The serious over-production of flooring industry adjustment marketing concept

Although the market in 2011 was affected by real estate control policies, the home market has been quiet since 2010, but the rigid demand for housing has always existed, and it is still relatively large. In particular, the protection housing projects in many cities across the country have recently been fully opened. In the situation of severe overcapacity and oversupply in the market, wooden flooring companies must strictly control the quality of their products, and compete for market share by using products with higher cost performance and high quality.

Consumers in the segment market are now entering rational consumption when buying home products. Therefore, in the operation of the brand, avoid impetuousness and should be down to earth. Over-reliance on movie stars as spokespersons and concept operations will be counterproductive. The sales and after-sales service should be gradually strengthened to make it into the brand's content. Brand building should highlight individuality. The more prominent the personality of the brand, the more focused target consumers will be. The consumers with different needs will actively pay attention to the relevant brands, so that the wooden floor market will not appear to push, fight price war, and each other. Grab customers.

Cross-border brand marriage As the real estate industry is affected by the state's regulatory policies, the real estate boom has gradually entered silence, and it has also directly affected its downstream industry, the wood flooring industry, which has caused wood flooring companies and distributors to face unprecedented pressure. In order to break through, companies have adopted brand and brand strategy to huddle, and have taken a strong share of market share. That is, using the strength of brand alliances, complementing products, and the influence of famous brands, etc., highlights the marketing advantages of the brand alliance. Form one-stop home service in the market terminal, such as nature, living home, North American Maple, and other brands to build a one-stop service for home decoration in the terminal marketing of home stores, and extend the product on the basis of their own wood floor products. Other industries of building materials, such as wooden floors, sanitary ware, wooden cabinets, ceilings, and even lamps, are committed to becoming a comprehensive and professional one-stop product marketing alliance in the home market. This cross-industry marketing alliance is for consumers. The attraction is: the complete range of building materials in home renovation, consumers save time and effort, but also reduce the cost of procurement, and these alliances are trustworthy brands, so consumers feel comfortable buying peace of mind.

This alliance's operating mode has many forms. On the site of the building materials supermarket, information dissemination and information sharing can also be carried out in the stores of each brand. Inter-market marriage of marketing terminals is an effective way for customers to share resources, reduce marketing costs and upgrade brands, and will become a trend of development.

Actively meet the grounding board online shopping network purchase time, saving, peace of mind, cost, payment and convenient features, has been accepted by the majority of Internet users, but the home decoration industry product sales model is still stuck in the traditional terminal marketing model, not fully comprehensive Into this service trend. For merchants, the advantages of online shopping are: reduce sales costs and network sales coverage.