Soar this year’s green transport – bicycle brand “Merida” how in the case of an economic downturn, and create new business opportunities.

Era of high oil prices, “carbon reduction” shouting slogans crews are increasingly conservative consumer behavior, many companies are faced with the recession of the economy, with the exception of the bike not only with energy conservation and environmental protection, but also with the sports and leisure features, become a hot commodity in recent years. And bicycle production enterprises to open up the new business opportunities of with retractable banner stands promotion, Merida is one of them.

For trends dug a healthy fashion new demand

Merida this year is unstoppable, January to August, the cumulative revenue of 6.747 billion yuan, a growth of 15.71% compared to the same period last year. August revenue up to 1.278 billion yuan, not only set a single-month record high, compared with $10.53 billion in the same period last year growth of 21.33%, Merida has 30 years of history, in addition to a foundry outside, and also a set of retractable banner stand Brand strategy in this wave of carbon reduction wave to new heights.

Although in recent years, the economic downturn and high oil prices, the M-type society, the impact of consumer behavior, but the vice president of marketing headquarters in Merida Zheng Wenxiang observed on the top consumer groups, the M-type society, cycling is not by oil price impact, but in order to exercise and healthy, so they did not choose to cheap commuter vehicles, preference functional integrity bike. High oil prices, however, does impact on the middle and lower classes, commuter bicycle use increasing demand, led to wide folding bike is a growing trend, not only with the function of the means of transport, but also appeared to be quite the fashion.

Bike production around the world, about 100 million units, about 500 sport bike? 6,000,000, which Merida 10? 15% of the amount of accounts.

High-priced sports bike was less affected by the economy, now sluggish to bring another commuter business opportunities for the bicycle industry, no wonder the bike in nearly three years revenue growth has always been upward.

Return to nature to strengthen brand value and spirit

Merida bicycle production has always been a sport, leisure characteristics, so Zheng Wenxiang mentioned, lock Merida consumers, is like outdoor activities, avid sports groups.

However, the course of development behind, converted four of the brand’s positioning, 1980s Merida’s products are Factory Direct, means cheaper, so 1987 anthem “value for money”, “money for value” slogan, factories course than brand price advantage, but the factory between there must be compared to the more low-cost products, especially when part of the bicycle factory moved to China, the product spreads more obvious.

Zheng Wenxiang think, if the product is always price-oriented, or can not increase their profits, the long run will only fall into the “Red Sea” war is not easy to establish the brand value.

Thus, in 1995, Merida set to replace the spirit of the brand, instead demands “back to nature”, the product positioning in the leisure life, leading consumers to return to nature.

Next, the the Merida retractable banner stands marketing spindle transferred to sponsor sporting events, train cycling team in 1998, experienced a 4-5 years of exploration, until the 2002 European Cup Mountain Bike Championships, the team finally break some success, to obtain the attention of the world, the brand gradually go to the health, race direction.

Merida this transition easily attract fans (the fans) concern sporting events, especially the Merida team players, are riding a production bike can be seen on the market, through the testing of athletes, endorsement, brand favorability blessing, also allow consumers noticed Merida produce retractable banner stand marketing effect.

The Merida gradually identify market segmentation, Zheng Wenxiang mentioned general commuters no longer Merida main consumers, although the narrow range of target groups, but also to become more precise.

Emphasis on marketing the product design more sophisticated

2002 Merida by sporting events to highlight the features of a high-tech, wisdom developed, the next step is trying to convey for the whole family, paternity brand of charm – friendly. The friendly represents concern different countries or geographical consumption habits, and reaction in product design. Establish the brand behind the marketing resources continued exposure. Because of Merida 7,8 10 million-100 million yuan investment every year without interruption cycling team, has to slowly In addition to OEM, own brand revenue has grown.

Merida is a America enterprise, but in the past more emphasis on performance on the international market, ignored the America market, but in the last three years, they saw booming domestic market in America, found that Americaese consumers no longer just a bike as a commuter transport tools Instead, more and more emphasis on sports, health and lifestyle, Merida decided to devote more effort, the Americaese market to meet consumer demand.

