In order to enhance the comprehensive competitiveness of enterprises, a production line of wood and plastic formwork was introduced. The company introduced advanced production technology from abroad and cooperated with the development of wood-plastic building templates and bridge templates. Wood plastic board is a kind of wood (wood fiber, plant fiber) as the base material and thermoplastic polymer material (plastic) and processing AIDS, etc., after mixing heating extrusion mold equipment, made of a high-tech green environmental protection material, performance and characteristics of both wood and plastic, can replace the wood and plastic composite material. The product has good stiffness and toughness, can be nails, drilling, sawing, grinding, planing, and easy mold release, finished with recycled recycling, is the preferred green sheet for future housing industry, will also start a new revolution in construction market.
The latest introduction of the production lines with a total investment of about 5 million yuan, produce PVC wood plastic building templates, board face the basic size of 0.915 m by 1.83 m, plate thickness to 12 ㎜ and 15 ㎜, produce the product according to demand adjustment of the size. Wood plastic building template compared to the past in terms of other templates, have heat preservation and heat insulation, light weight, waterproof and fireproof, high plasticity, recyclable, and many other advantages, is often used in building materials, furniture manufacturing, logistics, packaging and other fields. We use wood plastic building template equipment belong to the domestic advanced production equipment, microcomputer control, intelligent manufacturing, production plate specification accuracy is higher, the production rate of the production, every five minutes a day of production can be basically up to 7 tons.
The production line was installed in March and entered the commissioning stage in early April. At present, the successful production of the production, the production of products will also be put into the market in the near future.
Construction wood plastic template marketing planning
I. regional status quo:
Learn from yibin city statistics departments, 1 - September this year, real estate development investment, yibin city completed 11.43 billion yuan, up 37% from a year earlier, 17.5% higher than the entire province, fourth volume in the province, the growth rate in the province's seventh. The construction area of commercial housing was 12127,000 square meters, a year-on-year growth of 1.9%, of which 8,718,000 square meters of residential construction area decreased by 2.2% year on year. The completed area of commercial housing was 170.07 million square meters, down by 31.7% year on year, and the completed area of housing was 1533,000 square meters, down 19.2% year on year. The sales area of commercial housing was 22.6 million square meters, a year-on-year increase of 19.2%.
Ii. Market analysis
The market capacity is very large, and the production of wooden moulds is very small, which is to say that the existing plan production is only in yibin market and it is easy to meet the production demand.
1. Expected annual output of wood plastic template:
One production line is expected to yield 2000 tons, 915 mm * 1830 mm, 12 mm, 13.5 kg, 2000 tons of production is expected to present of 13.5 kg (915 mm * 915 mm) = 1830 m2 (240000 square miles) 2, amount of market share, according to the 1 square construction need 1.5 template expansion coefficient present 240000 m2 (12.12 million m2 * 1.5) * 100% = 1.32% of yibin region from January to September 13 years building construction area of 1212 square meters, the existing planning a wood plastic template production line can only meet 1.32% of the market volume of yibin region.
1. Overall objective:
Familiar with the market situation of wood plastic formwork and related working process of sales;
In the initial stage of production of a production line in yibin;
The problems existing in the early entry of the feedback template;
To expand the popularity and influence of wood plastic templates to prepare for the next big step into the market.
2. Overall planning
In the first quarter: the market status quo of wood-plastic stencil and the related working process of sales, make short-term goal plan.
Second quarter: product entry market, early promotion and partial sales.
Third quarter: market expansion, raise awareness and influence.
Fourth quarter: collect feedback market information and prepare the market for further expansion of the market. 4. Problems to be solved:
At present, the market prospect is very good, but there are several conditions that restrict the entry of products into the market. Mainly, the promotion of new performance products and market acceptance of price level.
The promotion of new products is propaganda and market channel construction; (the following marketing plan is a preliminary assumption, which needs to be completed after the initial budget of production cost and the initial budget of the market, etc., and the feasibility of the research will be further improved.)
The acceptance of price level in the market is mainly the benefit distribution of each link of the market; (it needs the actual product cost, the product enters the market each link various cost data statistic perfect.)
3. General idea 1. Publicity
Propaganda way can use network promotion, media publicity, advertising and production of brochures, small-scale pilot, and any kind of products into the market can avoid propaganda, starting from the added value of products to convey to the user information for users to understand product performance to determine their own needs, to measure their purchase ability, finally use the product. Therefore, we need to highlight the product advantages that are useful to customers.
The wood - plastic template can be used for a low overall cost.
