Hot Kuping: Five questions test floor, "Building the countryside".

<p> 2010, the central "Document" clear: to seize the current rapid growth of rural housing and construction materials supply ample opportunity to support the building of farmers as a major move to expand domestic demand and take effective measures to promote " .building materials to the countryside ", to encourage farmers to build own homes according to the law. .</ P> <P> <P> <p> with the national emphasis on the improvement of rural market and further promote the construction of new countryside, which makes many flooring companies realize the original vision has been separated from the outside of corporate marketing .rural markets, and now there are national support, under current demand, the development of sales channels will become the floor of the "new blue ocean", and with the constant improvement of the rural market, a demand for coverage of large groups will be formally surfaced floors .water, rural areas have become the focus of industry development direction of the floor. .</ P> <p> domestic flooring industry after 20 years of development, industry as a whole become more standardized, but the problems appeared one after another, and now the market trend of product homogeneity is even more serious, vicious competition, price war continued, many companies .also aware of the seriousness of the problem, hoping to take measures to resolve it. .Therefore, the implementation at this time "materials to rural areas", on the floor of a business is undoubtedly a good way out. .Currently, some floors of the building materials business to become the first pilot unit of the countryside, began to march into a huge rural market. .Basically, these companies are outstanding representatives of the industry in the countryside for the big propositions on the floor quite seriously, have on the business channel, subsidies, and product features to make a targeted program. .</ P> <p> However, the floor semi-finished products because of their class characteristics, and the state has not issued formal rules, so everyone is familiar with the previous "home appliances" such a maturity model is in operation with .big difference. .Home improvement materials as the main floor, one of timber resources in recent years as the tension, the floor price is rising. .Therefore, the pilot enterprises not less than 15% discount rate for the average consumer is extremely tempting. .But many companies can really floor of their products, "rural areas"? .Truly realize the "benefit farmers" and the position of the expansion a win-win situation? .Not necessarily so. .</ P> <p> I believe that the enterprises to participate in "building materials to the countryside" First should have a positive attitude, building materials, the main thrust of the countryside is "to encourage farmers to building occupied housing according to the law", instead of building itself back to the countryside .only a means, so we do not expect in the short term by building on the countryside to see the benefits. ."Building the countryside" will be a long term business, Flooring companies really want the "Waste Management" project to do, I think we need to study in depth the following questions: </ p> <p> .First, whether the real end for the rural market? .</ P> <p> to the current situation, many flooring companies only developed a sales network, second-tier market, it is clear that with the implementation of "building materials to the countryside," the channel requirements, there are still gaps. .Enterprises in order to fully enter the third and fourth line market, is not an easy task. .</ P> <p> more dispersed population density of rural markets, transportation facilities are backward and sales network is not perfect, the enterprise in opening up the third and fourth line of talent into the market process, money is relatively large, enterprise management, coordination, capacity .presented no small challenge. .So, for participating in or are preparing to participate in "building materials to the countryside," the enterprise, we must first adhere to first-line, second-tier market and real estate projects and other high-end market, to develop three-, four lines, and close to the rural consumers .channel access to county-level market development effort points, roots in the rural network construction, so that farmers can friends do not go away, at home you can buy quality assured on the floor, forming a fringe of the building materials distribution network. .Second, to strengthen self-discipline, the real three-, four-line market, "the countryside," good job so thoroughly, not only in the "slogan", "form", whether in a normal business sales .environment or "building materials to the countryside" policy implementation must be people-oriented environment, credit management. .</ P> <p> If companies are not really rural areas of the terminal, even if then in good faith, can not fall to the ground so that the "building materials to the countryside" to rural consumers the impression that in the show. .</ P> <p> Second, is none other promotional subsidies or normal? .</ P> <p> "Building the countryside" since the implementation of market performance from the point of view across, "building materials to the countryside" seems not only for the third and fourth tier markets in carrying out, in many first and second .the market could see some flooring brands in the high-profile publicity. .This will allow consumers to have doubts: If this policy is specifically for farmers, other members of the public to buy it, is not also enjoy the same discount? .This is not the real building materials to the countryside? .Or the name of "countryside" as a pretense, and its essence is a long time merchant promotions? .This requires two aspects of our business to do the work: first, for the countryside of the products that are corporate subsidies, and allow direct comparison of rural consumers; second, to the countryside to promote rural development products is based on the preferential policies of the .product, the object must be reasonable consumer screening. .</ P> <p> but the reality is that, in order to better leveraging the rural market, but not so for the interest that the formation of a dealer system too much impact, companies tend to their unconventional products "under the .village "to subsidies to attract rural consumers at lower prices. .But this is often difficult, quality and price-linked analog, pilot activities in the countryside while building a third party is not the government financial subsidies, but not less than 15% of the company's range of direct profit sharing, consumers easily lead to " .subsidies, "the concept of profit sharing with the normal marketing mix. .Some of the rural consumers have questions about: their products are truly get a subsidy to rural areas, or improve the enterprises in the ex-factory price and then the "subsidy" mean? .National implementation of the "building materials to the countryside," the aim is "Waste Management", if consumers feel the benefits in rural areas where to, then the social benefits of such activities, what is it? .Therefore, subsidies must be attached to building materials to rural areas in the open, relying solely on self-discipline and faith in the enterprise is not enough, some form must be expressed in clear and concise, so that consumers at a glance. .