Responding to market changes, door and window ente

2022-07-22
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The introduction of environmental protection regulations for building materials at the end of 2017 and the rejuvenation of consumer groups have forced the household building materials industry to undergo transformation and upgrading to meet environmental protection and new consumer needs, which means that the old model is no longer applicable to the characteristics of the new era. If door and window enterprises want to make a magnificent transformation in the transition period, they must pay attention to five major changes, solve the problem of terminal development, and forge their own sharp edges

overall home decoration is the consumption trend

last year, the hottest words in the door and window industry were "e-commerce" and "Internet thinking". Some people in the industry are deeply worried about the practice of using "e-commerce" as a life-saving straw and a magic weapon to win in the industry. There is nothing wrong with embracing the Internet itself and building their own information platform system. The problem is, At present, the "Internet exploration" of the building materials and home furnishing industry has not brought "real value" to consumers. Whether it is e-commerce or Internet home decoration, the root of its development should be to grasp the "pain points" of consumers

starting from the pain point, give solutions and put yourself in the position of consumers, which is what the door and window industry lacks. The upgrading of products can not solve the core needs of consumers. What consumers really want is an overall solution, while the overall home decoration completely meets the needs of "one-stop service for consumers", pays attention to design and construction, and the door and window terminals should comply with the trend and make changes in time

consumption reform guides the development trend

take two cases to illustrate the consumption reform, one is the collective decline of Internet cafes, the other is the gradual disappearance of handmade furniture. Similarly, consumer demand also dominates the fate of the door and window industry. The change of consumption is "the change of aesthetics" and "the change of buying habits and using habits"; As the real estate industry moves towards the deep-water area, speculative housing decreases, rigid demand takes the mainstream, the tolerance of poor quality products in the market will be lower and lower, and it will be more and more difficult for door and window terminals to win by low price and low quality, which requires door and window dealers to enhance brand marketing awareness

at the same time, personalized demand has gradually become the mainstream. In the past, when opening decoration companies, a decoration plan can be eaten for a year. Now consumers have become more picky, and good design can almost decide to make a deal. Therefore, both material merchants and decoration companies are changing tricks to please owners. Hougong Jiali 3000 are the candidates for the audition. How to match and combine various schemes according to the limited product styles has become a topic in front of door and window dealers

door and window enterprises should establish a complete set of operation mechanism

many dealers and manufacturers have a vague concept of the business model, believing that it is the patent of successful enterprises and the world's top 500, and it is this kind of thinking that restricts the development of terminals

the door and window industry can adopt a mode similar to the "circulation of a chain of building ceramics", which is summarized as "deep binding, chain expansion, all channel operation, centralized procurement, and full-fledged joint-stock system". From the foothold of manufacturer relations, organizational structure, terminal channel expansion, procurement cost control, and human resource mechanism, a set of operation mechanisms have been established, thus ensuring the snowballing development and growth of enterprises

store operation takes a refined route

whether it is a mom and pop store or a company operated store, the improvement of operation efficiency means the increase of cost and the improvement of the overall quality of store salesperson

the first step of store operation reform is to "reform the boss's life", and the method is five words: "refined operation". What needs to be done for refined operation? Through the practice of stores, we find that we can start from the following aspects: 1. Personnel management: make store personnel more professional; 2. Store atmosphere Management: make the store experience stronger; 3. Event management: make the work of the store orderly and form reporting and data; 4. Customer management: three types of customers should be managed, namely "new customers who have arrived", "new customers who have not arrived" and "old customers". The improvement of operation efficiency must focus on the improvement of four points: transaction rate, customer value, customer flow, and execution

channel integrated marketing innovation

sales channels will not be easily changed, just like home appliance enterprises have cooperated with Gome Suning for more than ten years. Now they are still the main sales channels, so the rest is innovation and improvement

for home decoration channels, we should not only get rid of simple "interest cooperation", but also do in-depth integration. Stores also need to be equipped with professional designers for docking, so that designers can truly become "solution suppliers"; For the community channels, the old routine of sweeping buildings by phone is definitely not good at present. We should explore more methods of "model housing marketing" and "site marketing"; For engineering channels, the traditional marketing mode of drinking, giving gifts and relationship also needs to be innovated. How to provide Party A with a more cost-effective decoration scheme and establish a perfect engineering after-sales service system will be the distinguishing point between professional and amateur engineering companies; For distribution channels, dealers should consider how to export high-quality "management talents" and "business thinking" to affect the steady development of distributors, rather than simply "add some supply cooperation"

the consumption market of doors and windows is changing rapidly, and transformation is the only way for enterprises to deal with the impact. Paying attention to the changes of consumption trends such as overall home decoration, the establishment of a complete set of operation mechanism by enterprises, the refinement of stores, channel integration and marketing model innovation are all the next tasks for door and window enterprises

conclusion:

the state's attention to the healthy development of the building materials market also encourages the transformation and upgrading of building materials enterprises, which plays a guiding role in creating a good industry development environment. The new era has come. Door and window enterprises need to abandon the old model and walk out of a Xintiandi in innovation

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