Flooring industry marketing tools

According to survey data, in the first-tier cities, the proportion of floor dealers who want to replace or add brands is slightly lower, at around 30%; while the floor distributors in second- and third-tier cities want to increase or replace brands by as much as 70%.

According to survey data, in the first-tier cities, the proportion of floor dealers who want to replace or add brands is slightly lower, about 30%; and floor distributors in second- and third-tier cities want to increase or replace brands by up to 70%. the above.

floor low-end brand sings the protagonist

In relatively backward cities, there are almost ten door and window dealers, low-end brands sing the protagonist, the middle and high-end is difficult to be the most second- and third-tier cities The current status of the flooring market.

According to survey data, in the first-tier cities, the proportion of floor dealers who want to replace or add brands is slightly lower, about 30%; and floor distributors in second- and third-tier cities want to increase or replace brands by up to 70%. the above.

The reasons are mainly: First, the first-tier urban home market is greatly affected by the real estate policy, and is still in a downturn. The dealers are afraid to act rashly and adopt a conservative management strategy. The construction of real estate in third-tier cities is still in full swing, with less impact, and the demand for flooring is still growing. Second, the floor market in first-tier cities has been relatively saturated, and most famous brands have settled in. The remaining ‘cakes’ are very limited. The floor market in the second and third tier cities has just opened, which is a good time to grab the ‘cake’. Third, with the improvement of the economic level of the second and third tier cities, people’s brand awareness has gradually increased, and small brand flooring is no longer consumed. In favor of the consumers, in order to meet the needs of consumers, dealers need to increase the operation of high-end brands.

The competition in the first-tier cities is too fierce, and the dealers choose to retreat into the

in the first-tier cities, which are greatly affected by real estate regulation. Red Star Macalline, Real Home, Ginza Home, Fulma, Century Mercure, Haibo Home, Lotte Home… The development in recent years has made these home furnishing stores everywhere, which has also intensified the dealers’ Competition between.

In the case that the brand layout of the first-tier cities is basically mature and the economic environment is not optimistic, most dealers have tried their best to carry out promotional activities to maintain the operation of existing brands. However, store rents, operating expenses, and after-sales service costs continue to rise, constantly touching the dealer’s fragile bottom line, and testing the dealer’s ability to withstand it again and again. There are a small number of dealers who are really ‘熬’ not going down, and they have to choose to evacuate after painstaking pains. This part of the dealers tends to be concentrated in stores outside the bustling business district, or they are still in the incubation period.

Those who open a number of specialty stores often choose to close one or two less efficient stores; only open a store dealer, or retreat, temporarily shut down ‘hibernation’ Or look for a mature business district and wait for the opportunity to fight again in the coming year.

Combined business into a second-tier city dealers to resist the winter’s main way

In order to sales performance, in order to enrich the product range to attract customers, in order to resist the winter to survive better, second-tier city dealers It is common to adopt a multi-brand business approach to target different levels of consumers. Some dealers even work in different industries in the same store, such as floor and floor, carpet and floor, fabric and floor combination operations are also very common.

At present, most of the country’s flooring stores choose a well-known brand to support the facade or use the name to make the store name, in order to attract consumers and improve the store’s grade. Multi-brand, multi-level operations have become the main way for floor dealers to increase sales. Dealers often choose some mid-range brands with high cost performance and high quality to earn relatively lucrative profits. At the same time, they choose some low-end brands to fight prices, attract customers with low-priced products and compete in the market.

Release date: 2015/4/27 11:31:31


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