Seven strategically driven marketing models for Chinese hardware lock brands

7 kinds of driving strategy marketing model of lock brand

Traditional home locks are generally divided into padlocks , handle locks, drawer locks, traffic locks, electronic locks, etc., and each category presents different product characteristics. In marketing, representative brands are based on their own resource conditions. The main product characteristics, consumer concerns, competitive strengths and weaknesses make seven different strategic marketing models. Of course, these seven strategic marketing models are not decisive, and there are mutual references, infiltrations, and hybrids.

Event activity-driven strategic marketing model

In the traditional means of communication is difficult to work, or the company has no patience to wait, it is wise to start the event marketing with the sword. The benefits of event marketing are obvious. First, the information explodes quickly, attracting attention from all parties and forming eyeball effects. Secondly, the cost is low, and the media automatically spreads spontaneously. Once again, the influence is large, the scope of influence is wide, and the time is long, and it is easy to spread again. Haier’s head, Zhang Ruimin’s roaring non-standard refrigerator, Wuhan Wildlife Park, and the paint factory owner’s drink of Fuya Paint have been relished by the industry. The essence is the enterprise-led event marketing planning and dissemination.

On July 5th, September 25th and October 25th, 2005, 玥玛锁 held several 500,000 yuan unlocking competitions in Guangzhou, Shandong, Fuzhou and other places. Each contest was held by the China Locksmith Club. Coordinating, and in each contest, the Chinese Locksmiths Club will receive a tens of thousands of yuan of compensation. The result of each contest is that no one can open the gamma lock (in which the Zhengzhou event was contested on March 2, 2006). Controversial as a set of media exposure). Despite the frequent occurrence of operational marketing activities, it is an indisputable fact that Karma locks the industry. The Karma brand introduced the event marketing model and took the lead in achieving marketing breakthroughs in the traffic lock category.

Product leading drive strategic marketing model

In a relatively balanced competitive environment, choosing a marketing model based on “product” innovation may require strength and courage. The “product” innovation strategy marketing model requires the enterprise to have a competitive enterprise chain, product R&D and design capabilities, production and logistics advantages to provide hardware support. The first is to have the ability to innovate; the second is to be able to bear the cost of innovation failure; once again, not afraid of competing product imitation, always lead the product development cycle, competing for the "product is the best advertising " marketing essence. .

In the most traditional padlock market, the old three-ring is quite influential in the north of the Yangtze River. The three-ring gray iron lock has been consumed for several generations. In the past 10 years, the padlock market has remained unsettled. The plum blossom padlocks in the South China market are disrupted by product innovation, and adhering to the "people without me, people have me, people, I am new" has always led the update of the style of padlocks, "the general does not dismount, waterproof lock, luggage lock New varieties such as “gel locks” continue to be launched into the market, and have reached the realm of “never being imitated and never surpassed”. The advantage of plum blossom products and the realization of the corporate vision of implementing the “global padlock manufacturing base” has been achieved.

Brand positioning driven strategic marketing model

As a general consumer product, the high quality of products, prices, channels, and promotions are the result of market competition. Under the condition of product homogenization, the only difference is the brand characteristics. Above the material function of the product, the value brought to the spirit of the consumer is the brand value. The consumer is willing to buy at a premium, and the intention is to enjoy the non-material level. Therefore, asking his girlfriend to eat Haagen-Dazs is no longer just an ordinary ice cream, but a strong love.

Huitailong hardware door lock is to go out of a brand innovation-driven marketing model, and continue to publish brand advertisements in magazines such as China's first marketing "sales and market" and industry special issue "China Lock", which can be seen everywhere in the building materials market across the country. Hui Tailong's outdoor advertising. "Locks, hardware, bathroom" three categories by the Hui Tailong brand, unified advertising language: Hui Tailong hardware bathroom --- global high-end decoration partners. Therefore, Huitai Longmen Lock is driven by the brand. The products are positioned at the high end, and the price is positioned at a high price, and the high-end door lock market is torn open.

Channel Focus Drives Strategic Marketing Model

Doing a wider road is narrower and narrower is narrower; sometimes, small is big, less is more; hurting its ten fingers is better than breaking one finger, focusing on corporate resources, establishing a strategic regional market, implementing deep product distribution is a business follower The only rule. If you do not have the strength to lay out the country for the time being, then concentrate the resources of the enterprise to make the target regional market channels transparent, fine, and fine, to achieve a local snake, to dominate the local market position, share, share and divide the market share with the strong brands.

In the Guangdong and Guangxi markets, the brand of the male padlock market is not a three-ring, nor a plum, but an unknown flying ball brand (Guangzhou Yangcheng Lock OEM products).

Category Innovation Drives Strategic Marketing Model

Numerous marketing facts prove that spending more effort is not as fast as finding a new category. Wang Laoji and Xizhilang are all like this. Therefore, if it is not the first in a certain category of products, you should strive to create a category that will make you the market's "first" product category. When a new category market is opened up, it often means that the competitive landscape has been rewritten. So, will the lock industry be rewritten? King Arthur has created a new category of intelligent explosion-proof locks for market positioning and marketing breaks.

From a competitive point of view: there are only 600 million yuan in the electronic lock industry, but more than 3,000 companies are struggling among them, and the focus is on engineering units such as hotels. No one company has thought of a bigger personal home market. The company that has done the most in the enterprise is only 100 million yuan in sales. In this context, just adopting a follow-up strategy means that it will never grow long or not. From a product perspective: At present, the locks sold in the market are mainly in two categories, one is traditional and also The mechanical locks currently installed in residential households; the other is the electronic locks commonly found in hotels and enterprises. For mechanical locks, the price is only two or thirty yuan, and the most expensive is no more than one thousand yuan. Compared with electronic locks up to 8,000 yuan, mechanical locks have become the preferred lock for the general public because of their low price and ease of use. Therefore, electronic locks are commonly used in hotels, institutions, corporate business orders and high-end intelligent real estate. From this point of view, due to the reasons of profit, the family lock has not been paid enough attention by the lock companies, which may be the opportunity point; from the marketing point of view: Kotler once proposed a marketing thinking - horizontal marketing, also called “Thinking out of the box” requires that companies must cross the original products and markets, and inspire new market and profit growth points through original ideas and product development. The marketing of the lock industry is relatively junior, and there are very few companies that can do brand promotion. More depends on the price war to erode the market.

At present, the lock industry has two categories, namely, traditional mechanical locks and ordinary electronic locks. This is a typical traditional thinking. It is a product category that has not been strategically designed but is named according to the natural attributes of the product. Obviously, King Arthur is so High-intelligence and high-priced security locks of up to 8,800 yuan are placed in the concept drawer of traditional mechanical locks, without any competitive advantage, because the price of traditional mechanical locks is only in the range of 30-900; in the concept drawer of electronic locks, It is impossible to highlight its technical advantages and unique safety performance in many similar electronic lock products. King Arthur broke through the limits of industry thinking, created a new category of lock industry, and created a new category of locks from the function, which is "smart riot lock".

[b]Terminal image-driven strategic marketing model

“The channel is king, the finale is the terminal” seems to have been mentioned by few people. At the end of the channel is the terminal. In the vast China market, the marketing means is extremely infiltrated to a certain point for blasting, and it is still a smart move in the low-profile industry.

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