In a word, the way of enterprise marketing is that channels are the king, and those who get channels win the world. This has been verified in many mature fields such as home electricity industry. Continuing to the construction of domestic stone channel, the reporter observed the following main aspects:
1、 The establishment of marketing chain, including the establishment of branches, subsidiaries and operators;
2、 Various professional and comprehensive exhibition promotion modes;
3、 Contracting mode of project order;
4、 Establishment of export channels.
The domestic stone industry has experienced a short development of more than 20 years, and the achievements are obvious to all, but we have to admit the huge gap between our stone industry and that of some developed countries in the world. Why does the market price of domestic top material plates basically not exceed 200 yuan per square meter, while the market price of some imported plates can reach thousands yuan per square meter? Is it because our material quality is inferior to others', and our production capacity is larger, so as to maximize the market share? The key to the problem lies in the added value of stone brand, which also includes many other factors. Now that we realize the gap, we have to calm down and practice our internal skills, wipe out those empty foam, do something real, and strive to compete with foreign counterparts as soon as possible. When it comes to the development and expansion of the enterprise itself, the urgent task for many domestic stone enterprises is to strive to get out of the geographical limit, strive to create a brand management model suitable for their own development, improve the added value of products, and take the road of development that combines diversification and specialization. It can not be limited to the development idea of selling resources, selling raw materials, and rough processing. It is just the so-called "opening up resources and reducing costs".
When it comes to the management of stone enterprises, many people will say that making stone is a real industry. The problem is that many enterprises do not have good competitive products. They are only in the low level of competition and do not obtain the market value they deserve.
If a stone enterprise can't produce really good products, what brand development should it talk about. Of course, good products are the premise. In the domestic microcrystalline stone industry, there are only about 50 enterprises that really have the ability to develop and produce independently. It can be said that in the domestic stone industry, the microcrystalline stone industry with relatively high technical level is highly representative. In the field of synthetic stone and artificial granite with more complex technical level, there are less than ten enterprises that have the ability to develop and produce independently, In addition, there are many stone plants in the fort, which concentrate the survival and development models of more domestic stone enterprises, and thus extend to the entire domestic stone industry. In terms of their marketing channel establishment, there are only repeated replication processes one after another, and it is difficult to see a set of competitive and appealing models, which also doomed to the difficulty of their market expansion and enterprise development, even if there are good products, There is no perfect marketing channel. It also gradually became mediocre and was overwhelmed by the market trend.
First of all, in terms of the establishment of the marketing network, most stone enterprises generally choose some key markets nationwide, focus on attacking, and then seek greater market share from point to area. But this is also the problem. At present, the low carbon environmental protection project in Beijing has created a huge demand market for stone products in Beijing. In recent years, the demand for stone products in Shanghai has also been in the forefront of the country. In the important domestic stone market towns represented by Beijing, Shanghai, Guangzhou and other cities, there are numerous foreign and domestic stone suppliers. In today's market-oriented era, the contradiction between supply and demand directly determines the intensity of market competition, We can imagine the severity of the market competition in the above cities. Of course, in order to occupy the national market, enterprises must take the above commanding heights. However, first of all, they must have a clear understanding of their product competitiveness and their comprehensive strength. They cannot follow up blindly. If they think that the time is ripe, enterprises with strong strength should also play a variety of combinations to strive for the best opportunity at the least cost; Enterprises with relatively weak strength should pay more attention to the use of strategies, or avoid the actual situation and take advantage of the weak, or follow up in a roundabout way. They must not be brave enough to avoid the consequences of wasting money and labor. If the time is not ripe, we should pay more attention to the strategy of differentiation, combine our own characteristics and other actual situations, and slowly try to figure it out.
This is well reflected in the fact that many domestic stone enterprises have set up their few branches in the above-mentioned cities, which fully shows that many stone enterprises are lack of innovation and flexibility. In terms of the operation mode of the marketing network, more and more enterprises adopt the method of establishing their own branches and subsidiaries, which can be well managed and operated, and have a good grasp of the market and the direction of enterprise development, but it also severely limits the development momentum of enterprises. From capital to talent, a single enterprise can not fully adapt to the development needs of the market, The real solution must take the road of alliance development, establish and improve the diversified dealer channels as much as possible, truly achieve strong cooperation, and create a win-win situation in the form of a group. To be as broad and professional as the cabinet stores, home textile stores, and paint stores, domestic stone enterprises have a long way to go, and the most important thing is to establish their own brand image in product development, technology Work hard on business strategy and corporate culture construction, and strive for market recognition and reputation while constantly highlighting personality.
Secondly, exhibition economy has become a very important means of operation for many stone enterprises. Many stone enterprises do not promote or promote. As long as they attend the exhibition once or twice a year, the sales performance of the next project is enough to support them. However, as far as the participation mode of some stone enterprises is concerned, the reporter believes that it still needs to be improved in many aspects.
In order to win the recognition of the market more quickly and directly, and gain enough space for development, many stone enterprises take undertaking larger project orders as their first goal. A larger project order will find a way out for their products. Every time a project is completed, the enterprise will send a business card to the outside world. As for the beauty of the business card, it depends on the control ability of the project process, the overall effect and the future tracking service. For a new stone enterprise, whether it can obtain more high-quality project orders directly determines the survival and development of the enterprise, while for a mature enterprise, the ability to undertake projects marks the strength of its hematopoietic function. It can be seen that the project list is of great importance to domestic stone enterprises at this stage. However, if the stone industry wants to become a prosperous industry, and if the stone enterprises want to truly grow stronger and larger, they will ultimately be inseparable from the vast number of ordinary consumers. They still need to take a truly mass and market-oriented development path, which requires more stone enterprises to adjust their business ideas in a timely manner, and strive to improve the popularity and reputation of their products, Take the road of channel distribution.