How small and medium-sized flooring companies operate rural markets

The speed of urbanization in China is getting faster and faster, and the focus of many industries is moving down the three or four cities. Today's flooring industry, on the one hand, has become increasingly saturated in the first-tier cities, and major floor brands are still rushing to fight. On the other hand, the town fair or building materials market still uses wood, paint, tiles and hardware as Lord, it is difficult to trace the floor. In the face of this heavy headlight, is it that floor companies do not want to eat this big cake or have other problems?

In fact, some domestic first-tier flooring brands have already spread their "tenacity" to rural areas. Only these floor companies have selected some townships with large areas, large populations, and strong spending power. However, for small and medium-sized floor companies, this may be an opportunity. Small and medium-sized enterprises are faced with the continuous squeeze of the market space of big brand enterprises, and it is difficult to have a living space. It is better to open up the market separately and to leave the world.

Although opening up the rural market is an opportunity, it is also a challenge. There are many puzzles and problems in the operation of the rural market. So how should the small and medium-sized floor companies operate and govern the rural market?

First of all, to analyze the difficulties of small and medium-sized flooring companies operating the rural market:

1. The area is wide, the market is scattered, the number of terminal retail outlets is complex and the single point capacity is small, and the individual development is not economical. Take Hunan Province, where China's flooring network is located, as an example, there are 122 counties, 1097 towns, and more than 40 million rural people in the province. In such a decentralized market, it is difficult to effectively allocate resources to ensure positive input and output. Flooring companies face the reality of a small number of business personnel, lack of market resources and costs, and the lack of market development.

2, floor brand radiation is limited, the brand is difficult to spread, easy to be brand-name impact. In the rural market, which company has a high rate of product distribution, what consumers see at any time, great propaganda in the terminal, and the owner of the shop are the main pushers, then it is a "brand name."

3. The development of the channel is lagging behind. The terminal boss's operating level is not high and the coordination cost is relatively high. The distribution customers in the township market are basically local farmers who have gradually developed their market opportunities based on the natural market demand. Most of them are “marriage stores”, and the market performance is mostly achieved through natural sales. The market operation experience is relatively scarce, and the business sense is obsolete. Fu Yaan’s ideology is serious and focuses on short-term benefits in the real world, leading to some operational ideas of the company failing to be effectively implemented at the terminal.

4, logistics distribution, after-sales service and other difficult to effectively organize. As the township market is geographically fragmented and scattered, the logistics and distribution costs are relatively high. A major challenge in managing the township market is the enormous cost challenge faced by the logistics distribution system. For enterprises, logistics distribution in the township market is difficult to complete on its own; after-sales service system The establishment of the company also has to test the strength of the company. The cost of the after-sales service is much higher, and less will affect the credibility of the brand.

5, lack of market supervision. The rural market is an emerging market. The relevant government supervision departments are not perfect. Such a market will inevitably cause some floor companies to fish in troubled waters and shoddy and disrupt the market.

Although many floor companies are aware of the huge capacity of the township market, they obviously lack a profound understanding of the marketing environment and marketing characteristics of the township market, and they have not found an effective way of how to operate effectively.

The ideas and principles for the operation of rural markets by small and medium-sized enterprises 1. The combination of manufacturers and resources is the realization of the transformation of dealers, making them important strategic partners in the intensive cultivation of the flooring companies. Most enterprises cannot have sufficient human and financial resources. Terminal investment, which requires the establishment of a strong dealer system, so as to fully tap the dealer's human and financial resources as an effective complement to the market's intensive cultivation, through the control of dealers to control the key township retail terminals. The market resources of the company's policies, materials, and manpower must be “targeted,” and should not be used in a decentralized way. A certain percentage of the market resources should be concentrated in key or potential areas, creating a regional model market.

2. Terminal coverage, single-store floor upgrade enterprises should select 5-10 key terminals in each county-level area for image packing such as door heads and showcases, and each key township and township 2-3 will conduct door-to-door and other image packaging. Regional image outlets, while giving human resources, materials, promotions and other resources to support and follow-up, to achieve a single shop breakthrough.

3. Promotion and Regional Breakthrough Different types of promotions are used to drive the market after centralized distribution, including community promotions, square promotions, off-site promotions, sweepstake promotions, and free delivery to increase sales. Flooring companies should plan their own leading regional markets based on the company’s resource situation, increase investment in the leading regional markets, intensively cultivate the leading regional market, increase market share, and use point-to-face, rolling replication to achieve regional breakthroughs, and finally form a business-to-business Strategy to create profitable base markets.

The rural market is a market with a lot of imagination. Once the small and medium-sized floor companies grasp the methods and ideas of the rural market operation, they must control the implementation of the key points and will perform a magnificent movement on the vast rural stage.