Suning has opened up a new model of color TV marketing "going heart"

Suning Tesco recently held a "Ten Thousands of People Grabbing Color TVs" Event. In addition to the price concession of the 65-inch large screen at half price, it also put forward the social initiative of "Watching TV with family for 1 hour".

With the rapid development of science and technology today, TV seems to be in a very embarrassing situation. How many people still have the habit of watching TV? As far as the author is concerned, because of the World Cup, the author has reinstalled the TV that had been hidden for four years. Back to the living room; because they wanted to watch the World Cup, the three grandparents next door finally left their phones, tablets and laptops and sat in the living room together...Similar scenes abound in today's mobile Internet era. Today, when people's demand for TV products is declining, if home appliance manufacturers want to find a way out, they must learn how to grasp consumer psychology and stimulate user demand through a series of methods to achieve the purpose of promoting sales conversion.

Suning has opened up a new model of color TV marketing "going heart"

The most classic case of successfully promoting products through clever marketing methods is the well-known story of "selling combs to monks": in the past there was a salesman who encountered a thorny problem, how to sell combs to A monk who doesn't need to comb his hair? Finally, he had an idea and discussed with the monastery host. He engraved various words on the comb: such as a pious comb, a hair comb... and divided them into different grades, and distributed them after the pilgrims asked for signatures. As a result, the monasteries responded well after the application, and more and more monasteries asked to buy such combs.

This story tells us a profound truth: there are no unsellable goods, only merchants who don’t understand the user! The sales in the story cleverly captures consumers’ psychology of buying combs, not for combing their hair, but more for a comb. Kind of sustenance of the soul. This is a typical case of smoothly selling goods through "heart-to-heart" marketing.

The "marketing" principle reflected in the story is not outdated even today. Nowadays, in the face of consumers who are "well-informed" and increasingly numb to all kinds of marketing methods, the traditional marketing method of simply relying on price wars to "go the kidneys" can no longer have a greater effect on them. In this context, only a very small number of brands have entered the hearts of consumers by "going heart", so as to achieve a win-win situation of building brand reputation and promoting sales. And Suning’s “watching TV for one hour with family” this time is a typical case that can achieve a win-win situation for building brand reputation and promoting product sales.

TV cannot be sold, not because the price is too expensive

In recent years, the TV industry seems to be experiencing a cold winter, and mobile electronic devices such as mobile phones, which are rapidly developing and popular, have gradually become the main front of people's social entertainment. Many people attribute the embarrassing situation of TVs to the fact that they are slightly more expensive than electronic products such as mobile phones, but they are not.

For example, a manufacturer’s 40-inch LCD TV only sells for 1,699 yuan, while a 40-inch TV screen costs more than 1,500 yuan. According to relevant surveys, the average price of traditional manufacturers’ products is around 2,000 yuan.

Despite the emergence of Waterloo in the mobile phone market, the market share of thousand yuan phones has gradually decreased, and the early dead zone 3500-5000 yuan price range is now occupied by mainstream mobile phone manufacturers.

In addition, from the logistics point of view, the shipping fee for a mobile phone is 10-30 yuan, and the shipping fee for a TV does not include packaging and is indispensable for 200 yuan.

By comparing with mobile phones, it can be found that TVs are indeed selling cabbage prices, especially most Internet TV products, which are making money at a loss.

We know that price competition is a method commonly used by companies after market competition has entered a certain stage. There are countless companies that have succeeded with this magic weapon. However, the price war cannot go on endlessly, after all, there are costs. When the cost of logistics, manpower, technology, etc. rises, the continued decline in prices will make companies unable to make ends meet.

Some foreign media have even pointed out that the prices of TV sets today are cheaper than they were a decade ago. For example, in 2017: LG OLED55B7A is priced at US$2,300, and the price per square inch is US$1.78. In 2012, the Panasonic TC-P55VT50 sold for US$2,680, with a price of US$2.08 per square inch. Sharp Elite PRO-60X5FD is priced at US$6,000 and the price per square inch is US$3.91.

