As the building materials went to the countryside, the countryside became the largest market for door and window hardware companies. How to seize the opportunity and seize the opportunity of development has become a matter of great concern to many door and window hardware companies.
One, create a differentiated marketing model
The increasingly fierce competition has caused most companies to form a consensus to win at the starting line. With the advancement of new rural construction and urbanization construction, there is a huge demand gap in the building materials industry, and rural areas have become the last and largest business opportunity of the entire industry. Building materials to the countryside has become a hot spot in the industry for a time. In particular, the central "No. 1 Document" has supported farmers' housing construction as a major measure to expand domestic demand, and adopted effective measures to promote building materials to the countryside and encourage farmers to build their own houses in accordance with the law. At this point, the road to building materials to the countryside has gradually become clear, and has become the key direction of the building materials industry.
The proposal of “Building Materials to the Countryside†has enabled all home building materials companies to see the future marketing direction and bring them unlimited market opportunities. According to the analysis of relevant people, building materials to the countryside is expected to drive about 550 billion yuan per year, which is an excellent opportunity for door and window hardware companies to develop third- and fourth-tier markets. It is also a watershed for aspiring and ideal windows and doors hardware enterprises to become bigger and stronger. . Therefore, as a door and window hardware company, it is necessary to self-improve the strategic height, formulate a product plan that conforms to the rural market, and create a marketing model that is different from the first- and second-tier cities.
Second, launch sub-brands according to local conditions
When many first-line brand companies enter the rural market, they are worried that they will cause damage to their original brand image and they will not be thankful. Especially after the end of the relevant national benefits policy, it is not conducive to further development in the third and fourth-tier markets. In this regard, first-line door and window hardware companies should rationally design the brand structure, launch sub-brands for the third- and fourth-line markets, and form an endorsement brand structure. This will not only fully develop the brand personality of the sub-brand, make it closer to the third- and fourth-line markets, but also avoid the damage of the original brand and jointly form a strong synergy of the corporate brand.
Third, develop an effective communication strategy
The price elasticity of the third and fourth-tier markets is large, but not all consumers pay attention to prices and do not care about brands. To some extent, consumer shopping in the third and fourth-tier markets is more irrational than urban consumers and easier to follow suit. Within their price logic, they are more willing to buy brands and make life branding a part of consumers' pursuit. Therefore, first-line door and window hardware companies should skillfully integrate the existing advantages of the brand and formulate efficient communication strategies. Of course, limited to the media status of the third and fourth-tier markets, outdoor and bus advertising will be better.
Fourth, develop products that are closer to market demand
Most of the existing products of door and window hardware companies are mainly for the mid-to-high-end market in large and medium-sized cities, but this cannot be an obstacle to the door and window enterprises competing for the rural market. Door and window hardware companies can use their talents, technology, equipment and other advantages to develop new products that are closer to the needs of consumers in response to consumer demand in the third and fourth-tier markets.
Fifth, reasonable distribution channels
Channels are the bridge between products and consumers, and their importance cannot be ignored. From the current point of view, the channel layout of many enterprises in large and medium-sized cities has been quite perfect, but the channels of the third- and fourth-tier markets are still under construction.
Direct investment or delineation in the third and fourth-tier markets, encourage regional distributors to develop third- and fourth-line distributors, and become two ideal ways for first-line door and window hardware companies. Direct investment, the company's input of manpower and material resources, but the channel is flat, easy to channel control and construction in the future, the contribution to sales growth will also appear for a long time. Encourage regional distributors to develop distributors, the cost is low, and the sales in the early stage are growing fast, but the implementation of management and control is difficult, the channels are difficult to plow, and the sales growth in the later period is difficult. Therefore, companies can make reasonable channel layouts based on their actual capabilities and local market conditions.
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Label: Door and window hardware company "going to the countryside" Raiders
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