Marketing "new" power summit forum thinking collision essence

As the country's regulation of the real estate market continues to increase, the flooring industry, which is closely linked to the real estate market, is increasingly feeling the pressure of development. Costs rise, the market shrinks, and homogenization competition... It is a difficult problem in front of enterprises. In 2013, how to make enterprises use all kinds of new marketing methods to break through the encirclement? On the occasion of the opening of the 15th Shanghai floor, on March 26th, NetEase Home invited leading leaders in the home flooring industry to hold a summit forum with the theme of “New Marketing Power to Help Industry Breakthrough”, and open thinking with many industry leading brands. Let's talk about the industry development tomorrow. Among them, the guests shared a lot of valuable dry goods and sorted them out for more sharing.

1. Development trend of the flooring industry in 2013

Shengxiang Floor Wang Xiaoyu: Industry Polarization

Yesterday's floor conference announced a series of data. One data has never been published, that is, the entire market has a market volume of 500 million square meters. Brand companies have probably done 400 million square meters, and the rest are done by small businesses. This is the official number published yesterday. From the point of view of the World Flooring Conference released yesterday, the industry has undergone polarization; small companies are bounded by 1 million square meters, and companies below 1 million square meters are choosing, starting around 5 million square meters. There are a variety of different practices, such as diversification, some regional brands, some export, and some factories. From the perspective of our own business, because of the relatively large base, last year was about 40 million square meters, of which retail accounted for the vast majority.

2. What is the impact of “National Five” on the flooring industry?

Shu Shumendi Chen Shulin: "National Five" is an opportunity for the flooring industry

Combined with the level of the overall floor market in the past few years in the country, in fact, the output value of the entire floor market in our country should be more than 70 billion, and the level of 70 billion has been maintained for two or three years, because the national GDP growth rate Keep at around 10%, the next few years should be seven to eight levels. It should be said that after the "National Five" comes out, the entire real estate market will tend to be stable, and the floor sales market should be stable and rising, but only in the entire market. There will be some changes in the structure, each brand will re-determine its own positioning, it is possible that we will make breakthroughs in scale, etc., each company will have its own positioning. “National Five” seems to have a great impact on real estate. Actually, it is an opportunity for the regulation of the flooring industry, and there are many opportunities.

3. How to look at e-commerce prospects

Bell floor late Kaiyuan: insist on doing e-commerce

E-commerce is still groping, and the contradiction between online and offline is difficult to resolve. How powerful is the icon? There are hundreds of brands together, and the contradictions are difficult to resolve. We have been doing foreign countries, only 3% to 5% in China, and e-commerce accounts for only half of 5%, so our domestic e-commerce seems to be able to do some money. ? not necessarily. The status of shopping online for shopping is not the same as using Alipay online, so it must be treated differently. How do we build online products and how to build online products? I am still exploring. Why do we do e-commerce in China? Because there is no chance in traditional channels.

Last year, our offline channels were fierce, about 1 million square meters. Today, we are still driving offline. In fact, we are also looking for opportunities to break through. We found a few points in the process of breaking through. We feel that we can do it and continue to explore. This year, as in previous years, we insist on doing e-commerce and making everyone's dreams.

4. What level of service is currently in the floor industry? What role can the service play in the flooring industry?

Spring Group Wang Weiqiang: After-sales service is willing to invest

Our company only has two years to do the floor. It takes a long time to do the security door and the wooden door. So I take the security door as an example. We have done the security door for more than ten years. Just said that the real estate industry is not booming, the entire security door industry A lot of shocks have been encountered. When many door factories faced bankruptcy last year, our security door increased by 30%. This time we are working on the integration of wooden doors and flooring. When it comes to service, our security door service has always been done better, including CCTV advertising and media advertising. The first thing is that our product quality has to be done very well. Meet the needs of our consumers. The second is the after-sales service. Our public also attaches great importance to it, including the floor. Although it has just been formed, the investment in all aspects is relatively large. We have also strengthened the density in after-sales service. How to use the service advantages of our security doors and wooden doors, I feel that this advantage is very important.

Shengxiang Wang Xiaoyu: Quality and service standards are very important

The first point: quality and service, these two points are very important. I have always understood this as "invisible front". This is to win the market on the invisible front. Today, I want to share this experience with you. Let's just say, the icon, you said how strong his product design is, no! You said where his real strength is, one I think the quality, today's production line machines have a lot of automated testing facilities, such as the substrate is now scanned, the unqualified pick out.

The second point: quality has quality standards, installation after-sales service has after-sales service standards, these are the two most basic requirements. Our company has six not installed, under what circumstances can not be installed, these things come from national standards, as long as you follow the national standards, environmental requirements, ground requirements, product requirements, construction process requirements and so on. Must be the same quality standards and installation standards, so that you can get praise on the Internet, praise is not your own, if your quality is not good, then the bad reviews will come up, users can not stand.

5. Is there a plan for penetration into the second and third tier markets?

Tiange Floor Zhou Ziqing: There is a need to sink carefully and choose a dealer

We have been taking high-end solid wood flooring, so it is generally above the prefecture-level city. Now we have the demand for sinking, but we are still cautious. At present, the small place is not enough to support the sales of solid wood flooring. If we choose not to the dealers, we will Brands will have an impact, so it is still more prudent.