Bathroom products are low attention to internal and external difficulties

In January 2013, American pop singer Lady Gaga, who was popular in the world with exotic costumes, was troubled. His tickets for concerts in the United States were sold for only $19 at least, but there were still thousands of ticket sales. Some netizens said: “In the past few years, Lady Gaga still feels very fresh, but she has always taken this route to win the eye and made me feel no more.” The popularity of the fashion godmother has declined sharply, in addition to its own negative news, the most The important reason is that the audience looks tired of Gaga's fancy dress and refuses to buy it.

It's more than just Lady Gaga, who sells their products through Bo eyeballs. Companies in the sanitary ware industry are also trying to sell their products. They try their best to attract consumers' attention and promote sales. Xintaihe Sanitary Ware Co., Ltd. At last year's Shanghai exhibition, Ding Lulu was invited to wear a pair of exposed hips to bathe at the dew point of the exhibition, attracting a large number of visitors. There are also sanitary enterprises inviting beautiful foreign model naked upper body, at the scene the name of the bathroom brand on the model's chest, grandstanding.

In addition, “beautiful women's temptation to bathe” has become a standard appearance program for some sanitary ware enterprise activities. Behind the eye-catching marketing tactics, is the sales of the enterprise, or the “nervous” of the enterprise?

Due to the low level of attention, domestic sales are often blocked. Under the backdrop of the financial crisis, the global economic recovery process is slow, and global trade disputes have increased. China's sanitary products have frequently encountered foreign barriers, and many sanitary ware companies that focus on exporting have concentrated their attention on energy. The domestic market.” Zhang Xinming, general manager of Dongpeng Sanitary Ware, mentioned to reporters.

At the same time, the domestic market situation is equally not optimistic. In the shadow of the national real estate macro-control, the “restricted purchase order” has caused many buyers to choose to wait and see; moreover, prices have risen steadily, and inflation expectations have become increasingly strong. All sorts of factors are like the sword of Damocles hanging over the domestic sanitary ware industry. Market demand. In addition, sanitary ware companies rely more on traditional single sales channels, sales wiring is mainly concentrated in the first and second tier cities, and the third and fourth tier markets have not yet been fully developed. This, to a large extent, leaves many companies with no escape route.

Therefore, sanitary ware companies focused on the domestic firepower market have begun to make every effort to solve the problem, so as to try to maximize the attention of domestic consumers. As the bathroom industry with a low degree of concern, the ultimate goal of corporate marketing is to obtain attention, increase brand awareness and increase sales. Therefore, Sanitary companies cooperate with stars and promotions. . . . . . . . . There are a variety of marketing techniques to enable consumers to remember their brands in a short period of time. However, the fierce publicity competition has led some sanitary companies to go the wrong way and simply pursue gimmicks and introduce some vulgar tricks. Such publicity as “dry Lulu bathing” is just like this.

Is the promotion behind eyeball marketing a king or a brand?

Wrigley's dealer told reporters that businesses are looking for celebrities for publicity is understandable, no bottom line to make a big article sensation, although it can win the attention of the moment, but the long-term impact is not good, dealers will not pay for it. He also expressed the hope that some companies will have self-discipline awareness and make propaganda with cultural details the right way.

“In the propaganda and marketing war of the scene, while companies are rushing sales, the most important thing is to increase the brand value of products and services, and some marketing methods that appeal to the public should be eliminated.” Zhang Xinming, general manager of Dongpeng Sanitary Ware, believes that “Sanitary companies The key to marketing is branding. In addition to marketing strategies, we must also have excellent products and services in order to establish real brand value.”

It is true that China's sanitary companies are facing unprecedented difficulties in internal and diplomatic affairs. However, blindly blinding the eye to the marketing methods can not stand the test of the market, in the more rational consumption of everyone, the bathroom companies can also take this opportunity to fight weak and strong, internal forces only product upgrades and independent innovation, improve products The added value can really help the brand building of building materials products, and finally usher in the development of the domestic and foreign markets.