Anshan Heli Laser Equipment Co., Ltd.
National Service Hotline : 400-641-6888
Address: No. 368 Qianshan Road, High-tech Zone, Anshan City
Dongguan Heli Laser Equipment Co., Ltd.
Address: No. 48 Wenxiang Road, Xiaoxiang, Wanjiang District, Dongguan City, Guangdong Province
Contact: Mr. Yang
As we all know, laser companies are traditional industries, although they are not as enthusiastic as Internet companies. But now, behind the industry stories of Internet thinking that have made companies famous overnight, what can laser companies learn from them? In this article, the author will analyze and interpret the characteristics and cases of the laser industry based on the five marketing rules of Xiaomi, a successful word-of-mouth marketing company.
1.Internet thinking-word of mouth is king
The traditional business marketing logic is due to asymmetric information, and communication is to smash advertisements for public relations. In short, everything is louder than voice. However, the new social media flattened everything, and the rapidity and fairness of dissemination made the public space of the Internet have a strong ability of self-purification of public opinion. It can't be true, it can't be false. In the Internet era, information dissemination and business behavior will be faster, and the laser industry, which is a traditional manufacturing industry, should not fall behind. Now, the flattening of information dissemination has pushed products into word-of-mouth battles among users, and whether products or services are good It is not the enterprises who have the final say. Keeping up with the Internet era can promote a new round of development for enterprises. It is understood that in 2013, Han's Laser opened the first domestic e-commerce platform for the machinery manufacturing and equipment manufacturing industry, breaking the tradition of a single industrial equipment procurement model. In the next few years, Han's Laser will increase investment in Internet development, and infiltrate Internet thinking into company strategic planning, management improvement, process transformation and business model innovation.
2. User thinking-enhance user participation
Consumers' decision-making mentality in choosing goods has changed dramatically in these decades. When a user purchases a product, from the earliest functional consumption to the later brand consumption, to the experience consumption that has become popular in recent years, in order to allow users to have a more in-depth experience, Xiaomi has opened the enterprise operation process of making products and services. Users get involved. For laser printer manufacturers relying on commercial printer sales to complete their performance, is the home market a delicious cake? Currently, Fuji Xerox, the inventor of laser printing technology, is targeting its new products to the home printing market. For the consumer market, it is easiest for users to generate purchasing behaviors. The way to gain consumer trust is the current fashionable experiential and participatory consumption. It can be said that experiential consumption has established a most friendly environment for communication between enterprises and consumers.
3.Good products-the origin and engine of word of mouth
An enterprise wants to have a good reputation, and a good product is the engine of word of mouth, which is the foundation of all foundations. The product quality is 1, brand marketing is 0 behind it, and it is meaningless without the former. Xiaomi marketing is word-of-mouth, and word-of-mouth is the product. So the basic material based on the selling point of the product and how to express the selling point is the lifeblood of communication. Only by grasping future technology development trends and market demands can laser companies make good products. As far as the laser printing market is concerned, in the future, intelligent, mobile, and color printing technologies will become trending hotspots. Combining demand with technology to produce good products is not far from good reputation. If the product is powerful, even if the marketing is done poorly, it will not be too ugly. 4. Social media is the main battlefield. Xiaomi currently has hundreds of manpower invested in social media platforms. Social media is an accelerator in word-of-mouth communication. It regards new media as the most important marketing platform and makes good use of social media.
Autonomous operation. When some companies are doing social media, they like to look for outsourcing, and the outsourcing company will help you run the operation for you; or with a trial attitude, find one or two people from the traditional marketing department to try it. In fact, this way, there is no sense of temperature, it is difficult to do a thorough job. Only through independent operation, enterprises can really do a good job in corporate brand marketing by grasping and unblocking media channels. Content operations. Operation through content points, the current smart home concept is prevailing. Laser technology is also getting closer to life. As a laser TV manufacturer, relying on current social hotspots, packaging and marketing of product brands will do more with less in the market.
Nowadays, marketing is no longer a one-way instillation. The information between users and enterprises is symmetrical, and interactions happen anytime, anywhere. At this time, as the operator of new media, if you do not understand the product, it is difficult to make clear the characteristics of the product and the user. Therefore, the first requirement of the company's social media marketers is not to do marketing planning, but to be a product manager, understand the product, and publish attractive content.
5. When defining product selling points, consider word-of-mouth recommendation scenarios
"Excellent", this is the most common word we use in many advertisements, but in contrast, many Internet thinking companies today, "such hate" such words. Now, attending many corporate product launches, traditional companies like Huawei and ZTE have also used more intuitive words in product promotion. The distinctive words such as "small" and "quick" have begun to appear prominently at the launch. On the big screen. "Fake", "Big", and "Empty" are major weaknesses in product slogans. For laser companies, focusing on user experience and product personality description can quickly and accurately acquire the psychology of the buyer while grasping the most product. Essential characteristics.
Conclusion: As mentioned at the beginning of this article, there are many stories about Internet thinking becoming famous overnight, but they do happen in consumer market companies. For the laser industry, which is dominated by B2B, it is not a universal trick. It can be effective only when it is combined with reality and integrated. Laser cutting machine , laser engraving machine , laser marking machine , laser equipment brand manufacturer-Dongguan Heli Laser Equipment Co., Ltd.!
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