Someone asked, why is there no news in the stair industry recently? In fact, no news is the biggest news. It’s only a decade of history. Once it’s so refined, so active, and innovative, the industry that is constantly full of vigor and vitality suddenly has no movement. Isn’t it the biggest news in the home industry?
Indeed, the stair industry has been somewhat quiet in the past two years. It can also be seen at the Guangzhou Construction Expo held recently. Whether it is the number of exhibitors or the proportion of stair exhibits in the stair enterprises, the stairs have become a supporting role.
On the one hand, the overall wind is blowing wildly, so that some people are dizzy, as long as they are used at home, except for not creating people, other creations; on the one hand, cross-border tides are emerging, making wooden doors, doing wardrobes, making floors, making cabinets, making furniture. A whole wind came in. There are more stairs, and there are fewer stairs.
One side is diverted, one side is squeezed, and there is also a downturn in the market, the fickleness of dealers, the flow of talent...
The pressure faced by the stair industry can be imagined! At the 11th Asia-Pacific Economic Forum and the Construction Expo in the pan-home industry, many colleagues who have done the stairway have encountered the same feeling: most people have the same feeling: confused. I don't know where the stair industry will go. I don't know how to choose a company.
The market is changing, grasping the hand of the consumer "God"
In fact, not only the stair industry, but also other sub-sectors such as doors and windows, cabinets, wardrobes and other home industries are facing similar situations.
The reasons are: first, the changes in the market, and second, the problems of the industry itself. The downturn in real estate is only one factor, and the bigger factor is the change in consumer philosophy and habits. Entrepreneurs who often read the news should be aware that in the current and even longer period of time, the real estate market is unlikely to expand indefinitely. Many companies are still hoping for the resurrection of the real estate market, dreaming like 99 to 2006. There are only one sentence in the world, the more hope, the greater the disappointment.
How to make the staircase brand of the whole wooden home improvement bigger and stronger
First, we must build a strong technical force, and do a good job of quality first.
As a technically demanding stair industry, technical strength is the hardware foundation of its brand. Technical construction is the basis for the formation of the stair industry brand, and also the premise of stair brand construction. Staircase manufacturers without strong technical strength and industry leading ability cannot successfully carry out brand building.
It is understood that there are currently thousands of domestic stair factories, and there are very few real brand enterprises. In the minds of many stairway business owners, using money can “snap†a brand. The overwhelming advertising campaign allows consumers to see and hear wherever they are, and not to remember. And this seemingly high-profile brand is not really a brand building. The competition in the stair market is becoming increasingly fierce, and it is no longer a situation in which supply is in short supply. Therefore, many stair enterprises are pursuing to make quick profits, take shortcuts in production and sales, and overdraw the market with inferior products and inferior means. One brand has done a trick, and after changing a brand, the brand is not doing well, and the company can't do it. Big and strong.
An excellent company should bring the latest technology, the quality of excellence, the most popular product style and the most competitive products to the consumers step by step, step by step; in the process of improving the quality of customers' modern family life. It can also achieve sustained and rapid development of the company itself.
Second, strengthen the research and development and promotion of new products, and occupy the market by differentiation.
The development of the Chinese stair industry was not long, but it was developing rapidly, which surprised foreign counterparts. However, after so many years of development, it has been copied from TM and Rongtel into the Chinese market, and has been developed to the Chinese stairway with foreign customs. From workmanship to style, it still follows their style and makes it on the Chinese stair market. The stairs look the same, nothing new.
The International Staircase BrandTM often encounters the problem that there are too many companies in the country to imitate their products. Imitation is inherently inconsequential, or a way that a company must take when it first starts. However, some companies even copied the pictures of the stairs of the people's homes directly, and printed them intact. From this point of view, the stair industry still lacks the people who really calm down to do business, lacking the spirit of opening a century-old shop. Product innovation capabilities are scarce. The product style of one thousand people is completely based on plagiarism and imitation. There is almost no “design†element in Chinese stair enterprises. Everyone has no research and development power on the product, and they copy each other into a wind. Some dealers have short-sighted and blind pursuit of immediate benefits. Joining a brand is actually just to buy a few sets of ladders and to be a more professional facade, and then began to find small workshops in the local processing and production. What's more, simply found a dozen workers to create their own production, "cloning" into the wind. Such a product that is not differentiated will only lead to price wars when the market is saturated, which will make the company difficult to survive.
Third, attach importance to new ideas and promote industry development by various means.
