Talking about the marketing of abrasives and abrasives enterprises under the financial crisis

With the outbreak of the global economic crisis, China cannot escape the negative effects of the financial crisis. In this financial turmoil sweeping the world, the development of tens of millions of domestic enterprises has been deeply affected. The decline in product profits, the intensification of financing difficulties, and the obstruction of foreign trade exports are the main factors that confuse the majority of enterprises, causing many large and medium-sized enterprises in China to close down. How should our abrasives companies respond to the financial crisis? In addition to taking some effective measures in terms of capital, cost and manpower, we should pay more attention to the market. For developing enterprises, marketing is the king.
In the following, some common and effective marketing methods will be introduced in detail, and the cases of enterprises in this industry will be cited.
First, the rapid and timely introduction of competitive new products Enterprise competitiveness and new product development are inseparable. The rapid and timely introduction of new products has become the main method for enterprises to pursue differentiated advantages, and also gives enterprises the opportunity to use the rouge pricing method. Taking short-term, lucrative profits, the rapid and timely introduction of new products plays an important role in the profitability and long-term competitiveness of enterprises.
In September last year, due to the impact of the international financial crisis, the orders and product prices of Shandong Shengquan showed a sharp decline, with a drop of more than 50%. In the face of unfavorable situation, Shengquan Group quickly changed its strategy and opened up the market through product innovation. By February of this year, it not only completely eliminated the negative impact of the financial crisis, but its sales level and profit also reached the highest level in history.
As the world's largest manufacturer of abrasives and abrasive products, Saint-Gobain Abrasives also exhibited a series of new products such as Saint-Gobain bonded abrasives and super-hard abrasives at the 11th China International Machine Tool Show held in early April, including The latest TG abrasive ceramic grinding wheel, the newly developed NORTONQUANTUM series of products and wafer back grinding abrasive diamond grinding wheel and diamond dicing blade for the electronic semiconductor industry. I believe that after this exhibition, a series of innovative grinding solutions will be quickly accepted by the majority of Chinese companies.
Second, the channel network optimization and expansion channels are very important for manufacturers. Lenovo's “big family model” is to integrate thousands of dealers across the country, throughout towns and towns, and maintain its position as the number one PC in China for many years. Even DELL, which has an amazing development speed and is known for its direct sales, can only be sighed by it.
In this extraordinary period, we must unite our dealers, optimize the distribution system, pay attention to the training of channel dealers, and reserve sufficient profit space for dealers to help channel operators improve their ability to resist risks. Can clearly express to the dealer: What are the advantages of dealers choosing to sell our products? Why do customers buy our products? What kind of attitude we develop with the dealers.
Zhuhai Elephant Abrasives Co., Ltd. is particularly good at this aspect. In addition to actively participating in the exhibition and visiting customers normally, since December 2008, it has been successively in Chengdu and Zhuhai. Shanghai held a dealer exchange meeting and a new product launch conference. Nearly 200 people from the Northeast, Northwest, North China, Central China, East China and South China regions participated in the Shanghai exchange. This series of dealer exchanges, the dealers are full of confidence in the development strategy of the elephant company, and ultimately achieve a win-win goal.
Third, the exhibition marketing is a sharp blade to expand the market Faced with the economic "cold" brought about by the global financial crisis, many abrasives and abrasives enterprises try to "throttle open source" as much as possible. However, as an important means of marketing in traditional marketing, exhibition marketing is still chosen by many companies.
In terms of its functions and functions, the exhibition mainly has the following aspects: The exhibition is a platform for industry manufacturers, distributors and traders to communicate, communicate and promote business. Professional exhibitions are the epitome of the industries they represent. To some extent, they are even a market. Enterprises can establish and maintain relationships with stakeholders in the exhibition, harmonize customer relationships, and build a corporate image in the market.
Through the exhibition, companies can display their own brands. Through well-trained booth staff, active pre-show and exhibition promotions, fascinating booth design and rigorous booth follow-up services, the competitiveness of exhibiting companies can become radiant and more likely to attract the attention of visitors to the exhibition. .
At the same time, exhibition marketing is a low-cost promotion method. At the exhibition, the company can communicate directly with the target customers in a short period of time, so that the product information can be sent to specific customers, and the immediate response from the customers can be obtained. According to the Commonwealth Exhibition Industry Association, the cost of exhibition marketing is much lower than that of salesman sales and public relations.
