Channel construction has always been an important path for the development and expansion of floor companies. In the face of the new economic situation and pattern, floor companies have stepped up efforts to expand channels. The so-called “get the channel to get the world” is especially important for the flooring companies. The following analysis of several major directions for the current floor company channel expansion.

First, fully develop the network "Air Force"

All along, the flooring industry sales channels and platforms are mainly terminal storefronts, supermarket stores, engineering procurement, home improvement procurement, etc., and the emerging network direct sales and online group buying model in the past one or two years has not yet been formed. In the brand awareness of floor-shaping, it also relied mainly on magazines, newspapers, outdoor advertising, TV commercials, exhibitions, and corporate events. The emergence and gradual maturity of online marketing is trying to break this law.

Floor companies must dare to try, find no breakthrough points in the original marketing strategy framework, and can't find any break-fixes and tricks. Then jump out of the original routines, find new ways in new worlds, and create new strategies. The height of vision, the height of new ideas to do the marketing of floor products and brand communication.

Floor industry figures said that at present, everyone is very optimistic about network marketing, are increasing investment in this area, in the future to see who can do it well, can network marketing from a concept, a slogan, truly develop into help the development of enterprises Important marketing channels.

potential problems:

Floor distributors have formed such a perception that publicly available quotes cannot form stable sales, and have to admit that transparent quotes do cause a certain store product to lose one sales opportunity, but this is not entirely due to customers getting a quote information.

Dealers in the flooring market have become accustomed to earning high profits. However, the era of network information has arrived and the market price transparency across the country has become a general trend. The era of relying on information asymmetry to earn high profits has also come to an end. Therefore, the network marketing channel is also an important market expansion channel for floor companies and will certainly grow in the future.

Second, the concentration of advantages to seize the trend of tooling channels:

With the introduction of more stringent market regulation, the property market has been further regulated. This poses certain challenges and opportunities for the flooring industry. First, the construction flooring industry is inevitably affected by the regulation of the property market. Secondly, the vigorous implementation of hardcover houses also stimulated the demand for flooring in the tooling market to some extent.

Strategy:

After many houses are finely decorated, the flooring industry is only a “head” in the building materials of real estate. As long as the products are done well, the price can be further improved and the profit space is still quite large. Therefore, the production of high-grade flooring is the future. A development trend is also a transformation opportunity for larger companies.

With the intensification of competition in the traditional home improvement market in the flooring industry and the further development of the national real estate control policy, the installation market has become saturated. Marketing may be a good choice for most floor companies.

Third, take the route of encircling cities in rural areas With the popularization of new rural construction and urbanization construction, there will be a huge gap in demand for building materials. Rural areas are the last of the building materials industry and the biggest business opportunity. Therefore, floor companies cannot afford to miss this rare opportunity period.

trend:

The channel sinks loudly With the increasing competition in the first-tier cities, floor companies should seize the opportunity to vigorously expand the township market to ease the competitive pressure in the first-line market. Small and medium-sized floor companies should also vigorously expand the rural market in order to seek a better space for development.

alert:

First-tier flooring brands are facing difficulties. First-tier flooring corporate brands are positioned in the mid-to-high end. Exploring the rural market faces two key issues in the brand: First, it is feared that “building materials to the countryside” will bring damage to the high-end brand image, and thankless: First, After the end of the policy, whether it should exit the third and fourth-tier markets.

In the third and fourth floor flooring markets, local flooring brands have a greater advantage. Due to the long-term operation in the local area, a certain reputation and fixed consumer groups have formed, and product designs that are more suitable for local consumers have made local flooring brands more competitive. First-tier flooring brands are bound to be suppressed by local local brands if they go to the countryside.

The first-line flooring brand marketing channels are mainly concentrated in large and medium-sized cities, and the countryside will face the danger of “insufficient food and grass”.

Strategy:

First-tier flooring companies should change their thinking from the inside out, but from the outside to inside, use their own talents, research and development, equipment and other advantages, and develop new products that are closer to the market demand for the market demand of the third and fourth-tier markets.

The price elasticity of the third and fourth-line markets is large, but it does not mean that consumers just pay attention to prices and do not care about brands. First-tier flooring companies should cleverly integrate the brand's existing advantages and formulate effective communication strategies. Limited to the current state of the media in the third and fourth markets, outdoor and public transportation advertising will be better.

There are two ideal ways for the construction of first-line flooring companies: one is the direct investment promotion of the third and fourth-level channels; the other is the delineation of regions to encourage the development of third- and fourth-tier distributors in the region.

potential risks:

Farmers have low income levels, unstable income growth and low degree of monetization, which seriously restricts the increase of farmers’ purchasing power, resulting in low per capita consumption of farmers. In addition, farmers' consumption habits and consumer attitudes are also quite different from those of urban residents, making it difficult for rural consumer markets to start. In the short term, high-end flooring products also appear to be extravagant in rural areas. In contrast, the low-to-medium floorboard market will be buoyant in rural areas.