design competition, improve the visibility in the designer group, while recommending new products. If it can be held online at the same time, it will undoubtedly expand the scope of the campaign and produce more lasting results. Or if it is a purely online design competition, the cost will be greatly reduced, and the key to the effect is planning.

In cooperation with designers and decoration companies, the most important thing is to achieve a win-win situation. In the corporate website and network promotion, certain cooperative companies can be recommended to consumers together to bring benefits to the designer and the order, so that the cooperation between the two parties is more stable. Some companies have also established designer clubs to strengthen cooperation with designers.

4. The cooperation methods currently used by the construction unit with the construction unit are rebate, training certification, quality awards, etc. In addition, helping them to advertise on corporate websites and providing them with stable projects is an effective strategy for attracting construction companies.

Garbo Li also established a master paint club on its website, using the website as a platform for training. Although many master painters will all access the Internet, after all, there is an additional training and communication channel for the establishment and maintenance of the relationship. Less effective.

5. The brand alliance formed by complementary products of the brand alliance, such as the more well-known “Champion League”, truly realizes “home-use solutions”. The role of the brand alliance lies in jointly organizing group purchases, community promotion, and joint promotion. In particular, when it is planned to conduct online direct sales, develop online channels, and promote soft papers, it can also reduce the cost of promotion, excavate news value, display overall results, enhance corporate image, allow consumers to obtain more benefits and more choices, thus reflecting the brand alliance. value.

V. Brand Management Currently, the mainstream channels for the purchase of ceramic products are still purchased in the business hall, but many consumers will understand the reputation of a certain brand on the Internet and use it as a reference for offline purchase.

For the well-known pottery enterprise brands, the biggest problem currently exists is the excessive amount of negative information on the Internet. You can enter keywords such as “××Ceramic Quality” and “××Ceramics Complaints” on search engines. The negative information is all in the search engines. One page can be seen. The negative impact of online negative evaluation on consumer purchasing decision-making, the damage to offline sales cannot be underestimated. Many brands obviously do not realize the importance of this issue or have not taken effective measures to manage it.

For most unknown brands, the biggest problem is the lack of information on the Internet, and it is also unfavorable to strengthen the confidence of target customers.

VI. Implementation Suggestions Many Tao enterprises have realized that online marketing has become an effective marketing channel. However, due to the lack of knowledge and experience in network marketing, they are faced with many ambiguities and are therefore stalled.

Due to space reasons, the article failed to analyze the details. I suggest that Tao Enterprise can provide training in network marketing on the one hand, and improve the company's ability to use network marketing to improve its performance. It can also cooperate with professional network marketing agencies to accelerate the pace of network marketing and develop online marketing to become a corporate brand. A powerful channel for sales promotion.

Seventh, concluding remarks Borrow a word from Jingdong Mall Liu Qiangdong, "The great company embraces change, the mediocre company is afraid of change". Facing the emerging network marketing model, are you ready to face the unlimited business opportunities on the Internet?

Mo Dinghong: Graduated from South China University of Technology MBA e-commerce direction, founder of Foshan Ceramics Network Marketing Center, Internet marketing training lecturer, as a number of well-known ceramic enterprises network marketing consultants, the industry is known as "the first person building materials network marketing."