TV cannot be sold, not because of the lack of advertising

In this World Cup match between Germany and Mexico in Russia, the eight-character slogan "XXX TV is No. 1 in China" appeared, which surprised many industry insiders: How many TV sets must be sold to recover the sky-high sponsorship fees.

At the same time, there are media reports. Recently, Ms. Wang, a citizen of Zhengzhou, complained that every time she turned on the smart TV at home, she would play an advertisement for tens of seconds, and this advertisement could not be skipped, cancelled, or fast forwarded. Wait for the advertisement to finish before watching TV programs normally.

It can be seen that home appliance manufacturers are digging their heads to advertise, and the "sea, land and air advertising bombardment" is also a strange phenomenon in the home appliance market once in a thousand years. In the early years, home appliance advertisements were a spectacle in remote rural areas. Current home appliance advertisements are annoying to netizens.

For example, a certain team won the championship and refunded the payment; a certain shopping mall discount card, the first 100 users get a 50% discount, buy a TV and get a refrigerator... All kinds of advertisements are constantly scrolling, occupying building elevators, and even public toilets.

Is it really useful for manufacturers to dig out their minds and invest hard-to-reach everywhere? In fact, the color TV market is not optimistic. According to data from Zhongyikang, the retail volume of the color TV market in 2017 was 47.81 million units, a year-on-year decrease of 8.1%. This trend continued in 2018. From January to February 2018, the retail volume of color TVs decreased by 1.3% year-on-year.

It can be seen that users will not pay for the product because of the TV price or your advertising. However, today, many manufacturers still haven't noticed the truest thoughts in users' hearts, and are still smashing advertisements to seek attention. This approach may be outdated.

Consumption upgrades, home appliance marketing needs to be more "focused"

Recently, China Electronics Chamber of Commerce, Suning.com, and Aowei Cloud jointly released the "New Middle-Class High-end Home Appliances Consumer Trend White Paper" (hereinafter referred to as the "White Paper"), pointing out that in recent years, the disposable income of Chinese residents has grown steadily, and consumer spending has also been rising. . According to the "2017 China Resident Consumption Development Report" released by the National Development and Reform Commission, in 2017, the Engel coefficient of Chinese residents was 29.3%, which has entered the United Nations division of 20%-30% wealth.

The white paper pointed out that a large number of new middle class is emerging, and they will become the mainstream of social consumption in the future.

In the future, with the upgrading of consumption, consumers will pay more and more attention to experience, quality and service.

In the context of consumption upgrades, the marketing methods of merchants also need to keep up with the new upgrades of the times. For home appliance brands, the traditional marketing method of simply relying on price wars to "go the kidneys" can no longer have a greater effect on consumers. It can be said that the traditional home appliance brand marketing model is outdated and it is urgent to resonate with consumers' pursuit of high-quality life and emotional needs in a more deliberate way.

Recently, Suning.com organized the "Color TV Ten Thousands Grab" event, and put forward a social initiative of "Watching One Hour of TV with Families". It called on everyone to put down their mobile phones and set aside time to spend an hour with their family members to watch TV every day. More company to find the warmth of love for the increasingly indifferent family. Once the initiative was put forward, it attracted the support and praise of many netizens. Watching TV with family for an hour has also become the most popular and heart-conscious way of life.

As a rural person born in the 1970s, I had the honor to experience all the scenes of the changes in Chinese family TV. In the early 1990s, there was a TV in the whole village. At that time, the TV series were "Master Hongyi" and "Legend of the New Bai Niang". The whole village was surrounded by a TV set, and even the advertisements were not let go. During 1995-2008, there was a TV set at home. The most impressive thing is The whole family made dumplings and watched the "Spring Festival Gala".

From 2009 to the present, I basically played Weibo on my mobile phone, followed dramas on my laptop, and played games on my iPad. The TV at home was already covered with dust and gradually became a living room decoration. If it weren't for the World Cup, I would definitely not remember this appliance.

