Website Optimization Drives Development of Abrasives Industry
2018-05-24 23:25:52
In the post-financial crisis era, the abrasive abrasive industry experienced unprecedented difficulties in production and sales. International demand decreased and exports fell sharply. This caused great difficulties for the survival and development of abrasives companies. Some companies even appeared. The phenomenon of layoffs and the like have determined that efforts must be made to open up channels and vigorously develop the domestic sales business so that the company can get rid of the economic crisis and get out of its predicament and develop healthily. Luo Baihui, an expert in the mold industry, was interviewed by the magazine “Abrasive Abrasivesâ€. He started from the current situation of abrasives and abrasives companies and discussed the current status of abrasives and the company’s website optimization methods and methods based on new marketing ideas.
I. Application Status of Website Optimization in the Development of Abrasives and Abrasives Corporation More than 60% of abrasive companies rely on exports for export. According to reports, from January to April 2009, a total of 30,000 tons of artificial corundum was exported and 27,000 tons of silicon carbide were exported. With a year-on-year decrease of 80% to 90%, the company's operating rate was only 10%, and 90% of the furnaces in the abrasive industry were shut down. They were greatly affected by the financial crisis. Some companies even experienced layoffs. It can be said that the abrasive companies are heavily affected by the financial crisis, while the developed countries have increased their efforts to review export products from China and the impact of the US dollar exchange rate has not been optimistic. In the domestic market, due to the economic downturn in China's domestic metallurgy and non-ferrous metals industries, domestic demand has also been greatly constrained. According to the actual difficulties of domestic companies, in order to cope with the impact of the international financial crisis and implement the general requirements of the State Council on guaranteeing growth, expanding domestic demand, and adjusting the structure, the “Adjustment and Revitalization Plan for Equipment Manufacturing Industry†was issued on May 13, 2009. Released, the planning period is 2009-2011. The release of the "Equipment Manufacturing Industry Adjustment and Revitalization Plan" has brought new development opportunities and pointed out the direction of development for the abrasive abrasive company in distress, adjusted the industrial structure, dredged marketing channels, and expanded domestic market share. This is our company at this stage. Overcoming difficulties, the direction of healthy development. Nowadays, various companies are implementing diversification of marketing channels. Market competition is extremely fierce. It is necessary and necessary to establish an autonomous website optimization platform. Website optimization uses computers as the carrier, and the computer's Internet as the medium to the users of computers. Introduce our products and achieve a new and modern marketing method for sales purposes. Through the interactive online marketing model, sellers are more deeply involved in the customer's emotions, understand the direct needs of customers, and promise more content. Allows customers to have more control over consumption at a very low cost in the decision-making process. The website optimization strategy is to use the network technology to guide customers to participate in the dissemination of content, to generate knowledge, recognition and resonance of our abrasive products and brands, so as to achieve the innovative thinking process of the two-way exchange between the two parties. This advantage is not available in other marketing tools.
According to Luo Baihui's investigation, there are still many problems in the marketing of the entire abrasives industry. The main issues are:
1. Poor marketing awareness The majority of companies in the abrasives industry generally have poor awareness. The main reasons are:
A. Lack of management and marketing skills. The managers of most production companies lack management and marketing skills, so they dare not invest in marketing or are skeptical about the effectiveness of previous marketing.
B. Abrasives industry is dominated by small and medium-sized companies. The managers of small and medium-sized companies are limited by the scale and economy, and they dare not make any investment in marketing and even do not think it necessary.
In the face of increasingly complex market competition, companies must strengthen their marketing awareness.
C. The added value of the products is low, especially in abrasives production and roughing-type grinding tools companies. The importance of marketing was rarely considered before. The basic approach is: I will sell things when they are produced, and people will buy them when they buy me.
