Outdoor furniture for the use of Chinese investment, need to set a good relationship

The international economic situation is unpredictable, the depreciation of the US dollar, the European debt crisis, the downward adjustment of the export tax rebate policy, and a series of unfavorable factors, which have caused the furniture industry and related industrial chains to fluctuate and change rapidly. The manufacturers are at a loss and the dealers are struggling. Outdoor furniture, a product that is somewhat unfamiliar to Chinese consumers, has to adapt to the trend and move to domestic sales, hoping to re-encend through the "Chinese style."

Exports to domestic sales, outdoor furniture companies and dealers, in the sturdy and sturdy horses gradually improved. Headed by large enterprises in coastal areas such as Zhejiang, and taking the lead of the North and Guangzhou-Shenzhen as the leading, more outdoor enterprises are gradually showing their spring colors, bravely exploring new ideas and actively developing new products. However, in the environment where the domestic market is immature and the industry standards are lacking, many companies are also unfavorable and unsettled. To a large extent, because of the quick success and short-term profitability, there is no in-depth market research, and it is completely "taken". Among them, the vicious circle caused by the serious imbalance between manufacturers and dealers is particularly serious.

For the relationship between the manufacturer and the dealer, many people use the "marriage relationship" as a metaphor to explain the complex relationship involved. Summarizing the understanding and research of the market on weekdays, the author has the following ideas to alleviate the imbalance of manufacturers:

Multiple channels to find targets, various forms to expand the market

"For the 'new things' of outdoor furniture, whether it is a manufacturer's investment or a dealer to find a brand, there are certain limitations at present." A person in charge of the China Light Industry Crafts Import and Export Chamber of Commerce told the author.

The development of direct-operated stores is currently adopted by many manufacturers to attract interested franchisees to find dealers. Although this is the most intuitive investment mode, its targeting and professionalism are greatly reduced. In response to the domestic market situation, professional media and related exhibitions have become the "seeking wise" ideas that many manufacturers are looking forward to.

"As an industry with broad development prospects, actively promote the establishment of industry organizations, mature industry magazines, professional industry media, and exhibitions close to the needs of manufacturers, providing manufacturers with multi-channel, diversified and comprehensive consulting platforms and communication platforms. It should be a matter of urgency, and it is an important factor in determining the smooth development and vigorous growth of this industry." Many manufacturers have expressed their desire.

For those who are interested in attracting a business or looking for a brand, it is necessary to integrate domestic relevant information from multiple angles, and collect relevant information from abroad to find a target group with similar positioning and concept. Only in this way can we develop our partners in the process of domestic sales to the greatest extent and enjoy the huge sumptuous meal in this space.

Deep-minded and deliberate, and have a good mind

Many companies and dealers often move with the wind in the process of attracting investment or looking for a brand. When we saw the domestic flag flying everywhere, we blindly applied the old business model, or used foreign operation methods to operate domestic operations, or completely applied the marketing concept of already formed furniture products. It is true that in the initial stage of developing the domestic market, through the novel shape, with a kind of "foreign" gas, it can also have good benefits. However, after a long time, many enterprises are still unable to make ends meet due to acclimatization. Some dealers They have also turned their backs, and they can only develop by reducing their prices by entering the flower and bird market. They do not know that they are out of place and counterproductive.

Therefore, when companies are looking for dealers, they must conduct a comprehensive survey of their market atmosphere, especially the concept of luxury furniture, distribution space and scale setting is particularly important. Liu Zong of Lan Jingli Jiaxin Yilongyuan fully considered this point. As a former export-oriented company, the factory is located in the south. In 2010, he entered the Beijing market. He chose to start from the factory direct sales, adopting the concept of “small scale, small investment, gradually expanding, and then looking for agent dealers”, step by step, Step by step, steadily adapt to the needs of the Beijing market to make self-positioning and self-exploitation, not only can adjust the strategic direction in a timely manner, but also lay a foundation for future goals from a large level, with a display The self-model develops the customer base and establishes a market image from a small and small surface. It can not only understand the market supply and demand ratio in depth, but also achieve objective self-positioning. By knowing your own company and the compatibility of products and local markets, and understanding the advantages and basic conditions of local distributors, “there is a poetry and poetry from China”, which is bigger and stronger, and attracts business development.

For dealers looking for brands, a comprehensive understanding of the company and all aspects of the product is also a compulsory course in the long run. First of all, we must understand the brand's culture and business philosophy, whether it is consistent with local consumer demand and expansion prospects. The most intuitive understanding is to judge by the head of the company, the manager's thinking mode, personality and behavior, strategic planning, only the same The concept can lay the most solid foundation for future cooperation, and even eliminate other cumbersome or latent contradictions, so that it can be smooth. Then, to fully understand the strength of the manufacturer, including the scale, production equipment and other hard power, as well as industry reputation, endorsement effect and media cooperation and other soft power, which can largely guarantee the visibility and market superiority of the agent brand. Guarantee the quality of the products and the most basic requirements for long-term cooperation. In addition, the marketing team of the manufacturer, after-sales service and the support of the manufacturers for the distributors will greatly affect the future development and profitability. In the understanding, the author found that many dealers and manufacturers have good daily dealings, and even many dealers develop directly from the manufacturers, which determines the maximum unity of their corporate culture and business philosophy. A relatively superior market system has been recognized and adopted by many manufacturers.

Cooperate with each other and work together to see the future

With the most basic research and investigation, it is necessary to further implement the effect of attracting investment or finding a brand through actual market drills. At this stage, the support of the dealers to the dealers can be clearly demonstrated. The decoration, opening, and sample selection greatly reflect the confidence and determination of the company. Advertising and rebates indicate the investment of the company and Long-term strategy. In addition, the training of the marketing team is also a very important project. The person in charge of the sunny garden of the North Beach Red Star Meikailong Hall revealed that the Sunny Garden, as the main brand of Zhengte, the manufacturer has given great support to the dealers every year in the training of clerk and advertising, so that dealers do not need If you invest too much, you can enjoy the full range of services, advertising and media exposure of the manufacturers, so that you can carry out your business wholeheartedly.

The two sides can agree on a period of time, as the running-in stage, from production, sales, logistics, after-sales, etc., from the actual starting to find problems, find loopholes, find deficiencies, test methods and methods, change ideas and strategies in time to achieve "win-win" maximization .

In short, the relationship between manufacturers and dealers is always a topic that is hard to understand, but only by bringing the interests of both parties to a final balance, in the context of exporting to domestic sales, in this "Chinese style" communication In order to achieve the best effect of "marriage".