[China Aluminum Network] The author believes that for anti-theft door companies, once they look for one of the high-end or low-end markets, they will be free from the influence of “winter†as they strive to expand their business according to market demand. As anti-theft doors enterprises and businesses, as long as the hard work, improve the core competitiveness, and be able to find out the market demand and choose the right market positioning, will inevitably be invincible in the market competition, and get a satisfactory market cake.
At the 2nd Asia-Pacific Economic Forum held on September 3rd, economics professor Guo Shiping and senior professionals in the pan-home industry gathered to discuss the current economic downturn in the real estate market and rising production costs. The development trend. Some people think that because the pan-home industry is in the downstream of the real estate industry chain, it will inevitably be adversely affected, so that the next year and a half will be the "winter" of the pan-home industry.
The author believes that for anti-theft door companies, once one of the high-end or low-end markets is identified, efforts to expand the business based on market demand can be completely protected from the influence of “winterâ€.
High-end security door brand favored by consumers Recently I visited Shantou City, Guangdong Province, State Grid Furniture Expo Center, Cathay Pacific Furniture Expo Center, Cathay Pacific Decoration Materials City, Xiangjiang House, Yihua Furniture Experience Hall, Wancheng (International) Furniture Expo Center , Aifulan Furniture Co., Ltd., Jinhaima Home Furnishing Plaza, Shantou Youjiayi Furniture Exhibition Center, Shengjia Furnace (Shantou) Co., Ltd., Aodu Furniture, Meiji New World and many other home building materials centers found that Lihe Yang, Panpan, Wang Li, Xinduo, Qunsheng, Spring, Xingyuejin, Maxim, Rishang, Feiyun, Jingwumen, Jiameite, Jindatian, Regal Gate, Yadi and other security door brands The store is undergoing a fiery Mid-Autumn Festival and National Day celebrations, using a variety of means and forms in order to win more loyal customers.
According to the author, the intention of the major anti-theft door brand promotions are mostly aimed at high-end customers, because only high-end customers will have the ability to spend on big brands of products, sales promotion for high-end consumers has become the focus of brand security marketing. Most of these high-end anti-theft door brands put a lot of advertising on CCTV, provincial TV stations, well-known websites, and authoritative magazines and other media to set a good high-end brand image for consumers. Another way is to establish its brand foundation by applying for China's well-known trademarks, Chinese brands, national inspection-free products, and well-known brands and other authoritative qualification certifications. This will allow many consumers to only look for a certain brand when they choose to buy theft. Inside, a brand of security door is a symbol of luxury, luxury and quality.
This also shows that the marketing of these anti-theft door brands has been put in place. It has already gained a firm foothold in the high-end anti-theft door market and has occupied a very high market share. Now that the property market is very sluggish, it is said that this will seriously affect the sales performance of various brands of security doors, but the author found in a wide range of interviews, observations and research, the government introduced the real estate control measures for the sale of the brand of security doors did not market Too much of an impact, because the active in the real estate market is still high-end customers, the brand security door with this advantage, began horizontal and vertical business development in order to gain a higher market share.
The low-end anti-theft door is also very useful for the market. The author recently visited Lihei Door Industry, Yadi Store, Jinhuimen, Qingsong Wood, Senrong Wood, Xinjumen, Huaxing Door Industry, and the second-hand decoration materials in Shantou City, Guangdong Province. Huatai Door Decoration Firm, Guangtai Door Industry, Tim Fortune Boutique, Zhengshi Door Industry, Fuxiang Door Industry, Jinliufu Door Industry and other door dealerships found that low-end security doors sold during the Mid-Autumn National Day. Also good.
After many investigations, the author found that low-end anti-theft doors also have their own specific customer base like high-end brand anti-theft doors. According to statistics, at present, low-end security door consumers account for more than 60% of security door consumers, and low-end consumers pay more attention to benefits and cheaper, not as high-end consumers as high-end, luxury and quality.
Another consumer who purchased a security door told the author: “I still prefer to go to this store to buy a security door, because it’s better to buy a mentality here, and what problems arise can be communicated directly with the owner of the shop. Large-scale door shops will feel very uneasy, because the salesperson will only sell it to you. If there is a problem with the product, the salesperson will not be able to solve it, and it is not easy to find the responsible person. It is impossible to find a boss.†Said that he is very clear about his economic strength, knowing what level of security door his family needs to buy, do not need to buy too high-end brand security door, buy a high-end door for him is purely "swollen face fat", In addition, he went to large-scale door shops to buy high-end advertisements for his products and to pay for the luxurious decoration of the store. “It is not worthwhile,†he shook his head again and again.
Unmarked security door in Shantou "become red"
In the interview, the author also found a special phenomenon. The anti-theft door with no brand identity was welcomed by local low-end consumers in Shantou. Huaxing Door Industry boss Wu Caixia told the author that most of the anti-theft doors with no brand identity were produced by local companies, with fast delivery, low purchase cost, and large profit margins. At the same time, consumers felt that the price of such security doors was more reasonable. It is cheap and affordable. Most of the brand security doors come from Foshan, Shunde, Guangdong and Xiamen, Fujian, where the long supply period, high purchase cost, and small profit margins. Therefore, many dealers require companies to provide anti-theft doors without brand identity but with quality assurance. Even if the company's anti-theft door is a well-known brand, the brand identity must be removed when entering the local market. Otherwise, the security door cannot be sold in the market.
Therefore, this is an advantage for low-end security door companies. For brand security door companies, it is not conducive to building product brand awareness, because companies must spend more effort to sell brand products to the field.
A store dealer tells the author that in fact the door is not the same as other products, it is rarely sold face to face with customers, and more is relationship marketing, that is to say that you have established a business relationship with A customer, if A customer Working with you is very happy, then A customers will bring you more customers, so that they will gradually accumulate their own customer base. And only with this customer base, you can get more work orders (such as residential quarters or apartments built by local residents), your sales will be very good. If you are developing new customers all the time, your business will not last long.
The author believes that as long as the social economy continues to advance, companies will be able to find their own market. Although the current pan-family industry is affected by the slump in the property market, it is not decisive for individual companies. As anti-theft doors enterprises and businesses, as long as the hard work, improve the core competitiveness, and be able to find out the market demand and choose the right market positioning, will inevitably be invincible in the market competition, and get a satisfactory market cake.
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