Marketing: the way to success in retail industry

Core tip: there may be many answers, from location to area, from product to decoration, or 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 to meet the needs of Shenyang steel structure fireproof coating construction expert punde Building Fire Engineering Co., Ltd Recommended introduction: since its establishment, Shenyang punde Construction Fire Engineering Co., Ltd has cultivated a group of professional construction teams with excellent equipment, rich experience and serious responsibility with advanced and scientific management methods and strict engineering quality assurance and after-sales service system It has undertaken a number of fire system installation projects, which has been praised by customers Every idea and special requirement of you will be fully considered by us and fully realized in the construction technology, which will become the cornerstone of our successful long-term development We are looking forward to your invitation, to provide you with quality services and high-quality technical support! All construction coatings have passed ISO9001 Paint Home News: 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 As a highly personalized product, it needs a large business area to provide a rich product display and meet the needs of different levels of customers 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 Similar to other retail businesses, each building materials retailer has a certain radiation radius To cover more consumer demand, it is necessary to increase 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 In general, the buyers of decoration materials are mostly decoration companies, and the buyers 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 necessity of home decoration, it still has a large growth space So how to win in today's increasingly fierce competition? 1 As the most scarce resource of retail terminals, the market resource has become the focus of competition among major brands Today's household building materials industry has gradually become mature, product homogeneity and marketing convergence are increasingly obvious, how to get more recognition from consumers at the end, and 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 the major stores, and finally "snipe and clam competed for profit and gain" 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 obtain the resources of the store will gain the world! 2 The competition of sales channels, the close cooperation of manufacturers, and the continuous emergence of innovative marketing The sales mode of home building materials industry has always been considered as "primary and simple", lacking 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, which has expanded the popularity and been favored by the high-end consumer groups It can be said that there are many in one fell swoop 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 the following aspects: high cost of human resources, high rent brought by large exhibition hall area; long production and sales cycle brought by high degree of product personalization (especially customized industries such as kitchen and wardrobe), more human intervention, and high service cost; Products with large specifications and heavy quality lead to high logistics cost, which is a typical "three high" industry 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 Badz environmental friendly paint experiential marketing brings consumers closer to one of the coating people's old age - bad temperament of the same kind of information • the model of coating enterprises worthy of reference - Sam's club model • the ultimate after-sales service of coatings, consumers or "buy" and deep feelings • how small and medium-sized coating enterprises take advantage of Spring Festival holiday consumption • o2o or coating e-commerce another hole · Paint industry integrates into the development of the Internet to promote the prosperity of the industry Paint marketing: not all paint products are suitable for holiday marketing Experiential marketing mode ------ you price it Micro marketing opens the era of precision marketing Paint enterprise culture, focusing on thinking The eight strategies for online marketing of paint enterprises are paint home, which focuses on paint, diatom mud and paint paint, Coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, decoration knowledge and decoration effect map of fire retardant coating,