Since exhibition marketing has so many advantages, our abrasives and abrasives enterprises should pay attention to exhibition marketing and participate actively. We should pay attention to the following issues when attending the exhibition.
1. Defining the target of the exhibition Generally speaking, the company will mainly have the following objectives: promotion of new products; rapporting customer relationships, maintaining contact with old customers; reaching out more potential customers and industry professionals, and knowing the strong buying Home; corporate image promotion, product brand improvement; collecting market information, conducting field research; finding new marketing ideas.
2. Study and select exhibitions There are many theme exhibitions on the same subject every year, and their contents, scale, functions and expenses are different. In the end, we choose to participate in which exhibitions, we must combine the objectives of the exhibition, according to the company's marketing strategy, specific analysis, careful selection.
3. Preparation for the exhibition After the company has determined the exhibition to participate in, it is necessary to fully prepare for the exhibition, such as: selection and confirmation of the booth, design and construction of the booth, training of staff and booth personnel.
4. Promotion before the exhibition and follow-up after the exhibition The company participates in the exhibition. The promotion before the exhibition is very important. The better pre-exhibition promotion can increase the attention of exhibitors during the exhibition. Before the exhibition, you can inform the customer of this information through the company's website, advertising, etc. At the same time, you can organize the marketing staff to contact some potential customers, and to attract customers to participate in this exhibition. Enterprises with greater influence in the industry can also make rational use of their own. Influence, arrange media to report.
During the exhibition, buyers who are very concerned about the company's products or have greater strength should immediately contact the business leaders to arrange more in-depth business conversations. After the exhibition, companies must also arrange for personnel to follow up on these customers. This is a more important part.
After the outbreak of the financial crisis, many enterprises with export-oriented businesses were greatly affected. This year, the exhibitions in the abrasives industry showed a significant increase in the form of special exhibitions than in previous years, which also indicated that the majority of abrasives and abrasives enterprises attach importance to the exhibition. The degree of increase.
In the abrasives industry, Zhuhai Elephant Abrasives Co., Ltd. is the first company to do the best in exhibition marketing. Ms. Liu, the person in charge of advertising, told the author that the elephant company actively participates in various industry-related exhibitions at home and abroad, such as the 2009 Cologne Hardware Fair, the Russian Hardware Fair, the China International Hardware Fair, the Canton Fair, etc. The times are all presented in the form of special installations, and the form of each special installation is different.
I have seen the booth of the Elephant Company twice at the exhibition. I will not mention the choice of booth and the design of the booth. In terms of details, such as the choice of Miss etiquette, the collection of business card boxes for customers, and the candy on the table. The preparation, the treatment is very detailed, and it is absolutely remarkable. The preparation of the gifts made me feel the excellence of the elephant company in the details of the marketing work. The gifts are three golden elephant wheels, and the packaging is very beautiful. The elephant company uses the gift strategy to make "experience marketing" perfect. The meaning is that I say that my product is good, you can not believe it, but you will be positive after returning to use. The so-called experiential marketing means that the enterprise can experience the products or services provided by the enterprise by letting the target customers observe, listen, try, try, etc., so that the customer actually perceives the quality or performance of the product or service, thereby promoting the customer's cognition, A marketing method that likes and buys.
Fourth, how to carry out effective advertising. Everyone understands that advertising is effective, and most companies have strong advertising awareness. Advertising is a double-edged knife. Our company must know how to spend limited resources on the cutting edge, so that it will get half the effect. If you blindly go to advertising, then it may be a waste of money, and it will cost you money. To the role of propaganda. So how do you use effective strategies to choose effective media? How to effectively deliver? How to pay attention to the skills of delivery, etc., have become issues that companies must consider.
1. Media selection for advertising The purpose of advertising in enterprises is mainly two points. One is to enhance the image of the company and the brand, and the other is to increase the sales volume of the products.
Advertising must focus on the effectiveness of advertising, positioning, strategy, media selection, execution (putting evaluation) are very important. Here we focus on how to choose the media. At this moment, companies should try to reduce costs and continue to advertise. At this time, it is necessary to accurately advertise.
