Looking inside: When the foreign market's "storm" approached, the domestic flooring industry was also affected by real estate. In 2010, China's real estate market was turbulent, real estate suffered the most severe New Deal in history, and the central government continued to regulate and control the property market. " Suspension of three sets of purchases, “one-room-one-room purchaseâ€, and “central bank interest rate increase†have a profound effect on the real estate market. Real estate is the major demand market for wood products. Therefore, changes in the real estate market will have an important impact on the flooring industry. The downturn in the market led to a reduction in the domestic demand for wood products. Under the deteriorating international market, the flooring industry is facing an unprecedented crisis.
The alliance of patent companies in the flooring industry seeks to develop under the turbulent background of internal and external difficulties. How China's flooring industry rises is also an urgent problem for major companies on the floor. Therefore, the alliance of enterprises has become the key to solving this problem. .
Coalition refers to a coalition formed between relevant companies, based on common strategic interests, and tied together by closely related patented technologies. Within the alliance, members can use each other's patented technologies to enhance the integration and absorption of patented technologies and market information through the sharing of patent resources, promote the application of patented technologies, reduce the cost of innovation, and promote the improvement of industry innovation. .
Various companies are seeking new breakthrough points. Alliances among enterprises have also become an innovation in marketing. All companies share through channels, complement each other's resources, and combine their own strengths and weaknesses in order to make more rational use of resources. Expanding corporate channels, in April 2009, the joint home furnishing giant Europa Cabinets, Dongpeng Ceramics, Midea Air Conditioning, NVC Lighting, Red Apple Furniture, and alliances were formed to achieve cross-industry alliances and to fully collaborate on brand marketing and customer service. Promote the cross-border upgrade of the home industry.
The "China Flooring Patent Alliance Proposal" jointly issued by the flooring companies, the floor enterprises formed a patent alliance, which is more favorable to deal with foreign trade barriers, and promotes the upgrading of the patent cooperation in the flooring industry. The awareness of patent protection of domestic enterprises is unprecedentedly improved, and flooring companies are more It is necessary to strengthen the development of its own innovative science and technology, change the passive situation in the international market, and create a step forward in practice from manufacturing in China to China. From this we can see that the “small and big love†of the flooring companies and the difficult conditions of domestic and foreign diplomacy can be seen as a good medicine for companies seeking breakthroughs.
The homogenization of products, the expansion of channels, the convergence of different markets, and how to occupy a place in a certain geographical area in the face of the strong marketing of the first and second-tier brands and the undifferentiated competition of other small and medium-sized brands, How to use the potential advantages of this regional market for geographical advantages has become a long-term “new†issue facing many flooring companies. Flooring companies not only need to share channels and integrate resources, but also need to seek innovation, breakthrough development restrictions, and achieve personalized production.
Since 2008, real estate has entered the adjustment period, and the wood flooring industry has also been partially affected. Some small and medium-sized enterprises, especially small workshops, have difficulty seeing hopes in the crisis. They only have to reduce costs without restraint and hope to survive the “winterâ€. As a result, the quality of products has dropped rapidly. The wood flooring industry has entered the “shuffle-retarding period†since 2005. In 2008 and 2009, the market shuffled and SMEs faced the status of “closing, stopping, and transferring†directly. In order to recoup the only cost, they had to pass the shoddy. The product "fast-forward and fast-out" attempted to recoup profits. However, the harm it poses to consumer health is obvious.
Not pursuing product innovation, blindly copying and copying have also become chronic diseases in the flooring industry. There are no shortage of copycat products on the market. Today, consumers are increasingly sensible in consumer spending. This practice of companies is nothing more than the lifting of their own feet. Knowing the way in which a company survives requires the pursuit of personalized development, the characteristics of the company, and the creation of a brand culture.
One of the ways: Creating a "brand" to develop a brand is an intangible asset that brings premiums to owners and generates added value. Looking at the world-famous products engraved with madeinChina, we are making products while foreign brands are gaining With rich profits, missing brands, low product clusters, and fierce competition, we are at a disadvantage. Our company needs to create a good brand image.
Road two: According to the market customization, the pursuit of differentiation in the domestic companies face a common problem, that is, production is greater than sales, market competition is fierce, in this case, companies should follow the rules of the market, do not blindly expand production . Consumers are determined to be large-scale enterprises. Consumers buy your products. It is your company that provides products that meet consumer needs.
According to the “Twelfth Five-Year Planâ€, the “Five-Year-Five†Plan is not for the purpose of the “Twelfth Five-Year Plan†proposed by the State in the country. It explicitly includes the adjustment of the economic structure of urban and rural areas, and the development of urban and rural residents is included in the focus. Has it become a good medicine for business development? Going to the countryside is not just a slogan for publicity. The slogan for promoting sales is actually “promotion†and false “going to the countrysideâ€. In China’s second- and third-tier markets, there is a broader consumer market and how it can be used in a broad market. To build a blue sea, combine one of the roads with the second of the road, floor companies need to be more cautious about the development of the company.
Looking outside: In recent days, reports about the United States' anti-dumping and countervailing subsidies for Chinese flooring have appeared on the headlines of major building materials industry websites. The anti-dumping and countervailing investigations listed a total of nearly 200 Chinese companies, including some flooring companies and some Export trading companies, some of which are familiar with the floor brands are included, such as the World Friends of the floor, Fudili floor, North American maple floor and so on. The scope of this investigation, the amount of money involved may cause the flooring industry to roll up a "storm."