how to carry out e-commerce and online promotion in the building materials industry

business activists must understand the consumption characteristics of the goods they produce and sell.

if you don’t know what consumption characteristics the goods you sell have, you can only try your luck in doing business and can only "wait for a typhoon" (the western proverb: "when a typhoon comes, pigs will fly"). it is difficult for such people to do business well. especially when selling building materials, products with completely unique consumption characteristics.

if you carefully compare and analyze all the products in the world, it will be almost difficult for you to find products like building materials.

the uniqueness of building materials is reflected in its consumption characteristics. the unique consumption characteristics of building materials are mainly reflected in four aspects:

1、non-stimulating consumption characteristics

the amount of building materials used is determined by the house area and structure. once the house is delivered, its various areas and structures are an absolute value and invariant; when the decoration plan of the house is determined, the amount of building materials used is completely determined and cannot be increased or decreased by one point. for example, a 20-square-meter room cannot be laid with 21 square meters or only 19 square meters of flooring; a family bathroom cannot be installed with two toilets (except for pathological owners) because of the cheapness, or it is not easy to be installed with toilets because the toilet is expensive.

this consumption characteristic of building materials tells us that discounted sales methods such as group buying and bargaining have no stimulating effect on the sales volume of building materials.

some people may say that although i cannot increase the number of individual consumers when participating in group buying or bargaining, it can attract more consumers to grab competitors' business, which will increase sales?

we will analyze this issue separately and just tell you the actual result: in reality, people who make such calculations and those who plot against others will eventually lose more than they earn, and they will even suffer heavy losses in the future! those who are keen on participating in group buying and bargaining meetings can take a closer look. think about their actual situation and business psychology, and must have a deep understanding.

in fact, it is very simple to think about it. people who plot against others at any time and harm others and do not benefit themselves have harmed the reasonable interests of the entire industry, and they have not gained much benefit. how can they have a good ending and a good mentality? looking at it in a time period, have we seen exceptions in reality? no!

2、expert-oriented consumption characteristics

for the general public, a raw material product such as building materials is a low-key product. people do not pay attention to the attention when they are not renovating; at the same time, since the quality, durability and environmental protection of building materials are not something that ordinary people can observe from the surface, even if they pay attention, they are just "outsiders watching the fun". when using specific uses, they still don't dare to make their own decisions, but will "listen to the doctor's opinions" just like using drugs.

the so-called "expert-oriented" experts refer to industry or professionals, such as dealers, building materials shopping guides, decoration design and construction personnel, etc., and also include some people who have become good doctors after a long illness and have only been decorating their homes.

this consumption characteristic of building materials tells us that the promotion and product promotion of building materials brands are of little significance to ordinary consumers and have poor results. the "cost-performance ratio" of publicity or promotion is very low, and "killing chickens with a stinger" is not cost-effective. just like medical supplies, except for general minor illness drugs such as cold medicines, sore throat and stomach pain medicines that can be promoted to the public, prescription drugs and injection drugs will not be promoted to the public, but will only be promoted to doctors or hospitals. the establishment of building materials brands is best for the industry, so that they can achieve real results.

some people may say that although i set up a brand for mass consumers, although the effect is not good, it does not mean that it is not effective. if i am willing to invest and invest a large amount of money to set up a brand for mass consumers, i can still build it up.

if you do not pursue cost-effectiveness and waste money, it is your freedom, but the third consumption feature below tells us that even if you set up a brand for the public, it is useless.

3、characteristics of ultra-long consumption

according to statistics from industry institutions, under normal circumstances, the interval between the second decoration of the same house is more than 10 years. many people will not redecorate the damage for 15 years. in other words, under normal circumstances, the decoration consumption cycle of the same house is almost more than 10 years, and this cycle is very long.

this consumption characteristic tells us that even if a brand is established for mass consumers, it is meaningless because it cannot buy repeatedly in the short term. some people may say that i have many repeat customers, but you will find that although the same consumer may buy it again in the short term, he is decorating a new house, not the original house. you will also find an interesting phenomenon. for many reasons, many people do not choose the original brand when decorating their houses, and the phenomenon of "looking back" is not common.