2. Low-level marketing methods prevail Low-level marketing tools are more prevalent in the industry's distribution system, blindly exaggerated, unfamiliar, and even companies are still boasting "China Famous Brand" in promotional materials, since "pot chef Wang Hu" was reported by CCTV. The “China Famous Brand†was revealed to be a psychology of the illegal use of the company. The general public knew that the “China Famous Brand†was a title that could be purchased for only 6,800 yuan. These low-level marketing methods were used for small companies. The promotion of the market has some help, but the damage to the entire industry is very far-reaching. These means can't save the company. If it is exposed by the media, it will easily lead the company into a predicament.
3. The company's lack of refinement in marketing As the company itself lacks skills in marketing, there are deficiencies in the refinement and implementation of marketing work. Company managers must strengthen their learning and know how to fine-tune marketing work. Put in concrete management work to simplify and quantify implementation projects and ensure effective marketing. Luo Baihui said that the abrasives industry is a traditional industry, and most of the company’s product sales models are: store sales, salesperson sales promotion, acquaintance introduction, relationship households, trade fairs, and media advertising. In order to maintain the relationship order back, give a rebate, and other methods, the hidden cost is high, and the company responsible personnel changes will directly affect the product procurement, sales department personnel performance is not ideal.
However, traditional sales methods are more and more difficult to apply. Due to the Chinese-style tradition of management and employing people, the procurement methods and processes of the companies have become more and more stringent and subject to various links. The requirements of suppliers have become more and more stringent. When the growth slows down, they are replaced due to personnel changes. The supplier's actions are being carried out quietly and orderly. We have learned from random surveys of dozens of users that this intention has accounted for more than 80%! With the rise of Internet applications, customers' original purchasing habits are gradually changing. The use of the Internet to find suppliers is efficient, fast, and convenient as their preferred method. The market is facing a new shuffle, and how to deploy effective network applications is a top priority for companies.
The industry benchmark Saint-Gobain is the forerunner of network applications. Since it increased its network promotion efforts in 2002, it has maintained a growth rate of more than 30%. 3M, which we know well, has always attached importance to online strategic marketing and brand promotion. Its e-commerce application has always been an important marketing tool. The annual profit growth rate has remained at 12-14%. With the advantages of network and products, 3M is currently global. More than 65 countries and regions have branches with an annual turnover of over 24.5 billion U.S. dollars. Currently, we have used online services to conduct business online to ensure efficient operations.
The decade's practical experience of the Internet in China tells us that the network entity is an e-commerce model that meets the national conditions and has been widely used in various fields. The network has unparalleled cost advantages in communication and marketing, and how to use the network to effectively save Cost, improve efficiency; bring us convenience and effectiveness, how to find valuable customers, suppliers, find new product agents on the network, use new technology patents to improve production, find new growth points? Share some of our application experience here.
Many colleagues have done for more than 10 years. Having known everything about the product and thinking about online sales, there is a natural resistance in the mind. The reason is that the network is not known. The network is mysterious and it is feared that they do not understand computer knowledge. Technology can do it. When a friend opened a belt factory and chatted about online sales, he said: "It's too difficult for people who are several decades old to learn this thing. This is what young people do. I can't do it." After practical use, he soon dispelled his doubts. His sales staff has begun to try to publish information on the website to find customers. Customers have already purchased products through online contacts and began to take the first step in online sales.
To sell products on the Internet, in fact, just move the storefront model to the Internet, there is no geographical time limit, you can do business with people in any place, only need to use some ideas to operate, display products to target customers, solve problems for customers ,Provide professional product solutions and caring services, get customers' approval, and achieve long-term cooperation.
As a new sales method, online distribution involves payment, logistics, distribution, security, and integrity. Everyone is concerned about it. Currently, online payment and logistics and distribution are well-developed. We are all familiar with various kinds of freight, express delivery and mailing. Join in the ranks of net merchants, can be delivered to almost any area, payment can use our familiar settlement methods, or use the network authentication payment method, such as Alipay, use the buyer to play money first to the bank, the buyer receives the goods , Confirm that the following paragraph is automatically transferred to the seller's account**, Alipay as a third-party guarantee, to ensure the safety of the two sides of the transaction, each transaction will increase the seller's credit. The job done by the online professional market is to simplify the process of e-commerce transactions, so that business people do not need too much computer knowledge, can easily apply, specialize in business.
