Hardware industry out of marketing

Recently, Kebo Boony CEO Cai Ming's microblogging issued a group of pictures to promote his new book, attracting many people's onlookers. In the picture, Cai Minghuai holds a model with a jade body and a right hand with a writing brush to write on the naked body. Many netizens followed the message, saying that they had "a large scale", "a bit too crazy", "not understanding their meaning" and "evil". Soon after, this microblog has been deleted. In fact, for the marketing of a book, it is common to use beauty to make eyeballs. However, in the home hardware industry, such bold propaganda is still very astounding, which led to industry insiders thinking about vulgar marketing.

Beauty economy has been transformed into "Naked Woman Economy"

The economic prosperity of the beauty industry keeps the home industry in line with this trend. The trend of the models on the show is optimistic. From the Shanghai Furniture Fair to the Guangdong Furniture Fair, from one to two rows of slim, from the international to the domestic, the beauty economy can not see the end, when people see enough beauty, they change For example, nude, regardless of whether or not there is a beauty in painting, you can always get some eyeballs. People have become accustomed to more and more models in the auto show, and recently there have been naked models.

From the beauty economy to the naked woman economy, it only takes time to take off a piece of clothing. The naked body painting on the 2008 Zibo Ceramics Fair in Shandong made the industry appalled. Many netizens criticized it as “there is no beauty” and “corrupted the traditional culture heritage of ceramics”. The controversial picture will not be displayed at the Zibo Ceramics Fair in Shandong this year. Reappear.

Speaking of the three major furniture exhibitions that are currently being held in Guangdong, there are lingerie-only models lying in bed and murdering many films and eyeballs in a seductive manner. The flow of people at the show has been significantly reduced. Some home-based companies are invited to wear exposed model catwalks on the spot, and only the corporate booths that are similar to the show will attract many crowds of onlookers.

Bo Eyeball and Gathering popularity are the first principles of certain exhibitions. Take the Zibo Tao Bohui as an example. Ceramics are elegant arts, but the elegance can not be shared, but the common customs can be rewarded. For those who do not appreciate the porcelain of the spring and snow, they can find it. Several ordinary, temperamental nude women painted to "ground gas." The nude painting on the spot is simple and rough, and it can not reflect the art of ceramic arts. The majority of the crowds on the spot are probably not the target consumer groups of ceramics. The name of the artist discounting the arts can be said to be too low and extensive.

The proliferation of China’s convention and exhibition economy is one of the reasons for this phenomenon. There are no plans for the exhibition, and all regions are eager to meet and hold exhibitions. Many exhibitions are not very popular, and it is always possible to win some eyeballs on the low road. The vulgarity of taste.

Home industry "going down the altar" is vulgar?

Some people jokingly said that there is only one line of art and trickery. In the home circle, we can see the **** sofa made up of nude men. There is a naked beauty lying in the bathtub. There is a sexually suggestive furniture design. You can say that it is art or taste. But it does not affect people who say it is vulgar.

Once the paint industry also set off an anti-"three vulgar" voice. Industry insiders believe that the paint industry's marketing is too far, for example, there are ads to wipe the ball - "Lusty", and last year in a dating program "If You Are the One The "Uncle of Paint" who was looking for the yellow flower niece was extremely explicit and out of the show, only to achieve the purpose of promoting his paint brand.

The so-called brand positioning, marketing right or wrong, then sell the bathtub to find a girl street bathing, selling furniture to find beauty when the "stool", selling bedding can not wait to entrain two nude women in the sheets.

Although these demonstrations will cause controversy, but from a marketing point of view, after all, it "out of place". Is it a good thing or a bad thing? This may be the same as whether or not television programs are more or less ok to be good or bad. It is a proposition that both sides have supporters.

Mr. Li Guangdou, a well-known brand marketing planner, believes that the vulgar marketing of the home industry is increasing. There are two reasons.

"The first reason is that since the home brands have gone down the altar, when household products such as toilets and bathtubs have been spread to millions of households instead of previously noble products, mass marketing has begun. All of them are “cheesy.” Secondly, there is also an impetuous marketing attitude among home-based employees.Many products in the home-based industry can be culturally or aesthetically pleasing, but marketers do not catch this trait well. Pull down the brand."

Yan Xuejun, a Qizhi (China) brand planning agency, said in an interview that the use of various nudity, or out of place methods, is not necessarily a product of concern. Usually there is no innovative marketing model, propaganda parties like to use the price and beauty to attract attention, if the propaganda and product nature have a certain degree of relevance, acceptable, if it is too overdone, and there is no contact with the products to be promoted, this reputation for the brand There will be damage.

Yan Xuejun believes that there is a huge difference between a brand and a famous brand. The brand has high appraisal and recognition in terms of style, temperament and reputation. Enterprises should not blindly seek to lose sight of their own signs.

Recently, not only Cai Ming's new book pictures attracted eyeball on Weibo, but also a Russian guy who used his hands to touch the chest of 1,000 beautiful women on the streets in the ten days before shaking hands with Putin. Hung up, not to mention the home industry?