With the rapid development of the Internet era, people's thinking and behavior have changed, which means that for traditional enterprises, challenges and business opportunities coexist. The market is changing rapidly. If the traditional enterprise has no transformational consciousness, it is no different from "chronic suicide", but the transformation must first clear the direction and goals, in order to earn enough for the self.
Looking at the industry: observing changes in the big environment
In addition to investigating its own factors, it is also an effective way to see whether the enterprise itself has reached the key to transformation from the changes in the industry environment. But is there any change in the environment of the furniture industry today? The answer is yes and no.
We know that factories, stores and dealers form the overall pattern of the furniture industry. They are the industry leaders and the leaders. The relationship of this triangle love has been vying for the sweetness of the early stage, "the war of competition is filled with smoke." Therefore, if you want to understand the changes in the environment of the furniture industry, what changes have taken place, and the changes in the role of the "three-member generals" can be seen as clues.
From the perspective of terminal channels, although the “wind vents†such as e-commerce and overall home improvement have flocked in recent years and successfully grabbed some consumer markets, furniture is a commodity with the characteristics of durable goods, and it is necessary to experience performance and touch. And based on the security and logistics system of online shopping, hardware and software facilities need to be strengthened and improved, most consumers will still choose offline stores to buy furniture. Therefore, the store is still the most important terminal sales channel in the furniture industry, and has never changed in 30 years.
Therefore, enterprises should consider their own operating conditions in the channel, a dealer team with business philosophy rather than relying too much on the factory is undoubtedly one of the best tools to occupy the market, but also a strong backing of the front of the terrorist base. In addition, on the battlefield, the party in the position of easy to defend and difficult to attack is often easy to win. Similarly, the storefront business in the center of the mainstream store is invisible much better than other locations.
In fact, whether it is a traditional mainstream store, or a rising star of e-commerce and overall home improvement, the purpose is to open up sales for enterprises and dealers, sell products and realize long-term development of the company.
The business environment is changing all the time, but the products, services and experiences are never out of date. If you look at the furniture industry, the companies that are doing well are not in the products, services, channels, marketing, etc. However, it is this group of people who have become more energetic and ambitious during the painful period of the industry formation.
Self-precipitation: core competitiveness is important
A company, the essential weapon of "walking the rivers and lakes" is the core competitiveness of the brand. Once this competitiveness has expired at a certain moment, and the enterprise does not have this consciousness, it is not far from the situation of annihilation. Throughout the ages, the enterprises that have a history of staying in the past will only be those who have their own unique competitiveness.
We are familiar with the Gree of the home appliance industry, with an annual output value of hundreds of billions. As the industry leader, it has the core competitiveness of home appliance air conditioners, masters the overall development of the industry, and has a high market share, and the product quality is high, the popularity is high, and consumers buy it, so even in the next 5 years, it maintains the status quo. Development can still be eaten in the industry, because its core competitiveness is firmly in its own hands, and the terminal channels are rich in resources, which can be described as good and natural.
At this time, if you are an unknown small appliance company and want to get a piece of the industry in the production of brands and terminal channels, you have to ask yourself whether you have the core competitiveness of a certain segment, and This core competitiveness is best not available to others, and you just have it, otherwise it is still difficult to open the market gap with brute force or a bloody blood.
In contrast, the furniture industry, there are similar cases, perhaps more vivid and more complex. The development of these two years of customization has been in full swing, and has made dark horses such as Shangpin Home, Weiyi Custom, and Sophia. Take Shang Shang's house, foresee and timely capture the custom of this wind, the recent state is also "spring breeze", not only in the marketing war repeatedly staged new gameplay, but also in the terminal channel.
Guangzhou Jie Lin international trade Co., LTD , https://www.jinlintrade.com