Reseller not relying on
The current furniture industry is much weaker in terms of marketing and promotion than the building materials industry. Therefore, in the current process of increasing pressure on the home market, current furniture dealers may be more likely to feel the pressure of the market.
For many furniture dealers, the agency brand is often equivalent to “carrying†a “sonâ€. In the process of “nurturingâ€, you may have to invest a lot of energy and resources, just for this “son†in the market. After "growing up," you can bring rewards to yourself. Of course, this is the result of great joy.
However, the reality is that if the "son" in the hands of many furniture dealers, if they are too disappointing, the dealers may only give up or be forced to take away by the manufacturers; if they are too competitive, the manufacturers may ask again. Dealers increase their investment. If they do not agree, the manufacturers may also take away. In short, the "son" loyalty of the dealer's support is indeed limited, and dealers often have nothing to do, because this son is not his own "natural".
Furniture dealers need channel support
Nowadays, many furniture dealers say that business is difficult to talk about when they talk about the industry . But if you look at the market, you may find that this is not the case. For the furniture industry, including the building materials industry, the best time for business is 2000-2008. In 2008, the US subprime mortgage crisis began to break out. Everyone lowered their market expectations, but found that the market results were better than Expected to be good.
From 2009 to the present, the home industry is saying that business is difficult to do, but just last year, building materials in Hongxing single store, sales of over ten million abound, so for the "macro market environment is poor, business will be difficult to do This kind of statement is actually unreasonable.
In fact, whether it is furniture products or building materials products, its profits are from sales, there is no profit without sales, the scale of profits comes from the scale of sales, and the scale of sales comes from sales channels.
However, for the majority of furniture dealers, most of them are currently adopting a single-channel business model, that is, relying mainly on the store channel to achieve sales, and with the continuous increase in the operating costs of the store, and the decline in the popularity of the store, it directly leads to most Dealers are caught in the current predicament, so for dealers, multi-channel strategy is an important move to get rid of the market quagmire.
Furniture dealers should change their thinking
At present, the furniture market has changed. The mainstream furniture market may remain in a downturn for some time to come. For furniture dealers, there are only two roads, one is “waiting for death†and the other is “finding deathâ€. However, I think that "finding death" must be better than "waiting for death". In the process of "finding death", some hopes and clues may be found, but if you choose "wait for death," there is no hope.
Many furniture dealers now hope that the market will change, or that the country's macroeconomic regulation and control will change, or that the store will be able to reduce rents. If the dealers hope that these factors will change in the short term, there is actually no hope.
There are also some dealers who tend to save their strength and prepare for the winter. This kind of "not tossing" approach is in line with the normal business rules of the enterprise. But in the face of this extraordinary period, furniture dealers need to learn to adjust and adapt to market changes.
Of course, for many furniture dealers, in the process of seeking change, there must be planning, including the need to find a correct positioning, whether it is channel expansion or marketing innovation, the key is to suit themselves and find their own agents. The positioning of the brand in the market.
In fact, there are many ways to market, and furniture dealers need to be good at discovering. For example, at the time of May 1st, the home store will definitely do large-scale marketing promotion, including advertising in newspapers, and often it is the kind of full-page advertisement. In this full-page advertisement, many participating brands will occupy a position, content Includes promotions, special offers, and more. If you want to get better results, you can spend more, and then make your brand occupy a larger, or more prominent. Of course, these good resources are limited. If this resource is taken by others, you will find another way to get other resources.
The reason why this case is actually to show that furniture dealers should cultivate their own marketing awareness, a sense of grabbing marketing promotion in front of others. We must know that in terms of advertising promotion, from the perspective of the entire home industry, the current marketing model has been deeply explored by the building materials industry, and single advertising has been difficult to play a decisive effect. Therefore, in the process of marketing promotion, whether it is advertising promotion or group buying, or other marketing methods, furniture dealers can no longer singlely hope for a promotion method, which hopes to advertise. Then the idea of ​​attracting customers can be very difficult in reality.
Therefore, dealers not only need to have more agile marketing ideas, but also be able to actively develop sales channels. Taking the current community channel as an example, I think that the furniture industry is better at doing community sales than not doing it. For this new furniture channel, the key is whether the furniture dealers have confidence, and the dealers only need to recruit people from the community. Or, according to the system of basic salary plus performance, and then coordinate with the store sales, it will still achieve results.
In addition, for the current furniture industry, if you can unite with other industries and engage in a group purchase, it is also a way to expand sales.
Alliance platform can promote dealer development
Regarding the marketing innovation of the furniture industry, I also want to mention a case of the building materials industry. In 2009, our building materials industry established the first alliance “Sunshine Building Materials Eight Peopleâ€. Each company sent a representative, this representative can mobilize relevant resources in the company, then we meet regularly to organize corresponding marketing planning activities. , including organizing exhibition sales; or ordering a hotel, then recommending products to customers; and everyone is working together at the store. Because everyone belongs to different industries, after joining together, the financial strength is stronger, and resources can be better mined, so it has achieved very good results.
For the furniture industry, I think we can also build such a sales alliance? Of course, the building materials industry is a "different industry alliance" involving cabinets, floors, tiles, ceilings, lamps and other industries. But furniture is not like this, although the furniture will also involve European furniture, Chinese furniture , solid wood furniture, panel furniture, children's furniture and other categories. Therefore, in order to establish a sales alliance in the furniture industry, 30 or 50 merchants must be joined, and this platform is not a marketing-oriented platform, but a comprehensive platform, a third-party organization, on which everyone can Collaborate with each other, exchange experiences, and focus on training sales teams. On this platform, if there are 7 or 8 companies working together to promote the promotion, this will be fine, and then next time other brands may cooperate with each other.
And after the establishment of this alliance platform, you can jump out of the sales model of the store. From now on, hundreds of merchants in the store, your brand has participated, and the same brand as you. In addition, in the store, brands of different categories may form a competitive relationship. For example, European furniture may form a competitive relationship with solid wood furniture .
Moreover, after the establishment of this platform, although there are competitions among brands within the alliance, this competition is much better than competition in the store. If there are a thousand customers, if they are placed in the store, there may be more than 200, 300 merchants competing, but if they are placed on the alliance platform, 20 or 30 merchants are competing. Therefore, for furniture dealers, it should be cooperation and competition.
In addition, for furniture dealers, if they rely too much on the store activities, they will often be affected by the competition between the stores. If you participate in a store's activities, the activities of another store may be limited. If a certain alliance platform can be established, the distributor's marketing activities will have greater autonomy.
At present, there are a lot of furniture dealers on the market. For the time being, everyone still has business, and with the maintenance of the gross profit of furniture, everyone can live. But for furniture dealers, this situation will not last long. As mentioned earlier, the profit of the dealer comes from the scale. However, if the rent of a furniture store reaches 20% of your sales scale, then you are on the verge of profit and loss, and now many furniture stores have exceeded this ratio. For many furniture brand dealers, if they are still alone, they will certainly not be able to do it. The dealers only rely on the platform, and everyone can hold together to achieve a breakthrough in management.
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