The staircase industry demand gap is an opportunity

How should the stair industry in the Chinese market be developed? Is the staircase industry considered to be “luxury” a sunset industry?

The status quo is worrying: entry barriers are low and the overall system is plagiarized. Small companies with small scales, low barriers, and relatively small scales are only a few companies in the region, such as Meibu, Valencia and Sigma, among participating companies. The output value of many staircase companies is only a few million yuan, and the scale, capital, and technical strength are all limited. In the home furnishing industry, there are countless medium-sized companies with more than 100 million yuan worth of floors and furniture companies related to the staircase industry.

What are the reasons? According to Guo Lian, general manager of Valencia Stairs, “In addition to the more complex product lines included in the staircase industry, the reason is that the industry is not driven by a certain number of real leading enterprises. Formed by market influence."

There are many product lines, it is difficult to form an overall system. Because of the financial crisis, the price of raw materials for making staircases fell and fell again. This has had a greater impact on the pressure of stockpiles and capital circulation of staircase companies, and most of the staircase products are home improvement products. The company and the upper reaches of the real estate industry chain make up a combination of supporting products, so it is difficult to form large-scale sales, leading to staircase enterprises in the crisis did not dare to trade, to wait and see.

Guo Lian said: “The product line in the staircase industry itself is very complicated. It needs to coordinate a series of issues such as logistics and raw material procurement. Only by forming an overall system can it be possible to seek development in the crisis.”

The plagiarism was imitated seriously, and the lack of independent innovation was at the exhibition site. Many staircase brand CEOs did not utter plagiarism in the industry. Pan Yongjun, general manager of Taizhou City Hilton staircase, admits to the reporter of the Decoration Commercial News: “The homogeneity of many products in the industry is particularly serious. This has had a negative impact on the sustainable development of the staircase and the acquisition of comparative advantages in the competition." Liu Guangwei, Chairman of the Steps Tower, believes that "If everyone is producing the same product, it will inevitably enter the quagmire of price war, and The insufficient attention paid to the R&D and design of the company itself has led many companies to follow the trend, rely on the food they eat, and rely on the development of other people's products. Once there are fluctuations, it will have a great impact.” This may also be a problem for many stair companies. An important factor.

New Opportunities: The Industry Shows a Demand Gap The big brands have not really established the above problems and phenomena. Now consumers have needs but they have not fully awakened. The decoration of the Commercial Daily reporter believes that if a staircase company wants to stand out in a complex and complex market competition, Must have in-depth planning and preparation.

We should take the initiative to think about and create the core competitiveness of enterprises. As we all know, staircase products are basically “luxury goods”. The rising middle class of 200 million Chinese people is forming a strong purchasing power. The consumer trend is approaching that of Western developed countries. The consumer groups have not been fully developed, especially influenced by various lifestyles and popular trends. The individual needs brought by different age groups and different aesthetic preferences, and the demand for environmental protection are becoming more and more obvious. It is impossible to meet the needs of all consumer groups at the same time. Therefore, we must pay great attention to the consumer psychology of the mainstream consumer group of the staircase industry, middle class and above.

The main person in charge of many staircase companies is busy with taking orders every day. They rarely think about where the core competitiveness of the company is. They do not have the necessary understanding and learning about the successful operation modes of other home sub-sectors and the successful experience of other industries. However, compared with other companies of the same type, they still believe that good, laggard marketing concepts and business methods have led to many companies relying on the natural growth of the market. Once they change, they stop and make the company's ability to resist risks. Weak, bringing hidden risks for subsequent development...

Should be the first to establish a brand value The real brand enterprises in the staircase industry are not yet available. Although leading companies such as Midea and Valencia have done a good job, but just completed the initial stage of brand building, for the staircase industry, whoever takes the lead in this situation will take the lead. Jumping out, at least in the brand positioning and brand image construction, brand awareness has invested, then there will be more obvious results.

To build brand value, in addition to celebrity endorsements, it must also be based on the company’s own advantages and positioning, combined with market trends, current consumer psychology and consumer behavior, to find a way out of the opponent's outlet and positioning is the key, if not yet found What is needed most is to go to your consumers to understand why they are buying their own products and to understand their advantages and disadvantages, so that they can generally find their own brand development direction.