Home appliances marketing materials show the development trend of the times towards the brand.

<p> appliance industry is widely recognized as the most competitive, profit thinnest, brand most mature industries. .Whether in capital investment, brand management, channel deep plowing, or in the management structure, marketing patterns, personnel management, into a large-scale era of competition with the brand. .And began to technical differences, brand differentiation, different channels, the direction of the unique demands of their own development ideas. .</ P> <P> <P> <p> building materials industry after ten years of development, from shortage to oversupply, the market structure transformation from the seller to the buyer, mode of operation to the salesmen, the transition from the shopkeeper, from a focus on products .procurement channels to transfer on product sales channels, the concept of transformation from 4P to 4C, a move towards the era of the brand. .</ P> <p> the difference between building materials and home appliances is obvious: </ p> <p> · building materials is the production of information appliances are durable goods; </ p> <p> · is a semi-finished building materials, home appliances are .finished products; </ p> <p> · building materials and use of consumer objects are separate objects, household appliances are unified; </ p> <p> · materials combined in home improvements among the home appliances with in the interior .being. .</ P> <p> building materials and appliances, two different industries, different products are surprisingly similar to the marketing of the road. .</ P> <p> First, the product form of DIY </ p> <p> square TV, air conditioning, the long roads, washer shape of the box box box box is no longer a static, black-white is also .completely changed, consumers like the cartoon characters and graphic design in the home appliance products are DIY, teddy bear television, air conditioning Garfield, Mickey Mouse disc player will appear in the consumer's home, if you want. .</ P> <p> building materials, began to bid farewell to the era cold no personality, the personality began to focus on customer needs and consumer preferences; particular ranking table building materials, because of its high degree of customer focus, directly reflects the effect of the decoration, highlighted the master identity and personality ., and by consumers and businesses pay close attention to building materials. .</ P> <p> such as the shape of the toilet, baby toilet, cartoon toilet, a lovely round, square toilet visible, with colored toilet, and even can burn up your favorite pattern. .More popular in the last two years, antique bricks, can be a good customer DIY, from a variety of colors to the wood, from the collage of different ways to different specifications, can be determined based on customer demand. .Kitchen cabinets and wardrobes, is fully based on the actual situation and the owners of housing preferences, to customize the finished product. .DIY building materials industry has to declare the era, although later than abroad for nearly 20 years. .</ P> <p> Second, the sales model from a discount to experience </ p> <p> audio-visual products such as clothing, like the business to focus on brand operation. .Currently, more than most of the household electrical appliance enterprises to manufacture, R & D and sales, distribution, increasingly rely mainly on a strong home appliance chain, supermarkets, etc., due to the pressure of mass production and logistics, forcing manufacturers to rely on strong distribution channels to quickly .. .With the audio-visual production and the relative independence of R & D and sales increased, the further division of social imperative. .Professional factory, specialized laboratory research and development, industrial design profession, professional sales channels, professional logistics and distribution, professional service, etc. will soon appear. .With strong capital strength and ability to integrate resources to successfully operate a brand, such as NIKE. .Soon, it was entirely possible that a home appliance brands, so as Changhong, TTE R & D, the United States sales, Haier distribution, LDK services, its core focus on brand management, product concept innovation, industrial design and process control to brand and .to influence the image characteristics of consumer marketing of household appliances appliance industry will age out of the discount, enter the experience of age. .</ P> <p> building materials consumption characteristics: 1, characteristics of both durable goods and production materials; 2, buy a huge amount; 3, purchase the number of small, non-purchasing experience; 4, can not directly see the finished product results. .</ P> <p> because of the above characteristics, building materials and products of the museum experience to become an important channel form. .The so-called Taoba, home museum experience, 5S home integration is to experience a specific form. .</ P> <p> three channels are operating flat </ p> <p> serious homogeneity in the product context, the channel is validated by the fact that the king has no control over the channels, the channels can easily be competitors .interception and interception tactics defeated the terminal, but also easy to channel the pursuit of short-term interests of making things difficult and discarded. .Manufacturers to abandon the whole pyramid agency based channel model, the face of flat channels are filled with the "not easy to say love you" complex feelings. .Despite the flattening of the channel model is easier to expand sales, but the attendant cost increases are unbearable burden. .</ P> <p> appliance manufacturers in the flat channel operation, this has been the first step; Gree Electric regional sales company, TCL happy tree appliance supermarkets, Haier has become the provincial industry and trade channels for manufacturing industry .an important model, but also that they contend the United States, Suning Appliance Chain the main ways predators. .Dongpeng ceramics, shares of the regional offices to implement cooperation model, the early results in the market. .Decoration companies, self-development branch to the provinces, and strive to become bigger and occupation of channels, brand and profit maximization. .</ P> <p> four appliances marketing of entertainment </ p> <p> In recent years, the domestic appliance industry boom set off a brand spokesperson. .Korean Beauty Kim Hee-sun endorsement from TCL Mobile, the U.S. air-conditioning options Jun Ji-hyun, Skyworth signed Twelve Girls Band, to the "Super Girl" signed Shenzhou notebook, Amoi mobile phones, as long as there is a certain strength and advantages of the brand would choose to star as .spokesperson. .The entertainment economy, eyeball economy, for the young consumer groups effectively, enhance corporate reputation and sales, are unassailable. .Building materials industry, because of its expertise, not generally known to consumers. .However, please spokesmen in the flooring industry is the reverse, Rosamund Kwan in Seoul endorsement floor, Michelle Reis endorsement Kendiya, Athena Chu endorsement Fillinger, Chen Tao-ming endorsement nature. .Can be said that the floor is about to enter the era of entertainment marketing, entertainment marketing materials will also be opened the curtain. .</ P> <p> Pan brand in today's era of home appliances, we fight the funding, size, cost and technology, several major brands have stood the commanding heights of industry, as the seven powers of the late Warring States side by side, has the world among themselves .. .The basic building materials industry, the brand also remain the primary stage of operation, even if the industry's leading brands only account for less than 2% of the market, like the spring and early populations everywhere, hundreds of thousands of brands competing against the world, who have the opportunity to supreme aspirations .throne. .</ P>.