Refused irrational marketing

At present, there is no "low-carbon" label in the small household appliance industry. Emmett has deducted "pseudo-low-carbon" hats from its peers. This deliberately hyped behavior has caused many problems to competitors.

Responding to the mature industry should be mature marketing methods. As Xu Dongsheng, the general secretary of the China Household Electrical Appliances Association, said that in today's fierce competition in the home appliance industry, small household appliance companies must start with products that are more creative and more in line with market demand in order to enhance their competitiveness.

In the analysis report of Zhongyakang’s home appliance market for the first half of 2011, small home appliances still accounted for about 15% of the retail sales of the overall home appliance market, and remained in a stable growth period after a rational return.

Since 2008, the small home appliance market, which entered a period of rapid development, has experienced growth from small to strong, growing from weak to strong, achieving a compound annual growth rate of more than 10% for three consecutive years, but accompanied by these dazzling results, there are occasional Due to the lack of long-term planning for enterprises, enterprises have caused enterprises to participate in market competition in an irrational and non-standard manner. Because of this, the quality of this small household electrical appliance varies greatly. Compared with other types of home appliances, the lack of a strong brand is a common impression of people in the small appliance industry.

After several years of development, when the small household electrical appliance industry gradually entered a period of stable development and the company gradually matured, Emmett has opened its own signboards and attacked its peers in the same way. This obviously brings extremely bad results to the company itself and the industry. influences.

As everyone knows, event marketing, defeat, many brands have already "turned the boat" in the flood of speculation.

It is like the luxury brand Hermès, which has been smashed by the “Guo Meimei Incident” in recent days. Hong Hong, CEO of China Interactive Media Group, commented on this hype: “If I were the marketing director of this brand, after the incident of Meimei Guo, her image has been far away from my understanding of the brand.”

Although, in the development of the industry, the company's spontaneous self-examination and self-examination have driven the industry's development and transformation. However, mature and stable industries should reject the most irrational marketing methods. Similarly, the competitiveness of enterprises does not come from informal market behavior. Instead, it reflects product strength and brand power through legitimate market competition.