Assumption: 1 tons of wood plastic template price 11300 yuan, the price of 3000 yuan, a single weighs 23.5 kg (1 t = 43.5), the price of 260 yuan, covers an area of 2.97 m2 specifications (size, thickness) of the actual purchase cost (after deducting cost price) wooden template after repeated use repeatedly use the comparative cost of wood plastic template cost comparison cost savings ratio wood plastic template is 1220 mm * 2440 mm, 12 mm 64.2 yuan/square meters 4 times 6.72 6.42 4.46% wood template 10 times 1220 mm * 2440 mm, 12 mm 5 times 5.38 26.9 yuan/square meters 15 times 4.28 20.44% 6 times 20 times 4.28 3.21 28.34% 7 times in 25 times 3.84 3.84 33.3%
Various products at present, for the user, a bargain is a common pursuit, the pursuit of simple said is a cost-effective, good quality product price is lower, the more attractive to customers, of course, a penny a points goods, there are also some users is a kind of as long as the quality is ok, one-sided pursuit of low price, but now in combination with the construction industry, increased competition, improving the quality of construction gradually becomes the mainstream, so, in the face of wood plastic products sales direction roughly in the pursuit of quality of users, after showing a wood plastic products compared with the traditional wood products excellent performance at the same time, the products are used for detailed analysis, is just like a pair of shoes, 50 yuan you can wear 2 months, 100 yuan you can wear half a year, but whether it's using time or comfort clear $100 worth of products is better than that of 50 yuan.
2. Construction process: the concrete shall not be touched by the surface, and no mould shall be released before construction. After construction, the concrete shall not be used for secondary cleaning, and the materials shall be saved.
The effect of the construction: the formwork is closely formed, the surface degree of the concrete structure after stripping and the quality of the product are more than the technical requirements of the existing water formwork.
Product performance: product category, shape, specification and uniformity, can also be customized according to the requirements of construction project, the tidal resistance fire, not afraid of the sun exposure, the construction maintenance is simple.
Environmental protection: after construction, wood plastic templates are 100% recycled. Compared with wood templates, wood is used to save wood and protect forest resources. 2, the channel,
Wood plastic template marketing first one is the establishment of the channel, the other is the price positioning, if and builders (client) connections wider then can sell a lot of products from the company directly, it can reduce many of the intermediate links, make our products more competitive, but the channel key yes have wide networks. If the network demand is less than the output, the distribution strategy can be carried out, which can be sold directly to the regional agent, which can also benefit the market and be transformed from the existing wooden template market channel
And expand the wood - plastic template market
In determining the channels at the same time, is very important for product price positioning, distribution mode and network mode, must let the customer can benefit from our products, or product performance again good still nobody would use promotion, that is to say, in determining the sales channels at the same time, the positioning sales channels on each point of benefit is wood plastic template in marketing is important one annulus.
3. Marketing plan
The marketing plan is only the frame idea, the detailed plan needs to sell each link cost, the benefit analysis as the basis that adopts specific marketing method. The company directly
1. One-time high price sales, but the second price recovery:
Capital chain plenty of clients, one-time order payment reaches a certain value to make some preferential policy: offer the total %, supply of goods and give preference to templates or wood plastic wood square, freight free, what is the total money project end rebate, etc. (this scheme customer can be in
In the short term, obtain good source guarantee, the product price discount, as the supplier's profit reduces, the fund returns the cage fast);
2. One-time high price sales, but the secondary material will be replaced by the old ones:
In a one-time payment, the value of the goods can be raised to a new proportion; 1. One-time high price sales, but the secondary material can be refunded at a low price:
In a one-time payment, the value of the goods can be raised to a new proportion; (4), a pay a deposit, pilot supply sales: money is not enough customers, you can pay a deposit first, for the first time to supply the value of goods is a margin of 100% ~ 200% (can be adjusted according to how much margin), need the next time delivery is the last time the goods must be finished. (this scheme allows users to buy a small amount of stock, and the pressure of one-time funds is small, and the supplier needs to make a certain amount of money.)
The use of wood template for the use of wooden formwork:
You need to estimate the customer's template requirement and supply all the templates that the user needs. (the project supplier has a large amount of capital cushion)
To provide for the use of goods by means of use;
The customer pays the deposit, according to the customer demand in a certain proportion of the margin of the supply wood plastic template, during the period can be used to replace the new, provide the special specification template and so on.
Cooperation in building materials leasing company:
Use existing market leasing company to sell channels to expand the market. noncompany
1. Regional agent sales model:
Early enjoy preferential, goods supply price should be set up in the late sales gross profit incentives (the scheme can reduce the company's investment in the sales, but the regional agent for external performance is good or bad affect, variables relatively large, can be attached to more than one region agent). 2. Sales membership mode:
Members enjoy the advantages of the company's supply price or low margin supply, and the membership grade will be established according to the total amount of the purchase of the goods in the year. Different members will have different price advantages. (it can be attached to the credit rating in the membership mode, which reduces the profit of the product, but can have a long-term quality customer base.