E-commerce is equally important online and offline, and direct online mode is not suitable for most companies. Currently, professional markets are the most effective ones. Abrasives industry website is the distribution center for related products. The professional market has gradually matured, and has formed a large-scale, comprehensive selection of products. The professional authority can provide customers with one-stop services and practical solutions, which are valued by customers.
Online media can serve as a bridge for expanding contacts and making friends. With a steady source of customers, the company also has a certain amount of online marketing experience. After finding a professional platform to establish a website that meets its own company characteristics, the combination with the professional market will be even better because its own products can be displayed directly on the industry website. Searching for products online can be done directly on your company’s website. This is the most direct advertising effect. Independent website testing and adjustment is flexible. You can track visitor behavior on your website, determine what they really want, and what products they are interested in, and adjust them in a timely manner.
In fact, when the company needs to build its own site to develop its own site is to enhance the image of the service to reflect its own characteristics, choose the right platform, the key is to choose the right company! Can provide tracking services, provide timely professional advice, and abrasive abrasive industry's Web site will often provide customers with professional technical guidance to help companies effectively use the site.
Abrasives company sells online and has a window to display products and display services through the Internet. However, in the vast network, how to build your brand, so that more people understand your products and services, which requires effective network promotion. The most direct online promotion is online advertising. Successful website optimization is not just a one or two-time network promotion. It should have a thorough and detailed planning, and continuous implementation of coordinated implementation under the line should be able to achieve the desired results. To find authoritative magazines or related media to publish advertisements to increase awareness, plan brand strategy, follow up the market strategy of first-class brands, and conduct differentiated competitions to complement each other. Expert organizations are requested to jointly research and develop patented products to find new growth points and enhance competitiveness.
After familiar with online sales, you can selectively purchase some search rankings, product keywords, etc., recommend Chinese use Baidu, foreign language use Google Yahoo. Balance all aspects of advertising expenses, but also look at the effect, in a variety of search engine registration company website, often update the web page, the company news should always write, you can also register in other professional websites to release products, increase exposure Rate and business opportunities.
Proactively collecting potential customer data on the Internet is a necessary step, and it is also a battleground for the military in marketing. Many abrasive abrasive companies rely on long-term accumulation of traditional sales in their customer information channels. Actually, the Internet is an open information resource base. It uses search engines and the Yellow Pages of the website to find a lot of business intelligence and target customers' information to gain market access. Reflect marketing information such as delivery effectiveness and establish customer resource files. With first-hand information, business personnel can actively connect with potential customers online or use other familiar business methods to follow up. Effective combination of online and offline will play a major role.
With the development of marketing, the increase of customer feedback, purely relying on manual sales of sales and customer service, can no longer meet the needs, nor can it fully embody the advantages of website optimization. The use of network systems for customer service and sales management, even if it is a simple customer contact record system or sales record system, the use of electronic data, easy to query and call, can effectively save time and improve work efficiency. The institutionalized standardized customer service process can effectively follow up with customers and promote transaction opportunities.
The company has its own website, which allows employees to use the company's domain name suffix mailbox, which is easy to manage and control. It also reflects the company's formalization, image and unity, and staff departure will not affect the development of the business.
After a lot of traffic, a rule that everyone may be familiar with is a lot more than trying to secure a new customer than to maintain an old customer's investment. Therefore, customer tracking, relationship maintenance is very important, need to be divided into people, one-on-one service tracking, often keep in touch with customers, understand the customer company's relevant dynamics, needs and trends of competitors. Some highly-targeted products and services, or companies with a large amount of usage, adopt this approach and can take more initiative and maintain long-term relationships.
The sales department's business personnel must effectively integrate with the network promotion and have customer consultation to find out where the customer has found. Which business is where it comes from, and all records are made, so as to determine which website is the most direct and effective for advertising, adjust the advertising delivery strategy.