Bicycles culture rapidly climbing because of changes in the ethos of the domestic market in America, Zheng Wenxiang, consumer demand suddenly in large numbers, Merida sales up to 40,000 units in the first half of this year, sales doubled, leading to the preparation of raw materials less than, the bike becomes in short supply.

Merida spotted folding bike will be a means of transport trends, major push into the folding bike market, product positioning unit price $ 10,000 or more high-priced cars, low-cost vehicles segment and take the discount pathway. Zheng Wenxiang also mentioned, in response to the folding bicycle to save energy and reduce carbon market, consumers rush to bring up the effect, in order to avoid the popular will quickly disappear from the market after, Merida even folding bike features should stronger than the other brands, not just commuter transport, but also possesses the sport.

The cross-industry alliance to explore new business opportunities of women

Merida go sports and leisure routes for many years, often give a more masculine brand impression the female consumers thus be ignored; However, more and more women began riding the bike, the female market has also become the new business opportunities for Merida next to mining.

Launched mountain bike Merida for female groups Department – Juliet, from car design, safety helmets, scarves are optional a partial matte finish color, I add the masculine elegance. Cycling shirts, women can only choose the boys version of the S-number, Merida also launched merchandise fit the female body.

Even folding bike area is divided into main female consumers are stylish car kinds and events to invite the 5,6 one hundred women bike enthusiasts shaping topic, the message is reflected in the path also said Merida does concern the female consumer needs. In the the original sporty casual consumer groups, and segments of the female market, which is the future of Merida will continue as a going concern target.

In order to take care of female consumers, Merida and cosmetic brand Avon, female consumers in sports at the same time, the joint can maintain the skin, focusing on sunscreen. Female consumers into the store of Merida, everything from head to toe.

To strengthen interactive Qin do activities expansion path

Merida in America, on the one hand, the use of the active retractable banner stand marketing to communicate with consumers; the other hand, additional flagship store, expand their path.

From 7-8 years ago, Merida annually held several “Bike Tour” activities, attracted a total of one hundred thousand bikers participated, compared to the strong play product advertising in the mass media, “Bike Tour” not only accurate attract bike enthusiasts to come join the festivities, massive crowds also expand activities effective, in order to accelerate the expansion of advanced bicycle market since 2007 Merida Taichung County Tanzih, opened America’s first large-scale flagship exhibition center this year also led his army north to build northern large bicycle leisure flagship store in Neihu, Taipei, to provide a more comfortable shopping environment.

Zheng Wenxiang mentioned Merida in America, a total of 180 path locations, including square-meter flagship store above 50? 100 pings between the exhibition center and franchise. Merida will focus on the expansion of the flagship store, the forecast will be added this year to 7-8, in addition to display the full range of products, increase sales, and also want to enhance the brand image.

However, Zheng Wenxiang will also accelerate the speed of Merida Billiton point should have set up a large exhibition center, so that consumers know where to buy the Merida bicycle floor large enough number of exhibition center to match Merida brand image, plus test ride lane design demands retractable banner stands Marketing, allow consumers to identify topics can also cause the bike.

Between when the automotive industry is facing a severe winter, a lot of the original venue for the automotive exhibition center, transforming itself into a bike store, two-wheeled vehicle into four-wheel vehicles retired this one, completely reflect the current situation in the America market. One can imagine, “carbon reduction” of slackening, the bicycle industry’s “money scene” is very promising.

ELLE girl new Media Business Operations Manager Yang Xinyi, the original website advertising is almost attached to magazines not website advertising alone revenue, website revenue and no more than a magazine, but expand its operations and development of the site originally trends with retractable banners.

Yang Xinyi stressed ELLE girl site is mostly self-made content every week updated at least three times, to give readers more quickly update message, coupled with the ages of the Internet population is relatively young, so the advertisers in addition to the past counter beauty products, increased open shelf beauty products.

