Why Jingdezhen ceramics company’s advertisements are less

When several distant scholars came to Jingdezhen for sightseeing and the porcelain capitals of the early Song Dynasty, when they were amazed at Jingdezhen's garden landscape and unique ceramic culture, it was so cold that the Jingdezhen ceramics company had so few advertisements.

A waking dreamer! From the Yingbin Avenue to Changnan Avenue, from Zhushan West Road to the Square, from Dongyi Road to Dong Er Road, in the city's main route that guides them to sightseeing, it is indeed rare to see the local ceramics company’s outdoors. Promotional advertising. What is not unique is that in the local newspapers and other media in Jingdezhen, it is also rare to see the relevant publicity advertisements of the ceramic enterprises.

Why does this happen? Foreign friends are puzzled because in their imagination, Jingdezhen, as a millennium porcelain capital, has many ceramic enterprises of different sizes (workshops), manufacturers are numerous and there are many varieties, and in the increasingly fierce competition, market conditions, ceramic products The advertising should be common everywhere. The author, as a senior citizen of Jingdezhen, could not calm down and explore the causes of this phenomenon when facing the scarcity of shameful local ceramic advertisements.

First, the objective reasons The American Marketing Association defines "advertising" as: "Advertising is a public information exchange. It uses paid media to introduce products, services, or concepts to the public through various media. It is persuasive. Sex.” Advertising advertising, that is widely advertised, widely advertised. What did you tell it and advertised? This is a question that must be clarified and answered before the company advertises. Therefore, one of the important reasons for advertising demand is that companies must first have their own independent brands, and must have their own product advantages and characteristics. The ceramics SMEs (workshops) in Jingdezhen presently stay in sample processing. In the imitation of the follow-up phase, they do not have R&D capability or innovative technology. Therefore, the products produced are difficult to have characteristics and advantages, and the added value is very low. This, to some extent, objectively caused many ceramic companies to have neither the motivation nor the need to spend time and money on advertising.

Second, the subjective reasons In today's market situation, Jingdezhen local ceramic companies in order to survive and get a longer-term development, only to do a good job or do fine work to do the article. Whether it is to become bigger or stronger or to do fine work, it is naturally inseparable from advertising and buzz. Many local ceramic enterprises in Jingdezhen have insufficient brand awareness, lack of confidence in making them bigger and stronger, and specializing in precision. Their short-sighted outlook, emphasis on immediate vested interests, and lack of investment in input are the important subjective reasons that lead to the scarcity of ceramics advertising.