AX Trading Company Online Marketing Strategy Report

In recent years,homeware industry in China is developing fast.Homeware becomes a independent industry concept with variety of segment market from a subsidiary industry.However,with slowdown in economic growth of China,homeware industry is undergoing a period of adjustment after the rapid expansion.The market has changed to exceeds supply from short supply.The homeware companies are facing a big pressure in supply-side reform.Meanwhile,the development of network has changed our daily life.We are used to the convenience and unlimited possibilities from network.With the rapid growth of online shopping consumers,the characteristics of each age group of online shopping consumers are different.How to use network marketing to get into online shopping market has become the most important strategy for all homeware companies,especially small-medium comapnies.Traditional homeware companies are facing opportunities and challenges in the network marketing.How to make the homeware companies establish a new business model with the help of network marketing is a question needs to be study and figure out.This report takes AX homeware company for the case of network marketing strategy research.We have analyzed the current network marketing status of AX company.Through the questionnaire,STP and SWOT,we have analyzee AX company's network marketing environment.After analysis,homeware industry network marketing has a great prospects which can take AX company growing fast.This report has worked out how to improve AX comapny's networking marketing.The following strategies are suggested:Market positioning:the target consumers are aged of 20-40 years old who buy cyberized product,full range product,unique product,fast fashion product.Brand strategy:create a cyberized brand in homeware industry.Register a group of similar trademarks.Build up brand culture.Register domain name.Design unified brand image.Product strategy:Select product which is suitable for network marketing.Work out full product range by unique products.Fast fashion product.Competitive price or even for free.Design packaging which is good for network marketing.Network marketing channel strategy:Online stores.Free channels.Adjust current channels.Interactive communication channels.Official website.Network marketing mode strategy:Search platform soft advertisement.Wechat public platform and wechat group advertisement.3rd party evaluation website soft advertisement or video advertisement.Stick to the hot news.Broadcast live by web celebrity.Promotion strategy:Enhance brand popularity.Do not give discount directly.Full channel promotion bases on marketing plan.Membership points promotion.Avoid direct competition to major brand.Taking AX company as an example,this report provides solutions to the small-medium-sized companies to develop the network marketing strategy.