Brand + channel + product development Three secrets of the flooring industry

In recent years, with the continuous improvement of people’s living standards and the rapid pull of the real estate industry, China’s wood flooring industry has shown a booming development trend. There is no eternal king in the flooring industry of Dalanghaisha. The changes in the market environment and the changes in consumer behavior have prompted more flooring companies to make continuous innovations, while product innovation, brand innovation and channel innovation have become the weapon of the market.

As a well-known domestic company specializing in the research, development, production and sales of wood flooring, Del Home has gradually grown in the baptism of the market and has become a leader in the flooring industry. In the tempering growth of the del home trial situation, based on the market environment in accordance with changes in consumer demand, began to integrate the three advantages of brand, channel, product R & D design in the flooring market began to exert strength.

Brand advantage to create the king of the flooring industry

According to the China Index Academy, China’s urbanization rate will reach 60% in 2020, and about 300 million rural population will be converted into The urban population, which will bring a large number of new housing demand, which will drive the demand for ground paving materials to continue to grow. It is not difficult to find that the market prospect of China’s flooring industry is very broad, but due to the large number of production enterprises and the low level of market competition, the next few years will be a key period for brand competition.

When brand consumption has become the mainstream of the flooring industry, the brand effect of Del Home in the industry market has begun to appear, and it has gradually been recognized by consumers. After years of development, Del Home has not only ranked among the best in China’s wood flooring brand consumer market, but also has many awards: Del Home is the standard drafting unit, the vice chairman unit of the China National Forest Products Industry Association Floor Committee, and the Chinese home furnishing industry. Strong enterprise, at the time of the 2008 Beijing Olympic Games, Del Home became the home appliance and public floor supplier of the Paralympic Games in 2008! The company has become the first batch of ‘China’ in the China flooring industry with its pragmatic and innovative innovation. The well-known trademark ‘title, and won the ‘China’s home consumption trends, the most influential building materials brand’ and many other awards.

Technology advantage becomes the driving force of product innovation

When the brand effect gradually emerges, consumers’ trust in Del Home comes from high quality, environmental protection and can meet different consumer needs. The next series of products. When health and environmental protection became the development trend of the wood flooring industry, Del Home has already reached the forefront of the industry with its technological advantages. It is understood that Del Home has always attached great importance to the core role of technological innovation in the production and operation process, and hired industry experts and the company’s technical backbone to form a research team to research and develop new materials, new equipment and new technologies for flooring production. As of June 30, 2011, Del Home has 29 patents, of which 27 are utility model patents, 1 is a patent for appearance, and 1 is a patent for invention.

In 2006, Ruer Home developed the ‘impregnated paper laminated wood floor formaldehyde capture technology’, which was certified by the Science and Technology Department of Jiangsu Science and Technology Department and can quickly capture the floor at normal temperature or low temperature. Free formaldehyde. After adopting this technology, the formaldehyde emission of the laminate wood flooring has been greatly reduced, and the drop rate has reached 60~90%. The overall technology of the project has reached the international advanced level. The R&D advantage does not represent the whole of Del Home. It is also unique in product design and development. With the leading design concept, according to the research and analysis of the product market consumption feedback, we ensure that the design style of Del product is in sync with the consumer demand. At present, consumers tend to prefer modern minimalist styles in home decoration, accounting for 49% of the total, which is the main theme of current room design.

channel innovation to activate Del home vitality

As the saying goes, ‘the channel is the best in the world’, in the flooring industry ‘channel is king’ is also the golden rule of enterprise development. Del Home has its own uniqueness in the construction of the channel system. It adopts the ‘flat deep marketing’ model to break the original sales and general agent sales model, and to carry out flat management in key and suitable markets. The second-tier distributors, the third-tier distributors and even the four-tier distributors are upgraded to the first-level dealers, increasing the number of first-tier dealer customers directly settled with the company, realizing direct docking management, improving execution and uniformity.

