Since last year, the wallpaper market in Chenzhou has been relatively weak. By March of this year, the market has gradually reached a "freezing point", just like the "extremely cold" weather in the Eurasian region before and after the Spring Festival. A local brand wallpaper marketing manager said very helplessly: "The wallpaper market is still very prosperous in 2010, but it has turned sharply down last year, and there has been a clear turning point. Although this year began, but the whole market is even more depressed, the entire wallpaper industry is gradually getting worse. Cold down, the price reduction promotion has little response, and the market seems to be numb."
Industry reshuffle has become inevitable
Competition in any industry will gradually move from chaos to order, which is in line with the law of market development. In the face of the huge market share of the wallpaper in the future, the powerful enterprises in the Zhangzhou area will never let go of the development opportunities, and the industry reshuffle integration has become inevitable. Experts in the industry analyze: In the future, the wallpaper industry will inevitably appear "polarization", and its development characteristics are stronger and weaker. The wallpaper industry will be dominated by three or five major brands, which are large in scale and will be highly competitive.
How do dealers break through in a weak market?
In the past year, under the influence of economic environment and industrial structure changes, the living conditions of Zhangzhou wallpaper dealers are worrying: on the one hand, the purchase price, housing rent and labor costs have gradually increased, which has led to the increasing operating costs of dealers. On the other hand, due to the relatively low barriers to entry in the wallpaper industry and increasingly fierce market competition, some dealers with weak strength will be eliminated in the market competition.
How can dealers not be eliminated in the market reform, and enter the high-speed development period after the industry reshuffle? I believe that in addition to the regular dealers, self-operated stores, franchisees and experience halls and emerging networks Marketing and other sales models, more importantly, to innovate marketing models.
Segment market to meet a variety of consumer needs
The wallpaper market in Zhangzhou has always been a dual structure. Some consumers choose hypermarkets to pursue high-quality and big-brand products; others are paying attention to the benefits of buying lower-priced products in street shops. Therefore, if the wallpaper market wants to expand the consumer groups and increase sales, it is necessary to segment the market according to local consumption levels and consumer demand, so that multiple modes of operation coexist.
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