The miracle of furniture created by amateur marketing
In Henan, there is a distributor selling electrical appliances, switching to selling modern Quanyou furniture, with very good results. The dealer used some methods of electrical appliance sales to make Quanyou Furniture achieve outstanding results locally. In just two years, the sales store has grown from 600 square meters to 3600 square meters, successfully winning the name of Quanyou Furniture ’s flagship store .
Coincidentally, Mr. Liu, who is engaged in the sale of medicines in Guangxi, opened a palm pearl furniture in a county-level city, and used the medicine sales when he opened the store in October 2008, especially the sales model of the three oral liquids that year, with the help of National Day, in the streets of the city. Hundreds of banners were printed, and the first local furniture brand lifestyle pavilion was opened, and the farthest banners were pulled to various towns. At the same time, employees were sent to the street by him to hand out leaflets to the citizens. This is the old routine of the pharmaceutical business, which is used to sell furniture. As a result, the handheld pearl area ranks first among all furniture brands with a single store market share of about 16%. In this third-tier Chinese city, Mr. Liu ’s store can sell 300,000 a month, which is about double that of the same period last year. In Guangxi, this growth rate ranks second in all branches of the branch.
At the 2009 China Furniture Marketing Summit Storm Forum, Cheng Yu, the general manager of Pocket Pearl Furniture Marketing Center, introduced their goals-furniture sales grew by more than 50% in 2009, and half of the goals have been completed in the first half of the year. According to reports, many of the general managers responsible for the sales of Pearl of the Palm have previously joined the furniture industry midway. At least I know that Quanyou ’s last general manager of marketing came from Haier, and Cheng Yu, the general manager of marketing for Pearl, came from Coca-Cola Company, and is now a CEIBS EMBA seminar. However, this furniture team created a sales miracle in 2008, and will continue to create a miracle of furniture marketing in 2009.
The team composed of the above-mentioned outsiders has achieved such great growth and development in the furniture industry in just a few years, and it has to attract my attention.
China's furniture industry will become a kaleidoscope of global sales
Analyzing the development of these companies, in theory, is not a major innovation. As far as its marketing technology is concerned, it is already very common and routine in the household appliances and pharmaceutical industries. However, these seemingly common methods can still produce such a large effect in the furniture industry. It can only show that furniture marketing, especially the marketing technology of furniture terminal sales, still has huge room for innovation. Furniture The sales management model and system of the marketing terminal, at least from the perspective of thought and theory, its level is relatively low.
In terms of furniture sales terminal management, some companies are introducing sales models and methods from Taiwan or Hong Kong. However, few people have noticed that these sales methods and methods are actually outdated compared with Chinese marketing. The intensity of competition in mainland China far exceeds the above. China has in fact become the world's largest furniture production and consumption market, and the world's largest multinational brand production market. The foreign furniture varieties and the degree of fierce competition in the Chinese market are not available in any country. Therefore, the Chinese furniture industry has become not only a kaleidoscope of global furniture products, but also a kaleidoscope of global sales methods. This situation makes the marketing of Chinese furniture companies must be more systematic and advanced in theory and system in order to be effectively grasped and promoted.
Huge marketing innovation space
In fact, the success of people and marketing is definitely the success of the ideas and systems behind its practices. And the analysis of success is only valuable if it rises to the level of marketing theory. The foundation for supporting and promoting the development of enterprises and raising the level of dealers is also the first to enhance the ideas and concepts on which enterprise marketing depends. We must see that every simple innovation in marketing at the micro level is, in essence, a specific application of marketing theory. Although, for some marketing executives who lack theoretical understanding and systematic understanding, this application is an incomplete and systematic application. However, even such incomplete and systematic applications, as long as they are in a relatively innovative state of mind, as long as the marketing methods from other industries with more intense competition, will produce very good results in the furniture industry. This only shows that the competition in the furniture industry, at least in terms of marketing theory and system, is not high-level, and there are huge opportunities for innovation, which requires our reflection.
In fact, from the perspective of marketing theory, the theoretical system of furniture marketing terminals, including store marketing technology, is also a specific response to the marketing laws of the five generations.
Under the first-generation marketing theory, as long as there is a store for furniture terminal sales. Early furniture stalls in Lecong, Guangdong and Xianghe, Hebei, where simple furniture sales venues were set, are typical.
Later, the second-generation marketing system entered the furniture market. At the terminal, it was mainly reflected in the decoration and improvement of channels, while other single innovations. Such as products and prices, including proper public relations, are marketing changes at this stage.
Furthermore, in 1998, Dynasty Furniture took the lead in proposing and promoting a specialty store model, thereby bringing furniture marketing into the integration stage. After entering the integration stage, compared with product, price, and publicity innovation, the worst level is the terminal site placement and sales services. Therefore, the terminal site placement and sales technology, which is dominated by the alliance enterprises of the Hong Kong Family Association, includes Language introduction, etc., entered the furniture stage. Considering the level and state of sales language mastered by most sales staff, I feel that in the field of furniture marketing terminals, the overall marketing level can only be in the second and a half state. And it has reached the third generation in hardware.
It is precisely because of such problems that companies that apply pharmaceutical sales and electrical sales technologies have reached the third-generation marketing level, that is, integrated marketing, in marketing software, which has produced very obvious results.
But even so, the current furniture marketing is still far from reaching the fourth-generation marketing level. The fourth-generation marketing theory and technology have produced very good results in well-known enterprises such as Haier in the home appliance industry, making them still produce huge sales growth when the market is already very mature. The furniture industry also has a group of enterprises that are brave in innovation and pioneering spirit: Gujia Crafts, Meikemeijia, Quanyou, Pocket Pearl, etc. They are leading the development of furniture in a way that suits their own development.
The layman's leadership of the layman only shows that the standard of the furniture layman is too low, and there is a huge room for growth, indicating that the furniture industry has a huge room for growth in understanding and mastering marketing. At the same time, it also shows that the theoretical level of the entire industry must be fundamentally improved. In terms of ideological progress and leadership, in terms of innovation space and growth, further improvement and development are required to truly realize the furniture industry Continuous breakthrough and growth. In fact, there are already some excellent companies that combine the expertise of laymen and professionals, such as Caidi Zhiye of Guangdong, are particularly good at tapping the core competitiveness of enterprises. Chengdu ’s four sides have used the marketing methods of Sichuan companies. Incisively, let every enterprise reborn.
In a word, why can a layman lead a layman? That's because the "expert" marketing idea is outdated, it seems that it is time for us to carry out comprehensive innovation.
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