Brand Marketing Road of Construction Machinery Enterprises
Construction machinery, because of its high degree of professionalism
Release time:
2024-08-09
Source:
In the past, Zoomlian helped Feng Xiaogang's "Tangshan Earthquake", and then Sany excavators participated in Zhao Benshan's "Country Love 4". Construction machinery companies are no longer satisfied with the reputation and influence of industry insiders, and they are scrambling to break into the general public's field of vision, trying to establish a corporate brand image drastically.
Construction machinery, because of its high degree of professionalism, has long taken the road of brand marketing is more traditional and niche. Compared with its brother automobile industry, construction machinery is undoubtedly a dull and old-fashioned lad. However, in recent years, construction machinery has gradually abandoned the traditional propaganda methods and began to test the water mass media. This can be seen from the series of actions such as Shandong Lingong holding hands with Super League and CCTV advertising. Since then, the construction machinery industry has set off a brand marketing craze, and major companies have appeared on TV, magazines, and newspapers.
Some netizens even revealed that he found Xu Gong in Ruili, a well-known women's fashion magazine in China. The Xugong QY70K crane in the magazine appears as a prop carrying cosmetics, and the whole body is sprayed with women's favorite pink. Surprised by XCMG's fashion avant-garde, I can't help thinking about what kind of brand marketing is most suitable for construction machinery enterprises?
Any successful marketing strategy can not be separated from its established purpose of publicity and the accurate positioning of the audience. At present, the domestic construction machinery large-scale TV, network advertising bombing, mainly to improve the visibility of its enterprises, establish brand image. At this time, the enterprise not only represents a certain product, or a certain type of industrial product, it represents the image of the entire group.
Just like the world famous construction machinery brand Caterpillar, for the industry, it represents the first-class level of the industry. For laymen who do not understand construction machinery, it may just mean expensive clothing displayed in the window. But it doesn't matter. What matters is that we all know Caterpillar. That's brand awareness.
The public awareness of the brand is currently China's construction machinery major enterprises need to solve the problem. Since construction machinery companies have been living in the industry for a long time, although they are all large companies worth tens of billions, their public popularity is undoubtedly quite lacking compared to fast-moving consumer goods with the same productivity. As a result, the construction machinery bosses are good at dancing with long sleeves, each applying their own strengths, and fighting in various media pages in order to enhance brand awareness. XCMG's trip to Ruili has extended its tentacles to the audience level that was rarely involved in the industry in the past, and increased brand awareness to a greater extent. At the same time, this also creates conditions for the diversified development of the group in the future. Let the general public know themselves as early as possible in order to better carry out various businesses. Who says that XCMG will not expand its business territory and enter other industries in the future?
But this is a group branding approach that is only suitable for large enterprises. For most small and medium-sized enterprises in the construction machinery industry, the main purpose of brand marketing is still to improve product sales. This requires consideration of the product's audience. Construction machinery, different from fast-moving consumer goods, as a higher-end industrial supplies, its entry threshold is high, most of the users are engaged in engineering construction of men. This determines the construction machinery marketing model is more inclined to impress such groups.
In 2010, Shandong Lingong planned an extremely appropriate marketing event, holding hands with Super League. Yu Mengsheng, executive president of Shandong Lingong, said at the signing site, "The choice of football, the choice of the Chinese Super League, is not because of chance. Football is a worldwide, international activity, but also an activity in which all people participate. Football brings passion and is conducive to strengthening teamwork, which is very consistent with the corporate image of Shandong Lingong." Presumably, there must also be a factor in football as a man's sport.
The road of brand marketing of construction machinery enterprises is in full swing, but it has just begun. In the future, there will be more fields, and the direction needs to be used by construction machinery enterprises to develop with innovative thinking.
Key words:
Construction Machinery,Marketing
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