How to "break through" the homogenization of flooring industry

At present, in the era of more and more subdivided consumer groups, floor companies need to use differentiated licensing to attract consumer attention if they want to adapt to market development. Under the influence of long-term homogeneity, consumers cannot identify products. Or the difference between brands, so naturally it is not attractive to the market.

Good products need proper market strategies to help them differentiate themselves and stand out. At this stage, many flooring companies have achieved certain unrealistic large-scale, blind national market expansion after achieving certain performance in a certain market. However, due to limitations in their own strengths and promotion methods, they often make their logistics and funds. There was tremendous pressure in the flow of intangibles. In the end, the market did not expand, but instead dragged down the floor companies.

The proliferation of cottage products needs to be "chic"

It refers to a product produced by a company that is significantly superior to the manufacturer of similar products in terms of quality and performance, thus forming a separate market. For competitors in the same industry, the core value of flooring products is basically the same. The difference is in the performance and quality, in the case of meeting the basic needs of customers, to provide customers with unique products is the goal of differentiation strategy. The bottom line for achieving this goal is continuous innovation.

Deep inside one of the floor companies to continue to maintain the leading position, to think of latecomers to the top of the market, you must fully understand your customers, in the subtle place to tap the winning opportunity, tailored for a part of the floor consumer groups Their identity, suitability for their use, and products that do not deviate from their aesthetic and purchasing power. The ideal realm for this kind of product is "no more than a lot" in configuration and function, and "not low and high in consumption level".

In the era of media diversification, floor companies need to strengthen the development of communication mode

There are also differences in the strategies for different product distributions. Some products that need to be purchased with passion need to be promoted by lively promotions. Some products need rational guidance. They may need to communicate public relations from different perspectives. Different media, different attention to news perspectives are also necessary. Different content public relations manuscripts will inevitably differ.

Under normal circumstances, financial media should pay attention to the elaboration of financial, financial, and industry influences; mass media can explain more about the meaning of society and consumers; industry media should pay attention to the interests of the industry; online media can be more flexible and can use manuscripts. Written in detail; some products are relatively high prices, incubation period is even longer. Or products need to grab time as soon as possible and occupy the market in a short period of time. Under normal circumstances, air, land and air campaigns are required, and advertisements, activities, and public relations are carried out intensively.

Of course, this is the basic way of marketing. Specifically, each of the advertising, activities, and public relations can perform different series of techniques, and these different techniques also create differentiation in the mode of communication.