Current marketing strategies and overview 加拿大地板行业的现状和市场营销手段
“A clever fighter is one who not only wins, but excels in winning with ease.”
China and Canada 中国和加拿大 Land area 地况
Canada is the secondlargest country in the world 加拿大是第二大国 家 China is the fourthlargest country in the world 中国是第四大国家
Canada
China
Only 3.5% size difference
China and Canada Population China has 1.3 billion people. 中国有13亿人口 Canada has 33.5 million people. 加拿大有3.35千 万人口
Canada
China
Seven percent of China’s population
China and Canada Chinese population in Canada will grow from 1.3 million to over 3.0 million in 25 years. 中国的 人口将在25年内增 长到30亿
Spending power
Canada’s per-capita annual income is $38,200, adjusted to U.S. dollars, or 26th in the world 加拿大的人均 年收入是$38,200 美元， 世界排名是第26位
China’s per-capita annual income is $6,600, adjusted to U.S. dollars, or 128th in the world. 中 国的人均年收入是$6,600； 世界排名第128位。
How do markets work? 市场是怎么运作的？
Sales Options Sometimes, this is the manufacturer to the
end consumer 情况1，厂家直销到终端用户 More often, there is a distribution chain 更多的可能是，渠道销售 ○ Manufacturer sells to distributor
厂家卖给渠道商 ○ Distributor sells to retailer 渠道商卖给零售商 ○ Retailer sells to end consumer 零售商卖给终 端用户
Develop Your Channel 开拓你的渠道
Manufacturer 生产商
Distributor 渠道商
Retailer 零售商
Consumer 终端用户
OEM
OEMs 公司
Mirage Bruce PG Intersytle ceramic/glass Seasons Woodflooring Silhoutte wood flooring Restigouche wood flooring Primatech Preverco Planchers BSL Wood Bois de Parquets Vaucluse Beaulieu Faus Group Kraus Flooring Lauzon
Wide Plank Flooring Quickstyle Satin Finish Wickham Vintage Flooring Nadurra Wood Breezewood Forest Products Canam Flooring Century Wood Products Comfort Hardwood Flooring Cover master Cumi Canada Appalachian Flooring
Distributors 渠道商
Goodfellow Creative flooring solutions Alladin Import Anatola Tile Euro Ceramic Tile Floors@Work Melmart Forbo Flooring Pheonix Flooring Stevens Omni TRC Torlys National Carpet Mills Metropolitan Hardwood Flooring
What if direct sales does not work? 如果直接销售不能 运作该怎么办？
You must then move to marketing 移步 关注市场营销手段
What is marketing? 什么是市场营销
Marketing means to stimulate the market 市场营销意味着刺激市场的 Create demand 需求 Make the market respond 让市场对你的产品
发生兴趣
Marketing Methods 手段 Trade Shows 交易会
Trade Shows
Introduce product to large numbers of people 可以将你的商品让广泛的 人群直接体会到。 Face-to-face contact 面 对面的交流
Costly 成本偏高 Depends on organizer for completeness 完整的体 现你的商品并不是一件容 易的工作。 Active competition 高密 度的竞争
Marketing Methods 手段 Support Industry Associations
Support Industry Associations
支持行业协会 Sponsorship 赞助的切入点 ○ Golf 高尔夫联谊 ○ Dinners 饭局联谊 ○ Entertainments 娱乐联谊 ○ Education 培训联谊
Sponsorship 赞助的缺点 ○ Very narrow 过于狭窄的市场接 触面 ○ National associations not well supported 大型的机构无法一次 性都能接触和保持关系。 ○ “Old Boy” network 老牌但也是 老派的作风和路子。
Marketing Methods 手段
Media 媒体 Television 电视广告 ○ Costly 费用高 ○ Not targeted 无法集中力攻
Newspaper 报纸 ○ Local 地方性强 ○ Narrow 受众偏窄
Internet 网络 ○ Dangerous loss of money 不确定因素多 ○ Not credible 公信度不容易建立 ○ Overpopulated 信息泛滥
Magazine 杂志 ○ Traditional choice for value 传统模式 ○ Targeted 受众集中
Internet
Positives 正方
网络
Negatives 反方
Cheap 便宜
Not targeted 目标性不强
Large reach 受众广泛
No respect 公信度难以建立 Overpopulated 信息泛滥
Dangerous loss of money
Trade Magazines 专门商品杂志
Positives 正方
Negatives 反方
Targeted and audited 受众
Time between supplying ad
的被确立，和内容的被管制 Comprehensive 明了的 Traditional choice for market reach and value 传 统宣传方式 Respected 容易被大众肯定
and publication 从供应期到 传播期的时间过长 Difficult to track results; 50% of magazine advertising works; we just don’t know which 50% 结 果难以考量，50%的杂志宣 传有作用，但是我们无法知 道，是哪部分作用。
Best Path to Success 通向成 功之路的最佳选择 Use both sales and marketing 直销和营 销同时进行。 Relationships with respected partners 和信誉高的公司合作 Invest in strength 在强项上投资
Contact: Steve King
(905)703-6597
[email protected]
Box 84 Cheltenham Caledon, ON L7C 3L7 Canada www.coveringscanada.ca
