The bathroom environment in the past two years and the sanitary market situation this year are explained by the herding effect and the Matthew effect. Stainless steel bathroom cabinets, which are completely different from traditional solid wood bathroom cabinets, pvc, etc., are still stable this year.

In economics, “herd effect” is often used to describe the self-following psychology of economic individuals. The flock is a very disorganized organization. It is usually blindly left and right, but as soon as there is a head of sheep moving up, other sheep will wander without hesitation, completely ignoring the possibility that there may be wolves or not far There is better grass. The herding effect usually occurs in a very competitive industry, and there is a leader (leader) in the industry that takes the main attention. Then the entire flock will continue to copy the lead of this leader and lead it. Where do the sheep go to "graze" and where other goats go? So excessive imitation led to the homogenization of the current product, price war.

The Matthew effect refers to the phenomenon of stronger and weaker weakers. Its name comes from the Bible, the New Testament? A parable in Matthew's Gospel: "Everything is to be given to him to make him redundant. If he does not, all that he has will be taken." At present, the situation of small manufacturers is struggling, the market is not good, for any cost is a bottomless hole, so many business owners have worked hard to spend a lifetime of money have been outdated, can not help but regret for these private enterprises.

Against the current unpredictable environment of the current building materials market, many manufacturers have shrunk dramatically this year, and many business owners have asked: “Who is moving my cheese?” Some people may say that it is the regulation of real estate policies, so that the entire As the volume of transactions decreased, the rigid market demand dropped sharply. Yes, the environment is not good and nobody can do it well. However, watching counterparts, there is still going forward to the sun, so companies should look for their own reasons, in the end is what causes the current situation? The level of sales of the manufacturers depends on the operation of the dealers. If the dealers sell the goods, we should trace the sources and analyze the problems of the distributors.

Take stainless steel bathroom cabinet as an example:

The end-users' aesthetic fatigue first, led to the end-user fatigue, such as stainless steel bathroom cabinets, stainless steel bathroom cabinets, for example, currently a prefecture-level city building materials market, there are at least 10 dealers, product models are similar, product quality varies greatly, Product prices are divided, and dare to ask if you are a consumer. Therefore, the numbness of styles that lead consumers to look can not give people a fresh feeling, product prices fluctuate, so many consumers stop looking. Therefore, consumers will appear to exclude the situation of stainless steel bathroom cabinets, and ultimately choose to buy solid wood or pvc, which is the so-called "stainless steel in the detour."

Sales promotion mentality promotion is not dumping, promotion short-term is to activate the market, induce consumption, long-term is a brand promotion; promotion is too quick success and instant benefit Do not over-satisfy the immediate effect, avoid "anxious to eat hot tofu." In order to activate the market, a dealer in Wuhu joined up with more than 10 local agents (manufacturers give personnel support and product discount support) to create a five-star bathroom feast, the specific activities: Buy a set of cabinets, you can go to five-star Grade hotel, enjoy five-star treatment, and have the opportunity to contact with the factory personnel, learn to maintain product knowledge. The pre-TV, newspapers, portals, promotional vehicles, and public welfare activities such as community sanitary knowledge. After a follow-up visit, we learned that the promotion had a significant effect. Personally think that the dealer's intelligence lies in --- leveraging. First of all, with the power of a five-star hotel, ancient Greece had a story in which a black pearl originally made in ancient Greece began to be worthless. Someone displayed a black pearl and a diamond at a dinner. Since then, the black pearl has become a priceless treasure. This promotion is to let customers know that my products are also five-star. Secondly, by leveraging each other, it is now the era of teamwork. The personal financial resources, material resources, and energy are limited. Therefore, only by integrating resources can we achieve a win-win situation. Then by the power of manufacturers, there are good promotional programs, manufacturers are also strongly supported, product discounts, human and material resources.

Dealer price is not standardized The author visited some large and small city building materials stores found that many store prices are staggering, although many products are discounted, and shopping guide also confident that this is called induced marketing, the first standard high price and then discount to consumers Kind of feeling of cheapness. I think this is the lowest level of marketing. The current user experience on the Internet is the loudest word. How to improve the user experience, good products should be called out. Now in the face of fierce competition, the wine is also afraid of a deep alley. When I visited Huangshan, a customer saw a product introduction (including disinfection cabinet product introduction, function introduction, usage instructions, and maintenance instructions) on the top of a disinfecting bathroom cabinet. This would be very user-friendly and would allow consumption. At a glance, if in doubt, consult with the Purchasing Guide. This is much better than the introduction products that have been chattering for a long time. So good products must show.

Compared with solid wood bathroom cabinets and pvc bathroom cabinets, stainless steel bathroom cabinets break the original ideological constraints, and compared with solid wood, the original steel is more flexible. I believe that in the future development, regardless of whether the market is cold winter or deep winter, the vitality of the enterprise will be as tough as steel.