How to Develop the High-end Market of 2012 Doors and Windows Enterprises

"High-end customers, high-end products" has become a goal of many doors and windows enterprises. After experiencing market downturns that lasted for nearly two years, the high-end market for doors and windows in China has become the “Noah's Ark” in the eyes of many door and window companies, and has joined the tide of creating high-end door and window brands.

In the booming market of the doors and windows industry, there have been many discordant scenes in the turmoil. Many door and window product values ​​have deviated from market demand, and the final market result must have been “one-stop feather”. In this "high-end" feast, there have been a steady decline in the number of doors and windows enterprises. Through analysis and summary, there are five main conditions:

1, blindly pursue the high price of speculators mentality In the eyes of some doors and windows enterprises, high-end products are high prices, with "speculators" mentality to do the product, as if the higher the price of the product, the better the product, in fact, high-end products are not the same as high prices . The price of an enterprise product must be based on internal product cost, marketing objectives, external market structure, price elasticity of demand, market competition, and other factors to conduct comprehensive assessment and pricing. Recently, Maotai's luxury events also show that in the process of price increase, enterprises cannot use blind pursuit of high-price speculators to manage their products, which results in short-term product operating benefits, gradual loss of customer groups for survival, and operational crisis.

2. Overemphasizing the Star Effect of Publicity Promotion On the road of high-end development of door and window enterprise products, public relations promotion is an important means of enhancing the product image of an enterprise. However, if companies use celebrities as the only means of high-end products and seek sensational effects, they will make the products of the enterprise a symbol of “low-spiritedness” and set a goal of aristocracy, while the products are moving towards clowning.

In the selection of stars in China’s products, the winners are successful. In the choice of stars and public relations promotions, most companies do not have long-term plans and cannot choose stars that meet the corporate image and product connotation, let alone Microsoft and Apple. Its business to shape the star.

3. Neglecting product in-depth connotation and accumulating high-end products often have deeper cultural connotations and technological accumulations that can impress consumers with relatively high prices. Therefore, high-end products have spared no effort in creating cultural connotations and invest heavily in R&D investment. . Brand connotation such as brand story, new product research and development, fashion trend, etc. is the important basis of high-end products.

4, the product alone, lack of product portfolio As we all know, high-end products rely on the scarcity of products to obtain a higher yield of a single product, but its huge advertising investment, staff costs, R & D investment, making it difficult for most products to operate more abundant Business return. Therefore, using the market influence of high-end products, expanding sales has become the business model of most luxury goods companies. Many door and window companies have rushed to launch high-end products and made large investments in the market under the premise of immature product lines. The road to high-end is unsustainable.

5, ignoring the overall operation of the company's high-end products have a special mode of operation, from the R & D, procurement, production and marketing all have special commercial laws and patterns. At present, many luxury goods have "not produced genuine luxury goods, but have to continue to maintain quality while cutting costs." Therefore, attention is paid to the uniqueness of the entire high-end product industry chain. It is difficult for the company to continue its development and the overall commercial operation can maintain the brand's vitality.

As the saying goes: "Three generations can produce an aristocratic family." As a high-end customer, the doors and windows enterprises are facing the luxuries of luxury products. Based on the value of the products themselves, after years of baptism and the test of the market, they can truly create a door industry that belongs to the Chinese window and door industry. High-end products.