In the marketing channel of the enterprise, in a word, the channel is the king, and the channel is the winner. This has been verified in many mature fields such as the home appliance industry. Continued to the construction of domestic stone channels, the reporter observed, but the following main aspects:
First, the establishment of the marketing chain, including the establishment of branches, subsidiaries, operators;
Second, various professional and comprehensive exhibition promotion models;
Third, the contract mode of the engineering order;
Fourth, the establishment of export channels.
The domestic stone industry has experienced a short period of development of more than 20 years, and the achievements have been obvious to all, but we have to admit that we have a huge gap with the stone industry in some developed countries in the world. Why is the price of the domestic top material sheet market? Basically, it does not exceed 200 yuan per square meter, and the market price of some imported plates can reach thousands of yuan per square meter? Is the material texture of ours not as good as others, is our production capacity greater and the market share is maximized? Jizheng Building Materials Network reporters believe that it is not, the key to the problem lies in the added value of the stone brand, of course, there are many other factors. Now that we understand the gap, we must only calm down and practice our internal strengths, erase those empty bubbles, do something real, and strive to compete with our foreign counterparts as soon as possible. When it comes to the development of the company itself, it is imperative for many domestic stone enterprises to strive to get out of the geographical limits, striving to create a brand management model that suits their own development, increase the added value of products, and take the road of development combining diversification and specialization. Can not be limited to the development of ideas for selling resources, selling blocks, rough processing, is the so-called open source and thrifty.
When talking about the way of running stone enterprises, many people will say that stone is a real industry. The problem is that many companies do not have good fist products. They are only within the low-level competition and have not achieved Some market value.
If a stone enterprise can't find a real good product, it also talks about brand development. Of course, a good product is the premise. In the domestic microcrystalline industry, there are about 50 enterprises that have independent development and production capacity. In the stone market of the fortification area in the Chaoshan area, there are Junfei, Dimei and Hushan. The three companies, in addition to the Shantou country microcrystalline stone, the above four companies' annual production of microcrystalline stone reached more than 1 million square meters. It can be said that in the micro-stone industry with relatively high technical level in the domestic stone industry, they all have high representativeness, and in the field of synthetic stone and artificial granite with more complicated technical level, the country has independent development. There are less than ten enterprises with production capacity, including Jiedong Jianxin Gangshi Plant. In addition, there are many slate factories in the fortification area, which enriches the survival and development model of more domestic stone enterprises, thus extending to the whole domestic In the stone industry, in the establishment of their marketing channels, there are only one replication process after another, it is difficult to see a set of models that are both competitive and appealing, so they are destined to develop their markets and grow their businesses. The difficulty, even if there are good products, there is no perfect marketing channel. It also slowly flows into mediocrity and is overwhelmed by the big trend of the market.
To this end, in the establishment of marketing networks, most stone companies generally choose to focus on some key markets nationwide, focus on the offensive, and then seek to gain a larger market share. But the problem is precisely here. At present, Beijing's low-carbon environmental protection project has created a huge demand market for stone products in Beijing. Shanghai's demand for stone in recent years has also been among the highest in the country, in cities such as Beijing, Shanghai and Guangzhou. As the representative of the domestic stone market, a large number of foreign and domestic stone suppliers have gathered. In today's market-oriented, the contradiction between supply and demand directly determines the fierce competition in the market. It is conceivable that the competition in the above several major cities is fierce. Of course, for enterprises, if they want to occupy the national market, the above-mentioned several commanding heights must be won, but first of all, they must have a clear understanding of their own product competitiveness and comprehensive strength of the enterprise, and cannot follow up blindly if they think of the opportunity. Mature, strong companies should also play a variety of combination punches, and strive to get the best opportunity at the least cost; companies with weaker strength should pay more attention to the use of strategy, or avoid the reality, or follow up, cut Don't be a brave man, so as not to end up with a fate for the people. If the timing is not mature, it is more important to pay attention to the differentiated strategy, combined with its own characteristics and other actual conditions, and slowly.
These many stone companies from China have set up their own few branches in the above-mentioned major cities, which fully demonstrates that many stone enterprises lack innovation and lack flexibility. In the operation mode of the marketing network, more companies adopt the practice of owning funds to establish branches and subsidiaries, which can manage and operate well, grasp the market and grasp the development direction of the enterprise. Better control, but this also severely limits the development momentum of enterprises. From the capital to the talents, individual enterprises cannot fully adapt to the development needs of the market. The real solution must take the road of alliance development and establish perfection. As long as the diversified dealer channels, truly strong cooperation, create a win-win situation in the form of the group, and to be as wide and specialized as cabinet store, home textile store, paint store, domestic stone enterprises to go The road is still very long, and the most important thing is to establish its own brand image, and work hard in product development, process technology, business strategy and corporate culture construction, and strive to gain market awareness while constantly highlighting individuality. With a reputation.
