Cabinets brand issues multiple brand light products lack of competitiveness by brand

2010 Cabinet market is very lively, first cabinet brand regardless of size or recruiting Qi into battle on a grand scale, and then the two cabinets show feast contests. So the author throughout the Cabinet industry, there are several marketing point was not afraid to flattered.

Transportation point: human resources management, the result is not only to focus on process

Cabinet industry marketing personnel are not professional sense of security. Many businesses in assessing talent, create performance and light weight performance process. Take a simple pay mode, do not concern the staff career development.

Must fundamentally change employment concept, i.e. for your employees to create value, not just to get value from them. Formal training of energy enterprises seldom, a lot of training was only perfunctorily, back endorsement.

Transportation point two: heavy price, the value is not reset

To compete for the limited market share, some manufacturers of composite cabinets at the "bleeding" price to lure consumers hooked. Industry standardization, but want to use the "speculative" approach to business, is bound to perish.

Product prices cannot be maintained, because it does not reflect the value, of course, the consumer cannot continue. "Money what you pay for," it's just that the use of the product itself. To achieve "a cargo is money", you must give the "goods" to something more valuable.

Transportation point three: heavy corporate image, ignore the product image

This kind of image in large and medium-sized enterprises more concentrated in the cupboard. In consumers ' minds, up only heard about its advertising or certain company strength, good reputation, but on its product is poorly understood. Corporate image is important, but the battle for market share is mainly dependent on the product image or product brand building, not just the enterprise brand. Consumers purchased a product and not a company name.

Transportation point four: excessive promotions, lack of core competitiveness

There was a famous large building materials market, had finished "cabinets Festival" in a "closet week" and "Cabinet", the first event in the market with coaches, thriving. But consumers on its paralysis by watching it, the shopping centre, Museum of tricks.

In the regional market, the brand also in promotion tools wonderfully: speculation on the concept of shopping prices, ultimately forming a vicious cycle of Mira. If you are not sure of the sustainable development of the competitiveness and ability to enhance the core competitiveness of enterprises, will only survive more difficult or more rapid decline.

Excessive promotional product homogeneity results, to solve the problem of the nature is the product of innovation. To prevent competitors from copying, it is necessary to change the new product development model of technology and product formation market barriers before birth, strengthening product market appeal.

Transportation point v: resale, light pre-sales and post-sales

Sales products Kan bragged, any brand of products are available warranty 15 years, 20 years. Consumers use the compete after a problem, the situation of serious finger just behind closed doors to leave ...

In fact, many enterprises are concerned about the aftermarket, but because the service required expenditure is significant cost, single-customer management system will require significant financial, human and material resources. If after-sales service management too rough with customer information does not reach the level of services for marketing, for market segmentation.