Ten Innovation Cases Of Home Building Materials Industry Marketing

After 10 years of development, China's home industry is promoting. Marketing It is no longer a "human spirit" for people to criticisms. Especially after the baptism of the economic crisis, various home enterprises began to use the new marketing tricks with great interest. They not only won a large number of orders for the enterprises, but also provided a new look for the development of the industry. We summed up the ten innovative marketing of home industry. case I hope to add a touch of color to the industry.

First, marketing events: building a green state. World Expo

The protagonist: Nippon

The concept of Green Expo continues to push the paint industry towards a new era. Green, low carbon and high performance will become a new opportunity for the development of coatings industry in the future. In the face of the tremendous business opportunities brought by the Expo, the three major business units of the State Council: the heavy anti-corrosion division, the engineering department and the decorative coatings division have been involved in the construction of important projects in the World Expo. The R & D has provided a complete set of customized services for the Expo.

With the advantages of many other safety factors such as fire prevention and so on, with the advantages of its innovative technology in the coatings industry, Li Bang has formulated a special project optimization solution for the Shanghai World Expo Performing Arts Center and the important steel structure exterior wall of the Expo site. While enhancing the corrosion resistance of the steel itself, it has also increased the safety factor of fire protection. In the high-profile China Pavilion, the interior wall environmental paint of Li Bang has been shining brilliance, adopting the latest developed Li Bang Jing flavor series. At the same time satisfying the Expo's rapid construction needs, 24 hours of air purification and more than 80% formaldehyde purification rate provide visitors with a green and safe visiting environment, which fully agrees with the environmental protection concept of the Green Expo. Taking into account the daily flow of more than 10000 visitors will speed up the building itself.

Two, marketing events: Yuanzhou decoration, the first high-rise building in micro-blog history.

Innovative protagonist: Yuanzhou decoration

In September 28, 2010, a famous decoration company, Yuzhou decoration, was published on Sina micro-blog, titled "Yuanzhou looking for the national day, netizens robbing the sofa, and building micro-blog's tallest building." Micro-blog, as of October 7th, has been forwarded 10119 times to micro-blog and a total of 10211 people have commented on it, thus creating the myth of corporate micro-blog marketing promotion in the history of micro-blog in China.

According to Sina official micro-blog official monitoring, at the end of September, Yuzhou decoration Sina micro-blog fans only had more than 1000 people, and as of October 10th, the micro-blog fans have exceeded 17000 people, and the number of fans has increased 1600% in about ten days. According to Ms. Liu Aihua, director of marketing center of Beijing company, the original intention of micro-blog is to cooperate with Yuanzhou decoration company to launch "Eleven 7 days legend" series marketing activities before and after the National Day holiday in Beijing. On the 7 day of the National Day holiday, Yuen Chau decorated the design store of Beijing to celebrate the 61 birthday of the motherland, looking for 61 people named "National Day" to enjoy the preferential home decoration. At the same time, in order to attract the participation of netizens, Yuanzhou decorating in Sina micro-blog launched "Yuanzhou looking for the national day, netizens rob the sofa, and build micro-blog's tallest building." Marketing activities. Liu Dongming, President of network marketing expert of president of Tsinghua University, pointed out that the micro-blog marketing operation of Yuzhou decoration fully excavated the micro-blog marketing 4I principle, Interesting interest principle, Interests interest principle, Interaction interaction principle and Inpiduality personality principle, and achieved the purpose of fast communication with customers. Interests principle of interest, micro-blog offers full benefits to customers, and sofa prizes make many consumers unable to survive. Interesting interest principle, grab network sofa, send real sofa, so interesting point let netizens smile; Interaction interaction principle, concern, forwarding, comment on some columns of operation, so that users are no longer micro-blog bystanders, but become participants. Inpiduality personality principle, Yuzhou decoration in the design of micro-blog content, micro-blog will be modeled as a tone of people, not serious, only personalized communication, "I like to crawl on your body, like to touch every inch of your skin, like to lie in your arms, I can not leave you for a moment, I love you - SOFA, sofa! Ha ha,"

Three, marketing events: the nation's first charter purchase furniture.

