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According to the planning requirements of the “Twelfth Five-Year Planâ€, the gradual construction of affordable housing stimulated floor sales to a certain extent. In 2013, the task of nationwide urban security housing construction was to build 4.6 million units and 6 million new units, especially in the near future. This huge number is hidden behind the infinite market temptation.
At this critical juncture, how the flooring companies seize the opportunity to seize the commanding heights of the market and quickly and effectively “dig the Nuggets†has become the most pressing issue. Floor companies may wish to make more efforts in the following areas, and perhaps make a difference.
Develop a full-scale corporate strategy
Strategy is important to the enterprise. Corporate strategy generally includes competitive strategy, marketing strategy, development strategy, brand strategy, financing strategy, technology strategy, talent strategy, resource development strategy, and information strategy. The strategies I believe include the company's mission, core values, business principles, corporate vision, corporate core competitiveness and corporate culture. Strategy is a combination of goals and strategies, and it is the overall planning and positioning of the company's vision and mission. The core issue of strategy is the determination of direction and the choice of strategy.
Whether the development direction of the floor enterprise is clear, whether the idea is clear, determines the future of a company. Strategy is the compass for floor business operations. Enterprises without strategies often have a double heart and mind, and they can't find a direction, and the company is in the same place. In the flooring industry, product homogeneity can be described as terrible. Anyone who has made a small contribution to the strategy has quickly grown into a leader in all categories.
Clear brand positioning
The brand has no positioning and the company is not good. The positioning of the brand directly affects the business status of the company. Brand positioning is a comprehensive assessment of the added value of the flooring products in addition to the basic functions, which are more unique and different from other brands.
The positioning of the brand is of course aimed at the market, that is, for the consumer. Consumers are ever-changing, different levels of consumption, different consumption habits and preferences, and different ages at different times. How to discover the needs of consumers, and according to the progress of the times and the trend of product development, guide target consumers to generate new demands and form brand positioning. This is the basic skill of the flooring company to carry out brand positioning.
Improve terminal service construction
Terminal construction is how to move people in the shortest time and the most effective way, then act and buy your products.
From the day of birth, everything is for the terminal. The terminals I mentioned include consumers, dealers, furniture companies, decoration engineering, engineering companies, real estate companies and other individuals or units that need flooring. Corporate strategy, brand positioning, product enhancement, technology upgrade, integrated communication, etc., are all designed to make the terminal a platform for selling goods. Abandoning the terminal means giving up the position, giving up the market, giving up sales, and giving up development.
The development of the terminal strategy needs to be based on detailed market research. As a link between enterprises and consumers, marketing channels are the lifeline of enterprises. Based on the importance of marketing channels, many companies turn the focus of market competition to the construction of marketing channels and terminals. Terminal construction is not a one-time process. It is a long-term systematic project. The act of quick success and instant speculation can only be to lift a rock and lick its own feet. The contest of the market will eventually fall on the killing of the terminal. No matter how great the war, it ended up in the "road fighting." Where does the sales of flooring companies come from? The “hand-to-hand combat†from the terminal.
Expand media communication
The scope of communication does not simply mean advertising. Advertising is only one type of communication, including newspaper advertisements, TV advertisements, radio advertisements, outdoor advertisements, and online advertisements. For flooring companies, communication is to transmit and publicize various information such as enterprises, brands, products, and technologies, so that consumers can understand various information of enterprises, exchange information with each other, and stimulate consumers' desire to purchase. Form purchasing power.
For flooring companies, advertising is one of the important ways to spread brands. Advertising is to be done, mainly depends on what media to choose? What is your brand temperament and what media? How to maximize the effectiveness of advertising? The competition in the flooring industry is becoming more and more fierce, the brand concentration is getting higher and higher, and the future market Going to the medium and small floor companies is getting worse. How to implement integrated communication is especially important. On the one hand, integrated marketing communication covers all communication activities such as advertising, promotion, public relations, direct sales, CI, packaging, news media, etc.; on the other hand, it enables enterprises to communicate unified communication information to consumers. .
Serve people with service
The core of the theory of relationship marketing, integrated marketing, and customer relationship management that has emerged in the past decade or so has included service marketing. Haier is typical of companies in all walks of life because of the success of their services. Zhang Ruimin, the head of Haier, put forward 10 years ago: "Users are always right", "Helping users succeed is the success of the company", "Hail sells not a product, but a comprehensive solution for providing users with certain services. "This looks like a simple service marketing concept, which makes Haier become a world-renowned multinational company from a small state-owned enterprise that is on the verge of bankruptcy."
In the flooring industry, more companies see marketing as direct sales, and service as an aid to marketing. Re-selling light services has become a common problem for many companies. Service marketing is seriously absent. Many floor companies sell their products even if they are finished, there is no systematic service marketing awareness.
Service marketing is based on service, and business marketing is service. Service is the business of the company from market research, technology research and development, product production, brand communication, channel sales, after-sales service, etc. It is a matter for every employee. Under the concept of service marketing, companies are concerned not only with whether the products are successfully sold, but also for the users to enjoy the whole process of the services provided by the products.
In other words, if you sell a flooring product, it means that your marketing work has just begun, not the end. It is not his ultimate goal that the consumer buys your flooring product, but hopes that the floor will bring him beautiful decorative effects. If the decorative effect of the floor can make consumers feel happy, this will be another sales transformation of service marketing as a brand reputation. Take the service tree word of mouth, the image of the brand tree.
If you want to get a piece of the market in the "blood war", there is no way to stand out from the sword. Under the grim new situation of the Chinese flooring industry, these major strategies are favorable weapons for flooring companies to complete their perfect turn.
The purpose of brand positioning is to capture the hearts of consumers. As a flooring company, it is not a product name, or registration as a trademark, that is, a brand. How to create distinctive personality characteristics in product quality, technology, price, packaging, service, image, culture or a certain concept, and form a "unique" personality characteristic in the minds of consumers, this is the positioning of the brand.
Strengthen product competitiveness
The product is the face of the enterprise, and the upgrading of the enterprise product directly reflects the technical strength and scientific research level of the enterprise. Products are also a bridge between companies and markets, and a link between brands and consumers.
The basic functions of flooring products are similar, but because of the different needs of consumers, a variety of functional products for demand have been born. Regardless of the antibacterial, anti-mildew, and formaldehyde removal products, the product must have a systematic product line plan. For market and consumer orientation, adjust the width and depth of the product line to find the most suitable product mix strategy for the market. How to improve the competitiveness of products, we must start from the market segment and start with technology.
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