[Introduction] Wise home network In recent years, smart door lock sales in the domestic market has grown significantly. In the past 2017, Baidu, Xiaomi, and Meikailong invested in smart lock companies. At present, Tmall is trying to unify the smart lock industry standard, and Suning has also established the first smart door lock alliance. According to the “White Paper on 2017 China Smart Lock Application and Development†completed by the Aliyun Alliance ICA for several months, the domestic sales of smart door locks in 2015 reached 2 million units, and over 3.5 million units in 2016, an increase of 75% compared to the same period of last year. Break through 7 million sets, a year-on-year increase of 100%. It is expected that the domestic sales of smart door locks will reach 32 million sets in 2020.
Faced with such a large market, smart lock dealers will certainly be eliminated by the market and users if they do not do marketing well. Therefore, Zhijia.com today shares 6 marketing plans that allow smart locks to sell prices, and give distributors marketing books.
1. Only sell locks for selling locks 1500+
As long as the quality of a lock, how much value, how to determine the ex-factory price, the right to master is entirely in the hands of the manufacturers themselves. If you only think of the electronic lock you produce as a lock and sell it in the low-end market, you can only have at most 1000-1500 yuan. Do not look at the price is very low, but your next-door business may be in order to snatch your customers, and maliciously cut prices, shouting 800 low prices to take away your customers, which is the only way to sell locks and lock the outcome, the final The result is "low price competition". The lower the price, the lower your profit.
This is also the current status of China's smart lock industry. More than 80% of the enterprises are still in the stage of “selling locks in order to sell locks.†In addition to their cost-effectiveness, they do not have their true core advantages, so they sell around 1,000 yuan.
2. Sell a lock 2500+ with intension
If you don't want to always be a low value-added smart lock or unwilling to fight a "price war" with your peers and gain a competitive advantage at a low price, then you can make a fuss about the design and design it to be unique to the market and let consumers Brilliant products; or, if you are using features such as functionality, open methods, etc., your smart locks will look more “high-force†than others, and your smart locks will be able to sell. More than 2500 prices.
As long as your smart lock has a certain amount of technology or a certain bright spot, you will not care about the boss who cuts the price next to grab customers, because the profit of selling a lock is at least twice that of him. In fact, such companies have already emerged in smart lock companies, but what is important is how to get out of homogeneity.
3. Sell a branded lock 3000+
Throughout all walks of life at home and abroad, successful companies sell not only the added value of products, but also the brand of the company. Therefore, the brand has become one of the important intangible assets of the company. In the smart lock industry either do a good job of production, give others OEM, or do a good job in brand operations, build industry and even market well-known brands.
Currently smart lock industry has a certain brand of influential smart locks can sell more than 3,000, such as Samsung, Yale, ZTE and other brands. Their products are not necessarily good, but they have one thing in common: the brand is loud enough.
4. Sell smart lock subdivision products 5000+
In people's minds, the less things are worth more money. Master Kong Why buy mineral water is much less, and Kunlun Mountain sales are small, but profits are high; why Chery, Geely's car makes less money, while Rolls Royce, Bentley sells expensive and outrageous people buy, in fact This is the positioning problem, Rolls-Royce, Bentley is taking the high-end market segment, and then there are people to buy expensive, selling a car equivalent to Geely, Chery's profits.
This shows that there is no market for high-end products, but what is high enough for your products? If the smart lock industry wants to sell a good price, taking a market segment is a good way. For example, the limited-edition Chinese zodiac smart lock allows consumers to choose their own five-line smart lock according to their date of birth, birthday, or Chinese character; or, to launch a Chinese-style limited-edition smart lock; or to introduce customized high-end products. Allow consumers to choose and design smart locks. In the eyes of the lock, such a smart lock can sell at least 5,000 yuan.
5. Sell smart combo product 10000+
No company can be bigger and stronger by just relying on a single product. For example, Haier sells smart homes at the same time as buyers, or Haier combines all home appliances to form a smart home appliance. At present, smart locks are recognized as smart home entrance products, so how to make big articles in the smart home area is also a good way out.
For example, smart locks and smart homes are integrated into one body, and smart home related packages such as smart cameras, smart smoke detectors, smart water sensors, smart routing, smart cat eyes, etc. are sold. The price is at least 10,000 yuan. the above.
6. Selling Commemorative Edition Smart Lock 15000+
There are many commemorative products on the market. The most common one is the major festivals or great commemorative coins issued by the central bank. The smart lock industry can also launch similar products, such as launching commemorative editions such as the 70th and 80th anniversary of the founding of the People's Republic of China;
In addition, celebrities with the same paragraph, Obama with the same paragraph, Putin and other commemorative edition, with celebrity marketing will often achieve impressive results. Such a commemorative smart lock can sell at least 15,000 or more. It can also be said that this kind of smart lock sells feelings.
In fact, each company has its own characteristics. These methods may not be suitable for your company. Sometimes, "the stone of other hills can be used to attack the jade." Xiaozhi feels that he can seek from the experiences of others. Suitable for your own marketing strategy, collection of spare it!
Recommended reading:
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4. Channel retail experience (1-10) collection interpretation of the new trend of smart home development
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6. Smart lock low cost promotion must see: 3 minutes teach you to play WeChat community marketing!
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