Innovation Star: Red Star merkal

Red star in the country's first "charter purchase home" initiative, the first domestic comprehensive store. According to Wang Wei, general manager of Hongxing, Beijing, Shanghai and Chongqing, the first batch of 200 consumers in Chongqing will visit Guangdong's production base in mid 10, and the price of the producing area will be two to 40% lower than the price of Chongqing. Wang Wei also said that in the next 12 months, the red star will organize 200 consumers to visit and purchase the brand furniture and building materials every month.

Wang Wei said that the traditional "charter group buying" is a single act of a single building material brand. The "charter purchase" is not a simple group purchase. It will be the first large-scale action after the establishment of the Red Star Luban company. 7 expert teams of building materials and furniture brand factories will serve the consumers. Consumers visit the factory, watch the product flow, understand the quality of products, distinguish the difference between furniture and building materials, reduce the consumption misunderstanding, and enhance the consumption concept of health, taste and fashion of furniture and building materials consumption. "Luban will" product experts will introduce the product's function, environmental protection, design concept, brand representative consumption concept, etc. for consumers at the factory site.

Four, marketing events: gold medal index, index marketing adds new troops.

Innovative protagonist: gold medal bathroom

Since September, the "gold medal index" has been widely circulated in home furnishing, bathroom and financial circles, and a number of mainstream online media have reported a number of follow-up reports. It is understood that the "gold medal index" is based on the gold medal bathroom star product line as the research object. It selects 20 representative cities in the whole country to analyze and integrate the sales data of the gold medal bathroom products in all the big cities, and then draw a list of data reflecting the living habits of modern urban residents. The "gold medal index" is divided into brand bathtub index, toilet index, basin index, shower room index, bathroom cabinet index, hardware pendant index and other components. After the index was released, it has attracted close attention in the industry, and new enterprises have gradually expressed the new category index cooperation intention.

According to the information reflected in the gold index report, Beijing, Chongqing and Chengdu rank the top three cities and become the three highest cities in the country. Coincidentally, in the Chinese city series survey released by the zero point research group, Beijing and Chongqing are also on the list of sexy cities in China. The introduction of the "gold medal index" has aroused the discussion and thinking of the consumers nationwide. The nouns such as savour city and sexy city have been put forward one after another, and people begin to have a new understanding of the urban household life. The introduction of the gold medal index has also led to a new thinking of index marketing. Some senior marketing experts believe that after the golden sunflower index, Apple's IPODNano index, McDonald's Hamburg index, the Futian index and Pizza Hut index, it is difficult to find the valuable enterprise index. The emergence of the gold index has once again refreshed the new standard of index marketing, and added new army to the index marketing.

Index is a measurement tool that shows the significance of specific domain problems in numerical way. It can make some complex, fuzzy and unsuitable testing phenomena be expressed in measurable form. The typical index is often composed of index system and weight system. The former solves the scope and quantity of the factors to be considered for measuring a certain problem, and the latter solves the different contribution of different factors to the overall result. The combination of index and marketing is often seen in the business and public organizations at home and abroad. Some marketing experts call it "index marketing". This method can help to enhance the social image of enterprises in public decision-making, industry and the public in different degrees.

The gold medal index is planned and released by the famous intellectual industry brand win road consultant. Deng Chaoming, the core planner, believes that index marketing has many advantages in brand promotion or product promotion. For example, by publishing the environmental protection index, setting up the image of leading environmental protection brand and expressing the sincerity of caring customers by comfort index, it is expected that more and more enterprises will adopt an index marketing strategy in the future enterprise marketing work. The promotion of enterprise index through Internet channels has made a new promotion on the basis of traditional index marketing. {page_break}

Five, marketing events: Home Learning and "wind", "harmony".

