Beijing, China's political, economic, and cultural center. For a home brand, if you can't make a name in Beijing, I am afraid it is just a regional brand at best. The Beijing market is a bridgehead for many home furnishing companies to strategically overcome. Interestingly, some companies believe that it is the easiest to win the Beijing market, while others believe that it is too difficult to survive in the Beijing market.
The representative of the company that is considered easy is the European cabinet. In the Beijing market, it can be described as a unique show. This outsider has already brought all the local brands in Beijing to the back. The brands such as Totem Baojia, Haojiayi and Longsen, which had been in the past, have either vanished or fell into desperation. In the case of Gaojin, the head of the European cabinet, the reason why the Beijing market is doing well is that the consumption is large enough and there are enough talents. The market capacity of the second and third-tier markets is too small. Even if you do the industry first, it is just a small fight. In a big market like Beijing, once you break through, the volume is amazing. Similarly, in a small city, it is difficult to recruit a good employee. It is difficult to get a job in Beijing. It is like a cloud in Beijing. After all, talents are coming to the capital of Beijing. As long as you have a broad space, there is no suitable. The talent is for you.
The representative of the company that thinks it is too difficult is Xinzhongyuan Ceramics. It should be said that Xinzhongyuan is famous in the ceramic industry, with 10 production bases and the largest production capacity in the country. Although the reputation of Xinzhongyuan has spread throughout the county towns and even townships, it can be spread in the first-tier cities. In particular, the headquarters has not established strategic partnerships with some mainstream home stores. In the face of a big market like Beijing, there is no mainstream channel. The promotion, it seems a bit passive to operate. It is no wonder that in the many years of entering the Beijing market, the new Zhongyuan can not be self-sufficient. In the most extreme year, the loss is as high as 20 million yuan!
The market is an invisible sword. It is easy. It may be a reaction that breaks through the bottleneck. It may not be easy at first. The difficult thing may just be that there is no way to find a way. Once it is opened, it will be like a eagle, no longer difficult. . Just as the European faction did not find the North in the first few years of entering the Beijing market, the manager changed the way, but the performance was still on the verge of losing money, until Gao Jin’s ability to make the first brand of cabinets in Shanxi When people came to Beijing, they completely changed their market position, quickly broke through the encirclement, entered the first camp of the Beijing cabinet, and continued to expand their market share, eventually becoming the second and third leading in the cabinet area of ​​Beijing. Xinzhongyuan, under the agency model, the small amount of business of less than 20 million yuan, why support the huge cost of capital in Beijing? Until a professional manager named Cao Wenhua came to Beijing to take the helm, taking the method of cutting off all the intermediate links, and sending the most affordable products to the consumers' homes, directly avoiding the shortcomings of the channel, and not only turning losses into profits in a short period of time, but also Sales volume continues to expand, squeezing into the top three in the ceramics industry in Beijing.
There is no denying that the Beijing market is very deep. However, as long as it works well, it can be difficult to become easy; if the strategy is wrong, it will become difficult. Difficult and easy are relative, it really should be the old saying: the meeting is not difficult, the harder will not.
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