This war against the epidemic is testing the life and death of people as well as the life and death of enterprises. In this "epidemic" that does not distinguish between high and low, and regardless of class, companies are like people, and like most infected people, if they are not detected early and treated in time, mild cases will turn into severe cases at any time!
Especially for small and large micro-building materials dealers, how to achieve self-rescue is particularly important! To this end, the author proposes self-rescue strategies at two levels and in eight directions.
Operation self-rescue
01
Seeking multi-party cooperation
Cooperation is never 1+1=2. Good cooperation can double the benefits. For building materials dealers, they can cooperate with the traditional upstream and downstream industries: cooperate with home decoration companies to improve overall design capabilities; cooperate with cement and plumbers to open up more customer acquisition channels; cooperate with real estate to create more practical cases. At the same time, building materials dealers should also consider cross-border cooperation: cooperating with wedding photography to obtain the freshest customer groups; cooperating with banks to further lower the threshold for purchasing building materials; cooperating with housekeeping companies to improve the quality of after-sales services, etc. Only by seeking cooperation from multiple parties can resources be better shared and benefits doubled.
02
Develop diversified businesses
Building materials are a traditional product with low frequency consumption. High-frequency traffic products must attract attention. Developing diversified businesses is a good way out. Turn the traditional ceramic tile exhibition hall into a living scene pavilion, so that everything visible in the scene, such as furniture, lighting, soft furnishings, hanging paintings, etc., can become your products. This will greatly enhance the survivability of merchants and also enable consumption and high-frequency interactions. At the same time, a diversified business structure will further enhance the market competitiveness of merchants, expand more effective sales channels, and depict a broader business landscape.
03
Asset-light operations
Light-asset operations do not mean reducing investment, team membersFrom employees to shareholders, partners from contractual relationships to partnership relationships, these are asset-light operating models that share benefits and risks. Today's shopping mall no longer emphasizes personal heroism. It should be like Huawei, where everyone is a shareholder, everyone is an operator, and everyone should strive for a common ideal! Only in this way can the greatest energy be unleashed.
04
Intelligent Data Empowerment
In addition to the efforts and dedication of people from all walks of life, another important factor for the initial success of the domestic anti-epidemic is the transparency and timeliness of data. Powerful data background analysis makes the different epidemic prevention strategies adopted in the process more scientific and effective. For enterprises, building a powerful data analysis backend can help improve their market insights and the scientific nature of their strategies: by analyzing consumers’ information acquisition channels, we can formulate precise promotion strategies; by analyzing the attributes of consumers who enter the store , develop effective marketing methods; develop considerate after-sales services by analyzing consumer satisfaction evaluations.
Marketing self-help
01
Find ways to attract traffic online
During the epidemic, live streaming sales became a life-saving straw for many manufacturers and dealers. However, buying bricks through live streaming is different from selling cosmetics through live streaming. Ceramic tiles are one-time bulk consumer goods. Therefore, many live streaming brick buying activities are probably only well-received but not popular. Online traffic can’t just stay in form, becoming a “super spreader” is the key. Many dealers have also begun to make such attempts. From behind the scenes to now, they have become live broadcast experts: live broadcast to see showrooms, live broadcast to see model houses, live broadcast to explain home improvement knowledge, etc.
02
Carry out design marketing
From selling single products to selling packages, from selling packages to selling designs, the marketing methods of the building materials industry have been developing with the times. For sales of home building materialsPersonnel should not only master product knowledge, but also need to know more design knowledge such as color matching, soft decoration matching, lighting matching, style matching, etc. Therefore, during the sales process, it is necessary to combine products and package the space to achieve the most beautiful presentation!
03
Social services
Community service is different from community service: community service is a geographical concept, which is a marketing service activity based on a specific area; community service is a psychological concept, which is a marketing activity based on people with the same characteristics. The traditional blasting activities of building materials merchants in the past are no longer appropriate. Now marketing should implement different marketing strategies based on different groups to make marketing more targeted and effective.
04
Achieve lifelong links
In the past few years, building materials dealers have complained that the market industry is not good, and they are struggling to find customers, but they don’t know that customers are actually around them. Many dealers cut off contact with consumers after selling their products. This is actually wrong. We should change from the previous thinking of "looking for customers" to the thinking of "managing customers", and realize the relationship with customers through predictable marketing actions, such as sending birthday cards regularly, house cleaning every five years, and planting a small green plant every year. lifetime link. Perhaps through these methods, those born in the 1980s who bought bricks for your home will recommend them to those born in the 1990s who are about to start a family now!
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