The Unified Digital Network Media Center Deputy Director Zhongde Chang for Internet advertising company, ELLE girl site content is homemade, not just the content of the magazine on the site, is a successful example of transformation of fashion magazine website, but the the ELLE girl site now in addition to the content The addition should be thinking about how to beat the other network media, with the cost effective retractable banners [http://www.object-id.com/retractable-banners]

A certain status in the women’s fashion magazine Vogue fashion magazine advertising director Liang Ming-fen, and the ELLE the girl website of transformation, not to be a the Vogue website advertising revenue influential. Because of the many well-known magazine sites have been developed, advertising is also relatively stable. Cai Siying disclosed Vogue website advertising revenue grew 50% last year, the site operations have a profit in the past seven years, be regarded as the premier female fashion website, Vogue, Vogue Fashion Network Director. Cai Siying Vogue fashion website as early as 10 years ago, has been self-made Internet content and interact with experts column.

As for the part of Marie Claire Marie Claire advertising Deputy Director Chen Jiaxing ELLE girl’s transformation did not feel any impact on the advertising revenues of Marie Claire, but will be expanded in the future site of Marie Claire, more in line with the demand for Internet readers add interactive content, and hope that the future need makeup information, readers will think of Marie Claire Site Search.

The Zhongde Chang fashion website to think about their own position, whether the website readers ages, preferences. The past, many of the magazine’s website, content with the magazine brand, so the market is relatively narrow, like ELLE website has its own brand image, the comparison is not easy to go to escape from the style of the magazine. Site competitive, female fashion website market is huge, but how to create your own website value and to gain traffic with retractable banner promotion, is the biggest factor to retain users and advertisers.

Yang Xinyi ELLE girl website advertising growth rate, because the site has more space to play the majority of advertisers and websites cooperation activities, the use registration activities or upload data, you can achieve the greatest benefit; while activities and advertising cooperation do itself is also an alternate ELLE girl playing image. Because interactive website in the preamble period for the client checks the click through rate, if ineffective planning, you can quickly correct direction.

Zhongde Chang is very important that the website interactive, it is recommended that the ELLE girl site can join the forum, can attract more users with retractable banners, you can also get more consumers. Regardless of various fashion website how to locate the site are not only attached to the content of the magazine under the advertisers before they are willing to put the budget in the female fashion website.

Modern life is often busy, but there are still 45.2% of consumers believe that it can make people feel enrichment activities, and their families and get along. Family activities, the most common is to have a dinner, especially eating hot pot, most led a lively atmosphere. Laurel Industrial Planning Department main Renhuang Chun-jen, the timing to enter the fall and winter seasons are suitable for eating hot pot, the The Laurel marketing hot pot spindle, on the forward link “hot pot” and “family” relationship, the hot pot became family dinner choice. In addition, through drama and retractable banner stands advertising, and consumers to communicate the importance of family values.

Chun-Jen Huang pointed out that the on Laurel hot pot market, the vast majority use the occasion at home, consumer groups is also home customers mainly concentrated in the 35-49 years old, the family in general around the country, high school children. The laurel observed these children in adolescence, often do not like and talk to their parents, the interaction becomes very small. But for society, “Family” is the most important basis for the unit. Therefore, think of the feelings between the generations “pot” to unite, and special ad series, may face problems in the family, one by one with hot pot to resolve more with Laureate products for the appropriate link.

The fondue for family dinners, can together begin with the end, more can join at any time. In the process of preparing the retractable banner stands, the participation of a lot of parent-child interaction, with preparation and cooking, feel more atmosphere. Therefore, this Laurel hot pot produced five sections of the ad series, inviting image of a very loving family entertainer Wang Yue role as a mother.

The first paragraph, the protagonist is the mother of the little boy, a naughty little boy at school make fun of the students were scolded home a look of frustration, the mother know that he made a mistake again, cooked hot pot into a little boy mouth to his “creative use of local” link creative hot pot product characteristics. Second paragraph, describe the dialogue between mother and daughter, a teenage girl home with a gift from suitors, the girl asked her mother, father had a fancy what point? The mother smiled and replied “reality”, points out the same product features.

