In March, the home decoration and building materials industry began to welcome the peak sales season, but the reality is that all offline stores are closed. The inability to operate normally, the high rent of stores, and the payment of employees' wages have become the "last straw" on the household enterprises.
How much influence does this really bring to the household building materials enterprises? The following group of survey data jointly conducted by Sina Home and Leju Finance Home can be more intuitive:
Under the great pressure, many household enterprises have to change the traditional offline marketing model and "go online" to find vitality.
Enterprise self rescue, online popularity
The head household building materials brand is the first to start online self-help action.
Shangpin Home Furnishing has teamed up with "Designer Ashang", an online celebrity in the home furnishing industry, to launch live group purchase. The number of 5-hour live viewers reached 7.7 million, and the number of orders clinched was 13900.
Sophia and Taobao anchor Weiya jointly released the new product "Sophia BOX cloakroom" in the live broadcast room, and the total number of viewers in the live broadcast room on that day exceeded 20 million.
On Tmall Super Day, the gold medal kitchen cabinet launched the theme live broadcast of "Better Life with Mass and Genre Cabinets". The 48 hour live broadcast attracted a total of 618000 viewers, with a total order of 23000 and a turnover of 108 million.
The anchor of the live broadcast room also has a long history. Many senior executives of enterprises have personally walked into the live broadcast room to bring goods, which also shows that the company's leadership attaches great importance to this online marketing, It is a major top-down reform in the household industry. The results of the initial attempt are very impressive, Let the traditional household enterprises see more development space online, and also strengthen the determination of enterprises to layout online marketing.
Internet transformation of small and medium-sized enterprises is imminent
As the saying goes, "Change makes sense". For small and medium-sized household building materials enterprises, actively seeking Internet transformation is a bright way out.
Nowadays, with the rapid development of the Internet, online platforms have begun to surpass offline markets in terms of marketing promotion and product sales. When offline operations are impacted, the impact of online channels is relatively small, and they can still continue to work.
In particular, many big brand enterprises have "access to the Internet" and started digital transformation. Even the household goods retail giant "IKEA" has also entered Tmall. If SMEs still adhere to the door-to-door mode of physical stores, it will be a step closer to being out. As the so-called pre emptive and post emptive, the Internet transformation of SMEs is more urgent.
The traditional home building materials industry has many problems, such as too much competitive pressure from peers, difficulty in obtaining customers, low customer stickiness, backward Internet, and difficulty in brand building, Digital and Internet technologies will inevitably change the company's operation mode, marketing model and other aspects, making the traditional home building materials industry break through the original shackles and find a new development direction.
The first step of Internet transformation is the change of thinking mode
Jumping out of the traditional mode of thinking and learning to operate and manage with Internet thinking is the first step and core foundation of enterprise Internet transformation. Because the Internet is just a tool, the most important thing is people with ideas.
For many traditional enterprises, the stumbling block on the path of Internet transformation is not technology, but the lack of management thinking and mode. Small and medium-sized enterprises have formed their thinking and operation mode due to the relationship between traditional offline operation all the year round. Although they have begun to set foot in online marketing and promotion business, they are still using traditional thinking to conduct Internet marketing internally. Such transformation is only a superficial passive change, and can not touch the digital core at all.
What SMEs need for Internet transformation is a change from the inside out. The core is a change of concept. They need to use Internet thinking to integrate resources, optimize their own products and services, and truly make the Internet a driving force for enterprise performance growth.
Improve the whole network marketing ability of enterprises
In the current Internet era, a single promotion channel has no advantages, and whole network marketing has become a trend. The whole network marketing can be roughly divided into: Build customer acquisition platform+promotion and drainage+reputation marketing
Build a customer acquisition platform
For brand promotion, enterprises should first have their own official platforms, such as the enterprise official website, which is the window for external publicity of enterprises and the entrance for users to search for enterprise information. Therefore, it is far from enough to have a customer acquisition platform. It is also necessary to improve all functional modules and have the ability to transform users, otherwise the subsequent online marketing work will be wasted.
Promotion and drainage
There are many promotion channels, such as SEO optimization, SEM bidding, information flow advertising, video advertising, etc. Different promotion channels have different advertising budgets, different target groups, and different delivery effects. Enterprises need to choose the most suitable promotion channel according to their own development status and user groups. The ultimate goal of promotion and drainage is to bring practical traffic effects.
Word of mouth marketing
Good word-of-mouth marketing will help enterprises establish brand image, improve their popularity and reputation, and ultimately achieve the purpose of selling products and providing services.
The platforms for word-of-mouth marketing mainly include the following categories:
We Media Platform: Weibo, WeChat, Baijia, Toutiao, etc
News platform: Sina, Sohu, Netease, Tencent, etc
Comment platform: Public comments, Meituan, public praise, etc
In the final analysis, the process of online marketing is also the process of brand building. When enterprise information is spread all over the marketing channels, the market penetration rate of the brand becomes higher, and consumers' awareness of the enterprise also increases, so customers will naturally come.