4、purchase radius restrictive consumption characteristics

the understanding of this consumption characteristic is very simple. generally speaking, decoration consumers in chengdu cannot go to chengdu, shanghai or chengdu to find local merchants to buy floors and toilets, nor can they go to adjacent secondary and third-level markets such as deyang and mianyang, because in addition to logistics costs, there are also construction problems and quality assurance issues that must not be ignored.

this consumption characteristic of building materials tells us that e-commerce (online sales) may play a certain role, but it does not have much practical significance in nature, so don’t place too high expectations. in addition, if there is a problem with building materials, it will be very troublesome. people will most likely "see it" when purchasing building materials, and they must go to physical stores to confirm, so online sales are even more unnecessary.

not long ago, some people said that the future business model is to watch goods in physical experience stores and then place orders online. this is a typical misunderstanding of "e-commerce".

for most building materials sales, this approach is more troublesome than "faring off your pants". since i have experienced it in the physical store and have a fancy to a certain product, i have also come back to place orders and pay online. am i not afraid of trouble and i am stupid? can't i place an order directly at the experience store?

if there are regulations by retarded merchants that they have to place orders online, they should also set up an online terminal in a physical store to facilitate consumers to access the internet on site. that's just an extra move.

some people may say that the experience store does not charge orders, and you must book online to get discounts. it is very popular abroad, including booking a room for travel. even when you arrive at the front desk, booking a room from the internet is cheaper than booking directly on site.

i can only say that the chickens talk to the ducks. you are right, your time cost, communication cost and transportation cost are not worth it, so you can do it.

please remember that you are selling building materials, not clothing, not cosmetics. also, you are pursuing reasonable profits, rather than having a vicious price war with your own stores online. many manufacturers or general agents who play this tactic finally find that this approach is not effective, and it also harms the interests of dealers and pushes dealers into the arms of their opponents. it’s really “i can’t steal chickens and lose rice” and “i will lose my wife and my army”. it’s so stupid.

anyone who understands it understands that for goods such as building materials, the most reliable way to determine the consumption characteristics of the purchase radius restriction is to order directly in a physical store. in addition, most physical stores are not far from the same city, so it’s not good to be sure directly!

first of all, we affirm the role of "e-commerce and online promotion", especially in the fields of fast-moving consumer goods and all commodities with stimulating consumption characteristics.

however, in the building materials industry with non-stimulating consumption characteristics, e-commerce or online promotion must be serious and careful, and must not be reckless, otherwise it will be a waste of time, energy and financial resources.

as new things and tools that have certain effectiveness, we naturally need to use them for e-commerce and online promotion, but don’t pay too much attention to them. just like the appearance of "big brother" 20 years ago, some people thought that "big brother" was a symbol or representative, but it was actually just an ordinary communication tool. it was not because anyone who had "big brother" at that time became famous later. the "big brother" is better than that time, and it has everyone today, and it is many times more advanced in terms of functions than that at that time. therefore, jack ma, the father of china's e-commerce, said: "china will not have e-commerce in the future, because e-commerce will be completely integrated into the blood of all enterprises and become a part of the daily operations of enterprises."

the future of building materials "e-commerce and online promotion" is the same. it is just an ordinary tool in every business operation, just like everyone has a mobile phone today. QQ the same number. it is necessary and important, but has no competitive value. like air and sunshine, it is very important and indispensable, but it is easy for everyone to obtain, so it is not important.

if we pay too much attention to the "e-commerce and online promotion" of building materials, and invest too much at this stage, it is easy to become a heroic "martyr".

for building materials companies, you can participate appropriately in "e-commerce or online promotion", but there is no need to mobilize others. remember:

1、based on the previous analysis of "special consumption characteristics of building materials" and the analysis of "real customers" of building materials, we know that building materials are completely different from any other product. e-commerce or online promotion methods that are very effective in the sales of fast-moving consumer goods such as fast-moving consumer goods are not suitable for building materials. therefore, do not pay too much attention to e-commerce or online promotion of building materials, otherwise you will be disappointed. within the scope i know, most of the building materials companies that are obsessed with building materials e-commerce and online promotion are not worth the gains, and there is no improvement after hundreds of thousands or millions of investments. many brands' e-commerce investment and online promotion are like stones falling into the sea and there is no news. many people who open online stores finally find that they have broken down their physical sales system, which is not worth the loss.