The salesperson writes a daily log and sends the report to the person in charge of the business for review. The person in charge needs to receive and instruct the employee's work report, and to grasp the first-hand information so that you can better understand the business development. The company strengthens the management of the network. According to the company's own situation, it develops an effective management system that is suitable for its own company. We believe that the network will be organically integrated with the sales model we are familiar with, and business development will be even easier.
I. Application Status of Website Optimization in the Development of Abrasives and Abrasives Corporation More than 60% of abrasive companies rely on exports for export. According to reports, from January to April 2009, a total of 30,000 tons of artificial corundum was exported and 27,000 tons of silicon carbide were exported. With a year-on-year decrease of 80% to 90%, the company's operating rate was only 10%, and 90% of the furnaces in the abrasive industry were shut down. They were greatly affected by the financial crisis. Some companies even experienced layoffs. It can be said that the abrasive companies are heavily affected by the financial crisis, while the developed countries have increased their efforts to review export products from China and the impact of the US dollar exchange rate has not been optimistic. In the domestic market, due to the economic downturn in China's domestic metallurgy and non-ferrous metals industries, domestic demand has also been greatly constrained. According to the actual difficulties of domestic companies, in order to cope with the impact of the international financial crisis and implement the general requirements of the State Council on guaranteeing growth, expanding domestic demand, and adjusting the structure, the “Adjustment and Revitalization Plan for Equipment Manufacturing Industry†was issued on May 13, 2009. Released, the planning period is 2009-2011. The release of the "Equipment Manufacturing Industry Adjustment and Revitalization Plan" has brought new development opportunities and pointed out the direction of development for the abrasive abrasive company in distress, adjusted the industrial structure, dredged marketing channels, and expanded domestic market share. This is our company at this stage. Overcoming difficulties, the direction of healthy development. Nowadays, various companies are implementing diversification of marketing channels. Market competition is extremely fierce. It is necessary and necessary to establish an autonomous website optimization platform. Website optimization uses computers as the carrier, and the computer's Internet as the medium to the users of computers. Introduce our products and achieve a new and modern marketing method for sales purposes. Through the interactive online marketing model, sellers are more deeply involved in the customer's emotions, understand the direct needs of customers, and promise more content. Allows customers to have more control over consumption at a very low cost in the decision-making process. The website optimization strategy is to use the network technology to guide customers to participate in the dissemination of content, to generate knowledge, recognition and resonance of our abrasive products and brands, so as to achieve the innovative thinking process of the two-way exchange between the two parties. This advantage is not available in other marketing tools.
According to Luo Baihui's investigation, there are still many problems in the marketing of the entire abrasives industry. The main issues are:
1. Poor marketing awareness The majority of companies in the abrasives industry generally have poor awareness. The main reasons are:
A. Lack of management and marketing skills. The managers of most production companies lack management and marketing skills, so they dare not invest in marketing or are skeptical about the effectiveness of previous marketing.
B. Abrasives industry is dominated by small and medium-sized companies. The managers of small and medium-sized companies are limited by the scale and economy, and they dare not make any investment in marketing and even do not think it necessary.
In the face of increasingly complex market competition, companies must strengthen their marketing awareness.
C. The added value of the products is low, especially in abrasives production and roughing-type grinding tools companies. The importance of marketing was rarely considered before. The basic approach is: I will sell things when they are produced, and people will buy them when they buy me.
2. Low-level marketing methods prevail Low-level marketing tools are more prevalent in the industry's distribution system, blindly exaggerated, unfamiliar, and even companies are still boasting "China Famous Brand" in promotional materials, since "pot chef Wang Hu" was reported by CCTV. The “China Famous Brand†was revealed to be a psychology of the illegal use of the company. The general public knew that the “China Famous Brand†was a title that could be purchased for only 6,800 yuan. These low-level marketing methods were used for small companies. The promotion of the market has some help, but the damage to the entire industry is very far-reaching. These means can't save the company. If it is exposed by the media, it will easily lead the company into a predicament.
