Our flooring companies can think of many ways to make their products look as different as their competitors, creating brands, price differences, packaging innovations, precise positioning, advertising ideas and more. Perhaps we feel that our products have differentiated features, but we still can't change the evaluation that consumers get in the terminal.

Homogenization is an inevitable outcome of the market economy. Although we always try to tell consumers or customers how different our products are, in the complicated market competition, there are still some companies that have created or discovered The original products that were originally unpredictable have become different in the competition, thus creating their own blue ocean.

Make your product a part of the service

The most important thing in the flooring industry is service, but the service is just a smile and a greeting. The best service is not to let customers feel your service, but to make customers feel that he does not need service here, he can be without psychological pressure. Feel free to consume any product here.

Providing less service does not mean that there is no need for services, but rather to improve the quality of service beyond the reach of the consumer, rather than the superficial enthusiasm. Let the consumer consume and feel at ease from the beginning of your contact with you. Consumers don't really want to be God. He only needs normal respect.

Have the right to speak in the distribution channel as much as possible

For the homogenization of the industry, its distribution channels are roughly the same. If we can have stronger channel control, then we can be better in the homogenization competition.

The flooring industry is a very strong industry. Usually, each prefecture-level city and above will have its own strong flooring brand. This company actually relies on semi-administrative local protection to make him in the regional market. There are more channel voices than other brands. For many small and medium-sized flooring companies, being a well-known local enterprise is also a good choice.

In addition, you can build your own professional channels, such as specialty stores and flagship stores. In fact, direct sales, conference marketing, TV shopping, e-commerce, catalogue marketing, etc. are all a kind of channel innovation. This kind of innovation makes the company have more or even independent channel voice, which avoids the traditional channels. Competition for homogenized products.

Establish customer database

The essence of the market economy is the customer economy. Whoever has more customer resources can win the market. Each of us can receive more or less text messages from various companies every day, which shows that each of us has actually become a member of more than one enterprise database. But, for companies, do you really value your customer resources?

No matter what industry you are, do you have a database of customer resources? Do you classify your customers? Are you regularly tracking your customers? How much economic benefit does your customer resources generate through your tracking? You pass customer feedback What business measures have been improved? I dare say that more than 90% of Chinese companies cannot fully answer the above questions. Do you dare to say that you value your customers?

Floor companies should have their own customer database, but most of the flooring companies do not have their own customer database. On the one hand, customers can not obtain customer data through terminal consumption; on the other hand, customers have high maintenance costs and are unwilling to establish customer database. . Nowadays, the forms of advertising are becoming more diversified, and the cost of corporate communication is also rising. However, a large part of our advertising investment is often wasted. The fundamental reason is that the advertising audience cannot be accurately positioned. If you have your own customer database, at least we can achieve accurate dissemination. Of course, more importantly, we can clearly know who is consuming our products, who is likely to consume our products, and who can help us recommend new customers. For consumers, since they are all similar products, why not choose a product that you are more familiar with?

This is an era of increasing homogenization. We offer more choices to our customers, but customers also need more choices. If we can't make breakthroughs in technological innovation and brand differentiation, we might as well think about it in the above three aspects.

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