Borrowing marketing is a set of combination punches

Borrowing marketing is a combination of boxing, the key is to integrate resources. That is to rely on a certain "potential" communication platform to mobilize the various resources within the consumer, media, market and enterprise to coordinate operations, form the overall impact of the market, and achieve both brand value and product sales.

To achieve this goal, companies must make good use of two major means - strategic communication integration and tactical activities, and the two complement each other to give full play to the marginal effects of resources. At the Turin Winter Olympics, Lenovo used high-quality product performance and excellent service guarantees to let people remember themselves while remembering the Turin Winter Olympics.

BenQ sponsored the 2004 European Cup and effectively integrated strategic communication with tactical activities. Before the game, BenQ held major roadshows in the main electronic stores in ten central cities such as Beijing, Shanghai and Guangzhou, and held the theme of “BenQ took me to Europe – Lucky Recruitment, Dream Europe Tour”. In the live show of BenQ's new products, with the help of games such as “Kicking the European Cup”, “Football” and “Online Computer Football Contest”, it also attracted many consumers.

In addition, BenQ also spurred a very attractive promotional program: consumers who purchase a certain amount of BenQ branded single-piece products at a designated location will receive a special European gift from BenQ, many of whom are lucky. Get a bigger gift - go to the European Cup to watch the ball. At the same time, BenQ launched the Joybee DP200 European Cup Limited Edition to commemorate the MP3. The European Cup's attraction and popularity will drive the product's hot sale, and the information that BenQ is the European Cup IT sponsorship partner will be transmitted to the market terminal, forming a link between the brand and the product. Together. This marketing project not only brightens BenQ's popularity and reputation, but also strengthens the brand identity of consumers and pushes the brand's internationalization strategy to a new level: BenQ's awareness in Europe is significantly improved after the event. The brand grade has been improved and the order quantity has also increased significantly.

The success of BenQ's European Cup integrated marketing shows that the marketing of sports activities should combine tactical promotions with strategic brand planning. In this way, the actual sales results can be received in a short period of time, and the meaning of the brand culture can be visually displayed.

Everyone knows that it is difficult at the beginning of everything. If you can’t beat the guns, it’s even harder to start the second shot. Because, relying on the previous failure, people lose confidence in you, but also make themselves more burdens and pressure.

Therefore, after the previous failure, although there are some lessons, but before the second success, more efforts must be made than ever before.

At the beginning of 2002, Haier’s computer quietly withdrew from the Xi’an market. At that time, it caused great doubts in the industry. Even Haier’s computer was not working. Haier will give up the PC. However, in the second half of 2005, Haier Computer re-entered the IT circle and achieved good market performance in both desktop and notebook businesses, attracting widespread attention from the industry and the media. In 2006, it was the use of Intel's dual-core rushing all the way.

After experiencing the previous failure, Haier was not willing to be mediocre in his computer business. In the past, he decided to outsource the manufacturing of the computer in the question of the industry, focusing on the operation of computer brands, focusing on product development, quality inspection, and Personalized services and other advantages of Haier.

First of all, Haier's brand idea in the electrical industry - "Haier only produces what users need" is transplanted to Haier computers. For example, Haier Run Eye Computer is designed and produced from the needs of consumers' eye health and protection needs. Then, Haier and Intel spent a year conducting a large number of market research to design a computer suitable for rural areas - Jiajiale computer. Its four major platforms - health consulting platform, wealth management platform, entertainment game platform, learning education platform and wide voltage are all in line with the core needs of consumers in the rural market.

2006 is undoubtedly a dual-core year for Intel. OEMs are stepping up their cooperation with upstream vendors to develop their own dual-core products.

Haier has become one of Intel's strong partners. As a rising star in the IT industry, how to be favored? The reason is that Haier and Intel have a subtle relationship between their identity and development strategies.

Intel developed a dual-core chip based on the fact that the current chip can no longer meet the multi-tasking needs of users, and Haier Computer has always maintained everything from the perspective of customer demand, and market demand determines production. Therefore, Haier Computer adopts Intel dual-core chips to enhance the profit of a single company and guarantee the high-value products of the enterprise, so as to better provide services and meet the demand for consumers.

As one of the global home appliance giants, Haier's brand value of 70.2 billion yuan, as well as its strength and market share in the field of home appliances, is undoubtedly of great significance to the advancement of Intel's digital home. At the same time, Haier brand itself is a well-known consumer brand, which is in line with Intel's Viiv technology platform (IntelViiV), which is positioned in the digital home, and has unique advantages compared with general IT vendors. Haier Computer strengthens its brand and not only chooses Intel as its own chip and platform solution provider, but also selects partners for each component of PC production.

In 2005, the performance of Haier Computer was unparalleled, and it also won 24 all-round awards in major professional evaluations. The impressive performance that Haier Computer can achieve is inseparable from the power behind Intel. Last year, Intel awarded the “Better Growth Award” and “Channel Award” to Haier Computer. Haier Computer Digital Home Entertainment Center and NAPA dual-core new products first entered the market. With the strong support of Intel, Haier computers have become more like a fish, thus achieving a win-win situation.

In terms of regional market development, Intel has always played the role of a strategic partner, for example, from the comprehensive technology development of the Jiajiale computer for the rural market, to the channel construction, service network construction, technical training of after-sales engineers, Intel spares no effort. Help Haier.

Traditional IT vendors have developed to a certain stage of maturity, such as Lenovo, which has strong capabilities in distribution channels and market operations, and Dell, which is near-good in sales channels and leads the world in sales, and even more aggressive in the domestic PC market. Shenzhou computer, how can Haier computer catch up or even surpass?

In fact, whether it is selling color TV, selling refrigerators, or selling computers, although the products are different, the concepts are the same. Another core advantage of Haier Computer is its perfect sales network. Through the successful use of IT channel and 3C integration mode, Haier Computer has advantages in channels that other traditional IT vendors do not have.

From the perspective of the breadth of Haier's channel: there is demand in some places. The place where Haier's home appliances are sold is the place where Haier computers are sold. Therefore, the channel of Haier's home appliances is the channel of computers. The channel of Haier's home appliances extends to the countryside, so Haier's computer channels Also in the countryside, this is also in line with the law of 3C integration; from the depth of the Haier channel, the traditional channel is the foundation of the computer, is the preferred channel for users to buy computers, Haier computer follows this law. The strategy is: both hands at the same time, the home appliance channel and the traditional IT channels are equally valued.

In the channel-facing terminal sales approach, consumers advocate the concept of “shopping is a kind of enjoyment and learning”, providing a more suitable and standard store, and at the same time guiding the sales concept as a guide, try to provide customers with More effective information.

By 2007, Haier Computer's channel construction work in the northwest region has been basically completed. Haier Computer relies on the characteristics of facing end users, and promotes computer products to end users through 3C channels at a relatively fast speed. Traditional IT channel distributors. Haier computer channel leverages 3C channel resources, and Haier computer brand's own market pull and strong channel thrust will be a better platform for traditional channel dealers to achieve a win-win situation.

It can be seen that Haier’s strategy of re-emphasizing the rivers and lakes is not a borrowing of general meaning, but a borrowing of resources. Haier not only integrates its own products, resources and brands in depth, but also integrates upstream partner resources in the industrial chain, so as to achieve full use of internal and external resources and concentrate on the multi-party win-win situation.

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