Furniture and building materials to the countryside, high-end products into the low-end market size

Since last year, China’s “ furniture to the countryside” and “building materials to the countryside ” have received extensive attention from outside the industry. Not only is the pace of rural market construction that has never stopped, but rural consumers are also expecting building materials and coatings companies. The implementation of the policy of “going to the countryside” and “building materials to the countryside” is expected to bring benefits to consumers. However, the policy of “furniture going to the countryside” and “building materials to the countryside” has been sung against the market. In this case, Instead, it provides sufficient preparation time for the company to provide a good opportunity to seize the coatings market.

The proposal of “furniture going to the countryside” and “building materials to the countryside” is undoubtedly a good policy for the rural coatings market. It can be said that it is a strong guarantee for benefit farmers. As far as the sales of home building materials in the rural coatings market are concerned, it is still mainly in the middle and low end, and there are still few high-end products. Faced with the unlimited business opportunities brought by “furniture to the countryside” and “building materials to the countryside”, how should high-end home building materials brands rush to run the rural market? How should paint companies do it? How should the road of the paint industry go?

High-end brands must take a distinctive marketing route in the rural market

Faced with the emergence of huge business opportunities in the rural market, the policy of “furniture to the countryside” and “building materials to the countryside” has also opened another important marketing channel for many high-end brands. If high-end brands want to be truly in the rural market. If you take a share, you need to take a marketing route with your own characteristics.

High-end brands stage "big and small" in the low-end market

First, make corresponding concessions on the price of the product, and should not still be licensed according to the city's product pricing. Although the purchasing power of rural consumers has been greatly improved in recent years, there is still a big gap compared with urban consumers. Therefore, enterprises still need to adapt to local conditions in the formulation of product prices, so that consumers can buy super-goods. The value of the product is the guarantee for the company to steadily stand on the rural market.

Secondly, we must give a lot of investment in the installation of products and the training of rural consumers. We must have a complete supporting team in the installation of products, and provide rich product training for rural consumers in the use of products. Fundamentally solve the worries of consumers.

Thirdly, in the design of products, consumers can meet the different needs of furniture products through customized methods. Many enterprises have questioned whether the rural market is suitable for furniture customization, but with the increasing demand for household building materials in the rural market. Customization of furniture will also become a major market initiative to develop rural areas.

Finally, after-sales service should also be kept up to date. Compared with small and medium-sized brands, high-end brands have certain advantages in the after-sales service. Whether it is the experience of after-sales service or the after-sales investment, they are all small and medium-sized brands. Can't go beyond. Therefore, after-sales service will become another characteristic advantage of high-end brands based on the rural market.

High-end brands can also be divided in rural areas.

As the income of farmers continues to increase and the standard of living is increasing, the demand for life of wealthy farmers is gradually increasing. Taking the building materials used for floor laying as an example, the floor covering materials of materials, soil, cement, ceramic tiles, etc. have gradually retreated to the back of the stage. Themes of comfort, geothermal, aesthetics, nature, and environmental protection have increasingly become the choices of wealthy farmers. Material direction.

The concept of shopping for rural consumers has also been greatly improved. Not only the price of products is only seen. With the increasing demand for rural consumers, the appearance, product quality and high added value of products have gradually become important for consumers to buy. Options, and these are among the advantages of high-end brands, so it is not difficult for high-end brands to split in the rural market.