Flat-level deep marketing not only makes channel coverage very easy, but also greatly enhances the penetration of Del Home’s marketing network. It also effectively enhances the brand awareness of Del Home and generates radiation to surrounding markets. The role has attracted more quality distributors to join. After rapid development in recent years, the network coverage has increased significantly, and the number of specialty stores has grown rapidly. At present, the number of specialty stores has reached 1,500, laying a solid foundation for the company’s rapid development in the future.

Bringing three advantages to fight the floor market

The booming home flooring industry gives companies confidence in the future, but with the country’s requirements for wood flooring product quality and environmental standards With continuous improvement and consumers increasingly pursuing the individualization and quality of products, the threshold of the wood flooring industry will become higher and higher in the future, lacking brand influence, and the wood flooring enterprises with weak comprehensive strength will gradually be eliminated by the market.

The three advantages of Del Home Integration have won the initiative in the future market competition. The high-quality, green and environmentally-friendly products enhance the brand influence, while the brand advantage and channel advantage promote each other. Del Home is in a strong position in the channel network, and the channel advantage ensures the effectiveness of the Dell home brand management. The foundation of the company’s core competitiveness.

Relevant statistics show that the average penetration rate of residential wood flooring in China’s big cities is about 25%, and that of medium-sized cities is about 10%. China’s national income and overall consumption level are steadily improving. The market for product development is very broad. Facing the broad development prospects, Del Home has made preparations to integrate the three advantages of brand, channel and product R&D design to fight the home floor market!

Release date: 2011/11/1 8:49:17


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Floor integration needs to open source and reduce expenditures

The high rate of renovation of old houses, the large demand for building materials, and the rapid update of products have made the US market an important battleground for Chinese export-oriented flooring companies. It is understood that American consumers have great variability and diversity of products, and many domestic flooring products can be accepted in most of the United States. In addition, the cycle of renovation of old houses in the United States is relatively short, and will be re-engineered on average in about five years, while European countries need 10 years, and China needs 15 years. Even with such a supermarket, many flooring companies have seen a shrinking overall sales in foreign markets in recent years.

Wu Jun, general manager of Xinba Floor, told the author that in recent years, foreign markets have become increasingly difficult to do, and foreign political and economic situations have become increasingly severe. It is predicted that sales this year will be 20% lower than last year.

Foreign markets are so severe, the United States is again smashing the double-anti-event, undoubtedly to the export-oriented flooring companies to hit hard. When specifically talking about the impact of the double-reverse incident on the Chinese flooring industry, Wu Jun first stated that the most direct impact of the double-anti-event is to deal with the information in our industry. In the current economic downturn, the double-reverse incident has caused our confidence to drop sharply. Another direct impact is that both production and sales are declining. ‘

In addition to plunging the confidence of Chinese flooring companies, Wu Jun also raised his own concerns from two aspects. On the one hand, this double-counter event in the United States is very likely to cause other countries and regions, especially European countries to follow suit. On the other hand, industry competition is intensifying and integration is imminent. The main battlefield of export-oriented enterprises has turned to Europe or other countries, and competition in overseas markets has intensified. Some enterprises that are mainly based on the US market and lack innovation are likely to be forced to withdraw from competition in this double-anti-event. Although this has accelerated the integration of China’s flooring industry, it is a great test for the quality, enterprise management, marketing methods, channel expansion, and risk resistance of Chinese flooring companies.

Compared with many companies whose lifeline is involved in foreign markets, Simba flooring seems to be very prescient. They have moved from foreign markets to the domestic market since 1999. In the words of Wu Jun, it is ‘walking on two legs’. Wu Jun introduced that the foreign market of Simba flooring is mainly concentrated in the United States, Europe, the Middle East and some Southeast Asian markets. So far, the domestic market of Simba flooring and the foreign market have reached 1:1.

This floor double-reverse event has a greater impact on the floor regardless of tax rate or production and sales. However, as a whole disaster of the flooring industry, it is still a wake-up call for the flooring companies to strengthen their competitiveness and quickly cultivate their internal strengths.

