自动门
走差异化品牌之路将是企业未来提高利润率的关键
发布时间:2012/6/19
原材料涨价、行业标准提升、人力成本居高不下、消费者日渐成熟,成都自动门企业共同身处一个路口,暴利时代将终结,微利时代脚步来临。利润下降的同时,如何继续扩大企业规模、提高销售份额、打造品牌影响力是困扰门窗企业的首要难题。
  抢占三、四级市场
  价格越来越透明、代理商利润越来越稀薄,每到“五一”、“十一”促销期,空前激烈的“价格战”让人眼花缭乱。但很多门窗代理商告诉记者,别看单子不少,利润率实在不高。于是,就有行业资深营销人士分析,三、四级市场的空缺还非常大,这也是众多企业未来抢占市场份额的主要方向。
  建立良性的营销渠道
  中国的家居建材行业起步晚,营销手法比较稚嫩,但这毫不影响他们大踏步地成长,特别是门窗、橱柜等建材产品具有特殊性,更需要有良性的营销渠道作为支撑。
  除了卖场、自营店、加盟代理等形式外,做体验馆、网络营销等形式也让建材商家挖到了金子。如今又把战场转移到微博,董事长天天上网织“围脖”,微博送门这样的点子也层出不穷。据介绍,这样的网络订单在总营业额中占比可不小,而且还能争取异地咨询的客户,已经被很多商家视为是与实体店、卖场店等营销渠道了。
  走差异化品牌之路
  中国是建筑门窗生产大国,但是还处在规模不经济的发展阶段,企业自主品牌比重偏低、大部分产品走的还是中低端路线,单品利润很低,而木材、人工等在内的各类综合成本不断上升,导致企业普遍处于微利边缘。对此很多门窗代理商表示,抛弃单纯依靠成本优势的劳动密集型发展思路,走差异化品牌之路将是成都自动门企业未来提高利润率的关键。
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