Jingbao advertising inkjet competition planning book

The competition in the market is sometimes very fierce, which has led to our company's continuous development in competition. This is also the problem facing most industries today, and competition is everywhere! As a company, we have to face a lot of competition. There will be success in the competition, and of course there will be failures. However, this is the success that has led us to keep working hard. Victory in the competition is the best!

First, the market environment

1. Market situation

Zhejiang spray painting company is nearly two hundred in size, small to only one facade, no equipment; large to have the US five-meter wide inkjet printer, jv3 inkjet printer, Muto 8000, Witt 3360. In the case of Bomei Jetting, Bunker Printing, Climbing Stone, Sun Rain, Jinlong, Qianjia, Three Colors, Hanming, United Label, Friendship Printing, etc., all of them were established in XX years; the earliest in 1999 In the year, from small sign shops to companies with millions of assets. The advertising production company established in the past few years is basically a company established after the start of the business. The company established a small number of companies in the 1990s. At that time, the cost of setting up the company was large, and more than 300 devices were installed. Ten thousand yuan, led by the United States' Wit large outdoor models. The photo is based on HP 5000, Muto and Roland. In the past few years, Wenzhou people and Liuzhou people mainly invested in the inkjet industry. At that time, the outdoor printing was more than three hundred square meters, and the supply was in short supply, because the people who bought the inkjet machinery knew little about the operation. After XX years, the inkjet industry With a great change, the printing equipment has been made in China, and many inkjet printers come out, and the price is low and the color is gorgeous. Everyone sees that the inkjet advertising industry is profitable. They all invest in machinery and start painting as a company. After all, the profit per square meter is more than 200 yuan. It is a very profitable industry. Someone once said that it is a printing money. Machinery, as long as the machinery is turned on, there is constant money flowing into its pockets, and some people get rich overnight, that is in the 1990s.

In XX, the printing industry was flourishing, the economy was developing rapidly, and the demand for advertising was unprecedented. The advertising printing of various brands was huge, and the price of inkjet printing was greatly reduced. The price of ordinary inkjet printing was about 16 yuan, and the precision was 300dpi. The annual printing accuracy is 720dpi, but the price is only about 10 yuan. I can think of the technology of inkjet printing, and the production cost is greatly reduced.

The original inkjet machinery, Witt, Israel Sai Angel, Caishen, Gongzheng, Saibo, are slowly fading out of the market, currently with Seiko, West, Yaslan, Majite, jv3 and other outdoor inkjet models Mainly. In developed cities, Witt 3360, jv3, Muto, and Hewlett-Packard are the mainstream inkjet-type devices, and the production technology cannot be followed in the Mainland. Developed cities have their own production team, many years of design and production staff, foreign advertising has a high degree of reference. In the Mainland's customer demand, there is no requirement for developed cities, and the general customer quality has a certain relationship. The potential power of advertising to self-branded products is not fully recognized!

There are many brands in Hangzhou area, unique geographical location, serving national companies have inherent advantages, and old-fashioned advertising production companies have been established for many years. On the equipment, they all keep the old equipment, the production cost can not be reduced, and the maintenance cost is high. Compared with modern inkjet technology, there is no comparability! Spray painting technology does not absorb the experience of developed cities, no innovation, improve the company's service capabilities, and create greater benefits. The existing spray painting enterprises are basically the second generation, the third generation, and the second generation in the management of the company. The enterprise leaders themselves have deficiencies and cannot operate in an enterprise. This is a common problem in this industry, the third generation. Basically, I understand the advertising spray painting industry, the young people who are dedicated to energy, and the family-run business people. )

2. Market analysis:

Zhejiang is a large province of light industry in the country. There are many clothing brands and adjacent to the Pearl River Delta. The city has a long history and the production of inkjet products is deep in other provinces. In today's rapid economic development, the government's transformation of the city, the development of real estate, tourism, and the rapid development of the food industry have enabled more manufacturers to recognize the power of product brands. Zhejiang people in China are the most business-oriented. , the first person in Wenzhou. Advertising is everywhere, outdoor advertising is particularly important, outdoor compulsory media, low input costs, wide influence, outdoor advertising annual sales of nearly 3 billion yuan, has become an indispensable part of the important economic, shopping malls, specialty stores, exhibitions , industrial centers, street shops, no need to recruit.

