Marketing: the core of the success of coatings retail business in home building materials industry

Core tip: what is the way to success in retail industry? There may be many answers, from location to area, from product to decoration, and from marketing extension.. There are many reasons to be a successful retail store In today's scarce terminal resources, the rapid development of the household building materials industry makes the retail industry in the slow wandering see the dawn Compared with the traditional retail business, the retail business of household building materials has the following characteristics: 1 The business area of a single store is relatively large, and as a highly personalized product, building materials and household products need a large business area to provide rich product display 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 Paint Home News: what is the way to success in the retail industry? There may be many answers, from location to area, from product to decoration, and from marketing extension.. There are many reasons to be a successful retail store In today's scarce terminal resources, the rapid development of the household building materials industry makes the retail industry in the slow wandering see the dawn Compared with the traditional retail business, the retail business of household building materials has the following characteristics: 1 As a highly personalized product, the business area of a single store is relatively large, which requires a large business area to provide rich product display and meet the premise of different levels of customer needs At the same time, due to the large volume and quality of some building materials commodities, and considering the cost of business site and rent, most of the building materials retail enterprises have a certain area of parking lot, and most of them are located in suburban areas with convenient transportation 2 The chain operation mode is similar to other retail industries Each building materials retailer has a certain radiation radius To cover more consumer demand, it is necessary to increase the number of stores and make a reasonable layout Therefore, most of the retail enterprises of household building materials not only operate in single store, but also adopt chain operation mode to expand market share At the same time, each chain store often adopts the same layout and management 3 Take the store (exhibition hall) as the carrier, carry out sales activities in a wide range and multi-channel Generally speaking, the purchasers of decoration materials are mostly decoration companies, and the purchasers of decoration materials are mostly final consumers Due to the large single value of products, the purchase of decoration materials is a relatively rational process, which is rational consumption All sales are based on the premise of store as the core, multi-channel and wide range of sales activities Compared with daily necessities and other retail formats, there are many invisible consumption channels, such as cooperation between home building materials and decoration companies, which is a transaction process that can achieve sales without seeing products and stores 4 It is closely related to the ups and downs of the real estate market As the downstream industry of the real estate industry, the ups and downs of the real estate industry are closely related to the development of the household building materials industry, which is even decisive for the expansion and development of the industry Especially under the policy of "eight national regulations" and "purchase restriction order", it has a great influence on the development of household building materials industry After making the above analysis, it is not difficult for us to find out the core of the success of home building materials retail terminal The author believes that in the process of the rapid development of the real estate industry, the household building materials industry has also made great progress As a must for home decoration, it still has a large growth space So how to win in today's increasingly fierce competition? 1、 He who has the resources of the market has the world As the most scarce resource of retail terminal, the seizing of terminal resources in the store has become the focus of competition among major brands Today's home building materials industry has gradually become mature, product homogeneity, marketing convergence is increasingly obvious, how to get more awareness of consumers at the end, to achieve final sales? The sign of the maturity of the household building materials industry is to seize the resources of the store In the same way that home appliances competed for the core position of the store in those days, Haier and Midea competed for each other's life and death in each store, and finally "snipe and clam competed for profit", and the store got great benefits In order to realize rapid expansion in recent years, red star Macalline and yingzhijia have signed "strategic agreements" on a large scale across the country to coerce major brands with "marketing resources" and charge each strategic cooperation unit 3 million "mobilization deposit" All payers are entitled to enjoy class A (best position) position and obtain the all-round marketing end provided by red star End resources These two brands have grown into "Gome" and "Suning" of home building materials version, and staged a home building materials market war in various markets As a result, the competition of home building materials industry is becoming more and more mature In this dispute, major brands have realized that those who get the resources of the store will win the world! 2、 The competition of sales channels, the close cooperation of manufacturers, and the continuous emergence of innovative marketing in the sales mode of home building materials industry have been considered as "primary and simple", lacking of core competitiveness However, today's home building materials industry has shown its own marketing charm to household appliances, daily chemical and other hot industries As China's leading cabinet brand Europa, in 2009, it masterminded a "champion league" that caused a sensation in the national household building materials industry Each industry chooses a first-line brand, and through the strong combination with the first-line brand, it makes a sensation in the terminal intensive large-scale special field group buying Everywhere it goes, it is invincible It caused industry shock and became the most successful marketing planning event in 2009-2010 In the same way, the famous brand of Wrigley brand in the bathroom industry has continuously launched the selection activity of "top ten model rooms" of Wrigley brand, which has become the focus of the industry Through the combination with home decoration companies and excellent designers, the brand height and terminal sales have been perfectly combined, and the popularity has also been favored by the high-end consumer groups, which can be said to be more than one stroke 3、 The service requirements of home building materials industry are high, the investment cost is high, and the effect of word-of-mouth marketing is good The service cost of home building materials industry is reflected in: high cost of human resources, high rent brought by large exhibition hall area; high degree of product personalization (especially kitchen and wardrobe It is a typical "three high" industry with long production and sales cycle, more human intervention and high service cost; large product specifications and heavy quality lead to high logistics cost Due to these characteristics, the service input cost is high, and dealers will inevitably discount the manufacturer 's requirements in the operation process, which directly leads to the uneven sales volume Household building materials industry has relatively high unit price, long service process and many processes It is a service-oriented product and industry After the service is in place, the reputation of customers can bring a large number of new customers, which is to do a good job in reputation marketing of services Word-of-mouth marketing is the best marketing mode with the least investment It is the direction that Chinese manufacturers of home building materials are trying to seek for development Brand concept must be connected with product concept The owner of the coating enterprise is that you should not sleep well What are the new ways to play in the "double 11" household e-commerce battle? • is the life of paint dealers forced to persist or to leave? 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