Libang Coatings: 2015 full implementation of the Internet marketing strategy

China Paint Network
: China
Coatings Network
News: "Recall what Libang did in 2014, in the product line, brand image changes, are in order to be younger." In 2015, we will focus more on selling products and services on the Internet platform. "
2014 is a year of innovation for the domestic
coatings
industry, with the Internet thinking, micro-marketing and other new ideas, new thinking, for the already tired paint industry to challenge.
with the changes in the market and consumers, Libang's marketing strategy is gradually changing from product to service. Ariel Wu, director of CSR, PR and Brand Communications at Libang China, told reporters: "We've been preparing for about two years, and in 2013 we started to make a big change, officially announcing that the brand's Slogan 'Libang is refreshing your life'." At the same time, Libang from LOGO (CI), product packaging, marketing promotion, corporate social responsibility, and even the internal department structure of the enterprise has changed dramatically. "
China is also trying to communicate with younger ethnic groups. "In the past, our consumer base was more targeted at people aged 35-50, but now Libang is launching a service that wants to be more oriented towards future consumers, so advertising content has changed a lot and become younger," Wu said. We hope to be able to communicate with the post-90s, so that they know more about Libang. "
reality TV content marketing to get emotional resonance
in advertising, Libang China more and more from a simple focus on "good delivery time" to focus on "good program activities." Wu Jialun believes that good reality TV shows can not only attract the attention of countless viewers, but also attract the active participation of advertisers. When reality TV events and show brands are seamlessly connected, the corporate brands tied to them naturally get the biggest publicity. Global Paint Network understands that in this Internet age, reality TV programs are increasingly focused on enhancing audience participation, the traditional media of one-way communication has been replaced by two-way interactive communication, which is a sign of the development of content marketing.
2014, Libang began to cooperate with Oriental TV's "Dream Transformers" section, with exclusive titles and full implantation and participation in the program's content. Wu Jialun told reporters, "This program is through the way to tell stories to let consumers know the brand, everyone inside is real, is living around us ordinary people." In fact, consumers need a story that they can understand and be close to their lives, in order to have emotional resonance. "
Digital marketing accounts for half of the mountain
According to Wu Jialun, Libang in brand marketing is also more focused on the use of traditional advertising and public relations, but in recent years, with the rapid rise of the digital age, marketing departments are also carrying out innovation, "in order to adapt to the trend of digitalization Our marketing department has also increased its investment, we call marketing activities on the Internet 'digital communication', and the addition of the relevant E-Commucation network group, so that enterprises or brands in the face of rapid changes in the external environment, communication can also be more three-dimensional way to respond to demand. In
addition to constantly improving its official website, Libang China has also spent a lot of time on social media: launching its official microblog, launching a series of brand-name web communication projects and online activities, and launching the color tool APP app, the iColor platform. The platform is not only practical - providing consumers with home-based solutions, but also interactive.
, "Whether it's video marketing on the web, WeChat marketing, campaign marketing on our own official microblogs, it's all about the whole interaction," said Wu Jialun, a professor at the Company. What Libang did in 2014, in the product line, brand image change, all in order to be younger. In 2015, we will focus more on selling products and services on the Internet platform. "
to expand channels, with the help of e-commerce platform
currently Libang in Tmall, JD.com, Suning and other 8 network sales platform, the future will also put B2B platform, "We are now more in combing resources, as long as there is a certain impact of e-commerce platform, we will intervene." Brand in the new communication environment is bound to produce new changes in demand, as far as
coating brand
is concerned, we in the sales mode of change and investment, are to adapt to consumer demand. Libang is the first official entry into Tmall's
coatings company
, how to make it easier for consumers to buy products on multiple platforms on the Internet, which is something we've been working on. ”