Community-style promotion of doors and windows: manufacturers compete to attack

In today's window and door market, the number of businesses has increased dramatically and the competition has become increasingly fierce. In the same building materials market in the same city, there are more than a dozen stores that operate the same type of products. How to survive in the cruel competition is the first question that every door and window manufacturer must consider. Some manufacturers believe that the market tends to be saturated and the pressure of competition is increasing, and the store business is increasingly difficult to do, and it must find new sales channels. Therefore, the promotion of the community has become a sales model that is used by door and window merchants.

Community Promotion: Building a "Frontier Position" of Sales

Nowadays, there are many ways for consumers to purchase home building materials, which are no longer confined to the traditional booth-type building materials market. The designer's recommended decoration company's material exhibition hall, community's temporary stores, online sales platform, and online and offline group buying parties have all attracted a large number of owners who want to carry out home renovations. The choice of customer diversity has become an irreversible fact.

When visiting home building materials stores, the sales manager of a certain door company told the author: “The sales of building materials near the People’s Square are not as good as before. Customers are not willing to go so far to pick doors and windows products, and even if they come, due to too many stores There is fierce competition and sales cannot be improved."

Want to increase sales, where customers are, and where sales should be. The community carries the customer's life and is the frontline of sales. The sales team with the main purpose of cell interception is the first “barrier” that companies set before consumers. Community promotion intercepts consumers before competitors. One step ahead will produce step-by-step marketing results.

At present, some communities that have been building for a long time are in the era of home product replacement. Therefore, the more mature distributors in the building materials industry, such as ceramics, flooring, etc., have all attached great importance to the role of community promotion. Some dealers also set up an independent community promotion department, established a perfect community promotion system, and achieved good sales performance. The late start of the window and door industry, but also need to seize this opportunity to take the initiative to seize sales channels to increase sales.

Community propaganda: a variety of ways to attack in order to make the community to promote the real role, the company will have to take a variety of promotional measures. The author found that some companies have great determination to promote the community. These companies only left one shopping guide in the store, and most of the employees were sent to the community, achieving zero-distance contact with the terminal consumers, understanding the needs of consumers, and harvesting many orders.

There are many ways to promote the community. During the visit to the Changchun home building materials market, some manufacturers introduced their promotion methods to the writer:

1. Obtaining a list of owners from the property company, making an appointment on the phone, and talking about products at home;

2. Use a salary plan with a low base salary to hire certain business personnel to distribute leaflets directly to the community;

3. Cooperate with property management to hold public events such as house press conferences and home improvement lectures in the form of “Owners Association”;

4. With the opportunity for homeowners, such as weekends, to take a break at home, send promotion teams to directly rent venues in the community to display products;

5. With the aid of scientific and technological means, information is directly sent to the community owners in various ways on the forums of some famous websites.

The role of various promotion methods is not the same. The manufacturer can only achieve the best results by selecting the corresponding promotion method according to the characteristics of the product and the specific conditions of the community to be promoted. Into the community: is "easy" and "difficult". Community promotion is one of the common promotion methods in the current home building materials industry. However, due to the increasingly fierce competition in the “position wars” in the community, the difficulty of its operation is also increasing.

First of all, the state promotes hardcover housing and encourages developers to unify their purchases and unify their decoration, resulting in the loss of target customers for community promotion.

Second, domestic first-tier cities, especially Beijing, Shanghai, Guangzhou, and Shenzhen, are increasingly regulating the management of medium and high-grade real estate, and they have greater resistance to the promotion of the community. In Changchun, in addition to the poor management of some old-fashioned residential quarters, property management in most newly-built communities is very strict and standardized, which increases the resistance of companies entering the community to promote.

Again, the residential property or sales office will increase the demand. The long-term promotion activities “trained” the “wisdom” of residential property management personnel or sales office personnel, and they put forward higher requirements for enterprises entering the community to promote. A few years ago, when companies were promoting the community, they could go straight to the people in the residential property or sales department. However, with the increasingly fierce competition in the community promotion, the residential properties or sales offices are more demanding on manufacturers. The so-called hard to fill, the cost of community promotion is getting higher and higher.

Finally, the owners resisted the promotion of the community. On the one hand, owners have become accustomed to community promotion. On the other hand, some unfair behaviors in the process of community promotion have infringed on the owners' privacy rights. For example, too many single-page homes, excessive false promises, excessive telephone harassment, etc. interfere with the owners' normal lives. Promotion effect: It needs a strong means to create a community promotion that is more and more difficult to do at present. The door companies must improve their operational capabilities, otherwise it is very easy to bring about a loss of soldiers. So, how to improve the operational capacity of community promotion?

For the problems existing in the current cell promotion operation, many businesses have put forward their own views. In order to solve the problem that the community is difficult to access, some manufacturers have taken measures to open small stores in or around the community. The lease period of these small stores is generally six months. The main tasks are to provide consulting services, display products, publish promotional information, and open home improvement classes.

The community service station is both an upgrade of the community promotion and an extension of the enterprise or dealer in the terminal. Door companies can operate independently, and they can also jointly operate with home improvement companies or other building materials brands.

Some owners of new purchases are mostly from the same company. Companies need to collect information on the properties of newly built properties through various methods and analyze their characteristics. If more than one member comes from the same unit, the position of the company’s community promotion can be considered to be transferred to the owner’s “home”—the work unit.

Strictly speaking, community promotion has no fixed way or the best way. As one of the promotion methods for building materials category, the promotion of the community is still being explored. There is a vast market space in the country, and no one way is universal. Only for the characteristics of different districts, the door companies see the move to maximize the real power of community promotion.