Second and third line wallpaper brand how to survive in the clip hit

China Paint Network
News: Wallpaper brand after years of fierce competition in the market, the first-tier cities left a well-known high-end brands, and the market is close to saturation, so the second and third-line wallpaper brands are difficult to stay. And the three or four levels of the market has a first-line brand down and miscellaneous wallpaper competition, then two or three-line wallpaper brand how to survive in the clip hit?
the "reverse water boat, do not enter or retreat", many second- and third-line brands are likely to face survival dilemmas in the double-clamp hit. How can we make ourselves break through, throw the back of the mixed-brand legion farther, or catch up or even surpass the existing first-line brand, become a market force, which has become the second- and third-line brands urgently need to solve the problem.
therefore, if the second and third-tier wallpaper brands want to occupy a favorable position in the three or four levels of the market, the first step is to do a comprehensive systematic and accurate research on the three or four levels of the market consumer groups. In addition, to choose the right media, in the choice of media need to pay attention to the following two aspects.
first, it is necessary to distinguish between the difference between the first and fourth levels of the market brand communication. Usually the operation of a secondary market communication strategy, often "land, sea and air" round of bombing. Prominent performance in: the choice of television publicity, is often the preferred CCTV or TV; When choosing newspapers, most choose national or provincial levels; Choose other communication strategies, such as promoting sports with physical activity.
but these "tricks" don't necessarily work for the three or four markets. A secondary market brand communication is sensational, while the three or four levels of the market is a cry for subtle, silent. Therefore, for the three or four levels of the market brand communication, effective is the best.
according to the appreciation characteristics of the target audience of the three or four levels of the market, you can choose the local media, in the three or four levels of the market, CCTV, TV ratings are generally not rival to local television stations. Therefore, in order not to appear advertising resources "airdrop", "indiscriminate investment" phenomenon, second- and third-line brands, local brands to learn to go to the countryside, choose the local television media.
radio station is still very active in the three or four levels of the market, is also a relatively low cost of communication, but the dissemination effect is very significant media. Through radio broadcasting, you can create brand momentum, so as to render the atmosphere, better make products and brands "famous."
newspapers can play a relatively "curing" form, improve the visual impact of the target audience, improve brand recognition.
to improve product and brand awareness through DM or booths, flyers, single pages, etc.
third-line wallpaper brand dilemma, has been increasingly difficult to survive the situation reflected. Understand the current situation, second- and third-line wallpaper brands have to find a way to deal with. Media publicity is still an important magic weapon to capture the three or four-line market, the above four propaganda combination is a better way.