Rents have to be paid, loans have to be paid, and wages have to be paid. This is the biggest challenge for all offline business owners. Among the offline entities, one industry is often overlooked by consumers, and that is the home building materials industry. why? Because consumers buy home building products less frequently, they usually go shopping only when the house is being renovated. Under the epidemic, how can the home building materials industry help itself? With this question, I specially consulted Teacher Zhang Hongmei. She is a pan-family retail consulting trainer. She provides consulting and training for the transformation of large home business models, new retail, and store efficiency improvement for many listed companies and brand companies. She is a practical expert in the industry. Next, I will share with you my experience from Teacher Zhang.
— 1  —
Help
Let me talk about life-saving advice first. The so-called life-saving means to live anyway. Which day you can live is a simple math problem: how much do you spend on not opening every month? How much money do you have? What is life-saving advice for the home building materials industry? Guaranteed cash flow can last at least until the end of May. why? All companies need to guarantee cash flow to survive. Why should the home building materials industry last until at least the end of May? This is because the sales node of the home building materials industry is very obvious. If there is no epidemic situation, February and March are the peak season for order grabbing and performance. The terminal retail store will launch two major promotions: a good start and 3.15 large-scale promotional activities. And May is the peak season for decoration. Therefore, the life-saving recommendation for the home building materials industry is that the cash flow can last at least until the end of May. For those home building materials companies with tight cash flow, it seems that there is no income now, and the expenditure will not be reduced. The cash flow will certainly not be able to sustain at the end of May. What should I do? It can be considered from two aspects, he saves and saves himself. What is he saving? Is to find the help of partners. For example, a home store opened in the store, you can try the following 3 suggestions:
1. You can find a store and ask if you can reduce or reduce the rent. If it is a branded furniture store, Red Star Macalline, Jiahe Lotte, Daon, etc. can be rent-free for 1 month, and Fuerma is free of rent for 60 days. 2. You can also try to ask if the brand that you represent the furniture product has the protection business activities, can help you bear some costs. Brands such as Gold and Xilinmen bear one month's shopping guide wages for distributors; Europa Group 1 billion, Minhua Holdings 700 million, Weishang Group 600 million, and Hollyke 100 million business protection plan. 3. You can also find out whether the local government and industry and commerce have tax reduction measures. and many more.After talking about his rescue, let's talk about self-help measures. I have compiled the following 5 points for your reference.
1. In order to allow cash flow to last until the end of May, after your comprehensive assessment, you can also seek financial support and use short-term loans to get through the difficulties first. 2. Pause the opening of new stores and reinstall old stores before the end of May. 3. You can quickly clear inventory and return funds at cost price through WeChat, e-commerce, live broadcast and other platforms. 4. Communicate with employees and adjust salary from February to May. Remind entrepreneurs who do this, they must communicate fully with employees and explain their interests, and frankly point out that without doing so, the company really can not survive and gain employee understanding. 5. Finally, if the above method does not work, some stores with low passenger flow will have to temporarily close and reorganize the personnel. Talent is your most valuable resource to regroup after the epidemic. Therefore, even if you close the store, you must protect the talents you have cultivated.— 2  —
Cure
After talking about the life-saving recommendations for home building materials companies, let's talk about treatment suggestions.
Suppose your business cash flow is sufficient to support it until the end of May.
At this time, we come to cure the disease again.
The purpose of treatment is to allow our income to be greater than expenditure and generate profits even under the epidemic.
This is healing.
In the current situation, how does the home building materials industry treat diseases?
That is how to make income greater than expenditure?
You may think this is impossible.
Because we mentioned at the beginning that most of the transactions in the home building materials industry are done offline.
Now that no one is going to the store, what can I do?
It’s good to live, and you don’t want to make money.
In fact, in the current extraordinary period, we still have a lot of things to do. Perhaps we can increase some income. Even if it is not profitable, at least it can reduce some of your losses and maintain market share.
Next, I will give you some suggestions in terms of customer acquisition and transaction, hoping to give you some inspiration.
— —
Let me talk about customer acquisition , I have the courage to share with you 3 suggestions.
1. Acquire customers from offline, transform online and offline to acquire customers.
Use digital tools such as WeChat group, WeChat + applet mall, live broadcasts and short videos, and smart shopping guides such as "Dingding + Hand Amoy" to efficiently carry out online sales.
2. From lagging customer acquisition to pre-catchment.
What is delayed acquisition? What is pre-interception?
Lag customer acquisition is to contact customers only after the house is closed and when they need to be renovated.
I suggest you, during the epidemic, inventory and delivery of the second half of the local community, district community through business model, in advance of touch owners, and the community through community service + buy discount exclusive lock advance orders.
3. From catching new customers to repurchasing and fission of old and old customers, and catching new customers.
Let's talk about the transaction.
For example, some companies in the home furnishing industry reported that they obtained a large number of orders through online activities.
But it didn't take long to repent, and the rate of chargebacks was extremely high.
why?
Most of the online deposits are 100 yuan and 200 yuan. Compared with home decoration, the threshold is extremely low. In online activities, it is easy to place orders due to the atmosphere.
After careful consideration and comparison, the customer feels that the value does not satisfy him, so it is normal to cancel the order.
When customers buy homes for decoration, they not only need high-value, practical and environmentally friendly products, but also save time, worry and money.
At this time, the simple use of promotion to drive transactions seems to be thin. It is recommended to transform into a dual drive of promotion + high value-added services to win the trust of customers.
In short, during the epidemic, customers should be dealt with online, deposits should be collected in advance, and orders should be reserved. After the epidemic, they will focus on offline installation and delivery services.
— 3  —
Health
Finally, we talk about health advice. If enterprises want to go long-term, they need to maintain a strong body all the time. After the epidemic has passed, the enterprise is back on track. At this time, for the home building materials industry, it is necessary to consider maintaining the body and starting to maintain health. What are the health advice for retailers in the home building materials industry? First, transform from a dealer to a service provider. Under the traditional model, in particular, standard products are purchased left-handed and right-handed. Except for installation and after-sales issues, dealers with no added value are bound to be eliminated. What is the service for the home building materials industry? Consumers' pain points and concerns are the focus of enterprise services. Before sale: free house inspection service, free decoration related matters consultation, free design plan, etc.; during sale: provide related products hydropower positioning service, cross construction docking service, etc.; after sale: in addition to 24-hour response to after-sale problems, provide free aldehyde test, free Cleaning, free maintenance, etc. Only services can increase the added value of products and win orders, and only high-satisfaction services can win the repurchase and referral of old customers, and continuously improve the reputation and market share. Second, improve efficiency and reduce costs through optimized management. For example, upgrading stores to digital stores, standardizing business processes, etc. Third, pay attention to personnel training and improve human efficiency. As mentioned above, talent is your most valuable resource to regroup after the epidemic is over, and is your core competitiveness. Therefore, we must pay attention to personnel training.
Last words
Save lives, cure diseases, and keep in good health. Finally, I would like to thank Zhang Hongmei for his advice. From these three aspects, we help you analyze how the home building materials industry should weather this crisis. Although it is a crisis, do not be anxious and optimistic. And there is another advantage of the home building materials industry, after all , decoration is just needed, and it is impossible to buy a house without installing it. Under the epidemic, it only suppressed demand. After the epidemic has passed, it is likely to grow explosively. So, what is most important to you now? Say it three times. Led Speed Limit Sign
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