the reason for the poor effect is actually very simple: i went to the supermarket at the entrance of the community downstairs to buy a bag of salt that can be used for a year. do i need e-commerce? does carrefour (or other supermarkets) around you need online promotion? many building materials brands that open stores on taobao have encountered this phenomenon: consumers have attracted the attention of the goods from dealers and almost have to place orders, but after searching online, they found that the goods in taobao stores are much cheaper, so they gave up their thoughts. consumers don’t know that this thing is not cosmetics or clothes. not only is it expensive to transport, it also needs to be installed and warranty. it must be completed by the distributor’s engineers. of course, the price of physical stores is high. the manufacturer's e-commerce actually hits itself in the foot. many people who sell toilets and bathtubs have a deep understanding of this.

2、of course, some fields and some brands can still conduct e-commerce or online promotion, mainly those lightweight materials and easy-to-install materials, especially home accessories, which do not require installation, but this is still not the focus of our business. the focus of modern enterprise management is to choose a sunny and positive outlook on survival, values, and development on the basis of ensuring excellent material quality, and then formulate clear concepts and reflect them in the operation process.

many people only value business models, looking for better models at any time, and optimizing models at any time, but they don’t know that no matter what kind of business models are, they are similar, and there is no better or worse. what really matters is the business values ​​of the company. only healthy and positive business values ​​and altruistic values ​​can turn everything into magic and bring out all business models to the best; if there is a problem with business values, no matter how good the model is, it will be zero.

in other words, only good business values ​​can play the role of "e-commerce or online promotion" as the one that should be played; if you don't have good business values ​​and only focus on making money, you will end up being "in vain", and "e-commerce and online promotion" will not help.

3、even if you carry out "e-commerce and online promotion", you should note that this is not the "right business" of the manufacturer and the general agent, but just a "side business", because the customers of the dealer include mass consumers, and can influence some mass consumers through "e-commerce or online promotion", while the customers of the manufacturer or the general agent are not directly mass consumers. therefore, in addition to helping the dealer promote the network, you do not have to do these tasks at all. instead, you should focus on the construction and cultivation of the dealer network and build a good dealer team. the focus is on the interpretation of brand philosophy and the indoctrination of business culture.

speaking of this, we need to emphasize that the general agent must figure out his identity. many general agents have defied their identities. they always stare at their own "one acre and three-point land", that is, the several stores they open, and only see trees and forests, and regard themselves as ordinary dealers with three or five stores. therefore, not playing the role of a larger and more important dealer team is really disappointing the expectations of manufacturers or brand owners. the general agent should always keep in mind his identity and correctly view his own store (this is just the ownership of his own dealer), and focus on building the dealer team. … we must view e-commerce and online promotion correctly and avoid blindly following the trend. no matter how other fields in society view or develop, we building materials operators must carefully understand and analyze their specific situation before proceeding. at the same time, we should not be deceived by some industry websites for ulterior motives and be "sucked by them".

in the eyes of marketing experts and e-commerce experts, there is no need to be too enthusiastic about e-commerce or online promotion services in the building materials industry now, and the time is not ripe. most of the people who have done "e-commerce and online promotion" have the feeling of "e-e-all-you-can-eat ribs".

at the same time, don’t be afraid of falling behind in “e-commerce and online promotion”. please rest assured that instrumental things are not behind. when you use them, you will immediately follow them. there is no need to spend money you shouldn’t spend too early. if you don’t equip your children with kindergarten or elementary school with mobile phones, will you worry that they will fall behind when they grow up? won't! people who use mobile phones 20 years earlier than you may not be able to use the functions and efficiency of your phones better than you. what is engraved in my heart is: corporate culture and business philosophy are the foundation of corporate operations.

the above is the "how to carry out e-commerce and online promotion in the building materials industry" shared by suyou. thank you very much for reading this article patiently. we will provide you with more information on reference, use or learning and communication. we can also provide you with:enterprise website construction, website imitation, website copying, imitation site, foreign trade website construction, foreign trade website construction, company official website productionfor services, our company serves customers with the service concept of "integrity, professionalism, pragmatism and innovation". if you need cooperation, please scan the code to consult, and we will serve you sincerely.

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