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“Blank bare house†is tired and come back to the home improvement industry.
The rough house reappears in the rivers and lakes, which is a good news for the replacement of tenants and investors. It is also good news for the home improvement company, the stone brand and the terminal stone dealers who mainly promote the home improvement channel. As we all know, the so-called fine decoration house is only a means for real estate developers to maximize the benefits. Because of the volume procurement and operation, developers are more willing to sell luxury renovated houses. In the years when the finely decorated rooms are infinitely beautiful, the stone brands that mainly promote engineering channels have achieved good results. However, it seems that the wind has changed a bit, and the home improvement channel may be rejuvenated and organic.
"Blue Ocean" has suffered from the home improvement channel for many years.
Due to the mastery of building materials procurement information, the home improvement channel has become a bridge for manufacturers to link terminals. However, for many years, it has been called “Blue Oceanâ€. However, the home improvement channel has not been able to be scaled and specialized. Even some brands with a certain reputation in the field of home decoration can only affect designers, and can truly control the designer channels and form relative There are few companies that have a stable sales model. In the past 10 years of promotion and development, the home improvement channel has not been able to benefit the enterprise sustainably. Instead, it has exposed problems such as high investment, unsound output, low loyalty of the designer, and easy follow-up by the opponent. Forming such a tangled situation, the author believes that the problem lies in the word "specialization." To break through this embarrassment, we must start with "professionalization", integrate channel resources, and create the most appropriate marketing system for home improvement channels. In 2010, the excellent health stone and Marco Polo geography stone have a high popularity, and these two products are environmentally-friendly and high value-added products, which solve the problem of the current consumer's radiation to the health of the stone, in surpassing the natural stone, than the stone. More health, more green than natural, and then purchase according to customer needs, fully tap the market.
First, product realization specialization
Since the development of stone mining into production, the problem of homogenization of stone products has become increasingly serious, and products cannot be differentiated. Many manufacturers can only promote sales through cost, price, and development capabilities of secondary and tertiary markets. As for the low-carbon healthy stone, it is just a legend of specialization. For most brands, it is still impossible to achieve low-carbon, healthy and professional specialization.
Relatively speaking, the healthy stone that has risen in recent years can be regarded as a strange soldier. Although relatively weak in market maximization, the distinctive personality of the product is destined to have a different future. Of course, product specialization is not easy, even the most successful excellence in the promotion of healthy stone, Marco Polo, in the face of ultra-high terminal profits, I believe that its heart is also very entangled. Stone enterprises only dare to invest, with healthy and environmentally friendly stone as the main product, spending huge sums of money to improve the value-added value of products, and pursuing market maximization is required on the road of specialization.
Second, the channel to achieve specialization
Big and comprehensive, is the dream of channel construction for all corporate brands. However, each company's ability and energy is limited. Big brands want to balance the relationship between channels. Comprehensive brands are different from the characteristics of different products. Most SMEs only focus on survival. It is difficult to achieve channel specialization. In addition, the high threshold of high-end retail and pan-home stores is also a real problem that has to be considered. It is understood that after Marco Polo moved to the healthy and environmentally-friendly stone market, Shi Shang China·Marco Polo's 2010 new “Geography Stone†continued to explore the journey.
Third, marketing to achieve specialization
The stone industry is still an industry that relies too much on investment to drive sales growth. Maximizing the digestion of production capacity is the focus of most corporate marketing efforts, but it weakens the professional construction of brands and products and channels. The staffing of home improvement channels, policy formulation, product development, etc. are all highly subjective. To achieve marketing specialization, enterprises must tailor a set of marketing models for home improvement channels and continue to implement them. It is very difficult to take the first step of professional marketing. However, Marco Polo has developed steadily in the direction of professional marketing. After the brand upgrade and transformation, Marco Polo realized through differentiated market strategy, professional marketing team, brand new image and terminal storefront. Comprehensive geographic stone professional marketing strategy.
Following the first round of national industrial layout, some insiders predict that in the future, stone enterprises will set up three-dimensional brands, and enhance comprehensive competitiveness from brand differentiation, product differentiation and production differentiation. This adjustment will cause a new round of changes in the stone industry, and the fast-growing stone enterprises are undoubtedly the first players in this revolution.
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Vanke "naked building" how to reload the home improvement stone?
Since the release of the new real estate policy, the property market has become unclear. The four first-tier cities in Beijing, Shanghai, Guangzhou and Shenzhen have not been spared the “black Mayâ€. In order to break through the dilemma, recently Guangzhou Panyu, Tianhe and many other properties with decoration and sale have changed some products into rough houses, and even the real estate giant Vanke has to "let it go." If the "naked building" is hot again, does it mean that the Spring of the home improvement channel is coming? As the upstream of the real estate industry, how should the stone industry grasp?