Middle and Small Floor Walks Three Survival Rules of Adversity for Survival of Enterprises

After years of development, some of the floor brands have been able to stand out as the leaders in the industry, and most brands are still struggling to compete for an optimistic space for survival and development. With the formation of polarization, the market pattern has become clearer and tower-shaped brand echelons have gradually emerged. Faced with the ruthlessness of the market economy environment in 2012 and the sluggish environment of the industry situation, it is not optimistic for the living environment of the flooring companies that wander between big brands and no-name brands.

As we all know, big brands have great influence, high customer loyalty, strong natural profitability, and strong accumulation of resources, and lose no time in launching the “big sweeping” strong expansion strategy of “opening large stores and opening up many stores”. The brand-name floor is small and the cost is low, so it is difficult for the flooring company to walk between the two. Originally these corporate brands had weak influence, low added value, and strong rivals both before and after, and their profitability was getting weaker. However, any company is not willing to become a "victim" of the current situation. Since you can't escape, you can only bravely face it. How to win surprises, get out of trouble, and suddenly become the key to these floor companies. First, floor companies must have enough confidence. Consciousness decides to act, and mindset determines success or failure. For companies that walk between big brands and no-name brands, confidence is a prerequisite and a prerequisite. After that, is it possible to stand out after being confident? Of course, the answer is not. In addition to confidence, these wandering companies have to master the following survival rules in the face of adversity:

Rule No. 1: Consumer Accuracy Targeting Brands Entering the Market For floor companies, brand operations must have personality and philosophy. After the company shapes the brand, it must connect with the product. Brands want consumers to form such views, I buy your floor, your floor must be the best in some aspects. This creates a comparative understanding and cognition before it can be emotionally dependent on the company’s brand. We must also try to link the interests of the brand with the benefits of the product. The advertising market is based on the media, that is, advertisers select the media that meets the target audience's browsing habits, accurately deliver the advertisement across media to target audiences, and purchase “audiences” rather than “media” to achieve the purpose of accurate advertising placement. Precisely targeting the consumer audience can bring the brand into the market.

Rule No. 2: Identifying the characteristics of oneself to differentiate the production The fundamentals of the production of the floor company's marketing success lies in the creation of differentiation. The differentiation of the company's products largely influences the consumer's consumption orientation and determines the identity of a corporate brand. Enterprises need to have advanced and powerful differentiated products as the foundation and support to win in the fierce competition. Identifying the brand's own technological characteristics and producing a brand selling point, the technology enables the product to achieve a leap from “quantity” to “quality”, pursues differentiated products, and sells different products to consumers of different strata. Accurately identifying their own characteristics and producing alienated products can not only form their own distinctive selling points of the brand features, but also find a breakthrough in the development of the market.

Rule 3: Pay attention to marketing strategies to achieve the maximum publicity benefits The role of multiple factors such as difficulty in financing, rising raw material prices, and rising labor costs has seriously affected the survival status of flooring companies. For floor companies that walk between big brands and no-name brands, they should control investment in HARD advertising costs, save advertising expenses, effectively use limited advertising fees, and invest in low-cost, high-return communication strategies such as public relations and event marketing. , establish a good corporate image, enhance market credibility, reputation so that consumers willingly accept their own brand. In short, extraordinary times require extraordinary measures. As long as these flooring companies are willing to work hard, they can completely control low-cost and create strong brands. When the market is in the doldrums, floor companies that walk between big brands and no-name brands should be careful to verify, boldly shoot, learn to deal with crises, and even turn crisis into opportunity.