3. The company's lack of refinement in marketing As the company itself lacks skills in marketing, there are deficiencies in the refinement and implementation of marketing work. Company managers must strengthen their learning and know how to fine-tune marketing work. Put in concrete management work to simplify and quantify implementation projects and ensure effective marketing. Luo Baihui said that the abrasives industry is a traditional industry, and most of the company’s product sales models are: store sales, salesperson sales promotion, acquaintance introduction, relationship households, trade fairs, and media advertising. In order to maintain the relationship order back, give a rebate, and other methods, the hidden cost is high, and the company responsible personnel changes will directly affect the product procurement, sales department personnel performance is not ideal.
However, traditional sales methods are more and more difficult to apply. Due to the Chinese-style tradition of management and employing people, the procurement methods and processes of the companies have become more and more stringent and subject to various links. The requirements of suppliers have become more and more stringent. When the growth slows down, they are replaced due to personnel changes. The supplier's actions are being carried out quietly and orderly. We have learned from random surveys of dozens of users that this intention has accounted for more than 80%! With the rise of Internet applications, customers' original purchasing habits are gradually changing. The use of the Internet to find suppliers is efficient, fast, and convenient as their preferred method. The market is facing a new shuffle, and how to deploy effective network applications is a top priority for companies.
The industry benchmark Saint-Gobain is the forerunner of network applications. Since it increased its network promotion efforts in 2002, it has maintained a growth rate of more than 30%. 3M, which we know well, has always attached importance to online strategic marketing and brand promotion. Its e-commerce application has always been an important marketing tool. The annual profit growth rate has remained at 12-14%. With the advantages of network and products, 3M is currently global. More than 65 countries and regions have branches with an annual turnover of over 24.5 billion U.S. dollars. Currently, we have used online services to conduct business online to ensure efficient operations.
The decade's practical experience of the Internet in China tells us that the network entity is an e-commerce model that meets the national conditions and has been widely used in various fields. The network has unparalleled cost advantages in communication and marketing, and how to use the network to effectively save Cost, improve efficiency; bring us convenience and effectiveness, how to find valuable customers, suppliers, find new product agents on the network, use new technology patents to improve production, find new growth points? Share some of our application experience here.
Many colleagues have done for more than 10 years. Having known everything about the product and thinking about online sales, there is a natural resistance in the mind. The reason is that the network is not known. The network is mysterious and it is feared that they do not understand computer knowledge. Technology can do it. When a friend opened a belt factory and chatted about online sales, he said: "It's too difficult for people who are several decades old to learn this thing. This is what young people do. I can't do it." After practical use, he soon dispelled his doubts. His sales staff has begun to try to publish information on the website to find customers. Customers have already purchased products through online contacts and began to take the first step in online sales.
To sell products on the Internet, in fact, just move the storefront model to the Internet, there is no geographical time limit, you can do business with people in any place, only need to use some ideas to operate, display products to target customers, solve problems for customers ,Provide professional product solutions and caring services, get customers' approval, and achieve long-term cooperation.
As a new sales method, online distribution involves payment, logistics, distribution, security, and integrity. Everyone is concerned about it. Currently, online payment and logistics and distribution are well-developed. We are all familiar with various kinds of freight, express delivery and mailing. Join in the ranks of net merchants, can be delivered to almost any area, payment can use our familiar settlement methods, or use the network authentication payment method, such as Alipay, use the buyer to play money first to the bank, the buyer receives the goods , Confirm that the following paragraph is automatically transferred to the seller's account**, Alipay as a third-party guarantee, to ensure the safety of the two sides of the transaction, each transaction will increase the seller's credit. The job done by the online professional market is to simplify the process of e-commerce transactions, so that business people do not need too much computer knowledge, can easily apply, specialize in business.
E-commerce is equally important online and offline, and direct online mode is not suitable for most companies. Currently, professional markets are the most effective ones. Abrasives industry website is the distribution center for related products. The professional market has gradually matured, and has formed a large-scale, comprehensive selection of products. The professional authority can provide customers with one-stop services and practical solutions, which are valued by customers.
