Faced with market pressure , furniture and building materials brands have stepped out of the store, and opened up community stores and brands to compete in precision marketing.
When the demand in the real estate market shrinks and the competition in the home industry becomes more and more fierce, the home improvement building materials enterprises can only take the initiative to approach the consumers to obtain opportunities. Today, the community seems to be the first-line market for many home improvement building materials businesses. It is understood that in the second half of this year, there will be a number of mid-to-high-end residential districts that will be handed over to the houses. It is presumed that the building materials dealers will start a fight to fight together.
â– Home store to take the lead in exploring the community
According to the reporter's understanding, at present, Jinan Red Star Meikailong, Ginza Home, Ouyada Home, Daming Home and many other home stores have a special community marketing development team, but now the proportion of community marketing is growing. Since the second half of 2011, some home stores in Jinan have begun to shift the marketing end point to community marketing. The relevant person in charge of Red Star Meikailong told the reporter that due to the downturn in real estate transactions, Hongxing also adopted a combination of store promotion and community marketing to develop sales channels for the brand. From the second half of last year, the store began to organize the brand to jointly develop the community. Marketing, not only includes the community that will be handed over to the house, Red Star Macalline also establishes strategic partnerships with some of the selling communities, sharing advertising resources, and providing exclusive preferential rights for partners to achieve a win-win situation.
â– Community marketing becomes an important channel
The market is now in a downturn, so many home building materials companies have changed from being a business to a business. In-depth community sales are their main way. In some communities that are about to be delivered or are in the middle of the house, it is easy to see the brand home improvement company and building materials business. . Mr. Chen, a decoration staff member, told reporters that it is not uncommon for home improvement companies to enter the community marketing, but this is especially obvious today. It is estimated that this phenomenon will be even worse in the next two years. “Because the owners of the community tend to be more concentrated, most of them are familiar colleagues or friends. If the community marketing can achieve a good word-of-mouth effect, if you do a good job, more and more owners will follow.†Mr. Chen said. “Entering the community can directly contact consumers. It is precisely because our company’s marketing has a clear positioning. Before entering the community, we have conducted detailed customer consumption group analysis, which makes it more convenient for one-to-one service with the owners. The way is more popular with the owners."
At present, the competition in the home improvement market is becoming more and more fierce, providing consulting services directly to the owners in the community, and allowing consumers to feel the difference between the brand company and the construction team in the first time. Therefore, for home improvement companies, community marketing is a very important channel.
â– Group buying method is very popular
The reporter learned that compared with the previous years, sales personnel have entered the community “pull passengersâ€. In recent years, the community marketing methods of building materials manufacturers have changed significantly. Now they are doing community marketing, not only doing some public welfare activities with the relevant departments of the community, but also planning the group purchase form. Group purchase decoration, building materials collection, and public welfare activities sponsorship are relatively common community marketing methods. The most popular and most common ones are group purchases. In addition, home improvement companies generally cooperate with building materials companies, and the prices are also relatively favorable. Therefore, the attendance rate and the signing rate of consumers are relatively high.
In addition, striving for “fans†customers is an important means for building home appliances or building materials businesses to establish word of mouth in the community. At present, the houses of several owners in the community will be renovated according to the standards of the model rooms in order to attract more Many surrounding owners, the frequency of such activities in the unit room is very high.
(This article Source: Life Daily)
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