Come back to talk about the significance of Suning's event. From a marketing perspective, this event can precisely target the target group and bring all the decision makers, influencers, and advisers in the series of behaviors of TV purchases into the event, and ultimately promote the final sales through emotional marketing. Conversion. First "going heart" to trigger the participation of the whole people, and then "going kidney" to promote sales conversion, it is natural.

Emotional marketing enhances brand added value

Cases of successful personal/brand word-of-mouth success through emotional marketing are not uncommon in history. Liu Bei in "The Romance of the Three Kingdoms" can be regarded as an emotional marketing expert. He not only has brothers from Taoyuan, but even a strategist like Xu Shu, even if his mother was taken captive to Cao Cao, he still "is in Cao Ying and his heart is in Han".

For the entire home appliance brand, with the gradual transformation of the industrial society to the information society, people will no longer only pay attention to the material level, but turn to the pursuit of knowledge, culture, quality of life and other interesting human values, and obtain personal emotions from it. Satisfy.

At the same time, user demand for home appliances has shifted more from functional value to emotional value. For most people, home appliances are no longer a cold machine, but more as a bond for them to enjoy and convey warmth. Therefore, Suning.com’s emotional marketing is in line with the psychology of most consumers at the moment, and it is bound to attract numerous fans, greatly enhancing its brand awareness and reputation.

In summary, people are more willing to accept intentional propaganda under the general environment of various festivals and promotions today, and can actively participate in the scene set by the advertisement, rather than passively tempting consumption. Suning.com’s social initiative of “Watching One Hour TV with Family” is to let everyone put down their mobile phones and tablets, and re-examine and value their care for their relatives. This is a kind of nostalgia and retention of traditional Chinese family culture. , It is also a kind of inheritance of family warmth.

It can be said that Suning’s "color TV ten thousand people grabbing" promotional activities, first "going for the heart" and then "going for the kidneys", broke through the pure price war routine, brought home appliance marketing back to people's hearts, opened up a new marketing model, and is worthy of reference for home appliance companies .

Optical Line Terminal (OLT)

POE (Power Over Ethernet) refers to the use of IP-based terminals (such as IP phones, wireless LAN access points AP, network cameras) without any changes to the existing Ethernet Cat.5 cabling infrastructure. Etc.) The technology that can provide DC power for such devices while transmitting data signals is a switch that supports Power over Ethernet.

POE is also known as a power supply system based on local area network (POL, Power over LAN) or Active Ethernet (Active Ethernet), sometimes also referred to as Power over Ethernet for short. This is the use of existing standard Ethernet transmission cables to transmit data and data at the same time. The latest standard specification of electric power, and maintains compatibility with existing Ethernet systems and users. The IEEE 802.3af standard is a new standard based on the POE of the Ethernet power supply system. It adds related standards for direct power supply through the network cable on the basis of IEEE 802.3. It is an extension of the existing Ethernet standard and the first international standard for power distribution. standard.
IEEE began to develop the standard in 1999, and the earliest participating vendors were 3Com, Intel, PowerDsine, Nortel, Mitel and National Semiconductor. However, the shortcomings of this standard have been restricting the expansion of the market. Until June 2003, the IEEE approved the 802.3af standard, which clearly stipulates the power detection and control items in the remote system, and connects routers, switches, and hubs to IP phones, security systems, and wireless LANs through Ethernet cables. The method of power supply for points and other equipment is regulated. The development of IEEE 802.3af includes the efforts of many company experts, which also allows the standard to be tested in all aspects.
The IEEE 802.3at standard was formulated in 2005 and promulgated in 2009. The 802.3at standard output power can reach 30W, and the available power at the receiving end is 25.5W.
The IEEE 802.3 working group and various manufacturer alliances launched POH-POWER OVER HDBASET in the industry at the end of 2012.
Using the current 4-Pair four-pair wire technology plus, the bilateral power supply can reach 60-100W power, which can be achieved by using 5 or 6 types of wires. It is used in high-definition video promotion to supply power to 42" LED TVs. According to the new regulations in 2010, the power consumption of 42" LED TVs needs to be less than 70W.

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