For the domestic market, Wu Jun is full of confidence. According to his statistics, Simba flooring has been developing dealers and network marketing in China for the past two years. At present, it has reached more than 100. He hopes to reach 300 next year. He believes that under the overall influence of foreign market restrictions, timber price increases, production costs, and property purchase restrictions, ‘open source and thrifty’ and ‘channel is king’ are the two most important ideas.

‘In terms of channels, we will speed up, introduce online sales, absorb all aspects of innovation, actively innovate in team, marketing and management, and do our best to improve this market. . In recent years, Wu Jun feels the difficulties of first-tier cities. He believes that the main reason is that the brands in the first-tier cities are highly concentrated, the competition is fierce, and the marketing techniques are similar. In the second and third tier cities, consumers are very appreciative of various marketing methods, and various plans can get consumers’ attention, and the house’s purchase restriction is not as strict as that of first-tier cities. He revealed that Simba flooring is currently actively working in second- and third-tier cities.

In the open source and throttling, Wu Jun said frankly, ‘this time will not consider big profits, as long as the source of open source and expenditure to stabilize the economic crisis. ‘

Release date: 2011/11/4 9:12:28


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How do wooden flooring multinational companies compete for the Chinese market?

With the rapid development of China’s economy, multinational companies in the wood flooring constantly adjust their business structure in China to meet the challenges that come with them, and strive to become a ‘sustainable development’, ‘respected’ and ‘localized’ companies. . Create market advantage through product and technology leadership, expand market to provide perfect customer service and establish a holistic system through strategic merger. At the same time, Wood Floor Multinational’s world-leading research and development capabilities will be its strongest competitiveness in the Chinese market.

1. Manufacturing, sales and service close to the market

While implementing the globalization strategy, wooden flooring multinational companies actively promote localization, using localized personnel to produce locally Production of wooden flooring, and the provision of a variety of localized marketing services and financial services, to form a localized competitiveness, so as to be closer to customers, close to the market, to respond quickly and efficiently to the needs of local wood flooring consumers.

2. Firmly control the core technology

Market competition is essentially a contest between modern technology and competition for technological innovation. The world’s various wood flooring companies firmly control the most critical elements such as product standards and core technologies in the division of labor in the industry chain, occupying a dominant position. And by continuously increasing investment in research and development, and enhancing its technological innovation capabilities, it will develop new energy-saving wood flooring products through new energy, new materials and new technologies in key areas such as safety, environmental protection and energy conservation, occupying the technical commanding heights and improving The degree of monopoly on key core technologies to obtain high profits.

3. Market adaptive technology development globalization

In recent years, international technology alliances have increased, and wood flooring multinational companies have established research and development cooperation in the field of technology and developed joint technology development, thereby promoting The globalization of technology development, the speed and intensity of the diffusion, transfer and utilization of technical knowledge have greatly increased. In order to make the developed wood flooring products more in line with the needs of the local market and more convenient to use the local human and technical resources, and the ‘market and users where to build the factory, where to produce, local sales’ strategy More and more wood flooring companies are spreading technology development organizations (of course primarily adaptive development and design) to the rest of the world.

Release date: 2012/2/2 10:32:07


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The correct way to open “smart appliances”

The original single feature of home appliances is constantly enriched and diversified, which is a good thing, because it also means that users can experience more content. If you are a person who can’t cook, you can finish cooking directly according to the recipe of refrigerator display; if you put the washing liquid often “slightly no weight, in fact, the washing machine can also be based on Add a moderate amount of clothing weight. If these things seem to be more practical, then some of the features that look very “singular” are not so good.

·Summary

Now most smart home appliances require a mobile phone for remote control. What does this mean? Explain that the concept of intelligence is too hot. As long as the products that can be controlled by the mobile terminal are all intelligent, but we can also see in the article, some functions are simple but really useful, such as air conditioning mobile control switches, multi-screen interaction of TV. Can smart home appliances change our lives? It seems that it still can’t be done now. Smart Home/smart home appliances are developing at a rapid pace, but smart homes are not simply letting home appliances be linked to WIFI, which can be called intelligence, and the true meaning of intelligence is how deep the intelligence is. Whether it can give users a better product experience is determined. The intelligence of many products is only a brand of technological innovation to fool consumers. It is like letting consumers passively accept some unnecessary functions. The real intelligence is that home appliances can actively communicate with users and help users solve some problems. The problems encountered in life, let users get better use and experience.


