How to eat in the rural “fat meat” sanitary ware enterprise?

The sanitary ware industry has gone through many years since its birth. Its development and popularity have reached a certain stage. At present, the existing large and small sanitary ware brand has nearly 60% share in the domestic market, and nearly 40% of the market has yet to be tapped, which has great potential.

The market that the sanitary ware now occupies is mainly urban real estate, and there are not many appearances in the rural areas. However, the consumption potential in the rural areas of China is huge, and many people have already abandoned the traditional furniture and moved toward the home as a whole. The sanitary ware will of course also evolve with the change of people's concepts.

The bathroom industry is not a patent for urban consumers, but it is also the best choice for peasant brothers.

Nowadays, with the understanding of sanitary ware by consumers, the competition in urban sanitary ware market is becoming increasingly fierce. Most companies are crowded in this “Red Sea” and have fought for their head and shoulders, especially for small and medium-sized manufacturers due to funds, manpower, etc. In the face of shackles, it is not easy to stand out in this competition. On the contrary, if we change our minds and turn to the “blue sea” in rural areas, perhaps enterprises will burst out with greater vitality. The entry of sanitary ware into the rural market is not entirely a helpless move, nor is it a desperate choice, but it is out of the old thinking framework and a better choice for the new customer group of products. Because of its large scale and strong demand capacity, the city still has a good choice in a certain period of time. However, in the long run, with the growing maturity of the sanitary ware industry and the increase in consumer awareness, companies will be competitive. The cost will be higher and higher. The opposite is that the profits will become thinner and thinner, the marginal revenue will be less and less, and the rural market has fewer competitors and huge potential space. Therefore, for the sanitary ware, the rural market is not Do not enter the question but how to get into the question.

How to eat in the rural “fat meat” sanitary ware enterprise?

Designing and developing rural-appropriate products To open up the rural market, we must hold the mindset of being a friend with the farmers. First we must understand the peasants' needs. Compared with cities, rural residents have different demands for products, and high quality and high performance are common requirements for urban residents. Rural residents prefer products with single functions, stable quality, and low prices, and emphasize the actual use value of products rather than It pays great attention to the added value and spiritual experience of the product. Therefore, in the design of the product, we must pay attention to the special nature of rural residents' consumption and produce products that allow rural consumers to move more actively! When the rural market is started, the city cannot be used as a quasi-coordinate, and even rural areas cannot be regarded as a recycling station for enterprise product inventory, which is bound to be rejected by the market.

What should be done first is to formulate prices suitable for rural areas.

Rural consumers are mostly thrifty, and prices are an important factor affecting rural consumers' purchase decision-making behavior. Therefore, the pricing of products should be based on full consideration of internal and external factors, not only based on costs, but also on Market demand conditions. As far as possible, we must be able to win at a reasonable price, and we must not sacrifice the quality of our products in exchange for low prices.

Then, distribution of distribution channels and sales strategies suitable for rural areas The rural market is highly fragmented and has few commercial outlets. In this regard, production and management can cooperate with local commercial enterprises, and establish their own direct sales systems or commissions through joining and consignment, agency, and sales agency. Agency system. Cultivate and establish a marketing team that is familiar with rural characteristics. Rural consumers seek benefits and Tudgill’s attitude of buying goods is mostly “seeing is, seeing, hearing is empty”. Therefore, in the sales strategy, farmers should be encouraged to promote product sales, such as delivery to the countryside. As a new term for sanitary ware, rural people cannot accept it all at once. Therefore, companies can implement it free of charge in one household or several households, so that villagers can experience tangible results, because rural residents have a relatively strong congruence. Psychology, enterprises can use typical cases to strengthen word of mouth propaganda, in order to drive the consumption enthusiasm of ordinary people in neighboring areas.

The last is to do a good job of product homogeneity after-sales service is the inevitable problem encountered in the development process of each industry, the bathroom industry is no exception, in the face of the function and quality is very similar, the quality itself is also different Smaller products and better services become important weapons for enterprises to gain competitive advantage. The characteristics of rural residence determine that word of mouth is the main mode of information dissemination. Rural residents have few sources of information and have limited knowledge of products. People are more willing to believe that the familiar results of using familiar friends are more willing to listen to others' suggestions. Therefore, in order to quickly occupy the rural market, sanitary ware, in addition to the quality of the product itself, good after-sales service is also the key. Do not think that rural residents have a lack of knowledge and culture. They use various reasons to flick about the problems consumers face with products. As a result, they will only lose credibility and reputation and lose the market.

Some people say: "Marketing in China" is a major theme of global marketing in the 21st century. It is in terms of the global market. As far as the Chinese market is concerned, as the country invests heavily in building new rural areas, the rural economy will completely take off, farmers’ spending power will gradually increase, and the attractiveness of the rural market will become stronger. Therefore, “marketing in rural areas” will become A theme, although the bathroom industry has just started, but the bathroom industry will not be a city consumer's patent, rural market brewing huge business opportunities is definitely not the bathroom companies can easily give up. A few days ago, I visited the website of Aohua Electric and found that the advertisements of their products were placed on CCTV rural channels. This may be an accident. Perhaps the bathroom industry blew the assembly number into rural areas. Bathroom as a new term, new concept, although she can not easily open the rural market in a short time, but the bathroom industry is not a lightning industry, she can not just focus on the present, she should look forward to a better future. The industry is not yet mature and companies still need to work hard.

As for the “fat” in rural areas, whoever can eat the best, it only depends on the efforts and innovation of the enterprise.