At the beginning of 2012, the cold market of the flooring industry has become very obvious. Industry professionals are not optimistic about the industry prospects. The artificial increase of raw materials caused by the devaluation of the renminbi, the export caused by external appreciation, the real estate market restrictions and restrictions. The tightening of loans and credits has led to a tight capital chain… All of which have greatly affected the basic trend of the flooring industry in 2012. From a longer time perspective, the Chinese economy has experienced rapid growth for more than 30 years. The large amount of demand accumulated in the past few decades has gradually digested in the rapid expansion of market capacity. Whether in the real estate industry or the flooring industry, the future market is still However, the glorious scene of the overall high-speed growth will be difficult to reproduce. Faced with these tests, how the flooring industry survives or even contrarians has become one of the most concerned issues for enterprises.
Excess area of the store, excess business, and overall overcapacity, these can only wait for the entire industry to resolve through shuffling and restructuring. The means by which a single company responds to the decline in the average profit rate of the industry can only work hard to improve the production efficiency, increase the added value of products and brands, reduce channels and management fees, and complete the self-salvation of the enterprise in this ‘industry winter’. The expansion and improvement of channels is the key to the continued development of enterprises in the future.
Perseverance: Traditional channels do deep work and focus on second- and third-tier emerging markets
According to relevant information, current flooring companies Entering the building materials city is still the main channel for retail sales, accounting for more than 60% of all channel models, which is also the traditional channel for sales in the flooring industry. In the traditional off-season of the flooring market in June and July each year, many floor distributors have issued such a voice: ‘The whole market has sold well on the floors of several big brands such as homes and icons. It is understood that the channel construction of the living home floor is in a stage of rapid development. The products cover various styles. In the terminal, the main market is through the sinking of the third and fourth-tier emerging markets and the channel is stripped, and the terminal store is steadily added to meet the market. demand.
According to relevant data, from January to June 2011, the number of new stores in the home has reached 282. In the short to medium term, Building Materials City will continue to be the main channel for floor sales, and the building materials store is also developing towards the ‘flagship store’ and ‘experience store’. The closing of the ‘Live Home’ Hangzhou store, allowing floor merchants to enter the building materials city is more cautious.
Innovation: Breaking through the traditional vision channel to expand more diversified
It should be seen that in addition to large stores, dealers, stores In addition to traditional channels, new channels such as group purchase, engineering and online sales are in the process of rapid development. If flooring companies want to win in the future, they must actively participate in it and develop new channels suitable for them.
factory group purchase
It is understood that the group industry’s group buying activities are in full swing, such as living home floor, David floor The Zhengge floor and so on have carried out factory group purchase activities, and the market has responded well. In the first half of 2011, the family launched a large group purchase of 1,000 people in their three factories in Nantong, Chengdu and Zhongshan, and achieved good market performance with these three large-scale factory group purchases.
At present, companies that have done a good job in real estate development wood flooring projects have icons and large Natural and living home brands. Some time ago, Living Home Floor signed a national strategic cooperation agreement with Contemporary Real Estate and Delta Group. This was after the agreement with Vanke Group, Evergrande Real Estate, Agile and many other well-known domestic real estate developers. Another outcome in the channel. It is understood that the living home floor currently has a high market share in the fine decoration market, is one of the largest floor project suppliers in the country, and has obtained the ‘Chinese developer’s preferred floor brand’ certificate.
In addition, the flooring industry may wish to refer to the development of the home appliance industry and the status quo today. Nowadays, the younger generation who grew up in the Internet era has become the main force of consumption. These people are increasingly adopting such a model when they are buying electricity. Go down to the nearby Gome and Suning to listen to the promoters in detail and optimistic about a certain brand. Model of home appliances, then go upstairs to log in to Jingdong, excellent to go to the order. This consumption model is called the ‘Gome + Jingdong’ model, which can be seen at a glance at the product and enjoy the price concessions. It was just after seeing this ‘vulnerability’ that Gome and Suning, which had not entered the e-commerce, had finally established online shopping malls such as Kuba.com and Suning Tesco, intending to intercept the lost customers. However, from the current point of view, the disadvantages of the latter are quite obvious.
Similarly, flooring companies can also shift their focus to the network, and the logistics cost of the flooring industry is not higher than color TVs and refrigerators, and the requirements for packaging and delivery time. It is relatively more lenient. If the online sales can be supported, then the floor companies will be more emboldened when they play a price game with a store like Red Star Macalline.
The current real estate market is uncertain, the macro floor market is confusing, and if the floor companies only rely on traditional stores, they are likely to be eliminated by the market. Only by focusing on channel reforms and exploring new ways, traditional stores, engineering, decoration companies, community promotion, group purchases and other channels can be used to win the future.
Release date: 2012/3/7 11:50:04
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