Enterprises must first select media based on the target audience of the advertising audience, such as mainly targeting channels or terminals. For example, the development of the production supply chain and distribution system in the industry is naturally better to choose a more professional industry media, to improve the sales of the terminal or to select the media for the terminal application.
Secondly, enterprises need to consider the influence and authority of the media. They can use specific data as a reference. For example, the number of media releases, coverage, quality of content, and whether other companies in the industry choose? The history of the media itself is often related to influence. Time validates the reader's recognition of the media, so companies can try not to choose the initial publications.
2, the innovation of advertising content Put an advertisement in front of the readers, if the advertising screen and text is very dull, then the reader may be swept away, the eyes will not stay on top. And if it's a creative ad, then the reader will be deeply attracted to take the initiative to accept every message in the ad. In this way, passively watching advertisements is a helplessness; taking the initiative to see advertisements is a kind of enjoyment. It can be imagined that that form can deeply strengthen the brand information in the reader's mind, which is the key to the success or failure of advertising creativity.
3. Sustainability of Advertising Delivery David Ogilvy once said: "Any advertisement is a long-term investment in advertising brands, and the focus of advertising should be long-term." Therefore, advertising is a systematic project, not a product of impulsiveness when the company is in a whim. At this point, the business operators must learn from the experience. At this stage, many companies are arbitrarily arbitrarily in the process of advertising. When the boss sees that some media are cheap, they say that the launch is put on, and they are not determined after sufficient investigation and analysis. In addition, the systemicity of advertising is incomplete. In this issue, the advertisement was made, and it may not be done in the next issue. From the perspective of communication, people remember things, usually through attraction, understanding, identification, and action. Just think about it, now information is the "pan" era, how much information a person usually receives in a day. If it is only once in a certain media, what is the probability of remembering brand information? Therefore, when advertising, please remember to be sustainable, such as limited business resources, you can also operate skills to achieve the purpose. If you choose a smaller space, you can vote in a few times. This is also desirable.
V. Network marketing is an important marketing method Network marketing is a new type of marketing method based on the Internet and using the interactive information of digital information and network media to assist marketing objectives.
Network marketing has strong practical characteristics. From practice, it is found that the general methods and rules of network marketing are more practical than the theoretical discussion of empty. It is necessary for us to understand the true meaning and purpose of online marketing, that is, to fully understand the new marketing environment of the Internet, and to use various Internet tools to provide effective support for corporate marketing activities.
There are several common ways for enterprises to choose online marketing: self-built, advertising, online trading platform, and search engine promotion. It is not important to choose which method. The important thing is that you grasp and operate the product. Later, you will have time to explain the ways of these kinds of network marketing in detail, focusing on how to effectively use these network marketing methods.
The awareness of network marketing in most enterprises in the industry is still relatively strong, but there are many problems. such as:
1, there is a phenomenon that can not be opened 2, almost no update 3, can not reflect the industry characteristics 4, the use of technology, the performance of the search engine is very poor.
If enterprises want to achieve better results in network marketing, these problems are solved. The domain name and space expired, the website could not be opened, the website was attacked, the website was hanged, and the company itself was unclear, which really affected the image of the company.
Many companies build websites and have little update on the content of such websites. The role of such websites is very small. I think that if you don't do it, you have to do it well.
Lack of understanding of technology, the use of Flash, Java and other technologies on the website, writing code confusion, causing search engines can not collect the content of the website, and even the website design is still not searchable by search engines for several years. The poor performance of search engines will lose a lot of business opportunities.
VI. Training With the continuous development and needs of enterprises, training work has received more and more attention from managers, and the role of training has become more and more obvious. We know that training can not only improve the skills, skills and overall quality of employees, but also broaden their horizons and broaden their thinking, so that they can be better applied to their daily work and improve their performance. However, if our understanding of training is only at this level, then the true role of training is still not fully realized. In fact, whether it is for the company's back-office managers or marketing managers at all levels of marketing front-line work, the real role of training should be to solve the practical problems of management and marketing work! In a certain sense, for marketing work, training is not only a good management tool, but also an important means of sales.
