Export enterprises are faced with four major trends of appreciation, inflation, monetary tightening and consumption upgrading, and recruitment has formed a great impact on the development of building materials enterprises. In the face of such domestic and international situations, how to do a good job in the domestic market? In response to the current situation facing the furniture industry, professionals have proposed the following directional ideas:
Selecting the right position to make the innovation of business model
As a building material company that was originally export-oriented, when you come back to the domestic market, you will find that some of the opponents that you can't see are now leading you with a solid brand and market network, so go back at this time. If you fight with your opponent, then you are likely to suffer. Therefore, the breakthrough of business model innovation based on the selection of the positioning is the best way. However, this may not work, it may mean that your marketing model has to be innovative. For example, you may need to configure your marketing management model to achieve breakthroughs in engineering customer marketing. Further to the so-called business model, it also includes innovation in your profit model. For example, is it based on product profit or service? And your management model, etc., need to be configured according to your market conditions.
Strengthen the shaping of brand image
The brand image of building materials enterprises has experienced three stages. The first is iso quality certification, the second stage is celebrity endorsement, and now it is gradually entering the third stage, which is the bombing of media advertisements such as CCTV. On the one hand, the ambition and focus of brand-building for these companies, these companies will be rewarded as long as they continue to invest. Branding should first be based on your long-term planning of the brand. Otherwise, it will be pure speculation and planning. You will invest more money to make a lot of fun, but you will be familiar with the market. See if your brand has a feeling of "love at first sight, succumb to death". Look for you. This is the only criterion for measuring your brand. If you arrive at the terminal and enter the backyard of the palace, it will be a blind eye, then it can only show that you have no brand, only visibility.
Moreover, the only criterion for testing a brand is time. Looking at the world's major brands, it is a product of time contemplation rather than others. Only the time of the experience, or to say: You can only change the brand loyalty you need when you have long-term investment.
In addition, brand is not equal to advertising, advertising is only a way to quickly improve the popularity, but not the only, is not the most cost-effective investment, in fact, word of mouth and public relations is the best way to spread the brand, not advertising. But advertising has the fastest and biggest spread. I have ever met a small regional brand for furniture. The products are generally styled, but the boss pays special attention to the installation and after-sales service, so the satisfaction is particularly high. He is almost not used for advertising now, and word-of-mouth communication accounts for more than 40%. The community often has more than 300 households. He can win more than 100 households. It is very powerful. In fact, I think it is a brand in the eyes of consumers in this region, and it is not necessarily known in the country.
Focus on the integration and innovation of communication
The fierce competition of who can create the first brand will come to have the advantage, so many companies also increased its spread, but spread must be built on the basis of their brand planning, especially if you extract the core values, such as our competitive incentives The automobile industry is a template. When you think about safety, you must first think of Volvo, think of driving pleasure, you will think of BMW, think of economy and fuel economy, you will think of Japanese Toyota, etc. Every brand car has its own core value, and its publicity will also Try to surround it as much as possible. Therefore, communication must be centered on its own core, otherwise tens of millions of advertising investment will be squandered.
In addition, we must pay attention to event marketing. Event marketing does not refer to isolated event marketing, but is similar to the case of Mengniu's sour milk, which focuses on an event, and simultaneously detonates public relations activities, advertisements, terminals and other forms of integrated event marketing. In addition, it is also important to link the high-altitude communication with the terminal promotion. Advertising is only to solve the problem of customers entering the store, but the terminal is the ultimate problem.
Pay attention to the terminal brand landing project
Long history, good reputation, numerous patents, excellent production techniques, etc., but how do these manifest in the terminal, who will reflect? It is your dealer and clerk. It's a pity that many advertisements are shocking, but the essence of the real product is rarely perceived during the long-term shop. Let us feel deeply regretted. Therefore, in the process of doing high-altitude advertising, don't forget that the most powerful means of branding is the mouth of our clerk and customer. This is the key, and it needs to be integrated with training, terminal construction, word-of-mouth communication and other terminal means. In fact, you can look at some of the advanced brand companies at home and abroad, such as Starbucks and other brands through the terminal can be created to create an internationally renowned big brand.
Further simplify the channel hierarchy, preferably deep cut
If the key to marketing competition in the early building materials industry lies in the channel, then the key to competition now is the terminal, so the closer your management is to the terminal, the closer it is to the market, the better the market, the former and the agent. It is gradually degrading the logistics center, which can enhance the speed of response to the market.
On the other hand, enterprises are also strengthening the control of terminals. Deep integration will be a trend. Gradually infiltrate from market promotion to personnel support to store management, and continuously strengthen the control of terminals.
Continuously strengthen the innovation of joining the channel model
If you have joined the building materials business as long as you have the funds, then the future trend must not be the most important, and the company may continue to improve its franchise model innovation.
For example, in the choice of dealers, they may pay more attention to their business ideas and awareness. For example, the functions that manufacturers need to join will be continuously reduced. Manufacturers may send their own teams to manage. The dealers only want to find a house and use locals. Resources can be.
Focus on terminal shopping guide sales
The competition is fierce, and the homogenization of marketing means strengthens the importance of the terminal. Many times, we have a long-term experience in the store, and many times customers have gone away. A large part of the reason is because our guides lack experience and skills. For example, I have seen excessive enthusiasm to scare away customers, and I have seen a series of problems such as lack of product knowledge, lack of product introduction, lack of shopping guide skills, and insufficient understanding of customer needs. Improvements We can completely sell more than 5 orders per month, so this is very regrettable. In fact, there are a series of simple and practical methods to improve this situation.
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