With the development of the times, the rise of the knowledge economy and new enterprises, marketing is constantly changing, and market competition is becoming more intense. Now, in the complex market environment where domestic challenges and opportunities coexist, how can enterprises related to ink-jet marking stand out from the competition? How can the knowledge and value of ink-jet marking equipment products be highlighted and transferred to consumers? How can the product penetrate the mind of users and avoid homogenization and price war? How to position the ink-jet marking brand and make it go out to the world? These are problems and puzzles on the development path of enterprises in the field of ink-jet marking. BU Xiang, a well-known marketing expert in the field of ink-jet marking in China, will discuss with you the confusions and solutions of marketing of ink-jet marking enterprises.
BU Xiang has gone through a long and arduous journey from a green hand in the field of ink-jet marking to an independent marketing and technical talent. After graduating with a major in marketing, BU Xiang, with his love for marketing, accidentally entered Videojet (Shanghai) Marking Technology Co., Ltd. to work as a sales specialist in CIJ production line, which officially opening his door to the field of ink-jet marking. During this period, BU Xiang actively studied the relevant knowledge of ink-jet marking, and constantly deepened his understanding of the industry in the process of completing the sales business. With excellent business ability, BU Xiang was appointed by Syntax Technology (Beijing) Co., Ltd., and promoted from Sales Manager to Sales Director in seven years. During this period, he accumulated rich marketing experience in the field of viable data ink-jet marking. In 2015, BU Xiang joined the Wuhan E-read Marking Equipment Co., Ltd. as General Manager and Marketing Director of the company. So far, he has already become a prominent marketing expert in the field of ink-jet marking.
Nearly a decade of accumulation and precipitation, BU Xiang owned keen awareness of the development trend of the ink-jet marking industry, he found that there are two major bottlenecks that restrict the development ink-jet marking industry of China, which are the lack of technological innovation and fierce price competition among peers respectively.
In the face of the lack of technological innovation, BU Xiang took the initiative with his years of immersion in the ink-jet marking industry and flexible thinking ability, and developed and designed two technologies, which are “A Movable Positioning Spray Printing Device for Foil Materials”, and “A Visual Inspection Equipment for Optical Fiber and Cable Production”. His research achievements were widely recognized by the industry authorities after release, and were also purchased by E-read Marking Equipment Co., Ltd. to put into the production immediately, which had a significant impact on the upgrading of E-read Marking Equipment Co., Ltd. ink-jet marking equipment and the marketing promotion of the company. Obviously, BU Xiang’s series of innovative technologies have greatly improved the operational efficiency of ink-jet marking equipment, and greatly improved the detection success rate in the process of ink-jet printing, promoted the technical innovation of E-read Marking Equipment Co.,Ltd. in the field of ink-jet marking detection and ink-jet printing, helped the company quickly occupy new market share, and led the company to open up a new development path in the field of technical innovation.
With regard to the problem of fierce competition among peers, BU Xiang believes that the development of “knowledge marketing” is the solution. At present, there are problems existing in enterprise marketing, such as imperfect marketing systems, poor integration of marketing resources, unchangeable marketing means, lack of pertinence in marketing, and the rapid development of modern social technology, leading to a “lag perception” of consumers to high-tech products. Therefore, it is necessary for modern marketing to spread brands and products by “knowledge”. On this basis, BU Xiang developed and designed “Intelligent Marketing Strategy Analysis System Based on Data Mining”, “Intelligent Target Market User Development System” and other technologies with his years of marketing experience in the field of ink-jet marking, in the purpose of developing personalized promotion and marketing plans by in-depth analysis of user portraits, making the knowledge marketing more accurate and flexible. His research achievements in smart marketing have been highly praised by his peers, and BU Xiang has won the honorary “Pioneer of Scientific and Technological Innovation in the Field of Marketing during the 14th Five-Year Plan”. He also gained the title of “Outstanding Innovation Achievements in Scientific and Technological Innovation in the Field of Marketing in 2021” for his technical achievement “Intelligent Marketing Strategy Analysis System Based on Data Mining”. After that, his influence in the marketing industry deepened. In addition, BU Xiang was invited to serve as an expert judge of relevant organizations and events in the field of ink-jet marking due to his excellent business ability to provide professional guidance for the successful implementation of various activities.
“Technological innovation is the power source for the development of ink-jet marking enterprises, while personalized knowledge marketing is the key to control the complex market, and realizing a high potential growth of the market. The two complements are indispensable.” BU Xiang said that he would continue to guide and implement marketing activities of the enterprise with the innovative intelligent marketing concept, to maximize the value of knowledge, transform the value of customers, and thus realize enterprise value. （Author: LI Zijie）