Innovative protagonist: Dong Yi Risheng

In 2009, in the 60th anniversary tribute films of the founding of the people's Republic of China, two films in the circle, which unanimously praised "the founding of the Republic" and "the wind", found the authorized family: the founding of the Republic and the cooperation of A Jiao's classmates' mobile phones. But contrast the poster of the two. In the poster of the founding of the people's Republic of China, the movie and the mobile phone were put together in a natural way, and the two sides were separated and separated. As an audience, browsing posters is hard to remember the brand of mobile phones. The annual climax that Dong Yi Risheng is promoting is known as "rising to the wind": it is aimed at the target group of high-end household. The master of Yi learning introduced the offline activities of home learning. The movie of "wind" is overlapped with the activities of the East Yi Yi Sheng, and the use of the movie's authorized elements is like a blend of water and milk. There are two ways to authorize movies to enterprises. One is payment, the other is resource substitution in different industries. Huayi's "wind" and Dong Yi Sheng's cooperation are resources replacement. Dong Yi Sheng did not pay the cost to Huayi. Instead, he provided Huayi with nearly a hundred stores in dozens of cities, more than 500 outdoor advertisements, various mainstream newspapers, network and district activities. Huayi province has made a lot of promotion costs, while Dong Yi Sheng has won the star award free of charge. The subsequent promotion of Internet links is even more exciting. DM network integrated marketing organization has planned for the East Yi Sheng and "the wind" to graft the most popular entertainment event - celebrity car shock viral marketing. The DM network integrated marketing organization has adopted the ingenuity in classical Chinese to write the first film review of "wind", "the most Niu Wenyan's real gossip movie reviews in history", and the major car stars in the wind, such as Huang Xiaoming, Wang Zhiwen, Li Bingbing and Alec Su. So nonsensical, "the most famous classical Chinese prose in the history" has been exploded by the major forums, reaching more than 10000, with a total volume of over 6 million 500 thousand. Even a number of famous print media such as City Pictorial have reported the crazy film review. In the history, the most popular classical Chinese poetry and gossip is spreading like a virus, which has made use of the low cost and big marketing of Internet media.

Six, marketing events: the latest national real estate decoration design case database.

Innovative protagonist: Sina loco, industrial peak decoration

After 80, after 90 become mainstream consumer group, how many new customers will face the home industry, who can seize the needs of these young groups, who will seize the opportunity. Sina loco's home channel and industrial peak decoration jointly launched the "National latest home decoration design case database" for all decorator to provide free decoration design reference.

The case library contains the main selling units of home sales in the sales period, including a variety of styles, covering more than 70 cities throughout the country. Each apartment has a plan made by the designer for the apartment and a classic renderings that can be uploaded, which can provide an effective reference for the consumer decoration. "The latest national real estate decoration design case database" is free online, from the needs of young netizens for the sake of netizens; all cases uploaded in the case base are carefully designed by professional designers; the case design is specific to a main force of a certain property in the country, and most consumers can find their own exclusive design plan in the case base.

Seven, marketing events: home business, Tuen Tuan, champion league, recreate champion myth.

Innovative protagonists: NVC, Optima cabinets, Dongpeng ceramics, natural floor, Red Apple furniture and beautiful central air conditioning.

As the downstream industry of the real estate industry, the home industry is still a little quiet, and the pressure is not small. Under such a market environment, the six brands of Optima kitchen cabinet, natural floor, Dongpeng ceramics, beautiful central air conditioning, NVC and Annwa sanitary ware have decided to take the initiative to attack and cross industry alliance and take a historic step. The formation of "champion league" to cope with the cold winter together is also a breakthrough attempt for enterprises to "hold together and warm themselves" to help themselves, and will promote the development of the six major industries. "Globrand.com League" is the main sponsor and the first rotating presidency unit of the national champion league. Mr. Zhao Yongfa, general manager of Optima's kitchen cabinet Wuhan branch, told reporters that "champion league", as the name suggests, is a big brand alliance with champion quality. The selected enterprises are all the leading brands in the industry, with large sales volume, strong channel resources and good customer reputation. The alliance, through deep cooperation, will combine the strength of the major enterprises and formulate a series of preferential policies to stimulate consumption and stimulate the market, and organize and participate in the public welfare environmental protection undertaking in the name of the Alliance, so as to jointly promote the healthy development of the industry, which is bound to bring great value to the society, consumers and enterprises, and achieve a win-win situation. It is reported that Optima kitchen cabinet is "champion league".

It is understood that the purpose of the Champions League is to stimulate consumption and stimulate domestic demand, and the most practical purpose is to provide consumers with quality products while minimizing their own profits, which will bring real benefits to consumers. Analysis of the industry, the alliance is not a one-way marketing alliance, members pay more attention to value, so it can be called "value alliance". The alliance aims to provide consumers with more real benefits through the linkage and resource sharing of the six brands across the country, and this progressive promotion of joint promotions has indeed attracted many customers' attention. What is worth mentioning is that the champion league also promotes green environmental quality living together, and distributes free green home decoration white paper free. We should publicize the green home lifestyle to consumers, popularize the knowledge of home decoration so that consumers can plan their home life more clearly, find solutions to meet their own needs, and achieve reasonable consumption and green consumption.

