The competition in the interior door industry has begun to enter a white-hot stage. How do we push the interior door to the terminal market, jump out of the “Red Sea†and enter the “blue sea†of the interior door?
Culture must resonate with consumers
With the vigorous development of real estate, the interior door has entered a period of rapid development, becoming a carrier for displaying identity, status and taste, and has begun to become a pursuit of beauty and an attitude towards life. The success of brand building will be more inclined to whether the value proposition put forward by the brand can resonate with consumers. The person in charge of Liwei Door Industry believes that the core value of the interior door brand is to achieve the purpose of satisfying, identifying and trusting consumers through the packaging of the core culture of the brand and the implementation of the product, and the brand culture is improved. Product added value.
At the same time, the spread and promotion of brand culture needs to be given enough attention. When a good product appears, it is necessary to give it a value proposition, let consumers understand that reasonable advertising communication is the main means to drive brand building. From the overwhelming advertising of the 1990s to the present, consumers have lost interest in this infusion of advertising. Therefore, in order to re-engage consumers' attention, it is necessary to change the channels and modes of communication according to positioning. Promotion is the dissemination of brand ideas and popular cultural elements in order to achieve the ultimate goal. Brand display and sales may require a window, a large inkjet ad, or a neatly arranged shelf. Nowadays, it is more necessary to integrate more creative ideas and life advocates on the basis of brand culture. It can be said that the current product sales have moved from selling products to selling culture and selling connotations.
Design must conform to current trends
The biggest difference between interior doors and other products is the limitation of the times. Therefore, interior door products need to have sufficient predictions on the development and trends of the times in the early design and development. Interior door brands want to last forever, and we need to keep up with the trend of the times and continue to innovate. A brand must have an independent product style, with a period or an annual as an era unit to promote market consumption. It can speed up the update of products and constantly stimulate new consumer demand. Secondly, it can promote the brand style through the emergence of popular elements. In the era of product and brand homogenization, only style and personality create a competitive advantage.
Enterprises need to create a brand image with personality and a sense of the times to influence consumers, and brand image is a feature. The more prominent the product style, the more vivid the brand image and the more competitive it is. The same is a martial arts actor, Bruce Lee's style is fierce, Jackie Chan's style is humorous, Jet Li's style is routine, so they all have a competitive advantage.
Channels should be deepened and developed
Nowadays, the indoor door industry “decision-winning terminal†is very rampant, and a large number of enterprises have joined in it, and many companies have also tasted the sweetness. The role of the terminal is very important, the terminal invested 5%, sales can be increased by 30% or more. Often the first company to launch a “decision-winning terminal†is a model-based enterprise that can taste the first cup of the market, and the follow-up companies, especially when everyone is rushing to “decision winâ€, everyone is playing one. Field warfare is a battle of physical strength. In the end, it is often exhausting its own profits and exhausting the profits of the industry. In order to develop the domestic market, enterprises must conduct special research in the channels of key cities across the country, and make deep expansion and development of channels.
In short, the homogenization of indoor door industry marketing has spurred the traditional “pursuit of market share†thinking to lose its use. Indoor door enterprises should formulate new strategies from the whole, get rid of the consumption war of “complexing and fighting resourcesâ€, and enter the strategic development space of high value and high profit.
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