There are many companies in Hangzhou, but there are a few companies that can systematically solve the high-end customers' ability. Only a few inkjet companies in Liao Liao can do it. There are many inkjet companies in Shenzhen. They serve many national brand companies and export to Taiwan and Hong Kong. ,Macao. There are technical congenital conditions, but now the unique geographical location of Hangzhou is not worse than that of Shenzhen. The spray painting technology in Hangzhou has a qualitative gap with the technology and output capabilities of our current company. The reason is that the company was established a few years ago. Although the scale is very large, their technology has not been further improved, and there is no great comparability with our company. If they give up the previous equipment, they will invest too much. When the business is not significantly expanded, they will not give up; Under such circumstances, this market will have a lot of room for us to develop. When they perceive this market, our market customers have already consolidated. We have inherent technological advantages, their old equipment and output. The ability is much lower, the maintenance cost is much higher than we are now, so we are at the forefront of the industry, and we are all occupies the conditions of success. There are conditions to win!

HP inkjet equipment is the global leader, the depth of the industry brand, the customer selectivity will be very strong, so it is very important to do our post-guarantee work, service strength and promotion efforts, do a good job of these, when and inkjet requirements When the big customers contact, they can sign a long-term advertising spray for cooperation contract, feel the experience of our Hewlett-Packard Company, bring new shock to the printing industry vision, and make the brand advantage deeper in people's minds and achieve long-term friendship. Cooperation consensus; we have a dominant position in the industry competition, price, quality, technical services, software and hardware maintenance, outdoor advertising consulting services and other prerequisites.

In the inkjet industry, we enable our customers to accept and recognize HP's range of products, inkjet equipment and consumables. If we are successful, we can drive the sales and market share of HP products in the Zhejiang market. rate. Such influence, other agencies can not occupy the Zhejiang market, standing in the eyes of businessmen, is not profitable, can be implemented to do.

Although the inkjet industry has a certain locality, the customers of the service are basically so fixed. When the customers who serve now tend to be national, no longer have the same singularity as before, there are multiple ways of operation, the brand Numerous, and the brand image is unified, is the current regional competition in the inkjet industry, the prospect of cross-regional business cooperation, another area of ​​market competition, battlefield, development opportunities! This is rarely seen by inkjet companies. The service in Hangzhou is basically a single Hangzhou market.

3. Market positioning:

1. Markets for large markets, supermarkets, stores, brand companies, group companies, furniture, and paint manufacturers

For the goal

2. Established professional advertising inkjet, graphic output limited liability company with hp cutting-edge technology display experience as the center.

3, choose business office to concentrate in the near field, preferably on the first floor, decoration display corporate brand, courage

4. Employing experienced professional design spray graphic output producers to save output time and reduce graphic production costs

5. Employ experienced business personnel to promote the company's market and develop potential customers.

6. Strengthen management, reduce production output costs, and dominate the market

4. Marketing:

Relying on the brand, all equipment and consumables are self-produced, eliminating the dealer link, and the only designated dealer and experience center in Zhejiang Province. Therefore, the price can compete with the same industry, and even the same industry can not be compared.

a, advertising promotion:

1. Advertising in Zhejiang Advertising Network and Hangzhou Advertising Network

2. Advertise in the form of a soft-text in the newspaper and advertise on the small section of the page.

3, with the advertising network, the company establishes a friendship connection

4. A bridge of cooperation with outdoor advertising media companies. With its outdoor billboards, it is free to rent advertisements for its inkjet printing and to make its own contact phone brand.

b, large customers:

1. Collect large markets, supermarkets, contact stores, brand companies, group companies, furniture, paint manufacturers, joint people and detailed address calls. Understand the company through the channel, the person in charge, a phone call, face push

5. Market management:

Professional color solutions; set design, inkjet, output, graphic processing output, cad plotting, advertising sign design and production, advertising solutions to provide service providers, real estate packaging, maintenance of integrated companies, brand companies advertising products local agents, international Brand advertising advertising providers, high-end advertising product service providers, leading regional advertising service chain production enterprises.