Eight, marketing events: light environment experience museum opens experience marketing.

The protagonist: NVC

The NVC Beijing light environment experience museum is located in the North Fifth Ring Road of Chaoyang District, Beijing. It covers an area of 2000 square meters, and is a two storey steel structure exhibition hall. It adopts the minimalist LOFT architecture style and pioneered the theme of "light environment experience". Compared with the so-called "light experience center, lighting experience Museum and lighting laboratory" of many domestic lighting brands with only a few hundred square meters of space, the NVC Beijing light environment experience museum is the first truly "light environment experience Museum" in the domestic lighting industry.

Wu Chuanyan, general manager of the Beijing operation center, introduces the experience of opening the museum after its opening. With regard to its business mode, it is lighting design and consulting service to promote retail business, engineering business and e-commerce business. The core of product category planning and positioning is to provide professional customers with complete and complete lighting products, and display them according to the product functional subarea. In terms of services, we provide lighting design support and services, cooperate with the end users and designers in lighting design and lighting planning, enhance lighting taste, and elevate the concept of light environment: high efficiency, green, environmental protection, health and so on to the level of noble and healthy quality of life. This experiential marketing mode of NVC is entirely based on customer needs, and the overall quality of the sales and service of the overall lighting products can be improved in an all-round way.

The experiential marketing mode of "light environment experience hall" will provide powerful impetus for NVC's rapid development, and it will definitely play a strong role in promoting and upgrading the industry marketing mode.

Nine, marketing events: the first white-collar decoration one-stop experience tour of Jing Tan net.

Innovative protagonist: Beijing exploration network, science and technology

Beijing exploration network and China's leading decorating enterprise, kbao, once moved into the home decoration, once again took the lead in the sword: "the first white-collar decoration one-stop experience tour of Beijing exploration network" successfully purchased tickets. The netizens who rushed to participate in the one-stop experience of white collar decoration came to the scene on time. At the first stop of Li Hui's experience tour, the atmosphere of the activity reached a climax. "In the eighteen beauties of the nine meetings, tasting delicious meals, in a relaxed and happy atmosphere, unknowingly resolve all the troubles before the decoration, and recognize the new friends who are also faced with the confusion of decoration." On the day of the activity, netizens paid the decoration deposit and expressed satisfaction with the activity. It is reported that since then, the company will also organize a similar one-stop experience decoration activity to meet the needs of consumers and meet the new information dissemination characteristics of the Internet.

Ten, marketing events: caravans pull millions of smiling faces to welcome the Expo.

Innovative protagonist: Sacred elephant floor

In June 5, 2009, the Shanghai World Expo Bureau, the Communist Youth League Committee and the Shanghai youth public interest portal jointly launched the "SAY YES to the Expo, sharing the city's best life - Shanghai youth Expo million smiley faces". The icon uses the national sales network to bring the smiling faces of Shanghai to all parts of the country, and then bring back smiley faces from all over the country.

In August 25, 2009, six new "caravans" were dressed up to rite out the scene of the 1 Gate Square in Shanghai science and Technology Museum. People were again infected with a smile on the design of the car body: an elephant in the design smiled with a simple smile. The elephant was covered with the smiling faces of the citizens of Shanghai for two months. These six "caravans" are only representatives of six teams. According to the plan, they will go to the whole country along the six lines of East China, Southern China, North China, central China, Southwest China and Northeast China from the activities day, that is, August 25, 2009. They will go deep into the community and school to launch a half million smiley faces call for a half year trip and 9 million 600 thousand square kilometers nationwide. At the same time, the 2300 sales network of the holy elephant group has been launched at the same time, collecting the smiling faces of the local people and the dream of the Expo. Finally, it collects them together, brings them back to Shanghai, and finally contributes to the Expo.

World Expo, as another great event after China's Olympic Games, has attracted the attention of the whole world. World Expo, which can take advantage of the collective sense of honor, once again gathered the eyes of the whole nation. When people were arguing for the purpose of the sacred elephant, Guo Hui said decisively: "if you want to succeed in the future, it is not how many people you win, but how many people you have influenced." People do, so do brands. The key point of marketing activities lies in the influence of events, showing the great writing and wisdom of big brands. But in this fast paced era, people who are customers of the sacred image or potential customers may be able to look at this meaningful activity far away.