Stone industry marketing model innovation to promote industr

Writer： admin Time：2008-01-23 10:56 Browse：℃

Natural stone has a different, unique property that determines the unique quality of the stone can not be copied, its unique texture has been drawing tiles and other building materials applications. However, stone tile sales channels than broad, in-depth, in fact, Stone has sold in the market, but the tile, then the production of stone tiles generally not as fully into the terminal market? This is no doubt in the stone industry sales model related.
At present, the Chinese stone industry sales model, the stone business marketing lack of innovation, in the conventional sales model very much profit, there is no incentive to innovate. Today, the stone industry is facing challenges need innovative sales model, urgent out of the vicious cycle of price competition. Today, the stone products to market positioning with the modern stone industry development and adjustment, production technology and product innovation marketing model and strategy to shift sales from the production of stone enterprises. Encourage demand for different markets, develop differentiated products, improve service, expand marketing channels. Enterprises should strengthen awareness of market guidance consumption, mining properties and unique historical and cultural connotation of stone products, to establish their own unique brand culture.
Drawbacks of a traditional sales model
Traditional Chinese stone industry market position of the real estate market is project-based, does not require much wide brand and sales channels, product sales largely determines the sustainable development of enterprises, every enterprise wants to have Mastery smooth sales channels, but the traditional sales channels can not keep up with the changing market, the only way to flexible sales channels in order to respond to changing consumer market and avoid excessive market risk. Over-reliance on real estate projects in the stone industry, now one hundred disadvantages, the stone industry popular hit.
1, a vicious chain reaction.
To grab the project, each individual stone enterprises to lower prices, nausea competition compressed margins, thereby causing a decline in the quality of products, the existence of the phenomenon of shoddy work and reduce outside the stone industry reputation. Some companies set surface, sly set. Compression prices at the expense of product quality, leading to defects in the project, which customers leave poor impression on the entire stone industry left seeds of distrust.
2, the security risk of project funds.
Do a single project, you need to press a lot of money on corporate cash flow negative, especially in the property market downturn, housing prices if funds strand breaks, there is a huge financial risk. After the relevant market research, there are a large number of companies have large sums of money not recovered. As the saying goes "goods to the edge of death," Exactly, some companies present in the case of "old Lai" type, how long can drag on drag long. There's enterprises are operating properly, unable to pay the purchase price, even before the court the prosecution chase money, will be declared bankrupt, stone enterprises finally come, "Full of Tears, a credit list" ending.
3, the breeding ground for corruption in the industry, a lot of fat, "parasite."
For some projects, the normal bidding need to put no small cost, in addition also need all the RBI, to prevent foolproof; after a successful bid in the construction process of the construction units also have "the meaning of meaning"; when the settlement payments , and ultimately, the other side "to eat, take, to be." In addition, the designers in the choice of a particular stone products, also need to take kickbacks, in addition to the design effects have to see the money talk, no benefit will not be used.
4, is not conducive to the creation of stone products and brand promotion.
Because of this engineering butt sales model primarily take the form of "like orders" in order to design renderings prevail, there is no standardized production. Companies are in fierce competition in the market, the original positive profit margins tend to shrink, if the company lacks exploration efforts in product sales channels, business risk will increase in the long term development of enterprises is also very unfavorable for the corporate brand the building is also harmful.
Second, the new marketing model innovation
1, learning ceramics, channel development, the main terminal, towards home improvement.
Marketing model is the nature of market positioning and adjustment of product structure, marketing model in the past only to adapt to existing market positioning, and market positioning Along with the needs of the modern stone market and the development and adjustment, and now want to enter the stone decoration, the is an extension of market positioning, market positioning adjustment will be accompanied by the adjustment of product structure, the product will no longer be just a big board and the project board, made to specifications board to meet the needs of the home improvement market.
Adjusts market positioning and product positioning must keep up with the products, service, enter the home improvement market is not a single stone varieties, selling products, but also to introduce the concept of design, multi-directional meet customer needs.
2, stone into the supermarket. There are stone enterprises stationed in the home experience museum building materials supermarkets or building materials supermarkets, out through natural stone floor, toilet, TV wall and other real applications, give customers more intuitive understanding of natural stone and see how home improvement. This stone museum's original business model has changed the stone sell semi-sales model, to experience the museum showcases stone products, has an intuitive feel and experience the effects.
3, artificial stone business, natural stone composite panels industry has fully into the regional agency, distribution or store brand operating mode.
Artificial stone and natural stone composite panels business enterprise because of the standardization of production and management, had the full import of the regional agency, distribution or store brand operating mode, and there are many companies quickly capture the market through distribution and proxy mode shape their own brand, so that enterprises bigger and stronger.
According to statistics, sales of stone less than about one twentieth of the tile, because the tile by proxy distribution and the way well into the "common people", but the stone is still "Former Yan Wang Xietang" not popular a thousand ten million Wan home improvement among consumers, its sales have far less natural tile. Stone sales down the road has become the consensus of the home improvement industry, who mastered the stone business channels and terminals, who control the commanding heights of industry.
Third, stone processing, industrial upgrading is imperative
Development of stone industry is no longer a simple rough times, additional process stone products is the future mainstream, therefore, upgrading and development of stone industry, but also to upgrade the level of technology, to the current computer technology from the previous manual operation , and gradually developed into a major intelligence reform modern trends.
Nowadays, competition in the stone market is quite powerful, and the traditional manual techniques already can not meet the needs of the entire market, and therefore, can be described as intelligent processing technology is imperative. Bottom productivity mechanized production can be solved before the stone polishing and high cost of this major problem, but with the production of machinery, production efficiency can be greatly improved, while improving efficiency while reducing production costs, why not is it!