How to develop a new strategy for the “outside transfer” industry of furniture



The major furniture exhibitions in the fall of 2011 have already ended. The current global economic environment for furniture exports has accelerated the timing and speed of Guangdong's export-oriented furniture enterprises to domestic sales. In fact, the export of furniture companies to domestic sales is already a "good opportunity" moment. However, the domestic sales of export furniture must not be self-satisfied, self-respecting, and can not completely imitate plagiarism or closed doors.

The transformation of export furniture is actually the business owner's strategic shift to the company's market, product positioning, marketing team, production team must start from scratch; the boss's conceptual thinking has changed, everything is solved, otherwise it will never be recovered. Some of the exporting slogans of exporting furniture companies with considerable economic strength have been screaming for five or six years, and they are still only seven and eight. It is true that the boss is embarrassed, the industry is shamed, and the insiders are confused.

On the strategic level of the external transfer, our export furniture business owners must first clearly understand themselves. Who am I? Where do I go? What are you going to do? Who is going with me? What do I have that others don't have? What other people do I have? We must have a comprehensive and systematic analysis and reflection on our own company, and then do a series of precise positioning; I want to clarify here that professional people do professional things, and any management method that can be linked or tried for export can only take Come to tangible or intangible economic losses. In general, in the current economic environment, in addition to the two words "positioning" secrets, the "cross" policy is left, namely: establishment + attention + maintenance + adjustment + support.

Establish customer relationship strategy

In the development of marketing strategies, export furniture companies must establish relationships with customers in terms of business and demand through certain effective methods to form a relationship of mutual assistance, mutual understanding and mutual needs, linking customers to enterprises and reducing customers. Loss, in order to increase customer loyalty and win a long-term and stable market. This requires companies not to cut market research costs, but should learn more about how furniture consumers redefine value? How to respond to the economic downturn? Faced with the ever-changing price elasticity curve, consumers will be more careful when searching for furniture products, and they will be even more powerful when they are priced. They are more willing to postpone purchases, purchase lower-end furniture products, or reduce the number of purchases than before. Some furniture brands that must have been owned before have become dispensable. Reliable furniture brands are particularly respected, and these furniture brands will still successfully launch new products, but interest in new furniture brands and new furniture products is gradually fading, and furniture products are used to enhance personal image or taste. Consumption will be less and less.

Focus on family values ​​strategy

In the face of the financial crisis, the people's preferred countermeasures are “hiding at home and reducing spending”. On the whole, more than 50% of the residents indicated that they are more likely to reduce consumption in 2011, showing a lack of consumer confidence. From the perspective of the income class, the possibility of middle-income people reducing their expenses is higher than that of low-income groups and high-income groups. This is because the middle-income class has more so-called flexible consumption demand than the low-income class, and the lack of consumer confidence. Next, they may choose to save, etc. instead of spending this part of "free money."

Therefore, when exporting furniture companies, they should pay attention to creating a warm and comfortable family atmosphere, in order to replace the extreme sports, adventures, and individualism. Clown-like humor, body painting and appeals are outdated.

Since the marketing goal must focus on output and focus on the return of the company in the marketing activities, the company must satisfy the customer's needs, provide value to the customer, and cannot do useless things. On the one hand, return is a necessary condition for maintaining market relations; on the other hand, the pursuit of return is the driving force of marketing development. The ultimate value of export furniture marketing is whether it brings short-term or long-term income ability and brand benefit to furniture enterprises.

Maintain marketing expenditure strategy

The arrival of the financial crisis has caused the furniture consumption to decline rapidly, especially in the middle of 2011, the sales volume has dropped by nearly 30% compared with the same period of the previous year. This has caused many furniture companies to take measures to reduce marketing expenses to compensate for the profit from the decline in sales. Loss, this is a very dangerous behavior. According to some data, brands that increase their investment can pay less than the economic good period, thus increasing market share and investment yield, compared with competitors who cut marketing investment during the recession. Consumers who are uncertain about the product need well-known brands to build confidence for them – and the more viewers who watch TV at home during the financial crisis, the more consumers are expected to be, and the lower the cost per thousand. Therefore, a furniture brand with strong financial strength can take the opportunity to negotiate with advertisers on more favorable advertising prices and demand that the original price be maintained in the next few years. If you have to cut marketing spending, try to keep the original broadcast frequency, shorten the 10-second advertising time to 5 seconds, replace the TV commercial with radio ads, or increase the direct sales. These practices all have immediate sales results.

In addition, most companies in Chinese furniture companies tend to say to customers, but often ignore the importance of listening. In the market of mutual penetration and mutual influence, the most realistic problem for furniture companies is not how to formulate and implement plans and controls, but how to listen to the hopes, desires and needs of furniture consumers in a timely manner and respond in time. To meet the needs of customers. This will benefit the development of the transformation market.

Adjust product portfolio strategy

As furniture companies “except for wages that have not risen, others are rising”, consumers tend to buy low-end furniture and value-for-money furniture (such as sofas that can be used as beds), so furniture companies must re-predict furniture products online. The demand for each piece of furniture. It is certain that under the current financial crisis, multi-purpose furniture products are more favored than professional furniture products, while weak products on the furniture product line should be eliminated.

In the case of panel furniture, the lower-priced high-quality wood-panel furniture brands will increasingly invade the nationally renowned furniture brands (because these nationally renowned furniture brands are more expensive for consumers); and for the consumption of high-end furniture products At the time, customers would like to see bundles of products and services, and provide services such as home furnishing design free of charge. During this period, the arrogant advertising gimmicks have long since failed, and consumers value the reliability, durability, safety and environmental protection of furniture products. Furniture companies should still introduce some new furniture products in a timely manner, especially those that are aimed at the current situation of consumers and stress on competitors. However, advertisements for furniture products should still focus on excellent cost performance rather than the image of furniture companies.

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