The third paragraph is to deal with the feelings between husband and wife, the mother until finally the stay late father home, complaining about the “wait until the heart is cold”; father is naughty to eat hot pot still roll, “how will cool very hot ah. “and give my mother a gift, successfully resolved a couple of possible disputes. Fourth paragraph, the dispute of the father and his eldest son, the eldest son just graduated secretly decided to stay and work in the field, the father was not understanding. The eldest son angrily rushed up the stairs, took the father a child sent to the toy robot, that he never forgets to mention the words of the father in the toy to become a family can protect yourself. Softened father and son sit down together, eat hot pot to relive the moments.

Finally the fifth paragraph, describe three generations living under one roof the New Year reunion scene, Huang Chun-Jen, this period is expected to be around the Lunar New Year will be broadcast is also an important opportunity for the hot pot sales. These paragraphs ad series, mainly closely with “Happy Family Day, the pot” marketing spindle, with a positive family emotional. Implementation, more clips the America TV advertising in the history of the longest five minutes of the full version, expected at 20:40 on October 24th, Sanli news station TVBS-G premiere. Before the premiere, also exposed many leading retractable banner stands advertising, hoping to cause consumer topics.

Huang Chun-jen, the past Laurel hot pot retractable banner stands advertising appeals in favor of the “opportunity” to remind everyone of consumption demands this year is “motivation”. Advertising content in the past stressed that, at 22 degrees C, suitable for everyone to eat hot pot “and the like, while now the consumer motivation” Strengthening Families emotion “as the main appeal. In addition to television advertising, print ads, car ads, retractable banner stands, channel marketing and Internet activities will be properly conducted. America hot pot market now accounts for nearly 70% of the crown, “the family fondue Day” the marketing direction, continue to drive sales growth this year is expected to grow more than two percent.

Why in the past on the amount of advertising in the mass media did not so much crown this big move, in cooperation with the Lancer ad, produced so many fine screen advertising series? Laurel vice president Zheng-Ming Wang said that the face of the recession, many savvy consumers have canceled outside food habits change at home dining. Always produce simple ready-to-eat frozen products, microwave food and hot pot crown, is not to be missed good opportunities. I hope this retractable banner stand advertising strategy to use to remind consumers to be able to successfully downturn, in addition to meals at home can save a purse, also can be the way to unite the feelings of the family, too.

Although the traditional travel agency started, Lion Travel has long recognized, travel agencies must move towards internet marketing this piece. Lion Travel at the Integrated Marketing Associate LIN Cheng Ye said the travel agency itself has no hotels, no planes, no restaurant, but sold in these things, these information together after the most appropriate media platform is the Internet.

Now, with the industry’s marketing, is still stuck in the next print ads and flyers when the Lions travel from 2001 and 2002 on the suspension of the marketing budget of other media, magazines and teardrop banners up with the project activities gradually concentrated 99.99% on the network, to create a website 17 to 20 million visits a day.

LIN Cheng Ye once were advertised on the Internet, teardrop banner (http://retractable-banner-stands.com/13-feet-teardrop-banner-flag-single-sided.html), newspapers and magazines, and leave a contact phone to calculate the number of incoming calls, assess advertising effectiveness. He found that the telephone inquiries from print media to gradually decline.

Large and small travel agencies in America, however, is so great, the Lions travel to how users hearts made a name for itself?

Relying on is in YAHOO! The Yahoo! Home exposure, also YAHOO! Yahoo! and Google under the keyword can track users single from the network, or even not traded. In addition, the travel site as early as 2002 with portal PChome financial group Alliance.

Lion Travel spent on website operators and Internet marketing budget year alone more than 40 million America dollars. Investment returns, annual revenue growth of 40% from the beginning of 2001, the revenues of $ 200 billion in 2006, the store is also a one to open in August 2006, America’s only 16 now nearly 30 stores. 80% of travelers to the Lion Travel website, 30% of which will be directly in the network up and down a single transaction.

2 and a half years ago, the Lions travel to help Tokyo, Japan, a newly opened Spa Hotel location poor repackaging, through the the network fidelity hotel landscape, made a name for itself results full every day, occupancy rate hundred percent.

