How will the wallpaper go?

Regardless of the fierce competition in the current wallpaper industry, there is still a large space for the overall market capacity of wallpapers. The increase or decrease of wallpaper companies is a normal development process, and the industry’s prospects continue to be seen for some time. This is because whether it is compared with some developed countries abroad, the domestic wallpaper ownership rate is so low, or the continuous progress of the country's urbanization construction, has determined the prosperity of the wallpaper industry.

There is no lack of wallpaper in the country, and the lack of development and guidance of demand. Through the above analysis of channel hierarchy chain and consumer factors, many corresponding solutions and strategies can be extended. The author here is just to put forward some simple reflections from the consumer areas that are less involved in the enterprise, in order to play a role in attracting valuable opinions.

1, the creation of consumer brands

In the home building materials industry, most of the sub-categories, such as ceramic tiles and flooring, have entered a relatively reasonable brand distribution phase and the brand pattern has basically taken shape. Wallpaper is one of the few categories in this category that does not form a consumer brand.

It also hopes to build a consumer brand, but it has started to fall behind in terms of cost investment and promotion in the early stage. Many companies are mostly foreign trade minds, considering the return is short-term, and hope that no one can be recovered in a very short time. It is true that companies must survive and make money, but brand building is a gradual process that needs to be interlocked and step by step. Want to share the unlimited benefits of consumer brands, but you can't wait. Isn't the brand castle in the air?

Now many companies' brands are just a name, even a name that consumers do not know after using it. Where is this brand? The key to the consumer brand is to convey to consumers the perception of brand positioning, brand personality, and brand connotation. Without brand consumer perception, the brand is just a mouthful of self-entertaining vocabulary.

In particular, the creation of a brand is not merely a large-scale advertising campaign. At present, it seems that large-scale advertising is inappropriate and somewhat advanced. Brands can be built through terminals, while also adding some brand stories, setting up some landmark projects, forming benchmarks, and so on.

2, brand franchise stores need to work hard

At present, there are also some franchised brands on the channel, mainly some high-end foreign brands. They have achieved unity from storefront images to terminal displays and selling prices, but the prices are very high. Most of the other "specialized stores" are just hanging doors. Not only are the products not "franchise", but they are also unable to find commonalities among the stores, let alone uniform retail prices and management. Therefore, companies must establish a unified terminal impression for consumers. They must also work hard to develop a set of output from the terminal location, store decoration, product display, store management, sales skills, single store business to the store's continued sales. A set of "fool-style" tools, to really help the "specialized store", so that more franchisees "make more money, make money faster, make money for a long time, make money province (heart)", rather than the current loose, ambiguous Cooperation mode. To establish a set of service systems and standards, to achieve a completely unintelligent dealer quickly become the industry's experts as the ultimate goal.

3, strengthen the service to consumers

Good service will account for more and more of the market competition in the future. Haier relies on service to win the “sincere and forever”. Although it is different from the wallpaper industry, the idea of ​​serving consumers is the same. After the wallpaper market gradually matures, the competition for after-sales services will gradually emerge. The consumer's service is an important competitive advantage to establish differentiation.

The wallpaper company realizes this process through the sales terminal. Through close cooperation with the terminal, it considers the service contents that can be realized including close-range logistics services, creating a professional wallpaper construction team, a unified warranty commitment, and quick quality problem solving. A detail can have a lot of articles to do.

4. Strengthen the creation of network platforms

When we talk about the Internet, we think more about e-commerce. In fact, this is just one aspect of the Internet. The Internet is not only a sales channel, but also a media role. It is an important aspect of consumers' understanding of the brand. More and more consumers like online search or "Baidu," so the wallpaper company needs to manage and apply these consumer habits.

Once a company’s website is well established, it often turns into a stagnant water that has not been renewed for many years. Apart from propaganda that “the king’s mother sells melons and boasts”, there is not much valuable information, and few consumers visit it. Wallpaper companies should build a networked platform to enhance the interactivity and readability of the Internet through consumer interactions such as design evaluation, flower type evaluation, decoration experience, wallpaper use effect display, and best decoration effect selection. At the same time, it also serves as an information management platform for collecting wallpaper consumer information, and collects related consumer information, which can be digested, organized, and absorbed, and applied to product design, terminal management, and consumer services. The new network model such as microblog marketing is the trend of the entire social environment. For some emerging models, it is worthwhile for wallpaper companies to try.