How to make a marketing plan for fresh air system?

Recently, many people are optimistic about Xinfeng industry, and many people have joined this industry, but they all face a common confusion. As a new industry in China, how to do a good job in marketing is a problem faced by many agents, distributors and manufacturers. To answer this question well, first of all, let's analyze the current status of fresh air industry at home and abroad. \x0d\\x0d\ In Spain: In 1970s, more than 90% of newly-built houses in Spain were equipped with central fresh air system. \x0d\\x0d\ In Germany: The German Organization for Standardization (DIN) published the revised version of DIN 1964 Part II, Ventilation and Air Conditioning: Technical Hygiene Requirements as early as the middle of last century. Now, the residential ventilation system in Germany has been integrated into buildings and become an indispensable part. \ x0d \ x0d \ USA: 1970 "Clean Air Law" was promulgated, which stipulated the legal maximum limit of each air pollutant. 1989, ASHRAE of the United States formulated the Code for Indoor Air Quality Ventilation. Nowadays, it has become a necessity to install fresh air system indoors in the United States. In 2005, the annual sales volume of fresh air systems in the United States has exceeded 2,654,380+million units. \x0d\\x0d\ In Japan, the installation of fresh air system was listed as a regulation, which became the standard of houses in 2003. In 2008, the sales volume of fresh air systems in Japan was 6.5438+0.5 million units. According to the survey of relevant Japanese associations, the annual market growth rate of fresh air system is 23.5 1%. Companies and families have installed fresh air systems, which have become a standard of houses and a standard to measure whether houses are qualified or not. \ x0d \ x0d \ UK: The British government promulgated the Clean Air Act for the first time in 1956, the Clean Air Act in 1968, and the Air Pollution Control Act in 1974, 200/kloc-0. In Britain, from 1977 to 1999, the sales volume of fresh air systems in Britain has exceeded 75 million units, and 978.8 1% of households have installed fresh air systems, which basically belong to every household and are enjoying the fresh air systems. \ x0d \ \ x0d \ EU: In 2000, the European Union unified the residential ventilation standard. Fresh air system is an inevitable choice for the development of building science and technology. Building energy saving can not be separated from fresh air system, and human health can not be separated from fresh air system. \x0d\\x0d\ China: Indoor air quality standard, indoor air pollution control standard, which was born in June 2002 at 65438+ 10/. In 2003, the occurrence of SARS, avian flu, tuberculosis and other diseases made the whole world pay attention to indoor air quality. According to statistics, as of 20 13, the market penetration rate of central fresh air system in China is 2%. \ x0d \ x0d \ However, in the huge market capacity, China's fresh air industry seems to have no direction to go. The so-called no way out, fresh air system is basically in a blank state in the cognition of ordinary people, just like many agents are currently encountering. When introducing fresh air, users will say, what is fresh air? The so-called chasing up and down, the air purifier is doing well, and the central air conditioner also has a certain fresh air function. Users think that with central air conditioning, there is no need to install fresh air, or I can buy an air purifier. \ x0d \ x0d \ but really? Is there no way out? Taoyuan Xianju Fresh Air System has designated a marketing plan for everyone. \x0d\\x0d\ 1。 \x0d\ Any product exists in the market and can be expanded because it can solve users' problems, more precisely, what kind of pain points it can solve for customers. Of course, the more uncomfortable, painful and helpless this pain point makes users, the greater the market stamina. At present, the domestic situation, the existence value of the media is almost only to report all kinds of food problems, all kinds of water problems, all kinds of smog, all kinds of PM2.5 and out of chart. After all, if you have a problem with your food, you can cook it yourself. If you have problems drinking water, try to drink boiled water and clean water. The current situation is that even breathing clean air depends on the mood of God, and the circle of friends with blue sky and white clouds will be screened. This is a naked reality that no one can deny. It is not the solution of the testing organization to say that the PM2.5 value is 300 to 200. Of course, this is also the reason why air purifiers are popular at present. Don't ask me why, he has a good name. What's wrong with the fresh air system? You have to call the fresh air system so that others can't understand it. Having said that, I can't wait for the "green lung" fresh air system to be renamed as "green lung" air purification system immediately. \ x0d \ x0d \ The current situation of air purifiers is similar to the electric fan market in the 1990s, and the fresh air system is similar to the air conditioning market at that time. One is cheap, the other is expensive, the other is temporary solution, the other is permanent cure, the other is exquisite workmanship, the other is rough workmanship, the other is ready-to-use installation, and the installation is complicated. With the continuous development of the market and the continuous improvement of technology and technology of various manufacturers, fresh air system, as the fundamental method to solve indoor air quality problems, will be recognized by users. When the first batch of users used fresh air, the indoor air quality improved obviously, and the second, third and nth batch of users could not do without fresh air, which really ushered in a market outbreak. Just like a house without air conditioning now, you don't think it is suitable for living. \x0d\\x0d\ II。 \x0d\ Well, since users have pain points, and this pain point is enough, why hasn't the market broken out yet? In fact, I really want to know, but I haven't found any useful information after searching for a long time. Otherwise, who will tell me why the market hasn't broken out yet? Therefore, the market has not broken out for the following reasons: \ In developed markets such as the United States and Japan, the standards of indoor air quality in buildings are basically written into the law as mandatory requirements, while in China, this field is still blank at present, so most developers think it is dispensable and think it is unnecessary to increase this part of the cost. Even if a few developers install new styles, it is only for the purpose of marketing gimmicks and increasing product selling points. In order to reduce the cost, they ruthlessly castrated the function of the product. \ x0d \ x0d \ 2。 