Domestic Die Enterprise Marketing Should Pay Attention to the "Grassroots Culture" Charm

Network, the emperors of today's era, whether you love or not love, are "human flesh" with people's work and life. Nowadays, from the individual to the media, from hype to packaging, the experts who know the way of the Internet have become popular online with lightning speed. Looking at the Internet market, endless tricks and tricks, Xiaoyue Yue cross the times of the thunder of the people's move, triggering people's hot debate, where the customer Eslite civilian ads, set off a wave of people's PS. The reason why the two are “seeing” by netizens is, to a certain extent, precisely confirming the charm of the “eyeball economy”.

Since 2008, traditional industries have shown great enthusiasm for the Internet. From Shi Yuzhu's move of melatonin to online games, almost equal to NetEase, Fractional Jiang Chunnan’s acquisition of OKNet, plus PPG's slap in the traditional manufacturing industry, allowing traditional entrepreneurs who do not understand the Internet to start to discover the charm of the Internet. . Mould enterprises are more powerful and want to use e-commerce to highlight competition.

Due to its own factors, the mold industry, especially SMEs, is not easy to use the power of the Internet. Do not say aside the technical conditions, the post-maintenance, upgrade, promotion and a series of issues can allow companies to batter. After a period of time, companies that failed to obtain profit from the Internet gradually faded their initial passion.

In fact, the development of e-commerce by mould enterprises is a trend that is always on the trend. The main direction is not wrong, and why the response is not high should be attributed to methodological issues. The marketing details related to the Satsuki Moon event are worth thinking and learning.

On October 5, 2010, the best female "Satsuki Tsukimoto", which was "born" in a netizen "Rongrong", quickly became popular in the last 3 days of the National Day holiday. As of 3:00 PM on October 12, 2010, the original post click rate for “Satsuki Moon” has exceeded 37 million times, and users have responded to more than 92,000 posts. Derivatives about Satsuki Moon: Post Bars, Groups, Forums, Illustrations came into being. There are even netizens who have established a "family of the moon" and "paid on the moon" as a means of worshipping her.

In the eyes of netizens, “Satsuki Moon” has successfully improved the mental abilities of the people and made everyone more hopeful for life.

The effect of online marketing is more dependent on the spread of communications, and most of the Internet users in China are grass roots. Although mainstream people play a role in online communication, the community base of communication still returns to the public. From the "Jia Junpeng" incident to the "sharp brethren" and now to Satsuki Moon, Hibiscus and Xifeng are each grassroots.

When the general public tends to discuss collectively, there is often a certain degree of cognition. Whether it is good or bad, it will be difficult to break once it is formed. The Satsuki Moon event is based on community postings. It is initiated by netizens, and the review of mainstream voices is reproduced. This is in line with the mainstream of online marketing nowadays: social media marketing.

Therefore, the mold enterprises may use the grassroots to use the grassroots to free product descriptions, corporate propaganda, and business promotion from the cold concept; for example, a piece of material video, widely circulated network language, or personality alternatives. Characters. In order to better promote products and shape brands on the Internet, mould enterprises must create their own popular images, which must have connotations and meet the material and spiritual needs of netizens' customers.

Subdivide your product market and target customers. There is no one product that can satisfy all consumers. Therefore, in the face of numerous potential Internet customers, mold companies must segment the market and focus on the target customers of the company, and use it as the basis and prerequisite for developing network marketing.

Ruiqi Auto Mould Co., Ltd. is a wholly-owned Chery Automobile Mold Company newly established after the transfer of the equity of the former Fuhao Jiye Company. It is mainly engaged in the R&D and production of automotive panels, inspection tools and welding fixtures. It is the only one capable of producing A in Anhui Province. Class B car mold business. In 2009, Ruiqi Company established a joint venture with Chengdu Chengfei Integrated Technology to build "Anhui Chengfei Integrated Ruiqi Auto Mould Co., Ltd.", which is mainly engaged in body-in-white moulds. With a total investment of 230 million yuan, it has been completed and put into production.

Due to restrictions on capital investment, talent absorption, and other conditions, there is still a certain gap between the technology and equipment level, production capacity, personnel quality, business philosophy, and management level of Anhui auto mold enterprises. Good companies, such as Anhui Futeng Technology Co., Ltd., which have large capital investment, high equipment level, and strong ability in technological development and innovation, have become the leading bosses of Anhui auto mold enterprises and have entered the first echelon of China's auto mold enterprises. In contrast, many other small car mold companies can only engage in the design and manufacture of molds for automotive interior parts and structural parts. There is a large gap between the level of automotive mold enterprises in Anhui, pending consolidation and improvement.

Luo Baihui, head of the International Die and Plastic Hardware Industry Suppliers Association, believes that the establishment of a virtual enterprise alliance is an important way to revitalize the automotive mold industry in Anhui Province with backbone tooling companies at the core. The company is based on Anhui Wellcome Technology Research Co., Ltd., and it is a joint venture with Fuxin and JAC. Welfare and many other automotive mold companies form the automotive mold industry alliance, focusing on the existing assets of the existing mold companies, increase investment appropriately, establish a unified automotive mold R&D center, and build a database of automotive mold product design process information, using the country’s existing The Internet connects the satellite companies and core enterprises to achieve resource sharing. This will not only greatly improve the product design level, technological level, and market adaptability of satellite companies, but also enable core companies to take advantage of their own R&D and innovation to receive new vehicle mold development designs as much as possible, and then distribute the tasks through online transactions. To all satellite members to manufacture, so that the core companies and satellite companies can give full play to their advantages and achieve a win-win situation, the overall strength of automotive molds will be able to give full play.