Hardware companies: Five paths to channel sinking

With the construction of the building materials to the countryside, the countryside has become the largest market for door and window hardware companies. How to seize opportunities and seize opportunities for development has become a matter of great concern for many door and window hardware companies.

One, to create a differentiated marketing model The increasingly intense competition, so that the majority of companies formed a consensus to win the starting line. With the advancement of new rural construction and urbanization, there is a huge demand gap in the building materials industry, and rural areas have become the last and largest business opportunity for the entire industry. Building materials to the countryside became a hot spot in the industry for a time. In particular, the Central "No. 1 Document" regards building support for farmers as a major measure to expand domestic demand, adopts effective measures to promote building materials to the countryside, and encourages farmers to establish self-use housing in accordance with regulations. At this point, the road to building materials to the countryside has gradually become clear, becoming the focus of building materials industry marketing.

The proposal of the “Building Materials to the Countryside” policy has enabled home building materials companies to see the future direction of marketing and bring them unlimited market opportunities. According to the analysis of related parties, building materials to the countryside is expected to stimulate spending of about 550 billion yuan each year, becoming a perfect opportunity for door and window hardware companies to open up the third and fourth-tier markets, as well as a watershed for aspiring and promising hardware and door companies to become bigger and stronger. . Therefore, as a door and window hardware company, it is necessary to elevate its strategic height, formulate a product plan that meets the rural market, and create a marketing model that is different from the first-tier and second-tier cities.

Second, when it comes to local conditions, many sub-brands are launched. When they enter the rural market, they are worried that they will cause damage to their own brand image and are thankless. Especially after the country's related preferential agricultural policies have ended, it is not conducive to further development in the third and fourth-tier markets. In this regard, first-line door and window hardware companies should rationally design the brand structure, launch sub-brands for the third and fourth-line markets, and form an endorsed brand structure. This will not only fully develop the brand personality of the sub-brand, make it more close to the third and fourth line market, but also avoid the damage of the original brand, and together form a powerful corporate brand.

Third, formulate an effective communication strategy Third and fourth line market price elasticity, but not all consumers are only focusing on price, do not care about the brand. To some extent, consumer shopping in the third and fourth-tier markets is less rational than urban consumers and it is easier to follow suit. In their price logic, they are more willing to buy brands and make life branding a part of consumers' pursuit. Therefore, first-line door and window hardware companies should skillfully integrate the existing advantages of the brand and formulate effective communication strategies. Of course, limited to the media status of the third and fourth-line markets, outdoor and public transportation advertising will be better.

Fourth, the development of products that are more in line with market needs Most of the existing hardware products of door and window hardware companies are mainly for mid- to high-end markets in large and medium-sized cities. However, this does not constitute an obstacle to the door and window companies' struggle for the rural market. Door and window hardware companies can use their talents, technology, equipment and other advantages to meet the consumer demand of the third and fourth line markets and develop new products that are closer to the needs of consumers.

Fifth, rational distribution of channel channels is the bridge for products to reach consumers, and their importance cannot be ignored. Judging from the current situation, the distribution channels of many companies in large and medium-sized cities have been fairly complete, but the channels for the third and fourth-tier markets are still under construction.

In the third and fourth-tier markets, direct investment promotion or delineation of regions, encourage regional distributors to develop third- and fourth-tier distributors, and become the ideal two methods for first-line door and window hardware companies. Direct investment, the company invested more manpower, material resources, but the channel is flat, easy to control and build the future channels, the contribution to sales growth will also appear for a long time. To encourage regional distributors to develop distributors, the cost is low, and the sales in the previous period are growing fast. However, it is difficult to control the implementation of the management, and it is difficult to deepen the channels, and it is difficult to increase sales later. Therefore, companies can conduct rational distribution of channels according to their actual capabilities and local market conditions.