Secondly, the exhibition economy has become a very important means of operation for many stone enterprises. Many stone enterprises do not promote publicity, and they do not promote sales. Each year, as long as they participate in one or two exhibitions, the sales performance of the next step is enough to support the project. It is. However, regarding the participation mode of some stone enterprises, the reporter believes that there are still many aspects to be improved.
The first performance is poor professionalism. Many exhibitors believe that as long as they provide good products, others don't have to pay too much attention. Therefore, most of their booths are unremarkable, there are no elaborate exhibits, and there is no attractive atmosphere for the exhibition hall. I don’t know what they think of being outside the body. It is the extension of the brand and culture of a company, and it is also the added value of a product. Some people think that the exhibition is only a form, the key is off-site. This kind of thinking is certainly good, but influenced by this kind of thinking, many exhibition halls that look very close to each other, some are in the market, some are in front of the car, even if it is Starting from the psychological love of the Chinese people, the effect of the exhibition will definitely be different. This is the eyeball economy. The atmosphere of the negotiation in the lively exhibition halls may be just a gathering of acquaintances and friends. Therefore, the reporter believes that a good atmosphere of the exhibition hall should be conceived in all directions and from multiple angles.
The second comprehensiveness is not in place, including the choice of exhibitions, the launch of new products, exhibition promotion and post-show tracking. Some companies do not have a systematic participation plan, and some performances are insufficiently prepared, rushed into battle, and some did not notice the comprehensive effect of the exhibition. Exhibitors should select relevant exhibitions according to their own characteristics, and launch new products in a timely manner according to their own marketing plans.
Thirdly, in addition to paying attention to the promotion of the main body of the exhibition, it should also systematically package the corporate image and product information release. For example, at the same time of exhibiting, it should be supplemented with appropriate publicity in relevant magazines and magazines.
Finally, we will systematically analyze the exhibition information, give long-term follow-up services, summarize the successes and shortcomings of the exhibition, and prepare for the next success.
Thirdly, due to the short history of marketization of the domestic stone industry, consumer awareness is not high, and it has not yet formed the concept of brand consumption like other industries.
In order to win market recognition faster and more directly, many stone enterprises have obtained sufficient development space. Most of them will take larger engineering orders as their preferred target, and a larger engineering list will find a way out for enterprise products. Every time a project is completed, the company sends a business card to the outside world. As for the exquisiteness of the business card, it depends on the engineering process control capability, the overall effect and the future tracking service. For a new stone enterprise, whether it can obtain more high-quality engineering orders directly determines the survival and development of this enterprise. For a mature enterprise, the engineering undertaking ability indicates whether the hematopoietic function is strong or not. It can be seen that the importance of the engineering list for the domestic stone enterprises at the present stage, but if the stone industry wants to become a long-growth industry, if the stone enterprises want to be truly stronger and bigger, they will ultimately be inseparable from the general consumers. To take the real mass and market-oriented development route, this requires more stone enterprises to adjust their business ideas in a timely manner, and strive to improve the visibility and reputation of their products. Take the road of channel distribution.
Finally, based on the current situation that the homogenization of products in many industries in China is serious and the vicious low-price competition is serious, stone enterprises should focus on increasing the export of products.
Here, taking the exit road of Jiefei City's Junfei Microcrystalline Stone as an example, as the owner of the first private stone factory in Guangdong Province, Mr. Huang Junhui, started as an import and export trade. As early as 1990, Junfei Industrial and Laos The International Department signed a cooperation agreement on offshore mining and product processing, and then cooperated with Southeast Asian countries such as India to develop local blockstone mines, making full use of their own resources and technological advantages, and carrying out the real sense. The bilateral trade and cooperation business has won the status of its own industry leader while gaining resources, market and reputation, and laid a solid foundation for the development of the company. At present, Junfei Microcrystalline has an annual output of 200,000 square meters of microcrystalline stone, all of which have achieved mechanized production and electronic operation. Its computer modeling and jigsaw technology have reached the national first-class level. Seventy percent of the products are exported to Europe, America and Southeast. Come to Taiwan, Hong Kong and other countries and regions.
