Upgrade the stairs market to improve the execution of the market

The construction of the staircase brand is very critical. At present, the downturn period of the staircase market in China has not completely passed, and the manufacturers have not yet shaken off the impact of the crisis. Stairs companies want to develop, can only be achieved through their own efforts, rely on channel construction, through strengthening innovation, making brands and other ways.

Precision farming channels

After the financial crisis, some furniture and building materials companies turned to the staircase market and competed for market share. The competition in the staircase market was even fiercer. On the one hand, staircase enterprises face the pressure of excess product, shrinking profit space, and increased risk of inventory and capital. On the other hand, they have to face increasing consumer demand for services, increasing brand selection, and weak purchasing power. Cruel reality.

In these market conditions, sales channels are even more important. Stair enterprises need to extend their profits to the end of the demand chain to make a profit. “Fine farming channels and decisive winning terminals” have become the goals of the staircase enterprises.

In the past, in order to occupy the market, stair companies were trying to set up marketing outlets, and there were many specialty stores and dealers, but many of them were losing money. The distribution network of staircase companies is not much, but the profitability of the channel.

Dealers profit, manufacturers can make money. The sales terminal not only has the functions of sales and sales, but also has functions such as marketing, service, and brand display, which are the decisive factors for the survival and development of the company. Therefore, many forward-looking staircase manufacturers fight with the dealers to support the dealers and improve their competitiveness through intensive farming channels.

Strengthen innovation

Product innovation is the process of introducing new products to the market according to the target customer's needs and the company's own resource conditions.

At present, the product homogeneity of the staircase industry is quite serious. Due to the low barriers to entry in the ladder industry, low technical content, ease of counterfeiting, and other reasons, the cloning phenomenon is very serious and the technology is constantly improving. A uniquely shaped and fashionable staircase is available for sale. When the product quality and style are basically the same, businesses can only compete by pushing down prices.

The prevalence of plagiarism and counterfeiting has hindered and plagued the development of original staircase companies. Homogeneity is an important reason for the unfair competition in the current staircase industry.

In order to break the homogeneity problem, it is necessary for companies to have independent innovation. The idea is to develop products from the main products. Through the unique and technologically new stairs of their own companies to participate in market competition, this is a healthy competition to promote the staircase industry. development of.

Of course, small-to-medium-sized staircase companies must also pay attention to the cost of product innovation, especially during the current winter. From the actual operation point of view, effective integration of social resources for product innovation is a safe and effective way to reduce the risk of detours.

Low cost branding

Since the financial crisis began in the second half of 2008, sales of many staircase companies have been declining. Many stair companies have also realized the importance of the brand, and many companies have embarked on the road to branding.

In the current situation, on the one hand, the staircase company takes into account the importance of the brand for the development of the company, and on the other hand also takes into account the high expenditures for branding. Under such circumstances, how to build a strong brand at low cost has become a magic weapon for companies that need to make inquiries.

In the face of market tightening and capital intensification, branding has become the only way out for stair companies, and low-cost branding has become the best choice for companies to save money and build brands efficiently.

Many stair companies have entered the misconception of the “luxury theory” of the brand. In fact, brand building does not necessarily need to spend huge sums of money. As long as there is a correct branding strategy, appropriate operating methods, positive innovation, and low cost, it can also create strong momentum. The brand is thus developed.