Many fresh air manufacturers are perfunctory in product function setting, installation method, product performance and appearance, but they are crazy about pursuing profits, which makes people feel that their products are worthless. Many people think that the fresh air has no technical content, but a motor with a tin shell (covered with screws) costs tens of thousands of yuan. The most uncomfortable thing is that the manufacturer actually thinks that the new fan is installed in an invisible place. God, when Jobs designed the computer, he asked the internal circuits to be beautiful, and absolutely no mess was allowed. At that time, as a luxury, many people would never turn on their computers, and the fresh air system was always seen by users when it was bought, and it was also necessary to see it when it was installed in people's homes. You really don't think appearance matters. \ x0d \ x0d \ 3。 Product manufacturers and merchants have not done enough publicity and promotion of the market. At present, there is no strong brand in the fresh air industry, and the industrial scale is also in a very small state, so most manufacturers have no incentive to invest in large-scale market advertising. \x0d\\x0d\ 4。 The industry is in disorder, and there is no concept of intensive cultivation and intensive cultivation market. Everyone is racing around, there is no in-depth research on products and users, and there is no big technical investment, so the homogenization of products is serious. \x0d\\x0d\ III。 \x0d\ But in any case, users' pain points exist, the fact that air pollution is difficult to change qualitatively in a short time exists, and the imperfection of the industry is the biggest opportunity for our pioneers. So in the face of such a big cake, as long as the method is proper and the manufacturer Qi Xin works together, the future can be expected. \ x0d \ x0d \ 1。 After years of development, real estate developers are numerous, and product homogeneity is extremely serious. In order to gain a foothold in the market, small and medium-sized real estate developers in many places are bound to find various selling points for their projects and use various publicity gimmicks, which can be intelligent, finely decorated or other. Because air pollution is an inevitable environmental problem in cities, if real estate developers are on their own projects, and such small and medium-sized real estate developers are common in large and medium-sized cities. It is also a merit for fresh air manufacturers and real estate developers to jointly promote the market. Lorelei's "green lung" fresh air system has supported a large number of real estate developers for a long time and has rich experience in this field, which can give strong support to agents and develop together. \x0d\\x0d\ 2。 Manufacturers should make joint efforts to develop and promote housing with middle and high income as the goal and an area of more than 100 square meters as the terminal. Only with a large enough market capacity can they create enough sales and make enough profits. Therefore, it is imperative to install a central fresh air system without pipes (local pipes). Only by minimizing the cost of users, simplifying the installation process, improving the quality of products and improving the design of products are the basis for the rapid growth of the market. In this regard, Lorelei has spared no effort, and the "green lung" fresh air system also hopes to live up to market expectations. \x0d\\x0d\ 3。 When merchants promote and sell fresh air systems, experience stores are essential. This is an era of experience consumption, and the nature of products also determines the experience of consumers. The air quality data processed by fresh air system and whether the installation of products will affect the decoration style of houses are the basis for determining the sales volume of products, which once again embodies the advantages of ductless installation. \x0d\\x0d\ 4。 The recommendation of professionals, large and medium-sized decoration companies and designers will constantly affect their purchase decisions in the process of continuous communication with owners, and this channel has a vital impact on terminal sales. \x0d\\x0d\ 5。 In-depth promotion of the community, in-depth cooperation with property management companies, product display in the community, installation of model rooms, inviting owners' representatives to experience, releasing product information through property management companies, deeply implanting advertisements in the community, testing indoor air quality when the air quality situation is severe, and releasing product information at the same time, inviting owners to experience products in experience stores or model rooms. \x0d\\x0d\ 6。 Fully grasp the newly recovered buildings. For the newly reclaimed real estate, merchants can obtain the owner's information through property, developers, real estate agents and other channels. At the same time, they can jointly develop customers by themselves or through cooperation with decoration companies, and open an experience store in the location of the new real estate to facilitate the owners to understand and buy nearby. \x0d\\x0d\ 7。 Organize professional network personnel to promote products in well-known local forums and websites. Organize related activities from time to time, mainly to guide the consumer experience. \x0d\\x0d\ 8。 Carry out large-scale advertising in representative places of the city, such as the entrance of building materials market and the favorable position of shopping malls. One is brand image, and the other is market penetration. \x0d\\x0d\ 9。 In areas with serious air pollution, large roadshows can be held when the air quality is poor, and the media, relevant industry experts and government agencies can be invited to observe. At the same time, third-party organizations can be invited to test the air after product treatment, which will create a sensational effect and conduct event marketing. At the same time, social media and other channels can be used to spread it.