In recent years, in the context of the continued downturn in China's furniture industry, Wang Bin, the head of the world's Jiaye industry, has made a name for himself because of the name of “the first person in China's marketing blastingâ€. He has created a miracle of terminal sales with action. The frequently refreshed data subverts the traditional terminal business model of Chinese furniture. Through repeated sales growth, it has broken the “structural ice†that the furniture industry has been entangled all the time, so that the so-called “change†and “ The concept of “innovation†and “upgrade†has made the home people really see the dawn of the line, and there is a great tendency to “point the stone into gold†and point the way. However, just as “terminal blasting†was regarded as the “spoiler†of the industry and attracted countless attention, Wang Bin shouted the madness of “burial blasting with integrated marketingâ€, which once again triggered the industry “earthquakeâ€. Recently, the reporter interviewed Mr. Wang Bin to find out. Interviewed guests: Wang Bin, President of Chuan Shi Jiaye [Reporter]: As the first person in the "terminal blasting", the voice of "buried blasting" was really amazing. Can you talk about this issue in depth? [Wang Bin]: The essence of terminal blasting is actually a large-scale, loud, and targeted promotion. Looking around the current secondary and tertiary markets of the furniture industry, this kind of promotion has become very common and has indeed achieved results. "Even the first-line brand in Guangdong, where the previous price is high, in the second and third-tier markets, a common move is to cut prices. After all, the marketing guru Kotler said: no brand loyalty can be offset by the two-point price reduction. In the Chinese market At present, the best marketing weapons are still regular, rhythmic, and strategically price-cutting. However, with the practice of more than 200 in the terminal, we are increasingly aware of the limitations of “terminal blastingâ€. It can be said that in today's increasingly serious "blasting marketing" homogenization, blasting has not been able to follow the trend of the times. For example, when enterprises or stores popularize it, in addition to the potential damage to the market and brands, the most terrible thing is that the sales of “terminal blasting†will increase in the short term, which will cause a problem for manufacturing companies, stores and dealers. The illusion forms a kind of dependence, and will not spend more energy on the persistence and maintenance of basic values ​​such as product quality, brand value and after-sales service. This will be a vicious circle. After all, marketing is a system, and the terminal is just a point in the system. It is difficult to accomplish a system through a point to complete a system. Therefore, if the terminal blasting is excessively used, not only will the marginal utility of the blasting itself be decremented, but if the planning promotion plan is improper, the brand image of the “exploded†enterprise will also be damaged. [Reporter]: So, is your "integration big marketing" a negation of "terminal blasting" or an inheritance? [Wang Bin]: It should be said that "integrated big marketing" inherits some reasonable factors of "terminal blasting", but the two are substantially different. We know that terminal blasting is not only a blast of "sales" but also a blast of "problems." Through the terminal blasting, we can not only find some problems that the “explosive†enterprises originally had, such as brand problems, sales skills, personnel problems, team problems, channel problems, etc. The problem that will be faced, that is, the price can not fall? Will it be detrimental to the brand image? How to ensure the long-term steady increase of sales volume? These problems are definitely not solved by terminal blasting unless the form and function of the terminal blasting itself are perfect. How to improve it? I believe that only by using "terminal blasting" as a deconstructive means, there is a break in the middle, through the "terminal blasting" to timely discover the "detonation" brand, the deficiencies in the enterprise, and joint enterprises, stores constantly to correct these deficiencies Continuously upgrade the traditional furniture marketing model, so that enterprises and brands can obtain a healthy "blood circulation" system, so that they will no longer rely on the "terminal blasting" such a strong heart, but rely on a culture of long-term flow, Mechanisms, value systems, etc., to promote their own sustainable development, this is the most important concept I have conceived and created the "integrated big marketing" model. [Reporter]: Specifically, what is the theoretical basis and definition of "integrated big marketing"? [Wang Bin]: Its definition is a strategy and tool to make full use of effective resources to achieve continuous sales improvement in a limited time and space; the theoretical basis of "integration big marketing" is: comprehensively tap the depth of consumers Demand, combined with real resources, using the leverage of consumers, to maximize sales, so that the three sides of the factory, business, consumers. For example, if "blasting marketing" is a kind of strong heart on the patient, then "integration big marketing" is a comprehensive Chinese medicine treatment. If blasting marketing is a guerrilla warfare, then integrated marketing is a conference war. Further, the core framework of "integrated big marketing" is the six-in-one mode of the channel we created, namely: business intelligence, joint vertical and horizontal, creative strategy, corps assembly, visual assistance, and network action. [Reporter]: In other words, "integrated big marketing" still focuses on home terminals. Why do you particularly value the terminal links compared to other aspects of marketing 4P? [Wang Bin]: This question should be discussed from two aspects. On the one hand, the biggest contradiction in the furniture industry has always been the disconnect between supply and demand. Many furniture companies don't even know where their consumers are, let alone produce furniture that meets consumer needs. The essence of marketing is to sell the right products to the right consumers. This kind of endeavor of the terminal is to accurately focus on the consumers corresponding to the brand, and then sell the furniture brands that are most savory to them according to the specific needs of the consumers. Therefore, the terminal is the best breakthrough point to solve the contradiction between supply and demand of furniture. On the other hand, the terminal is also a frontier vane that finds furniture problems and exposes the gap. In the context of China's market economy, for various reasons, there is usually a very strange phenomenon in the branding of enterprises, that is, the “reverse behavior†of brand behavior. Many brands' behaviors are not exactly aligned with the interests of the terminal consumers, but rather Go, and look at the power will of the various power groups such as the government, the media, and banks, and then slap the "Tianzi" to make consumers. The direct consequences of this kind of "reverse behavior" are weak innovation, plagiarism, and weak service awareness. The indirect consequence is that the management of home enterprises is backward, the quality of talents is low, the marketing is inert, and even the upgrading of enterprises is nowhere in sight. Therefore, whether it is “integrated big marketing†or “terminal blastingâ€, its sales promotion value is actually second. Its main value is that it can let enterprises find their own problems and deficiencies through terminal promotion, and correct these problems in time. And lack of, create conditions for the formalization, professionalism and modernization of the company's marketing. For example, through the comparison between the two teams of the explosive enterprise and the blasting organization, such as system problems, brand problems, team problems, implementation problems, customer service problems, etc., will be exposed one by one. When you find a problem, you will naturally have the motivation to solve the problem. [Reporter]: There is no universal medicine in the world, and there is no one-and-one-time model. Then, will "integration big marketing" be replaced by a new model in the future? [Wang Bin]: Certainly. Only by innovating can we keep pace with the times and win the future. However, one thing we have passed down is that we will continue to pay attention to the terminal. On the basis of practice, we will continue to upgrade and create new terminal models according to market needs. [Reporter]: Thank you, Mr. Wang [Wang Bin]: You are welcome. Thanks to the media for their personal and handed down career. Interview Notes: Any innovation has the opportunity to achieve “a blue oceanâ€, thus winning in the fierce market competition and “being alone†to maintain a relatively long competitive advantage. For the home industry, such innovations are often closely linked to the “firstâ€. Chuan Shi Jiaye has won new advantages with innovative strategy. Its original “integrated big marketing†model has undoubtedly become the specimen practice of the channel revolution in the post-blasting era, and its vitality and effectiveness are expected.
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