Lin Weihua, senior media planner in China's mahogany furniture industry, network marketing expert in China's mahogany furniture industry, CEO of China Classical Furniture Network and Brand Redwood magazine. For many years, he has been engaged in the promotion of mahogany furniture brand, network marketing, and e-commerce. He has planned to establish the Chinese classical furniture network and created the first e-commerce platform for the Chinese mahogany furniture industry. He was praised by the media as “Ma Yun of the mahogany industry†and promoted the website through effective promotion. It has become the portal with the highest weight in the mahogany furniture industry, the number one search and the most popular. Nowadays, in the information age, according to statistics, more than half of the small and medium-sized enterprises in China have established their own corporate websites or online stores, and a large number of small and medium-sized enterprises have begun to conduct online marketing. According to this trend, more enterprises in China will evolve from competition in the traditional market to competition in the Internet. Even in the traditional mahogany furniture industry, online marketing has emerged in recent years. A large number of mahogany furniture companies have begun to try online marketing, because if they can do network marketing, it is a low-cost, high-efficiency marketing channel. But how can we do network marketing well? This is a question worthy of our discussion. Below, we will summarize and share how to do online marketing for mahogany furniture companies. To do a good job in network marketing, we must do the following four steps: Set positioning and goals as the first priority When it comes to online marketing, the first thing to be clear is the positioning of online marketing. How to locate it? In fact, the method of positioning is very simple, that is, to maintain the same business as offline entities, because online marketing is just a marketing method for physical business services. With positioning, it is to determine the goal of marketing. According to the scale of the company's own strength and the product situation, the target may be different from the actual target, but in general, the goal of most small and medium-sized mahogany furniture companies is Dealing with customers and realizing sales, and the goal of network marketing of some medium and large mahogany furniture enterprises is to promote brand awareness and enhance brand competitiveness. It is critical to analyze consumer groups Positioning is good, the goal is also there, then the next step is to analyze the target consumer group according to the positioning of the brand and product. Each enterprise will have its own unique audience. For example, some enterprises mainly develop dealers, some enterprises develop terminal consumers, some enterprises locate high-end sales, and some enterprises target civilians. In this way, the target consumer group is basically framed. What kind of online habits do these consumer groups usually have? Below we will analyze the latest Internet application data released by China Internet Information Center (CNNIC) in July. Network data released by China Internet Information Center (CNNIC) in July Data 1: China's search engine netizens are 470 million, and the search engine usage rate is 79.6%. It is the most important tool for netizens to obtain information, and has entered a stable development period, but is more diversified. Search sites are diversified, in addition to traditional comprehensive search, as well as Weibo search, e-commerce site search and other vertical searches, which divert some of the original search behavior on traditional comprehensive search sites. With the rapid development of the mobile Internet, some of the search behaviors of netizens have turned to mobile search, and the search ratio related to business shopping in these searches is nearly 60%. Data 2: The number of Internet users in China's online news reached 461 million, and the usage rate of Internet news by netizens was 78%, and it has become one of the main channels for netizens to obtain news. The use rate of online news has been maintained at a high level, mainly due to the following factors: First, in the era of mobile Internet, reading time in fragmented time has become the norm for netizens; secondly, with the rise of applications such as Weibo and WeChat, Netizens have increased access to news. Finally, various traditional news media have exerted their efforts on the Internet and mobile Internet. The combination of newspapers and journals has greatly improved the frequency of Internet users reading online news. Large-scale portals (Xinhua, People, Tencent, Sina, Sohu, etc.) are the websites that netizens are most accustomed to reading news or information, accounting for nearly half of the total. In addition, when reading news or information, you can also choose to log in to professional websites, local websites, websites run by newspapers and periodicals. Data 3: China's online shopping netizens reached 271 million, and online shopping usage increased to 45.9%, including 101 million netizens and 244 million netizens using online payments. Data 4: China's instant messaging netizens reached 497 million, and the instant messaging usage rate was 84.2%. Among them, QQ and WeChat are the most commonly used instant messaging tools, especially WeChat. It is not only a communication tool, but also a customer management tool and self-media for business use. Its users have exceeded 400 million. Data 5: The number of Weibo netizens in China is 331 million, and the usage rate of microblogs among netizens has reached 56%. Data 6: The number of bloggers and personal space users in China is 401 million, and the usage rate of blogs and personal space among netizens is 68%. The above six data show that the Internet application status of Internet users in China has basically maintained a stable development trend, and the popular application rate is getting higher and higher. Especially for mobile phone networks, instant messaging (QQ, WeChat, etc.) is still the highest application rate, and the number of Internet users continues to rise. The application of search engines and news portals remained stable, still accounting for 80% of the proportion of Internet users, and e-commerce applications continued to grow rapidly. Select a promotion method to let customers find you There are many online marketing promotion methods, each of which has different effects. Therefore, enterprises need to analyze when selecting and choose the network marketing method that is most suitable for their own positioning and audience. Method 1: The promotion method of search engines. This is the most basic and most common way to promote corporate networks. Search engines are search tools, including Baidu, 360, Sogou, Google, SOSO, etc. The most important search engine is Baidu, which has a market share of nearly 80%. Therefore, we focus on Baidu when doing search engine promotion. Baidu