How many marketing methods do smart lock dealers choose?

China, Europe, America, Japan, and South Korea are the world's four smart lock markets. China's 2016 sales are about 3.5 million sets, of which about 1.8 million sets are shipped in the retail market, and about 1.7 million sets are shipped in the engineering market. Each accounted for about 50% of the market. China has now become the region with the highest sales in the global market, but the penetration rate is only about 2%, while South Korea's penetration rate is as high as 80%. Only South Korea can digest 1.7 million sets of household smart locks in one year.

At present, although the smart lock industry is very hot, the recognition and acceptance of end users is not satisfactory. Then why is this the status quo? First of all, smart lock is a product with low consumption frequency. It is difficult to attract users' attention like mobile phones. Secondly, some negative factors such as fake fingerprints can be unlocked and networked smart locks may be attacked, which affects the enthusiasm of users.

Once again, users are still skeptical about the stability, quality and after-sales of smart locks. They are not the first to eat crabs; in addition, the high price is one of the reasons that hinder users from accepting smart locks. These four points are the main reasons why the smart lock industry is "selling well". Therefore, there are many dealers who are committed to the industry's original intention, in marketing can be described as a lot of effort.

In the past two years, the tricks used by dealers to do more are community experience promotion. Is experiential marketing really suitable for the smart lock industry? In the author's view, experiential marketing is one of the best marketing methods in the case of smart locks for the majority of users.

Because experiential marketing is to fully experience the difference between smart locks and mechanical locks by means of watching, listening, using and participating. First of all, by looking at the user, the user has a good impression on the smart lock. Secondly, through listening, the promoters learned the advantages of the smart lock; again, through the use and participation, experienced the intelligent and convenient smart lock.

Recently, there have been many dealers responding, and the results achieved through community experiential marketing are really good. A well-made dealer can sell more than a dozen sets a day. In general, they can sell three or four sets to seven or eight sets a day. Of course, there is also a set that cannot be sold.

Then, the same is experiential marketing, why do some dealers do well, and some are not satisfactory? Through communication with dealers, the author found that some dealers can sell more than 10 sets in one day, mainly for the following reasons:

First, choose the right brand. Although there is no real strong brand in the smart lock industry, there are also many good companies in the engineering field, as well as many emerging brands that are prominent in promotion and marketing. At least they are in the industry. famous brand. And many users will go online to check the relevant information before purchasing the smart lock.

Brands that do well in the industry naturally have more publicity on the Internet. When users search for keywords, it is easier to search for the brand or related products. Therefore, for the enterprise, how to change from the industry brand to the consumer brand in the future is very important.

Second, choose the right product. There are many products under the same brand, so it is also very important to choose the product and model. First of all, the appearance value must be high; secondly, choose the function or the product with its own unique advantages; again, the product with high value and full function is best to bring several sets.

Third, choose the right community. It is important to choose the right brand and product, but it is more important to choose the right community. Because different communities live in different levels and different income groups, and the degree of acceptance of smart locks by different people is not the same. In general, people living in villas and high-end residential areas are more likely to accept smart locks, and there is not much demand for prices.

So, how can those dealers who sell more than 10 sets of products through community experiential marketing in a day choose the community? First of all, which real estate developers develop the community, in general, Vanke, China Resources, Wanda, Ideal City, Country Garden and other relatively high-end cells have a higher success rate;

Secondly, look at what kind of cars are parked in the community, that is to say, what kind of people live in the community. Generally, more than half of the cars in the community are high-end residential areas, and the rich are definitely more. The success rate will definitely be high;

In addition, the developer is selected to be equipped with smart locks, because the people living in these communities have the experience of using smart locks, and the benefits and advantages of smart locks are clear, so as long as there are better products, they can be upgraded. There is an opportunity to trade in the old.

In fact, in the smart lock experiential marketing, many powerful dealers also shouted the slogan of “free trial for one month”. If you are satisfied after one month, you will stay and be dissatisfied and exchange it. Although this is costly, it has achieved good results.

However, most dealers said that the key to the success of community-experienced marketing, in addition to the selection of brands, products and communities, the most important thing is the quality of the sales staff, because only good expression ability can convince users, Therefore, it is also important to choose the right talent.

The biggest problem for dealers whose community experiential marketing is not doing well is that they have not chosen the right brand and products, and they have not chosen the right community. At the same time, the selected promotion personnel are not convincing.

There are also many dealers responding. The reason why the middle and low-end communities do not experience experiential marketing is that the price is too high. This point, the author has a deep understanding, because the author has experienced marketing with some dealers into the community, a large number of users think: "I have nothing valuable in my family, why do I have to spend thousands of pieces Money is loaded with a smart lock, and a smart lock is even more expensive than the security door of my house."

For the majority of users, the price is between 1000-2000 is affordable. Therefore, in the future to win the favor of users, manufacturers are also extremely important in cost control, because only the cost performance has improved, smart locks can really fly into the homes of ordinary people.

In addition, most users are also very concerned about the quality, stability and after-sales of smart locks. Therefore, enterprises and distributors should also do their corresponding work and efforts in this piece.