Out of ceramics from the age of mass consumption sales to marketing

Published: 16 May 2009 03:02:14

Homogeneity of products has become a criticism of China's manufacturing sector, the reason is that businesses did not start from the consumer, to study the diversity of their needs, and then according to different needs, design needs to meet a variety of personalized products, and enterprises are only mere imitation, to copy other people's products and the adoption of the concept of speculation, to be packaged, it becomes their own products, when the majority of enterprises are in a time when copying, then the number of products will be the difference? Corporate responsibility at this time is to use great strength of its advertising, promotion, price promotions and other means, through a channel to sell products, find markets for products such acts, we call for the sale.

    This phenomenon is a product of the mass market. After reform and opening up a long time, people's living standard is not high, lack of materials, production is basically what the consumer on what to buy, just like the original production of tiles out of the car pulling cargo has to wait at the door People will be ridiculed assembly known as the "banknote printing machine", when consumer demand is to stay in the functional level, edgy hair impatient than the cement floor, the colorful floor tiles have been very satisfied, on the product varieties and do not have much request at this time we only sales, not marketing.

    However, with rapid economic development, and continuously improve people's living standard, the requirements of the product have become more sophisticated and diversified a tendency, especially when China's per capita GDP in 2008 exceeded 3000 U.S. dollars a barrel, reaching the 3200 U.S. dollars when the mode of economic growth and people's consumption patterns are changing significantly, China's market has entered the era of mass consumption era of diversified consumption, which is a small minority of the times, when enterprises have begun to divide, an enterprise product can no longer meet the market demand, so companies began to study the market to the psychological needs of consumers and purchase behavior, and select which one to meet the needs of the consumer market segments, and then broken down in this market position to further identify market segments in which the psychological needs of people, and this is the beginning of marketing.

Marketing means that from the past, with enterprises as the mainstay of a change to the consumer as the main body, that is, from the "push" marketing to "pull" the market dynamic. Era in marketing, business advertising is commonly used USP, that is my unique selling point products, such as "frequency" air-conditioning and so on, these are just from a business perspective rather than from the viewpoint of consumers. However, in a diversified consumer era, the era of consumer products from the mass function of demand, changes in demand, mainly psychological, consumer psychologists study shows that consumers buy products, 1 / 4 is the functional requirements, 3 / 4 is the psychological needs, such as the purchase of ceramic tiles, in the eyes of the target consumer group, ceramic tile is no longer, but through these decorative elements, reflecting the lifestyle they love, and so in the era of the minority, advertising should also be consumer-centric.

Since marketing is the main consumers, businesses have got to look at consumers, and to determine which part of consumers for services, so that the marketing is market segmentation and positioning from the beginning. But the business is precisely the mentality and the concept of market segments, because consumers want tothem a clean sweep, so the performance of market segments very pan when, for example, a number of ceramic enterprises will be the target market for the middle-grade, or high-end consumers, this means that, regardless, because even the high-end consumer market must also have a variety of very different needs of a diversified, so that the concept of most enterprises still remain in the mass market stage, the hope that winner-take-all, However, this is a dead end road, and do not have a breakdown, as well as market positioning, products and services, there is no relevance, there will be no difference, then only turn into a homogeneous, price war and unable to extricate themselves in the quagmire. Lack of marketing is a common problem for our manufacturing industries, but most enterprises are not aware of this problem, often as a marketing sales center hall, will be treated as marketing general manager, general manager of sales, because there is no breakdown of the market there will be no marketing and positioning, so always the same and could not shake off their price war.

Look for home with the industry, the world's fifth largest home should be rich and powerful is how to market segments and positioning. Consumers should be at home in the coastal cities, but can not afford to buy expensivewhite-collar, that is, about 2 thousand dollars of income white-collar workers. Should be at home in front of the white-collar workers increases the number of attributes, coastal, city,want to buy, but can not afford to pay high prices, the same white-collar workers, in large cities and small cities are not the same, not in the coastal areas and the Mainland, the because the former experienced and knowledgeable, and receptive to appreciate the culture of the Nordic and products, and then further classified the positioning of small customers, but can not afford to buy expensivewhite-collar, white-collar workers is the mentality of this part describes a full and clear target market and positioning, the product is targeted, the products should be home but not the pursuit of modern fashion, emphasizing efficient use of space and practicality, it should be obvious household products and individuality. So began marketing segmentation and positioning, but it is the biggest obstacle to corporate mentality, that is, the better hope that the scope of customers, from sales to marketing, therefore, first of all, change is not a method, but rather the concept of progress.

We say that a failure is the mother of success, evaluation of enterprises, not to see how brilliant it yesterday, because they were made in the old environment, we can do today is to forget the past, out of mass consumption of the successful experience of the times, advance with the times, from the sales to marketing, this is the key to success!