Wooden door corporate marketing new model: Drive sales with quality Drive sales with brand

Since the formation of the industry, then companies will have to consider its marketing road, when it comes to marketing a lot of wooden doors companies will think of improving corporate awareness and establish a brand image. Then we will think of a series of actions that are overwhelming with advertisements, celebrity endorsements and so on. As to whether these practices are correct, we will not discuss them, but for a just-initiated industry, especially the small and medium-sized wooden door companies in the industry, it will undoubtedly be a heavy burden, and a poor grasp will cause companies to get into trouble and not stand up. It is 2011 for the new environment.

Several issues affecting the development of wooden doors

The competitiveness of the company is not strong

The lack of competitiveness of enterprises is a major problem affecting the development of enterprises. At present, the door industry market is in a period of rapid development. The number of brands has increased dramatically. The phenomenon of operating multiple brands in a terminal store is widespread. Affected by the reduction of export tax rebate rate, some manufacturers who export are forced to switch to production. Domestic sales, and this part of the company's strength, investment in human resources, financial ratio, high intensity, great marketing strategy and planning, which exacerbated the market competition, and brought greater pressure on some small and medium enterprises, SMEs can hardly cope with this kind of competition. Because of the limitations of salary and development space, it is difficult for small businesses to retain talents. After all, the core of competition now is the competition of talents. In addition, the management system is not perfect, and its own research and development capabilities are not strong, including structural styles, material selection, etc. Most of them are plagiarism. The traditional use of doctrine, according to the customer's drawings to process or produce old products, can not use their own research and development of new products to obtain high profits. These factors have reduced the company's core competitiveness.

No uniform specifications, order production

Another bottleneck that restricts the development of wooden doors is that there is no uniform size, which cannot be produced in batches because of inconsistent dimensions. It is even more difficult to plan production and to prepare goods in advance. Only order-based production can be implemented, affecting sales performance and giving the production department Staffing also adds a lot of pressure.

Corporate reputation issues

The credibility of the enterprise itself cannot be ignored. In the early stage of investment promotion, preferential joining policies are formulated. The quality assurance of business personnel's commitment to the chest and the delivery date, after-sales service, etc. are either incomplete or not in place. Businesses, being caught in the middle and working hard, are miserable, and they are unfair to them. Because of the company's failure, the turnover rate of dealers has increased and there has been a situation where all efforts have been abandoned. The root cause of the problem was found, and only the right medicine was prescribed.

Solution

Implementing a chain marketing model

In order to improve the company’s core competitiveness and popularity and establish a brand image, many industries are investing more heavily in advertising, and hundreds of millions are commonplace. This is unrealistic for a wooden door company. This is also a result of its industry and products. Specificity is determined by.

The wooden door industry is a new industry, mainly SMEs. Its products are consumer products that can be used for a long period of time. Most of a person's life experiences only one or two renovations. When he does not plan to purchase this product, your advertisement is very It is difficult to impress his impression. When they intend to purchase this product, the impact on them is often the influence of the company's store in the market, the recommendation of the clerk, the designer and even the recommendation of the carpenter, especially the user's recommendation. Therefore, the wooden door companies should take the promotion channel to increase the market share, increase the sales volume with the market share, and drive the brand's chain marketing model with sales volume. In this aspect, the experience of a brand company in the wooden door industry is summarized.

The implementation mode of chain marketing model:

Focusing on outlets and taking the road to “encircling the cities from the countryside”

The most direct and effective way is to set up a company’s direct-operated stores or experience halls in the primary markets of each region, exercise the office’s functions, use the direct-operated stores as the axis, radiate the secondary and tertiary markets, expand sales channels, and take “rural The road that surrounds the city first develops an agent in the secondary and tertiary markets, and then captures the primary market. For agents, the status as an agent and a secondary agent is not the same, so it is in the secondary and tertiary markets. It is relatively easy to develop an agent.

Improve internal strength and promote publicity

It is also necessary to do some publicity for the more influential media in the industry and to do some necessary certification in order to successfully carry out work and improve the reputation of the company in the industry. In addition, it is to improve the company's internal strength, especially the product quality, material selection, delivery time, and after-sales service.

The facts also prove that many wooden doors companies have received good results in the pattern of quality driven sales and brand sales.

From capital type to knowledge type, strengthen personnel training

In recent years, China is also undergoing a transition from a capital-based economy to a knowledge-based economy. It is also important to increase the core competitiveness of enterprises. Enterprises should establish their own R&D institutions to take a step forward in the application of styles and materials, and strengthen internal management. Create a management model that suits you and think of ways to retain talent. Making good use of talented people, especially talents in technology, management, and marketing, after all, competition has now turned into talent and knowledge competition.