First, the establishment of the marketing chain, including the establishment of branches, subsidiaries, operators;
Second, various professional and comprehensive exhibition promotion models;
Third, the contract mode of the engineering order;
Fourth, the establishment of export channels.
The domestic stone industry has experienced a short period of development of more than 20 years, and the achievements have been obvious to all, but we have to admit that we have a huge gap with the stone industry in some developed countries in the world. Why is the price of the domestic top material sheet market? Basically, it does not exceed 200 yuan per square meter, and the market price of some imported plates can reach thousands of yuan per square meter? Is the material texture of ours not as good as others, is our production capacity greater and the market share is maximized? Jizheng Building Materials Network reporters believe that it is not, the key to the problem lies in the added value of the stone brand, of course, there are many other factors. Now that we understand the gap, we must only calm down and practice our internal strengths, erase those empty bubbles, do something real, and strive to compete with our foreign counterparts as soon as possible. When it comes to the development of the company itself, it is imperative for many domestic stone enterprises to strive to get out of the geographical limits, striving to create a brand management model that suits their own development, increase the added value of products, and take the road of development combining diversification and specialization. Can not be limited to the development of ideas for selling resources, selling blocks, rough processing, is the so-called open source and thrifty.
When talking about the way of running stone enterprises, many people will say that stone is a real industry. The problem is that many companies do not have good fist products. They are only within the low-level competition and have not achieved Some market value.
If a stone enterprise can't find a real good product, it also talks about brand development. Of course, a good product is the premise. In the domestic microcrystalline industry, there are about 50 enterprises that have independent development and production capacity. In the stone market of the fortification area in the Chaoshan area, there are Junfei, Dimei and Hushan. The three companies, in addition to the Shantou country microcrystalline stone, the above four companies' annual production of microcrystalline stone reached more than 1 million square meters. It can be said that in the micro-stone industry with relatively high technical level in the domestic stone industry, they all have high representativeness, and in the field of synthetic stone and artificial granite with more complicated technical level, the country has independent development. There are less than ten enterprises with production capacity, including Jiedong Jianxin Gangshi Plant. In addition, there are many slate factories in the fortification area, which enriches the survival and development model of more domestic stone enterprises, thus extending to the whole domestic In the stone industry, in the establishment of their marketing channels, there are only one replication process after another, it is difficult to see a set of models that are both competitive and appealing, so they are destined to develop their markets and grow their businesses. The difficulty, even if there are good products, there is no perfect marketing channel. It also slowly flows into mediocrity and is overwhelmed by the big trend of the market.
To this end, in the establishment of marketing networks, most stone companies generally choose to focus on some key markets nationwide, focus on the offensive, and then seek to gain a larger market share. But the problem is precisely here. At present, Beijing's low-carbon environmental protection project has created a huge demand market for stone products in Beijing. Shanghai's demand for stone in recent years has also been among the highest in the country, in cities such as Beijing, Shanghai and Guangzhou. As the representative of the domestic stone market, a large number of foreign and domestic stone suppliers have gathered. In today's market-oriented, the contradiction between supply and demand directly determines the fierce competition in the market. It is conceivable that the competition in the above several major cities is fierce. Of course, for enterprises, if they want to occupy the national market, the above-mentioned several commanding heights must be won, but first of all, they must have a clear understanding of their own product competitiveness and comprehensive strength of the enterprise, and cannot follow up blindly if they think of the opportunity. Mature, strong companies should also play a variety of combination punches, and strive to get the best opportunity at the least cost; companies with weaker strength should pay more attention to the use of strategy, or avoid the reality, or follow up, cut Don't be a brave man, so as not to end up with a fate for the people. If the timing is not mature, it is more important to pay attention to the differentiated strategy, combined with its own characteristics and other actual conditions, and slowly.
These many stone companies from China have set up their own few branches in the above-mentioned major cities, which fully demonstrates that many stone enterprises lack innovation and lack flexibility. In the operation mode of the marketing network, more companies adopt the practice of owning funds to establish branches and subsidiaries, which can manage and operate well, grasp the market and grasp the development direction of the enterprise. Better control, but this also severely limits the development momentum of enterprises. From the capital to the talents, individual enterprises cannot fully adapt to the development needs of the market. The real solution must take the road of alliance development and establish perfection. As long as the diversified dealer channels, truly strong cooperation, create a win-win situation in the form of the group, and to be as wide and specialized as cabinet store, home textile store, paint store, domestic stone enterprises to go The road is still very long, and the most important thing is to establish its own brand image, and work hard in product development, process technology, business strategy and corporate culture construction, and strive to gain market awareness while constantly highlighting individuality. With a reputation.
