Ogilvy once said that the true meaning of the brand lies in the "6 inch mysterious space". This mysterious space is the consumer's head. To win the market, we must first win consumers. Brand intangible assets built in consumers' minds are the company's greatest wealth. Fox believes that no matter whether it is a brand or marketing, only by deeply understanding the characteristics of consumers and studying their purchasing psychology and purchasing behavior can companies take the lead in marketing. No matter how dazzling marketing methods are, they can't exist without the consumer's position.
From the failure case of cartoon children's floor
According to the author's understanding, some flooring companies such as Shengxiang have launched cartoon floors specifically for children. From the perspective of market segmentation, cartoon flooring is a relatively new concept. The starting point of the flooring business's move is: every modern parent is willing to spend money for their children. This positioning seems to be not wrong. In fact, after a period of actual sales, the cartoon floor of the icon has not achieved good market response as scheduled, and now the products have been removed from the shelves. Several other brands that have launched children's flooring have also encountered cold responses from the market.
Is there really no market for children's flooring in China? Fox analysis believes that the failure of some companies to try children's flooring is not due to too narrow positioning and excessive market segmentation, but that flooring companies lack in-depth research on consumers. From the point of view of the buyer, the newly-married families with better economic conditions now generally handle the house-buying and home-furnishing affairs before the marriage and the birth of the child. I would like to ask, before the child is conceived, will the parents have the possibility to choose the children's floor? Even if there is, without knowing the child's gender, how can the parents choose the suitable color cartoon floor for the child? In addition, the most important thing is Children are only a short-term in the process of growing up in life, that is, a few years, but the floor is a durable consumer product, the purchase amount is large, for long-term use. When children grow up, those fancy children's floors will obviously experience "expired" incoordination. The more childish the suit, the more worried parents might buy. As the floor of the children's room, parents will give priority to the safety, environmental protection and durability of the product. Fox believes that if the children's floor is located from the functional perspectives of "environmental protection", "health" and "more abrasion resistance", instead of being developed from the simple idea of ​​color and color, it is in line with consumers buying children's room What is actually needed is also the key to successful marketing of children's flooring.
Floor consumption determines floor marketing. The failure of cartoon children's flooring has exposed the lack of sufficient research and in-depth understanding of consumers by flooring companies. In contrast, our flooring industry, today, various patents and technologies, new terms, new products are numerous, countless. How many patented technologies are thought by consumers and really meet market needs?
Looking back at floor marketing from the consumer's perspective
1. Floor is consumed as durable goods, terminal shopping guide is the key
Like home appliances, flooring is a durable consumer product with a large single purchase amount, long purchase decision time, and collective staff and decision-making characteristics before purchase. Almost every household that consumes flooring has a budget in mind when it comes to decoration, especially consumers with weak purchasing power, who will spend a lot of money on home improvement. According to the amount of decoration, it is easy to calculate what they can afford. price range.
According to Fox's years of experience in consulting services for flooring companies, combined with a large number of terminal research cases, we believe that as terminal shopping guides, they should learn to quickly identify their purchasing power and their purchase strength from the bits and pieces of information entered by consumers entering the store. The price range that can be afforded, grasp the initiative to introduce the product initially. The initial product recommendation is critical. If the price of the recommended product is too high or too low, it is possible to "scare away" that should belong to your target customer.
Secondly, for those who are collectively dispatched by family or friends, the purchaser and the commenter may not be the same person. The terminal shopping guide should quickly identify who is the decision maker and who pays the bill, and adopt flexible and targeted marketing rhetoric.
Thirdly, the floor consumers, who often shop around, finally place the order. For customers who are hesitant among several brands, the terminal shopping guide's "one step" is the key. An excellent shopping guide must not only understand his own products, but also explore the advantages and disadvantages of other competing brands. Only by knowing yourself and others can you persuade consumers who are hesitating in a comparative way.
2. Flooring is a "cold" industry concerned, we must learn to grasp the "hot" point
Those who are not ready to renovate are not interested in the floor. Consumers will only start to pay attention to the floor when it is time for decoration. This is the characteristic of "cold" concern for floor consumption. In response to this feature, flooring companies must have a targeted grasp of "hot spots" in advertising and promotion. According to Fox's long-term experience in branding and marketing consulting for flooring companies and the successful case of "building a low-cost flooring brand", we have summarized a set of practical propaganda that uses lower advertising costs to effectively improve the reputation and reputation of flooring companies means.
First of all, flooring companies should focus on professional media rather than mainstream media, and improve the pertinence of publicity. For consumers, flooring is a relatively unfamiliar field, and only by knowing more and more comprehensive information will it establish a trust relationship with the brand. Because of the high cost of mass media, it is impossible to carry too much content in advertising content, and its role is to spread brand awareness. Mass media has a wide spread, and among the ad recipients, the percentage of consumers who really have floor consumption may be only a few percent. Therefore, flooring companies should make full use of real estate, decoration, home furnishing and other types of media platforms that attract the attention of "quasi-decorators", strengthen brand communication, and promote their products in a soft way, which will be more targeted and effective.
Secondly, before and after house delivery is prime time for floor marketing. Community promotion is of course important. Sneaking out some flyer materials has obviously little effect. How to use the resource platform of the developer or property company to intervene in a series of contact links before and after house delivery It is worth digging for the floor enterprises.
