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Broad but complex rural market The person in charge of a stone enterprise believes that for the stone market, the first- and second-tier cities have gradually become saturated, and the broader rural market will gain more business opportunities. But what is going to the countryside? Where is the township, is it divided by geographical or economic strength? Presumably it is the doubts of many bosses. China's "township" is a huge and complicated concept. How to go is its own path. Many companies are exploring this. The towns and villages of Jiangsu, Zhejiang, Anhui, Hunan, Fujian, and Guangdong are richer than the west. Therefore, these places have become the first targets selected by stone enterprises. A well-known stone enterprise has said that it has been distributed in 2000 township markets and is widely distributed in these areas.
"In the coastal areas, as well as other economically developed provinces, farmers' spending power is not worse than that of cities. The demand for brand furniture and building materials is strong. The key is how household enterprises can enter the rural market in a targeted manner." A stone company said that the future 10 In the year, the company's channel expansion will mainly focus on the third-fourth and rural markets, and the retail channels will be expanded to more than one thousand in five years. However, some business leaders told the author that blindly following the trend may be a waste of effort because they do not have enough knowledge and research on the rural market.
In the year of 2009, when the local stone industry is still in the decline of orders and the collapse of mergers and acquisitions, the industry has often mentioned the topic of "safe winter" "channel sinking". Channel sinking is a way to enhance the company's own ability to resist risks and obtain comprehensive profits. If the state's policies can give a certain stimulus, the sinking channel will certainly produce huge economic benefits. Stone companies look at this point, regardless of whether the final country will include natural stone in the list, it will not stop these companies from moving to the third- and fourth-tier markets, because for some enterprises, going to the countryside is not a speculation, but a Work hard.
Stone giants such as Corian, Xingrong, Huaxun, Monterey, and Universal have already targeted this "cake", making business opportunities for second- and third-tier cities, accelerating channel sinking, and gradually infiltrating products into second and third lines, even four lines. The construction of the market terminal is planned to take a share in the building materials to the countryside. However, among the many stone enterprises, some regional brands are satisfied with one acre of land in front of their own, and some regional stone enterprises account for 90% of the total number of sales outlets in a province. "Own doorway" ran to the door of others' competition, which is a big problem for enterprises. However, in the third- and fourth-tier cities, there are few strong stone brands. In rural areas, most enterprises do not have the strength to establish marketing and service channels. Therefore, for stone enterprises with strong strength and overbearing funds, it is king to be the first to be strong.
SMEs took advantage of the building materials to go to the countryside to achieve self-government. The author learned in the interview that some northern stone enterprises are preparing to enter the southern market, some Northeast enterprises want to occupy the Beijing market, and some enterprises want to take a slice from the western market. ..... all kinds of signs behind the expression of small and medium-sized enterprises and regional enterprises want to find a most suitable way to highlight the encirclement. With the momentum of building materials going to the countryside to expand the share of the rural market, it is a way worth trying.
The competitive advantage of small and medium-sized stone brands in the countryside has also been pointed out by industry insiders. Because big-brand enterprises have to compete with ordinary products in the process of going to the countryside, the pressure to lower prices is obviously much larger. A big profit. The first-line brands are still in the market cultivation stage and the early stage of growth in the third, fourth and even rural markets. The market base is not as strong as that in the first-tier cities, although the first-line brands are also increasing their penetration of the third and fourth levels, but their consumption. The group is not very stable, so the opportunity for SMEs is to cater to the needs of consumers at the third and fourth levels, choose the target regional market, and break through.
Building materials to the countryside to bring wealth opportunities. Although the specific implementation measures of the national building materials to the countryside have not been introduced, but the entire stone industry has tightened nerves, I hope that this time, the channel from the first- and second-tier markets to the third- and fourth-line market Not only the harvest policy is good, but also the expansion of the brand and market layout. Not only the former China International Stone Summit Forum, but also explore how to increase the added value of stone low-carbon and durability characteristics, realize the seamless collage of stone enterprises and architects and designers, and let more stone products, high-tech products, The boutique enters our high-end projects. It is understood that the application of stone in the future "low-carbon building" will point the way for stone enterprises to create a "stone brand" and enhance the "gold content" of the stone decoration industry.
About the figure of 200 billion yuan for building materials to the countryside: Among the 6372 rural households surveyed in the previous period, 580 households plan to build new houses in 2010, and the ratio of new farmhouses is about 9%. It is estimated that there will be new housing intentions in 2010. The number of farmers is 19.854 million, and it is estimated that the overall consumption of rural housing construction will be about 1.99 trillion yuan, which will drive the overall consumption of building materials in the rural market by about 200 billion yuan.
600 billion: According to the relevant materials of the China Building Materials Federation, the policy of building materials to the countryside will boost domestic consumption by 550-600 billion yuan. Building materials consumption is the main consumption behavior of rural and farmers in China.
Unknown stone enterprises in the building materials to the countryside "have not been tempted yet"
Since the building materials went to the countryside to be written in the 2010 No. 1 Document of the Central Committee, the sounds in the home industry have been rushing from time to time, sometimes confused, but never stopped thinking about the beautiful blueprint for it. For most building materials companies, building materials to the countryside is just a concept, something that can't be seen. Some far-sighted building materials companies have already laid into the rural market in advance. Although the current floor is going to be listed in the list of building materials to the countryside, and many floor dealers are slightly shy to answer the interview about "going to the countryside", they are still half-faced, especially afraid to say big words, but the author Some association leaders and corporate CEOs vaguely feel that the stone enterprise is not moving, and the heart is far away.