Portal and niche sites must take into account

However, compared to the Lions travel to focus his efforts on Internet marketing, EPSON, however, think the Internet is both the general public and Focus Media, difficulties in the operation is relatively high, and also need more professional considerations, EPSON nor deny network the penetration rate of the future will be more and more, so EPSON investment budget on the Internet in 2007 increased by 30%. EPSON Imaging Technology Group, Department of Planning Manager Xu Guozhen, although most people are cognitive network Focus Media, but their observations, YAHOO! The Yahoo! portal breadth, and still can not be ignored. EPSON while ago the Star box to help organize activities, for example, users can upload their own photos, combined the EPSON JOE POWER Indian paradise frame, the creation of a unique photo to a friend, you can share, will conduct the popular voted.

Beginning, EPSON publicity the Wretch, PIXNET and yam sky tribe Albums site, hope to achieve precise communication, only a short time at the YAHOO! Yahoo! exposure of results within a day, there are 50,000 people visit the event page, membership has increased by over 50% between the week, which makes the EPSON appreciate, although the Internet is Focus Media, but still can not underestimate the entrance The site brings the power of the crowd. So, starting in 2006, the marketing funds the EPSON spent on the network, has accounted for half of all the marketing budget. Leaving another half for other media like teardrop banners. Among them, 50% of the investment in the portal, 50% under the Focus website, I hope both the public contact, another Focus the accuracy.

Xu Guozhen that the advantage of using a network, from the analysis of the data immediately assess marketing, strategy and direction and be amended from time to time; addition, web2.0 era, the participation of users, but also to communicate enrich the content.

On the the advertisers stand, Xu Guozhen also hope the media agency or network agents can help advertisers interpret data behind meaning as a reference for the next Internet Marketing.

Network into CRM best tools

L’oreal Group, America’s top ten advertising the main one, but L’oreal specializes in the use of traditional media campaigns, Internet marketing seems to be bare-style, whether the use of, but also depending on the brand.

One of the most special, Kiehl’s, was never published in the media and teardrop banner advertising will actually use the network to be the only media tools.

Kiehl’s brand Associate Korea lai falls in the range of 25 to 35-year-old woman said, Kiehl’s target consumer groups, Kiehl’s has always been the budget for investment in the research and development of products, almost without any advertising. But still have to interact with loyal customers, so Kiehl’s decided to use the hair in the form of newsletters, maintain good customer relations.

In the newsletter, Kiehl’s to inform Member new listing news, will tryout coupon, issued before the glaciers sugar products coupon day on the exchange is completed. Currently, Kiehl’s 10,000 members a month newsletter sent an average of 7 to 8 percent of the open letter rate.

Han-lai mentioned, sometimes the banner, Kiehl’s will be the new listing on the MSN home page exposure, and the advantages of cooperation with MSN Messenger also can be placed in the advertising message, can expand the visibility with teardrop banners. However, Han-lai admits Internet marketing budget only accounts for Kiehl’s overall marketing budget of only 5%, she hopes to increase the use of this part of the future.

From the foregoing, the advent of the Internet era, each advertiser can not ignore the network of the new media, but advertisers care more about what new tools can use? What other ideas can change? Figures but also how to be more effective assessment? Expect advertisers to invest more marketing budget on the Internet at the same time, there may be a lot of problems need to be overcome in order to convince advertisers to come up with a marketing budget.

Boom bust, the real estate is still booming, prosperous period in the network marketing than any other industry, Real Estate Brokers real estate boom fueled join the Internet Marketing bold to come more. Yongqing housing statistics on the transaction households, 80% have to YC Realty Network Browse Kanwu.

House is always to bring people the feeling of “Dreams”, like a car, “emotional economy” dominated era, selling just about anything not purely to sell merchandise, added value but also full of hopes and dreams, people in the consumer products, but also spiritual satisfaction.

Real Estate Brokers have played warmth card, the Lutheran Housing recruited artists salsa, shooting retractable banner stand advertising – independent happiness articles, touched a lot of young consumers, and also caused quite a lively discussion on the site. Yongqing housing following the blind man replies, the grandmother articles, has launched a series of touching true story story, attempt earned his tears I can establish Yongqing housing broker, the service is warm and attentive signs.

