How do the wardrobe business respond to the home industry exam year?

At the beginning of the new year, raw material prices, labor costs have increased, labor shortages have increased, etc., the production costs of cabinet manufacturers have further increased, profit margins are still being compressed, and the property market regulation remains the same, the home industry will be in 2012 We are welcoming the "big test year" in the true sense.

Dealer competition is fierce

The channel is king. The wardrobe manufacturers started the competition for dealers at the beginning of the new year. The preferential policies given by the manufacturers to the dealers increased significantly, and the preferential strength gradually increased. Some manufacturers have played a series of preferential business slogans such as "You open a shop, I distribute goods", "open a shop to send decoration", "pay 10,000 to 30,000" and so on.

Manufacturers' various "privilege" to dealers, from the perspective of crisis theory, has its rationality. In the current market downturn, due to the dual effects of inflation and domestic policy regulation, manufacturers' profit margins are increasingly squeezed, and strong competitors have brought tangible and intangible pressure. In order to obtain orders to maintain the survival and development of enterprises in a fiercely competitive market environment, the expansion of sales channels has become the top priority of enterprise development.

The property market regulation policy has a significant impact on first-tier cities such as Beijing. The volume of new homes has repeatedly hit new lows, and the home market has shrunk severely. Especially before and after the Spring Festival, the storefront door can be ridiculous, the performance can not make ends meet, forcing companies to seek to break out. In the second and third tier markets, the sales situation is increasingly popular. Many manufacturers are optimistic about this market. Home furnishing companies have set off a trend of sinking channels, and soon there is a situation of short-handedness. In this situation, the wardrobe business must also follow up, adopting a wide-ranging mode of thin collection, universal casting, and key fishing.

Manufacturers must be refined management

As the industry continues to develop, the competition in the wardrobe industry is ultimately reflected in the competition between products and culture. Some closet wardrobe enterprises have strengthened management, and at the same time continue to strengthen corporate culture construction and find new breakthroughs. Excavate and expand the comprehensive strength of the brand, and subdivide from all levels into a way to break through the market. In 2011, all the insiders felt that the business was not good. The reason was that the market competition was fierce and the homogenization of the wardrobe products became more and more obvious. This also urges companies to focus on R&D, marketing and customer service in another aspect, providing differentiated products and services.

For those small-scale, family-run cabinet wardrobe enterprises, they may be more affected in this unfavorable market, and the situation forces them to change in the way of corporate management, calling them to accelerate their corporate culture. Construction, further standardizing the technical structure. In terms of management, family businesses must also be transformed, and through family equity management and other measures to complete the transformation from family management to modern management.

The transformation of the wardrobe business is an inevitable trend of market development. The extensive management mode cannot adapt to the current market situation, can not meet the requirements of dealers for enterprises, and can not adapt to the development needs of the terminal market, and transformation becomes the only way.

The transition from production to service is the main content of the transformation. The market competition is becoming increasingly fierce, and dealers need to meet the higher-level needs of consumers, which inevitably puts forward higher service requirements for cabinet manufacturers. In the past, the practice of only providing products to dealers has not attracted dealers. Manufacturers must help dealers to continuously improve their service skills and improve after-sales. To do this, the factory needs to develop a series of measures, such as sending some marketing elites from the factory or market supervision to the storefronts of each dealer to do on-the-spot guidance; conducting detailed and systematic market research on the dealer's location, and reasonably analyzing product sales. , slow sales, best-selling, etc., timely response; do a good job of inventory turnover and slow-moving products, damaged products, as far as possible to minimize inventory, the fastest turnover; scientific guidance dealers to order manufacturers to purchase goods; guide distribution Businesses invest in publicity expenses according to scientific proportions, reasonable promotions during holidays, and so on. Only by doing this in detail, let the dealers understand the service of the enterprise and earnestly grasp the market to obtain profit, in order to enable the manufacturers to enter a virtuous circle of cooperation, in order to achieve a true win-win situation.

In the year of the exam, manufacturers and distributors must maintain close cooperation. We must adopt a refined management model that takes the terminal and service terminals as the starting point to form a new type of cooperation relationship to enhance dealer satisfaction and loyalty. Long-term cooperation and solid cooperation.

Manufacturers change their minds and share the market

Cabinet wardrobe enterprises should make their core products special, strong, and highlight their own characteristics, it is necessary to provide reliable product guarantee for dealers. At the same time, we must actively seek ways to integrate the industrial chain and reduce costs to improve the cost performance of the products. This is actually the most practical support for dealers. In the downturn of the market, manufacturers should establish confidence, discuss with the dealers the measures to deal with the year of the exam, abandon the bad ideas of pursuing profitability and pursuing short-term benefits, and help the dealers to do a good job in the market. The win-win situation of the manufacturers will be a matter of course. .

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