The opening article in the inaugural issue of this magazine, "Weak Marketing, the No. 1 Obstacle in China's Musical Instrument Market", pierced the sleepy musical instrument market to the bone. Indeed, compared to other industries such as electronics, automobiles, food, etc., which are constantly renovated in marketing methods and are omnipotent in marketing, the marketing of piano shops lags far behind the development speed of the musical instrument industry, and does not match the development and demand of this sunrise industry. .
The operation of domestic piano shops mostly still follows the simple sales model of the planned economy era, which is just a simple relationship of buying and selling. , and lacks the management quality of entrepreneurs, and its business philosophy needs to be transformed from a simple sales method to a diversified marketing model. Whoever turns the fastest is the king of the market.
Marketing, as the name suggests, is the strategic management of sales at a strategic height. Marketing innovation is not only technical, but more importantly, the creation of "market value". Innovation based on the concept of the market should be the basic concept we pursue. Consumer demand is the focus of market competition. Therefore, it is one of the central tasks of marketing innovation to differentiate from competitors and seek significant differences. Marketing is not only to meet the external needs of consumers, but the focus of marketing innovation is Discover, inspire, create and meet the subdivided, potential, and unmet needs of consumers, and connect the needs with the products or services we can provide. The success of the connection means the success of innovation, which means innovation. It has been recognized by the market.
Several well-known piano companies in the market have their own unique marketing models. For example, the "event marketing" of Perth Music Company often carries out various activities in communities, campuses, and TV stations. It does not regard activities as a short-term gain, but as a long-term investment in building the company's image and brand image. More activities will naturally leave a deep impression on consumers, people will think of them when they buy musical instruments, and virtually cultivate many potential consumers.
The Tianmu Music Store in Hangzhou features "cultural marketing" and holds many elegant concerts every year. In fact, 50% of the audience for concerts and music competitions are musical instrument consumers. The "training marketing" of Shanghai Zhiyin Music Co., Ltd. integrates the resources of various art schools, and gathers people through training to form sales and bring money tide.
Perhaps, the small piano store does not have the strength and resource advantages of the big piano store, but the market belongs to everyone. The Chinese market is characterized by "big", and there must be a place for your survival and development. How to refine your own resource advantages and positioning? By dividing the market and combining with the surrounding market environment, we innovate our own unique marketing model to win the market.
The increasing wealth of people's lives will undoubtedly give birth to more musical instruments and more musical instruments consumers. In addition to children, the consumer demand for adult musical instruments is also increasing. The marketing of musical instruments is more closely linked with music culture and education activities, and the music grading and cultural performance market is active. Unusually, musical instruments are increasingly integrated into the lives of the public.
Fortunately, you have chosen a sunrise industry, and you have chosen a market with unlimited prospects, but in the face of many peers, how to be unique? How to profit effectively? How to continue to develop?
The weapon is innovation!
