Marketing: how to make building materials business healthy

Core tip: as an enterprise consultant, the building materials industry has few people's long-term attention The author has been engaged in consulting training for eight years Now, from different perspectives, I will summarize the building materials business and how to do it healthily for friends to refer to 1、 Historically, building materials industry can be divided into three categories First, the trend of growth of enterprises Enterprises rely on the peak growth of real estate to survive Once they are in the stage of real estate being suppressed by policies, the business can be described as "being hibernated" When the wind of real estate rises again, it will seize the market share quickly This type of enterprise relies on its strength, Paint knowledge how about Akzo Nobel Powder Coating Recommended introduction: powder coating is a kind of coating with different form from general coating, which is in powder form It is a new type of coating, because of its own advantages and more and more known by people Let's introduce Akzo Nobel Powder coating Akzo Nobel Powder coating is a cost-effective coating solution, which can be applied to different kinds of products After the treatment of static electricity and fire baking, a tough and durable coating surface will be formed, with the least impact on the environment Since the introduction of this technology, powder coating has been able to continue to maintain the Home of coatings news: as an enterprise consultant, the building materials industry has few people's long-term attention The author has been engaged in consulting and training during the past eight years Now, from different perspectives, the building materials business, how to do it healthily, for friends' reference 1、 Historically, building materials industry can be divided into three categories First, the trend of growth of enterprises Enterprises rely on the peak growth of real estate to survive Once they are in the stage of real estate being suppressed by policies, the business can be described as "being hibernated" When the wind of real estate rises again, it will seize the market share quickly This type of enterprise, with the help of good wind, sent me to Qingtian But the sign is "Kite", which is always restricted by wind and rope The fate is determined by the market The second kind is the company with brand growth This kind of building materials company's advertisement + product + service + training, complete supporting facilities, with Tiandou, happy infinite; with Didou, happy infinite; with people, happy infinite Their own good internal driving force, business is often sesame blossom, thrifty The disadvantage is that once the same industry positioning, design and color, communication, specification and price are duplicated and competed, the cash flow and profit will decline rapidly This type of company has clear strategy but not enough flexibility, and its fate is determined by the industry The third type is structural growth team There are four elements: • home - the presence of employees and consumers, "from one home to another" atmosphere, will produce a pattern of not as good as new clothes and not as good as old people Schools - through special training, work instead of training, meeting instead of training and other ways, the employees consolidate the professional knowledge, sales skills and other basic skills required by the market; consumers can obtain professional information and professional voice of employees in the building materials industry at any time, and enrich themselves into a theoretical expert Military - a completed contract is a military order It is the key to ensure the basic satisfaction of customers to complete it according to the time and process of "rendanheyi" Team organization ability and management ability are the focus of operation • culture - the silent brand story of moistening things, the corporate philosophy of sneaking into the night with the wind, the warm and comfortable product knowledge, and the solemn and grand activity ceremony will be operated with one mind and the desire of the salesperson This type of team can eat the anger, joy, thinking, sadness and fear of consumers, and spit them out to customers' liver, heart, spleen, lung and kidney Destiny is decided by oneself It plays a role of root system, basic value and pillar force for the industry 2、 From the perspective of research, building materials industry has three characteristics Characteristic one, what elder brother buys is feeling, use is reason! Experience marketing can resonate with consumers' minds, and high-quality service can make consumers yearn for wisdom However, after several years of use, consumers will touch your products by hand all day long In the final analysis, they will still judge your brand with a rational attitude After sales service in this industry is always used as a story, a joke and a chew for many years Feature 2: consumers have low attention and high participation No one has ever visited the building materials burial ground after a meal, but the house is to be decorated They go online and find friends to "make up for" the building materials knowledge, and become theoretical experts The whole family, old and young, go to the battle together There are many scenes of building materials selection in the market, with nine goods compared and ten prices compared Characteristics 3 Low education groups, serving high-income groups, building materials industry sales personnel more junior and senior high school graduates, installation personnel more junior and junior high school educators, the overall quality and fast-selling, clothing, electrical appliances ratio difference is obvious, and the service is often a large or even huge amount of money consumers, enterprises without good human resource management, training system will be unable to do Often, when an enterprise wants to make its business bigger, it will be crazy 3、 From the perspective of operation, there are three shortcuts in the building materials industry How long can the high-end marketing keep the paint brand alive? 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