The new concept has increased the point of view of people's observations and provided opportunities for development. At the same time, the emergence and acceptance of new ideas represents openness and sensitivity, and the emphasis on new ideas is to attach importance to development. Sun Gang, chairman of Meibu Stairs, has always believed that the stair industry is the closest industry to art. He has always loved new ideas, so there are always many new elements in the Meibu staircase. It is precisely because the new concept in the history of human development has brought many industries to promote again and again. Stairs as an emerging industry is undergoing changes in the stair industry with the introduction of technologies from other industries, such as new UV coatings. The concept of mechanical engraving has greatly improved the efficiency of staircase production and brought great opportunities. The management of the stair manufacturers should vigorously build a relaxed technical environment and encourage designers and technicians to actively explore new ideas and make the stairs have a sensitive development touch and steady development.
Fourth, establish a sense of service and provide quality services to customers.
As a provider of products and services, stair manufacturers must put the comfort of consumers first, taking into account the practical situation of consumers and their aesthetic psychological needs. Because the use of stairs takes a certain amount of time, and it takes several years or even decades, so the service effect is lagging behind. That is to say, consumers’ evaluation of the manufacturer’s technology is necessarily lagging behind, but the service level of the manufacturers is still There will be a quick feeling, good service can lay the foundation for attracting new consumers, and a bad service experience will affect the customer's goodwill towards the brand. Only by committing to providing humanized services to consumers, in the field measurement, design, production, quality control, on-site installation to after-sales service, etc., in order to make consumers have good brand The first impression can make consumers have an appropriate evaluation of the service level of the manufacturer.
The branded staircase product is inevitably a manufacturer that strictly requires the construction of software (services), has high standards in hardware (technical) construction, and is operating in a down-to-earth manner.
5. Systematization of talent shaping, and gaining the first opportunity for the next stage of competition.
Talent management must be done in the operation of stair products with equal emphasis on technology and services. Talent is the foundation of the stairway enterprise. China's stair industry has developed to the present day, and the shortcomings of its root cause are only one, that is: the lack of corporate talent.
Analysis of some companies that are doing well in the current market, we will find that they tend to start relatively early, and relatively good companies in terms of brand operation, especially the convergence of talents are decisive for their success. effect. Otherwise, there are many companies that started together with them in the early days. How many of them have disappeared now? We should be soberly aware that because the stair industry itself is a very marginalized industry in the building materials field, it has not really been so far. The entry of the enterprise group has given us a lot of development time for the stairs enterprises.
Looking into the future, along with the development of the industry, more and more excellent enterprises will participate in the stair industry. The choice of customers will be more and more, and they will pay more attention to good brands, low prices and short production cycles. More stringent requirements, such as installation specifications, thoughtful after-sales service, etc. In all fairness, which company’s bosses don’t want to do their products well and do well? However, in the face of such a harsh reality in the market, and not the ability of one person, how to attract talents, train talents, and use talents will It is the key to determining the success of a company in the next stage of market competition.
Sixth, the brand operation system is perfect, and the regional advertising is skillfully invested.
Any branding needs a strategy, and the purpose of stair branding is to increase the appeal to dealers and consumers. How to do advertising in the stair industry: From the perspective of the management of the manufacturer, there must be the planning, evaluation, operation, supervision and other aspects of the advertising project. The perfect advertising project operation system is the basis for the manufacturers to profit through advertising.
Manufacturers must not only know which dealers they want to benefit from, but also analyze the situation of the local market with dealers. If you have the strength, you should invest first, especially when the market has just started, you can be pre-emptive and establish the effect of regional brand strength. In addition, advertising investment is not who can afford to win the market, but more than who can use the most unique way to invest less effective money. This depends on the experience of the local dealers in the retail market and the market's insight into the market and gives reasonable advice. In terms of advertising investment methods, we must also be creative and innovative. Many stair companies don't pay much attention to online advertising, street sign advertising, and some storefront promotions. In fact, these are very promising. Advertising must continue to be invested, not like some companies began to bomb after a round of bombing, and thought that this will build the brand. In fact, the brand is a long-term plan. It requires not only many years of careful cultivation, but also innovative ideas, unsatisfied self-innovation and perfect after-sales service. The most important thing is to have a global strategic vision.
All in all, consciously strengthen the branding, the planning and strategy of brand operation is the stair manufacturers to highlight products and services, making them stand out from many manufacturers, attracting consumers and distributors and effective ways to cultivate consumer loyalty. For suppliers of products and services – stair manufacturers, consumers, especially high-quality consumers, are the foundation for their growth and long-term development. Branding is a long-term project. The formation of the stair brand and its value are the result of long-term efforts of the manufacturers.
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