Smart Home Marketing Dilemma

There is a more contradictory phenomenon in the Internet of Things and its smart home field, that is, from the macro perspective, people in the industry are optimistic about the market prospects of the Internet of Things. On the micro level, most manufacturers and agents in the smart home industry are faced with the problem that audience awareness is low or seems to be “forward” and difficult to produce realistic demand.

1. What is the current marketing dilemma?

As a high-tech product, smart home enters the family. Due to its “science fiction” nature, it makes it difficult for the general public to infer the feasibility of their practical application based on their existing knowledge (this issue belongs to the category of epistemology). Therefore, its "unbelievable" features will undoubtedly increase marketing persuasion difficulties. For example, a smart home product distributor in Taizhou, Zhejiang Province, told us that in order to fully demonstrate the application of various smart home products, he built more than 1,000 square meters of model homes, including master bedroom, second bedroom, bathroom, and kitchen. Gyms, etc., try to give customers a one-stop view of smart home products in their homes. To this end, he finally knew from the relevant channels "who bought the villa" and "who bought the big house." Then he arranged for his salesperson to contact the purchasing power of the owners to go to his company to view the model home of smart home product applications.

The problem is that these potential customers who have purchased villas and big houses are in most cases bosses or department managers in their units. Usually the work itself is very busy. This leads to the failure to meet with potential customers. Easy, and then met but could not agree to see the model house as soon as possible. Generally speaking, from the first contact to the actual trip, most of them need a month, and some even have to wait longer. In this way, even if the boss has 10 salesmen, each salesman asks about one potential customer to visit his model house every month on average, and only 120 customers are invited to visit in one year. Assuming that the transaction rate is 30%, only 36 customers will be dealt during the year. Even if it is enlarged ten times, it is only 360 transactions. Even if the amount of each transaction is an average of 30,000 yuan, its annual sales are only about 10 million yuan. What's more, each salesperson is less likely to visit 10 customers each month. It can be imagined how difficult it is to expand the scale of his business.

The reason for the difficulties mentioned above is that customers can't purchase their own TV sets and air conditioners. They must first understand what the concept of smart home products is. Only after these perceptions can they generate purchase motivation and purchase behavior.

2. Why do many smart home product manufacturers respond to marketing dilemmas in the same way as "killing chickens and eggs?"

However, as a production enterprise of smart home products, once it enters the production stage, the requirements of economies of scale will drive it to increase its sales volume as much as possible in order to reduce the cost of equalization. For this reason, "it can not enter the consumer family, they enter the agent warehouse", this choice has become an inevitable choice for many smart home products manufacturers. For a time, "investment" advertisements are flying all over the place.

However, this kind of behavior that surpasses the survival crisis of manufacturers through “inviting merchants to eat” and passing them on to agents is in the Internet era tantamount to suicide. Not only is it not conducive to the healthy development of the entire market, it is also not conducive to the development of such manufacturers. The reason is: In the Internet age, many agents have switched from other industries, and they have come to the high profits of high-tech products; they will search the Internet and will post inquiries; while we search on the Internet, we find that Many people who have failed to sell their smart home products due to various reasons complained on the Internet that latecomers should not be involved in the agency business of the industry and said that “the products are not easy to sell”. This compares with the era when there was no Internet in the past, and the “learning” now spread far faster than in the past.

In the past, manufacturers flickered this family and they couldn't be fooled again. The dissemination of lessons learned in any case depends on “word of mouth”, and the scope of communication is very narrow. Manufacturers can flick from this city to that city! Now, the Internet has spread the “learning” across the space, not waiting for “you have fought in other cities”, and the Internet has already started to spread “unfavorable to you”.

Therefore, the Internet era has raised vigilance for this kind of flirtatious impetuous marketing. In order to achieve long-term development, it is necessary to pay attention to the construction of its own marketing power, because the Internet era gives each manufacturer almost no time for error correction. In the face of agents, how can manufacturers solve the problem of granting people fishing? Only in this way can they solve the problem of “how far they can go and how they will arm their arms”.

3. Why does the existing remote experience method for end users of smart home products do not contribute to a large area of ​​marketing performance?

In view of the aforementioned marketing dilemma, many internet companies currently use the video surveillance technology to create client software for various remote experiences and even design mobile device-based products in order to enable customers to experience their smart home products at home. App experience software. However, this does not solve or help solve the public's universal awareness of "What is the Internet of Things," "What is a smart home product," and a specific smart home product? The sales links in the Internet of Things (IoT) companies and the entire industry chain still face the problem of poor sales.

In fact, the kind of video surveillance technology used as a remote experience to display the method is still in the "chicken or eggs" problem cycle, and did not jump out of this box to see the problem. In fact, this is a category of cognitive psychology problems!

Imagine if none of the potential consumers had any concept or interest in smart home products, he did not produce the motivation of “I want, I am curious,” and how they would produce “I would like to experience” and be willing to learn those experiences. How is the software operating method? The motivation for demand for new technology products is bred and inspired in knowledge literacy. This is inseparable from the “exposure” type of “consulting” and “experiential” marketing model. Therefore, the kind of remote experience tool software that does not have interactive communication can play an effective promotion role only if this potential customer has been persuaded and has already generated “curiosity” or interest.

On the other hand, even if the operation of any remote experience software is even simpler, it is necessary to know the basic operation method of “turning left or right”. In this regard, manufacturers often overestimate the ability of consumers to learn, or overestimate the "cheerful spirit" of potential consumers, so this is also an important reason for the poor performance of this remote experience tool software. In this regard, we can be supported by the placement of department stores and supermarket items. That is, human nature is inert. “Let the customer take two more steps and it needs careful design”. “I'd like to download the plugin and it's hard to be seen,” not to mention I need to spend some time learning the operating methods of the app. !

So, "motivation, motivation, or motivation"! How to stimulate potential customers' curiosity and interest in smart home products is to urge them to take the time to install the app and spend a little time to study and learn how to operate the software.

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