'That spring... And that summer!'

If there is a lot of generic competition in the industry... 

After the summer vacations, as an awning manufacturer, you should have a sense of the tenor or trends: are we doing well? Are we heading for a great year for the industry? Or, do we still need to do something to give this season the predicate "we are satisfied"? Speaking is Robert Bosch, responsible for sales at Rainbowsol. As always, he is positive, yet he has slightly furrowed brows about 2024. "The tenor is different compared to the years before," he says.

"Actually, as an industry, we have 'triple bad luck' this year," he says immediately. "First: we are VERY dependent on the weather. Except for only one single day, it wasn't too good in the spring. At the beginning of June we were still walking with a winter coat. Well, then the consumer's mind is not on the purchase of an awning."

"Following this - and this is actually the 'second breakdown' - consumers are going to make other choices. More money will be spent on air travel, for example. Logical: those consumers don't feel like looking at cloudy skies every day in the Netherlands and choose to get that healthy vitamin D elsewhere. Once that trip is booked, there is no budget left for a sunscreen."

"Third, we are dealing with a summer full of sports. From the Tour de France to the European Football Championship, Wimbledon and the Olympics. Consumers want to see these events on a large television screen. Consumers like to spend their euros to buy a big screen. The result? Less priority for an awning."

Generic competition

"As an industry, we're facing a lot of generic competition right now," Robert says. "There's not much we can do about that. Although... for us as manufacturers, but certainly also for the specialist trade in the Netherlands, we must always keep telling our story. Because if at some point the consumer is about to do something with awnings, then you want - no, you must - absolutely be Top Of Mind. So in times when there is relatively more generic competition, you should also not want to temper your own marketing and communication efforts."

Seducing...?

When asked if it works to give discounts - to convince consumers now anyway - Robert nods with a firm "No. "I don't really believe in that. What does work is providing something extra, something visible. For example, we ourselves supplied the Q230 and Q240 with free lighting. This kind of incentive works. The trade also likes to tell this story to the consumer. We have done similar promotions before."

Robert concludes, "I am always positive but we all have to work harder in 2024. And that's not a bad thing at all. Stay visible. And, come up with creative solutions. Therefore, I am still looking forward to the final months of this year with confidence and I wish everyone in the industry - from manufacturer to trade - a successful final sprint."