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
sking@wimediainc.ca
Box 84 Cheltenham
Caledon, ON L7C 3L7
Canada
www.coveringscanada.ca