Five balanced forces for the benign development of the stone market

Abstract For stone brands, no matter how large the company is, the overall sales performance of the company is composed of sales performance in regional markets of different sizes. Whether the regional market can maintain a healthy and rapid growth directly determines whether the whole company can Maintain a healthy growth. &n
For the stone brand, no matter how large the company is, the overall sales performance of the company is composed of sales performance in regional markets of different sizes. Whether the regional market can maintain a healthy and rapid growth directly determines whether the whole company can maintain Benign growth.

In the actual market sales process, we must ensure that the regional market of stone enterprises is always in a healthy growth state, and what are the forces that determine the healthy growth of the regional market? To ensure the sound development of the regional market, we must have the following five Seek a balance between forces.

Stone customer structure balance

For most stone companies, the sale of stone products is still done through dealers. Therefore, the primary problem in the regional market is to consider the layout of customers. What we should think about is: How many dealers should the market set in the region? Is it based on the administrative regional setting or the channel type? How to balance the performance of the core dealers while cultivating the core dealers?

Stone channel structure balance

For the regional market, we are more concerned about how to achieve good sales of existing products. After completing the rational layout of stone dealers, the next question to be considered is: How does the market choose the type of sales channel in the region? What type of channel is the main channel type? What is the proportion of cost input for each channel type? How to avoid over-reliance on a certain channel type?

Stone product structure balance

Stone products determine the choice of channels, channels to promote product growth! The basis of channel deployment is still products, the choice of regional market products is more important to pay attention to the rationality and balance of product structure. What we should think about is: What kind of product structure should be set in the market in the region? What is the brand-type product? What is the profit-based product? What is the competitive product? How is the proportion of the new and old products balanced?

Stone promotion investment balance

The increasingly fierce competition in the stone market is an indisputable fact, so promotion is becoming more and more important. Promotion of regional markets The question we should think about is how to balance the sales investment with sales volume. How to balance the proportion of promotion investment in each channel? How to balance the investment ratio of each type of products? How to balance the various promotion methods?

The balance between short-term sales of stone and long-term development

The sales assessment of the stone regional market is “cruel”, especially for those markets that require structural adjustment. The reality is that we must have “qualification” to talk about other market issues when we have completed sales. How to effectively market layout and adjustment while completing sales is always a problem we must face and think deeply. And this issue is also the key to testing our overall ability to control the regional market.

In general, the benign development of the regional market is the result of the above five balances of forces. The lack of any kind of force or extreme development will lead to the emergence of corporate problems.

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