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Optimistic about the prospects of laminate flooring market

The leading products in the flooring market are still solid wood flooring, engineered wood flooring, laminate flooring, parquet flooring and so on. The choice of high-end consumer groups is mainly solid wood flooring, with the highest attention to the material and color difference of the floor. Secondly, the mid-end market cost-effective laminate flooring has become the protagonist, wear resistance and environmental protection are the main considerations.

purchase psychological decision price

In the floor market, solid wood flooring, engineered wood flooring, laminate flooring are the three most common types. Consumers also purchase the above three types of flooring when purchasing the floor. Different types of floor features and advantages are different, and the prices accepted by consumers are naturally different. The survey found that the vast majority of consumers have the highest psychological price for solid wood flooring. The price range of solid wood flooring purchased by consumers is mainly ‘200-300 yuan/m2’, while the price of laminate flooring is at ‘100-200 yuan/m2. ‘.

Many consumers believe that solid wood flooring as the top grade in the floor, consumer psychological pricing must be higher than other types of flooring. Solid wood composite flooring combines the characteristics of solid wood flooring and composite flooring, but in terms of core quality, it can’t compare with solid wood flooring. Therefore, consumers’ psychological pricing for solid wood composite flooring must be lower than solid wood flooring. Reinforced laminate flooring is favored by consumers because of its durability, but it is not as environmentally friendly as solid wood flooring. Consumers must have lower psychological pricing than solid wood flooring.

Therefore, in many consumer concepts, the three types of flooring, solid wood flooring, engineered wood flooring, laminate flooring, in turn, form a high to low consumption grade.

Wood tree floor preferred tree species

Consumers of different ages and occupations have different preferences for solid wood flooring and laminate flooring. Solid wood flooring and parquet have a wide audience in the ’30 years old and above’ consumer groups, and laminate flooring is generally popular among consumer groups under ‘under 30’. More than 60% of the consumers who are employed as ‘scientific or technical personnel’ and ‘enterprise middle-level managers’ choose solid wood flooring, and a large number of young white-collar workers and office workers choose laminate flooring in consideration of economic problems.

From the survey data, nearly 70% of the respondents with annual household income of ‘400,000 yuan or more’ tend to buy in the home improvement process. For solid wood flooring, only nearly 30% will choose solid wood composite flooring, and the proportion of laminate flooring will be close to zero. These people are often high-income successful people, so high-quality, high-quality high-end solid wood flooring products have become their first choice.

A survey of solid wood flooring consumers found that price is not their primary consideration. Instead, the tree material is used, followed by the floor color difference, and the price and brand reputation are ranked third and fourth respectively. This shows that material and color difference are the basic indicators for respondents to measure the quality of the floor, which is a factor that consumers must consider when purchasing wooden floors. This explains why the flooring of many precious tree species, despite the high price, is still popular. In addition, the price of the floor and the brand reputation are also important factors for the attention of the respondents, and the suitable price is also a major factor for consumers to choose to buy.

Environmental protection and wear resistance of composite flooring is the most concerned

It is well known that with the massive deforestation of human beings, the number of virgin forests in the world is decreasing. Restricted resources have caused the price of solid wood flooring to rise year by year, and its high price exceeds the affordability of most consumers. In this context, composite flooring quickly rose in the flooring industry, and its sales soared year after year. Especially in the mid-end home improvement market, the share of composite flooring has already surpassed that of solid wood flooring.

According to the survey data, the total household income of the households with annual income of less than ‘60,000-80,000 yuan’, the overall occupancy rate of solid wood composite flooring and laminate flooring is close to 80%. According to industry sources, the sales of solid wood flooring will decline in the future flooring market, and the composite flooring of 100-200 yuan/m2 will occupy most of the mainstream market.