6. Market price:

The current price of various inkjet companies:

Pp glue, adhesive: 14-16 yuan

Light box cloth: 8-25 yuan

Light box: 25--70 yuan

Kt board edge: 28-55 yuan

Car sticker: 18-85 yuan

Photo paper: 15-35 yuan

Grid cloth: 45--75 yuan

Banner cloth: 15-45 yuan

x display rack: 23-35 yuan

Roll up: 50-165 yuan

Pulling net display rack: 650-1350 yuan

Banner: 4-8 yuan

The Hangzhou market operates advertising companies in the form of family workshops. There is no innovation in production technology, and there is no enterprise management. It is impossible to complete a large number of group companies in large areas. The fast and novel advertising needs of shopping malls cannot be made big, and the market competition is fierce. Will be eliminated. The current price is their advantage. If our price is superior to them, technology is more advantageous than them, and can provide a full range of advertising services, these small production companies will have to reshuffle, change their way of doing business, buy New spray painting equipment to improve the equipment they rely on; by this we can sell inkjet equipment and consumable products, one by one.

Out of our limitations, the inkjet industry is a high-margin industry that earns money every day. The ordinary light box is a flat meter of eight yuan, the profit is at least 3 yuan, and the cost is less than 5 yuan. The company that operates in one day is about 500 square meters, and the large company is about 1500 square meters. A general production company, a designer, 2 start-up masters, 3 post-production staff, designer 2200 yuan / month, plot master 1,500 yuan / month, post-production 900 yuan / month. Staff dormitory rent: 1100 yuan / month, living expenses: 300 yuan / person / month. The telephone network costs 600 yuan, the venue rent is more than 4,000 yuan, and the cost for one month is: 14,000 yuan.

14,000 yuan / month / 30 days, the average daily cost is about 470 yuan. Every day, the company will flatten the overhead of printing the most common light box cloth of 160 square meters. Ordinary inkjet painting 800 square meters / day can earn more than 1800 yuan, at least 54,000 yuan in January. In addition to inkjet printing and other materials, display equipment has a lot of income.

Basically, the investment income per piece per square meter is 60%, which is about half of the profit. In the inkjet industry, engineering production and installation is a higher-profit value-added service, and the installation of labor wages is 3-10 times that of inkjet printing. For example, the installation of 100 square meters of inkjet printing needs 300-1500 yuan, except for workers' wages of 180 yuan - 500 yuan.

Second, the development strategy

1. The inkjet industry must win the magic weapon:

Inkjet printing is a fashionable product, a product that advances with the advancement of science and technology.

The customer's requirements for the color accuracy of the screen will continue to increase like our technology developers.

Regionally unique, national-level brand companies, in Hangzhou, Zhejiang, can serve fast, accurate and low-cost

Clear field positioning

Full service, low maintenance cost and strong output

Outdoor advertising experts, inkjet advertising production full solution consulting services

Master the fashion advertising production technology and experience

2, high product, high service

In recent years, public welfare undertakings are in full swing, all related to brands and celebrities, to create our industry brand demeanor, use our popularity, we can receive many orders, do not have no partners, there will be many partners to take the initiative Come to find cooperation.

In the inkjet industry, I have done a lot of work and managed the inkjet company, and I have managed to grow the company as my own company. In the company that knows the advertising inkjet company and the company that works for it, no company is in the company. It’s a loss to do inkjet printing. Serving the markets around us, we can do better. In addition, there are thousands of stores in Hangzhou, the region is vast, there are many media companies, the media market is broad, and the profit margin is large. Under such circumstances, many advertising companies are developing outdoor media. market. Zhejiang garment market is developing rapidly, with many production enterprises. It has more potential for developing outdoor advertising than other cities. Real estate investment and development enterprises are also thriving. In this year alone, Zhejiang Hangzhou has developed nearly one hundred real estates and one outdoor building. The cost of advertising production is about 250,000, the production cost is about 150,000, the profit is about 100,000, and there are many other production enterprises. The brand awareness has been unprecedentedly developed. The listed companies in Zhejiang have been ranked top in the past, resulting in outdoor advertising printing. The demand for production has increased greatly, which is also the reason why Hangzhou's small workshop-style spray painting company has survived and grown.

The printing equipment has the end point of demand, but the amount of spray painting is only getting bigger and bigger. The bigger the more, the more the monopoly market can be dominated. The printing month is one month, the year is changed, the exhibition is much more year after year, and the brand customer is one year. More than a year, many years of brand customers accumulate, we will earn more than one day a day, earn more than a year.

