Wardrobe brand alliance wins the market
Feng Lun and Wang Shi of the real estate industry have developed their own position in the industry from the initial addition, to the subsequent subtraction, from comprehensive development to professional development. It also means the maturity of the operation mode of the real estate industry. China's wardrobe industry is also in the stage of progress from addition to subtraction, and in the gradual progress of the new development of the industry. Regarding how the changes in the behavior of the wardrobe terminal consumers affect the marketing model within the industry and promote the integration of the industry, Li Yadong, deputy general manager of Qingdao Yufeng Hantang Wood Co., Ltd., accepted an exclusive interview with the magazine to unlock the secret behind the market. The evolution of consumption mode promotes enterprise innovation marketing The market positioning of wardrobe products is different, and the consumer groups targeted are naturally different. Li Yadong told reporters that the brand positioning and market positioning of Youfei wardrobe are aimed at medium and high-end customers. After nearly half a year of market research, after visiting cities such as Beijing, Shanghai, Guangzhou, Shenzhen, Ningbo, etc., he found that the simple business model of selling products is likely to ruin the enterprise. The wardrobe products are largely homogenized. In the end, the price is sold and the profit margin is squeezed. As a customized product, the wardrobe has many follow-up problems to be solved after the customer signs up. Processing will improve customer satisfaction, enhance brand value and increase influence. As a consumer of the fast era, the value of the wardrobe is more important than the previous consumer groups. In the past, customers valued products and prices more, and after the 80s spelled out a house, they spent a lot of time on decoration and accessories planning, and the value clearly became the focus. Therefore, the wardrobe enterprises should be able to provide them with the overall convenience of life, including the guidance and creation of romantic and comfortable life. The post-80s consumption concept has changed rapidly, and the marketing model of the wardrobe enterprise and the market has also undergone a great change. The core of marketing gives way to the core of information, and the overall plan is introduced. In the early stage of development, the wardrobe industry was limited by consumption power. Many companies based on products and marketed as the core, forming a 4P marketing model of products, prices, channels and promotions. In the absence of credibility, insufficient services, and flat products, homogenization has led to a vicious killing. Consumers see the price, but they can't find what they need. The deviation of market positioning has led business-oriented enterprises to turn to the business model with the overall service plan as the core. The customized products are completed in one stop, and the reasonable requirements of the designers are used to meet the ideal requirements of consumers. At the same time, the original business era has become a business era, borrowing channels to wait for customers to achieve good results, the channel began to weaken. Many dealers are more concerned about how to pass valuable information to consumers and realize the connection between information and target customers. After the 1980s, the diversification and high quality of the products demanded by the consumers enabled Uffi to introduce many high-end products, such as solid wood wardrobes, painted wardrobes, plastic wardrobes, acrylic wardrobes, etc., and imported sheets as substrates, in the same category. Improve credibility and competitiveness. It can be seen from the operation of Youfei that consumers are not more concerned about how many storefronts you have, how much area you have, but what services you can provide for yourself. The smooth flow of the network allows consumers to have a multi-faceted and multi-angle understanding of their brands before purchasing, and the information obtained may be far more than the corporate and store guides themselves. Therefore, the business positioning of the company will win the brand of the terminal network in the game. After investigating the market in Beijing, Shanghai, Guangzhou, Shenzhen, Suzhou, Hangzhou, Wuxi, Ningbo, Shenyang and Qingdao, Li Yadong believes that in the first and second tier markets, the sales of orders in the store only account for about 30% of the total sales. More than % of sales are achieved through home improvement designers, soft-clothing designers, sweeping houses, and family marketing. There are even clerk who contact a certain level of friends through social activities, introduce products, and obtain orders. What's more, home improvement designers have their own customer information channels and have their own control over information, thus changing the store marketing model. Stereoscopic marketing with information as the core has made storefront marketing weaken. In the past, the opening of large stores showed that the pattern of strength and level gradually turned to small and fine, and increased sales and profits while reducing the risk of store investment. Mode misunderstanding: the “direct jurisdiction†of the national market, the production and sales are divided into trends Li Yadong admits that it is impossible for national brands to exceed local brands. Because local brands are the government's taxpayers, local governments have long protected local brands, so it is difficult to enter the local market only in the form of specialty stores. At present, with the enterprise as the core, the operating mode of the “direct jurisdiction†national market has a long line of war and consumes a lot of funds, which disperses a lot of energy and financial resources of the enterprise and greatly limits the development space of the dealers. This kind of strong enterprise and weak dealers are not conducive to the development of the industry. The operating mode of western developed countries is the separation of production and sales. The brand belongs to the local distributors. The dealers serve the market independently of the enterprise in the role of brand service providers. The connection between the two links is very tacit. This scientific and rational model is an inevitable trend in the development of our industry. Future model: Brand alliance wins market Li Yadong believes that within ten years, the development of the domestic wardrobe industry will certainly be like a agriculture, forming a new industry development model, that is, the formation of alliances by several major brands, the establishment of a platform for SMEs, unified production after receiving orders, unified Design and unified shipping installation. If the production of the products is completed by a large professional equipment supplier, some of the original small and medium-sized brands exist in the form of trading companies. In the end, the number of enterprises is reduced, the links are diverted obviously, the degree of convergence is high, the service efficiency is improved, and the pattern of large production, large service, large design, and large circulation is formed, which brings high efficiency, high quality and low price to consumers, and the circulation industry will also form. A supermarket for furniture purchases like American supermarkets. This service pattern of large production, large service, large design and large circulation is not only the result of the linkage of industrial development chain, but also the inevitable choice for market resource integration and efficiency. Being able to gain insight into the historical process of industry development can accurately position itself for future development. The needs of consumers are changing, the way of consumption is innovating, and the value of consumption is also increasing, driving producers and service providers to explore a good development model and the best profit balance point in the break-in. From the evolution of business to business, from the workshop to the progress of the enterprise, from the monomer to the comprehensive leap, from the function satisfaction to the realization of the value improvement, the wardrobe industry presents the epitome of China's economic development. Slant Tip Tweezers,Slanted Tweezers,Pointed Slant Tweezer,Trim Slant Tip Tweezers Bonet Houseware Co., Ltd. , https://www.manicureset.de
