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The article discusses the evolution of online marketing strategies within the hardware and electrical industry, highlighting how different approaches have been adopted over time. The master understands the way, the Chinese rely on technique, while others simply push hard—yet all aim to achieve success in the digital space. To succeed, one must grasp the underlying laws of things, such as Baidu’s ranking algorithms, consumer psychology, and market trends. Mastering these principles is what Dao emphasizes—using the natural flow to achieve goals.
Chinese marketers often rely on their own skills and knowledge to solve problems. However, forcing people to refer to you without real value is reckless and unwise. This kind of approach may only waste time and resources. Once you understand the techniques and knowledge, the next step is to focus on building an effective external link strategy. Initially, many used simple methods like manual link posting, but now, with the help of tools, they can automate and improve the quality of their outreach. Then came the realization of the importance of PR. By establishing relationships with high-quality websites and creating backlinks, brands can significantly boost their site authority.
Wan Guan Hardware & Electrical Industry has developed a comprehensive online marketing strategy that includes:
- An innovative integrated network marketing model
- Two main promotional areas: thematic promotion and platform promotion
- Three core elements: competitive analysis, product differentiation, and experience architecture
They employ 18 different promotional tactics, including SEO, B2B platforms, classified ads, forums, social media, Q&A sites, encyclopedias, blogs, Weibo, WeChat, IM, EDM, videos, links, and online advertising. The trend in modern network marketing is integration and innovation, especially in the hardware and machinery sector. Integration manifests in three key areas: media, marketing methods, and marketing objectives. Innovation focuses on emotional engagement with customers, making them feel that they are interacting with a real person, not just a cold industrial entity.
Thematic and platform promotion are central to building brand loyalty. The ultimate goal is to establish an online marketplace for hardware and electrical products and strengthen the brand's presence. By combining companies and products with shared attributes, they create engaging, industry-specific topics. Through various forms of promotion—such as ads, internal search optimization, soft articles, hardware encyclopedias, and bidding information—they effectively promote both the brand and the platform.
Competition analysis is crucial for successful product promotion. In the past, even basic promotions could yield results, but today, with more competition, it's essential to consider factors like regional targeting, pricing, and service quality. Understanding your position relative to competitors helps you find your unique selling point and stay ahead.
Product differentiation allows each merchant to carve out a niche in the market. Even in a small industry, having a strong online presence is vital. It's not about competing with products, but with ideas. Differentiation in promotion can make a big difference in customer perception.
Experience architecture involves connecting every touchpoint with the consumer and analyzing the entire user journey. Are you delivering a compelling experience? Can you leave a lasting impression? Many users are no longer beginners; they're savvy internet users. From title writing to content layout, every detail matters in driving user interaction and emotional engagement.
The 18 promotional tactics are applied strategically, refined over time, and continuously improved to maximize impact. Additionally, six key tips for effective promotion include focusing on both human resources and software, local and national reach, free and paid promotion, internal and external traffic, buyer and supplier engagement, and both regular and specialized marketing efforts.