Discussion on the Development Trend of China's Floor Branding Route

Furthermore, the geographical advantages of second- and third-tier floor brands occupies great advantages. As long as each second-tier and third-tier floor company earnestly concludes and puts forward a plan that suits its own development, this will enable a better development in the flooring industry.

Realize the strategic layout of "Integration with points + horizontal integration"

The second and third floor brands are generally regionally advantageous floor brands. They are all in their own base areas. In order to realize the dream of a national brand, their markets must break through regional restrictions and extend to the entire country. Therefore, in 2012, second- and third-tier floor brands must implement the “strategic, horizontal integration” marketing strategy to complete the strategic layout of the national market, specifically through the following points:

Through the breakthrough of the central market, the expansion of the external market will be realized and the regional floor brand will finally be deployed in the national market. It can be said that the development of markets outside the province will become the biggest driver of regional floor brand growth in the next few years. Second, it strives to open up market share in neighboring provinces. Finally, in order to meet the huge market demand, regional brands can also begin to implement “horizontal industrial chain integration” (ie, the “strong and strong” development path) in strategy.

Win by surprise and go beyond traditional distribution strategies

The cloud of warfare "has an odd victory and a positive match." In 2012, the marketing of second- and third-tier floor brands will need to win the odds. Most of the brands will not completely choose traditional dealers in their choice of dealers, but will choose new types of dealers with more social resources and political resources. This choice can effectively graft the development of high-end customers and group-buying consumers, and at the same time effectively circumvent the traditional circulation mode of traditional distributors and activate channels and terminals.

In general, the second and third line floor brand system consists of many main brands, sub-brands, sub-brands, etc. The biggest problem is that it is prone to confusion between brand conflicts, price conflicts and consumer cognition. In 2012, the second and third floor brands will be differentiated by organization. The first is the division management system of the business division; the second is to avoid the conflicts and competition whose brands are concentrated in the same price range; third is the brand's market segmentation, product segmentation, channel layout segmentation, and price zone. Separated to reduce the conflict and internal consumption of internal brands.

How can the value of the brand products of the second and third floor brands be reflected? First, the brand core value proposition of the floor brands should be clearly defined. Under this unified core value proposition, the development direction of the brands should be guided. Secondly, it is required that the core strategic brands should play a role of “head wolf” in their own areas and drive other members to work together and grow together. Finally, despite the sub-brand and sub-item operations, the situation of decentralized resources and individual wars was avoided.

Dislocation competition + regional competition

For a strong brand in the region, never face a direct conflict with the first-line floor brand, it will take time and effort, worth the candle. In 2012, the market expansion of second and third floor brands was the main theme of the entire flooring industry. In 2012, compared with the first-line brands, the competition principle of the second and third-tier regional floor brands should be the dislocation competition. The leading products adopt the brand dislocation competition principle and cut into the narrow price gap between the first-line brands and non-influenced brands, and will satisfy the interest demands of regional competition.

Set up a bright brand banner

What is the brand's soul, how to make consumers see a floor brand will be rushing, this is precisely the floor brand in 2012 need to consider the key issues. After experiencing the "gold medal battle", "advertising warfare", "packaging warfare", and "promotional warfare", the marketing of floor brands can only occupy the soul of the brand and build the cultural connotation of the brand in order to occupy the commanding height of the brand.

Experts pointed out that there are two key points in cultural marketing in 2012; that is, the core value of flooring brands and the spread of core values. 1. The extraction of core values ​​is the excavation of cultural claims. 2. The spread of core values. After the flooring company refines its core value, it will disseminate it through appropriate channels and methods.

The development of the flooring (decoration renderings) industry in 2012 is relatively difficult, especially for the second and third floor brand companies is a huge challenge, these second and third line brands not only to achieve their own brand to the national breakthrough, but also top Live the first-line brand's expansion and development of the local market. In short, the flooring industry showed major development trends in 2012:

Continuously consolidate its own base market

Second and third floor brands are generally regional strong floor brands, becoming kings or even monopolies in the local market. Judging from the positioning of the brand, regional strong brands have relatively strong local characteristics and obvious geographical advantages. Once out of this place, brands do not occupy the advantages of “timeliness, geography, and people”, and brand promotion will be very difficult. .