How does a wooden door company sink down to deep marketing?

The wooden door industry has always pursued the channel as the king. Most enterprises have used the breadth of the business area, the number of dealers, and brand coverage as the focus of channel construction. This has almost become an essential step for the initial operation of the wooden door brand in China. The head of Yongjing Commerce and Trade conducted a reason analysis for us. First, the rapid and continuous development of China's economy has provided enterprises with an extremely rapid expansion. Second, China's building materials market and brand advantages are not yet mature, and there is room for operation.

As the industry matures, the competition in the primary and secondary markets has intensified, and the wooden door companies have also fallen into the dilemma of sluggish sales growth and loss of terminals. The person in charge of Chengdu Xinjin Zhengxing Wood Industry Co., Ltd. stated: “Under the dual pressures of the financial crisis and market tightening, companies have to adapt to the market and make changes in marketing strategy. Channel sinking has become a hot topic in the current period. Some big brands have begun to lay down their positions, sinking to the secondary and tertiary markets, or even the end of tertiary or tertiary terminals, in order to seek new profit growth points."

However, blindly sinking in order to sink, can only sink in the trend of marketing theory, not only does not help improve performance, but also may shake the existing marketing channels, and bring negative impact on the company. Then how should wooden door companies conduct channel sinking with deep marketing?

The sinking of channels must be based on the intensive cultivation of existing channels. If existing channels are not yet stable, it is often worth noting that new markets will be opened up. In addition, the sinking of channels will inevitably stimulate the nerves of channel distributors, and will inevitably intensify the contradiction among manufacturers. This requires companies to make careful plans when planning channel operations, and to take into account the interests of existing distributors while implementing deep distribution. Only the interactive development of cities at all levels can make the corporate brand form a regional advantage, and ultimately achieve the purpose of corporate strategic planning and market integration.

The sinking of channels does not mean that each wooden door company's product positioning and target population are different. This requires companies to make decisions on local urban planning, market environment, capacity, consumption levels and competitors in the early stages of sinking. Accurately evaluate and then formulate corresponding plans on the assessments made, such as selecting like-minded distributors, making products that adapt to the local market for styles and prices, providing dealers with a unified image of the showroom design, and giving distributors necessary Product and sales training to help them do a good job in sales promotions.

Enterprises should pay more attention to themselves

The sinking of channels has brought companies closer to sellers, increased sales revenue, increased market sensitivity, and increased ability to control the market. In terms of brand development, Shinai Gong is in the contemporary era and benefits the future. However, problems have also come along with it. The deep distribution has made the dealer team grow rapidly. How to manage this huge team is really a consideration for the company.

For a franchising company, the real source of profit is not the profit of the goods, but rather the profit of the brand and the management profits. Fulin wood believes that the current market for wooden doors is maturing, and the investment promotion work is becoming more and more difficult. How to retain franchisees and make them become effective terminals. In addition to the management, service and profit model, the enterprises should sink in addition to the corporate culture and brand strength. The sinking is also its homework.