Although the real estate industry in the upstream industry of the flooring industry is not clear, whether the current real estate industry is a continuous bubble or a bubble burst, it is certain that its prospects must be stable. The shortage of supply is the mainstream sign of the real estate industry, and the space for the home building materials industry driven by it is still very large. In this buyer's market stage, the floor companies are still promising! But the specific industry environment of the floor, how the floor enterprises take advantage of the situation is the most worthy of attention. According to current market conditions, industry status and other factors, it can be seen that branding is the only way for Chinese flooring companies!
Market development trend requires branding
Chinese society is in a period of transition. This kind of multi-year rapid development has accumulated a combination of abrupt patterns and gradual changes in the geographical diversity of people and regions, which has brought the domestic market to a multi-integration situation. Of course, there are already some mature and stable category markets, and China's current flooring market is still in the growth stage. The reason why it is a long-term market has two main reasons: First, the various flooring products in the market mainly stay in the contest of quality and price. Second, all kinds of products of different quality have their own foothold, and those enterprises with outdated marketing concepts and backward methods still have their own profit margins. Most domestic flooring companies are still focusing on improving product quality and improving manufacturing processes. The competition in the flooring industry is still in the initial stage of quality competition, but this situation is by no means a steady state.
Branding Construction - The Only Way for Chinese Flooring Enterprises
Reference, the development process of other mature industries, all experienced a process from product competition to brand competition. With the maturity of production technology, products will become increasingly homogenized, and branding is the only way for enterprise development. The lower entry barriers of the flooring industry and the reproducibility of the process, these factors further require that flooring companies focus on brand building. Only by establishing a clear and unique brand image in the minds of consumers can we stand for a long time.
Responding to fierce competition requires branding
At present, China's flooring market is large and small, each occupying different levels and one market in different regions. There are many complicated and complicated competitions in the industry, and the phenomenon of counterfeiting has occurred from time to time. Although the financial crisis has allowed some OEM companies to withdraw from the industry stage. However, more similar companies began to re-examine themselves, re-adjust their strategies, and turn their attention from the mature and aging European and American markets to the huge domestic market. International brands have also targeted the Chinese market, and have entered the market, starting a fierce rush from the high-end market to the mid-end market. From this point of view, the competition in the flooring industry will become increasingly hot. One of the biggest advantages of fierce competition is the survival of the fittest, forcing domestic enterprises to be strong and promoting the industry to upgrade! In this fierce contest, it is the competition of comprehensive strength of enterprises, raw materials, processes, equipment, management, team, marketing, channels are not available. An important factor that lacks, but its core competitiveness is undoubtedly the brand influence that cannot be copied!
Residents' incomes are increasing, consumers are becoming more rational, and home building materials are used as non-recurring consumer goods. Consumers will continue to choose products that have reliable protection. The promise of safety and durability is still the basic guarantee for providing products. However, in addition to this, another concern is that the industry and the market are constantly growing. With the development of various technologies in the building materials industry and the continuous improvement of related quality assurance systems, the products are increasingly homogenized and quality. It is no longer the only factor in consumer buying decisions. The decision-making environment of consumers is also becoming more and more complicated.
Combined with the rising trend of raw material prices, one conclusion can be drawn: safety, environmental protection and energy conservation have become the consensus of the flooring industry. Humanization, individualization and artisticization are the development trends of the flooring industry.
In this trend and process, whether it is a unique product that attracts consumers' attention, or a more energy-saving and environmentally friendly, intelligent and human product, without a reasonable brand positioning and no consistent brand strategy, it will undoubtedly distract attention. Costly and laborious, and ultimately defeated by the unified voice, unified image and unified action of other companies!
On this occasion, when the competition is fierce and the new round of industry reshuffles, the last bus of brand building may stimulate the Chinese flooring industry to be strong. Therefore, the brand building brand of the floor enterprise is at the time!
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