Why do I think "training is an important means of sales"? Summarize the following points:
1. Dealer training: Make investment promotion more successful Training is the biggest intangible wealth that enterprises can give to dealers. Through training, we can not only unify the dealer's understanding to stimulate the dealer's business enthusiasm, but also further enhance the dealer's management level and market operation skills, enhance the distributor's centripetal force and cohesiveness to the manufacturer, and finally achieve the strategy of the manufacturer's coordinated development. purpose.
The training of enterprises to dealers can be divided into three levels: product knowledge, sales policy, introduction of company strength and other basic knowledge level training as the first level; management of dealers' business personnel, sales skills, etc. to improve daily operations The skill-based training of efficiency is the second level; the highest level is to stand in the perspective of the dealers themselves and carry out targeted welfare training for their own future development.
The history of Chinese marketing is not long, and there are not many companies that systematically train dealers. However, as competition intensifies, the value of channels will inevitably receive more attention. The relationship between enterprises and distributors is not only a product buying and selling relationship, but also a strategic partnership based on long-term interests. Emphasis on dealers, training for them in a hierarchical system should be adopted by more and more enterprises.
2, the training of grassroots sales staff: let the passion and motivation last longer The company's most basic sales staff is directly responsible for the distribution channels and end customers of the market. The level of business skills, comprehensive quality and execution that they have mastered determines the level of operation of the market. Therefore, whether it is for the frontline staff of the dealers or the sales representatives of the company, in order to form a strong first-line sales team, it is necessary to strengthen their training and management. On the one hand, they must improve their terminal operation skills. Skills, on the other hand, must strengthen the company's corporate culture and mentality incentive training, only in this way can enhance their sense of belonging, so that they maintain a constant work passion and motivation.
3, core customer training: let customers know more about our products The so-called core customers are in line with the 20/80 principle, that is, the largest sales or the most profitable customers, such customers are an important source of income for the company, Therefore, it should be the focus of the company's attention.
This is the definition of core customers in most companies. Some companies also have innovations in detail: they think that the “earliest” is “important”, that is, core customers may be produced by customers who are the first to know or apply products. "The most critical" is "the most important", that is, the core customers are the most discerning and driven customers.
Leading companies in many industries, or companies with strong marketing awareness, often organize core customers to participate in new product launches, product use training, associations, etc. in one year, because through these trainings and activities, Customers know more about our product advantages, corporate culture, and increase customer recognition of the company and products, which can make customers more loyal.
Seven, some problems exist in the marketing aspects of abrasives and abrasives enterprises. The above is a detailed description of several effective marketing methods commonly used by enterprises. Many enterprises in the industry also pay great attention to marketing and have accumulated rich experience in marketing. However, there are still many problems in the marketing of the entire abrasives industry, mainly:
1. Poor marketing awareness Most companies in the entire abrasives industry are generally less aware of the main reasons:
1), the added value of products is low, especially in the abrasive production and roughing type abrasives enterprises, the importance of marketing is rarely considered before. The basic practice is: I will sell things when I produce them, and I will buy them when I buy them.
2) The abrasives industry is dominated by small and medium-sized enterprises. The managers of small and medium-sized enterprises are limited by scale and economy. They dare not invest in marketing and even think that it is not necessary.
In the face of increasingly complex market competition, companies must strengthen their marketing awareness.
3) Lack of management and marketing skills.
Managers of most production companies lack management and marketing skills, so they dare not invest in marketing or doubt the results of previous marketing.
2, low-level marketing means prevailing low-level marketing means in the industry's distribution system is more prevalent, blindly exaggerated, letter mouth, and even some companies are still boasting "China's famous brand" in the propaganda materials, since "King Wang Hu" was reported by CCTV, "China's famous brand" was revealed that the illegal institutions use the company's great psychology. The general public knows that "China famous brand" is a title that can be bought only for 6800 yuan. These low-level marketing methods have improved the market for small enterprises. Certain help, but the damage to the entire industry is very far-reaching. These means can't save the enterprise. If it is exposed by the media, it will easily lead the company to get into trouble.
3. The lack of refinement ability of enterprises in marketing Because of the lack of skills in marketing, the lack of marketing and implementation of marketing work, corporate managers must strengthen learning, know how to refine marketing work, and Put into specific management work to simplify and quantify the execution project and ensure that marketing is effective.