When buying with solid wood flooring consumers, most of them first consider the different kinds of tree materials. Composite flooring consumers have put ‘wear resistance’ in the first place, followed by ‘formaldehyde emission amount’, again ‘Durability resistance’.

Consumers say that ‘wear resistance’ is a distinguishing feature of composite flooring over solid wood flooring, directly related to the service life of the floor, which is of course the first consideration for consumers who choose composite flooring. According to the industry, in order to gain a larger market share, the composite flooring brand must ensure that the wear resistance of the floor exceeds the expectations of consumers. In addition, considering that the decoration concept of consumers is transforming into ecological decoration, especially for composite flooring, low formaldehyde content will inevitably become the basic selling point of the floor. From the data point of view, ‘formaldehyde emission’ is another important factor considered by consumers to buy the floor is evidence.

Release date: 2012/4/20 9:24:46


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Floor companies enter the online shopping market with their own conditions

B2B website marketing promotion has become an important means of promotion for many foreign trade export enterprises. If the floor enterprises use their e-commerce platform to flow to the national or even global markets at a very fast speed, the floor regionalization pattern will not be attacked. broken.

In the network era, the geographical limitations of the floor are not a problem.

E-commerce has a broader environment: people are not limited by time, are not limited by space, and are not subject to traditional shopping. Many restrictions can be traded online anytime and anywhere; at the same time, the market space is broader: one merchant can face consumers around the world, and one consumer can shop at any merchant in the world; faster circulation and low price: electronic Business reduces the intermediate links of commodity circulation, saves a lot of expenses, and thus greatly reduces the cost of goods circulation and transactions; more in line with the requirements of the times.

Nowadays, people are increasingly pursuing fashion, paying attention to personality, paying attention to the shopping environment, and shopping online, which can reflect the personalized shopping process. Especially with the influence of modern networks on people’s lives, e-commerce almost extends its reach to people’s private life. If there is an e-commerce platform on the Internet, it is equivalent to opening the store to the customer’s bedroom. This absolute possession of the terminal market will undoubtedly greatly stimulate consumers’ desire to purchase and reach a purchase contract. In this process, companies and consumers are not geographically restricted. The e-commerce transaction completely broke through the geographical limitations and paved the way to the whole country.

Floor industry, the combination of e-commerce and self is the way to survive

Although the furniture industry has entered the online shopping market soon, there are many furniture companies who are striving to fight for this new piece of online marketing. . It is understood that today’s online furniture e-commerce sites are divided into three categories: the first category is based on the store established by the physical store furniture store; the second category is that they have manufacturers and have a certain well-known brand, set up a furniture online store, a The aspect is to promote the brand, on the other hand, to increase a sales channel; the third category is that there is neither a physical store nor a brand of its own, to establish a website platform independently, and to establish mutual cooperation and cooperation with some furniture brands to sell online.

Experts said that for the e-commerce model of online sales, many home furnishing companies have their own unique understanding and experience. In most people’s view, online marketing has a certain market space, which can be compared with tradition. Marketing channels form an effective complement. Network and physical stores are important complementary relationships. E-commerce cannot simply look at how many furniture is sold online. The main purpose is to hope that the network can help the physical stores to promote the physical stores.

Release date: 2011/11/18 11:03:57


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What are the maintenance techniques for cork flooring?

If there is wear in some places after three or five years, it can be partially compensated, that is, the coating is re-applied at the local part. The method is very simple. Gently sand the sand at the worn place to remove the scale on the surface. Then wipe it gently with a dry soft cloth, repaint the coating, or apply a polyester film to the area.

For the surface painted cork flooring, the maintenance is the same as the solid wood floor. Generally, the floor wax can be used once every six months. Cork flooring with a resin-resistant layer on the surface is as simple as a composite floor.

Prevent heat damage. Do not place hot objects such as hot water cups directly on the floor to avoid scalding the surface paint film. At the same time, it should be avoided to expose the sun to the floor for a long time, so as to prevent premature cracking and aging after the paint film is exposed to ultraviolet light for a long time.

