Two great tools for “Furniture to the Countryside”: Teams and Products

In the first- and second-tier cities, the deep cultivation of the stores and the prosperity of the economy have also led to the prosperity of furniture categories, especially high-end brands, which are mostly rooted in first- and second-tier cities. In 2008, with the advent of home appliances to the countryside and the financial crisis, some first-line furniture brands proposed to sink to the third- and fourth-tier markets, but compared with the sinking ceramics, sanitary wares and cabinets in the same period, the first-line furniture brands have “going to the countryside” in recent years. However, it is a glimpse of the light.

However, with the saturation of the primary and secondary markets and the development of the third and fourth-tier markets, the first-line products “going to the countryside” will inevitably need to be put on the agenda. And the first-line furniture brands want to go to the countryside smoothly, we must grasp these two weapons: team and products.

The biggest weapon: the team

Ma Yun’s team is well known, and it’s because of the indestructible and unmanned team that has the legend of Ma Yun. Ma Yun said this: "I am not a hero of the company. If I look like it, it is because our team made me, not that I made the team."

Furniture brands want to "go to the countryside" is effective, but also can not be separated from a strong team, with a team to broaden, service channels, with a team to promote the brand.

1. Broaden channels

In fact, many of the first-line brands are not ideal in the hometown. The reason is that there is no channel. If you can't find a suitable store, you can't find a suitable dealer, especially if you can't find a suitable dealer. In the primary and secondary markets, the concept of distribution has gradually changed with the adjustment of manufacturers, but the dealers in the third- and fourth-tier cities have conservative ideas and economic strength, and it is difficult to meet the requirements of manufacturers. Bathrooms, lighting and other places in the hometown are smoother than furniture, the reasons are simple, the bathroom, lighting, etc. do not need a large area of ​​storefronts, there are no requirements for the placement of furniture, so that dealers that meet the requirements are relatively more This is one of the reasons why furniture is difficult to go to the countryside.

Broadening the channel requires the brand to provide a professional team, field inspection and selection of dealers as a carrier, in order to better go to the countryside. If no team spends time and energy to understand the actual situation of the third- and fourth-tier markets and dealers, it is difficult to open the furniture brand to the hometown channel.

2, promote the brand

After finding the "support point", the hardest thing about furniture going to the countryside is promotion. Consumers in third- and fourth-tier cities have relatively low awareness of brand awareness. They don't understand the “who is coming”, and the market is scattered, it is difficult to find the target customers, how can we let consumers know that “the big guys in the city”? This requires a dedicated team to do, can not rely on local dealers to revitalize, hope to promote the market for many years, until then, the day lily is cold. Opening promotions, advertising, activity, and blasting organizations are still effective in third- and fourth-tier cities. The marketing team needs to increase promotion before and after the dealers start business, and guide dealers to carry out.

3. Maintenance channels

After many brands find a sinking dealer, due to the lack of a professional maintenance team, the dealers grow wildly and fend for themselves, so the market is difficult to do. After a professional team, the sinking is targeted and the dealers are given more support policies. For example, training for dealers before opening, professional training is required for products, design, culture, and skills. After the opening of the business, it is necessary to hold an event to break the "wine fragrance is also afraid of the deep alley", you need the team to guide the dealer to plan and organize the activities. In the post-sales, the team also needs to provide supervision and follow-up service in the follow-up service.

This series needs a team to do, but at present, there are only a handful of companies with mature teams before and after going to the countryside. Many companies have shot a shot and did not concentrate on playing the 3rd and 4th lines. The city market, so I want to open a little hard, it is difficult to sell after opening a store, the effect of "going to the countryside" is not ideal.

The second biggest weapon: product

In addition to the team needs to be formed, the company must also ponder over its own products before sinking. Some first-line brands are taking high-end routes, such as luxury European and American styles, or fashion trends, or versatile, such products are difficult to open large sales in third- and fourth-tier cities. First of all, the price of this part of the product is too high, consumers can not afford it at all, and the product is too complicated and changeable, which is difficult for consumers to accept. Most of the consumption in the third- and fourth-tier markets prefer simple and durable furniture products.

“Furniture goes to the countryside”, this part of the product is very important, we must adjust the product, starting from the product style, product price, product display and so on.

Product style

Before the adjustment, the work must be done properly. The southern and northern markets are different. The requirements for products in the third and fourth grades are different. It is necessary to conduct research and select the most suitable products to sink. Generally speaking, the products are simple and generous, and the colors avoid excessively personalized products, which are generally applicable in the third and fourth grade markets. At present, some enterprises that try to sink have chosen to produce new products for the third- and fourth-tier markets, which is also based on the needs of product style adjustment.

product price

The prices of many furniture brands are relatively high. This is why many third- and fourth-tier dealers dare not join in, but manufacturers can't afford lower ex-factory prices because they can't sell high prices in the third- and fourth-tier markets. The national uniform price requirements, so how to adjust the price is also the biggest headache for manufacturers. In this regard, some manufacturers have to re-open low-end products in the high-end category to adjust the price, but this approach is very risky.

Product display

First-line brands have strict requirements on the size of the field and display requirements, but in the third-tier market, this requirement will inevitably need to be relaxed. Most dealers' stores are in the form of small stores. The area is small and the display area is insufficient. In this case, fine-tuning, or suggesting that dealers use ipad and other sales tools to guide consumers to watch product display effects online, etc., has solved the problem of insufficient placement.

Conclusion

“Furniture going to the countryside” is not easy, and there are many scholars in a single team and products. Some people say that people in traditional industries such as furniture must learn to think about the Internet. They must start by admitting that they don’t understand anything. The same is true for expanding third- and fourth-tier cities. The playing part of the first- and second-tier cities is applicable in the third- and fourth-tier cities, but some of them need to be tailor-made. Before they are ready to warm up, they should not sink.

For more information on China's furniture industry, please pay attention to the official website of Xianghe Furniture City ().