The one-year plan is "Autumn." In this "golden nine and silver ten," the daily hardware industry has entered the harvest season just like the fruit in the garden. How to strategize for the market and become a headache for home improvement hardware makers. . It is reported that the current home improvement hardware industry began to explore new development ideas, dredge sales channels, and strive to squeeze a share in the fiery consumer market.
Remedy the problem, find the consumer fit point
Home improvement hardware merchants are most concerned about the need for what kind of cabinet products and supporting services consumers need, and currently there is no good way to grasp the consumer's psychology. Although everyone feels that as long as the product is well-made consumers will certainly like it, they have not conducted objective and clear investigations on different consumer groups. This has always been a blind spot.
For this reason, the author suggests that before the market enters the market, a rational analysis, specific operations, and the actual intention of consumers, develop several authoritative survey programs.
According to the high-level introduction of a famous brand of hardware products, the company is now ready to extend its tentacles to the community, real estate, for the community, communicate with the residents through the network interaction, and to discuss the needs of cabinet purchase, decoration, although the author can not know more details However, it appears that the feasibility of this program is quite high.
Due to the special nature of daily hardware products, the products are inherently limited in sales, and it is particularly important to grasp consumer psychology. If we can accurately grasp the consumer's future consumption orientation through some channels, it is easy to grasp the pulse of the market, and targeted product adjustments and upgrades are tantamount to mastering the pulse of the market.
Fashion promotions, blindly price war
Promotions are happening year after year, especially in holiday promotions. In the season of decoration, all businesses will usher in the two important festivals of the Mid-Autumn Festival and the National Day, as well as provide a wealth of holiday promotion opportunities for home hardware merchants.
Business fights for sales promotion are one of the most important ways for companies to obtain sales, but they are endlessly engaged in promotions, and TV events like the iconic floor promotions, although seemingly intensive, can even be described as a loss-making promotion. It was a "backwater war" that hurt himself.
Judging from the current situation, conventional marketing methods such as discounts and price cuts have gradually been plagued by end-users. As consumer demand for product diversification gradually increases, product prices no longer become an absolute factor in consumer purchases. The design, overall appearance, and environmental performance are increasingly becoming important factors for consumers to purchase products.
Things will be counterproductive. Holiday spending is a great opportunity for merchants to stimulate consumption and promote brand image. However, if you only focus on small profits and ignore long-term interests, you may find that it is not worth the candle. After all, consumer spending is becoming increasingly rational. Shantou or word games can be moved, so the hardware business still have to come up with practical promotional efforts, so that consumers can get real benefits, so that we can achieve "winning ***, won word of mouth," a win-win situation.
Focus on internal strength to enhance core competitiveness
The 21st century is a century of brand consumption. Consumers are increasingly inclined to choose a brand, especially a trustworthy brand, when purchasing any product, because choosing a brand is equivalent to choosing health, safety, peace of mind and respectability.
According to relevant market surveys, 45.3% of hardware consumers use the brand as the primary demand for purchasing products when they purchase hardware products. It is becoming more and more difficult for unnamed brands to gain a firm foothold in the market, or even to increase their market share.
In hardware companies that compete with the core competence of the product, if they follow suit to create new and unique products to meet people's needs, they must have an accurate position on their own products. They must understand the needs and consumption of the products they will develop in real life. The ability to accept.
Enterprises should independently innovate and develop practical operable products. Instead of blindly pursuing fashion and novelty while ignoring corporate acceptance and market demand. Establishing a clear positioning for their products can only reflect the true value of the product.
At present, the consumer market has become increasingly narrow, and the risk of malicious competition has been rising. Companies with poor anti-compressive capacity have gradually lost their sense of sensibility. Due to the lack of a correct market orientation, companies are either smashing their wallets or smashing their own signs. To this end Xiao Bian suggested that home hardware merchants in the upcoming Mid-Autumn National Day festival, still need to think calmly, looking for a healthy market competitive advantage.