What problems need to be solved in building materials to the countryside? How to activate rural consumption power?
Bring benefits to rural consumers
Building materials to the countryside has been proposed for nearly a year, but it is still only at the pilot stage. It is not only the enterprises, including the relevant government departments, but it has not yet formed a clear idea for building materials to the countryside, and has not yet formed a specific Program. Especially in the sanitary ware industry, the road to the countryside will be more difficult.
According to the person in charge of a sanitary ware production company, sanitary ware and cement and other building materials are very different from the countryside. At present, the majority of sanitary ware outlets have not been built to the county level, and more are still concentrated in prefecture-level cities and a few In the markets of developed counties. In spite of this, most bathroom manufacturers are still very optimistic about the rural market. They have begun to adjust their marketing strategies and started to do network sinking.
According to reports, ceramic tile consumption is basically concentrated in 20% of the urban population, and nearly 80% of the rural population may still not be able to enjoy the beautiful life that ceramic tiles can bring. Building materials to the countryside will play a significant role in helping to tap the 80% market. The government's encouragement of building materials to the countryside is the biggest opportunity for sanitary ware manufacturers to drive rural consumption. Even if the government is unable to provide enterprises with subsidies, this policy can stimulate the desire of rural residents to consume. Rural consumers are willing to take their money out to decorate their houses and are willing to upgrade their living standards.
Do a good job in a comprehensive strategy for the countryside
Since the introduction of the building materials to the countryside policy, most domestic ceramic sanitary ware manufacturers have been paying close attention to the policies and information of building materials to the countryside. They have carried out all-round strategic deployment in the product planning, channel strategy, and brand promotion of building materials to the countryside. According to industry sources, building materials to the countryside is a long-term strategic direction. The national “Twelfth Five-Year Plan†requires “increasing urban and rural residents’ property income, narrowing the gap between urban and rural areas, and accelerating urbanization developmentâ€. This means that the opportunity for building materials companies is unprecedentedly huge. Market share, brand awareness, and the development of third- and fourth-tier markets all have an impetus. Now, what companies need to do is to formulate appropriate product strategies and brand promotion methods according to the characteristics of the third and fourth line markets, speed up the setup and layout of outlets, and make full preparations for building materials to the countryside.
Some manufacturers point out that not only should the appropriate products be selected for the countryside but the key is to solve problems such as marketable products and after-sales services. In fact, all the bathroom products in the township market can now be sold. The key is to match the preferences of the various categories of products in the region, and the category allocation, price strategy, and promotion strategy should be clearly targeted. Moreover, we must also establish a comprehensive after-sales service network throughout the country to ensure that we can provide quality products and services for the majority of rural consumers with brand and quality assurance.
Promote the concept of green building materials consumption
According to the National Bureau of Statistics, China currently has about 720 million rural residents and 220 million rural households. With the gradual improvement of the living standard of rural residents, building new houses and renovating old houses are becoming a major highlight of rural consumption. It is understood that the lifespan of rural houses is generally relatively short, and an average batch will be rebuilt every 10 years. This is because of the poor quality of the building materials used, and because of the lack of planning, many of them were demolished shortly after they were built. It can thus be seen that building material manufacturers not only shoulder the task of promoting products to the countryside, helping rural consumers improve their living environment, but also shoulder the task of popularizing building materials and promoting the concept of green consumption.
Rural consumers do not have too many concepts about the quality and category of bathroom products. What they value more is the functionality of the products. Many of them do not know that there are so many varieties, so many specifications, so many colors, and even the problems of flatness, seepage, color difference, and size of sanitary products. They do not have a clear concept in mind. Rural consumers are very sensitive to prices, and quality and cheap products tend to be more popular in rural markets.
This requires companies to meet the needs of rural consumers, to do enough homework in the countryside to choose products, to help rural consumers universal knowledge of building materials products. It is necessary to meet the conditions of high quality and low price, but also to achieve the requirements of environmental protection.
Our country has a vast territory. At present, there is no single brand or company that can achieve sales points in every county. As China's urbanization process still has a long way to go, so for building materials, especially sanitary products, its sales volume will inevitably increase, and the main development potential is in the rural market. Bathroom manufacturers generally believe that building materials to the countryside will inevitably play a positive role in promoting the rural market, and can act as a catalyst to promote large-scale rural bathroom products to the countryside.