The problem facing most dealers in furniture and domestic affairs is the internal and external difficulties. The following small series of home network first analyze the external causes of Swarovski furniture, the following are the reasons for the four aspects of the summary:

First, the real estate regulation and control efforts continue to increase, these macro factors make the downstream furniture industry suffer.

Second, the continuous expansion of the store, it seems that the wind is hot, but this is a fatal blow to each terminal dealer. The decline in unit output has already made dealers feel overwhelmed, and the rents are still like a helicopter-like smashing.

Third, the expansion of the store will accelerate the reshuffle of the circulation industry. The future result is likely to be: Most of the small brands with weak competition will be eliminated by the market, and a few monopoly brands will be formed. This development trend is very likely, because in contrast to the mature appliance industry in the furniture industry, we can see the results of market competition. In the early stage of development of the household appliance industry, it was also a mixed brand of big and small brands. However, after the bloody killing of the market, we only saw the two major distribution stores of Gome and Suning, and only a handful of brands were left. What does this mean? This means that the furniture industry's enterprises and distributors are experiencing the process of fighting in this market, the brand competition is quietly going on, the furniture brand is experiencing an unprecedented reshuffle, and the furniture industry is in the process of being The tragic era of brand breakout. Today, you don't pay attention to product brands. Tomorrow, waiting for you is to disappear in front of consumers.

Fourth, most export enterprises have fought in the domestic market, further aggravating competition in the domestic market. Next, I will talk about internal factors. Market variables increase, pressure increases, is the dealer's own service awareness or the store's shopping guide professional quality is not enough? Is your shopping guide qualified for a home consultant role? Can your guides convert roles to help consumers? “Provincial” money? Today's consumers value product quality, product brand, shopping environment, service attitude and communication feeling. The quality of the terminal store has raised higher requirements for dealers. In the face of market competition, it does not improve. I can only watch my share gradually lose.

Marketing "champion mode" vacated

The market is terrible! The spring of the furniture terminal industry has passed, and the cold wind has already blown up. In such a market "climate", the only thing dealers can do is: take the initiative to attack in 2014, and the Swarovski furniture company has been upgraded again after years of marketing "champion mode", setting off a marketing revolution that shocked the industry.

What is the championship mode?

Professor McCarthy, a US marketing scholar, proposed the 4P theory of marketing in the 1960s: products, prices, channels, and promotions, which are the basis of the marketing system. The champion mode is born to ensure that every store is profitable. It has created a new model that can improve output efficiency, and proposes a refined management indicator - the efficiency per square meter of output, the core of which is active marketing. This is a revolutionary marketing model in the furniture industry. The champion model with active marketing as the essence will solve the various problems that dealers encounter in the market.

Product - product portfolio - overall living room furniture price - pricing system - stable price system channel (promotion) - non-storefront marketing (active marketing)

Communication - The new father of image packaging positioning theory, Rees Trout, once said that humanity has entered an era of information explosion. To seize a position in the minds of consumers is far better than building a store in the mall. The core of "active marketing" is to seize consumers! The key to all the problems now is how to do active marketing? Mainly do the following three things:

First, take the initiative to find the target consumer. Including cooperation with other industries such as residential areas, new real estate, find the owners who need to be renovated; cooperate with building materials companies, and purchase customer information.

Second, attract target consumers to enter the store. Promotional promotion; sales design attraction; short message dissemination; telephone access; formal event invitations, etc.

Third, how to promote transactions. Including the creation of the store atmosphere. Visually, it provides a pleasing store decoration; on the auditory side, it provides music enjoyment that makes consumers feel good. The scent creates a scent that makes the consumer feel comfortable. In addition, personnel organization is also an important one. Among them are organizations for consumers. The purpose is to allow consumers to stay longer in the store and have more chances to make a deal. For example, the terminal store organizes an event to invite consumers to come to the store to receive small gifts, so that consumers can fill in the information, drink coffee, chat, and the details are sold.

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