2011 floor market is high-end slow down the middle-low-end best-selling trend

For Mr. Zhao, a distributor in Shanghai, choosing an agent for low-priced floor brands means another sales season in Spring. The choice of floor type depends largely on the dealer. The purpose of a dealer is very simple. To have good sales, to make money, to satisfy consumer preferences, he will choose to run a floor that meets his goals. Dealers will never want to make a loss.

Including high, medium and low grades, it is more appropriate to expand the profit space. The floor industry is becoming increasingly clear. The market welcomes the most complete product categories: from solid wood to intensified and then to multi-layer solid wood, a variety of series marketing, the most systematic price system: complete product categories With a high, medium, and low price range, it can maximally meet consumer needs at different levels of consumption.

In the economic climate or recession, product prices and values ​​occupy a major position in the consumer purchasing process. In 2009, the mid-priced price-strengthening flooring products were most welcomed by consumers; in 2010, medium-to-high-end products raised their heads; in 2011, high-, medium-, and low-end floor brands became businesses' “compatible and inclusive” choices.

Industry insiders joked that floor manufacturers now need solid wood, solid wood composites, and laminate flooring, and product categories are as complete as possible to expand the profitability of dealers. It should be noted here that the laminate flooring products that take high-end routes have a lower market share than solid wood flooring.

Shanghai flooring prices stable at the beginning of the New Year prices generally rise, of course, the choice of low-cost floor brands, businesses are more conducive to the pursuit of cost control and low risk, and the Association experts advise, can not be less than 70 yuan / square meter, or low quality, low environmental protection There are few markets for low-priced floor products.

On the other hand, businesses that choose to sell low-priced floor brands must pay attention to the fact that “low prices” must be in close cooperation with the market, and short-term marketing methods to achieve “enlarging influence and attracting attention” are increasingly being used by the industry. Discarded, the business only knows the market, understands the consumer psychology, and grasps the status of competitors in order to achieve sales. As the saying goes, “Cultivating the length of 100 households is what I use, so that we don’t fall behind; we think hard, often sum up, and there is no one I can”.

Dealers realized that the Shanghai flooring industry has been more or less in line with China's manufacturing industry, but it has not yet completely separated from the "winter". Shanghai's local flooring companies pay more attention to the resources and labor limitations by cultivating talents, strengthening technological innovations and other "premium strategies" to lead the nation's flooring market.

According to media reports, at the end of 2011, the price of flooring in some large building materials markets in Shanghai has shown an upward trend, with price increases ranging from 5% to 10%. Some industry analysts believe that the floor price increases have little effect on consumers due to rigid demand; in addition, the floor accompanying the construction of the building materials to the countryside undoubtedly stimulates the rural consumer market, and also expects high-quality, low-cost floors to patronize farmers. According to the actual situation, whether the farmers need to lay down the floor to rebuild a new house, how much floor price they can accept, and whether the flooring business can really enjoy the quality and price of the peasants in the floor, this needs to be further observed.

Channel sinking network promotion There are experts analyzing the progress of online sales. At present, the living conditions of floor distributors are very high due to the high rents of first-tier cities and the “eight stores in the same area and the same brand”. Faced with the fierce market competition in the first-tier cities, the situation in the second and third-tier cities is still not clear enough, and the promotion of floor brands through the Internet can effectively solve the problem of difficult-to-open channels.

First of all, the large amount of investment in channel development is the industry's "cone" pain in key markets. Shops do not work, shops do not work, shop stores do not make money, and dealers are increasingly unbearable, such as in Pudong, Puxi, Shanghai. The home experience shop is sufficient, and the experience store is not necessarily located in the large-scale home building materials market. As long as the location is convenient for transportation, the advantage of combining online and offline can be used to stabilize the primary market without any problem.

Secondly, the problem of channel sinking can also be solved through the Internet. You can develop dealers with the help of the Internet. As long as there are orders, people who make money will do it. If you do a good job of profit distribution, you will not be afraid of not having a partner. In time, online marketing may become the main sales channel for the industry, and manufacturers should look far into the future.