Analysis of China's lock hardware hardware marketing strategy

Strategic marketing management is the objective requirement of the new market environment for the enterprise, and also the profound understanding and rational choice of the nature of the market for the enterprise under the complex and ever-changing competitive environment. Strategic marketing is no longer a single product orientation or customer orientation, but the integration of system marketing elements. Based on the dynamic environment and organizational resources, this concept and practice of understanding markets and managing marketing from the perspective of competitive strategy is the strategic marketing management of enterprises.

Looking at the success of each lock product subcategory, without exception, is the success of the strategic marketing model. Strategic marketing model is the highest standard of brand management. From the origin of products to the starting point of consumers, the choice of strategic models based on competing products has become the dominant idea. As a low-exposure product category, in recent years, the event marketing of h-malock has risen. Arthur's intelligent explosion-proof lock was born and it has attracted the attention and attention of the industry.

(I) Terminal image drives strategic marketing model

"The channel is king, the winning terminal" seems to have been rarely mentioned. At the end of the channel is the terminal. In the vast China, it is the market. The marketing method is very poor and it penetrates to a certain point. It is still a smart move in low-minded industries. With the help of a unified image, a unified display, a unified price, and a unified service, the Mingmen lock industry has established a terminal image of one thousand stores, demonstrated its specialty, and reached the front of many door lock brands to implement market breakthrough.

(II) Event Activities Drive Strategic Marketing Models

The benefits of event marketing are obvious. First, information quickly explodes, promptly attracts the attention of all parties and forms an eyeball effect. Secondly, the cost is low, and the media spontaneously propagates. In the traditional means of communication is difficult to work, or companies do not have the patience to wait, it is wise to start event marketing with swords going. Once again, it has a great influence, a wide range of influence, and a long duration of time. It can easily spread again. Haier chief Zhang Ruimin yelled at the non-compliance refrigerator, Wuhan Safari Park, Daben, the paint factory owner to drink Fuya paint has been talked about for the industry so far, in essence, is the enterprise-led event marketing planning and dissemination.

Despite frequent changes in operating marketing campaigns, H MA Lock is famous for its reputation in the industry. The H-Mart brand introduced the event marketing model and took the lead in realizing marketing breakthrough in the traffic lock category. On July 5, 2005, September 25 and October 25, 2005, MA Lock held several 500,000 yuan unlocking competitions in Guangzhou, Shandong, Fuzhou, and other places. Each competition was led by the China Locksmiths Club. Coordinated, and in each competition, the China Locksmiths Club will receive a sum of tens of thousands of yuan, and each time the result of the contest is no one can open the lock (in which March 2, 2006 Zhengzhou activities were competing products Doing media exposure is controversial.

(III) Category Innovation Drives Strategic Marketing Mode

When a new type of market is opened up, it often means that the competitive landscape has been rewritten. The lock industry will rewrite it? Arthur to create intelligent explosion-proof locks new market positioning and marketing break. Numerous marketing facts prove that spending more effort is not as fast as finding a new type of market. Wang Lao Ji and Xi Zhi Lang are all like this. Therefore, if it is not the first of a certain kind of product, you should endeavor to create a product category that will make you the “first” in the market.

Only 600 million yuan in the electronic lock industry, there are more than 3,000 companies in the killing, and the focus is concentrated in the hotel and other engineering units, no company has thought of a larger personal home market, and these companies do the most The company also had sales of only 100 million yuan. In this context, just adopting a follow-up strategy means that it will never grow or be strong; from a product perspective, currently, there are two main types of locks sold on the market.

1: It is a mechanical lock commonly installed and used by traditional and current households.

2: The current electronic locks are common in hotels and enterprises. For mechanical locks, the price is only 2 or 30 yuan, and the most expensive is not more than 1,000 yuan.

The relatively low level of marketing in the lock industry, few companies that can do brand promotion, and more rely on price wars to nibble on the market. From a marketing point of view: Kotler once put forward a marketing thinking-horizontal marketing, also called "thinking out of the box", which requires companies to cross the existing products and markets, and inspire them through original ideas and product development. New market and profit growth points. In the concept drawer of the electronic lock, it is impossible to highlight its technical advantages and unique safety performance in many similar electronic lock products. King Arthur broke through the limits of industry thinking and created a new category of lock industry, starting from the function to create a new category of locks, which is "smart anti-riot lock."

