In the market environment where consumption is upgraded, the factors that stimulate the purchase of customers have shifted from the product itself to emotions outside the product. "At the time of consumption, we are not paying for something, but we are paying for our emotional needs," especially to satisfy the customer's buying experience, experience, and even after-sales experience.
Now as the industry enters a deep adjustment period, many screen companies are beginning to focus on interactive experiential marketing. Recently, more and more experiential stores and marketing centers have emerged everywhere, and screen companies are also trying to achieve new breakthroughs through “experience marketing”. Through interactive experience, increase the spread and promotion of brand culture, so as to enhance their own brand marketing efforts.
The experience of marketing in the future will surely become an important direction for the future improvement of LED screen corporate performance. For Chinese LED screen companies, in the past it was generally relying on low prices to sell products; suddenly one day, it was said that the industry would have to rely on experience to sell products and would certainly not adapt. This is also the last few years, the crux of experience marketing in China's LED display market is difficult to quickly landed.
At present, from the point of view of landing and implementation of experience marketing alone, there are three major challenges in China's LED display manufacturers:
1: Continuation of old ideas to take a new path, "say good or not;"
Some display manufacturers hope to accelerate the transformation of business models and business concepts through “experience marketing”, especially to promote the sales of mid-to-high end products. However, in this process, either excessive pursuit of the luxury of the hardware experience environment; or excessive pursuit of the user's high-end product turnover rate, and ultimately make the experience store into a promotional store, ignoring the "experience" of the truth.
In the experience marketing process and the implementation process, the screen companies must pay attention to, can not repeat the past "cheap competition" old routines. At present, the better means are: to strengthen the product as the core of the function and value release; to strengthen the user-centric needs and pain points to solve.
2: Ignore the core of experience marketing, does not meet the user's emotional experience;
Generally speaking, the products targeted for experiential marketing belong to medium and high-end display products. Customers of such products often care more about the values embodied in the products themselves, rather than the prices. Therefore, satisfying the customers' product operation experience and service requirements, they must be able to To better attract target customers, screen companies can put a series of good products in a suitable space, find a suitable group of users, and let them obtain more and better returns through experience.
Some manufacturers in the exploratory layout of experience marketing, because of the lack of relevant experience, it is easy to rush for success, easier to pursue metaphysical results. However, it ignores a process and cycle of “slowly simmering” to the needs of products, technologies, and users. It also ignores the satisfaction of the user's core needs, and it is easy to hit the “Southern Wall”.
3: Jumping out of the past as the center of the old system, and reconstructing a new user-centric management system;
The key to experience marketing is to find the right user needs for the right product. The biggest problem for many LED display manufacturers today is that the ability to continue to provide differentiated good products for the target customers needs to be improved; in the experience marketing process, we hope to meet with a product. The demand of all users is absolutely impracticable. This can only be "experienced marketing" is pseudo-innovation.
Experience marketing is the most important part of the high-end transformation of the entire LED display industry. In the early stage, it is also necessary to resolve the reconstruction of product forces and the reengineering of marketing services. It is necessary to truly revolve around changes in the times, persist in technological innovation, and meet user needs; truly deepen the user community and provide them with more professional and meticulous products, solutions, and services.
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