Investment promotion is not only an old topic in the flooring industry, it is even considered as a unique commercial phenomenon in China. The vastness of the region, the uneven distribution of population, and the dual urban-rural structural differences have raised the level of distribution of commodities. The demand for terminal channel power has long been in a decentralized state, which makes it necessary for manufacturers to increase distribution agencies for intermediate links. At the same time, the large number of small and medium-sized enterprises in the industrial structure and the small size of them have also contributed to them. Must graft the power of dealers to jointly complete the important task of developing the market.
Marketing, a business approach to how companies discover, create, and deliver value to meet the needs of a certain target market, while at the same time gaining profits. For marketing, many years ago, one of Hewlett-Packard’s co-founders, David Packard, said: “The production department may provide defective products, the delivery department may delay delivery, and the accounting department may issue invoices that are not accurate. This will lead to the loss of customers. Only if all employees are committed to providing customers with the promised value, satisfying and pleasing their customers, marketing will be effective."
Merchants, marketing double weapon, are indispensable. Investment promotion and marketing are the cornerstones of a company's survival, and two powerful tools for development and growth. Successful investment promotion and marketing can allow companies to rapidly expand market coverage and market share, and maintain rapid growth of the company. Investment and marketing are so important. The human and material resources invested by enterprises in these two areas are also quite huge. Why can some floor companies invite investment every year? In the end, they will become “search for business†every year, and worry about the dealer’s problems. ? Every year, marketing planning is meticulous, but the final result is disappointing. Materialism philosophy holds that "internal factors are the driving forces for the development of things, and external factors are the conditions for the development of things." The problems that arise in the business investment and marketing of companies need to start from the inside of the company.
Injury on the floor of investment
With the changes of the times, commercial warfare has become increasingly fierce, and traditional investment channels that rely solely on a few small advertisements have long been out of place. Nowadays, investment promotion emphasizes the integrated operation of advertising quality, advertising effectiveness, and direction of dissemination. It belongs to an intellectual work that involves corporate image, strength, and attitude.
Some companies did not even have their own VI system, or were looking for someone to design, but the design results are poor, revealing a rustic, even after the design of the VI, did not master the AI ​​file, can not use ... ... come up with a product The book is just like the effect of poor quality pirated prints. Although I have a good mouth, to the factory to see the strength of the side, but these things give people the first impression is not good enough, people still dare to go to your factory to see it?
Besides corporate websites, corporate websites for floor companies, how many of them can be handed out? Not to mention the content, see the use of pictures, see the introduction of relevant knowledge, mostly scribblers. The vast majority of companies, even their own company's product information is not, or just put a few symbolic products, but also because the size of the picture is not correct and changed. Not to mention home users who want to buy products, even if they are engineering users, looking at such websites will also doubt the strength of the floor companies.
What is particularly troublesome is that most corporate websites in China use huge flash animations as the front page. At current speeds, users must have strong nerves to look at the details of the site. This kind of user experience, corporate website what role?
Speaking of model rooms and flagship stores. What about the floor company's flagship store? The quality is of course uneven. Flooring companies are serious investment, busy building their own money to build channels, are difficult to find a decent store for other dealers to reference, not to mention the visual system, and there are several floor companies to ensure a unified channel store VI ? I am afraid it is rare.
Marketing six losers
The marketing of the modern flooring industry is no longer an idea, a little smart, but a complete set of strategies, methods, internal strength, all-round cooperation and perfect management, which is a comprehensive series of roles. However, looking at the flooring industry, there are six major marketing points are even flattering.
One of the losers: fish and **, size-take-all
Despite the ever-increasing market capacity, companies have found it increasingly difficult for consumers to make wallets. The root cause is that companies cannot adapt to changes in consumer spending habits and spending power, and do not focus on market segmentation, but instead invest limited products in the unlimited mass market.
The size of all-you-can-eat tends to result in the intensification of the profitable and profitable market, and the low value-added market cannot control it. The so-called "fish and **, can not have both", in this case, some foreign companies in Shanghai in order to enter the market into the product, even came up with a "smart" approach: multi-brand production. In other words, several brands are produced in the same factory, but they have taken different surnames (company names or trademarks). After launching on the market, they eventually caused channel conflicts and price conflicts. The distributors were miserable.
Loss point two: heavy price, not heavy value
In order to compete for a limited market share, some manufacturers of laminate flooring are not hesitating to seduce consumers with the price of “bleedingâ€. The fact that the industry is not regulated is one aspect. However, if you want to use "speculative" methods to run a business, you will surely be dying.
The price of a product cannot be maintained because it does not reflect its due value. Of course, consumption cannot continue. "A penny and a piece of goods," this simply means the use value of the product itself. To achieve "a lot of money", we must give "goods" to something more valuable.
Lost point three: Heavy corporate image, ignoring product image
This image is more concentrated in large and medium-sized composite flooring companies. In the impression of consumers, at most, only their advertisements or certain companies are known to have a strong and reputable reputation, but they know little about their products. Although corporate image is important, the competition for market share mainly depends on the product image, that is, the construction of the product brand, and not just the prominent corporate brand. Consumers buy products rather than the name of a company.
Lost point four: over-promotion, lack of core competitiveness
Once there was a well-known large-scale building materials shopping mall, after the “floor festivalâ€, “floor weeks†and “floor eventâ€, etc., the market saw great success and a piece of thriving. However, after the consumers waited and watched for their paralysis, the mall was very poor.
In the regional market, various brands are also full of tricks in the promotion methods: speculation concepts, shopping prices, and ultimately a vicious circle can not be extricated. If you are not sure of the company's continued competitiveness and growth, and do not enhance the core competitiveness of the company, you will only survive harder or decline faster.
Over-promotion is the result of product homogenization. The problem to be solved is naturally product innovation. In order to prevent competitors from imitating, it is necessary to change the technology of the new product R&D model, and form a market barrier before the product is born, and strengthen the market appeal of the product.
Lost point five: Resale, before and after light sale
When the products are sold, they are in trouble. Any brand of products can be warranted for 15 years and 20 years. After consumers use the problem, they are rushing to the side, and the situation is serious and they simply go behind the door...
In fact, many companies are also concerned about after-sales, but because this service requires a large expenditure, the customer management system alone requires a lot of financial, human and material resources. If the after-sales service management is too rude, the customer's own data will not reach the level of marketing services, and it will be impossible to conduct market segmentation.
Lost point six: human resources management, focusing only on results and not on the process
Most marketers in the laminate flooring industry have no sense of occupational security. When many companies assess talent, they focus on the process of creating performance instead of performance. Adopt a simple salary model and pay no attention to the career development of employees.
There are very few companies that can conduct formal training. Many of the training activities are just going through the field and endorsing the book. Companies should not only train for improving the company’s performance, but should also provide systematic and strategic training for their career development to enhance their adaptability to change. To do this, we must fundamentally change the concept of employing people, that is, to create value for their employees, not just to obtain value from them.