Dream-style marketing

The recent strong TV and Internet media exposure Yongqing Housing – - truth Series retractable banner stand [http://retractable-banner-stands.com/w31inches-economy-retractable-banner-stand.html] ad, is the integration of various media, the unique combination of traditional media and internet marketing case. In a mere six days, there are 200,000 people click on advertisements broadcast in the network, 80% of the which are the actual truth site viewing, 4 and a half minutes Yongqing housing complete records of brokers, to assist the Foundation for Rare Disorders spokesperson Yang Yu-hsin find room.

Yongqing housing marketing manager Li Shuxing Yongqing a year there will be a lot of advertising budget, this time internet marketing invest about $10 million, the Bee TV on the other television, print media and two thousand five hundred retractable banner stands are up to the nearly billion budget, although the ratio between the two disparities, but if compared with other industries, the investment in the network media is considered a super generous.

Previous TV ads are also walking warmth moving line, combined with a super house Compatibility blind man replies, the grandma chapter to publicity Audio Kanwu new features; This time is no longer a feature-oriented, but rather to establish the Yongqing house brand, shape the image of the customer service a priority.

Lishu Xing pointed out, happens to be this year for the the Yongqing housing moved service, in addition to the internal requirements for improving the quality of service, will also hold a service case sharing sessions, each broker sharing the customer service process, in which, Yongqing found many both warm and touching story, is actually taking place around us, thus using the real material, made into a series of truth story.

Yang Yu-hsin because of the special role of suffering from “Miyoshi’s distal muscle weakness disorder”, spokesperson of the Foundation for Rare Disorders, Yang Yu-hsin visibility, as well as the Yongqing contact occurred during the drip, a 4 and a half minutes of the documentary on this output. Had Yongqing only estimated the 60-second documentary, but because of the difficult trade-offs director finished piece, so the six-minute long film reduced to four and a half, the essence of most television ads made and guidelines that consumers can to Yongqing activities website to watch the full version, and the truth of the story.

Joint users do public service

Li Shuxing Yongqing investment in network marketing, there are about five years to be considered earlier in the same industry in the development of the Internet in the past always focus on innovative services, and this time, Yongqing hope from the brand.

For the consumer, the house is, after all, need careful consideration, and to have a certain economic base, so it is impossible to see the ads will have the urge to immediately buy houses, so is not in the ad appears, thus influencing driven Kanwu or turnover rate. Message discuss mechanisms from the site of view, however, this ad is a rapid increase in the number of message board discussions.

Yongqing this special retractable banner stand activities set up, advertising has exposure in the major sites, when the newsletter and other audio-visual version of the bit, and also combined with the movie Tokyo Tower, as long as the message can be related gifts, hoping to attract a lot more crowds.

Satisfactory the concatenation sticker activities on the retractable banner stands, in October there will be rallies, section chief of the public relations activities of marketing at Liang Huiyan forecast, items will chonggao.

Real Estate Brokers stage

Li Shuxing think, the realtors like Human Resources Agency, there is a very large amount of information needs to be stored, so this is why the 104 Job Bank can be the reasons for the success. Traditional print media, the information can be published are only a small part, and take advantage of the site’s search function, and better able to meet the needs of consumers.

Real Estate Brokers have joined the ranks of Internet marketing is a virtual store services to wider users own search, but also save unnecessary human cost. However the Li Shuxing, the Realty industry still will not ignore the power of traditional media – retractable banner stand for the establishment of the brand, or that could be reached by a broader age demographic.

Lutheran Housing Planning Department Internet marketing manager Xiao Cheng-hua mentioned that the use of television media can quickly build consumer awareness and image of the establishment, the Internet is a scroll, expand the space of divergence to produce more interactive with consumers, Lutheran Housing Because the length of the movie is not need to go to the website to see the full version, but independent happiness before articles also provide users download good response Yongqing marketing activities in this quarter, they will wait and see.