industry after China's accession to the wto, China began to rapid development of ceramic industry as a resource economic sector, in the 30 years of reform and opening-up, the development of the super speed has created a large number of excellent terminal agents, at the same time, also prompted a domestic ceramic terminal sales, second-tier cities has entered a clash in era of short soldiers to fight.And since 2007, the ceramic industry brand enterprise enters the basic three, four market, currently more than 1.3 billion of China's population, the rural population has more than 900 million, and reform and opening up the concept of urban and rural areas is gradually fade out, every Chinese family cars become a well-off life.Countryside is the huge market has made in many ceramic enterprises, in addition to Tibet at present domestic ceramic production areas, the domestic basic every province has a ceramic base, the base of ceramic industry is three level 4 basic mature market a feng shui ridge and flags.Here, I'd like to three and four level of market operation and investment report some personal ideas and Suggestions for the boss.

The author in the course of baird, began to focus on the development of the three level market, three level 4 markets in marketing the concept of the from emkt.com.cn with the definition of sand piles, often can become a breakthrough point and breakthrough point of sales.In 2006 in the three level 4 market have a certain shape, but mainly in the form of distribution, then in later in the operation of the market, with the increase of enterprise production and the strong market demand, three level 4 market gradually rise, its trajectory followed a path of second-tier cities, from the beginning of nuts constructions form to couples retail shops and then to independent shops, then development to the current 2000 square big shop operation.Next comprehensive corporate, division works will be a further development and application of the county.The development of the market across the street from sporadic constructions to building materials, to the professional building materials market, the next step is to three level 4 in some key markets red star and was also planned to enter.A friend of the author ZhiJiang county in hubei province, started in 2009ceramic, the upfront costs 100000 yuan, after three years to turn over 50 times, its just met during the golden age of county ceramic industry development, that is, from mom-and-pop stores to independent shops into the transition period.In Byrd at that time the author to the performance of a three level 4 market is very curious, so will begin to pay close attention to and personal practice, the author into new source group to do private factory boss, and then to do the base in the form of brand operation of archaize brick enterprise boss, earnestly to the three level 4 market have a certain knowledge and understanding.

Three level 4 market compared to the present secondary market has several features:

A, strong market demand, compared with the present a second-tier cities because under the influence of the real estate market, three level 4 for more facing the rural market, by the impact of the much weaker, even on the rise.

B, low requirement to the brand awareness, any brand in the local agent has a secondary packaging after operation, in the 2006 years ago, the agent of brand of l7 cities of secondary packaging effect is very obvious, but there is a big decline, since now the three level 4 market agents for contacts and consumer demand degree determines the second time the packaging effect is very obvious.

C, have certain specific to product requirements, compared with the secondary market, the lower the requirements for the added value of products, higher request to the product itself.

D, due to its low input costs, lead to the policy requirements for manufacturers is more flexible and more portable.

E, high customer loyalty and the three level 4 a client with a trajectory of the market, secondary market customers compared to pure, fully some.

Three level 4 f, the mature market agents, its advertising strategy began to have some characteristic, such as highway side wall advertising, road shows, bricklayers club, etc. Some strategy and methods.

G, to the hall and the secondary market has certain differences, its starting point is to have effect, and can't cost too much or store large QiKe phenomenon.But there is no company at present ceramic industry really put this vein.

At presentFoshan ceramics[FsTaoCi.com] brand enterprise in three level 4 market do more successful and network coverage in a higher top, respectively is: new pearl group, shun into group, hongyu, east peng, Marco Polo.Base brand more perfect is: new source group, and the corresponding base in comprehensive strength of the largest enterprises.Foshan a few enterprises into three level 4 market success I think there are several factors: first, into the earlier;Secondly, the product price moderate;Again, the enterprise services in place, the fourth, the policy is quite reasonable.

Their enterprises in three level 4 the operation of the market at present, the basic is the form of stores, before it went through some stages, remember early many of them in the form of hang sheep head sell vinegar, but at present, this way less.But the store than secondary cities, in the place such as ribbon and select material area and recreational area, there are some style differences, this point is worth us to study.

In three level 4 on the operation of the market at present, there are mostly and manufacturer cooperation, a part of and secondary market in shares league form or secondary market agent stores in operation, the current operation of these two forms are successful.We are manufacturer direct investment under the premise of, can also use the above two forms, in the form of policy support secondary agents to promote its extension in the three level market.

Here, the author want to investment promotion aspect of the foshan ceramics enterprise three level 4 market talk about some ideas:

A, first of all, the enterprise can make a template for three level 4 market hall, the hall of the template principle is: low cost, good effect, targeted product display.

Low cost: 100 square is decorated and sample cost (including soft outfit), controlled in 50000 yuan;100-150 square control in 80000 yuan, 200 square control at around 120000.

Good effect: a proposal to contemporary and contracted style is given priority to, but as far as possible avoid cut-through decorate structure, create a real living space template, contemporary and contracted style is a bit low on cost, also compare to 3 class market consumption appetite.

Specific products: sniper show low prices products accounted for advice at about 58%, image products accounted for 20%, profits products accounted for 12%, engineering products accounted for 10%.So not only ensure the market sales, in line with market characteristics, because the three level 4 market volume is not very big, the main sales direction is retail and home decoration.Dealers and can guarantee profits, but also the basic brand features.

Second, in product research and development company may consider planning and fraction sniper products in three level 4 market occupation, or on the first-grade product sales, three level 4 market tendency.

Three, in the company's distribution policy could consider enhance cooperation and take all share first with the brand, every brand image research train of thought to cooperate.Increasing pressure on efforts to promote, in the form of multiple three level 4 market union operation.

Four, on the market of China merchants, in addition to conventional investment system, could you consider at the local level form of media advertising, marketing and agent in cooperation or in three level 4 market building materials market with banners or brand billboard (the investment forms in the current BoHua the focus of the blank in the primary market) in the form of long-term investment, expanding investment and speed up the China merchants.The cost is not high.But in a short time with good products and policies can be success.

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