Today, it is domestic flooring industry an important moment of adjustment. Before the relies on exports of enterprises encountered resistance, turn to the opening up of domestic markets. Similarly, many enterprises for many years been committed to building national channels, but difficult.
Some companies even own VI system, or get someone to design a simple, but the design effect, with a rustic, even after you've designed a VI, AI files are not available, you cannot use the ... Come up with a product brochure, printed with inferior pirated. effect Despite saying well, to the factory to see party see strength, can these gives the first impression of the things that are poor people also had no, dare to seeing your factory? repeat business website, business flooring Enterprise website, a few can get out of hand?, not to mention the content to see the picture of use, at the relevant knowledge, bungler. The vast majority of enterprises, and even their own enterprise product information, or simply put a few symbolic product, but also because the image size does not change the type. Don't want to buy products for their own use of home users, even users who looked at the project site, also on the floor and enterprise strength suspicions.
Particularly painful is that the vast majority of corporate Web site home to huge flash animation for the Home. In the current network speed, users want to view the details of the Web site, be sure to have strong nerves. This kind of user experience, what is the role of Enterprise website? repeat the sample room, flagship store. Flooring business of flagship store? quality is of course not Qi ginseng. Floor enterprise is serious business, busy with their own money to build channels that are difficult to save out a decent to shop for other dealer reference, to say nothing of the Visual system, there are several floors Enterprise channel Storefront can guarantee uniform VI? I'm afraid is rarely do.
Channel merchants not by a few small ads is enough to pay attention to the quality of advertising, advertising effectiveness and propagation direction, this is an intellectual work. Franchise fraud is only made in the Visual system, it can quickly attracting hundreds or even thousands, floor enterprise capacity? in investment, your channel management capabilities is ready, your channel training capacities is sound?
Flooring industry in marketing, from the image representative to the Chief Executive of the signings, and then to take advertising film, all the way down, go blindly copying, imitation, a household is successful, collective use, shows that the floor industry marketing means extra space for the upgrade. Imitators that imitates no risk, follow the trend also guaranteed the survival of the competition, which was wrong. Successful innovators why can successfully rely on is not an idea, not a little bit of cleverness, but a complete set of creative ideas, this is a series of marketing capabilities. Investment is in fact a floor of marketing in a first step, this step is going bad, how-to-consumer marketing?
Transportation point: cake and eat it, size thong
Although the market capacity continues to expand, but the company found that consumers pay package has become increasingly difficult. Tracing its roots in the enterprise cannot adapt to consumer spending habits and consumption power changes, do not focus on market segmentation and limited products into infinite mass market.
Size-eat, often enriched with profits and efficiency enhancement of market, low value-added market has not control. The so-called "fish and bear paw, not given to", in this case, part of the field in Shanghai enterprise in order to bring products to market, and even came up with "smart" way: multi-brand production. That is, several brands of the same plant, but took a different last name (company name or trademark), the market ultimately cause conflict, conflict, dealer prices.
Transportation point two: heavy price, the value is not reset
To compete for the limited market share of some compound floor manufacturers willing to "bleed" to lure consumers with hook above cost. Industry standardization, but want to use the "speculative" approach to business, is bound to perish.
Product prices cannot be maintained, because it does not reflect the value, of course, the consumer cannot continue. "Money what you pay for," it's just that the use of the product itself. To achieve "a cargo is money", you must give the "goods" to something more valuable.
Transportation point three: heavy corporate image, ignore the product image
This kind of image in large and medium-sized parquet more concentrated in the enterprise. In consumers ' minds, up only heard about its advertising or certain company strength, good reputation, but on its product is poorly understood. Corporate image is important, but the battle for market share is mainly dependent on the product image or product brand building, not just the enterprise brand. Consumers purchased a product and not a company name.
Transportation point four: excessive promotions, lack of core competitiveness
There was a famous large building materials market, had finished "floor section" a "floor week" and "event", the floor when used in the market, thriving. But consumers on its paralysis by watching it, the shopping centre, Museum of tricks.
In the regional market, the brand also in promotion tools wonderfully: speculation on the concept of shopping prices, ultimately forming a vicious cycle of Mira. If you are not sure of the sustainable development of the competitiveness and ability to enhance the core competitiveness of enterprises, will only survive more difficult or more rapid decline.
Excessive promotional product homogeneity results, to solve the problem of the nature is the product of innovation. To prevent competitors from copying, it is necessary to change the new product development model of technology and product formation market barriers before birth, strengthening product market appeal.
p>Transportation point v: resale, light pre-sales and post-sales
Sales products Kan bragged, any brand of products are available warranty 15 years, 20 years. Consumers use the compete after a problem, the situation of serious finger simply go ... behind closed doors.
In fact, many enterprises are concerned about the aftermarket, but because the service required expenditure is significant cost, single-customer management system will require significant financial, human and material resources. If after-sales service management too rough with customer information does not reach the level of services for marketing, for market segmentation.
Transportation point 6: human resources management, the result is not only to focus on process
Flooring industry marketing personnel are not professional sense of security. Many businesses in assessing talent, create performance and light weight performance process. Take a simple pay mode, do not concern the staff career development.
Formal training of energy enterprises seldom, a lot of training was only perfunctorily, back endorsement. Companies are looking to enhance the company's performance and training should provide their employees to the system of career development strategies training to enhance employee adaptability to change. To achieve these, we must fundamentally change employment concept
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