At present, the domestic flooring market has turned to niche consumption. Consumers' demands for flooring products are becoming more and more personalized and diversified. At the same time, there are many new opportunities and challenges. Those flooring companies that win by economies of scale cannot. Adapting to current events, transforming in time, and adapting to the consumer needs of the niche era, it is easy to be replaced or even eliminated. A person in charge believes that for small and medium-sized flooring companies, the arrival of the era of niche is a golden opportunity, and small and medium-sized flooring companies with innovation as the core competitiveness have the hope of becoming a future star.
In the initial stage, small and medium-sized flooring enterprises are subject to various aspects such as technology and manpower, and the research and development capabilities of products are limited. In China's flooring industry, most small and medium-sized flooring companies rely on imitation to start and survive. Imitation and learning have reduced the time and cost of small and medium-sized flooring companies' own exploration and development. Small and medium-sized flooring companies should not copy and copy the use of imitation strategies. They should learn from some products, business strategies and marketing models of large enterprises. In addition, in terms of market operations, small and medium-sized flooring companies need to step by step and operate steadily.
Enterprise innovation ability is the inherent ability of the enterprise. Brand competitiveness is the ability of enterprise products to occupy the market. They are activities that occur inside and outside the enterprise respectively. However, the enterprise itself is the link and interaction, and the core technology is mastered. The innovation brought is revolutionary, but product innovation is by no means limited. Brand competitiveness refers to the ability of brands to open up markets, occupy markets, and earn profits. Enterprise innovation capability is the sum of all the knowledge related to process innovation and product research and development capabilities contained in the internal personnel, information, equipment and organization. It reflects the intrinsic potential of the enterprise.
In order to expand sales, diversify risks, increase profits, and so on, modern enterprises often need to provide a series of product combinations rather than a single product or service to the target market, which involves product portfolio decision-making. Product portfolio decisions are one of the core decisions of an organization, regardless of the life cycle stage of the business. After a period of rapid growth, small and medium-sized flooring companies may have certain anti-risk capabilities for several years, and they also have the potential to become leading brands in the industry. At this time, flooring companies should consider using the right product mix strategy to provide customers with system solutions.
The general considerations are: If the product meets the same needs, these products complement each other and can be used together. And the same sales channels can be utilized, but these products are sold at the same group price at different price levels. The reason is: some products are for building channels, some products are for sales, some products are for tree flags, some products are for competing products, and some products are for profit.
Due to changes in market demand and competition, each item in the flooring portfolio will inevitably differentiate in a changing market environment. Therefore, flooring companies need to analyze the various items in the product portfolio frequently. According to the changes in market environment and resources, timely increase the products to be developed and eliminate the products that should be withdrawn, so as to form the best products that can maximize profits. Combine to achieve a dynamic balance of product portfolio.
In order to motivate such a potential and transform into the brand competitiveness of a company, it must be realized through the research and development of new products as a carrier. Therefore, the development of new products is the carrier of the interrelation and interaction between the innovation capability of the enterprise and the competitiveness of the brand. After the hard start of the enterprise, the small and medium-sized flooring enterprises may already have a place in the market. Funds, technology, manpower and other resources have a certain foundation. But at this time, small and medium-sized flooring companies should not be satisfied with the success of previous imitation and learning. The ultimate goal of learning and imitation is to innovate. Homogeneous products can still create a large market.
Source: China Floor Network
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