Furniture dealers do not equal "winning sales" to win a win

Dr. Zhao Long, Dr. Zhao Long, said at the launching ceremony of “China Furniture Harmony Development Miles” organized by the China Furniture Sellers Association: In 2011, we heard some exciting numbers, and we saw that it was a hot scene, but felt It is a loss in all aspects.

According to the survey of the China Federation of Furniture Distributors, more than 80% of dealers in 2011 experienced large-scale losses.

"China Furniture News" reporter visited Wang Binglong, general manager of Changsha Diange Home, he said that their sales this year fell by 50%, not 50% at least 40%, he added. The interview with the reporter of "China Furniture News" by Guangzhou's happy family furniture is also a long sigh, saying that the market is bleak this year.

In this context, the cost of dealers' operations has increased a lot. The rents have risen, the factory has raised prices, and wages have risen by more than 10%. Up to now, 5,000 yuan still cannot hold a good store manager. These are undoubtedly worse for dealers.

Dealer: To reduce your own expectations of profits

Faced with the prospects of the furniture market, Mr. Lin of Guangzhou's happy family and Mr. Wang of Changsha Diange's home have expressed considerable confidence in the face of the reporter of China Furniture News. It is understood that the current domestic consumption capacity is 5,000 billion yuan. If the annual per capita consumption capacity is 1,300 yuan, then the domestic market is 174.2 billion yuan. There is still much room for improvement in this area. Together with the economic development, people's living standards improve urban and rural integration. Wait, the domestic second- and third-tier markets still have a lot of money.

When it comes to the future, General Manager Wang Binglong must strengthen the training of the clerk's own quality. It takes at least two hours or more for a piece of furniture to communicate. If there is no good quality, it is impossible to retain the consumer. Second is to open up new channels,

Reduce the size of the hypermarket, break away from their constraints, drive the furniture store into the community, and use the products and services to touch consumers.

In response to the problem of the status quo of dealers, "China Furniture Report" reporter interviewed Wang Ke, president of the Guangdong Furniture Association. He said that in this economically unhealthy situation, from the perspective of the association, it is advocated to emphasize a win-win situation. The worse the situation is, the more people in the same industry chain should adopt a win-win perspective. That is to say, from the perspective of the factory, the raw materials are rising, the cost is rising, and the company can only rise when it can't stand it. Because the enterprise is for profit, but it is not the only purpose, the enterprise can digest it as much as possible and can't digest it. There are many ways to redesign, redesign, and adjust products. Just like a company, the old ones, some new ones, and some ones are all adjusted to price. The same is true.

In addition, distribution should also lower their original expectations of profits, and do not stay in the previous big profit ideas, so dealers will be very uncomfortable. In fact, companies are also sandwiches, raw materials are rising, dealers are pressing prices. Dealer words, full payment, factory price increases, shopping malls increase rent, only the big owners are not in the middle. Therefore, the era of lucrative profits of this dealer has passed, so dealers must change their mindset, and dealers will not feel that they have been adjusted.

In the case of a bad economic situation, the owners should also introspect themselves and not increase their fares. Because the industry chain is above, it is not good to disappear. All three should make corresponding adjustments, make their own profits, and let out the corresponding space, so that the industry can tide over the difficulties.

Manufacturer's strategy: win-win is a win

For the dealer's current situation, "China Furniture News" reporter interviewed several furniture brand directors, want to learn from them about the dealers.

Facing the dilemma of dealers, Renhao Marketing Director Huang Shuying told the China Furniture Report that small furniture dealers can consider sweeping buildings in the community, tap potential customers, pull some group purchases, and form alliances with building materials and appliances. The manufacturers jointly do some activities such as blasting promotion. Large distributors should consider doing commercial brands and operating steadily. It would be better to open a separate store. Independent stores are easy to manage and operate in a unified manner. The short-term gains are not obvious. In the long run, the operating costs will be reduced a lot. Now many big dealers are doing things like Shengjia, Hengxin, Qingtian, Alpha and so on.

Kang Sheng’s marketing director also told the reporter of China Furniture News that the dealer’s business model must change. Through the rapid development of the past ten years, the furniture industry has reached a critical point. This has the following elements. The market economy is like this. There must be a wave in the peak. Everyone feels that the dealer has the money to drill a bee. The ingredients in this layer are not the same. It is the reason for many of them. Many dealers are still waiting for customers to buy the realm. They don’t study consumers and don’t choose good products. Such distribution is destined to become a “distribution injury”. Why Apple products are so hot is because he only considers his consumers, the products that consumers need most, and the dealers are the same. If you don't study the needs of surrounding consumers, then his store is also destined to be profitable.

For the dealers, everyone agreed that only a win-win situation can win.

For the dealer Renhao's approach is: select quality dealers to strengthen the alliance, to achieve 1+1 greater than 2 effect. Ren Hao furniture director Huang Shuying talked about the confidence of his products, because the coverage is very full, dealers can make a variety of choices here. Especially in the wood products, it is also the preferred brand of dealers. In recent years, Renhao has been developing steadily and rapidly. In the downturn of the market this year, they still maintained a high growth rate of 40% in the first half of the year. They are said to be a factory that dealers can trust for long-term cooperation.

In recent years, the rapid development of Swarovski furniture, more than 200 stores in a year, the number of stores opened in 2011 reached 505, plans to open 1,165 stores in 2013, such a rapid opening speed in the industry is absolutely rare, for This "China Furniture News" reporter also interviewed the assistant to the president, Mr. Liu Dizhen. Mr. Liu talked about their advantages in addition to products, brand awareness, the biggest feature is the champion to win. It can be seen that in the face of the difficulties of dealers, enterprises are also trying their best to help. How can we not become a "distribution injury", dealers themselves must also explore new channel models to get rid of market dilemmas.

In finishing rolls conveying line, this Turntable changed in the paper roll conveying direction.