Tile industry full of variables brand footprint into the difficulties of the lack of brand development.

<p> the first half of May as consumption of ceramic tile sanitary ware and other building materials last season, manufacturers and distributors did not bring joy, beyond the difference between the performance of many senior members of the unexpected. .</ P> <P> <P> <p> At the same time, Nobel, champion, Dongpeng, Marco Polo and other brands into the first stage of a new brand of war. .The oversupply of the market, the winter ahead. ."To be or not, this is a problem! ."</ P> <p> However, tiles, sanitary ware industry, the brand occupying highly variable, with FMCG, household appliances industry to industry, the formation of brand manufacturers in this industry is the result of collaboration with dealers, many difficulties. .</ P> <p> market positioning difficulties </ p> <p> Dongpeng Ceramics just signed Shen Xue and Zhao Hongbo, the replacement of logo, changed its name to Dongpeng ceramic tile sanitary ware, advertising language from the "create a spiritual space" to & ldquo .; beauty of the world "and some action that this column is located in Foshan, Guangdong, high-occupancy building ceramics enterprises will start the brand strategy. .However, the end-market status quo is not so! .</ P> <p> "Dongpeng tiles to send a hundred to buy a hundred, the whole half of the amount! ."Beijing is about to open a certain district, Dongpeng tile dealer business, to be able to pull more customers into the store, sweat the ground to carry out propaganda. .This phenomenon in the ceramic tile sanitary ware industry, is very common. .</ P> <p> tried to high-end stub of advertising, on the ground in the high-impact publicity price, depart from each other. .Distributors throughout the sales and marketing operation, conflicts, promote the content varied. .</ P> <p> speak with one voice in shaping the success of the brand image of the necessity of doubt. .At this point, the Marco Polo will be unified by the manufacturers for promotion of the initiative a smart choice. .</ P> <p> the forefront of building ceramics industry, product line length, variety, investment promotion for the single items should not be too large, unified solution to promote the image is one of the means. .</ P> <p> can not be ignored is that this will give small and medium enterprise development, building ceramics opportunity to promote the accelerated pace of market segments, the characteristics of a single product market share grab. .</ P> <p> Italian pottery case is one of the success of market segments. .Marco Polo, launched in 1997 in the antique brick, the large number of companies to imitate, but only the first Italian pottery, a ceramic made their own culture to culture as the basis, antique tiles as the carrier, market segmentation, a large number of enterprises are only selling products, the lack of .the degree of market focus, and gradually be eliminated, Italian pottery, taking advantage of the cultural brand antique tiles from small to big, occupying the high end. .</ P> <p> long line of building ceramics enterprises, how to choose the product line is a difficult decision problem, this is not another name, another sign that simple. .</ P> <p> opinion leaders in cooperation </ p> <p> tiles, sanitary ware distributors and the cooperation of the local home improvement company to increase sales, enhance brand impact areas can not be ignored. .Home improvement company for end-consumers, are opinion leaders, and their design style, the product is important to guide the recommended significance. .</ P> <p> currently on the market can be roughly divided into three categories such cooperation means. .A local dealer with the local home improvement companies; Second, business people and designers with the cooperation of home improvement company; three co-designers and distributors. .</ P> <p> designers of tiles, sanitary ware impact target consumers with a leadership role, especially in high-end design company, but the drawbacks of the three mode of cooperation is obvious. .</ P> <p> First of all, the price system causing confusion. .Design companies, dealers, salespeople, designers Quartet, which in different environments, different bargaining power that led directly to end consumers will buy at different prices, this negative impact on potential consumers can not be ignored. .The market has an initial reaction, but not enough serious time bomb worthy of attention. .</ P> <p> Secondly, the product line is too long, too many varieties, consumers have different needs, resulting in periodic changes in supply affect the home improvement process, resulting in the deterioration of cooperation. .</ P> <p> the instability of the last relationship, resulting in brand damage. .Business, and design of the frequent movement of personnel, combined interests of the controversy in the guidance of consumers will produce different changes, and the persons familiar with the internal situation, the original company have a more profound understanding of this word of mouth dissemination of negative information .regional consumption caused no small damage. .</ P>.