At present, attracting investment remains a major challenge for small and medium-sized flooring companies. Many of these businesses have poured significant resources into their investment campaigns, but the results are often disappointing. Instead of gaining real support, they end up just "recruiting" agents, without meaningful partnerships or long-term value.
Some flooring companies resort to exaggerated or false packaging of their projects in an attempt to attract more investors. This practice has become common knowledge within the industry. Why? Because if everyone else is overpromising, those who don’t follow suit risk being left behind. However, this approach often leads to problems once the agents are onboard, leaving them feeling deceived. Such relationships rarely last, and trust is quickly lost.
Another issue is that many companies lack a clear, long-term strategic vision. Investment promotion should be integrated with the company's overall development plan, including product design, marketing strategies, and brand positioning. When investment is treated as a standalone goal, rather than part of a broader strategy, it can lead to misdirection and poor outcomes.
Many small and medium-sized flooring enterprises, facing financial constraints and outdated management systems, rush to invite investors nationwide, believing that the wider the net, the more opportunities they’ll catch. But in reality, each investment initiative is limited by its own goals and available resources. Without a realistic approach, these efforts often result in wasted time and money, like trying to catch water in a basket.
After securing investment, the real work begins. Many companies mistakenly believe that the hard part is done once they've attracted partners. However, successful investment is just the first step. To ensure sustainable growth and build a positive cycle, companies must also focus on effective dealer management. A well-structured system for managing agents is essential to maintain a win-win relationship.
Lastly, many flooring companies rely on outdated and repetitive investment methods. Their advertising strategies are almost identical, lacking creativity or innovation. Most focus on traditional approaches such as hiring ad agencies, placing ads in media, and making broad calls. However, these agencies often prioritize their own media channels over what best suits the product, leading to inefficient choices. Some lack deep product understanding, rushing through campaigns and producing low-quality content. Companies spend millions on ads but refuse to invest even a fraction in creative planning, resulting in poor return on investment. In the end, a million-dollar campaign may yield only half the expected results.
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