The correctness of the strategy of brand sinking in second- and third-tier cities is unquestionable. The sinking of the brand will not only enable more consumers to enjoy more high-quality products, but also land on the blank market, gain the opportunity to promote the stone brand promotion and expand reproduction.
The brand sinks to the second and third tier cities, who is up and down? Not all brands are “waterâ€, and it is very problematic to change places. Similar cases are not uncommon. It is understood that a well-known domestic brand has settled in the Heze market in less than three months. At the beginning of the opening, there were many customers, but there were fewer orders, and there were no customers. The agent believed that the promotion was not enough, so he advertised in the local media, but the results were minimal, and he finally had to close down. Later, it is understood that the quality of the brand's products is first-class in China. The key is that the marketing strategy is not correct: the product style is not new enough, the price is too high, and it is not accepted by the consumers. In such a small and medium-sized city, consumers cannot afford too high levels of consumption. Therefore, distribution must be suitable for the local market.
According to incomplete statistics, there are 60 brands and nearly 80 similar-sized stores in the west section of Danyang Road and Hezhou City in Heze City, but the business is not the same. Some dealers can sell hundreds of thousands of dollars in a week, but some storefronts do not open for a month, which is very eye-popping.
With the sinking of the brand in recent years, there is a strange phenomenon in this less developed city: the big brand is not necessarily good, the low price does not necessarily sell more. The peers fight alone, smashing each other and maliciously competing. Wang Po sells melon-style brand propaganda lacks purpose, and finally leads to consumers' inability to choose and sales are poor. Therefore, there will be better, better, worse, and correspondingly, there will be a collapse.
The reason is that in addition to the increasing competition in the industry, what is more important is that the new franchisees are not well prepared in the early stage, the positioning is not clear, and there is no timely strong policy support from the headquarters, which is the key to affecting their business.
Every dealer wants to share a piece of it, but how to seize the opportunity is the key.
Dealer Marketing Magic: Value Service
A stone manager told reporters that the customers are now God, and they are not allowed to place orders. This requires us to do a good job in all aspects to attract customers. The most important thing is that the service attitude of the early stage guides carefully receives each customer, explains each product in detail, and carefully answers the questions raised by the customers; the post-installation service must have a long-term fixed professional installer. When the work is not busy, it can be fixed for the old customers to return and maintain. Doing a good job in all aspects will attract more customers.
In the low carbon era, environmentally friendly stone is quietly popular
A dealer told reporters that a customer asked a few years ago whether the higher the formaldehyde content, the better. At that time, the dealer wanted to laugh when he heard it. This shows that most of the public's environmental awareness is quite lacking. However, since the "low carbon" slogan was put forward in 2009, people's thinking has not changed much. The artificial stone that is more environmentally friendly in the market has been recognized and welcomed by everyone, and sales have been good. The industry believes that healthy stone is not only an advantage in price, but more importantly, consumers have deepened their understanding of environmental protection and health. Healthy stone is more environmentally friendly and more suitable for sustainable development.
Building materials go to the countryside, the road is difficult
Following the "automobiles, home appliances to the countryside", the relevant state departments plan to launch "building materials to the countryside." The "Expanding Building Materials to the Countryside Policy and Implementation Recommendations" has already drafted the first draft of the China Building Materials Industry Planning Institute and solicited opinions in relevant industries. Thanks to the stimulation and stimulation of national policies, China's rural consumption capacity has greatly increased, and it has greatly surpassed the trend of the city. But how to make building materials to the countryside really benefit the people is one of the issues that everyone should consider.
First, companies must establish a correct view of the rural market and make products.
Second, enterprises must have a sense of social responsibility. While catering to the rural market, they must constantly guide and change the misunderstanding of rural building structures, and gradually move toward standardization.
Third, local brands want to be valued and gain more opportunities to survive.
As a building material enterprise, it is necessary to bring the high-quality and low-priced products that the farmers really need and suitable for the local market to the ordinary people, rather than fake and shoddy farmers. Building materials companies are important to establish brand awareness, which is a long-term solution.