Online media can serve as a bridge for expanding contacts and making friends. With a steady source of customers, the company also has a certain amount of online marketing experience. After finding a professional platform to establish a website that meets its own company characteristics, the combination with the professional market will be even better because its own products can be displayed directly on the industry website. Searching for products online can be done directly on your company’s website. This is the most direct advertising effect. Independent website testing and adjustment is flexible. You can track visitor behavior on your website, determine what they really want, and what products they are interested in, and adjust them in a timely manner.
In fact, when the company needs to build its own site to develop its own site is to enhance the image of the service to reflect its own characteristics, choose the right platform, the key is to choose the right company! Can provide tracking services, provide timely professional advice, and abrasive abrasive industry's Web site will often provide customers with professional technical guidance to help companies effectively use the site.
Abrasives company sells online and has a window to display products and display services through the Internet. However, in the vast network, how to build your brand, so that more people understand your products and services, which requires effective network promotion. The most direct online promotion is online advertising. Successful website optimization is not just a one or two-time network promotion. It should have a thorough and detailed planning, and continuous implementation of coordinated implementation under the line should be able to achieve the desired results. To find authoritative magazines or related media to publish advertisements to increase awareness, plan brand strategy, follow up the market strategy of first-class brands, and conduct differentiated competitions to complement each other. Expert organizations are requested to jointly research and develop patented products to find new growth points and enhance competitiveness.
After familiar with online sales, you can selectively purchase some search rankings, product keywords, etc., recommend Chinese use Baidu, foreign language use Google Yahoo. Balance all aspects of advertising expenses, but also look at the effect, in a variety of search engine registration company website, often update the web page, the company news should always write, you can also register in other professional websites to release products, increase exposure Rate and business opportunities.
Proactively collecting potential customer data on the Internet is a necessary step, and it is also a battleground for the military in marketing. Many abrasive abrasive companies rely on long-term accumulation of traditional sales in their customer information channels. Actually, the Internet is an open information resource base. It uses search engines and the Yellow Pages of the website to find a lot of business intelligence and target customers' information to gain market access. Reflect marketing information such as delivery effectiveness and establish customer resource files. With first-hand information, business personnel can actively connect with potential customers online or use other familiar business methods to follow up. Effective combination of online and offline will play a major role.
With the development of marketing, the increase of customer feedback, purely relying on manual sales of sales and customer service, can no longer meet the needs, nor can it fully embody the advantages of website optimization. The use of network systems for customer service and sales management, even if it is a simple customer contact record system or sales record system, the use of electronic data, easy to query and call, can effectively save time and improve work efficiency. The institutionalized standardized customer service process can effectively follow up with customers and promote transaction opportunities.
The company has its own website, which allows employees to use the company's domain name suffix mailbox, which is easy to manage and control. It also reflects the company's formalization, image and unity, and staff departure will not affect the development of the business.
After a lot of traffic, a rule that everyone may be familiar with is a lot more than trying to secure a new customer than to maintain an old customer's investment. Therefore, customer tracking, relationship maintenance is very important, need to be divided into people, one-on-one service tracking, often keep in touch with customers, understand the customer company's relevant dynamics, needs and trends of competitors. Some highly-targeted products and services, or companies with a large amount of usage, adopt this approach and can take more initiative and maintain long-term relationships.
The sales department's business personnel must effectively integrate with the network promotion and have customer consultation to find out where the customer has found. Which business is where it comes from, and all records are made, so as to determine which website is the most direct and effective for advertising, adjust the advertising delivery strategy.
The salesperson writes a daily log and sends the report to the person in charge of the business for review. The person in charge needs to receive and instruct the employee's work report, and to grasp the first-hand information so that you can better understand the business development. The company strengthens the management of the network. According to the company's own situation, it develops an effective management system that is suitable for its own company. We believe that the network will be organically integrated with the sales model we are familiar with, and business development will be even easier.