Facing the turbulent market in the future, from what aspects should home furnishing companies start to make changes in order to find a correct positioning in the future market development and seize market opportunities? The author believes that as the two major participating groups in the flooring industry, companies and distributors need to respond from the perspective of their actual selection. [Keywords: Enterprise] Enterprise innovation. Innovation is an inexhaustible driving force for an enterprise to maintain its competitiveness at all times. Use technological innovation to improve production efficiency, reduce production costs, and provide consumers with more cheap and high-quality flooring; system innovation to make the daily operation of the enterprise more orderly, easy to manage, and at the same time can get rid of some of the shortcomings of the old system, Rejuvenate the enterprise; innovate with leadership ideas to ensure that the enterprise develops in the right direction under this unfavorable environment. Employ employees' ideological innovation to enhance the cohesion of the enterprise, give play to the creativity of employees, and bring greater benefits to the enterprise. Technology supports the uniqueness of product selling points, the vitality of corporate culture, and the firmness of product quality. Enhance brand connotation. After I recently visited Panmen stores in Wangde Province, a famous building material concentration center in Changsha, I couldn't help feeling emotional, and the gap between the floors did exist. This gap is not between high quality and low quality. Almost all domestic floors use German or Japanese technology. Anyone who has money can buy a production line to recruit dozens of people to engage in floor production. The quality of the floor is similar. The market channel of the floor industry is not true. Wang Dao, which flooring company has high-quality terminal store resources, which can be said to have the first-mover advantage of the competition in the flooring industry; it is also not the size of the brand, and the strong dragon can not overwhelm the snake. Some famous brands in the national market In some local markets, the market often falls into the awkward situation of being hit by local brands. The real gap lies in the content of the floor. Throughout the board distribution stores in Wangde Prefecture, it is obviously from the store design masters, all with high-grade, big brand momentum, only after entering the stores to experience, only to understand that the real difference lies in the brand connotation. This connotation lies not only in the image of the company, brand, and store, but also in product quality, corporate culture, employee spirit, the consciousness of consumers everywhere, brand culture, etc. Operation mode adjustment. The home furnishing industry has a significant lag in the property market. Smart companies will actively adjust their business model during this extraordinary period to prepare for future troubles. According to the current situation of the property market, flooring companies can seize this breathing opportunity and adjust short-term development strategies in order to better adapt to the impact of the New Deal. Taking the channel model as an example, from the vertical level, the floor industry has changed from a single "vendor-province-distributor-terminal" 4-level channel level to "vendor-province-distributor-terminal", " It is imperative that the manufacturer-branch (associated company) -dealer-terminal "and" manufacturer-dealer-terminal "coexist in multiple levels. Product structure adjustment. Optimists see opportunities in disasters, and pessimists see disasters in opportunities. Facing the strict regulation and control policies of the property market, some floor brands are optimistic about the market, optimize the product structure, and expand against the market. According to reports, "a well-known wooden flooring company has set its sights on the" personalized "crowd for the sake of innovation and innovation, and launched DIY custom-made wooden flooring, which has attracted attention." It is understood that the manufacturer spent 30 million yuan on research and development in March. Successfully developed a mature and customized mass-produced floor. This kind of floor directly points to the personalized demand of wooden floor consumption, and can print patterns according to the wishes of consumers, which is welcomed by young consumer groups. The surge in sales has inspired the manufacturer to shop in more than 2,500 specialty stores nationwide. When the price and volume of the property market are falling, and the market demand is relatively shrinking, those companies that are difficult to adjust themselves through products and have serious partialities will further weaken in this round of adjustment. Those product lines are rich, the market responds quickly, and the marketing capabilities are strong. 3. Enterprises with effective crisis management mechanisms will have the opportunity to become new overlords. Change in marketing thinking. For "post-80s", it is unimaginable without the Internet. Blogging, playing online games, chatting online, shopping online, etc., are all integrated into the post-80s modern life. The marketing methods of flooring companies must be changed in response to consumers. Internet marketing is undoubtedly the most suitable for the young generation after the 1980s. For flooring companies, we must pay attention to online marketing, increase the cost and proportion of online marketing investment, and increase the promotion and promotion of well-known real estate, home improvement, building materials and other related portal portals in the flooring industry; make the website interesting and interactive On the basis of content construction, strengthen the promotion of the website to increase the popularity of the gathering; take advantage of the online group buying platform or try the