CANADIAN FLOORING

Current marketing strategies and overview 加拿大地板行业的现状和市场营销手段

Sun Tzu

“A clever fighter is one who not only wins,but excels in winning with ease.”

China and Canada 中国和加拿大

Only 3.5% size difference

Land area 地况 Canada is the second-

largest country in the world 加拿大是第二大国家

China is the fourth-largest country in the world 中国是第四大国家

Canada

China

China and Canada

Seven percent of China’s population

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

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 OptionsSometimes, 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

Consumer 终端用户

Retailer 零售商

OEM OEMs 公司 Distributors 渠道商

MirageBrucePGIntersytle ceramic/glassSeasons WoodflooringSilhoutte wood flooringRestigouche wood flooringPrimatechPrevercoPlanchersBSL WoodBois de Parquets VaucluseBeaulieu   Faus Group   Kraus Flooring   Lauzon  

Wide Plank Flooring  Quickstyle   Satin Finish Wickham Vintage Flooring  Nadurra Wood  Breezewood Forest ProductsCanam FlooringCentury Wood Products Comfort Hardwood FlooringCover masterCumi CanadaAppalachian Flooring

GoodfellowCreative flooring solutionsAlladin ImportAnatola TileEuro Ceramic TileFloors@Work    MelmartForbo FlooringPheonix 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 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

Trade Shows

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

Support Industry Associations

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 网络 Positives 正方

Cheap 便宜 Large reach 受众广泛

Negatives 反方 Not targeted 目标性不强 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

Targeted and audited 受众的被确立，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

Negatives 反方 Time between supplying

ad 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

sking@wimediainc.ca

Box 84 CheltenhamCaledon, ON L7C 3L7Canadawww.coveringscanada.ca