In 2011, the wood flooring industry was overshadowed by the rise in the value of the United States, the United States' double-reaction, overcapacity, and the oversupply of the market. In the predicament, floor companies began to change their marketing ideas and strive for diversified development. With the rapid development of affordable housing and well-furnished housing, more and more companies are looking at the big cakes in the engineering market. A group of flooring companies with terminal sales are entering the engineering market, and the real estate engineering market has become increasingly popular.
Engineering representative: North American maple
Systematized Service Platform Market
Currently, the main business of Maple in North America is divided into three parts: channels, retail stores, fine decoration projects, and export business. North American maple is one of the earliest floor companies engaged in the fine-decoration engineering business. In 2011, North American Maple-based flooring will put the main cooperation partners of the engineering business on the top 10 companies in the real estate industry. Renovation market influence.
“Real estate developers value a complete and systematic service system, and this is the core competitiveness of the North American Maple Situation.†said Lu Mingxu, deputy general manager of North American Maple Intelligence Beijing Branch. In today's severe homogenization of flooring products, whether or not it is possible to provide differentiated services to real estate developers has become a focus for developers to select partners.
Flooring business problems are often caused by construction stages
An engineering project needs several times more follow-up services than a retail business. In the single-engineering business, floor companies are required to provide services for at least two years after the flooring companies participate in bids, produce products, enter the shop floor, and wait until the owner receives a complaint about one year after the arrival.
Because wood flooring products are made of natural materials and have biological characteristics such as thermal expansion and contraction as well as moisture exchange with the outside world, special care must be taken to avoid damage to the products in the process of paving and using. It is understood that at present, floor companies are involved in the fine decoration business, the most frequently occurring engineering rework and quality problems are mostly caused by other reasons.
Most of the floors in the project use suspended paving method, the method requires high ground flatness, the national standard is less than 3mm/m2. If the ground is not flat, it will lead to cracks in the baseboard, the overall floor is not flat and Abnormal noise will seriously affect the quality of the floor.
The second problem is cross construction on the site. The construction site of a real estate project is usually a multi-process operation. The subcontracting teams work together at the same time, so it is easy to leave scratches and wear marks on the surface of the wooden floor.
Once again, there will be problems caused by improper use after the handover. The owner delivered the cleaning company to clear the room before check-in, while the unregulated cleaning company often used plenty of water to wash the floor. The accumulation of moisture at the bottom of the floor can cause the floor to deform after a period of use.
Service Becomes Core Competence
In summary, compared with the general retail business, the floor engineering business has increased the construction work and the re-maintenance procedures after the handover of the building, which has also made the service an additional competitive edge for the flooring company in terms of product quality.
In order to solve the above problems, the floor company enters the ground when Party A does the groundwork, fully communicates with Party A's general contracting and hardcover subcontracting, and arranges professional installation teams to check the ground, and promptly asks Party A to repair it after the problem occurs. Try to create a suitable floor construction environment.
In addition, in addition to providing products and on-site paving services, North American Maple will fully communicate with Party A's engineering designers, sales personnel, property management offices, etc. to clearly communicate the use of wood floors and after-sales maintenance. The floor use and maintenance manual is issued during the owner's check-in period to minimize the floor quality problems caused by incorrect use.
Floor Retail Representative: Nature Flooring
At present, Nature has 15 wood processing factories throughout the country, with the largest production capacity reaching 25 million square meters annually. In 2011, nature will enter the home furnishing industry and expand home products such as wooden doors, cabinets, wardrobes, wallpapers, and accessories. From flooring manufacturing to the entire home industry, to meet the needs of developers one-stop shopping.
Terminal King enters the tooling market
Chairman of the Board and President of Nature Flooring Xie Xuebin said in an interview with the media: With the increase in the efforts of developers to fine-decoration houses, the development opportunities for the flooring industry, cabinet industry and design companies are also opportunities for the development of natural flooring. .
"With the increase in the market share of refined homes, I am very optimistic about this sector. Now that our engineering market has an annual growth rate of more than 100%, I hope it can account for 30% of the company's sales in the future," said Qi Xuebin.
Explore the unique project supervision mode
Since 2005, nature flooring has entered the real estate renovation market, and has cooperated with Hong Kong's Changjiang Industrial and Sun Hung Kai and other real estate developers. It has also conducted strategic cooperation with nearly 20 developers including Shenzhen Vanke and Evergrande Real Estate. Looking back at the results achieved by Nature in the real estate engineering market over the past six years, Zheng Weihai, Engineering Director of the Engineering Department of Nature Flooring (China) Co., Ltd. stated: “In the past six years, Nature Floor has been exploring a unique set of large customer point-to-point service models. It is the core of the nature engineering business model."
From the end-of-sales-oriented enterprise transformation, Nature's Flooring first stripped part of the resources from the retail market to the engineering market, and increased investment in the engineering market including talents, technology, and funds. The second is to establish a closer strategic alliance with real estate developers, strengthen communication and establish a win-win strategic thinking.
Relying on the advantage of brand capital to enter the engineering market
Speaking of the competitive advantages of entering the engineering market, Zheng Weihai said with pride: "The corporate brand and financial strength are the groundwork for nature's floor to take over the tooling business."
The flooring industry now has more than 5,000 companies, but only 100 brand enterprises can be called. Developers need to carefully choose the floor companies they cooperate with. Ground materials occupy a very important position in home improvement and consumers pay attention. It will be very high, and the more branded flooring is, the more it will bring high sense of value to consumers.
In 2008, IFC had provided 20 million U.S. dollars in equity and 30 million U.S. dollars in the long term. Nature Floor will use the ** in four aspects: acquisition strategy, integration of production base, integration of online channels, and product innovation. Strong financial strength allows Nature Floor to respond to developers' mortgage payments.
Xiaobian reviews:
Engineering market and terminal market are two important channels for product sales, but the same company wants the simultaneous development of engineering orders and retail orders, which requires the company to have various strengths. Due to the different sales strategies of companies in different stages of development, their production capabilities, financial strength, and management models are all very different. Therefore, there are certain risks for floor companies with relatively weak strength to enter the engineering or retail fields.