Two strategies for the operation of second floor brands in regional markets

As second-tier brands, they often have poor operational capabilities in the regional market and face many problems in market operations. For example, difficulties in attracting business, lack of effective promotion strategies, poor product display, poor event planning capabilities, etc., have to rely on dealers. And agents open up the local market. Nowadays, the competition in the flooring industry has become fierce. Many enterprises have emphasized the characteristics of exemption from inspections. Therefore, it is difficult to break through the bottleneck of homogenization. Floor companies take the brand route and usually take the national inspection-free products as a symbol.

As early as a few years ago, the national exemption brand has more than 20, and increased at a faster rate. The brands that set up an office in the regional market often have rich experience in regional market operations. Through the office, the channels are flat and the regional market is operating. In the process of opening up the regional market, the second-tier brands are faced with siege of the first-line brands. On the other hand, they face the competition of many new-born brands. How do second-tier brands operate in the regional market?

New products are selling point At present, the floor market has gradually matured, as a second-tier brand, in order to share the cake of the regional market, can only play 'cost-effective' this card. The most popular shapes, materials and substrates in the product design market are based on environmentally friendly materials. Brand building is the key to the brand becoming bigger and stronger. Brands with high reputation and reputation can also establish long-term confidence for the agents. Brand building can increase the market share and economic benefits of products, and can enhance the attractiveness and radiation power of brands, not only relying on media publicity, but also channel construction, customer management, and market management.

There are several points in improving the success rate of franchise stores: focus on hardware advantages, including shopping environment, grades of decoration, sample display, etc.; improve soft power, including the quality and ability of clerk; and enhance brand strength, including word of mouth and service level. Brand power; adopt flexible sales policies. The increase in passenger traffic mainly refers to the improvement of store locations, brand awareness, advertising efforts, promotion appeal, and information dissemination. The hardware advantage of the store should first consider the store site, followed by the operating area. The site should be concentrated in the target passenger flow area, the area must be able to meet the basic requirements of the product can display the effect, sales, brand image.

Agents have confidence in their abilities. In fact, in the second and third-tier markets, the gap between the first- and second-tier brands is not large, and the development of first-line brands is also based on the development of second- and third-tier brands. The operation of these first-line brands in the regional market is also worthy of learning and learning from agents. Compared with first-line brands, second-tier brands have a greater price advantage. Although in the eyes of some consumers only the first, can not tolerate the second, but the first concept can be built through the brand strategy. If sales do not reach the top, prices and services can also be achieved. In the provincial market, temporarily unable to do the first, you can do first in some prefecture-level markets and even some stores. Accumulation of small wins is a big victory, and it will eventually be successful in the regional market.