The flooring industry has entered the era of systematic marketing

With the change of the marketing environment, the market economy has brought about the rapid maturation and development of the Chinese market, which has made the effect of a single point of breakthrough worse. At present, the flooring industry has entered a systematic marketing era. After systemization, there is marketing refinement.

From the product point of view, from the shortage to the surplus, it is the first significant change facing the flooring industry in China. In most of the subdivided industries, your products can't be ridiculed. It's harder to exceed the competitors far from the product power (productive product power or the core value of the product). Once upon a time, your products were strong, there weren't many competitors, and the wine was not afraid of a deep alley. Now that your product is advanced today, it may be followed up tomorrow. The day after tomorrow may be homogenized with others. In a while, your opponent may surpass you. Therefore, it is difficult to rely entirely on the advantages of product power. It is precisely for this reason that Chinese companies have begun to pay attention to the refinement of the core selling points of products and have begun to attach importance to the added value beyond the core value layer of the product.

From the price point of view, from the unilateral idea of ​​the enterprise to the value that must be recognized by the consumer, it can be of real significance. The price has become the lever of the game between consumers and manufacturers. It is not a wise move to simply fight prices between companies. Companies wanting to maintain high premiums are also challenged by competition. Price is no longer a single factor. It is more and more relevant to product replacement, product mission, and corporate strategy.

Today, companies must learn how to price their systems, build brand premiums, and let consumers identify the value of products and brands. Therefore, the price of competition will become a more comprehensive competition, including the creation of strategic and product premium capabilities.

From the channel point of view, channel members are constantly making progress along with the development of marketization in various industries, and the transformation of dealers from sellers to service providers is underway. Changes in the channel model will make it easier for companies to control the channels. Today, extensive channel management can hardly support sales targets, and manufacturers need to invest more effort into channels. The battle for channels has become more and more important for corporate marketing.

In this sense, companies can no longer simply make a supplier or simply maintain customer relationships of channel members. Because dealers also hope to get comprehensive guidance from companies in terms of business methods and market operations.

In recent years, the changes in retail formats have also made channel issues more and more important. How do we cooperate with new types of building materials and home furnishing themed real estate developers (such as the House of the National Layout, the Ginza in Shandong, the Daming Palace in Xi’an, etc.) How to carry out secondary business management (distribution management), how to improve the company's operating standards and capabilities, etc., these issues are placed in front of the channel business. The channel disputes of floor companies have been further deepened and developed.

The company's corporatization operations of the flooring agents and the integration of resources in the region and even brand building have already begun. At this time, whether the manufacturers are waiting for the changes or making use of the trend, is to help channel partners to upgrade or step after the channel providers, which all require enterprises. Build channel management and operations capabilities on the system.

From the promotion point of view, from the point of view of promotion, activities including media communication, public relations activities and promotion activities are all promotional activities. In the past, some emerging companies relied on the mass media to disseminate, an advertising film, a spokesperson for the image, CCTV or local TV broadcast in stages, and this era of extensive dissemination has actually been gradually lost. As competition has intensified, promotion has developed in a more integrated direction.

It should be noted that after the current spreading position in the building materials home market, network, exhibition, community, decoration companies, and even matchmaking agencies, such scattered but subdivided and precise dissemination positions have appeared, how the company actually constructs its own sales characteristics of building materials and home products? The promotion model has become extremely important.

Looking at management to be effective in management, efficiency in management has become a reality rather than a slogan. The current competition is more reflected in the internal strength of the company. In the past, many fallen companies did not do business because of bad advertising, marketing strategies and ideas, but they died in management. How companies organize effective marketing teams, how to attract good marketing talents, how to manage them, etc. These issues are fundamental for companies to build core marketing capabilities. Today, marketing management is not in place, and corporate glory must be short-lived and not long-lasting.

From this we can see that trying to rely on a single point of breakthrough to achieve rapid growth of the company is a mystery. The gradual maturation of the Chinese market economy has brought the era of single breakthrough to an end. Therefore, if a Chinese flooring company wants to become bigger and stronger, it will undoubtedly face an all-round, systematic and comprehensive improvement in its overall strength, and it cannot rely solely on a single advantage of the company.

The company's well-known corporate barrel principle says that how much water a bucket can hold depends on the shortest board, and just like the principle of buckets, the level of business management depends on the weakest link in the company. From another point of view, this point of view is: If companies want to become bigger and stronger, they can not have shortcomings, we must enhance all aspects to obtain comprehensive strength. It is because of the changes in the marketing environment of China's building materials home in recent years that flooring companies have entered the era of systematic marketing.

The so-called systematic marketing is nothing more than a single point. It means that companies must systematically and comprehensively view and solve marketing problems. This conception is based on the trend that we provide value for companies to achieve their goals. In our view, systematic marketing is not a mystic theory and an empty concept, he comes from every real marketing details.

The ability of a loom to last long and well, may depend on whether or not a screw is in good condition. Therefore, its operation requires each component to perform its task at its own speed. This is like a business. If you don't see the whole picture of the healthy and efficient operation of the corporate marketing system or ignore one of the details, it may lead to marketing problems. The concept of systematic marketing is to enable companies to have a marketing concept and overall values, so as to enhance the company's overall competitiveness.

The overall enterprise needs the idea of ​​systematization. Every marketing module of the enterprise also needs the concept of systemization. The big system view and the small system view constitute all of the enterprise system view. Over the past few years, we have tracked and researched nearly one hundred of the world’s top 500 companies in the Chinese market and many outstanding Chinese companies and found that these companies are in the process of formulating corporate strategies, implementing strategies, and implementing tactics. It's very good. This has resulted in a sustained and healthy profit for the company. Although you can't see more of the market behavior of these companies, but behind the rules is a systematic marketing operation.

In most of today's fields, in the face of a mature market environment and fierce market competition, enterprises can no longer rely on a certain advantage to achieve both large and strong goals. Therefore, the systematic marketing that focuses on the long-term development strategy of the company is widely recognized.