The development of the cabinet market is maturing and the degree of natural competition is extraordinary. In the first-tier cities, the competition is fierce, and the market advantages of large cabinet companies are large, but relatively speaking, the cabinet market in second- and third-tier cities is still under development. For many small and medium-sized cabinet companies, it is suitable for further expansion. Business channels, opening up one's own world. In the future, third- and fourth-tier cities will become the main battlefield for cabinet companies.
Second and third line cabinet brands are in a difficult situation
At present, the domestic first-line well-known cabinet brand channels sink, accelerate the penetration into the third- and fourth-tier cities, seize the market, and intensify the containment of second- and third-line brands, local brands, and miscellaneous brands; on the other hand, second- and third-line brands and local small brands rely on Cheap, close to the advantages of small and medium-sized towns and rural market demand, and the first-line brand screaming, face-to-face market competition.
Therefore, the second and third-line cabinet brands are in the most difficult situation. There is a brand of brands that are strongly suppressed. There are competitions and catch-ups of low-end brand-name legions. They are envious of the super-brand appeal and considerable sales of the first-line brands, and they are afraid to catch up with the later cabinet brands. , divide the part of the market that is not big.
"After the water, the boat will not retreat," many second- and third-line cabinet brands are likely to face a survival dilemma in the double pinch. How can we break through and make the back of the miscellaneous corps go further, or catch up with the existing first-line cabinet brand and become a new force in the market, which has become an urgent problem for the second and third-line cabinet brands.
Change the communication strategy of the third and fourth tier markets
According to relevant surveys, consumers in the domestic third- and fourth-tier markets are obviously less aware of the brand of cabinet products than the primary and secondary markets. There are three main reasons for this:
First, the channels for consumers to receive information in the third- and fourth-class cabinet market are relatively narrow and single compared to the primary and secondary markets. Second, due to the limits of economic development and consumption power, the first-line cabinet brands with high price tend to make consumers “obsessedâ€. "The low-end and even the miscellaneous products are relatively more marketable. Third, the media is "misplaced", that is, the first-tier cities are used to spread the third- and fourth-class cabinet market, which eventually leads to deviations in communication and "unacceptable".
Therefore, if the second and third-line cabinet brands want to occupy a favorable position in the third- and fourth-tier markets, they must first conduct a comprehensive and systematic investigation of the consumer groups in the third- and fourth-tier markets. In addition, we must choose the appropriate media, and we must pay attention to distinguishing the differences between the first- and second-tier markets and the brand communication in the third- and fourth-tier markets. The communication strategies that usually operate in the primary and secondary markets are often bombarded by “sea, land and airâ€. The outstanding performance is: when choosing TV propaganda, CCTV or TV is often preferred; when choosing newspapers, most choose national or provincial; choose other communication. Strategies, such as propaganda through sports activities. However, these "tricks" are not necessarily useful for the third- and fourth-class cabinet market. Therefore, the second and third-line cabinet brands are aimed at the brand communication of the third- and fourth-tier markets. It is not necessary to pursue vigorous and vigorous, and it may be the best strategy to subtly and quietly.
Ring Pulls
Shenzhen Hongjingyuan Metal&Plastic Products Co., Ltd. , https://www.hjypull.com