Meet by fate, travel by dream
With the advent of the mobile Internet era, the consumer habits of users have undergone earth shaking changes. Enterprises in all industries actively explore the online and offline boundaries, and have embarked on the path of Internet transformation. However, small and micro enterprises are constrained by capital, human resources and other factors, and the path of Internet transformation is often difficult.
Xingtian Technology has been deeply engaged in network marketing for seven years. For many years, it has been taking "being the best brand marketing promoter in China" as its corporate vision. To this end, in June 2018, Xingtian Technology launched the "Internet+Assistance Activity for Small and Micro Enterprises in Shandong Province", which plans to help 10 small and micro enterprises in Shandong Province to achieve business growth and transformation by using the Internet.
Because of this activity, we met Shandong Longteng Lock Company
Puzzle: Where is the key to unlock the growth of Longteng Lock's business?
After in-depth exchanges, we learned about the current business situation of Shandong Longteng Lock Co., Ltd.:
1. Complete qualifications: registered with Jinan Administration for Industry and Commerce, and filed with Jinan Public Security Bureau.
2. The business scope is wide: anti-theft door unlocking, car unlocking, safe unlocking, lock cylinder replacement, etc.
3. Rich experience in the industry: adhering to the management system that employees should be trained before they go on duty, each master who unlocks locks has worked for many years and has rich experience in unlocking and changing locks.
4. Difficulty in publicity and promotion: under the impact of the Internet, the effect of publicity by means of billboards at the company's door, adding community owners, and posting small advertisements in the community has become worse and worse in the past.
5. Urgent need to expand business scale: at present, business only covers part of Jinan. It is an urgent problem for the company to solve how to make a way out of the chaotic lock opening industry.
In recent years, Jinan and the whole country have been advocating the transformation of new and old drivers, encouraging enterprises to actively embrace Internet+, and the unlocking industry has also ushered in a major opportunity for change. How can Longteng Lock seize the opportunity of this era?
Research: disorderly unlocking industry
In order to solve the difficulties of Longteng locks, help them to increase their turnover, we conducted in-depth research on the unlocking service industry, and found that:
1、 Give money and start the car. There is no guarantee for the safety of consumers
It is understood that the unlocking personnel shall verify the owner's identity as required before unlocking. However, many lock unlocking companies in the industry just open the lock after paying.
Due to the particularity of the unlocking service, the unlocking company must be registered by the industrial and commercial department and put on record by the public security organ. The unlocking service personnel must pass the examination and review before taking up their posts with certificates.
So, have these unlocking companies in the market really gone through the public security record? Are they registered with the Administration for Industry and Commerce? Consumers have no way to verify.
2、 Disordered charging standards
The current industry situation is that the lock opening enterprises are highly dispersed, and the market management department has great difficulty in supervising and managing the assessment management of employees and the service process, which leads to the frequent occurrence of exorbitant charges and price rises, seriously affecting residents' sense of happiness and security. How to strengthen the management norms of the unlocking industry has become a high concern of consumers, and also a problem that market management and other departments study and solve.
3、 With the advent of the Internet era, the way for consumers to find "locks" is changing
With the advent of the mobile Internet era, when consumers need the service of unlocking and changing locks, their first reaction is no longer to go out and find the small ads posted in the corridor of the community, but to open the browser to search for the information of unlocking and consult with more reliable unlocking companies.
Only by seizing the market as soon as possible can we seize the traffic welfare in the Internet era. The transformation of Shandong Longteng Lock Co., Ltd. into Internet+is the general trend and imperative.
Breaking the situation: After discussion, Xingtian Technology and Longteng Lock agreed that Internet transformation should be carried out from three levels: operation, platform and promotion
（1） Operations
Improve the operation system and standardize the service standards with the purpose of safety service
With the purpose of safety service, Longteng Lock has developed a complete operation system by virtue of years of experience in the lock industry. By providing faster, more standardized and more convenient services, it has created the "Internet+" business operation mode, improved residents' sense of happiness and security, and promoted the sustainable development of the lock opening industry.