online floor store (city) to open convenient procurement channels for post-80s consumers; use email, forums, blogs, online videos, etc. Various tools to strengthen brand communication or hot topic creation with post-80s consumers. [Keywords: dealer] Dig deep into market segments. Combining the current market environment and consumer demand, it is imperative to tap the floor market segment. Second-hand house decoration will account for more than 30% of the entire market, so the largest segment of the market segment in the flooring industry cake is the old house renovation market. Not all channels have paid attention to the old house renovation market, and some building materials supermarkets have already worked hard in this blue sea. Building materials companies are also actively cooperating with the store, and strive to make this market vivid and colorful. "In the short term, it is difficult for the old house renovation market to become the main customer for home improvement, but with the end of the large-scale first-hand house renovation, this seemingly low-profit market will inevitably be the focus of the building materials industry. Prepare in advance Afterwards, it is better to hurry up, "said a building materials dealer. Of course, the mining of market segments also requires strategy. The cooperation strategy between the water purifier product and the main decoration company provides a good strategic reference for the floor enterprise. The characteristics of the water purifier product determine that it mainly opens the market through the way recommended by the home improvement design company to the customer. This cooperation model with home improvement design can of course also be used to develop the flooring market. In addition, the new generation of consumer houses pay more attention to taste and personalization in consumption, so when decorating the house, more decoration design companies will be involved. Facing the gradual new real estate policy, who can better apply this strategy, who can better occupy this market. After-sales service improvement. In the flooring industry, the saying "three-point product, seven-point in installation" is popular, and floor complaints are mostly concentrated on after-sales service. The floor service is mainly reflected in the distributors. As everyone's consumption level improves, the service requirements for distributors will be further improved. Especially for better brands and more high-end brands, their service improvement has been very, very fast in recent years. In some flooring stores, some wooden flooring brands have launched new marketing and new services in order to cope with the fierce competition in the downturn market. Believe in the power of the brand. Last week, a friend asked the author about the floor market. His preference was for big brands, followed by factors such as price. The author saw in Changde, a famous building materials monopoly in Changsha and Nanhu Market, that there are not many people who buy flooring like this friend. Although there are few customers in the store, there are many consumers in some well-known flooring brand stores. Floors are durable consumer goods. With the development of the times, brands have now become an important reference for consumers to buy floors. Some people in the industry also pointed out that "discounts and promotions have little effect on the promotion of small brands, but they have a great effect on the promotion of large brands. I often get together in a few big brands with high visibility. " Believe in the power of the brand, the brand is the most valuable asset, the brand is the cohesion of service, quality and trust, and the brand is also the most effective propaganda tool. saving cost. Cost saving is a common issue, such as turning off the extra lights to save money when the business is not good, and this will not be considered by the business households when the sales were stable in the past. Cost savings is not about how much you can save, it is about building a sense of giving more benefits to consumers. Only companies and distributors who are thinking about consumers can keep their brands from being eliminated in a sluggish market environment. The crisis is coming, reducing costs, benefiting consumers, diversifying the product range, striving to expand the customer base, and maintaining the stability and rise of sales. I believe this is the choice that many dealers should have. The poor changes, the change is general, and the time is long. For the flooring industry, due to the overheating of the real estate market, the flooring industry has also been crazy for many years. At this time, it should be a stage of calm after the madness. Actively adapt, the spring of the flooring industry is not far away Too. 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As we all know, excessively high house prices will have a very bad negative impact on the market and economy. The introduction of a series of new policies in the country's property market has cooled the "high fever" property market. The regulation of the property market should have turned into good news to stimulate market demand for building materials. Quite the contrary. The home building materials industry, which is enjoying the economic recovery and the market demand is again springing up, seems to have experienced a nightmare. The transaction volume of commercial housing has fallen sharply, but house prices are still strong. Developers and home buyers are also observing and finding each other. No one wants to make concessions easily. Trading is in a game. As a downstream industry in the property market, building materials industry has become a "pond fish" . The industry generally believes that under the influence of the ripple effect, the home furnishing industry, including the furniture industry, kitchen supplies industry, flooring industry, and decoration industry, will experience a market downturn after a lag of 2–3 months.