At present, it is difficult for furniture brands to find dealers, and the “dilemma†for dealers to find brands is more prominent. In the words of a dealer: "The product sells well, the dealer has money to make it, is it difficult for the company to find a dealer? If the agent brand does not make money, sell a loss, can the dealer not run?" how enterprises to improve product quality, correctly handle the relationship between manufacturers is essential to resolve the "dilemma" problem.
Recently, some Shenyang furniture company executives talked about how to develop and stabilize dealers when interviewed by the author.
Mengbao furniture can rather earn less to lose dealers
Pan Yuqi, general manager of Mengbao Furniture, said that the market situation in the past two years is not very good, and the dealers’ days are very sad. Mengbao actively interprets and shares risks with dealers to overcome the difficulties.
The first is to develop new products and launch new selling points. Mengbao Furniture launched Liaoning's first formaldehyde-free mattress last year, 3E Coconut Dream, which made Mengbao products reach a new height in design, technology and technology. Once the product was launched, the dealers were very optimistic and they came to the door to cooperate. The second is to adjust the company's profit point, preferring to earn less, and also to give dealers a larger profit margin, combining dealers and brands with interests and sincerity to develop together. The third is to increase support, provide support in dealers' opening, decoration, advertising, etc., and do “backing†to dealers. The fourth is to improve the incentive mechanism, this year will double the dealer performance awards, so that dealers are full of confidence in marketing.
Olins furniture dozens of dealers open more than 100 stores
Launched by Shenyang Dongxing Wood, “Olins Furniture†is an original American furniture brand for high-end customers. In the past three years, the number of dealers and specialty stores has increased by 30% annually. Marketing Director Liu Jian believes that for furniture companies, brands and distributors will develop together, and “investment†will not be difficult. Olins promotes the common development strategy of brands and distributors: high-end products, first-line market, and cognitive culture. After establishing this strategy, it will connect with the selected target dealers. After recognizing the values, brand culture and marketing concept of Olins Furniture, the distributors will share the honor with the brand. In addition, pay attention to the interests of dealers, as far as possible to meet the reasonable demands of dealers, through the assistance, training, incentives and other specific means to stabilize the dealer team and further develop the market. At present, although there are only a few dozens of Olins furniture dealers in the country, they operate more than 100 specialty stores.
梓 Joe furniture company taps potential to give dealers profit space
“The relationship between Joe and the dealer is very extensive. We are small and medium-sized enterprises with limited strength. In marketing support, advertising, store decoration, incentives and incentives, it is impossible to take all aspects into consideration. But the dealers still follow me, the reason is very simple. Selling 梓 Joe furniture can make money!†Song Xuehui, general manager of Shenyang Yuqiao Furniture Co., Ltd. said. It is understood that the practice of Qiu Qiao is "a little bit of self-satisfaction", creating conditions for dealers to make money. Under the situation of rising raw material prices, increased logistics costs, and higher employee compensation, the company pays attention to internal tapping potential, reducing revenue and reducing production costs, and does not increase the price or increase the price of products, leaving profit space for dealers. For example, reduce direct sales stores, give dealers market space; streamline non-first-line production personnel, adjust production processes, reduce costs; reduce raw material losses and improve product cost performance. In this way, the products are fast, the dealers have high profits, and the relationship between the manufacturers is more "iron".
Song Xuehui believes that under the current market conditions, manufacturers reduce costs and parity, which is one of the "living paths" for stabilizing and developing dealers and expanding the market. Do not solve the cost problem from the source, blindly increase the price, the risk is passed on to the dealers, the dealers can't go on, can the company last for a long time?
Qilin Furniture launched a good product to hold the dealer
“Kanto Fengqing†solid wood furniture is the main brand of Shenyang Qilin Furniture Co., Ltd. In the past two years, in the case of “removing the store windâ€, the dealers of Qilin Furniture in the northeast and northwest regions are very stable and sell. There is an increase in the amount of stability. Wang Zhiwei, general manager of Qilin Furniture, said frankly: "The relationship between manufacturers and dealers should be handled well, and products must be competitive in the market, so that manufacturers can cooperate firmly."
Wang Zhiwei believes that there are no good products and it is difficult for dealers. Three years ago, based on the regional culture of Northeast China, Qilin Company launched the “New Chinese†solid wood furniture brand – Guandong Fengqing. The brand is made of sea eucalyptus and eucalyptus wood. It is made of natural wood, reflecting the style of freedom, roughness and thickness. The style is simple and stylish, yet it is not solemn. Once the product is launched, it will quickly become popular in the market.
Qilin Company pays attention to the linkage with the dealers. According to the feedback information from the dealers, it timely introduces tailor-made services for villas and high-end residential buildings, which makes the sales volume double. Since last year, in the market downturn, distributors in Dalian, Changchun and Taiyuan have respectively generated sales growth of 50%, 100% and 150%.
“It is difficult for enterprises to attract business. It is difficult to find original products in the market. The market does not accept it. It is difficult for dealers to choose brands. It is difficult to choose good products with high cost performance and good market. As long as the products are good, dealers have money to make, think It is difficult to not cooperate." Wang Zhiwei said.
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