The furniture industry has evolved from last year's competition to this year's national price war, which is accelerating the reshuffle of this industry. The development of the furniture industry to today and from the development of the brand entering the industry is by no means a simple competition for brands, funds and products.
1. Competition in profit model
In the past few years, the development of the furniture industry basically relied on the individualized liberalization of agents in the local area. The marketing plan of the brand manufacturers to the terminal is not rigorous and the support is not strong. As the brand competition becomes more and more fierce, the profit model of the brand becomes more and more important. It is basically impossible for the dealers to single-handlely achieve sales of three to four million. The profit model is mainly reflected in the planning of brand marketing, cost accounting, cost control and service.
2. Talent competition
The development of the furniture industry is very short, but the number of brands entering the industry has increased dramatically. Leading to a shortage of talents in the industry, the mutual digging of walls between furniture brands has led to a significant impact on the development of the brand. Talent competition is not only a problem faced by manufacturers. The problem faced by terminal agents will be more severe. The development of many brands in a market is sometimes caused by the loss of a core personnel, causing the brand to be in the local market. day.
3. Competition of channel resources
The development of the furniture industry to today's brands is increasingly demanding terminals. It is not surprising that the storefront has been squared from the original hundred square meters to today's hundreds of squares or even thousands of square meters. It can be seen that the requirements for dealers' strengths are increasingly visible. The higher, especially in the first-line market, a first-line brand store is generally around 10, each store's investment is calculated at 500,000, which is 5 million plus liquidity and advertising costs are almost at least 10 million to start. . In the past two years, the first-line brand has basically completed the initial establishment of the brand channel. But in the two years of falling and lower furniture profits, the number of people investing in this industry has also decreased. After entering the industry, the brand needs to face the first problem of establishing channels. If you want to develop, if there is no channel resource, it will be a fantasy.
4. Competition of the training system
Training is absolutely at the core of the competition in today's industry. The recruited employees and the employees who are sent to the factory in the terminal store will test the core competitiveness of brand training from an undisputed furniture industry to an absolute loyal staff who will become a brand. Most of the training brands in the terminal only focus on sales training. It is not very concerned about design, installation and service training. As the industry before the product is installed, the customer can only rely on the imagination that the customer can intuitively feel the products after the installation, as the industry. All bosses must remember that the difference in installation is the beginning of your sales, not the end of sales.
5. Establishment of service system
Doing a good customer service is the slogan that every brand is constantly screaming every day. The customer is God, the customer raises the whole family, and it seems that the customer is the absolute first. Sad, worrying, what is the service has not yet figured out how to do a good job? There is no system and system to maintain the slogan of all the slogans that are pale and powerless. Service in the industry is to think of the customer's thinking, the urgency of the customer, the drawback of furniture is that the long period of time to do the service of this industry only "speed", in the shortest possible time to deal with customer problems. The service system is established from the target customer - the intended customer - the prospective customer - the transaction customer - the customer - the old customer - the loyal customer. The entire customer chain is established at different stages to serve the customer in different ways, so that the consumer can always be Moved by every detail of the brand.
In the competitive market situation in which the homogenization of furniture products is intensifying, it is necessary to have a core competitive point in which brands can differentiate themselves to win market opportunities.
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