Furniture people, very busy recently, busy working and busy life, however, the most urgent thing is to busy busy marketing.
In fact, as long as you have a little more, you will find that all kinds of interesting things in life and the various ways of teaching textbooks in elementary school are simple and obvious, but sometimes it is because of the so-called urgent matter, but ignore these small things, and once The learned principles can also bring growth to the company.
Next, to give a few examples, to say a few reasons, I hope to give a little inspiration to the now distressed furniture industry, furniture companies, furniture people, a little enlightenment.
Keyword 1: Furniture store "just enough"
One day, there was a man fishing on the river. He fished a lot of fish, but every time he caught a fish, he took a ruler. As long as he was bigger than a ruler, he threw it back into the river.
The onlookers said inexplicably: "Everyone wants to catch a big fish. Why do you throw the big fish back into the river?"
The man said without hesitation: "Because my family's pot is only as wide as a ruler, too much fish can't fit."
This person quietly and slowly waits for the fish that is only suitable for the size of his own pot. Any fish that exceeds the size is better to be released, and not to be put into his own bag.
This undoubtedly reminds us of the current “grandfathers†in the furniture industry. Before we held high, we had to enter all the first-tier cities in the country and use the city to surround the urban strategy. When they all entered, they became shouted after the first-tier city furniture industry “fallenâ€. Entering the second and third tier cities in the country - "That is also a huge big cake, everyone bravely marching toward the countryside."
Regardless of the "pot" of their own home, the store lords are going to eat all the "fish."
According to statistics, Red Star·Meikelong is the boss of domestic chain stores. Its total store area is about 6 million square meters, which exceeds the total area of ​​German home stores of 5 million square meters. The actual store has a total area of ​​more than 2 million square meters, and other stores with a total chain area of ​​about 1 million square meters are not rare.
According to Zhan Dewei, general manager of Meikemeijia Guangzhou, the current crisis in the home industry far exceeds the financial tsunami in 2008. A worthwhile reference is that the rent of the home shopping mall in Zhujiang New Town in 2008 was about 150 yuan / square meter, and now it has risen to 280 yuan. / square meters, and the actual use of only 50%, it can be seen that the commercial real estate bubble is the last straw to crush the retail economy.
Look at these crazy furniture stores, the data behind is shocking. Don't let infinite desires to take your heart, "it's good enough" is a good attitude. When people are eating a full buffet restaurant, they are swallowed without fear, they have to eat again, etc. Take your own enough, do not have to be greedy, and wait for the "fish" that suits you. This is the only person and the most important practice for furniture people.
Keyword 2: Furniture factory "ex ante control"
There is such a story, Wei Wenwang asked the famous doctor Bian Wei: "Three of your brothers are skilled in medicine. Which one is the best?"
Bian replied: "The older brother is the best, the middle brother is the second, and I am the worst."
Wen Wang asked again: "So why are you most famous?"
Bian 鹊 replied: "My long brother is treating the disease before he is ill. Because most people don't know that he can eradicate the cause beforehand, his fame can't be transmitted. My brother is treating the disease and treating the disease at the beginning of the illness. At the time of the rise, the average person thought that he could only cure minor minor illnesses, so his fame was only in his hometown. And when I was treated with ticks, it was when the disease was serious. Most people saw me wearing on the meridians. The needle is used to bleed, apply medicine on the skin, etc., so I think my medical skills are so good, and the reputation is loud throughout the country."
This story tells us that after-the-fact control is not as good as control, and control in the event is not as good as before. Unfortunately, most business operators have failed to realize this. When the wrong decision causes a major loss, they seek to make up for it. Sometimes it is to make up for it. ,It's too late.
On April 26, Fuzhou Furniture Co., Ltd., located in Houjie, was sealed up by the court, and the manufacturer of Eisen Manor, one of the high-end furniture brands in Dongguan, closed down. In April this year, the debt of nearly 600 million yuan was ran away. Li Xin, the boss of the home furnishing company, caused her two furniture companies, including Shandong Today Home Development Co., Ltd. and Jinan Today Furniture Manufacturing Co., Ltd., to break the capital chain due to her running, and was forced to close down due to insolvency.
The above examples clearly highlight that furniture companies have no sense of worry in the face of decision-making, bottlenecks in enterprise development, etc., and often wait until things can't be solved, only to know that it is too late. For example, if you push a new product once a year, participate in several exhibitions a year, and engage in several large-scale blasting activities in a year... all furniture companies have used the trick.
As is known to all, the Milan Furniture Fair, even if the visitors have not visited the exhibition for three years, but as long as the exhibition is once, it is basically set. Whether it is the products they exhibit or the design of the exhibition, it is not much different from the previous ones. The reason is that the furniture companies have spent a long time sculpting them when developing a product series, as long as the series is on the market. In general, enterprises will not produce new products for several years, and they will not be crazy about activities. They will only make this set of products more refined and refined, and more suitable for the needs of consumers.
Keyword 3: Dealer management "catch the core"
One day, the zookeepers found the kangaroos ran out of the cage, so they met for a discussion and agreed that the height of the cage was too low. So they decided to raise the height of the cage from the original ten meters to twenty meters. The next day they found that the kangaroos still ran outside, so they decided to raise the height to 30 meters.
I didn't expect to see the kangaroos running outside the next day, so the administrators were very nervous. I decided not to do anything, and raise the height of the cage to 100 meters.
One day the giraffe and a few kangaroos were chatting. "You see, will these people continue to raise your cages again?" asked the giraffe.
“It’s hard to say.†Kangaroo said: “If they continue to forget to close the door!â€
This story tells the furniture people that many dealers only know that selling badly is not good when choosing a brand. The problem is attributed to the brand, but it cannot grasp the core and foundation of the problem.
In the furniture industry, there is a strange image, a dealer who runs a brand itself. When it is very profitable to see brands that sell different styles in the same industry, more than half of the dealers will replace the brands that are hard-working, even at the same time. One or more brands, as long as you can make money.
Blind, no business philosophy, only follow the trend of furniture dealers, in the furniture industry is not a new thing. According to the data, this year, distributors who want to represent mid-to-high-end brands account for 51%, accounting for more than half of the total, followed by distributors who want to act as mid-range brands, accounting for 23%, and dealers with top brands account for the smallest proportion. 2%, which is related to the prospect of dealers seeing the high-end furniture market.
However, from the survey data, the majority of dealers who want to invest 100,000-200,000 new brands account for 27% of the investment below 100,000, 21% to 200,000-500, and only 6% to 500,000. Obviously, dealers only want to spend the least amount of money, looking for high-end consumers and earning their highest profits.
I don’t have to calm down and manage the storefront. The core business ability and marketing ability are not well studied, but the brand management is frequently changed. I only concentrate on increasing the “high†dealers. What is the difference between the stupidity and ignorance of the zoo administrator? .
Keyword 4: The industry is too busy, to be quiet
The above three short stories are all from the interesting things in life or allusions, and they are somewhat ridiculous, but this is precisely the reflection of the bad habits in the furniture industry.
The interests, the ever-expanding interests, the various cognitions, concepts, feelings, and hopes of it can be seen in the consciousness of the furniture people, but the light of the worms is gone. In Chekhov’s tone, everything is ordinary and inevitable, and you never have to be surprised.
Just as Zhu Xiaojie attended a forum and said: "The world is too noisy. Can you calm down, calm down, slow down, and sit down."
The furniture industry is also the same, the industry is too noisy, to be quiet...
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