This is a very large development industry, and we will not be outdated and eliminated, the cost risk of investment is very small, the cost of opening a production enterprise, the management cost is quite high, and if it is not good, there will be no advantage. It was quickly eliminated, swallowed, and miscarried by the market! In the inkjet industry, there is only a problem of mechanical equipment purchase, labor wages, and venue expenses. The longer you do, the more fixed customers you have. When you don’t want to do this, the machine will sell almost half of it. s price.

Sites, labor wages, one month can be guaranteed anyway, an advertising design company, a few designers a year, can earn millions, even tens of millions, and the cost of investment is very small, there is not much risk . The growth of the advertising industry is growing, and all the flowers are blooming. This is not the key.

3, shuffling printing company

In Shenzhen, I have seen the fastest growing industry than advertising production companies. From the original investment of 20 million to do outdoor media to now have more than 10 million assets, and even developed into a listed company's outdoor media company, from several outdoor spray painting The company has more than 1,000 outdoor advertising spray painting companies in the past two years. Up to now, more than 3,000 spray painting companies have been able to increase so quickly in China Telecom's Yellow Pages. I think there is no more advertising companies. There are also a thousand enterprises, but the scale is not large, and the family workshop is about 80%. The advantage of these small enterprises is the price and the regional advantage of peer-to-peer. Many advertising companies are right and wrong. Mainstream birth, not fully aware of and learned advertising, do not understand the essence of advertising, the visual angle of making an advertisement is not put well, such a production company we can not have the ability to eat them, a statement of the use of stocks, They are just small speculative stocks that are speculative, and they will no longer exist as long as the major shareholders move their hands and feet. After they are eliminated, it is time for a powerful company to be more than service, output and professional.

The most direct way to shuffle these small stocks is the competition between price wars and service capabilities. We have innate conditions and a magic weapon to win. There are enough conditions to start a new journey!

4, series support and network layout:

Jingbao Electronic Technology Co., Ltd. successfully represented HP's large-format printers for many years. It has many loyal users of HP products. It is understood that in the consumables and display equipment, many companies have used the pressure of market competition. Low-cost domestic consumables and display equipment products can not serve high-end customers. In the printing consumables, we use the previous customer information to promote the sales of original consumables, open the printing consumables and display equipment market in Zhejiang, such a space is also very big. We can represent a lot of inkjet inks and inkjet consumables sales. As a provincial agent sales service provider, we can directly cooperate with the inkjet machinery manufacturer to negotiate agent maintenance, supply inkjet ink, and photo consumables without any special pressure. A system professional company, I think a lot of spray painting companies are happy to choose.

The display equipment has Jianda show in Zhejiang, and there is Haina on the other side of Ningbo. There are not many display equipment sales and direct sales from Hangzhou. The price is higher than the equipment displayed by Heiner. We can use us. The network layout agent sells superior display equipment. Better and more comprehensive and professional service to our customers. Add value! Trust our company's service capabilities!

5. Marketing planning:

1. Advertising media company: directly negotiate with the boss, promote, and achieve long-term cooperation intention

2, production company: quality and price achievement cooperation direction

3. Design company: quality and production service ability determine the success or failure of cooperation

4, real estate company: interpersonal relationship is the most important, because the general have to have kickbacks, full service capabilities, company strength

5. Real estate design company: price, quality, full service capability

6, furniture, clothing brand company: basically inkjet, a professional design consultancy for its service, quality

Output scheduling capabilities. Production and installation capacity in Hangzhou

7, sign production shop: quality, price, delivery time

8. Industrial companies: quality, company strength, solutions and service capabilities

9, production enterprises: quality, professional capabilities, provide solutions. Full service capability

10. Sports event units: quality, speed, professional ability

11. Exhibition companies: quality, speed, price

The development of the market sometimes has some changes in the face of the law, but it will not be too big. "If you recognize your own environment and realize your position, then you will win in the competition." It is very likely that only you will continue to work hard. In the competition, you will get good results. Even if you can't be the first, you can do it yourself. Ability has size, but determination and competition are fierce and there is no size. Only efforts will survive in the competition!