【Marketing Road】Adams 2019 focus: upgrade products, adjust the market
2020-06-14
“After years of experience accumulation and exploration and practice, Adams’ future marketing will tend to be simple: integrate and upgrade products; re-plan market positioning.”
—— Adams Marketing Director Shaowen Liao
Adams has been in existence for nearly 30 years, and it has only been a few years since it focused on the international market and both internal and external. In recent years, Adams has been striving to explore different sales models, promote brand marketing, and create a network of agents covering all provinces across the country. In order to adapt to the changes in the market, Adams also opened up a distinctive marketing strategy.
At present, Adams is a self-owned brand with high reputation. It has won the support of customers with excellent quality. It has good cooperation with the top ten brand channel distributors in the world, including real estate, custom home, traditional furniture and bathroom furniture. , kitchen furniture, office furniture and other industries are well-known enterprises. Adams' products are sold all over the world, and there are Adams home hardware in the place where there is furniture.
Quality, service and products are the core of marketing
According to Liao Shaowen, marketing director of Adams, the hybrid sales model can better meet the needs of consumers, and can quickly grasp market information and follow up development customers in a timely manner. Through deep cultivation, the value of the Adams brand continues to increase.
From the perspective of user experience, Adams regards quality, service and product cost performance as its own marketing core.
In terms of quality, Adams has been strictly implementing European standards for nearly 30 years, producing products suitable for global use.
In terms of service, in addition to good products, Adams will also shift the focus of service to provide comprehensive assistance and guidance to agents. This service-oriented marketing strategy is also an important reason why Adams can establish a national agent network in a short period of time.
As a high-end hardware brand, Adams has broken through the market for many years, giving customers a value-for-money product experience, and focusing on helping agents to stand out in the local area.
Create a strong business marketing team
As a company involved in the short-term domestic market, Adams is faced with a brand-new domestic hardware market, facing the year of change. For brand marketing, continue to use traditional marketing methods, and inevitably can not adapt to the development trend of the industry. In this regard, Liao Shaowen has long planned in his heart.
In his view, the market layout of hardware should keep pace with the industry, and choose partners to consider their comprehensive capabilities. As Liao Shaowen said, although Adams has developed for nearly 30 years, its domestic sales market is still young. If you follow the old sales thinking, you will not be able to compete with your peers. Therefore, you must establish a new marketing model to enable young executives to execute. People are more comfortable.
In terms of post-service, Adams actively promoted the promotion of agents. Different from the past, the current market competition is becoming more and more fierce. Customers need a full range of services, and they must change the old marketing model and take the initiative. Adams has built a strong marketing team in this real-life environment.
The core of the hardware is installed
Service is the core of Adams' entire marketing system, and after-sales is the core of service. Advocating such a sentence within Adams, called "the core of hardware is installation", reflects the importance of service. In this regard, Adams can say that a set of comprehensive innovations have been formulated to provide better services to consumers.
First of all, perfect service is inseparable from complete products. Liao Shaowen mentioned that in order to comply with the industry changes, Adams developed a series of intelligent hardware, full house custom hardware and storage hardware. In addition to products, the sales team of the agents often do consumer maintenance. The company collects market information in a timely manner, gathers information analysis, and provides after-sales service to consumers more directly and quickly to solve some problems in the market.
Liao Shaowen said that in the hardware solution, maintaining customers is not only necessary to do a good job, but more importantly, it can help consumers solve the problem of improper use of products. In fact, a hardware product looks very simple, but it is difficult to use it properly. Therefore, whether it is a manufacturer or an agent, it is necessary to innovate a variety of convenient learning channels for consumers to perceive, such as using WeChat platform, official website and other platforms. Various professional videos.
Brand marketing, quality is the foundation
Regarding brand marketing, Liao Shaowen believes that the foundation is in quality. Only when the product quality is completed can it be discussed about marketing. In the past 30 years, Adams has strictly implemented European standards, and this high standard has also led many international brands to seek production cooperation.
In addition to products, the marketing of the brand also involves the promotion of the popular platform. Liao Shaowen said that every year, Adams will use professional hardware exhibitions, magazines, online media and outdoor advertising across the country to promote it. Adams also promoted the "semi-specialized store" model in the market, through brand agents to carry out brand display, to reduce costs, and second, to strengthen the brand's popularity in the national consumer market.
In the future, in order to expand the influence of the brand, in addition to the exhibitions and media mentioned, Adams will also lay out more professional associations and professional forums to give the brand a more accurate spread.
Upgrade products and reposition the market
In recent years, the industry has undergone dramatic changes, and every company is making targeted adjustments to the market. Adams is no exception. Liao Shaowen revealed that after years of experience accumulation and exploration and practice, Adams' future marketing will tend to be simple: integrate and upgrade products; re-plan market positioning.
In terms of product upgrades, the hinge product has been developed to the fourth generation, and the product is iteratively updated to better meet user functions. In addition, in order to comply with the market demand for hardware products, Adams is working on the products of the rails.
In terms of market repositioning, Adams will adjust the agents that have not kept up with the market for many years and can't keep up with the pace of enterprise development. For the more advanced market, Adams will also focus on strengthening and pushing it higher. In addition, Adams will increase its promotion efforts to make Adams' quality products better meet consumers.
