Brand floor structure optimization is imperative

The distribution of floor industrial clusters is relatively concentrated and mainly concentrated in four major regions such as Shenyang, Jiangsu, Zhejiang, Hubei, Hunan, and Guangdong. The characteristics of these floor industrial clusters are: few large enterprises, many small and medium-sized enterprises, single product structure, and severe homogeneity. Most companies have inadequate product and brand reputations, and the market is weak in risk resistance. How to survive in the adverse market and seek development test the wisdom of entrepreneurs. Ebb Tide, the winner is the king is the last word. How to survive in this round of competition and survival of the fittest?

Accelerate Product Structure Adjustment Regardless of whether it is a product or a brand promotion, whether it is a channel change or a profit model should be adjusted from a structural point of view in order to cope with the adverse effects brought about by the regulation and control of the real estate market this year. People in the industry once pointed out that in the long run, the end result of the flooring industry is that large companies are difficult to be strong, small businesses are difficult to make big, and everyone can only have food but no money.

According to relevant data, as of the end of 2010, the price of floor substrates has risen, together with basic costs such as corporate management, marketing, and staff salaries, the total production cost of floor companies has risen by an average of 12%-15%, and many companies that produce low-cost flooring are difficult to maintain. livelihood. The main reason is that the product structure is single, the difference is not significant, the production capacity is seriously surplus, and the contradiction between supply and demand is reversed.

Strengthen the adjustment of brand values ​​In theory, the brand packaging needs to use the media's power to spread, but from the point of view of product sales, it is a misunderstanding to shape the brand's connotation. Rethinking the situation at that time, the vast majority of companies hired celebrity endorsement brands only from the economic point of view, choose a flat image endorsement, the result is overnight, the building materials market in the north and south of China is full of celebrity head shaking, for sales momentum, but Involving corporate culture, brand connotation is rare.

Practice has proved that this brand value is like a mirage, not long ago. I have done surveys, 80% of companies define the concept of brand value is vague, the sales and advertising as a brand, advertising is more good brand, the result is counterproductive, brand awareness, reputation did not achieve the intended purpose.

In today's relatively developed market economy, brand value far outweighs product value. A company has high-quality products and must rely on good brands. The product is tangible, but the brand value is intangible. The higher the brand value, the higher the added value of the product. Today's consumers are becoming smarter. They pay more attention to advertising while paying more attention to the company's cultural connotations, services full of humanistic care, and inexpensive products.

Accelerating Marketing Concepts Adjusting consumers' habits to measure the size of a brand by the level of the product's price. It is believed that products with big brands and good brands should be sold at high prices. In fact, the concept of consumers has now undergone fundamental changes. Big brands, good brands, and affordable products are the objects of their attention and consumption. Product price positioning should follow the laws of the market. Starting from market demand, good brands rather than high prices may be easier for consumers to accept and recognize.

The flooring industry survived a difficult 2010. Although the government has introduced various regulatory policies in the real estate market, the rigid demand for housing remains large. We should not sing for the home building materials industry, but encourage companies to go forward together. Horizontal, collaborate and win. Channel sinking The third and fourth-tier markets and rural markets are in full swing, and new forms of marketing such as online shopping malls and group purchases are emerging.

In 2011, affordable housing projects in many cities across the country began. Some enterprises break through in the process of industrial upgrading and industrial transfer. Difficulties can be exacerbated. The fact that cannot be ignored is that at the beginning of 2011, the issue of “labor shortage” was further highlighted. The prices of base materials and logs increased and the floor industry was forced to adjust its structure. In order to reduce production costs and improve product profits, industrial transfer and structural adjustment are imperative.