The furniture enterprise's export to domestic sales is divided into five steps to strive for a win-win situation
Export furniture companies hardly stepped into the domestic market before 2008 because of the unfinished orders and the simple and quick way to make money from the single processing mode. Although they did not have their own brands and channels, many processing "predators" became Rich man. The crisis of 2008 has brought unprecedented tests to foreign furniture companies that have been developing smoothly for more than a decade. When these enterprises transform into domestic sales, channel construction becomes a big problem in front of them. There are many ways to build domestic sales channels, and enterprises can choose according to their own economic strength and management capabilities.
One is the direct marketing channel for enterprises. The direct mode requires companies to have a huge talent system and financial strength to achieve precise management. Nowadays, domestic consumers are increasingly demanding personalized furniture. The orders placed by merchants are small and varied. This has led to the need for companies to produce a wide variety of furniture, which puts forward higher requirements for delivery, and often sends a wrong bedside cabinet, which will lead to the failure to deliver the entire order. However, when companies do direct sales channels, processing orders will be faster. Because the characteristics of domestic sales orders are small and numerous, unlike single sales orders, single products are mass produced.
The second is the dealer agency model. The advantage of this model is that it can quickly spread the sales network across the country with the help of dealers. This is also the channel model adopted by most domestic sales companies. This model has certain requirements for dealers, and most companies require that their business philosophy is consistent with the company's development philosophy. Moreover, companies must fight for some mature distributors who have many years of sales experience and have more local consumer resources and industry resources in order to have strong competitiveness. However, these mature distributors have been in the industry for many years, and their selection of products is very strict.
The third is to use third-party mature channels. The export model is to put it bluntly through the sales channels of large foreign buyers. On the domestic sales channel, if you are unwilling, or have no confidence to quickly develop your own independent channel, you can also use third-party channels to achieve sales. Although there are currently no relatively mature large buyers in China, the number one company occupies 99% of the industry's sales, and the other 99% companies compete for the other 1% of the market.
The fourth is e-commerce channels. As an emerging and revolutionary new channel, e-commerce has received much attention in recent years. At present, e-commerce has created the first brand of Taobao furniture-Lin's Forestry, and has also achieved Qumei's 100 million yuan sales myth. In Lecong, many small and medium-sized enterprises are also selling furniture products through the Taobao network. There is even such a saying in the industry. The past five years have been a golden period for the furniture industry to intervene in e-commerce, and it is a period of lower cost for e-commerce. Because in the field of e-commerce, the phenomenon of winner-take-all is very common, and the ranking method often invests less and makes full use of existing resources. However, whether it is really suitable for the domestic market requires in-depth research by enterprises.
When domestic companies are involved in e-commerce, how to deal with the interests of existing dealers becomes their first problem. On the contrary, the export-to-domestic enterprise can be said to start from scratch. Without the entanglement of those with vested interests, it is almost drawing on a blank sheet of paper, and overall planning can be made overall. At present, the use of the Internet by domestic furniture companies is still in its infancy. The network only undertakes functions such as brand building and shopping guide in the furniture industry, and even these functions are at a low level. For example, companies have only established their own homepages, but they have not updated their news. Even the homepages of many companies have not been updated for several years. Therefore, furniture e-commerce has unlimited potential, and as "post-80s" and "post-90s" become the main furniture consumer, e-commerce is gradually showing an upward trend.
Fifth, use upstream and downstream industry channels. In furniture stores and distributors, such a phenomenon has existed in recent years, and cooperation between different industries extends between upstream and downstream. For example, Red Star Macalline not only has furniture but also building materials. Even these stores have cooperated with Suning, Gome and other home appliance circulation giants to integrate into the same business district or jointly carry out some promotional activities, because consumers between them have a high degree of homogeneity. There are also many home appliance dealers who have begun to get involved in furniture distribution. They report that the share of home appliance sales in a certain area is already very high, and there is not much room for expansion, so they turn their attention to the related furniture industry because consumers are buying At the same time as home appliances, you may also need to buy furniture. Turning domestic furniture companies can find a breakthrough in these channels.
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