Door and window enterprises have cross-border inte

2022-07-22
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Nowadays, the entry threshold of Pan home occupation is low. Door and window enterprises that have always been dedicated to customization will have certain advantages if they want to cross the border and enter the new category. However, in the face of the outstanding people of full house customization, it is natural to have a master "fight". In this environment where interests coexist, door and window enterprises need to think twice before they make cross-border changes

door and window enterprises: from single product customization to whole house customization

at present, with the implementation of the concept of Pan home, many door and window and other home furnishing enterprises have also begun to carry out cross-border development, from a single product category to a multi category. In the era of increasingly sophisticated consumption concepts, door and window enterprises began to enter the Pan home profession on a large scale. For door and window enterprises, for the Pan home occupation with relatively low access threshold, the opponents faced by door and window enterprises entering the new category are naturally strong brands in this category. With these strong players, door and window enterprises will undoubtedly have weaker strength

benefit: door and window enterprises in the Pan home era can develop under the false trend

with regard to this development trend, relevant insiders have shown that it is the market demand that has driven this change. Indeed, household products such as doors and windows have been carried out continuously in recent years, and have been carried out rapidly in the past two years. Not only the sales performance has been continuously improved, but also the brand area in the store has been expanding. Door and window products can get used to the different needs of consumers, and can be customized in terms of function or size. Expanding to make other household products can meet the personalized needs of consumers, and it is also widely popular in shopping malls. Therefore, such market demand has prompted many, even more and more enterprises to enter it

the expansion of integrated home furnishings is not only because the competition in domestic shopping malls is becoming more intense and ruthless, but also the embodiment of the more diversified marketing methods in the competition in shopping malls. That is to say, the development of integrated home furnishings is also a new kind of sales method, which is a manifestation of the progress from the previous single sale to the marketing plan. Dealers extend their product lines in local building materials malls by means of "cross-border", which makes cross-border marketing a way to seek new opportunities and new malls at present

disadvantages: career restrictions are easily bound

there is still more debate in the industry about the rise of "cross career" marketing. However, the knowledge of the door and window industry about the reasons for its rise is still appropriate: brands and door and window enterprises cannot obtain the same benefits

however, there are still many door and window brands that support this marketing model. Although many dealers have no professional experience in doors and windows, they have strong strength and are successful in their original location. The successful experience of their profession often limits people's thinking. On the contrary, cross professional operators are more likely to succeed without the frame of professional experience in their minds

many brands have revealed that more and more stores are opening at present, and if they do not enter the stores, they are only afraid of losing the mall and becoming "non mainstream"; As the stores bloom and bear fruit, they worry about the torture of the cold market. In the process of the continuous expansion of chain stores, stores and brands are jointly drawn into the war of consumption, and stores and brands "have different dreams", leading to shopping malls disorder. "Many enterprises choose to build their own way, but an enterprise is too weak, and ultimately can only choose to stick together." The person in charge of a door and window enterprise said so

some brands think that "cross professional" marketing violates the business principle. The cross professional recruitment of dealers by door and window enterprises violates the general business operation principle, and its most obvious weakness is to stay close and stay far away. The dealers of other professions know very little about door and window enterprises. This part of the industry believes that inter professional marketing ideas can be referred to each other, and even copied in some cases, but this is only a special case, not universal justice

comments: cross border is a double-edged sword. If door and window enterprises want to enter the whole house customization career and share in this environment, they need to make transformation planning in advance, deal with it carefully, avoid risks, measure the position of the two, work with innovative ideas, and help enterprises go more smoothly on the cross-border road

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