As a relatively low entry barrier industry, there are still many workshop-style production chains. Under the test of the market economy, the model of the whole industry is becoming more mature, and the flooring brands are constantly carrying out the survival of the fittest. In the critical period of transformation, the floor brand only pays attention to the development of the market, constantly adjusts its corporate strategy, and strives to break through and leapfrog in the homogenization competition of products to become the leader in the fierce competition of the market for survival of the fittest.
Although the market in 2011 was affected by the real estate control policy, the home market has been quiet since 2010, but the rigid housing demand has always existed, and it is still large, especially the recent housing projects in many cities across the country have been fully opened. Under the situation of severe overcapacity and oversupply in the market, wood flooring enterprises must strictly control the quality and compete for market share with products with high cost performance and high quality products.
Market segments
Consumers are now entering rational consumption when purchasing home products. Therefore, when operating the brand, it is imperative to be impetuous. It should be down-to-earth. Over-reliance on film stars as image spokesperson and conceptual operation will be counterproductive. The services of sale and after-sales should be gradually strengthened to make them enter the connotation of the brand. Brand building should emphasize individuality, the more prominent the personality of the brand, the more concentrated the target consumers will be locked in. The consumers with different needs will take the initiative to pay attention to the relevant brands, so that the wooden floor market will not appear to push, price war, and each other. Snatching customers.
Marketing terminal cross-line marriage
As the real estate industry is affected by the state's regulatory policies, the real estate boom has gradually entered a quiet, and it has also directly affected its downstream industry - the wood flooring industry, making wood flooring companies and dealers face unprecedented pressure. In order to break through, companies have adopted a brand and brand to embrace the heating policy, and they have a strong market share. That is to take advantage of the strength of brand alliance, product complementarity, influence of brand reputation, etc., highlighting the marketing advantage of brand alliance. In the market terminal to form a one-stop home service, such as nature, life, North American maple, fusion and other brands in the home marketing terminal marketing to create a one-stop service for home decoration, based on its own wooden floor fist products Other industries that decorate building materials, such as wood flooring, sanitary ware, wood cabinets, ceilings, and even lamps, are committed to becoming a comprehensive and professional one-stop product marketing alliance in the home furnishing market. This cross-industry marketing alliance is for consumers. The attraction is: the variety of building materials in the home decoration, consumers save time and time, and reduce the cost of procurement, and these alliances are trustworthy brands, so consumers buy peace of mind.
The operation mode of this alliance has various forms. In the building materials supermarket, information dissemination and information sharing can also be carried out in the specialty stores of various brands. Cross-banking of marketing terminals is an effective way to share resources, reduce marketing costs, and enhance brands. It will become a development trend.
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