3. How to deal with consumers' "don't understand"
Generally speaking, the information that consumers can accept and understand is the simple, popular and intuitive information. Flooring is a very professional product. Various technical indicators, raw materials with many names, a variety of product series, and frequent product update speeds have confused consumers. From the perspective of products alone, it is difficult for consumers to make purchase decisions. How many ordinary consumers know what is called "sixth generation floor", "EO-level environmental protection", "nanotechnology". Faced with the consumer's "do not understand", the marketing methods of the floor enterprise must not stand on the "expert attitude" to teach, but should achieve marketing communication with consumers in a popular, interactive and persuasive way. For example, in the sales process of specialty stores, shopping guides use real-world simulation methods to prove that the floor's wear resistance, compression resistance or other performance is far more effective and image than verbal teaching, and it is more likely to attract consumers' attention. And identify and buy your products.
4. After-sales service can enhance the reason for purchase
We all say that "three-point product, seven-point pavement" is enough to highlight the importance of floor after-sales service. Flooring is a product that is used for a long time. It solves consumers 'concerns about after-sales quality and adds more after-sales quality care, which will undoubtedly enhance consumers' purchase reasons. After-sales service is not an empty slogan, but to act in a down-to-earth manner and requires a certain cost of investment. Enterprises need to regard the cost of after-sales service as the most cost-effective investment. In terms of after-sales service, the two leading flooring brands of Nature and Shengxiang are undoubtedly at the forefront. Both the “Floor Butler†of Shengxiang and the “Gold Nanny†of Nature have registered trademarks and are committed to Create a professional and standardized service brand.
The era of fine decoration: sudden changes in floor consumption and marketing models
On the eve of the Olympics, the Ministry of Housing and Urban-Rural Development issued a notice expressly ordering "gradual cancellation of rough houses." Beijing, Shenzhen, Shanghai and other cities have stipulated that newly built commercial housing must be completely renovated and sold. This is an excellent opportunity for flooring companies. In 2010, the proportion of fully-renovated residential buildings in Shanghai reached 60% to 70% in the central city. In Guangzhou, hardcover houses accounted for nearly 60% of new developments developed this year, while rough houses accounted for only 40%. In Hangzhou, some experts predict that the Hangzhou property market will enter the "Hardcover Year" in 2008 ... Not long ago, Del Floor won the championship and became the winning bidder of Vanke Real Estate. It set a record and won the target of 500,000 square meters of hardcover real estate, covering Del reinforced and solid wood composite series floors, involving many places in Shanghai, Nanjing, Wuxi, Suzhou and Hangzhou. Fine decoration real estate project.
What impact will the property market in the era of fine decoration have on floor marketing? Will the traditional display model of terminal display be changed? How can floor companies cope with this market change and come up with their own unique marketing tips?
Many companies recognize the importance of terminals in corporate sales: "win the terminal", "terminal is king", however, when we enter the "fine decoration era", how can flooring companies quickly adapt to this important market change, Change the already familiar terminal sales model? Because the traditional terminal sales system based on household or personal consumption will lose its original brilliance. At this time, channels are more important than terminals. It can be predicted that as the proportion of refined decoration real estate continues to increase, the proportion of household and personalized floor consumption will decrease, and the proportion of sales in engineering channels will be increased. This change may be a slow process, but it can be boldly predicted that in the near future, engineering decoration and terminal stores will be equally divided, becoming the two core channels of sales for domestic flooring companies.
The floor covering of the finely-decorated residence is that the developer directly purchases from the floor enterprise in batches, or is handed over to a large decoration engineering company. It does not have a relationship with the floor terminal, it is the decorator and developer who have the right to speak. And good brand influence, engineering case reputation and competitive price (or discount), plus the necessary public relations means, is the key to whether the floor can enter the new huge market of fine decoration channels. How to respond to this market change, how to strengthen brand promotion activities for home improvement companies and developers? How to establish an influential model project? How to establish brand credibility in the mind of decoration companies or developers? Flooring companies need to establish a set of science Brand operation, engineering development system, channel construction plan and service system. Enterprises accustomed to traditional terminal sales can borrow methods from the outside world, ask experts for solutions, and act quickly to win the market. It can be predicted that those traditional flooring companies that are slow to respond and do not want to change will miss the opportunity and shrink the "territory" in the face of this new market opportunity.
Seize new opportunities for marketing in small and medium-sized cities
The property market and the floor can be described as interdependent, and the property market is booming, and the flooring industry is booming. Large-scale real estate development in first-tier cities is driving strong demand for flooring and attracting more brands to compete, especially in key regions, such as Beijing, Shanghai, and Hangzhou. Competition is becoming more intense, with new and weak brands in these regions. There is almost no foothold.
Fox experts believe that: At present, the domestic property market has entered a period of market regulation, and many first-tier cities have suffered from the winter of the real estate market. The development and transaction volume of real estate shows a downward trend, which has dragged down the floor sales. On the contrary, in most small and medium-sized cities in the second and third tiers, they are ushering in the continuous prosperity of the property market, driving the continuous increase in floor sales, which is undoubtedly a new opportunity for floor companies.
We have noticed that the flooring companies and real estate companies seem to be strikingly in sync. When the risk of the property market in first-tier cities increased sharply, and real estate companies swept the strategic shift in second- and third-tier cities, flooring companies also accelerated their layout expansion in small and medium-sized cities. After completing the strategic layout of key cities, some powerful enterprises such as Sacred Icon and Nature have begun to shift their strategic focus and strengthened the deep cultivation of channels for small and medium-sized cities in the second and third tiers.
Taking Zhejiang and Jiangsu as examples, almost 75% of the urban population is distributed in small and medium-sized cities. In fact, the purchasing power of residents in small and medium-sized cities is not lower than that in large cities. With the acceleration of domestic urbanization, small and medium-sized cities will become a new force in the consumption of home building materials. Therefore, in the next period of time, who can eat the market in the second and third tier cities, who will be the new winner of the floor market.
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