After 24 hours of floor installation, the furniture can be placed on the floor, and the movement of people on it should be minimized within 24 hours. When leaving home, please close the window, door, especially the faucet, so as not to let the rain or drip soak the floor.

The maintenance of cork flooring is easier than other wooden floors. During use, it is best to avoid the sand being brought into the room, with some sand particles being brought in and not wearing the floor. Because the sand is pressed into the elastic layer under the foot, it will be ejected when the footsteps leave. Of course, it should be reminded here that it is not advisable to bring in too much sand, so that there will still be flow wear. Therefore, the sand that is brought into the room should be removed in time. Generally, there is no need to equip the vacuum cleaner, and there is no need to worry about the warpage, mildew, etc. phenomenon.

It is recommended to lay a foot pad at the door to reduce the abrasion of the sand on the floor. It is only after 24 hours of floor installation that the furniture can be placed on the floor and people should be prevented from walking around within 24 hours.

When washing the floor, do not rinse, polish or clean with water. The maintenance of the surface painted cork floor is the same as that of the solid wood floor. Generally, the floor wax is used once every six months; usually, it is only necessary to use a wrung mop or a rag to wipe. Places that are difficult to clean are removed with a special cleaner. Avoid strong impact on the floor, carry furniture to lift, and can not directly drag, furniture legs need to pad.

If it is used in places with large traffic flow, if there is wear and tear in some places after three or five years, it can be partially compensated, that is, the coating is reapplied at the local part. The method is simple and light in the wear and tear. Lightly sand the paper to remove the dirt on the surface, then wipe it gently with a dry soft cloth, repaint the coating, or apply a polyester film to the area.

1, with a vacuum cleaner, tweezers, a semi-dry rag;

2, local smudges can be wiped with an eraser, can not be removed with a sharp weapon;

3. If it is a waxed wallboard, it can be wiped clean with a damp cloth.




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The cross-border marketing of the flooring industry is getting stronger.