Secondly, the exhibition economy has become a very important means of operation for many stone enterprises. Many stone enterprises do not promote publicity, and they do not promote sales. Each year, as long as they participate in one or two exhibitions, the sales performance of the next step is enough to support the project. It is. However, regarding the participation mode of some stone enterprises, the reporter believes that there are still many aspects to be improved.
The first performance is poor professionalism. Many exhibitors believe that as long as they provide good products, others don't have to pay too much attention. Therefore, most of their booths are unremarkable, there are no elaborate exhibits, and there is no attractive atmosphere for the exhibition hall. I don’t know what they think of being outside the body. It is the extension of the brand and culture of a company, and it is also the added value of a product. Some people think that the exhibition is only a form, the key is off-site. This kind of thinking is certainly good, but influenced by this kind of thinking, many exhibition halls that look very close to each other, some are in the market, some are in front of the car, even if it is Starting from the psychological love of the Chinese people, the effect of the exhibition will definitely be different. This is the eyeball economy. The atmosphere of the negotiation in the lively exhibition halls may be just a gathering of acquaintances and friends. Therefore, the reporter believes that a good atmosphere of the exhibition hall should be conceived in all directions and from multiple angles.
The second comprehensiveness is not in place, including the choice of exhibitions, the launch of new products, exhibition promotion and post-show tracking. Some companies do not have a systematic participation plan, and some performances are insufficiently prepared, rushed into battle, and some did not notice the comprehensive effect of the exhibition. Exhibitors should select relevant exhibitions according to their own characteristics, and launch new products in a timely manner according to their own marketing plans.
Thirdly, in addition to paying attention to the promotion of the main body of the exhibition, it should also systematically package the corporate image and product information release. For example, at the same time of exhibiting, it should be supplemented with appropriate publicity in relevant magazines and magazines.
Finally, we will systematically analyze the exhibition information, give long-term follow-up services, summarize the successes and shortcomings of the exhibition, and prepare for the next success.
Thirdly, due to the short history of marketization of the domestic stone industry, consumer awareness is not high, and it has not yet formed the concept of brand consumption like other industries.
In order to win market recognition faster and more directly, many stone enterprises have obtained sufficient development space. Most of them will take larger engineering orders as their preferred target, and a larger engineering list will find a way out for enterprise products. Every time a project is completed, the company sends a business card to the outside world. As for the exquisiteness of the business card, it depends on the engineering process control capability, the overall effect and the future tracking service. For a new stone enterprise, whether it can obtain more high-quality engineering orders directly determines the survival and development of this enterprise. For a mature enterprise, the engineering undertaking ability indicates whether the hematopoietic function is strong or not. It can be seen that the importance of the engineering list for the domestic stone enterprises at the present stage, but if the stone industry wants to become a long-growth industry, if the stone enterprises want to be truly stronger and bigger, they will ultimately be inseparable from the general consumers. To take the real mass and market-oriented development route, this requires more stone enterprises to adjust their business ideas in a timely manner, and strive to improve the visibility and reputation of their products. Take the road of channel distribution.
Finally, based on the current situation that the homogenization of products in many industries in China is serious and the vicious low-price competition is serious, stone enterprises should focus on increasing the export of products.
Here, taking the exit road of Jiefei City's Junfei Microcrystalline Stone as an example, as the owner of the first private stone factory in Guangdong Province, Mr. Huang Junhui, started as an import and export trade. As early as 1990, Junfei Industrial and Laos The International Department signed a cooperation agreement on offshore mining and product processing, and then cooperated with Southeast Asian countries such as India to develop local blockstone mines, making full use of their own resources and technological advantages, and carrying out the real sense. The bilateral trade and cooperation business has won the status of its own industry leader while gaining resources, market and reputation, and laid a solid foundation for the development of the company. At present, Junfei Microcrystalline has an annual output of 200,000 square meters of microcrystalline stone, all of which have achieved mechanized production and electronic operation. Its computer modeling and jigsaw technology have reached the national first-class level. Seventy percent of the products are exported to Europe, America and Southeast. Come to Taiwan, Hong Kong and other countries and regions.
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