China's rapid development of the world's attention, China's future potential world understands; China's market is big, you and I are also familiar with the stone industry. However, like many countries in the world, under the influence of the world financial turmoil in 2008, China's stock market property market was both cold. A slowdown in demand means oversupply or stagnation. The stone industry is no different. In such a big environment, how to develop a unique way to promote the sale of stone in China (especially how to promote new products) is particularly important. And how do Chinese companies do today? Let us taste the "dreams that can only be imagined, the unexpected beauty - Alitan Stone" to see the practical application of differentiated marketing in promotion.

What is differentiation and how is it different? How to achieve the purpose of differentiation? When the sales of stone has become no longer simple, and it is a combination of comprehensive product, quality, price, quantity, service, sales and other factors. You have no time to sigh the collection of the world's stone essence in the Chinese market, you will not relish the sales of the stone industry in the past. As the general manager of the sales of Alitan Stone, the economy is slowing down. In the cold wind, in the voyage of the market, I am bored with myself: Who am I? What do I want to do? how should I do? Here we initially understand that differentiated marketing is a concrete measure of how do I do it.

The so-called differentiated marketing is not only the difference in product image, but the enterprise relies on its own technical advantages and management advantages to produce products that are superior in performance and quality to the existing level in the market, or in terms of sales, through The characteristic publicity activities, flexible sales methods, and thoughtful after-sales service have established different general images in the eyes of customers. This time, the author focuses on the differentiation strategy of sales promotion in the promotion of new stone products.

According to the author's understanding, the differentiation of sales is only a means, the sale of stone (or the promotion of new varieties) is to achieve profits in the entire link. The soldiers and horses did not move, and the grain and grass first. Analysis is essential to the sale of “grain”. Analysis of the market environment, analysis of product positioning, analysis of various advantages and disadvantages, the product itself, the enterprise itself, partners, various platform construction, access and propaganda means, etc., the system of analysis required is not so daunting that you can Ignore the importance of the analysis. Whether the conclusion of the analysis is scientific and reasonable can the basis of differentiated marketing. At the same time, China's market is large, regional, humanities, geography, economic level and consumer preferences are not the same, but also highlights the importance of analysis. “Analysis” fundamentally depends on the level of thinking and thinking of sales decision makers and implementers. In this regard, Alitan Stone has been relentlessly pursuing, exploring and adjusting.

Of course, scientific analysis can only become a great theory. Differentiated sales strategies as a means, its success or failure depends on its execution, but also the "toss" ability in the implementation process.

In China, stone culture is as old as her civilization. But when it comes to modern stone culture, Chinese stone merchants sincerely respect the practice of Italian stone merchants. However, it is reflected in the reality that when Chinese stone merchants pursue profit and profit maximization, they are also immersed in the contradiction that prices are rising or falling. In the Chinese stone industry, there are few, even unimaginable, varieties that can give stone culture connotations or even give them life. Then the promotion of sales of stone can not simultaneously shape the culture of stone? No, it can be! Yingliang Stone's “No. 5 Warehouse” has become a “talking” stone culture warehouse. Alitan Stone's "only dreams, unexpected beauty" is also telling the world the noble and hopeful legend. The shaping of stone culture provides a broad space for differentiated marketing. And it has also achieved good results. This mode of operation provides a direction for companies preparing to make a difference in the Chinese stone market.

Anyone who is engaged in the stone business understands that even the best stone varieties need a process from the beginning to the popularization in a certain market. What measures should we take to shorten the cycle of this product promotion process? The author believes that the following two points are feasible.

First, choose the ideal partner and promotion platform
Good partners don't just stay interested in the types of stone being promoted. His market accumulation, including contacts, channels, etc., his radiation as the center of influence is hardware; his marketing strategy for sales promotion is highly consistent with my business requirements and complements each other for software. Differentiated marketing pursues good partners. It should be derived from the market and promote work as my own. Focus on the market, but the eyes are higher than the market, and supplement and strengthen what I can't do. Improve the comprehensiveness of my development market.

The process of promotion is a process of consumption, exhibitions, media campaigns, etc., can the demand for spending money achieve the goal of booking? In order to shorten the cycle, it is impossible to sum up each time after spending money.

Second, while self-packaging, stimulate market demand.

When a company promotes new products, as a new creature in the market, it can be said that no one knows more about these varieties than the company itself. How can these varieties be presented in the most appropriate and attractive form?

First of all, self-packaging of stone is a must, but it is not enough. There is an old saying in China: If you want to take it, let it first. In combination with the promotion of stone products, in order to occupy the market, we must first create the market demand space. With ample demand space, sales behavior will be completed. Just like the market leader of Alitan, in order to stimulate the market demand, a certain amount of blocks, plates and samples are put into the initial stage of sales, and the owners and designers are handed over to each other, and the materials are provided to the owners free of charge. We strive to stimulate and create demand with the straightforward effects of packaging. This paving the way for sales is a differentiated marketing strategy that comes first.

In today's market competition, due to the openness and timeliness of technology, personnel and information, the phenomenon of product homogenization is becoming more and more serious, the market demand is changing rapidly, and customers are increasingly pursuing the development trend of individuality, which makes the differentiation of products or services have Special meaning and value. The stone enterprises adopt differentiated marketing strategies on new products, which can enable enterprises to avoid the vicious competition in homogenization and price wars and obtain excess profits; and expand the market share of enterprises while satisfying the different needs of customers. In addition to adopting a differentiated marketing mix to establish a competitive advantage for new products, stone companies can also achieve differentiated competitive advantages through target market selection and positioning. In order to effectively implement the differentiated marketing strategy, stone enterprises must not only focus on the demand benefits pursued by the target customers when purchasing products, but also the changes in the trend of stone consumption; in order to maintain the persistence of differentiated competitive advantages, stone enterprises must continue to adhere to Summary and innovation.

The development and promotion of the stone market is a rigorous and huge project. The quality of this project depends on people's thoughts and attitudes. Differentiated marketing is only an attempt in the specific practice, and it is limited to the author's level and experience can not be described in detail. I hope that the above ideas can provide useful reference for the promotion of new stone varieties around the world.

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