1. Employees shall receive unified training and take up their posts with certificates after passing the examination.
2. Establish a set of open and transparent charging standards to make users feel more reliable.
3. A whole process supervision system has been established from the user's order to the completion of the service to ensure the service quality of each order.
(II) platform
Build an online platform to fit the consumption habits of users in the Internet era
1. Settle in O2O platform for life service
In recent years, the O2O platform for life services has gradually entered our daily life. Platforms such as Dianping.com, word-of-mouth, 58Home, Meituan and so on have a large number of users. Unlocking is a kind of life service. Many users will use these platforms to find the company when they need to unlock. Therefore, Longteng Lock can enter this kind of life service platform to obtain customers. At the same time, Xingtian Technology, taking advantage of the company's promotion channels, assisted Longteng Lock to launch information in 58 cities and Ganji, bringing more traffic.
2. Xingtian Technology helps it build online service platforms such as PC terminal and mobile terminal
Internet transformation of enterprises, especially service enterprises, needs to build bridges that can communicate with consumers online. Such as PC end, mobile end website, applet, etc. On the one hand, enterprises can obtain and deposit customers by promoting their own online platforms. On the other hand, customers can understand the enterprise's product features and service advantages through the online platform to increase the probability of orders.
Xingtian Technology has mature experience in website construction, applet, APP and other development. When building an online service platform, integrating marketing thinking, methods and skills, it can effectively "lock" customers for Longteng Lock and improve the order volume.
(III) extension
Establish a brand promotion matrix to obtain more traffic and transform more customers
1. Build media publicity matrix to improve brand awareness
Create a good online public opinion environment on search engines and improve the brand awareness and influence of Longteng Lock through social media platforms, news media reports, third-party We Media platform articles, etc.
2. Develop search marketing solutions to bring traffic growth
The survey shows that as of December 2018, the number of search users in China has reached 640 million, and the number of mobile search users has reached 620 million. It can be seen that search marketing is the core of SME network marketing and the magic weapon of business growth. It can be seen that search marketing is the core of SME network marketing and the magic weapon of business growth.
For this reason, Xingtian Technology has made a set of search marketing plan tailored for Shandong Longteng Lock Co., Ltd. by using the search marketing experience accumulated over the years in the deep farming industry, Through the combination of search engine optimization (SEO) and search auction (SEM), thousands of keywords can be displayed 24 hours a day in each major search engine without dead end coverage, so that customers can find them automatically.
(1) It is planned to cover the whole Jinan City within 6 months;
(2) Qingdao Branch will be established within one year; The business radiates all over Shandong Province through Jinan and Qingdao, two major cities in the province;
(3) In 1-2 years, set up branches in Beijing, Shanghai and other first tier cities in China; From point to area, gradually form a nationwide sales network and service system.
The solution is in progress
（1） Scheme implementation
Taking Jinan City as a pilot, we optimized the ranking of about 1000 keywords to Baidu PC+mobile home page through search optimization (SEO). At the same time, we carried out brand publicity with the help of mass media platform to achieve word-of-mouth communication.
We started to optimize the corresponding keywords in Qingdao, opened SEM auction accounts, and put auction advertisements in Jinan and Qingdao.
Beijing will be included in the promotion plan, and other corresponding cities will be opened according to the market development needs of enterprises.
（2） Achievements
Jointly break the shackles of the inherent business model and usher in new opportunities for development
Lock is the most important part of the residents' security project. The unlocking industry is not only related to the property safety of residents, but also closely related to the life safety of residents. With the cooperation of Xingtian and Longteng, both parties hope to use their advantages in their respective fields to constantly improve and build a more open and transparent operating system, and provide consumers with more reliable, all-weather security services.
Xingtian Technology also expects to actively embrace the Internet with more enterprises, break the inherent mode of traditional enterprise operation, and let more outstanding enterprises stand firm in the torrent of Internet transformation.
