Distinctive Features of Building Materials and the Marketing

Today the commodity economy is developing so rapidly that there's only minute differences between commodities. Then what should consumer depend on to make their best choice from among various brands ?The market survey shows us that only those commodities with special features can attract people's attention and grip the market.

Building materials for construction share a lot of common points, therefore it's very hard to find out the difference from among the similar kinds of commodities. Take "cement" for example, it seems you can't find any special features except dividing it into two groups. In fact, there's some misunderstandings here. The writer has once sold cement to a certain factory. The factory prefers the cement produced in Yixing. Jiangsu province rather than what is made in another famous factory. The writer figures out the reason through careful research. Wire poles made of the cement produced in Jiangsu displays some blueness in color which sell very well. The poles made of the cement produced in that famous factory has a yellowish color resulting from some mixture of volcanic ashes and it doesn't sell well at all. Although the two kinds of cement share the same quality, yet the different shades of color result in different marketing. In addition,Yixing factory provides better services, with only a phone call and the cement is delivered within three days;while it takes over ten days for the famous factory to offer the same service. There's only a little difference of time in price, but the difference of time in delivery would affect the stock of goods and it's a key point to keep on continuous production. The above-mentioned minute points,without doubt, show the distinctive features of building materials. It's positively to the advantages of manufacturers to hold the market if they grip these special features and give priority to them. It is a pity that quite a lot of enterprises ignore these differences.

The distinctive features have been cultivated by enterprises. Referring to commodities similar in price, and function, the distinctive feature is an important factor to affect consumers in making their final choices. Hence enterprises are required to make more and more careful survey into the consumers so as to find out the "Hot Selling Point" that attracts them, and cultivate the unifeatures that meets "Hot Selling Point". The write made a survey of building material markets in Nanjing. There are a lot of enterprises selling wooden floor, all of which describe their products as waterproof, wear-resisting, pressure resisting and deformation-resisting etc. But there is nothing attractive to show the special features of their products. The writer saw a big tank for gold fish made of wood on the 4th Nationwide Exhibition of building materials for furnishment held in Nanjing. There were tens of gold fish swimming in the tank, which show the unique feature of the wooden floor which is perfectly waterproof. How can you see the perfect feature of "wear-resistance"? The writer has seen an advertisement with a picture showing the person performing tap dancing on the wooden floor. The man keeps on dancing until his shoe soles are worn out, but the wooden floor remains polishing new. Can't you see the "wear-resistance" of the wooden floor? Searching for unique features from common ground, telling difference from the same quality. Provides the best way for master-hands to explore. It requires deep exploration to shoe the special features of building material products. There is only minute difference among various products, but we can find the particularities according to its quality, packaging, services, propaganda and even its price. In terms of "coating", we can see the amazing advertising as follows: "XX coating specializes in making ostentation of the surface". Referring to the special features of the products, we describe them as "waterproof, ceramic-like, golden silk coatings." As for packaging, the better the coating, the more exquisite it will be. Actually, coating is nothing but common building material for furnishing walls. With the plan of the marketing managers, all the products have to present their special features in order to maintain the specific consuming groups.