The current situation facing the furniture industry in Changchun is: On the one hand, the cost of investment in enterprises is high, and it is difficult to recruit suitable dealers; on the other hand, dealers cannot find brands that make money. What are the reasons for this dilemma? How should furniture companies solve this dilemma? The industry believes that it is the key to building a good brand and establishing a good cooperative relationship with dealers.
Brand is the pillar of investment
“Brand is the pillar of investment attractionâ€. To solve the problem of attracting investment, furniture enterprises must enhance brand awareness and attach importance to brand building. At present, many furniture companies, especially small and medium-sized enterprises, focus on the development of product types and neglect brand building. Such enterprises often unilaterally pursue products "too many", resulting in serious product homogeneity, weak competitiveness, difficult to attract excellent distributors; coupled with the lack of professional marketing team and effective market operation mechanism, resulting in investment promotion and marketing, etc. In terms of disjointedness, the phenomenon of dealers’ “crowding away and taking the move†has seriously affected the effect of investment promotion. At present, brand awareness is weak, and channel maintenance is not in place, which is an important reason for many small and medium-sized furniture companies to attract investment.
In addition, with the intensified market competition and the expansion of the marketing network, coupled with rising labor costs and venue rental fees, the operating costs of dealers have also risen and the pressure has increased. In order to reduce operating pressures, dealers only reduce other aspects of investment, such as reducing storefronts and reducing sales activities, resulting in lower market awareness and consumer acceptance. This is another important reason why many companies are currently struggling to attract business.
At present, China's furniture industry has entered the stage of brand development. In order to establish a foothold in the market, enterprises must pay attention to brand building and continuously improve the brand's visibility and influence. Otherwise, it is not easy to attract investment, and it is more difficult to stand on the market.
Cooperation can win together
The industry believes that under the current market situation, enterprises and dealers must establish a good cooperative relationship before they can solve the problem of difficult investment and achieve common development.
Enterprises must be willing to invest. In the initial stage of investment promotion, enterprises can reduce the franchise fee, or only receive some quality insurance, so that the dealers feel at ease and let them accept the brand. In addition, dealers are generally husband and wife stores, there is no good marketing planning team, whether it is holiday promotion or usual activities are done with their own ideas, the result is spent money did not see the effect. Therefore, the marketing team of the company must help the dealers to develop marketing plans. If necessary, they can go to the site to help the dealers to do activities. Only when the company invests will it be replaced by the dealer's loyalty.
Appropriately give dealers advertising subsidies. Now is the era of brand consumption. If a company advertises advertising costs, even a big brand may not be fragrant in some places. Therefore, enterprises should give dealers advertising subsidies, let dealers to promote and promote their own brands. The author suggests that enterprises and distributors jointly develop a brand promotion plan for a certain region, and select some media organizations with wide audiences and reasonable prices, which will often achieve twice the result with half the effort.
Establish a return and exchange system. In the process of cooperation between the company and the dealer, the dealer's payment and enterprise delivery are a set-up process. There is no problem in this process, and the two parties can cooperate happily. However, in reality, once there is a problem with the product during the delivery process, the company will often return it to the dealer, and will not return or exchange the product. Even if the replacement is made, the dealer will have to pay again to reach an agreement. On this issue, the enterprise should take a long-term plan. If it is a problem in transportation, the two parties can bear the expenses. Establishing a complete return and exchange system is a way to get involved with dealers.
Enterprise training for dealers is essential. Because many times, dealers do not do well is the consciousness and ideas are out of touch with the company. Enterprises do not instill in the dealers corporate culture, business philosophy, resulting in dealers simply to sell products to open stores, can not use corporate culture to improve product visibility. Companies can regularly bring together distributors to conduct corporate culture and business concept training, as well as sales service training, in order to strengthen their cohesiveness and centripetal force, let them follow their own heart and soul.
To be willing to invest in love. The Chinese pay attention to the word "love". Enterprises and dealers need to use appropriate methods to enhance their feelings. For example, during the 2010 Shanghai World Expo, a brand Gansu Management Center organized dealers from Lanzhou to Suzhou to Shanghai. On the one hand, they went to the factory to study and visit. On the other hand, they took everyone to see the Expo. The expenses were all from the brand management center. bear. This move won the praise of the dealers, and Liu Yinghui, the general manager of the center, believes that only through some activities to increase the unity and centripetal force of the dealers, they will not follow others, because what I give them is that others cannot give of.
Strengthen rewards for outstanding dealers. After attending the annual meeting of many companies, the author found that some companies used cash rewards as a major part of the annual meeting last year. When the bonuses were announced, the dealers in the audience were full of blood, and the award-winning dealers were equipped with laptops and digital. Office equipment such as cameras and money counters. By establishing a typical and rewarding advanced method, the company encourages each dealer to increase sales in order to stabilize the marketing network and stabilize product sales.
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