Cross-border cooperation, integrated marketing and gradual heat in 2011, David’s sports marketing is particularly eye-catching. Since sponsoring the Chinese men’s volleyball match in 2008, David has sponsored the country for two consecutive years in 2010 and 2011. The ball ‘grand event’ national table tennis league’, and continuous cooperation with the national ball, in the setting up of the humanities art floor wind, creating a precedent for sports marketing in the flooring industry, enabling David to achieve the reverse of sales in the case of market collective cold. The trend is rising, this kind of cross-border marketing is quite eye-catching. In the same floor industry, in December, after the comprehensive cooperation between Anxin Floor and Haagen-Dazs National Chain and Nike Sports Store, Anxin Floor and the world-famous restaurant leader Dio Coffee once again staged cross-border cooperation and high-end The strong alliance of brands enhances the brand influence of the company on the one hand, and develops a high-end market with great value on the other hand. The cross-border marketing of the flooring industry is not the beginning of this stage. In July last year, the iconic hand-in-hand Changhong formed a cross-industry alliance to launch the “Shengxiang-Changhong Consumers Joint Reciprocity Plan” nationwide; Nature Floor and Haier Color TV will be comprehensive Consumers create a summer green enjoyment plan… The development of the flooring industry and the relatively stable and mature home appliance industry are undoubtedly a bold breakthrough in the marketing approach. For home appliances, as a mature industry, its own development will always become the object of competition. In cross-border marketing, apart from the opening of the flooring industry, other related industries have begun to test the water, Dongpeng and Siemens Cross-border marketing cases have also kept the cross-border marketing of the ceramic industry up to date. In addition to its own cooperation with related home furnishing companies, the home appliance industry has gradually begun the marketing innovation of ‘outward expansion’. In mid-December, Changhong and the National Digital Building Standardization Technical Committee for Intelligent Buildings and Residential Areas jointly released the 2011 Chinese Urban Residents. The e-Life Index Research Report, for the first time, extends the commercial reach of the home appliance industry to the smart home field of the real estate market. It wants to realize the integration of the two major industries of home appliances and home furnishing with intelligence, thus opening up new businesses for enterprises. Expansion capacity. The sports marketing of the flooring industry, the combination of ceramics, flooring industry and home appliance enterprises, the involvement of home appliance enterprises in the real estate market has become a new stage of marketing. In various industries, they have entered the cross-border marketing, and the home stores are not far behind. As mentioned in the foreword by the author, starting in December, the Real Home has also launched a three-month cross-border marketing campaign with Zhongyuan Real Estate. The marketing activities of various industries have made the marketing model innovation of the home building materials industry With a higher level of attention, a new round of ‘Blue Ocean Thinking’ has been widely transplanted to the channel model innovation. The market seems to be paying attention to the benefits brought by such cross-border marketing. Is cross-border marketing really unfavorable? What kind of marketing model is needed under the severe market environment? The object selection should be cautious and the two gains and losses are two injuries. The current home building materials industry is affected by many factors such as real estate policy, raw materials and rising costs, inflation, etc. The living environment is worse than before, and the sales volume appeared in 2011. The contradiction that growth profits do not rise makes more companies begin to seriously think about the innovation of channels. The author participated in various large-scale industry conferences such as the China Furniture General Review, the China Staircase Industry Annual Meeting, and the Zhejiang Furniture Annual Conference held since December, and found that the focus of the company’s attention has returned to the terminal. On the channel, the market’s severity has also begun to test the entrepreneur’s ability to operate brands and markets. As a way of thinking to break the traditional marketing, in the final analysis, cross-border marketing is exerted on brand influence and market expansion. This way can achieve mutual penetration and integration between different categories of brands, and at the same time bring the brand three-dimensional sense to a certain extent. And the sense of depth, therefore, some people in the industry believe that cross-border marketing is a step that enterprises must try or practice. As a ‘must-through road to expand the market scale, cross-border marketing can get more development opportunities, so Under the rapid red-hot concept of the big home, cross-border products such as cross-border, cross-border, cultural cross-border and cross-border marketing communication have become popular in the home building materials industry. Wang Hongbo, general manager of Lianzhong Zhida Consulting Group’s home business unit, said that cross-border marketing uses their superior marketing resources and join forces to grow together. This is a typical interpretation of a win-win situation. Brands do well and benefit each other, but if the alliance If the object selection is not good, it may be ‘hard to please’, and the company must fully consider the matching degree when making the choice of the alliance object. The author believes that under the background of cross-border management, when selecting the target of the alliance, enterprises need to spend a lot of energy to conduct in-depth and comprehensive market research on the consumer groups. For the cooperative enterprises, they need to make full use of themselves. Resources and the other side to find better integration points and upgrade points, in order to constantly correct and improve the cooperation strategy and integration program to achieve a win-win situation. Release date: 2012/1/9 11:57:22


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Zhejiang enterprises successfully responded to the double-counter case of American multi-layer wooden flooring

In October of this year, Zhejiang Yuhua Wood became the only company in the United States to produce double-layer wooden flooring in China, which was double-zero tax rate in the country. Recently, sponsored by the Zhejiang Provincial Department of Commerce and the Jiaxing Municipal Government, the Zhejiang-based enterprise sponsored by the Jiashan County Government successfully responded to the US double-layer wooden floor ‘double anti-case’ summary meeting in Jiashan County.

At the exchange meeting, Yao Gao, secretary of the Jiashan County Party Committee, said that the final results of Yuhua Wood were closely related to the company’s active response, and the government and industry associations were inseparable. In the current situation of more unstable foreign trade, as a company, in the face of the ‘double-reverse’ investigation, in addition to actively responding to the lawsuit, it should also raise its core competitiveness by increasing investment in research and development in the long run. For the government, it is also necessary to learn to implement and implement relevant policies and measures in accordance with international practices on the premise of following the laws of the market, and to guide and promote the transformation of export trade.

Subsequently, experts from the Ministry of Commerce and the Provincial Department of Commerce also used Yuhua as an example to analyze the current situation of foreign anti-dumping and countervailing against China, and proposed a series of foreign trade enterprises to deal with foreign ‘double-reverse’ investigations. suggestions.

Release date: 2011/11/29 11:27:40


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