From product competition, prop competition, to service competition, and eventually to brand competition, this is the history of the evolution of floor competition. It is also a process of the market from scratch, from chaos to order. This process shows that an industry or category, from budding to growth, maturity, needs time and market to advance together. On the one hand, the company continues to strengthen internal management, and to form strategic alliances with distributors to open up the market.
In fact, the rise of the floor market in China is not a long time. Although the floor companies have developed rapidly in line with the expansion of the real estate market in China, most of the flooring companies are still at the primary level in terms of brand building, channel construction, and terminal management. Rough management, which shows that the industry has not yet entered the healthy stage, there are many hidden concerns.
Flooring industry: The core value of brand competition is the excessive warm-up of the service before the market, so that the floor companies can not have a pair of eye, see the essence of the market, on the other hand, it is also due to the low threshold of the flooring industry, many have and Enterprises that do not have the strength are influx into the boutique flooring market. In this way, the market has entered a disorderly process. Companies do not consider how to formulate enterprise development strategies based on market characteristics. Instead, they see how other companies do it. They blindly follow up on their own. At the same time, how to dress up to imitate Xi Shi will eventually become a laughing stock. Therefore, the fine floor is still to imitate, then, this industry will eventually decline.
From the perspective of the development of the flooring market, the current industry is still in a chaotic stage. There is no individual brand building. The brand is still only a symbol of empty shells. It does not inject cultural connotation. No company has attached great importance to brand building and there is no systematic brand. Promotion Plan. There is no personality in the product. Whatever the other companies promote, there will always be a large number of followers immediately. Many similar products will soon appear on the market. Because product design does not have a complete style and planning, because the supply of raw materials is non-exclusive, so that the product is very much the same. There is also one of the most important issues that restricts the development of the floor. That is the channel.
Regarding how the current floor market is going to operate, when the author recently chatted with a boss of a floor company, he said that he felt a little upset and that in today's market environment, enterprises actually have to operate the market in a differentiated manner. Set up the personality of a company or a brand. Yes, floors have transitioned from products to props. It's hard to distinguish from other corporate brands when everyone is following the trend.
According to the normal situation, the brand's competition is product → price → marketing policy → service → brand. In the market competition, the ultimate PK still takes the brand as the core. Through the support of many factors generated around the core of the brand, a symbolic identification is implemented in the minds of consumers, and consumers rely on the process of shopping. Recognition of symbols, to buy their favorite and satisfied products. This is a manifestation of the brand tension in the mature market.
At this stage, the flooring industry has not risen to brand competition. Therefore, in order to differentiate its operations, enterprises only work hard at the service. Service is a manifestation of soft power and requires a complete system to support it. The establishment of this system is not only a matter of substance. And if the entire system, companies - agents - terminal operators, closely cooperate. Putting every detail in place and strictly implementing it will create its own service style in the long run. When this service style is formed, other brands will not be able to replicate. Therefore, at this stage, under the condition that the brand's appeal is not strong, companies must create unique services to implement differentiated operations. Only services can be separated from competitors to form a favorable operating environment for themselves.
Service is a manifestation of the soft culture awareness of floor brands, and it is also the easiest and most difficult gene to introduce in many competitive factors. It is easy to say that everyone understands this principle and everyone can do it. The difficulty is that many companies are thinking of where they are and where there is no systematic planning. In addition, they are often "thundery and little raindrops." When they arrive at the store, they become dispensable, and they will not end up. The. Therefore, there is systematic support that can be implemented to every detail, and there can be strong supervision to form a unique service charm and to better serve consumers.