promotion default refers to Baidu web promotion, there are two main types of search ranking promotion, one is natural ranking, also called website optimization promotion, need professional staff to promote to ensure that the website has more traffic and rich website content to support There is no need for too much cost investment; the other is paid ranking, which is the search keyword ranking click-to-pay promotion, which can be ranked only by paying, no professional, but high investment cost. Regardless of any of the above forms, as long as your website ranks high in the search results, you can achieve better network promotion results. Of course, in addition to Baidu's web promotion, Baidu also has Baidu News, Post Bar, Know, Pictures, Videos, Encyclopedia, Library and other promotional channels, these are an open network promotion platform. Method 2: Portal promotion. The portal refers to the information resource on the network, also known as the online supermarket. The portal mainly includes large-scale integrated portals, industry portals, and local portals. These portals have different audiences, such as large portals. The main representative websites include Xinhuanet, People.com, Tencent.com, Sina.com, Sohu.com, and Fenghuang. The advantage is that the website is rich in content and the total number of users is large. It has now developed multi-level channels throughout the country and in major industries and small industries. For example, Sina.com has opened a Redwood channel under its favorite channel and home channel. In fact, it is a three-level channel under Sina.com. It can also be said to be a sub-professional industry website, whether it is a search engine portal or a portal. The internal navigation portal can bring very few users, so the number of users is very limited. The popularity of these large portals is mainly concentrated on the homepage and the mainstream channels. Therefore, when we conduct advertising, we must analyze the popularity and cost performance of the advertising location. Industry portals refer to professional websites unique to each industry. They have high user stickiness in the industry, and users are highly targeted. Most of the users are industry professionals or distributors, consumers and enthusiasts interested in the industry. At present, the national mahogany furniture industry portals mainly include China Classical Furniture Network, China Redwood Classic Furniture Network, China Redwood Art Furniture Network, etc. At the same time, many mahogany industrial areas also open industry portals in the region, such as Zhongshan Hongmu Furniture Network, East Made of mahogany furniture net, Pingxiang mahogany net, Xianzuo net, Dayong mahogany furniture net, etc. With so many industry websites, how should mahogany furniture companies choose to advertise? In fact, this is the same as our choice of the store. The first consideration is of course popularity. Like this type of industry website, most of its website popularity is brought by search engine ranking, so you can search for mahogany related through search engines such as Baidu. Popular keywords, if you find the more keywords on the site and the higher the ranking, it proves that the portal is more popular. The second consideration is whether the positioning of the website is consistent with the positioning of the company. Is there enough branding company to join the website, and whether it has the business nature of B2B member interaction. Through the comparative analysis of the above two methods, you can analyze which website is the most popular portal in the industry. Of course, the popularity of the regional industry portal is definitely better than the national industry portal, but it has more accurate and targeted browsing users, which is the brand's choice of regional resources. Finally, we talk about local portals, which refer to regional websites that are unique to each place. They have strong user stickiness in the region. Each province or city has its own famous portal. Users mainly Citizens or tourists in the area. For example, there are Qilu network in Shandong Province and Zhongshan Network in Zhongshan City. Therefore, the local portal is more suitable for enterprises to selectively assist local specialty stores or direct stores to carry out targeted terminal publicity. In addition to the two network marketing methods mentioned above, there is micro-marketing. Micro-marketing is a new type of marketing that has emerged in the past two years. It is mainly through the network promotion of Weibo and WeChat. Weibo is a large media platform that can quickly obtain information in various fields. The most commonly used Weibo platform is Sina Weibo, which has more than 500 million existing users. WeChat is a member management tool and mobile chat tool launched by Tencent in 2011. In just two years, the number of users has exceeded 400 million. We can see the rapid development, popularity and influence of WeChat. The WeChat public platform is a new business communication and interaction module of WeChat, and its role is information push sharing and brand communication. At present, many brand enterprises, including well-known enterprises in the mahogany industry, have begun to use Weibo and WeChat to market, aiming to keep pace with the times and do micro-marketing in the mobile network era. Build a marketing website to let customers know more about you With traffic, all we need to do is control traffic and consider how to turn accurate traffic into turnover. With so many users entering every day, then we should consider making a fuss on our website at this time, starting with what users care about. For example, users will have a comparative psychology, which is also the normal thinking of the Chinese, and the network search is also very convenient. After opening a website, users will make multiple comparisons, compare the company's scale, product differentiation, and the difference between their ideal products, and then make the final choice after comparison. In this context, companies must not only display the highlights of the products, but also show the credibility and authority of the company, indicating the difference between its own products and the industry. This is the necessity of building a marketing website. Through the website, the company's image, strength, product advantages and competitiveness are displayed, so that the audience can find the information they care most in the fastest time, and it is convenient for users to use. Higher turnover rate or better publicity. summary: If mahogany furniture companies can follow the above four steps step by step, I believe that doing a good job in network marketing is also a matter of course. Through online marketing, it is also possible to better promote physical operations and achieve “winning†sales. . skin analysis machine,Skin Analyzer,Facial Skin Analyzer Xi'an Double H Health Technology Co., Ltd , https://www.xadoubleh.com
How should mahogany furniture companies develop online marketing?