In 2011, some prefecture-level cities have quietly undergone “big changesâ€: the huge advertisements on the main roads of major transportation hubs have changed from traditional fertilizers and seeds to become Italian furniture, iconic flooring, Faenza sanitary ware, etc. A display platform for well-known home brands. Home-branding companies are in the ascendant in the third-tier market. Well-known home furnishing companies have rushed to the third- and fourth-tier markets. As early as 2008, the iconic floor began to march into the third- and fourth-tier markets. According to reports, as of last year, the popularity of the icon at the county level has reached 50%. More than 500 township stores. Guo Hui, CEO of Shengxiang Group, said, “In China, the third- and fourth-tier markets are indispensable for any industry. First, because China’s rural population accounts for a large proportion, and secondly, with the implementation of a series of policies to benefit farmers, The rural economy and the living conditions of rural residents have developed greatly. With the constant fluctuations in housing prices in the first and second cities, we as a downstream industry of real estate should avoid these effects to the utmost extent. The third and fourth grade markets are very good. Channels.†The brand franchise stores of Midea, Haier, Gree, Galanz, Chigo and Meiling have already opened the market in the third and fourth grades. In the past two years, some big brands have basically stabilized the primary and secondary home appliance market. By borrowing “home appliances to the countryside†to attack the city, it has increased the investment in the third and fourth grades that are still in the long-term, and step by step to develop the market. Taking Haier as an example, as of the end of 2010, Haier expanded nearly 6,000 Haier stores and 700 Rishun franchise stores in the county-level market, and expanded 28,000 sales outlets in the township market. Why household enterprises are optimistic about the county-level market home enterprises Rio Tinto 3rd and 4th market, the reasons: First, the rapid and sustainable development of China's economy provides enterprises with a rapidly expanding soil; Second, China's building materials market and brand advantages are not yet mature, The operating space is large. The industry believes that as the industry matures, the primary and secondary market markets have reached saturation and increased competition has also led to companies falling into a situation of weak sales growth. Under the double squeeze of the financial crisis and market austerity, companies have to adapt to the market and make changes in marketing strategies. The sinking of channels has become a development trend. Some big brands have also begun to lay down their bodies and vigorously explore the third- and fourth-tier markets in search of new profit growth points. According to the "Blue Book of the City" published by the Chinese Academy of Social Sciences, as of 2009, China's urban population was 620 million, forming 655 established cities, of which 498 were located in three or four cities, plus more than 700 million rural people in China. The market potential needs can be imagined. According to the survey, the current home market in small and medium-sized cities is growing rapidly, and there is basically no strong brand in these third- and fourth-tier cities, so there is an attractive market space. Who can get ahead of the game and do their homework well, who can win the market advantage first. Service has become the primary problem for home furnishing enterprises to expand the third- and fourth-tier markets. While having great market potential, the brand tentacles that have been explored in the third- and fourth-tier markets obviously have inherent disadvantages in the distribution of manpower and resources, and services are generally difficult to meet the standards. It has become a "fatal injury" to the strategic expansion of brand enterprises. Mr. Li, who just completed the wedding room decoration in 2010, believes that in terms of service, the practice of some home-brand enterprises is obviously not in place, and it is difficult to form an absolute competitive advantage. In October 2010, Mr. Li was suffering from the “run-in†of a well-known sanitary ware brand. First, there was an error in the process of door-to-door delivery, inspection, and installation. The process after that became a misunderstanding of "wrong will be wrong." He used his fingers to calculate for the author. During the process of urging the company to replace the product and reinstall it, he had been negotiating for nearly two months, and countless calls were made. "Every time I am the same person, I claim to be the general agent of the province." Mr. Li said that this made him very doubtful whether the company had only one service staff to handle the province's after-sales service. "The key point is that because of the busy work, the receipt of the goods is done by my father for me. Some of them have not seen it. I think there are certain problems in the practice of the company. They should conduct quality inspections or notify them when they leave the factory. I have to accept the goods by myself, not afterwards as an excuse for shoving. After that, I have been working hard with them, and it is really hard work. Even if the products are used well, the goodwill of the brand has disappeared. When asked if the after-sales service of other household products is up to standard, Mr. Li said that the high-quality service of brand enterprises is an important factor in selecting brand products, but from the reality experience, even brand enterprises cannot be on the service. Meet the standard. "There is no big difference with some miscellaneous soldiers." Mr. Li said. In the third and fourth grade markets, the price/performance factor is the first choice of consumers, and the influence of the brand has not yet been fully established. The distress of more companies is that once they reach the local market, they are first surrounded by the 'Miscellaneous Army'. These miscellaneous military wins are cheap; if the company can no longer seek breakthroughs in product quality and after-sales service, the competitiveness will disappear. The operation of enterprises in the third- and fourth-tier markets is generally undertaken by agents and dealers. The service awareness of individual agents is not strong, professional skills can not meet the needs of customers, and there are also problems of insufficient manpower. 'has become a major obstacle to the development of the brand. Brand home enterprises want to win the "Miscellaneous Army" needs to improve the local market in the third- and fourth-tier cities. The brand communication mode of well-known home brands is mainly based on local TV station advertisements, transportation hubs and licensing advertisements on the main line of transportation. The investment in the cost is not too big, but these advertising costs are 'ç ¸' gone in, and how to get more profits? For branded home furnishing enterprises that are making great strides in the third- and fourth-tier markets, creating a more complete distribution network and building a more rapid and professional after-sales service team is the concentrated performance of the core competitiveness of the enterprise, and it is also the real enterprise. The key to winning the "Miscellaneous Army". With the introduction of a new round of real estate regulation and control policies in the country, the first-tier cities are faltering and the trend is undecided. It is bound to have more brand enterprises joining the 'Nuggets' trip in the third- and fourth-tier cities. The competition in the local market will soon intensify. . In this regard, Jia Feng, chairman of Huaneng Home Group, which continues to enter the second and third-tier cities, believes that with the development of the home industry, after-sales service issues will become an important basis for consumers to choose their brands in the future. Only by continuously innovating in the service mode and accelerating the frequency of after-sales service can enterprises meet the growing consumer demand of consumers.
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