Talking about: Four Strategies of Door Enterprises to Increase Brand Influence

Strengthen product innovation With a view to the globe, the big brands that have emerged from all walks of life are all sticking to their own path and continuing to develop new products with their own corporate characteristics. It can be said that the characteristics are the basis for the existence of brand products, and innovation is the driving force for the development of brand products. The bigger the brand, the more emphasis on product innovation.

At present, what is lacking in the doors and windows industry is product innovation. The plagiarism of doors and windows enterprises is prevailing. Large companies plagiarize foreign products, and small companies copy products of large companies. In addition to plagiarism in product styles, many companies are also plagiarizing in the establishment of sales and channels.

A door and window company issued a door and window product. It was not long before it could be found that other companies also produced similar products; a company played a "price war," and other companies would follow suit to fight the "price war," but also played. More thorough. A well-known assistant designer of doors and windows in Beijing told the author: “Our doors and windows are modeled on European styles, mainly from European exhibition photos and the latest European door and window designs.

Every time they get this information, the R&D department of the factory will meet and analyze the structure of the door, then place orders for production samples, and finally make a new product release brochure for distributors.” Some dealers will also tell customers like this. "You go to high-end shopping malls. You can tell me which of the products you are looking at. I promise to do it exactly as they do, and the price will satisfy you." Remember to take a photo album or take a photo. ”

However, a professional door and window company is always plagiarism, and in the final analysis there is no future development. Enterprises that do not have the ability to innovate will at any moment be eliminated in the tide of competition. Absorbing professionals and constantly developing new products are the guarantee for the development of doors and windows enterprises. Innovation has a significant impact on the development of doors and windows. Without innovation, there is no product, no sales, and even no brand building.

After-sales service is a key service. As an indispensable concept in the business field, many years ago, many companies were used as part of product sales. Consumers buy not only products but also services. In the window and door industry, from the author's understanding of the situation, some dealers still have the problem of ignoring product after-sales service, causing a lot of consumer complaints.

In a door and window shop in Hohhot, the author saw that a consumer had a dispute with the dealer due to the cracking of the wooden door he had purchased. The consumer recently bought 6 sets of doors (including entrance doors) at the store, but after installation, he found that two of the doors even had cracks of varying degrees. He called the store several times to find a solution. However, dealers have repeatedly shirked. In the end, consumers only come to the door in person to “promote the teacher for guilt”.

In Hohhot City, the door and window market learned that some of the products of the dealers of doors and windows, manufacturers do not provide after-sales service for dealers, installation and after-sales service personnel are dealers to find their own local carpentry. Better stores will have simple training for these people. The poor after-sales service staff are usually directly on the job. Their understanding of the product is obtained through the work of the old staff. And the salary of these after-sales service personnel is a quantitative assessment, that is, based on the number of installations, they will not consider whether there will be problems in the future. In the process of using the product, the consumer has really experienced a problem. When he returns to the dealer, the service personnel may have left the company.

Due to the lack of understanding of the situation, some dealers will push forward, even if they promise to help consumers solve problems, it will take a long time to do it. Brand building is more based on consumers' word of mouth. Good after-sales service not only helps establish a corporate image, but also helps boost brand building. Door and window products are more important because of problems such as installation. When a problem arises, promptly helping the consumer to solve is the long-term way for the dealer to win the consumer, and it will be beneficial to the brand building of the product.

Integrity is very important Many business managers also believe that only the satisfaction of consumers can improve the brand value of the product. Indeed, consumer satisfaction is an important factor in measuring corporate branding. However, how to make consumers satisfied? How to make consumers do brand old customers? How to make consumers become corporate brand advocates and maintainers? The answer is "good faith." Only the doors and windows companies and distributors provide sincere and genuine services to consumers, so consumers can do brand promotion for enterprises and distributors.

At present, Hohhot's door and window market does exist some businesses that only care about sales and do not speak loudly. When visiting the door and window market in Hohhot, a dealer told the author that “as long as we are able to recruit a few shopping guides who have strong business abilities, it is a poor product that can sell at a good price. If there are too many problems with the product, we will change our home. Enterprise agents.To be honest with a brand, after-sales service problems will be many, a month down, simply can not sell a few sets of doors, there will be no profit.” Enterprises perfunctory dealers, not to provide honest support for dealers, Dealers will be perfunctory consumers, will inevitably cause consumer dissatisfaction, this vicious cycle will ultimately damage the brand image of companies and products.

Many times, honesty is to bear economic losses, but if you do not speak honestly, you will lose more. The company’s loss is that the corporate image is broken and the brand value is affected; the dealer’s loss is more direct and the sales volume is reduced. Brand is the long-term planning strategy of the company, represents the company's credit and image, and is the company's most important intangible asset. Brand building is very important to both companies and distributors. In the market economy environment, whoever speaks of integrity will have the long-term industrial competition initiative.

However, there are a number of doors and windows companies that, in order to protect their brands, often dare not stand up to their responsibilities when negative events occur. This evasive behavior hurts the integrity of the entire window and door business. Integrity is the valuable quality that companies can afford to buy. It is the lifeline of a brand. Only those companies that dare to adhere to principles and honesty can make their own product brands occupy a place in the minds of consumers and gain more consumer support.

Avoid "price wars"

Due to the rapid development of the doors and windows industry in recent years, door and window companies have mushroomed. Therefore, the market's price system has emerged with unfair competition. Some businesses, in order to increase their turnover, desperately fight the “price war” and let branded door and window companies do nothing.

Although the "price war" can help distributors quickly obtain a portion of consumers in a short period of time, in the long run, enterprises and dealers will fall into a vicious circle of price wars, and even affect the development of the entire industry. "Price war" makes the product quality unable to improve, and the profit space of the enterprise will also be squeezed. For the enterprise, the disadvantage is more than benefits.

Although the "price war" of the door and window industry has intensified, the author found that many companies and distributors still adhere to the brand building position. They believe that "a lot of sensible consumers will still insist on the idea of ​​'a price and a goods' value, the brand will reflect the brand's value, and the lack of a rational 'price war' will damage the brand image."