The brand is sinking and the service is first. The service attracts the public and marketing wins the market. Only by doing a good job in the preliminary investigation and pushing the products that are really suitable for the rural market to the public can we win the final victory of this market war.
The brand sinks to the second and third tier cities, who is up and down? Not all brands are “waterâ€, and it is very problematic to change places. Similar cases are not uncommon. It is understood that a well-known domestic brand has settled in the Heze market in less than three months. At the beginning of the opening, there were many customers, but there were fewer orders, and there were no customers. The agent believed that the promotion was not enough, so he advertised in the local media, but the results were minimal, and he finally had to close down. Later, it is understood that the quality of the brand's products is first-class in China. The key is that the marketing strategy is not correct: the product style is not new enough, the price is too high, and it is not accepted by the consumers. In such a small and medium-sized city, consumers cannot afford too high levels of consumption. Therefore, distribution must be suitable for the local market.
According to incomplete statistics, there are 60 brands and nearly 80 similar-sized stores in the west section of Danyang Road and Hezhou City in Heze City, but the business is not the same. Some dealers can sell hundreds of thousands of dollars in a week, but some storefronts do not open for a month, which is very eye-popping.
With the sinking of the brand in recent years, there is a strange phenomenon in this less developed city: the big brand is not necessarily good, the low price does not necessarily sell more. The peers fight alone, smashing each other and maliciously competing. Wang Po sells melon-style brand propaganda lacks purpose, and finally leads to consumers' inability to choose and sales are poor. Therefore, there will be better, better, worse, and correspondingly, there will be a collapse.
The reason is that in addition to the increasing competition in the industry, what is more important is that the new franchisees are not well prepared in the early stage, the positioning is not clear, and there is no timely strong policy support from the headquarters, which is the key to affecting their business.
Every dealer wants to share a piece of it, but how to seize the opportunity is the key.
Dealer Marketing Magic: Value Service
A stone manager told reporters that the customers are now God, and they are not allowed to place orders. This requires us to do a good job in all aspects to attract customers. The most important thing is that the service attitude of the early stage guides carefully receives each customer, explains each product in detail, and carefully answers the questions raised by the customers; the post-installation service must have a long-term fixed professional installer. When the work is not busy, it can be fixed for the old customers to return and maintain. Doing a good job in all aspects will attract more customers.
In the low carbon era, environmentally friendly stone is quietly popular
A dealer told reporters that a customer asked a few years ago whether the higher the formaldehyde content, the better. At that time, the dealer wanted to laugh when he heard it. This shows that most of the public's environmental awareness is quite lacking. However, since the "low carbon" slogan was put forward in 2009, people's thinking has not changed much. The artificial stone that is more environmentally friendly in the market has been recognized and welcomed by everyone, and sales have been good. The industry believes that healthy stone is not only an advantage in price, but more importantly, consumers have deepened their understanding of environmental protection and health. Healthy stone is more environmentally friendly and more suitable for sustainable development.
Building materials go to the countryside, the road is difficult
Following the "automobiles, home appliances to the countryside", the relevant state departments plan to launch "building materials to the countryside." The "Expanding Building Materials to the Countryside Policy and Implementation Recommendations" has already drafted the first draft of the China Building Materials Industry Planning Institute and solicited opinions in relevant industries. Thanks to the stimulation and stimulation of national policies, China's rural consumption capacity has greatly increased, and it has greatly surpassed the trend of the city. But how to make building materials to the countryside really benefit the people is one of the issues that everyone should consider.
First, companies must establish a correct view of the rural market and make products.
Second, enterprises must have a sense of social responsibility. While catering to the rural market, they must constantly guide and change the misunderstanding of rural building structures, and gradually move toward standardization.
Third, local brands want to be valued and gain more opportunities to survive.
As a building material enterprise, it is necessary to bring the high-quality and low-priced products that the farmers really need and suitable for the local market to the ordinary people, rather than fake and shoddy farmers. Building materials companies are important to establish brand awareness, which is a long-term solution.
The brand is sinking and the service is first. The service attracts the public and marketing wins the market. Only by doing a good job in the preliminary investigation and pushing the products that are really suitable for the rural market to the public can we win the final victory of this market war.
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