The Brand Marketing Path of Construction Machinery Enterprises
Release time：
2024-04-12
keyword：
Engineering machinery,automotive
Previously,Zoomlion Heavy Industries assisted Feng Xiaogang in directing"The Tangshan Earthquake",and later,Sany Excavator participated in Zhao Benshan's production of"Rural Love 4".Construction machinery companies are no longer satisfied with the reputation and influence of industry insiders,and are eager to enter the public eye,trying to establish their corporate brand image with great fanfare.
Due to its high level of professionalism,the brand marketing path of construction machinery has long been relatively traditional and niche.Compared to its sibling automotive industry,construction machinery is undoubtedly a dull and clichéd young man.But in recent years,construction machinery has gradually abandoned traditional propaganda methods and started to explore mass media.This can be seen from a series of actions such as Shandong Lingong holding hands with China Super League and CCTV advertising.Afterwards,the construction machinery industry sparked a wave of brand marketing fever,with major enterprises appearing on television,magazines,and newspapers,creating a lively scene.
Some netizens even revealed that Xu Gong's figure was prominently discovered in the well-known women's fashion magazine"Ruili"in China.The XCMG QY70K crane in the magazine appears as a prop carrying cosmetics,and its entire body is sprayed with the pink color favored by women.Surprised by XCMG's avant-garde fashion,I couldn't help but think about what kind of brand marketing is suitable for construction machinery enterprises?
Any successful marketing strategy cannot do without its established promotional objectives and accurate positioning of the audience.At present,domestic construction machinery is heavily bombarded with television and online advertisements,mainly to enhance the visibility of its enterprises and establish brand image.At this point,the enterprise not only represents a certain product,or a certain type of industrial product,but also represents the image of the entire group.
Just like the globally renowned construction machinery brand Caterpillar,it represents the first-class level of the industry for industry insiders.For laymen who are not familiar with construction machinery,it may just mean expensive clothing displayed in the showcase.But it's not important,what's important is that we all know about Caterpillar.This is brand awareness.
The public awareness of the brand is currently an urgent problem that major construction machinery enterprises in China need to solve.Due to the fact that construction machinery enterprises have been confined to the industry for a long time,although they are all large enterprises with a value of billions,their public awareness is undoubtedly quite lacking compared to fast-moving consumer goods with equal productivity.So,the engineering machinery giants were skilled in dancing and using their strengths to compete in various media outlets in order to enhance brand awareness.XCMG's trip to Ruili this time has extended its reach to the audience level that was rarely involved in the industry in the past,and has greatly improved brand awareness.At the same time,this has also created conditions for the diversified development of the group in the future.As early as possible,familiarize the general public with oneself in order to better carry out various businesses.Who said that in the future,XCMG Group will not expand its business territory and enter other industries?
But this is a group branding approach that is only suitable for large enterprises.For most small and medium-sized enterprises in the construction machinery industry,the main purpose of brand marketing is still to increase product sales.This requires considering the target audience of the product.Construction machinery,unlike fast-moving consumer goods,is a high-end industrial product with a high entry threshold,and the majority of users are male workers engaged in engineering construction.This determines that the marketing model of construction machinery is more inclined to appeal to this type of group.
In 2010,Shandong Lingong planned an extremely suitable marketing event,holding hands with the Chinese Super League.At the signing ceremony,Yu Mengsheng,the CEO of Shandong Lingong,said,"Choosing football and the Chinese Super League is not by chance.Football is a global and international activity,and it is also an activity involving the whole nation.Football brings passion and is conducive to strengthening team cooperation,which is very consistent with the corporate image of Shandong Lingong."It is certain that there is also the factor of football as a sport for men.
The brand marketing path of construction machinery enterprises,although in full battle,has just begun.In the future,there will be more fields and directions waiting for construction machinery enterprises to explore and develop with innovative thinking.
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