Editor's note:
Not long ago, the 2011 CCTV advertising bid reached a new high, with a total bid of 12.6 billion. People yelled that Chinese companies are not bad, is it really good, or is there something else?
Although enterprises' enthusiasm for CCTV's bidding has not diminished, the rising bid prices have caused many companies to withdraw from the game. Compared with previous years, the home building materials industry has entered a "cooling off period."
   In addition to the increase in advertising costs, the increase in operating costs such as the increase in the price of raw materials for production and the increase in labor costs, it also urged home furnishing companies to significantly reduce their input costs for promotion.
"Rising Times", how can home furnishing brands maintain communication? How does the home furnishing industry achieve "small investment and big communication"? Mr. Zhou Zhong, a practical expert in Chinese corporate news communication and the chief planner of Guangzhou Wenxin Cultural Communication Co., Ltd., carried out his new book "Thirteen Golden Rules of" Strengthening-Small Investment and Large Communication "". In-depth communication.
                             Communication Proposition of "Rising Times"
Reporter: Under the pressure of inflation, there is a lot of noise everywhere. As a practical expert in corporate news communication, what do you think are the main problems facing home brand communication in the era of high costs?
Zhou Zhong: In a large number of contacts with home furnishing companies such as Oupai, Wrigley, Mousse, and Dongpeng, I found that under the influence of inflation, pressure on raw materials and labor costs increased, the operating costs of the company increased significantly. As a result, many home furnishing companies have been able to use their budgets for communication and promotion to cut down significantly, and the intensity and frequency of communication and promotion have been significantly reduced.
In the era of high costs, not only the operating costs of home furnishing companies are rising, but the cost of advertising promotion is also rising sharply, making more and more companies "cannot afford". According to statistics, the 2011 CCTV advertising bid reached a new high, and the total bid Reached 12.6 billion, a new 17- year high, an increase of 1.702 billion yuan from 2010 , an increase of 15% . 52 %, which makes the home industry more cautious about media selection.
Reporter: Indeed, we have learned that under the enormous cost pressure, many home furnishing enterprises have reduced or even stopped spreading the promotion. In your opinion, is this response method reasonable and what consequences will it bring?
Zhou Zhong: At this stage, many home furnishing companies can deal with the high cost pressure by reducing the cost of communication and promotion, which can be used as a temporary solution. However, the company does not invest in communication for a long time, which will have an adverse impact on the future development of the company.
China has entered the stage of overcapacity, and the home furnishing industry is facing the situation of homogenization of products and oversupply. To win consumers 'attention to home building materials products, only advertising, events, news public relations, etc. are used to continuously attract consumers' attention and purchase. To maintain consumer loyalty to the brand.
As the so-called "wine fragrance is also afraid of deep alleys", consumers are in an information explosion every day. To arouse consumers' attention to home building materials products and brands, they must constantly give market and consumer information stimulation.
 "Small investment and big communication" attracts much attention
Reporter: So, in your opinion, how should home furnishing brands solve the communication problems at high cost?
Zhou Zhong: The high cost problem is not a temporary special phenomenon in the home furnishing industry. It will become a situation that the industry has to face for a long time. Therefore, to solve the communication problems in the high cost era, the home furnishing industry must find an effective method The smallest investment, get the largest communication benefits.
With the upgrading of consumption, consumers' needs are more diverse and changeable, market segmentation, and marketing channels are also more complicated. Enterprises are betting on large-scale advertising and spreading. If they want to "gamble" once or twice, they will start brand and product awareness. The times are gone.
In fact, as the marketing costs of the home industry increase, the investment in communication is becoming more and more rational, and more attention is paid to the continuous communication of the target audience, focusing on the ratio of input to output. As a result, corporate news dissemination of "small investment and big dissemination" has attracted much attention.
For example, in the second half of 2009 , in order to seek the "localization " of the global well-known brand IKEA, in its Shenzhen store during the summer new product release, with the theme of "bringing cool home", a large-scale local The company's corporate news dissemination, by introducing new products, guides consumers to accept and recognize IKEA's design style and brand culture, and promotes the improvement of IKEA's brand influence. According to our statistics, the IKEA spread, according to the impact assessment, with ad spending is expected to be invested 193, 940 yuan, the actual investment in journalism is only 64, $ 800, saving input costs about 129, 140 yuan.
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Reporter: I believe this is also the reason why your concept of "small investment and big communication" has attracted much attention. Could you please talk specifically about the ways in which household brands can achieve "small investment and big communication"?
Zhou Zhong: Corporate news communication is one of the corporate communication methods that follow the principle of "small investment and big communication". In fact, corporate news communication has been identified by many influential home furnishing companies as one of the long-term brand communication strategies, such as the Champions League.