At present, there are two categories in the lock industry, namely, traditional mechanical locks and ordinary electronic locks. This is a typical traditional thinking. It is a product category that has not been designed through strategy but named according to the natural attributes of products. Obviously, King Arthur is such a High-intelligence and up to 8800 yuan high-cost security locks in the concept of the traditional mechanical lock drawer, there is no competitive advantage, because the price of traditional mechanical locks only in the 30-900 segment. Compared to the price of electronic locks of up to 8,000 yuan, mechanical locks have become the preferred lock for the general public because of their low price and ease of use. As a result, electronic locks are commonly used in hotels, institutions, business enterprises and high-end smart real estate support. From this point of view, due to profit reasons, family locks have not received sufficient attention from lock companies, which may also be the point of opportunity.

(4) 7 kinds of driving strategic marketing models of lock brands

These seven kinds of strategic marketing models are not decisive, and there are mutual reference, infiltration, and hybrid components. Traditional home locks are generally divided into padlocks, handle door locks, drawer locks, traffic locks, electronic locks and other major categories, each category presents a different product characteristics, in marketing, representative brands according to the company's own resources, The main product features, consumer concerns, and the advantages and disadvantages of competing products make seven different strategic marketing models.

(E) Channel Focus Drives Strategic Marketing Mode

Sometimes, small is big, less is more; hurting its ten fingers is not as good as breaking one's finger, focusing on corporate resources, establishing a strategic regional market, and implementing product in-depth distribution is the only way for companies to follow. For the time being, it does not have the strength to be deployed nationwide. It will focus on corporate resources to make the target regional market channels transparent, precise, and detailed. It will create a land-snake, dominate the local market, and share, share and segment market shares with strong brands. Do narrower lanes and make narrower lanes wider.

(VI) Brand positioning drives strategic marketing model

Consumers are willing to pay for premiums. Their intention is non-material enjoyment. Therefore, the girlfriend is asked to eat Haagen-Dazs. It is no longer merely an ordinary ice cream, but shows a strong love. As ordinary consumer goods, product quality, price, channels, and promotions are highly similar to the results of market competition. Under the condition of product homogeneity, the only difference is the brand characteristics. The value that brings consumers spiritual level beyond the material function of the product is the brand value.

"Locks, hardware, sanitary ware," three categories by the Huitai dragon brand, have a unified advertising language. Therefore, with the brand as the driving force, the products are positioned at the high end, the prices are positioned at high prices and the high-end door lock market is opened. There is a hardware door lock company is out of a brand innovation-driven marketing model, continuing in the first issue of China's marketing "sales and marketing", industry magazine "China Lock" and other magazines to launch brand advertising, in the building materials market around the country, everywhere see the sink Tyrone's outdoor advertising.

(VII) Service Marketing Drives Strategic Marketing Mode

The service can first make up for the deficiencies in product quality defects, followed by professional services to maximize the advantages of the product, once again allow consumers to get spiritual satisfaction, gain recognition of others and social pride. “We sell not lipstick, but beautiful” L'Oreal said; Haier – five-star service, interpretation of what is sincere and forever, Nippon Painter Club established the importance of the service in marketing.

(8) Leading product drives strategic marketing model

Can bear the cost of innovation failure; again is not afraid of competing product imitation, can always lead a competing product development cycle, interpretation of the "product is the best advertising" marketing truth. In a relatively balanced environment, choosing a marketing model based on “product” innovation may require strength and courage. The “product” innovative strategic marketing model requires that the enterprise has a competitive enterprise chain, product R&D design capabilities, and production and logistics advantages to be guaranteed by hardware. The first is the ability to innovate.

Meihua padlock to break through the product innovation, adhering to the "I have no people, I have people, I have new people" has been leading the padlock style trend of the update, "the generals do not dismount, waterproof locks, luggage locks, plastic locks" The new varieties continue to be introduced to the market and they have reached the realm of “never been copied and never surpassed”. The advantages of plum blossom products ensure that the company’s vision of implementing a “global padlock manufacturing base” is achieved. In the most traditional padlock market, the old three rings are quite influential in the north of the Yangtze River. Three-ring grey iron locks have been consumed for several generations. In the past 10 years, the padlock market has remained in a state of calm.

In addition to traffic locks and padlocks, door locks and drawer locks are semi-finished products, so the installation service is crucial. Jiangxi Liwen Lock City is a lock dealer and its operation model is very special. The store is characterized by unlocking the lock and changing the lock core, and the after-sales service is in place. Through comprehensive cooperation with 110, 114 and so on, the locksmith association is excellent. The identity of the member, the identity of the unlocking expert appeared in front of the consumers, and a large number of small advertisements were put in the name of 110 in each community and hardware market, which reduced the unlocking price. Each time the lock was unlocked, the lock was brought to the consumer and the light was turned on each year. Unlocked income is naturally very expensive.