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“Overview of the marketing development process of China's cabinet industry in recent years, it can be divided into three stages: 2007-2008 with brand honor or certificate as content; 2009-2010, with brand alliance and president signing for sales; 2011-2012, the main melody of bargaining group purchases.†Senior media person Liu Yang commented that “the group purchase has effect, but at the expense of profit and lower brand research and development, in the long run, it is not conducive to the Chinese cabinet industry. Benign development. For this reason, the entertainment marketing has gradually become the main theme of the domestic cabinet industry in 2013. From the current market data, the effect is good.†The trend of entertainment marketing has become the mainstream of the industry since the super girl culture in 2005, Various entertainment marketing methods have gradually entered the field of Chinese enterprises. The industry is constantly exploding, and the brand leverages entertainment marketing methods to achieve amazing results. For example, the performance of Mengniu sour milk is hundreds of millions of people, the hot discussion of Jiaduobao herbal tea, and the whitening washing powder, 999 cold spirit and so on. “Compared with these fast-moving products, the response of the cabinet industry is much more stable. From a few previous concerts by a few companies, to the initial attempts of micro-movies, it shows that the Chinese cabinet industry still exists for entertainment marketing. Conservative opinion. Ms. Jiang Hong, who is engaged in traditional industry brand strategy consulting work, said, “But in 2013, we obviously felt that the cabinet brand is keen on entertainment marketing and seems to be suppressing the marketing demand of the past two years. Sexuality is a big release. It is worth noting that some brands have become more cutting-edge and innovative, and have become the leader in the industry. For example, I am a kitchen cabinet, not only in the continuous variety show "very do not disturb", In "Guo Xiu Xiu", the position is more successful in the popular "China Good Voice", and the effect is remarkable." In fact, according to the official statistics of the industry vertical media Chinese cabinet network, as of the end of October, before the industry Among the ten brands, brands that have launched and are engaged in entertainment marketing are as high as 60% or more, which does not include all kinds of entertainment marketing activities of franchisees under each brand name. It can be said that entertainment has opened up a new marketing situation for the cabinet industry. It is precisely because of entertainment marketing means that as of September 30, the leading brand of China's cabinet industry - I Le kitchen cabinets achieved a good performance of 170% growth in sales. Innovative and new round of marketing competition, I am the leader of the market. "Marketing is not normal. There is no way to eat all over the world. Only by adjusting according to the changes in the market, we are ahead of the competition and are developing in the trend. In the first place, we can really win the market opportunity." The editor of China Industry Research Network looks at corporate marketing. In fact, there are many successful cases of entertainment marketing, but there are not a few failures. Compared with the fast-moving consumer goods industry, the entertainment marketing attempt of the Chinese cabinet industry is not mature. Among the various attempts in 2013, there are brand name micro-movies, online dramas, and celebrity cooking programs, as well as simple continuation of previous celebrity endorsements, star signings and other entertainment marketing activities, but really There is not much improvement in brand reputation or market share growth. "Entertainment marketing is fundamentally a culture or a lifestyle marketing. "China's good voice" or "Where is Dad?" is not only entertainment, but also entertainment. There is a positive energy transmission. Our society has become more and more mature, everyone wants to make their own voice, and can hope to find their own style.", Xu Le, sales director of the kitchen cabinet analysis, "brands want to borrow entertainment To change, you need to graft this entertainment element from the brand temperament and product experience. In short, you can't directly sell the information rudely, you need to explore the inner charm of the brand from the cultural level.†Obviously, in the entertainment marketing exploration I am walking in the forefront of the industry. According to the understanding, in the afternoon of November 2, 2014 Zhejiang Satellite TV "China Good Voice" third quarter advertising tender, I will continue the 2013 cooperation model, continue to Hao A 15-second commercial block right to win China's good voice, so that the third season of "China's good voice", once again marked with the "China's good cabinets" brand. Not only that, but I am more willing to dig deep into the entertainment marketing energy from the vertical. During the cooperation with the good voice, I also created a precedent for singing the “good voice†of the home industry. Since September 20th, 2013, we have successively launched a series of concerts for the 8th Anniversary of China Kitchen Cabinet. It is reported that the concert has been held for about 10 games, and nearly 20,000 consumers across the country have felt the good sound and the great charm of the cabinet. >>>Back to Home Nanchang Decoration Nanchang Decoration Forum