Speaking of the furniture industry in 2012, furniture dealers are not necessarily the most painful people in this year's "cold flow" of furniture, but they are definitely the most affected. As the "sentinel" who fought in the forefront of the furniture market, they not only have to face the bleak market, but also "surpass the double attack between enterprises and stores" and struggle to find opportunities in the depressed market.
In this fall, Sohu Home Furnishing Channel officially launched the “2012 China Furniture Dealer Confidence Index Survey†activity, hoping to conduct a most realistic and direct investigation through the visits to Chinese furniture dealers to understand the living conditions of furniture dealers. Putting aside the heavy haze of the furniture industry's “cold winterâ€, furniture companies, dealers and furniture stores can see the furniture industry in the future and become more stable. This issue introduces the first article in a series of survey articles: those things that are "misunderstood" between us.
Whether it is the media or furniture people, they prefer to focus on the company and the market, but pay little attention to the needs of dealers. Although companies often regard dealers as "customers", in addition to several routine "party" or trainings at the annual furniture fair, there is very little time for real communication between the two parties. This also makes the fact that the company thinks many times, but it is not necessarily what the dealer really thinks. In the face of misunderstandings between the media and the company, dealers have something to say.
Misunderstanding 1: "The more popular the product line, the more popular it is."
“When choosing a brand agent, I value the product's uniqueness. Does the company have a specific spirit. What is the use of the product line? I am not opening the furniture variety fair.†Distributors from Inner Mongolia Mr. Yang said in an interview with the reporter. As an agent of a well-known functional sofa brand, he admits that he chose the brand not only because of its fame and qualifications, but also that the more important enterprises always insist on the transfer and uniqueness of the product line.
It is not just Mr. Yang who has this view. At the furniture fair in September this year, a survey conducted by Sohu Furniture Channel showed that about 79% of dealers said that they are more willing to represent a professional manufacturer of products than furniture companies that have more and more product lines. “Like people, every company should have its own products that are best at making it, and only by insisting on one type of product can it be truly different.†Ms. Lu, a distributor from Liaoning, said.
However, the current status of most furniture companies in China is quite different from the hopes of dealers. "Development to a certain scale of expansion is affirmative, but it must be done according to the products that it is good at, rather than blindly following the trend. If others do a good series, I must follow the trend to create a new product line." One is not willing The Beijing dealer who disclosed his name told reporters. A well-known furniture brand in South China that he once represented has seen a sharp decline in sales this year. In his view, it is because the brand positioning is not clear and the product line is too chaotic.
"Doing more, there is always the same point of preference for consumers. This is the common idea of ​​many companies, and there is nothing wrong with it." The deep association president Huang Weiye said in an interview with reporters, "But the company should be in the main series. On the basis of expansion, and not blindly paving the way, this not only does not touch the preferences of consumers, but instead points to their own death points."
Myth 2: "Enterprises give us better support is the only way"
"You sign our brand and give you all-round support right away: not only send furniture, send personnel training, but also send a XX brand car..." At the Dongguan Furniture Fair, the manager of a solid wood brand is still spit. Fei introduced the preferential policy of joining his own brand, and the dealer who listened to it shook his head and walked away with a smile.
"Beijing Red Star has not raised prices, but the current rent is not cheap, usually do not engage in an activity product can not be sold. Although the enterprise is also anxious, but because it is not on the front line, the pressure is much smaller than the dealer, can not fully understand Our difficulties, so it is too limited to be able to give support." The dealer from Liaoning sighed and said.
In fact, under such a harsh market situation this year, companies are not completely inactive. Many companies have spent huge sums of money to advertise and improve their product lines. They hope to help the terminal through various methods and promote product sales. "In addition to more policies on joining, we have increased investment in advertising this year, such as aviation, high-speed rail magazines, design magazines, networks, etc., hope to be able to do this in dealers through these means. Good word of mouth, do sales." Henry Dai Furniture Information Sales Department Minister Yang Fan told reporters.
But more dealers are hoping that companies can change their model to help them. "This year's situation is not good. We hope that the company can give some substantial help to the dealers. It is not appropriate to just help to open a store or to invest in advertising. For example, when we do promotions, manufacturers can lower some prices appropriately. So that I can seize the market at a lower price. Your price is high, consumers certainly like it." Su Chen, a distributor from Guangdong, told reporters directly.
The distributors hope to get a strong contrast with the company's real offer, which has caused many dealers to disagree with corporate policies. In the Sohu Furniture Channel survey, at least 58% of dealers were dissatisfied with the support they gave this year. "In the current market, we hope that the company can give us a little more help, so that we can stand out in the fierce market competition." In the course of the interview, Miss Chen from Chongqing has been constantly Repeat this sentence.
Misunderstanding 3: "All mistakes are the fault of the store"
Corresponding to the market's cold, it has indeed expanded the fast home market in the past year. “The expansion speed is too fast, causing rents to rise, making dealers and companies miserable.†“The market has kidnapped dealers, which is one of the main reasons for the market’s cold and sales decline!†In the mouth of Da Yu. However, dealers do not fully agree with this.
In the view of Beijing dealer Mr. Bai, industry experts always like to simply blame the market for the cold weather this year. "I have opened several stores in Red Star Macalline. I have not raised rents this year. And the store often communicates with us, actively planning and hosting various promotions and blasting activities to help dealers attract customers and promote sales." It seems that in addition to the external environmental impact, the furniture industry itself has a large number of homogenized products, leading to fierce competition is the main cause of market cold.
Ms. Chen, a Chongqing dealer, also said that although a store in Chongqing, where her store is located, rents up 10%, this is not the main reason for the decline in sales. "In fact, since last year, our sales volume has been in a state of decline. There are many reasons, but I think the most important thing is that the whole environment of the furniture industry is not good: the threshold of the furniture industry is too low, which leads to furniture companies and dealers. Too much; the competition is too intense when the market capacity is constant. So we can't completely blame the mistakes on the store to increase rents."
Although there are still many misunderstandings, for all dealers, the company is still their most solid backing, especially in this severe situation this year. "In the face of such difficulties, companies still actively help our dealers solve problems. For example, a brand I represent, will often organize dealer training, etc." Like everyone else, Chengdu dealer Zhu Shiqiang for his own The brand that has been acting for many years has a deep feeling. But in his opinion, these are not enough. "In fact, we hope to have more communication with the company. It is not just a phone call or a rational greeting, but more sitting and communicating."
“Sit and talk a little†is almost the biggest wish of every dealer. In such a special period, they are willing to advance and retreat with the company, but they also sincerely hope that enterprises and dealers can communicate more and communicate more, tell their own difficulties and needs directly to each other, and jointly break through the fierce market competition. .
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