In the face of the economic winter of 2009 , six well-known brands in the Chinese home furnishing industry joined forces to establish a Champions League. How to quickly establish the brand awareness of the Champions League and establish a good public image? The Champions League did not choose newspaper advertising, outdoor advertising, and television advertising for large-scale advertising bombing, but instead took advantage of the situation to conduct a wide range of news dissemination. Through the inauguration ceremony held by the Great Hall of the People, participation in the Boao Real Estate Forum, and the continuous news dissemination of activities such as the "Green Home Handbook", it has brought extensive popularity to the Champions League .
For example, as the main sponsor of the Champions League, Europai invested 8 million in the Champions League ’s news dissemination and brand promotion throughout 2009 , and finally obtained a sales return of nearly 100 million. Among them, “ One Hundred Cities and Thousand Stores †and “ Thousand Cities In the " Wandian " promotion, news dissemination played an extensive role in informing, realizing a wide range of information coverage, and triggered many consumers to participate. Eventually, " Hundred Cities and Thousand Stores " and " Thousand Cities and Thousand Stores " promoted promotional tapes The sales revenue of the Champions League members has doubled .
Spreading phenomenon of European School and Musi
Reporter: You put forward the "Thirteen Golden Rules" of "Small Investment and Large Spread" in "Building Trends". Can you give an example of how household brands use these golden rules?
Zhou Zhong: The "Thirteen Golden Rules" mentioned in the book are all the ideas and methods of corporate news dissemination that I have summarized based on years of actual combat experience. Â
In the practical application of these methods, home furnishing brands must fully understand the basis of macroeconomics, industry, and market development status, and combine their own development stages, goals, and strategies, and rationally apply them to play their best role.
For example, when the European School in the use of "Combination communication", in improving research and development, production, channels, services and other "hard power" on the occasion of the macroeconomic situation, industry and celebrity hot spots spread.
In early 2009 , in the context of the financial crisis, Europa announced a major plan: "Headquarters will invest 20 million to start the 'torch plan'", triggering a round of "Europa's major efforts to crack the market dilemma and ignite the torch" "Winter" news spreading has achieved the effect of leveraging on the macro situation, shaping the brand image of Europa with far-sightedness, and enhancing the effect of dealers' trust and loyalty on the brand of Europa.
When it comes to the aid of celebrity, without mentioning the news media "in Europe to send Yao-song handshake Clinton," the beginning of September 2005, Zhengzhou Lu shopping plaza buffet reception held in the high-end wealth Clinton and Chinese characters, in this cocktail party, Yao Liangsong I was able to have a conversation with Clinton on the export of Chinese cabinets. In response to this incident, the European faction seized the opportunity in time and took advantage of Clinton's celebrity effect to carry out the news dissemination of "European Yao Liangsong shaking hands with Clinton" , which greatly improved the European faction. Popularity in domestic and international markets.
Mousse's "idea communication" is mainly through the "experience communication", "festival communication", "standard communication" and other methods to deeply spread the concept of "healthy sleep" in the 2009 global financial crisis and the 2010 global economic recovery Under different backgrounds, Mousse has deeply resonated with consumers through the in-depth "idea communication", and successfully achieved "brand breakthrough".
March 21, 2010, the arrival of the "World Sleep Day" on the occasion, mousse launched the "world day sleeping" sleep health outreach activities, and for the first time issued a "Declaration of healthy sleep" in the industry, the popularity of multi-healthy sleep The forms, such as healthy sleep test, "sleep fun test", "sleep tips", lucky draw, let consumers unconsciously deepen their understanding of the concept of "healthy sleep". With the aid of " World Sleep Day " , Mousse has not only strengthened the spread of the concept of "healthy sleep", but also received extensive attention from the media by relying on the "Festival" entity and carrying the connotation of "Festival", which has established Mousse in the industry. Brand status.
Zhou Zhong Introduction
Xiangxi, Miao, public relations critic, business writer, master of history, Chinese enterprise news communication theory and practical expert, is currently the chief planner of Guangzhou Wenxin Cultural Communication Co., Ltd., with many years of media experience, the original "Southern Metropolis Daily" economy Deputy Director of the Department, senior editor and reporter of "Nanfeng Window";
His commercial monographs include "Striving for Eyeballs-Success or Failure of Enterprises in the Attention Economy", the first practical news and theoretical monograph on corporate news dissemination in Mainland China, and "Win in the WTO", the first in Mainland China to study the relationship between WTO and China from an empirical perspective 'S book, "Making Money - Forbes China's Richest Man 's Legend", "Making Power-Thirteen Golden Rules of" Small Investment and Big Spread "". Â Â Â
E-mail: a.com
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