Hardware industry has always been known as "hardware", not only because hardware products are generally smaller, but also because China's hardware companies have been relatively small scale, most of them are private small businesses, registered capital is generally only about one million yuan. Moreover, most of the hardware companies in China are engaged in export processing or OEM business, and few have their own brands.
Although from the perspective of a single hardware company, most of them are “hardwareâ€, but due to the large number of hardware companies and their widespread distribution, the scale of the entire hardware industry in China is still quite large. According to the data released by the China National Hardware Association, the total output value of China's hardware products industry has reached 800 billion yuan, and has maintained a growth rate of more than 15%. Such a huge industrial scale has brought many "hardware" into a "big hardware" industry.
Inconsistent with the huge industrial scale, many hardware companies in China are based on export and OEM business. Most of them do not have their own brands and stable sales channels. This has caused hardware companies to remain in a 'short-sighted' status in terms of promotion, lacking long-term brand building plans and corresponding publicity plans.
As a company, no matter what industry it is in, promotion and promotion activities have only two purposes: brand promotion and sales promotion. The premise of brand promotion is, of course, to have a brand with independent intellectual property rights, but it is the brand that is lacking in China's hardware companies. Therefore, hardware companies will focus their marketing efforts on search engines and B2B websites that focus on the Internet. They can use a small amount of outdoor advertising in local or key markets, because such promotional activities can directly achieve another goal—stimulating sales.
In fact, cabinet hardware companies do not want to do brand, do not want to advertise, but it is because of the small size of the company, limited funds, can not afford hundreds of thousands of large companies as advertising costs. In fact, for a hardware company whose scale is not great, it is also a good promotion method to participate in the corresponding hardware professional exhibitions. Moreover, not only can it directly get orders and promote sales, but also can achieve the purpose of brand promotion with the minimum cost. . Because there will be many media participating in the exhibition, seizing the opportunity of the exhibition to display and publicize, you can indirectly promote yourself through the media advantage of the exhibition, and achieve the best results with the least investment.
"hype" is not a derogatory term
In recent years, the word "hype" has gradually become a hot spot. Even the uncle of this week's uncle has taken "speculation" to say things. Gradually, everyone seems to have a bit of a scoff at hype. However, in fact, "hype" is not a derogatory term. It is only a demonstration of the propaganda and promotion activities. It is a relatively advanced means of propaganda.
However, China's cabinet hardware companies are still primary school students in this area, and there are still many things to learn. The object of the "hype" that is implemented in enterprises is mostly not products but concepts. For example, we can see an electric drill product advertisement of Bosch on the TV. The concept of the main product is the lithium battery drive. It can provide enough power by just relying on the battery power, and the charging speed is extremely fast. It also has the ability to prevent falling from high places. "Anti-hit" function. In fact, this speculation is Bosch launched a new concept of "convenient, fast, full power."
In fact, China's hardware companies will also have some relatively small-scale speculation activities. For example, if a lock company wants to introduce a new product to the market, it will hold an event, lay down a ring, and announce who can open the lock within the specified time and send him a cash prize. This is actually the performance of anti-theft locks in the hype, but the impact of this hype is relatively small. Just think, if you can expand the scope of this activity, place a ring at the same time in each of your sales outlets, publish related news in the online community, and attract or actively request media coverage, the effectiveness of this event will be magnified many times. The purpose of brand promotion.