"Building materials to go to the countryside" liquid wallpaper involved in the new rural market

When the word "going to the countryside" is mentioned, many people are involuntarily linked to home appliances. Actually, there is more to it than building materials. In 2010, it officially surfaced. The Central Document No. 1 clearly stated that “grasping the current rapid growth of rural housing construction and the abundant supply of building materials, the support of farmers to build housing as a major measure to expand domestic demand, and take effective measures to promote building materials to the countryside. , Encourage qualified localities to support farmers to build self-use housing in accordance with regulations in various forms.” According to the data provided by the China Federation of Building Materials, the “building materials to the countryside” policy will be a new market of 55-600 billion in the second- and third-tier cities. . In this regard, companies with certain reputations and strengths in the major building materials sub-sectors have already done a lot of work on “going to the countryside”. Liquid wallpaper is no exception.

“Building materials go to the countryside” started the wallpaper paint company to enter the rural market first shot

With the improvement of the quality of life and the popularization of information, the concept of decoration not only in large and medium-sized cities, but also in many second- and third-tier cities and even township people has already surpassed the stage of “four whites”. They are not only pursuing building materials that are more fashionable and more in line with their own personalities, they are also very focused on the environmental and health indicators of the materials themselves. And Ya Ju Shi liquid wallpaper with natural raw materials, environmental protection against formaldehyde, net taste sterilization, moisture-proof flame retardant, rich categories, with heart, easy construction and other advantages all fit the needs of consumers. More important second- and third-tier cities have lower housing prices and larger living space, so the cost of decorating with walls will be higher. Compared with those brand-name products, liquid wallpaper is more affordable, and the same price of coating area increased by three times, naturally more popular with consumers.

The high-end wallpaper lacquer brand was originally ranked second by one in the second-tier city. Even the county-level market involved less, and it has already been taken first by some second- and third-tier brands, but with the release of demand from the township market, such as Rouran, Brewster, etc. The tentacles of marketing involved the township market. Began to explore the management of the township market.

So, how to operate the township market?

1. The township market is a larger concept. The development of different townships and towns is different. There is no problem of going to the countryside in the towns of the Pearl River Delta and the Yangtze River Delta, because the construction of outlets for many brands of wallpaper paint township markets has been completed, and intensive cultivation is needed. Some of the economically backward provinces and counties did not do enough in the market, so they did not go to the countryside. Only in the regions where most of the county-level markets have been covered and county-level market work is relatively stable, according to the development level of the local townships, it is reasonable to arrange outlets.

2. The development of the township market needs to be gradual and cannot be accomplished overnight. Needs objective factors (the consumption potential of the township market is gradually released) and subjective factors (continuous cultivation of the company, continuous promotion) combined, and taking advantage of the situation can only be achieved.

3, the marketing methods of the township market require a policy, one can not take a one-size-fits-all approach.

4, "wall paint brand" and "brand wallpaper paint": the two are not the same concept, "wall paint brand" refers to the

Some companies produce wallpaper paint products, regardless of their positioning, selling or not, how the brand gold content. The “brand wallpaper paint” refers to the wallpaper paint brand “high visibility, high reputation, and high brand gold” in the wallpaper paint category. And must meet the following three conditions: First, product quality and price in the industry belong to high-end, targeted at high-income group; Second, pay attention to marketing, marketing department in the company is a core position (production-oriented enterprises do not pay attention to product brand, marketing The department is in a weak position. Third, there are special departments for brand building and brand management such as the marketing department. The above three conditions are indispensable. The status quo of the low-end products is contrary to the three requirements of the “brand wallpaper wallpaper” mentioned above. The content discussed in this article is only suitable for "brand wallpaper paint" and does not involve or apply to low-end wallpaper paint products.