</ P> <p> enterprises to develop materials to the countryside, to obtain external credibility is essential. .Currently, the "building materials to the countryside," no government-led, spontaneous behavior as a business, to be carried out successfully, do a lot of difficulties. .Only through corporate let, will not last forever, consumers are easy to become numb. .Given the current government rules introduced in the transition state, whether through the introduction of the local consumer protection organizations, notary public, or community organizations, consumers and other identity screening and "subsidy" of the audit, to establish a third party under the supervision of .in vitro subsidies, subsidies for the implementation of the floor or can be institution supervision, rather than business of talking. .</ P> <p> Third, urban and rural products and after-sales can be one? .</ P> <p> the floor with the development of enterprises in recent years, many enterprises in the first and second market, brand positioning, price positioning is relatively mature, but for a new rural market, must be re- .positioning and re-operation, but the most important thing is quality and service. .</ P> <p> most of the rural market relative to the urban market is a low-end market, so the floor before the company put a lot of products to the rural market is often low-end products. ."Building the countryside" is the enterprise to develop three or four effective way to market, but the development of three or four companies to move towards the market does not mean that the lower end of the floor to the countryside will not affect brand awareness. .With the strong increase rural spending power of rural consumers have the ability, more rights to enjoy a good quality and cheap products to improve quality of life, so "building materials to the countryside," the quality of products and service have been times .The focus of concern. .Many rural consumers are worried, go to the countryside product is out of business products, or there will be in service quality between urban and rural areas. .In this regard, enterprises must develop measures to dispel consumer concerns and take practical action to achieve quality and service of integrated urban and rural areas, so that rural consumers can be assured that use. .</ P> <p> floor has a low-interest consumer durables, "Three quality, seven installation" concept in the first and second tier cities have been gradually accepted by consumers, but in rural areas, low coverage due to the floor ., slow the flow of information, many rural consumers, the concept of the floor is not very clear, in addition to the floor itself has a certain degree of particularity, which determines the importance of after-sales service, so many companies are now the core of the service as a competitive factor .One of the floors to the countryside in the transfer market to promote the same time, will largely be exposed a lot of after-sales service of the defects. .Introduction of the policy materials to the countryside, so many companies stand in the same starting line, the face of fierce competition in the industry, not only to the floor corporate brand, product show up at the same time for the third and fourth tier markets consumer & ldquo .; service "will inevitably be the key to this market to seize, to increase brand awareness and reputation, and if ignored the blind pursuit of sales service, will only short-lived, and will bring damage to the brand. .</ P> <p> four countryside products can "custom"? .</ P> <p> current income of rural residents has been a steady increase of consumption, but because of uneven economic development, different regions of the country three or four different consumer market is still great. .While some developed small towns along the coast, with high-priced personal spending power of the floor, but most of the domestic three or four markets, are more cost-effective products with a higher need. .Rural living environment, lifestyle and the city has a very different, often walking the neighborhood, floor and wear the probability of frequency of use is much higher than in cities, so the performance of quality indicators on the floor is a big test, the floor of the countryside .color, brightness, etc., should conform to the aesthetic ideas of rural consumers can not blindly greedy foreign novelty. .All in all, who's products from the rural market reality, can meet the actual needs of rural consumers, who will win the rural consumers. .</ P> <p> and Now, most of the flooring company's existing product line is mainly for large and medium cities in the high-end market, but these products do not meet the three-, four-line market demand, therefore, enterprises should .change from the inside out way of thinking, but by thinking outside and inside. .With the floor raising the level of production technology, manufacturing cost reductions, our business should go to the countryside as far as possible into these industrial strengths to come up for the rural consumer services, conduct research and development for the production of a more consistent use of the environment in rural areas, farmers aesthetic taste .the products to the countryside, rather than just make a fuss about the price. .Even if the price of products because the countryside is comparatively low, it does not equal the quality of the product can be reduced, in fact its requirements should be higher. .</ P> <p> five channels of commerce is insufficient to make up? .</ P> <p> rapid development of the Internet today, the flooring industry will become a trend of e-commerce, e-commerce should be able to present three or four wire channels to make up for deficiencies play a role. .In recent years, the floor to store a luxury than a decoration, flooring industry, the terminal operating costs increased year by year, if the enterprise in order to "materials to the countryside" and the blind to open the third and fourth line market stores, do not do what, then, .may make some companies and distributors caused great pressure on companies and distributors operating costs increased, in the end Who will "buy" it? .Why not consider using the network business to address the rural market is now almost empty it? .</ P> <p> I believe that with the growth in rural areas 80, the increasing popularity of the Internet in rural areas, rural areas of e-commerce for the building materials provided a good foundation, but also to a considerable extent, ease the floor for rural enterprises .lack of consumer terminal situation. ."Building the countryside," the companies can self-built online store or through a third party to establish the platform, the company's products and services displayed in full, so that rural consumers can not see the house, through the network learned "to the countryside ."business and products needed to choose their own style, color, understanding of dealer service and flooring installation, maintenance, etc., companies can combine online and offline, on line only to do the installation and after-sales service ., can greatly reduce the three-, four-line market development operating costs. .</ P> <p> view of the above thinking, the floor should be sufficient to do business, "countryside" in the preparation, conduct in-depth understanding of rural markets, develop products closer to the rural market, and truly reliable quality, reasonable price .after-sale protection of flooring products recommended to rural consumers. .To get the rural consumers can really feel the "building materials to the countryside" will bring benefits and subsidies, will implement the farmer-friendly policy, the departments concerned must be strict and fair access system, adhere to national standards, adhere to the .environmental protection requirements, the brand through the establishment of a strict access system and access system for dealers, the establishment of third-party organizations on "Waste Management" project of the effective supervision, so that enterprises of the "materials to rural areas" are implemented, .rural consumers can truly appreciate the country's support for rural development. .</ P>.