Building materials "cross-border" businesses are ashamed
After years of development, the Fillinger flooring brand has gained considerable popularity. Two years ago, I began to get involved in the fields of cabinets and wardrobes. The North American maple love, which also makes floors, also began to get involved in the field of cabinets, and the original European cabinets and European cabinets that made cabinets have become more and more rapid. Obviously staying well in a circle, why take the risk of the market to get involved in another field of building materials?
In this regard, Bai Bingfeng, the head of the Xi'an of the Fillinger brand, first explained that companies are not blind to seeing business opportunities in the market and are not ready yet. "Our company's positioning is to be a professional 'integrated supplier of wood products'. After years of exploration and development in the flooring industry, our technology and after-sales service system have been very perfect. It's just that we have chosen an opportunity to enter a new market, cabinets. I just worked in Xi'an for a year, but we are prepared, not blindly impulsive, but after a long period of consideration, step by step to develop new areas such as cabinets and wardrobes in the national market step by step! "
Another North American Maple Love, which also makes flooring, will also launch doors and cabinets. According to Li Wenjie, general manager of North American Maple Love Company Shaanxi, North American Maple Love is a company with rich resources, whether it is making floors, doors, or cabinets. Resources are guaranteed, and we have mature channels in the process of making floors. "We have established a good cooperative relationship with some real estate companies when we are making floors, and we will take the lead in the tooling route when we make cabinets and doors." Li Wenjie believes that whether there is a suspicion of blindly launching, he has already inspected the market before, " Our flooring factory is located in Suzhou, and the door factory is located in Guangzhou, because the local hardware and door industry are relatively developed, and the establishment there was carefully and comprehensively considered. "
Large cross-border space in the home industry can seize the opportunity
In the world of wood, "crossing and traversing", in the eyes of the industry, is not completely cross-border, because the process, resources and channels are all connected. Floors can be mass-produced, and wooden doors, cloakrooms, and cabinets need to be tailor-made. From the perspective of demand, the decoration of floors, wooden doors, cloakrooms, and cabinets is basically a necessity for each household. However, in terms of profit, flooring products are already very mature, fiercely competitive, and margins are very meager, and the market for wood products such as wooden doors, cabinets, and cloakrooms is still in its infancy, and there is still much room for profit. Therefore, if we can seize the opportunity to integrate resources and broaden the sales field of building materials, not only can we seize market opportunities and achieve diversified operations, but also enhance the ability to resist market risks and expand the market size.
In several companies interviewed by reporters, the person in charge is full of market prospects. In their view, the industry's development model is actually not determined by the company, but by the market. The home furnishing industry is always a sunrise industry, and people will continue to pursue the quality and comfort of life. Just seven or eight years ago, people didn't have the concept of whole cabinets, and now cabinets with different styles have appeared in the home stores. The home environment will continue to upgrade and home products will last forever. Right now, the home furnishing industry is still in its infancy. Taking wooden doors as an example, Xi'an alone has at least four or five hundred companies active. This is not counted as "nameless and surnamed," so there is a lot of room for market development.
To cross-border development, we must first lay a solid foundation
From the perspective of business strategy, cross-industry integration can not only disperse the business risks of the merchants, but also to a certain extent can avoid the future market fluctuations of an industry, bring huge impact and losses to the merchants, and can also increase profit growth point.
From a product perspective, after cross-industry integration, the huge product cluster can not only meet the needs of consumers, but also gather more customer resources for businesses. It can be said that cross-industry integration is one of the main ways for the building materials marketing industry to break through development bottlenecks.
Despite the great market potential, it is also said that there are hidden dangers in cross-border development. If you see blind investment in business opportunities, but your manpower, channels, and management are not keeping up, this diversified development may drag down the enterprise. The faster the cross-border, the more projects, the faster the death. In this regard, marketing director Li Yong believes that across a variety, competitors have changed, the original pattern will also change. So first of all, we must have a certain foundation, and have a professional after-sales service, technical system, if there is no such foundation, cross-border must have a relatively large risk.
"In addition to cabinets, we are also making wooden doors and wardrobes, but more are in the tooling market or model rooms. Strictly speaking, we only provide a series of products for customers. There is no brand that specializes in the introduction of doors or wardrobes. Built on the basis of strength, timing and risk analysis. 'Cross-border' operation within a system can certainly expand the strength of the company and meet more needs of customers, but it cannot be blindly impulsive, but in corporate strategy Under the framework of development. â€
Undoubtedly, the emergence of more products is a good thing for consumers in the first place, but cross-border development products will inevitably give people such an impression. Originally it was the flooring brand that has made its doors. Is it professional? Does the product quality pass? Is the after-sales service guaranteed? In this regard, Bai Bingfeng said that they have been doing cabinets for a year, and it is very good from the market response. Maybe customers will have such concerns at the beginning, but they finally endorse the quality and service of the product, as long as all of these When it is done, consumers will accept your new brand, of course, it will take time to test.
It is undeniable that in the face of undeniability and the growing home furnishing market, some enterprises that do not have the conditions will also enter the market. "Cross-border" and even "re-border" will prompt some businesses to seek a breakthrough. For consumers, there are more choices, but they must have a pair of wisdom.
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