The epidemic accelerates the digital marketing process of established companies, and the hardware industry is actively seeking change.

  On September 18, the reporter learned from the China Hardware Products Association that, affected by the epidemic, from January to June this year, the total import and export volume of my country's hardware products industry was 63.903 billion US dollars, a year-on-year decrease of 8.02%. Among them, exports were US$52.443 billion, a year-on-year decrease of 7.92%; imports were US$11.46 billion, a year-on-year decrease of 8.46%. The overall data has declined.

  order to help foreign trade companies tide over the difficulties, the General Office of the State Council also issued the "Implementation Opinions on Supporting the Transfer of Export Products to Domestic Sales" on June 22 this year. With the support and guidance of policies, many companies in the hardware industry are seeking opportunities for export to domestic sales.

It should be noted that in addition to increasing investment in intelligence and technology, many traditional hardware companies realized the importance of using digital marketing to capture the attention of young consumers during the epidemic.Relevant data shows that the growth rate of Chinese mobile phone netizens is concentrated in the mainstream consumer population aged 20 to 29. Most of these young people are scattered on different social media platforms. How old-brand traditional companies "exist" on young social platforms undoubtedly needs to fit the interests of young people.

  In February this year, In the severe shortage of masks in our country, Wuling announced that it would take three days to build a mask production line with a daily output of 1.7 million. At the same time, the phrase "Wuling will make whatever the people need" became a hot topic on Weibo, which has been read more than one million times. Not long after, the state announced its support for the street stall economy. Wuling launched the "mobile shop" vehicle which were triggered the hot discussion of the major platforms again.

  It is worth mentioning that from 2016 to 2019, Wuling Automobile's performance has declined for three consecutive years. However, thanks to Wuling's marketing on social platforms during the epidemic, the day after the launch of the official account "Special Vehicle for Floor Stalls", Wuling Motor's share price rose by more than 120%, and its market value rose from 500 million Hong Kong dollars to nearly 1.1 billion Hong Kong dollars, and it became the Internet Another "net celebrity enterprise" in the world.

  As a case of traditional enterprises that have successfully “turned into popularity” during the epidemic, more and more traditional enterprises have seen that in addition to actively investing in technology to enhance their hard power, in the digital age, mastering the “soft power” of online marketing is also an enterprise during the epidemic. Compulsory course.

  The reporter learned that more and more hardware companies are also working hard to learn digital marketing methods and actively "seeking change."

  Xia Qianliang, general manager of Zhang Xiaoquan Co., Ltd., when talking about the company's new sales model and new business format, said that the company has established its own integrated media platform for promotion through WeChat, Weibo, Tik tok, Little read book and other platforms. Cooperate with a well-known online celebrity live broadcast platform to prepare a multi-channel flow portal for the company's sales platform.

  "Digital marketing makes Yitian brand building more precise and effective." Sun Weiyong, secretary of the party branch and chairman of Zhejiang Yitian Smart Kitchen Appliance Co., Ltd., also said that the company is also fully deploying digital new media, in the original traditional TV media , On the basis of media promotion of airport high-speed rail, increase investment in digital media such as Toutiao, Tik tok, WeChat and Weibo.

  Ge Changwei, deputy general manager of Merillat(China) Home Furnishing Co., Ltd., introduced that Merillat has increased its investment in online marketing this year. For example, Tmall and JD flagship stores have invested relatively large resources. In terms of online self-media, we currently have a self-media matrix such as WeChat, Weibo, Tik tok, Kuaishou, Little red book, and video accounts. "We have done many live broadcasts online, and the effect is good."

  There is no doubt that more and more traditional hardware companies are affirming the significance of online marketing for the future development of the company. In this regard, Liu Bingyao, executive vice president of Guangdong Master Group, said: “The new online marketing model is the general trend and the blue ocean of future foreign trade. The proportion of corporate online marketing is increasing year by year. This time, under the catalysis of the epidemic, it has responded to changes in market demand. Adjusting the marketing model and increasing the proportion of online will be the normal state of company development."