Five Factors Affecting the Purchase of Hardware Fittings
2019-07-25
With the building materials going to the countryside being put on the agenda, the countryside has become the biggest market of the door and window hardware enterprises. How to seize the opportunity and seize the opportunity of development has become a problem of great concern to many door and window hardware enterprises.
One, Creating Differentiated Marketing Model
With the development of new countryside construction and urbanization, there is a huge demand gap in building materials industry, and the countryside has become the last and biggest business opportunity of the whole industry. Building materials going to the countryside has become a hot spot in the industry for a time, especially the No.1 Central Committee. Documents "regard supporting peasants to build houses as an important measure to expand domestic demand, take effective measures to promote building materials to go to the countryside, and encourage peasants to build self-use housing in accordance with laws and regulations. So far, the road of building materials to the countryside has gradually become clear, and it has become the key direction of building materials marketing.
The policy of "building materials going to the countryside" has made every household building materials enterprise see the future marketing direction and brought infinite market business opportunities. According to the analysis of relevant people, building materials going to the countryside is expected to stimulate consumption of about 550 billion yuan annually, which has become an excellent opportunity for door and window hardware enterprises to develop the third and fourth class markets, and also has ideal prospects. Door and window hardware enterprises are a watershed to become bigger and stronger. Therefore, as door and window hardware enterprises, they should enhance their strategic height, formulate product plans in line with the rural market, and create marketing models different from those of first and second-tier cities.
2. Introducing sub-brands according to local conditions
Many front-line hardware fittings brand enterprises are worried about bringing damage to their original brand image when they enter the rural market. Especially after the end of the relevant national policy of benefiting farmers, it is not conducive to their further development in the third and fourth-line markets. To this end, front-line hardware enterprises should reasonably design the brand structure and launch the surface. Form endorsement brand structure to the sub-brands of the third and fourth line markets. This can not only fully develop the brand personality of the sub-brands, make them closer to the third and fourth line markets, but also avoid the damage of the original brands, and jointly form a strong resultant force of the enterprise brand.
Third, formulate efficient communication strategies
The price elasticity of the third-and fourth-tier markets is great, but not all consumers only pay attention to price and do not care about brand. To some extent, consumers in the third-and fourth-tier markets are more irrational and easier to follow the trend than urban consumers in shopping. In their price logic, they prefer to buy brand, so that the brand of life can be partially eliminated. Therefore, the front-line hardware enterprises 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-line markets, outdoor and public transport advertising will be better.
IV. Developing Products Closer to Market Demand
Most of the existing products of door and window hardware fittings enterprises are mainly aimed at the medium and high-end market of large and medium-sized cities, but this can not be an obstacle to the door and window enterprises to compete for the rural market. The door and window hardware enterprises can make use of their talents, technology, equipment and other advantages to meet the consumption needs of the third and fourth-tier markets and develop more close to consumption. A new product that is needed by the manufacturer.
Fifth, Reasonable Distribution of Channels
Channel is the bridge between products and consumers, and its importance can not be ignored. At present, many enterprises in large and medium-sized cities have fairly perfect channel layout, but the third and fourth market channels are still under construction.
Directly inviting investment or delimiting regions in the third and fourth level markets, encouraging regional distributors to develop third and fourth-line distributors, are two ideal ways for front-line hardware enterprises at present. Direct investment makes enterprises invest more manpower and material resources, but the channels are flat, easy to control and construct in the future, and contributes to sales growth. And encourage regional distributors to develop distributors, low cost, early sales growth is fast, but difficult to control implementation, channel is difficult to cultivate, late sales growth is difficult. Therefore, enterprises can according to their actual capacity and local market conditions, reasonable channel layout.
