Industry cold winter flooring industry must be vigilant "to the countryside" trap

As all walks of life continue to “go to the countryside” and face the current "cold winter," the sufferings of the flooring industry are all gearing up. They want to use the "going out of the countryside" to regroup.

In the cold winter period, the flooring industry needs to be vigilant in the “going to the countryside” trap. Although there is a lot of room in the rural market, the lack of understanding of the characteristics of the rural market and changes in consumer demand may lead to the collapse of the enterprises’ activities in the countryside. What risks should the rural enterprises be aware of? How to successfully bypass the trap? We have combed out some useful ideas by visiting experts.

Trap: Over-expanding the production of excessive demand for rural areas, companies over-expanded production, resulting in the emergence of raw materials, finished goods and other inventory, hinder the development of enterprises.

Solution: Make timely changes to the business model and organizational structure, clarify the company's strategy, organizational structure, and supply chain processes so that customers' needs can be quickly grasped and the company's production and market can be closely integrated. The organizational form of the enterprise must be flexible and can be tailored on demand, that is, on-demand or on-demand, so as to gain a firm foothold in the new round of economic competition and win opportunities.

Trap: Compressing goods to rural channels Some SMEs win the bid to go to the countryside in order to seize the market opportunities, will press ahead to rural channels in order to deal with the product sales in the blowout market. However, due to incomplete marketing, logistics, and service networks, SMEs cannot accurately know the changes in customer demand and it is a dangerous act to press the goods into the channels.

Solution: The common characteristic of small and medium-sized enterprises is that the market responds quickly and the product has a unique selling point. It should be done in depth on individual models or series of products, grasping and quickly satisfying consumers' needs, so as to obtain their own fast-growing market. If the rural consumer takes a product, the ordering takes 2 months and the problem repair service takes 3 months. The lag in the final product and service will cause the customer to lose.

Trap: Considering that rural areas are used to phase out commodities, farmers are ignorant of the diversification of consumer demand, and rural areas are used as a disposal area for urban goods. There are more than 30 provinces in China. The rural market in each province is an independent market. The demand for quality and quantity of products in the countryside in the developed and poor areas, in the east and west, and in the different geographical areas in the south and north Big differences, even among different rural households in the same area. Simply selling products that are popular in big cities to rural areas is not appropriate.

Solution: Establish a unified national R&D platform and develop products with different functions on the platform. With selectability, products can respond flexibly to the different needs of consumers in different regions of the market. When unexpected needs arrive, they can also use the flexibility of the platform to quickly satisfy them.

Trap: marketing is too specialized In order to reflect the brand's professionalism, the marketing team's image is too well-dressed, the use of professional vocabulary, eventually allowing consumers and your distance farther and farther.

Solution: The company worked out a marketing approach to the marketing strategy of the entire countryside, saying that the people can understand and do what the people like to see. Just like CCTV's "Heart to Heart" activity. Only if we can narrow the distance from the people can we do business.