Market segmentation: the era of letting a hundred flowers bloom in ceramic tile category comes
Abstract: category innovation is to consciously create and develop a new product category with distinctive characteristics. This product category just meets or evokes some unmet or unmet needs of consumers
there is no doubt that the ceramic industry is facing unprecedented difficulties in 2016. For many enterprises, this year is very sad. The era of huge profits has long passed, and ceramic tile enterprises plagued by low-cost competition are falling into a vicious circle: lack of innovative products → brand homogenization → low-cost competition → lack of sufficient innovation budget → lack of innovative products. Many people say that the industry is reshuffling, and the future is the era of oligarchy. So for small and medium-sized ceramic tile enterprises whose resources and capabilities are not strong, is there no way to survive in the future under the fierce market competition
under the background of homogenization, how can ceramic tile brands break the situation
is there a hair trigger "brand concept"
is there a high-profile and fierce "packaging"
is there an unforgettable "communication element"
if not, is there any market segment and category identification
if you want to break the situation in the context of homogenization, have you ever considered creating innovative categories? The categories here are not big product concepts such as polished bricks, antique bricks and porcelain chips, but breaking the boundaries of product functions, target consumer groups and usage methods...
David Ike has just published a Book saying, "the only way to achieve real growth is to create new categories through innovation"
what is the category? In the understanding of brand, category is a very important theory hidden behind the brand. From the perspective of psychology, it is considered that consumers classify, store and name information, which is called category. The way consumers process information is to store and classify a certain kind of similar information. Figuratively speaking, the mind of consumers is like a small box in the brain, like a mailbox. Every mailbox that solves polyurethane flammability problems has a name, and the category is this mailbox. When this mailbox has been occupied by others, other letters cannot be put in
Rhys company found that consumers have a very important feature. Why do consumers name brands at the terminal, but really decide what they buy? Because consumers have a characteristic of "thinking by category and expressing by brand". Thinking by category means that category drives consumers to choose and buy. People rarely use category names to describe their choices. When asked what type of car consumers like, they rarely 2 The fabric in contact with the fixture is reinforced with curing adhesive; Answer "European luxury car" and answer "Mercedes Benz" or "BMW". When asking someone what kind of beer they like, consumers rarely answer "European high-end beer", but it is best to use oil according to the requirements of the manual and answer "Heineken". This expression mode of consumers makes enterprises and marketers have the illusion that consumers are concerned about the brand, and it is brand factors that promote consumers to buy by name, so we should vigorously promote and promote the brand. But in fact, unless the brand is the first in the new category, the brand will not enter the minds of target consumers
category innovation is to consciously create and develop a new product category with distinctive characteristics. This product category just meets or evokes some unmet or unmet needs of consumers. In essence, the key to marketing lies in what products are designed to meet what needs. The ways to innovate categories can be considered from the perspectives of products and markets. From the perspective of products, consider whether new product categories can be launched through creative means such as combination and replacement; From a market perspective, consider whether new segmentation variables can be used to develop products for more subtle market segments. Consumers say I want to buy an air conditioner made by Gree. Buy frequency conversion? Meidi said, "buy frequency conversion, beauty pageant". However, there is no real consumer brand in the ceramic tile industry, but in the industry, from the perspective of product categories, when talking about marble ceramic tiles, you must think of Jianyi. From the perspective of style concept, when talking about pastoral antique, you first think of mango, which is the category representative of the ceramic tile industry
however, the business model of the ceramic industry has always been production-oriented. Influenced by the original production equipment and process design, it is still production-oriented in essence. At present, in the face of serious overcapacity, depressed market demand and intense market competition, enterprises with popular products are in a collective dilemma. How to break through
looking for differentiation may be the way for ceramic tile enterprises to break the situation
catering to trends, market segmentation, innovation and personality are all urgent needs for the rapid development of ceramic tiles. Ceramic enterprises need to constantly tap the added value of products and improve their core competitiveness. From the early interior wall tiles, exterior wall tiles, antique tiles and other categories, to marble tiles, crystal tiles, thin plates and other product categories, and then to the refinement of the current rural antique, modern antique, art tiles, functional tiles and other categories. Product categories are constantly subdivided, and products are constantly valued and strengthened from their own creative design to space display design and even to paving application design. From product to concept, from design to application, ceramic tile enterprises are constantly trying to innovate
this is not only a fight in the industry, but also a consumer oriented market effect. Enterprises that constantly strengthen the design and accurately grasp their own positioning and consumer psychology will be recognized by the market and consumers, and become a sharp weapon to form market differentiation
in the 2016 white paper on Chinese ceramic tile consumer trends, only 19.7% of consumers buy products because of brand awareness, 68.7% of users pay more attention to the quality of products, 55.7% of users pay more attention to the design and grade of products, 43% of them focus on product performance, 39.9% on product matching effect, and 18% on whether to buy products because of the quality of after-sales service. For the ceramic tile industry, there are still many areas that need to be explored
market segmentation is for letting a hundred flowers bloom, and metal materials are for a blockbuster. I believe that the enterprise has its own judgment